BEDBUYER COMFORT WITH INTEGRITY
Rise Shine
Editor's Comment
“This year’s exhibition comes at a pivotal time for the industry
Welcome to another packed edition of Bed Buyer, Furniture News’ annual supplement covering the National Bed Federation’s (NBF) Bed Show and member businesses.
This year’s exhibition comes at a pivotal time for the industry which, after enduring a relatively tough summer, is now positioning itself to make the most of what comes next.
The businesses starring at this year’s Bed Show, which returns to Telford’s International Centre on 23rd and 24th September, are geared up to offer attendees a tactile, in-person demonstration of everything that makes the national trade so special – and the Furniture News team can’t wait to experience it again!
For a taste of what’s on show, look no further than the following pages. We’ve corralled glimpses of new products and services from many of the show’s top exhibitors, and you’ll see how hard these businesses have been working hard to elevate their offers, from product quality to marketing support. Do pay their stands a visit!
As well as coverage of the show and this year’s Bed Industry Awards (I’m looking forward to taking to the show floor with my fellow Bed Product of the Year judges once again!), you’ll find insights from across the industry, including the findings of the NBF’s latest consumer survey (p5), an update from Highgrove Beds (p9) and the NBF-affiliated winners of Furniture News’ Readers’ Choice Awards, which were selected earlier this year (p36).
On p6, Vispring MD Martin Gill reveals how the luxury business has continued to make waves across the pond despite the threat of Trump’s tariffs – a clear sign of the potential of British bed brands, catalysed by a growing global awareness of the role a good night’s sleep – and, by extension, a good bed – plays in our health and wellbeing.
On p10, meet Hannah Shore, the ex-Silentnight sleep scientist who now plays a pivotal role at Mattress Online, helping consumers better understand that very correlation – and on p34, discover the headline findings from mattress protection specialist Purecare’s recent survey on the matter. People may be aware that sleep quality matters, but do they truly know how to improve it?
A good bed is good for your health. From supplier and manufacturer to retailer and service provider, the UK bed industry is continually finding new ways to make this important message resonate with consumers. The sector may be having to dig deep right now for its share of shoppers’ disposable income, but the more the consumer is informed of the value of good sleep products, the brighter the industry’s future.
So, this month, please help reinforce that message by taking a trip to Telford, and exploring and investing in the products setting the standards, made right here in the UK and Ireland.
See you there!
Paul Farley
Editor-in-chief, Furniture News
T 01424 776101
E paul.farley@lewisbusinessmedia.co.uk
EDITORIAL
EDITOR-IN-CHIEF Paul Farley 01424 776101 paul.farley@lewisbusinessmedia.co.uk
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The over-55 are less keen on ‘eco-friendly’ mattresses, and the proportion of consumers buying secondhand mattresses has fallen – reveals the NBF’s latest consumer survey
Trump’s tariffs may have tempered global expansion, but Vispring’s growth continues apace, MD Martin Gill tells Bed Buyer
It’s been another busy year for Highgrove Beds, with investment in new people, products and processes, explains marketing manager Cameron Hosking
Hannah started her career with Silentnight, and now works for Mattress Online, where she helps consumers understand the benefits of a quality mattress
A preview of the NBF’s annual member showcase, together with a handy floorplan for visiting buyers
A look at this year’s NBF’s Bed Industry Awards, which aim to honour the brightest and best in the bed market
Purecare’s Paul Lake shares the findings of the brand’s recent survey of British consumers’ sleep routines and preferences
NBF member companies are typically well represented among the winners of Furniture News’ annual Readers’ Choice Awards, and this year was no exception
Tracking consumer bed purchase trends
The latest NBF survey highlights notable shifts in consumer behaviours regarding mattress and bed purchases. Key findings show that individuals aged over-55 are less inclined to invest in ‘eco-friendly’ mattresses, while the impact of social media on purchasing decisions continues to rise. Additionally, it appears that the proportion of consumers buying secondhand mattresses has significantly declined.
The 17th annual NBF Consumer Bed Buying Survey, which questioned 1000 adults who purchased a new mattress or bed within the last year, reveals that while 73% of respondents are willing to pay more for a ‘greener’ mattress – one designed to avoid landfill disposal – only 59% of those over-55 felt the same way. In contrast, younger age groups demonstrate a much higher willingness to pay for sustainable options, with only 14% of respondents aged over-55 willing to pay between +11-20% more – this figure rises to 37% among 35-44-year-olds and 36% among 16-24-year-olds.
Despite economic challenges, consumers are spending more on mattresses, the NBF continues, with the average price increasing by +8.4% to £645, up from £595 in 2024. Notably, 72% of shoppers spend up to £799, while 40% are opting to spend less than £400.
The standard UK double bed remains popular. However, an increasing number of consumers are opting for larger sizes, with 10% choosing super-king-size beds compared to just 5% in the previous year.
Roll-up mattresses are becoming less popular, the survey indicates, with only 23.5% of respondents buying them, down from 26%
“Despite economic challenges, consumers are spending more on mattresses
two years ago. Foam mattresses remain the top choice for 44% of respondents, particularly for young buyers, while older consumers favour pocket springs. Memory foam has seen a slight decrease in preference, falling from 48% to 42% for comfort layers, while natural fillings account for 12%.
Mattress-only purchases are leading the market at 52%, marking a decline from 55% last year. Divan sets have seen a slight increase, rising from 17% to 19%. Meanwhile, the popularity of bedsteads continues to grow, with 29% of purchases including mattresses with bedsteads, up from 27% in 2024 and 24.5% in 2023. This trend is especially pronounced among 25-34-year-olds (50%) and 16-24-year-olds (40%). Conversely, traditional divan bases remain a favourite among the over-55 demographic, at 19%.
Add-on sales show promising growth, says the NBF, with 66% of consumers purchasing pillows, 69% buying duvets and sheets, and 49% selecting mattress protectors. Notably, 28% of those who purchased a mattress later
bought topper pads, indicating that many consumers struggle to find the right mattress on their first attempt.
The growing influence of social media in consumer research is evident, with 20% of respondents using social platforms for pre-purchase insights, a rise from 17.5% last year. The 25-34 age group is the most active demographic in this regard, at 38%, while 30% of 16-24-year-olds also used these platforms. Over a quarter (27.5%) of respondents aged 35-44 joined them in their mattress research, whereas only 6% of over-55s used it, preferring traditional information sources.
Purchases made from national furniture and homeware stores accounted for nearly a quarter of sales, up from 20% last year. In contrast, the percentage of secondhand purchases halved, from 4% to 2%. Additionally, the practice of buying mattresses from the back of vans, strongly discouraged by the NBF, also decreased from 2% to 1%.
www.bedfed.org.uk
State of the art
Trump’s tariffs may have tempered global expansion, but Vispring’s international growth continues apace. The Plymouth-based luxury bed brand has confirmed plans to open 17 new retail locations in the US in 2025, including six standalone showrooms, and the business is forecasting +50% growth there this year.
Bed Buyer asked MD Martin Gill for the lowdown …
As MD, what’s your role at Vispring?
I oversee the strategic direction of the Vispring brand globally. That includes growth into new markets and expansion in existing ones and ensuring we are always striving to provide the highest-quality products, and that the brand continues to embody the very best in British luxury.
How is the luxury end of the bed market performing?
The luxury bed market remains resilient, despite uncertain economic conditions. Consumers are increasingly focused on wellness and understand that a quality bed and mattress is an investment into long-term comfort and better sleep.
A bed is no longer seen as just a piece of furniture – it’s key to our health, rest, and in turn, our quality of life. This mindset has helped drive a strong demand for handcrafted beds like ours that prioritise natural materials to ensure unparalleled sleep night after night and last a lifetime.
