Sleeptrade BV
Sleeptrade BV is a Dutch sleep technology and franchise organization that operates the Beddenspecialist.nl retail formula (20 stores) and licenses its proprietary SlaapID sleep measurement system to bedding retailers and mattress brands domestically and internationally.
- Company typePrivate
- Founded2012
- HeadquartersHoevelaken, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Sleeptrade BV does
Sleeptrade BV is a Hoevelaken-based Dutch sleep marketing and technology organization founded in 2012 (with its Beddenspecialist.nl retail formula traceable to 1979 as Slaapgilde). The company builds and operates proprietary sleep-measurement technology (SlaapID, 3D Posture Measurement, SleepSelfie) that combines wearable sensors, in-store body scanning, and photo-based posture analysis to deliver personalized mattress and pillow recommendations; its approach is validated through ongoing scientific research partnerships with Vrije Universiteit Amsterdam on lower back pain, shoulder/neck pain, and sleep behavior.
The commercial model rests on four pillars: (1) franchise formulas (Beddenspecialist.nl, a premium full-service format with 20 stores across the Netherlands as of March 2024, and Slaappartner, a regional specialist format) under which independent bedding retailers pay recurring fees and gain access to proprietary brands, technology, training, and collective purchasing power; franchisees collectively own 50% of Sleeptrade BV; (2) private-label product sales through wholly owned brands Beddelicious (adjustable/premium, now including the October 2023-acquired Perzona line), LeDorm (natural materials), and SLP Collection (value tier); (3) international technology licensing of the SleepTech portfolio to bedding retail chains, mattress brands, and franchise organizations with country exclusivity and multi-year contracts; and (4) professional training and certification through the SlaapFysio platform, which serves over 70–100 physiotherapy practices and produces accredited sleep-physiotherapy courses.
The company also maintains brand-marketing partnerships with professional sports organizations (SC Heerenveen football club, Team SD Worx cycling) and runs national awareness campaigns such as SlaapSeptember. Distribution is concentrated in the Netherlands/Benelux for retail, with the technology-licensing business positioned as the primary international growth vector.
Sleeptrade BV firmographics
Firmographics- Name
- Sleeptrade BV
- Legal name
- Sleeptrade BV
- Website
- https://sleeptrade.nl
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sleeptrade BV is a Dutch sleep technology and franchise organization that operates the Beddenspecialist.nl retail formula (20 stores) and licenses its proprietary SlaapID sleep measurement system to bedding retailers and mattress brands domestically and internationally.
- Ownership category
- akta.pro rank
Sleeptrade BV industry classification
Industry- Product category
- Bedding Retail Franchise & Sleep Technology Services
- NAICS
- Mattress Manufacturing (33791), Mattress Manufacturing (337910)
- akta.pro primary industry
- Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses) (CRAIABAH)
- akta.pro secondary industries
- Sleep Health & Comfort Services (In-Store Fitting, Delivery, Removal, Sanitization) (CRAIABAJ), Sleep Tech Wearables (CRACAIAG), Sleep Health Coaching (HSADAGAE)
Keywords
Where Sleeptrade BV is headquartered
LocationHeadquarters
- HQ city
- Hoevelaken
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Sleeptrade BV business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain
Revenue model
- Franchise Fees: Independent bedding retailers pay franchise fees to join Beddenspecialist.nl or Slaappartner formulas, receiving access to brands, technology, marketing, training, and collective purchasing benefits.
- Private Label Product Sales: Sleeptrade develops and sells proprietary brands (Beddelicious, LeDorm, SLP Collection, Perzona) through franchisee network. Products include mattresses, boxsprings, pillows, and bedding.
- Technology Licensing: International licensing of SleepTech measurement systems (SlaapID, 3D Posture Measurement) to bedding retail chains, mattress brands, and franchise organisations with country exclusivity and multi-year partnerships.
