Pluto
Pluto is a privately held Los Angeles D2C sleep brand that designs, builds, and ships custom pillows, body pillows, travel pillows, and pillowcases directly to consumers via its owned e-commerce storefront, using a sleep-profile questionnaire to personalize each build.
- Company typePrivate
- Founded2018
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pluto does
Pluto Brand, Inc. is a privately held, Los Angeles-based direct-to-consumer sleep products company founded in 2018 that designs, customizes, and ships pillows from a single build-and-ship facility. Its flagship offering is the Pluto Pillow, a patented hybrid-design pillow built to order from a 3-minute sleep profile questionnaire; the build specifies foam core thickness (2.5\" to over 12\"), firmness, and CertiPUR-US foam wrapped in an OEKO-TEX Standard 100 plush cover. The portfolio has expanded to include the PUFF body pillow, the POD travel pillow (a patent-pending design co-developed with IDEO), and eucalyptus lyocell pillowcases, all positioned around personalized sleep comfort and sold through a Shopify-powered owned e-commerce storefront at price points of $45-$179.
The business operates a product-led growth and D2C model with a 125-night risk-free trial, free shipping, HSA/FSA eligibility via Truemed, and a referral program on ReferralCandy. Customers are individual consumers seeking better sleep across back, side, stomach, and combination sleeper profiles, with secondary segments in frequent travelers and body pillow users; a nascent corporate gifting channel targets enterprise buyers. Marketing combines organic social (Instagram, TikTok, Facebook, Twitter), earned media across Forbes, Oprah Daily, Good Housekeeping, CNN Underscored, HGTV, Men's Health, and Apartment Therapy, plus a Shark Tank appearance that has driven significant brand awareness.
Pluto reports 150,000+ customers and has accumulated more than 20 best-in-class editorial awards between 2019 and 2026, but discloses no revenue, has only two small 2019-2020 funding rounds (500 Global, K2VC, Lombardstreet Ventures), and lists headcount of 1-10 employees. Operations are US-centric with international shipping available, all products are built and shipped from Los Angeles, and the company is led by co-founders Kevin Li and Susana Saeliu alongside a small customer experience team.
Pluto firmographics
Firmographics- Name
- Pluto
- Legal name
- Pluto Brand, Inc.
- Website
- https://plutopillow.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pluto is a privately held Los Angeles D2C sleep brand that designs, builds, and ships custom pillows, body pillows, travel pillows, and pillowcases directly to consumers via its owned e-commerce storefront, using a sleep-profile questionnaire to personalize each build.
- Ownership category
- akta.pro rank
Pluto industry classification
Industry- Product category
- Sleep Products / Bedding
- NAICS
- Mattress Manufacturing (33791)
- SIC
- Household Furniture (2510)
- akta.pro primary industry
- Pillows & Pillow Systems Retail (CRAIABAC)
- akta.pro secondary industry
- Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)
Keywords
Where Pluto is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Pluto business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Pluto Pillow Sales: One-time purchase of custom-built pillows. Original size $149, King size $179. Built-to-order based on customer sleep profile questionnaire.
- PUFF Body Pillow Sales: One-time purchase of body pillow at $145. Hypoallergenic synthetic fiber emulating 600-fill European down.
- POD Travel Pillow Sales: One-time purchase of travel pillow at $145. Featured on Wirecutter. Multiple configurations for travel comfort.
- Pillowcase Sales: Eucalyptus lyocell pillowcases at $45. Available in Original, King, and Body Pillow sizes. Multiple colors.
