Hilding Anders
Hilding Anders is a privately held Swedish global bedding company founded in 1939, operating 15+ acquired mattress and bed brands (Carpe Diem Beds, Jensen, BICO, Slumberland, Eastborn, Pullman, etc.) across 40+ countries via wholesale, DTC stores and hospitality contracts.
- Company typePrivate
- Founded1986
- HeadquartersMalmö, Sweden
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Hilding Anders does
Hilding Anders is a privately held Swedish global bedding and sleep-products company headquartered in Malmö, with origins as a family-owned furniture factory in Bjärnum, Sweden in 1939. The company sells mattresses, beds, sleep accessories and sleep concepts under a portfolio of more than 15 acquired heritage brands — including Carpe Diem Beds (Swedish luxury, 5 patents), Jensen (Norwegian premium, ~200 Nordic Swan-labelled products), BICO (Swiss market leader, 1861), Slumberland (Asian premium), Pullman, Eastborn, Happy, Dunlopillo, Hilding and Vono — covering the full price ladder from luxury to private label in more than 40 countries. Manufacturing spans at least 14 production sites across Scandinavia, Western, Central, Southern and Southeast Europe plus Asia; proprietary technology includes the Good Night's SleepLab testing facility (ergonomics, hygiene, climate, durability), the patented Contour Pocket Spring System, Jensen Original Zone System and Aloy springs, temperature-regulating Tempsmart and viscoelastic ViscoPore (used in SWISS first-class cabins), and the circular-economy 'happy 2nd life' refurbishment program.
Hilding Anders firmographics
Firmographics- Name
- Hilding Anders
- Legal name
- Hilding Anders International AB
- Website
- http://www.hildinganders.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Hilding Anders is a privately held Swedish global bedding company founded in 1939, operating 15+ acquired mattress and bed brands (Carpe Diem Beds, Jensen, BICO, Slumberland, Eastborn, Pullman, etc.) across 40+ countries via wholesale, DTC stores and hospitality contracts.
- Ownership category
- akta.pro rank
Hilding Anders industry classification
Industry- Product category
- Bedding and Mattress Manufacturing
- NAICS
- Mattress Manufacturing (33791)
- SIC
- Miscellaneous Furniture & Fixtures (2590)
- akta.pro primary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
- akta.pro secondary industries
- Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH), Mattresses, Bedding & Sleep Products Distribution (CRAOAFAL), Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF), Bed Frames, Foundations & Headboards Retail (CRAIABAE)
Keywords
Where Hilding Anders is headquartered
LocationHeadquarters
- HQ city
- Malmö
- HQ country
- Sweden
- HQ region
- Europe
Offices19 records
Markets served
Hilding Anders business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- B2B Wholesale/Private Label Manufacturing: Manufacturing and supplying bedding products to major furniture retailers globally under both own brands and private label arrangements. Core business model serving independent retailers to furniture chains.
- Premium Brand Retail (DTC): Direct-to-consumer sales through company-owned flagship stores, showrooms, and e-commerce. Brands include Carpe Diem Beds, BICO, Slumberland, and Sleepacy concept stores.
- Contract/Hospitality Supply: Long-term partnerships with hotel chains, cruise lines, and airlines supplying beds and mattresses. Includes Accor group (350+ hotels) and SWISS airlines first-class cabins.
- Brand Licensing and Franchise: Regional brand licensing including Hespo franchise stores (14 own stores in Croatia) and wholesale distribution through retailers in 20+ countries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium/Luxury Brands - Carpe Diem Beds, Jensen, BICO, Pullman |
| Unit Pricing | Pay-as-you-go | Mid-Range - Eastborn, Pullman, Slumberland |
| Transaction based/ take rate | Multi-year contract | Private Label/Contract |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
Hilding Anders product offering
Product offeringCore offering
Hilding Anders is a global sleep products manufacturer and supplier operating a portfolio of premium, mid-range, and entry-level bedding brands across 40+ countries. The company designs, manufactures, and distributes mattresses, beds, sleep accessories, and sleep concepts through B2B wholesale to retailers, DTC flagship stores, e-commerce, and contract supply to hotels, cruise lines, and airlines. Its portfolio includes luxury brands (Carpe Diem Beds), Scandinavian premium brands (Jensen, BICO, Pullman), and entry-level offerings (Eastborn Go, Sand by Eastborn).
