Imogen's delight at Mamas & Papas partnership

A student-turned-entrepreneur is resting easy after her venture secured a bedtime partnership with a national baby brand.

Imogen Russell is working as Mamas & Papas’ resident sleep expert.

Operating through her business The Little Sleep Company, the Northumbria University graduate is helping children “achieve their biological best sleep”.

Working with parents to understand the causes of sleep disruption, Imogen provides advice on nap times as youngsters grow while helping mothers and fathers manage their own wellbeing.

The certified sleep consultant, who founded The Little Sleep Company in 2022 during her final year of a psychology degree, said: “Sleep deprivation is really tough on families, and there is a lot of unhelpful advice online.

“I’m working to help empower parents, because a well-rested family makes for a happy home that enjoys calm nights and contented days.

“Families often don’t ask for help until they’re in crisis.

“My aim with The Little Sleep Company is to help support them before they reach this point, with gentle and compassionate strategies.

“Less than five hours of sleep a night has a similar effect on your cognitive abilities as being drunk.

“This undoubtedly has an effect on day-to-day life, which can spill into the workplace if not managed appropriately.”

Praising the impact of Imogen’s work, Claire Rayner, Mamas & Papas’ marketing director, said: “Our partnership enables us to provide our parent community with supportive sleep guidance and information, no matter where they are on their journey.”

The Little Sleep Company is based in Northumbria University’s Incubator Hub, which provides business support for student and graduate entrepreneurs.

Graham Baty, the institution’s head of enterprise development, added: “Imogen has made an outstanding start with the business.

“Securing such a well-known brand as one of her first clients is testimony to the hard work she has put in to researching and developing her idea.

“I’m sure there will be further large clients in the future.” 

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