Sleeper trains were once a common mode of transport in Europe until they were replaced by low-cost flights, causing the market to almost disappear. However, with sustainability on the rise and the EU Commission aiming to reduce emissions from mobility, sleeper trains are now experiencing a renaissance. While the literature on the making and shaping of markets sheds light on the early emergence of markets and how to actively shape established markets, the question of how to manage the re-emergence of a market has not been addressed so far.