Pillowise USA

What Pillowise USA does

Pillowise USA (legal entity Van der Hilst USA Corp) is the US operating subsidiary of the Pillowise brand, headquartered at 615 W Johnson Ave, Suite 104, Cheshire, CT 06410. The company sells custom-fit memory foam cervical pillows under a channel-only distribution model: products are not sold direct-to-consumer or through online marketplaces, but exclusively through a network of authorized healthcare professional resellers — chiropractors, physical therapists, and licensed massage therapists — who perform in-person measurements using Pillowise's patented 3-step measurement algorithm and fit patients with one of seven pillow sizes. Resellers purchase a Display Package ($449) to onboard and earn margin on pillow sales; Pillowise USA facilitates drop shipping to patients and operates the Pillowise Scan mobile app as a self-service measurement funnel that drives consumers back to resellers.

The core product portfolio includes the standard Pillowise pillow (six colors plus XL, in Queen and standard sizes), the compact Pillowise Travel (13.5in x 14in), and the pediatric Pillowise Junior line (three sizes for children ages 4-15) with a dedicated growth-chart-based algorithm. All pillows use 100% premium Dutch memory foam manufactured in the Netherlands with Tencel-blend covers, a 5-year warranty, and a 30-day comfort guarantee. Pillows are matched via three body measurements (shoulder width, neck circumference, neck height) plus sleep position and mattress firmness inputs, with claimed 95% match accuracy developed by co-founder Thijs van der Hilst, a Dutch physiotherapist who created the algorithm in 2003 and co-founded Pillowise in 2013 with strategic partner United Comfort Industries. The brand claims 5,000+ healthcare professionals recommending the product worldwide and over 1 million adults matched.

Pillowise USA is a privately held company with no disclosed funding rounds, PE/VC backing, or M&A activity. Marketing relies on organic SEO, a twice-weekly content blog, embedded YouTube explainer videos, the Pillowise Scan app, and a 'Find a Reseller' locator tool covering up to 70-mile radius — with no paid advertising (Google AdSense not enabled). The company explicitly prohibits online resale by authorized resellers, defensively protecting channel pricing and reseller economics.

Name

Pillowise USA

Legal name

Van der Hilst USA Corp

Website

https://pillowise-usa.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Pillowise USA (Van der Hilst USA Corp) sells custom-fit memory foam cervical pillows exclusively through a network of 5,000+ licensed chiropractors, physical therapists, and massage therapists, who measure patients using a patented algorithm to match them to one of seven pillow sizes, with a pediatric line for children and a self-serve mobile measurement app.

Ownership category

akta.pro rank

Product category

Sleep Products / Ergonomic Cervical Support Pillows

NAICS

Mattress Manufacturing (33791), Mattress Manufacturing (337910)

SIC

Household Furniture (2510), Retail-Furniture Stores (5712)

akta.pro primary industry

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

akta.pro secondary industry

Pillows & Pillow Systems Retail (CRAIABAC)

Keywords

• Custom-fit pillows
• Cervical support pillows
• Memory foam sleep products
• Pediatric ergonomic pillows
• Healthcare channel distribution

Headquarters

HQ city

Cheshire

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom-fit Memory Foam Pillows (Standard Size): Pillowise pillows are sold exclusively through authorized healthcare professional resellers (chiropractors, PTs, LMTs) at prices set by each reseller. Pillows come in 6 colors (Pink, Orange, Green, Blue, Red, Purple) plus XL and Queen sizes. Travel pillow versions (13.5in x 14in) are also sold. Replacement covers, travel covers, and pillowcases are sold as accessories. Pricing is determined by each reseller; Pillowise USA does not sell direct.
2. Reseller Display Package: Healthcare professionals can purchase a Display Package Deal ($449) to become authorized resellers. The package includes a display unit, all 6 pillow sizes, posters, banners, measuring tapes, online software access, unlimited app usage, and a complementary pillow for the reseller. This is the primary B2B onboarding revenue stream.
3. Pillowise Junior (Children's Pillows): Three junior pillow sizes (Junior 1, 2, 3) for children ages 4–15, sold through the same healthcare professional channel. Includes dedicated junior display starter package for resellers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Pillowise USA designs, manufactures, and distributes custom-fit memory foam cervical pillows sold exclusively through authorized licensed healthcare professionals (chiropractors, physical therapists, licensed massage therapists). A proprietary 3-step measurement algorithm matches each patient to one of 7 pillow sizes using shoulder width, neck circumference, neck height, sleep position, and mattress firmness, with a separate pediatric algorithm (Pillowise Junior) for children ages 4-15. Resellers purchase a Display Starter Package ($449) to onboard, with ongoing pillow sales and drop shipping to patients.

