What velvære does

Velvære AS is a Norwegian direct-to-consumer e-commerce company selling ergonomic wellness products to consumers across Norway, Sweden, and Denmark. Founded in 2020 (originally as Din Holdning and rebranded to Velvære.no in 2023), the company serves individual consumers seeking relief from neck, back, foot, and sleep-related discomfort, with a secondary corporate channel (For Bedrift) for bulk employee wellness purchases.

The product portfolio is anchored by the Komfortputen (a viral body pillow) and includes an adjustable memory foam sleep pillow, adjustable insoles with GEL cushioning for plantar fasciitis and heel pain, an ergonomic memory foam seat cushion, and a migraine/headache cooling cap (Polarlue), with cotton, velvet, and bamboo replacement covers sold as add-ons. Underlying technology is largely physical product engineering centered on memory foam (minneskum) and adjustable fill mechanisms for customizable support, with no disclosed proprietary patents or AI components.

Velvære operates a product-led growth, self-serve e-commerce model exclusively through its Shopify-based storefront velvaere.no. Pricing is one-time purchase in Norwegian Krone (349-998 NOK per unit, with a 20% discount running on the flagship), supported by a 90-day satisfaction guarantee, free returns, and free shipping above 1,500 NOK. Fulfillment is handled via a partnership with Bring's Shelfless warehouse in Lørenskog, Norway, enabling 1-4 business day delivery across the Nordics. The company is bootstrapped and founder-owned, with no disclosed external investors or institutional funding, and has scaled to 14+ employees and 100,000+ cumulative customers as of 2025.

Name

velvære

Legal name

Velvære AS

Website

https://dinholdning.no

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Velvære is a Norwegian direct-to-consumer e-commerce company selling ergonomic wellness products, including memory foam pillows, adjustable insoles, and cooling therapy caps, to individual consumers and corporate customers across Norway, Sweden, and Denmark.

Ownership category

akta.pro rank

Product category

Wellness & Ergonomic Sleep Products

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Pillows & Pillow Systems Retail (CRAIABAC)

Keywords

• Wellness products
• Ergonomic sleep products
• Memory foam pillows
• Orthopedic insoles
• Consumer health goods

Headquarters

HQ city

Sætre

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Retail: Direct-to-consumer online retail of physical wellness and ergonomic products. Customers purchase products one-time through the velvaere.no online store. Products include comfort pillows, ergonomic seat cushions, adjustable insoles, sleep pillows, and cooling therapy caps. Revenue is generated through one-time transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Velvære is a Norwegian direct-to-consumer e-commerce brand selling ergonomic wellness and comfort products, including the viral Komfortputen body pillow, adjustable memory foam sleep pillows, arch-support insoles for foot pain, migraine cooling caps, and ergonomic seat cushions. The company operates its own Shopify storefront (velvaere.no) and ships from a Norwegian warehouse to Norway, Sweden, and Denmark with 1–4 business day delivery.

Product overview

Velvære (formerly Din Holdning) is a Norwegian e-commerce wellness company offering ergonomic comfort products for everyday well-being. The product portfolio centers on the 'Komfortputen' (body pillow) as the flagship offering, supplemented by memory foam pillows, adjustable insoles, cold therapy caps, and ergonomic seat cushions. The 'Din Holdning' sub-brand encompasses the core product lines including body/sleep pillows, pain management items (polar lue/cold cap), and foot care solutions (insoles). Replacement covers (cotton, velvet, bamboo) are sold as add-ons for the Komfortputen. The company operates exclusively as an online retailer, combining e-commerce with content marketing through exercise guides and wellness articles.

