Heveya, sustainable pure latex mattress biz in Singapore

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After 25 years within the mattress business, Stefan Magnus determined to confront a difficulty he observed available in the market.

With many manufacturers emphasising on visible aesthetics reasonably than high quality, beds have been turning into bigger and better, with a heftier price ticket to match. Many of those beds would additionally characteristic beautiful quilting and opulent materials.

However do these actually improve the sleeper’s consolation? To Stefan, the reply was no. He noticed firsthand how his mates bought caught with poorly made beds for many years.

Believing that he had the mandatory know-how to deal with this concern, Heveya was born in 2012.

What’s the matter with mattresses?

Whereas conventional mattresses sometimes comprise springs and polyurethane foam, Heveya has intentionally excluded these supplies. As an alternative, their beds are made with 100% pure latex.

Stefan Magnus / Picture Credit score: Heveya

Referencing a e-book known as Poisonous Electrical energy by Steven Magee, Stefan believes that the metallic springs in mattress generate electromagnetic fields, which may have antagonistic results.

As for the froth, he identified that these are derived from petroleum, which bear a chemical response throughout manufacturing. He argued that these find yourself releasing gases that proceed to be emitted for a sure interval.

On prime of that, conventional spring mattresses normally can’t be opened and cleaned, leaning to the buildup of mud and mites over time.

To counter this, Heveya mattresses characteristic detachable covers, and should not have any empty areas inside the mattress, stopping the event of life kinds resembling mud mites.

Pure latex additionally supplies advantages like air flow, elasticity, and sturdiness.

But it surely’s not like Heveya found this. Earlier than the inception of Heveya, pure latex was already recognised within the mattress world for its optimum properties. But, firms might hesitate to commercialise it resulting from its price. He additionally believes that firms have a tough time differentiating their merchandise with out simply including the additional frills.

At Heveya, a more cost effective product is created by adopting a direct-to-consumer mannequin. By shopping for parts like latex blocks and covers, Heveya can assemble mattresses instantly at prospects’ residence, eliminating the necessity for an entire mattress manufacturing unit.

The model additionally provides worth with options like a 100-day free trial. Parts of their modular mattress might be adjusted till perfection or refunded.

As we speak, Heveya has expanded to cowl not solely mattresses, however a variety of bedsheets, duvets, throws, towels, and different ornamental materials.

Contributing again to the earth & extra

Extra than simply the improved product, although, one thing that may make Heveya a most popular selection, particularly amongst educated shoppers, is its dedication in direction of sustainability and social duty.

To perform this, suppliers and companions are meticulously chosen, guaranteeing the entire chain is sustainable.

A notable sustainability initiative by the corporate is their collaboration with an natural licensed plantation in Sri Lanka for pure latex manufacturing.

“This natural plantation helps defend the soil and rivers from poisonous pesticides,” Thijs Veyfeyken, the managing director of the model, defined. “Going a step additional, we now have additionally engaged in agroforestry plantations in collaboration with our provider.”

Agroforestry includes planting crops like peanuts, pineapples, papayas, and bananas in between the rubber timber. This finally ends up making navigation on the plantation tougher, which is why farmers have been very immune to the thought at first.

Nonetheless, the end result has been exceptional. Farmers have benefited by promoting extra crops like bananas and papayas. They’ve even launched beehives and fishponds, Thijs mentioned.

“Moreover, the enriched soil has elevated rubber tree yields by 20%,” the managing director added. “The Hevea Brasiliensis, or rubber tree (therefore our title ‘Heveya’), already contributes to environmental preservation by absorbing over a ton of CO2 in its lifetime.”

He elaborated, “By way of ecosystem restoration, we transfer nearer to replicating the results of an actual rainforest. Our subsequent step includes sourcing latex from timber rising naturally in rainforests in Borneo, leaving nature utterly intact.”

On the subject of leaving nature intact, Heveya is working with Replant.world to plant timber within the rainforests of Borneo. These timber are then “given away” to prospects.

Mainly, Heveya prospects can obtain a sure variety of timber primarily based on the scale of their buy. These timber are given as digital tokens in a personalised pockets created by Heveya.

Furthermore, these timber might be gifted to mates. For every tree given away, the enterprise crops an extra tree.

“This initiative not solely permits us to increase our tree planting efforts but additionally helps us join with like-minded people by means of our prospects’ referrals. On common, we plant roughly 12,000 timber per 12 months,” Thijs mentioned.

The corporate can also be concerned in philantrophy. Every year, they sponsor college students from the Sumba Hospitality Basis (SHF), which supplies alternatives for the individuals of Sumba to take part within the island’s hospitality sector.

“Given the low schooling ranges in Sumba, with out the muse, locals would miss out on the advantages of the rising tourism business,” he mentioned. “The SHF prioritises sustainability and witnessing the transformation of its college students inside a 12 months is actually inspiring.”

Sustainability because the operative phrase

Providing its prospects an opportunity to check their beds, Heveya has retail shops in Singapore (Tiong Bahru Showroom), Indonesia (Canggu Showroom), and Dubai. The mattresses are additionally obtainable in different choose shops in these areas.

“Moreover, we now have on-line ecommerce shops in Singapore, Indonesia, Malaysia, Australia, Hong Kong, and Dubai,” he added.

At the moment, Thijs already considers Heveya to be a pacesetter in Asia for sustainable bedding merchandise. Transferring ahead, he needs to increase the model’s attain additional in Asia Pacific and the Center East.

The long-term imaginative and prescient is to turn out to be a world chief on this discipline.

“We establish new international locations for enlargement by contemplating components resembling low competitors and a excessive variety of foreigners,” he mentioned. “To check the potential of a market, we first launch a digital advertising marketing campaign within the goal nation and analyse the response.”

With this technique, they’ve already deliberate to open two extra shops in Singapore—one in Vivo Metropolis with Tangs and one self-owned retailer in a related division retailer. Theyr’e additionally opening a Heveya Dubai in 2024, and could have a presence in Jakarta by 2025.

For 2026, Heveya has plans to foray into one other nation that’s but to be determined.

Initially, once I first got here throughout Heveya, I admit I used to be sceptical, questioning whether or not they have been simply greenwashing.

My doubts have been multiplied due to Heveya’s value of S$4,488 for its SG King mattresses—dearer in comparison with related choices by different on-line choices I discovered in Singapore like Willow Mattress.

However after studying extra in regards to the enterprise from Thijs, I’ve learnt that it’s greater than the product itself, however reasonably every thing else that comes with it. For Heveya’s case, this consists of peace of thoughts.

It appears like Heveya fairly actually needs to assist individuals sleep higher at night time, by means of each their mattresses and the great that they’re enabling on this world.