For most people, choosing a bed and mattress is a demanding task and a big investment. Using innovative (omnichannel) tools, Beter Bed simplifies this choice. For instance, the new city store has a "Beter slapen ID": by taking place on a special bed, a personal 'measurement' is taken of you and it is then determined which mattress and bed suit you best. In the store, you can test various mattress options to suit your personal preferences. You can then either order directly online or be directed to a larger store where you can view more options. You can take your personal "better sleeping passport" with you, which means that you can also receive direct customization at other locations.

In addition to this personal service, the city store also focuses on the bedroom experience. You can be inspired by ever-changing setups, and a wide range of materials and colors for bed and bed textiles. That makes this a store not to visit once every 10 years but rather to return to regularly to be inspired by the latest sleep trends.

The Citystore inspires the visitor. Better sleep, better life comes from morning and night. You experience these in the store in a subtle way. You experience the feeling of night and morning through the use of color, material and dynamic light that adapts during your visit.

Beter Bed currently has 84 stores in the Netherlands, including 80 boulevard stores, 3 outlet stores and now 1 Beter Bed Experience.