Vitapur
- Company typePrivate
- Founded-
- HeadquartersSlovenske Konjice, Slovenia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vitapur does
Vitapur (legal entity AD Vita d.o.o.) is a Slovenian direct-to-consumer retailer and manufacturer of home goods, headquartered in Slovenske Konjice and operating exclusively within Slovenia. Its core offering centers on sleep and bedroom products — mattresses, ergonomic pillows, duvets, mattress toppers, mattress protectors, and bed linens — built around proprietary material technologies including MemoSilver (memory foam with silver ions for antibacterial and cooling effects), StayCool fibers, ClimaFill microfibers, and Vitasens memory foam. The company extends the portfolio through sub-brands: Rosmarino (small kitchen appliances such as air fryers, stand mixers, ice cream makers, and PFOA-free cookware), Svilanit (bath and beach towels, bathrobes, and bed linens including Egyptian cotton mako satin lines), and Scandinavia Travel (polycarbonate luggage and insulated tumblers), plus a children's range and a Vitapur HouseCare cleaning line (vacuum cleaners, HEPA H11 air purifiers).
The business operates an omnichannel go-to-market: own e-commerce (vitapur.si), physical retail stores across Slovenia with Click & Collect, and wholesale distribution to Spar, E.Leclerc, Mercator, and Merkur. Pricing is unit-based in EUR with VAT included, with promotional discounts of up to 60%, a free Vitapur Club loyalty program offering member pricing, and installment payments via Leanpay. Logistics run on a 95% next-working-day delivery promise (orders placed before noon) through Pošta Slovenije. The company claims the position of the largest mattress manufacturer in Slovenia with 575,000+ satisfied customers and has been recognized as the overall Web Champion / Web Retailer Award winner in Slovenia in 2020. It is privately held with no disclosed institutional ownership, no disclosed funding rounds, and headcount of 11-50.
Vitapur firmographics
Firmographics- Name
- Vitapur
- Legal name
- AD Vita d.o.o.
- Website
- https://vitapur.si
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Vitapur industry classification
Industry- Product category
- Home Textiles and Bedding Manufacturing
- NAICS
- Mattress Manufacturing (337910), Mattress Manufacturing (33791), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Home Furnishings Retailers (44912)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712), Wholesale-Furniture & Home Furnishings (5020)
- akta.pro primary industry
- Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)
- akta.pro secondary industries
- Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Mattresses, Bedding & Sleep Products Distribution (CRAOAFAL), Pillows & Pillow Systems Retail (CRAIABAC)
Keywords
Where Vitapur is headquartered
LocationHeadquarters
- HQ city
- Slovenske Konjice
- HQ country
- Slovenia
- HQ region
- Europe
Offices1 record
Markets served
Vitapur business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales: One-time sale of home goods including mattresses, pillows, bedding, kitchen appliances, and travel products through e-commerce and retail channels.
- Wholesale Distribution: Products sold through wholesale partners including Spar, E.Leclerc, Mercator, and Merkur.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with promotional discounts |
| Subscription | Annual | Loyalty program pricing for Vitapur Club members |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Vitapur product offering
Product offeringCore offering
Vitapur manufactures and retails home products spanning sleep and bedroom essentials (mattresses, pillows, duvets, mattress toppers, bed linen under the Svilanit sub-brand), kitchen appliances and cookware under the Rosmarino sub-brand, bathroom textiles and towels under Svilanit, home care appliances, travel luggage and accessories under the Scandinavia sub-brand, and children's bedroom products. Products are sold through an owned e-commerce platform (vitapur.si), physical retail stores throughout Slovenia, and wholesale partners including Spar, E.Leclerc, Mercator, and Merkur.
Product overview
Vitapur is a Slovenian e-commerce company and manufacturer of home products operating through multiple sub-brands. The core product portfolio centers on bedroom and sleep products (mattresses, pillows, duvets, mattress toppers, bed linen under Svilanit brand), supplemented by kitchen appliances and cookware (Rosmarino brand including air fryers, stand mixers, ice cream makers, cookware sets), bathroom textiles (Svilanit towels and bathrobes), cleaning appliances (Vitapur HouseCare vacuum cleaners and air purifiers), travel accessories (Scandinavia brand luggage and thermoses), and children's products. The company positions itself as the largest mattress manufacturer in Slovenia with over 575,000 satisfied customers. Products are sold through vitapur.si e-commerce platform and physical retail stores across Slovenia, with wholesale distribution to partners including Spar, E.Leclerc, Mercator, and Merkur.
