Cozy Bug: What Happened After Shark Tank

Cozy Bug: What Happened After Shark Tank

In the aftermath of its appearance on Shark Tank, Cozy Bug, the innovative children’s clothing brand founded by Aly Lessor, embarked on a journey of growth and adaptation. While the initial post-show period saw relative quietness, strategic moves, and entrepreneurial insights propelled Cozy Bug back into the spotlight.

With a commitment to stylish and adjustable pillowcase dresses designed to grow with the child, Cozy Bug navigated challenges, revamped its online presence, and secured partnerships with major retailers.

This article delves into the post-Shark Tank trajectory of Cozy Bug, exploring the brand’s resilience, strategic shifts, and its emergence as a recognized and accessible children’s fashion staple.

What Is Cozy Bug:

Cozy Bug, a company that gained recognition through the popular television show Shark Tank, has carved a niche for itself in the children’s clothing market. Specializing in stylish clothing for young girls, the brand is best known for its unique take on the traditional pillowcase dress [1].

Stylish Innovation: The Pillowcase Dress

Cozy Bug has taken inspiration from the traditional craft of creating dresses out of pillowcases and infused them with a modern, stylish twist. The brand’s signature pillowcase dresses are a testament to creativity and innovation in children’s fashion. These dresses stand out for their vibrant colors and lively patterns, capturing the essence of youthful exuberance.

What Is Cozy Bug

One noteworthy feature of Cozy Bug dresses is their adaptability. The incorporation of adjustable ribbons allows the dresses to grow with the child, ensuring a longer lifespan for each piece. This thoughtful design not only caters to the practicalities of childhood growth but also promotes sustainability, aligning with a more eco-conscious approach to fashion [2].

Adjustable ribbons are not only a functional aspect but also contribute to the aesthetic appeal of the dresses. They add a charming and whimsical touch, enhancing the overall design and making Cozy Bug dresses both practical and visually appealing.

Social Impact: Making a Difference in Africa

What sets Cozy Bug apart from many other clothing brands is its commitment to giving back. The company has integrated a philanthropic dimension into its business model, allocating a portion of its profits to support underprivileged African communities.

One aspect of their social impact initiative involves providing essential livestock to impoverished villages [3]. By doing so, Cozy Bug contributes to the creation of sustainable livelihoods, offering communities the means to support themselves. This strategic approach to philanthropy goes beyond immediate relief, focusing on empowering communities for long-term self-sufficiency.

Additionally, Cozy Bug extends its support to abused African women. The brand recognizes the challenges faced by these women and actively works towards aiding their recovery by providing assistance and resources. This commitment to addressing social issues demonstrates a holistic approach to corporate social responsibility, where Cozy Bug acknowledges the interconnectedness of various challenges faced by communities.

The social impact initiatives not only reflect a sense of corporate responsibility but also add a meaningful layer to the act of purchasing Cozy Bug products. Consumers have the opportunity to contribute to positive change, transforming a simple transaction into a vehicle for social impact.


  • Innovative Design: At the heart of Cozy Bug’s success is its unique and innovative design. Each dress is designed with adjustable features that allow it to grow with your child. This not only ensures that your child always has a comfortable fit but also saves you money in the long run as you won’t need to constantly buy new clothes as your child grows;
  • Quality Material: Cozy Bug doesn’t compromise on quality. Their dresses are made from high-quality materials that are soft, durable, and easy to clean. This ensures that the dresses can stand up to the rigors of childhood and still look great;
  • Wide Range of Designs: Cozy Bug offers a diverse range of designs, from simple and elegant to vibrant and playful. This ensures that there’s a Cozy Bug dress to match every child’s personality and style preference [4];


  • Price Point: While the quality and design of Cozy Bug dresses justify their price, they are still more expensive than many other children’s clothing brands. This could potentially put off cost-conscious parents looking for more affordable options;
  • Limited Sizing: While the adjustable nature of Cozy Bug dresses means they can fit a wide range of sizes, they are still primarily designed for younger girls. This could limit their appeal to parents of older children or boys;
  • Lack of Retail Presence: Cozy Bug primarily sells its products online. While this allows them to reach a global audience, it also means that customers can’t try on the dresses before buying them. This could potentially lead to sizing issues and returns;
  • Customer Service Concerns: Some customers have reported issues with Cozy Bug’s customer service, including slow response times and difficulties with returns. While these seem to be isolated incidents, they could potentially tarnish the brand’s reputation if not addressed;

Who May Benefit From Using?

