From delivering beds by horse and cart in 1939 to running one of southern Africa’s largest bedding factories today, the story of Sleep Group is one of resilience, adaptation, and entrepreneurial vision passed through generations. What began as a modest family business has grown into a company that employs nearly 2 000 people, supplies raw materials to the wider furniture industry, and continues to innovate in the science of sleep.
At the heart of this journey is a lesson in focus, people, and persistence. In this Heritage Month feature, Bizmag sat down with CEO Michael Borcherds to talk about the growth of a family business, the challenges of scaling, and the lessons that entrepreneurs of all sizes can take away from the Sleep Group journey.
Q: Sleep Group’s roots go back to 1939. Can you tell us about those early beginnings?
The story started with the Metz family running a small bedding and furniture business, delivering beds by horse and cart. Over time, they realised that beds were their strongest product and chose to narrow their focus. That decision—specialising rather than trying to do everything—was a turning point. It set the foundation for growth.
Q: You’ve worked under three generations of Metz leadership before becoming CEO. What did you learn from that journey?
What struck me most was their entrepreneurial spirit. Each generation brought resilience, passion, and a people-first mindset. It wasn’t just about making beds—it was about building something meaningful. Those values shaped our culture, and they still guide me today.
Q: Restonic became one of South Africa’s most trusted brands without big advertising campaigns. How did you achieve that?
We didn’t have big marketing budgets in the early days. Instead, we grew retailer by retailer, focusing on trust and consistency. We built strong partnerships and reinvested every cent back into the business—upgrading machinery, automating processes, and expanding steadily. The lesson for entrepreneurs is simple: you don’t need millions in advertising to grow—you need persistence, relationships, and reliability.
Q: What were the challenges in moving from a family-run business into a corporate structure under KAP Limited?
It was a big shift. Suddenly we had access to new resources, capital, and structure, which allowed us to build one of Africa’s largest bedding factories and think on a much bigger scale. But with that came challenges: adjusting to corporate governance, balancing heritage with new strategies, and making sure we didn’t lose the “heart” of a family business.
Q: Sleep Group now employs close to 2 000 people. How do you keep people at the centre while scaling so large?
People are our greatest asset. We’ve made training and development a priority. More than 80% of promotions in the past two years came from within the company. For me, that’s one of our proudest achievements. When you invest in people, you build loyalty, capability, and culture that no machine can replicate.
Q: Looking back at the growth journey, what milestones stand out for you personally?
I’ll never forget the day we first hit R1 million turnover in a single month. At the time, that felt huge. Today, we do close to R10 million a day. It shows just how far the business has come. But honestly, the milestones that matter most are the people—we’ve grown careers, supported families, and created opportunities across southern Africa.
Q: For entrepreneurs reading this, what lessons from Sleep Group’s journey would you share?
- Focus on your strengths. The Metz family grew by narrowing their focus to bedding. Specialising can be a game-changer.
- Reinvest for growth. Don’t take everything out of the business—put it back in. That’s how you scale.
- Build relationships, not just sales. Long-term partnerships with retailers built our foundation.
- Adapt while staying true to your values. Moving from family business to corporate was tough, but values kept us anchored.
- Invest in people. Your team will determine your success more than any product or machine.
Q: And finally, what’s your vision for the next chapter of Sleep Group?
The next five years are about growth with sustainability. We’re investing in recycling technologies, energy-efficient production, and continuing to support South African communities. At the same time, we’re innovating with new sleep technology and expanding into premium markets with brands like Genessi.
But through it all, our mission stays the same: to honour our heritage while building a business that creates jobs, supports communities, and helps people access the power of sleep in their lives.
The Sleep Group story proves that legacies aren’t built by chance—they’re built by choices, values, and the ability to adapt to changing times. From humble beginnings to becoming an industry leader, the business has shown that growth comes from reinvesting in people, focusing on strengths, and never losing sight of purpose.
For entrepreneurs, the message is clear: success isn’t about overnight wins. It’s about building steadily, honouring your roots, and creating impact that lasts beyond generations.
