From Shark Tank to shutdown: Fort magnetic pillow company closes amid controversy

Conor Lewis once had a dream: to turn the classic childhood pillow fort into a modern, magnetic marvel. That idea led to Shark Tank, a viral Kickstarter, and millions in sales. But fast forward a few years, and Fort—the company behind the trendy magnetic pillow sets—is officially closed.

With customer complaints, legal trouble, and a product recall on its heels, the once-promising startup has shut down, leaving many backers empty-handed.

It all started when Conor, a marketing professional, lost his job in 2020. While scrolling through his phone, he saw the words “magnetic pillow fort,” something he had once scribbled down.

Inspired by his wife and son building a fort with couch cushions, he decided to turn that idea into a real product. That simple note would lead him to create Fort, pitch on Shark Tank, and raise over $3 million through Kickstarter. But the journey was anything but smooth.

---

The Shark Tank pitch that had everyone talking

Conor Lewis appeared on episode 1318 of Shark Tank, hoping to get a $500,000 investment for 10% of his company. He popped out of a colorful fort on stage and instantly charmed the Sharks.

Emma Grede even joked he deserved the “best dad” award. Fort had already raised over $3 million through Kickstarter, and Conor said total sales were at $4.5 million.

Each Fort set came with 12 cushions featuring powerful neodymium magnets. They were stain-resistant and could transform into a couch or playhouse. But the price? $499. That raised eyebrows. The Sharks were concerned about the high price tag, unresolved shipping delays, and a 5% partner with the option to buy up to 40%.

Robert Herjavec joined in and said,

"You're selling yourself out of business,”

Despite his honesty, every Shark passed. Shark Tank’s Kevin O’Leary said he couldn’t justify the cost. Mark Cuban was worried about dilution from the partner. And Emma and Lori Greiner weren’t confident it would scale. Even Robert Herjavec, who liked Conor’s humility, bowed out.

---

A $3 million Kickstarter that couldn’t deliver

In February 2021, Fort became a Kickstarter sensation. The campaign raised $3,107,079, with thousands of backers eager to receive their magnetic forts. Early units were shipped by August 2021, but delays piled up. As of March 2022, many customers were still waiting for their orders.

The main issues? Supply chain disruptions, manufacturing hiccups, and growing demand. The Kickstarter sets were priced at $269—below cost, as Conor later revealed.

“I didn’t sell enough to accomodate the cost,”

he told the Sharks on Shark Tank. That forced him to raise the price to $499. Surprisingly, the price hike didn’t hurt sales. But by then, the damage was already done.

Customers began flooding the company’s social media pages with complaints. Many hadn’t received their Forts. Others got the wrong color. Some couldn’t reach customer service at all. The buzz around the innovative playset quickly turned into frustration.

---

Customers left hanging with no support

By mid-2022, Fort’s Facebook and Kickstarter pages were full of angry messages. Customers said their emails went unanswered. The company’s Instagram hadn’t posted since August 2022. And the website simply read “sold out.”

What added to the frustration was the lack of updates. Backers who had paid hundreds of dollars wanted answers. One customer wrote on Kickstarter's website,

“I’m still waiting on TWO forts. No response"

The disappointment wasn't just about the money—it was also about trust. Many had supported Fort early on and felt abandoned. Despite the company’s early promise and viral success on Shark Tank, it failed to meet basic customer service standards. It was clear something was seriously wrong behind the scenes.

---

Legal trouble and product recall seal the deal

In October 2023, things went from bad to worse. The Missouri Attorney General began investigating Fort after receiving numerous complaints. Around March 2023, the company shut down quietly.

Then came the recall. According to the U.S. Consumer Product Safety Commission, Fort’s magnets could come loose from their pouches. This posed choking and laceration risks to children. The agency added that no remedy was available because Fort was no longer in business.

That announcement sparked even more backlash. Customers who hadn’t received their Forts now learned that the product was unsafe and unrecoverable. For many, it felt like adding insult to injury. One user wrote on Kickstarter,

"This is a piece of cr*p. The foam is extremely lightweight and the magnets are pretty weak."

Another user wrote,

"Sadly, because of this one very negative experience, I will likely never back a kickstarter project again."

---

The lesson from Fort’s fall

Fort’s rise and fall is a cautionary tale for any startup chasing fast growth. Getting featured on Shark Tank can put a business on the map. But it can’t fix underlying problems. That kind of exposure brings both opportunity and scrutiny.

With Fort, the cracks started with overpromising and underdelivering. The product was exciting, but the business model couldn’t support the hype. Once customer trust was broken, the spiral was hard to stop.

As of now, Conor Lewis has not released any new statements. The Shark Tank blog and other outlets continue to follow the story. For the customers, backers, and fans of Fort, the experience is a reminder to do your research—and for entrepreneurs, a lesson in sustainability over splash.

Despite it all, Fort’s magnetic pillow forts captured imaginations. But in the end, it wasn’t just about the magnets holding the cushions together. It was about holding the business together, and that’s where Fort fell apart.