What Hatch does

Hatch Baby, Inc. — operating as Hatch — is a privately-held consumer sleep technology company founded in 2015 by Ann Crady Weiss and Dave Weiss and headquartered in Redwood City, California. The company designs and sells Wi-Fi connected smart sleep devices that combine customizable light and audio routines with companion mobile apps. Its hardware portfolio spans the Restore line for adults (currently in its third generation as Restore 3) and the Hatch Baby product family for infants, toddlers, and children (Rest, Rest+, Rest Go, Grow), with Hatch Go providing a portable, offline-capable option. Devices are controlled via the Hatch Sleep and Hatch Baby mobile apps, which enable custom routines, sleep-pattern tracking, and — for baby products — access to expert sleep consultants via chat.

Hatch operates a hybrid hardware-plus-subscription business model. Devices are sold direct-to-consumer through hatch.co and distributed through major U.S. retailers including Amazon, Target, Best Buy, Kohl's, and Macy's, with additional wholesale distribution via Faire and a B2B bulk-order program. The Hatch+ subscription service layers recurring revenue on top of the hardware install base, offering 2,500+ episodes of original audio content — including the 7-nights-a-week bedtime podcast "The Nightly" — plus meditations, sleep music, audiobooks, and premium alarm features (e.g., the May 2026 "Perfect Day" alarm on Restore 3). Trials are bundled into device purchases: 30 days for Restore and 6 months for Hatch Baby.

The company has achieved significant scale, with Hatch Baby products in approximately one in three U.S. nurseries and more than 5 million sleepers served cumulatively across the product lines. Its distributed workforce hires across more than 27 U.S. states and three Canadian provinces, indicating a remote-friendly operating model anchored by the Redwood City Hatch Lab headquarters. Geographic reach for product shipments is currently limited to the U.S. and Canada, though warranty service extends to the U.K., EU, and Australia. The company holds a Great Place to Work certification (2021) and earned early national visibility through a 2016 appearance on ABC's Shark Tank.

Name

Hatch

Legal name

Hatch Baby, Inc.

Website

https://hatch.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Hatch Baby, Inc. (operating as Hatch) is a Redwood City-based consumer sleep technology company that designs Wi-Fi connected smart alarm clocks for adults (Restore) and baby sleep devices. The hardware pairs with the Hatch+ subscription for original sleep-focused audio content.

Ownership category

akta.pro rank

Product category

Consumer Sleep Electronics

NAICS

Small Electrical Appliance Manufacturing (335210)

SIC

Household Audio & Video Equipment (3651)

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), Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Sleep Tech Wearables (CRACAIAG)

Keywords

• Smart sleep devices
• Baby sleep products
• Sunrise alarm clocks
• Sleep technology
• White noise machines

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Device Sales: Hatch generates revenue through the sale of smart sleep devices including Restore 3, Hatch Baby (Rest, Rest+, Rest Go, Grow), and accessories. Devices are sold as one-time purchases through direct e-commerce, retail partners, and wholesale channels.
2. Hatch+ Subscription: Hatch+ is a premium subscription service offering access to original audio content including The Nightly podcast, meditations, sleep music, audiobooks, and additional alarms. The subscription is available on monthly and annual billing cycles with free trials (30 days for Restore, 6 months for Hatch Baby).
3. Wholesale and Bulk Orders: Hatch sells products wholesale through Faire and offers bulk ordering options for organizations, suggesting B2B revenue streams alongside direct-to-consumer sales.
4. Affiliate Program: Hatch operates an affiliate marketing program that pays commission (4% base rate) on device sales referred through affiliate links, primarily targeting social media influencers and content creators.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

Hatch designs, manufactures, and sells Wi-Fi connected smart sleep devices for adults and children, including the Restore 3 sunrise alarm clock, Hatch Baby sound machines and night lights, and the portable Hatch Go. Devices are paired with companion mobile applications (Hatch Sleep and Hatch Baby apps) and a Hatch+ subscription offering original audio content such as The Nightly bedtime podcast, meditations, sleep music, and audiobooks.

Product overview

Hatch (formerly Hatch Baby, Inc.) offers a portfolio of smart sleep and baby care devices with companion mobile apps and a premium subscription service. The product lineup centers on three core device categories: Restore (adult smart alarm clocks with sunrise alarms and sleep sounds), Baby (smart sound machines and nightlights for children), and Go (portable sound devices). These devices are controlled via the Hatch Sleep App (for Restore) and Hatch Baby App (for Baby products), which provide customizable routines, activity tracking, and expert support features. The Hatch+ subscription adds premium audio content including original podcasts like The Nightly, meditations, audiobooks, and additional alarm sounds. Products require WiFi for app connectivity except Hatch Go and Rest Go which work offline. The ecosystem is designed to help families from newborns through adults establish healthy sleep habits.

