The Indelible VC
SEA of Startups
Fabio Miceli of Sonno

Fabio Miceli of Sonno

From D2C Bed-in-a-Box to a Omnichannel Sleep Brand

This week we are joined by Fabio Miceli the Founder of Sonno, which started as a bed in a box D2C company but has now evolved into a full sleep brand with both online and offline channels.

This was a great conversation where we learn the origins of launching a sleep brand and how entrepreneurship was always part of him.  We talk about the challenges in launching a physical product and utilizing a D2C approach in a traditional brick and mortar business.  We close with the evolution towards a full sleep brand of products that is now grown beyond D2C to be omnichannel.

I’d love to know what you took away from this conversation with Fabio Miceli. If you’d like to be considered as a guest or have someone that you’d like to hear me speak to, drop me a message.

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Where to find Fabio Miceli:

• LinkedIn:

• Sonno:

Where to hear more from The Indelible VC:

• Newsletter:

• Twitter:

• LinkedIn:

In this episode, we cover:

[1:17] The origins of becoming an entrepreneur and landing on sleep products.

[6:22] Getting the first physical product ready.

[13:25] Creating a D2C approach in a typical brick and mortar industry.

[23:27] Expanding beyond the bed-in-a-box start towards a full sleep brand.

[27:35] Systems for getting customer feedback.

[30:42] From D2C to omnichannel with opening physical stores.

[40:47] Closing questions.

The Indelible VC
SEA of Startups
At Indelible Ventures, we strive to promote the startup ecosystem in Southeast Asia and bring attention to the stories of entrepreneurs and the businesses they have founded. By promoting the ecosystem, we aim to draw more attention and, with it, more VC Funding to Founders.
RELATABLE - We uncover stories from Founders in our local market that will be relatable to an audience of Founders and Funders in the local market.
USABLE - Our intent in surfacing these stories is to build the local knowledgebase derived from relatable and relevant experiences of a true peer set.
SOUTHEAST ASIA - Limited audio content focuses on Founders in Southeast Asia. Further, as a Malaysia-based company, we are biased towards showcasing the underrepresented ecosystems in Southeast Asia.
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Kevin Brockland CFA