Why do you feel this is a good time to be expanding in the US? What are the opportunities (and challenges)?
There is significant opportunity in the US
despite the difficulties posed by tariff changes, particularly as awareness of sleep health and sustainable luxury grows among US consumers.
The scale of the market brings logistical and regulatory challenges, as the ever-changing import market can be unpredictable, but the appetite for British brands like Vispring, which US audiences see as synonymous with quality, is there.
Can you give us a short history of the brand’s US activities? What are your longterm plans there?
Vispring has been present in the US since 2010, but our recent push to open more standalone showrooms globally marks a new chapter and a strengthening of our place in the luxury bed market in the States.
This year has marked significant progress for the brand, as we’ve opened three standalone stores in Orange County, New York, and Dallas, with three more still to open later this year in Denver, DC, and San Diego. We look forward to cementing Vispring’s position as the go-to
luxury bed provider in the US, and providing the personalised shopping experience our discerning customers expect.
How do your models differ to suit the market’s specific demands?
Although US sizing standards and comfort preferences differ from those globally and in the UK, the bespoke nature of Vispring products allows us to provide the right beds for every individual. As such, the models don’t differ – all our stores in the US feature the same products from the Vispring collection of handmade beds as the UK and the rest of the world, giving US consumers the opportunity to explore our range to find what’s best for them.
Our trained sleep consultants are also on hand at every location to guide customers through Vispring’s bespoke options, including mattress tensions, fabric selections and headboard designs.
Why do you believe the brand carries so much weight internationally?
Vispring has over 600 retailers in 60 countries globally, so the strength of our brand is significant. Our heritage, dating back to 1901, gives Vispring authenticity and credibility –we’re proud to continue using the same natural materials and handcrafted techniques that we did back when the brand was founded nearly 125 years ago.
I believe that it is our unwavering commitment to handcraft, never compromising on materials, and consistently delivering high-quality products that has allowed us to maintain Vispring’s reputation as a reliable British bedmaker.
Why are you opting for standalone showrooms, as opposed to retailer placements or concessions?
Standalone showrooms allow us to showcase the Vispring brand in an environment that fully embodies all our brand values. In standalone spaces, we have the opportunity to show a wider range from our collections, giving the consumer greater choice, in-depth education on our products, and an exceptional, immersive retail experience.
However, we do also value our shop-in-shop locations, and look forward to opening 40 additional locations with retail partners globally in 2025. Our partnerships with retailers allow Vispring to reach an even wider audience, further strengthening the brand’s presence.
“The scale of the market brings logistical and regulatory challenges
Martin Gill
What could the US expansion mean for the UK side of the business?
The greater the global presence, the stronger the brand grows in all markets, and particularly our home market. Last year we were awarded the King’s Award for Enterprise in the International Trade category, which further strengthens our position as a leading luxury bed brand globally. We continue to invest in our UK production, making all our mattresses at our factory in Devon, where Vispring has been manufacturing its products since 1970.
How has the UK business changed in the past 12 months?
Vispring launched its first flagship store in Regent Street, St James, London in October 2023 as a lighthouse for the brand globally. This wonderful space is a showcase for the brand and has driven interest in our product, not just in our home market but globally.
There is also a growing appetite for British brands, which is exciting, not only because of the steady demand we’ve seen for Vispring beds, but also because, as a brand with British craftsmanship at the heart of what we do, it’s encouraging to see more support for local brands, products, and artisans.
Have your UK manufacturing sites seen any changes?
We’ve continued to invest in our Devon workshop, not just in infrastructure but also training, and a brand-new showroom which opened earlier this year to host retailers from both the UK and around the globe.
What is the biggest challenge facing the UK bed industry right now?
Covering the rising costs of raw materials is particularly challenging, as well as the unsettled global economy, which poses a larger challenge to the luxury industry. Although consumers are less willing to spend on certain luxury goods, we believe that the growing understanding of beds as a long-term investment will see strong sales, and an interest in luxury beds will continue to grow.
Is there anything else in the pipeline?
This spring saw Vispring launch a refreshed brand image at Salone del Mobile, which was followed by a new website in July. Next year will mark 125 years of Vispring, which is a huge milestone for us and something we really look forward to celebrating. Stay tuned, as we have lots of exciting plans for marking this milestone!
www.vispring.com
“The greater the global presence, the stronger the brand grows in all markets
Highgrove plays the long game
It has been another busy year for the Liversedge-based Highgrove Beds, with ongoing investment in new people, products and processes. Bed Buyer asked Highgrove’s marketing manager, Cameron Hosking, for details …
How’s business?
Highgrove Beds continues to go from strength to strength in what is now its 23rd year of business. The past 12 months have marked a period of expansion, innovation and investment – a reflection of the company’s steadfast commitment to quality, service and long-term growth in a competitive industry.
Have there been any key appointments made in the past 12 months?
A number of key leadership appointments have helped shape our direction over the past year. Steaven Hodgson stepped into the newly created role of chief product and innovation officer, bringing with him a wealth of experience and a clear focus on future-forward design and development.
I stepped into the role of marketing manager in late 2024, and was tasked with evolving the company’s brand presence and strengthening its communication across all channels.
Meanwhile, Paul Mason was appointed as national key accounts manager, responsible for deepening relationships with major retail partners. He has already made a notable impact, leading tailored sales and product training sessions on-site with new customers – sessions designed to increase product knowledge, confidence, and ultimately in-store sales conversions.
How has your product portfolio evolved?
Product development remains central to the Highgrove ethos. At the 2025 January Furniture Show, we introduced a wide array of new headboard and bedframe designs – each tailored to meet the evolving needs and tastes
of UK consumers. Most notably, we unveiled new additions to our PowerAdjust collection of adjustable beds, combining technology and comfort in a sleek, functional package. These new offerings reinforce the company’s reputation for balancing craftsmanship with innovation.
… and your delivery offer?
The past year also saw significant investment in logistics. We added four new vehicles to our transport fleet – two articulated lorries and
two 12-tonne trucks – further strengthening Highgrove’s ability to deliver products quickly and reliably.
This expansion underscores the importance of the company’s Fastersleep delivery network, which remains entirely in-house. It’s a deliberate decision – one that ensures control, consistency, and the kind of dependable service retailers can build their businesses on.
What are you planning to bring to this year’s Bed Show?
Highgrove will be unveiling an exciting line-up of new products, including fresh headboard and bedframe designs and a range of new mattresses. A key highlight will be the launch of Highgrove’s first dedicated Bedstead Collection – specially designed with a lower total height, to perfectly complement our bedframes. This collection will be our most sustainable yet, featuring 100% recycled panels and borders, and showcasing our latest sleep innovation, EcoSense.
www.highgrovebeds.co.uk
“The past 12 months have marked a period of expansion, innovation and investment
Highgrove has added four new vehicles to its fleet
Cameron Hosking
Elsdon
etting Personal
HANNAH
SHORE
Hannah started her career working on a two-year research project with Silentnight and the University of Central Lancashire, exploring the biomechanics of sleep and how the mattress can support the body to aid recovery throughout the night. She then continued to work with Silentnight, before returning to university to study Sleep Medicine at the University of Oxford. More recently, Hannah joined Mattress Online as head of sleep science, and now works to help consumers understand the benefits of a good night’s sleep and having a quality mattress.
How might a child describe what you do?
The lady that jumps on beds!
What’s the biggest long-term challenge you face?
Helping everyone sleep better – it’s more difficult than you first think. There are myriad reasons why people don’t sleep very well, and as much as I’d love to say a new mattress will solve everyone’s problems, we know that just isn’t true.
