Naturepedic has made organic mattresses for years. Its three owners are engineers, and the marketing used to read like their spec sheets. Arin Schultz, the chief growth officer, changed the messaging before anyone approved it. He says sales were up 46% in May and close to 68% in July, and he puts the mattress category down by double digits over the same period.
Arin runs sales and marketing as one job. He tells Rick why he goes after shoppers who have never heard of Naturepedic and don’t care about organic, and why he treats a 5% growth year as a failure.
Most of the conversation is about stores. Naturepedic picks sites from where its website traffic is concentrated, and Arin says a new store lifts digital sales nearby by 10 to 15%. Eight more open by January and up to ten more next year, toward a limit he sets at 50 to 70 locations. He also explains why the brand stays off paid top-10 mattress lists, and why he won’t take Meta’s or Google’s attribution at face value and runs three tools against each other instead.
Sonal Gandhi of The Lead joins too. She named Arin to this year’s Direct 60 list.
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