About Boe

Boe is not a bedding brand. Boe is a feeling. The particular pleasure of a freshly made bed, the cool crispness against your skin on a summer night, the weight of a duvet on a dark winter morning. Boe makes those feelings attainable — night after night, and unmistakably yours.

The heritage

It all began at the hotel. Maryhill — an estate from 1918 on the coast of Skåne, opened by ESS Group in 2024 — taught Boe exactly what makes a hotel bed irresistible: the mattress, the sheet, the weight of the duvet, and how a morning feels when nothing is rushed.

Boe didn't start from nothing. The brand grew out of Home of ESS — ESS Group's answer to the question guests kept asking: can I take the bed home with me? There, it was simply Boe. Now it has been carried forward in its own right, as a standalone brand — Boe Leisure. A small change of name, a large step: the same hotel-born care, now entirely its own. Boe is the morning after. Not the hotel recreated — what you carry home from one.

The feeling, at home

Being looked after is the heart of hospitality. At home, you give that care to yourself. Boe creates the tools: bedding with honest weaves and the right weight — crisp percale, soft Supima cotton, down and feather. Nothing extra. What you feel before you see it.

The founders

Boe Leisure was founded by Alfred Lindgren, Creative Director, and Jonas Lundgren, Brand Architect. Together with ESS Group, the hotel group behind Maryhill, they carried Boe forward — to give it the future it deserves.

"We've always loved the feeling of a really good hotel bed — that crisp, cool feeling as you settle in. Boe is our way of bringing it home. No compromise, no unnecessary noise."

— Alfred & Jonas, founders of Boe Leisure

What we believe

Sleep is not passive — it is the most important ritual of the day, and it shapes how you think, feel and live. We believe in few, well-chosen things that last; in restraint as a choice, where what's left out matters as much as what's kept; in materials that grow softer with time, OEKO-TEX certified and made to stay. A calmer morning begins the night before — in the bed you lie down in.