There’s multiple different sleep disorders, liferelated issues such as stress, work and home life, and then personal issues, which means a mattress probably won’t fix everyone’s sleep in the long term.
However, a good quality mattress is the foundation for a good night’s sleep, and if we can ensure everyone has the right sleeping environment, it’s a good start. Education is key – with ever-developing research into sleep and products which can help you sleep better, there’s always something to share with our staff, our consumers, or anyone that will listen. By
understanding your own sleep and your unique sleeper needs we can eventually help everyone get a good night’s sleep.
If you had 10 x your working budget, what would you spend it on?
Oh wow! I’d have an entire lab that would test everything from compliance and sleeper benefits, to actual sleep tests such as polysomnography. We’d assess mattresses and materials and understand if and how they could help people sleep better. We would look at everything from the biomechanics of sleep to sleeping patterns, and then be able to assess how this actually worked in a real-life setting.
Whilst we would be focusing on products, we’d also be able to help assess people with potential sleep disorders to get them the help they need. We’d work with universities all over to help research and understand sleep that little bit better.
Finally we would fund/run an education programme to help people understand sleep better, allowing people to go into every single school and help teach children why sleep is so important so they can understand this from a young age. We would adapt this for adults and provide sessions within work forces too.
In short, I’d still be helping people sleep better, just on a much bigger scale … I might need more than 10 x my budget for this though!
What would be the title of your autobiography? Erm … something punny, like Let me tell you a Bedtime Shore-y.
What does ‘work/life balance’ mean to you?
Succeeding in both. It would be pushing myself in work and seeing projects we are working on making a difference, but also being able to switch off from that easily on a weekend and enjoy my time at home with my family and friends (although I do love my work, and the lines can sometimes blur as I discuss workrelated things at home such as little wins and projects I’m excited about).
Who’s been your most influential professional mentor?
Can I cheat here and have two? Angela Moran and Danny Blackmore from Silentnight are
two people who took me under their wings when I first started in the world of beds. Their experience, forward thinking and constant support helped me pave my unique path in the industry and gives me the confidence to do what I do now.
What advice would you give your younger self?
Take every opportunity, no matter how random it may seem at the time. I started out studying in sports and now work in the world of sleep, an avenue I didn’t know existed until I was surrounded by mattresses!
What’s been your best day in business to date?
In my current role I would say the recent event we held at the Doncaster store, where I spoke about the importance of sleep, what happens when we sleep and some key factors that affect this, with a focus on how the mattress plays a key role. It was great to meet and chat with lots of different people and help them understand their own sleep a little better. We also got to hear about the fantastic work that is happening in South Yorkshire to ensure every child has a bed.
However, something I will not forget in a while is attending and presenting my findings at the World Sleep Society Conference in Vancouver. It was the furthest I’ve ever travelled, I did it by myself and presented findings on a global stage. I think it was at this point, listening to others discuss their research, where I fell in love with sleep.
What’s the biggest myth about our industry? Spring counts! Come on, we all know more springs don’t always mean better! Every person is different, we should pair the right person with the right product. If that person would suit a product with fewer springs, then that is the best product for them and that is what we should be selling them.
What should everyone in our industry either stop or start doing?
Everyone should learn that little bit more about sleep. The products we make can have a direct impact on our sleep, so the more we
“If I had 10x my working budget, I’d have an entire lab that would test everything from compliance and sleeper benefits, to actual sleep tests such as polysomnography
understand sleep, the better we can point people to the right products to help them make the most of their sleep.
Where do you see the industry going in the next 5-10 years?
I think there’ll be three main areas in which we’ll see some sort of change over the next few years, the first being AI. It is changing how people shop and how they research their products, giving them access to more information easily. This leaves consumers asking more questions and ultimately having a greater understanding of products, so we will have to adapt to these changes.
Second is sleep. People are starting to understand the world of sleep more – Covid was a major drive in this as it altered people’s sleep, some for the better but mostly for the worse. This drove people to try to understand why, leading to an increase in the health and wellbeing sector which is growing and growing.
Finally, sustainability. We have to do better. Our products are made to last several years, so what we are putting into the market today will be affecting the sustainability chain for years to come. Throughout the next few years we need to see an increase in mattress recycling in the UK, we need to see an increase in the circularity of the materials we use in the UK, and we have to work together to find solutions for this.
What question do you wish we’d asked?
How would you have answered?
Q: What is your most frequently asked question?
A: It’s normally along the lines of “I always wake up in the middle of the night, how can I stop it?” Everyone then gets surprised that I guess the right time they wake up, between 3-4am.
The answer – we sleep in cycles of approximately 90 minutes, drifting between deep sleep where we struggle to wake anyone up, and lighter sleep which is easy to wake up from. If you wake up five times throughout the night and get back to sleep easily, then it’s perfectly fine.
It’s when we struggle to get back to sleep that we have a problem.
The reason people often have the 3-4am wakening is the first half of sleep is predominantly deeper sleep and the second half of sleep is light sleep, therefore we tend to see the main wakening happening at this transition (it’s often where people get up to use the loo). Again, so long as we get back to sleep easily, then this is not an issue at all and is perfectly normal.
www.mattressonline.co.uk
WIDER CHOICE, BETTER VALUE, FASTER DELIVERY!
Our extensive Highgrove Collection ensures that you can offer consumers the widest choice of sleep comfort, along with stylish base, headboard and bed frame options.
Our latest models incorporate many unique features, ranging from our innovative EcoAdvantEdge® spring system to CopperSleep® , ChiroGel® and ErgoSense® with a real focus on healthier sleep.
We’ve added exciting new features and size options to our PowerAdjust® Adjustable Bed Collection, extended our range of fashionable bed frames and added a wide range of stylish new covers.
Highgrove use the finest quality components and fittings, combined with the latest sleep technology to ensure we continue to deliver the UK’s best value bed brand.
With our 7-day delivery service and high impact in-store support, this ongoing commitment provides stockists with a real competitive advantage and the opportunity for improved margins and increased profits. What’s not to love?
Don’t just take our word for it, Highgrove is delighted to win not one, but two Best Bed Supplier awards from two of the UK’s leading trade Furniture publications – Interiors Monthly and Big Furniture Group.
Best Supplier for Delivery Service
We’ve got some great show offers and look forward to you visiting our Stand D20 & E40 at The Bed Show, 23rd & 24th September, Telford International Centre.
It's showtime!
The NBF Bed Show returns to The International Centre, Telford, from 23-24th September. Organised by the National Bed Federation – the trade association for UK and Ireland-based bed manufacturers and their suppliers – the exhibition will feature NBF-approved bed manufacturers, component suppliers, a selection of guest exhibitors, and much more besides …
This year, the show will comprise more than 60 brands, from big industry names to smaller companies, all showcasing their latest innovations, offers, promotions, and sales support for the UK and Irish markets.
Retailers and specifiers interested in UK and Irish-made mattresses, divans, bedsteads, futons, headboards and bedding (pillows, toppers) will find plenty of interest at the event – as will bed manufacturers and specifiers looking for ticking, springs, foam, fillings, bed machinery and many other bed-related components, who should make the Supplier Zone in Hall 1 their first port of call.
What’s new?
NBF Retail Champion businesses which have signed up to the scheme’s enhanced benefits package will enjoy ‘five-star treatment’ at the show, says the NBF, with access to the dedicated VIP lounge in the Beckbury Suite and reserved parking.
This year’s Bed Industry Awards winners will be revealed at the gala dinner and awards ceremony on the evening of Tuesday 23rd September. UK broadcaster Vernon Kay will host the awards ceremony, which will also feature Oasis tribute band, Oasish.
