Rüedi

What Rüedi does

Rüedi AG Innendekoration is a Swiss specialty interior decoration retailer founded in 1980 and headquartered in Bassersdorf, canton of Zurich. Operating from a single physical showroom, the company sells and installs custom-made curtains, floor coverings (parquet, carpet, PVC, cork), mattresses, bedding, waterbeds, and reupholstery services, supported by an in-house sewing atelier and an upholstery workshop. The business is owner-operated by Stefan Hertach, a certified sleep and lying therapist who leads the sleep and bedroom vertical and runs free educational sleep seminars as a customer acquisition channel. The company employs approximately 9 people across sales, craft, and administration.

The business model is project-based, one-time and pay-as-you-go with consultation-driven pricing: no public price list is published, quotes are provided after in-home measurement and showroom consultation. Revenue streams are diversified across five product categories (curtains, flooring, sleep/bedding, waterbeds, upholstery) plus recurring waterbed maintenance services. The customer base is primarily Swiss residential homeowners, with a secondary horizontal segment of corporate and retail clients requiring commercial interior decoration. Distribution is single-channel physical retail with appointment-based consultations and home visits for measuring and installation.

The company is privately held with no external investors, no parent company, no subsidiaries, and no capital markets activity. Strategic direction is concentrated in the owner's hands, with supporting service providers including PURE Marketing (marketing strategy) and Atelier Neukom (web/IT), and material partners including Création Baumann, Aqua Dynamic, and multiple Swiss curtain, bedding, and flooring suppliers. No AI/ML capabilities, public APIs, mobile apps, or proprietary technology platforms are present; the core technology is traditional custom craftsmanship combined with curated third-party branded products.

Name

Rüedi

Legal name

Rüedi AG Innendekoration

Website

https://rueedi-innendekoration.ch

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Rüedi AG Innendekoration is a Swiss specialty interior decoration retailer in Bassersdorf, Zurich, selling and installing custom curtains, flooring, mattresses, bedding, waterbeds, and upholstery services to residential and corporate clients across Switzerland, with a differentiated certified sleep therapy advisory.

Ownership category

akta.pro rank

Product category

Interior Decoration Services

NAICS

Interior Design Services (541410), Interior Design Services (54141), Mattress Manufacturing (337910)

SIC

Household Furniture (2510), Miscellaneous Furniture & Fixtures (2590)

akta.pro industry

PRIMARYBPAHAKAB

Interior Design Services

Business & Public Services/Professional Services (Legal, Accounting, Consulting)/Architecture, Design & Planning Services

SECONDARYIMAOAKAE

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

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Home Textiles Manufacturing (Bedding/Towels/Curtains/Upholstery Textiles)

SECONDARYIMAOAJAF

Woven Floor Coverings Manufacturing (Axminster/Wilton/Flatweave)

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Carpet, Rug & Floor Covering Manufacturing

Keywords

• Interior decoration services
• Custom curtain manufacturing
• Floor coverings retail
• Mattress and bedding
• Waterbed sales

Headquarters

HQ city

Bassersdorf

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Custom Curtain Sales and Installation: Sale and installation of individually customized curtains and window treatments, including consultation, measuring, sewing, and professional mounting
2. Flooring Sales and Installation: Sale and installation of various floor coverings including parquet, carpet, PVC, cork. The company serves as a flooring specialist offering consultation and professional installation
3. Upholstery and Reupholstery Services: Furniture restoration and reupholstery services in their in-house workshop, making old furniture like new with traditional or modern methods
4. Bedding and Sleep Products: Sale of mattresses, bedding, waterbeds, and related sleep products with personalized sleep consultation
5. Sleep Consultations and Presentations: Free sleep lectures by certified sleep therapist Stefan Hertach on topics like pain relief and sleep quality improvement

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Rüedi AG Innendekoration produces and installs custom interior decoration products including handmade curtains, floor coverings, mattresses, bedding, waterbeds, and reupholstered furniture for private households and corporate clients in Switzerland. The company complements its manufacturing with personalized home consultation, sleep and lying therapy advice, and on-site installation carried out by trained in-house specialists.

