Bose gave up on Sleepbuds after two generations. It was a sad, premature end to a promising product. This headphone maker came closer to creating truly great sleep headphones than anyone else. But ultimately, the company no longer seemed interested in pursuing that product, which was a major setback for the category as a whole.
However, the two generations of Sleepbuds we got weren't without their drawbacks. At the top of the list were cases of companies convinced that they know what consumers want better than the consumers themselves. The Buds' inability to stream Bluetooth audio is something Bose could have easily reconciled with the Sleepbuds 2.
Instead, the company believed users would content stream preloaded white noise tracks. Decisions to limit choices in consumer products must be justified by the manufacturer, and Bose has never provided a compelling reason to limit such choices. Hardware limitations are no doubt a factor, but streaming is an essential feature for these $250 specialty earbuds.
In August 2023, a new candidate emerged. However, unlike other startups in this space, Ozlo didn't start from scratch. The company was founded by former Bose executives and uses intellectual property licensed from the headphone maker.
Aside from the branding, these are all Sleepbuds 3. The form factor is the same. It is housed in a pack-shaped charging case. The buds themselves are docile and soft, with small wing tips so they don't fall off when you roll over. But most importantly, they are small in size and sit flush with the wearer's ears, so they do not cause pressure or discomfort to side sleepers.
When I first met last year to discuss a mysterious product with several former Bose sleep employees, the first question out of my mouth was whether the new product would support streaming. The answer was an enthusiastic “yes.” The team went on to explain some of the technical hurdles that needed to be cleared to deliver on that promise in the same form factor as Bose's earphones, but that was enough to get me excited.
Since then, I've had to wait quite a while. I found myself emailing the team every few months to get an update on how things were going, much like being rejected as an Indiegogo backer. Patience is a virtue in this world of hardware startups, but given the strong start it got off to by licensing Bose's IP, I get the impression that Ozlo is closer to launch than most.
Image credit: Brian Heater
Complicating matters is the fact that some early backers had already begun receiving units. But it's understandable why hardware startups are reluctant to send first-generation devices to hardware reviewers rather than crowdfunding.
After some setbacks, Ozlo announced on Tuesday that Sleepbuds are now available for purchase. It costs $299, which is $50 more than previous Bose devices. Of course, such differences are not unexpected. First, the smaller the electronics, the more expensive it is to manufacture. The other is that building such a product requires significant research and development and other costs. Even if it is on a solid enough foundation. We also have to take into account the fact that, broadly speaking, manufacturing costs have increased in this post-COVID-19 period.
I won't hold my breath as to whether future iterations will bring the price down, but it's a possibility. The truth is, no one can be a pure hardware manufacturer these days. That stool needs another leg. For some it’s software, for others it’s AI. That seems healthy for Ozro. This isn't surprising considering how essential it has become to the wearables category as a whole.
In conjunction with the product launch, Ozlo has raised $12 million in new funding led by LifeArc Ventures with participation from Drive by DraftKings, Wise Ventures, Scrum Ventures, Wheelhouse 360, Modi Ventures, Niremia Collective, and 5Point Venture Partners. Announcement of funding round. This funding joins the approximately $8 million the company has raised through crowdfunding.
Ozlo said the money will naturally go toward developing the second-generation Sleepbuds. But what's more notable is that the section reads “Ozlo's FDA approval for tinnitus treatment.” This second part reveals why so many people, including myself, are interested in Sleepbuds. But aside from the obvious use cases of snoring partners and noisy streetscapes, there's no doubt that such technology would be intriguing to the 10% of the population who live with tinnitus.
Ozlo has written a bit about the condition in the past, but so far such writing has been accompanied by a disclaimer stating that the company's products are not FDA-approved to treat tinnitus. . Getting the stamp of approval from regulators would definitely give the young startup a big boost.
I'm having a great time with my buds so far. Although I sometimes encounter annoying wireless connections, I find that listening to streaming ambient music really improves the length and quality of my sleep. The ability to use preloaded sounds is useful. For example, it is suitable for long flights. But you can also access similar soundscapes through your streaming service of choice.
They have earned a forever place in my travel bag.