“Guests are invited to mingle at the drinks reception sponsored by
Harrison Spinks beforehand,” says the show organiser, “which features a glittering new ‘Wonderwall’ photo station to ensure they can document the evening in style – remember to dress to impress!”
Taking the lead
The awards, sponsored by Highgrove Beds, honour outstanding enterprises in the UK and Irish bed market and celebrate the achievements of bed manufacturers, suppliers and retailers over the past year. The awards feature four categories for NBF member manufacturers and suppliers: Bed Manufacturer of the Year, Supplier of the Year, Bed Product of the Year, and Component Product of the Year.
The retail division of the awards continues to honour visionary independents with the Small NBF Retail Champion of the Year and Medium NBF Retail Champion of the Year. The National Bed Retailer of the Year returns for businesses with over 20 stores, and there is also the Online Bed Retailer of the Year category, for businesses at which at least 80% of the sales occur online.
Read on to discover this year’s highlights …
www.bedshow.co.uk
USEFUL INFORMATION
Exhibition entry: Free, along with complimentary show planner
Opening times: Tuesday 23rd September (9am-5.30pm), Wednesday 24th September (9am-4pm)
Parking: Free on-site parking (over 1,400 spaces) with some electric car charging
Show hospitality: Three on-site cafes. The large main Hall 1 Café, sponsored by CPS Print, is dedicated to hot food and dietary requirements, while Hall 2 Café, sponsored by Sealy UK, and Hall 3 Café, sponsored by Silentnight, will serve drinks, snacks and light refreshments. Additional seating around the Supplier Zone will provide a space to sit away from the stands.
All visitors and exhibitors benefit from complimentary refreshments – collect vouchers from the NBF welcome desk at the entrance to Hall 3 on stand B5. Note that the centre is a cashless venue, taking cardonly payments.
Accommodation: Discounted hotel rates are available for Bed Show visitors – go to the Information page on the Bed Show website to book.
Access: “Ahead of arrival, remember to bring your e-ticket visitor badge, before checking into the registration area, sponsored by Highgrove Beds,” says the NBF. “Collect your visitor bag, courtesy of Gainsborough, and stay connected during the show with free Wi-Fi, sponsored by Harrison Spinks. The password will be available in the show planner.
“If you are sharing your Bed Show experience on social media, please use the official hashtags #BedShow2025 #NBFBedAwards2025 and tag @thebedfed.
“Any visitors who need to bring children with them into the halls are requested to do so on the second day of the show. Under-15s are permitted in the halls, but pushchairs, buggies and prams must be left in the cloakroom. There are no creche facilities at the show or the venue, and any visitor aged 16+ needs to register for a badge.”
For more information and to pre-register visit www.bedshow.co.uk
Adjust-A-Bed F80
Airofreem G60
Alfrecell G80
Apropa Machinery F50
Bedgear/Fine Bedding (guest) G150
Boyteks F30
Breasley (UNO, Salus) E30
Burgess Bedding Co A30
Carpenter/Sleep Better D60
CPS Print G10
Deepsleep Beds C30
Deluxe Beds (Hamilton & James, Pennine Beds) B30
Dura Beds (Brooklands, Heritage) C50
Enchanted House A20
Enkev UK G30
GNG (Komfi) E70
Handy G70
Harrison Spinks (Somnus) E60
Highgrove Beds D20, E40
Hypnos Beds ................................................................... D70
John Cotton ..................................................................... G90
Kayflex................................................................................ B40
Kaymed .............................................................................. B10
Leggett & Platt/Kayfoam ............................................. F20
Maes Dyeing and Finishing ........................................ G40
Mattressgard (guest) D55
Millbrook Beds D30
Nectar Sleep D50
Nestor Springs G110
Ordorite (guest) F70
Purecare (Sleep Champions) (guest) F60
RA Irwin G120
Redwood TTM G100
Relyon Beds (Dunlopillo) D10
Retail System (guest) G140
SATRA (guest) G170
Sealy UK (Sealy Posturepedic) E80
Shakespeare Beds C40
Shire Beds B20
Silentnight C20
Sleepeezee D40
Sweet Dreams (Nelson) E50
The Furniture Recycling Group (TFRG, guest) G50
The Sleep Charity (guest) G160
The Vita Group F10
WE Rawson G20
Wiemann (guest) E20
Wolf Components F40
Zarach (guest) A10
In it to win it
The NBF’s Bed Industry Awards, which aim to honour the brightest and best in the bed market, will comprise eight categories this year, showcasing the inspiration, design and innovation that sets NBF member manufacturers, suppliers and supporting retailers apart.
This year’s categories include four awards for NBF member manufacturers and suppliers, and four for retailers that predominantly stock NBFapproved member brands.
The awards are sponsored by Highgrove Beds, and the gala dinner drinks reception by Harrison Spinks.
NBF executive director Tristine Hargreaves says: “The NBF’s Bed Industry Awards are some of the most sought-after accolades in the UK and Ireland’s bed market. Winning an award really helps you to stand out from the competition and provides an opportunity to showcase your business and achievements.
“Each year we continue to be hugely impressed by the standard of the entries, and are sure 2025 will be no different.”
The winners will be revealed at the gala dinner and awards ceremony on the evening of Tuesday 23rd September. This year’s champions will be celebrated in a special feature in November’s Furniture News
Bed Manufacturer of the Year
Recognising the achievements and innovations of NBF-approved manufacturer members at a company level.
Judges: Brian Ahern (British Furniture Association, British Furniture Confederation, and former master, The Furniture Makers’ Company); Jonathan Hindle (chairman, BFC and MD, KI Europe); and Richard Naylor (CEO and
founder, Hawksfield and Hawksfield Innovations)
Last year’s winner: Harrison Spinks
Supplier of the Year
Recognising the achievements and innovations of component and service suppliers at a company level.
Judges: Brian Ahern, Jonathan Hindle, and Richard Naylor
Last year’s winner: Handy
Bed Product of the Year
Recognising the most outstanding new product (includes mattresses, headboards, frames and sofabeds)
Judges: Sue Davies (owner, Sue Davies Design Solutions); Steve Adams (founder and CEO, Mattress Online); Paul Farley (editor-in-chief, Furniture News); James Dunne (operations director, Prestige Beds); and Jo Fielding (beds category manager, AIS)
Last year’s winner: Eco Comfort Airmesh, Silentnight
Component Product of the Year
Awarded to the most innovative component product or machine used in manufacturing a finished product.
Judges: David Morris (purchasing director, Sleepeezee); Natalie Armstrong (product development manager, Sealy UK); and Danny Blackmore (operations director, Silentnight)
Last year’s winner: ValueRest spring, Nestor Springs
Small Retail Champion of the Year
The Retail Champion awards are open to all retailers signed up to the NBF’s Retail Champions Scheme, which supports businesses whose product offer comprises at least 50% NBF-approved member brands. This category is open to retailers with one or two stores, recognising the contributions of independents
Judges: Jarrod Bird (sales director, Interiors Monthly); Bernard Eaton (MD, Greenwood Retail); Dan Squires (editor, Big Furniture Group)
Last year’s winner: Dreamland Bedding Centre
Medium NBF Retail Champion of the Year
Open to retailers with 3-20 stores.
Judges: Jarrod Bird, Bernard Eaton, and Dan Squires
Last year’s winner: The Bed Post (for Large NBF Retail Champion of the Year)
National Bed Retailer of the Year
For retail businesses with more than 20 stores.
Judges: Jarrod Bird; Bernard Eaton; Dan Squires; and Richard McMurrough (director of strategic and brand consultancy, The Propaganda Agency)
Last year’s winner: DFS
Online Bed Retailer of the Year
For businesses at which at least 80% of the sales are transacted via the internet.
