Nattiluxe is carving out its own niche in the luxury bed sector by merging a 160-year tradition of handcrafted mattress and furniture making with new standards in aesthetics and personalization.

Unlike many bed manufacturers—which are often male-led—Nattiluxe is headed by Giselle Valle, whose ultimate vision is to deliver premium natural sleep products that supports people to wake up energized, calm and with positive emotions. ​ The means are personalized, sustainable, latex- and foam-free beds that prioritize both long-lasting comfort and environmental responsibility. ​

She brings seven years of experience as a Director at Hästens. During her tenure, she led the brand’s expansion across Europe with store launches in cities including London, Brussels, Madrid, Istanbul, Rome, Milan, Luxembourg, Paris, Nice, Lisbon, Barcelona, and Marbella.

The goal is to meet the needs of discerning customers who seek comfortable natural beds and expect maximum value for their investment. Products are sold directly to consumers or through specialized selected retailers and interior designers.

Industry observers are already referring to Nattiluxe as a potential “Hästens 10.0,” reflecting its commitment to next-level craftsmanship, personalization, and understated luxury. By placing women’s perspectives at the forefront in a sector traditionally dominated by men, Nattiluxe addresses the preferences of those who often drive home purchases and champion overall family well-bein

Giselle Valle & Pierre Maurice Aflalo

Supporting the leadership team is Pierre Maurice Aflalo, a French-Swedish entrepreneur known for introducing major fashion houses—such as Yves Saint Laurent, Moncler, Armani and Ralph Lauren, among many others—to Scandinavia and the Baltic region. Together with its specialized group of European artisans in France, Italy, Sweden and Slovakia, Aflalo and Valle aim to elevate natural sleep standards under the banner of quiet luxury and sustainability.

Nattiluxe recently inaugurated its flagship store in Stockholm in collaboration with Porsche uniting the concept of healthy living and the quiet luxury lifestyle.

Even the largest fortune cannot rival the power of a truly restorative night’s rest. Research confirms that deep, consistent sleep is essential for producing the endorphins and hormones that keep us balanced, focused and calm. Without it, anxiety can rise, accidents become more likely and the small pleasures of daily life lose their shine.

"When you prioritize genuine rest, every facet of your life benefits- from personal relationships to professional performance-. After all, true luxury begins with the quiet confidence of a well-rested mind and body", says Pierre Maurice Aflalo.