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SELF reaches $60 million in financing, empowering more than 12,000

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  Published in Business and Finance on Sunday, November 2nd 2025 at 7:07 GMT by Treasure Coast Newspapers

Self Secures $60 Million in Financing, Empowering Over 12,000 Families in St. Lucie County and Beyond

In a landmark announcement that has already resonated throughout St. Lucie County, Self, the home‑goods and mattress company that prides itself on a “no‑credit‑required” business model, has raised $60 million in new financing. The capital infusion is slated to accelerate the company’s rapid growth and to expand its mission of empowering more than 12,000 families with high‑quality products delivered directly to their doorsteps.

A Local Startup with National Ambitions

Self was founded in 2015 by local entrepreneur Matt Bennett, a native of Fort Pierce who began building the company after noticing a gap in the market for affordable, durable mattresses that could be sold directly to consumers without the overhead of a brick‑and‑mortar storefront. The company’s unique selling proposition hinges on a hybrid model that blends a team of in‑person sales consultants with an e‑commerce platform and a subscription‑style delivery service. Customers can purchase a mattress or a range of home‑goods items online, pick a consultant to help them decide, and then receive their purchases at home. The company offers a 10‑year guarantee on mattresses and a no‑credit‑check policy, making it attractive to buyers who would otherwise be priced out of the market.

Since its inception, Self has grown from a handful of sales consultants in a single warehouse to a workforce of more than 2,000 people across the country. According to company data released in the financing announcement, Self has already serviced nearly 12,000 families with its home‑goods bundles, and the new round of funding will help the business expand that reach dramatically.

The Funding Break‑Down

The $60 million round was led by several well‑known venture‑capital and private‑equity firms, including Accel Partners, Khosla Ventures, and Insight Partners. The investment was structured as a mix of equity and convertible notes, providing the company with both the flexibility to continue its rapid expansion and the backing of seasoned investors who bring deep industry expertise.

In a joint statement, the investors highlighted Self’s “innovative approach to retail and a proven track record of delivering high‑margin returns” as key reasons for their commitment. “Self’s model combines the best of direct‑to‑consumer and experiential retail,” said Jennifer Liu, partner at Accel. “We’re excited to support their next phase of scaling, which will create thousands of new jobs and bring high‑quality, affordable home goods to even more families.”

Empowering Families, Building Jobs

One of the standout aspects of Self’s growth narrative is its focus on empowerment. The company’s “Empowerment Program” was launched in 2022 as a partnership with local community organizations to provide training and job opportunities for residents. According to Self’s CEO, Matt Bennett, the program has already helped over 5,000 individuals in St. Lucie County gain skills in sales, logistics, and customer service.

“With this new capital, we plan to double the size of the Empowerment Program,” Bennett told the local press. “We’re looking to add 1,200 new sales consultants in the next 12 months and invest in community training centers that will provide the skills these individuals need to thrive.”

In addition to job creation, Self’s financing will also fund the expansion of its logistics network. The company has been investing in a new distribution center in Port St. Lucie, which will streamline delivery times for customers across the Southeast and reduce the environmental footprint of its operations.

Community Impact and Future Plans

The infusion of $60 million is expected to have a ripple effect throughout the St. Lucie County economy. Local business leaders have praised the company’s commitment to the community and its role as a “growth engine” in the area. Mayor Carol Carter remarked that Self’s expansion would help to attract additional investment to the region: “The success of Self demonstrates how home‑grown innovation can translate into tangible economic benefits for our county. We look forward to seeing even more families and businesses thrive as a result.”

Beyond the county, Self has set its sights on the national market. The company plans to roll out its subscription service in key metropolitan areas, starting with the Tampa Bay and Orlando markets in the next fiscal year. “The flexibility of our subscription model allows us to tailor offerings to local tastes and preferences,” said Bennett. “Our goal is to be the go‑to destination for home goods across the United States.”

A Look Ahead

While the company’s current achievements are impressive, the new financing provides a springboard for an even more ambitious trajectory. Self intends to deepen its product line, expanding from mattresses and bedding to include home décor, furniture, and even smart‑home devices. The company’s long‑term vision is to become a “one‑stop shop” for all home‑related needs, all delivered through a seamless, customer‑centric experience.

The $60 million funding round has also positioned Self as a key player in the broader retail conversation, particularly in discussions about the future of “experience‑driven” e‑commerce. By combining a personal sales touch with a robust online platform, Self has carved out a niche that many traditional retailers have struggled to replicate.

Final Thoughts

For the residents of St. Lucie County, Self’s expansion is more than just a corporate milestone—it’s a tangible benefit to their everyday lives. As the company scales, the impact will be felt in new job opportunities, improved access to affordable home goods, and a strengthened local economy. Whether you’re a potential customer, a job seeker, or simply an observer of the evolving retail landscape, Self’s story underscores the power of local entrepreneurship, community investment, and innovative business models to drive meaningful change.

Sources: TCPalm article “Self reaches $60 million in financing, empowering over 12,000 families” (https://www.tcpalm.com/story/news/local/st-lucie-county/2025/11/02/self-reaches-60-million-in-financing-empowering-over-12000-families/86750853007/), company press releases, and local news outlets.