Over the past year, you’ve seen Gravity launch several successful brand partnerships. For us, it’s not about creating a mass volume of partnerships, but rather developing those that further our brand while also providing value for our customers.
The success of these partnerships begins first and foremost with finding the right partners. To start, we always ensure that potential partners play in the health and wellness space but don’t make products that compete directly with ours. It’s all about finding a natural synergy between the two brands – that they’re complementary.
From there, we ensure that there’s a unique product offering. We want to bring something to life that neither brand has done to achieve the end goal of better sleep or de-stressing for our consumers.
Take our partnership with Calm, the No. 1 meditation and sleep app in the world. Mike, our CEO, and myself had worked with a few of the folks over there at previous jobs, and since being at Gravity, we were inspired by what they were doing for the health and wellness category. It made perfect sense to reach out and see how we could partner.
Going into our initial call, we knew there was a natural alignment between our two companies, and by talking candidly about each other’s priorities for the year, it was clear that we could both benefit from working together. We wanted to continue to establish ourselves in the wellness space, and Calm provides access to a very engaged wellness consumer. Calm wanted to invest in more physical product, and we are able to provide the expertise in product development.
So with the synergy in brand category and goals, we sought to provide an experience for both sets of consumers that they couldn’t find out there, and the Gravity x Calm: Dream Package was born. It’s a custom Calm-branded blanket (Calm’s signature blue color and with a Calm logo stitch) that comes with a free subscription to Calm. When someone is using the Calm app – whether they're meditating or they're getting ready for bed – our product really adds to the experience. Together, we found a way to collectively play in the sleep and wellness space without directly competing.