Win Brands Group (“Win”), an omnichannel retail platform that buys and builds category-defining brands, announced today its brand Gravity’s acquisition of MiHIGH, a pioneer in the infrared sauna blanket space that has grown 29% YoY to date.
Since Win’s acquisition of weighted blanket pioneer Gravity in 2021, the brand has doubled down on its commitment to creating science-backed wellness products with the introduction of portable weighted blankets for travel, 100% cooling weighted blankets for hot sleepers, and lounging slippers for relaxation. As consumers place an increased priority on wellness and broaden its definition beyond fitness and nutrition to include overall physical and mental health,2 the addition of MiHIGH to Gravity’s offering will expand its positioning in the category. Further, the integration is emblematic of Win’s philosophy of investing in and scaling its brands through strategic acquisitions.
MiHIGH customers love the product for its convenience and evenly distributed heat, as well as the wide-ranging health ben efits of using an infrared sauna including accelerated physical recovery and calorie burn, better sleep, reduced stress, clearer skin, and overall detoxification.
“With the acquisition of MiHIGH, we’re continuing to do what we do best – delivering growth by acquiring industry leading brands, and investing in our existing portfolio,” said Kyle Widrick, CEO and founder of Win. “Even in the challenging headwinds we’re seeing in the market more broadly, there are still great opportunities for growth right now. We’re more equipped than ever to capitalize on those opportunities and be a port in the storm for brands seeking to scale in today’s climate.”
“We’re incredibly proud of the booming business we’ve built for MiHIGH and becoming synonymous with the infrared sauna blanket category in Europe,” said Ed Hodge and Wyatt Westmoreland, co-founders and co-CEOs of MiHIGH. “By joining Win as part of the Gravity brand, we’re thrilled at the opportunity to combine forces with a pioneer in the wellness space to scale MiHIGH in the US and beyond.”
