Heveya

What Heveya does

Heveya is a Singapore-headquartered, privately held bedding company founded in 2012 by Stefan Magnus, building mattresses, bed frames, pillows, sheets, and related sleep products from GOLS-certified natural organic latex processed via the Dunlop method, with additional sourcing from FSC-certified teakwood, European flax, bamboo lyocell, and New Zealand wool. Its core technology uses liquid latex sap frothed with air, baked in moulds, and configurable into 7 comfort zones with modular, removable-layer, and dual-firmness designs that allow buyers to tune feel per side. The product line spans an entry Mattress I (SGD 3,088) through premium Mattress III (up to SGD 8,888), a Cloud Mattress, a custom mattress program, plus retailer-exclusive WOL, FLO, and LUX variants, supplemented by Ligna and Lusso wooden and upholstered bed frames (SGD 2,188 to SGD 6,188), calibrated pillows numbered 1-6, bamboo and linen sheet collections, and junior/baby specialty items.

The business operates a direct-to-consumer model anchored in four Singapore showrooms (Tiong Bahru flagship, Great World, Takashimaya, TANGS Orchard) supported by an e-commerce storefront on heveya.sg, with white-glove delivery and a 100-day trial plus 10-year warranty. Distribution also spans exclusive retail partnerships with Takashimaya and TANGS, a BTO Group Buy program for new homeowners, and international extensions to Bali and Dubai through co-marketing partnerships with TODA and Caroline Stanbury. Revenue mechanics rely on one-time hardware sales with bundle incentives, Atome 0% installment financing, and tiered group-buy discounts (10-20%).

Customers are primarily Singapore-based premium home wellness consumers purchasing natural, non-toxic sleep products, with secondary segments of BTO new homeowners, families with young children, and custom/specialty buyers including yacht and oversized mattresses. Scale signals include over 700 customer reviews, a 3,000-mattress milestone, 5,250+ sleepers, and a headcount in the 15-20 range across sales, marketing, finance, delivery, and operations. The brand is B Corp certified, backed by GOLS, FSC, OEKO-TEX Class 1, Ecocert, WRAP, European Flax, Eurolatex Eco, and Indonesian Legal Wood certifications, with an annual pledge to plant 12,000 trees in Borneo via Replant World.

Name

Heveya

Legal name

Heveya

Website

https://heveya.sg

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Heveya is a Singapore-headquartered direct-to-consumer bedding company founded in 2012, selling GOLS-certified natural organic latex mattresses, bed frames, and bedding accessories through four showrooms, two department-store partners, and e-commerce, serving premium home wellness consumers and BTO new homeowners across Singapore, Bali, and Dubai.

Ownership category

akta.pro rank

Product category

Premium Bedding & Mattresses

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industries

Bed Frames, Foundations & Headboards Retail (CRAIABAE), Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Bedding & Bed Linens Retail (Sheets, Duvets, Mattress Protectors) (CRAIABAD)

Keywords

• Organic latex mattresses
• Natural bedding products
• Sustainable sleep systems
• Premium bed frames
• Hypoallergenic bedding

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Mattress Sales: One-time purchase model for organic latex mattresses available in multiple firmness levels (soft, medium, firm) and sizes. Prices range from $3,088 to $5,988 for standard mattresses, with custom sizes commanding higher prices.
2. Bed Frame Sales: One-time sales of wooden and upholstered bed frames. Wooden frames (Ligna) from $2,188; upholstered frames (Lusso) from $3,588; adjustable frames from $4,688 to $6,188.
3. Pillows & Bedding Accessories: Latex pillows, bolsters, sheets, duvets, mattress protectors, and bath products sold as one-time purchases. Bundle discounts available (e.g., 15% off when buying 2 pillows).
4. Group Buy Program: BTO Group Buy program offering tiered discounts (10-20%) for community purchases of $10k+ in combined mattress orders within one month.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Heveya designs, manufactures, and retails premium organic latex mattresses, bed frames, and bedding accessories made from certified natural and sustainable materials such as GOLS-certified organic latex, bamboo lyocell, European flax linen, and FSC-certified teakwood. The company sells directly to consumers through four Singapore showrooms, an e-commerce platform, and partner department stores (TANGS and Takashimaya), complemented by white-glove delivery, a 100-day home trial, sleep consultations, and a BTO Group Buy program for new homeowners.

