Bensons for Beds has purchased the eve Sleep brand, website and related assets after the D2C business entered administration this morning.
Backed by Alteri Investors, Bensons for Beds will acquire for an undisclosed sum the eve Sleep brand and intellectual property, the evesleep.co.uk website, and all creative, content and communication assets.
Bensons says it intends to retain eve Sleep as a standalone brand, and relaunch evesleep.co.uk later this month.
The move to acquire the eve Sleep brand is set to widen Bensons’ appeal, and is the latest signal of its ambition as it continues to invest in its retail, manufacturing, digital and distribution operations.
The acquisition comes weeks after Bensons secured additional investment from owner Alteri Investors to drive its growth strategy and transformation plans. At the time of that new investment, Bensons made it clear it would accelerate digital development, and today’s acquisition of the eve Sleep brand from the administrator underlines that commitment.
“eve Sleep is a brand that we know resonates strongly with key customer groups, and we’re looking forward to unlocking its full potential as it takes advantage of our scale and reach,” says Bensons’ CEO Nick Collard.
“What’s more, bringing in eve Sleep alongside our own growing portfolio of high-quality, in-house brands will help us widen Bensons appeal to a broader set of customers. With the backing of our owner, Alteri Investors, this is another indication that we are delivering on our pledge to fulfil the promise of the Bensons for Beds brand itself - not just as a retailer of market-leading proprietary brands, but with a distinctive and coherent set of owned brand sleep solutions for any customer, both digitally and through our stores.”
Bensons’ growing brand portfolio includes Slumberland, while the retailer recently launched an exclusive range of beds and mattresses under its heritage Staples & Co brand.
Operating from 166 stores today, Bensons aims to create a network of 180-190 physical locations over the next two years and continues to relocate into new units in the towns in which it already trades.
Gavin George, CEO of Alteri Investors, says: “It is encouraging to see Bensons continuing to strengthen its position in what remains a challenging market.
“eve Sleep is a strong brand name that resonates with a different demographic of younger consumers. Alteri is pleased to back Bensons’ management in the acquisition of a brand which will augment the group’s offer, widen its appeal and boost its digital credentials."
