Meet Joe Demin and Rachel Connors, a couple who started selling hammocks in 2011; here's how their side hustle crossed $30 million in sales

A couple turned a side hustle selling handmade hammocks into a business generating $1 million a month. Los Angeles-based husband and wife Joe Demin and Rachel Connors co-founded Yellow Leaf Hammocks in 2011. After years of hard work, their business grew and it reportedly surpassed $30 million in sales.

Story behind the business

Joe Demin was travelling to Thailand in 2011 when they came across a soft, handwoven hammock. It was different from the rough products they had seen and used back at home in the United States. He learned that the artisans who made it needed more buyers for their products. Demin saw a big business opportunity in this and wanted to sell the product in a wider market.

According to a report by Entrepreneur, he travelled around 600 miles by taxi to meet the weavers and tried to understand the process behind the work. He later came back home with around 10 hammocks in his backpack and discussed starting a business with his then girlfriend Rachel Connors.


They later founded Yellow Leaf Hammocks in 2011 and treated it as a side hustle. They began selling it while also continuing their jobs. They later expanded the business into hammock chairs, stands and furniture designed for indoor and outdoor use.

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How did they expand?

During the initial year, they sold most of the product at craft fairs and markets around New England. Their business spread into neighbouring villages within two years.

Yellow Leaf Hammocks secured a partnership with Virgin Voyages and supplied hammocks for balconies on its cruise ships.

The couple appeared on Shark Tank in 2020. They sought $400,000 in exchange for a 7% stake in their business. They were offered $1 million for 25% equity by Daniel Lubetzky, who is the founder of KIND Snacks.

According to media reports, their business was generating approximately $1 million in annual revenue at the time of its Shark Tank appearance.

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What forced them to change the strategy?

The COVID-19 disrupted the company's wholesale business. During that time, travel and retail activity had slowed down. But, they did not give up. The founders had to rebuild their online retail strategy and focused more on direct-to-consumer sales.