Differentiator

Problem solved

Functional benefit

Brands

• Din Holdning: Product brand for ergonomic products including insoles, comfort pillows, and wellness items sold through Velvære.no

Products and services

• Komfortputen - Din Holdning (Body Pillow) Full-length body pillow designed to support the head, neck, back, hips, and knees simultaneously during sleep and relaxation, with adjustable filling. Originated as the company's viral flagship product (1,249 NOK, currently 998 NOK).
• Justerbar Sovepute - Din Holdning (Adjustable Sleep Pillow) Memory foam sleep pillow with an adjustable fill level that lets users customize loft and firmness for personalized neck support. Priced at 899 NOK.
• Innleggssåler - Din Holdning (Adjustable Insoles) Adjustable ergonomic insoles with arch support and GEL cushioning designed to relieve heel pain, plantar fasciitis, and improve foot positioning. Priced at 349 NOK per pair; 50,000+ pairs sold in Norway.
• Polarlue - Din Holdning (Cooling Cap) Therapeutic cold cap worn on the head for migraine and headache relief. Priced at 399 NOK; available in black, pink, and light blue.
• Ergonomisk Sittepute (Ergonomic Seat Cushion) Memory foam seat cushion designed for posture support and pressure relief during prolonged sitting. Priced at 699 NOK.
• Ekstra Trekk - Komfortputen (Replacement Pillow Covers) Replacement covers for the Komfortputen body pillow, available in cotton, velvet, and bamboo materials. Priced from 399 NOK.

Quantifiable outcome

• 50,000+ pairs of insoles sold in Norway
• +2 more outcomes

Named customers4 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

Integration7 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Bring (Shelfless)coreStrategic or Co-development Partner · 1 January 2023Logistics partnership with Bring's Shelfless warehouse solution located in Lørenskog, Norway. This partnership enabled improved logistics and customer experience, supporting the company's transition from Din Holdning to Velvære. The warehouse partnership allows for efficient order fulfillment across Norway, Sweden, and Denmark.
• Norwegian Influencers (Various)minorGTM or Marketing PartnerCollaborations with Norwegian social media influencers for product reviews, sponsored content, and giveaways. Influencers include @englaskreativeverden, @homeby_marit, @ingeborgstensby, and @anjaslette. Content marked with #reklame (advertisement) hashtag.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Dr. Scholl's: Established foot-care brand selling insoles and orthotic inserts for plantar fasciitis and heel pain — directly overlapping with Velvære's adjustable insole line, but operating as a large multi-category incumbent.
• Tempur (Tempur-Sealy): Global memory-foam sleep products brand with Nordic heritage, selling mattresses, pillows, and sleep accessories. Comparable to Velvære on product technology (memory foam) and customer intent, but at far larger scale and broader distribution.
• Casper: DTC sleep brand selling mattresses, pillows, and sleep accessories through its own storefront. Comparable to Velvære in DTC go-to-market and sleep-adjacent product portfolio, though at substantially larger scale and broader category breadth.
• Purple (Purple Innovation): DTC-direct sleep brand selling mattresses, pillows, and cushions with proprietary comfort technology. Comparable to Velvære on DTC channel and sleep-product portfolio, though with a differentiated material story.

Direct peers

• Superfeet: Premium DTC and retail brand specializing in ergonomic insoles with structured arch support — directly comparable to Velvære's adjustable insole product on positioning, price band, and target customer.
• MyPillow: DTC-direct pillow brand built on social proof, strong reviews, and direct e-commerce — closely mirrors Velvære's Komfortputen-led, review-driven DTC playbook in the pillow category.

Emerging players

• Coop Home Goods: DTC brand focused on adjustable, shredded-memory-foam pillows and sleep accessories — closely comparable to Velvære's Justerbar Sovepute on adjustable-fill pillow positioning and target buyer.
• Helix Sleep: DTC sleep brand offering customizable mattresses, pillows, and sleep accessories online — comparable to Velvære on customization-led positioning and e-commerce-first go-to-market.
• Brentwood Home: DTC wellness and sleep brand selling mattresses, pillows, and ergonomic accessories direct-to-consumer online — comparable to Velvære on channel model, wellness positioning, and product portfolio.

Regional players

• Duxiana: Swedish heritage premium bed and sleep brand with Nordic distribution. Comparable to Velvære as a Nordic-region sleep and comfort player, though operating at higher price points and broader furniture scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/velvaere.no

Revenue estimate

Valuation estimate

Number of profiles

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 velvære