Peter Sivas, founder of Floof, comes from a family heritage in home textile manufacturing. With over 20 years of experience, he knows the ins and outs of the business. After seeing a market opportunity emerge for buying pillows online, Peter went all in on Floof.
On this episode of DTC pod, Peter joins Blaine to share lessons from building Floof, as well as some tricks and growth levers from his time in the manufacturing & design business.
We cover:
- Prioritizing branding before product development.
- Conducting focus groups and analyzing consumer data.
- Exploring opportunities to partner with platforms like Kindred.
- Identifying a gap in the market for accessible high-end pillows.
- Utilizing out-of-the-box methods to grab attention and optimize marketing channels.
- Designing for packaging, customer support, and unboxing
- Staying focused on brand goals and not being swayed by short-term profits.
Timestamps:
04:48 Opportunity in the pillow market.
08:03 Journey of brand building.
11:41 Targeted direct channels, consider scaling.
14:50 Unique pillow personalization experience.
19:55 Using real models for pillow showcase.
21:30 Healthy profit margins.
25:11 Streamlined purchasing with design guidance.
27:56 Empower consumers as designers.
32:05 Discounts from designers and trade shows.
35:17 Communicate brand value, aggressive growth.
39:39 Kindred: platform for apartment swapping.
41:37 Focus on social proof, partnerships.
Shownotes powered by Castmagic
---
Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.
Check out our guide to all the best brands here.
Additional episodes you might like:
• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth
• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content
• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views
• #219 JT Barnett: The TikTok Masterclass For Brands
• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook
• #243 Kian Golzari - Source & Develop Products Like The World's Best Brands
-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.
Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here
Follow us for content, clips, giveaways, & updates!
DTCPod Instagram
DTCPod Twitter
DTCPod TikTok
Peter Sivas - Founder of Floof
Ramon Berrios - CEO of Trend.io
Blaine Bolus - Co-Founder of Castmagic