Aeyla Interview With Co-Founder Matt King (2024)

We've enjoyed testing dozens of Aeyla's top-notch products, so let's find out more about how these are created and which stand out.

Which product would you consider your flagship or star product, and why?

"Our best seller is probably the Dual Pillow, which has a unique 2-in-1 pillow design and provides the perfect balance of neck support and softness for comfort.

It’s a great alternative to down pillows, which can cause problems for allergy sufferers and usually involve farming practices that are harmful to animals."

How do you ensure the quality, safety, and durability of your sleep products?

"We do extensive testing before adding a new product to ensure the quality levels are always the best we can get within our price targets.

​

We also conduct third-party testing of the products before shipping, as well as factory audits to ensure that quality remains consistent."

How do you promote relaxation, stress reduction, and overall well-being through your products, across the board, from sleep accessories to your stress solution products?

"Aeyla promotes relaxation, stress reduction, and overall well-being through a holistic approach in our product range and communication with customers, incorporating advanced sleep technology, helpful content for customers, ergonomic designs, and unique materials specifically designed to help our customers sleep and feel better."

Do you have any upcoming products that you’re excited to launch?

"For now, we're focused on expanding our core product selection in international markets, but we will soon be adding more types of pillows to our range."

How do you ensure your products create a holistic brand experience for users, from unboxing to daily use?

"By meticulously designing each aspect of the customer journey, starting with engaging and informative packaging that reflects our brand's ethos through to the intuitive and user-friendly design of our products, which are crafted with unique materials and advanced sleep technologies to consistently deliver comfort and enhance well-being in everyday life."

How do you develop new products, and what are the most essential steps in the development process?

"We conduct a market analysis to see if there’s anything that can be improved or is missing from current offerings, and then we speak to our customers to see if this is something they would be interested in purchasing and why.

The most essential step is testing a product before ordering stock.

Even if all your customers say they are interested in a specific product, they may not purchase it once available.

This is why testing product ideas on a landing page before ordering bulk stock can demonstrate actual demand for a new idea."

Are there any sleep technologies you recommend for a comprehensive sleep solution alongside your products?

"It’s not a sleep technology, but physical exercise every day (even if just a walk) has been shown to massively help improve sleep, alongside stopping caffeine intake by 2 pm."

​

How do you stay competitive amidst the influx of new sleep-related products and companies?

"It is challenging, but we try to consistently improve our products through customer feedback and provide the best customer research.

Over time, this creates a moat of positive reviews and a good reputation amongst customers."

Before wrapping up, let's see what the future holds for Aeyla.

How do you envision the future of sleep and wellness over the next decade?

"The sleep market is the fastest-growing segment within wellness, so we think it will continue to grow over the next decade as more people become aware of the benefits of good consistent sleep."

What do you find most rewarding about helping people sleep better?

"The most rewarding aspect of helping people sleep better is witnessing the transformative impact it has on their lives, shifting from a state of low energy and mood, which can negatively affect personal relationships and ambitions, to a rejuvenated existence where they can actively engage in and enjoy their passions and daily activities."

For potential customers, what core message would you like to convey about your brand and products?

"For potential customers, our core message is that Aeyla is dedicated to transforming lives through improved sleep, offering innovative, high-quality products designed to enhance well-being, energy, and mood, and ultimately empowering you to live a more fulfilled and active life by prioritising restorative sleep."