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How Calming Blankets Sold Over 50,000 Blankets Online

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by Startacus Admin

weighted blankets
Generating online sales. The lowdown on how Calming Blankets, an Australian startup generated global sales for their innovative product, "weighted blankets"...

calming blanketsCalming Blankets is an Australian company that was founded in 2017 and has since sold over 50,000 blankets online. With blankets starting from £119.00, the product is high-end and niche – yet has gained global interest and a loyal customer base. The Adelaide start-up has recently opened offices in Northampton, just one hour from London, and is now distributing products across the whole of the UK.

But just how did a company sell over 50,000 blankets online?

Startacus investigates...

First to market

Calming Blankets specialise in what is known as ‘weighted blankets’ something that they were first to market in Australia. The blankets weigh between 4.5kg and 9kg and the extra weight is designed to activate the nervous system and provide comfort to those with sleep disorders, anxiety and insomnia. Also known as ‘sensory blankets,’ the soft material and added weight has become the ultimate sleep aid for many and has also been proven to help people with autism. Buying materials in bulk, the business is able to take advantage of economies of scale and paying lower amounts for every unit it produces.


Calming Blankets use Shopify as their eCommerce platform, which offers a very cost-effective and scalable way to sell products online. Starting from $29 per month, it gives you the opportunity to build a customer facing website, upload products with images, payment transactions and process orders with ease. With low overheads and a robust selling platform, the brand has been able to add additional products including the weighted koala toy and the oodie, a take on a hoodie and a giant onesie.

the oodieSocial Media

The start-up has used social media effectively to raise awareness of the product and generate online sales. Through the implementation of Facebook and Instagram advertising and stories, Calming Blankets has been able to showcase their products to a wide audience and focus on different demographics who are best suited to the products. Customers are just one click away from making an order and once engaged with the website, they will be successful retargeted and shown subsequent adverts on the same social media platforms.

According to most marketing gospel, the customer needs to see the brand or company at least 8 times before acknowledging the company or making a sale – and this is where Calming Blankets have used retargeting to their advantage.

Repeat business

The most effective source of marketing is repeat business and word-of-mouth, largely because the referral is high in trust and has low acquisition costs.

The popularity of the product has seen individuals make repeat purchases for their family members and children – and this has created word-of-mouth marketing to other contacts and connections.

Over time, the acquisition cost for customers becomes significantly lower and the company is able to grow at much better margins.

We look forward to seeing where this now UK-based, Australian startup potentially heads to next...

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Published on: 15th January 2020

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