Product overview

Rüedi Innendekoration is an interior decoration specialist offering a unified suite of custom-made home furnishing products and services, centered on creating comfortable living and sleeping spaces. The core product portfolio includes handmade custom curtains (Vorhänge) with acoustic and functional fabric options, floor coverings (Bodenbeläge) in parquet, carpet, PVC, and cork, and a comprehensive bedding division (Schlafen) encompassing mattresses, duvets, pillows, and bed linens. The company also sells and services waterbeds (Wasserbetten) and provides upholstery repair services (Polstermöbel). These products are supported by specialized services including certified sleep and lying therapy consultations (Liege- und Schlafberatung), free educational sleep seminars (Schlafvorträge), and waterbed maintenance services. The company operates as a single-location specialty retailer rather than a platform, with all offerings converging around the theme of home comfort and ergonomic living.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Curtains (Vorhänge)
• Floor Coverings (Bodenbeläge)
• Mattresses and Bedding
• Waterbeds (Wasserbetten)
• Upholstery Services (Polsterarbeiten)
• Sleep Consultation (Schlafberatung)
• Waterbed Cleaning Service (Wasserbett-Reinigung)

Quantifiable outcome

• Acoustic curtain sound absorption values up to 0.75 (ISO standards) compared to 0.10 for standard transparent curtains

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• Möbelzentrum VolketswilminorStrategic or Co-development PartnerPartnership for interior design support when customers want professional assistance with home furnishing. Rüedi provides manufacturer-neutral consultation and refers customers to Möbelzentrum Volketswil for furniture purchases, establishing a complementary business relationship.
• Création BaumanncoreOthersSwiss textile manufacturer supplying high-quality acoustic fabrics and functional curtain materials. Products developed and produced in Switzerland with high sustainability and craftsmanship standards.
• Aqua DynamiccoreOthersWaterbed manufacturer whose products Rüedi sells, installs, and services. Products feature Aqua Dynamic waterbeds designed for optimal spinal support and muscle relaxation.
• Cabana Herisau, Trapa Parkett, Holzpunkt Parkett, Jab Teppiche, Fabromont Kugelgarn, Tisca Tiara, ForbocoreOthersVarious flooring suppliers offering parquet, carpet, PVC, and other floor covering materials. Rüedi assists customers in selecting appropriate products and provides installation services.
• Schlossberg, Christian Fischbacher, Tamara R.coreOthersBedding and linen suppliers offering high-quality bed linen, duvets and pillows. Products feature careful confectioning and perfect processing of premium fabrics.
• Jab Anstoetz, Christian Fischbacher, Bischoff Decor, Silent Gliss, Hachtel MHZcoreOthersCurtain and textile suppliers providing various curtain fabrics, systems and materials for custom window treatments.
• PURE MarketingminorStrategic or Co-development PartnerMarketing agency responsible for the conceptual design and marketing strategy of Rüedi AG.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Livique: Swiss furniture retailer (Migros group) operating multi-room showrooms across Switzerland. Comparable as a broad-incumbent home furnishings retailer competing for the same Swiss homeowners' renovation and refresh budgets.
• Möbel Pfister: Large Swiss home furnishings retailer offering furniture, mattresses, flooring and interior accessories across multiple showrooms. Comparable as a broader incumbent that competes with Rüedi for the same Swiss residential home-comfort spend but lacks Rüedi's custom-atelier model.
• Interio: Swiss furniture and home accessories retailer (Migros group) with multiple national showrooms. Comparable as a broad incumbent in the Swiss home-furnishings market, overlapping with Rüedi's residential customers but operating at significantly larger scale and lower customization.

Direct peers

• Christian Fischbacher: Swiss premium textile and bedding manufacturer based in St. Gallen, supplying Rüedi's bed linens. Comparable as a high-end Swiss-made interior textile specialist serving the same premium residential customer segment.
• Création Baumann: Swiss premium textile manufacturer based in Langenthal supplying the acoustic and functional curtain fabrics Rüedi resells. Directly comparable as a Swiss specialty interior-textile specialist with a similar premium, customization-led positioning and overlapping customer base.
• JAB Anstoetz: German premium textile manufacturer and wholesaler supplying Rüedi's curtain fabrics. Comparable as a specialty interior textile specialist competing for the same premium custom-curtain customer.
• Schlossberg: Swiss bed linen and home textile manufacturer supplying Rüedi. Directly comparable as a premium Swiss bedding/textile brand operating in the same custom, quality-led residential segment.
• Trapa Parkett: Austrian parquet manufacturer supplying Rüedi's flooring business. Comparable as a specialty premium flooring brand operating in the same custom-installation, Swiss-residential channel.
• Tisca Tiara: Swiss manufacturer of woven carpets and rugs supplying Rüedi's flooring portfolio. Comparable as a Swiss specialty floor-covering specialist targeting premium residential projects.
• Aqua Dynamic: Manufacturer of premium waterbeds whose products Rüedi sells, installs and services. Directly comparable as a specialist sleep-system supplier in a niche category both firms depend on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/61558344390266
• LinkedInlinkedin.com/company/r%C3%BCedi
• Instagraminstagram.com/rueedi_innendeko

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Rüedi