Product overview
Hilding Anders is a leading global sleep company within the health and wellness industry, offering a broad portfolio of bedding and sleep products across multiple brands ranging from luxury & premium to private label. The company operates as a consolidator in the industry having made 23 acquisitions since 2001. Key brands include Carpe Diem Beds (Swedish luxury, 5 patents), Jensen (Norwegian premium with Nordic Swan Label), BICO (Swiss market leader since 1861), and Slumberland (Asia premium leader). The portfolio spans luxury brands like Carpe Diem Beds available at Harrods and Heal's, Scandinavian premium brands Jensen and Pullman, mid-range brands like Eastborn, and entry-level offerings like Eastborn Go and Sand by Eastborn. The company offers proprietary testing through its Good Night's SleepLab across ergonomics, hygiene, bed climate and durability. Services include sleep coaching through Sleepacy concept stores, contract manufacturing for hotels and cruise ships, and circular economy initiatives including the 'happy 2nd life' mattress refurbishment program.
Differentiator
Problem solved
Functional benefit
Brands
- Carpe Diem Beds: Swedish luxury bedding brand established in 1995, exports to 20 countries. Focuses on design, lifestyle and premium quality.
- Jensen
- BICO
- Slumberland
- Sleepacy
- Eastborn
- Pullman
- Dunlopillo
- Hilding
- Happy Swiss Beds
- Bedding Italia
- Tropico
- Ekens
- Hesp
- Perfecta
Products and services
- Carpe Diem Beds Luxury Swedish bedding brand offering premium beds and mattresses with design-led positioning, available at Harrods, Heal's, and Carpe Diem flagship stores. Focused on lifestyle, design, and ergonomic support with proprietary Contour Pocket Spring technology.
- Jensen Norwegian premium bed brand featuring Jensen Original Zone System, Aloy spring systems, and Exact Comfort Adjustment. Manufactured in Svelvik, Norway; the bedding brand with the largest collection of Swan-labelled products in the world.
- BICO Swiss market-leading bedding brand producing premium sleeping solutions from Swiss materials. Operates DTC showrooms in Zürich, Bern, Lucerne, and Schänis, and supplies first-class mattresses to SWISS airlines fleet via ViscoPore technology.
- Slumberland Premium Asian bedding brand known for high-quality spring frame and pocket spring systems, operating DTC and wholesale channels across China, Malaysia, and Thailand.
- Pullman Norwegian premium bedding brand with Inside Pocketvering technology configured in comfort zones for targeted ergonomic support. Combines traditional craftsmanship with advanced pocket spring technologies.
- Eastborn Dutch mid-range bedding brand produced in Vroomshoop, Netherlands, complemented by the entry-level Eastborn Go range and Sand by Eastborn circular-economy relaunch.
- Dunlopillo Bedding brand with heritage tagline 'the natural choice since 1929', part of the broader Hilding Anders portfolio.
- Hilding Swedish heritage bedding brand since 1939. Entire bed range is Swan-labelled and recommended by Swedish Asthma and Allergy Association. Bed frames made from FSC-labelled wood with removable washable upholstery from sustainable fabrics manufactured without water and PFC chemicals.
- Happy Swiss Beds Swiss bedding brand founded in 1895 and a leading manufacturer of beds and mattresses in Switzerland. Source of the 'happy 2nd life' circular economy mattress refurbishment initiative nominated for Green Business Award 2026.
