CURA of Sweden

What CURA of Sweden does

CURA of Sweden is a Swedish direct-to-consumer e-commerce retailer specializing in weighted bedding and sleep-wellness products, operating under parent company Venture Design AB (organisationsnummer 556787-4424) from its headquarters in Växjö, Sweden. Founded in 2017, the company has built a focused product portfolio anchored by its flagship Pearl Classic weighted duvet — a seven-layer construction with 100% cotton outer shell, moisture-wicking inner layer, and honed glass-bead filling distributed in a grid pattern to ensure consistent deep-pressure stimulation across the body. The product line has expanded to roughly two dozen SKUs spanning weighted duvets in cotton, GOTS-certified organic cotton, lyocell, down-filled, and CE-certified medical-device (ProCare Pearl) variants; weighted blankets in minky, velvet, flannel, knitted, and elegance finishes; plus complementary bedding including duvet covers with proprietary fastening bands, percale pillowcases, latex pillows, the flippable Hybrid pillow, and a weighted bamboo-viscose eye mask.

Revenue mechanics are exclusively direct-to-consumer via a Shopify storefront localized across approximately 25 European markets (Sweden, Denmark, Germany, Finland, Norway, Austria, Belgium, France, Netherlands, Poland, Spain, Italy, Ireland, Czechia, Hungary, Romania, Slovenia, Slovakia, the Baltics, Croatia, Bulgaria, Luxembourg, Portugal), with orders fulfilled through PostNord, DB Schenker, and DHL and payments processed by Klarna. Pricing is unit-based and tiered from €39 for entry-level flannel weighted blankets to €169 for premium down-filled duvets, with bundled discounts (e.g., 35% off bed linen with a weighted duvet purchase) and promotional markdowns of 20-50% on sale SKUs and the dedicated CURA Archive clearance section. Customer segments span general adult sleepers, ADHD-affected children, pregnant women, and individuals seeking targeted stress/anxiety/restless-legs relief. Marketing relies on social channels (Instagram, Facebook, YouTube, X), email lists, and content marketing anchored in sleep-science articles.

The company reports cumulative sales of 600,000+ products and 500,000+ users of the flagship Pearl Classic, with self-reported survey metrics of 90% better sleep and 96% recommendation rate. Product certifications include STANDARD 100 by OEKO-TEX, MADE IN GREEN by OEKO-TEX, GOTS, Sedex, BSCI, SGS, and RISE quality testing, with the ProCare line additionally CE-certified as a medical device registered with the Swedish Medical Products Agency.

Name

CURA of Sweden

Legal name

Venture Design AB

Website

https://curaofsweden.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

CURA of Sweden is a Swedish direct-to-consumer retailer selling weighted duvets, weighted blankets, and complementary sleep bedding under proprietary glass-bead deep-pressure technology across approximately 25 European markets. Founded in 2017 and operated by parent Venture Design AB, the brand has reportedly sold more than 600,000 units.

Ownership category

akta.pro rank

Product category

Sleep & Bedding Products

akta.pro primary industry

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)

akta.pro secondary industry

Sleep Accessories Retail (Toppers, Pads, Wedges, Blankets, White Noise) (CRAIABAF)

Keywords

• Weighted duvets
• Weighted blankets
• Sleep wellness products
• Bed linen
• Deep pressure stimulation

Headquarters

HQ city

Sundsvall

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales

Revenue model

1. E-commerce retail sales: Direct-to-consumer online retail of weighted duvets, weighted blankets, bedding, and sleep accessories. Products are sold as one-time purchases through the company's e-commerce platform with pricing ranging from budget options (€46.50) to premium products (€169+)

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

CURA of Sweden designs, sources, and sells weighted duvets, weighted blankets, and complementary bed linen and sleep accessories. Its products use a proprietary seven-layer construction filled with honed glass beads to deliver deep pressure stimulation, marketed for better sleep, reduced stress, and improved relaxation. The portfolio spans multiple fabric variants (cotton, lyocell, microfiber, down, minky, velvet, flannel, knitted) and price points, all sold direct-to-consumer through the company's own Shopify-based online storefront across multiple European country storefronts.

Product overview

CURA of Sweden offers a comprehensive sleep wellness product portfolio centered on weighted bedding and premium bed linen. The core product line includes multiple weighted duvet variants (Pearl Classic, Pearl Cotton Eco, Pearl Lyocell, Pearl Down, ProCare Pearl, Pearl Basic, Pearl Microfiber) and weighted blankets (Minky, Mini Minky, Velvet, Elegance, Flannel, Knitted), all utilizing deep pressure stimulation technology with glass bead fillings. Complementary products include pillows (Hybrid with cooling gel/memory foam), mattress toppers, duvet covers (Satina, Crisp Cotton, Lyocell Cotton), and accessories (Eye Rest weighted eye mask). The product ecosystem is unified by shared technology (glass bead weighting, OEKO-TEX certification), with weighted duvets as the flagship category and bedding accessories designed with fastening bands to integrate specifically with the weighted duvet line.

