What Happened To Pluto After Shark Tank?

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Welcome to this exciting blog post where we delve into the journey of Pluto, the innovative startup that caught the attention of investors on the popular show Shark Tank.

After presenting and making a deal at the famous reality show, check out what became of Pluto. Then, let’s explore the highs and lows of Pluto's pre and post-Shark Tank journey.

Pluto Pillow in a nutshell

  • Business concept: Customizable sleeping pillow 
  • Founders: Susana Saeliu and Kevin Li
  • Launch: 2018
  • Net worth: $8 million
  • Location: California, USA
  • Website: https://plutopillow.com/ 
  • Competitors: Abraham Design Workroom, Cushion Clearance, Custom Cushions, Scent Pillows, Stitch LLC, Welcome Pillows

A closer look into Pluto Pillow

Innovative and practical, Pluto has transformed sleep comfort into an entirely new experience. Now, let us focus our attention on certain well-liked merchandise provided by Pluto and examine their operational mechanism:

pluto pillow
  • Pluto Pillow: Tiny polyester microfibers fill the Pluto Pillow's outer plush cover, while its interior has been built with an inner foam core for optimal sleep experience. This is a customizable pillow, and customers can select from among 25 distinct kinds of pillows. After selection, the pillows undergo strict testing before shipping.
  • Puff: If you're searching for a comforting companion during long wintry nights, look no further than the soft and plush Puff pillow. With an equal focus on support and comfort, this pillow offers the perfect balance of fluffiness and structure for individuals who appreciate such qualities.
  • Pod: Like the Pluto Pillow, the Pod's design guarantees comfortable sleep while traveling. No matter where you find yourself, the Pod's high-grade and hypoallergenic material construction regulates body heat, ensuring maximum comfort always.
  • Bedding: Complete your pillow with silky, soft, crisp, and temperature-regulating pillowcases. Specially formulated with quality fabrics, Pluto Pillow's bedding ensures ultimate comfort and coolness while you sleep.

The technology behind Pluto Pillows

The technology behind Pluto Pillows sets them apart from other pillow companies. 

Customization of each pillow is done based on specific instructions from customers. 

Produced specifically for each customer, Pluto pillows consist of a superior quality foamy interior complemented by an external fuzzy cover containing countless synthetic microfiber particles.

The pillows are designed to be temperature-regulating, hypoallergenic, and supportive. In addition, each pillow is handmade and rigorously tested before being shipped out.

Individual needs determine the selection process used in creating pillows for sale at Pluto Pillows, enabled through specialized algorithms.

With 35 variations of composite material, all available for $125 with a 125-night risk-free trial, Pluto Pillow is an excellent investment in the quality of your sleep.

Pluto Pillow Shark Tank: before

Pluto Pillow was born out of a personal need to solve a problem, and it quickly became a solution for many others. 

Pluto Pillow Shark Tank: before

Co-founders Susana Saeliu and Kevin Li used their expertise and industry connections to develop a unique pillow design that could be customized to each individual's needs.

They consulted with sleep experts, physical therapists, and consumers to create a questionnaire to help them identify the perfect pillow for each customer. 

Their developed algorithm analyzes the answers and recommends the ideal foam and plush cover combination for maximum comfort and support.

Pluto Pillow Shark Tank: during

Pluto Pillow made quite an entrance on Shark Tank when founders Susana and Kevin appeared on season 12 seeking $400,000 for 5% equity in their company. 

The duo had a unique algorithm that customized pillows for each customer's specific preferences, offering 35 various options of pillow stuffings and pillowcases. They sold their pillows for $95, which included an additional shipping fee of $18. 

The Sharks were initially intrigued by the product, but things started to go south when they learned about the company's $8 million valuation.

One by one, the Sharks backed out, citing concerns about the gross margin and whether or not the business could be scaled.

Finally, however, Robert Herjavec took everyone by surprise when he proposed $400,000 for 20% equity in the company.

Unfortunately, the founders believed the equity needed more and went home without a deal.

Pluto Pillow Shark Tank: after

While some of the Sharks weren't convinced, it's clear that Pluto Pillow has a unique selling proposition that has the potential to disrupt the pillow industry.

Pluto Pillow Shark Tank: after

Despite not securing a deal, Susana and Kevin's appearance on Shark Tank gave their business significant publicity. As a result, Pluto Pillow experienced a surge in orders and website traffic

Thanks to the exposure provided by their stint on Shark Tank, Pluto Pillow saw a marked increase in both orders and website traffic.

They shared their reliance on machine learning and algorithms to determine the perfect pillows for each customer. They even revealed that they had a utility patent pending in assigning the perfect pillow for each customer. 

Pluto Pillow later launched three funding rounds and secured investments from venture capital firms like K2VC, 500 Startups, and Lombardstreet Ventures. This allowed the company to expand its product offerings to include 35 variations.

Pluto Pillow generates an estimated $5 million in annual revenue and is valued at around $8 million.

In a blog post published in May 2021, the company explained that they had other investors on board and couldn't accept Robert's offer during the show.

In addition, the company didn't want to impact future funding rounds, and Robert was unwilling to budge on his 20% equity ask.

Although Daniel Lubetzky, one of the Sharks, didn't invest in Pluto Pillow, he became a customer and purchased pillows for his family. 

Additionally, the company received media coverage from various publications after its appearance on Shark Tank, including a feature in Gearpatrol Magazine's "10 Best Pillows to Sleep Better Tonight and Every Night" article.

As of September 2022, Pluto Pillow's official website receives around 100k visibility each month

However, the company still needs to disclose information about its sales report. Despite the low margin, Pluto Pillow thrives and attracts customers with its innovative product design.

Final thoughts on Pluto Pillow Shark Tank

Despite not securing a deal on Shark Tank, Pluto Pillow has continued to thrive as a successful business. 

Final thoughts on Pluto Pillow Shark Tank

Their customizable pillows have gained popularity and expanded their product offerings with 35 different variations.

Effective marketing techniques paired with superior product quality have propelled Pluto Pillow's yearly earnings up to a staggering amount - with an annual revenue of $5 million and an estimated worth of $8 million.

Overall, Pluto Pillow's Shark Tank tale serves as a reminder that a successful business can be built with hard work, persistence, and dedication to the customer's needs.

Frequently asked questions

What is the Pluto pillow foam like? 

The Pluto pillow foam is CertiPUR-US certified and made without harmful substances. It has low VOC emissions for indoor air quality and is a high-performance, breathable polyfoam made in the USA.

Each foam core can feel different and adapt to individual comfort needs. The foam is continuously improved for maximum comfort and great sleep and is the foundation for a customized fluffy pillow build.

Is it possible to redo the Pluto Pillow customization questionnaire?

Suppose customers have recently placed an order and feel they answered incorrectly or received a pillow that needs to be more suitable

In that case, they can email Pluto Pillow's customer service for assistance. In addition, customers who have a pillow in their cart but haven’t confirmed the order yet may change their answers in the questionnaire or start over.

What is the 125-night trial about?

Pluto offers a 125-night trial period for customers to try out their products in the comfort of their homes. Should they decide within that period that the pillow isn't right for them, Pluto will accept a return and provide a full refund.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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