“Pillowise was founded thanks to a co- operation between us at United Comfort Industries and a physiotherapist with whom we’ve worked together for 15 years,” explains Albert Jan Kist, president at UCI. “When it came to patients with neck complaints, he felt like emptying the sea with a thimble, assuaging some discomforts, but couldn’t quite get to the core. He found out that a lot of the patients were sleeping on faulty pillows. That really made him wonder; apparently it’s not standard practice to ask for the right measurements in stores where they sell pillows. That is absurd. You won’t walk in shoes that are too small, so why sleep on a pillow that’s not tailored to you?”