Interview with Puffy CEO Arthur Andreasyan on How to Build Strong Brands in Competitive Markets
Arthur Andreasyan, CEO of Puffy — America’s Most Comfortable Cloud Mattress Brand — has proven that it’s possible to enter a competitive market and thrive.
In the same way Netflix and Uber have disrupted the entertainment and transport industries, e-commerce mattress and bedding companies, like Puffy, have revolutionized the experience of purchasing bedroom furniture.
Despite reports that the online mattress industry is saturated, Andreasyan and the team at Puffy are demonstrating that a relatable brand and excellent team culture is the difference between success and failure in a competitive industry.
What was Puffy’s initial brand goal when entering the online mattress industry?
We developed our brand on a straightforward idea: creating the feeling of sleeping on a cloud. We sat around one day and wondered about the possibility of creating a cloud mattress. We knew that we wanted our customers to experience unbelievable comfort. We created our very first product and positioned our entire brand around this simple idea.
How do you create differentiation between Puffy Products and other brands in your industry?
When we entered the online mattress space, we knew two things: firstly, buying a mattress online was still relatively new, and secondly, the available options were confusing.
Our product development teams focussed on the essential elements of what makes the perfect bed mattress. We decided that three focal points would drive all our product developments:
- The feeling of sleeping on a cloud
- Luxurious comfort
- Support for the body
We like to keep things uncomplicated and to the point, so our customers know exactly what they are getting if they choose to trust us to help them sleep better.
We are known to have the best memory foam mattress in the industry because that is our area of expertise — all our mattresses are made using luxurious memory foam.
Years of testing, research, and development has allowed us to perfect the art of creating the most balanced premium memory foam formula.
Our focus on consistency also extends to our brand promises. Every single product includes a Lifetime Warranty, a 101 Night Sleep Trial, free shipping and returns, and mattress financing.
Simplifying our value proposition sets us apart in an often confusing industry where words such as sleep science and sleep technology can confuse people who just want a better night’s sleep.
What is so good about the Puffy Mattress?
Apart from actually feeling like you are sleeping on a cloud, our memory foam mattress formula has cooling properties and is designed for enhanced temperature regulation. Our sleep research tells us that laying on a mattress that sleeps cool is an integral part of healthy sleep.
But we haven’t just created a cooling mattress. Our memory foam mattress is designed to align comfort and support. Our mattresses contour muscles and joints, they are designed to help reduce pressure for deep and revitalizing rest.
What do you suggest are the three key ingredients for any brand to succeed?
First, you need to be clear about what you are selling. Consumers get confused with marketing jargon. We believe in clear and transparent communication so the quality of our products and our brand experience can speak for itself.
Next, you need a solid team. Our teams are passionate about achieving our vision, and everyone plays a huge role in our overall success. The goal of every single team member from product development to customer support, marketing, etc., is to help our customers sleep better than they thought possible. When everyone works towards the same vision, anything is possible.
Lastly, product development should never become complacent. At Puffy we have a strong commitment towards making meaningful changes to increase the benefits our products can deliver to new and existing customers.
What would you say is the most significant success of the Puffy brand?
We have received numerous awards as the best-rated mattress. These awards are humbling as we have worked hard to create products that aim to help our customers fall in love with healthy sleep routines.
The importance of sleep cannot be overlooked — we are passionate about bringing the power of good sleep to light, and to be recognized for our passion is great for our teams.
Personally, when I read our mattress reviews, I feel a sense of achievement. Reading the stories of our customers who are waking up energized and sleeping better than they thought possible always reminds me why we created Puffy.
What is next for the Puffy Brand?
We are going global. Recently, we launched online stores in Canada and The UK. We are also increasing our product offerings to add comfort to the entire bedroom.
Our latest products to hit our online stores include the Puffy Royal Mattress, which is the most premium memory foam mattress in the range.
Due to popular demand, we released the Puffy Dog Bed, as well as an ultra-soft weighted blanket.
You can expect the feeling of Puffy cloud comfort to reach more homes than ever in 2020.
About Puffy
Puffy is a California-based company founded on the idea of creating cloud mattresses and bedroom products that feel like sleeping on a cloud. Puffy has been featured on The Talk, and was recently awarded Best Mattress of 2021. For more information visit https://puffy.com