Product overview

Pillowise USA is a health-focused company offering custom-fit cervical pillows designed to provide personalized neck support through a proprietary 3-step measuring system and patented algorithm. The core product portfolio consists of Pillowise Standard Pillows (available in 6 colors: Pink, Orange, Green, Blue, Red, Purple, plus XL), Pillowise Travel Pillows (compact versions with travel bags), and Pillowise Junior (ergonomic pillows for children 4-15 years in 3 sizes). Additional offerings include Queen-size variants, replacement covers in standard/travel/queen sizes, pillowcase packs, and reseller display packages. All pillows feature 100% premium Dutch memory foam cores with Tencel covers, 5-year warranties, and 30-day comfort guarantees. Products are exclusively sold through licensed healthcare professionals including chiropractors, physical therapists, and massage therapists.

Differentiator

Problem solved

Functional benefit

Brands

• Pillowise Junior: First and only ergonomic pillow for children ages 4-15 that is tailored to their size and body. Uses a proprietary algorithm referencing US growth charts to recommend one of three junior cervical height pillows.
• Pillowise Travel
• Pillowise Queen

Quantifiable outcome

• 5,000+ healthcare professionals worldwide recommend Pillowise
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hullo: Finnish custom-fit memory foam pillow company using a proprietary measurement-based sizing system matched through a small set of sizes. Closest direct analogue to Pillowise's measurement-to-pillow-size model and premium positioning.
• Pluto Pillow: Custom-fit memory foam pillow brand that matches consumers to a pillow based on body measurements, sleep position and mattress firmness. Direct competitor in the personalized-fit memory foam pillow category that Pillowise helped create.
• Coop Home Goods: Premium adjustable memory foam pillow brand selling shredded-fill pillows that consumers customize by adding/removing fill. Competes with Pillowise in the premium memory foam pillow category, though via a different (DIY) customization model.
• Mediflow: Clinically-positioned cervical pillow brand (waterbase pillow) long recommended by chiropractors and physical therapists. Closest peer in the healthcare-professional-recommended cervical pillow space Pillowise occupies.

Emerging players

• Helix Sleep: DTC mattress brand that pioneered a sleep quiz matching consumers to one of multiple mattress firmness configurations. Highly comparable concept (measurement/quiz-to-product matching) applied to a larger price-point category.
• Honeydew Sleep: Direct-to-consumer custom-fill pillow brand that competes in the same personalized memory foam pillow category as Pillowise but sells online with a different (DIY fill-adjustment) customization approach.

Broad incumbents

• MyPillow: Mass-market premium pillow brand with broad consumer awareness and TV-driven direct-to-consumer distribution. Competes for the same end consumer (sleep-seekers) but via a fundamentally different, mass-market GTM rather than clinical channel.
• Casper Sleep: DTC sleep products brand offering mattresses and pillows (including custom-fit variants). Comparable as a premium sleep brand but operates at much broader scale via DTC e-commerce rather than HCP channel.
• Purple Innovation: Premium mattress and pillow brand built around proprietary hyper-elastic polymer grid technology. Comparable premium positioning and patented material science, with broader DTC and retail distribution.
• Tempur Sealy International: Largest premium memory foam mattress and pillow manufacturer globally (Tempur-Pedic, Sealy, Stearns & Foster). Sets the premium memory foam benchmark Pillowise competes against and operates the broad retail/online channel Pillowise deliberately avoids.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube-nocookie.com/embed/gzMOO5nruMU
• Facebookfacebook.com/PillowiseUSA
• LinkedInlinkedin.com/company/pillowise-usa

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 Pillowise USA