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 this year, including six standalone showrooms, and the business is forecasting +50% growth there this year. Furniture News’ 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 amongst 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 long-term 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.
Vispring’s New York showroom
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.
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 brand-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!
This interview featured in this year's edition of Bed Buyer, a Furniture News supplement dedicated to the National Bed Federation's Bed Show and members.