Judges: Jarrod Bird; Bernard Eaton; Dan Squires; and James Winfield (digital director, The Propaganda Agency)
Last year’s winner: MattressNextDay www.bedshow.co.uk/awards
Sleepeezee sets the stage for elevated offer
Premium sleep brand Sleepeezee is set to make a stand-out appearance at this year’s Bed Show, where it is set to unveil four new collections – each embodying the brand’s dedication to craftsmanship, innovation and comfort …
Showgoers will be the first to see Sleepeezee’s refreshed brand identity, revealed through eye-catching PoS materials and marketing collateral designed to inspire both retailers and customers.
Featured within the new collections will be a refreshed Jessica range, designed in partnership with brand ambassador Jessica Ennis-Hill. This next-generation Jessica collection sees each model specification improved, as well as a new enhanced comfort filling called Dual Gel introduced.
Dual Gel is a pressure-relieving memory foam that is infused with two gel additives to regulate temperature, says Sleepeezee – red gel acts as a heat conductor that helps move away excess heat, while tthe blue gel acts as a heat sink to manage excess heat. The result means Dual Gel promises 4 x faster heat transfer than standard foam, creating a cooler, more comfortable night’s sleep.
On top of this, the gel beads within the foam cluster together under compression to provide additional support and reduce excessive sinking and pressure, helping to keep the sleeper’s spine aligned and body supported.
Sleepeezee will also be adding two natural
mattress models to its premium Centurial by range, which will see the product designed with a luxurious loose topper which can be used across the collection. With 8000 springs apiece, the two new models are the most supportive yet, and boast natural fillings including horsehair and latex.
Sitting underneath the Centurial collection will be a new range named Majestic. Each model features multiple layers of British wool, silk and cashmere, finished with a soft and sumptuous chemical-free damask. The Majestic collection will offer customers premium-quality mattresses, says Sleepeezee, backed by a 10-
year guarantee at competitive price points. The bedmaker will also be refreshing some of its bestselling bricks-and-mortar retailerexclusive collections, giving its in-store retail partners an equally enhanced offering.
Sleepeezee recently won a number of awards and accolades, including Furniture News’ Best (complete) Bed Supplier. The award was voted for by the magazine’s readers, and is testament to the hard work of Sleepeezee’s entire team, demonstrating the superior product offering and service it can provide.
www.sleepeezee.com
Centurial 05
Hypnos cuts emissions on journey to net zero
As it prepares for this year’s Bed Show, Bed Buyer’s cover star Hypnos has revealed a -23% reduction in carbon emissions over the last year, certified by PlanetMark – further evidence of the bedmaker’s focus on “comfort with integrity” …
Hypnos takes a leading stance in operating more sustainably – and the latest edition of its PlanetMark Measurement Report (Year 5) shows the continuous progression in reducing carbon emissions across the business.
Hypnos has worked with PlanetMark since 2019 to report its carbon emissions. Its methodology is fully aligned to the internationally recognised Greenhouse Gas (GHG) Protocol, and PlanetMark checks all data against evidence supplied by Hypnos, to ensure accuracy and transparency of reporting.
Hypnos’ group MD David Baldry says: “Our partnership with PlanetMark has helped us gain a clear understanding of emissions throughout the business, including our upstream and downstream value chain. Only by having a clear picture of where emissions are generated can we understand, make changes, and improve.
“Similarly, by making the whole team responsible for reducing our carbon, waste and resources, progress can be made simultaneously across the business. Our progress in reducing our emissions is really positive, and a true team effort.”
Since 2023, the British bedmaker has reduced its emissions considerably, with PlanetMark validating a -22.9% reduction of absolute measured emissions, with a total carbon footprint of 17,808.1tCO2e. This reduction has been achieved by integrating operations and investing in new ERP systems and people, as well as efficiencies from within transportation and distribution, waste and business travel.
As Hypnos continues to drive down emissions in all areas of its business, it is becoming clearer that strong partnerships are vital in reducing Scope 3 carbon emissions. Investing in a solely electric and biodiesel distribution fleet in 2024 with partners DFDS and Volvo has led to a milestone -69.2% reduction in emissions from heavy goods vehicles and a -59.5% overall reduction in transportation and emissions (Scope 3, Category 4).
“We have reduced part of our Scope 3 emissions, but there is a lot further to go,” David explains. “We have been working with our supplier partners for generations, sourcing the very best in pocket springs, fibres and cloth – in fact, many are British family-run businesses, just like Hypnos. As such, we are aligned in a shared goal to build a better future, investing in longterm strategic projects to reduce carbon.”
Hypnos’ CEO James Keen adds: “We are on a journey to make a meaningful impact on our social, economic and environmental footprint for people and the planet.
“We are focused on delivering the perfect night’s sleep, sustainably, and by celebrating British craftsmanship, the long-lasting durability of our products, and through the use of certified, high-quality, natural materials that aid wellbeing.”
www.hypnosbeds.com
Hypnos’ progress has been “a true team effort”, says David
New transport partners have helped Hypnos reduce its Scope 3 carbon emissions
PlanetMark CEO Steve Malkin with Hypnos’ David Baldry at the Eden Project
Sealy helps drive higher-value sales
Sealy is set to make a bold statement at this year’s Bed Show, premiering the latest developments in its award-winning Sealy Posturepedic collections.
Building on the success of its Elevate and Elevate Ultra ranges, Sealy returns to Telford with a refreshed product portfolio that promises to deliver both innovation and commercial impact for retailers.
Visitors to stand E80 will be among the first to experience these new launches, which showcase Sealy’s continued commitment to advanced sleep technology and trusted comfort.
These new additions are designed to expand the choice available to consumers, helping retailers enhance their current Sealy Posturepedic offering and differentiate their showroom floor.
The bedmaker says the 2025 product developments are being positioned as “potential showstoppers, must-see innovations” that reflect Sealy’s strategic focus on the premium mattress market. With a clear emphasis on driving higher average transaction values, these new models offer retailers the opportunity to boost top-line sales and profitability.
“That’s what Sealy Posturepedic is all about,” says CCO Mark Tuley, “building a better bed business for our retailers.”
Alongside the new launches, Sealy will present the full spectrum of its Posturepedic range, showcasing how the collection caters to a wide variety of customer needs while supporting retailers’ commercial goals. From established favourites to the latest developments, the stand will demonstrate
how the range delivers choice, quality and performance across the board.
The Bed Show remains a vital event for Sealy, Mark explains: “It’s the ideal venue to present new products while also allowing us to spend quality time with our retail partners. These conversations are essential for strengthening relationships and enhancing business performance to our mutual benefit.”
Sealy’s goal for the show is clear – to support partners in driving higher-value sales. As the brand continues its strategy to expand within the
premium sector, the Bed Show offers a timely platform to showcase how Sealy’s innovations can translate into real business growth.
The timing of this showcase aligns with a strong performance for the brand. Sealy has reported an “excellent” first half to 2025, with double-digit growth in top-line sales compared to 2024 – and this momentum is forecast to continue through the remainder of 2025, reinforcing Sealy’s position as a trusted partner.
Promising a compelling mix of innovation, strategic focus and proven performance, Sealy’s presence at this year’s Bed Show is set to be a highlight of the event, Mark concludes: “Retailers looking to stay ahead in the premium sleep category won’t want to miss what’s on offer at stand E80.”
www.sealy.co.uk
Mark Tuley
Edison
Building on the success of the award-winning ranges, Sealy returns to the NBF show with further new product developments.
Be among the first to experience these exciting new launches across the Elevate and Elevate Ultra collections, presented for the first time at Stand E80.
