The idea for Mellow started with a familiar shopping experience: a pillow from one brand, a comforter from another, a mattress from somewhere else. Chad Keller saw an opportunity to bring it all together.

Chad and co-founder Jay created Mellow with a shared ambition: to build a brand for the whole sleep and comfort category. What started with product samples arriving at Chad’s home became a business that did $140 million in its first year, with a $500 million target for year two.

Getting the products in front of customers was part of the plan from the start. Mellow launched on AppLovin with a thesis: reaching better-informed customers would help build lasting relationships. As Chad puts it, “It paid off.”

Chad and Jay want to own the whole sleep category. And they’re just getting started.