Differentiator
Problem solved
Functional benefit
Brands
- Vitapur: Primary brand for mattresses, pillows, bedding, and home comfort products.
- Rosmarino
- Svilanit
- Scandinavia Travel
Products and services
- Vitapur Mattresses (Ležišča) Mattresses including foam mattresses (Vitapur Air, Vitapur MemoSilver 2.0), hybrid mattresses (Vitapur SpringAir 2.0), and specialty mattresses. Features 7-zone support, memory foam, pocket spring technology, and cooling properties. Sold to individual consumers in Slovenia through e-commerce, retail stores, and wholesale partners.
- Vitapur Pillows (Vzglavniki) Ergonomic pillows including memory foam pillows (MemoDream, MemoSilver Premium), bamboo fiber pillows, silk pillows (Victoria's Silk), down/feather pillows (Finland Premium), and allergy-friendly options. Targeted at consumers seeking sleep and allergy relief.
- Vitapur Duvets and Blankets (Odeje) Year-round, summer, and winter duvets including bamboo duvets, lavender-scented duvets, silk duvets (Victoria's Silk), down duvets (Finland), hybrid duvets (NEO with merino wool), and cooling duvets.
- Vitapur Mattress Toppers (Nadvložki) Memory foam and conventional mattress toppers including MemoSilver (with silver ions and cooling), Aloe Vera, EcoSleep (with recycled fibers), and MemoDream series in heights from 4cm to 7cm.
- Svilanit Bed Linen (Posteljnina) Bed linen under the Svilanit sub-brand including cotton satin (Bella, Serene, Opalia), cotton percale (Lyon, Linira), and luxury mako satin collections made from 100% cotton and Egyptian cotton.
- Rosmarino Kitchen Appliances Kitchen appliances under the Rosmarino brand including air fryers (Infinity PRO XXL, Airfryer Tower 2.0 DuoStack), stand mixers (Infinity PRO, Elite), blenders (NutriMax 2 GO portable), ice cream makers (GelatoMaster PRO, Slushy Master), kettles (Vitalia GlowHeat), and food processors.
- Rosmarino Cookware (Posoda) Cookware lines including Forged Aluminum (Sandy, BlackStone with marble coating), Stainless Steel (Pour&Cook II), and specialty items with non-stick coatings (ILAG, ceramic), PFOA-free, and compatible with all stovetops including induction.
- Svilanit Towels and Bath Products Bathroom textiles under Svilanit brand including towels (Viva, Purity, Ionity with silver nano ions), beach towels (Admiral, Amore, Mantas, Nude), bathrobes (Infinity, Cozy), and beach bags.
- Vitapur HouseCare (Home Care Appliances) Home care appliances including vacuum cleaners (StormCyclon cyclonic, SpotClean PRO deep cleaner), air purifiers (HouseCare AirClean with HEPA H11), laundry drying racks (VertyDry Duo, Tower Deluxe, HouseCare XXL), ironing board covers (IronPro with turbo zone technology), and floor mops with water sprayer.
- Scandinavia Travel (Potovalni program) Travel products including luggage sets (Voyage Prestige with polycarbonate, aluminum corner protection, USB port), thermo tumblers (MegaCup with double-wall insulation), and travel accessories.
- Vitapur Mattress Protectors Waterproof mattress protectors preventing stains, liquids, and dirt, made with breathable cotton for a dry sleeping environment.
- Vitapur Children's Products (Otroški program) Children's bedroom products including My First Mattress Cloud (dual-sided for infants to toddlers), My First Pillow and Duvet sets with bamboo fibers, and junior-sized pillows.
- Rosmarino Knives (Kuhinjski noži) Kitchen knives including Gyuto Japanese knife (RyuKiri line with AUS-10 Japanese steel, Damascus pattern), bread knife (Blacksmith's with German stainless steel), and cutting boards.
- Vitapur Decor (Dekor) Home décor items including decorative blankets (Orion Supreme, SoftTouch 4-in-1 multi-purpose, Zoie), throw pillows, and interior accessories.
Quantifiable outcome
- 95% of orders placed before noon delivered next working day
- +2 more outcomes
Companies that use Vitapur
Customer profileSegments3 records
Ideal customer profiles3 records
Vitapur technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature5 records
Vitapur partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- SparminorWholesale distribution partner where select Vitapur products are available for purchase.
- E.LeclercminorWholesale distribution partner for select Vitapur products.
