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
2015 – £2.8M
2016 – £12M
2017 – £28M
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
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