After a successful launch in Germany, Cloudpillo will take its first steps into the UK market in 2025. After successes in the Netherlands and a 2024 breakthrough in Germany, the UK is the next stop for the fast-growing homegrown bedroom brand. This will make 2025 a key year for the Dutch company with big, international aspirations.
Combining their innovative products with excellent customer service, the sleep brand manages to stand out from the competition time and again. Cloudpillo started as a start-up in 2021, but has since sold more than one million pillows and 18,000 reviews on Trustpilot, with a whopping score of 4.6/5. Partly because of this, the sleep brand is very confident of capturing a large market share in foreign markets.
German Success as a springboard
Cloudpillo took its first steps beyond national borders in 2024. Thanks in part to recognition in the popular German TV show "Der Haushalts-Check" on channel WDR, where the innovative pillow was rated as very positive, the company got off to a flying start in Germany. Cloudpillo sees the success in Germany as an important milestone, which they believe is only the beginning of further growth.
Co-founder Lars van der Wijst commented: "It is incredibly nice that our products are being so well received in Germany. With the success in Germany and the Netherlands, we feel empowered to further expand our business to give people in other countries the best night's sleep of their lives too."
Cloudpillo's expansion into the UK
The move to the UK is a logical one given its sleep culture, which has many similarities to that in the Netherlands. "Research shows that the Dutch are among the best sleepers in the world; a reputation we are happy to use to provide our British neighbours with a better night's sleep too," van der Wijst said.
As in Germany, the company will first start with only a localised version of the famous Cloudpillo Original pillow. This means the pillow is adapted to formats and regulations that apply to the UK. Other pillows have gradually been added in Germany, while the introduction of non-pillow products such as toppers and mattresses is also already planned. The company plans to use the same success formula for the UK market.
Cloudpillo's team has already been preparing extensively for its expansion into the UK market in recent months. The life-size pillow, which listens to the name "Claude", has travelled to the UK several times together with the Cloudpillo team to get to know the market, meet local agencies and playfully introduce the British public to Cloudpillo.
From dream to international sleep brand
What once started as a dream of two young entrepreneurs in 2021 has grown into an international sleep brand with a turnover of €36 million in the year. Due to this growth and a unique strategy that relies firmly on developing innovative products and implementing customer feedback, Cloudpillo also has big plans for 2025.
In just a few years, the company's product range has expanded from one pillow to dozens of sleep products. From mattresses to bedding, and everything in between, customers can now turn to Cloudpillo. In the coming year, the company will focus on developing new, revolutionary products for both the Dutch and international markets.
More information:
Cloudpillo
Reitscheweg 1
5232 BX 's-Hertogenbosch
www.cloudpillo.nl
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