ESS Group turns hotel favourite into its own business

ESS Group is now launching Boe Leisure, an independent bedding brand previously sold under the name Home of ESS. The range includes duvet covers and sheets in percale and Supima cotton, as well as duvets and pillows. 

According to ESS Group, the initiative began when hotel guests repeatedly asked where they could buy the bedding they slept in. Maryhill Estate in Glumslöv, which opened in 2024, became a particularly clear illustration of the demand.

The products are now being given their own brand.

- Our guests have been asking for this for years. It feels obvious that what you sleep in at our hotels should now have a home of its own, says Jonas Stenberg, founder and CEO of ESS Group.

Tested on hotel guests

According to the company, Boe Leisure is built on products that have been tested in daily hotel operations. Mattresses, sheets and duvets have been used by guests at ESS Group's destinations and evaluated over time.

The range is deliberately limited and includes crisp percale, Supima cotton, as well as down and feathers. The products are OEKO-TEX certified.

- We are not building a brand that is meant to be seen the most. We are building one that should feel right every evening for ten years. That is why we say no to most things, says Jonas Lundgren, founder and brand architect at Boe Leisure.

Boe Leisure currently sells to Sweden, Norway and Denmark, with the ambition of eventually reaching the entire EU. The brand’s website also shows which products are used at the various ESS destinations. 

Follows Rolfs

The launch comes just days after Travel News reported on another travel operator that has started selling the holiday feeling itself.

Rolfs Flyg & Buss has launched its first in-house summer collection, with twelve products including T-shirts, sun hats, caps, beach bags, beach towels, bathrobes and socks. The products have names such as "Hold on to your hat", "Morning routine" and "On the road".

Rolfs described the initiative as a way to let travellers take part of the travel experience home with them.

The bedding is only the beginning

ESS Group describes Boe Leisure as the beginning of a broader initiative. Over time, the brand will expand with more products linked to comfort and the hotel experience, including pyjamas and bathrobes.

This means that ESS Group is taking a further step away from solely operating hotels and destinations, towards also selling products associated with the experience at those destinations.

It is a model that is already established internationally, but is now gaining more Swedish examples.

Whether Rolfs Flyg & Buss and ESS Group are the beginning of a trend remains to be seen.