What influenced your decision to start your e-commerce store?
As our mattresses (the innerspring coil organic cotton Saatva Mattress, the eco memory foam Loom & Leaf, and the hypoallergenic latex Zenhaven) continued to flourish, we decided it was time for us to go further into our industry and look at what else constitutes a good sleep. A mattress is very important to sleep health, but bedding can also make a huge difference in the quality of one’s sleep. That’s how Saatva Dreams was born.
Tell us about your business?
I am the co-founder of The Saatva Company, a luxury online mattress retailer. We sell affordable, primarily organic mattresses and bedding that the eco-conscious shopper can be proud to own. Our most recent venture, Saatva Dreams, builds upon the same foundation of our company’s integrity: organic bedding that is both luxurious and affordable. Venturing into organic bedding was the natural next step for us, especially after perfecting our materials and methods for developing eco-friendly mattresses.
Do you currently run your store full time or part-time? Tell us about the experience
Our store is run full-time, which works very well for our operation. We’re like a well-oiled machine at this point. It’s really an all hands on deck approach, and have full-time staff who are dedicated to growing and developing their specific roles has been a real help. Because we’d already been working full-time with The Saatva Company, continuing in that vein for Saatva Dreams seemed the best possible solution for us.
Which e-commerce platform contributes more to your business?
How did you get your first products stocked?
We’re fortunate enough to manufacture all our products in our factories across the States.
How do you interact with your customers?
Our biggest challenge, oddly enough, is getting the word out about our new products. Saatva Dreams may be the perfect companion to our Saatva mattresses, but that doesn’t necessarily mean it’s been easy or seamless leveraging our existing audience. People buy mattresses for different reasons that people buy new bedding. Sometimes they are bought together. Oftentimes, not. Finding that balance and understanding where our customers are coming from on both sides has been our greatest challenge.
What apps/plugins are most useful to you?
Yes. I’ve learned to always get customer or trial feedback before rolling out new initiatives. We did this with Saatva Dreams and based a lot of our product details on the feedback we received. After doing extensive research on price points and materials, we then turned to customers and those most likely to buy our product to figure out what they look for in bedding. Doing this helped us greatly improve our process.
There’s nothing I would change. I think I started at the right place at the right time. Starting with mattresses and moving into bedding allowed me to first understand how a person furnishes their room. I now understand how to decorate a mattress because I know how my audience shops.
Any advice for upcoming e-commerce entrepreneurs?