Imagine a small business owner, toiling away, dreaming of seeing their product on shelves across America. For Chad Yde, founder of Sioux Falls-based Beds by Design, that dream is about to become a reality. His OmniPillow, a revolutionary sleep solution, has just landed a 'golden ticket' – a nationwide launch with Walmart! But what makes this pillow so special, and how did a local company snag such a massive opportunity? Let's dive in.
Yde's journey began in 2005 with custom mattresses. About a decade later, the OmniPillow emerged, quickly gaining traction. "My main goal for OmniPillow is we want to be in every bed in America," Yde boldly states. And now, thanks to Walmart's 2025 Open Call event, that goal is within reach. This event, similar to the reality show 'Shark Tank,' gives American manufacturers a chance to pitch their products to Walmart buyers.
So, what's the secret behind the OmniPillow's success? It's not just another pillow; it's an adjustable sleep system designed for optimal comfort. Filled with the company's patented OmniFlow foam, it promises superior head and neck support. The copper-infused outer casing boasts bacteria-killing and odor-free properties. And to top it off, it incorporates NASA-approved, responsive temperature-control material. "We realized this is a product people are really interested in," Yde explained. "We made adaptations over time and continued to innovate."
Logan Landon, director of outbound sales, chimes in, "It was a crazy process and a byproduct of one of our top-tier mattresses. People who like a soft pillow like it, and people who like a firm pillow like it." This adaptability is key to its broad appeal.
While initial sales were modest (a couple hundred pillows annually), they exploded to over 10,000 last year, driven by both in-store and online purchases. A viral TikTok video showcasing the OmniPillow being rolled up has garnered over a million views, further fueling the hype.
But here's where it gets controversial... In a market saturated with gimmicky sleep products, Yde emphasizes the OmniPillow's authenticity. "There’s more gimmicks out there than anything. You have pillows that are round and curved and square and gel, and once you hold this pillow, it’s what a pillow should feel like," he asserts. "We don’t want to sell a gimmick." Is he right? Are other pillows just clever marketing ploys, or do they offer genuine benefits?
The OmniPillow's success isn't just about innovative design; it's also about building a loyal fan base. Heath Marsh, a chiropractor at HealthSource Chiropractic of Sioux Falls South, discovered the pillow after a colleague's recommendation. Skeptical at first, he was won over by its ability to alleviate his "beaten and battered body from college football and years of accidents." Marsh now sells the pillows in his office, praising the customizability and outstanding customer service. He's also expanded the relationship nationally, with Beds by Design distributing pillows to HealthSource Chiropractic's 400 locations nationwide.
Kyle Schock, president and CEO of Bird Dog Hospitality, was equally impressed. After trying the OmniPillow and mattress, he decided to use them in his EverSpring Inn + Suites hotels. "It’s what I sleep on," he declared. "It’s the first foam-based pillow I’ve ever tried that hits both supportive and soft. I bet the number of pillow samples we’ve tried in the last 10 years is about four dozen pillows, and there’s just not even a contest between this and second place.” Schock credits these bedding choices for helping his hotels achieve top rankings on national travel websites. Stories abound of hotel guests waking up pain-free for the first time in years, thanks to the OmniPillow.
Even celebrities have become converts. PGA legend John Daly and singer-songwriter Steve Azar, after staying at a Sioux Falls hotel featuring Beds by Design mattresses and pillows, were so impressed that they requested to learn more. "Once they get the pillow in their head, it’s the game-changer," Yde says. "We talk to him (Daly) every time he comes to the (Sanford) International, and he’s been a really big advocate for us."
Armed with these testimonials, Landon approached Walmart for the Open Call event. Out of over 5,000 applicants, Beds by Design was among the 500 finalists invited to pitch their product in person. Landon described the experience as invaluable, with seminars on scaling a business to meet Walmart's demands. He successfully convinced the Walmart team that the OmniPillow was a perfect fit, securing the coveted 'golden ticket.'
And this is the part most people miss... The 'golden ticket' is just the beginning. It means entering into agreements with Walmart to sell the OmniPillow through their stores and website. The pillows will likely retail from $29 to $189, depending on size, with online sales expected to launch first, followed by in-store availability next year.
"We’re excited for the challenge," Yde said. "I think it’s what every small business dream is to be. We’re well aware that now the real work is going to start. We have space to do that and capacity and the right team in place to make the scaling happen." The company is already renovating its Sioux Falls store and has locations in Fargo and Denver to support the expected surge in demand.
Beyond profit, Beds by Design is committed to giving back. For every pillow purchased, they donate one to someone in need. To celebrate the national launch, they're offering a buy-one-get-one-free promotion this month.
"I started Beds by Design 20 years ago, and now it’s almost like while we make an amazing product and I’m proud of our product, the pillow is starting to become bigger than what the bed has ever been," Yde reflects.
What does the future hold for Beds by Design? With the Walmart launch and potential new opportunities, the sky's the limit. As Schock aptly puts it, "Chad is the definition of an entrepreneur. He will work as hard as it takes and be as relentless as it takes to figure out what he needs to figure out." But can a small company from Sioux Falls truly compete on a national scale? Will the OmniPillow live up to the hype? And ultimately, is it really the best pillow out there? Let us know your thoughts in the comments below!
