El Rey del Colchón
El Rey del Colchón is a small regional mattress and bedding retailer operating two showrooms in Lugo and Sarria, Galicia, Spain, under the Dormiflex brand, with custom mattress manufacturing for homes, vehicles, and hospitality clients.
- Company typePrivate
- Founded-
- HeadquartersLugo, Spain
- Headcount1–10
- GTM typeB2C
- OfferingServices
What El Rey del Colchón does
El Rey del Colchón is a small regional mattress and bedding retailer headquartered in Lugo, Galicia, Spain, operating as a sole proprietorship under Juan Alonso Veiga (CIF/NIF: 33348054D). The business operates two physical retail showrooms — one in Lugo (Tolda de Meilán, 23) and one in Sarria (Liberdade 14, Bajo) — selling mattresses, pillows, bed frames (canapés), foam filling materials, and specialty bedding. The company holds an exclusive retail partnership with Dormiflex, a Spanish brand positioned as a leader in the health and rest sector, and sells products under the Dormiflex brand association.
The business operates on a hybrid retail and light-manufacturing model. Beyond standard mattress resale, El Rey del Colchón fabricates custom-sized mattresses in-house with a 3-4 day manufacturing turnaround, supporting both home applications and non-standard vehicle interiors (campers, vans, trucks, cars). It also serves a B2B hospitality segment, supplying bulk mattress orders, bed linens, and anti-bedbug covers to hotels, hostels, and pilgrim hostels (albergues) along the Camino de Santiago route. Custom foam cutting services are offered for sofas, cushions, and upholstery projects with density options ranging from 28-35 kg/m³.
Revenue is generated through one-time transactional sales across consumer, vehicle, and hospitality segments. Pricing is quote-based and not publicly disclosed, with volume discounts applied to hospitality bulk orders. The go-to-market combines physical showroom-based personalized advisory service, basic website presence (dormeenflex.es), Google Ads campaigns, and social media activity on Facebook, Instagram, and YouTube. The company has no e-commerce storefront, no mobile app, no external funding, and no documented employee growth beyond a 6-person headcount.
El Rey del Colchón firmographics
Firmographics- Name
- El Rey del Colchón
- Legal name
- Juan Alonso Veiga
- Website
- https://dormeenflex.es
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- El Rey del Colchón is a small regional mattress and bedding retailer operating two showrooms in Lugo and Sarria, Galicia, Spain, under the Dormiflex brand, with custom mattress manufacturing for homes, vehicles, and hospitality clients.
- Ownership category
- akta.pro rank
El Rey del Colchón industry classification
Industry- Product category
- Mattress Retail
- NAICS
- Mattress Manufacturing (33791)
- SIC
- Retail-Furniture Stores (5712)
- akta.pro primary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
Keywords
Where El Rey del Colchón is headquartered
LocationHeadquarters
- HQ city
- Lugo
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
El Rey del Colchón business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Retail mattress and bedding sales: One-time sales of mattresses, pillows, bed frames (canapés), and bedding accessories through physical retail stores. Products include viscoelastic, latex, spring mattresses, orthopedic mattresses, anti-pressure ulcer mattresses, and crib mattresses.
- Custom mattress manufacturing: Custom fabrication of mattresses to exact customer specifications for homes, vehicles (campers, vans, trucks), and special dimensions. Manufacturing turnaround of 3-4 days with quality control inspection before delivery.
- Hospitality bedding solutions: B2B sales of mattresses and bedding (sheets, pillow protectors, anti-bedbug covers) to hotels, hostels, and pilgrim hostels. Volume pricing applied for bulk orders.
- Foam and filling materials: Sale of foam filling materials for sofas, cushions, mattresses, and puffs. Available in various densities including latex, visco, and polyester fiber options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Volume pricing for hospitality businesses |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
El Rey del Colchón product offering
Product offeringCore offering
El Rey del Colchón is a family-operated mattress and bedding retailer operating two physical showrooms in Lugo and Sarria, Galicia, Spain. The company sells Dormiflex-branded mattresses, pillows, canapés (bed frames), foam products, and complementary bedding accessories to individual consumers. It also manufactures custom-made mattresses, including bespoke sizes, firmness levels, and materials, serving both household buyers and local hospitality clients.
Product overview
El Rey del Colchón is a physical mattress and bedding retail business operating in Lugo and Sarria, Galicia, under the Dormiflex brand. The company offers a portfolio of six interconnected core product lines: mattresses (Colchones) covering viscoelastic, orthopedic, spring, crib, latex, and anti-decubitus types; custom-made mattresses (Colchones a medida) for homes, campers, vans, and trucks; foam filling (Espumas/Relleno de espuma) for sofas, cushions, and upholstery in multiple densities; pillows (Almohadas) in viscoelastic, latex, and fiber variants; bed frames with storage (Canapés) in multiple heights and opening styles; and hospitality bedding solutions (Descanso para hostelería) for hotels, hostels, and hostels. A general product showcase (Escaparate) rounds out the catalog. The company also provides in-store personalized advisory services and delivers/mounts products in the Lugo area.
