swing2sleep — Making Innovative Baby Hammock Accessible Though Subscriptions

Every startup begins with a personal story — and swing2sleep is no exception. Founded in 2017, the company emerged from the founders’ own search for better sleep solutions for their newborn. The result was a motorised baby hammock that quickly gained popularity among young families. And as swing2sleep got more & more families on board, they realised that while parents loved the concept, many hesitated to make a full purchase without knowing if the product would truly work for their baby. With a high price point and limited period of use, the decision often required extra consideration. To overcome this hesitation and make their innovation more accessible, swing2sleep launched a rental subscription model for its flagship hammocks.

By shifting from ownership to access, swing2sleep didn’t just reduce barriers for parents — it also tapped into a circular business model where products can be reused, refurbished, and re-loved by multiple families.

How the Model Works

swing2sleep designed its rental model with parents’ realities in mind: hesitation about buying an expensive product, short usage periods, and the need for flexibility. The subscription lowers the entry barrier while keeping options open — whether families only need the hammock for a few months, or end up wanting to buy it permanently.

• Two product sets available for rental:
  • smarla Komplettset (motor + design stand + cosy2sleep hammock with mattress)
  • heia Komplettset (motor + premium stand + hammock with mattress)
• Flexible rental terms:
  • heia Komplettset: subscriptions from 1–12 months.
  • smarla Komplettset: subscriptions from 6–12 months.
• Buyout option: If parents decide to keep the product, up to 3 months of rental fees are credited toward the purchase price.
• No credit check required: swing2sleep removes entry barriers so parents can start renting easily.‍
• Return made simple: Families can send the hammock back once it’s no longer needed — ensuring that products are refurbished and made available for the next family.

Operations where circuly Supports swing2sleep

circuly is the subscription management system behind swing2sleep, automating the core infrastructure needed to run a subscription-based business model for physical products such as kids' equipment subscriptions. Out-of-the-box, circuly handles subscription management, recurring billing and invoicing, asset tracking, product lifecycle management, return management, a customer self-service portal, transactional communication, and fraud prevention through credit checks — allowing swing2sleep team to focus on growth rather than manual admin.

Conclusion

swing2sleep demonstrates how a premium, tech-driven baby product can thrive in a subscription model. By aligning their offering with the needs of hesitant but curious parents, they’ve opened up new customer segments while keeping operations lean with circuly. This case shows that even highly personal, short-use products like baby hammocks can benefit from the product-as-a-service model — combining affordability, accessibility, and scalability.

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