Birkenstock, the German shoemaker whose wares—once associated mostly closely with hippies—have come back into style with the fashion set, launched a line of beds at this week’s furniture and interiors fair IMM Cologne.
From crisp sheets to hospital corners, there’s just something satisfying about a well-made bed. But not everyone has the mental and physical energy to take thirty seconds to pull up a blanket. Enter Smartduvet.
Mattress-slinging upstarts are cashing in on a couple of things: Millennials’ love for the internet and for all things "artisanal"; a parallel distaste for Big Box stores; and the lack of real competition across the industry.