What Bedre Nætter does

Bedre Nætter ApS is a Denmark-based, online-only direct-to-consumer retailer of beds, mattresses, sofa beds, bed frames, and complementary bedding products, operating from its headquarters in Åbyhøj (Aarhus area) and a warehouse/returns facility in Ans By, Silkeborg. Founded in 2013, the company sells exclusively through its e-commerce platform bedrenaetter.dk with no physical retail stores, enabling a cost-leveraged price position (e.g., Venus continental bed at 9,999 DKK, entry Senses at 7,999 DKK, premium Ovia elevation at 29,999 DKK). Its assortment spans continental beds (SENSES, Venus, Nova, Haven, Ovia), adjustable elevation variants, box mattresses, bed frames (Mollis, Cala, Elara, Liora, Bohol), sofa beds (Moma, Velto, Classi, Nesto, Deco, Mome), children's furniture (Vivo, Imagine, Mundus), and bedding — including the GOTS/GOLS-certified Mayan organic line and the OEKO-TEX-certified Essential line.

The core technology stack is a DTC e-commerce platform with product configuration tools (Sengematch matching quiz, comparison pages) and proprietary sleep components including a 7-zone pocket-spring system, Anti-Slip mattress cover, and hybrid foam padding. Value-added services include a 100-night trial with full refund and free return pickup, free nationwide delivery, optional paid white-glove services (carrying 649 DKK; carrying + assembly 999 DKK; carrying + assembly + disposal 1,499 DKK), and 0% installment financing via Anyday.io for purchases of 1,000–30,000 DKK. Revenue derives primarily from direct consumer hardware sales across Denmark, supplemented by a B2B channel serving hotels, folk high schools (efterskoler), hostels (vandrehjem), and estates (gods). The company has sold 150,000+ beds cumulatively and maintains a 4.6–4.7 star Trustpilot rating across 20,000+ reviews with a self-reported 97% satisfaction rate. The brand also runs a multi-channel marketing program spanning podcasts (Stolpe Ind, Bedre Malte, Lur de France, Vores Mentale Sundhed), influencer collaborations (Rasmus Brohave, Stephania Potalivo), and a co-designed Velto modular sofa bed with Danish designer Amanda Lilholt. Co-founders Jacob Byskov and Martin Byskov remain with the company; no institutional investors, parent companies, or external funding rounds are disclosed.

Name

Bedre Nætter

Legal name

Bedre Nætter ApS

Website

https://bedrenaetter.dk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Bedre Nætter is a Denmark-based, online-only DTC retailer selling beds, mattresses, sofa beds, bed frames, and bedding directly to consumers and B2B hospitality/institutional customers across Denmark. Founded in 2013, it leverages a 100-night trial, free delivery, and proprietary 7-zone spring technology under a low-overhead e-commerce model.

Ownership category

akta.pro rank

Product category

Online Mattress & Bed Retail

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

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

akta.pro secondary industries

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

Keywords

• Online mattress retail
• Bed and bedding e-commerce
• Sofa bed sales
• DTC sleep products
• Danish furniture retail

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct bed and mattress sales: Primary revenue from selling beds, mattresses, bedding, and furniture directly to consumers via the company's e-commerce platform. Products include continental beds, elevation beds, box mattresses, bed frames, sofa beds, duvets, pillows, and bedding. Additional revenue from optional paid delivery services (carrying, assembly, disposal) and financing arrangements through Anyday.io.
2. B2B / Business-to-Business sales: Corporate sales to hotels, folk high schools (efterskoler), hostels (vandrehjem), and estates (gods). Delivers throughout Denmark with volume pricing and direct delivery to business premises.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Bedre Nætter is an online-only Danish retailer that sells beds, mattresses, sofa beds, bed frames, and complementary bedding (duvets, pillows, sheets) directly to consumers across Denmark through its e-commerce website. The company designs and sells its own branded product lines (Venus, SENSES, Nova, Haven, Ovia, Moma, Velto, Mollis and others), backed by a 100-night trial, free nationwide delivery, optional paid white-glove delivery (carrying, assembly, disposal), and 0% installment financing via Anyday.io. A small B2B channel supplies hotels, hostels, folk high schools, and estates.

Product overview

Bedre Nætter is an online-only Danish sleep products retailer offering a comprehensive portfolio centered on beds and sleep furniture. The core product line includes continental beds (SENSES, Venus, Nova, Haven, Ovia) available as standard or adjustable (Elevation) models, plus box spring foundations, bed frames (Mollis, Bohol, Liora, Vara, Calida, Sera, Elara, Cala), and sofa beds (Moma, Velto, Classi, Nesto, Deco, Mome). Children's furniture includes Vivo, Imagine, and Mundus collections. The product ecosystem extends to complementary bedding products including spring mattresses, top mattresses (with Mayan GOTS-certified organic latex option), duvets (summer, winter, all-season, eiderdown, musk down), pillows (down, latex), and bedding sets (Mayan organic cotton, Essential premium cotton). Key differentiators include 100-night trial, free delivery, optional white-glove delivery and assembly, and financing via Anyday.io.

