Juniper’s 6-Year Journey: From an Idea to a Beloved Swedish Bedding Brand
Location: Juniper, Stockholm
Date: 28th of March 2025
Born from an idea on the sun-drenched island of Mallorca, built from a New York apartment, and now firmly rooted in Sweden—Juniper has come a long way. Over the past six years, Juniper has transformed from a vision of bringing luxurious, hotel-quality bedding to more people into a beloved brand, with over 20,000 Swedes now sleeping soundly in Juniper sheets. In the summer of 2023, founder Mathilda moved back to Stockholm to open Juniper’s first physical store and office. We sat down to talk about entrepreneurship, challenges, and the customer experience that has made Juniper a standout in the Swedish bedding market.
From an Idea in Mallorca to Stockholm’s Grev Turegatan
– The contrast is huge. For years, I ran Juniper from our apartment in New York, and now I walk into our very own Juniper office in Stockholm every morning. That feeling is indescribable. I still remember the first morning I unlocked the door to Juniper’s new home—it was like our digital world, Hôtel de Juniper, finally had a physical space to live and breathe.
Running Juniper from New York was an adventure in itself. I often worked from our kitchen table, overlooking the city that never sleeps—a place bursting with inspiration. After the long pandemic years, when New York slowly came back to life, I would walk with my husband, Jacob, to his office near Bryant Park. We strolled down Broadway, through Times Square, and finally took the elevator up to the 42nd floor, overlooking the skyline.
– Even though it wasn’t my team, just being in that office environment, feeling the energy and creativity around me, was incredible. It reminded me of how much I longed to build my own team one day.
From Solo Founder to a Tight-Knit Team
You ran Juniper alone for several years, but today you have a growing team. How has that shift been for you?
– It’s a milestone in itself! Just being able to take a coffee break and know that things are running smoothly without me—it might sound small, but for me, that was a huge moment.
– And now, planning my first real vacation? That’s something I never even considered before. The best part? Knowing that my team will keep doing an amazing job, even when I’m not there.
Juniper’s team is like my second family. Seeing them grow, both individually and together, is one of the most rewarding parts of building a brand. For years, I did everything myself—but now, we have specialists in Meta Ads, CRM, social media, and B2B.
– And that’s the coolest part! We’re a creative team—not just in coming up with ideas, but in actually making them happen. The entrepreneurial spirit is part of who we are. I think the key is how we challenge, support, and push each other, while always staying open to learning new things. It’s a mix of mindset and group dynamics—you need both.
“Give, Give, Give – and Then Ask”
Juniper has a loyal customer base that truly loves the brand. What’s the secret behind that connection?
– I think it all comes down to putting the customer first. We often compare Juniper to a boutique hotel—because just like at a great hotel, the magic is in how you’re treated.
Our approach is "give, give, give – and then ask." Early on, I realized we couldn’t just send newsletters saying, “Buy our white bedding.” Instead, we focus on inspiration, storytelling, and useful tips.
– Ironically, the emails that perform best— even in terms of sales—are the ones where we barely mention our products. It’s the hotel features, the design inspiration, the behind-the-scenes stories.
This philosophy also shapes our customer service. We don’t use generic templates—every response is personal. If a customer lives near our store on Grev Turegatan? One of our team members might even hand-deliver their order. It’s the little details that make all the difference.
Overcoming Challenges & Celebrating Wins
What have been the biggest challenges during your journey as an entrepreneur?
– There’s always a new challenge around the corner. I still remember the panic when, six months in, we nearly went bankrupt because we were growing too fast. Or the struggle of switching factories—one of the hardest processes we’ve ever gone through.
But I’ve learned not to let challenges consume me. I remind myself of Stephen Covey’s words in 7 Habits of Highly Effective People—focus on what you can control.
And we celebrate our wins!
– When a major editor says yes to a press event, or when we sign a new hotel collaboration, we turn up the music in the office and have a little dance party. In fact, from now on, there will always be a bottle of bubbly in the fridge at Grev Turegatan 50—because we should celebrate even more!
The Future of Juniper
How has Juniper evolved over the years?
– I see Juniper as my second child. Just like people, brands go through different phases of growth and maturity. Our core values remain the same, but we keep evolving, learning, and finding new inspiration.
And what’s your vision for the next six years?
– To continue expanding the world of Juniper—Hôtel de Juniper— through products and experiences that make everyday life feel more harmonious and indulgent.
Quick Questions with Mathilda
7 quick questions with Mathilda, about her favourite Juniper product to the biggest dream at the moment!
Favorite Juniper product?
Our complete bedding set in Beach Sand —preferably paired with our decorative pillows in Mountain Clay and Shimmering Olive Green. My dream bedding setup!
Where will the next Juniper store open?
Hopefully a bigger Stockholm location! Or maybe… Gothenburg, what do you think?
Can you tease any upcoming launches?
Yes! Our Juniper Silk Mask is launching during Birthday Week!
What’s always in your fridge?
Something for my evening sandwiches.
How do you spend a perfect Saturday?
Saturdays are for family—pancake breakfast, meeting friends, and maybe a run.
Your next big dream purchase?
A place in the Alps. You have to dream big, right?
Favorite series?
This is Us. Trust me, it’s the best show ever.
Thank You for making Junipers journey possible!
Explore Juniper Bestsellers
Have a look at the pieces – I hope they bring inspiration for adding a touch of elegance and warmth to your home!
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Regular price 2 300 krRegular priceUnit price per
2 500 krSale price 2 300 krBundle -
The Bed Set | Supima Sateen
One sheet, one or two duvet covers (two is more expensive), and a pair of pillowcases. All in Supima Sateen.Regular price From 4 300 krRegular priceUnit price per5 050 krSale price From 4 300 krBundle -
Regular price 1 650 krRegular priceUnit price per
1 750 krSale price 1 650 krBundle -
The Pillowcase | Mulberry Silk with Free Giftbox
One Mulberry Silk Pillowcase, available in 2 sizes.Regular price From 1 450 krRegular priceUnit price per -
Regular price From 450 krRegular priceUnit price per
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Regular price 2 500 krRegular priceUnit price per
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Regular price From 450 krRegular priceUnit price per
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Regular price 2 400 krRegular priceUnit price per
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Regular price 550 krRegular priceUnit price per
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The Single Bed Set | Supima Sateen
One sheet, one single duvet cover, and a pair of pillowcases. All in Supima Sateen.Regular price 3 300 krRegular priceUnit price per3 850 krSale price 3 300 krBundle -
The Complete Bathroom Set
Two bath towels (100x150 cm) or two shower towels (70x140 cm), two hand towels (40x70 cm) and one bath mat (80x50 cm).Regular price From 2 050 krRegular priceUnit price per -
Regular price 450 krRegular priceUnit price per