- Bundle and Accessory Sales: $25 off when bundling pillow with pillowcase. Multiple product accessories and gifting options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Pluto Pillow - Original Size (24"x16") |
| One time/ perpetual license | Pay-as-you-go | Pluto Pillow - King Size (34"x16") |
| Unit Pricing | Pay-as-you-go | PUFF Body Pillow (21"x54") |
| Unit Pricing | Pay-as-you-go | Pluto POD Travel Pillow |
| Unit Pricing | Pay-as-you-go | Eucalyptus Pillowcases |
| Other | Pay-as-you-go | Bundle Discount |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
Pluto product offering
Product offeringCore offering
Pluto designs, manufactures, and sells built-to-order sleep and comfort products through its direct-to-consumer e-commerce site. Its flagship Pluto Pillow is custom-built based on a 3-minute sleep profile questionnaire that captures body stats, sleep positions, mattress feel, and comfort preferences, producing pillows with thickness from 2.5" to over 12" and firmness from marshmallow-soft to brick-firm. The product line also includes the POD travel pillow, the PUFF body pillow, and eucalyptus lyocell pillowcases, all backed by a 125-night risk-free trial and 1-year warranty.
Product overview
Pluto is a sleep and comfort brand offering four core products: the custom-built Pluto Pillow (flagship), the Pluto POD travel pillow, the Pluto PUFF body pillow, and Eucalyptus Pillowcases. The Pluto Pillow is the first (and only) pillow custom-built-to-order based on a personalized sleep profile questionnaire, using a patented hybrid design with CertiPUR-US foam core and down-alternative microfiber outer. The POD is a travel pillow with patent-pending design including hood and eye mask for sensory deprivation. PUFF is a body pillow with hypoallergenic synthetic fill. All products are built and shipped from Los Angeles, CA, and come with 125-night risk-free trial and free shipping. The company appeared on Shark Tank and has grown to over 150,000 customers.
Differentiator
Problem solved
Functional benefit
Brands
- Pluto POD: Travel pillow designed for comfort during travel, featuring adjustable hood, built-in eye mask, and 360-degree neck support.
- Pluto PUFF
- Pluto Pillowcases
Products and services
- Pluto Pillow Flagship custom-built pillow constructed with a CertiPUR-US foam core and an OEKO-TEX Standard 100 plush pillow cover filled with individually blown down-alternative microfibers. Built to order based on body stats, sleep positions, mattress feel, and comfort preferences. Features a patented hybrid design with thickness ranging from 2.5" to over 12" and firmness from marshmallow-soft to brick-firm. Available in Original (24"x16") and King (34"x16") sizes.
- Pluto POD Travel Pillow Travel pillow with a structured hood, adjustable 360-degree neck support, and built-in eye mask. Offers multiple wearing configurations: hood up for privacy and pillowy support, hood down for breathability, eye mask pulled down for sensory deprivation. Co-developed with IDEO and informed by flight attendants and sleep researchers. Patent-pending design available in Sky Grey and Jet Black. Open dimensions 31"x15", closed 12"x6"x4".
- Pluto PUFF Body Pillow Body pillow filled with synthetic fiber emulating 600-fill European down. Hypoallergenic with a quilted microfiber case and optional 300 thread count cotton surface underneath. Dimensions 21" wide by 54" long with 8.5"-9" loft height. Machine washable. Recognized as Best Overall Body Pillow by Good Housekeeping in 2023 and 2024.
- Pluto Eucalyptus Pillowcases 100% eucalyptus lyocell pillowcases certified OEKO-TEX Standard 100 with temperature regulation, hypoallergenic and antibacterial properties, zero static, and envelope closure. Available in Original (19x27"), King (19x37"), and PUFF Body pillow (20x52") sizes. Colors include Celeste, Crème, Fern, and Fog.
Quantifiable outcome
- 150,000+ happy customers
- +2 more outcomes
Companies that use Pluto
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
Pluto technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability2 records
Feature4 records
Pluto partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- IDEOcorePartnered with renowned design firm IDEO to create the POD travel pillow. IDEO's design expertise combined with feedback from flight attendants and frequent travelers to develop the ultimate travel companion.
- ShopifycoreShopify powers the Pluto Pillow online store. Used for order processing, payment collection, and store operations.
- Payment ProviderscoreThird-party payment processing including Apple Pay, Google Pay, Amazon Pay, Affirm (for installment payments), and ShopPay (4 interest-free payments).
- Sleep ResearchersminorCollaborated with sleep researchers during development of POD travel pillow to ensure optimal neck support and sleep quality.
