Putting a baby to sleep is one of the most difficult tasks for a parent. Having had enough, mom of four, Tara Williams has created weighted blankets and sleeping bags to calm babies. With that, she launched Dreamland Baby and struck a deal with Lori Greiner on Shark Tank. As of 2022, Dreamland Baby is worth $2.5 million.
About the Founder
Originally from Danville, California, Tara Williams has a degree in finance from Bentley University. Tara received her bachelor’s degree in 2009. Currently, she is studying SEO and Social Media Marketing at Stanford University.
In 2008, she was a marketing intern at medical device manufacturer Smith+Nephew. The company then promoted her to endoscopy sales representative. After more than three years, she left to join Beacon Endoscopic.
At her new job, Tara had the opportunity to become a national sales trainer and was later hired as a specialist sales representative by AbbVie in 2013. Three years later, Bioprint AM recruited her as a senior development manager of the market.
Tara was a productive employee and a busy mother. She didn’t have much trouble raising her first three children as they generally slept well. However, that all changed when she had her fourth baby, Luke.
Getting Luke to sleep was very difficult, and during an act of desperation, she placed a heavy blanket over him while he was in bed. This calmed him down and the idea of Dreamland Baby was born. Tara’s mother-in-law helped her sew the first version of the product.
They’ve created a tiny, weighted sleeping bag that’s been clinically proven to boost infant relaxation through deep tactile stimulation. To help keep the business running, the aspiring entrepreneur launched a Kickstarter campaign in 2019, raising $24,541 in just 72 hours.
Shark Tank Appearance
Despite a successful fundraising campaign, Tara’s startup was still relatively small. That’s why she was happy to receive an invitation to appear on Shark Tank in 2020. During the show’s season 11 finale, Williams asked for $100,000 for 10% equity.
She came up with a very unique invention, which fascinated the Sharks. However, the Sharks were concerned when they discovered that a majority of the revenue came from Kickstarter.
They indicated that Dreamland Baby was too small and not yet investable. When all hope seemed lost for Williams, Lori Greiner offered $100,000 for 22.5% and the deal was done. Lori thought the product could sell well on QVC.
After Shark Tank
Tara Williams was very excited to sign a deal with Lori Greiner, but their deal unfortunately never went through. Even with this setback, the founder persisted and still runs the company today.
Her company focuses on a direct-to-customer business model through her website, DreamlandBabyCo.com. Although they had very positive reviews on Amazon, they reduced inventory on the platform for a while due to counterfeit products. Tara also launched a second product in 2019
After overcoming many obstacles, Dreamland Baby is enjoying great success. The product is available for purchase at retail stores such as Target, Nordstrom and Bloomingdales. At the end of 2021, they announced that they had reached $10 million in lifetime sales.
The company also launched a second product in 2019, the Dream Weighted Sleep Swaddle. It has a built-in inner swaddle wing for added safety and comfort. Currently, Dreamland Baby is valued at around $2.5 million. This valuation should increase as they expand their distribution into new markets.