Dawn House embraces hybrid business model

SANTA BARBARA, Calif. - Dawn House, which made its debut at Medtrade earlier this year, is maximizing access to its integrated sleep system bed by adopting a hybrid direct-to-consumer (DTC) and business-to-business (B2B) strategy. 

“When building out the business model for the Dawn House bed, we realized that consumers shop in many different ways,” said Mary Van Orman, director of product strategy. “Although buying furniture and large consumer products online has become more common, there will always be people who need to experience the bed in person.” 

Dawn House’s bed made a significant impact at Medtrade, Van Orman says, capturing the attention and enthusiasm of attendees, ultimately leading to valuable partnerships with a number of HME retail customers. 

Ergomotion, Dawn House's parent company, has been a global force in adjustable bed technology for 15 years, Van Orman says. Leveraging that expertise, Dawn House has developed a bed that combines the safety of a hospital bed with luxury design, with notable features like health monitoring with shareable reports, support rail, under-bed lighting, anti-snore technology, multiple means of control and adjustable bed height. 

“Hospital beds are typically not stylish or luxurious, so many people push away the need for one when bed safety and comfort are vital for aging in place,” she said. 

Dawn House’s bed was also recognized as the "Best Sleep Monitoring Solution" at the recent MedTech Breakthrough Awards, giving the company the momentum to forge ahead with the next evolution of its product. 

“We are already looking at ways to optimize the current model of the Dawn House bed,” said Van Orman. “Options in the works include reduced overall weight, messaging that shares recommendations or explanations of the health and sleep reports, and additional locations for installing more than two support rails.”