Who May Benefit From Using?

  • Parents of Young Girls: The adjustable ribbons in Cozy Bug dresses allow for prolonged use as the child grows, providing a practical and cost-effective solution for parents. Parents looking for fashionable and unique clothing options for their young girls may find Cozy Bug’s vibrant and stylish designs appealing;
  • Young Girls: The colorful and lively patterns, combined with the comfortable designs, make Cozy Bug dresses an attractive choice for young girls who want to express themselves through fashion. The adjustable ribbons ensure that the dresses can adapt to the child’s growth, allowing them to enjoy their favorite dresses for an extended period;
  • Consumers Seeking Ethical and Philanthropic Products: Individuals who prioritize ethical and socially responsible purchasing decisions may be drawn to Cozy Bug’s commitment to giving back to underprivileged African communities. Consumers who want their purchases to have a positive impact on the lives of others may appreciate the brand’s initiatives supporting sustainable livelihoods and aiding abused women;
  • Supporters of Sustainable and Eco-Friendly Fashion: The adjustable design that allows the dresses to grow with the child aligns with a more sustainable approach to fashion, catering to environmentally conscious consumers;
  • Those Interested in Unique and Handcrafted Designs: Cozy Bug’s adaptation of the traditional craft of making dresses out of pillowcases may appeal to individuals who appreciate artisanal and handcrafted designs with a modern twist.
  • African Communities Receiving Support: Impoverished villages in Africa benefit from Cozy Bug’s philanthropic initiative of providing essential livestock, contributing to the creation of sustainable livelihoods. Abused African women receiving assistance and resources from Cozy Bug’s social impact programs may experience improved living conditions and opportunities for recovery;
  • Educators and Community Leaders: Educators and community leaders involved in projects related to sustainable development and women’s empowerment may find Cozy Bug’s initiatives aligning with their values and goals. Individuals who appreciate unique and distinctive fashion statements may be attracted to Cozy Bug’s creative and innovative approach to children’s clothing [5];

About the Founders Of Cozy Bug

Aly Lessor, the visionary force behind the Cozy Bug brand, is a dynamic and creative individual. As a mother herself, Aly intimately understood the challenges of constantly updating her daughter’s wardrobe due to the rapid growth that accompanies childhood. It was from this personal struggle that the concept of Cozy Bug was born [6].

Before venturing into the world of children’s fashion, Aly had a diverse professional background. Beginning her career in real estate, she acquired valuable business insights and learned the paramount importance of customer satisfaction.

Motivated by a desire to create something unique and inspired by her firsthand experiences as a parent, Aly decided to shift her focus to children’s fashion. Witnessing her daughter’s clothes becoming quickly outgrown and recognizing the financial strain it imposed, Aly envisioned a solution. Her vision encompassed a line of adjustable, fashionable, and durable clothing capable of accommodating a child’s growth over several years, transcending the typical lifespan of children’s apparel.

About the Founders Of Cozy Bug

Before her appearance on Shark Tank, Aly had already laid the foundation for Cozy Bug, experiencing a degree of success. Her innovative pillowcase dresses had garnered positive responses from local customers, earning her recognition within the community.

Although Cozy Bug was on a path to success, Aly sought a broader platform to propel her business to new heights and connect with a larger audience. Enter Shark Tank – the perfect opportunity for Aly to showcase Cozy Bug’s ingenuity, introduce her innovative products to a wider demographic, and potentially secure investments for the brand’s future growth.

Navigating the challenges of the competitive clothing industry, Aly’s unwavering determination and creative approach had already allowed her to establish Cozy Bug as a noteworthy player, even before her impactful appearance on Shark Tank.

The Pitch Of Cozy Bug At Shark Tank

Entering the Shark Tank seeking a $ 50,000 investment in exchange for a 25% stake in her Cozy Bug brand, Aly Lessor embarked on a pitch that revealed the heart of her innovative children’s clothing line [7].

Addressing the perpetual challenge of children outgrowing their clothes, she presented the unique feature of Cozy Bug pillowcase dresses — designed to accommodate a child’s growth over an extended period.

The adjustable ribbons at the shoulders were highlighted as a key feature, allowing parents to adapt the dress to their child’s changing body. When the dress eventually became too short, Lessor proposed a creative solution: transforming it into a cute top by pairing it with leggings. The inspiration for Cozy Bug stemmed from Lessor’s daughter, Cosset, who would wear adorable pillowcase dresses made by her grandmother, sparking interest from moms everywhere.

Lessor seized this business opportunity, initially focusing on pillowcase dresses that eventually evolved into a diverse product line, including jackets, leggings, and clip-on bows. Cozy Bug achieved significant sales, with Lessor leveraging her contacts and experience gained during 20 years in sales. Having faced workplace challenges, she turned adversity into entrepreneurship, using settlement money from a workplace discrimination lawsuit to kickstart her business.

Cozy Bug’s manufacturing cost of approximately $ 6.00 per dress allowed for a profitable business model, primarily driven by online sales through the company’s website.

Within the first 30 days of operation, Cozy Bug generated over $ 30,000 in sales. Lessor’s entrepreneurial journey took an interesting turn when she introduced Dance Bug, a line of tutus and leotards, anticipating it to be a hit among kids.

However, during her Shark Tank pitch, Mark Cuban and Kevin O’Leary expressed reservations about venturing away from the signature pillowcase dresses, considering them the defining feature of Cozy Bug. Lori Greiner, on the other hand, supported the idea of expanding the product line, emphasizing that diversity is a hallmark of the fashion industry.

The Sharks’ responses varied: Cuban and O’Leary declined to invest, citing concerns about straying from the core product, while Robert Herjavec believed he lacked the necessary expertise for Cozy Bug’s growth. O’Leary later offered a deal, proposing a $ 50,000 investment without taking equity, in exchange for a per-dress royalty.

The Pitch Of Cozy Bug At Shark Tank

Greiner countered with a $ 50,000 investment for a 30% stake, offering additional value by pledging to help take Cozy Bug nationwide through QVC and retail locations. Daymond John joined the negotiation, presenting the same equity and investment terms as Greiner but emphasizing his significant influence in the fashion industry.

A heated debate ensued between Greiner and John, each vying to be Lessor’s chosen partner. Greiner even went as far as preparing a check on the spot. However, Lessor’s careful consideration and hesitation prompted a threat from Greiner to withdraw her offer.

After a brief moment of reflection, Lessor ultimately accepted Daymond John’s offer, recognizing his stature in the fashion industry and his potential to propel Cozy Bug to a global scale.

Cozy Bug After The Shark Tank

Following Aly Lessor’s deal with Daymond John on Shark Tank, the subsequent updates and progress of Cozy Bug were relatively subdued. The brand continued to operate, selling dresses through its website, with occasional pieces appearing on Zulilly. However, Cozy Bug didn’t generate significant customer buzz, and its social media presence remained unusually quiet, causing some concern about the brand’s future.

The silence persisted until Aly made an appearance on an episode of “Making it in America” on CNN. During this segment, she shared insights into how Daymond John was actively contributing to the gradual growth of her company [8].

Later that year, Aly and Daymond appeared on The View, providing a boost in public confidence regarding Cozy Bug’s trajectory. This strategic move was followed by a website revamp, prominently featuring Shark Tank references, aimed at rekindling interest and reaffirming the brand’s association with the popular television show.

A turning point for Cozy Bug came when Aly while attending an entrepreneur workshop, received advice emphasizing the importance of active engagement on social media for brand popularity in the contemporary era. The guidance stressed the need for frequent updates to keep the audience informed and engaged. Taking this advice to heart, Cozy Bug shifted its approach to social media.

This shift in strategy yielded positive results, and Cozy Bug began to gain recognition. The brand’s products found a place on the shelves of major retailers, including Walmart and The increased visibility on these platforms, coupled with a more robust and active online presence, contributed to Cozy Bug’s resurgence.

Cozy Bug After The Shark Tank

The journey of Cozy Bug serves as a testament to the significance of strategic marketing and engagement in the modern business landscape. By leveraging television appearances, revamping its website, and adopting an active social media strategy, Cozy Bug transformed from a relatively quiet post-Shark Tank venture to a brand with widespread recognition and availability in prominent retail outlets. Aly Lessor’s dedication to adapting and learning from entrepreneurial advice played a crucial role in steering Cozy Bug toward success and broader market reach.

