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Domicil Sleep, the premium German-engineered sleep and wellness brand from HTL International, plans to open around 50 experience stores across India over the next three years as it expands its presence in the premium mattress and sleep-solutions segment.
The brand currently operates experience stores in Bengaluru and Chennai. Its expansion strategy will focus on major metros and Tier-I cities, primarily through a franchise-led retail model, supported by company-owned and company-operated stores.
India's mattress market is estimated at around US$3 billion and is projected to grow by 8-9% annually over the next three to five years. The premium mattress and sleep-solutions segment accounts for an estimated 20% of the market, driven by growing consumer interest in sleep quality, comfort and wellness.
Domicil Sleep aims to position sleep as a broader lifestyle category rather than a purchase centred solely on mattresses. The company sees an opportunity to serve consumers seeking premium products that combine comfort, design and functionality, particularly in a market where organised retail offerings between the mass-market and luxury segments remain limited.
“India’s sleep category is at an interesting inflection point, with consumers becoming increasingly conscious of how the quality of their sleep influences their overall lifestyle. But the category continues to be approached largely through the lens of the mattress. At Domicil Sleep, we see an opportunity to broaden that perspective by bringing together the mattress, bed, pillow, recliner and other elements of the bedroom as part of one integrated sleep solution. We are currently the only brand in this category approaching sleep as a complete solution rather than as a single-product purchase,” said Manoj Nair, Country Head – India, Middle East & Africa, HTL Group.
Domicil Sleep's experience stores showcase mattresses alongside upholstered beds, ergonomic pillows, bedroom recliners and lounge furniture. The format allows customers to explore products in a complete bedroom setting. The company has reported customer enquiries about its mattress technologies and retail experience, along with an increase in referral-led customers.
Domicil Sleep also plans to explore new products, comfort technologies and innovations as consumer preferences evolve. The company aims to build its presence in India by introducing products that combine German engineering with the changing requirements of Indian consumers.
