Hush is a Canadian e-commerce company that sells sleep products. Hush is also carried by traditional retailers, including TJ Maxx, Marshalls, Bloomingdale's, Macy's, and Nordstroms in the United States. The company was founded in January 2018.
In 2021, the company was acquired by Sleep Country Canada in a deal structured to be completed over 3 years.
History
It was in 2017 when Aaron and Lior first met, created the company designs, and invested around $100K to get the business off the ground. Lior noticed the value of weighted blankets (between three and five times heavier than your standard comforter) while working at a summer camp for special needs children. Lior was convinced people without mental disorders (attention or sensory) could also benefit from the blanket's deep pressure touch (DPT) which the company claims reduces cortisol, increases serotonin, and increases melatonin. This led them on a mission to try to improve sleep for adults across the globe while reducing stress and insomnia.
Hush launched a kickstarter in March 2019 raising over $1.5M in 30 days, making them the tenth largest campaign in Canadian history. Hush sold 10,000 blankets in the first 15 months. In the early stages, the company ran through a bit of trouble due to seasonal demand during the off-season period.
Hush appeared on the 14th season of Dragons' Den in October 2019, earning "Most Epic Pitch" of the season after a bidding war ensued among the 6 dragons. Aaron and Lior were initially willing to give up 10% of the company for $400K, but ultimately negotiated with Lane Merrifield and Jim Treliving to agree on 8% at $400K (adding an extra $500K to the valuation). But their deal did not come to fruition after the show.
In early 2020 Hush became an official Weighted Blanket sponsor for the Montréal Canadiens. Hush has been featured on Good Morning America and Huffington Post.
Hush made $20M in sales in 2020. In 2022, Hush opened its first pop-up retail location at the Yorkdale Shopping Centre.
Acquisition
In October 2021 Sleep Country Canada acquired a 52% stake of the company and will take over the residual 48% stake for an undisclosed amount in stages over the course of 3 years.
Products
Hush started with a standard weighted blanket and gradually expanded the product line to offer matresses. Hush developed a fabric used in cooling blankets for hot sleepers, claiming to alleviate night sweats and hot flashes.
Hush blankets are made with non-toxic glass microbeads which give them their heavy weight and better regulate temperatures, as opposed to large plastic pellets used by competitors. The pellets are sewn within tiny segments in the cotton interior to bring out an evenly spread weight distribution.
Awards
2023 Pop-Up Experience & Design Award (Retail Council of Canada) Recognized as one of the Forbes 30 Under 30 marketing and e-commerce companies in 2021
Donation program
Hush has a GiveBack program where the company donates one in every 10 products sold to several charities – such as homeless shelters and to adults with disabilities – across Canada and the United States.