Sandi Češko, a Slovenian entrepreneur celebrated for strategic innovation which are studied at Harvard Business School, reflects on his journey from pioneering the first vacuum-packed mattress sold direct-to-consumer in 2002, long before the 'Bed-in-a-Box' trend, to his current mission: 'Total disruption' of the mattress retail model.
'Buying a mattress today is a frustrating experience,' admits Sandi Češko, founder of Dormeo Home. 'Most people can't recognise the differences between mattress technologies or understand what truly supports their body. It becomes guesswork.' But Sandi is determined to change that. 'Our goal is to turn a difficult decision process into a delightful experience,' he shares with conviction, outlining a vision where digital intelligence meets personalisation and sustainability in a market ripe for disruption.
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Sandi Češko, founder of Dormeo Home
Mass customisation made real
'Mass customisation sounds ambitious, but it's exactly where we're headed,' says Sandi. 'We're launching the Sleep Simulator globally next year; big in Germany, the UK, US, and Japan after having a very successful test in 9 home markets in Eastern Europe. It's a game changer.'
Using just a smartphone photo and a quick questionnaire, 'the AI creates a personalised mattress configuration based on your body measurements and sleep preferences.' The real innovation lies in the in-store experience: 'You lie on a pneumatic bed that adjusts firmness of each 10 cm² in real time. You can tweak each zone yourself, from shoulders to hips, by using a tablet.'
Sandi points out how this technology caters to couples too: 'A double mattress can have two different configurations. Finally, everyone sleeps the way they want.' He describes the mattress as a 'Lego system' of foam densities, creating truly individual support, not just drilled foam like traditional mattresses.
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Sustainability woven into innovation
Sandi is passionate about sustainability: 'We're adding 50% more eco-products because this can't wait.' Dormeo's Octaspring technology, a foam spring that is 'eight times more breathable', is central to this effort. 'The big breakthrough was switching from glue to welding, making the mattress mono-material. That means 100% recyclable, back into polyols.'
He explains the challenge candidly: 'Mattress recycling today is a nightmare, most have metal or glue that ruin the process. We're promising 100% easier recycling, and that's not marketing speak. It's real.'
This eco focus isn't just greenwashing, but integrated into the product design and production philosophy. 'Less foam, more recyclability; it's a win-win.'
Award-winning Octaspring technology is used in a wide range of products, including mattresses, office chairs, recliners, sofas, aviation-grade cabin-crew mattresses, and seat cushions for transportation such as airplanes and trains.
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The new retail philosophy
The retail experience itself is being radically rethought. 'We're reducing retail space from 300-1000 square metres to as little as 4-20 sqm with one Sleep Simulator,' Sandi reveals. 'Capital expenditure drops 10 to 50 times. Plus, we're moving toward no salespeople, just self-managing touchscreens and, soon, robots.'
Inventory is another headache solved: 'No more stock sitting in stores. Custom mattresses are built by robots and shipped to customers. This model makes everything leaner, smarter.'
Sandi believes these steps don't just improve business efficiency but 'transform customer experience, turning something miserable into something delightful, a Disneyland experience.'
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Future looking bright
Asked which goal is the toughest, Sandi laughs: 'I know it sounds bombastic. But I'm confident it's realistic. It's about relentless focus and innovation.' His vision is a hybrid platform, 'like Airbnb meets Starbucks,' licensing patented AI and IT technology globally alongside product sales. Merging e-commerce with brick and mortar into a total convergence.
'In five years, I want Dormeo Home to be known for personalised sleep solutions and sustainability in the European interiors market. Not just selling mattresses, but shaping a new way of living and sleeping.'
He concludes: 'The future of interiors isn't just about looks or materials; it's about seamless technology and green innovation that genuinely improves people's lives.'
For interior designers, retailers, and manufacturers seeking inspiration, Sandi's vision is a powerful reminder: 'Innovation has to be practical and people-centred. That's how you change an industry for the better.'
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More information:
Dormeo Home
Litostrojska 52, 1000 Ljubljana
[email protected]
www.dormeo-home.com
Slovenia
