Building a Brand for Target Customers
Colin Mcintosh is the Founder & CEO of Sheets & Giggles. Sheets and bedding are largely considered to be a pretty boring space. Colin says that is exactly why he wanted to create a fresh and fun brand that would stand out from the crowd. It was Sheets and Giggles that got Colin into eCommerce. His previous job had given him some limited Amazon experience but it was more focused on building relationships with brick and mortar retailers. Looking back, he recognizes that the timing was off for a retail offering like that and the company didn’t ultimately make it. When the whole team was laid off in 2017, Colin was pretty downtrodden, but within 3 weeks he had his chin up and was diving into the launch of Sheets and Giggles. Colin knew that the fun spirit of the brand would be a stand out in the bedding industry, but it was also important for him because it marked a major departure from the heavy mission of his last project—which was a wearable technology device to help prevent sexual violence.