The first thing those visiting hushabye’s stand at this year’s Bed Show (taking place at Telford International Centre on 17-18th September) will notice is a thorough brand refresh that is a major departure from its previous look. The Wiltshire-based bed company has been in existence since 1856, and the brand has developed gradually ever since – but it was time for a more dramatic change, explains MD Nick Gigg.
“hushabye has been changing over the last couple of years, with more emphasis on innovation and design," he says. "Of course, the quality and reliability is unchanged – but we had feedback from retailers that the brand may not reflect the forward thinking that hushabye demonstrates.”
It is never easy to let go of a well-established logo, but Nick worked closely with his in-house marketing team to develop a suitable alternative. “We discussed many routes,” he says, “but when I saw what became the final design, it seemed right, immediately. The finished logo is contemporary and flexible, and better reflects the tone of voice that hushabye now represents.”
Of course, a new brand is all well and good, but it should not simply be a re-badging exercise – there needs to be a product to match. Enter edj, a sleek contemporary mattress with a supportive outer edge and a pocket-spring core that offers edge-to-edge support.
Nick explains the concept: “We in the trade know the benefit of edge-to-edge support, but we are often told by retailers that it is not high on customers’ awareness. Once they understand that this gives them much more of a sleeping surface, it becomes a key selling point.
“I have been surprised how many of those brands that feature edge support don’t talk about it, so I wanted to make sure the idea was right there in the name – hence, edj.”
The edj range has a distinctive look, with contemporary silicone badging. There are three models: Pure, a 2000-spring count natural mattress featuring natural wool, silk and cotton fillings; Shape, which has 3000 springs and features next-generation memory foam; and a gel latex version called Cool, which features a cool latex gel layer, has 4000 pocket springs and features a soft-knit stretch cover.
All three models will be on show in Telford on hushabye’s new contemporary bedstead. The base features a drop in platform that gives it a bedstead look, and, as there are no additional fixings, it can be assembled much quicker than traditional slats.
The new hushabye brand and the edj range are quite contemporary in appearance, but it was important to have a flexible brand and logo that would complement a more traditional product, says Nick.
Having spent such a long time developing this brand, Nick says his team cannot wait to get the range out to market. “If you have never considered hushabye, now is the right time to discover us,” he says, “and if you are already one of our valued customers we would love to talk you through this and future developments.”
Visit hushabye on stand J25 at the NBF Bed Show.