Alongside these new developments, Sealy will showcase the full spectrum of Sealy Posturepedic range, crafted to meet the evolving needs of today’s customers.
Visit Stand E80
Telford International Centre
Tuesday 23rd September | Wednesday 24th September
Show 2025
Enter Komfi's Republic of Sleep
This month, Komfi makes its highly anticipated return to the Bed Show, where it will unveil “a fresh wave of sleep innovation that promises to raise the bar for both retailers and consumers” …
Komfi is set to showcase its most advanced and versatile product portfolio to date, which it says has been carefully developed to align with the evolving expectations of today’s lifestyleconscious market.
Leading the showcase is the renewed Infinity collection, now available in three sophisticated tiers – Elite, Prestige, and Imperial. Each model has been upgraded with enhanced 4G foam for superior airflow. A premium hybrid option is also available, along with “luxurious” fabric finishes across the range and the added flexibility of a zip-and-link option.
“Designed for premium comfort and long-lasting performance, Infinity delivers a sleep experience that merges elegance with innovation and comfort,” the brand states.
Also set to make a strong impact is the Vitality range, which combines contemporary aesthetics with proven sleep technology. Featuring stand-out models such as Ultra Firm, Hybrid and Vitality Max, this collection is built for broad appeal. Whether customers are seeking bold design or targeted support, Vitality promises a no-compromise solution that meets a wide range of sleep preferences.
Returning to the spotlight is a refreshed version of an industry favourite, SleepShaper – and this popular roll-packed collection is now more adaptable than ever, says Komfi. With eight unique boxed models, SleepShaper is tailored for today’s flexible lifestyles. Its space-saving format makes it suitable for both
in-store display and online sales, combining convenience, comfort and competitive value.
A major highlight of this year’s show is the introduction of FlexiWell, Komfi’s all-new, wellness-focused adjustable bed collection. Developed from years of expertise supplying medical-grade and NHS-approved products, FlexiWell prioritises spinal alignment, pressure relief and personalised comfort, the launch tapping into growing consumer demand for health-first, lifestyle-enhancing sleep solutions.
And Komfi’s presence at the show will go
beyond products. Visitors to Komfi’s stand will be welcomed into “a relaxed, sociable environment, an opportunity to engage with the Komfi team, explore new ranges, and exchange ideas”, says the bedmaker. “Whether you’re seeking product inspiration or partnership potential, the stand is designed to foster meaningful connections within the industry.
“With its unwavering commitment to UK manufacturing, sustainable design, and products that genuinely improve lives, Komfi continues to lead the way in shaping the future of sleep. This year’s NBF show marks a significant chapter in that journey.
“Visit Komfi at stand E70 and step into the ‘Republic of Sleep’,” Komfi concludes.
www.komfi.com
Sweet Dreams' brand journey continues
At last year’s Bed Show, Sweet Dreams, a respected name in the sleep industry, stood at a pivotal juncture. With a legacy stretching back to 1988, the company cultivated a reputation for quality, customer-focus and product innovation – and, as the sleep landscape evolved, so too did Sweet Dreams, embarking on a significant refresh for the show to align with the contemporary demands of a discerning clientele …
The successful rebrand was a testament to Sweet Dreams’ aspiration to ascend to new heights, positioning itself as a purveyor of luxury sleep solutions.
UK sales manager Nick Williams says: “Success during 2024 and into 2025 has manifested in a significant number of floor placements for our bed collections across the whole of the UK.
“In difficult trading conditions, we are now starting to see the fruits of our hard work since the last Bed Show, and the busier trading periods ahead will be exciting!
“By placing a premium on personalised comfort, Sweet Dreams aims to cater to the diverse preferences of its target market.”
Sweet Dreams’ new bed range focuses on seven new collections, all of which will be revealed at the show, where visitors will also be able to pick up their copy of the supplier’s bumper product catalogue, which encompasses the entire Sweet Dreams range, including beds, mattresses, frames, TV beds, sofabeds and sofas.
“The new range offers an everyday low price and has very commercial floor display discounts, allowing customers the opportunity to display great new product at an attractive price,” Nick explains.
To complement its product offerings and
elevate brand perception, Sweet Dreams also continues to provide speedy delivery. Covering the whole of the UK, and investing in fit-forpurpose vehicles to improve accessibility to inner-city areas, Sweet Dreams is now able
to offer more efficient deliveries to customers where space is at a premium.
Following on from the Bed Show, look out for Sweet Dreams’ dedicated bed and mattress showvan. Designed to maximise space, it enables Sweet Dreams’ customers to review key products in the range at a time to suit them.
Nick concludes: “As always, we look forward to welcoming customers old and new to our stand, where they will be able to view the collections and hear how our brand journey has revitalised our business.”
www.sweetdreamsuk.com
Georgia
TV bed
Copland 1000
Thetford
Why retailers are backing Shire's approach
What sets Shire Beds apart in the bedding industry is not just its well-crafted product portfolio, says the bedmaker, it is the complete white-label partnership it offers, “that empowers independent retailers to thrive” …
“From reliable logistics to exceptional build quality and meaningful margin improvements, Shire Beds has built a model that supports retail success from the ground up,” the bedmaker explains.
“Retailers working with Shire Beds benefit first and foremost from a fast and efficient delivery network. With production tailored for flexibility and scalability, lead times are kept tight. For independent retailers who need to respond quickly to customer demand, this reliability makes all the difference.”
At this year’s Bed Show, Shire Beds will unveil what it calls a “taster menu” of whitelabel solutions. The stand will showcase seven unique product stories, each tailored for different comfort preferences and branding opportunities.
The Capri and Ravello range represents the core of Shire’s white-label natural pocket offering. These mattresses are double sided for longevity and durability and feature hand side-stitched borders, a hallmark of traditional craftsmanship that enhances edge support.
The Solitude mattress range stands out for its commitment to purity and sustainability. Made using 100% natural materials and entirely chemical-free fabric, this collection is suitable for health-conscious and eco-aware consumers.
Internum is a robust and practical choice in Shire Beds’ natural pocket portfolio. These mattresses are double sided and internally tufted for balanced support and structure throughout their lifespan.
Meanwhile, tailored for customers seeking additional support, the Backcare Collection delivers both comfort and durability. These mattresses are constructed with natural pocket springs and enhanced with butterfly supports to provide targeted reinforcement across the sleep surface.
Next is the Cool Nytz range, which brings innovation and comfort together with its icecool fabric technology and gel-infused memory foam. Designed to regulate body temperature during sleep, this mattress combines modern materials with classic support through a pocketsprung core.
Finally, crafted for luxury, the Verona and Sienna mattresses blend a micro-quilted finish with a rich filling mix of wool, silk and cashmere – while for customers looking for sustainable and breathable sleep solutions, the Tencel/Bamboo Collection offers two ecoconscious options.
“Shire Beds has earned a reputation for responsive and helpful customer service,” the bedmaker continues. “Whether its developing bespoke mattress labels, supplying branded PoS, or supporting with in-store merchandising, the team works closely with each retailer to ensure the white-label experience feels seamless and unique.
“But perhaps the most compelling reason for retailers to ‘get off the brand wagon’ is the opportunity for significantly stronger margins,” says Shire. “By selling under their own store brand, rather than pushing a national label, retailers can take control of their pricing strategy and maximise profitability. Many Shire partners report gross profit margins consistently exceeding 60%.”
Director Fara Butt adds: “We believe in
putting retailers in control of their business. White label is not just about removing someone else’s logo – it’s about helping retailers build trust in their own brand, improve margin, and stand out in a crowded marketplace. That’s how you build long-term value.”
The company’s mantra, The Brand Behind Your Brand, captures this philosophy – and, in an era where differentiation and profit control are more important than ever, Shire Beds has become a go-to white-label partner for independent retailers across the UK.
