DaunenStep

What DaunenStep does

DaunenStep S.p.A. is an Italian family-owned bedding manufacturer founded in 1907 by Marius Eccel in Bolzano and now headquartered in Auna di Sotto on the Renon plateau (South Tyrol), with handcrafted production concentrated at its Arco (Trentino) facility. The company designs, produces, and distributes premium duvets, pillows, mattress toppers, quilts, mattresses, and bed linens organized around proprietary filling power grades (D200 through D800) and segmented across natural, cotton, and synthetic fiber lines, plus sub-brands including CottonStep, NeoStep, Botanicals, Vivacolor, MIO, and CARE. All products carry Oeko-Tex Standard 100 certification and a 10-year warranty on down comforters.

DaunenStep operates a hybrid omnichannel go-to-market: direct-to-consumer e-commerce shipping to 23 European countries with 48-hour fulfillment, a company-owned physical outlet at the Renon headquarters, a wholesale network of more than 500 independent retailers across Italy and Europe, and a dedicated DaunenStep Hotel B2B division serving luxury and boutique hotels with customized, branded bedding (named accounts include Grand Hotel Stockholm, Quellenhof Luxury Resort Lazise, and Palazzo Dama Roma). The company also holds exclusive Italian distribution rights for Vossen bathroom products, enabling bundled bedroom-and-bathroom purchases. Pricing is held constant under a no-discount policy with free shipping above €150; unit prices range from approximately €36 for entry pillows to €265 for premium down duvets.

The business is controlled by the Eccel family through four generations, with Marius Eccel serving as CEO (Amministratore delegato) since 2006 and Paul Gapp as Chairman of the Board of Auditors (Presidente del collegio sindacale). Headcount is 11-50, the entity is structured as an Italian S.p.A. with €259,000 registered share capital, and there are no institutional investors, funding rounds, or parent entities disclosed. Operational signals include 60,000+ cumulative customers, 91% employee recommend rate (Top Company Award), and use of 100% renewable energy via Alperia.

Name

DaunenStep

Legal name

DaunenStep S.p.A.

Website

https://daunenstep.com

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

11–50 employees

Short description

DaunenStep is a 115-year-old Italian family-owned manufacturer of premium handcrafted bedding, producing down duvets, pillows, toppers, and mattresses for European consumers, 500+ retailers, and a B2B luxury hospitality division.

Ownership category

akta.pro rank

Product category

Premium Bedding Manufacturing

NAICS

Mattress Manufacturing (337910)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

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

akta.pro secondary industries

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA), Pillows & Pillow Systems Retail (CRAIABAC)

Keywords

• Down bedding manufacturing
• Premium duvet production
• Natural fiber pillows
• Bed linen wholesale
• Hospitality bedding supply

Headquarters

HQ city

Auna Di Sotto

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: DaunenStep operates its own e-commerce platform (daunenstep.com) selling duvets, pillows, toppers, mattresses, bed linen, and accessories directly to consumers. Revenue is generated through one-time product purchases at listed prices, with free shipping on orders over €150 in Italy and abroad.
2. Wholesale / Retail Distribution: DaunenStep supplies its products to over 500 local retailers (rivenditori) across Italy and Europe, selling at wholesale prices to store owners who resell to end consumers. The company also offers click-and-collect at partner stores.
3. B2B / Hospitality Supply: DaunenStep Hotel division supplies luxury hotels, boutique hotels, resorts, and bed & breakfasts with customized bedding solutions. Products can be personalized with hotel branding, and DaunenStep supports hoteliers in selecting the right comfort levels for their guests.
4. Exclusive Vossen Distribution: DaunenStep holds exclusive distribution rights for Vossen bathroom products (towels, bathrobes, bathmats, beach towels) in Italy, generating revenue from resale of these products alongside its own bedding range.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

DaunenStep manufactures and sells premium handcrafted bedding products — including down comforters (piumini), pillows, mattress toppers, quilts, mattresses, bed linen, and sleep accessories — using natural materials such as certified goose down, feathers, and cotton. The company sells its products directly to consumers through its e-commerce platform and an outlet store, distributes them through 500+ local retailers across Italy and Europe, and supplies a dedicated DaunenStep Hotel division serving the luxury hospitality sector. It also holds exclusive Italian distribution rights for Vossen bathroom products.

