Podcast

Learn from Fast Growing 7-8 Figure Online Retailers and eCommerce Experts

EPISODE 153 55 mins

Eve Sleep Grew 10X in 2-Years w/ Co-Founder Jas Bagniewski

Posted on 13th September 2018 , by Kunle Campbell


About the guests

Jas Bagniewski

Kunle Campbell

Jas Bagniewski was the founder and CEO of Eve Sleep PLC, prior to which he was country head of Zalando UK and a member of the Senior Management Team at CityDeal/Groupon UK. Prior to working in e-commerce, Jas worked as a consultant in the Financial Services industry with Accenture. Jas has an MBA from Cambridge University and a Master's degree in International Relations from University College London.



Eve Sleep (formally Eve Mattress), is currently the UK’s #1 direct-to-consumer mattress and bedroom product brand.
It was founded in October 2014 by Jas Bagniewski along with 4 other co-founders, James Fryer, Kuba Wieczorek, Felix Lobkowicz, Abid Ismail.
Over Jas’ tenure as CEO, Eve Sleep 10X’d sales between 2015 to 2017 their revenue growing from £2.8M to £28M (US$3.8-$38M).
This episode aims to flesh out exactly how they managed to grow a physical product brand so rapidly.

4 KEY FACTORS OF GROWTH

1: Strong brand and marketing in the UK – digital first, AdWords, Facebook, Retargeting and then offline display ads and eventually TV.
2: Internationalisation. We rolled out to a bunch of new markets in 2017, and we’re in 15 markets now
3: New product development and non-mattress sales, which grew a lot – sleep-related products such as pillows and sheets and Bagniewski said 12% of sales now come from repeat customers.
4: Offline Retail distribution deals

Revenue growth:
2015 – £2.8M
2016 – £12M
2017 – £28M

—-

Timestamp

3:36 Who is Jas Bagniewski?
13:10 Selling the first thousand mattresses as direct to consumer brand
15:01 Strategy of Eve Sleep
17:45 Idea of the product
22:18 Pillar of leadership in Eve Sleep
32:19 Buying cycles
34:11 Eve Sleep’s no. 1 marketing channel
38:09 How in 2018 will be the best way to establish product-market fit?
43:04 Lightning Round

SPONSORS:

This episode is brought to you by:

Klaviyo

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Klaviyo Boston Ecommerce Event

Between September 13-14th, Boston, Massachusetts, is going to EXPLODE with eCommerce Marketing Insights.
Klaviyo Boston is coming up in September — and it’s the largest in-person gathering EVER of the Klaviyo community!

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About the host:

Kunle Campbell

An ecommerce advisor to ambitious, agile online retailers and funded ecommerce startups seeking exponentially sales growth through scalable customer acquisition, retention, conversion optimisation, product/market fit optimisation and customer referrals.

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