About HMG
We think in generations
Our mission is to provide reliable, scalable and sustainable bedding solutions through European manufacturing excellence. Here you can read what lies behind it: five core values, a family now in its third generation and a roadmap towards the factory of tomorrow.
01Our mission
Everything follows from one sentence
To provide reliable1, scalable2 and sustainable3 bedding solutions through European manufacturing excellence4.
Reliable
Consistent quality and delivery you can plan around — order after order, season after season.
Scalable
8 fully automatic pillow lines and 4 duvet lines: up to 15 million pillows and 2 million duvets a year. Your volume can grow without you having to change supplier.
Sustainable
An energy-efficient building certified GPR 8.0, our own solar power and battery storage, and certified fibres such as GRS.
European manufacturing
100% made in the Netherlands, to European quality standards and close to our European customers.
02Five core values
What our values mean in practice
Our About us page sums up our values briefly. Here you can read what they mean every day: in the factory, in the warehouse and in the way we work with you.
Continuity
PrincipleLong-term ownership and strategic stability.
What it means
HMG is 100% family-owned, now in its third generation. There is no investor waiting for a quick return and no parent group that can change our course. That allows us to make decisions that only pay off years later — and to build relationships that last just as long.
In practice
- Active in bedding since 1983, a manufacturer since 1994
- The third generation has led the company since 2021
- A new headquarters and a new factory at Park Forum, built from 2024 onwards
3Generations, 100% family-owned
Our historyReliability
PrincipleConsistent quality and dependable delivery.
What it means
For us, reliability is built into every production step, not just the final inspection. We carry out our checks in-house, fill by weight and pack to a fixed standard — so that the thousandth pillow matches the first, and your order arrives when agreed.
In practice
- In-house quality control and batch-by-batch traceability
- Consistent filling accuracy and standardised packaging
- Compliance with EU regulations and lab tests for multiple markets
6,000Pallet positions for stock and fast delivery
Quality in our productionEfficiency
PrincipleCost control through automation.
What it means
We do not automate for the sake of it, but to keep quality and cost price stable at high volumes. Every investment in technology makes our production more predictable — and you see that reflected in a stable price per unit.
In practice
- High-precision fibre opening, automated filling and weighing
- Roll-pack and vacuum packaging, and robot-ready production layouts
- Internal logistics with AGVs and an advanced WMS
8 + 4Fully automatic pillow and duvet lines
See our productionPartnership
PrincipleLong-term cooperation with our customers.
What it means
We prefer to work with the same customers for years. That way we know your range, your customers and your seasons, and we think along with you rather than simply delivering. From discount retailer to hotel: we tailor our cooperation to the way you sell.
In practice
- Private-label programmes under your own brand
- Retail-exclusive collections
- Premium and natural bedding concepts, such as our own Mont Blanc brand
6Customer groups, from discount retail to hospitality
Private label and our servicesResponsibility
PrincipleSustainable and transparent production.
What it means
We are responsible for what we make, and for how we make it. That is why we produce in an energy-efficient building, with our own solar power and certified fibres — and why every batch is traceable, so you know where your product comes from.
In practice
- A GPR-certified building, with a rating of 8.0
- 1,152 solar panels, battery storage and charging infrastructure
- Sustainable and certified fibres, including GRS
GPR 8.0Certified energy-efficient building
Sustainability at HMG
03Family business
Three generations, one family
HMG has always been a family business, and it will remain one. Each generation has taken the company a step further.
1983
First generation
Cemal Aktas
Starts a bedding wholesale business.
1994
Second generation
Giyasetdin Aktas
Founds HMG as a manufacturer, turning the trade into a company that adds value itself.
2021
Third generation
A new generation at the helm
Takes over the management and sets a strategic transformation in motion.
What family ownership means for you
Strategic independence
No external shareholders: we set our own course and invest where it matters to our customers.
Fast decisions
Direct lines between customer, factory and management. Your request never has to go through a distant head office.
A long-term vision
We plan in years, not quarters — in our factory and in our customer relationships.
Since 2021: four areas of focus
The third generation focused the transformation on four areas. Here is what has happened since:
Automation
In 2025 pillow capacity doubled to 25,000 a day, and 3 new duvet lines were added — 4 in total.
Sustainability
A new building certified GPR 8.0; solar power and battery storage followed in 2026.
Capacity
A 12,500 m² building, and a warehouse that grew from 3,000 to 6,000 pallet positions.
International growth
Customers in Europe, Scandinavia, the United Kingdom, Turkey, the United States and Canada.
04Why HMG
Six advantages, woven from five values
Our advantages for you are not isolated promises: they follow from our values. Read the weave row by row — each advantage, and the values that support it.
| Advantage | Continuity | Reliability | Efficiency | Partnership | Responsibility |
|---|---|---|---|---|---|
| European manufacturing securityMade in the Netherlands, to European standards and close to your market. | Continuity | Reliability | — | — | — |
| High-volume scalabilityUp to 15 million pillows and 2 million duvets a year. | — | — | Efficiency | Partnership | — |
| Short lead timesOur own production, our own warehouse and fast order processing. | — | Reliability | Efficiency | — | — |
| Stable quality & cost structureAutomation and quality control at every step, even in large numbers. | — | Reliability | Efficiency | — | — |
| Family-owned continuityIndependent, quick to decide and focused on the long term. | Continuity | — | — | Partnership | — |
| Strong investment capacityNew lines, a new building, solar power and battery storage. | Continuity | — | Efficiency | — | Responsibility |
05Strategic roadmap
Towards the factory of tomorrow
Our roadmap for the coming years rests on five pillars. What is already in place, and what we are working towards.
The thread so far
- Achieved2021The third generation takes over the management
- Achieved2024Construction of the new headquarters begins
- Achieved2025Pillow capacity doubled, three new duvet lines
- Achieved2026Solar power, battery storage, a showroom and international growth
- Target2027Fully robotised pillow production
A target, not yet a reality: that is how it is set out in our strategic roadmap.
Full automation & robotics
- Where we stand
- 8 fully automatic pillow lines and 4 duvet lines, in robot-ready production layouts.
- What we are working towards
- Fully robotised pillow production: our target for 2027.
Further cost optimisation
- Where we stand
- Automated filling and weighing, roll-pack and vacuum packaging and automated internal logistics keep the cost price under control.
- What we are working towards
- Automating further wherever it lowers the price per unit, without compromising on quality.
European supply-chain independence
- Where we stand
- 100% production in the Netherlands, with our own warehouse of 6,000 pallet positions.
- What we are working towards
- Less dependence on distant links in the chain: production and stock close to our European customers.
Sustainable growth across markets
- Where we stand
- Customers in 6 markets, in and outside the EU, served from a GPR-certified building.
- What we are working towards
- Growing in our markets with our own solar power, battery storage and certified fibres.
Next-generation smart factory
- Where we stand
- An advanced WMS, batch-by-batch traceability and AGVs in the warehouse.
- What we are working towards
- A factory in which production, logistics and data work together seamlessly.
Further reading
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