From viral phenomenon to its largest market: How Ostrichpillow conquered the U.S.

Unlike other companies, Ostrichpillow didn't formally plan its U.S. entry; instead, it responded to immediate demand after its first product went viral on Facebook and TV in 2012. Almost from the beginning, the United States quickly became its primary market—building a solid customer base even before the company had the formal infrastructure in place to serve it.

The true turning point arrived during the pandemic. With a established market already in place, the brand opened its own U.S. logistics warehouse, moved past its initial basic operations, and formalized its domestic presence by professionalizing its commercial strategy across three main pillars:

As U.S. sales grew, Ostrichpillow faced the complexity of state and local Sales Tax—a system with rules, thresholds, and tax rates that vary across states and counties. Managing this bureaucracy internally threatened to divert the team's focus away from its core mission: designing, innovating, and selling.

Additional tax and operational challenges included:

Entering the United States means navigating 50 distinct regulatory environments. Ostrichpillow’s journey shows that success doesn’t require a heavy corporate structure from day one, but rather the right expert guidance. Delegating back-office complexity and Sales Tax management to TABS enabled the brand to operate with agility directly from Europe. Meanwhile, cementing its presence in premier showcases like Nordstrom and MoMA triggered a domino effect that opened doors across Europe, Asia, and Latin America.

Key takeaways from Ostrichpillow’s expansion include: