It’s not often we recommend getting in bed with a friend or business partner. But for college roommates-turned-friends-turned-business partners Nancy Johnston and Kerry Roberts, jumping into bed (or bedding, we should say) together has led to great success and problems solved. Not to mention a comfortable night’s sleep. Truuce co-founder Nancy Johnston sat down with us to tell us all about Truuce, a revolutionary brand in home and bedding solving everyday problems.
I love a female founder’s story. Tell me how you and Kerry founded Truuce.
Kerry and I were college roommates and studied business together. We’ve both always had that entrepreneurial spark. Kerry had previously founded a freeze-dried smoothie company called Everipe, and I grew up in an entrepreneurial family and later started my own sewing and design business. When the pandemic hit, my sewing machine went quiet. Nobody needed dresses for proms or alterations for school uniforms. During this time, Kerry called me completely frustrated with her bedding. Her sheets kept coming untucked, her duvet cover was impossible to change, and she asked if I could make something easier. I said, “Sure!” That one conversation turned into months of design, prototypes, and testing. When we realized there was nothing like what we wanted on the market, the idea for Truuce was born. We were going to help everyone make peace with their bedding.
What sets Truuce apart in the bedding category?
Before launching Truuce, we searched everywhere for bedding that fixed all the frustrations: slipping sheets, untucked corners, and impossible duvet covers, but nothing existed that fixed all of these bedding problems in one solution. That’s what makes Truuce different. We re-engineered bedding from the sleeper out. Our goal was to design bedding for humans, not just mattresses. These design features included:
* Sheets that stay put: Our fitted sheet anchors securely with a stretch band and rubber-grip elastic. Sheets won’t pop off in the middle of the night.
* Integrated design: The flat sheet zips to the fitted sheet, and the duvet top zips to both, creating one seamless system. No more tucking or lifting the heavy mattress. Your bedding stays put while allowing you complete freedom to move.
* Layer, zip, done: With our layer, zip, that’s it process, Just layer down your flat sheet, duvet insert and duvet cover and zip it together.
* Put it on right, the first time: Our navigation patches clearly indicate the foot end of the mattress. Find the patch, that’s the foot. They also indicate the size for easy sorting and folding.
* Thoughtful materials: Made from 100% OEKO-TEX® certified cotton and Belgian flax linen. Breathable, durable, and cozy year-round.
It’s functional luxury. Smart, simple, and designed for real life.
It’s one thing to have an idea, but another to start a business. What were the biggest challenges?
We make a great pair with my background as a CPA and Kerry being a marketer and great at consumer insights. We both worked in consumer products which also definitely helped on the business side. We’re both resourceful and relentless, and if we don’t know something, we’ll dig until we do. As a master seamstress, I was able to handle the product development which saved enormous time and cost.
The hardest part has definitely been balancing resources and time. We’re still fully bootstrapped and extremely frugal, which means every decision has to count. As founders, we wear every hat from product design and customer service to marketing and fulfillment and that can stretch you thin. But in a way, that constraint has been a blessing. It’s forced us to stay close to our customers, to truly understand what’s working (and what’s not), and to be creative in ways that big, well-funded brands often can’t be. We’ve learned to do more with less, to build slowly, intentionally, and with integrity, and that’s shaped not just our business, but our values as founders.
Did you have any doubts or doubters?
Of course. Every founder faces skepticism, sometimes even from people close to them. We try to listen objectively, focus on the facts, and make decisions grounded in data and purpose. Entrepreneurship requires grit, resilience, and what I call “selective absorption” taking in feedback without letting it derail your vision.
When did you realize you’d created something special?
It’s funny, when people hear about our product, they immediately start confessing their “bedding battles.” Almost everyone has one. That’s when we knew we were addressing a universal problem. When repeat orders started coming in from customers we didn’t know personally, that’s when it clicked. People were not only buying Truuce, they were telling us how it changed their mornings. One customer wrote to us just yesterday, “I love your bedding. It’s changed my morning routine from having to remake the bed daily from the fitted sheet up.” Others said once they slept with Truuce, they couldn’t go back to traditional bedding.
What are your goals for Truuce in the near and distant future?
In the near term, our focus is education, awareness, and helping consumers understand why thoughtful design and natural fabrics matter. Bedding hasn’t really evolved since the fitted sheet was invented in 1959, yet mattresses have gotten deeper, heavier, and more complex. Truuce is bridging that gap. Long term, we aim to lead the functional bedding category. We have other complementary innovations under our provisional patent, and we’re excited to roll them out soon.
What has been the biggest reward so far?
Hearing how Truuce makes people’s lives easier. Whether it’s busy parents, seniors, or couples who finally “call a Truuce” over the top-sheet debate, it’s amazing to see real impact. When someone tells us their bed is not chaotic anymore, their mornings are calmer, and they actually sleep better, that’s everything. I had a dear elderly customer tell me that this bedding was a game-changer for her. She always had to wait until someone came over to help her lift the mattress to tuck in the sheets. Now with Truuce, she doesn’t have to do that, and she felt proud she was independent again and could manage her space on her own. That was a great day when I heard that.
Do you have any words of wisdom for women with an idea but fear starting?
Go for it. You’ll never know until you try. The first version won’t be perfect, expect to iterate, but keep moving. If you love what you’re creating and it genuinely solves a problem, progress will follow. Passion paired with persistence is unstoppable.
What’s your best tip for a perfect night’s sleep?
Choose breathable, natural bedding like cotton or linen. Synthetic fabrics trap heat and moisture, which can cause discomfort and disrupt sleep. Our Truuce bedding is designed to be cool, cozy, and clean so your body can fully relax and restore.
What does comfort and cozy mean to you?
To me, comfort and cozy is that quiet “ahh” moment when your head hits the pillow and your body finally lets go. It’s the permission to rest, to exhale, and just be. That’s exactly what I feel when I crawl into my Truuce bedding and it’s what I hope it’s what every customer feels too.
