68% of the adult population is not getting a restorative night’s sleep. Enter weighted bedding, which is said to relive stress, reduce anxiety, and improve sleep. The weighted blanket craze can be traced back to a wildly successful Kickstarter campaign for the Gravity Blanket back in 2017 that raised $4.7M with a goal of only $21.5K. Poised to capitalize on this trend is Bearaby, the NYC startup that has launched a stylish line of weighted bedding available direct-to-consumer that includes both comforters and blankets with pricing starts at $199. Employing patented technology, Bearaby’s comforters circulate air to ensure optimal temperature levels when under the covers – not too hot; not too cold. The startup is mindful of sustainability and its comforters are all made using natural fibers and unique glass sand. 70% of the population is not sleeping well
AlleyWatch sat down founder Kathrin Hamm to learn about the secret behind getting a good night’s sleep, her inspiration for founding the company, and Bearaby’s future plans.
Tell us about the product or service that Bearaby offers.
Bearaby combines the best of sleep science with innovative technology and sustainable materials to create functional and stylish weighted bedding that helps people sleep and feel better. We don’t believe one size fits all, so our bedding series is fully customizable to help people achieve their best sleep – from chic and cozy blankets to king-size comforters designed for sharing.
How is Bearaby different?
The Bearaby Sleeper is the world’s first weighted comforter, custom designed to deliver the maximum benefits of weighted sleep without the discomfort of traditional weighted blankets.
We developed a patented layered construction with air channels inside The Sleeper to keep air circulating and maintain a comfortable sleeping temperature. We also have a patent pending for the innovative yarn that is naturally weighted through a layered construction in The Napper. On the sustainability side, while other weighted bedding is made with artificial materials like plastic and polyester, we use natural fibers and a unique glass sand to add weight the natural way.
What market does Bearaby target and how big is it?
While most weighted blankets on the market target people with sleep disorders or mental health issues, Bearaby goes beyond those medical circles and reaches anyone who wants and needs a better night’s sleep (or a good, long nap).
The Napper is designed for a single person and measures 48”x 72” (121 x 182 cm) with a weight of 20 lbs. All of the Nappers are hand knitted and both size and weight can vary slightly. The Sleeper is available for Twin, Queen, and King size beds.
Why has there been a sudden growing interest in weighted bedding products over the last few months?
There has been a growing interest in weighted bedding products due to the recent transparency around lack of sleep and the negative effects that it has on people’s physiological, psychological, and social well-being. Also, with a global trend around health and wellness practices, people are steering away from pharmaceutical options to more natural solutions that can still effectively solve their sleep problems.
What is the business model?
Bearaby is a direct-to-consumer brand. Through this business model, we are able to create a unique, customized experience for our customer. Our website includes a personalization quiz that assesses various factors – such as sleep history and lifestyle – to help shoppers determine the perfect size and weight of the comforter.
Bearaby is a direct-to-consumer brand. Through this business model, we are able to create a unique, customized experience for our customer. Our website includes a personalization quiz that assesses various factors – such as sleep history and lifestyle – to help shoppers determine the perfect size and weight of the comforter.
What inspired the start of Bearaby?
I tested many different types of weighted blankets when looking for an insomnia solution myself, but I noticed that the weighted blankets on the market had certain limitations. For example, the blankets weren’t comfortable enough to sleep through the night and they lacked design and material innovations. I decided to start a crowdfunding campaign, where my initial goal was succeeded by 700 percent, with funds from 37 countries. The success of this crowdfunding campaign confirmed my intuition that this was something people really wanted. I am inspired every day by the fact that I am helping people sleep better and live happier and healthier lives.
What are the milestones that you plan to achieve within six months?
Bearaby is currently experimenting with new sustainable textiles and fibers. We are planning to expand our Napper product line by adding more options for both fabrics and weight customization.
What is the one piece of startup advice that you never got?
Chances are high that if your idea solves your own problem, there is a good chance that you have solved someone else’s problem too.
Don’t build your product behind closed doors. Get feedback early on from people that don’t know you.
If you could be put in touch with anyone in the New York community who would it be and why?
I would love to connect with more female founders in New York so that we could share our successes and shortcomings and learn from each other.
Why did you launch in New York?
Well, New York is known as the City that never sleeps, so it’s the best place for us to start spreading better sleep.
What’s your favorite restaurant in the city?
ABC Kitchen
