At a time when the bedding market is saturated with blends, buzzwords and hidden compromises, Dutch brand Wocha stands firmly for clarity and honesty. Founded by fiancés, Charlotte Kimman and Wouter Simons, Wocha was born from a deeply personal question: what truly makes a fabric pleasant to sleep under? The answer became the foundation of the brand's philosophy: 100% natural materials, complete transparency and products the founders would happily sleep under themselves.
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Wouter (left) and Charlotte (right), co-founders of Wocha at the Impact Fair last year in Utrecht.
'The name Wocha was actually an amalgamation of Wouter's name and my name. If you take the first two letters of his name and the first three of mine, you get our name.' Another funny story from where the name originates is that it comes from the very specific sound your duvet makes when you make your bed. "It's the feeling of a freshly made, clean bed, something comforting and familiar." That sensory moment encapsulates Wocha's approach: thoughtful, understated and rooted in everyday rituals. Even the logo reflects this idea, inspired by threads and textiles, symbolising calm, connection and craftsmanship.
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Why 100% natural means no compromise
From the outset, Wocha made a conscious decision to work exclusively with 100% natural materials. 'Many brands use terms like "linen" or "cotton" while blending them with polyester,' Charlotte says. 'We didn't want any small print. If we say cotton or linen, it is exactly that—100% pure.'
This commitment extends to every product category, from cotton satin and washed linen to TENCEL™ and silk accessories. Wocha's cotton satin, for example, is validated at 300 thread count, offering durability without sacrificing breathability. 'Other companies often play with thread count numbers,' Charlotte notes. 'For us, it's about how the fabric actually feels on your skin night after night.'
For Charlotte, purity is not just a material choice but a health consideration. Bedding is in contact with the skin for six to eight hours a day, making material integrity essential. 'Your skin deserves the same care you give to what you eat or wear,' she explains.
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From cotton fields to conscious production
Wocha's commitment to quality begins at the source. The brand works with cotton from India and linen from Europe, maintaining close relationships with suppliers and visiting production facilities in person. 'We've seen the cotton fields, the spinning mills, the weaving process and the quality checks,' Charlotte says. 'That transparency matters to us.'
While certifications can be costly for young brands, Wocha ensures all products are made from OEKO-TEX® certified materials, and its organic cotton is GOTS certified and continuously reviewed. Production volumes remain intentionally small, allowing for careful quality control and minimal waste. 'We prefer small stock and gradual growth,' Charlotte explains. 'It keeps us close to our product and our customers.'
Designed with the sleeper in mind
Every Wocha product is developed with real-life use at the forefront. From duvet covers with a practical 40cm tuck-in flap to fitted sheets with all-around elastic and subtle size labels, functionality is quietly integrated into the design. 'Details like sheet fitting or labelling may seem small, but they make a big difference for the consumer,' Charlotte says.
Customer feedback plays a central role in refining products. Adjustments to sheet sizing, fabric density and closures have all come directly from user insights. 'Our customers are incredibly engaged,' Charlotte notes. 'They help shape the product just as much as we do.'
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Sustainability beyond materials
Sustainability at Wocha goes beyond fabric choices. Leftover fabrics are transformed into donated bedding sets for charities, ensuring that materials are never wasted. 'We don't just produce to sell,; Charlotte explains. 'We also produce to give back.'
This social approach reflects Wocha's broader vision of wellbeing, not just for customers, but for everyone involved in the production chain.
A brand built for long-term growth
Since its launch in 2023, Wocha has seen steady growth within the Netherlands, with increasing interest from international markets. Expansion is approached carefully. 'We're not chasing fast scale,' Charlotte says. 'We want to grow in a way that feels natural and aligned with our values.'
Future plans include expanding into new product categories such as baby textiles and organic sleepwear, always maintaining the same standards of purity and transparency. 'If we wouldn't sleep under it ourselves, we won't sell it,' Charlotte adds.
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The start-up life of Wocha, back in 2023 when the first large shipment arrived from India and Charlotte and Wouter's living room was filled with boxes.
Advice for designers and retailers
For interior designers and retailers seeking sustainable bedding, Charlotte's advice is simple: look beyond aesthetics. 'It should not only look beautiful, but also be good for the environment and for your body,' she says. 'Check the label, understand the material, and choose brands that are truly transparent.'
With its calm aesthetic, ethical foundations and uncompromising material choices, Wocha positions itself not as a trend-driven sleep brand, but as a thoughtful companion to everyday rest. In a world that rarely slows down, Wocha invites us to pause, if only for the quiet sound of freshly made bedding.
More information:
Wocha
Maasstraat 190-1
1079 BL Amsterdam
+31 20 224 6043
[email protected]
www.wocha.nl
Netherlands
