Hi, I'm Daehee. I'm the co-founder of Boring Mattress and previously co-founded Tuft & Needle. I live in Phoenix, Arizona with my wife and three kids. I'm passionate about disrupting industries by solving real customer problems - finding broken systems and making them work better for everyone.

My journey in e-commerce began in 2006 when I discovered SEO and the internet marketing community. Since then, I've founded multiple online businesses, most notably Tuft & Needle, which pioneered the direct-to-consumer mattress space.

The mattress industry has always fascinated me. While a mattress itself might seem highly uninteresting, it's a $16 billion market in the US alone - everyone needs one, yet nobody enjoys shopping for one. The industry is filled with brands that over-complicate and over-sensationalize their products, making it frustrating for customers to find something comfortable, durable, and affordable.

This insight led me to start Tuft & Needle in 2012. We grew it into the most-loved mattress brand, reaching over $200 million in annual sales. While we merged with Serta in 2018, the story took an unexpected turn when private equity bankrupted the combined business (which I've written about in detail here).

Now, I'm back to fix mattress shopping again. In January 2024, I teamed up with Corben Leo and Tyler Marino to launch Boring Mattress. Our mission is simple: create high-quality mattresses for everyone - no tricks, no gimmicks.

One principle guides the work I do: build solid, sustainable businesses that solve real problems. I've seen too many founders chase quick profits or "play house" with other people's money - without addressing real customer pain points or market demand.

Some of my main interests and areas where I continue learning are marketing, consumer psychology, programming, infosec. This blog is where I share my random notes and thoughts on these topics.

Feel free to follow me on Twitter/X or connect with me on LinkedIn.