1. The business mainly operates in Europe (Belgium), with a core focus on selling sleep products such as mattresses, pillows, and bed frames made from natural materials like natural latex, organic cotton, and wool. 2. In Health / Medical (sleep health), it is a well-known/mainstream brand, with competitors including Coco-Mat and Avocado Green Mattress. 3. The official website brand terms are "Tuur" and "Tuur Matras".