Hush, the weighted blanket and sleep accessories brand, has focused on expanding its presence both in Canada and the United States through experiential activations and strategic growth, according to Jean Vashisht, vice-president of business development at Sleep Country Canada, the brand’s parent company.
Founded in 2018 by two entrepreneurs, Hush originally aimed to create weighted blankets to assist children with sensory challenges. The brand gained early attention on the television show Dragons’ Den before catching the eye of Sleep Country CEO Stewart Schaefer.
“Stewart saw that this really was a differentiated brand, not just the product at the time, but it was a disruptor brand. It was a direct-to-consumer brand that really tapped into community and branding and had a very different aesthetic than what you would see with Sleep Country,” Vashisht said.
Sleep Country acquired Hush in a multi-year process, with the founders departing in April 2023. Vashisht said the brand continues to operate largely online, with only a few temporary or in-store activations.
“We did a pop-up store in Yorkdale three years ago, which I was part of. The founders were still involved at the time,” she said. The store, 2,500 square feet in size, included on-site embroidery and a sensory room. “It did well during the holiday season and exposed the brand to many people who didn’t know it before.”
Hush also operates a store-in-store in Laval, Quebec, though it has no standalone stores. The brand’s products are occasionally available at Sleep Country stores, primarily accessories. Vashisht said Hush’s direct-to-consumer model allows the company to adapt quickly to market changes.
“That’s the beauty of D2C versus bricks-and-mortar. You can adapt and adjust extremely quickly. Need to change a promotion or the assortment? Focus on different products? You can do it easily,” she said.
In the United States, Hush has focused on strategic growth beginning in 2025. “We’ve been in the U.S. for a few years, but not strategically. In 2024, we focused on growing the brand, broadening our assortment, and expanding geographically. We wanted to make our U.S. presence more intentional,” Vashisht said.
Experiential activations have been central to Hush’s strategy. The Cooling Oasis in Fort Lauderdale, Florida, showcased the brand’s ice sheets in a climate-controlled environment, complete with a DJ and dance floor. “It wasn’t just a traditional store; it was experiential to stand out,” Vashisht explained. American rapper Pitbull was part of the experience.
Hush has also sponsored the Pillow Fight Championship in North America with MMA fighters fighting with pillows, aligning with the brand’s fun and disruptive identity. “We became the title sponsor for North America. It aired live on ESPN and got buzz on social media, YouTube, SportsCenter, and even some celebrities commented,” Vashisht said.
The brand remains primarily Canadian-focused, with approximately 95 per cent of its sales in Canada. Vashisht said there is significant potential for growth in both markets.
“Canada still has room for growth. It’s a young business. The U.S. is very early-stage, but there’s a lot of potential,” she said.
More from Retail Insider:
