Olejo Turns a Dormroom Hustle into a Growing E-Commerce Business

2/12/13Follow @curtwoodward

From the time he started working as a bus boy in his family’s restaurants in upstate New York, Dan Dietz grew up thinking about business.

So it shouldn’t have been a surprise when, as a 20-year-old college student, he watched his friends moving off campus and thought, hey—there might be a way to make some extra cash here.

“I figured, well, I’ll just sell them the furniture instead of them going to Ikea or Wal-Mart or whatever. They know me, they’ll do business with me,” he says.

After securing a couple of contacts in the bedding-supply world, Dietz bought a URL and set up a simple website to hawk beds to college kids. Thus was born dormbeds.com.

And while Dietz apparently had the requisite hustle, his eye for a promising market was not quite honed yet.

“It was the absolute worst. Nobody wanted to buy the products,” he recalls with a smile. “They don’t want to spend a couple hundred bucks on furniture. They’re fine pulling a futon off the side of the road on moving day and just throwing a mattress on it.”

Dietz dove back into his studies and internships. But something about the e-commerce idea wouldn’t leave him alone. The following summer, with those connections in the mattress industry still burning a hole in his address book, Dietz set up a few items on eBay, “just to see what would happen.”

Maybe he’d make a few hundred bucks here or there, Dietz thought—if he was lucky, maybe even enough to avoid more 14-hour shifts stocking the bar at Fenway Park taverns on sweltering game days.

“And it took off, immediately. Within two months in the summer of 2008, I was on about $100,000 top-line run rate for the year,” Dietz recalls. “It was just incredible—just sitting in my apartment, selling three products over and over and over again.”

Dan Dietz

Today, that business has evolved into Olejo.com, a full-fledged standalone retail site that sells beds and related furniture to people all around the U.S. and Canada. Dietz is the CEO, leading a workforce of 18 people, most of whom work in the company’s small office in the Back Bay area of Boston.

The company hasn’t taken on outside investors, preferring so far to grow on its own cash flow. Dietz won’t reveal any detailed financial information for the startup, but says annual revenues are in the seven figures—making Olejo a pretty quiet success story as e-commerce continues to chip away at the generational and technological change shaking old-school retail to its core.

No matter where you live, you’ve seen the commercials for some regional bed-store chain—Sleepy’s in the Northeast, Sleep Country USA in the Northwest, countless other mom-and-pop operations all over the map. Those small, often family-owned retailers are a core part of the national system for selling mattresses and other beds.

It’s a system, Dietz says, defined by confusion for the buyer.

“Simmons, for example, will make a product. They’ll sell the product to Sleepy’s under one name, and Jordan’s Furniture under another name, and us under another name,” he says. “And it’s done so that customers have a hard time doing any sort of cross-shopping.”

That’s why browsing ads for a simple mattress, Dietz says, can seem a lot like shopping for a car, with … Next Page »

Curt Woodward is a senior editor for Xconomy based in Boston. Email: cwoodward@xconomy.com Follow @curtwoodward

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  • Jim_f

    My experience with Olejo is bumpy, in part because they want me to deal with the manuf. Direct.

  • Linda

    There are numerous online Facebook post as well as negative reviews on scambook.com and other sites about BAD customer service when trying to
    contact Olejo for help with purchases and they are all true. I purchased a futon
    cover whose color did not match the online photo. I asked to return it and was told I had to
    pay not only the shipping back but a 15% restocking fee when the problem was
    theirs, not mine. I have tried multiple times to get
    a return address and have not been able to get a response. THEY DO NOT CARE ABOUT THEIR CUSTOMERS. AVOID OLEJO AT ALL COSTS. DO NOT PURCHASE ANYTHING FROM THIS COMPANY. They are BAD NEWS.

  • Brian

    I have been trying to get a response from ANYONE regarding a purchase on 9/17/2013. Product not delivered…no one can answer where the product is except it has not shipped…When asked if this is how they run business, representative hung up on me.
    Promised call backs numerous times…no help at all.

  • Ron Watson

    I ordered a softside waterbed recently and had to cancel it 5 days before it shipped. Olejo accepted the cancellation and shipped it anyway, charging my bank card which caused an overdraft. I do not reccomend this company this company at all.

  • dina stone

    I wish i had read reviews about this store, Please, do not purchase anything from this store, I do not recommend this company , is dishonest and just plain lairs, they do pro-mess a no problem transaction until they get your money, and then just do not care about the costumer at all. Please stay away from this company

  • kimby

    My experience with Dan Dietz’ company has made me re-think my effort to patronize small businesses. I received a defective recliner, and it took almost 4 weeks for Olejo to even begin the process to ship a replacement. Then the replacement recliner was heavily soiled. Though it’s obvious that the fabric was soiled BEFORE it was stapled onto the recliner, Olejo chose to blame the soiling on the shipping company, and file a claim with them instead of the manufacturer. Until that issue is settled, Olejo will not send a replacement.

    While Olejo has a large sales staff available, they seem to have only a couple of customer service reps. There is only one person in the company, Erin, who can process a replacement, and she is usually out sick or “not at her desk”. Emails and messages to her are ignored. Any complaints about Erin go straight to Erin, as there is apparently nobody over her head but “the founder”, who does not speak to customers. I expect another 4-week wait before they ship a second replacement. On the other hand, Target and Amazon often process replacements within 24 hours. Despite the 100 dollars I saved, I wish to God I had paid more and ordered from a more reputable company.

  • John in California

    I’ve never had a less satisfactory experience with internet purchasing. These liars charged my credit card on 12/7/13, claimed the items shipped on 12/17/13, and no it’s 1/16/14 and I’m on hold on my sixth call to customer service. I’ve had five promises to track the item, and five failures to call me back. Somebody should alert the legal authorities.

    • kimby

      I wish I knew which legal authority to report them to. My card was charged 7 months ago and I still have nothing. I tried reporting them to the Federal Trade Commission, but I don’t know how much good that will do. BTW, Olejo’s parent company is Mattress Firm, which has a Better Business Bureau rating of F.