Differentiator
Problem solved
Functional benefit
Brands
- Dormiflex (partner brand): A leading mattress brand in the sector, partnered with El Rey del Colchón to ensure quality and durability of products sold.
Products and services
- Mattresses (Dormiflex brand)
Quantifiable outcome
- 3-4 days manufacturing turnaround for custom mattress orders
- +2 more outcomes
Companies that use El Rey del Colchón
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
El Rey del Colchón technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
El Rey del Colchón partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DormiflexcoreExclusive partnership with Dormiflex as the primary brand supplier. Dormiflex is positioned as a leader in the health and rest sector. All products sold through El Rey del Colchón carry the Dormiflex brand to ensure quality and durability. The partnership appears to be a strategic supply and branding relationship where El Rey del Colchón serves as a retail outlet for Dormiflex products.
Scale indicators2 records
Recent moves5 records
Expansion highlights8 records
El Rey del Colchón competitors and assessment
Company assessmentBroad incumbents
- Flex: Major Spanish mattress manufacturer and brand operating across viscoelastic, spring, and latex categories; operates factory-direct and partner retail. Overlaps with El Rey del Colchón in product types (visco, orthopedic, latex mattresses) and serves similar end consumers plus hospitality.
- Bultex: Established Spanish mattress brand within the Pikolin Group focused on HR foam core mattresses. Comparable in mattress category overlap and in being carried through Spanish retail networks, including potential competition with the Dormiflex catalog El Rey del Colchón retails.
- Colchones Pikolin: One of Spain's largest mattress manufacturers with its own retail and B2B distribution. Comparable as the broad incumbent whose products and brand presence compete for the same end customers that El Rey del Colchón sells Dormiflex products to.
- Tempur: Premium global viscoelastic mattress brand with retail distribution in Spain. Comparable as a premium-positioned viscoelastic mattress alternative competing for the same orthopedic and high-end consumer segment that El Rey del Colchón serves.
Direct peers
- Maxcolchon: Spanish mattress retailer with online and physical presence offering custom-made mattress manufacturing and foam cutting across regions; comparable in offering mix (mattress retail plus custom fabrication) to El Rey del Colchón but operating at a much larger scale nationally.
Emerging players
- Leesa Sleep: D2C premium foam mattress brand originally launched online in the US and expanding internationally. Comparable as a digital-native disruptor in foam/visco mattresses, highlighting the online competitive pressure El Rey del Colchón's brick-and-mortar model faces.
- Emma Colchones: D2C European mattress brand with strong Spanish online presence, direct delivery, and trial periods. Comparable as a digital-first competitor targeting the same consumer end-market; represents the disruption channel that El Rey del Colchón's offline retail model contends against.
Others
- Dormiflex: Brand supplier and exclusive partner of El Rey del Colchón; a recognized Spanish health-and-rest mattress brand. Comparable as the upstream supplier of essentially the entire retail catalog, rather than as a direct storefront competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
El Rey del Colchón social profiles
Digital presenceEl Rey del Colchón financial estimates
Financial estimateRevenue estimate
Valuation estimate
El Rey del Colchón leadership team
Management profileNumber of profiles
Profiles1 record
El Rey del Colchón funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
El Rey del Colchón 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 El Rey del Colchón
What does El Rey del Colchón do?
El Rey del Colchón is a family-operated mattress and bedding retailer operating two physical showrooms in Lugo and Sarria, Galicia, Spain. The company sells Dormiflex-branded mattresses, pillows, canapés (bed frames), foam products, and complementary bedding accessories to individual consumers. It also manufactures custom-made mattresses, including bespoke sizes, firmness levels, and materials, serving both household buyers and local hospitality clients.
Is El Rey del Colchón a public or private company?
El Rey del Colchón is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was El Rey del Colchón founded?
El Rey del Colchón was founded in -1. It employs 1 to 10 people.
Where is El Rey del Colchón based?
El Rey del Colchón is headquartered in Lugo, Spain, in the Europe region.
How does El Rey del Colchón make money?
Four revenue lines are on record. Retail mattress and bedding sales are the primary driver. The others are custom mattress manufacturing, hospitality bedding solutions and foam and filling materials.
Who are El Rey del Colchón's main competitors?
Broad incumbents on record are Flex, Bultex, Colchones Pikolin and Tempur. Maxcolchon is listed as a direct peer. Emerging players are Leesa Sleep and Emma Colchones. Dormiflex is listed as an others.
Does El Rey del Colchón have an API?
No public API is recorded for El Rey del Colchón.
What industry is El Rey del Colchón in?
El Rey del Colchón's product category is Mattress Retail. Its primary akta.pro industry code is CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid). Its NAICS code is 33791 and its SIC code is 5712.