Qualimero×Verapur
Success Story · Mattresses & Sleep Systems

How Verapur makes mattress consultation scalable and builds a new brand around AI

A commoditized market, a deliberately small team, consultation as the only differentiator: how the Essen-based mattress manufacturer automated its product consultation with Vera and is building the new brand Matze around AI as the core promise.

16×

Return on Investment

chat-attributed revenue vs. Qualimero costs

€32

Avg. revenue per chat

11 sec

Avg. webchat response time

Executive Summary

Consultation as the differentiator, now available around the clock.

Verapur produces mattresses in its own facility near Bielefeld and sells them direct-to-consumer. The market is fully commoditized: prices, warranties and trial periods are nearly identical across providers. The only real differentiator is consultation quality, and exactly that was tied to business hours and a deliberately small team.

Since March 2026, AI mattress consultant Vera advises on verapur.com. In three months she generated 12,286 euros in chat-attributed revenue, an average of 32 euros per chat, at a chat-to-checkout rate of 5.2 percent and a 16 times return on investment, measured cookie-based.

Strategically, Verapur goes one step further: the newly registered second brand Matze is being built entirely around Vera as the brand core. AI is not an add-on feature there but the core promise.

The client

A vertically integrated manufactory with two brands.

Verapur Schlafsysteme GmbH was founded in Essen in 2011 and is led by Maximilian Schottke. The company is vertically integrated, with its own foam processing and sewing shop near Bielefeld.

It sells through two brands: Vera Pure, the established pocket-spring line for an audience aged 40 and up, and Matze, the new configuration-driven brand for a younger audience, positioned as a direct challenger to the large DTC providers. Both run on Shopware with the same catalog stack but different brand voices.

What is being sold is not the mattress, but the certainty that it fits the sleeping position, the body weight and the back.

2011

founded

40,000–50,000

visitors/month

€49.49–€509.99+

price range

5 years

warranty

30 nights

trial period

The starting point

Three structural challenges

01

A trust purchase in a look-alike market

"Buying a mattress is a trust purchase, and that is exactly why it is relatively hard when you are new to the market", says managing director Maximilian Schottke. The market is fully commoditized: "Prices are all identical, promises are all identical." 30 nights of trial sleeping, a five-year warranty, ÖkoTex 100 and Made in Germany are offered by every provider.

When the offers are interchangeable, brand and consultation quality remain the only real levers. Consultation quality, however, was tied to business hours and a four-person team.

02

Consultation demand meets a deliberate capacity limit

A 60-year-old buyer decides at Vera Pure by completely different criteria than a 20-year-old buyer at Matze. Both need consultation on sleeping position, weight, firmness level and back problems. Done well, this consultation converts; done poorly, it loses the sale.

Verapur deliberately keeps customer support small and human, without a ticketing system. "We want to keep customer support human going forward", says Schottke. Consultation capacity is therefore structurally capped, while most buying questions arrive in the evening and on weekends, when nobody answers.

03

Referral growth does not scale on demand

"People who ordered a mattress five years ago then order for their kids, for their neighbors." Verapur has a strong repeat-purchase and referral base. It grows slowly, however, and cannot be steered, while paid acquisition in this vertical hardly scales profitably against the media budgets of the large providers.

At around 45,000 visitors per month and an average order value of about 300 euros, a conversion lift of just 0.1 percentage points equals around 13,500 euros in additional monthly revenue. The bottleneck was never traffic, but consultation quality that scales with it.

The approach

Five design principles of the implementation.

The decision was made in spring 2026; go-live followed in March 2026.

AI as the brand USP, not an add-on.

The new brand Matze is built entirely around Vera as the AI consultant. "Everyone gets their own little AI" is how Schottke describes the brand promise.

Productized instead of agency custom build.

A fixed monthly price, no setup fee and a 14-day trial upfront, instead of a five-figure custom build with a maintenance contract.

Real mattress expertise.

Vera guides step by step through sleeping position, weight, back problems and firmness level and links via product card directly to the right model.

