Great Idea + Marketing + Commitment = Success | Mike Abadi | Sunday Citizen

Born in Colombia, raised in Mexico, and college-educated in the United States, Mike Abadi comes from 4 generations of textile industry experts. Abadi began his career as a New York investment banker, before realizing his passion was in entrepreneurship. Various ventures led to his first major success as co-founder of tailored suits brand Arden Reed (now Hive & Colony), before launching D2C bedding brand Sunday Citizen alongside his wife of 6 years, with whom he has 3 children. Since its creation in 2019, Sunday Citizen has grown rapidly to serve several home categories, with multiple collections and 3,000+ 5-star reviews; in 2021, company sales grew by 400%. Abadi speaks English, Spanish, and basic Chinese. 4 years spent living in China and 10+ years working with Chinese providers has earned him an in-depth understanding of factory processes and product sourcing. In This Conversation We Discuss: [00:00] Intro[01:11] From investment banking to entrepreneurship[02:20] Mike’s experience in his first ventures[05:22] Why did Mike not give up?[07:27] The value in unsuccessful ventures[08:13] Where the idea of Sunday Citizen came from[12:24] Sunday Citizen’s go-to-market strategy[15:23] Expectations for marketing ad spend[17:11] Sponsor: Electric Eye electriceye.io[17:32] Sponsor: Mesa apps.shopify.com/mesa[18:15] Sponsor: Gorgias gorgias.grsm.io/honest[19:42] Sponsor: Rewind rewind.com/honestecommerce[20:12] Sponsor: Klaviyo klaviyo.com/honest[21:00] The relationship dynamics between C-Suite spouses[22:48] How Mike got lucky to leave China before the pandemic[23:27] Sunday Citizen expanding their product line up[25:10] Sunday Citizen products are more than just decorative[26:08] 2 problems that Sunday Citizen faced[27:10] iOS 14.5 leveled the playing field[28:01] Building a “true brand” through connections[29:05] Where to find Sunday CitizenResources:Subscribe to Honest Ecommerce on YoutubeDeveloping the world's softest home products sundaycitizen.coConnect with Mike linkedin.com/in/mikeabadiScale your business with electriceye.ioDownload Mesa at the Shopify App Store apps.shopify.com/mesaLevel up your customer support gorgias.grsm.io/honestRespond to any of Rewind’s welcome emails and mention HONEST ECOMMERCE to get 1 month free rewind.io/honestGet started with a free account at klaviyo.com/honestIf you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!