Hermell Products

What Hermell Products does

Hermell Products is a Bloomfield, Connecticut (operating base) headquartered division of Alex Orthopedic Inc., manufacturing orthopedic pillows, cushions, and wellness supports from a facility in Grand Prairie, Texas. The company was founded circa 1970 and acquired by Alex Orthopedic in 2022, an event that the parent describes as creating the largest American-made pillow and cushion line in the medical industry. The product portfolio spans five categories — cervical pillows, wedges, lumbar supports, wheelchair/seating cushions, and miscellaneous products (heel/elbow protectors, hospital linens, hernia supports) — totaling over 60 SKUs built on proprietary convoluted (egg crate) foam, memory foam, polyester fiber fill, buckwheat hulls, and imitation sheepskin constructions. Specialized designs include the BreathEasy CPAP/BiPAP Pillow with hose notches and the Face Down Wedge Cushion with gender-inclusive dual-sided support.

The company serves two primary customer segments: durable medical equipment (DME) providers and distributors who purchase wholesale for mobility, long-term care, and recovery patients, and individual consumers seeking orthopedic and comfort supports for home use. Revenue is generated through one-time unit purchases (price range $15-$79) via a Shopify-powered DTC storefront at hermell.com and a separate wholesale/partner channel routed through alexorthopedic.com. E-commerce is self-serve with no subscription model; marketing is primarily content-driven through blog and email acquisition. Headcount is in the 11-50 range, the company is privately held with no disclosed external investors, and revenue is not publicly disclosed.

Name

Hermell Products

Legal name

Alex Orthopedic, Inc.

Website

https://hermell.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Hermell Products, a division of Alex Orthopedic Inc., manufactures orthopedic pillows, cushions, and wellness supports from Grand Prairie, Texas, selling through DTC e-commerce and wholesale channels to DME providers and individual consumers.

Ownership category

akta.pro rank

Product category

Orthopedic Pillows and Medical Cushions

NAICS

Furniture and Home Furnishings Retailers (4491), Mattress Manufacturing (337910)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

akta.pro secondary industries

Pillows & Pillow Systems Retail (CRAIABAC), Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Mattresses, Bedding & Sleep Products Distribution (CRAOAFAL)

Keywords

• Orthopedic pillows
• Wheelchair cushions
• Durable medical equipment
• CPAP sleep pillows
• Therapeutic wedges

Headquarters

HQ city

Bloomfield

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through Shopify-powered online store (hermell.com). Customers purchase products individually at listed prices with standard e-commerce checkout.
2. Wholesale/B2B Channel: Wholesale distribution to partners, DME providers, and retailers through dedicated partner portal and ordering system.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Hermell Products manufactures and sells orthopedic pillows, cervical and contour pillows, therapeutic wedges, lumbar supports, wheelchair and seating cushions, CPAP/BiPAP specialty pillows, heel/elbow pressure protectors, and mobility/medical accessories (wheelchair caddies, walker grips, hernia supports, hospital linens). Products are sold under the Hermell, Softeze, and Jobri brands primarily through a direct-to-consumer Shopify storefront and a wholesale partner channel serving DME providers and retailers.

Product overview

Hermell Products, a division of Alex Orthopedic Inc. (acquired in 2022), manufactures and distributes orthopedic pillows, cushions, and wellness supports from Grand Prairie, Texas. The product portfolio encompasses five main categories: CERVICAL (neck pain and back/spine pillows including orthopedic, memory foam, buckwheat, CPAP/BiPAP, travel, and contour pillows such as Eclipse™ and Butterfly Pillow); WEDGES (back wedges, leg wedges, auto seat wedges, acid reflux wedges, face-down recovery wedges, and dual-position comfort wedges); LUMBAR (standard and memory foam lumbar cushions, sacro saver cushions, and half lumbar rolls); CUSHIONS (standard wheelchair cushions, convoluted foam wheelchair cushions, rollator cushions, coccyx cushions, comfort ring cushions, sciatica saddle cushions, and leg lifter cushions); and OTHER PRODUCTS (heel/elbow protectors, body pillows, adjustable leg supports, wheelchair caddies, walker accessories, hospital linens, and hernia supports). Many products feature proprietary materials including convoluted (egg crate) foam, memory foam, buckwheat hulls, polyester fiber fills, and imitation sheepskin. The company emphasizes American-made quality positioning itself as the largest American-made pillow and cushion manufacturer in the medical industry.

Differentiator

Problem solved

Functional benefit

Brands

• Softeze: Product line featuring Softeze brand foam cushions, rings, and pillows including convoluted foam products, comfort rings, and neck rolls.
• Jobri

Quantifiable outcome

• Largest American-made pillow and cushion products in medical industry
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Alex Orthopedic Inc.coreOthersAlex Orthopedic Inc. acquired Hermell Products in 2022, making it a division/subsidiary. Hermell Products now operates as 'A Division of Alex Orthopedic Inc.' Parent company manufactures and ships from Grand Prairie, Texas facility.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Sunrise Medical: Global mobility and DME manufacturer (wheelchairs, positioning cushions); competes with Hermell in wheelchair cushion SKUs through clinical and institutional channels.
• Medline Industries: Largest privately held medical supplies manufacturer and distributor in the US; competes in wheelchair cushions, positioners, and pressure-relief products as part of a broad portfolio — vastly larger scale than Hermell.
• Stryker (Medical division): Large medical-device company with patient positioning and pressure-injury prevention products that compete with Hermell's hospital-side cushion and positioning SKUs.
• Drive DeVilbiss Healthcare: Diversified DME manufacturer with strong distribution into hospitals and home-care channels; overlaps with Hermell in wheelchair cushions, patient positioning, and respiratory comfort adjacencies.
• Tempur Sealy International: Largest premium mattress/pillow manufacturer in the US; competes with Hermell's specialty pillow lines via national retail distribution and stronger brand recognition.

Direct peers

• Alex Orthopedic Inc. Parent company of Hermell Products since 2022; sells overlapping orthopedic pillows, cushions, diagnostic products, and hosiery into the Texas DME market from the same Grand Prairie facility. Effectively the same operating business at a corporate level.
• MyPillow: US-based D2C pillow brand with broad consumer marketing; competes with Hermell's cervical and body-pillow lines at the consumer end of the same channel.
• Core Products International: Specialty manufacturer of orthopedic pillows, cervical supports, and hot/cold therapy products targeted at the same medical/consumer channel overlap as Hermell — comparable SKU breadth and DME-channel distribution model.
• Contour Living: Direct-to-consumer ergonomic pillow and sleep-position brand; competes most directly with Hermell's cervical pillow and contour-pillow families (e.g., Eclipse and Butterfly).
• Mobb Healthcare: Specialty DME manufacturer of cushions, supports, and positioning aids — directly competes with Hermell in wheelchair cushions, leg/lumbar supports, and similar orthopedic comfort SKUs.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hermellp
• Facebookfacebook.com/HermellProducts
• LinkedInlinkedin.com/company/hermell-products

Revenue estimate

Valuation estimate

Number of profiles

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 Hermell Products