Loftie is a wellness-oriented brand primarily known for its innovative alarm clocks and sleep-focused products that aim to improve users' sleep routines and overall well-being. They emphasize reducing tech dependency in the bedroom by providing devices that combine functionality with sleek, minimalist design, focusing on features like gradual wake-up alarms and soothing soundscapes. By creating products that prioritize personal wellness and relaxation, Loftie appeals to individuals seeking a more mindful and restorative approach to both waking up and winding down.