Bensons for Beds is launching a new store in Leicester, moving into the former Leading Labels store on Fosse Retail Park.
The Accrington-based retailer already has stores in Loughborough, Rugby, Coventry and Nottingham.
The new store opens today and will feature more than 3500 sqft of trading space, and employ five staff from the local area.
To celebrate the opening, Bensons will be offering -10% off items bought over the opening weekend.
Leicester manager, Ashley Barry, says: “As a northern business we are really excited about extending our presence in Lancashire and can’t wait to open our doors this weekend.
“Whether you’re a hot sleeper, an all-night mover or like that little bit of extra room, we have a wide selection of beds and mattresses to suit everyone’s individual sleep needs, and my team will be dedicated to giving our customers everything they need to wake up on the right side of the bed!”