Royal Auping’s evolution from heritage brand to emotionally articulate expert

The mattress category is not immune to disruption as new entrants offer online ease of purchase and consumers demand differentiation.

People don’t think about sleep as much as they ought to. It is such a part of the everyday and so necessary as to be largely invisible. But sleep and the beds on which we sleep are complex and important products for people’s wellbeing, argues the Dutch mattress and bed-maker Royal Auping. In light of a changing market the company has had to adapt itself from being a historical expert in beds and mattresses to become an innovative, emotionally articulate expert on sleep.

Though the company goes by Auping, the company received the Royal (Koninklijke) predicate in 1988,...

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