In the $150B global bedding market, CleanRest isn't selling luxury—it's selling peace of mind. With just 29 employees and $5.1M in revenue, this Shopify-powered brand has quietly built a fortress in the bed bug protection niche, but their traffic data reveals a story stranger than their product.

"Their top search term isn't 'bed bug mattress cover'—it's a phone number. This isn't a marketing mistake; it's a signal of something deeper."

The tech stack tells a story of pragmatism over flash. Shopify powers the commerce engine, Cloudflare provides security, and Zendesk handles support. They're using Tailwind CSS and Bootstrap—standard, reliable tools that get the job done without unnecessary complexity. This is a team focused on product and fulfillment, not chasing the latest frontend framework. The presence of reCAPTCHA suggests they've dealt with bot traffic or fraud, a common issue in e-commerce niches with high-value items.

• Revenue per employee: ~$176K—efficient for a consumer goods company
• Traffic quality over quantity: 1,507 visits with a 42% direct return rate
• Niche dominance: Ranking for hyper-specific protection terms competitors ignore
• Operational focus: Leadership team is 80% ops, product, and CX—only 20% marketing