About Morpheus
Our story
1948
Sebil Minco signs the lease for a small property at Vaartweg 24B in Hilversum. The property consisted of a retail section with living space behind it. The young Minco family settled there. So the property had a retail section, but what was to be done with it?
An uncle of Sebil, Herman Godschalk, was eager to help. He was the owner of the OHO, the Overijssel Trading Company. That is how it came about that beds and mattresses were placed in this building through this family member. The beds and mattresses are supplied on consignment. Uncle Herman is only paid once the products have actually been sold. Morpheus opens its doors on the Vaartweg on January 9, 1948.
1960
Morpheus was rapidly outgrowing its premises. The building at Vaartweg 6, with much more retail space/warehouse and an upstairs apartment, was purchased around 1960. Victor Minco joined the business around 1965, after finishing school. First as a delivery assistant, later as a salesman. When Mr. Minco Sr. decided to become a councilor in Hilversum in 1968, Victor Minco, at the age of 20, seamlessly took over the management of the business with three employees.
1970
Victor entered into discussions with a mattress manufacturer. The desire was to develop a flexible mattress into which you could sink comfortably where needed. And so the natural latex mattress arrived in stores. The Slaapvoorlichters Foundation was established in 1973, with Victor as chairman shortly thereafter. This marked the beginning of a long and intensive collaboration between Morpheus and renowned manufacturers that continues to this day.
1984
The Morpheus concept was successful and could be rolled out to a second location without difficulty. The Doek company was acquired in Bilthoven. The workforce was also expanded. The second Morpheus location became a reality. The successes lie primarily in tapping into new channels and visions regarding sleep. A solid sleep narrative that is still applied to this day. Not on the bed, but in bed…
1987
Morpheus Hilversum is expanding again. After six months of renovations – during which the historic character of the corner building is meticulously preserved – the former Van der Ley fur trade building has been incorporated into the Morpheus premises. The store's interior is also receiving a refresh: moving from predominantly brown and beige to “modern” grey and yellow. Morpheus’ offices are also being relocated to the upper floor of this building, adding more retail space
1993
Morpheus was doing well, and there was room for something new again. In the early 1990s, Victor began looking for a new location. A bank building became available right in the old city center of Utrecht, behind the Dom Tower. After a major renovation, Morpheus Utrecht opened its doors on September 1, 1993. During the renovation of the Utrecht branch, an opportunity arose to take over the Gasse bed store in Mijdrecht. This came as a godsend; it was fully furnished and staffed with existing employees. As a result, Mijdrecht was opened even before Utrecht. In 1993, Morpheus grew from 2 to 4 stores and from 20 to 40 employees!
2003
After 38 years of hard work on the success of Morpheus, Victor decides to hand over his business to his two sons, Sander and David Minco. By then, Sander and David had already built up 14 and 12 years of experience at Morpheus, respectively. The brothers continue the successful formula without compromising the original and unique vision for sleep. In the years that followed, it was decided to give the businesses a trendy and inspiring look.
The stores became an experience that had to be seen.
2013
Based on the idea that the atmosphere of a room is just as important as a good and comfortable bed, Morph design, the design studio of Morpheus, was founded by Sander. Shortly thereafter; a special moment! Morph One, the very first Morph design bed, was added to the collection. Soon, even more unique Morph design beds would be developed by Sander, which can now be admired in all branches. The Morph design collection is characterized by the fact that sleeping comfort is never overlooked in the design.
2014/2015
After a pleasant collaboration with a hotel owner, for whom Morpheus supplied the beds, Morph design was commissioned to furnish a hotel. This involved not only beds, but also the concept and the entire interior design. The Mother Goose Hotel on the Ganzenmarkt in the center of Utrecht was a great success. In 2015, a year later, Morph design was awarded a similar project. Sander, together with the Morph design team, furnished the Eye Hotel with an eye for detail. According to many, it was so exceptional that Morph design even received a nomination for Best Hotel Design 2015.
2018
A building next to our store in Utrecht is becoming vacant, offering a great opportunity to expand the store by 200m². After several months of renovations, during which we remained open, the result is impressive! The entire facade is being rebuilt, giving the store a new, stylish entrance with fantastic display windows.
2019
On June 29, Morph design opens the doors of its own premises at Kerkstraat 101 in Hilversum: INTERIOR – STYLING – STORE – STUDIO. Here, Morph design can provide its clients with extensive advice, design, style inspiring spaces, and much more. A beautiful store featuring lovely sofas, accessories, tables, rugs, chairs, tableware, interior fragrances, art, and much more.
2026
Morph Design emerged from Morpheus . And Morph Collections emerged from Morph Design. A concept where living, sleeping, learning, tasting, relaxing, and meeting come together seamlessly. Spread across three characterful locations in Hilversum, totaling over 2,200 m², Morph Collections comprises eight segments. Each features a collection of styles, materials, and functions that flow into one another: the Living, at the Table, the Bedroom, Well Being, Storage, Home Decorations, Work & Play, and Tasting. Together, they shape the Houses of Hidden Luxury where tranquility, beauty , and attention meet.