Slaapsfeer

What Slaapsfeer does

Slaapsfeer BV is a privately held Dutch specialty retailer founded in 1989, headquartered in Wijchen, the Netherlands. The company operates five physical showroom locations across the provinces of Gelderland, North Brabant, and Limburg (in Beers, Beuningen, Groesbeek, Heerlen, and Sittard) and serves individual consumers in the Dutch market seeking bedroom and bathroom furnishing solutions. Its workforce is in the 11-50 employee range, and the company is privately held with no disclosed external investment.

The core business is the retail sale of sleep products and bedroom furniture, including boxsprings, beds, mattresses, toppers, bed bases, bedding, pillows, duvets, bedroom wardrobes (including custom-made options), and complementary nightwear and accessories. Slaapsfeer has extended its assortment into the bathroom category, offering showers, bathtubs, toilets, faucets, tiles, bathroom furniture, and bathroom textiles. The product portfolio features premium third-party brands including Auping, Carpe Diem Beds, Swissflex, M-line, Vandyck, and Dommelin, with the company acting as a multi-brand retailer rather than a manufacturer. Its affiliated sister company, Maxtras, handles manufacturing and in-house repair services, supporting an after-sales service promise. There is no proprietary technology disclosed; the value proposition is built on physical retail experience, personal consultation with trained sleep advisors, in-store body measurement and fitting services, and direct customer relationships.

Slaapsfeer generates revenue through direct hardware sales across its physical retail footprint, augmented by a showroom-model clearance channel that sells display units at discount. The go-to-market is sales-led, with free in-store consultations, scheduled appointments, and personalized sleep assessments as the principal customer-acquisition and conversion mechanism. Marketing relies on in-store experience, content marketing via blog content on sleep health and product advice, and email/newsletter outreach. Pricing is not publicly disclosed, and there are no subscription, recurring, or digital-channel revenue streams — the model is fundamentally transactional, project-based home furnishings retail with a regional geographic scope.

Name

Slaapsfeer

Legal name

Slaapsfeer BV

Website

https://slaapsfeer.nl

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Slaapsfeer is a Dutch specialty retailer founded in 1989, operating five physical showrooms across Gelderland, North Brabant, and Limburg to sell premium sleep solutions, bedroom furniture, and bathroom furnishings directly to individual consumers via in-store consultations.

Ownership category

akta.pro rank

Product category

Furniture Retail

NAICS

Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Furniture Stores (5712)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

akta.pro secondary industry

Sleep Health & Comfort Services (In-Store Fitting, Delivery, Removal, Sanitization) (CRAIABAJ)

Keywords

• Bedroom furniture retail
• Bathroom fixtures retail
• Sleep solutions retailer
• Mattress and bedding store
• Custom wardrobes and cabinets

Headquarters

HQ city

Wijchen

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail product sales: Slaapsfeer generates revenue through the sale of bedroom furniture, mattresses, bedding, bathroom products, and related accessories through their physical retail locations. Products include boxsprings, beds, mattresses, toppers, bedroom furniture, bathroom fixtures, tiles, taps, and home accessories. The company also sells showroom models at discounted prices.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Slaapsfeer is a Dutch specialty retailer selling bedroom and bathroom furnishing products through physical showrooms. The core product offering spans boxsprings, beds, mattresses, toppers, bedding, pillows, duvets, bedroom wardrobes (including custom-made), nightstands, dressers, bathroom showers, bathtubs, toilets, faucets, tiles, bathroom furniture, bath textiles, and home accessories. The company differentiates via personal sleep advisor consultations, in-store body measurements, and after-sales service including repairs through sister company Maxtras.

Product overview

Slaapsfeer is a Dutch specialist retailer offering a comprehensive bedroom and bathroom furniture collection. The product portfolio centers on core sleep solutions including boxsprings, beds, mattresses, toppers, bedding, pillows, duvets, and bed bases. The company provides complete bedroom furniture including wardrobes (standard and custom-made), nightstands, dressers, and bedroom accessories. Bathroom offerings include showers, bathtubs, toilets, faucets, tiles, bathroom furniture, and bathroom textiles. Additional products include nightwear, decorative cushions, and home accessories. The company operates physical showrooms and offers personal advisory services, with their added value being expert consultation before and after purchase. Notable partner brands include Auping, Carpe Diem Beds, Swissflex, M-line, Vandyck, and Dommelin.