Fara concludes: “Turnover is vanity. Profit is sanity.
“That’s the future we’re helping our retail partners build.”
www.shirebeds.co.uk
Ravello Pillowtop 3000
Capri 2000, just one of
Shire’s white-label options
Solitude 11000
Crafting dreams in the heart of Devon
Nestled on the edge of Dartmoor in the Devon countryside, Enchanted House Beds is striving to redefine luxury sleep, with a commitment to craftsmanship, natural materials and timeless techniques.
In just 11 years, this family-owned business has carved out a distinctive place in the British bedding industry, offering bespoke, handcrafted beds that combine tradition with innovation.
Founded by a seasoned expert with decades of experience in the bedding world, Enchanted House Beds is the culmination of a career spent learning from the best. Drawing on insights gained from leading companies across the sector, the founder has created a brand that reflects the finest elements of British bedmaking – attention to detail, quality materials, and a deep respect for the art of sleep.
At the heart of every Enchanted House bed lies a sophisticated system of pocketed springs, designed to support the body with precision and comfort. These are paired with sumptuous natural fillings, including Dartmoor wool sourced directly from the family farm. This wool, known for its breathability and resilience, is just one of the many luxurious components used to create a sleep experience that is “as restorative as it is indulgent” says the bedmaker.
The company’s commitment to quality extends beyond materials. Every bed is handmade in Devon by skilled craftspeople who bring decades of experience to their work. From manufacturing to sales and purchasing, the team is composed of industry veterans who share a passion for excellence.
While traditional techniques remain central to the process, Enchanted House Beds also embraces modern technology, using state-ofthe-art cutting machines to ensure precision and consistency.
Recent developments signal a new chapter for the brand. Ashbury Holdings, the parent company of Enchanted House Beds, has acquired Seetac Pluss in Barnstaple – a strategic move that is set to significantly enhance the company’s upholstery and bedstead capabilities. This expansion not only increases production capacity but also opens the door to a broader range of innovative products, all made in Devon.
The company’s growth is guided by a philosophy of steady, sustainable development. Last year, Enchanted House Beds became a member of the NBF, a testament to its commitment to industry standards and ethical practices. As it continues to build partnerships with retailers across the UK, the brand says it remains focused on delivering exceptional value and craftsmanship.
“Enchanted House Beds is more than a bed manufacturer – it’s a celebration of British heritage, natural luxury, and the pursuit of perfect sleep,” the bedmaker says in conclusion.
“With its roots firmly planted in the Devon soil and its sights set on the future, this is a company that invites you to dream differently.” www.enchantedhousebeds.com
Mattress embroidery
Queen Anne Ottoman
Memory Foam with energy and elasticity
Kaymed, the brand behind Gel-infused memory foam, is once again setting out to redefine the category, with Energize, a “breakthrough” comfort layer that combines the pressure relief of visco-elastic foam with a lively, elastic feel that Kaymed says has “never been seen in memory foam before” …
Retailers will know the challenge, says Kaymed: “Memory foam sells on comfort, but loses out on feel. It’s often described as ‘dull’ or ‘dead’.”
Energize completely changes that, says Kaymed’s head of marketing, Conor Stapleton: “This product resolves the problem of memory foam feeling dull and lifeless. It’s memory foam with life – a lively, elastic material that feels great and still provides the fantastic pressure relief of memory foam.”
Energize is built on a proprietary blend of polyol materials, engineered to transition at approximately 27°C – the temperature reached when the foam is warmed by body heat. At this point, the material undergoes a shift in its mechanical properties, becoming more elastic and responsive.
This transformation has been independently measured by Peterson Chemical Technologies in the USA, Kaymed explains, confirming a significant change in elasticity under thermal load.
Driven by demand from people “who like the comfort of memory foam, but not the dull feel”, the result is a comfort layer that feels soft and conforming at rest, but becomes lively and motion-friendly during sleep, Conor explains: “The feel has been described as combining the bounce of latex with the pressure relief of viscoelastic foam – a unique sensory experience that sets Energize apart.
“The foam in our Energize range is called Energex,” he continues. “It’s been formulated with a patented polyol blend. It changes mechanical character to become lively and elastic when the sleeper warms it to 27ºC – which makes it motion-friendly, while also retaining its pressure-relieving profile.”
Phil McNeill, Kaymed’s sales and marketing director, adds: “Energize is the first true innovation in memory foam since gel-infused memory foam. We’ve addressed the main remaining consumer complaint – the lifeless feel – and created memory foam with energy.”
Donal Heagney, product development manager, explains: “Traditional memory foam softens and deadens with heat. Energize does the opposite – it gets livelier.”
UK sales manager Terry Bridger says: “Retailers now have something genuinely new to offer. Energize will attract customers who’ve previously rejected memory foam. It’s pressure relief with personality – and that’s an offering to
stand out and appeal.”
Kaymed has always been a leader in sleep temperature regulation, and Energize is further evidence of the innovator’s ability to stay ahead of the curve, says Conor: “The category growth has been stellar. Temperatureregulating memory foam is a mainstay of retail floors and we are continually formulating new foam technologies that enhance airflow, heat conductivity and temperature regulation. Energize is a new branch of innovation for us, making memory foam feel great.”
Conor goes on to explain the “massive” advances the business has made in the past 12 months: “We’ve just commissioned new PU foaming equipment at our Dublin site. The aim is better foams, more innovation and more consumer-focused products. We’ve been building our capabilities, too, with a new plant manager and chemist hired to drive output and innovation.
“We are here to continually improve and drive the newness in memory foam technology that resolves consumer pain points. The switch back to memory foam recently shows a strong consumer interest, driven by wellness and comfort preferences. We are a disrupter. Our role is to bring something new and improved –which is what we will continue to do.
“In parallel, we are waiting to drop some positive news on sustainability initiatives in our foam technologies soon. Watch this space!”
Kaymed says Energize will enable retailers to position their offer above standard memory foam, offering “a tangible upgrade in feel and performance” – and that, as the technology evolves, it will introduce cooling enhancements and temperature-regulating additives, creating “a pipeline of innovation that keeps retailers ahead of the curve”.
“We are a collaborative supplier,” Conor concludes. “We have an amazing retailer base in the UK, and we work with all of them closely. Our team is here to help the retailer capture the full profit opportunity from our premium products – and that usually boils down to excellence in staff training, and in assets that tell the benefit stories for our products, simply and convincingly.”
www.kaymed.co.uk
Phil McNeill
Mattress protection uncovered
This year, bedding brand Purecare surveyed more than 1,000 British consumers to better understand their sleep routines and preferences, in an attempt to identify the consumer’s relationship with mattress protection products. Purecare’s representative for the UK and Europe, Paul Lake, shares the highlights …
Can you share a little about your professional background, and how you came to work with Purecare?
I’ve worked in bedding for 15 years, and I’ve always been passionate about connecting product innovation with real consumer needs. Purecare is a brand that doesn’t just manufacture bedding, it leads the conversation around sleep wellness. That focus on purpose, backed by award-winning products and strong retail partnerships, is what drew me in.
In just one sentence, why does mattress protection matter?
Because a quality mattress protector doesn’t just protect your mattress, it elevates your entire sleep environment, from hygiene to comfort, to making the mattress last longer.
What were the aims and basis of your survey? Our aim was simple – to dig deeper into how people across the UK think about sleep, hygiene and wellness, and how that translates into behaviour. We wanted fresh insight to support our retail partners and ensure we’re not just creating exceptional products, but aligning them with real-life routines and priorities.
What did you hope to achieve from it?
