We have translated our mission into three strategic avenues for growth:


Our physical stores remain crucially important to offer our customers a unique experience through an omni-channel journey. We are adapting the format of our stores on a continuous basis.

We will start adding new formats, such as the recently launched experience store or smaller stores on high-traffic locations.


The main priority of our digital organisation LUNEXT is to further drive online sales in our own webshops and facilitate an omni-channel customer journey.

We are also present on third-party platforms to further extend our online market position in our existing and new markets.

New Business

We are expanding our reach both in existing markets and new geographies via our wholesale channel through DBC International. The M line brand is our strongest brand in this channel.

We are launching new subscription-based propositions across all our B2B and B2C channels such as our sleep subscription Leazzzy.