Differentiator

Problem solved

Functional benefit

Products and services

• CURA Pearl Classic Weighted Duvet Flagship weighted duvet featuring a seven-layer construction (100% cotton outer, moisture-wicking polyester layer, glass bead filling sewn in grid pattern). Available in multiple weights (3kg to 16kg/Queen). Designed for adults seeking better sleep and relaxation through deep pressure stimulation.
• CURA Pearl Cotton Eco Weighted Duvet GOTS-certified organic cotton weighted duvet with glass bead filling. Eco-friendly variant of the Pearl line aimed at sustainability-focused consumers.
• CURA Pearl Lyocell Weighted Duvet Cooling weighted duvet featuring lyocell (TENCEL) fabric for temperature regulation and breathability. Designed for hot sleepers.
• CURA Pearl Down Weighted Duvet Down-filled weighted duvet combining traditional down insulation (TOG 4.2) with therapeutic glass bead weight.
• CURA ProCare Pearl Weighted Duvet CE-certified medical device weighted duvet registered with the Swedish Medical Products Agency. Premium therapeutic weighted duvet for clinical/wellness use.
• CURA Pearl Basic Weighted Duvet Affordable five-layer weighted duvet with glass bead filling and polyester microfiber outer (TOG 2.9). Positioned as the entry-level Pearl line option.
• CURA Pearl Microfiber Weighted Duvet Soft polyester microfiber weighted duvet available in three weight options. Most budget-friendly variant in the catalog.
• CURA Velvet Weighted Blanket Elegant quilted weighted blanket combining therapeutic weight with a decorative, trendy velvet design. Aimed at consumers who want a more aesthetic/sophisticated look.
• CURA Minky Weighted Blanket Soft minky fabric weighted blanket (6kg) with glass beads distributed evenly in 15x15cm compartments. Available in multiple colors.
• CURA Mini Minky Weighted Blanket Compact weighted blanket (40x90 cm) in minky fabric, intended for targeted use on specific body areas to reduce anxiety, stress, and restlessness. Available in 3kg and 5kg.
• CURA Elegance Weighted Blanket 7kg weighted blanket with faux fur stripe design, positioned as a premium aesthetic statement piece.
• CURA Flannel Weighted Blanket Plush 6kg flannel weighted blanket with brushed flannel face and microfiber lining. Designed for autumn/winter warmth without stuffiness. Available in Beige, Dark Brown, and Dark Grey.
• CURA Knitted Weighted Blanket 7kg chunky knit weighted blanket in soft polyester jersey construction. Sold as a sculptural statement piece that doubles as a functional sleep product.
• CURA Satina Duvet Cover 100% cotton sateen duvet cover with integrated fastening bands designed to work with CURA weighted duvets. Available in multiple patterns. OEKO-TEX certified.
• CURA Satina Stripe Duvet Cover Hotel-quality 100% cotton sateen duvet cover with tone-on-tone woven stripe pattern and fastening bands for weighted duvets. OEKO-TEX certified.
• CURA Lyocell Cotton Duvet Cover

Quantifiable outcome

• 90% of users experience better sleep with CURA weighted duvet
• +5 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hush Blankets: Hush Blankets is a Canadian DTC weighted blanket brand with similar deep-pressure stimulation claims and DTC e-commerce model — directly comparable to CURA's core weighted duvet/blanket range, with overlap in sleep-wellness buyer persona.
• YnM Weighted Blanket: YnM is a high-volume weighted blanket brand distributed primarily through Amazon — directly comparable product (glass-bead weighted duvet) competing for the same European/US consumer sleep-wellness demand.
• Bearaby: Bearaby is a DTC weighted blanket brand known for premium, design-forward weighted blankets sold direct-to-consumer — directly comparable to CURA's Velvet, Elegance, and Knitted weighted blanket SKUs in category and channel.
• Mosaic Weighted Blankets: Mosaic Weighted Blankets sells adult and children's weighted blankets direct-to-consumer — closely comparable to CURA's adult weighted duvet and Mini Minky/kids lines, with overlap in ADHD and anxiety use-case positioning.
• Gravity Blanket: Gravity Blanket is a US-based DTC weighted-blanket pioneer selling glass-bead-weighted blankets directly to consumers — the same product category, distribution model, and customer base as CURA's flagship Pearl Classic line.
• Baloo Living: Baloo Living is a DTC weighted blanket brand focused on natural, eco-friendly sleep products — directly comparable to CURA's Pearl Cotton Eco (GOTS-certified) and Pearl Lyocell weighted duvet lines in positioning and customer base.

Broad incumbents

• Brooklinen: Brooklinen is a premium DTC bedding brand selling sheets, duvet covers, and pillows — overlapping with CURA's bed-linen and pillow SKUs (Lyocell Cotton, Satina, Crisp Cotton, Hybrid Pillow) but operating across the broader sleep category rather than weighted specialty.
• Casper Sleep: Casper is a leading DTC sleep wellness brand spanning mattresses, pillows, and bedding — broadly comparable to CURA's DTC sleep-wellness positioning and target consumer, though Casper is mattress-anchored rather than weighted-duvet specialty.
• Tempur Sealy: Tempur Sealy is a global incumbent in mattresses and sleep products — operates in the same broader sleep category with overlapping bedding and pillow adjacencies to CURA's expanding product line, but at vastly larger scale and through retail/wholesale rather than DTC specialty.
• Hästens: Hästens is a Swedish premium bed/bedding manufacturer — same domestic market as CURA with overlapping premium-sleep positioning, though Hästens is positioned in luxury beds and Horsehair-topped mattresses rather than weighted duvets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/curaofsweden
• YouTubeyoutube.com/channel/UCkBXrwpvxkooB9i13dcwBKQ
• Facebookfacebook.com/curaofsweden
• Instagraminstagram.com/curaofsweden
• LinkedInlinkedin.com/company/cura-of-sweden

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

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 CURA of Sweden