Mattress protection specialist Purecare has announced the acquisition of Norfolk Feather, bringing together one of the UK’s best-established bedding manufacturers with a brand at the forefront of modern sleep wellness.
With a history spanning more than 90 years, Norfolk Feather has long been recognised for its expertise in feather and down products, as well as its commitment to quality, reliability, and responsibly sourced materials.
Purecare says the acquisition represents "a natural alignment of values". Purecare's research-led approach to sleep wellness has been shaped by its UK Sleep Study, which surveyed over 1,000 consumers and revealed that 99.8% of people consider sleep essential to their wellbeing. Despite this, many continue to face challenges such as overheating, discomfort and disrupted rest, highlighting the need for solutions that address the full sleep environment.
By welcoming Norfolk Feather into the business, Purecare says it is further strengthening its ability to respond to these challenges. The addition of a heritage product range across pillows, duvets and bedding complements Purecare’s existing focus on mattress protection, temperature regulation and ergonomic support. Together, the brands offer a more connected approach to sleep, where each element of the bed plays a role in supporting comfort and wellbeing, says Purecare.
“Combining Norfolk Feather’s heritage with Purecare’s innovation allows us to build on our leadership in sleep wellness, bringing together trusted craftsmanship and insight-led design to support better sleep and overall wellbeing,” says Paul Lake, representing Purecare UK and Europe. “This is about continuing to evolve how we support modern sleep, while respecting the heritage and quality that Norfolk Feather represents.”
The transition also marks the retirement of Russell Parsons, who has guided Norfolk Feather through its most recent chapter of growth.
“Norfolk Feather has always stood for quality and trust,” he comments. “I am incredibly proud of what we have achieved, and I am pleased to see the brand continue with a company that shares those values. Purecare understands the importance of what we have built, and I am confident it will continue to develop in safe hands.”
Purecare will be present at INDX Beds this month, where the team will showcase its expanded offering and continued focus on sleep wellness.