- ReferralCandyminorPowers the Pluto rewards/referral program at pluto.referralcandy.com for customer referrals and loyalty rewards.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Pluto competitors and assessment
Company assessmentEmerging players
- Eight Sleep: Premium sleep technology company selling high-end mattress systems and sleep accessories. Comparable premium, technology-forward sleep positioning though its core product is more hardware-intensive than Pluto's pillows.
- Helix Sleep: DTC sleep brand using a quiz-driven personalization model for mattresses and pillows. Most comparable peer in the personalization-driven sleep commerce model that Pluto also uses.
- Brooklinen: DTC premium bedding brand known for sheets, comforters, and pillows. Comparable premium DTC home-comfort positioning with overlap in the lyocell/sustainable pillowcase and pillow category.
- Avocado Green Mattress: Certified organic mattress and pillow brand with a strong DTC and selective retail footprint. Comparable premium, sustainability-positioned sleep brand with pillow products that overlap Pluto's customer base.
- Buffy: DTC home comfort brand selling bedding, comforters, and pillows with a sustainability angle. Comparable as a digitally native premium bedding brand targeting the same eco-conscious millennial/Gen-Z sleep consumer as Pluto.
Broad incumbents
- Purple: Innovative mattress and pillow brand using proprietary grid/foam technology. Overlaps with Pluto on premium, technology-differentiated pillows sold DTC and through retail; broader sleep product portfolio and larger scale.
- MyPillow: Mass-market pillow brand with strong direct-response TV and DTC presence. Competes for the same pillow buyer at lower price points and much larger marketing scale.
- Tuft & Needle: DTC mattress and bedding brand offering pillows alongside mattresses. Similar premium DTC sleep positioning and target demographic as Pluto, though at significantly larger scale and broader assortment.
- Casper: Public/VC-backed sleep brand selling mattresses, pillows, and bedding DTC and in retail. Comparable as a direct competitor in the premium pillow category, though Casper's portfolio is broader and pillow customization is less central than Pluto's.
Direct peers
- Coop Home Goods: DTC pillow specialist built around adjustable, shredded-memory-fillow fills with a similar "find your perfect pillow" value proposition. Closest direct competitor to Pluto's custom-built model, also selling body and travel pillows.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks4 records
Key highlights7 records
Customer concentration
Pluto social profiles
Digital presencePluto compliance and trust
Trust signalCompliance3 records
Pluto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pluto leadership team
Management profileNumber of profiles
Profiles5 records
Pluto funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pluto M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pluto
What does Pluto do?
Pluto designs, manufactures, and sells built-to-order sleep and comfort products through its direct-to-consumer e-commerce site. Its flagship Pluto Pillow is custom-built based on a 3-minute sleep profile questionnaire that captures body stats, sleep positions, mattress feel, and comfort preferences, producing pillows with thickness from 2.5" to over 12" and firmness from marshmallow-soft to brick-firm. The product line also includes the POD travel pillow, the PUFF body pillow, and eucalyptus lyocell pillowcases, all backed by a 125-night risk-free trial and 1-year warranty.
Is Pluto a public or private company?
Pluto is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pluto founded?
Pluto was founded in 2018. It employs 1 to 10 people.
Where is Pluto based?
Pluto is headquartered in Los Angeles, United States, in the North America region.
How does Pluto make money?
Five revenue lines are on record. Pluto Pillow Sales are the primary driver. The others are PUFF Body Pillow Sales, POD Travel Pillow Sales, pillowcase Sales and bundle and Accessory Sales.
Who are Pluto's main competitors?
Emerging players on record are Eight Sleep, Helix Sleep, Brooklinen, Avocado Green Mattress and Buffy. Broad incumbents are Purple, MyPillow, Tuft & Needle and Casper. Coop Home Goods is listed as a direct peer.
Does Pluto have an API?
No public API is recorded for Pluto.
What industry is Pluto in?
Pluto's product category is Sleep Products / Bedding. Its primary akta.pro industry code is CRAIABAC, Pillows & Pillow Systems Retail, with a secondary code of IMAOAKAE, Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors). Its NAICS code is 33791 and its SIC code is 2510.