Dr Materac is a specialist mattress and bedroom-equipment retailer whose entire brand rests on a recipe for healthy sleep. It sells mattresses in every technology (foam, pocket-spring, latex, thermoelastic, coconut and hybrid), beds and frames, plus pillows, duvets, bedding and complementary bedroom furniture. What sets it apart is a health-oriented, consultative salon format: customers come to try a mattress and be advised on the right one, not to buy a commodity. The network of physical salons is paired with a large online shop, so an established retail brand goes hand in hand with online reach.