322 | Turning Returns Into Business Insights | with Michael Hughes

Honest Ecommerce

Michael Hughes is a trailblazer in the luxury mattress industry, revolutionizing the way consumers experience organic sleep. As the Founder & CEO of PlushBeds, he built one of the largest direct-to-consumer brands specializing in toxin-free, eco-friendly mattresses. Inspired by his father’s battle with Parkinson’s, Michael set out to create a healthier sleep environment—one that blends sustainability with uncompromising comfort.

With 25+ years in Ecommerce and direct selling, Michael transformed PlushBeds into a market leader, becoming one of the largest importers of organic latex in the U.S. His expertise spans product innovation, supply chain mastery, and direct-to-consumer growth strategies, allowing him to scale without sacrificing quality.

Today, Michael is on a mission to redefine luxury sleep, ensuring that health-conscious consumers don’t have to choose between comfort and sustainability. PlushBeds continues to set new standards in organic sleep solutions, proving that a commitment to quality and purpose-driven business can drive long-term success.

In This Conversation We Discuss:

• [00:38] Intro
• [01:16] Introducing your brand to new audiences
• [01:49] Pivoting from finance to Ecommerce
• [06:47] Naming the brand with a simple idea
• [07:33] Studying competitors to find market gaps
• [11:44] Asking the right growth questions
• [12:32] Driving traffic with paid search & SEO
• [13:11] Testing orders before realizing it was real
• [14:36] Rebuilding after a devastating setback
• [15:30] Episode Sponsors: StoreTester and Intelligems
• [18:42] Analyzing competitors to stay ahead
• [19:39] Adopting AI but not mastering it yet
• [20:14] Adapting to an AI-native generation
• [21:03] Building a custom mattress-making machine
• [28:20] Listening to feedback to improve products

Want more insights from top Ecommerce leaders? Our episode guest was a featured speaker at eTail Palm Springs 2025, sharing insights with top Ecommerce minds. If you want to be part of the next big discussions, join eTail Boston in August 2025 and/or eTail Palm Springs in February 2026!
Learn more at eTail’s official sites:
https://etaileast.wbresearch.com/
https://etailwest.wbresearch.com/

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Organic latex mattresses offer superior comfort & support plushbeds.com/
• Follow Michael Hughes linkedin.com/in/michael-hughes-plushbeds
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

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