SOMNIA+ - Shark Tank Update

On Shark Tank season 17, episode 11, founders Brennan Hellmers and Sloane Barry introduced SOMNIA+, a dorm-focused sleep solution born directly from their own college experiences with cramped, uncomfortable Twin XL beds that have remained largely unchanged for decades. Entering the Tank seeking $100,000 for 5% equity, the duo presented their patent-pending Dorm Bed Expander Kit, a dorm-approved upgrade designed to dramatically improve student comfort without altering school-issued furniture.

Their solution uses a completely tool-free system of heavy-duty Velcro straps that securely attach to standard dorm bed frames, adding an expander platform that increases bed width by 25% and is finished with a mattress topper to create a level, supportive sleeping surface. Priced at $699, the kit is positioned as a premium, all-in-one solution that not only enhances sleep but also creates more usable space for studying, lounging, and daily dorm life.

The Sharks responded positively to the founders’ clear articulation of the problem, the simplicity of the installation process, and the massive built-in customer base of college students moving into dorms every year. Guest Sharks Chip and Joanna Gaines expressed interest in the product’s lifestyle appeal, while questions focused on scalability, pricing, and student adoption.

Ultimately, Barbara Corcoran saw strong potential in both the product and the founders’ complementary skill sets, leading her to strike a deal for $100,000 in exchange for 17.5% equity. The partnership positioned SOMNIA+ to expand its presence across campuses nationwide, transforming a long-accepted dorm inconvenience into a practical, high-end upgrade that aligns comfort, functionality, and modern student living.

SOMNIA+ experienced an immediate surge in traffic and campus interest following its national television exposure, with the founders leaning into a direct-to-consumer model that allows orders to be shipped straight to student housing ahead of move-in season. The company has continued positioning the Dorm Bed Expander Kit as a premium, all-in-one dorm upgrade rather than a commodity sleep product, highlighting bundled packages and add-ons that increase average order value and simplify the purchasing decision for parents.

Social media content featuring real dorm transformations and student testimonials has become a central marketing driver, reinforcing the product’s visual impact and practical use in small living spaces. The brand has also emphasized its “dorm-approved” installation and tool-free setup in back-to-school campaigns, aligning its sales cycle with the academic calendar.

Post-show messaging suggests a growing network of campus ambassadors and organic adoption across major universities, with the founders focusing on operational scalability, inventory planning for seasonal demand, and expanding awareness among incoming freshman families. Barbara Corcoran’s involvement has primarily been leveraged for strategic guidance and consumer brand positioning, particularly around storytelling, pricing confidence, and media exposure, as the company works to establish itself as the high-end standard for dorm sleep upgrades rather than a one-time novelty purchase.