What Baloo Living does

Baloo Living is a women-founded, bootstrapped direct-to-consumer e-commerce brand that designs and sells weighted blankets, weighted comforters, French linen bedding, and sleep accessories, primarily serving U.S. consumers seeking better sleep, anxiety reduction, and natural-material home goods. Founded in April 2018 by sisters Elizabeth and Jennifer Grojean with a $20,000 loan, the company operates exclusively through its own storefront at balooliving.com, with all products shipped directly to consumers and free shipping on orders over $100. The business has fulfilled over 100,000 customer orders as of March 2026 and is supported by a small team of 1-10 employees, with no institutional venture or private equity funding disclosed.

The company's core technical differentiation is materials-based: its weighted blankets use 100% cotton throughout (including the interior lining, with no polyester liners), lead-free glass microbeads instead of plastic pellets, and a proprietary three-size pocket quilted pattern that prevents bunching. All products are OEKO-TEX STANDARD 100 certified (certificate 23.HUS.50992, Hohenstein), and the brand is positioned as carbon neutral and ocean positive with plastic-free packaging. The product range spans $88 lap blankets through $348 king-size weighted blankets, plus linen duvet covers, sheet sets, pillowcases, robes, and ancillary sleep accessories, supported by a 30-day trial with free returns and a Lifetime Quality Guarantee.

Revenue is generated entirely through one-time direct product sales on the company's owned storefront, with bundle pricing (e.g., $30 off the Throw + Cover Bundle) and a corporate gifting program for B2B bulk orders. Marketing relies on content (The Curl Up Blog, Sleep Quiz), organic social (Instagram, Facebook, Twitter, YouTube), email, an affiliate/ambassador program, and earned media from outlets including InStyle, Oprah Magazine, Marie Claire, and Dave Asprey, validated by an Angelo State University sleep study. Customer segments are horizontally distributed across adults seeking better sleep, hot sleepers, people with anxiety, children, and couples, with no disclosed enterprise or named-account customers.

Name

Baloo Living

Legal name

Baloo Living

Website

https://balooliving.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Baloo Living is a bootstrapped, women-founded DTC e-commerce brand selling 100% cotton weighted blankets, French linen bedding, and sleep accessories directly to U.S. consumers seeking better sleep and natural-material home goods, operating through its own balooliving.com storefront.

Ownership category

akta.pro rank

Product category

Weighted Blankets and Natural Bedding

NAICS

Mattress Manufacturing (33791)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)

akta.pro secondary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

Keywords

• Weighted blankets
• Natural bedding
• Cotton linens
• Sleep accessories
• Wellness bedding

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Weighted Blanket Sales: Direct e-commerce sales of weighted blankets and comforters. Products are sold as one-time purchases with a Lifetime Quality Guarantee. Revenue is generated through product margins on direct consumer sales through the company's owned e-commerce storefront.
2. Bedding and Linen Accessories: Sales of complementary bedding products including duvet covers (cotton and French linen), sheet sets, pillowcases, and robes.
3. Sleep Accessories: Sales of sleep-related accessories including weighted silk sleep masks, pillow mist, and cloud booties.
4. Corporate Gifting and B2B: Corporate gifting program mentioned on the website for B2B bulk orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

Baloo Living manufactures and sells weighted blankets, weighted comforters, French linen and cotton duvet covers and sheets, and sleep accessories directly to consumers through its own e-commerce storefront. The products use 100% cotton throughout (including interior lining) and lead-free glass microbeads as weighted filling, marketed as natural, chemical-free, OEKO-TEX STANDARD 100 certified bedding for improved sleep and anxiety relief.

Differentiator

Problem solved

Functional benefit

Products and services

• Weighted Blankets & Throws Quilted weighted blankets and throws filled with lead-free glass microbeads and constructed with 100% cotton throughout. Available in throw, full/queen, and king sizes with weights from 12lb to 25lb; designed for adult sleep, relaxation, and anxiety relief.
• Weighted Comforter
• The Mini Weighted Blanket (9lb)
• Daydreamer Weighted Lap Blanket
• Cotton Duvet Covers
• French Linen Duvet Covers
• Stonewashed Linen Sheet Sets
• Linen Pillowcases
• Weighted Silk Sleep Stone Mask
• Pillow Mist
• Cloud Bootie
• Paloma French Linen Robe
• Stowaway Tote
• Weighted Throw + Cotton Duvet Cover Bundle
• Corporate Gifting Program

Quantifiable outcome

• 78.4% of participants reported a positive effect on sleep quality with the Baloo weighted blanket
• +3 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• Beyond BedtimeminorOthersNonprofit partner to which Baloo Living donates a portion of profits. Part of the company's giving back initiative supporting children's causes.
• SeaTreesminorOthersNonprofit environmental partner to which Baloo Living donates a portion of profits. Supports ocean conservation and carbon offset initiatives as part of the company's carbon neutral and ocean positive commitments.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Brooklinen: Direct-to-consumer bedding brand selling sheets, duvet covers, comforters, and sleep essentials. Closely comparable DTC model, premium positioning, and overlap in the linen/cotton bedding category where Baloo is expanding.
• Buffy: DTC home textiles brand selling comforters, bedding, and sleep products with a sustainability and natural-materials positioning nearly identical to Baloo. Competes in the same eco-friendly bedding category with overlapping customer base.
• Parachute Home: Premium DTC home brand selling linen sheets, duvet covers, robes, and bedding essentials. Overlaps directly with Baloo's linen bedding and loungewear product line and shares a similar design-forward, natural-materials positioning.
• Bearaby: DTC weighted blanket brand focused on natural-fiber (cotton, Tencel, wool) weighted blankets. Direct competitor in the weighted blanket category with similar eco-conscious and sensory-friendly positioning targeting the same sleep and anxiety use cases.
• Gravity Blankets: Pioneer DTC weighted blanket brand that helped establish the category. Competes head-to-head with Baloo on weighted blankets for sleep, anxiety, and stress relief among similar consumer segments.
• YnM Home: Direct-to-consumer weighted blanket brand offering a broad assortment at value price points. Competes in the same weighted blanket category and pressures the value end of the market that Baloo's premium positioning must out-execute.
• Magic Linen: DTC linen bedding brand offering sheets, duvet covers, and pillowcases in European flax linen. Directly comparable to Baloo's French linen bedding line with similar sustainability positioning and customer demographic.

Regional players

• Hush Blankets: Canadian DTC weighted blanket brand offering weighted blankets and sleep accessories. Closely comparable product offering but primarily serves the Canadian/North American market, limiting direct overlap with Baloo's US-centric fulfillment.

Broad incumbents

• Casper: Major sleep brand selling mattresses, bedding, and sleep accessories. Overlaps with Baloo on premium sleep positioning and adjacent product categories (comforters, sheets), and could expand into weighted blankets as the category grows.

Emerging players

• Sleep Foundation (Sleep.me / Eight Sleep): Adjacent sleep-tech brand selling premium sleep products including temperature-regulating bedding and sleep accessories. Comparable high-AOV sleep wellness brand targeting similar affluent, wellness-oriented consumers as Baloo.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/balooliving
• YouTubeyoutube.com/channel/UCa6A8UFG5X2gOFYiwJJTscg
• Facebookfacebook.com/balooliving
• Instagraminstagram.com/balooliving
• LinkedInlinkedin.com/company/balooliving

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Baloo Living