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Goose down, made properly

Warmth without weight.

Down chosen for how it feels in year ten, not just in the shop. Light enough to forget you are under it, warm enough to keep, and made to be repaired rather than replaced.

Everything behind it is published, for anyone who wants to look. Not as a selling point. We would simply rather be checked.

See the rangeTalk to us

750+

Fill power, EN 12130

90%+

Down cluster content

Goose

Species

RDS

Certification

What we are for

The category sells softness. We would rather show our work.

Walk into any bedding shop and you will find a duvet described as luxurious, cloud-like and hotel quality, at four or five times what the material inside it costs. What you will rarely find is the one thing that actually determines whether it is good.

Adjectives are unfalsifiable

Luxurious is not a measurement. Fill power is. So is cluster content, and so is the number of grams of down actually inside.

The markup hides in the gap

When nobody publishes specifications, nobody can compare. That gap is where a four-times markup lives comfortably and unchallenged.

We would rather be checked

Every figure we print is on a lab report you can read. If we will not publish a number, we will not sell the product.

What is inside

Four things decide whether down is good.

None of them are secret and none of them are complicated. They are simply not printed, because printing them invites comparison. We print them.

Fill power

How much space a fixed weight of down expands to fill. Higher means more warmth for less weight, and a product that packs smaller. Our floor is 750, and we target 800 and above.

Measured to EN 12130 or GB/T 14272, in cubic inches per 30g.

Down cluster content

The share that is genuine three-dimensional down cluster rather than flat feather. This is the figure that decides how a duvet feels in year five, and it is the one most often left out.

A high fill power with poor cluster content is the oldest trick in the category.

Species purity

Goose or duck, and what percentage. Goose clusters are larger and hold loft longer. We buy goose, and the report says so in percentages rather than adjectives.

Stated as a percentage on the lab report, not as a word on the packaging.

Fill weight

The actual grams of down in the product. A superb fill power with too little fill is a cold duvet, and no amount of marketing changes that arithmetic.

Printed on every product page and on the label itself.

What a product page looks like

This is an example of the format, not a product on sale yet.

Goose down duvet, 200 × 220 cm
Fill power, EN 12130
750+
Down cluster content
90%+
Species
Goose
Construction
Box baffle
Shell
Down-proof cotton
Lab report attached to every product page

The range

Four lines, one standard.

We start narrow deliberately. Every line has to meet the same published specification before it ships, and we would rather do four things properly than fourteen approximately.

In development

Duvets

Box-baffle construction so the down cannot migrate into cold spots, in the sizes Israeli beds actually use.

200 × 220 cm to start

In development

Pillows

The companion to the duvet, at a fill weight chosen for support rather than for looking plump in a photograph.

50 × 70 cm

In development

Sleeping bags

The line we have sold before, rebuilt around everything that went wrong the first time. Two-way zips, reinforced stitching, a repair kit in the box.

Two-way zip, joinable

In development

Down jackets

Clean, light and genuinely packable, in the everyday shape people actually reach for. No visible branding, no technical clutter, folds into its own pouch. Fit is unforgiving, so two sizes done properly before six done carelessly.

Ultra-light, packable, M and L first

Ethics and traceability

RDS, and the part almost nobody mentions.

The Responsible Down Standard certifies that down came from birds that were not live-plucked or force-fed, audited along the whole chain. Plenty of sellers print the logo. Far fewer can tell you what it actually covers.

  1. Scope is granted per product category

    A factory certified for apparel is not certified for bedding. We check the scope certificate covers the exact category we are buying, every time, because a jacket certificate cannot carry a duvet.

  2. A scope certificate does not cover the goods

    It certifies the factory, not your shipment. The document that covers the actual goods is a Transaction Certificate, issued per shipment. We write it into the purchase order before production starts, not after the goods land.

  3. Verifiable, not decorative

    Certificate numbers can be checked against the certifying body's public register. We publish ours so you can.

We hold suppliers to this standard in writing before we place an order. It is the same standard we ask you to hold us to.

Built to last

We know exactly what failed last time.

Our first production run had a written list of faults. It was never acted on. This time the list is the specification.

  • What failed

    Stitching too weak

    What we now specify

    Reinforced stitching at every stress point

  • What failed

    Liner below the promised quality

    What we now specify

    Shell and lining published on the product page

  • What failed

    No two-way zip, so bags could not be joined

    What we now specify

    Two-way zips, left and right handed

  • What failed

    No spare parts, zips especially

    What we now specify

    A repair kit with a spare zip pull in every box

  • What failed

    Only one tier, no range

    What we now specify

    A clear range, with the difference stated in numbers

The repair kit is not a gimmick

A zip is the single most common real-world failure on a down product, and it is the cheapest thing in the whole bill of materials. Shipping a spare costs us almost nothing and tells you exactly how long we expect the product to last.

Our story

We have done this before. Then the world got in the way.

Ansera is built by the team behind Lutra, an Israeli company that imported goose down products directly from China. Not through an agent: our own shipment, our own commercial invoice and bill of lading, our own customs clearance.

That line sold out completely. Then COVID closed the routes, and the years that followed in Israel were not years for launching a considered premium brand. The work stopped, and the relationships went quiet.

We are coming back, and narrower than before. One material, done properly. Goose down, bought on published specifications, certified for how the birds were treated, and priced so that the quality is obvious against what the heritage names charge.

The name comes from the Latin for the bird itself, Anser anser. It seemed more honest than inventing a word that sounds expensive.

Visit Lutra

Get in touch

We are building the first production run now.

If you are a retailer, a buyer, or simply want to know when the first products are available, tell us and we will keep you posted with specifications rather than marketing.

Or write to us at hello@anseradown.com

We are pre-launch and we say so. Nothing is available to order yet.