How Canopy Drives Revenue with Brij

Canopy is a high-end humidifier brand that successfully carved out a niche in the humidifier space for in-home beauty and wellness. And it has quickly built an audience of raving fans. Canopy has sold over 100,000 units in three years. And what’s even more impressive is that they have an 85-90% subscription rate on their filters. 

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The brand launched DTC first and went omnichannel very quickly. Canopy is now available in Violet Grey, Sephora, Anthropologie, Blue Mercury, and Nordstrom. It also sells through Jetty, and Canal, which allows it to partner with other brands that want to sell Canopy because it is complementary to their products.

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The Challenge

A unique aspect of the Canopy humidifier is the interchangeable filter. It’s an integral part of the design that unburdens customers from cleaning out their humidifiers and maintaining distilled water supplies. The filter degrades and needs to be replaced every six weeks. Canopy has two types of filter replacements: a standard option for $15 and a filter plus aroma for $25. 

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The subscription component is also a critical part of the Canopy business model. And from a user experience perspective, Canopy wants to make it as effortless as possible to sign up for its subscription plans. 

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On the DTC page, filter purchase and subscription options are bundled in during checkout. However, in retail and partner marketplaces like Jetty, only a single filter is included in the humidifier packaging. 

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Canopy wanted to get retail buyers on a subscription plan as soon as possible. Getting this right early on was critical because they see retail as the primary growth driver in their business. With that subscription component also comes a meaningful focus on retention. “We believe retention comes with good product,” says Canopy marketing and operations leader, Michael De Santis. 

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