Mascot Høie

What Mascot Høie does

Mascot Høie AS is a privately held Norwegian bedding and home textile manufacturer founded in 1850 and headquartered at Tverrveien 2, Brekstad, in Trøndelag. The company operates its own factory at Brekstad — self-described as Scandinavia's largest duvet and pillow producer — running with 130+ employees and a stated daily capacity of 8,000 duvets and 10,000 pillows. Høie designs and manufactures a full bedding, bath, and loungewear portfolio spanning bed sets, sheets, duvets, pillows, wool blankets, bath textiles, sleepwear, and children's bedding, organized around named sub-brands such as Saga (European musk duck down), Milano (dobby sateen bestseller), Frøya (Svanemerket-certified stone-washed cotton), Elegance (100% Egyptian cotton sateen), Pure (woven krepe, Asthma Allergy Nordic approved), Harmoni, CircleDown (recycled down), Idunn and Embla (allergy-friendly down), DownFeel Cool (Climarelle cooling technology), Tropenatt (cool summer fiber duvet), and DownFeel Anatomy (ergonomic pillow).

The company's underlying technology stack is materials- and process-based rather than digital: proprietary Air Mesh channels in the Saga Extra Cool summer duvet transport heat and moisture; Climarelle cooling fibers in the DownFeel Cool pillow adapt to body temperature; the Easy Care treatment is applied to most bedding for wrinkle resistance and wash durability; and the 1955-launched krepp weaving technique creates air pockets in fabric. Høie's products carry Oeko-Tex Standard 100 across bedding, Svanemerket (Nordic Swan Ecolabel) on key bestsellers including Frøya, and Asthma Allergy Nordic recommendation on Pure. The company enforces strict animal welfare standards on down sourcing and offers RATT-certified products for offshore customers.

Høie operates a hybrid go-to-market combining direct-to-consumer e-commerce at hoie.no (with product selectors and content/inspiration articles), wholesale distribution through major Norwegian retailers JYSK and COOP OBS! alongside specialty bedding stores (Sengemakeriet, Norsk Sengesenter, Skeidar, Bohus), two factory outlets at Brekstad and Mosby, and a dedicated B2B sales department led by Jørgen Kvernemo targeting hotels, tourism, government, offshore, and corporate-gift buyers. Revenue streams are transactional across unit-priced product tiers (budget cotton from ~165–400 NOK, mid-range krepp/sateen 500–1,000 NOK, premium Egyptian cotton sateen above 1,000 NOK), with free shipping thresholds, seasonal markdowns up to 40%, and outlet discounts of up to 50%. Named enterprise customers include Britannia Hotel, Villa Copenhagen, The Thief, Scandic Hotels, Nordic Choice Hotels (Strawberry), Hotel Continental, Hotel Sommerro, Fred Olsen Cruise Lines, Den norske turistforeningen (DNT) with nearly 9,000 cabin beds, Kriminalomsorgen, Bufetat, and Subsea7. Operations are exclusively domestic to Norway (with deliveries excluded to Svalbard and Jan Mayen), and the company is privately held with no public ownership, funding, or parent-company structure disclosed.

Name

Mascot Høie

Legal name

Mascot Høie AS

Website

https://hoie.no

Company type

Private

Founded year

1850

Operating status

Operating

Headcount range

51–100 employees

Short description

Mascot Høie is a Norwegian bedding manufacturer founded in 1850, operating Scandinavia's largest duvet and pillow factory in Brekstad with 130+ employees. It serves Norwegian B2C consumers via e-commerce and retailers (JYSK, COOP OBS!) and B2B customers including hotels, cruise lines, government, and offshore.

