The promise is tempting: a mattress for all. No annoying questioning, no giant selection. And it is also supplied free of charge. More and more start-ups are mixing the market with mattresses from the Internet. How big is the competition for the trade?
For a new life it does not need much: a mattress, more not. So at least is the promise of those start-ups, which for some time have been mainly established in Berlin. They are called Bruno or Emma , Muun or Eve
– and often orient themselves to an American model. Casper went to the US in 2014 and since then has sold 100,000 mattresses. In the summer of last year alone, the start-up slumped 55 million US dollars from investors.
Another example seems to be Bett1.de. The company from Hamburg distributes its universal mattress Bodyguard only online. In 2015 the model of “Stiftung Warentest” received the best rating ever given by us for a mattress: 1.8 ” .
“You live like you sleep,” writes Casper . Bruno promises “an incomparable sleep”. Emma appealed: “Dreams happier.” And the London company Eve notes: “Every great day starts the night before.” The promise: a better life; The prerequisite: one of the new unit mattresses. “Marketing dominates all providers,” writes Stiftung Warentest.Appealed: ” Dreams
happier.” And the London company
A mattress for all
If you try to get an overview of the new mattress makers, the vendors blur quickly. Not only are their homepages resembling, but also the offers are almost identical: there is usually a “one fits all” model with only one degree of hardness, on which everyone can be comfortable. The shoppers get their mattress delivered free house, can sleep as much as 100 days asleep and possibly return free of charge.If you try to get an overview of the new mattress makers, the vendors blur quickly. Not only are their homepages resembling, but also the offers
are almost identical: there is usually a “one fits all” model with only one degree of hardness, on which everyone can be comfortable. The shoppers get their mattress delivered free house , can sleep as much as 100 days asleep and possibly return free of charge.
All suppliers state that they have developed their own product. They attach great importance to the “Made in Germany”. Eve is from London. In Great Britain, upholstery furniture must be an inflammatory test, according to Stiftung Warentest. Consequently, the testers found flame retardants – but this is considered to be carcinogenic. Meanwhile, the company has turned around and says the products are free of pollutants.Comes from London. In Great Britain, upholstery
furniture must be an inflammatory
to Stiftung Warentest. Consequently, the testers found flame retardants – but this is considered to be carcinogenic. Meanwhile, the company has turned around and says the products are free of pollutants.
The prices for a 2 by 1.40 meter mattress are usually between 550 and 600 euros. The “Bodyguard” is significantly cheaper with 329 euros. Many suppliers now also have bedding, pillows and blankets on offer. Some also boxspring beds. Differences? Hardly noticeable.
Expert sees a growing market
The theme of sleep fits perfectly into a world where health plays an increasingly important role. “Sleeping is the new jogging”, the “Manger Magazine” headlined in April in relation to the USA. “I believe that the importance of sleep is being recognized to an increasing extent,” says Felix Baer (37), co-founder of Bruno Interior. Casper co-founder Philip Krim once said his company wanted to “build a lifestyle that celebrates sleep”. To this end, all online providers are staging as counterparts of uncomfortable mattress stores. No proofing, no giant selection, no transport.
For the trade expert Gerrit Heinemann from the Niederrhein University of Applied Sciences, it is not surprising that mattresses have been captured by the trend towards online ordering. “In general, the customer can mainly supply larger and bulky products – if this is associated with little shipping costs.” After Casper had so successfully found investors in the USA, it is normal, that in Germany there are relatively many imitators.
According to Heinemann, there are hardly any reliable figures for the mattress trade. He estimates the turnover without slats in Germany to 2 billion euros last year. “The online share is likely to be comparable to that of furniture and about 10 percent,” says Heinemann. He sees a growing market.
Mattresses become a lifestyle product
Bruno has implemented three million euros last year, as Baer says. This year, he expects more than twice as much sales. “2016 we will sell more than 10,000 mattresses.”
Claudia Wieland from the mattress industry association sees the trend towards an online mattress critically. “We already see a problem in not being able to push a mattress and, above all, not to compare it.”
Nevertheless, the stationary trade could be a little bit different from the young sellers. To date, mattresses have been one of the so-called low-interest products – those products that customers do not particularly like to buy. The start-ups, on the other hand, made them a cool lifestyle product. The new ones would have brought movement into the market. “Even the old hares of the industry will have to rethink.”
A test of the Stiftung Warentest in the September issue was, however, flattering for online providers. The majority of the tested mattresses “is mostly only for small light and for small persons with a focus around the pool”.