In their early twenties, best friends Lars van der Wijst and Jens Timmers have turned their idea into a global success story, selling over 1 million Cloudpillo pillows worldwide and generating £36 million in revenue in 2024.
© Cloudpillo
The duo launched Cloudpillo in 2021, creating a fully customisable memory foam pillow that adapts to each individual's body and sleeping preferences. Inspired by a gap in the Dutch sleep market, Lars and Jens recognised that "one size fits all" pillows don't meet the unique needs of sleepers. Using leftover mattress materials, they also prioritised sustainability, producing eco-friendly pillows that minimise waste.
Their journey began in high school, experimenting with online shops and learning digital marketing. Investing their savings, they produced their first 2,000 Cloudpillo Original pillows,all of which sold out immediately. Within the first year, they sold an additional 40,000 pillows, confirming the demand for their innovative design.
Since then, Cloudpillo has expanded internationally, launching in the UK in January 2025 and quickly becoming a major success. The brand now offers a range of sleep products, including mattress toppers, mattresses, duvets, and bedding, with plans to expand further.
The company has also gained industry recognition, including awards at London's eCommerce Awards and acknowledgment on Forbes 30 Under 30 as rising entrepreneurial talents.
Their goal was always simple: create a pillow that really works for everyone, while being sustainable.
Looking ahead, Lars and Jens aim to focus on their core markets in the Netherlands, Germany, and the UK, while expanding into at least ten countries over the next decade.
About Cloudpillo
Founded in 2021 by high school friends Lars van der Wijst and Jens Timmers, Cloudpillo is a customisable pillow and sleep product brand focused on innovation, sustainability, and user comfort. With a mission to create high-quality, eco-friendly sleep solutions, the company uses leftover mattress materials and recycled fabrics in its products, combining functionality, design, and environmental responsibility.
More information:
Cloudpillo
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www.cloudpillo.com
