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After 25 years within the mattress business, Stefan Magnus determined to confront a problem he seen available in the market.
With many manufacturers emphasising on visible aesthetics reasonably than high quality, beds have been turning into bigger and better, with a heftier price ticket to match. Many of those beds would additionally characteristic beautiful quilting and opulent materials.
However do these actually improve the sleeper’s consolation? To Stefan, the reply was no. He noticed firsthand how his buddies received caught with poorly made beds for many years.
Believing that he had the required know-how to handle this subject, Heveya was born in 2012.
What’s the matter with mattresses?
Whereas conventional mattresses sometimes include springs and polyurethane foam, Heveya has intentionally excluded these supplies. As an alternative, their beds are made with 100% pure latex.
Referencing a ebook referred to 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 endure a chemical response throughout manufacturing. He argued that these find yourself releasing gases that proceed to be emitted for a sure interval.
On high of that, conventional spring mattresses often can’t be opened and cleaned, leaning to the buildup of mud and mites over time.
To counter this, Heveya mattresses characteristic detachable covers, and shouldn’t have any empty areas throughout the mattress, stopping the event of life kinds akin to mud mites.
Pure latex additionally supplies advantages like air flow, elasticity, and sturdiness.
However 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, firms might hesitate to commercialise it as a result of its value. He additionally believes that firms have a tough time differentiating their merchandise with out simply including the additional frills.
At Heveya, a cheaper product is created by adopting a direct-to-consumer mannequin. By shopping for elements like latex blocks and covers, Heveya can assemble mattresses immediately at prospects’ house, eliminating the necessity for an entire mattress manufacturing unit.
The model additionally provides worth with options like a 100-day free trial. Parts of their modular mattress will be adjusted till perfection or refunded.
At present, 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 that may make Heveya a most popular alternative, particularly amongst educated shoppers, is its dedication in direction of sustainability and social accountability.
To perform this, suppliers and companions are meticulously chosen, guaranteeing 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 defend 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 includes 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 have been very proof against the thought at first.
Nevertheless, the outcome has been outstanding. Farmers have benefited by promoting extra crops like bananas and papayas. They’ve even launched beehives and fishponds, Thijs stated.
“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 way of ecosystem restoration, we transfer nearer to replicating the consequences of an actual rainforest. Our subsequent step includes sourcing latex from timber rising naturally in rainforests in Borneo, leaving nature fully 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.
Mainly, Heveya prospects can obtain a sure variety of timber primarily based on the dimensions of their buy. These timber are given as digital tokens in a personalised pockets created by Heveya.
Furthermore, these timber will be gifted to buddies. For every tree given away, the enterprise vegetation a further tree.
“This initiative not solely permits us to increase our tree planting efforts but in addition helps us join with like-minded people by our prospects’ referrals. On common, we plant roughly 12,000 timber per yr,” Thijs stated.
The corporate can also be concerned in philantrophy. Annually, they sponsor college students from the Sumba Hospitality Basis (SHF), which supplies alternatives for the individuals of Sumba to take part within the island’s hospitality sector.
“Given the low training ranges in Sumba, with out the inspiration, locals would miss out on the advantages of the rising tourism business,” he stated. “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 accessible 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 needs to increase the model’s attain additional in Asia Pacific and the Center East.
The long-term imaginative and prescient is to turn into a world chief on this area.
“We establish new international locations for growth by contemplating components akin to low competitors and a excessive variety of foreigners,” he stated. “To check the potential of a market, we first launch a digital advertising marketing campaign within the goal nation and analyse the response.”
With this technique, they’ve already deliberate to open two extra retailers 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 may 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 have been simply greenwashing.
My doubts have 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 concerning the enterprise from Thijs, I’ve learnt that it’s greater than the product itself, however reasonably every little thing else that comes with it. For Heveya’s case, this consists of peace of thoughts.
It feels like Heveya fairly actually needs to assist individuals sleep higher at evening, by each their mattresses and the great that they’re enabling on this world.
Study 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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