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In the media hullabaloo following Amazon’s announcement this month that it was buying Whole Foods Market, largely overlooked was the same-day news that Walmart was acquiring menswear e-tailer Bonobos. While Amazon did make a bigger splash with its $13.7 billion foray into organic groceries, Walmart beefed up an e-commerce stable that already includes the acquisitions of digital natives Jet.com, Shoebuy, ModCloth and Moosejaw.

Not too long ago, buying a mattress with a click instead of a trip to a store was virtually unheard of. But now that easy delivery processes and generous return policies have helped online mattress retailers gain traction with consumers, entrepreneurs have taken notice.