- Hespo Croatian bedding and mattress brand producing bonnell and pocket spring machinery, mattresses, furniture, upholstery, and slat bases, with patented inventions. Operates 14 own franchise stores in Croatia.
- Tropico Traditional Czech bedding brand and leading manufacturer of mattresses in the Czech and Slovak markets, produced at the Roztoky plant.
- Sleepacy Sleep Concept Sleep coaching concept offering sleep tests, coaching methodology, and sleep products. Based on a three-step process (problem identification via sleep testing, implementation of sleep routines, follow-up and feedback) developed with Swedish Olympic Committee and Karolinska Institutet, with quantified outcomes of 82% improved sleep efficiency.
- Contract Manufacturing and Hospitality Supply Private label and OEM bedding manufacturing for furniture retailers, hotel chains, cruise lines, and airlines. Long-term partnerships spanning from concept development to finished products, including supply to Accor (350+ hotels across ibis, Novotel, Pullman, MGallery, Adagio) and SWISS first-class cabin mattresses.
- Good Night's SleepLab State-of-the-art product testing facility analyzing, testing, and certifying products across four dimensions: Ergonomics, Hygiene, Bed Climate, and Durability. Internal R&D capability supporting the group's bedding brands.
- Vono Sister brand to Slumberland focusing on mid-segment products in Asia, using exclusive Intalok Springing System developed for back-care and refreshing sleep. Sold alongside Slumberland at the Petaling Jaya Experience Store.
Quantifiable outcome
- 82% of athletes improved sleep efficiency after sleep coaching program
- +5 more outcomes
Companies that use Hilding Anders
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Hilding Anders technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Hilding Anders partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, minor and strategic.
- ARGO Laundry in DavoscoreSocial enterprise partnership for cleaning and refurbishment of returned mattresses. ARGO is a sheltered workshop providing 80 jobs and apprenticeships for people with disabilities. Part of happy 2nd life circular initiative.
- Accor Group / AstorecoreGlobal agreement since 2003 supplying beds to 350+ hotels across brands. Extended partnership to include end-of-life mattress solutions. Currently expanding to 70+ Accor hotels in France, Germany, Poland.
- Remar, La Nau, Caritas, Africa FelizminorNGO partnerships for second-life mattress distribution. Non-profits distribute material to charity shops, homeless shelters, and in-need communities. Sent 6% of beds to Turkey earthquake relief.
- SWISS International Air LinescoreBICO supplies first-class cabin mattresses for entire SWISS fleet. ViscoPore technology developed with FoamPartner specifically for aviation applications.
- Swedish National Olympic CommitteestrategicOfficial Team-Partner since January 2020 providing sleep coaching to elite athletes. Sanjay Verma serves as Chief Sleep Officer. Research partnership feeding into product development.
- Karolinska InstitutetstrategicResearch collaboration for sleep coaching methodology development. Academic partnership supporting Sleepacy concept and sleep science education.
- Designers Guild and ROMO GroupminorFabric partnerships for Carpe Diem Beds customization. Customers can choose from designer fabrics for beds, headboards, and decorative pillows.
- Swiss Mattress AlliancestrategicCross-industry initiative establishing responsible recycling pathways and circular economy for mattresses in Switzerland. Hilding Anders Switzerland is founding member.
- Swedish Asthma and Allergy AssociationminorHilding brand recommended by association. All Hilding beds free from harmful substances, recommended for allergy sufferers.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Hilding Anders competitors and assessment
Company assessmentBroad incumbents
- Tempur Sealy International: One of the world's largest bedding manufacturers (Tempur-Pedic, Sealy, Stearns & Foster). Comparable to Hilding Anders as a multi-brand global mattress and bedding manufacturer with both wholesale and DTC distribution.
- Serta Simmons Bedding: Major US-based multi-brand mattress manufacturer (Serta, Beautyrest, Simmons). Operates a similar wholesale-led, multi-brand bedding model to Hilding Anders with hospitality and retail channel exposure.
