What Loftie does

Loftie is a New York-based sleep wellness company founded in 2018 that designs, manufactures, and sells smart hardware devices paired with a subscription behavior-change platform aimed at consumers seeking to reduce nighttime smartphone use and improve sleep quality. The core product ecosystem centers on the Loftie Clock (a smart alarm featuring a two-phase wake system, 100+ pre-loaded science-backed sleep sounds, and Red/Blackout modes), the Loftie Lamp (a sunrise/sunset simulation bedside light with 50+ color gradients and Alexa voice control), and the Loftie+ subscription platform, which combines a mobile app, a Chrome/Firefox/Safari browser extension, and an NFC-based physical Loftie Card to automate app blocking via scheduled Rest mode, proximity-based Drift mode, and tap-to-focus sessions. Supporting SKUs include the Eye Mask, Night Lights, LoftiePM supplements, Woodland Wonder Bedtime Spray (a collaboration with fragrance studio Ourside), Dark Dots blackout stickers, The Mysteries of Sleep book, and a Sleep Sweatshirt, alongside refurbished versions of the Clock and Lamp.

The business operates primarily as a direct-to-consumer brand through its Shopify-powered storefront (byloftie.com) with global shipping to 35+ countries and localized pricing in the US, UK, and EU. Revenue is generated through one-time hardware sales (Clock at $169.99, Lamp at $279.99–$299.99, Card at $59.99, plus accessories) and the recurring Loftie+ subscription at $9.99 per month, $59.99 per year, or $69.99 lifetime, with over 15,000 subscription members reported. Secondary channels include corporate/bulk gifting and a hospitality/spa partner program. Marketing relies on earned media, a five-year Wirecutter endorsement, features in Vogue, Wall Street Journal, Architectural Digest, and Sleep Foundation, content marketing through the Loftie Times blog and Substack newsletter, and an influencer program via Superfiliate. As of the data window, Loftie has sold over 40,000 hardware units and serves more than 200,000 customers cumulatively, has raised approximately $5.9M across disclosed equity crowdfunding rounds (including a $4.3M round in October 2024), and has shifted commercial focus toward international markets in response to US tariffs on China-manufactured electronics.

Name

Loftie

Legal name

Loftie, Inc.

Website

https://byloftie.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Loftie is a New York-based sleep wellness company that designs and sells smart alarm clocks, sunrise lamps, NFC focus cards, and a Loftie+ subscription platform to help consumers reduce nighttime phone use, fall asleep faster, and wake more gently. It serves individual consumers globally through DTC e-commerce and is building B2B channels in hospitality and corporate gifting.

Ownership category

akta.pro rank

Product category

Consumer Sleep Wellness Devices

SIC

Household Audio & Video Equipment (3651), Watches, Clocks, Clockwork Operated Devices/Parts (3873)

akta.pro primary industry

Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH)

akta.pro secondary industries

Sleep Tracking Devices (Wearables & Non-wearables) (CRACAQAD), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

Keywords

• Smart alarm clocks
• Sleep wellness devices
• Sunrise alarm lamps
• Digital wellness subscriptions
• Behavioral change apps

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Hardware Sales: Loftie generates primary revenue from selling physical devices including the Loftie Clock ($169.99), Loftie Lamp ($279.99), Loftie Card ($59.99), Night Lights ($39.99), Sleep Mask ($25.99), and accessories. The company also offers refurbished devices at lower price points.
2. Loftie+ Subscription: Optional subscription service offering app blocking features (Rest, Drift, Focus Card), screen-time challenges, audio library access, and behavioral tools. Priced at $9.99/month, $59.99/year, or $69.99 lifetime. Currently over 15,000 members. For a limited time, Loftie+ is included free with Loftie Clock purchase.
3. Sleep Accessories: Sale of complementary sleep products including mouth tape ($29.99), bedtime spray ($49.99), blackout stickers ($10.99), sleep sweatshirt, and The Mysteries of Sleep book ($44.99).
4. Corporate/Bulk Orders: Loftie offers corporate gifting and bulk order programs for businesses looking to provide sleep wellness products to employees or clients.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

Loftie manufactures and sells Wi-Fi-connected smart alarm clocks (Loftie Clock, Loftie Metal Clock) and a sunrise alarm lamp (Loftie Lamp) designed to replace phone-based wake-up and bedside use. The hardware is paired with the Loftie+ subscription platform, which delivers audio content, a habit-tracking behavior change program, and AI-generated personalized bedtime stories to help consumers reduce phone use at night and improve sleep quality.

