allnatura
allnatura is a family-run German D2C e-commerce retailer (founded 1980, ~100 employees) selling pollutant-tested ecological mattresses, slatted frames, natural-fiber bedding, and solid wood furniture across DACH and 17 additional European countries.
- Company typePrivate
- Founded1980
- HeadquartersHeubach, Germany
- Headcount11–50
- GTM typeB2C
- OfferingServices
What allnatura does
allnatura (legal entity: allnatura Vertriebs GmbH & Co. KG) is a family-run German e-commerce retailer headquartered in Heubach, Baden-Württemberg, specializing in pollutant-tested, ecological mattresses, slatted frames, ergonomic pillows, natural-fiber duvets, solid wood bedroom and bathroom furniture, and home textiles. Founded in 1980 and led by managing directors Felix Olle and Marco Scheid, the company operates a unified direct-to-consumer platform (allnatura.de) supported by multiple physical showrooms in Germany and delivers to Germany, Luxembourg, and 17 additional European countries. Products are sourced from partner manufacturers in Germany and neighboring Europe, with a proprietary pollutant-testing program in which independent institutes regularly examine raw materials and finished goods; complementary certifications (PETA-Approved Vegan, Downpass, Trusted Shops) underpin the vegan, animal-welfare, and buyer-protection positioning of the catalog.
The core product architecture is a coordinated sleep system: natural latex mattresses with 7-zone body support and integrated shoulder/hip zoning (e.g., Supra-Comfort, Sanastar-Comfort), proprietary metal-free slatted frames with overarched spring slats for electro-sensitive customers (e.g., Allnaturaflex, Relaxflex, Orthovita disc frame, Ergomat-natur electric), ergonomic pillows and neck support cushions, and natural-fiber duvets (camel down, lyocell, hemp, cotton). The range has expanded beyond the bedroom into solid wood furniture, baby/child rooms, and full bathroom furniture collections (Ivora, Miora, Sora). Underlying differentiators are independent pollutant testing, German/European manufacturing with short transport routes, and ergonomic design refined over 40+ years by an in-house sleep-expert team.
The business model is one-time D2C unit pricing with no subscription tiers; mattresses range from EUR 298 to EUR 1,229, slatted frames from EUR 119 to EUR 949, bedding from EUR 51.90 to EUR 559, and furniture up to EUR 6,929. A 5-year warranty, 100-day return policy, free expert consultation by phone and online, and interactive product finders (mattress, pillow, blanket) form a self-serve/PLG funnel reinforced by content marketing, multi-platform social media, newsletter capture with a EUR 25 voucher, a 10%/10% referral program, and podcast sponsorship of 'Bett am Strand' (~60,000 monthly listeners). Customer segments center on health-conscious sleepers, vegan/cruelty-free buyers, families with babies and children, and eco-conscious whole-home furnishers in the DACH region and broader EU.
allnatura firmographics
Firmographics- Name
- allnatura
- Legal name
- allnatura Vertriebs GmbH & Co. KG
- Website
- https://allnatura.de
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- allnatura is a family-run German D2C e-commerce retailer (founded 1980, ~100 employees) selling pollutant-tested ecological mattresses, slatted frames, natural-fiber bedding, and solid wood furniture across DACH and 17 additional European countries.
- Ownership category
- akta.pro rank
allnatura industry classification
Industry- Product category
- Ecological Bedding and Sustainable Furniture
- NAICS
- Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)
- akta.pro primary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
- akta.pro secondary industries
- Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Mattresses, Bedding & Sleep Products Distribution (CRAOAFAL)
Keywords
Where allnatura is headquartered
LocationHeadquarters
- HQ city
- Heubach
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
allnatura business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: allnatura generates revenue through direct-to-consumer online sales of eco-friendly mattresses, bedding, furniture, and home textiles. The company operates its own e-commerce platform and physical showrooms for direct sales to end consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | No formal pricing tiers - individual product pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
allnatura product offering
Product offeringCore offering
allnatura is a direct-to-consumer e-commerce retailer selling ecological mattresses (natural latex, bio cold foam, coconut fiber), ergonomic pillows, natural fiber duvets, solid wood beds, slatted frames (including metal-free models), and home textiles. All products are made from pollutant-tested natural materials (organic cotton, natural latex, coconut, hemp, camel down) and manufactured by partner manufacturers primarily in Germany and neighboring Europe. The company sells a complete sleep system (mattress + slatted frame + bedding) with a 5-year warranty and 100-day return policy.
