Resident UK, the parent company behind bed-in-a-box mattress brand Nectar Sleep, has appointed Darren Crowshaw to the position of sales director.
In this new role, Darren - previously MD at Breasley, the largest independent vacuum-packed mattress manufacturer in the UK at the time - hopes to increase the market share of Resident UK’s Nectar mattress product by launching an in-store range.
This follows internal research which found over half of UK consumers are keen to get back to the high street and trial products firsthand.
A store locator function, set to launch in April, will streamline UX and direct customers to their nearest stockist. Here, they will be presented with Nectar’s range of mattresses – including in-store exclusive hybrid models – and then directed to trial the product at a retail partner.
Darren's appointment comes shortly after Resident UK reported impressive growth during the pandemic, achieving profitability in 2020 with +354% YoY growth and securing £95.7m in series B funding.
The new retail strategy is predicted to double sales over the next 12 months, and a deal with manufacturer GNG Group has been signed to fulfil all in-store sales.
Manufacturing will remain in line with Resident’s eco-credentials. Purporting to boast the first carbon-neutral mattress in the UK, Nectar Sleep will continue to work with Climate Partner to offset carbon and retain its dynamic recycling strategy with partners such as British Heart Foundation and AnyJunk.
Darren comments: “My experience, combined with the expertise of GNG Group, our manufacturing partner, means that we’re on track for a seamless integration of Nectar product into stores this year."
Resident UK MD Angela Crouch adds: “Darren is a great asset to the Resident UK team, having a wealth of relevant experience and clear understanding of the pureplay/high street interplay.
"By diversifying our product into bricks-and-mortar retailers, we remain on track with our goal to become the number-one brand in the UK mattress market within the next three years. I’ve no doubt Darren will be instrumental to our success.”