Beter Bed Holding N.V. officially opened its first experience store at Sontplein in Groningen, the Netherlands. The opening of the experience store is in line with the strategy presented earlier this year to solidify its brick-and-mortar base by adding new store formats into its current storeformat portfolio. The new sleep experience store format is packed with innovation and provides customers with tailored sleep advice in order to sleep better and as a result wake up healthier, happier and more productive. new Beter Bed sleep experience is packed with the latest (sustainable) innovations and sleep solutions: Beter Slapen ID: customised objectively measured mattress advice. Sleeping Scan: interactive sleep advice provided by Beter Bed chatbot Bo. Leazzzy: the sleep subscription by Beter Bed. M line digital interactive screen: one of the larger LED walls in Europe. Interactive pillow wall: the most extensive pillow collection in the Netherlands. Paper Bed: affordable, comfortable and sustainable sleep made from 100% recycled Dutch cardboard. Emma Motion: Europe’s first smart mattress that works while sleep, exclusively at Beter Bed Experience. Smart Bedroom: smart devices and gadgets for a good night's sleep. B Bright 5000 and M Line Green Motion: two new mattress collections made entirely of reusable materials. Sustainability at Beter Bed: 38% of the Beter Bed product range already consists of sustainable products.