What MyPillow does

MyPillow, Inc. is a privately held, vertically integrated direct-to-consumer bedding and home goods company founded in 2004 by Mike Lindell and headquartered in Shakopee, Minnesota (with mailing references to Chaska). The company's original and still-flagship product is a patented interlocking-fill bed pillow designed to adjust to individual sleep positions and maintain shape throughout the night, sold under personal guarantee with a 60-day money-back guarantee and a 10-year warranty. Over the subsequent two decades the catalogue expanded into mattresses (CertiPUR-US foam and coil constructions), mattress toppers, bedding, slippers, socks, apparel, bath and kitchen textiles, pet products, coffee and health supplements — collectively leveraging the core pillow brand to sell a full sleep-and-home assortment.

MyPillow generates revenue almost entirely through one-time direct consumer purchases via its own e-commerce site (mypillow.com), 15 company-owned retail locations, the QVC television shopping channel, and a direct-response marketing engine originally built around half-hour TV infomercials (debuting October 7, 2011), radio host testimonials (since 2014), and print newspaper advertising. Pricing is per-unit with promotional discounting of up to 80% via personality- and show-specific promo codes (e.g., Hannity, WarRoom, Radio Listeners, Lumberjack). Manufacturing is conducted domestically in Shakopee with a mix of domestic and imported components.

The company is wholly owned by founder and CEO Mike Lindell, has historically been bootstrapped with no disclosed institutional funding, and reports 1,001–5,000 employees (over 1,600 as of 2021, with cumulative pillow sales exceeding 50 million units by that year). Post-2021 the operating backdrop has been complicated: management cites roughly $400 million in losses tied to political backlash, and the company faces more than $25 million in adverse creditor claims, including approximately $15.4 million in a slipper supplier judgment and roughly $9 million in a FedEx judgment, alongside at least six additional court judgments totaling $2.3 million over the prior 18 months.

Name

MyPillow

Legal name

My Pillow, Inc.

Website

https://mypillow.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MyPillow is a privately held direct-to-consumer bedding and home goods company, founded in 2004 by Mike Lindell, selling a patented interlocking-fill pillow and an expanded assortment of mattresses, bedding, slippers, apparel and pet products through e-commerce, 15 retail stores, QVC, and TV infomercials.

Ownership category

akta.pro rank

Product category

Sleep & Bedding Products

NAICS

Mattress Manufacturing (337910), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industries

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE), Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Bedding products
• Sleep products
• Pillow manufacturing
• Home textiles
• Mattress products

Headquarters

HQ city

Chaska

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Direct-to-Consumer Product Sales: Primary revenue from selling pillows, bedding, mattresses, slippers, and other products directly to consumers through e-commerce website, retail stores, TV infomercials, and QVC.
2. Multi-category Product Portfolio: Revenue from diverse product lines including pillows, sheets, mattresses, clothing, towels, pet products, health supplements, coffee, and accessories.
3. Promotional/Special Offer Sales: Revenue driven through promotional codes and special offers (up to 80% discounts), marketed through radio programs and infomercials.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

MyPillow manufactures and sells a patented interlocking-fill bed pillow along with a broad lineup of sleep and home products including mattresses, mattress toppers, sheets, blankets, comforters, pillowcases, slippers, socks, sleepwear, bath textiles, pet products, coffee, jewelry, and health supplements. Products are sold directly to consumers through the company's e-commerce site, 15 retail showrooms, QVC, direct-response TV infomercials, and radio/print advertising under the MyPillow brand and sub-brands such as MySlippers, MyTowels, MyCoffee, MyCross, and Rev7.

Product overview

MyPillow is a direct-to-consumer bedding and home products company founded by Mike Lindell, offering a diverse portfolio centered around its patented interlocking-fill pillow technology. The core product line includes bed pillows (Classic and Premium variants) with supporting accessories such as pillowcases, protectors, and specialty pillows. The company has expanded into adjacent categories including mattresses (foam and coil options with CertiPUR-US certified materials), mattress toppers (hybrid and foam varieties), bedding (sheets, blankets, comforters), slippers and socks (Made In America Socks and SmoothToe compression lines), clothing and sleepwear, bath products (MyTowels brand), kitchen textiles, pet products, and wellness supplements (Eniva brand). The company operates primarily through e-commerce with 15 retail locations, utilizes infomercial and direct-response marketing, and ships directly to consumers via FedEx.

