MyPillow’s excess industrial equipment, including that from the company’s Minnesota plant, is currently being sold at online auction.
The goods that are up for auction through K-BID Online Auctions include dock trucks, sewing machines, forklifts, crates, and more. The auction will feature 824 goods, and it will close on July 18 at 7 o’clock.
MyPillow’s CEO, Mike Lindell, told the television station WCCO in Minnesota that the surplus auction “is a reflection of the change from big box and mall store sales to a direct-to-consumer approach.” Lindell claimed that merchants like Walmart and Bed, Bath & Beyond had stopped selling MyPillow in-stores.
Mike Lindell told WCCO that Menards, Fleet Farm, and some other stores continue to carry the MyPillow products.
Lindell spent a considerable amount of time investigating and testing various pillow designs and materials. He eventually came up with a novel cushion design that he thought could provide better comfort and support. A proprietary interlocking fill of shredded polyurethane foam was used in Lindell’s pillow, which he claimed could adapt to the shape of the user and offer sufficient support.
Lindell started traveling trade events and state fairs to advertise his product, showcasing MyPillow’s advantages and conducting one-on-one sales with visitors. To appeal to a larger audience, he also broadcast infomercials on television. Lindell was able to build a customer base and develop interest in his goods through these marketing initiatives.
MyPillow’s breakthrough occurred in 2011 when Lindell’s product gained the eye of the Home Shopping Network.
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