SHEEX

What SHEEX does

SHEEX is a direct-to-consumer performance bedding brand founded in 2007-2008 and headquartered in Cherry Hill, New Jersey (with a listed address in Marlton). The company adapts athletic apparel fabric technology — temperature-regulating, moisture-wicking, and breathable performance textiles — for sleep products, claiming 10x more effective heat transfer, 2-3x better moisture-wicking, and ~50% better breathability than traditional cotton. The product portfolio spans five distinct collections targeting different price tiers and use cases: Original Performance (flagship 87% polyester/13% spandex sheets, pillows, comforters, mattress pads, protectors), Nightfall (ultra-premium Cooling Nylon/Spandex blend for hot sleepers), Arctic Aire MAX (100% TENCEL Lyocell sustainable line), Midnight Label (luxury beauty-sleep line developed with brrr cooling minerals), and Active Comfort (entry-level value tier for families). Adjacent categories include women's and men's cooling sleepwear, the VersaCloud adjustable hybrid pillow, SleepScents aromatherapy pillows, the Mulberry Silk Sleep Mask & Pillowcase gift set, and — via a Cambridge Sleep Sciences retail partnership — the SleepEngine POD neuroacoustic sleep device.

SHEEX operates a pure direct-to-consumer e-commerce model, with sheex.com as the primary storefront (built on Shopify) and Amazon Marketplace as a secondary channel. The company does not appear to operate physical retail locations or wholesale distribution. Revenue is generated exclusively through one-time purchases of individual SKUs and pre-configured bundles at Starter, Essential, Comfort, and Ultimate tiers, with no subscription or recurring revenue stream. Customer acquisition relies on content marketing (BETWEENtheSHEEX blog), organic social across Facebook, Instagram, Pinterest, TikTok, YouTube, and Vimeo, an affiliate program, email marketing, and seasonal promotional events (Black Friday, Christmas in July). A 60-night trial with free returns is offered to reduce purchase friction.

The company is privately held with two co-founders serving as co-CEOs (Michelle Marciniak and Susan Walvius) and a President (Lucinda Treat). Total disclosed outside funding is approximately $2.47M across two rounds in 2010 ($420K) and 2014 ($2.05M), with no further raises publicly disclosed, implying the business has been self-funded from operations for the past decade. Headcount is in the 11-50 range, consistent with a lean specialty e-commerce operator. The technology moat rests on proprietary fabric blends and supplier relationships with TENCEL (Lenzing), Sorona (DuPont), and brrr, supplemented by registered brand and technology trademarks (SLEEP-FIT, CoolX, Sleep-Tech, VersaCloud, SleepScents).

Name

SHEEX

Legal name

SHEEX

Website

https://sheex.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

SHEEX is a direct-to-consumer performance bedding brand that adapts athletic apparel fabric technology into temperature-regulating, moisture-wicking sleep products across five collections, serving hot sleepers, athletes, families, eco-conscious consumers, and beauty-oriented shoppers via its sheex.com storefront and Amazon.

Ownership category

akta.pro rank

Product category

Performance Bedding

NAICS

Mattress Manufacturing (33791)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

akta.pro secondary industry

Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH)

Keywords

• Performance bedding
• Cooling sheets
• Temperature regulating bedding
• Moisture wicking bedding
• Athletic recovery sleep

Headquarters

HQ city

Marlton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: SHEEX generates revenue through direct-to-consumer sales of performance bedding and sleepwear products via its e-commerce website. Revenue is generated through one-time product purchases across multiple categories including sheet sets, pillows, comforters, mattress pads, and sleepwear, as well as bundled product packages at various price points.
2. Bedding Bundles: Pre-configured bedding bundles offering complete sleep system solutions at discounted prices compared to individual items, driving higher average order values.
3. Accessories & Add-ons: Separate sheet, pillowcase, and accessory sales allowing customers to expand their SHEEX sleep system over time.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

SHEEX designs, manufactures, and sells performance bedding and sleep products — including sheet sets, pillows, comforters, mattress pads, mattress protectors, duvet covers, and sleepwear — built around proprietary temperature-regulating and moisture-wicking fabric technology adapted from athletic apparel. The brand sells directly to consumers through its e-commerce website sheex.com (with supplementary Amazon distribution) and offers a curated portfolio set across the Original Performance, Nightfall, Arctic Aire MAX, Midnight Label, and Active Comfort collections, plus specialty items such as the SleepEngine POD neuroacoustic sleep device.

