Coop was an Amazon-native success story built on a single adjustable pillow: efficient, well-reviewed, and completely undifferentiated. The product was genuinely good. The brand was invisible — a soulless marketplace seller with no story and no reason to be chosen beyond price and ratings.
By 2022 it had caught up with them. Topline and EBITDA had gone flat-to-down. The assignment: turn a product company into a brand, build a reason to believe, and restart growth — without losing the operational discipline that had made Coop profitable in the first place.
The brand was hiding inside the product. The pillow was adjustable for a reason: no two people sleep the same way. We turned that simple, authentic truth into the heart of the brand — celebrating sleep, and the uniquely personal way each of us does it.
That platform became the catalyst for a full reinvention. We rebuilt the brand around the celebration of individual sleep, reinvented the product line beyond the hero pillow, and acquired complementary bedding companies to round out the offering.
With a brand worth believing in, Coop earned the right to expand — pushing from marketplace and DTC into omni-channel retail and, for the first time, the national retail floor.
"Mike elevated Coop from an Amazon-native brand into a category-defining one — all while delivering exceptional profitable growth."