Monday 22 December 2025
Valk Exclusief chooses M line
Leading hotel group selects Dutch sleep brand as strategic partner for premium sleeping comfort.
After an intensive selection process, Valk Exclusief has chosen premium bed brand M line as its new strategic partner. The exclusive collaboration involves the development and rollout of a ‘Valk Exclusief x M line’ hotel collection, which will be introduced in more and more Valk Exclusief hotels from early 2026. The collection will also be available throughout the Netherlands via selected stores and online, bringing premium hotel comfort to the home. Valk Exclusief currently comprises 43 hotels, with 5 new hotels under construction.
The choice for M line fits in with Valk Exclusief's quality ambitions and long-term vision. M line has won several product and consumer awards and has been trusted by more than 300 top athletes in the Netherlands for many years. The focus on exceptional, high-quality sleeping comfort, driven by innovation and craftsmanship, is in line with Valk Exclusief's ambition to offer its guests a luxurious and distinctive hotel experience.
As a starting point for this new long-term collaboration, Valk Exclusief and M line have jointly developed a new hotel box spring for 2025, fully tailored to the wishes and requirements of the modern hotel guest. Marcus van der Valk, director of Valk Exclusief: “Driven by our ambition to continuously improve the sleeping comfort of our guests, we have developed a new hotel box spring in collaboration with M line, which has been tested in several Valk Exclusief hotels. The results were extremely positive, with excellent guest feedback confirming the chosen design and comfort level. We have great confidence in this collaboration, partly due to our strong shared ambition to continuously strive for the highest level.”
Thijs Nootenboom, director of M line: “Valk Exclusief is a leading name in the Dutch hotel industry and is synonymous with a high-quality, guest-oriented hotel experience and—with five new hotels under construction—entrepreneurship. We consider it a great compliment and confirmation of our strong position in the market for premium sleeping comfort that M line has been entrusted with shaping the sleeping experience at Valk Exclusief in the coming years.”
With this collaboration, Valk Exclusief and M line are underlining their shared ambition to continue raising the bar for sleeping comfort and guest experience within the hotel sector.
(This is a translation of a Dutch press release of M line)