Afresheet from Shark Tank

afresheet shark tank

Afresheet is a company that manufactures disposable and waterproof sheets. The founder, Maxwellwell Cohen, came up with this idea as a result of his college dorm-room experiences. He noticed that his fellow students would often choose to not clean their bed sheets.

Maxwellwell wanted to manufacture sheets that were not just cost-effective and comfortable, but also environmentally friendly. Therefore, he began experimenting with hospital sheets, since he knew that those were disposable.

Eventually, he came up with a fabric that was pleasant and comfortable, while also being inexpensive enough that users would not mind disposing of them.

An AfreSheet set costs around $30, and comes with seven disposable sheets. Once a sheet becomes filthy enough that it has to be replaced, the customer can simply take off the sheet and dispose of it.

Underneath that sheet would be a new, clean, and unused sheet, ready to be utilized. The sheets are only available in the twin extra long size, which is the typical size for a dorm room mattress.

This not only removes the hassle of removing the current sheet and replacing it with another, but it also saves water and minimizes the use of harsh cleaning chemicals by doing away with the need to wash the sheets.

Maxwellwell is currently in charge of the Peel Away Labs, a laboratory that specializes in different types and sizes of disposable sheets. Maxwellwell has also attracted a number of investors, and used the money to expand his business.

He also has a particular line of linens targeted towards summer campers, which he calls ‘Camp a Peel’.

Currently, Maxwellwell’s target market is college students living in dormitories. However, he also plans to market his product to parents of infants and toddlers, as well as caregivers who look after incontinent adults.

Is Afresheet Still an Active Business?

No, Afresheet is not an active business; it shut down sometime during early 2021.

How Did the Shark Tank Pitch Go?

Maxwellwell Cohen and Afresheet made their Shark Tank appearance in episode eight of the seventh season of the show. He was seeking an investment of $100,000 against a 20% stake in his company – a company valuation of $500,000.

As Maxwell describes the varied ways in which a dorm bed is used, a model spills some stuff on a dorm bed and begins to peel off the sheets, causing the Sharks to give a slight chuckle.

Maxwell explains how he came up with the idea for Afresheets during his college days. He tells the Sharks that the sheets are made using polyester and are therefore completely recyclable, before distributing the samples.

Robert says that the ‘feel’ of the sheets is not great, to which Maxwell replies that he has no intention of competing with Egyptian cotton, and that these sheets are designed primarily to be functional and cost-effective. Maxwell told that he has sold 400 units so far – something that surprises Robert, as he sees a large demand for this product and was therefore expecting Maxwell to have sold a lot more units by now. Maxwell says that he does have a lot of interest from hospitals and summer camps, and that his first major shipment had yet to make its way through customs.

Maxwell had invested around $12,000 of his own money into the business, most of which was earned through the Bar Mitzvah. Kevin asks him if he has reached out to any Big Box stores so far, to which Maxwell replies that Bed Bath and Beyond is interested, but they do not want to be the first store to start selling the product.

Maxwell also talks about orders from South African ambulance companies and hospitals.

Mark feels that Maxwell is not clear about his business and is still ‘feeling his way around’, which is why the billionaire wanted to step out of the deal. Kevin, who was sneering throughout the pitch, tells Maxwell that he hates the product and that Maxwell should ‘take it behind the barn and shoot it’.

Lori did not feel that the product was comfortable enough, which is why she also bowed out. Daymond did not believe in the business concept, which is why he also refused to invest.

Robert, once again, asserted that there was a fairly large market for the product. However, he said that he could see why Maxwell did not have any major orders so far; the reason, as per Robert, was that Maxwell’s potential buyers told him exactly what he needed to hear – this, Robert said, was ‘the fastest way to get rid of a salesman’. He, too, excused himself from this deal.

Maxwell, therefore, was unable to secure a deal on Shark Tank. As Maxwell was stepping off the stage, Kevin, once again, instructed him to ‘shoot [the product]’.

Our Review of Afresheet

In our opinion, the Sharks missed an essential aspect of Maxwell’s business – the audience. The right audiences will jump out of their seats to grab this product, and there is essentially no competition as yet.

The material, we feel, is a bit ‘papery’, and there is a chance that you might rip it off. However, like we said, the right audiences, such as college students, parents to young kids, and those who care for the elderly and disabled, will love this product. As for people outside these segments, we are not so sure.

Pros of Afresheet

  • Convenient
  • Cost-effective
  • Suitable for specific segments of people

Cons of Afresheet

  • ‘Papery’ sheets; prone to being ripped up
  • Polyester is not realistically recyclable (even though the owner claimed otherwise)

Are There Any Alternatives?

There are no competitors for – or alternatives to – Afresheet, as yet.

Our Final Thoughts

Afresheet appeared to be a desirable solution for people who found it hard, hassling, challenging, or excessively time-consuming to change their bed sheets regularly. However, despite showing a lot of promise and having a relatively large market, the business struggled to survive and ultimately went out of business around April 2021.