The latest luxe trend? Matching your sleepwear with your bedding

By Linnéa Pesonen

Photo: ESS Group

Swedish high-end hospitality company ESS Group's new venture, the lifestyle brand Boe, makes a compelling case for matching your night attire with your bed

While we don’t have any scientific proof of this (yet), we believe that coordinating our sleepwear with our beds could increase our chances of getting a great night’s rest. Plus, it's simply very aesthetically pleasing.


This sentiment is shared by the Swedish luxury hotel company ESS Group, which owns some of the most sought-after destinations in Scandinavia, such as the Ellery Beach House in Stockholm and Marienlyst in Denmark’s Helsingør. For over 17 years, the company has cultivated valuable knowledge on what it terms “the most important room we have” – the bedroom.

Drawing upon this expertise, ESS Group is launching a new lifestyle brand, Boe (standing for Based On Experience), that introduces next-gen deluxe beds accompanied by a selection of matching, elevated pieces for the entire bedroom.

Photo: ESS Group

Photo: ESS Group

Photo: ESS Group

“Since the start in 2007 at Ystad Saltsjöbad, we have tested an indisputable number of external bed brands, materials, designs, and constructions. The insights that have come from this are the beginning of the creation of Boe,” explains Jonas Stenberg, CEO of ESS Group. Tuning into the wishes and preferences of ESS Group hotels' guests, Boe offers us a chance to transform our own bedrooms into well-curated, hotel-like experiences.

“Our guests have made it clear – [they are looking for] high quality, design, structure, comfortable blankets, new colours, and large pillows,” Stenberg says. “We have taken this with us to Boe… There are a variety of products in the bedroom that should align and fit with the bed itself.” Influenced by the worlds of art, fashion, and the entertainment industry, Boe’s refined, coordinated collections comprise everything from pyjamas and sheets to bed headboards, sleep masks and slippers, all crafted from the finest materials and designed to complement your Boe bed perfectly. But pay heed to Vogue Scandinavia's warning: you may never want to leave your bedroom.

Boe is available to shop now, sold exclusively at