Founded in 2017 out of a personal experience, Luiss is redefining the Romanian sleep market. Co-founder Daniela Vasilica Nutu, an architect by training, recalls the moment that sparked the company's journey in our interview:
'While studying abroad in Vienna and travelling through Western Europe with my then-boyfriend (now husband), we noticed a striking difference in hotel sleep quality compared to Romania. We realised people should invest more in this sector. There was a gap in the Romanian market.'
Co-founder of Luiss, Daniela Vasilica Nutu.
It all began in retail. A particularly comfortable night's sleep in a Bavarian hotel led Daniela and her husband to discover a premium bedding brand. Recognising an opportunity, they left Germany with €10,000 worth of products to introduce to the Romanian market.
But with a background in architecture and design, and her husband's expertise in wood engineering, it wasn't long before they moved from retail into manufacturing. With her family's 30+ years in the wood industry, transitioning into production was a natural step. They noticed a difference between German and Romanian markets—while the German market leaned towards rigidity and robustness, Romanian consumers valued customisation and flexibility. Luiss began crafting beds with custom designs, bridging the gap between quality and adaptability.
Expanding beyond Romania
While Romania remains their core market, Luiss has been gaining international traction. The company is well-connected within the architecture world and frequently works on overseas projects. This year, they made a strategic move to expand globally, starting with their debut at Maison&Objet in Paris.
For Daniela, exhibiting at the renowned trade fair was a dream come true: 'I've been going to Maison&Objet since I was five or six with my family. This was a pinch-me moment.'
Being a new brand among industry giants presented challenges, but it also led to meaningful discussions with buyers who recognised the potential in Romanian production. Unlike resellers who prefer established brands with extensive marketing materials, Luiss offered visitors strong partnerships and high-quality craftsmanship with more customisable and flexible options.
France was a logical market to target, given its strong demand for premium sleep products. 'We looked at many different fairs. The fair in Milan is more about design and architecture and is less functional than Maison&Objet. They focus more on bigger brands, so it made more sense for us to start in France. We also have a lot of connections through my family here already.'
New collections
At Maison & Objet, Luiss presented a new capsule collection, featuring their signature beds and an exciting new daybed, marking the company's first step in expanding beyond traditional beds. The "Sleep and More" concept emphasises quality and comfort, with beds crafted from solid wood and featuring pocket-spring technology for enhanced support. The company prides itself on using premium materials like this and offers many customisable elements such as brass and velvet, which are doing very well in the Middle-Eastern market right now.
One of the highlights at the fair was the mini-bed wall display, which allowed visitors to touch and experience the materials firsthand. 'The response was overwhelmingly positive and the mini-bed wall was a big hit! Everyone came over to touch them.' Daniela shares.
Luiss at Maison&Objet.
Understanding the needs of retailers and e-commerce businesses, Luiss has also developed a bed collection that ships in compact boxes, making transportation more efficient and installation easy. With removable covers for added convenience, these designs cater specifically to the demands of modern retail. 'I have the experience, so I know what retailers need and freight costs are one of the biggest problems in the field of bedroom furniture. By optimising packaging and logistics, we were able to fix this. We offer premium products while keeping delivery costs manageable.'
Challenges ahead
Like many businesses, Luiss anticipates a slower consumer market, particularly in Romania, where political instability is impacting consumer spending. However, the company has already seen a strong start to 2025, with January outperforming expectations despite a slow December.
What's next?
International expansion remains the company's top priority for 2025. Following their success in Paris, Luiss will exhibit at INDEX Dubai in May, a key step toward entering the Middle Eastern market. With their use of luxurious materials such as brass and velvet, the brand's aesthetic aligns well with the high-end preferences of that region. 'This year is all about going international,' Daniela says.
Beyond trade fairs, Luiss is undergoing a digital transformation by launching a B2B platform that will streamline the buying process for retailers and distributors. The company is also expanding its custom design services, working closely with architects. 'We do a lot of custom work for projects. That's the advantage of having a smaller company with its own production. Bigger companies are more stiff and rigid, we're flexible. We come in and adapt to projects looking for flexibility and a good price at the same time.'
More information:
Luiss
[email protected]
www.luiss-beds.com
Romania