Ownership category

akta.pro rank

Product category

Home Textiles and Bedding Manufacturing

NAICS

Furniture and Related Product Manufacturing (337)

SIC

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

akta.pro primary industry

Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)

Keywords

• Bedding manufacturing
• Duvet pillow production
• Norwegian home textiles
• Wool blankets bath towels
• Hospitality linens supply

Headquarters

HQ city

Mosby

HQ country

Norway

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Retail (B2C): Direct consumer sales through hoie.no online store with pricing ranging from approximately 165 NOK for pillowcases to over 1000 NOK for duvet sets.
2. B2B Direct Sales: Direct sales to businesses, hotels, institutions, offshore companies, laundries and profiling companies. Products include RATT-certified products for offshore. Custom design development available for large quantities.
3. Factory Outlet Sales: Direct factory outlet sales at Brekstad and Mosby locations, offering discounted products to consumers.
4. Wholesale to Retailers: Wholesale distribution to retailers including JYSK, COOP OBS!, Spar Kjøp, and specialty bedding stores across Norway.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Mascot Høie manufactures and sells Scandinavian bedding and home textiles — including duvets, pillows, bed sets, sheets, wool blankets, bath textiles, and loungewear — produced at its Brekstad, Trøndelag factory and distributed via its hoie.no e-commerce site, retail partners (JYSK, COOP OBS!), factory outlets, and a dedicated B2B sales force. The company also offers RATT-certified products for offshore clients and supports custom design development for large-volume enterprise customers.

Product overview

Mascot Høie (Høie of Scandinavia) is a Norwegian bedding and home textile company founded in 1850, producing Scandinavia's largest range of duvets, pillows, bedding, blankets, bath textiles, and loungewear from its factory in Brekstad, Trøndelag. The product portfolio centers on a comprehensive core offering across seven categories: Sengesett (bedding sets), Laken (sheets), Dyner (duvets), Puter (pillows), Pledd (wool blankets), Bad (bath textiles), and Loungewear. These are supplemented by named sub-brands differentiated by material and technology — most notably Elegance (100% Egyptian cotton sateen, Premium tier), Milano (dobby-woven sateen, bestseller), Høie Saga (90% European musk duck down duvets), Frøya (Svanemerket-certified stone-washed cotton), Harmoni (stone-washed sateen), Pure (woven crepe, Asthma Allergy Nordic certified), Høie Idunn (allergy-friendly down), DownFeel Cool (Climarelle® cooling technology), Høie Tropenatt (coolest fiber summer duvet), CircleDown (recycled down), DownFeel Anatomy (ergonomic pillow), and Høie Embla (satin-covered allergy-friendly down). Bath collections include Everyday and Spa, while wool blankets span Oppdal, Storebjørn, Falketind, Teide, Mana, and Ringstind tiers. Children's bedding and an outlet/sale section round out the range.

Differentiator

Problem solved

Functional benefit

Brands

• Saga: Luxury down duvet and pillow series filled with European musk duck down, produced in Norway.
• Milano
• Frøya
• Elegance
• Pure
• Harmoni
• CircleDown

Products and services

• Sengesett (Bed Sets) Bed sets consisting of duvet cover and pillowcase, available in multiple weaves (sateen, krepp/crinkle cotton, flannel, cotton, percale) and sizes from single to double, in a range of colors and patterns. For individual consumers and enterprise hospitality buyers.
• Laken (Sheets) Sheets in multiple variants: stretch sheets, fitted sheets, envelope sheets, flat sheets, plus mattress protectors. Materials include sateen, extra-fine cotton, and stone-washed cotton. For home consumers and institutional buyers.
• Dyner (Duvets/Comforters) Duvets in variants including down duvets, fiber (synthetic) duvets, double duvets, summer duvets, all-season duvets, and winter duvets, including specialty lines with cooling and temperature-regulating features. For consumers, hotels, institutions, and offshore.
• Puter (Pillows) Pillows in variants including down pillows, fiber pillows, insert pillows, hotel pillows, long pillows, and ergonomic pillows, available in 50x70 cm, 50x150 cm, and 70x100 cm sizes. For home, hotel, and institutional use.
• Pledd (Wool Blankets and Sitting Mats) 100% wool blankets in multiple quality tiers, including Norwegian wool ranges (Oppdal, Storebjørn, Falketind, Teide, Mana, Ringstind) and sitting mats. For consumer and outdoor/tourism use.
• Bad (Bath Textiles) Bathroom textiles including hand towels, washcloths, bath towels, bath mats, and beach towels, organized into Everyday, Spa, and Moment collections. For consumers and hotels.
• Loungewear and Sleepwear Pyjamas, bathrobes (including the Vega kimono-style robe), and beach ponchos in 100% extra-fine cotton and flannel. For consumer and corporate gifting.
• Sengetøy Barn (Children's Bedding) Children's bed sets, duvets, pillows, sheets, and blankets. For households purchasing bedding for children.
• Høie Saga (Down Duvet and Pillow Series) Luxury down duvet and pillow series filled with 90% European musk duck down, produced in Norway. Includes Saga 30% family-sized range with multiple warmth grades from extra cool summer to extra warm winter. For premium home and hospitality use.
• DownFeel Cool (Cooling Pillow) Cooling pillow with Climarelle temperature-adaptive technology, soft cotton twill, and down-like comfort. Adjusts to body temperature for balanced nighttime temperature. Norwegian-produced and Oeko-Tex certified.
• CircleDown (Recycled Down) Recycled down and feathers from geese and ducks used in Høie duvets and pillows, giving down a new life while reducing waste and water consumption.
• DownFeel Anatomy (Ergonomic Pillow) Ergonomic pillow adapted to natural sleeping position, providing proper neck support for people suffering from stiff and sore necks.
• B2B Enterprise Supply and Custom Design Service Dedicated B2B sales service selling duvets, pillows, blankets, and bedding to hotels, institutions, offshore companies, laundries, and profiling companies. Includes RATT-certified products for offshore use and custom design development for large-quantity orders. Primary contact: Jørgen Kvernemo at [email protected].
• Factory Outlet Stores (Brekstad and Mosby) Direct factory outlet stores in Brekstad (Yrjars gate 35, Libra Shopping) and Mosby (Setesdalsveien 620) offering discounted Høie products to walk-in consumers.

