Mattress Firm finally caved.

After bucking the $1.5 billion bed-in-a-box movement and even disparaging the industry as just “hype,” the Houston company will jump into the hot category on Friday.

Mattress Firm’s bed-in-a-box brand is called Tulo.

With Tulo, Mattress Firm is taking aim at Casper, the 800-pound gorilla in the space that’s backed by Hollywood celebrities including Leonardo DiCaprio and Tobey Maguire.

A Tulo queen costs $650, compared with Casper’s $950 queen. Mattress Firm is matching Casper’s 120-day trial and free delivery offer.

Tulo is the only Mattress Firm bed with guaranteed free, two-day delivery, which represents a $70 savings.

But unlike Casper’s one- mattress-fits-all offerings, Tulo beds come in soft, medium and firm.

Mattress Firm bought Sleepy’s last year and was in turn bought by South African holding company Steinhoff International. The word “tulo” means “sleep” in Chichewa, a language spoken in parts of Africa.