What THERALINE does

Theraline (Theraline e.K.) is a German sole proprietorship headquartered in Buchholz, Germany, founded in 1993 and operating for over 30 years. The company develops, manufactures, and sells pregnancy, breastfeeding, sleep, relaxation, and therapy pillows, alongside related apparel and accessories, positioning itself as the European market leader in nursing pillows (Stillkissen). Its core technology is a fine polystyrene bead filling system, combined with proprietary elements such as Thera-RHOMB® foam in the my7 side-sleeper pillow and breathable 3D spacer fabric in baby pillows designed to reduce suffocation risk; fabrics include bamboo-viscose and OEKO-TEX STANDARD 100 certified organic materials. The portfolio spans U-shaped nursing pillows, crescent-shaped cuddling pillows, side-sleeper pillows, baby and premature-infant pillows, children's pillows, seat and positioning cushions, cherry-stone therapy pillows, meditation cushions, bean bags, and the Soulmum maternity apparel line.

Theraline's go-to-market is primarily direct-to-consumer e-commerce through owned regional storefronts for Germany, Switzerland, France, and broader Europe, supplemented by a dedicated B2B shop and a Hebammen (midwife) professional channel. Pricing is unit-based with low-ticket ASPs typically in the €15–€75 range, plus a recurring-accessories layer (replacement covers, bead refill packs, nursing pads). The company is privately held by founder Oliver Saul with no external funding, and operates with 11–50 employees. Distribution relies on DHL for fulfillment and PayPal / BS PAYONE for payments, while brand awareness is built through social media (Facebook, Instagram, Pinterest, TikTok, YouTube, Vimeo), midwife endorsement programs, and an educational content library.

Name

THERALINE

Legal name

Theraline e.K.

Website

https://www.theraline.de

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Theraline is a German manufacturer and DTC retailer of pregnancy, breastfeeding, sleep, and therapy pillows, serving mothers, infants, and adults across DACH and Europe. It is a self-claimed European market leader in nursing pillows, selling primarily through owned e-commerce storefronts.

Ownership category

akta.pro rank

Product category

Pregnancy & Nursing Pillows

NAICS

Home Furnishings Retailers (44912), Furniture and Home Furnishings Retailers (4491), Mattress Manufacturing (337910), Mattress Manufacturing (33791)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Household Furniture (2510), Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)

akta.pro secondary industries

Kids & Baby Sleep Products Retail (Cribs, Toddler Mattresses, Sleep Aids) (CRAIABAG), Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE), Baby Accessories & Layette (Bibs, Hats, Mittens, Blankets) (CRAAAHAM)

Keywords

• Pregnancy pillows
• Nursing pillows
• Baby head pillows
• Ergonomic sleep cushions
• Maternity support products

Headquarters

HQ city

Buchholz

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Pillow Product Sales: One-time purchase revenue from nursing pillows, baby pillows, sleeping pillows, and health/therapy pillows. Products sold with various cover options and materials.
2. Accessories & Consumables: Replacement covers, refill packs for beads, and care products drive repeat purchases from existing customer base.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Theraline designs, manufactures, and sells specialty ergonomic pillows and cushions—primarily pregnancy and nursing pillows (Stillkissen), baby and infant head pillows, side-sleeper pillows, seat and positioning cushions, and related maternity accessories. Products are filled with proprietary fine polystyrene beads and Thera-RHOMB foam, and use OEKO-TEX certified fabrics including bamboo-viscose and breathable 3D spacer fabrics. The company sells primarily direct-to-consumer across Europe through its own regional e-commerce storefronts, plus dedicated B2B and midwife (Hebammen) channels.

