Spotlight... Naturalmat

© Jon Day

Having championed eco-friendly production for over 20 years, Naturalmat is taking its ethos a step further with an all-encompassing impact strategy.

Words: Ben Thomas

We started using organic materials two decades ago, long before sustainability was a widely-used term,” says Mark Tremlett, co-founder of Naturalmat, as we test out mattresses at the company’s showroom in Chiswick. “It runs to the core of who we are and what we do.”

Ahead of its time, this approach – a move away from the use of man-made synthetics in favour of natural fibres – is one that has only grown in importance, both for the company and for the sectors it serves. Having started out making mattresses for marine use, Tremlett and co-founder Peter Tindall soon expanded to the nursery, and later to home and hospitality. Since then, Naturalmat has worked with the likes of Six Senses, Yotel and The Hoxton to elevate the sleep experience in their hotels, as well as boutique properties The Mandrake and The Bull Inn, which share its sustainability values.

Guided by the principle that chemical-free components promote healthier sleep, the Devon-based company uses organic materials to manufacture its beds, headboards, mattresses, toppers and bedding – all of which are crafted by hand at a workshop in Topsham, Exeter. Other than the springs – which do contain 1418% recycled steel – every element is certified, from the coconut coir, lambswool and cashmere to mohair, latex and cotton. Naturalmat prides itself on knowing the exact source of each ingredient too; the wool for example comes directly from certified organic farmers located right on the doorstep. “Our design methods revolve around our ingredients; it’s a question of what we can achieve with the base materials,” Tremlett explains. “We’re obsessive about everything that goes into our products.”

Such precision carries through to the look and feel of Naturalmat’s beds, with the design team crafting timeless silhouettes. For Tremlett, this marriage of form and function is critical, especially in the hospitality sector: “The first thing guests see when entering a hotel room is the bed, so we have to make our products look good,” he confirms. “We approach things from a bedmaker’s perspective as well as a designer’s perspective – the two worlds must collide to create something that is knockout not just aesthetically but for the sleep experience too.”

With sleep becoming a major lifestyle topic during recent times, and travellers making increasingly informed decisions on where to stay in light of the climate crisis, Naturalmat has stepped up its ecological efforts by releasing a detailed impact report that outlines its strategy over the next three years. “We have spent time examining our own systems, values and position, not only in the hospitality industry but in the wider community,” Tremlett reflects. “As a result we’ve set clear targets on where we want to be in 2025 and beyond, as we look to use our expertise and know-how to become a patron for change.”

These ambitious goals focus on moving towards a mattress industry without waste, essentially creating a fully closed loop service through its Mattress for Life initiative. Since day one, Naturalmat has designed mattresses that can be broken down to their individual components for end-of-life recycling; the new initiative now offers options to refurbish or donate rather than going to landfill. Even deliveries and packaging aim to be plastic-free.

Other strategies include supporting the Devon community, working with suppliers to uphold human rights and animal welfare standards, and forming charity partnerships to tackle bed poverty – all practices that are becoming increasingly important as hospitality groups examine the impact of their own supply chains.

And as the industry looks to reduce its carbon footprint, Naturalmat is playing its part by pledging to reach zero emissions across operations by 2025. With solar panels installed and a switch to electric vehicles in sight, the company is already on track to achieving its goals. The difficultly will come later with reducing carbon emissions across the wider supply chain. Despite the challenges, Tremlett remains optimistic that Naturalmat can lead the way and continue its sustainable journey. “We’re a different business to who we were this time last year,” he concludes. “Our mission is to keep developing the most sustainable products in the market, while at the same time ensuring that we look after our people, supply chain and Devon community.” www.naturalmat.co.uk