3. Meet Nook,the World’s
Most Considered Infant Mattress
and Bedding System
Modern parents spend boundless energy shopping around for the
best crib, the safest bottle, the softest onesie, the greenest diaper.
Yet they rarely give the same consideration to their infant’s mattress,
the surface on which their child will spend a majority of his or her
young life.
As parents, we took it upon ourselves to learn about the materials,
chemicals and processes typically used by the mattress industry.
We discovered that many create an unhealthy condition inside
the crib, exposing infants to environmental hazards. We felt compelled
to create a smarter solution that could improve the lives of babies
and parents alike.
The result is Nook’s patent-pending infant mattress and bedding system.
Nook creates the most breathable, non-toxic, and comfortable sleeping
environment possible for infants, eliminating hazards while introducing
several first-ever performance benefits.
It’s the first concept of its kind and the start of a new conversation
about the importance of the infant sleep environment.
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5. The heart of the Nook system is the Pebble, the most
innovative infant mattress available. The Pebble boasts
a patent-pending design that sets a new standard for
safety, health and smart design inside the crib.
The Pebble’s most visibly distinctive feature is its
asymmetrical surface. Designed to increase airflow across
the surface of the mattress, the pillowed pebbles provide
greater breathability inside the crib while improving
comfort and pulling unwanted heat away from infants.
Introducing the World’s
Smartest Mattress
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7. Why Nook?
Everything
Re-considered
The minute you see Nook, you’ll know it’s different. This
is the result of challenging every norm of the mattress
industry, from ventilation standards to responsible
manufacturing. We searched high and low for optimal
organic fabrics and patented eco-technologies that
deliver above all others for infants. And if we couldn’t find
one, we invented it.
More Than Just Another
Organic Mattress
There are a number of ‘organic’ infant mattresses out
there but to create the safest, most comfortable crib
environment requires more than simply using organic
cotton as a filling or cover material. Nook products are
eco-friendly and non-toxic, but more importantly, they
optimize breathability and comfort for infants, and offer
important practical conveniences for parents.
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9. Parenting Made Easier
No one likes dealing with a wet bed, especially at
3am. Nook uses a revolutionary, eco-recognized fabric
technology which allows parents to clean up baby
messes in seconds. Just like new, cleaner than clean,
safe and dry, it’s back to sleep.
Designed From
The Infant,Out
Medical research tells us that infants benefit from superior
nursery ventilation, and with that in mind we designed
our sleep system to maximize airflow and breathability.
We made every point of contact natural and baby soft
so that infants sleep more safely, more comfortably and
more peacefully.
Why Nook?
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13. What Makes
Nook Unique?
Every product we create is held to the same
high standards. If it’s Nook, it is…
Breathable
Comfortable
Colorful
Non-toxic
Convenient
Thoughtful 6
15. Breathable
How We Do It
• The Pebble has a breathable, 100% natural latex core
• Unique airflow layer and organic wool fire barrier enable mattress ventilation
• Woven, asymmetrical ‘pebbles’ aerate the sleeping surface
• Every material was chosen in part for its exceptional air-permeability
Why It Matters
Mounting pediatric research highlights the importance
of properventilation in promoting a safe and healthy
infant sleep environment. However, most infant
mattresses rely on plastics and other non-breathable
materials that impede airflow inside the crib. Using
patented technology, Nook has eliminated the need
for plastic or non-ventilating mattress pads. Nook was
designed to maximize air circulation inside the crib for
ultimate breathability.
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17. Non-toxic
How We Do It
• Every material is organic and/or ecologically sustainable
• Certified organic wool serves as an all-natural fire-retardant
• Silver and zinc ions provide natural anti-microbial protection
Why It Matters
Most infant mattresses meet safety and hygiene
standards through the use of harsh chemicals and
synthetic materials that limit breathability and
expose sleeping infants to unhealthy off-gassing.
Nook achieves the same level of safety without
toxins, while further protecting the crib from bacteria,
fungus, mold, odors and other nursery pathogens.
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19. Comfortable
How We Do It
• Natural latex core provides firm mattress support and natural thermal regulation
• Asymmetrical, ‘pebbled’ surface is soothing to infants and helps to prevent overheating
• Point-of-contact materials are made from super-soft organic cotton and eucalyptus-fiber,
an industry first
• High-performance fabrics wick away unwanted heat and moisture from babies’ bodies
Why It Matters
Comfort is essential to a long, peaceful night’s sleep.
Nook approached the design and construction
of its products with the infant experience in mind. We
provide firm ergonomic support for growing necks
and spines, while soft, breathable materials keep
temperature in check.
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21. Convenient
How We Do It
• Nano-level patented fabric technology renders the Pebble water-resistant and stain repellant
• Pebble Wrap easily unzips for machine washing and drying
• Nook linens, made from organic cotton and eucalyptus, are incredibly durable
Why It Matters
Nook’s products perform when parents need it most:
at 3am. The Pebble’s outer layer, the Pebble Wrap,
is the industry’s first high-performance, water-resistant,
stain-repellent, wipeable, removable and machine-
washable mattress cover. It eliminates the need for a
separate, plastic mattress pad. Hallelujah.
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23. Colorful
How We Do It
• First mattress to be offered in 6 colors, with additional covers sold separately
• Coordinating range of organic bedding provides countless mix-and-match style combinations
• 1st organic linens to achieve true whites without bleach and using all-natural, low-impact
vibrant color
Why It Matters
Nook believes a colorful home is a happy home.
