When people go shopping for mattresses, according to Resident co-founder Eric Hutchinson, they often know more or less what kind they're after.

"The person who wants a memory foam mattress opts into that category very quickly," Hutchinson said on the Modern Retail Podcast. "They say: 'I am looking for a memory foam mattress,' so they're doing the comparative shopping versus other memory foam brands."

In other words, people don't go mattress shopping as much as they go "memory foam" or "traditional" mattress shopping, right out of the gate. "Once we understood that, the notion that we would have a portfolio of brands was pretty clear to us."

That's why Resident, a DTC holding company formed last year, has four mattress brands to its name, giving it the ability to meet consumers even after they've written off certain mattress categories. The company is "right at the point of break even profitability," Hutchinson said, and it's expanding to other parts of the home furnishing shopper's list.

"The idea is to have products that resonate with the consumer across the entire furnishing life cycle of a home," Hutchinson said.

Obviously, the coronavirus pandemic poses problems for any consumer business's plans. "Uncertainty is the most difficult thing to manage to," Hutchinson said. But he added that although retail revenue plummeted "almost overnight," the DTC side of the business is strong.

"Right now consumers are online, so we pivoted our business and really have been able to make up the ground that we lost to the retail," Hutchinson said. He talked about the "aspirational" vibe of new DTC companies' brick-and-mortar stores, surveying customers and what digitally-native really means in his book.