Confessions from My Shiny New Office

On moving out, leveling up, and what it really feels like to grow a sleep brand

I am sitting here writing this in my new shiny office. They say when manifesting, live as if you already have it... and this definitely does the trick. It's sunny, there's unlimited coffee and tea on tap, and more community events than I can keep up with. It feels like a calming sense of success, even if I have to battle a little imposter syndrome while trying not to look up the prices of the fancy hand lotions in the bathroom.

We moved into this beautiful new space because Sleep or Die was chosen to be part of Pavilion's residency program, essentially startups they are betting on in Vancouver. It feels like such a privilege to have a dedicated office to focus, plan, and grow. More below on the teary-eyed move out of our warehouse.

Moving Forward While Letting Go

It was really bittersweet moving out of our old warehouse. I worked there for over a year and it became this spot where a handful of misfits gathered to chase their dreams. It was a huge industrial space, often freezing cold, usually messy, but it was ours.

Ultimately, it was the right decision to all go our separate ways with business priorities changing for others and our acceptance into the residency program. I know it's a chapter I will always look back on fondly.

Moving into Pavilion as one of their residency program founders has been such a privilege. It's an absolutely stunning coworking space, and having a private office to myself as a startup founder feels like a real luxury. It is the kind of environment that makes you want to level up. They've even done a media piece on the program that I'm excited to share when it goes live.

It definitely does not give warehouse vibes

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Going Live on Amazon

This was a big milestone for us.

People sometimes ask why we'd want to be on Amazon at all. We’ve put so much intention into building a breakthrough brand, so why not keep it DTC, stick to our Shopify store, or focus exclusively on brick-and-mortar retail?

For me, it comes down to accessibility and opportunity. Where branded sleep tape doesn't really exist, we have a chance to set the standard. Amazon is the biggest store in the world and it’s often the first place people go to find something like sleep tape. We want them to find us there, front and center.

question: which one was your eye drawn to first?

It also lets us scale in a really smart way. Amazon's fulfillment capabilities mean we can keep shipping costs predictable, improve delivery times, and stay lean while still growing our customer base. It helps us test new markets without massive upfront costs or warehousing complexities.

Check it out here, and grab yourself a pack of sleep tape while you are at it so you can also sleep hard and well, die older.

🇨🇦 Canada

🇺🇸 USA (live next week)

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The Sleep Reapers Campaign

When it comes to marketing, I always ask myself: what would actually make someone stop and look? What would a sleep brand never do?

That led us to Sleep Reapers.

tap to watch

We realized we talk a lot about sleep, but our name is Sleep or Die. What about the "die" part? What if we showed people who look like they're well-rested but actually aren't prioritizing sleep at all... and let them get claimed by the Sleep Reapers?

The first video in the series got such a great response. It's fun, darkly funny, and really drives home our mission in an unexpected way. We want to make people think about sleep in a way they haven't before. And at the end of the day, we want to entertain them too.

Stay tuned because the Sleep Reapers will be taking over our Instagram all summer. With Chloe as the first to fall.

tap to watch

Come back next week to see who dies next.

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Gab Waller Love

Gab is such a cool person and someone I've admired for a while. She's been a true Zombie customer for ages and recently shared Sleep or Die on her own channels.

Seeing someone you respect not just buy your product but advocate for it is honestly the best feeling. It’s that little nudge that says, keep going, you’re on the right track.

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Thanks for making it to the end. If you’re here, you’re already part of the club, the ones who know sleep isn’t optional, it’s survival. I’m grateful to have you along for the ride as we build something a little unruly, a little rebellious, and exactly what this industry needs.

Until next time, don’t make us send the Sleep Reapers.