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Secure Beginnings sees significant growth after 'Shark Tank' appearance

For its first five years, Secure Beginnings was a sleepy little company making breathable mattresses for infants with the intention of preventing Sudden Infant Death Syndrome. Then it went on TV.

Specifically, it went on "Shark Tank," a reality TV show on ABC that features entrepreneurs pitching the next great business idea to investors. Secure Beginnings appeared on the show in May and its visibility immediately took off.

"In the first day we had it up (a video describing its product), we had 2 million views," says Julie Andreae, founder and president of Secure Beginnings. "The growth just took off."

Detroit Riverfont-based company makes a mattress for babies that is more like a trampoline than a normal mattress. It is made of a porous frame and bedding material that allows greater air circulation for both infants and toddlers. It contains no fiber-fill. The fabric the child sleeps on enables airflow to prevent harmful levels of carbon dioxide from building up near a baby's head, even if the child is on its stomach.

Secure Beginnings is now three months behind on filling its orders thanks to the spike in demand from its turn on reality TV. The company went from making $40,000 a month selling its mattresses to $70,000 a month. It is now aiming for $80,000 a month and profitability.

Secure Beginnings is also now looking to add to its staff, which is has double to six people over the last year. It's also looking to hire three more people now to keep up with demand. The firm is also looking to expand its sales reach to Australia, New Zealand, and Canada this year.

"We have a lot of growing left to do," Andreae says.

Source: Julie Andreae, founder & president of Secure Beginnings
Writer: Jon Zemke
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Related Company

  • Secure Beginnings
    2699 Guoin St
    Detroit, MI 48207 Website
    Secure Beginnings makes a breathable crib mattress that has a patented flow through sleep surface and passive airflow system. It is based in Detroit.