This is just one of the discoveries 32-year-old Kaye made when, while working as an account planner at Digitas, she spent free hours obsessively researching bedding. Dissatisfied with her own sheets and uninspired by her day job, she wanted to know why a product that spends (hopefully) eight hours against our skin gets so little attention.
“Most people can’t even name their sheets’ brand—at most they’ll remember the store where they bought them,” Kaye continues. “It seemed like a golden opportunity to reinvent a product everyone needs, but which inspires no brand loyalty whatsoever.”
So, she quit her job in 2013—sooner than she would have “in retrospect.” (Gotta love those paychecks.) Kaye’s dream? A direct-to-consumer, e-commerce business that approached home goods the way then-newcomer Warby Parker approached glasses. Basically, bedding that was chic, durable and affordable.
In this article, Kaye reveals how she’s raised $10M in funding to date (and tells you how to do the same).