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(Purple Photo)

Watch out for Purple near the University of Washington. No, not more of the color associated with the school and its Huskies, but rather the high-tech mattress maker.

Purple is the latest direct-to-consumer online retailer popping into Seattle with a pop-up store to get in front of more potential customers. The comfort product company will be at the University Village shopping center on Friday, Oct. 25.

With patented Purple Grid technology, Purple boasts superior comfort in its mattresses thanks to a creation called Hyper-Elastic Polymer, designed by founders Tony and Terry Pearce. They also make pillows, sheets, cushions and pet beds. Mattresses are manufactured in Salt Lake City.

University Village previously attracted another one-time internet star in Allbirds, the billion-dollar sneaker startup that opened a brick-and-mortar location there earlier this year. Direct-to-consumer beauty juggernaut Glossier also used Seattle as location for one of its signature pop-up stores.

Purple is already in Mattress Firm and Macy’s stores nationwide. The 4,800-square-foot pop-up space, at one of Seattle’s swankiest shopping spots, will allow consumers to see products up close, to gain a better understanding of the tech that could very well transform a night’s sleep.

The brand is clearly having fun with a large assortment of videos and commercials on its YouTube channel, including some with millions of views.

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