Differentiator

Problem solved

Functional benefit

Products and services

• Boxsprings and Beds Luxury box springs and beds offering ergonomic sleep comfort and stylish designs for residential customers seeking improved sleep quality.
• Mattresses High-quality mattresses providing proper body support and comfort for restorative sleep, addressing issues such as back and neck pain.
• Mattress Toppers Mattress toppers that add extra comfort and pressure distribution to existing mattresses.
• Bedding Bedding collection including duvet covers, sheets, and bed linen for a complete sleep setup.
• Pillows Pillows providing neck and shoulder support tailored to different sleep positions.
• Duvets Duvets available in various warmth ratings for different seasons and preferences.
• Bed Bases Bed bases including slat bases, spring bases, and other support systems for mattresses.
• Bedroom Wardrobes Bedroom wardrobes including swing door, sliding door, and walk-in closet solutions.
• Custom-Made Wardrobes Custom-made wardrobes designed to fit specific dimensions and personal preferences.
• Bedroom Furniture Sets Complete bedroom furniture including nightstands, dressers, and dressers for a coordinated bedroom.
• Showers Shower solutions including walk-in showers, shower cabins, and custom showers.
• Bathtubs Bath collection including freestanding baths, built-in baths, sitting baths, and duo baths.
• Toilets Toilet collection including wall-mounted, standing, rimless, and washlet toilets.
• Faucets Faucet collection including sink faucets, bath faucets, shower faucets, and water-saving options.
• Tiles Tile collection including wall tiles and floor tiles for bathrooms and kitchens.
• Bathroom Furniture Bathroom furniture including bathroom cabinets and storage solutions.
• Towels Soft and absorbent towels available in various sizes, colors, and patterns made from high-quality materials.
• Showroom Models Display models available for purchase at discounted prices, offering same quality at reduced rates.
• Bedroom Accessories Bedroom accessories including throws, blankets, night lamps, and decorative items.
• Bathroom Accessories Bathroom accessories including towel holders, soap dispensers, storage baskets, and lighting.
• Bath Textiles and Wear Bath textiles and wear including towels, bathrobes, bath mats, and guest towels.
• Home Accessories Home accessories including mirrors, home fragrances, and decorative items.
• Nightwear Nightwear including kimonos and pajamas for comfortable sleep.
• Personal Sleep Advisory Service Free personal consultation with sleep advisors including body measurements and sleep assessments to help customers find optimal sleep solutions.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• MaxtrascoreOthersSister company that handles repairs and manufacturing. In-house repair services are performed at Maxtras factory, ensuring quick and professional resolution of product issues. This partnership enables Slaapsfeer to offer comprehensive after-sales service to customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Auping: Premium Dutch bed and mattress brand that Slaapsfeer retails. Comparable as a premium sleep specialist with broad product range and brand-equity-driven model, though Auping also manufactures and operates its own factory-direct showrooms.
• IKEA: Global home furnishings giant with a major Dutch store footprint and broad bedroom and bathroom assortments. Comparable through overlapping product categories and physical showroom GTM, but operates at vastly different scale and self-service model.
• Leen Bakker: Dutch mass-market home furnishings retailer with broad furniture and mattress assortment across many stores. Comparable to Slaapsfeer in retail channel and overlapping bedroom categories, but operates at much larger scale and price-driven positioning.
• Kwantum: Dutch home furnishings retailer offering bedroom and bathroom products at value price points. Comparable through overlapping product categories (bedroom furniture, bathroom textiles) and physical-store-led GTM, but positioned for value rather than premium advisory.

Others

• M line: Dutch premium mattress and sleep brand carried by Slaapsfeer. Comparable as a premium sleep product peer; relationship is both supplier (Slaapsfeer retailing M line) and category competitor for premium mattress consumers.

Direct peers

• Beddenreus: Dutch bed and mattress discounter with multi-store footprint. Comparable through direct overlap in mattress and bed categories and physical-store distribution, but positioned at lower price points than Slaapsfeer's premium advisory model.
• Beter Bed: Largest Dutch specialty bed and mattress retailer with a multi-store footprint across the Netherlands. Directly comparable to Slaapsfeer in product category (beds, mattresses, bedding) and physical-retail GTM, though at significantly larger national scale.
• Swiss Sense: Dutch premium bed and mattress manufacturer-retailer with showroom locations in the Netherlands. Comparable to Slaapsfeer in premium sleep positioning, in-store consultation model, and product depth across sleep categories.

Emerging players

• Emma Sleep: Direct-to-consumer mattress brand with significant Dutch market share, selling mattresses, bed frames, and sleep accessories online. Comparable through product overlap in the mattress/sleep category, but competes via digital-first model that contrasts with Slaapsfeer's showroom model.

Regional players

• Pullman: Belgian premium bed and mattress manufacturer-retailer with showroom locations in Belgium and parts of the Netherlands. Comparable through premium sleep positioning and showroom-led GTM, with overlapping Dutch border-region exposure but primarily Belgian geographic focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SlaapsfeerBeers
• Facebookfacebook.com/slaapsfeer
• LinkedInlinkedin.com/company/slaapsfeer-b.v

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 Slaapsfeer