The Sleep Merchant

SleepyCat began when Kabir Siddiq, its founder and CEO decided to enter the retail mattress market in the ‘traditional’ way. Upon entering, Siddiq found that not only was the process of purchasing a mattress time consuming and expensive, but also lacked transparency. Consumer were given no information, and more importantly, no choice on the product they were purchasing. Following purchase, there was no return option.

Siddiq states, “We wanted to make mattress shopping easier and more fun, that’s how SleepyCat started.” The name too paying homage to, “the Garfield within us all.”

SleepyCat aims to be the one stop shop for all sleep solutions, providing luxury mattresses, comforters, foam pillows and even bedding for pets and weighted blankets.

“Our mission is to provide you with the best sleep experience,” says Siddiq. And how does this happen? Siddiq says by delivering at your doorstep a simplified and curated range of premium sleep products that are freshly manufactured and sold at factory prices.

“Our brand is built to offer you a personalized shopping experience. We are driven by constant innovation and the need to enhance the way India sleeps. It is our goal to be your ideal sleep partner,” says Siddiq.

Sleep Solutions: The D2C brand does not want limit itself to sleep solutions for just the 8 hour recharge period that is spent in beds, but looks to find solutions for comfort during the day, while working and even travelling. As Siddiq says, “We have not made a dent at all in the online industry yet, we are just at the surface of it and these are all need based products.”

The D2C approach allows the company to communicate directly with costumers and meet with their unique demands. The company offers customised products for this very reason. With people working from home, the demand for comfort at home has increased significantly, alongside the rise in living standards, focus on self-care and availability of disposable income.

SleepyCat allows customisation of it products, taking what they already have and improving on it, while remaining affordable as it comes straight from the factory. Easy shipping, convenient packaging, and return policy all work in favour of building trust in the brand. The customisation options also providing key insights into the demands in the market, which play into scaling up.

SleepyCat also plans on an omni-channel approach from next year, a multichannel approach to sales that aims to provide seamless customer experience on all platforms, whether it be online shopping on different devices or in a physical store space.

Collaborations are needed for any entrepreneur, whether it is to create a range of products, finding new audiences or helping audience find new products. Siddiq states, “People try to reinvent the wheel, but don’t need to do so , when they can just collaborate with people.”

These collaborations do not stop at the products but also goes in the form of knowledge sharing, data sharing that can be used to leverage oneself and their business.

“Recognition is super important, for the work you are doing and for your team” adds Siddiq.