Mathilda Wibom

In 2018, founder Mathilda Wibom Westerberg spent her honeymoon at Hotel Son Net near the Tramuntana mountains in Mallorca. The stay at the secluded luxury boutique hotel was one of the best experiences she had ever had.

The service was friendly; the food was spectacular; the garden was full of the most well-kept Juniper trees imaginable, and the whole family slept like babies. Recovering from the stress of arranging a wedding and adding a new family member in the span of six months.

There were undoubtedly extenuating circumstances, but the whole family agreed that the bedsheets were the most comfortable they had ever slept in.

Upon checking out from the hotel, the family went to Palma city to invest in high-end sheets for their home in Stockholm. It turned out that a set would cost a small fortune, so they ended up saving their money and traveling home empty-handed.

“Juniper extracts the best parts of a small secluded luxury hotel and brings it to your home”


Juniper first launched bed linens in March of 2019 and quickly gained a loyal following of customers that appreciated the extraordinary quality previously only provided by luxury brands in the bed linen space. In the spring of 2021 Juniper launched towels for home and pool use and later on in the year bathrobes. All products are designed with the intention of being the perfect fit at a luxury boutique hotel.

In bringing the products to life, Juniper never (ever) compromise on quality. On the contrary, Juniper uses the finest raw materials available, embody craftsmanship, and pay meticulous attention to detail in making design choices. The products are seemingly not very complicated in nature but extraordinary effort is put into ensuring that they provide the best user experience possible.


All the while, sustainability is at the heart of everything done. Juniper is committed to creating strictly vegan products and pushes the boundary for ecosystem sustainability. Juniper is rigorous in choosing its production partners, considering everything from the factories’ production equipment to the main energy sources used to power the factories. And during 2021 Juniper switched to entirely biodegradable packaging for its products. Juniper further continuously performs lifecycle assessments of its various product lines to prioritize efforts in improving logistics, durability, and recyclability.

To drive this work and ensure progress Juniper tracks and declares its entire value chain for each and every product. This work is always in progress but the latest update can always be found by scanning the QR-code on any Juniper product.