What does "orthopaedic" mean on a shelf?
Shoppers use it as shorthand for firm, shaped and supportive. Two pillows with the same label can differ widely in height and firmness. A fixed-shape pillow only supports a sleeper well if its height happens to suit that person. We think that is the weak point of the category: a standard pillow fits nobody exactly.
Which options can you put on your shelf?
| Option | What it is | Trade-off |
|---|---|---|
| Existing range, private label | Memory foam, ergonomic and travel pillows in your own packaging | A quick, proven addition. Fixed sizes, so no fitting. |
| Custom fit concept | A pillow matched to the sleeper, under your brand | More to decide up front (channel, price point, fitting method). It is also a category you can own. |
The two combine well. Many partners start with the existing range while the custom fit concept is developed. If side sleepers are an important group among your shoppers, our article Pillow for side sleepers: what to put on your shelf looks at how to range for them.
How do you fit the pillow to the sleeper?
The method depends on your channel. The principle stays the same: standard does not fit, custom fit does.
- Professional fitting. A trained person takes three body measurements and determines the size on the spot. It suits specialty retail.
- Mobile scan. With PillowScan™, a smartphone scan of shoulders, neck and head takes about 30 seconds and needs no app. It suits e-commerce and omnichannel retail.
- Adjustable at home. One adjustable pillow and a short online test show how much filling to remove. It suits online and mass retail.
We introduced the first of these in 2013. Pillowise was the first pillow with a size based on three body measurements, developed together with a physiotherapist. Read more about how custom fit pillows work.
How do we handle this?
We design, develop and produce in our own 4,000 m² facility in Zevenbergen, using premium European open-cell memory foam and washable, OEKO-TEX® certified covers. You review prototypes and samples before production, and you work with one partner from concept to delivery. You can visit the factory by appointment. The private label minimum order quantity is 2,500 pillows. See our wholesale pillows, our private label process and the technology behind the fitting methods.
This page is for retail, e-commerce and brand buyers. Clinics, practices and pharmacies are supplied with our Pillowise brand only.
So, should you add an orthopaedic pillow?
If you need a supportive pillow in your range quickly, the existing range does the job. If you want shoppers to come back because the pillow fits them, a custom fit concept is the stronger move. If your shoppers buy only on price and you do not want to explain fit, a custom fit concept is more than you need.
Not sure which suits your channel? Discuss your concept with us. You receive a first proposal within two working days.
Thijs van der Hilst, physiotherapist, co-founder of UCI