Sutera

What Sutera does

Sutera (legal entity Sleep Sutera LLC, also referenced as Sutera Holdings, LLC for purchasing operations) is a privately held direct-to-consumer sleep and wellness company that designs, develops, and tests its products in the United States with final assembly occurring overseas. The company sells a portfolio of premium home goods organized around two collections: Bedroom (anchored by the Dream Deep Memory Foam Pillow, priced at $72.79, and its Dream Deep Silverthread Pillowcase) and Bathroom (Silverthread bath linens, Stone Bath Mat at $72.97, Slide Guard Shower Mat, Aromatherapy Shower Infuser, and Japanese Exfoliating Shower Scrub). The core proprietary technology is "Silverthread," a silver-ion infusion claimed to provide antimicrobial freshness and odor resistance across textiles, paired with internal "Restoration Engineering Standards" covering spinal alignment, thermal regulation, surface stability, and pressure distribution for the sleep line.

Sutera operates primarily through an owned Shopify storefront at sleepsutera.com, with worldwide shipping, free shipping on orders $200+, and a Subscribe & Save subscription program offering 30/60/90-day recurring delivery on consumables such as the Aromatherapy Shower Infuser. The company maintains an omnichannel presence including organic social on X, Facebook, Pinterest, Instagram, and TikTok, email and SMS marketing automation, a ShareASale-based affiliate program, and PR placements across Sleep Foundation, SFGate, ABC, NBC, Fox, and CBS. It supports a broad payment stack (Shop Pay, PayPal, Apple Pay, Google Pay, Venmo, and major card networks) and is CCPA compliant.

The firm is structured as an LLC headquartered in Lindon, Utah (333 S. 520 W.) with a registered agent address in Sheridan, Wyoming. It operates with 1-10 employees, has no disclosed funding rounds, no named management team, and no disclosed revenue. Sub-brands include Silverthread (antimicrobial linens) and Dream Deep (orthopedic sleep products).

Name

Sutera

Legal name

Sleep Sutera LLC

Website

https://sleepsutera.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Sutera is a privately held US direct-to-consumer brand selling premium sleep and bathroom wellness products, including the Dream Deep orthopedic pillow and Silverthread silver-ion antimicrobial linens, through its owned Shopify storefront with a Subscribe & Save subscription option.

Ownership category

akta.pro rank

Product category

Bedding and Bath Home Goods

NAICS

Surface Active Agent Manufacturing (325613)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Bath Additives (Bath Bombs, Salts, Oils, Soaks) (CRABAEAE)

akta.pro secondary industry

Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

Keywords

• Sleep wellness products
• Antimicrobial bath linens
• Memory foam pillows
• Silver ion textiles
• Shower filtration products

Headquarters

HQ city

Sheridan

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchases of sleep and wellness products through e-commerce storefront. Products include pillows, bedding, bath mats, towels, shower products, and personal care items.
2. Subscribe & Save Program: Subscription model delivering products every 30, 60, or 90 days at discounted rates. Auto-renewal with optional cancellation. Payment automatically charged at then-current rates.
3. Gift Cards: Digital gift cards available for purchase on the website for gifting purposes.
4. Bundles: Pre-curated product bundles offered at discounted package pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Sutera is a direct-to-consumer sleep and wellness brand that sells engineered bedding and bathroom essentials through its Shopify storefront at sleepsutera.com. Its product portfolio includes the Dream Deep orthopedic memory foam pillow and matching Silverthread pillowcase, Silverthread antimicrobial bath linens (bath towel, hand towel, washcloth, hair wrap), Stone Bath Mat, Slide Guard Shower Mat, Aromatherapy Shower Infuser, and Japanese Exfoliating Shower Scrub. Products are differentiated by Silverthread silver ion antimicrobial technology and proprietary Restoration Engineering Standards targeting spinal alignment, thermal regulation, surface stability, and pressure distribution.

Product overview

Sutera is a sleep and wellness company offering a portfolio of products organized around two main collections: Bedroom and Bathroom. The core product line includes the Dream Deep Memory Foam Pillow (orthopedic pillow for spinal alignment) and associated Dream Deep Silverthread Pillowcase with silver ion technology. The Silverthread sub-brand encompasses bath linens including towels, hand towels, washcloths, and hair wraps—all featuring antimicrobial silver ion infusion for freshness. Bathroom essentials include Stone Bath Mats with quick-dry technology and the Slide Guard Shower Mat with dual-layer anti-slip protection. Spa offerings feature the Aromatherapy Shower Infuser with Vitamin C filtration and skin-nourishing ingredients, plus the Japanese Exfoliating Shower Scrub. The company markets products for restoration-focused living, emphasizing spinal alignment, thermal regulation, and hygiene in its product engineering standards.