- Professional Training Services: Accredited courses for physiotherapists in sleep physiotherapy, annual ergonomics training for bedding advisors, and workshops for corporate employees through SlaapFysio platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based pricing through Beddenspecialist.nl franchise network |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Sleeptrade BV product offering
Product offeringCore offering
Sleeptrade BV operates two franchise formulas (Beddenspecialist.nl and SlaapPartner) for independent bedding specialty stores, providing proprietary sleep measurement technology (SlaapID, 3D Posture Measurement, SleepSelfie), private label mattress and bedding brands (Beddelicious, LeDorm, SLP Collection, Perzona), centralized marketing, training, automation, and collective purchasing power. The company also licenses its SleepTech measurement systems internationally to bedding retail chains, mattress brands, and franchise organisations, and runs the SlaapFysio physiotherapy certification platform.
Product overview
Sleeptrade BV operates as an innovative sleep marketing organization offering a comprehensive sleep ecosystem centered on its proprietary SlaapID measurement and advisory methodology. The core offering combines three complementary sleep measurement systems—SleepID (home-based sleep behavior monitoring), 3D Posture Measurement (in-store body scanning), and SleepSelfie (photo-based posture analysis)—to deliver personalized mattress and bedding recommendations. This technology platform is supported by three private label brands: Beddelicious (premium adjustable mattresses, now including the integrated Perzona collection), LeDorm (natural material mattresses produced in the Netherlands), and SLP Collection (value-oriented bedding). The company also operates two franchise formulas—Beddenspecialist.nl (full-service premium retail format) and SlaapPartner (regional specialist format)—enabling independent retailers to offer professional sleep advisory services. The SlaapFysio platform provides physiotherapy certifications and sleep optimization consultations, working with over 70 physiotherapy practices across the Netherlands. Sleeptrade targets both consumer and B2B markets, offering its Sleep Measurement Technology solutions to bedding retailers and mattress brands internationally.
Differentiator
Problem solved
Functional benefit
Products and services
- SlaapID
- Beddenspecialist.nl franchise formula
- SlaapPartner franchise formula
- SlaapFysio
- Beddelicious
- LeDorm
- SLP Collection
- Perzona
- Raycop
- Sleep Measurement Technology (international licensing)
Quantifiable outcome
- 80-90% customer conversion rate after SlaapID measurement
- +4 more outcomes
Companies that use Sleeptrade BV
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Sleeptrade BV technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature4 records
Sleeptrade BV partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Team SD WorxcoreFour-year partnership with professional women's cycling team providing mattresses, pillows, and sleep optimization services. Products transported to training camps and races. Former champion Anna van der Breggen serves as ambassador.
- SC HeerenveencoreProfessional football club partnership using SlaapID to measure and optimize player sleep behavior. Three-year partnership extended, with plans to expand to youth and women's teams. Sleeptrade serves as official 'SlaapPartner' (Sleep Partner) of SC Heerenveen.
- Vrije Universiteit AmsterdamcoreOngoing scientific research collaboration with Faculty of Movement Sciences. Completed studies on lower back pain and sleep (2020-2021), shoulder/neck pain and sleep. Research validates SlaapID methodology and Beddelicious products.
- Colijn ITcoreDigital retail systems developer from Goes providing store automation, 3D bed configurator development, and website integration for Beddenspecialist franchise network. Partnership includes standardization of pricing and order management.
- SlaapFysio Physiotherapy NetworkcoreOver 100 physiotherapy practices affiliated through SlaapFysio platform, trained and certified in sleep physiotherapy. Practices use SlaapID technology for patient sleep optimization and receive accredited continuing education courses.
- Dutch Ministry of DefenceminorSleep research conducted in collaboration with military organization, contributing to Sleeptrade's sleep behavior database.
- Youth-R-WellminorPatient association partnership for research on sleep and rheumatological conditions, conducted in 2023.
- International Bedding Retail Chains and BrandscoreLicensing partnerships with bedding retail chains, mattress brands, franchise organisations, and omnichannel retailers internationally. Model includes country exclusivity, multi-year collaboration, onboarding, training, and data reporting.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Sleeptrade BV competitors and assessment
Company assessmentDirect peers
- Swiss Sense: Largest Dutch specialty bedding retailer with own-brand mattresses and in-store sleep advisory. Directly comparable to Beddenspecialist.nl as a Dutch premium specialty bedding retail concept competing for the same consumer and franchisee pool.
- Sleep Number: US smart-bed retailer combining proprietary sleep-tracking hardware, in-store sleep diagnostics and a national franchise-like store network. Most directly comparable to Sleeptrade on the 'technology + specialty retail sleep advisory' model, though at much larger scale.
