LONAS Group

What LONAS Group does

LONAS Group is a Lithuanian family-owned, vertically integrated bedroom comfort company founded on April 30, 1993 by Kazimieras Jakutis as a small polyurethane foam parts operation, now organized as a group of seven wholly-owned legal entities. Manufacturing is handled by UAB 'Gergama' (wholesale bed and mattress production, established 2016) and UAB 'Porolonas' (polyurethane foam supply and foam component manufacturing) — the latter sourcing raw foam from UAB 'VITA Baltic International' (Lithuania) and Molitan a.s. (Czech Republic). Retail across the Baltics operates through UAB 'Lonas' (Lithuania, 13 showrooms), SIA 'Lonas Latvija' (Latvia, 3 showrooms in Riga), and OÜ 'Dreamland Home' (Estonia, 4 showrooms including Tallinn and Rakvere, acquired in June 2020), while last-mile delivery and assembly are managed by UAB 'Loniukas' (founded 2007 by founder's son Adas Jakutis). The group's product portfolio spans beds, mattresses, mattress toppers, and the LONAS HOME home-textile line (launched December 2019), along with proprietary technology including the Lonofibre® mattress cover fabric (gold medal, 'Lithuanian Product of the Year' 2017) and the 2025 VIRTUOSO® glue-free continental bed collection.

LONAS Group monetizes primarily through direct-to-consumer retail via 19 physical showrooms and country-specific e-commerce stores (lonas.lt, lonas.lv, lonas.ee) on a one-time-purchase revenue model, with a secondary B2B revenue stream from polyurethane foam parts sold to third-party furniture manufacturers and wholesale bed/mattress manufacturing under the LONAS brand. The group does not publish pricing publicly and uses no subscription or recurring model; pricing is set per product on each market's e-commerce site. Pricing models are not disclosed in available sources. Customer concentration is mass-market residential consumers across the Baltic region, with no single enterprise customer of meaningful disclosed scale.

The company is wholly family-owned and managed: founder Kazimieras Jakutis serves as General Director; sons Domas (UAB 'Lonas' retail), Adas (UAB 'Loniukas' logistics founder), and Liudas (UAB 'Gergama' manufacturing director) hold operating roles alongside Birutė Jakutienė as operations coordinator. Geographic expansion has progressed from Lithuania (1993) into Latvia (2005, suspended 2009, resumed 2018), Estonia via the 2020 Dreamland Home acquisition, and Poland via e-commerce on October 1, 2025 (lonas.pl). Recent strategic emphasis has been on premium-tier product launches (VIRTUOSO®, Čiurlionio Collection in partnership with the National M. K. Čiurlionis Art Museum in 2025), sustainability (25,910+ trees planted 2023–2026 under the 'Kad miškai žaliuotų' initiative with EU funding via NMA), and showroom-format upgrades including the 650 sqm Vilnius Ogmios miestas flagship. No revenue figures, financial statements, or external funding rounds are publicly disclosed.

Name

LONAS Group

Legal name

UAB "Lonas ir partneriai"

Website

https://lonasgroup.lt

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

LONAS Group is a Lithuanian family-owned, vertically integrated bedding company founded in 1993, manufacturing and retailing beds, mattresses, and home textiles across the Baltics and Poland through 19 showrooms and four country-specific e-commerce stores.

Ownership category

akta.pro rank

Product category

Bedding and Mattress Manufacturing

NAICS

Mattress Manufacturing (337910), Mattress Manufacturing (33791), Household and Institutional Furniture Manufacturing (33712)

akta.pro primary industry

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

Keywords

• Bedroom furniture manufacturing
• Mattress manufacturing
• Polyurethane foam supply
• Bedroom textile products
• Bedroom retail showrooms

Headquarters

HQ city

Jonava

HQ country

Lithuania

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Sales — Physical Showrooms: LONAS Group operates 19 physical showrooms (13 in Lithuania, 3 in Latvia, 3 in Estonia) selling beds, mattresses, and LONAS HOME bedroom textiles directly to consumers. Products are also assembled and delivered to customers' homes by the in-house logistics subsidiary UAB 'Loniukas'.
2. E-commerce Sales: Three online stores (lonas.lt, lonas.lv, lonas.ee) serve customers across Lithuania, Latvia, and Estonia. In 2025, the company expanded e-commerce to Poland with the launch of lonas.pl.
3. Wholesale / B2B Manufacturing: UAB 'Gergama' manufactures beds and mattresses for the LONAS brand under wholesale arrangements. UAB 'Porolonas' supplies polyurethane foam and foam parts to third-party furniture manufacturers.
4. Polyurethane Foam Supply: UAB 'Porolonas' supplies polyurethane foam materials and precision-cut foam parts to furniture manufacturers. Sources foam from UAB 'VITA Baltic International' (Lithuania) and 'Molitan' a.s. (Czech Republic).

