Bedaffair

What Bedaffair does

Bedaffair is a Dutch specialty retailer and manufacturer of handcrafted natural beds, mattresses, boxsprings, and bedroom textiles, founded in 1994 by Arend and Marjolein Vaders and operated as a trade name of Skoon BV. The company is headquartered in Heemstede, Netherlands, where it runs an 800 m2 showroom with an integrated workshop/atelier and an e-commerce storefront; Belgium orders are accepted via shipping-quote request. Products are made from 100% natural materials — natural latex, pocket spring systems, biological sheep wool, hemp, horsehair, camel wool, and biological cotton — with no synthetic foams or harmful chemicals, and are customized, repairable, and built to last 15-40 years depending on construction.

The product portfolio spans the Bedaffair own-label collections (including the Bedaffair Gaia natural latex mattress, Bedaffair Eterna upholstered bed, Bedaffair Mika solid beech bed, and a bio-circulator mattress line) plus resold partner brands (Team 7, Holzmanufaktur, Dormiente, Prolana, Moosburger, Essenza Home, Christian Fischbacher, Damai Organics). Pricing is one-time purchase with premium positioning: mattresses from €189 to €3,000+, beds from €1,125 to over €6,000 for premium branded designs, with optional €250 installation and SprayPay installment plans for €250-€3,500 orders. Distribution is direct-to-consumer via the showroom and the online shop, with PostNL handling last-mile delivery and free delivery in the Netherlands above €75.

The customer base is individual B2C consumers organized around three persona segments — conscious/health-conscious consumers (primary), families with children, and sustainable living enthusiasts. The company holds a stack of independent certifications including B Corp (certified July 2022, re-certified 2024/2025 with a score of 103 points), CBW-erkend, FSC, PEFC, GOTS, Nomite, and Global Recycled Standard. Marketing is content-led through an 87+ article blog, an email newsletter, and organic social channels, with the showroom experience driving bottom-of-funnel conversion. The company self-identifies as a micro-company under its B Corp documentation, with founders Arend and Marjolein Vaders maintaining active ownership and operational involvement.

Name

Bedaffair

Legal name

Skoon BV

Website

https://bedaffair.nl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Bedaffair is a Dutch specialty retailer and manufacturer of handcrafted natural beds, mattresses, and bedding made from 100% natural materials, founded in 1994 by Arend and Marjolein Vaders and serving conscious consumers in the Netherlands and Belgium via an 800 m2 Heemstede showroom and e-commerce storefront.

Ownership category

akta.pro rank

Product category

Natural Beds and Mattresses

NAICS

Mattress Manufacturing (33791), Mattress Manufacturing (337910)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Wood Household Furniture, (No Upholstered) (2511)

akta.pro primary industry

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

akta.pro secondary industries

Bed Frames, Foundations & Headboards Retail (CRAIABAE), Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA), Mattresses, Bedding & Sleep Products Distribution (CRAOAFAL)

Keywords

• Natural mattresses
• Solid wood beds
• Organic bedding
• Natural sleep products
• Sustainable bedroom furniture

Headquarters

HQ city

Heemstede

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct product sales (own label and branded natural beds/mattresses): Revenue generated from the sale of handcrafted natural beds, mattresses, boxsprings, bedding, and related accessories. Products are sold under the Bedaffair own label as well as branded partners (Team 7, Holzmanufaktur, Dormiente, Prolana, Moosburger, etc.). One-time purchase model with high average order values (mattresses from €189 to €3,000+, beds from €1,125 to €5,000+).
2. Delivery and installation services: Charged for delivery and optional installation services. Installation (assembly of boxspring beds, solid wood beds, and furniture) is charged at €250. Second delivery attempts are charged if delivery fails due to customer absence.
3. Payment plans (SprayPay): Offered through SprayPay for purchases between €250–€3,500 with repayment terms of 12, 18, 24, or 36 months, providing installment payment options to customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Bedaffair sells handcrafted natural beds, mattresses, boxsprings, and bedding made from 100% natural materials including natural latex, pocket springs, biological sheep wool, hemp, horsehair, camel wool, and organic cotton. Products are sold under the Bedaffair own label and partner brands (Team 7, Holzmanufaktur, Dormiente, Prolana, Moosburger). The company operates an 800 m2 showroom in Heemstede with an on-site workshop and atelier, complemented by a full e-commerce storefront offering delivery via PostNL across the Netherlands and on request to Belgium.

