We make six things. A sleep mask, ear plugs, nasal strips, mouth tape, a tin and a pouch. That is the whole range and it is likely to stay close to that.
People occasionally ask when we are adding more. The honest answer is that we are not in a hurry, and the reason is worth explaining.
What the category looks like
When we started looking properly at sleep essentials, almost everything fell into one of two piles.
The first was cheap. Bulk packs of something disposable, sold on volume, packaged like a chemist's own brand. Fine, in the sense that it functions, but nothing about it invites you to care.
The second was clinical. White plastic, hard edges, and a lot of claims printed on the box. Products that look like medical equipment sitting on a bedside table next to a lamp and a book.
Neither pile had much in it that felt like it had been made with any care about how it would feel to own.
What we decided instead
Six things, each one considered properly, rather than sixty things assembled from a catalogue.
That means latex-free adhesives rather than whatever is cheapest. Soft fabrics rather than the ones that photograph well. Recyclable paper packaging. A palette that sits quietly on a bedside table rather than shouting from it.
It also means a slower roadmap. Every product we add has to be something we would use ourselves, every night, for years.
What we are not making
We are not making a supplement. We are not making a device, an app, or anything with a battery. We are not making a spray, a pillow mist, or anything that asks you to believe something we cannot demonstrate.
There is a version of this business that adds a new SKU every quarter and grows faster for it. We would rather make six things well and be the sort of brand where the thing you bought two years ago is still the thing you reach for.
The trade-off, honestly
A small range means we will not have what you are looking for sometimes. If you want a weighted blanket or a white noise machine, we are not the place.
We think that is a fair price for the alternative.