Hush, once synonymous with its signature weighted blanket, has evolved into a multi-category sleep brand under the full ownership of Sleep Country Canada. The Toronto-based company, known for its innovation in sleep products, has significantly diversified its offerings while maintaining its direct-to-consumer roots.
“We were acquired in 2022, and fully bought out in April of 2024,” said Phil Besner, President of Hush, in an interview. “While we started with one hero product — the weighted blanket — we’ve become much more. We’re now small but mighty, and innovation continues to be our driving force.”
From Viral Blankets to Category Expansion
Founded in 2017 by Aaron Spivak and Lior Ohayon, Hush quickly found success with its weighted blankets, leveraging a viral Kickstarter campaign and national exposure on CBC’s Dragons’ Den. The duo are no longer involved after selling the business. The Hush product line now spans bedding, pillows, mattresses, and cooling sleep accessories.
“Our infamous Ice Sheets are now our number-one product,” noted Besner. “Weighted blankets, while still a core part of our identity, have actually become a much smaller part of the business.”
Sleep Country’s acquisition has accelerated that evolution. With access to deeper sourcing networks, operational infrastructure, and capital, Hush has been able to scale up its assortment and launch new categories, including mattresses and duvets, many featuring its popular cooling technology.
“Cooling is a huge component of our product lineup,” said Besner. “But not everything is about temperature. Each product has a very specific purpose — if it doesn’t provide real benefit to the customer, we don’t launch it.”
Intentional Design and Customer Collaboration
One of Hush’s defining features is its commitment to customer-led innovation. “We probably take a little longer than most to develop products because we’re so intentional,” said Besner. “But it’s why our launches succeed. We ask our customers what they want, and we revise products based on their feedback — good, bad, or ugly.”
This approach has shaped not only the brand’s growth but also its relationship with its customer base. “There’s a real line of communication that’s open,” he added.
New Launch: Hush Little Baby
Among the most exciting recent developments is the brand’s entry into the baby category with the launch of Hush Little Baby. The new line — Hush’s biggest product launch to date — aims to bring the company’s sleep innovations to the youngest of consumers.
“We soft-launched Hush Little Baby last week, and it officially launches on April 22,” revealed Besner. “It’s the most significant investment we’ve ever made into a product line, and early feedback has been incredible.”
The collection includes products designed to promote safe, soothing sleep for infants and toddlers, though specific SKUs have yet to be publicly revealed.
Partnering with Sleep Country While Staying Independent
While Hush operates under the Sleep Country umbrella — which also owns Endy, Casper Canada, Silk & Snow, and others — it maintains a level of autonomy that has been key to its continued innovation.
“Sleep Country gives us access to world-class resources — from sourcing to operations to marketing — but they’ve allowed us to retain our own DNA,” said Besner. “They acquired us for a reason and didn’t want to interfere with what makes Hush special.”
The cross-pollination between Hush and Sleep Country’s other divisions allows the smaller brand to punch above its weight. “It’s been incredible, especially for the younger folks on our team, to have access to mentorship and support from one of Canada’s most successful retail companies,” he said.
Retail Distribution and Omnichannel Growth
While Hush began as a direct-to-consumer brand and still prioritizes its e-commerce platform, it now sells select products through Sleep Country’s network of more than 300 stores across Canada.
“Sleep products are incredibly tactile. A lot of customers want to feel a pillow or lie on a mattress before buying,” said Besner. “Being available in Sleep Country allows us to meet them where they are.”
Hush has also tested its own retail presence. The brand opened a pop-up at Toronto’s Yorkdale Shopping Centre in 2022 and recently launched a 400-square-foot shop-in-shop at a Dormez-vous store in Laval, Quebec (photo at the top of the article).
While Besner noted that a standalone Hush store won’t likely appear within the next 18 months, he hinted at something unique on the horizon. “When we do go into retail in a more permanent way, it won’t be traditional. We like to do things differently — I promise you’ll be blown away.”
Digital Revamp and Online Experience
The Hush website remains a primary driver of revenue, and the company recently invested heavily in a full redesign.
“There’s an aesthetic component to our brand that’s very important,” said Besner. “We wanted our online store to reflect the beauty of our products. The photography, the video — it all needs to make customers feel like this will belong in their bedroom.”
Technical specs and customer benefits are also front and centre in the new experience. “It’s all about combining function and form,” he said.
Brand Ambassadors and Philanthropy
In 2024, Hush brought on its first brand ambassador — NHL rookie sensation Lane Hutson. “We didn’t know he was going to have such a breakout year, but it’s been better than we ever could have imagined,” said Besner.
The company also stays grounded through its philanthropic efforts, particularly its ongoing partnership with Toronto’s SickKids Hospital.
“We’ve committed $100,000 to SickKids this year, and we’ve donated the majority of that already,” said Besner. “Giving back will always be part of the DNA of this business.”
Looking Ahead: Focus, People, and Purpose
Hush’s strategy moving forward involves continued category expansion, deepening customer engagement, and investing in its people.
“I spend most of my time thinking about how we build this business for the long-term — and that starts with people,” said Besner. “We have a small team, but I’d put them up against any DTC brand in Canada.”
Despite growing competition in the sleep and bedding space, Hush’s commitment to intentional product design, customer-driven innovation, and strategic retail partnerships has helped it stand out.
“We’re not trying to be everything to everyone,” said Besner. “But we are trying to be the best at what we do.”