Unlike other organic bedding, we found an ecologically
responsible way to bypass beige and bring a bright,
playful modern aesthetic to the crib environment.
Even Nook’s iconic Pebble mattress was designed to
bring joy through color.
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25. Thoughtful
How We Do It
• Reconsidered design and manufacturing process
• The Pebble mattress has a patent-pending design, never before seen in the category
• Materials carefully chosen, thoroughly vetted, and tested for optimal performance
• Made in the USA using 100% eco-friendly manufacturing practices
Why It Matters
Nook was designed from the inside out to create
an ideal infant sleep space. We challenged the
industry and created a safer, smarter and more
stylish solution, down to the smallest detail. Nook
is proud to uphold a principled and highly sustainable
approach to design and manufacturing, based in
our belief that natural solutions are quite simply, better
for children.
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27. Enhancing the benefits of our mattress, Nook offers an
array of organic sheets, blankets, sleep sacks and
crib accessories. Multiple colors and patterns allow
for countless mix-and-match style combinations.
Knitted Blanket
Color Options
Introducing
the Nook Sleep Set
Sleep Sack
Fitted Sheet
Toddler Pillow -
front and back
Fitted Sheet
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31. Founders
John
Boiler
Chairman of the Board
A celebrated art director and
businessman, John has an
impressive track record launching
and growing design-led businesses.
His accomplishments include
helping lead Bugaboo from a Dutch
stroller company to a category-
defining global mobility brand,
and guiding highly respected
advertising firm, Wieden+Kennedy,
to triple in size under his leadership
of their European operations over
a 5-year span. In 2004, John
co-founded 72andSunny, recently
named among the Top 20 fastest-
growing private companies in Los
Angeles. John lives in Manhattan
Beach, CA, and spends his free time
with his wife and two children.
Nook Sleep Systems is a partnership of
three independent LA-based companies:
Pixel Organics, trailblazer of the organic
infant bedding market, 72andSunny, a
celebrated advertising and design shop that
helped launched Bugaboo worldwide, and
Deep River, an investment partnership. Six
of seven Nook partners have small children
at home, and all share an abiding interest in
the success of the new company.
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33. Chris Svensrud
Nook President
Head Scientist
Chris is an accomplished multi-
disciplinary scientist at the vanguard
of the eco-movement. Responsible
for industry firsts in fiber optics
and in infant products, Chris
is also a co-founder of Pixel Organics,
a line of highly respected children’s
organic clothes distributed by eco-
conscious retailers, including Whole
Foods. At Nook, Chris combines his
understanding of nanotechnology
with the specific needs of infants to
change the manner in which infant
soft goods are designed, produced
and marketed.
Shannon
Svensrud
Chief Operating Officer
Prior to co-founding Pixel Organics,
Shannon was founder and designer
of Kids Wear This, a San Francisco-
based boutique clothing line for boys
and girls. Her work is widely
acclaimed, including Parenting
Magazine’s Best Product of the Year
Award (2007) for her Scary Fish Crib
Set and more recently, a feature
on the Today Show. Along with her
husband Chris, Shannon is a proud
parent and continually inspired by her
two small children, aged 2 and 5.
Douglas E.
Johnston, Jr.
Chief Executive Officer
Doug is an entrepreneur/investor and
the Managing Partner of Deep River,
LLC along with three other wholly-
owned investment companies.
His business experiences include
having served as the youngest bank
president in Texas, EVP-Finance
and a ‘Founding Father’ of Platinum
Equity, LLC (ranked as the largest
private company in Los Angeles),
and most recently as CEO of a
national scope commercial real
estate company. Most important,
Doug is the proud father of a 6-year-
old daughter.
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35. Glenn
Cole
Creative Director
Glenn has served as Creative
Director for some of the most
influential brands of the past decade,
including Nike, Bugaboo, and
Discovery Channel. His accomplish-
ments include leading Nike to #1 as
a global soccer brand and producing
a platinum record, “A Little Less
Conversation” by Elvis (remix by
Junkie XL). A Board Member of
The One Club, the world’s foremost
nonprofit dedicated to excellence
in advertising, Glenn lives happily
in Hermosa Beach with his
wife, their 3 year-old son and 3
month-old daughter.
Robert
Nakata
Design Director
Robert Nakata is a world-renowned
designer whose reputation and
fame stem from his influence
on the visual cultures of Bugaboo
and Nike. In 2009, he was named,
along with his 72andSunny co-
founders, among the Top 50 most
influential voices in culture by
Creativity magazine. Before helping
launch 72andSunny, Robert spent
7 years at Holland’s prestigious
design firm, Studio Dumbar, and 10
years at Wieden+Kennedy where
he gained fame by challenging the
traditional rift between advertising
and design.
Matt
Jarvis
Chief Marketing Officer
Prior to becoming one of a handful
of elite strategists of the advertising
world, Matt was President of the
Retail Division of Justice Telecom,
an international telecom named
the“#1 Fastest Growing Company
in America” by Inc. Magazine. When
he is not guiding 72andSunny to
new heights, Matt is a passionate
advocate for the Surfrider
Foundation, a non-profit dedicated to
the protection and enjoyment of
the world’s oceans, waves and
beaches. Matt lives in Venice, CA,
with his wife, 3-year-old son and
6 month-old daughter.
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