Coyuchi Interview at the 2019 NRF Retail Conference
February 18, 2019
Javits Center New York NY
Senior Writer: Kamilah McLeod
Senior Interviewer: Charles Rush
Are You Sleeping with Coyuchi Review
National Retail Federation
Eileen Mockus | President + CEO
Growing up in a household where her mother and five sisters all sewed, Eileen Mockus, President, and CEO of Coyuchi, has been passionate about textiles for as long as she can remember. Being raised on the northern California coast has inspired her commitment to organic linens with a relaxed feel throughout her career and understanding how fabrics interact with our bodies has translated through her different roles. Before joining Coyuchi, the textile pioneer pursued a Bachelor of Science in textile and clothing from the University of California, Davis, and a Master of Science in business administration from San Francisco State University. Mockus learned about entrepreneurship first-hand while developing new products for North Face and honed her business development and branding skills at Pottery Barn Kids, PB Teen, and Patagonia.
The Coyuchi brand was born in Northern California in 1991 with a simple idea in mind: comfortable, world-class bedding, manufactured in a sustainable way, using GOTS-certified organic cotton. The linen purveyor carries a range of natural and organic bedding, as well as throw pillows and bed frames. They have recently added organic linen to their collection as well. All of their organic fiber is grown according to USDA organic standards (the National Organic Program or NOP) and they follow the Global Organic Textile Standard for processing. Their entire collection is also GOTS certified, which ensures the product is made organically and the processing is non-toxic and low impact on the environment. They have also adopted the Made Safe standard for a portion of their products further ensuring that their product is safe for customers.
Mockus and her team draw inspiration from the natural world it’s helping to protect, to offer luxury linens with a conscious. The natural fibers that their products are woven with breathe incredibly well, leaving you comfortable and cozy - promoting the best sleep. And because they get softer with each wash and resist pilling, they age more gracefully than synthetics. Natural fibers are the best performance fibers for sleep, for bathing and for the home. Their organically grown cotton is not sprayed with synthetic chemicals, which means it's better for you and for the planet. Each garment and home textile is consciously created and processed without toxic dyes, bleaches, and finishes. This ensures the production of a fabric that is gentler on your skin than conventional fabrics. Coyuchi’s Crinkle Percale is softer and more relaxed because the yarns are thicker, and the weave is a bit looser than higher thread count percales. Their relaxed linens deliver a light, cool feeling through their airy weave that can only be achieved with a lower thread count.
Coyuchi recently launched Little Coyuchi, which is a line of minimally processed organic linens for kids. They are also participating in working groups with Textile Exchange, and other sustainably minded companies to develop the Responsible Down Standard and Responsible Wool Standards. These are industry-wide efforts to improve the supply chain for down and wool, and great natural fibers for home products that could use a deeper review of the practices in bringing those products to market. It's really about improving the supply chain for organic cotton throughout all steps of production. Coyuchi even goes a step further in recycling old sheets and towels through their Coyuchi For Life Program. The circular subscription service provides customers with new sheets or towels every 1-2 years and they take the used sheets and towels back, all for a low monthly cost.
If you're looking for a set of eco-friendly sheets that won't break the bank, or require you to compromise on comfort, we recommend Coyuchi to friends and family. If by any chance a customer is not satisfied, they even have a 365-day return policy. Within 60 days a customer receives cash back, and after 60 days they receive a store credit. For something as important as the linens we wrap ourselves in and the sheets we sleep in, it’s about time a company paid special attention to creating things the right way - sustainably and with uncompromised materials. As consumers, we owe it to ourselves and our planet to take a closer look at the products we choose for our daily lives.
CEO Eileen Mockus Interview
1. What is the Coyuchi customer base? Coyuchi’s customers are usually age(s) 35-55 and female. Of their female clients, a majority are active and enjoy practicing yoga, they also tend to be affluent, coming from high income homes.
2. Tell us more about the 365 Day Return Policy? Coyuchi’s CEO, Eileen Mockus, explains that the 365-day return policy has definitely increased Coyuchi’s sales and brand loyalty. Within 60 days a customer can receive cash back for a returned item(s), and after 60 days they will receive store credit.
3. How long have you been the CEO of Coyuchi? Mockus has been Coyuchi’s CEO for seven years.
4. How long does it take to make the Coyuchi sheets? Coyuchi’s sheets usually take six months to create, and 48 hours to ship once an order is completed online.
5. What is the life span of Coyuchi brand? Coyuchi linens have a five-year life span.
6. How many people are currently employed at Coyuchi? Coyuchi currently has a staff of 35 employees.
7. What makes the Coyuchi brand unique and different from the other brands? Coyuchi stands apart from its competitors by committing to being organic, comfortable and having unparalleled quality.
8. What is the percentage of your E-Commerce business for Coyuchi? Mockus explains that Coyuchi’s e-commerce business is 70 percent of their overall business, and in 2019 they predict an increase in sales online.