Today, Boe Leisure stands on its own

At 07:30 this morning the press release went out: the bedding from ESS Group's hotels becomes Boe Leisure, an independent brand. For those of us who built it, this is a big day, and a very simple story.

It never started in a showroom. It started with a question at the hotels: can you buy the bedding? The question came back so often that it first became Home of ESS, and now, as the bedding proved to be what guests love most, a brand of its own with a name of its own.

What sets us apart is where the knowledge comes from. Every pillow and duvet we sell is made up at real hotels, from Rox Resort in Koge to Ellery Beach House in Stockholm, and is evaluated by thousands of guests every night. That is product development no focus group can buy.

Read the full story in the press release at ESS Group: Tested by thousands of hotel guests: ESS Group's bedding becomes Boe Leisure.

And if you would rather feel it for yourself: all destinations and what they make their beds with, or go straight to A Funky Dream, the pillow and duvet from the hotel rooms.

Sleep well.
Alfred & Jonas