Luuna

About Luuna

Luuna is a Mexican company in the sleep industry, established in 2015 by a multicultural team: Carlos Salinas from Bolivia, Laurène Maire from France, William Kasstan of Anglo-French nationality, and Guillermo Villegas from Mexico. The idea originated from co-founder William Kasstan's frustrating experience when purchasing a mattress in Mexico, which involved a complicated buying process and difficult delivery. This personal pain point led the founders, who had backgrounds in e-commerce and marketing from companies like Linio and Rocket Internet, to disrupt the traditional mattress market.

The company operates on a direct-to-consumer (D2C) e-commerce model, which eliminates intermediaries and allows for more competitive pricing. This strategy is complemented by a growing physical retail presence, creating a hybrid, multi-channel approach to sales. As of early 2024, Luuna had expanded to 100 of its own stores across Mexico, with a presence in over 300 points of sale. Revenue is generated through the sale of its products online and in its physical stores.

Luuna's core product is the "bed-in-a-box" mattress, which is compressed, vacuum-sealed, and delivered in a compact box, simplifying logistics and handling for the customer. The mattresses are engineered with multiple layers of materials such as latex foam, high-density polyurethane, and memory foam to provide support and comfort. Beyond mattresses, the company's product line has expanded to include pillows, bed bases, sheets, and, more recently, sofas. A key part of its value proposition is the customer experience, which includes a trial period (initially 30 nights, later extended) allowing customers to return the product if unsatisfied.

Significant milestones for Luuna include securing a 15 million MXN seed round in 2016 from investors including Mountain Nazca. In October 2023, the company announced a $25 million investment to build its first factory, aiming to increase annual production capacity from 150,000 to one million mattresses and gain full supply chain control. The company has also expanded internationally, entering the US market in 2019 and Brazil in 2022. The parent company, Zebrands, was later established to oversee Luuna and other brand extensions like Nooz, a more affordable home goods line, and Mappa, a luggage brand.