This is actually a really interesting phenomenon. Whilst it’s very common for hardware companies like this to go to kickstarter and do well I don’t think I’ve seen one go for an equity crowdfunding platform, and certainly not succeed as fast as this has on Crowdcube.
They’ve already achieved their funding goal and are now overfunding and have loads of time to go. I’d like to see lots more companies like this go down the equity route to keep them going. It certainly makes sense to me anyway.