23 May 2024, 07:18
By Furniture News Aug 25, 2022

Bensons goes upmarket with Hypnos

Bensons for Beds has revealed its first collection of luxury mattresses from British bedmaker, Hypnos, as part of its focus on its made-in-Britain heritage and its commitment to sustainability.

Bensons will offer customers a range of Hypnos mattresses at over 40 of its stores around Britain, in a move that will see the retailer enter the premium bed category.

The exclusive Luxurious Earth collection includes five mattresses, each with three comfort options. Endorsed by the Eden Project, Hypnos’ sustainability partner, the collection features mattresses made with people and the planet in mind, using fine, responsibly sourced, sustainable and low-carbon-footprint materials.

These include traceable British wool from farmers committed to animal welfare and the health of their land, cotton ethically sourced via Hypnos’ Better Cotton Initiative and CottonConnect partnerships, and Himalayan nettle fibre, also known as allo, which helps cool the body. Each mattress also utilises eOlus sustainable fibre made from recycled plastic bottles, natural latex, organic lambswool and silk and recyclable packaging made from sugar cane.

The mattresses will be displayed on a range of exclusive Staples & Co bases and headboards that come in palette of colours and options to help customers personalise their bedroom and benefit from Bensons’ “your bed, your way” service.

Bensons’ director of marketing and innovation Lara Purcell says: “This is a great example of two businesses committed to craft heritage and innovation coming together to offer customers even more choice. With its commitment to quality and its leadership in sustainability, we’re very proud to partner with Hypnos as we move into the premium luxury category to offer our customers even more in our stores.”

David Baldry, group MD at Hypnos, comments: “We are delighted to be partnering with Bensons for Beds to launch the Luxurious Earth collection to further inspire everyone to sleep sustainably. Our goal is to make a positive impact on the environment and society, whilst enabling as many people as possible to sleep sustainably in a Hypnos bed, and our Luxurious Earth collection has been designed with this in mind. We look forward to working with Benson for Beds to help more consumers enjoy comfort with integrity when it comes to choosing their new mattress.”

In addition to the new Hypnos range, Bensons recently revamped its own premium private label range, Staples & Co.

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