To bridge the gap between awareness and action. Most people know sleep is essential, but our research confirmed that many are still unsure how to improve it. We wanted to provide
“Demand is moving beyond basic spill protection to holistic wellness
actionable insights for the industry and uncover opportunities to support better sleep through smarter product choices and clearer messaging.
Did your US parent brand influence your approach?
Absolutely. The success of our US sleep studies gave us a blueprint for how data can shape both product design and consumer education. But we also recognised the importance of tailoring our research to UK and European lifestyles, which is why this survey focused specifically on domestic sleep routines and wellness drivers.
Did you pursue any new angles that you might not have considered 10 years ago? Yes, particularly around demographic differences. Ten years ago, we might have looked at sleep as a universal issue. Today, we recognise the nuances across age and gender, and we’re using that understanding to inform everything from product development to sales training.
In what ways do the findings reinforce the need for quality mattress protection?
The data showed that 37% of women and 36% of men had experienced mattress stains or spills that could have been prevented with a good-quality protector, yet only 24%
of respondents believe mattress protectors improve sleep. That gap between experience and belief highlights a huge opportunity – and a need for education.
Stains, allergens, structural damage … what are the biggest drivers for purchasing a mattress protector?
Stains were the stand-out issue, but allergens and odours weren’t far behind. Many consumers don’t realise the role a protector can play in preventing allergy flare-ups or maintaining a fresher sleep surface. When you add in the structural longevity it offers a mattress, the case becomes even clearer.
Which of the findings surprised you, or are prompting new lines of enquiry?
What really stood out was the sheer number of people who either don’t use a mattress protector at all, or are unknowingly relying on one that offers no real protection. A third of respondents told us they don’t currently use a protector, and of those who do, the vast majority (over 80%) are using nonwaterproof versions.
That’s a huge insight. It suggests that while people are thinking about sleep comfort, they’re not necessarily thinking about sleep hygiene
or long-term mattress care. This has opened up a much broader line of enquiry for us – how can we reshape consumer understanding so protectors are seen not as optional extras, but as essential parts of a healthy sleep system?
It’s also reinforced the need for better labelling, clearer language, and retail training – because when people understand the difference between a basic cover and a highperformance, waterproof protector, their buying decisions change.
How beneficial are add-on sales like this in today’s low-footfall retail landscape?
Retail partners that integrate Purecare products into their mattress sale journey typically see a significant uplift in average transaction value. What’s more, because our protectors offer true functional benefits, they lead to increased customer satisfaction and brand loyalty – especially when bundled with pillows and bedding.
What does Purecare offer that your competitors do/might not?
We don’t just sell products – we support a sleep ecosystem. From the OmniGuard Advance 5 Sided Mattress Protector to our thoughtfully designed pillows, we prioritise science-backed innovation, third-party testing, and retail training. Our Good Housekeeping Award is a testament to that commitment to quality and consumer trust.
Mattress protectors come at all prices (and qualities). How might you convince consumers to recognise the benefits of buying your premium products, rather than a cheaper cover? Would you like to see the labelling/product description framework evolve to reflect this?
Absolutely. Many protectors look similar on the shelf, but the difference lies in durability, comfort and protection. Our OmniGuard Advance protector is waterproof, breathable, and lab tested for allergens and moisture resistance, and it maintains performance – we guarantee our products for at least 10 years. We’d welcome clearer industry labelling to help consumers distinguish high-performance options from basic ones.
How do you plan to translate the survey’s findings into consumer-facing messages/ social media?
We’re working closely with our retail partners to bring this data into the showroom – through PoS tools, social content, and in-store staff training. You’ll see more emphasis on everyday
Do you use a mattress protector? 1,016 responses
Yes (Waterproof) Yes (Not waterproof) No
How many hours of sleep do you typically get per night? 1,016 responses
Do you believe sleep is important to your overall wellbeing? 1,016 responses
Overall, how would you rate the quality of your sleep? 1,016 responses
language around sleep hygiene, as well as social campaigns focused on side sleepers, allergy sufferers, and busy families, the groups who stand to benefit most.
How is the mattress protection sector evolving (in terms of both demand and technology)? And how is Purecare meeting fresh demand?
Demand is moving beyond basic spill protection to holistic wellness. Consumers want products that support clean sleep, regulate temperature,
and stand up to repeated washing. We’re responding with advanced fabrics, antimicrobial features and sustainable options, without compromising performance.
Where can interested parties find out more? Visit us at the Bed Show to discover how Purecare can help your store grow both sales and customer satisfaction. You can also email us at sales@purecarehome.co.uk.
www.purecarehome.co.uk
Class of 2025
Each year, Furniture News’s Readers’ Choice Awards single out the trade’s favourite suppliers, recognising the business partners that are making a difference. NBF member companies are typically well represented among the winners – and this year was no exception …
Best (complete) Bed Supplier: Sleepeezee
“This award is testament to all the hard work the team at Sleepeezee have done in hand-crafting superior beds and mattresses, and providing our customers with the best value and support.”
Best (supplier) Training Support/Best Furniture Care/Repair Provider: Emmiera Group
“These awards are a fantastic recognition of the passion, expertise and commitment shown by our entire team across the UK. To receive this endorsement from the industry is truly meaningful, and we’re grateful to everyone who voted for us.”
Best Bed Component Supplier: Spinks
“It’s a great honour,” says CCO Darren Marcangelo. “At Spinks, innovation constantly drives us forward, and we’re proud to lead the way in developing cutting-edge technology that helps our customers create furniture products that continue to raise the bar for comfort, quality and performance.”
Best Boxed Mattress Brand: Simba Sleep
Best For Sustainable Thinking: Harrison Spinks
“We’re incredibly proud to have been named Best for Sustainable Thinking by Furniture News readers for a third time,” says MD Nick Booth. “This recognition reaffirms we’re on the right path in our mission to become the UK’s most responsible bedmaker. It’s a deep-rooted ethos that our entire team lives and breathes every day – thank you to everyone who voted.”
“This prestigious accolade, reflecting the combined efforts of our Leggett & Platt teams, confirms our dedication to providing topquality products and exceptional service. It’s a testament to our unwavering commitment to exceeding customer needs and upholding the highest standards of quality and reliability.”
Best Mattress Supplier/Best Upholstered Bed Supplier: Hypnos
Group MD David Baldry says: “It’s testament to the quality and value of the handcrafted collections that Hypnos creates. A huge amount of planning and investment has taken place over the last few years in all areas of the business to make tangible improvements for our customers, and I am delighted that these measures are having an impact!”
Best Sofabed Supplier: Kyoto
“After celebrating 30 years in the industry, this recognition reaffirms our place in the market and reflects the dedication of our talented team and our carefully curated range. Thank you to everyone who voted and supported us.”
Best Trade Body/Association: National Bed Federation (NBF)
“A huge thank you to all the readers who voted us Best Trade Association, which is a testament to the hard work of our dedicated team,” says executive director Tristine Hargreaves. “Our hard work never stops, and we have another exciting year ahead!”
Best UK Bed Manufacturer: Silentnight Group
Best Agent/Rep:
The recipients of this year’s Best Agent/Rep awards were: James Leach (North West); Mike Brown (North East); Anthony Palmer (South West); Debbie Jenkins (Midlands); Peter Westbrook (Scotland); Phil Cotton (Republic of Ireland); Rob Moore (South East); Alan White (Northern Ireland); and Dilwyn Waymouth (Wales).
The Furniture News Readers’ Choice Awards will return in 2026 – watch this space!
The NBF’s winning team
Best Machinery Manufacturer: Leggett & Platt
Hypnos’ Alan White, voted Best Agent/Rep in Northern Ireland
Timeless quality, luxurious comfort
