Wednesday 10 December 2025
M line introduces new M line Prestige collection
M line has taken an important step in the development of the brand with the introduction of M line Prestige: a new collection that combines luxury comfort, deep relaxation, and technological innovation. The launch marks a new phase in which M line is expanding its strong position in top-level sports to a broader group of people who deliver top performance on a daily basis. The presentation took place on December 4 in the first M line Brand Store, where ambassador Epke Zonderland opened the store and guests were able to experience the renewed brand experience..
Insights from top-level sport translated into everyday life
Years of collaboration with top athletes and partners such as the KNVB, Visma | Lease a Bike, and NOC*NSF show how great an impact good sleep has on alertness, strength, and endurance. M line is now explicitly translating these insights into everyday life, where performance is just as important in the kitchen, the boardroom, the operating room, or in the midst of a busy family life.
The ultimate sleeping experience
M line Prestige has been developed as a completely new sleep concept with all components fitting together seamlessly. The ambition was clear: to achieve the highest level of sleeping comfort by combining the best materials, techniques, and science. “And we succeeded,” says a proud Thijs Nootenboom, responsible for M line. “M line Prestige is a unique sleep concept where ultimate soft comfort and deep support ensure optimal relaxation and recovery.”
Epke Zonderland reinforces the connection between sport, health, and sleep
During the launch, Epke Zonderland was once again presented as M line Prestige ambassador. He has been working with M line for over ten years: first during his top-level sporting career and now again as a doctor. His experience emphasizes the importance of recovery. “As a top athlete and doctor, I have experienced that recovery is at least as important as exertion. This starts with a good night's sleep and forms the basis for peak physical and mental performance,” says Epke Zonderland.
New Brand Store focuses on experience, advice, and inspiration
The first M line Brand Store has been designed as a modern sleep studio where visitors can experience the entire Prestige and Performance collections. Sleep experts guide visitors through the M line Experience, a personalized consultation process that provides insight into what the body needs for optimal sleep. The Brand Store will also be a venue for workshops, relaxation sessions, and inspiring events.
Campaign shows how sleep forms the basis for top performance
Parallel to the product launch and opening of the first M line Brand Store, M line is introducing a new campaign that follows three people who are at the center of the “arena of life”: a chef, a businesswoman, and a marathon runner. The campaign shows how sleep determines sharpness, strength, and resilience; precisely the elements needed to perform at a high level every day. The payoff: “Get ready for greatness.”
(This is a translation of a Dutch press release of M line)