At Phira, we believe health and wellness are not luxuries but essentials; they are the foundation of human flourishing and performance. In late 2023, we invested in a European wellness company built around one of life’s most vital needs: better sleep.
The company already had a devoted following. With more than 250,000 customers served and 10,000+ glowing five-star reviews, it had proven both demand and impact. Customers consistently described how the products had alleviated chronic neck pain, improved spinal alignment, and transformed their quality of sleep — turning restless nights into genuine recovery.
Yet as the post-Covid boom subsided and the company had reached a certain scale, cracks began to show. Marketing had become overly reliant on subpar external agencies, cost controls were loose, and internal systems lacked the sophistication to manage a larger operation. Supply chains were fragile, the software was no longer cutting-edge, and the company was overly reliant on a single flagship product.
When Phira entered as investor and operator, our mandate was clear: rebuild the company’s foundations, sharpen execution, reinvigorate the mission, and position the company for sustainable, long-term growth. We therefore brought not only capital, but also our full studio arsenal to bear across all major dimensions of the business:
This project exemplifies Phira’s flexible approach. We do not apply a one-size-fits-all playbook; our level of involvement adapts to what each venture needs. In this case, the company required a deep operational partnership and overhaul.
Within months, our impact was visible. The company’s marketing efficiency increased, supply chains stabilised, and the new website significantly improved UX and conversion metrics. Financial clarity and KPI transparency enabled smarter decision-making, which substantially improved the company’s cash conversion cycle. The internal organisation became sharper, faster, and more confident; we implemented clear OKRs, structured management processes, and a culture of fast execution and an ownership mentality. Customer reviews reached new record levels across all major platforms. Revenue growth accelerated again, with the business taking significant market share from competitors, and margins expanded.
Today, the brand stands as a market leader in the DACH region — a highly competitive wellness market. It now holds the most extensive and refined product portfolio in its history, with more innovations in development and expansion into additional international markets underway.
Ultimately, our decision to invest and support this business was grounded in impact as much as financial return. This is a brand that creates measurable wellbeing — improving sleep, reducing pain, and enhancing daily life for hundreds of thousands of people.
It also builds enduring products whose longevity reduces waste and proves that sustainability and commercial success can reinforce one another. Its community is loyal because results, not marketing, earn their trust.
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