Brand-safe guardrails.

Vera gives no discounts, answers only approved topics and is restricted per brand to the respective brand voice.

Shopware-native integration.

The store API delivers product, price and category live. Conversion tracking attributes cart and checkout back to the AI conversation via cookie, from day one.

The impact

Three effects after three months of live operation.

Consultation is available around the clock

Around 1,000 conversations per month, 73.3 percent of them genuine product consultation, including evenings and weekends. The team keeps human support free for the cases that need it.

Revenue impact is measured, not extrapolated

12,286 euros in chat-attributed revenue in three months, traced cookie-based from chat to checkout. This results in the 16 times return on investment.

A brand architecture that uses AI strategically

Vera Pure uses Vera as a consultation channel; the new brand Matze is built on top as an AI-native brand. One engine, two brand voices, two audiences.

Vera live as webchat on verapur.com

Vera live on verapur.com: consultation on firmness level and sleeping position with a concrete model recommendation, in the shop brand context.

If you want consultation at this level running in your shop too:

Try free for 14 days

The numbers

Values from three months of live operation.

Revenue data from three months (Q2 2026). Cookie-based conversion tracking, measured and not extrapolated.

Vera

Vera

AI mattress consultant

  • Scope

    Product consultation

  • Live since

    March 2026

  • Channels

    Webchat

  • Languages

    100+

  • Return on Investment

    16×1

  • Chat-attributed revenue

    €12,2862

  • Avg. revenue per chat

    €323

  • Conversations per month

    ~1,0004

  • Avg. response time

    11 sec5

  • Messages per chat

    4.96

  • Chat-to-checkout

    5.2%7

  • Satisfaction

    7.2 / 108

  • Topic distribution

    73.3% consultation · 9.7% sales · 6.6% support9

  1. 1Q2 2026: €12,286 chat revenue vs. Qualimero costs over 3 months
  2. 2March 11 to June 9, 2026, cookie-based, webchat
  3. 3chat-attributed revenue divided by conversations with checkout
  4. 4webchat
  5. 5measured across all conversations
  6. 6user and AI combined
  7. 7conversations with completed checkout divided by all conversations
  8. 8chat-end survey
  9. 9classified via conversation analysis

What Verapur evaluated

Five criteria. All met.

Before deciding, Verapur reviewed several options, from DIY chatbot builders to agency custom builds with five-figure setups.

“We already had a chatbot before that only burned money. Now we are building the next brand directly around the AI.”

Maximilian Schottke

Maximilian Schottke

Managing Director, Verapur Schlafsysteme GmbH

Verapur

Transferability

A mattress is bought at night, when your back hurts.

Nobody orders a 500-euro mattress between 10 a.m. and noon. Research happens in the evening and at night, and whoever gets no answer in that moment switches to a competitor. At an average order value of around 300 euros, every unanswered inquiry is a directly quantifiable loss.

The Verapur case also shows the strategic dimension: the new brand Matze is built entirely around the AI consultant as the core promise. AI is treated as brand architecture here, not as a retrofitted chatbot.

We will build this for your business too.

Try free for 14 days

More stories like this

Consultation depth in other industries, same playbook.

Retail / E-commerce (Pool & Wellness)

Pooldoktor

33×

Return on Investment

Incremental revenue per visitor

+18.75%

Avg. response time

13 sec

Retail / E-commerce (Electric Heating)

Elektroheizung-Direkt

15×

Return on Investment

Conversations/month

1,000+

Avg. response time

11 sec

Retail / E-commerce (Garden Supplies)

Neudorff

97.5%

Accuracy in product recommendations

Return on Investment

20–25×

Avg. response time

<15 sec

Your AI employee. Live in seconds.

Trained on your products. In your brand.

A/B test with control group — revenue lift measurable.

Setup in seconds·No minimum term·Per conversation
Try free for 14 days
BSH HausgeräteMercedes-BenzHornbachErgoNolte KüchenNeudorff
How Verapur makes mattress consultation scalable and builds a new brand around AI