My Pillow

MyPillow is an American bedding brand and privately held company founded by Mike Lindell in 2004 in Minnesota. It became known primarily for a pillow marketed around a shredded-foam filling that could be adjusted and reshaped, together with extensive direct-response television advertising. The brand expanded from its original pillow into a broader home-textiles assortment that has included mattress products, mattress toppers, sheets, towels, blankets, comforters and related bedding accessories. The company’s early growth was closely associated with its founder’s personal sales presentations and television commercials. Rather than relying only on traditional retail distribution, MyPillow built awareness through infomercials, endorsements, promotional pricing and direct sales through its website and telephone channels. This approach gave the brand a distinctive national profile and made its founder highly visible in the marketing of the product. MyPillow’s product positioning has centered on comfort, support, adjustability and suitability for different sleeping preferences. The core pillow uses shredded filling intended to allow users to compress or redistribute the material. The company has offered different sizes and filling configurations, along with a range of covers and bedding products. Product claims and promotional statements have periodically attracted regulatory and legal scrutiny, particularly where advertising suggested health or sleep benefits that authorities or courts considered insufficiently substantiated. The brand has also become closely associated with Lindell’s political activity and public advocacy. From the late 2010s onward, his political profile affected the company’s public image, relationships with retailers, advertising channels and business partners. Some retailers and platforms reduced or ended commercial relationships with the brand, while the company and its founder continued direct selling and politically oriented promotion. As a result, MyPillow is notable not only as a bedding seller but also as an example of a founder-led consumer brand whose commercial identity became intertwined with its owner’s public activities. MyPillow remains a private business. Publicly available information does not establish a complete, independently verified picture of its current revenue, ownership structure or international scale. Its principal identity remains that of a direct-to-consumer bedding brand built around the MyPillow pillow and an unusually prominent founder-led marketing model.

MyPillow was established in Minnesota in 2004 by Mike Lindell. The business began with a single core product: a pillow using a shredded filling designed to be compressed, moved and reshaped by the sleeper. Lindell promoted the product personally, and the company’s early identity was shaped by direct-response advertising rather than by a conventional fashion or furniture-brand model. Television commercials and infomercials became central to the company’s expansion. MyPillow used demonstrations, testimonials, promotional offers and telephone ordering to reach consumers nationally. The brand’s marketing presented the pillow as a customizable alternative to conventional solid-fill designs and emphasized comfort and support. As awareness grew, the company added online sales and expanded its product range beyond pillows. The later assortment included mattresses and mattress toppers, sheets, blankets, comforters, towels and other household textile products. This broadened MyPillow from a single-product enterprise into a bedding and home-textiles business, although the original pillow remained its principal brand symbol. The company continued to use a mixture of direct sales, promotional campaigns and selected retail relationships. Advertising practices became an important part of the brand’s history. In 2016, California consumer-protection authorities announced a settlement involving allegations that MyPillow’s advertising made unsupported claims and inaccurately presented aspects of its guarantee and promotional offers. In 2017, the Better Business Bureau announced that it had revoked the company’s accreditation and assigned an F rating, citing concerns about pricing-related advertising. These episodes made MyPillow a recognized case in discussions of direct-response marketing and substantiation of consumer claims. The company’s public identity changed substantially as Lindell became a prominent political activist and media figure. His advocacy, particularly after the 2020 United States presidential election, generated extensive controversy and brought the company into disputes unrelated to bedding. Retailers and other commercial partners publicly reassessed their relationships with MyPillow, while the company continued to market directly to consumers and to audiences sympathetic to Lindell’s political views. The political controversy also led to litigation. Dominion Voting Systems and other parties pursued defamation-related claims concerning false statements about election technology and election administration. These legal matters involved statements by Lindell and associated organizations, and they affected public discussion of MyPillow because of the founder’s ownership and leadership role. The litigation and the resulting retailer responses reinforced the company’s highly personalized brand structure. MyPillow remains privately held and founder-associated. Its current business scale, financial performance and precise geographic distribution are not reliably established by the available reference material. The brand’s historical significance lies in the combination of a distinctive adjustable-fill pillow, aggressive direct-response selling, expansion into a wider bedding portfolio, regulatory scrutiny of promotional claims and the commercial consequences of its founder’s political activity.

