Luuna
Luuna is a Mexican sleep and comfort company that designs, manufactures, and sells memory foam mattresses, pillows, bedding, electric bases, and modular sofas through 190+ retail stores and DTC e-commerce, serving millions of consumers across Mexico with proprietary technologies AirCell® and Cooling Tech®.
- Company typePrivate
- Founded2015
- HeadquartersPolanco, Mexico
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Luuna does
Luuna is a Mexican sleep and comfort company, legally operating as KSMV Capital, S.A.P.I. de C.V., founded in 2015 and headquartered in Polanco, Mexico City. The company designs, manufactures, and sells a broad portfolio of sleep and bedroom products — including memory foam mattresses across seven lines (Original, One, Signature, Blue, Air, Basics, Sky), seven pillow variants, sheets, duvets, mattress protectors, and adjustable electric bases — and has expanded beyond the bedroom into living-room furniture with the 2025 launch of the Sofá Modular line. Manufacturing is performed in-house in what Luuna describes as "Mexico's most advanced mattress factory," enabling proprietary material technologies including AirCell® (open-cell foam for ventilation and support) and Cooling Tech® (temperature regulation marketed to maintain ideal sleeping temperature for up to 12 hours).
The business runs a hybrid go-to-market combining 190+ company-owned retail stores across Mexico (including shop-in-shop presence in Liverpool, Sears, and Suburbia) with direct-to-consumer e-commerce at luuna.mx, supported by aggressive promotional mechanics such as coupon stacking (LUUNADAYS, COOLDAYS), discounting up to 65% off, and financing of up to 18 months without interest through Mexican credit cards and partners including Kueski Pay, Mercado Pago, PayPal, and OXXO Pay. Pricing spans from budget (Luuna Blue Individual at MX$11,999) to premium (Luuna Signature Matrimonial from MX$51,459), with the Luuna One mattress validated by the Academia Mexicana de Medicina del Dormir and warrantied up to 12 years.
Luuna serves individual Mexican consumers seeking better sleep, with secondary focus on couples and families needing customized firmness or motion isolation. The company has delivered over 1 million mattresses cumulatively, holds 104,000+ verified 5-star reviews, reports a 96% customer recommendation rate, and uses high-profile ambassadors including F1 driver Sergio "Checo" Pérez. Revenue, funding totals beyond a disclosed 2016 seed of ~$863k USD, and headcount between 251-500 employees are not fully disclosed publicly, and the company operates exclusively within Mexico with no evidence of cross-border expansion to date.
Luuna firmographics
Firmographics- Name
- Luuna
- Legal name
- KSMV Capital, S.A.P.I. de C.V.
- Website
- https://luuna.mx
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Luuna is a Mexican sleep and comfort company that designs, manufactures, and sells memory foam mattresses, pillows, bedding, electric bases, and modular sofas through 190+ retail stores and DTC e-commerce, serving millions of consumers across Mexico with proprietary technologies AirCell® and Cooling Tech®.
- Ownership category
- akta.pro rank
Luuna industry classification
Industry- Product category
- Sleep Products and Mattresses
- NAICS
- Furniture and Home Furnishings Retailers (4491), Mattress Manufacturing (337910), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
- akta.pro secondary industries
- Pillows & Pillow Systems Retail (CRAIABAC), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF), Bed Frames, Foundations & Headboards Retail (CRAIABAE)
Keywords
Where Luuna is headquartered
LocationHeadquarters
- HQ city
- Polanco
- HQ country
- Mexico
- HQ region
- Latin America
Offices2 records
Markets served
Luuna business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Mattress Sales: One-time sale of mattresses across multiple product lines (Original, One, Signature, Blue, Air, Basics, Sky) with various sizes and firmness options. Primary revenue driver.
- Pillows and Bedding: One-time sales of pillows (Adjustable, Ultra Soft, Cool Flip, Copper Care, Grid Tech, Origins), sheets, duvets, protectors, and mattress covers. Complementary products driving additional revenue.