Differentiator

Problem solved

Functional benefit

Brands

• Silverthread: A product line featuring silver ion-infused textiles including bath towels, hand towels, washcloths, and hair wraps marketed for antimicrobial freshness.
• Dream Deep

Products and services

• Dream Deep Memory Foam Pillow Orthopedic memory foam pillow engineered for spinal alignment and restorative sleep; part of Sutera's core bedding collection (priced at $72.79).
• Dream Deep Silverthread Pillowcase Premium pillowcase crafted from ultra-soft bamboo with silver ion infusion for antimicrobial freshness, custom-tailored to complement the Dream Deep Orthopedic Pillow (priced at $22.99).
• Silverthread Bath Towel Premium bath towel in the Silverthread collection featuring silver ion technology for antimicrobial freshness and bathroom hygiene (priced at $38.99).
• Silverthread Hand Towel Hand towel from the Silverthread collection with silver ion infusion for fresher, more hygienic daily use (priced at $22.99).
• Silverthread Washcloth Washcloth made from 100% California-grown Pima Cotton with silver ion infusion and European-style Duo-Weave texture for fast drying and protection against bacterial odors.
• Silverthread Hair Wrap Hair wrap from the Silverthread collection designed to protect and dry hair gently with antimicrobial silver ion technology (priced at $22.99).
• Quick-Dry Stone Bath Mat Stone bath mat engineered for quick drying and bathroom hygiene, part of Sutera's bathroom essentials collection (priced at $72.97).
• Slide Guard Shower Mat Dual-layer PVC shower mat with antimicrobial coating and anti-slip protection; features open-weave design for easy rinsing and quick drying (priced at $22.99).
• Aromatherapy Shower Infuser High-density shower filter with Vitamin C layer to neutralize chlorine and impurities, infused with Hyaluronic Acid and Jojoba Oil; available in Lemon Zest, Lavender Fields, and Fresh Rose scents with approximately 60 showers of aromatherapy per unit. Available via Subscribe & Save at 1, 2, or 3 month delivery intervals.
• Japanese Exfoliating Shower Scrub Exfoliating shower scrub for spa-like bathing experience, part of the personal care collection (priced at $17.99).
• Sutera Gift Card Digital gift card available for purchase on the website for gifting Sutera sleep and wellness products.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature5 records

Partnerships

One partnership is on record.

• ShareASaleminorChannel Partner/ Reseller/ DistributorAffiliate marketing partnership through ShareASale platform. Partners can refer customers to Sutera and earn commissions on sales generated through their referrals.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• MyPillow: MyPillow is an established pillow and bedding brand with significant U.S. consumer recognition. While it sells through retail as well as DTC, it competes with Sutera for share-of-wallet on the flagship memory foam pillow category.
• Casper: Casper is an established sleep and wellness brand selling mattresses, pillows, and bedding direct to consumers. It overlaps directly with Sutera on the Dream Deep Memory Foam Pillow and broader sleep-positioning narrative, but at materially larger scale.

Direct peers

• Snowe: Snowe is a DTC premium home essentials brand selling bedding, bath, and tabletop. It is a close peer to Sutera on the cross-category bedroom-bathroom DTC model and similar mid-to-premium price architecture.
• Cozy Earth: Cozy Earth is a premium DTC brand selling bamboo-based bedding, pillows, sleepwear, and bath products. It is a direct comparable to Sutera's Dream Deep and Silverthread lines given the shared focus on bamboo and antimicrobial textile benefits.
• Boll & Branch: Boll & Branch is a premium DTC bedding and bath brand known for ethically sourced sheets, towels, and home goods. It is a strong comparable to Sutera on premium DTC positioning, the bedroom-bathroom collection structure, and direct e-commerce distribution.
• Brooklinen: Brooklinen is a leading DTC premium bedding and bath brand selling sheets, towels, and loungewear direct to consumers. It is one of the closest direct comparables to Sutera given the overlap on premium DTC positioning across bedroom and bath categories.
• Parachute Home: Parachute is a DTC premium home essentials brand selling bedding, bath linens, and home goods online. It competes with Sutera in the same premium DTC home textiles category with comparable price points and channel mix.
• Buffy: Buffy is a DTC home brand selling comforters, pillows, and bedding with a softness and sustainability focus. It is a peer to Sutera in the DTC sleep-products category and shares a similar premium price point and target consumer.

Regional players

• Grove Collaborative: Grove Collaborative is a DTC household and personal care brand selling cleaning, bath, and wellness essentials online. It overlaps with Sutera on the Silverthread bath and personal-care products and subscription-driven retention model.

Emerging players

• Slumber Cloud: Slumber Cloud is a DTC sleep-products brand specializing in temperature-regulating bedding. It overlaps with Sutera's thermal regulation pillar within the 'Restoration Engineering Standards' and competes for the same sleep-conscious consumer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SleepSutera
• Facebookfacebook.com/sleepsutera
• Instagraminstagram.com/suterahome
• Pinterestpinterest.com/suterahome
• TikToktiktok.com/@suterahome

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Sutera