Tiredness is the new norm – no wonder companies are selling sleep aids from spooning robots to cuddle blankets. How did a restful night become a luxury item?

Rockwell Shah speaks with almost evangelical zeal about sleep. He is the CEO of Pzizz, an app that “designs dynamic audio” to get you to “sleep at the push of a button”; for him, bedtime is a “sleep experience”. Does he use his own app? “Oh my God! All the time.” As a sleep entrepreneur, what is his bedtime routine like – does he swear by camomile tea or special pyjamas? “I have a Purple mattress. I love the darn thing; it’s not like anything you’ve ever experienced with a mattress before, you basically float on top of it.” He does not, he clarifies, have any affiliation to the company. He is just truly that excited about shuteye.

Who can blame him? A good night’s sleep helps our memory, learning and mood. So it is no wonder that an industry of bright-eyed sleep entrepreneurs has awoken around our quest for better, deeper, longer sleep. They are offering everything from sleep trackers to white noise machines and hi-tech pyjamas that claim to create “an advanced sleep system for better rest and recovery”, made from bioceramic material that “absorbs the body’s natural heat and reflects that energy back into the skin”. Then there is a new robot, versed in “thousands of years of Buddhist breathing techniques”, that promises to soothe you to sleep, if only you spoon it. Yours to order for €539 (£466).

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