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Birch

Birch

Evaluation Completed: 
June 5, 2025
Bedroom
Furniture
Moving
Kids
Adults

Birch is owned by the company 3Z brands. Hilde evaluates parent companies rather than individual brands. You can read more about why we think this approach is more helpful for consumers on our blog.

We started looking into the company 3Z Brands because one of their mattress brands (Birch) kept showing up on lists of safer and more sustainable beds. The company previously had a 2023 ESG Report posted on their website but it appears to have been taken down. We were able to find a 2024 ESG Report for the company but not linked on their site for some reason. Long story short, we see the beginnings of an ingredient safety and sustainability foundation but lots of opportunities for additional action.

Hilde Status:

Avoid

Consider

Recommended

We try to avoid purchasing or using products made by this company or their brands in our homes.
We may decide to purchase or use products made by this company or their brands in our homes when other options are not accessible.
We regularly try to purchase and use products made by this company or their brands in our homes.
Hilde Ratings
Topic
Rating
Ingredient Safety
Environmental impact
People Benefits
Accountability
Hilde Approved Certifications
Fair Trade
Hilde Likes

Brand-specific ingredient safety efforts noted

Focusing on water use & efficiency

Limiting potential exposures

Verified social impact efforts

Opportunities for Improvement

Providing public disclosure and reporting

Providing paid maternity leave

Establishing programs to address environmental impacts

Adopting a comprehensive approach to ingredient safety

Moving beyond regulatory compliance for social impacts

Additional Information
Parent Company:
3Z Brands
Owned Brands:
Bear Mattresses, Birch, Brooklyn Bedding, Helix Sleep, Nolah, Leesa
Product Types:
Mattresses, Bed Frames, Bed

Evaluation Summary

Company Insights

Category Description

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Product & Packaging Circularity
Climate Protection, Biodiversity Protection
Goals & Metrics
Impact Reduction
High Quality Certifications
Other Topics
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Furniture

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Furniture

industry

Hilde Likes

Focusing on water use & efficiency

We’re pleased to see an emphasis on water use efficiency given the power the company has to influence water use across the lifecycles of many of their products.

Opportunities for Improvement

Establishing programs to address environmental impacts

We think this company should establish credible efforts to measure and disclose their environmental impacts and create time bound goals to improve performance

Category Description

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Responsible Sourcing
Living Wages
Paid Maternity Leave
Supply Chain Transparency
High Quality Certifications
Other Topics
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Furniture

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Furniture

industry

Hilde Likes

Verified social impact efforts

This company makes a significant number of products or uses a higher percentage of raw materials and ingredients in their products that feature a higher quality certification for people benefits

Opportunities for Improvement

Providing paid maternity leave

We would like to see this company adopt a paid maternity leave policy for their employees that goes beyond regulatory requirements and share it publicly

Moving beyond regulatory compliance for social impacts

We think this company should move beyond statutory compliance for social impacts

Category Description

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Mission Integration
Advocacy
Public Reporting & Disclosure
Performance Incentives
Ethical AI
High Quality Certifications
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Furniture

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Furniture

industry

Hilde Likes
None Identified
Opportunities for Improvement

Providing public disclosure and reporting

We think this company should start publishing regular annual reports on sustainability or ESG topics for consumers or other stakeholders and maintain a publicly available archive of past reports

Category Description

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Real people (not AI) do our evaluations. If you think you see something we missed, please contact us. You can read more about our company evaluation methods and check some of the limitations of our evaluations. The content on this site, including for example the evaluations and ratings, are for informational purposes and represent solely the opinions of Hilde. They do not represent endorsements or investment advice. Hilde makes no promises regarding the content of its site, including without limitation its accuracy, quality, completeness, and timeliness. Accordingly, Hilde is not liable for any loss or damage that might arise from reliance on the content of the site. For more information, visit our Terms of use.

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