Product overview

Loftie is a sleep wellness company offering a unified product ecosystem centered on smart hardware devices and a subscription-based software platform. The core product portfolio includes the Loftie Clock (smart alarm clock with two-phase alarm and 100+ sleep sounds), the Loftie Lamp (sunrise alarm and smart bedside lamp), and the Loftie+ subscription platform (behavior-change system with mobile app, NFC-based Loftie Card, and browser extension). These products work together synergistically: the Clock and Lamp sync for multi-sensory wake-up experiences, while Loftie+ extends the ecosystem with app-blocking features that activate when users are near their Clock. The accessory lineup includes sleep essentials like the Eye Mask, Night Lights, LoftiePM supplements, Woodland Wonder Bedtime Spray, Dark Dots blackout stickers, The Mysteries of Sleep Book, and Sleep Sweatshirt. The company also offers refurbished versions of core products. Loftie positions itself as Wirecutter's pick for alarm clocks for 5 consecutive years and is recognized by Vogue, Wall Street Journal, and Architectural Digest.

Differentiator

Problem solved

Functional benefit

Brands

• Loftie+: Behavior-change subscription platform combining a mobile app, NFC-based Loftie Card, and browser extension to reduce phone use and improve sleep habits.

Products and services

• Loftie Clock A Wi-Fi-enabled smart alarm clock designed to replace phone-based alarms and bedside use, featuring a two-phase alarm (gentle pre-alarm with blackout snooze), custom-recorded celebrity and ambient tones, and content updates over Wi-Fi. Sold directly to consumers for $169.99, with a 1-year Loftie+ subscription bundled.
• Loftie Metal Clock A premium metal-finish variant of the Loftie Clock, priced at $279.99, pairing the connected smart alarm hardware with a more elevated industrial design for the bedroom.
• Loftie Lamp A connected sunrise/sunset alarm lamp that simulates dawn and dusk lighting, supports a Drift mode that adjusts brightness based on user proximity, and pairs with the Loftie ecosystem to deliver a screen-free bedtime and wake-up experience. Priced at $279.99 with a 1-year Loftie+ subscription bundled.
• Loftie+ Subscription A digital subscription platform offering audio content (books, meditations, sleep sounds), daily habit tracking and micro-challenges, and AI-generated personalized bedtime stories via the Loftie Storymaker. Available as monthly, annual, and lifetime plans starting at $9.99/month, with iOS and Android apps.
• Loftie Card A physical NFC card that, when tapped to a smartphone, launches Loftie+ content (books, audio, soundscapes, meditations) without requiring the user to navigate the app. Priced at $59.99.
• Night Lights A bedside night-light accessory designed to complement the Loftie sleep ecosystem, supporting low-blue-light ambient lighting at night. Priced at $39.99.
• Loftie Eye Mask A branded Loftie sleep mask sold as part of the company's sleep accessories line, targeting consumers building a screen-free bedtime routine. Priced at $25.99.
• Woodland Wonder Bedtime Spray A Loftie-branded pillow/bedtime mist spray sold as part of the company's sleep wellness product line, intended to support a calming pre-sleep ritual.
• Dark Dots - 10 Sticker Sheet Light-dimming stickers (10 per sheet) sold under the Dark Dots brand as a Loftie accessory to cover LEDs on electronics in the bedroom and reduce nighttime light disruption.
• The Mysteries of Sleep (Book) A Loftie-published book on the science of sleep, authored with the company's sleep experts and sold directly to consumers as part of the broader sleep wellness content lineup.
• LoftiePM A Loftie-branded nighttime sleep supplement sold directly to consumers via a dedicated e-commerce page, positioned as part of the company's integrated bedtime routine offering.
• Refurbished Loftie Clock A certified refurbished version of the Loftie Clock offered at a discounted price of $79.99, expanding access to the core sleep hardware at a lower entry point.
• Refurbished Loftie Lamp