- IKEA (Inter IKEA / Ingka): Global furniture retailer with significant mattress and bedding assortment. Comparable to Hilding Anders as both a competitor (entry-level and mid-range mattresses) and a major wholesale customer via private-label and branded supply.
Direct peers
- Emma Sleep: European bed-in-a-box DTC challenger competing directly in the mid-range mattress segment where Eastborn, Pullman, and Slumberland operate. Represents the primary DTC disruption threat to Hilding Anders' traditional wholesale model.
- Casper Sleep: Pioneer DTC bed-in-a-box brand with global retail expansion. Directly comparable to Hilding Anders on product range (mattresses, beds, sleep accessories) but differentiated by online-first distribution model.
- Sleep Number: US smart-bed retailer with proprietary adjustable sleep technology. Comparable to Hilding Anders' premium tier (Carpe Diem Beds, Jensen) on focus on personalized sleep solutions and higher price points.
- King Koil: International premium mattress manufacturer with licensing model across multiple countries. Directly comparable to Hilding Anders' heritage-brand approach and global multi-country manufacturing footprint.
- Magniflex: Italian mattress manufacturer with global premium positioning. Comparable to Hilding Anders' BICO and Carpe Diem Beds on premium European design-led branding and direct-to-consumer flagship expansion.
Emerging players
- Rauch Möbelwerke: German bedroom furniture and bedding manufacturer with own-brand and private-label offerings. Comparable to Hilding Anders' private-label and mid-range manufacturing model in the DACH region.
- Purple Innovation: US-based DTC premium mattress and sleep technology brand with proprietary materials. Comparable to Hilding Anders on premium sleep-tech positioning but differentiated by online-first US-centric distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Hilding Anders social profiles
Digital presenceHilding Anders compliance and trust
Trust signalCompliance7 records
Hilding Anders financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hilding Anders leadership team
Management profileNumber of profiles
Profiles13 records
Hilding Anders subsidiaries and ownership
Company hierarchySubsidiaries19 records
Hilding Anders funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hilding Anders M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hilding Anders
What does Hilding Anders do?
Hilding Anders is a global sleep products manufacturer and supplier operating a portfolio of premium, mid-range, and entry-level bedding brands across 40+ countries. The company designs, manufactures, and distributes mattresses, beds, sleep accessories, and sleep concepts through B2B wholesale to retailers, DTC flagship stores, e-commerce, and contract supply to hotels, cruise lines, and airlines. Its portfolio includes luxury brands (Carpe Diem Beds), Scandinavian premium brands (Jensen, BICO, Pullman), and entry-level offerings (Eastborn Go, Sand by Eastborn).
Is Hilding Anders a public or private company?
Hilding Anders is a private company. It is classified as private equity controlled and is currently operating.
When was Hilding Anders founded?
Hilding Anders was founded in 1986. It employs 5,001 to 10,000 people.
Where is Hilding Anders based?
Hilding Anders is headquartered in Malmö, Sweden, in the Europe region.
How does Hilding Anders make money?
Four revenue lines are on record. B2B Wholesale/Private Label Manufacturing is the primary driver. The others are premium Brand Retail (DTC), contract/Hospitality Supply and brand Licensing and Franchise.
Who are Hilding Anders's main competitors?
Broad incumbents on record are Tempur Sealy International, Serta Simmons Bedding and IKEA (Inter IKEA / Ingka). Direct peers are Emma Sleep, Casper Sleep, Sleep Number, King Koil and Magniflex. Emerging players are Rauch Möbelwerke and Purple Innovation.
Does Hilding Anders have an API?
No public API is recorded for Hilding Anders.
What industry is Hilding Anders in?
Hilding Anders's product category is Bedding and Mattress Manufacturing. Its primary akta.pro industry code is CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid), with a secondary code of CRAIABAH, Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses). Its NAICS code is 33791 and its SIC code is 2590.