MadaLuxe takes North American rights to Sweden's Dux bed brand

MadaLuxe Group has acquired the exclusive rights to distribute Dux, the Swedish maker of luxury beds, mattresses and furniture, across North America. That makes MadaLuxe the sole importer of Dux goods in the region: it buys the products, holds them in storage and ships them to the stores. Financial terms were not disclosed.

Dux stores in the United States trade as Duxiana, and only 15 remain, averaging 2,500 square feet each. They include sites in Greenwich, Connecticut; the Flatiron neighbourhood of Manhattan; Dallas; Georgetown in Washington, D.C.; and Los Angeles. Seven of the 15 are owned by MadaLuxe and eight are licensed.

At its peak the brand had 40 US locations. According to Bradley Belen, managing director of MLG Home at MadaLuxe, many closed as operators retired or left the business. MadaLuxe also provides marketing support to the stores, which is part of the importer's role.

Belen said in an interview that the company is not reinventing Duxiana. The opportunity, he said, is to introduce the product to a much broader North American audience, and the store network will expand to Canada and Mexico. He called sleep one of the last major categories where American luxury consumers have not fully invested.

Beyond new stores, MadaLuxe plans to grow wholesale and deepen partnerships with interior designers, architects and luxury hospitality operators. It also intends to lift the customer experience by improving store environments, sleep consultations and product education. The deal advances its luxury home and wellness portfolio.

Dux was founded in Sweden and turns 100 this year, still led by the founding family. Its signature Pascal system uses interchangeable components, so owners can adjust the comfort, height and support of a bed to their own taste. Every bed comes with a 20-year warranty.

Prices are high. A Dux bed costs between $5,999 and $55,000, and headboards run from $2,499 to $10,000. Furniture is priced from $2,175 to $20,000, fine linens from $125 to $10,000, and accessories start at $99.

Adam Freede, chief executive of MadaLuxe Group, called Dux a brand with extraordinary heritage and a distinctive place in the luxury home market. He said luxury consumers increasingly prioritise health, wellness and longevity, and that the deal reflects a commitment to investing in exceptional brands.

Henrik Ljung, chief executive of Dux and the fourth generation of his family to lead it, said he was especially proud to mark the centennial by opening this next chapter in North America. He said MadaLuxe understands the importance of preserving the brand's identity while investing in customer relationships.

MadaLuxe's earlier Swedish bed partnership

This is not MadaLuxe's first Swedish bed venture. In 2023 it formed a partnership with Hästens, another Swedish luxury bedding company, to open Hästens stores in Texas. Last December it also acquired a majority stake in Ippolita, the New York-based fine jewelry brand.

Freede and his mother, Sandy Sholl, started MadaLuxe in 2010. It first supplied luxury goods to off-price retailers, and sold watches from Ferragamo, Versace and other designer labels to casinos, jewellers and stores such as Nordstrom, Neiman Marcus and Saks Fifth Avenue.

The company opened a few off-price stores of its own, but they closed permanently during the pandemic. Distribution of luxury fashion and lifestyle brands remains its primary business, run from offices in New York City, Los Angeles and Seal Beach, California.

The technology investments behind the group

In 2020 MadaLuxe formed MLG Ventures to invest in fashion technology. It holds stakes in Psykhe AI, a personalisation platform that uses machine learning and psychology to tailor product recommendations to each shopper's personality profile, and in Reflaunt, a business-to-business resale platform.

MLG Ventures also backs Codeboxx, a coding boot camp that focuses on women, people of colour and veterans. Separately, Sholl owns Zelig, a technology that lets shoppers mix and match thousands of items in real time and build personalised digital closets.

The Dux deal adds a heritage bed maker to a house whose businesses already range from off-price distribution to artificial intelligence. The stated next steps are more doors in the United States, new stores in Canada and Mexico, and more wholesale, design and hospitality partnerships.

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Images: MadaLuxe