How I Built A Reality Show To Sell Bedding
Executive Summary
A Shopify Masters conversation with Tyler Howells, founder of Cozy Earth, a bamboo-based bedding and apparel brand. Howells talks about a childhood interest in soft fabrics, a career that ran through hardwood flooring, hair extensions, compressed natural gas and auto shops, how learning Mandarin helped him go further back in the supply chain, and a YouTube series in which people compete to stay in bed the longest. Sponsor: Shopify, named in the show's trial message. PARTIAL COVERAGE: this note covers the opening, a middle section about expanding categories and the bed-rest competition series, and the close, and does not cover every part of the roughly 30 minute episode. Brand size and revenue claims are his own and are not independently checked. This is a summary of his views, not business or financial advice.
Key Takeaways
A personal problem sparked the idea
Howells says that as a boy he wanted the softest sheets for his birthday and found them all alike. Later his wife's hot flashes and his work with fabrics led him to bamboo.
A winding career with one thread
He lists hardwood flooring, hair extensions, compressed natural gas and auto shops. He says he does not mind change and likes to learn on the fly.
Using language to reach the supply chain
He says he learned Mandarin, which let him go further back in the supply chain than buyers who use middlemen, and understand how things are made.
Quality and transparency as the through line
Howells says the common theme across his businesses was quality craftsmanship and transparency, and in some cases being more eco-friendly.
Customers guide the product range
He says the team listens to customers and asks how far they can take the fabric into more categories, such as clothing.
The bed-rest challenge series
Howells describes a YouTube series where people compete to stay in bed the longest for a prize. He says it grew from an office idea that flipped the doom-scrolling bed-rotting trend into something communal and fun.
Getting out of the way
He says that as the company grows he wants to focus on the brand, product and vision, put the right people in the right spots and trust them.
The Conversation Breakdown
A personal problem sparked the idea
⏱ Untimed topicHowells says that as a boy he wanted the softest sheets for his birthday and found them all alike. Later his wife's hot flashes and his work with fabrics led him to bamboo.
A winding career with one thread
⏱ Untimed topicHe lists hardwood flooring, hair extensions, compressed natural gas and auto shops. He says he does not mind change and likes to learn on the fly.
Using language to reach the supply chain
⏱ Untimed topicHe says he learned Mandarin, which let him go further back in the supply chain than buyers who use middlemen, and understand how things are made.
Quality and transparency as the through line
⏱ Untimed topicHowells says the common theme across his businesses was quality craftsmanship and transparency, and in some cases being more eco-friendly.
Customers guide the product range
⏱ Untimed topicHe says the team listens to customers and asks how far they can take the fabric into more categories, such as clothing.
The bed-rest challenge series
⏱ Untimed topicHowells describes a YouTube series where people compete to stay in bed the longest for a prize. He says it grew from an office idea that flipped the doom-scrolling bed-rotting trend into something communal and fun.
Getting out of the way
⏱ Untimed topicHe says that as the company grows he wants to focus on the brand, product and vision, put the right people in the right spots and trust them.
Core Frameworks & Ideas
Follow your own need - Howells's origin
Start from something you personally find lacking and check whether others share it.
Go further up the supply chain - his method
Learn how things are made and cut out layers that hide quality and cost.
Flip a trend - his marketing idea
Take a negative online trend and turn it into a positive shared activity.
Actionable Next Steps
- ✓Write down one product problem you have felt personally.
- ✓Find out who actually makes a product you buy and what they would change.
- ✓Take one online trend and sketch a positive version of it for your brand.
- ✓Check any revenue or brand claims from the episode independently.
Notable Quotes
“I don't mind change and I don't mind figuring out new things and I like to learn on the fly.”
“We're always trying to think outside the box.”
“we have this really amazing product. We need more people to pay attention and feel it and try it.”
The One Thing to Remember
Howells says to follow a personal problem, use an unusual skill to get closer to the source, and be willing to try unexpected marketing.