Eve Sleep, led by co-founder Jas Bagniewski, scaled revenue from £2.8M to £28M in two years by focusing on four key growth drivers: robust brand and marketing through a digital-first approach (AdWords, Facebook, retargeting, then offline ads and TV), strategic international expansion into 15 markets, continuous new product development beyond mattresses including sleep-related accessories, and securing offline retail distribution deals. Ecommerce operators can learn how to diversify sales channels and marketing tactics for rapid scaling.
Key takeaways
Implement a digital-first marketing strategy with a clear progression to offline channels (e.g., AdWords, Facebook, retargeting then TV ads) to build brand awareness and drive sales efficiently.
Prioritize international expansion as a key growth lever, strategically entering multiple new markets to broaden your customer base.
Develop complementary products to increase average order value and capture a larger share of customer spending within your niche, as Eve Sleep did with sleep-related products.
Explore offline retail distribution partnerships to diversify sales channels beyond direct-to-consumer and reach new customer segments.
Focus on customer retention, as even a small percentage of repeat customers (12% for Eve Sleep) can contribute significantly to overall revenue growth.
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-$38). 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 ----------- SPONSORS: This episode is brought to you by: Klaviyo, the game-changing email automation tool specifically built for scaling eCommerce businesses. 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! With two days and more than 30 practical, substantive sessions to choose from, it's the no-fluff, no-BS ecommerce marketing conference you can't afford to miss. Get your ticket at klaviyo.com/boston
Implement a digital-first marketing strategy with a clear progression to offline channels (e.g., AdWords, Facebook, retargeting then TV ads) to build brand awareness and drive sales efficiently.
What does this episode say about paid acquisition?
Prioritize international expansion as a key growth lever, strategically entering multiple new markets to broaden your customer base.
What does this episode say about retail & omnichannel?
Develop complementary products to increase average order value and capture a larger share of customer spending within your niche, as Eve Sleep did with sleep-related products.
What does this episode say about product & merchandising?
Explore offline retail distribution partnerships to diversify sales channels beyond direct-to-consumer and reach new customer segments.
What does this episode say about dtc strategy?
Focus on customer retention, as even a small percentage of repeat customers (12% for Eve Sleep) can contribute significantly to overall revenue growth.