Product overview

DaunenStep is an Italian bedding manufacturer offering a comprehensive portfolio of sleep products centered on down comforters (piumini), pillows (cuscini), mattress toppers (topper), quilts (trapunte), mattresses, and bed linens. The product range spans multiple sub-brands including CottonStep (natural cotton fiber), NeoStep (synthetic microfiber), Botanicals, and Vivacolor for different material preferences and aesthetics. Core products are organized by material type (down, natural fiber, synthetic fiber) and warmth levels (D200 through D800). The portfolio extends to accessories like sleep socks and masks, distributed bathroom products from Vossen, and B2B hospitality services through DaunenStep Hotel. All products are handmade in Italy using certified materials, with a 10-year warranty on down comforters.

Differentiator

Problem solved

Functional benefit

Brands

• Vossen: Exclusive distribution partnership for Vossen bathroom products including towels, bathrobes, bath mats, and beach towels.
• CottonStep
• MIO
• Botanicals
• Vivacolor
• CARE

Products and services

• Piumini (Down Comforters / Duvets) Premium comforters/duvets available in down, natural fiber (CottonStep), and synthetic fiber variants, organized by proprietary filling power grades D200 through D800 indicating warmth-to-weight ratio. Designed for single, double, queen, and king beds with winter, mid-season, summer, and four-season configurations; hypoallergenic and thermoregulating.
• Cuscini (Pillows) Premium pillows available in down, fiber, anatomical, and core-filled varieties with options for different sleeping positions and profiles (low, high). Includes specialized sub-lines such as Linea Botanicals (botanical-inspired designs) and Cuscino Fisio (ergonomic support).
• Topper (Mattress Toppers) Mattress toppers available in down, natural fiber, and synthetic fiber (NeoStep Ultrasoft with PrimaLoft Bio fiber) variants, sized for single, queen, and king beds. Designed to enhance sleep comfort and extend mattress life; hypoallergenic and washable variants available.
• Trapunte (Quilts) Decorative and functional quilts in down and fiber variants, featuring bicolor designs, patterned styles, and the Trapuntino MIO line for colorful, lightweight bedding. Available in queen and king sizes with summer and winter variants.
• Materassi (Mattresses) Premium mattresses available in Classic, Premium, and Deluxe lines, designed as the foundation for quality sleep. Sold exclusively within Italy.
• Biancheria (Bed Linen) Bed linen including mattress protectors, pillowcases, duvet covers, and complete bedding sets across the protective Linea CARE and colorful Linea Vivacolor ranges. Materials include cotton and jersey cotton; recent additions include waterproof mattress protectors and colored jersey cotton pillowcases.
• Accessori (Sleep Accessories) Sleep accessories from the Happy Dreams line including sleep socks and a silk sleep mask, designed to help users fall asleep faster and improve rest quality.
• DaunenStep Hotel (B2B Hospitality Service) B2B hospitality bedding service supplying luxury hotels, boutique hotels, resorts, and bed & breakfasts with premium pillows, comforters, toppers, and bed linens. Products can be customized per facility needs including branding; the division supports hoteliers in selecting appropriate comfort levels for guests.
• Vossen Bathroom Products (Italian Distribution) Premium Austrian-made bathroom linens (towels, bathrobes, bathmats, beach towels) from the Vossen brand, distributed exclusively in Italy by DaunenStep and sold alongside its own bedding range.

Quantifiable outcome

• 91% of employees recommend DaunenStep as employer (Top Company Award survey)
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core, flagship and minor.