Differentiator

Problem solved

Functional benefit

Products and services

• MyPillow Bed Pillows Flagship patented interlocking-fill bed pillows (Classic and Premium variants) that adjust to individual sleep position and hold that position all night; backed by a 60-day money-back guarantee and 10-year warranty.
• MyPillow Mattresses All-foam and coil mattresses with QDS quilted cover and CertiPUR-US certified foam, available in Twin through California King sizes with promotional pricing and free FedEx shipping.
• MyPillow Mattress Toppers 3-inch hybrid and foam mattress toppers with Polar Fusion Cooling technology, copper/graphite/silver-infused memory foam, and patented MyPillow comfort supports.
• Bedding (Sheets, Blankets, Comforters) Sheets, blankets, comforters, duvet covers, quilts, and flannel bedding including premium Giza Dreams 400-thread-count sheet sets.
• Pillowcases and Pillow Protectors Cotton pillowcases, shams, and OCS-certified organic cotton pillow protectors providing allergen, dust mite, moisture, and wear protection.
• Accessory Pillows Specialty pillows including Bolster, Body, Maternity, Couch/Recliner, Children's Bible Story, and Multi-Use MyPillow variants.
• Mattress Accessories (Pads, Protectors, Adjustable Bases, Bed Frames) Mattress pads, protectors, adjustable bases (with wireless remote, LED lights, USB charging, and massage), bed frames, and platform foundations supporting the mattress line.
• MySlippers Women's and men's moccasin slippers, slip-on slippers, slide sandals, and accompanying compression and diabetic socks.
• Made In America Socks Sub-brand of American-made socks including crew, ankle, no-show, Diamond Series Merino Wool, and wool-blend crew styles.
• SmoothToe Socks Luxury compression socks featuring smooth toe seam construction in multiple compression levels and lengths.
• Clothing & Sleepwear Men's and women's sleepwear and casual apparel including pajama sets, hoodies, joggers, henleys, sleep tees, boxers, and robes.
• Bath Products (MyTowels) Luxpur bath towels, bath sheets, bath mats, washcloths, and beach towel/blanket products under the MyTowels brand.
• Bath Robes Men's and women's bathrobes in heavyweight, mediumweight, and lightweight weights, plus a Pima Cotton Ultra Soft Robe.
• Kitchen Textiles Dish towel sets, waffle dish cloth sets, dish cloth sets, and kitchen aprons for household use.
• Pet Products MyPillow Dog Beds (small/medium/large with waterproof lining), Pet Blankets, and Eniva pet supplements (Hip & Joint Support, Omega-3).
• MyCoffee MyPillow-branded coffee product line.
• MyCross Necklaces Sterling silver cross necklaces for men and women with reversible enamel designs and anti-tarnish coating.
• Rev7 Smart Energy Shots Rev7-branded smart energy shot beverage marketed as 'America's Energy Shot.'
• Health & Wellness Supplements (Eniva) Eniva-branded liquid and gummy health supplements covering joint, immune, digestive, sleep, beauty, and omega-3 support.

Quantifiable outcome

• 60-Day Money Back Guarantee ensures customer satisfaction
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Right-wing Media Outlets (Frontlines, Human Events, Post Millennial, Gateway Pundit, National Pulse)minorGTM or Marketing PartnerMy Pillow streaming service (LindellTV/FrankSpeech) joined other conservative media outlets in agreeing to new Pentagon access restrictions on October 15, 2025, gaining building entry after mainstream outlets rejected terms.
• FedExminorOthersFedEx delivers mattresses directly to customers. Awarded nearly $9 million judgment against MyPillow in August, indicating shipping relationship with unpaid bills.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Casper: Direct-to-consumer mattress and sleep-products brand selling mattresses, pillows, bedding, and bed frames online. Closely overlaps with MyPillow in mattress and pillow category, multi-product sleep portfolio, and DTC go-to-market.
• Purple: DTC mattress and sleep brand built around proprietary grid/polymer technology, selling mattresses, pillows, seat cushions, and bedding. Comparable to MyPillow as a patented-technology-driven DTC sleep brand extending into adjacent home categories.
• Tuft & Needle: DTC foam mattress brand (now owned by Serta Simmons) selling mattresses, bed frames, and bedding direct to consumer. Directly comparable online mattress competitor to MyPillow's foam mattress line.
• Nectar Sleep: DTC memory-foam mattress brand selling mattresses, bedding, and bed frames online. Competes head-to-head with MyPillow Foam Mattress on price, DTC distribution, and promotional discounting.
• Saatva: DTC luxury mattress and bedding retailer (innerspring, foam, hybrid, adjustable bases, sheets, foundations). Closely comparable online mattress-and-sleep-products brand with similar AOV and category breadth to MyPillow.

Broad incumbents

• Sleep Number: Established US mattress retailer specializing in adjustable/firmness-tunable beds with company-owned retail stores. Overlaps with MyPillow's mattress, mattress topper, and adjustable-base categories through its nationwide store footprint.
• Tempur Sealy International: Largest US mattress manufacturer and retailer (Tempur-Pedic, Sealy, Stearns & Foster). Broad incumbent in the same mattress/bedding category that MyPillow competes in with its foam and coil mattresses.

Emerging players

• Brooklinen: DTC bedding brand focused on sheets, comforters, towels, and loungewear with a premium direct-to-consumer positioning. Comparable to MyPillow's bedding, towel, and sleepwear extensions as a digitally native home-textile brand.
• Parachute Home: DTC home textiles brand selling sheets, towels, robes, and bedding direct to consumer. Comparable to MyPillow's Giza sheets, MyTowels, and robe product lines within the premium home-textile category.
• Boll & Branch: DTC premium sheets and home-textiles brand sold direct to consumer. Comparable to MyPillow's Giza Dreams and organic cotton sheet lines as a digitally native, premium-positioned bedding competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MyPillowUSA
• Facebookfacebook.com/MyPillow
• TikToktiktok.com/@mypillowguy

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 MyPillow