- Eight Sleep: US-based smart sleep technology company selling sleep-tracking mattress toppers/pods with subscription-based software. Comparable on the proprietary sleep-data + hardware proposition, although Eight Sleep sells directly to consumers rather than licensing to retailers.
Broad incumbents
- Beter Bed: Leading Dutch specialty bedding retailer (Beter Bed, Beddenreus, Slaapgenoten). Comparable as a Dutch specialty bedding incumbent with broader assortment and store footprint, but without Sleeptrade's proprietary sleep-measurement technology stack.
- Casper: US-origin D2C mattress brand with growing European retail presence. Comparable as a consumer-facing sleep brand investing in sleep-tracking technology, competing for the same end consumer but via a fundamentally different (online-first) channel.
- Emma Mattress: European D2C mattress brand (Emma, Eve, Dunlopillo) with strong Benelux presence. Comparable as a European premium mattress competitor that bypasses specialty retail through online distribution — a structural threat to Sleeptrade's franchise model.
- Tempur Sealy: Global mattress manufacturer and retailer (Tempur-Pedic, Sealy, Stearns & Foster). Comparable as a global incumbent in premium mattresses and an obvious benchmark for Sleeptrade's manufacturing + retail brand ambition.
- Hilding Anders: Pan-European mattress and bedding manufacturer with multiple regional brands. Comparable as a wholesale supplier into European specialty retailers and a potential licensing partner or competitor for Sleeptrade's private-label brand strategy.
- Auping: Premium Dutch mattress and bed manufacturer with strong sustainability positioning and proprietary product lines (e.g., Auping Connect smart bed). Comparable as a Dutch premium sleep brand with manufacturing + retail, though Auping's tech is bed-embedded rather than measurement-led.
Emerging players
- Withings: Consumer health hardware company (sleep-tracking mats like Withings Sleep) collecting in-bed sleep data. Comparable on the sleep-data collection technology layer, though targeting consumers directly rather than retail partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sleeptrade BV social profiles
Digital presenceSleeptrade BV financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sleeptrade BV leadership team
Management profileNumber of profiles
Profiles2 records
Sleeptrade BV subsidiaries and ownership
Company hierarchySubsidiaries8 records
Sleeptrade BV funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sleeptrade BV 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 Sleeptrade BV
What does Sleeptrade BV do?
Sleeptrade BV operates two franchise formulas (Beddenspecialist.nl and SlaapPartner) for independent bedding specialty stores, providing proprietary sleep measurement technology (SlaapID, 3D Posture Measurement, SleepSelfie), private label mattress and bedding brands (Beddelicious, LeDorm, SLP Collection, Perzona), centralized marketing, training, automation, and collective purchasing power. The company also licenses its SleepTech measurement systems internationally to bedding retail chains, mattress brands, and franchise organisations, and runs the SlaapFysio physiotherapy certification platform.
Is Sleeptrade BV a public or private company?
Sleeptrade BV is a private company. It is classified as management employee owned and is currently operating.
When was Sleeptrade BV founded?
Sleeptrade BV was founded in 2012. It employs 1 to 10 people.
Where is Sleeptrade BV based?
Sleeptrade BV is headquartered in Hoevelaken, Netherlands, in the Europe region.
How does Sleeptrade BV make money?
Four revenue lines are on record. Franchise Fees are the primary driver. The others are private Label Product Sales, technology Licensing and professional Training Services.
Who are Sleeptrade BV's main competitors?
Direct peers on record are Swiss Sense, Sleep Number and Eight Sleep. Broad incumbents are Beter Bed, Casper, Emma Mattress, Tempur Sealy, Hilding Anders and Auping. Withings is listed as an emerging player.
Does Sleeptrade BV have an API?
No public API is recorded for Sleeptrade BV.
What industry is Sleeptrade BV in?
Sleeptrade BV's product category is Bedding Retail Franchise & Sleep Technology Services. Its primary akta.pro industry code is CRAIABAH, Sleep Technology & Smart Sleep Devices Retail (Sleep Trackers, Smart Mattresses), with a secondary code of CRAIABAJ, Sleep Health & Comfort Services (In-Store Fitting, Delivery, Removal, Sanitization). Its NAICS code is 33791.