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Brief Published: 18 May 2015

Somni: Subscription for Sleep


Somni is a new sleep membership scheme that promises to deliver subscribers everything they need for a better night's rest.

The US-based start-up will deliver members a monthly box of 'sleep tools', including a silk eye mask, organic tea and earplugs. There is also a smartphone app, which tracks sleep quality and provides subscribers with video tutorials from a specialist sleep doctor.

The service was co-founded by Jessica Payne, director of the sleep, stress and memory research lab at the University of Notre Dame in Indiana, US. It is aimed at sleep-deprived university students – promising increased productivity and more effective learning.

During trials, users experienced a 12% increase in feeling well rested, a 13% increase in alertness and an 11% increase in their ability to focus, according to Somni. The service claims to provide nearly 7,000 extra minutes' sleep per year, on average.

The service is currently raising money on crowdfunding website Kickstarter. If it meets its funding goal of $35,000, the first boxes will ship in August 2015. A three-month prescription on Somni's pre-order price plan costs $99.

Somni is an example of the growth of premium services that transform everyday necessities such as clean air, sleep and inner calm into luxury offerings. Its subscription-based model and emphasis on natural solutions will appeal to time-pressured millennials, for whom fitness and wellbeing is of paramount importance. See Luxury Changes Gear, part of our new Macro Trend New-Era Luxury, for more.