Product overview

Theraline is a European market leader for pregnancy and nursing pillows (Stillkissen) with over 30 years of experience. The product portfolio centers on specialty pillows filled with fine polystyrene beads, including U-shaped nursing pillows (Original Theraline, Yinnie, Komfort, Wynnie, Stillrolle, Dodo), crescent-shaped cuddling pillows (Plüschmond, Bambusmond), and innovative 7-shaped side-sleeper pillows (my7). The range extends to baby products (Babykopfkissen, Kinderkopfkissen, Frühchenkissen), adult pillows (Kopfkissen), health/therapy cushions (Belly Protect cesarean belt, seat cushions, positioning pillows, neck pillows), nursing accessories (Mamma Pads), cherry stone therapy pillows, meditation cushions (Soul Pillow), and bean bags (Sitzsäcke). All products feature removable, washable covers in various fabrics including organic cotton, bamboo-viscose, jersey, and specialty weaves, with OEKO-TEX Standard 100 certification.

Differentiator

Problem solved

Functional benefit

Brands

• Soulmum: Pregnancy and nursing fashion line including dresses, nursing clothes, and nursing shirts
• Belly Protect
• Soul Pillow
• my7
• Mamma Pads

Products and services

• Das Original Theraline Flagship U-shaped pregnancy and nursing pillow filled with approximately 42 liters of fine polystyrene beads, measuring 190 x 40 cm, designed for flexible support during pregnancy, breastfeeding, and side-sleeping. Removable, washable covers at 60°C. Target customers: pregnant and nursing mothers.
• Yinnie Nursing Pillow Nursing pillow designed for comfortable breastfeeding support and cuddling moments. Target customers: nursing mothers and babies.
• Das Komfort Nursing Pillow Comfort nursing pillow offering versatile positioning options for breastfeeding mothers.
• Plüschmond & Bambusmond Cuddle Pillow Cuddly crescent-shaped pillow (140 x 27 cm) with approximately 18 liters of bead filling, combining plush fabric with bamboo-viscose (57% bamboo, 38% organic cotton, 5% elastane) for versatile head, neck, and nursing support.
• my7 Side-Sleeper Pillow Innovative 7-shaped side-sleeper pillow (approximately 150 x 80 cm) with two-zone filling of beads and Thera-RHOMB foam for optimal spine support. Includes integrated head pillow and fleece padding with bamboo-viscose cover. Plus X Award recipient for innovation.
• Wynnie Nursing Pillow Nursing pillow designed for comfortable breastfeeding and bonding moments with baby.
• Stillrolle Nursing Roller Roller-shaped nursing pillow for compact support during breastfeeding.
• Dodo & Dodo Premium Nursing Pillow Nursing pillow variants offering additional comfort options for mothers during breastfeeding.
• Babykopfkissen (Baby Head Pillow, Size 1 & 2) Baby head pillow designed to preserve natural head shape and help prevent plagiocephaly (flat head syndrome). Size 1 (21 x 20 x 3 cm) for infants up to ~7 kg; Size 2 for babies from ~7 kg. Features breathable 3D spacer fabric that allows CO2 to drain away for safety. Washable at 60°C.
• Kinderkopfkissen (Children's Pillow) Ergonomic flat pillow for toddlers from approximately 2 years old, featuring patented filling combination of whisper-quiet beads and stable foam with bamboo-viscose cover, priced at €59.90.
• Frühchenkissen (Premature Baby Pillow) Specialized pillow designed for the needs of pre-term infants.
• Das Kopfkissen (Adult Ergonomic Pillow) Ergonomic adult pillow combining fine beads for stability with a high-quality visco foam top layer. Bamboo-viscose cover with organic cotton. Features patented filling technology.
• Belly Protect Kaiserschnittgürtel (C-Section Belt) Adjustable maternity and nursing belt (90-110 cm) that protects cesarean scars and relieves back pain during pregnancy. Includes cherry stone pillow for warmth/cooling therapy. Made with bamboo-viscose jersey and protective shield. Priced at €38.90.
• Sitzkissen (Seat Cushions) Ergonomic seat cushions promoting healthy sitting posture, including wedge cushions, lordosis cushions, and special orthopedic cushions for back relief.
• Pflege- & Lagerungskissen (Positioning and Care Pillows) Positioning and care pillows for nursing and therapy, including VATI positioning pillows, positioning rolls, and universal cushions.
• Nackenkissen (Neck Pillows) Neck support pillows for comfort and therapeutic applications.
• Mamma Pads (Silicone Nursing Pads) Reusable silicone nursing pads (2-piece set with storage box) that prevent milk leakage through gentle pressure. Washable for up to 150 applications, breathable and comfortable. Priced at €18.90.
• Kirschkernkissen (Cherry Stone Pillow) Cherry stone pillows for gentle warmth or cooling therapy, suitable for babies and toddlers. Microwave-safe with long temperature retention.
• Soul Pillow (Meditation Cushion) Meditation and yoga cushion with 15 cm height, filled with either buckwheat husks or beads with foam. Available in fine-knit cotton or bamboo-viscose covers with practical carrying handle.
• Sitzsäcke (Bean Bag Chairs) Bean bag chairs for relaxation and home living use.

