Auping Store Eindhoven

What Auping Store Eindhoven does

Auping is a Dutch sleep products company founded in 1888, headquartered and manufacturing in Deventer, Netherlands, with retail operations across the Netherlands, Belgium, and Germany. The company's core products include boxsprings, bed frames, mattresses, toppers, pillows, and bedding textiles, organized around a sleep-system portfolio with proprietary Smart Base electrically adjustable bed technology (available in 1M, 2M, and 3M motor configurations for varying levels of head, back, and foot adjustment). Auping supplements its physical retail store network — including single-location stores such as Auping Store Eindhoven (11 employees, Son en Breugel) — with a direct e-commerce site (auping.com/nl), an online Bed Configurator for custom bed design, and a Sleep Scan tool for personalized mattress selection.

The business model is direct-to-consumer one-time product sales of premium, locally manufactured sleep products, with no subscription, leasing, or recurring revenue components disclosed. Products are promoted with promotional discount pricing ranging from 15% on boxsprings and bed bases, 20-30% on mattresses, and up to 35% on duvet covers and pillowcases. The primary customer segment is individual retail consumers seeking high-quality, sustainable, and customizable sleep solutions, with a secondary segment of interior design professionals who specify Auping products for client projects. The company emphasizes B Corp certification, local Deventer manufacturing, and a 'Designed for life' durability positioning as core value propositions.

Auping maintains multi-channel marketing through its e-commerce site, email/newsletter sign-up incentives (10% off bed textiles), social media presence on Facebook, Instagram, and Pinterest, and physical retail experiences that allow product testing. The company holds Thuiswinkel Waarborg and Trusted Shops certifications for Dutch and European e-commerce consumer protection. Ownership is private with no disclosed parent company, institutional investors, or public listing, and no funding rounds are evidenced in the available source data.

Name

Auping Store Eindhoven

Legal name

Auping

Website

https://auping.nl

Company type

Private

Founded year

1888

Operating status

Operating

Headcount range

11–50 employees

Short description

Auping is a Dutch sleep products company founded in 1888 that designs, manufactures locally in Deventer, and sells premium beds, mattresses, and bedding accessories to retail consumers across the Netherlands, Belgium, and Germany through owned stores, e-commerce, and a bed configurator.

Ownership category

akta.pro rank

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Auping generates revenue through the direct sale of beds, mattresses, bedding, and sleep accessories. Products include boxsprings, beds, mattresses, toppers, bed bases, pillows, and bedding. The company sells through owned retail stores and e-commerce channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Auping Store Eindhoven is a retail showroom location of Auping, a Dutch sleep products company. The store sells boxsprings, bed frames, mattresses, electric adjustable bed bases, toppers, pillows, and bedding accessories. Customers can test products in-person and access expert sleep guidance. Products are manufactured in Deventer, Netherlands, and the Eindhoven store serves as part of the company's owned retail distribution network alongside e-commerce channels.

Product overview

Auping is a Dutch sleep and bedding company offering a comprehensive portfolio of sleep products organized around the core sleeping system. The product range spans boxsprings (Original box, Criade, Kiruna), bed frames (Essential, Original, Auronde, Noa, Noble), mattresses (Elite, Elysium, Evolve, Two, One, Revive), bed bases (Vlakke, Handverstelbare, and Elektrisch verstelbare 1M/2M/3M models), toppers (Comfort, Deluxe, Prestige), pillows (Cloud, Nest, Dew), and bedding accessories (Dekbedovertrekken, Dekbedden, Hoeslakens, Moltons, Spreien, Kussenslopen). The company also offers technology-enabled products through Smart Base electric adjustable bases, supported by services like the Sleep Scan tool for mattress selection and a Bed Configurator for custom bed design. Products are primarily sold in the Netherlands with B Corp certification and local production in Deventer.

Differentiator

Problem solved

Functional benefit

Brands

• Original: Boxspring collection featuring the Original boxspring model
• Elite
• Elysium
• Evolve
• Auronde
• Noble

Products and services

• Original Box Boxspring

Quantifiable outcome

• Local production in Deventer ensures quality control and reduced transportation footprint

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Emerging players

• Dormeo: Dormeo is a pan-European sleep brand offering mattresses, toppers, and pillows primarily through TV shopping and online channels under Studio Moderna. Comparable to Auping on the full sleep system (mattress, topper, pillow) portfolio and multi-country European footprint, but competing at value-tier price points.
• Casper Sleep: Casper is a leading DTC sleep brand offering mattresses, bed frames, and sleep accessories primarily through e-commerce in North America and selected European markets. Comparable to Auping on product category and digital-first buying experience, but competing at lower price points without a premium showroom footprint.

Broad incumbents

• Sleep Number: Sleep Number is a US-based smart bed retailer offering adjustable air-chamber beds with proprietary SleepIQ technology through owned retail stores and online. Comparable to Auping on Smart Base adjustable technology, in-store sleep-sensor experience, and integrated sleep ecosystem positioning.
• Tempur Sealy: Tempur Sealy is the world's largest specialty mattress and bedding company with Tempur-Pedic (ergonomic/adaptive foam) and Sealy (traditional) brands distributed globally through furniture retail and owned stores. Comparable to Auping on premium sleep positioning and adjustable bed technology, but at vastly larger scale.
• IKEA (Inter IKEA): IKEA is the dominant mass-market home furnishings retailer in Europe with a deep bed, mattress, and bedding assortment sold through destination showrooms plus e-commerce. Comparable to Auping as the primary bed-buying destination for European consumers, but operating at much larger scale and a lower price tier.

Direct peers

• Emma Mattress: Emma is one of Europe's largest DTC mattress and sleep brands with strong presence in the Netherlands, Belgium, and Germany. Comparable to Auping on target customer and product category, but competing via compressed mattress-in-a-box logistics rather than premium showroom retail.
• Beter Bed: Beter Bed is a leading Dutch specialty bed and mattress retailer with a multi-brand portfolio (Beter Bed, Beddenreus, DBCO) and broad physical retail footprint across the Netherlands and Europe. Directly comparable to Auping Store Eindhoven as the main domestic bed retail competitor with overlapping product, channel mix, and customer base.
• MLine: MLine is a Dutch manufacturer and retailer of premium mattresses, adjustable bed bases, and sleep systems with direct-to-consumer online and physical distribution. Highly comparable to Auping on adjustable base technology (similar Smart/Motion base ranges), Dutch manufacturing, and premium positioning.
• Swiss Sense: Swiss Sense is a Dutch premium bed and mattress retailer with a national showroom network, in-house brands (Avela, Auris), and a configurator-led online purchase journey. Closely comparable to Auping on premium positioning, owned-store distribution, and online customization.

Regional players

• Hülsta: Hülsta is a German premium household furniture manufacturer and retailer with a strong DACH bedroom, bed, and mattress offering. Comparable to Auping on premium positioning, design-led bedroom furniture, and central European market overlap, but primarily competing in Germany rather than the Netherlands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/aupingnl
• YouTubeyoutube.com/aupingnl
• Facebookfacebook.com/auping
• LinkedInlinkedin.com/company/auping-plaza-eindhoven-breda
• Instagraminstagram.com/aupingnl
• Pinterestnl.pinterest.com/aupingnl

Compliance3 records

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 Auping Store Eindhoven