September 3, 2021

Swiss Sense acquires Drømmeland


Sleep specialist Swiss Sense, a Dutch family-owned business, has acquired the Danish bed chain Drømmeland to expand into Denmark, on the 1st of September. Drømmeland, founded in 1975, with a network of 25 stores in Denmark is specialized in beds and sleep-related products. The acquisition increases the total number of Swiss Sense stores in the Netherlands, Belgium, Germany, Austria and Denmark to 128. The expansion into Denmark is part of Swiss Sense’ international growth strategy to become a market leader in Europe offering high quality bed products at fair prices.

Following the takeover of Drømmeland, Swiss Sense is expected to reach a total turnover of 350 million euro (excl VAT) in 2022. Drømmeland employs app. 75 people in total; no employees will be affected by the acquisition.

“Drømmeland is a perfect match for us – in geographical terms, in its philosophy, and track record. Drømmeland is a successful retail network focusing on high-quality products and known for a friendly, skilled staff and customer-focused organization – we share the same dedication to help every customer get the best possible night’s sleep”, explains Martin Diks, CEO of Swiss Sense.

“This is an important step in our international growth ambition. There is significant potential in the Danish market, and we are looking forward to expanding the foothold we now obtain in Denmark by combining our people-centric concept, strong product range, data driven approach and digital mindset with the competences within Drømmeland. We have the entire value chain under our own control. From design and production to personal advice, delivery and service. This enables us to offer products at the best quality-price balance and respond quickly to our customers’ wishes and needs.”, says Martin Diks.

Kim Andreasen, former owner/CEO of Drømmeland: “Providing good personal guidance and top-quality products is part of our legacy at Drømmeland, thanks to my dedicated employees. I have known Swiss Sense for years as an entrepreneurial company. We share the same standards in providing high-quality sleeping experiences to everybody to the core.”

 ”We are eager to investigate the opportunities in Denmark, interacting with the customers in the physical stores as well as online. We look forward to welcoming our Danish colleagues to our group, to learn from their experience in taking the successful retail chain in Denmark to the next level and together providing even more people with a good night’s sleep”, concludes Martin Diks.

No financial details of this acquisition will be disclosed.

About Swiss Sense
With 128 shops and an e-commerce platform in the Netherlands, Belgium, Germany, Austria and Denmark, sleep specialist Swiss Sense is a leading player in the European market for sleep products. With an extensive collection of beds, mattresses, bedding and accessories for the bedroom, the company wants everyone to get a good night’s sleep. The history of the family business goes back more than one hundred years. Great-grandfather Piet Diks started the development of mattresses in 1918 in the Netherlands. In 2006, the doors of the first Swiss Sense shop in the Netherlands opened. Martin Diks (CEO), now the fourth generation of bed manufacturers, has been at the helm of the family business since 2017. Swiss Sense employs over 2,000 people worldwide. In 2022 Swiss Sense is expected to reach an estimated turnover of 350 million euro (excl.VAT).

About Drømmeland
Drømmeland is a Danish bed retail chain founded in 1975 and one of the largest sleep specialists in the Danish bed retail market, focusing on high-quality products offering a wide range of beds, mattresses and bedroom accessories. The retail network covers 25 outlets across the country, a web shop and two distribution centers. The head office is in Bagsværd, near Copenhagen. Drømmeland is a family-owned company under the direction of Kim Andreasen. By September 2021 the company employed c.75 people.