Quantifiable outcome

• Users report enjoying mornings more, having more energy, and reducing screen time through Loftie use
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability6 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• VersatilecoreStrategic or Co-development Partner · 24 April 2026Versatile, a Venice-based work club, partnered with Loftie to host the Calm Café activation during the 2026 Venice Art Biennale. The partnership transformed Versatile's newly opened space near the Rialto Bridge into a public wellness sanctuary offering relaxation rituals, yoga, watercolor sessions, and sound baths. The activation served both as a press lounge for Biennale journalists and a restorative space for attendees.
• Lover LLCminorStrategic or Co-development Partner · 24 April 2026Lover LLC, a creative studio, produced the Calm Café activation for Loftie during the Venice Art Biennale. The creative partnership delivered a three-day public wellness event featuring breathwork, journaling, yoga, watercolor, and sound bath sessions.
• OursidecoreStrategic or Co-development PartnerOurside is a Bronx-based fragrance studio known for clean, poetic, small-batch scent making. They collaborated with Loftie to create the Woodland Wonder Bedtime Spray, a restorative fragrance featuring sandalwood, palo santo, cedarwood, amber, and musk. The product is made in New York City and inspired by Shinrin-yoku (forest bathing) research.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hatch (Restore): Hatch Restore is the closest direct competitor to Loftie, offering a smart alarm clock with sunrise simulation, sleep sounds, and a Hatch+ subscription for routines and content. Both target the same digitally-fatigued consumer seeking to replace phone-based sleep routines with a dedicated bedside device.
• Casper (Sleep Technology): Casper expanded from mattresses into sleep technology products including the Glow Light and earlier smart sleep devices. Targets the same consumer wellness segment with hardware-driven sleep solutions.

Emerging players

• Oura: Oura sells a smart ring for sleep, readiness, and recovery tracking with a paid subscription tier. It overlaps with Loftie on the consumer sleep-wellness value proposition but emphasizes biometric tracking rather than behavioral tools at the bedside.
• Eight Sleep: Eight Sleep makes the Pod smart mattress cover with sleep tracking and temperature regulation, targeting the same premium sleep-wellness consumer. Different form factor but overlapping use cases around optimizing sleep environment.
• Calm: Calm offers sleep stories, meditations, and ambient audio via subscription, overlapping with Loftie's audio content library and bedtime-story features. Differs in being app-only without dedicated hardware.
• Headspace: Headspace provides guided meditations and sleepcasts through a subscription app, competing for the same consumer sleep-and-wellness wallet share as Loftie's content features within Loftie+.
• Withings (Sleep Analyzer): Withings offers under-mattress sleep tracking and connected health devices, targeting sleep-conscious consumers with passive monitoring. Overlaps with Loftie's sleep-wellness mission via hardware rather than active routines.

Broad incumbents

• Amazon (Echo / Echo Show): Amazon's Echo line offers alarm, sleep sounds, and Alexa-driven routines on general-purpose smart speakers. Represents a broad incumbent threat to dedicated sleep devices due to scale, price, and ecosystem integration.
• Google (Nest Hub): Google Nest Hub devices provide bedside clock functionality, sleep sensing, and Google Assistant routines, competing for the same nightstand real estate as the Loftie Clock.
• Bose (Sleepbuds): Bose Sleepbuds and broader audio brand compete for the sleep-aid use case through in-ear sleep audio. Different form factor but adjacent consumer sleep-wellness positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/loftie

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Loftie