SUMMARY
The D2C brand wants to become a one-stop-shop for sleeping essentials and go omnichannel for greater growth
The Origin Story
A mind-boggling maze of mattresses is now available in the market, with each company adopting increasingly complex tech-speak to claim product superiority. When he was in college in the US, Kabir Siddiq, too, came across Western mattress brands with several lines catering to different needs and budgets. In contrast, options were limited in India, with branded products being too expensive for most shoppers. Keeping in mind that comfort is king and pricing matters to Indian customers, Siddiq launched SleepyCat, a mattress brand meant to ensure a good night’s sleep without losing sleep over the pricing. It also offers a whole range of sleep essentials such as mattress accessories, pillow and pillow covers and bedding.
The Differentiator
If affordability is a key differentiator marking SleepyCat products, so are convenience and quality. For instance, it has introduced mattress-in-a-box, a sleek delivery concept cutting through the hassles of unboxing bulky packages. Mattresses thus packed can be used within 48 hours of opening the box. Using high-density foam, ‘cooling’ memory foam and breathable latex, the startup offers many variants, balancing comfort, coolness and support as per requirements. It runs a 60K sq. ft manufacturing unit at Bhiwadi, Rajasthan, for R&D, design, production and packaging.
The Growth
When you think sleep, think SleepyCat. In sync with its motto, the brand ventured beyond mattresses in 2023 and launched more than 10 products under pillows, bedsheets and comforters. It has sold 5 Lakh+ products and served 3 Lakh+ customers.
What’s Next
The D2C brand has made considerable progress in the high-end sleep solutions sector. In 2024, it intends to focus more on the newly launched SleepyCat Lite range, targeting customers looking for cost-effective options. Additionally, it plans to adopt an omnichannel business strategy and enter physical retail by 2025, with experience centres set up throughout the country.