Product overview

SHEEX is a performance bedding company offering a comprehensive portfolio of temperature-regulating, moisture-wicking sleep products. The product line is organized into multiple distinct collections: the flagship Original Performance line (sheets, pillows, mattress pads, comforters, and protectors using 87% polyester/13% spandex performance fabric); the premium Nightfall collection (ultra-lightweight Cooling Nylon/Spandex blend for hot sleepers); Arctic Aire•MAX (100% TENCEL™ Lyocell traditional-style sheets); Midnight Label (luxury sheets with brrr° cooling minerals); and Active Comfort (affordable entry point for families). The ecosystem includes coordinated bundles at Starter, Essential, Comfort, and Ultimate tiers, plus specialty products like VersaCloud adjustable pillows, SleepScents aromatherapy pillows, SleepEngine POD neuroacoustic device, and Mulberry Silk sleep accessories. All products share core SHEEX SLEEP•FIT® and SLEEP•TECH® technologies for cooling, breathability, and moisture management. The brand operates a direct-to-consumer e-commerce model.

Differentiator

Problem solved

Functional benefit

Brands

• BETWEENtheSHEEX: Company blog/community section featuring sleep education, guides, and company news.

Products and services

• Original Performance Sheet Set Flagship performance sheet set made from 87% polyester/13% spandex blend engineered for temperature regulation, moisture-wicking, and breathability; transfers body heat 10x more effectively than traditional cotton. Targeted at general consumers seeking performance sleep bedding.
• Nightfall Sheet Set Advanced cooling sheet set crafted from a Cooling Nylon/Spandex blend for ultra-lightweight luxury with maximum airflow; designed for hot sleepers.
• Arctic Aire MAX Sheet Set Hypoallergenic, eco-friendly sheet set made from 100% TENCEL Lyocell with moisture-wicking properties and silk-like drape; targeted at eco-conscious and sensitive-skin consumers.
• Active Comfort Sheet Set Entry-level performance sheet set with temperature-regulating and easy-care features plus athletic-grade elastic stay-fit corners; designed for practical families and value-conscious shoppers.
• Midnight Label Sheet Set Luxury beauty sleep sheet set co-developed with brrr, infused with cooling minerals for cool-to-the-touch feel and featuring frictionless hand-feel designed to reduce hair frizz and skin tugging.
• VersaCloud Adjustable Hybrid Pillow Adjustable pillow accommodating all sleep positions through customizable loft, hybrid construction with cooling foam and down alternative fiber.
• Original Performance Down Alternative Stomach/Back Sleeper Pillow Low-height pillow for stomach and back sleepers with hypoallergenic down alternative fill, hex-quilted cover, and OEKO-TEX certified materials.
• Original Performance Down Alternative Side Sleeper Pillow Firm-support pillow with 2-inch gusset designed for side sleepers, featuring responsive comfort, breathability, and hypoallergenic OEKO-TEX certified construction.
• SleepScents Lavender-Infused Pillow Pillow infused with calming lavender notes combining cooling comfort with aromatherapy for bedtime relaxation.
• Infinite Zen Performance Pillow Memory foam pillow with open-cell construction for breathability and Microban antimicrobial technology, designed for all sleep positions.
• Original Performance All Season Comforter Lighter-weight comforter with jump-quilt pattern, silver satin corded edge, and hypoallergenic CoolX technical fiber fill (7oz/sq yard); outer surface is 87% polyester/13% spandex.
• Nightfall Cool Cloud Cover Lightweight comforter made from Cooling Nylon/Spandex performance fabric with Lyocell/Polyester/Sorona blend fill, featuring four anchor loops for secure duvet placement.
• Arctic Aire MAX Diamond Collection Quilt Classic diamond-quilted lightweight coverlet made from TENCEL Modal fabric for spring and summer; silky-soft and breathable.
• Original Performance Cooling Mattress Pad Mattress pad with breathable moisture-wicking Original Performance fabric and hypoallergenic CoolX fiber fill (12oz/sq yard), with mesh skirt fitting mattresses up to 18 inches deep.
• Original Performance 5-Sided Mattress Protector Waterproof mattress protector with breathable performance stretch fabric surface, protecting top and 4 sides of mattress; features Sleep-Tech technology for airflow while blocking liquids, allergens, and dust mites.
• Original Performance Duvet Cover Duvet cover from the Original Performance collection featuring performance cooling fabric and stay-fit corners.
• Original Performance Fitted Sheet Individual super-soft fitted sheet as a foundation for the SHEEX sleep system, featuring athletic-grade elastic stay-fit corners and 87% polyester/13% spandex performance fabric.
• Original Performance Pillowcase Pair Pillowcase pair from the Original Performance collection designed to promote airflow and wick moisture for cool, dry comfort.
• Nightfall Pillowcase Pair Pillowcase pair from the Nightfall collection featuring Cooling Nylon/Spandex blend for silky-smooth, breathable comfort.
• Nightfall Body Pillow Full-length body pillow from the Nightfall collection using Cooling Nylon/Spandex blend for temperature regulation and full-body support.
• SleepEngine POD by Cambridge Sleep Sciences Neuroacoustic sleep device using patented sound-wave technology to guide the brain through healthy sleep cycles; compact, no wearables required, backed by Cambridge Sleep Sciences research. Priced at $349.
• Mulberry Silk Sleep Mask & Pillowcase Set with Collagen Luxury beauty sleep set in premium gift box including a collagen-treated cooling eye mask that blocks light without pressure and a matching silk pillowcase to keep hair tangle-free.
• Women's Cooling Sleepwear (Bra Top) Women's cooling sleepwear top made with performance fabrics for breathable, comfortable nighttime wear.