- Modular Sofas and Furniture: One-time sales of modular sofas with customization options, bed bases (electric and standard), and bedroom furniture. Extension of comfort technology into living spaces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Luuna Original - Best-rated mattress in Mexico |
| Unit Pricing | Pay-as-you-go | Luuna One - Most advanced mattress |
| Unit Pricing | Pay-as-you-go | Luuna Signature - Most premium |
| Unit Pricing | Pay-as-you-go | Luuna Blue - Memory Foam at best price |
| Unit Pricing | Pay-as-you-go | Adjustable Pillow |
| Unit Pricing | Pay-as-you-go | Modular Sofa |
| Subscription | Pay-as-you-go | Financing - Months Without Interest |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Luuna product offering
Product offeringCore offering
Luuna designs, manufactures, and sells sleep and comfort products under its own brand, with its core being memory foam mattresses built on proprietary AirCell® foam technology and offered across multiple price tiers (Original, One, Signature, Blue, Air, Basics, Sky). Around the mattress core, the company sells pillows, sheets, duvets, mattress protectors, toppers, electric and fixed bed bases, bed frames, and Luunavele modular sofas, distributed through 190+ Luuna retail stores, its luuna.mx e-commerce site, and third-party retailers including Sears, Liverpool, Costco, and Walmart.
Product overview
Luuna is a Mexican direct-to-consumer sleep and furniture company offering a comprehensive product ecosystem centered on mattresses (colchones) with proprietary comfort technologies. The portfolio spans mattresses (Original, One, Signature, Blue, Air, Basics, Sky), pillows (7 varieties including adjustable, cooling, and copper-infused options), bedding/linens (sheets, duvets, protectors, mattress toppers), adjustable electric bases (Rise Pro, Rise, Rise Lite), furniture (customizable bases, bamboo beds, metal frames), and a modular sofa line. Key proprietary technologies include Cooling Tech® for temperature regulation, AirCell® for ventilation and support, Active Support® for adaptive comfort, and SILVADUR™ antimicrobial protection for bedding. The company operates 190+ physical stores across Mexico alongside its e-commerce platform, and recently expanded from bedroom comfort into living room furniture with its modular sofa launch.
Differentiator
Problem solved
Functional benefit
Brands
- Luuna Original: Flagship mattress line, described as 'el colchón mejor calificado de México' (the best-rated mattress in Mexico). Available with Cooling Tech technology.
- Luuna One
- Luuna Signature
- Luuna Blue
- Luuna Air
- Luuna Sky
- Luuna Basics
- Cooling Tech®
- AirCell®
- Sofá Modular Luuna
Products and services
- Luuna Mattresses
- Luuna Pillows A range of memory foam, shredded foam, and specialty pillows designed to match Luuna's mattress lineup, including cooling and support variants, using SILVADUR™ antimicrobial-treated covers. Sold to individual consumers alongside mattresses in Luuna stores, on luuna.mx, and at partner retailers.
- Luuna Bedding Sheets Sheet sets (fitted, flat, and pillowcases) in cotton and technical fabrics, sold as standalone bedding or as part of mattress bundles, for individual consumers building a complete Luuna sleep setup.
- Luuna Duvets and Comforters Insulated duvets and comforters sold as part of Luuna's bedding assortment, available in different weights and fills, for individual consumers seeking a full sleep setup from a single brand.
- Luuna Mattress Protectors Waterproof and breathable mattress protectors designed to fit Luuna mattress sizes, sold to protect the underlying mattress investment and complement the Luuna sleep system.
- Luuna Mattress Toppers Foam and memory foam mattress toppers sold to adjust the firmness and comfort of an existing mattress, positioned as an upgrade accessory in the Luuna sleep ecosystem.
- Luuna Electric Bed Bases Motorized adjustable bed bases with head and foot articulation, sold as standalone products or in bundles with Luuna mattresses for consumers seeking an adjustable sleep setup.
- Luuna Bed Bases and Foundations Standard fixed bed bases and foundations compatible with Luuna mattresses, sold as standalone products or as part of mattress bundles through Luuna retail stores, luuna.mx, and partner retailers.
- Luuna Bed Frames Structural bed frames in multiple sizes and finishes, sold as part of the Luuna bedroom furniture assortment to consumers building a complete Luuna bedroom set.
- Luunavele Modular Sofas Modular, configurable sofas sold under the Luunavele sub-brand, leveraging Luuna's foam and comfort expertise to offer sectionals and individual modules for living room use, targeted at the same Mexican consumer base.
