Plufl is a unique human-sized dog bed designed specifically for adults who love naps and need a cozy, stress-relieving place to rest. The product mimics the design of a traditional dog bed but is large enough to comfortably fit a grown adult.
Its cozy, plush materials combined with orthopedic memory foam make it ideal for relaxation, providing relief from stress, anxiety, and exhaustion.
The innovative idea was developed by Yuki Kinoshita and Noah Silverman, two college friends and entrepreneurial students from the University of British Columbia.
The inspiration struck Noah while working as a barista—he noticed a Great Dane enjoying a large, comfortable dog bed and wished there was something similar for humans. This sparked the idea of creating Plufl.
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The company name, Plufl, is a creative combination of the words “plush” and “fluffy”—both descriptions commonly used by their friends and beta testers to describe the bed’s comfort and softness.
Early Success and Kickstarter Campaign
Before appearing on Shark Tank, Plufl gained significant attention on social media platforms like TikTok, where videos about the human-sized dog bed went viral.
This exposure drove interest and support for their Kickstarter campaign, which ultimately raised around $280,000, exceeding expectations.
They leveraged this momentum to fine-tune their product after testing over 10 prototypes, ensuring it was not only comfortable but also durable and functional.
Each unit of Plufl was priced at $399 (with a production cost of around $140 landed), positioning it as a premium relaxation product designed for comfort lovers.
Shark Tank Appearance – Season 14, Episode 5
Plufl was featured on Shark Tank (Season 14, Episode 5), where Yuki and Noah pitched their business to the Sharks. They requested an investment of $200,000 for 10% equity, valuing the company at $2 million.
The Sharks’ Reactions
While some Sharks were skeptical about the concept—questioning the price point and the niche nature of a human-sized dog bed—two Sharks saw the potential:
- Mark Cuban
- Lori Greiner
Both investors recognized the product’s virality, emotional appeal, and potential marketability.
They partnered and offered the requested $200,000 in exchange for 20% equity (10% each). The founders accepted the deal, valuing the company effectively at $1 million post-deal—half their original ask.
Post-Shark Tank Progress and Business Growth
Following their Shark Tank appearance, Plufl experienced a significant surge in demand due to the show’s exposure and the viral nature of their product. Key updates and milestones include:
- Over 3,000 units sold on a pre-order basis immediately after the show aired, scheduled for January 2023 delivery.
- Additional $130,000 in gross revenue generated after the Kickstarter campaign.
- Continued buzz on social media, particularly TikTok, where relatable content around Plufl resonated with audiences seeking comfort, stress relief, and unique lifestyle products.
- Positive reviews from early testers and customers, validating the product’s comfort and quality.
In response to growing demand, Plufl expanded its operations by opening a fulfillment center in Shepherdsville, Kentucky, to handle order volume and improve shipping logistics.
Company Valuation and Net Worth
At the time of filming Shark Tank, the founders valued Plufl at $2 million. However, after negotiations, the deal with Mark Cuban and Lori Greiner set the company’s valuation at $1 million.
Founders’ Net Worth
As of 2025, Yuki Kinoshita and Noah Silverman had a combined net worth of approximately $800,000—a reflection of their business’s early success, Kickstarter funds, and Shark Tank investment.
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Challenges and Criticism
Despite their success, Plufl faced some criticism, primarily focused on:
- High product price ($399 per unit), which some viewers and potential customers considered excessive for what they perceived as an oversized dog bed.
- Market niche concerns—some questioned how big the long-term market for a “dog bed for humans” really is, despite the initial viral hype.
- Still, the emotional appeal of the product—marketed as a solution for stress and anxiety relief—helped it maintain momentum.
Plufl positioned itself not just as a novelty, but as a serious self-care and wellness product, tapping into the growing market for stress-relief and relaxation products.
