In an international city like Florence, a good night’s sleep doesn’t always get the credit it deserves. Residents get used to church bells ringing at bizarre times or street sweepers and construction workers toiling away in the wee hours of the morning. Then there are short-term students and even long-term locals who list sleep low on their priority lists—after all, in a city like Florence, there’s so much going on, both day and night.
But these people clearly have not been sleeping on Piumini Danesi pillows and duvets.
A Danish-Italian company founded nearly 40 years ago, Piumini Danesi’s Florence location is tucked away on a quiet, unassuming corner of piazza del Duomo, somehow a world away from the vendors, tour groups and high-season chaos. The first store was born when two young Danes traveled to Italy in the 1970s and found that most of their Italian peers were sleeping under piles of heavy woolen blankets, despite the country’s comfortably temperate climate and propensity toward well-made, aesthetically pleasing products. They saw a need for more practical bedding and started to import from a factory in Denmark, but vowed to maintain the Italian commitment to elegance and quality.
The company’s philosophy is an antidote to many consumer mainstream practices. Many of us have gotten used to living in what Piumini Danesi terms a ‘throwaway culture’—buying low-quality products at bargain-bin prices, only to toss them out in a few short years or even months. Though this attitude may save money in the short term, compromising on quality for everyday items ultimately means compromising quality of life.
Piumini Danesi’s products come guaranteed for 10 to 12 years, but can last up to three decades if used properly. Comforters, pillows and all other products are completely chemical-free and filled with goose down or the company’s signature staple, Edredone, a type of duck whose feathers are used to create one of the most luxurious duvet fillings on the market. In the 17th century, Christian IV of Denmark created several breeding areas for these birds in northern Norway to ensure that he’d always have access to them for personal use. Today, collection and use of these downs is strictly regulated, making these duvets a precious commodity on a global scale.
Beyond the high-quality materials and ethical production practices, what sets Piumini Danesi apart from the rest of the market is the business’s lasting commitment to its clients. A standard search for bedding in Florence might involve a trek across town or a train ride to the suburbs, an impersonal shopping experience and a mass-produced comforter that needs to be replaced every few years or so. Piumini Danesi’s approach, however, is all about investment—for both the company and the client.
When a potential buyer wanders into the Florentine shop, they can expect a warm greeting and an experience tailored to their needs. Rather than bumping elbows with crowds at megastores, the customer can enjoy a cup of coffee and a relaxed conversation about what he or she is looking for. Chiara Fabbrini, the manager of the Florence location, explained that ‘sleeping habits are a very personal thing’ and rarely do two people have the exact same needs. This philosophy is applied to every product, from duvets, which can be adjusted based on climates, to the pillows, which can be customized down to the last detail. Maybe you’re a big bedtime reader who can never get comfortably situated; perhaps your bad back has you craving extra shoulder support. Whatever your sleepytime quirks may be, Piumini Danesi has a pillow for you.
According to Fabbrini, once a client makes one purchase, he or she is often converted for life. ‘They never go back to using standard store bedding,’ she said with a smile. The pillows, comforters and assorted accessories—including high-quality cotton sheets and intricately patterned duvet covers—become woven into the fabric of family’s lives. Once clients make a purchase for themselves, they’re determined to get the rest of their family hooked; conveniently, the items make ideal ‘milestone-marking’ gifts. ‘We’ve had countless customers who buy a duvet for themselves, and then are so happy with it that they buy their younger relatives comforters or pillows as wedding or graduation gifts,’ Fabbrini explained.
The company realizes, too, that needs change as living situations change. It’s only the rare fresh-faced graduate or newlywed whose situation won’t shift after making the big ‘life leap’—redecorating, refurbishing and house changes are generally to be expected. With this in mind, the staff at Piumini Danesi is dedicated to meeting clients where they are—babies are born, budgets fluctuate, new beds are bought. Even decades after making a purchase, adjustments can always be made to the original item, so if a client suddenly needs a bigger, lighter or cozier comforter, they can return to the shop and have the staff start work on the adjustments. The company’s roots as a door-to-door enterprise are still respected in this way.
So the next time you’re meandering through piazza del Duomo, move past all the cheap umbrellas, quick-fix foods, street toys and myriad signs of ‘throwaway culture.’ Find your way to Piumini Danesi and watch how taking your sleep seriously can enhance the rest of your life.
Piumini Danesi
Piazza Duomo 56r – Firenze
Tel. 055/213549
Mon-Sat 9am-1pm/ 3:30-7:30pm Closed on Mon morning and Sun
10% OFF FOR THE FLORENTINE READERS – ONLINE PROMO CODE: FLORENTINE