- MercatorminorMajor Slovenian retailer as wholesale distribution partner for Vitapur products.
- MerkurminorWholesale distribution partner offering select Vitapur products.
- LeanpaycoreInstallment payment provider enabling customers to pay in up to 4 interest-free installments or 12 installments via direct debit.
- Pošta SlovenijecoreDelivery partner providing package delivery services. 95% of orders placed before noon delivered next working day through this partnership.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Vitapur competitors and assessment
Company assessmentBroad incumbents
- IKEA: Global home furnishings giant offering mattresses, bedding, kitchen appliances, and home textiles at affordable prices. Overlaps with nearly every Vitapur category and represents the dominant competitive threat in Slovenia.
- Wayfair: Global online home goods marketplace covering mattresses, bedding, kitchen, and decor. Comparable breadth of categories to Vitapur's multi-brand portfolio and exerts cross-border pricing pressure in Slovenia.
- Tempur Sealy: Global mattress manufacturer and retailer with strong memory-foam brand (Tempur). Comparable to Vitapur's vertically integrated model of mattress manufacturing plus branded sleep product lines.
Regional players
- Studio Moderna: Slovenia-headquartered multi-category home and wellness D2C retailer (Top Shop, Dormeo, Delimano). Highly comparable to Vitapur as a fellow Slovenian-origin multi-brand home goods D2C and TV-shop company with overlapping product mix.
- Lesnina XXXL: Slovenia's largest furniture and home furnishings retailer, part of the XXXLutz group. Comparable omnichannel presence with both physical stores and e-commerce, and overlapping mattress and bedding assortment.
- Meblo Trade: Slovenian furniture retailer offering mattresses, bedroom, and home furnishings. Directly comparable regional competitor in the Slovenian mattress/bedding retail market where Vitapur also leads.
Direct peers
- JYSK: Pan-European D2C and retail chain selling mattresses, bedding, pillows, and home textiles at value prices. Closely comparable to Vitapur on product breadth (sleep + home goods) and price-disciplined positioning, though at vastly larger scale.
- Dormeo: European D2C and retail mattress/sleep brand with proprietary Octaspring/memory-foam technology. Directly competes with Vitapur's mattress and pillow lines in Central and Southeast Europe.
- Emma Sleep: European D2C mattress and sleep-products brand with proprietary foam technology (similar in spirit to Vitapur's MemoSilver/Vitasens). Competes head-on in Slovenia and across Europe in the premium memory-foam mattress category.
Emerging players
- H&M Home: Lifestyle home-textiles and decor retail brand expanding into bedding, towels, and decor. Comparable to Vitapur's Svilanit linens and decorative blanket lines in target customer and price band.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Vitapur social profiles
Digital presenceVitapur compliance and trust
Trust signalCompliance2 records
Vitapur financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vitapur leadership team
Management profileNumber of profiles
Vitapur funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vitapur 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 Vitapur
What does Vitapur do?
Vitapur manufactures and retails home products spanning sleep and bedroom essentials (mattresses, pillows, duvets, mattress toppers, bed linen under the Svilanit sub-brand), kitchen appliances and cookware under the Rosmarino sub-brand, bathroom textiles and towels under Svilanit, home care appliances, travel luggage and accessories under the Scandinavia sub-brand, and children's bedroom products. Products are sold through an owned e-commerce platform (vitapur.si), physical retail stores throughout Slovenia, and wholesale partners including Spar, E.Leclerc, Mercator, and Merkur.
Is Vitapur a public or private company?
Vitapur is a private company. It is classified as unknown and is currently operating.
When was Vitapur founded?
Vitapur was founded in -1. It employs 11 to 50 people.
Where is Vitapur based?
Vitapur is headquartered in Slovenske Konjice, Slovenia, in the Europe region.
How does Vitapur make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale Distribution.
Who are Vitapur's main competitors?
Broad incumbents on record are IKEA, Wayfair and Tempur Sealy. Regional players are Studio Moderna, Lesnina XXXL and Meblo Trade. Direct peers are JYSK, Dormeo and Emma Sleep. H&M Home is listed as an emerging player.
Does Vitapur have an API?
No public API is recorded for Vitapur.
What industry is Vitapur in?
Vitapur's product category is Home Textiles and Bedding Manufacturing. Its primary akta.pro industry code is IMAOAKAE, Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors), with a secondary code of CRAIALAA, Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers). Its NAICS code is 337910 and its SIC code is 5700.