Floodie started with one observation, made from under a pile of inadequate throws: British winters are long, heating is expensive, and the blanket industry had somehow failed to solve either.
So we made one thing, properly. A floor-length wearable blanket in double-layer sherpa fleece - cut absurdly oversized, with a hood big enough to disappear into and a pocket big enough for the remote, your phone and both hands. One product. Four colours. Two sizes. £29.99.
We do not do fifty SKUs, flash sales or fake countdown timers. We do one exceptionally cosy thing, we sell it at an honest price, and we take 20% off when you buy two - because the first one always gets stolen by someone you live with.
Cheaper than the heating. Cosier than the cat.