Quantifiable outcome
- Best-rated mattress in Mexico by number of reviews - certified by KSMV Capital, S.A.P.I. de C.V., May 2023
- +4 more outcomes
Companies that use Luuna
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles1 record
Luuna technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
Luuna partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Textile Testing Services of America, S.A. de C.V.minorTextile testing laboratory conducting quality and material testing for Luuna products
- Estudio ContarminorMarket research firm conducting customer review analysis and sentiment studies for Luuna's products
- LiverpoolcoreMajor Mexican department store chain reselling Luuna mattresses and bedding products in their retail locations across Mexico
- SearscoreMajor Mexican department store chain reselling Luuna products, expanding brand distribution to traditional retail shoppers
- SuburbiacoreMexican retail chain owned by Liverpool, reselling Luuna products in Suburbia store locations
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Luuna competitors and assessment
Company assessmentDirect peers
- Casper: DTC mattress pioneer combining e-commerce, own-brand foam/innovation, and growing physical retail. Closest comparable to Luuna's DTC + retail hybrid with proprietary foam technology.
- Purple: DTC + retail mattress and sleep products company built around proprietary grid/comfort technology, similar in emphasis on exclusive in-house R&D and direct-to-consumer channels.
- Helix Sleep: DTC mattress brand offering multiple firm/feel options with online configuration, comparable to Luuna's product-line strategy (Original, One, Signature, Blue, Air, Basics, Sky).
- Emma Sleep: European-headquartered DTC mattress brand with proprietary foam technology and global expansion, including entry into Latin American markets. Comparable focus on branded sleep tech.
- Tuft & Needle: DTC foam mattress brand known for direct-to-consumer marketing and value positioning. Now part of Serta Simmons, but still operates as a comparable online-native brand.
- Leesa Sleep: DTC mattress and bedding brand selling mattresses, pillows, and foundations online. Comparable product breadth and direct-to-consumer emphasis.
Broad incumbents
- Tempur Sealy International: Largest global mattress manufacturer with multi-brand portfolio (Tempur-Pedic, Sealy, Stearns & Foster) including significant presence in Mexico via Sealy. Direct competitor on premium mattress technology.
- Sleep Number: US-based smart-bed retailer with proprietary adjustable technology and large physical retail presence. Comparable on tech-enabled comfort, retail footprint, and premium pricing.
- IKEA: Global home furnishings retailer with significant mattress category, in-house R&D, and broad product ecosystem. Comparable only at category level, not direct competitor in premium mattress tech.
- Serta Simmons Bedding: One of the largest US mattress manufacturers with multi-brand portfolio, broad distribution, and significant Mexican market presence. Comparable incumbent competitive threat.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Luuna social profiles
Digital presenceLuuna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luuna leadership team
Management profileNumber of profiles
Profiles5 records
Luuna funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luuna M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Luuna
What does Luuna do?
Luuna designs, manufactures, and sells sleep and comfort products under its own brand, with its core being memory foam mattresses built on proprietary AirCell® foam technology and offered across multiple price tiers (Original, One, Signature, Blue, Air, Basics, Sky). Around the mattress core, the company sells pillows, sheets, duvets, mattress protectors, toppers, electric and fixed bed bases, bed frames, and Luunavele modular sofas, distributed through 190+ Luuna retail stores, its luuna.mx e-commerce site, and third-party retailers including Sears, Liverpool, Costco, and Walmart.
Is Luuna a public or private company?
Luuna is a private company. It is classified as venture growth investor backed and is currently operating.
When was Luuna founded?
Luuna was founded in 2015. It employs 251 to 500 people.
Where is Luuna based?
Luuna is headquartered in Polanco, Mexico, in the Latin America region.
How does Luuna make money?
Three revenue lines are on record. Mattress Sales are the primary driver. The others are pillows and Bedding and modular Sofas and Furniture.
Who are Luuna's main competitors?
Direct peers on record are Casper, Purple, Helix Sleep, Emma Sleep, Tuft & Needle and Leesa Sleep. Broad incumbents are Tempur Sealy International, Sleep Number, IKEA and Serta Simmons Bedding.
Does Luuna have an API?
No public API is recorded for Luuna.
What industry is Luuna in?
Luuna's product category is Sleep Products and Mattresses. Its primary akta.pro industry code is CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid), with a secondary code of CRAIABAC, Pillows & Pillow Systems Retail. Its NAICS code is 4491 and its SIC code is 5700.