Ep 592: $250K Kickstarter to West Elm: How Bearaby Built a Weighted Blanket Category (Without Early Meta Spend) - DTC Podcast Recap

Podcast: DTC Podcast

Published: 2026-03-09

Duration: 43 min

Summary

In this episode, Dr. Catherine Hamm shares her journey of creating Bearaby, a brand that revolutionized the weighted blanket market without relying on traditional paid marketing strategies. Through a successful Kickstarter campaign and innovative product design, Bearaby has carved out a niche in the sleep industry.

What Happened

Dr. Catherine Hamm, the founder of Bearaby, discusses her background in economics and how personal sleep issues inspired her to create a better weighted blanket. After experiencing the shortcomings of existing products, she decided to innovate in a market that had seen little change for decades. Her journey began with a $120,000 investment from her retirement savings and a Kickstarter campaign that raised $250,000 within a month, proving there was significant demand for her product.

Hamm highlights the initial challenges she faced, including the need to create a new category for weighted blankets, which had primarily been limited to children with sensory needs. Through extensive research and development, she designed a blanket that utilized chunky yarn and natural fibers, making it breathable and comfortable—addressing common complaints about traditional weighted blankets. Hamm’s approach focused on trial and error, leading to a product that not only performed better but also appealed to consumers looking for a more aesthetically pleasing and functional sleep solution.

Key Insights

Key Questions Answered

How did Dr. Catherine Hamm come up with the idea for Bearaby?

Catherine Hamm's journey began with her personal sleep issues, which were exacerbated by her career transitions. After researching natural sleep solutions, she discovered weighted blankets, which had long been used in medical contexts but were designed primarily for children. Her experience ordering and using one of these blankets led her to realize the shortcomings in design and comfort, motivating her to innovate in this space.

What was the outcome of Bearaby's Kickstarter campaign?

Bearaby launched its Kickstarter campaign with an ambitious goal, and within just a month, it raised $250,000. This not only provided the necessary funds for production but also served as a significant proof point of market demand. The excitement generated from the campaign helped Hamm understand who her potential customers were and solidified her belief in the viability of her product.

What unique features does Bearaby's weighted blanket offer?

Bearaby's blanket distinguishes itself through its use of chunky yarn and natural fibers, which enhance breathability compared to traditional weighted blankets filled with plastic beads. Hamm noted that her design allows for customization in weight while ensuring that the blanket remains comfortable and prevents overheating—common complaints associated with other products in the category.

How did Hamm approach the challenges of entering a new market?

Hamm faced the dual challenge of creating a brand new category for weighted blankets and developing a superior product. Her approach involved extensive research and trial and error to identify how to enhance the existing product. By focusing on creating a better user experience, she was able to attract customers who had previously used weighted blankets but were dissatisfied with their performance.

What marketing strategies did Bearaby use in its early stages?

In the initial stages, Bearaby relied heavily on gifting blankets to editors and influencers in the sleep space rather than traditional paid advertising. This strategy not only garnered media attention but also helped establish Bearaby's identity in the market. Hamm emphasized the importance of being clever and resourceful with limited marketing dollars, focusing on organic outreach to build brand awareness.