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

LONAS Group manufactures and retails beds, mattresses, mattress toppers, and bedroom textiles (LONAS HOME) across the Baltic region. The group operates seven vertically integrated companies covering polyurethane foam supply (UAB 'Porolonas'), bed and mattress manufacturing (UAB 'Gergama'), in-house logistics and home delivery with assembly (UAB 'Loniukas'), and retail through 19 physical showrooms plus e-commerce stores in Lithuania, Latvia, Estonia, and Poland.

Product overview

LONAS Group is a Lithuanian family-owned furniture and bedding company founded in 1993, consisting of 7 companies operating in the bedroom comfort sector. The portfolio is organized around two main product brands: LONAS (beds, mattresses, and sleep accessories) and LONAS HOME (home textiles launched in 2019). Manufacturing operations are handled by UAB 'Gergama' (wholesale bed/mattress production) and UAB 'Porolonas' (polyurethane foam supply and components), while retail is managed through UAB 'Lonas' (Lithuania), SIA 'Lonas Latvija' (Latvia), and OÜ 'Dreamland Home' (Estonia). Logistics are provided by UAB 'Loniukas'. The company operates 19 physical salons and 3 e-commerce stores across Lithuania, Latvia, Estonia, and Poland, having expanded to Poland in October 2025. Key product collections include the Musical Collection (beds), Tricolor Collection (mattresses), VIRTUOSO Collection (continental beds), and Čiurlionio Collection (art collaboration).

Differentiator

Problem solved

Functional benefit

Brands

• LONAS: Beds, bed accessories, mattresses, mattress toppers
• LONAS HOME
• Fėjos namai
• Stiliaus gurmanė
• Moon kid

Products and services

• LONAS Beds and Mattresses
• LONAS HOME Bedroom Textiles
• Muzikinė (Musical) Collection Beds
• Trispalvės (Tricolor) Collection Mattresses
• VIRTUOSO® Collection Continental Beds
• Čiurlionio Collection
• LONAS vaikams (LONAS for Children)
• Lonofibre® Mattress Cover
• Polyurethane Foam Supply (UAB 'Porolonas') Polyurethane foam materials and precision-cut foam parts supplied to third-party furniture manufacturers. Sourced from UAB 'VITA Baltic International' (Lithuania) and Molitan a.s. (Czech Republic). With 30 years of experience, implements foam production projects of any complexity per client specifications.

Quantifiable outcome

• 276,000 mattresses and 46,000 mattress toppers manufactured over 30 years
• +3 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered minor, historical/foundational and core.

