D2C launches the bedding industry’s first 100% renewable and recyclable “Zero Waste System.

On May 12, 2011, Brain Sleep launched the “Zero-Waste System” for its self-developed pillow, the Brain Sleep Pillow (hereafter referred to as “pillow”), which allows users to recycle their old pillows and purchase new ones at a discount. On May 12, Brain Sleep launched “zzzLand,” an e-commerce site specializing in sleep products.
The collected pillows are 100% reused as raw materials for manufacturing new pillows. This kind of initiative is unique to the D2C (Direct-to-Consumer) business model, which specializes in online sales, and is the first attempt by a D2C bedding brand.

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