Mushie Feigenson knew something was different this time.
Her second pregnancy wasn't going the way the first had. The morning sickness was deeper, the headaches worse. Daily tasks were difficult or impossible. It was a challenge even to get out of bed. Finally she went to get a checkup and discovered she was suffering from a rare condition called hyperemesis gravidarum, a syndrome that left her bedridden for the duration of her pregnancy and not able to do much, including her regular job.
Feigenson was an active and involved mother and worked as a teacher. It was a rough period for her. But she found solace in designing her future baby's nursery and finding great baby products.
The Genesis of Mushie
Feigenson knew she wanted her nursery to be high quality, well-designed and free of possibly harmful chemicals. She wanted to look for inert or natural materials. But she kept coming up short.
"I felt like I had to choose," she says.
"Either I could find beautiful products that would work well for my baby, or I could find products I actually trusted to be around a child that constantly puts things in its mouth. You don't want to play games with your child's health. And that's when I decided to get creative."
She began to haunt the channels that were frequented by mommy bloggers and influencers, hunting for products that would fit her needs. When she couldn't find something off the shelf, she would search through overseas channels to try to find something that would work. Her search expanded around the globe as she called factories and distributors in countries across the world asking them if they'd be willing to import to the United States.
"That time spent flat on my back turned out to be some of the most productive months I've ever had," says Mushie. "It's where we came up with the idea for Mushie the company. Because a lot of what I wanted, I just couldn't get. We had to make our own. And I knew other moms would want it."
Building the Business Case
Mushie's husband Levi had spent years working in marketing and e-commerce for successful brands, and he knew his wife's idea was sound. They pulled together a business plan with the idea of creating a company to serve the need Mushie had discovered. And they named it after her, simply calling it "Mushie."
"It was a good name," she laughs. "Short, punchy, to the point. And because I'd already been talking with a lot of moms, they knew who I was and there was some recognition already built up. When my son was born so was the company."
The two founded the company in the spare bedroom of their home in Houston in 2018. They began designing products, and since that point all products have been designed either in Houston, in Scandinavia, or in a combination of the two.
Growing the Business
The business grew rapidly, thanks to Mushie Feigenson's skill with social media and Levi's background in e-commerce.
Their social media presence hit the ground running, and they now have over 700,000 followers across multiple social media platforms. Influencer marketing and quick organic growth set them up for success.
It's helped that they have been able to leverage themselves into brick and mortar stores so fast, too. mushie products are now sold in over 500 boutique stores across America, including Nordstrom and Target.
There's a level of authenticity this company brings to the product that not every manufacturer can match. Since the idea originated with a mom, it resonates with moms. Mothers want to make sure their children get the very best, and mushie caters to that.
Market research company Grand View Research notes that the baby products business is expected to reach almost $17 billion by 2025. It's a growth market. Parents are paying more attention to what they give to their children.
"I'm a mom myself," says Feigenson.
"That's why I know what they're trying to find. I walked that road myself and there's a little part of us in everything that we put out. We don't sell anything we wouldn't use for our own kids."
She and her husband Levi are betting that continues. They show no signs of slowing down so far. Feigenson continues to stay active on social media to keep up with the latest trends with moms and has her hand in new product development and creative vision.
Mushie may be an upstart, but it's carving out a space for itself among the big players of the baby industry. They're providing something many people find appealing. And if they have their way, they're going to be making stylish, safe products for babies for many years to come.