• VossencoreChannel Partner/ Reseller/ DistributorDaunenStep holds exclusive distribution rights for Vossen bathroom products in Italy. Vossen produces high-quality, locally made towels, bathrobes, bathmats, and beach towels. The partnership allows DaunenStep to offer a complete bedroom and bathroom solution to Italian consumers through its e-commerce and physical outlet.
• Grand Hotel StockholmflagshipStrategic or Co-development PartnerGrand Hotel Stockholm, an iconic luxury destination in the Swedish capital overlooking the harbor, uses DaunenStep bedding products for its guest rooms. This partnership serves as a flagship reference for the hospitality division.
• Quellenhof Luxury Resort LaziseflagshipStrategic or Co-development PartnerQuellenhof Luxury Resort Lazise (Veneto, Italy) provides its guests with DaunenStep pillows and duvets. The resort's director Stefan Margesin reports exceptional comfort, lightness, and warmth, and the partnership is cited as a true success story.
• Palazzo Dama RomaflagshipStrategic or Co-development PartnerPalazzo Dama is a historic boutique hotel near Piazza del Popolo in Rome, offering 5-star service and DaunenStep bedding for its guests.
• BRT (Bartolini)coreOthersPrimary shipping partner for domestic deliveries in Italy. BRT handles parcel delivery during normal business hours. BRT Fermo Point option available for sustainable last-mile delivery.
• DHL ParcelminorOthersInternational shipping partner for deliveries to European countries.
• MeinEinkauf.chminorChannel Partner/ Reseller/ DistributorSwiss postal/reshipping service that allows Swiss customers to purchase from DaunenStep's Italian e-commerce. MeinEinkauf provides a German shipping address (Konstanz) for cross-border delivery to Switzerland, which is not directly served by DaunenStep.
• Google (Analytics, Ads, Maps, YouTube)coreTechnology or IntegrationDaunenStep uses Google Analytics for web analytics, Google Ads for paid search and remarketing, Google Maps/Store Locator for the retail store finder, and YouTube for video content integration. All integrations use Standard Contractual Clauses for data transfers.
• Facebook Ireland (Facebook Pixel, Instagram)coreTechnology or IntegrationDaunenStep uses Facebook Pixel for audience tracking, remarketing, and Facebook/Instagram advertising. Extended data matching used for customer identification and Custom Audience building. Data transfers governed by Standard Contractual Clauses.
• AWIN AGminorGTM or Marketing PartnerAWIN performance advertising network is used for affiliate marketing, tracking transactions (leads and sales) through publisher cookies on user devices. Helps attribute advertising success and manage affiliate commission payments.
• Trusted Shops GmbHcoreGTM or Marketing PartnerTrusted Shops provides the trustbadge, buyer protection, and verified customer review widget integrated on the DaunenStep website. Builds digital trust for both retailers (resellers) and end consumers, with 30-day buyer protection for orders.
• Klarna Bank ABcoreOthersDaunenStep offers Klarna payment options (SOFORT by Klarna, installment payments) for customers in Germany and other markets. Klarna performs identity and credit checks using European credit agencies before approving payment plans.
• Alperia (Green Energy Supplier)minorOthersDaunenStep uses 100% renewable energy from Alperia for its operations, highlighting its commitment to sustainability and environmental responsibility.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hefel: Austrian premium bedding manufacturer producing down and natural-fiber duvets, pillows, and mattress toppers. Comparable Austrian/Germanic market presence, handcrafted production, and premium hospitality channel.
• Billerbeck: European (Swiss/German) premium bedding manufacturer specializing in down duvets and pillows with proprietary fill grading. Direct competitor in the DACH/Italian premium bedding market with comparable product architecture.
• Schlossberg Switzerland: Swiss luxury bedding and home textiles brand with strong hotel and consumer presence. Comparable premium positioning, European heritage, and emphasis on natural materials and craftsmanship.
• Christian Fischbacher: Swiss premium home textile brand producing bedding, pillows, and decorative textiles for upscale hotels and consumers. Comparable luxury positioning, hospitality segment focus, and European distribution model.
• Frette: Italian heritage luxury linen and bedding manufacturer serving premium hotels and consumers globally. Highly comparable to DaunenStep in product mix (duvets, pillows, linens), Italian craftsmanship heritage, and B2B hospitality focus.
• Kauffmann: German premium bedding manufacturer (down duvets, pillows, toppers) with hotel and retail distribution. Closely comparable product portfolio, German-speaking market presence, and quality-tier positioning.

Emerging players

• Emma Mattress: VC-backed European DTC mattress and sleep products brand. Comparable European footprint and D2C motion but competes on value/technology rather than artisan craftsmanship — represents a different competitive threat in adjacent sleep categories.

Broad incumbents

• Tempur Sealy: Global leader in mattresses and sleep products with broad retail and hospitality channels. Comparable in the mattress category but vastly larger scale and broader portfolio than DaunenStep's premium niche.
• Dormeo: European mattress and bedding brand with broad retail distribution across multiple countries. Overlaps with DaunenStep in bedding and mattress toppers but competes in the mass-market segment.

Others

• Vossen (Brand): Austrian premium towel and bathrobe manufacturer for which DaunenStep holds exclusive Italian distribution. Adjacent partner rather than competitor — relevant as a peer for bathroom textile benchmarking and partnership economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/DaunenStep
• LinkedInlinkedin.com/company/daunenstep

Compliance3 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 DaunenStep