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After 25 years within the mattress business, Stefan Magnus determined to confront a difficulty he seen available in the market.
With many manufacturers emphasising on visible aesthetics somewhat than high quality, beds had been turning into bigger and better, with a heftier price ticket to match. Many of those beds would additionally function beautiful quilting and splendid materials.
However do these actually improve the sleeper’s consolation? To Stefan, the reply was no. He noticed firsthand how his pals acquired caught with poorly made beds for many years.
Believing that he had the required know-how to deal with this situation, Heveya was born in 2012.
What’s the matter with mattresses?
Whereas conventional mattresses usually comprise springs and polyurethane foam, Heveya has intentionally excluded these supplies. As a substitute, their beds are made with 100% pure latex.
Referencing a ebook known as Poisonous Electrical energy by Steven Magee, Stefan believes that the metallic springs in mattress generate electromagnetic fields, which might have opposed results.
As for the froth, he identified that these are derived from petroleum, which bear a chemical response throughout manufacturing. He argued that these find yourself releasing gases that proceed to be emitted for a sure interval.
On prime of that, conventional spring mattresses normally can’t be opened and cleaned, leaning to the buildup of mud and mites over time.
To counter this, Heveya mattresses function detachable covers, and do not need any empty areas throughout the mattress, stopping the event of life varieties akin to mud mites.
Pure latex additionally supplies advantages like air flow, elasticity, and sturdiness.
Nevertheless it’s not like Heveya found this. Earlier than the inception of Heveya, pure latex was already recognised within the mattress world for its optimum properties. But, corporations could hesitate to commercialise it attributable to its price. He additionally believes that corporations have a tough time differentiating their merchandise with out simply including the additional frills.
At Heveya, a less expensive product is created by adopting a direct-to-consumer mannequin. By shopping for parts like latex blocks and covers, Heveya can assemble mattresses straight at prospects’ house, eliminating the necessity for a whole mattress manufacturing unit.
The model additionally provides worth with options like a 100-day free trial. Parts of their modular mattress may be adjusted till perfection or refunded.
Right this moment, Heveya has expanded to cowl not solely mattresses, however a variety of bedsheets, duvets, throws, towels, and different ornamental materials.
Contributing again to the earth & extra
Extra than simply the improved product, although, one thing which may make Heveya a most well-liked selection, particularly amongst educated customers, is its dedication in direction of sustainability and social duty.
To perform this, suppliers and companions are meticulously chosen, making certain the entire chain is sustainable.
A notable sustainability initiative by the corporate is their collaboration with an natural licensed plantation in Sri Lanka for pure latex manufacturing.
“This natural plantation helps shield the soil and rivers from poisonous pesticides,” Thijs Veyfeyken, the managing director of the model, defined. “Going a step additional, we have now additionally engaged in agroforestry plantations in collaboration with our provider.”
Agroforestry entails planting crops like peanuts, pineapples, papayas, and bananas in between the rubber timber. This finally ends up making navigation on the plantation more difficult, which is why farmers had been very proof against the concept at first.
Nonetheless, the outcome has been outstanding. Farmers have benefited by promoting extra crops like bananas and papayas. They’ve even launched beehives and fishponds, Thijs mentioned.
“Moreover, the enriched soil has elevated rubber tree yields by 20%,” the managing director added. “The Hevea Brasiliensis, or rubber tree (therefore our title ‘Heveya’), already contributes to environmental preservation by absorbing over a ton of CO2 in its lifetime.”
He elaborated, “By means of ecosystem restoration, we transfer nearer to replicating the results of an actual rainforest. Our subsequent step entails sourcing latex from timber rising naturally in rainforests in Borneo, leaving nature utterly intact.”
On the subject of leaving nature intact, Heveya is working with Replant.world to plant timber within the rainforests of Borneo. These timber are then “given away” to prospects.
Principally, Heveya prospects can obtain a sure variety of timber based mostly on the dimensions of their buy. These timber are given as digital tokens in a personalised pockets created by Heveya.
Furthermore, these timber may be gifted to pals. For every tree given away, the enterprise crops an extra tree.
“This initiative not solely permits us to increase our tree planting efforts but additionally helps us join with like-minded people by way of our prospects’ referrals. On common, we plant roughly 12,000 timber per yr,” Thijs mentioned.
The corporate can also be concerned in philantrophy. Every year, they sponsor college students from the Sumba Hospitality Basis (SHF), which supplies alternatives for the folks of Sumba to take part within the island’s hospitality sector.
“Given the low training ranges in Sumba, with out the muse, locals would miss out on the advantages of the rising tourism business,” he mentioned. “The SHF prioritises sustainability and witnessing the transformation of its college students inside a yr is actually inspiring.”
Sustainability because the operative phrase
Providing its prospects an opportunity to check their beds, Heveya has retail shops in Singapore (Tiong Bahru Showroom), Indonesia (Canggu Showroom), and Dubai. The mattresses are additionally out there in different choose shops in these areas.
“Moreover, we have now on-line ecommerce shops in Singapore, Indonesia, Malaysia, Australia, Hong Kong, and Dubai,” he added.
At present, Thijs already considers Heveya to be a pacesetter in Asia for sustainable bedding merchandise. Transferring ahead, he desires to increase the model’s attain additional in Asia Pacific and the Center East.
The long-term imaginative and prescient is to grow to be a world chief on this subject.
“We establish new international locations for growth by contemplating components akin to low competitors and a excessive variety of foreigners,” he mentioned. “To check the potential of a market, we first launch a digital advertising and marketing marketing campaign within the goal nation and analyse the response.”
With this technique, they’ve already deliberate to open two extra shops in Singapore—one in Vivo Metropolis with Tangs and one self-owned retailer in a related division retailer. Theyr’e additionally opening a Heveya Dubai in 2024, and could have a presence in Jakarta by 2025.
For 2026, Heveya has plans to foray into one other nation that’s but to be determined.
Initially, after I first got here throughout Heveya, I admit I used to be sceptical, questioning whether or not they had been simply greenwashing.
My doubts had been multiplied due to Heveya’s value of S$4,488 for its SG King mattresses—dearer in comparison with comparable choices by different on-line choices I discovered in Singapore like Willow Mattress.
However after studying extra in regards to the enterprise from Thijs, I’ve learnt that it’s greater than the product itself, however somewhat every little thing else that comes with it. For Heveya’s case, this consists of peace of thoughts.
It feels like Heveya fairly actually desires to assist folks sleep higher at evening, by way of each their mattresses and the nice that they’re enabling on this world.
- Be taught extra about Heveya right here.
- Learn different articles we’ve written about startups right here.
Featured Picture Credit score: Thijs Veyfeyken / Heveya
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