Differentiator

Problem solved

Functional benefit

Brands

• Hatch+: Premium ad-free subscription service offering additional alarms, audiobooks, meditations, sleep music, and original podcasts including The Nightly podcast, all designed for better sleep.
• The Nightly
• Hatch Baby
• Restore

Products and services

• Hatch Restore 3 Smart alarm clock for adults that helps regulate the nervous system and circadian rhythm with personalized unwind routines, science-backed sleep sounds, vibe-setting lights, and gradual Sunrise Alarms, designed as a phone-free bedtime device.
• Hatch Baby Smart sleep and soothing solution for babies, toddlers, and kids featuring gentle sounds, calming lights, and age-based routines that grow with the child, including 6 months of free expert sleep consultant chat support.
• Hatch Go Portable white noise machine offering ten soothing sounds in a compact device that operates without WiFi connectivity, allowing users to maintain sleep routines while traveling.
• Hatch Rest Original smart baby sound machine and sleep trainer helping families create healthy sleep habits with gentle sounds and night lights for babies.
• Hatch Rest+ Advanced baby sleep device with built-in audio monitor featuring multiple layers of security including WiFi network protection, Hatch account authentication, and express grant access, with audio never leaving the home.
• Hatch Rest Go Portable baby sound machine offering soothing sounds on-the-go without requiring Hatch Sleep app connectivity.
• Hatch Grow Smart Changing Pad Smart diaper changing pad that tracks baby activities including feeding, sleep, pumping, diaper changes, and growth metrics using integrated sensors for parent tracking.
• Hatch+ Premium ad-free subscription service offering additional alarms, audiobooks, meditations, sleep music, and 2,500+ episodes of original podcasts, including The Nightly; Restore includes a 30-day free trial while Hatch Baby devices include 6 months free.
• The Nightly Podcast 7-nights-a-week bedtime podcast described as a slumber party for grownups, offering pop culture deep dives, games, and gossip to help listeners drift off to sleep, exclusive to Hatch+ Restore subscribers.

Quantifiable outcome

• 5 million+ sleepers helped
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Amazon (Echo with sleep features): Amazon Echo devices offer sunrise alarms, sleep sounds, and Alexa Routines as features within a broader smart speaker platform — a broad incumbent whose bundled sleep capabilities compete with Hatch Restore's core value proposition at lower incremental cost.
• Casper (now defunct, formerly Glow): Casper previously sold the Glow smart light for sleep, and competes with Hatch in the mattress and broader sleep category with overlapping consumer targeting and retail distribution.
• Google (Nest Hub with Sleep Sensing): Google Nest Hub offers contactless sleep tracking and smart alarm features integrated with Google Assistant — a broad incumbent competing in the same bedroom smart device space with the advantage of being embedded in the broader Google/Android ecosystem.
• Philips (SmartSleep / sleep products): Philips offers consumer sleep and relaxation products (SmartSleep, sound machines) as part of its broader personal health portfolio — a broad incumbent with overlapping sleep wellness products sold through major retail channels similar to Hatch.

Direct peers

• Happiest Baby (SNOO): SNOO is a smart bassinet/sleeper for infants with integrated sleep coaching sounds — directly competing with Hatch Baby Rest in the smart baby sleep device category serving the same parent customer base.
• Loftie: Loftie makes a smart alarm clock and sound machine for adults with a curated sleep content library and phone-free design — directly competing with Hatch Restore in the same product category, customer persona, and price point.
• Owlet: Owlet makes connected baby monitoring devices including sleep tracking socks and video monitors — a direct peer in the smart baby health and sleep monitoring category with shared parent-customer targeting.

Emerging players

• Withings (Nokia): Withings makes connected health devices including sleep tracking mats (Sleep Analyzer) and watches — an emerging player in consumer sleep health with partial overlap to Hatch's adult sleep wellness focus.
• Miku: Miku makes a smart baby monitor with sleep tracking capabilities without wearables — an emerging player competing with Hatch Baby products in the connected nursery category with a similar parent customer base.
• Oura: Oura makes a smart ring focused on sleep tracking, readiness, and recovery — an emerging player with partial overlap to Hatch Restore's adult sleep optimization value proposition, though differentiated by wearable form factor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hatchco
• YouTubeyoutube.com/@hatchforsleep
• Facebookfacebook.com/HatchHQ
• Instagraminstagram.com/hatchforsleep
• TikToktiktok.com/@hatchforsleep
• LinkedInlinkedin.com/company/makeably

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors3 records

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

M&A

Investments1 record

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

Frequently asked questions about Hatch