Quantifiable outcome

• Heat transfer 10x more effective than traditional cotton
• +4 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered core and secondary.

• Cambridge Sleep SciencescoreTechnology or IntegrationSHEEX serves as a retail partner for Cambridge Sleep Sciences' SleepEngine POD neuroacoustic sleep device. The device uses patented sound-wave technology to retrain the brain to sleep naturally. SHEEX markets and sells the product through its e-commerce platform as part of its exclusive finds. The SleepEngine POD is priced at $349 on SHEEX.com (regularly $399).
• TENCEL (Lenzing)coreTechnology or IntegrationSHEEX Arctic Aire MAX collection is made from 100% TENCEL Lyocell, a sustainable fiber produced by Lenzing AG using an eco-friendly process. TENCEL features tiny channels that help regulate moisture for cool, dry nights of sleep. The partnership provides sustainable materials credentials for SHEEX's eco-conscious product line.
• brrrsecondaryTechnology or IntegrationSHEEX Midnight Label collection was developed in collaboration with brrr, featuring brrr cooling minerals infused into the fabric for a cool-to-the-touch feel from the moment of contact. The partnership enhances the cooling performance of the luxury beauty sleep line.
• Sorona (DuPont)secondaryTechnology or IntegrationSHEEX Nightfall Cool Cloud Cover fill uses Sorona, a partially plant-derived material with DuPont's Bio-PDO compound. Sorona transform chemical processes into eco-efficient biological production, providing sustainable fill material with renewably sourced properties.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Brooklinen: Direct-to-consumer premium bedding brand selling sheets, comforters, pillows, and loungewear via e-commerce. Closely comparable to SHEEX in business model (DTC), product mix (sheets as hero SKU), tiered product architecture, and target consumer seeking elevated basics.
• Parachute Home: Premium DTC bedding and home goods brand selling sheets, comforters, towels, and sleepwear. Comparable to SHEEX in DTC model, premium pricing tiers, and direct fabric/material story-telling to consumers.
• Slumber Cloud: Performance bedding brand whose entire value proposition is temperature regulation and cooling sheets. Most direct competitive overlap with SHEEX on the 'cooling/hot sleeper' positioning and proprietary fabric technology claim.
• Buffy: DTC comforters, sheets, and sleep products brand targeting comfort-first, sustainability-conscious consumers. Comparable business model (DTC-first, owned e-commerce) and category overlap in sheets and comforters.
• Cozy Earth: Premium DTC bedding brand selling bamboo-derived sheets, comforters, and sleepwear. Comparable to SHEEX on DTC direct-to-consumer model, premium pricing tiers, and fiber-technology-led product differentiation.
• Ettitude: DTC bedding and sleepwear brand built around sustainable bamboo lyocell fabric. Comparable to SHEEX's Arctic Aire MAX TENCEL line on sustainable fiber technology and DTC premium positioning.
• Boll & Branch: Premium DTC sheets and bedding brand focused on ethical sourcing and elevated basics. Comparable to SHEEX in DTC model, multi-tier sheet sets, and editorial/marketing-driven customer acquisition.

Broad incumbents

• Casper: Public/incumbent sleep brand with a much broader portfolio (mattresses, pillows, bedding, sleep tech). Comparable as a category-defining DTC sleep brand that competes with SHEEX in sheets, pillows, and mattress-adjacent products, but at much greater scale and with VC-backed capital.
• Purple: Mattress and sleep products brand with proprietary comfort grid technology. Comparable to SHEEX on performance-material-led innovation narrative in mattresses and bedding, but at incumbent scale and broader product breadth.
• Helix Sleep: DTC mattress and bedding brand with sleep quiz-driven product recommendations. Comparable to SHEEX on the quiz-driven product matching (SLEEP-FIT) and DTC e-commerce leadership, but operating at larger scale across mattresses and bedding.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/sheexbedding
• Facebookfacebook.com/SHEEX
• Instagraminstagram.com/SHEEXOfficial
• Pinterestpinterest.com/SHEEX
• TikToktiktok.com/@SHEEX
• Xx.com/SHEEX

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SHEEX