Beter Bed and the city

Beter Bed City Store

Beter Bed hits the city with first City Store Concept...

An accessible inspiring retail formula, in which the products and service are returned to the core of the formula on 128 m2

Back to the heart of sleeping, back to the essence

In the Netherlands and Belgium, Beter Bed has 80 stores in home decoration boulevards and also 3 Outlet stores. In order to serve especially the visitors who live and do their shopping in the city and wish to be inspired in the realm of sleeping, we created the Citystore Concept together with Beter Bed.
our approach
Picking a matress
For most people, selecting a bed and a mattress is a difficult task and a major investment. Using highly innovative (omnichannel) tools, Beter Bed facilitates this choice. The new Citystore has a "Beter slapen ID": by placing yourself on a special bed, you are personally assessed and it is then decided which mattress and bed suits 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 guided to a larger store where you can view more options. You then take your personal "better sleeping passport" with you, so that you can also obtain customization in other locations.
Let yourself regularly be inspired by the latest sleep trends
Let yourself regularly be inspired by the latest sleep trends
Experience takes center stage
In the city store, in addition to this personal service, the bedroom experience takes center stage. You can be inspired by a constantly varying range of setups and a substantial selection of the materials and colors for bed and bed linen. That makes this a store that you should not visit once every 10 years but rather return to frequently, to be inspired by the latest sleep trends.


Hans Preeker
managing partner | consultant
Judith Everaarts
interior architect

visit this place?

The Citystore inspires. Better sleep, better life, from morning to night. You'll experience that in a subtle way. You get the feeling of night and morning through the use of color, material and dynamic light that adjusts during your visit.

related projects

Vibrant, healthy, beautiful

The pick-up supermarket