1. 2021Political controversy affects commercial relationships

   Lindell’s election-related advocacy leads some retailers and business partners to reduce or end their distribution or promotional relationships with MyPillow.

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2. 2017BBB accreditation revoked

   The Better Business Bureau announces that it has revoked MyPillow’s accreditation and assigned an F rating, citing pricing-promotion concerns.

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3. 2016California advertising settlement

   The company agrees to a settlement with California authorities over allegations concerning advertising claims and promotional representations.

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4. 2004MyPillow is founded

   Mike Lindell establishes the Minnesota-based bedding company and begins selling the MyPillow product.

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A founder-led, direct-response bedding brand emphasizing comfort, support, adjustability and value-oriented promotions.

• MyPillow pillowPillow2004

  The company’s signature product uses a shredded filling intended to permit reshaping and adjustment. It has been sold in multiple sizes and configurations and marketed around individualized comfort and support. The pillow’s recognizable construction and extensive television promotion made it the defining product of the brand.

• MyPillow mattresses and mattress toppersSleep products

  MyPillow expanded into larger sleep products, including mattresses and toppers. These offerings extended the company’s comfort-and-support positioning from pillows to complete sleep surfaces and were sold through the company’s direct channels and promotional ecosystem.

• MyPillow bedding and home textilesBedding and textiles

  The broader range has included sheets, comforters, blankets, towels and related textile products. These lines support cross-selling around the core pillow and position MyPillow as a wider household bedding supplier rather than only a pillow manufacturer.

• Direct-response television and infomercial marketing

  United States

  MyPillow built national awareness through repeated television commercials and infomercials featuring product demonstrations, promotional offers and founder-led presentations. The campaign model emphasized immediate ordering by telephone or online rather than relying solely on conventional retail advertising.

  Outcome. The approach made the brand widely recognizable and helped establish its founder as the public face of the business.

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• 2021Increase reliance on direct channels amid retailer withdrawalsStrategy

  Political controversy involving the founder led some retailers and business partners to reconsider distribution relationships.

  What changed. The brand continued emphasizing its own website, telephone sales and founder-aligned promotional channels.

  Aftermath. MyPillow’s commercial identity became more closely tied to direct customer relationships and to its founder’s public profile.

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• 2004Adopt a founder-led direct-sales modelStrategy

  The company entered a crowded bedding market with a distinctive pillow but limited established retail presence.

  What changed. It made founder-led television advertising, infomercials, telephone ordering and later online sales central to customer acquisition.

  Aftermath. The model generated broad consumer awareness and made Mike Lindell central to the brand’s identity.

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• Expand from pillows into broader beddingStrategy

  The original pillow provided a recognizable entry point for a wider sleep and home-textiles assortment.

  What changed. MyPillow added mattresses, toppers and multiple bedding and textile categories.

  Aftermath. The company broadened its potential basket size while retaining the original pillow as its flagship product.

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• 2021Election-related political controversyControversy

  Mike Lindell’s promotion of unsupported election-fraud claims brought substantial public criticism and affected the company’s commercial relationships, retailer presence and reputation.

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• 2017Better Business Bureau accreditation disputeControversy

  The Better Business Bureau revoked MyPillow’s accreditation and reported an F rating, citing concerns about promotional pricing practices.

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• 2016California false-advertising settlementControversy

  California authorities announced a settlement concerning allegations that MyPillow advertising made unsupported health-related claims and misrepresented aspects of its guarantee and promotional practices.

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1. MyPillow official website
2. California Attorney General: MyPillow settlement announcement
3. Better Business Bureau accreditation notice
4. Reuters reporting on MyPillow and related litigation or commercial developments