Scaling a D2C Mattress Brand with Organic Growth: The Nuvanna Story
About the client
Nuvanna is a US-based eCommerce brand that sells premium mattresses, pillows, and foundations directly to consumers. Competing in a highly saturated and cost-heavy industry, Nuvanna aimed to differentiate through product quality, customer experience, and smarter marketing investments.
The Scenario
To survive and thrive in a category dominated by deep-pocketed players, Nuvanna had to punch above its weight. Their goal was to create brand awareness, attract quality traffic, and convert users into loyal customers-all with a fraction of the usual ad spend.
The Problem
Nuvanna’s growth was limited by its reliance on traditional paid channels and constrained by a tight budget.
The company needed to break away from costly acquisition methods and instead build a sustainable growth engine rooted in organic traffic and loyal customer relationships. At the same time, their email marketing efforts lacked automation and personalization, resulting in low repeat sales. There was also a need to increase social visibility and turn existing users into brand advocates through better engagement.
The Solution
Ayruz approached the challenge with a holistic growth strategy that combined SEO, content marketing, and owned media.
We began by revamping their SEO strategy to improve search visibility for sleep-related keywords and product categories. Simultaneously, we developed a high-quality blog content pipeline focused on consumer intent and product education. On the social front, we curated engaging lifestyle content and customer testimonials that resonated with the brand's voice and values. Email marketing flows were redesigned to include cart recovery, welcome series, and post-purchase touchpoints-each personalized to the user's journey. As traffic and engagement increased, we also introduced lightweight conversion rate optimization initiatives like A/B testing of headlines and CTAs to improve overall performance.
Key Results
Steady increase in organic traffic
Improved MoM sales
High-performing email campaigns
Better brand engagement
Hear From Those Who Worked With Us.
"Ayruz helped us focus on the best paths to market for increasing our social media presence and we were able to measure our programs and quantify revenue opportunity and sales realized. They are one of the best in the industry and I have utilized them and every company that I have worked at. A hidden gem and worth the investment."
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"Ayruz's understanding of user behavior and targeting precision helped us drive real conversions, not just traffic. The $7 acquisition cost was a breakthrough for us."
"Sanil and his team make a difference in our daily job. They are always available, with practical and consistent solutions and orientations. It is undeniable the expertise and professionalism of the team."
"Great experience with Ayruz’s team. Challenging projects developed in a very short time with high quality level. Indeed one of the best companies in the market."
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Scaling a D2C Mattress Brand with Organic Growth: The Nuvanna Story
