The Bedroom
An industry of sleep-health entrepreneurs has woken up to our quest for better sleep.
Lunya, a sleep-focused apparel brand, defines itself as “a wellness brand”. On August 1, the California-based sleepwear brand opened the doors to its first standalone store—“The Bedroom”—in New York’s Nolita neighborhood. The store is designed to look like a bedroom, with a bed, a nightstand, and plants serving as the centerpiece, and will program two to three events every week.
Lunya’s headquarters store in Santa Monica has hosted a sleep specialist, a yoga instructor, a fertility doctor, a cooking instructor, and a meditation guru. Although the events are not created specifically to sell product, the brand sees a nice “halo effect” from them. “The attention around sleep has grown,” said Ashley Merrill, founder and CEO of the brand, “it’s nice to tap into that awareness, versus trying to create it on our own.”
According to a 2017 McKinsey report, the sleep-health industry—anything from bedding and sound control to sleep consultants and prescription sleep aids—is estimated to be worth between $30 billion and $40 billion in the US alone and has historically grown by more than 8% annually. Riding sleep-well wave, e-tailer Casper also plans to open 200 stores in the next 3 years, including 18 pop-ups that will be made permanent, attempting to bring its sleep products to a wider breadth of consumers.