Differentiator

Problem solved

Functional benefit

Products and services

• SENSES Continental Bed

Quantifiable outcome

• 97% customer satisfaction rate across all purchasers
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Anyday.iocoreTechnology or IntegrationBedre Nætter partners with Anyday.io to offer consumers installment payment plans. Anyday enables 0% interest financing on purchases between 1,000–30,000 DKK, with a fee-free 4-installment plan. The partnership is presented as a key consumer benefit on the financing page, integrated directly into the checkout flow. Anyday handles credit assessment via MitID/NemID.
• Amanda Lilholt (Studio Amanda Lilholt)coreStrategic or Co-development PartnerAward-winning furniture designer Amanda Lilholt designed the Velto modular sofa bed collection. The partnership is positioned as a key product differentiator, combining Lilholt's design expertise with Bedre Nætter's manufacturing and sleep technology. Velto is marketed as 'award winning design by Studio Amanda Lilholt.'
• Stolpe Ind PodcastminorGTM or Marketing PartnerBranded content partnership for Euro 2024. Falktoft, Bendtner & Diamanti (Danish football media personalities) followed the tournament from Bedre Nætter Classi sofa, promoting the brand to their podcast audience throughout the tournament.
• Rasmus Brohave (YouTuber)minorGTM or Marketing PartnerDanish YouTuber and entertainer Rasmus Brohave created content ('Bedre Malte x Bedre Nætter') exploring his friend's sleep habits and promoting Bedre Nætter products. The collaboration targets Brohave's subscriber audience.
• Stephania Potalivo (TV Personality)minorGTM or Marketing PartnerDanish TV personality Stephania Potalivo participated in a sleep experiment with Bedre Nætter, sharing results and sleep improvement tips. Content targeted at consumers interested in sleep quality and wellness.
• Lur de France PodcastminorGTM or Marketing PartnerJakob & Peter Balther of Lur de France (cycling podcast) created a sleep guide for Tour de France. Partnership targeted cycling enthusiasts and sports performance audiences.
• Vores Mentale Sundhed PodcastminorGTM or Marketing PartnerCo-produced podcast episode featuring sleep expert Mikael Rasmussen discussing the impact of sleep on mental health. Positions Bedre Nætter as a thought leader in sleep wellness.

Scale indicators5 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• JYSK: Danish-founded international home-goods retailer selling beds, mattresses and bedroom furniture through a large physical store network plus online. Comparable as a major Danish competitor in the mattress-and-bed category, but operates a fundamentally different physical-retail model.
• IKEA: Global furniture and mattress retailer with a strong Danish footprint and own production for mattresses and beds. Comparable as a price-aggressive incumbent whose beds and mattresses compete for the same Danish consumer wallet share.
• ILVA: Danish large-format furniture retailer selling beds, mattresses, and bedroom furniture through physical stores and online. Comparable as a Danish incumbent competing for bedroom-furniture spend, though reliant on a brick-and-mortar model.
• Dunlopillo (Danish/Norwegian operations): Established Scandinavian mattress and bedding brand with retail presence in Denmark and Norway. Comparable as a traditional mattress brand competing in similar price tiers, including premium pocket-spring offerings.

Direct peers

• Emma Sleep: German-founded global mattress-in-a-box DTC brand selling bed-in-a-box, mattresses and sleep accessories online across Europe including Denmark. Most direct comparable: online-first sleep brand with trial period, financing, and cross-border ambitions.
• SengeGuru: Danish specialist bed and mattress retailer with both online presence and showrooms. Comparable as a Danish-focused competitor addressing the same consumer need (better sleep) via a similar product portfolio.
• Casper: Pioneer mattress-in-a-box DTC brand that originated the 100-night trial model Bedre Nætter also uses. Comparable as an online-first sleep brand with a similar trial, financing, and content-marketing playbook, and a potential cross-border competitor in Denmark.
• Sovedyret: Danish online mattress and bed retailer competing head-to-head with Bedre Nætter in the DTC mattress category. Highly comparable on product range, pricing, and target customer in the same geographic market.

Emerging players

• Made.com (Scandi operations): Originally UK-based online-first designer furniture brand with European reach including the Nordics. Comparable as a design-led, online-first furniture peer whose designer collections overlap with Bedre Nætter's Velto/Amanda Lilholt positioning.

Regional players

• IDdesign (IDEmøbler): Scandinavian online-first furniture retailer offering beds, mattresses and bedroom furniture, originally Norwegian. Comparable as a Nordic online furniture retailer competing for similar demographics with a hybrid showroom + e-commerce model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/BedreNaetter
• YouTubeyoutube.com/channel/UCZur1MQ630j3JkZR5vCuqUw
• Facebookfacebook.com/bedrenaetter
• Instagraminstagram.com/bedrenaetter

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Bedre Nætter