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After 25 years within the mattress trade, Stefan Magnus determined to confront a problem he seen out there.
With many manufacturers emphasising on visible aesthetics reasonably than high quality, beds had been turning into bigger and better, with a heftier price ticket to match. Many of those beds would additionally characteristic beautiful quilting and splendid materials.
But do these actually improve the sleeper’s consolation? To Stefan, the reply was no. He noticed firsthand how his mates acquired caught with poorly made beds for many years.
Believing that he had the required know-how to deal with this challenge, Heveya was born in 2012.
What’s the matter with mattresses?
While conventional mattresses sometimes include springs and polyurethane foam, Heveya has intentionally excluded these supplies. Instead, their beds are made with 100% pure latex.
Referencing a ebook referred to as Toxic Electricity by Steven Magee, Stefan believes that the metallic springs in mattress generate electromagnetic fields, which might have adversarial 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 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 characteristic detachable covers, and don’t have any empty areas inside the mattress, stopping the event of life types reminiscent of mud mites.
Natural latex additionally offers advantages like air flow, elasticity, and sturdiness.
But it’s not like Heveya found this. Before the inception of Heveya, pure latex was already recognised within the mattress world for its optimum properties. Yet, corporations might hesitate to commercialise it as a result of its price. He additionally believes that corporations 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 straight at clients’ dwelling, eliminating the necessity for an entire mattress manufacturing facility.
The model additionally provides worth with options like a 100-day free trial. Components of their modular mattress might be adjusted till perfection or refunded.
Today, 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
More than simply the improved product, although, one thing that may make Heveya a most well-liked selection, particularly amongst educated shoppers, is its dedication in direction of sustainability and social duty.
To accomplish 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 organic plantation helps protect the soil and rivers from toxic pesticides,” Thijs Veyfeyken, the managing director of the model, defined. “Going a step further, we have also engaged in agroforestry plantations in collaboration with our supplier.”
Agroforestry entails planting crops like peanuts, pineapples, papayas, and bananas in between the rubber timber. This finally ends up making navigation on the plantation tougher, which is why farmers had been very immune to the concept at first.
However, the consequence has been exceptional. Farmers have benefited by promoting extra crops like bananas and papayas. They have even launched beehives and fishponds, Thijs mentioned.
“Furthermore, the enriched soil has increased rubber tree yields by 20%,” the managing director added. “The Hevea Brasiliensis, or rubber tree (hence our name ‘Heveya’), already contributes to environmental preservation by absorbing over a ton of CO2 in its lifetime.”
He elaborated, “Through ecosystem restoration, we move closer to replicating the effects of a real rainforest. Our next step involves sourcing latex from trees growing naturally in rainforests in Borneo, leaving nature completely 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 clients.
Basically, Heveya clients can obtain a sure variety of timber based mostly on the scale of their buy. These timber are given as digital tokens in a personalised pockets created by Heveya.
Moreover, these timber might be gifted to mates. For every tree given away, the enterprise crops an extra tree.
“This initiative not only allows us to expand our tree planting efforts but also helps us connect with like-minded individuals through our customers’ referrals. On average, we plant approximately 12,000 trees per year,” Thijs mentioned.
The firm can also be concerned in philantrophy. Each 12 months, they sponsor college students from the Sumba Hospitality Foundation (SHF), which offers alternatives for the individuals of Sumba to take part within the island’s hospitality sector.
“Given the low education levels in Sumba, without the foundation, locals would miss out on the benefits of the emerging tourism industry,” he mentioned. “The SHF prioritises sustainability and witnessing the transformation of its students within a year is truly inspiring.”
Sustainability because the operative phrase
Offering its clients 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.
“Additionally, we have online ecommerce stores in Singapore, Indonesia, Malaysia, Australia, Hong Kong, and Dubai,” he added.
Currently, Thijs already considers Heveya to be a pacesetter in Asia for sustainable bedding merchandise. Moving ahead, he desires to broaden the model’s attain additional in Asia Pacific and the Middle East.
The long-term imaginative and prescient is to grow to be a world chief on this subject.
“We identify new countries for expansion by considering factors such as low competition and a high number of foreigners,” he mentioned. “To test the potential of a market, we first launch a digital marketing campaign in the target country and analyse the reaction.”
With this technique, they’ve already deliberate to open two extra retailers in Singapore—one in Vivo City 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, once 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.
But after studying extra in regards to the enterprise from Thijs, I’ve learnt that it’s greater than the product itself, however reasonably all the pieces else that comes with it. For Heveya’s case, this consists of peace of thoughts.
It seems like Heveya fairly actually desires to assist individuals sleep higher at evening, by means of each their mattresses and the great that they’re enabling on this world.
- Learn extra about Heveya right here.
- Read different articles we’ve written about startups right here.
Featured Image Credit: Thijs Veyfeyken / Heveya
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