Product overview

Heveya is a premium organic latex mattress and bedding company offering a comprehensive sleep system centered on natural, sustainable materials. The core product line consists of the Natural Organic Latex Mattress series (Models I, II, III, Custom, Cloud, FLO, LUX, and WOL) available in multiple densities (soft, medium, firm) and configurations, complemented by the Ligna and Lusso bed frame collections including adjustable and upholstered options. Supporting the mattress-bedspring system are calibrated organic latex pillows (numbered 1-6), bamboo and linen sheet collections, duvets, mattress protectors, and specialty items for babies and toddlers. The company operates through 4 Singapore showroom locations offering personalized sleep consultations, supplemented by online sales with a 100-day trial program and free delivery. Recent additions include the Caroline Stanbury Conscious Luxury Bedding Collection and the LUX/FLO/WOL mattresses exclusive to retail partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Organic Latex Mattress I
• Natural Organic Latex Mattress II
• Natural Organic Latex Mattress III
• Natural Organic Latex Mattress Custom
• Cloud Mattress
• FLO Mattress
• LUX Mattress
• WOL Mattress
• Conscious Luxury Bedding Collection with Caroline Stanbury
• Lusso Upholstered Bed Frame
• Lusso Adjustable Upholstered Bed Frame
• Ligna Wooden Bed Frame
• Ligna Adjustable Bed Frame
• Ergonomic Slatted Bed Base
• Heveya Pillows (Pillows 1–6)
• Bamboo Sheets Collection
• Linen Sheets Collection
• Bamboo Cotton Sheets Collection
• Organic Mattress Protector
• Organic Duvet
• Latex Bolster
• Baby Cot Mattress
• 100-Day Free Trial Program
• Showroom Experience & Sleep Consultation

Quantifiable outcome

• 100-day free trial with free mattress core exchange if firmness is incorrect
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• Caroline StanburyflagshipGTM or Marketing Partner · 3 December 2025Launched conscious luxury bedding collection in partnership with media personality Caroline Stanbury during a Dubai event. Collection features natural, sustainable materials and minimalist aesthetic promoting mindful living. Available December 2025 at Heveya showroom and online.
• TODA DubaiflagshipStrategic or Co-development Partner · 13 November 2025Partnership to host wellness events featuring renowned therapist Marisa Peer. Heveya x TODA Cloud Mat Series presents 'Heal Your Life with Marisa Peer' - a 90-minute transformational experience using Rapid Transformational Therapy (RTT) at TODA Dubai on November 20, 2025. Emphasizes holistic restoration through art, science, and therapy.
• Replant WorldcoreStrategic or Co-development PartnerAnnual tree planting partnership to restore Borneo rainforests. Heveya pledges to plant 12,000 trees yearly with indigenous community partners. Each tree absorbs approximately 48 lbs CO2 per year. Replant.world uses innovative technology to track and verify tree planting.
• Sumba Hospitality Foundation (SHF)coreStrategic or Co-development PartnerCharitable partnership supporting underprivileged Sumbanese youth through vocational education at SHF's full boarding permaculture school and green hotel school. Provides internships at five-star hotels. 98% of graduated students are employed after training. Heveya funding educational resources and supporting the local Dayak community.
• GreensquareminorStrategic or Co-development PartnerTextile recycling partner for Heveya's take-back program. Greensquare provides free textile recycling services across Singapore, collecting clean bed sheet donations for upcycling or redistribution to people in need.
• Wisewool (NZ)minorOthersFive-generation New Zealand sheep farm sourcing 100% natural wool for Heveya WOL Mattress. Wool is ethically sourced and crafted without glue, layered over organic latex core for breathable comfort.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Avocado Mattress: US-based DTC brand making certified organic, GOLS-certified latex mattresses and bedding accessories. Closely comparable to Heveya on materials (organic latex), certifications, and premium DTC positioning.
• Saatva: Premium DTC mattress retailer offering innerspring, memory foam, and latex models with white-glove delivery. Comparable on premium positioning, broad sleep ecosystem (mattresses, foundations, bedding), and showroom-assisted DTC model.
• PlushBeds: Online retailer of certified organic latex mattresses, toppers, and bedding. Directly comparable to Heveya on organic-latex positioning, GOLS/GOTS certifications, and customizable comfort.
• Brentwood Home: California-based sustainable mattress and bedding DTC brand using natural latex, wool, and organic cotton with certifications. Similar eco-premium positioning and sleep-ecosystem product breadth.
• MyGreenMattress: Family-run organic latex mattress brand with GOLS-certified natural latex and eco-friendly construction. Comparable on organic natural latex focus, family/small-team operating model, and direct-to-consumer premium positioning.

Broad incumbents

• Casper: Pioneer of the DTC mattress category with foam, hybrid, and now latex models sold globally. Broader incumbent operating across multiple sleep categories rather than specializing in organic latex like Heveya.
• Tempur Sealy International: Global mattress incumbent (Tempur-Pedic, Sealy, Stearns & Foster) with extensive retail distribution. Overlaps with Heveya in premium mattress retail but as a broad incumbent, not an organic-latex specialist.
• Hypnos Beds: British luxury bed and mattress manufacturer with Royal Warrant supplying hospitality and residential markets. Comparable on premium natural-material positioning and bed-system expertise though as a broad luxury incumbent.

Regional players

• King Koil: Established mattress brand with strong Asia-Pacific retail presence including Singapore. Comparable premium bedding retail focus in the same Singapore market where Heveya operates.
• Vhive: Singapore-based multi-brand home furniture and bedding retailer carrying premium international mattress brands. Comparable as a Singapore-headquartered premium bedding retailer with showroom-led sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/heveyasg

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Heveya