Quantifiable outcome

• First hotel in Norway to offer large hotel pillows and double duvets to guests
• +2 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• JYSK: Danish-founded Nordic home goods retailer with deep Norway presence (dozens of stores). Directly comparable as both a major distribution channel and a competing brand portfolio for bedding, duvets and pillows across the Scandinavian market.
• Dunlopillo: UK-origin bedding and mattress brand with a heritage pillow and duvet range. Comparable to Høie in premium pillow positioning, hotel supply relationships, and a multi-decade brand heritage in the bedding category.
• Fossflakes: Danish manufacturer of pillows, duvets and bedding with a proprietary synthetic (Ergofill) filling technology and strong sustainability positioning. Comparable to Høie as a Scandinavian bedding manufacturer serving both B2B (hotels, institutions) and B2C channels with domestically produced products.
• Frette: Italian luxury bedding and home textile manufacturer serving five-star hotels and premium consumers globally. Comparable to Høie's premium sub-brands (Elegance, Saga, Spa) and its hotel customer roster in positioning and product category.
• Himla: Swedish home textile manufacturer producing bedding, throws and interior textiles with a Scandinavian design aesthetic. Closely comparable to Høie as a regional textile maker competing in the same premium, design-led bedding segment.

Broad incumbents

• H&M Home: Global fast-fashion home textile retailer with a growing Scandinavian bedding assortment. Comparable as a price-accessible Nordic retail competitor in bedding and bath, but with very different manufacturing depth and brand positioning.
• Åhléns: Swedish department store chain with a sizeable home textile and bedding assortment. Comparable as a Nordic retail competitor stocking private-label and branded bedding, overlapping with Høie's department-store distribution heritage.
• IKEA of Sweden: Global Swedish-founded home furnishing giant with a substantial bedding and textile assortment. Comparable as the dominant broad-line incumbent across Nordic bedrooms, but at vastly lower price points and without Høie's premium domestic-manufacturing positioning.
• TEMPUR Sealy International: Global mattress and pillow manufacturer with strong Nordic and hotel-channel presence. Comparable in pillow/duvet category overlap and B2B hospitality supply, though positioned primarily in mattresses rather than full bedding ranges.

Regional players

• Sheridan Australia: Australian premium bedding and home textile brand owned by Sigmaco. Comparable in sub-brand premium tier (Egyptian cotton, sateen, hotel-grade quality) and B2B hotel supply, though operating in a different geography without direct Norwegian market overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hoieofscandinavia
• Instagraminstagram.com/hoie

Compliance3 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 Mascot Høie