Why do shoppers search for a firm pillow?
Most shoppers use "firm" as shorthand for "supports my neck". They have tried soft pillows that did not work and now look for the opposite. A firm pillow of the wrong height or size still does not fit. The shopper is left to guess again, and that is where returns and disappointment start.
What does that mean for the range on your shelf?
You have two routes, and they ask different things of you.
- A standard firm pillow. Our existing ranges, including memory foam, ergonomic and travel pillows, are available as private label in your packaging. It is a fast way to add a proven product. It is still a standard pillow, so you compete on price and presentation, not on fit.
- A custom fit pillow. The size is based on the person, not on a firmness label. That is a category a brand can own.
We think the second route is the stronger one. If you need a simple, quick addition to a value range, the first is a reasonable start. Firmness itself is a material specification we settle with you in design and development, using material samples and prototypes you review. Sleeping position plays a role in that choice too, and our guide Pillow for side sleepers: what to put on your shelf looks at it from a retail perspective.
Which fitting method suits your channel?
| Concept | Channel | How it fits |
|---|---|---|
| Professional fitting | Specialty retail, sleep specialists | A trained professional takes three body measurements and determines the size on the spot |
| Mobile scan | E-commerce, apps, omnichannel retail | PillowScan™ scans shoulders, neck and head in about 30 seconds, no app required, and includes sleeping position and mattress firmness |
| Adjustable at home | Online and mass retail | One adjustable pillow; a short online test tells the customer how much filling to remove |
Professional fitting asks the most of your staff. Adjustable at home asks the least, but it is the least personal. You can also combine concepts. For side sleepers specifically, see what to put on your shelf, and read how custom fit pillows work.
What do we bring to it?
We invented the custom fit pillow concept. In 2013 we launched Pillowise, the first pillow sized on three body measurements, developed with a physiotherapist. Today we design, develop and produce under one roof in our own 4,000 m² facility in Zevenbergen, with open-cell memory foam, our Symbio® memory foam and washable, OEKO-TEX® certified covers. You bring the brand and the channel. You review prototypes and samples before production, and you can visit the factory by appointment. See our private label process and technology.
So, is a firm pillow the right product for your brand?
As a stand-alone product, only if you want a quick, simple addition and accept competing on price. If you want a range that answers the real question, "which pillow fits me?", a custom fit concept is the better move. If you run a clinic, practice or pharmacy, we supply the Pillowise brand only.
Thijs van der Hilst, physiotherapist, co-founder of UCI