🔒Made in Maine: Hüga Heat turns up the temperature

Summer nights in the Arizona desert can get chilly, as Jocelyn Olsen and Colin Greig discovered on a trip out West promoting their battery-powered heated seat cushions. Inspired by the Danish concept of coziness and comfort called hygge, the couple founded Hüga Heat in 2020 to package that comfort in seat warmers for outdoor use. The Southport-based startup first sold to restaurants during the pandemic, when outdoor dining was required even in frigid Maine, and have been expanding ever since with a sense of adventure — and humor. Olsen, a former executive at furniture and household retailer Wayfair, is Hüga Heat’s “cheek” executive officer, while Greig is president of (ahem) back-end operations. The couple’s recent road trip offered the chance to introduce their innovation at trade shows in the overland camping market for off-roading enthusiasts. “They make these crazy makeshift campers with rooftop tents and sleep in unheated campers,” Olsen says. Campers are a key target market as the startup gears up to expand its product line.

The company produces two core products. Working with contract manufacturers in Maine, Hüga Heat started with the Pro, designed for outdoor dining purposes with a thick cushioning and durable shell. A smaller, more portable version called the Go was released in October. Both are made from durable, water-resistant fabrics sourced from suppliers in Biddeford, Auburn and Connecticut that arrive in large rolls. Production is a team effort with a lot of moving parts. Flowfold in Gorham and Maine Flag Co. in Portland cut the fabrics with laser cutters. Portable batteries and heating elements are imported from China. The cushions are sewn by Olsen, Maine Flag Co. and Keegan Ambrose in Deer Isle. Webbing, zippers and Velcro also need to be attached. The final step for the Pro is at Pieceworks in Montville, where cushions are stuffed and then stored and shipped. While the Pro is stuffed with two-inch polyurethane foam from Butler Brothers in Lewiston, the Go model is stuffed with foam in two places. For Hüga Heat’s founders, keeping production in Maine is a priority. “We have received so much support from organizations in Maine, like MTI, MITC, Maine Made and Maine Outdoor Brands to encourage us to build our company and crate employment in Maine,” Olsen says. “We feel a responsibility to pay that forward, reinvest in the Maine economy and wherever possible and help other Maine businesses succeed.” Hüga Heat’s client base continues to grow, ranging from 40 to 50 Maine restaurants to swag for companies and nonprofits. Online, the Pro retails for $129.99 for three-plus hours of battery power and $149.99 for six-plus hours of battery, while the Go is listed at $149.99 and $169.99. Retail outlets include REI in Westbrook as well as independent retailers such as Black Duck Emporium in Monhegan, Go Fish in Vinalhaven and Star Island on the Isle of Shoals. The next product to roll out is the Throw camping blanket, designed to pair with a larger solar battery for use in overland camping and in vehicles.