(In this abridged version of a case study that appears in the November-December issue of Marijuana Business Magazine, we look at one example from the growing trend of hemp businesses partnering with mainstream companies. Coming Monday: Case study of the partnership between Isodiol International and the Asian-American Trade Associations Channel.)
What better bedfellows to collaborate on a new sleep-aid product than a CBD company and a mattress maker?
That thought was the genesis of a collaboration between Plus Products of San Mateo, California, and New York-based mattress firm Casper Sleep.
The companies in September launched a melatonin- and CBD-infused sleep product that is the first attempt by Plus to create a 100% hemp-derived CBD brand.
“There are indications that CBD can help with sleep. (And) Casper is in a strong position to communicate that,” noted Jake Heimark, co-founder and CEO of Plus Products, which also produces THC-infused edibles.
Because of the collaboration with Plus, Casper has taken a deeper dive into sleep health. The company, which is valued at $1 billion worth through its mattresses, has expanded its product line to include bedding, a nap pillow and a unique light that alerts the body that it’s time to rest.
In this partnership case study, Heimark explained to Marijuana Business Magazine how the alliance came about and what the future holds for the collaboration: