Pine Brook, NJ-based e-tailer Mellanni Fine Linens will soon launch a B2B program, Mellanni Concierge, to focus on selling its bedding assortment to boutique hotels and short-term rental locations.
“Over the past few years, we’ve seen an increasing number of these businesses purchase Mellanni based on the reputation we’ve built as a top Amazon bedding seller with hundreds of thousands of reviews and millions of units sold,” said Margarita Poluyko, cofounder/co-CEO, Mellanni Fine Linen. “This interest is what inspired us to launch a B2B program.”
Founded in 2014 by Poluyko and her brother Igor, the company became a top-selling vendor on Amazon as the pair ran the company out of the basement of their home selling sheets, pillowcases and other bedding products. The company has since launched its own website and operates out of a 91,000-sq.-ft. space.
Poluyko said she is expecting Mellanni Concierge to launch in the third quarter of this year, adding, “We will be offering our B2B clients exclusive volume discounts and early access to new products. Hoteliers would be able to purchase through a unique portal on our website, which will offer customized pricing options beyond the already discounted prices available to Amazon Business customers.”
Mellanni Fine Linens’ Iconic Collection sheet set is available in more than 40 different colors and patterns.
The plan is to offer all of the products available on Amazon within the concierge program, including the company’s hero product, the Iconic Collection sheet set. Made of temperature-regulating, moisture-wicking, double-brushed microfiber, the range has won a “Best Bedding” award from Good Housekeeping magazine three years in a row, according to Poluyko, who said it comes in “more than 40 different colors and patterns, including neutrals like white, gray and beige, as well as unique hues such as coral, persimmon and teal.”
As the Iconic Collection sheet set gained in popularity, the company released a variety of additional sleep products such as silk pillowcases, heavyweight flannel sheets, velvet duvet cover sets, faux-fur throw blankets and other accessories.
“Each product is carefully crafted from start to finish to improve customers’ sleep, energy and overall sense of well-being,” Poluyko explained.
She added that each product is backed by the Mellanni Lifetime Satisfaction Guarantee, which states, “If you are not satisfied with your purchase for any reason at any time, you can return it, no questions asked.”
While the company got its start on Amazon, where it has amassed more than 340,000 verified reviews and 249,000 five-star reviews, Poluyko is banking on the brand’s popularity to help the Mellanni Concierge ramp up quickly.
“We’ve always been a consumer-first business, and the audience that we’ve garnered on Amazon has been our most powerful sales tool to date,” she said. “As we roll out our concierge program, we’ll engage in a mix of tactics to build relationships with hoteliers and parlay the consumer demand into fruitful B2B product placement.”