• National M. K. Čiurlionis Art MuseumminorStrategic or Co-development Partner · 1 January 2025Collaboration to create the Čiurlionio Collection in 2025, commemorating the 150th birth anniversary of painter-composer M.K. Čiurlionis. This is LONAS's first cultural partnership creating an exclusive branded collection.
• Stiprūs kartuminorOthers · 1 December 2022Charitable initiative 'Sušildyk Ukrainą' (Warm Ukraine). LONAS Group donated 50 generators worth 50,000 EUR in December 2022, delivered to Lviv on January 6 (Three Kings Day).
• Blue/Yellow (Mėlyna ir geltona)minorOthers · 27 February 2022Charitable organization supporting Ukraine. LONAS Group donated 50,000 EUR to Blue/Yellow on February 27, 2022 (fourth day of the war in Ukraine), as one of the first corporate humanitarian responses.
• 2XJ architectsminorStrategic or Co-development Partner · 1 January 2022Architecture firm 2XJ architects (Jokūbas Jurgelis and Jūratė Volkavičiūtė) designed the interior of the largest LONAS showroom in Vilnius, Ogmios miestas. The design emphasized natural materials including pine wood, linen threads, natural stone, and recycled materials.
• Gumotex (Czech Republic)historical/foundationalTechnology or Integration · 1 January 2000LONAS became the exclusive representative of the largest Czech mattress manufacturer 'Gumotex' in the Baltic states since 2000. LONAS began manufacturing mattresses using Gumotex technology in 1999.
• UAB 'VITA Baltic International'coreOthersLithuanian supplier of high-quality polyurethane foam to UAB 'Porolonas' within LONAS Group. The partnership with 'VITA Baltic International' enables LONAS to manufacture foam parts and finished products with reliable domestic raw material supply.
• Molitan a.s. (Czech Republic)coreOthersCzech polyurethane foam manufacturer supplying UAB 'Porolonas'. Per 30 years of collaboration, Molitan supplies raw materials enabling foam part manufacturing for furniture producers and LONAS's own production.
• Lithuanian Red CrossminorOthersIn 2022, LONAS partnered with Lithuanian Red Cross to donate 1,000 mattresses for Ukrainian refugees. LONAS supplied fabricated mattress covers and logistics while partner 'VITA Baltic International' (Alytus) donated foam.
• Sidabrinė Linija — M. Čiuželio Paramos ir Labdaros FondasminorOthersCharitable foundation supporting elderly people. LONAS Group contributed more than 5,000 EUR as part of a 3-month collaboration commitment in 2021-2022.
• NMA — Nacionalinė mokėjimo agentūraminorOthersNational Paying Agency (Lithuania) — LONAS Group received EU funding through NMA for forest planting projects (project numbers: 02MV-T2-25-1-01068-PR001 in 2025, 02MV-RP-26-1-00964-PR001 in 2026) as part of the 'Kad miškai žaliuotų' sustainability initiative.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• IKEA: Global home furnishing retailer with a substantial mattress and bed offering. Comparable as a competing destination for Baltic and European bedroom furniture purchases, though IKEA operates at vastly larger scale and across all home categories rather than specializing in sleep products like LONAS.
• JYSK: Danish-headquartered home furnishing retailer with strong Nordic and Baltic presence, selling mattresses, beds, and bedroom textiles. Comparable as a competing showroom-and-online retailer in the same geography; JYSK operates a much wider product range and lower price positioning.
• XXXLutz: Austrian-headquartered European furniture retail giant operating large-format stores across multiple countries including some with Baltic presence. Comparable as a competing furniture retail destination in Europe, though XXXLutz's product range spans all furniture categories at lower price points.
• Tempur Sealy: Global mattress manufacturer and retailer (Tempur-Pedic, Sealy, Stearns & Foster). Comparable as a manufacturer of premium mattresses sold through multiple retail channels; vastly larger scale and broader geographic footprint, with broader product range than LONAS's specialty sleep focus.

Direct peers

• Silentnight: UK-based mattress and bed manufacturer-retailer with broad product range and direct-to-consumer focus. Comparable as a vertically integrated national mattress brand, though Silentnight primarily operates in the UK rather than the Baltics.
• Hilding Anders: Sweden-based European mattress manufacturer with multiple regional brands (including Jensen, Bico, and others) and pan-European distribution. Comparable to LONAS in product category (mattresses, beds), manufacturing-led model, and European family-/PE-controlled ownership history.
• Magniflex: Italy-based premium mattress manufacturer selling across Europe through both retail and DTC channels. Comparable to LONAS in vertical integration (manufacturer + branded retail), family ownership, and premium positioning strategy targeting health/comfort-led consumers.
• Dreams: UK's largest specialist bed and mattress retailer with extensive showroom network and own-brand manufacturing. Comparable to LONAS in vertically integrated showrooms + own-manufacturing + delivery/assembly service model; UK-focused versus LONAS's Baltic focus.
• Emma Sleep: Germany-headquartered direct-to-consumer mattress and sleep brand selling across Europe with strong online distribution and growing physical retail. Comparable to LONAS in target market (consumers seeking quality sleep products) and product category (mattresses, bed accessories), but with broader pan-European brand reach versus LONAS's Baltic concentration.

Emerging players

• Casper: Pioneer US direct-to-consumer mattress brand that has expanded selectively into Europe. Comparable to LONAS in DTC mattress positioning and target consumer; Casper operates at different scale and is more digitally native without LONAS's showroom-heavy distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lonasgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries7 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 LONAS Group