Product overview
allnatura is an online retailer specializing in ecological, sustainable furniture and bedding for natural sleep and living. The company operates as a unified e-commerce platform offering a comprehensive portfolio of products organized into core categories: ecological mattresses (including natural latex, bio cold foam, and coconut mattresses), slatted frames (solid wood, plywood, disc, and electric models), natural fiber duvets (camel down, lyocell, hemp, cotton), ergonomic pillows (neck support, latex flake, natural fiber), solid wood beds (including metal-free options), baby and child products, and home textiles. The product range also includes bathroom furniture collections and upholstered furniture. All products emphasize ecological materials, pollutant testing, and production in Germany and Europe. The company offers complementary products that work together as a sleep system (mattresses, slatted frames, bedding) and provides specialized offerings for vegan, metal-free, and allergy-conscious consumers.
Differentiator
Problem solved
Functional benefit
Products and services
- Naturlatex-Matratze Supra-Comfort
Quantifiable outcome
- Best natural latex mattress in Stiftung Warentest 03/2022 with grade 2.2 ('gut')
- +2 more outcomes
Companies that use allnatura
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles5 records
allnatura technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
allnatura partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Björn Landberg / Bett am Strand Podcastminorallnatura sponsors the 'Bett am Strand' (Bed at the Beach) sleep podcast featuring travel stories designed to help listeners fall asleep. Voice actor Björn Landberg creates 20-25 minute episodes that attract approximately 60,000 monthly listeners. allnatura provides podcast hosting and promotion while reaching sleep-conscious consumers.
- Trusted ShopscoreTrusted Shops provides buyer protection certification and Käuferschutz (buyer protection) service for allnatura customers since December 2011. The partnership offers purchase protection up to 20,000 EUR for 90 days, covering non-delivery and return scenarios. allnatura displays Trusted Shops seal prominently on its website.
- PETA (People for the Ethical Treatment of Animals)corePETA awards the 'Approved Vegan' certification to allnatura products that contain no animal ingredients. This partnership validates allnatura's vegan product line and provides certification that helps vegan consumers identify suitable products. allnatura displays the PETA-Approved Vegan seal on qualifying products.
- Downpass (European Down and Feather Association)coreDownpass guarantees that down and feathers used in allnatura products come from ethically sound sources, ensuring no live plucking. The certification traces products from finished goods back to the hatchery, verifying compliance with European animal welfare standards for waterfowl (ducks and geese).
- German and European Partner Manufacturerscoreallnatura works with partner manufacturers in Germany and neighboring Europe, particularly in the Black Forest region for bedding products and solid wood furniture. Products are made from high-quality natural materials using traditional craftsmanship and modern technology. These long-term relationships ensure quality, short transport routes, fair wages, and social standards.
- Partnermanufaktur Südschwarzwald (Black Forest Manufacturing Partners)coreallnatura sources bedding products including mattresses, slatted frames, and quilts from partner manufacturers in the Southern Black Forest region. These manufacturers use local beech wood from sustainable forestry for slatted frames and traditional craftsmanship for bedding. The proximity allows quality control and ensures short transport distances.
- Independent Testing InstitutescoreIndependent testing institutes conduct regular pollutant testing of raw materials from allnatura's suppliers and partner manufacturers. Additional raw material samples are tested for all standard product lines. These partnerships ensure the Schadstoffprüfungs-Garantie (pollutant testing guarantee) that allnatura products meet strict ecological standards.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
allnatura competitors and assessment
Company assessmentDirect peers
- Emma Sleep: European D2C mattress and sleep products brand selling mattresses, bed frames and bedding online. Directly comparable as a digitally native mattress retailer competing for the same DACH consumers with overlapping product categories.
