In episode 491 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Jerry Lin, co-founder of Helix, a leading direct-to-consumer (DTC) mattress and sleep brand, part of 3Z Brands. Listen in as Lin discusses starting the business from scratch 10 years ago (1:30), Helix's newest retail partnership with Rooms To Go (4:00), and ensuring that the in-store experience is consistent with its online brand (6:45). He shares the mattress brand's focus on customer trust and consumer education (8:55), the business advantages to U.S.-based manufacturing (12:30), and Helix's strategic investments in domestic production (14:50).
In addition, Lin discusses how Helix sets itself apart from other mattress brands through personalization, messaging and innovation (16:35), the metrics to measuring retail partnership success (19:35), and sharing data with wholesale partners (21:00). Lastly, he details what he's most excited about in Helix's growth road map (22:20), including unifying company culture across the business (24:20).
Jerry Lin is the co-founder of Helix, a leading direct-to-consumer mattress and sleep brand known for its personalized approach to comfort, product innovation, and commitment to high-quality manufacturing. Since launching Helix in 2015, Jerry has helped transform the company from a disruptive DTC startup into a category leader with a growing omnichannel presence and national retail footprint. He holds a MBA from The Wharton School and previously worked in investment banking before entering the startup space.
With a background in finance and operations, Jerry has been instrumental in building the infrastructure that powers Helix’s rapid yet sustainable growth. Under his leadership, the brand has expanded its product offerings, developed proprietary foam and coil technologies, and scaled domestic manufacturing to meet rising demand. In 2022, Jerry oversaw Helix’s acquisition of Southerland, a major U.S.-based mattress manufacturer. This move bolstered the brand’s ability to deliver high-touch retail experiences nationwide.
Today, Helix is part of 3Z Brands, a vertically integrated portfolio of best-in-class sleep companies. Jerry continues to lead Helix’s strategic vision, with a focus on innovation, retail expansion, and customer experience. He's passionate about rethinking how people shop for sleep — whether online or in-store — and is a frequent speaker on the future of DTC, supply chain strategy, and brand-building in the home category.