Product overview

Bedaffair is a Dutch natural bedroom specialist offering handcrafted beds, mattresses, and bedroom products made from 100% natural, sustainable materials. The product portfolio includes the company's own Bedaffair brand of natural mattresses (pocket spring, natural latex, bio-circulair), solid wood beds (oak, beech, walnut), eco boxsprings, and natural bedding (duvets, pillows, toppers) all free from harmful chemicals. Complementary products include children's furniture, warming products, silk accessories, and bedroom textiles. The company operates a physical showroom in Heemstede and sells through both physical retail and e-commerce channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Mattresses (Natuurlijke Matrassen) Handmade natural mattresses using natural latex, pocket springs, horsehair, wool, hemp, and organic cotton. Available in various comfort levels and customizable to customer specifications. Free from synthetic foams and harmful chemicals.
• Natural Beds (Natuurlijke Bedden) Solid wood bed frames made from sustainably sourced European woods including oak, beech, and walnut. Customizable dimensions and finishes. Often metal-free for passive electrical discharge.
• Natural Boxsprings Eco boxsprings made from 100% natural materials including hemp, organic shorn wool, organic flax, camel hair, horsehair, sustainable wood, and organic cotton.
• Natural Duvets (Natuurlijke Dekbedden) Natural duvets including 4-season options, hemp duvets, organic wool duvets, and recycled down duvets certified with Global Recycled Standard.
• Natural Pillows (Natuurlijke Kussens) Natural pillows made from hemp, organic cotton, kapok, and silk for hypoallergenic and breathable sleep comfort.
• Children's & Baby Collection Complete range including children's beds, baby mattresses, children's duvets, pillows, and underblankets made from natural materials such as biological cotton for non-toxic, hypoallergenic children's sleep.
• Bedaffair Eterna (Luxury Upholstered Bed) Luxury upholstered bed made from solid wood and recycled cotton or wool (100% natural). Part of the Designed by Nature collection.
• Bedaffair Gaia Natural Latex Mattress Vegan natural latex mattress with breathable bio tencel cover, fully circular and recyclable.
• Bedaffair Circular Down Duvet 4-season duvet with recycled down and feathers filling, Global Recycled Standard certified.
• Bedaffair Mika Bed Solid core beech wood bed with minimalist modern design, FSC certified, made in Germany.
• Solid Wood Nightstands Solid wood nightstands to complement the natural bedroom collection.
• Natural Warming Products Natural warming cushions with spelt chaff and cherry pits, and ecological hot water bottles with organic cotton covers.
• Delivery and Installation Services PostNL-handled delivery within the Netherlands (free for orders above €75) and Belgium on shipping quote request. Optional installation service for €250 covers assembly of boxspring beds, solid wood beds, and furniture. Second delivery attempts are charged if delivery fails due to customer absence.

Quantifiable outcome

• Natural latex mattresses last 15-20 years; pocket spring mattresses last 35+ years; bio-circulator mattresses last up to 40 years — compared to 10 years for conventional mattresses.
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Team 7coreStrategic or Co-development PartnerAustrian solid wood furniture brand presented proudly in Bedaffair's showroom. Team 7 is described as pioneers in eco-design, managing their own forests, sawmills, and manufacturing in Austria. Their beds are often fully metal-free and assembled without screws. Featured as a premium partner brand for solid wood beds.
• HolzmanufakturcoreStrategic or Co-development PartnerGerman furniture maker from Stuttgart, Germany, producing solid wood beds with traditional wood joinery techniques such as finger joints. Partner for Bedaffair's own-label solid wood bed collection. All wood carries FSC or PEFC certification. Produces minimalist beds where the wood is the main feature.
• DormientecoreStrategic or Co-development PartnerGerman brand known internationally for perfect synergy between health ergonomics and organic design. Their solid wood beds are described as robust, extremely stable, and made with German thoroughness. Bedaffair presents Dormiente products in their showroom alongside their own label.
• B Lab (B Corporation)coreOthersInternational organization that certifies and measures companies' positive social and environmental impact. Bedaffair achieved B Corp certification in July 2022 and was re-certified in 2024/2025 with a score of 103 points.
• PostNLminorOthersPrimary logistics partner for delivering customer orders in the Netherlands. Customers receive a track & trace code to monitor their delivery. Belgium delivery available by separate arrangement.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Coco-Mat: Greek natural sleep brand (mattresses, beds, bedding) made from renewable materials like coconut fiber, natural rubber, wool and cotton. Comparable to Bedaffair in natural-materials positioning, vertical manufacturing, multi-country showroom model and sustainability-first brand narrative.
• Dormiente: German natural bed and mattress specialist combining ergonomic design with organic materials (solid wood, natural latex, organic cotton). Bedaffair already carries Dormiente as a partner brand, making them a directly comparable specialist with overlapping assortment and similar sustainability certifications.
• Savoir Beds: London-based luxury bed maker using natural fillings (wool, cotton, horsehair, silk) and hand-built techniques. Comparable in premium pricing, natural-materials narrative, made-to-order production model and bespoke customer experience.
• Prolana: German manufacturer of natural mattresses, bedding and sleep products (wool, latex, cotton). Carried by Bedaffair as a partner; comparable in product portfolio, materials (GOTS-certified organic) and DACH-market natural-sleep positioning.
• Holzmanufaktur: German solid-wood bed maker using traditional finger-joint joinery and FSC/PEFC-certified wood. Bedaffair partner brand and directly comparable in solid wood bed construction, minimalist aesthetic and sustainability positioning.
• Hästens: Swedish heritage maker of premium handcrafted beds and mattresses using natural materials (wool, cotton, horsehair, flax). Directly comparable to Bedaffair in natural-materials positioning, premium pricing, made-to-order craftsmanship and multi-generational durability claims.

Emerging players

• Avocado Mattress: US-based D2C organic mattress and bedding brand using GOTS-certified wool, cotton and natural latex. Comparable in natural-materials story and B Corp-aligned positioning, though serving a different geography and a more mass-market premium D2C audience.
• Naturepedic: US organic mattress and bedding manufacturer focused on certified organic materials and non-toxic certifications. Comparable in organic/natural-materials positioning and family-/children-focused product line, though US-focused.

Broad incumbents

• Emma Mattress: European D2C mattress brand (Frankfurt-based) at much larger scale. Adjacent competitor whose newer 'natural' lines (latex, foam alternatives) compete for the same Dutch/Belgian consumer wallet and pressure Bedaffair's premium positioning.

Regional players

• Magnussen Bedrijf (Magnussen Home): German premium natural bed specialist with showrooms in Germany. Comparable in natural-materials positioning and premium handcrafted production, though it primarily serves Germany rather than the Netherlands/Belgium.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Bedaffair
• YouTubeyoutube.com/channel/UCV33V46FCvarD4YSdil4c1w
• Facebookfacebook.com/bedaffair
• LinkedInlinkedin.com/company/bedaffair/?originalSubdomain=nl

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Bedaffair