For Kevin and Jin Chon, building Coop Sleep Goods was more than a business venture — it was a continuation of a family legacy rooted in Los Angeles, powered by innovation, community values and a partnership with Amazon that helped catapult the entrepreneurial siblings into the future of retail.
From LA’s Fashion District to e-commerce entrepreneurs
Growing up in Southern California, entrepreneurship was part of everyday life for the Chon siblings. Their parents immigrated to the U.S. and built a successful apparel manufacturing business in downtown Los Angeles. Kevin and Jin spent their summers tagging clothes, learning logistics, and soaking in the values of hard work and adaptability.
“Summers were spent in the fashion district,” said Jin Chon. “We were working in the family business however we could, and I think those experiences shaped our drive to create something of our own.”
Kevin followed his parents into the family trade, eventually helping to run operations. “That’s where I really cut my teeth for about 10 years,” he said. “It gave me a foundation in business, but also taught me how hard it is to build something that lasts.”
The Amazon ‘lightbulb moment’
After founding an online apparel brand called A Thread, the siblings struggled with the high cost and effort required to maintain an independent website and form meaningful partnerships with distributors. Retailers would “squeeze us until nothing was left,” Kevin recounted.
The Chons refused to compromise on quality. In 2013, they decided to experiment by listing 10 products in the Amazon store.
“We put 10 SKUs in our Amazon store and the next day we started getting notifications —‘item sold, item sold,’” Jin said. “We had spent years trying to drive traffic to our own site, and suddenly, Amazon made it easy.”
Kevin remembers the moment vividly. “That was when the lightbulb went off. The customers were there. The traffic was there. And importantly, customers were in the mode to buy.”
Pillows that actually fit — customized for all
After their early success with apparel, the Chons shifted focus to sleep products—specifically, pillows. Kevin had been experiencing neck pain and couldn’t find a solution that worked.
“That’s when we started thinking about products outside of clothing,” Kevin said.
They quickly uncovered a flaw in the sleep product market: most pillows were one-size-fits-all, which didn’t accommodate the vast differences in body types and sleep preferences.
“It just made sense—one size doesn’t fit all,” Jin said. “Everyone sleeps differently, and your pillow should adjust to you, not the other way around.”
“We need to make these pillows adjustable,” added Kevin. “That was the turning point. It’s how Coop Sleep Goods was born.”
They developed their own proprietary pillow fill and began selling pillows with zippers, allowing users to add or remove material for a custom fit. The concept took off.
Leveraging Fulfillment by Amazon (FBA) to scale
The siblings credit Amazon’s Fulfillment by Amazon (FBA) program as a critical tool for scaling their business quickly and efficiently. With Amazon handling the logistics, the Chons could focus on innovating and growing the brand.
“Without Fulfillment by Amazon, we wouldn’t have been able to scale our business as quickly as we did,” Jin said. “It takes care of the logistics, picking, packing and shipping, and lets you focus on your product, branding and marketing.”
Many independent sellers are using Amazon’s business support services to jumpstart their marketing, selling and distribution efforts. In fact, more than 60% of sales in Amazon’s store come from independent sellers—many of which are small and medium-sized businesses like Coop Sleep Goods.
Listening to customers, improving the product
What also set Coop Sleep Goods apart was their commitment to customer feedback, a strategy they say Amazon helped make easier.
“Reading reviews gave us insights we couldn’t have gotten anywhere else,” Kevin said. “It helped us understand what was working, what wasn’t, and what customers really needed.”
That feedback loop led to innovations like adjustable fill and new product categories. Every decision came back to creating a product that people could rely on: a principle the Chons call the “mom test.”
“If we wouldn’t want our mom to use it, we won’t make it,” Kevin said. “It’s that simple.”
From a single pillow to a sleep goods powerhouse
Today, Coop Sleep Goods offers over 50 products and has sold more than 1 million pillows. The brand employs 50 people between Southern California and Washington state and continues to grow year after year.
“Ever since we started selling in the Amazon store, it’s only grown,” said Kevin. “There was 200% to 300% growth in the early years, and we’re still seeing strong numbers.”
They’ve also expanded their use of Amazon’s suite of tools—including Brand Registry, Advertising, and Creator Connections—to protect their intellectual property, reach influencers and grow brand awareness.
“Being in the Amazon store has opened so many doors for us to tell our story,” Kevin said. “We’ve used it to reach new audiences and share who we are.”
Giving back to the L.A. community
Even with their national success, the Chons remain grounded in their local roots. “We are sons and daughters of Los Angeles,” Kevin said. That includes a commitment to give back. Coop Sleep Goods has donated bedding to over 2,000 families impacted by January’s wildfires in Altadena and Pacific Palisades; they also support nonprofit organizations ranging from pet rescues to global water initiatives.
“You just always do the right thing,” Jin said. “Helping others is part of who we are. Giving back isn’t a side project, it’s a core part of our business.”
Kevin echoed the sentiment. “When you’re able to give someone a job, or donate a product that helps someone sleep better, you’re changing a lot for that person. That makes us happy.”
A local business, a global impact
Though Coop Sleep Goods now serves customers across the country and beyond, it remains a proudly Southern California company—one built by L.A. natives with a passion for thoughtful products and responsible growth.
“We’re a local business with a nationwide customer base,” Kevin said. “And a big part of that is thanks to Amazon.”
Their story, they hope, can serve as inspiration to other aspiring entrepreneurs who are committed to quality.
“Better products should win,” Kevin said. “And with the right tools, they can. The ‘American dream’ is alive and well,” he added. “It’s still possible.”
Visit business.amazon.com to learn more.
The news and editorial staffs of the Los Angeles Daily News had no role in this post’s preparation.