Quantifiable outcome

• Over 90% of surveyed midwives recommend Theraline products
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• DHLcoreOthersDHL is the shipping partner for order fulfillment, handling domestic German and international deliveries. Orders placed before 12:00 PM are typically shipped same business day with 2-5 day delivery.
• PayPalcoreOthersPayPal (Europe) S.à.r.l. & Cie. S.C.A. provides payment processing services for the e-commerce shop, enabling secure checkout for customers.
• BS PAYONE GmbHminorOthersCredit card payment processing provider headquartered at Frauenhoferstr. 2-4, 24118 Kiel, Germany.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• MAM: Austrian-headquartered global baby brand with soothers, bottles, and a growing sleep/nursing accessories portfolio. Comparable to Theraline as a broader baby brand with overlap on pregnancy/postpartum accessories and similar European healthcare-channel relationships.
• NUK (MAPA GmbH): Established German baby brand (part of MAPA) covering soothers, bottles, breastfeeding aids, and sleep products. Comparable as a broader-incumbent baby brand selling through the same German pharmacy and retail channels that Theraline targets.

Direct peers

• My Brest Friend: US-based nursing pillow brand competing head-to-head with Boppy and, by extension, Theraline in the pregnancy and breastfeeding support category. Comparable on core product design and target customer, though primarily North American distribution.
• Boppy (by Ergobaby): Boppy created the U-shaped nursing pillow category in the US and is now part of Ergobaby. It is the most direct global comparable to Theraline, competing on the same core product (Stillkissen) with similar D2C and retail distribution, though weighted toward the North American market.
• Julius Zöllner: German manufacturer of baby bedding, nursing pillows, and sleep products sold primarily through German retail and pharmacy chains. Closely comparable to Theraline on product category, German D2C/retail mix, and baby-safety positioning.
• Babymoov: French baby products company with a portfolio spanning nursing pillows, bouncers, baby monitors, and feeding accessories. Comparable to Theraline through overlapping nursing pillow and broader baby category, with a similar pan-European retail and D2C model.
• Träumeland: Austrian manufacturer of baby mattresses, sleeping bags, and sleep pillows with a strong DACH retail footprint and emphasis on certified materials. Comparable to Theraline in its focus on infant/toddler sleep products and overlap on baby and children's pillows.
• Doomoo: Belgian brand offering nursing pillows, baby loungers, and sleep products with a strong midwife and maternity-channel presence across Europe. Closely comparable to Theraline in product breadth, target customer, and European D2C distribution.

Emerging players

• Sebamed / Medela (baby sleep/accessory overlap): Medela is a global leader in breastfeeding products (pumps, accessories) and increasingly overlaps with Theraline through nursing-positioning aids and breast care. Comparable as a breastfeeding-focused peer addressing the same expectant/nursing mother persona across Europe.

Regional players

• Silvercross: Heritage UK pram and nursery brand with a growing sleep and accessories range, including pregnancy/postpartum products distributed in Germany. Comparable to Theraline as an adjacent premium baby brand selling into similar DACH and broader European channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@TheralineDE
• Facebookfacebook.com/theraline.de
• Instagraminstagram.com/theraline.de
• Pinterestpinterest.de/theralinekissenwelt
• TikToktiktok.com/@theraline.de
• LinkedInlinkedin.com/company/theraline

Compliance2 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 THERALINE