As we’re increasingly being told by serious researchers and popular science writers alike, a good night’s sleep is essential to our health and wellbeing. But it’s something Paul Efmorfidis has known for decades. The entrepreneur had an epiphany as a young man after he made a bed of seaweed in his native Greece and had the best sleep of his life. In 1989, he founded the mattress brand Coco-Mat to bring natural, sustainable and comfortable beds to the world. Today the company has shops in 17 countries.