Los Angeles, California – Brothers Sardor and Sarvar have turned their family’s small Kyrgyz wool business into Sleep & Beyond, one of the top three wool bedding brands in the U.S. Through persistence, innovation, and respect for their roots, they have redefined wool bedding for the American market.
Sardor arrived in Fairmont, West Virginia, at 12 years old, pursuing the American Dream. Sarvar joined him years later, and by 2004 they had relocated to California to launch Sleep & Beyond. Their goal: introduce sustainable, luxurious merino wool bedding to an unfamiliar U.S. market.
“We saw an opportunity to change perceptions around wool,” said Sardor Azimov, co-founder and CEO. “It’s not just about selling a product; it’s about educating consumers on wool’s natural comfort, sustainability, and health benefits. This mission is deeply personal and honors our family’s craftsmanship.”
Market research revealed wool bedding was nearly non-existent in the U.S., with misconceptions about it being itchy or impractical. The brothers tackled these challenges head-on, tirelessly pitching to stores and refining their approach. By 2007, their USDA organic certification and early sales on eBay marked a turning point.
The launch of their washable myBedding line in 2013 addressed customer demand for low-maintenance, high-quality bedding. Sardor’s leadership extended to sustainability initiatives and consumer education, ensuring Sleep & Beyond’s lasting impact.
Today, Sleep & Beyond is celebrated for its commitment to excellence and sustainability. Sardor’s journey from young immigrant to industry leader continues to inspire.
“This journey is more than a business story,” Sardor said. “It’s a testament to what’s possible with family values, hard work, and challenging the status quo.”
Explore Sleep & Beyond at www.sleepandbeyond.com or follow Sardor’s journey on Instagram at @sardorazimovich.
Media Contact
Company Name: SLEEP AND BEYOND
Contact Person: Sardor Azimovich
Email: Send Email
Phone: +1 877 777 WOOL (9665)
Country: United States
Website: http://www.sleepandbeyond.com/