Connie Kleinert Babikian just landed a dream opportunity. The long-time fan of Dallas-based The Pillow Bar is now the retailer’s president and majority owner, taking over the reins from founder Merrimac Dillon. And after spending the last year-and-a-half at home, the 31-year-old entrepreneur says the timing couldn’t be better.
“People are looking at where they live and how where they spend their time. They’re realizing the importance of sleep and a calming home. I feel good about the trend continuing,” says Connie.
The Pillow Bar supplies more than 400 retailers, including Neiman Marcus and Bed Bath & Beyond.
Her introduction to the brand was seeing her grandmother always travel with her body pillow. At first, she thought it was funny—that is, until she realized how a pillow could dictate the next day’s quality of life. Now, her whole family is hooked.
“Countless studies show how sleep affects your health, your focus, pretty much every aspect of your life,” says Connie. “And a lot of that starts with your pillow.”
The Pillow Bar pillows are handmade of 100 percent clean, non-toxic down or down alternative manufactured in-house. Age, gender, height, and sleep position—front, back, or side—determine firmness and fill.
“It’s truly the best possible product with the least amount of chemicals.”
Connie took the corporate path first after earning a business degree from Southern Methodist University and an MBA from UCLA.
Going from satisfied user to owner and president has been an education process. “I have a finance background — no retail experience, definitely no pillow experience. So short-term, the plan is to just kind of absorb.”
Entrepreneurship is in her blood.
Connie is the granddaughter of Dallas real estate developer Ray Hunt. Her mother, Ashlee Kleinert, started a food truck business — Ruthie’s gourmet grilled cheese — now in partnership with Café Momentum. “It was ingrained in us from an early age just to try things, to not be afraid to take risks.”
After learning The Pillow Bar was up for sale, the opportunity felt right.
“All the doors kept opening like they should. And it just seemed like the right place at the right time.”
Connie gives kudos to Merrimac. “She’s a force. She created a product that people love, and it just skyrocketed. It’s all been organic and thoughtful.”
In addition to pillows, the company offers bedding and bath linens, loungewear, accessories, and baby, bridal and pet products. Embroidery adds a personal touch—think monograms, messages, even song titles.
As closing or holiday gifts, there are myriad options. “This is where the fun customization comes into play — pillows that say ‘Welcome Home’, beautiful sheet sets, cute cocktail napkins that have a house on them,” she says. “Our embroidery team is great at custom requests.”
With annual sales topping $2 million and double-digit year-over-year growth, The Pillow Bar is well positioned for growth. “Look at this way: You treat your body one way during the day — you work out, you eat organic, you put on nice night creams. So why would you sleep on chemicals and plastic? We have a product your head is touching for eight hours. It’s huge.”
Fast Five with Connie:
Best advice you’ve ever received: “It’s the simple stuff. Do your job — and do it well. Be nice to people. A smile goes a long way.”
One quality that got you to this point: “The ability to listen.”
What inspires you? “People loving our product. We’ll get emails saying our pillows changed their life. You don’t get that in a corporate environment.”
Define success: “Happy customers. Repeat business shows we’re doing something right.”
Your favorite pillow: “The body pillow. It’s great. Being pregnant, sleep is hard to come by, so I’ll take whatever I can get.”