The Net Worth Of Cozy Bug

At the time of their Shark Tank appearance in 2012, Cozy Bug was valued at around $ 166,500 to $ 200,000. Aly Lessor had sought an investment of $ 50,000 for a 25% stake in her business, which helped solidify this valuation [9].

Despite the initial success and growth after the show, with claims of selling $ 300K worth of dresses in a month, the company unfortunately went out of business. As of the year 2023, the net worth of Cozy Bug is not available due to the closure of the business.

Alternatives To Cozy Bug :

  • Lenny Lemons: Lenny Lemons is known for its stylish and comfortable clothing for babies and toddlers.
  • Unique Feature: The brand emphasizes soft, high-quality fabrics and trendy designs for young children. Some Lenny Lemons items may feature adjustable elements to accommodate growth;
  • Primary: Primary focuses on simple, colorful, and gender-neutral basics for children. The brand is committed to providing high-quality, affordable, and ethically produced clothing. While not specifically adjustable, Primary offers a range of sizes to cater to various stages of growth;
  • Tea Collection: Tea Collection is known for its globally inspired, culturally diverse children’s clothing. The brand collaborates with artists worldwide to create unique and artistic designs. Tea Collection offers a variety of sizes, and some items may have adjustable features;
  • Hanna Andersson: Hanna Andersson is recognized for its organic cotton clothing and timeless designs.
  • The brand places a strong emphasis on sustainability and environmental responsibility. While not explicitly adjustable, the brand provides a wide range of sizes for different ages;
  • Gap Kids: Gap Kids offers a wide range of classic and on-trend clothing for children. The brand is widely accessible and known for its durable and versatile apparel. Gap Kids provides a variety of sizes, and some items may feature adjustable elements;
  • Mini Boden: Mini Boden is celebrated for its playful and colorful children’s clothing. The brand incorporates whimsical designs and durable fabrics. Some items from Mini Boden may feature adjustable components;


  1. What is a pillowcase dress?

A pillowcase dress is a style of dress that draws inspiration from the traditional craft of making dresses out of pillowcases. Cozy Bug specializes in creating stylish and adjustable pillowcase dresses for young girls, designed to grow with the child.

  1. How much ribbon is needed for a pillowcase dress?

The amount of ribbon needed for a pillowcase dress can vary based on the size and design. Cozy Bug’s pillowcase dresses feature adjustable ribbons at the shoulders, allowing for flexibility as the child grows.

  1. How much fabric is needed for a pillowcase dress?

The fabric requirement for a pillowcase dress depends on the size and style of the dress. Cozy Bug’s designs are crafted to be efficient, providing a perfect fit while minimizing fabric usage.

  1. How do you turn a pillowcase into a dress?

Cozy Bug simplifies the process of turning a pillowcase into a dress with its pre-designed pillowcase dresses. The adjustable ribbons and thoughtful design make it easy to transform the pillowcase into a stylish and comfortable dress for young girls.

  1. How do you make a pillowcase skirt?

While Cozy Bug focuses on pillowcase dresses, the principles of making a pillowcase skirt are similar. Adjusting the length, adding ribbons, and ensuring a comfortable fit can easily turn a pillowcase into a fashionable skirt.

The Net Worth Of Cozy Bug

  1. Can you make a skirt out of a pillowcase?

Yes, you can repurpose a pillowcase into a skirt by adjusting the length and adding waistbands or ribbons. Cozy Bug’s expertise in pillowcase designs can inspire creative transformations for versatile and stylish clothing.

  1. How do you wear a pillowcase?

Cozy Bug’s pillowcase dresses are designed to be worn just like any other dress. The adjustable ribbons allow for a customized fit, ensuring comfort and style for young girls.

  1. How do you make a pillowcase?

While Cozy Bug specializes in pillowcase dresses, making a standard pillowcase involves sewing and folding fabric. For specific pillowcase dress designs, it’s recommended to explore Cozy Bug’s ready-made options for a stylish and adjustable solution.

  1. What fabric are pillowcases?

Pillowcases are typically made from various fabrics such as cotton, linen, satin, or a blend of materials. Cozy Bug selects fabrics that are comfortable, durable, and suitable for children’s clothing, ensuring both quality and style in their pillowcase dresses.

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