Meet the woman behind Scandinavia’s most talked-about bedding
Written by: Julia Lundmark, Stockholm
Date: Sunday 21st of September 2025
From frustration to success - here’s the story behind Juniper, the brand thousands of people have chosen for better sleep and a hotel feeling at home.
I wanted to create bedding that truly makes a difference
When Mathilda searched for bedding that felt luxurious and lasted over time, she only found two options:
- expensive brands selling a logo and image
- cheaper alternatives that quickly lost quality
So she decided to challenge the industry. The result became Juniper - bedding woven in Portugal from Supima ELS cotton grown on family-owned farms in the US. This rare cotton is known for its extra-long fibers, making the fabric softer, stronger, and more durable.
The journey behind Juniper
The way it started
The source of inspiration
“I was frustrated. Either the bedding was overpriced, selling only a logo - or it was cheap and quickly lost its quality. I wanted to create something better. Bedding that truly made a difference for sleep and well-being. That made you longing to go to bed at night”
THE CRAFTMANSHIP
100% Supima Cotton
“To achieve this, we partnered with some of the most skilled artisans in Portugal. Together we perfected every detail – from the weave, to the stitching, to the feel against your skin. Using the world’s finest cotton - Supima ELS - meant we could deliver softness, strength, and durability that only the top 1% of cotton can provide.”
taking the leap
Loved by so many people
“It was scary at first - selling premium products online in a market filled with big traditional brands. But customers quickly noticed the difference. Already in our first year, Juniper generated over 2 million SEK in revenue. That says something: we’ve managed to care for our customers in the best possible way, while creating a product truly out of the ordinary - at a better price.”
So what makes Juniper different?
It comes down to three things: the material, the craftsmanship, and the way we think about value. We only use the world’s finest cotton - Supima ELS - woven by expert artisans in Portugal. Every detail is carefully considered to create bedding that is softer, stronger, and longer-lasting. And unlike many traditional “luxury” brands, we make sure this quality is accessible, without the inflated price tag.
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1. From the World’s Finest Cotton
We use the world’s finest cotton – Supima ELS – representing the top 1% of cotton globally. Extra-long fibers mean softer fabric, greater strength, and long-lasting durability.
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2. Crafted to Perfection in Portugal
Our bedding is woven in Portugal by expert artisans who perfect every detail – from the weave to the stitching – ensuring the highest possible quality and a luxurious feel against your skin.
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3. Luxury Without the Markup
We believe true luxury should be accessible. That’s why we’ve cut prices by 50-100% compared to many traditional “luxury” brands - without compromising on quality.
Why thousands choose Juniper
🌙 Better sleep - The fabric breathes and helps regulate your temperature all night.
✨ Luxurious feel - A soft, embracing touch that makes it easier to unwind.
🛏️ Hotel standard at home - the same quality you’d find in boutique hotels.
♻️ Responsibly made – Supima cotton from family-owned farms, woven in Portugal.
Customers love Juniper bedding so much… that our sets have become bestsellers overnight.
The Bed Set
20,000 customers can’t be wrong
Since launching, Juniper has grown into one of Scandinavia’s most talked-about home textile brands. Today, more than 20,000 swedes sleep in Juniper bedding. And they say the cant sleep in anything else now.
If you want to start small
100% SUPIMA COTTON
Top 2% of the world's cotton.
PRODUCED IN PORTUGAL
In a family owned factory.
FREE DELIVERY
And exchanges.
TRY AT HOME
For 30 days.
WHAT DOES “TRY AT HOME FOR 30 DAYS” MEAN?
If you don’t fall in love with your bed linens, simply return them within 30 days from your order date for a full refund. That’s how sure we are you’ll love them.
Looking back
Handwritten letters to Junipers 100 first customers, packaging orders in the warehouse back in 2019.
Explore Juniper Assortment
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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The Decorative Collection
Explore decorative pillows crafted to complement Juniper’s bed linens. Handmade in Stockholm...