- Dormando: German online mattress and bedding retailer offering branded and private-label mattresses, slatted frames and bedding via e-commerce. Comparable as a D2C sleep retailer operating in Germany with overlapping assortment and target customers.
- Avocadostore: German D2C marketplace focused on ecological and sustainable products across fashion, home and lifestyle. Comparable as a German eco-focused online retailer appealing to the same sustainability- and health-conscious consumer base.
- Manufactum: German premium mail-order and online retailer of high-quality, durable and ecologically produced home goods, furniture and textiles. Comparable as a long-established German retailer combining ecological positioning with premium home and bedroom assortment.
- Grüne Erde: Austrian ecological retailer specializing in natural mattresses, bedding, solid wood furniture and home textiles made from certified natural materials. Comparable as a Central European eco-sleep specialist with similar natural-materials positioning.
- Prolana: German specialist manufacturer and retailer of natural fiber bedding, mattresses and sleep products from organic cotton, wool and natural latex. Comparable as a niche ecological sleep brand with overlapping natural-materials assortment.
Broad incumbents
- Westwing: Pan-European D2C home and living e-commerce platform offering furniture, décor, bedding and mattresses across many price points and styles. Comparable as a much larger online home retailer competing for the same German consumer wallet, but with a broader, less ecological positioning.
- IKEA: Global mass-market home furnishing retailer with significant mattress, bed and bedroom furniture assortment sold through showrooms and online in Germany. Comparable as the dominant incumbent in bedroom furnishings against which allnatura positions its ecological premium alternative.
Emerging players
- Naturkind: German retailer specializing in natural and ecological products for families, including baby and children's furniture, toys and bedding. Comparable as a smaller German eco-retailer with overlapping baby/child sleep and natural-materials positioning.
Regional players
- Casper: US-originated D2C mattress and sleep brand with European expansion, competing on convenience, trial periods and brand marketing. Comparable as a digitally native mattress retailer but operating primarily outside allnatura's core DACH geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
allnatura social profiles
Digital presenceallnatura financial estimates
Financial estimateRevenue estimate
Valuation estimate
allnatura leadership team
Management profileNumber of profiles
Profiles2 records
allnatura funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
allnatura M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about allnatura
What does allnatura do?
allnatura is a direct-to-consumer e-commerce retailer selling ecological mattresses (natural latex, bio cold foam, coconut fiber), ergonomic pillows, natural fiber duvets, solid wood beds, slatted frames (including metal-free models), and home textiles. All products are made from pollutant-tested natural materials (organic cotton, natural latex, coconut, hemp, camel down) and manufactured by partner manufacturers primarily in Germany and neighboring Europe. The company sells a complete sleep system (mattress + slatted frame + bedding) with a 5-year warranty and 100-day return policy.
Is allnatura a public or private company?
allnatura is a private company. It is classified as family owned and is currently operating.
When was allnatura founded?
allnatura was founded in 1980. It employs 11 to 50 people.
Where is allnatura based?
allnatura is headquartered in Heubach, Germany, in the Europe region.
How does allnatura make money?
One revenue line is on record: direct Product Sales.
Who are allnatura's main competitors?
Direct peers on record are Emma Sleep, Dormando, Avocadostore, Manufactum, Grüne Erde and Prolana. Broad incumbents are Westwing and IKEA. Naturkind is listed as an emerging player. Casper is listed as a regional player.
Does allnatura have an API?
No public API is recorded for allnatura.
What industry is allnatura in?
allnatura's product category is Ecological Bedding and Sustainable Furniture. Its primary akta.pro industry code is CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid), with a secondary code of CRAIALAA, Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers). Its NAICS code is 449.