Fresh from celebrating its centenary, and now under new ownership, bedmaker Sleepeezee is moving up in the world with a comprehensive brand refresh and new lines designed to take the brand further into the premium sleep segment. Here, head of marketing Amy Curtis explains what stockists should expect to see, and when, and what’s in store for visitors attending INDX Beds later this month …
What prompted the decision to refresh the Sleepeezee brand?
Last year, Sleepeezee was acquired by The Sleep Group (Majority shareholder of Silentnight), and an exciting new 5-year growth strategy was created.
For the last few years, Sleepeezee has actively developed the brand identity and product offering to shift and reinforce the brand within the mid-to-premium sector of the market, and as part of our ongoing strategy we will continue to grow and establish ourselves as a strong and credible player within the premium market sector.
As part of this progression, we’ve started to look at the development of a refreshed brand proposition, alongside a renewed visual and verbal refresh that would elevate the brand in line with our growth plans.
How is the brand changing? Is it a significant shift, or more an incremental evolution?
Our new brand and style direction is a wonderful reflection of our ongoing dedication and commitment to innovation, sustainability and premiumisation. As a renowned British bed manufacturer, our new branding will continue to reaffirm our pledge to quality and heritage, and grow upon our company’s values that are steeped in our history.
However, at the same time we want to continue to progress the brand, developing an evolution to the work we’ve already done and continuing our trajectory in establishing ourselves within the premium bed space, evolving the messaging to be more emotive and visually more aspirational.
What do you hope to achieve from it?
We’re hoping that the brand development will not only redefine the Sleepeezee personality but will continue to promote our strong heritage and cultural values.
The desire is that our new brand identity will position Sleepeezee strongly within the market by taking our customers on an exciting, elevated brand experience – something that we are very excited to share with them all very soon.
Can you share some of the thinking/research behind the project? Who has been involved?
We’ve been working closely with our marketing agency Multiply over the past few months to create and develop our new brand visual and verbal style.
Multiply has been working with Sleepeezee for several years, and they have been supporting us with the evolution of the brand. This has included brand masterclasses with the wider Sleep Group family as well as the exploration of graphics, colour, typography, colour, patterns and brand TOV – all demonstrating how the new identity should be applied across a variety of touchpoints. We’ve all been working very hard to evolve the brand by defining an elevated brand proposition and developing a striking brand identity that aligns with Sleepeezee’s ambitions.
What element/s are you most proud of?
We’re so proud to have been crafting luxurious beds and mattresses that combine traditional craftsmanship with innovative design for over 100 years, and we see our new identity as enhancing this offering even further and strengthening our reputation for dedication and excellence.
As the company looks to the future, we are proud to be even more committed to pushing the boundaries of sleep technology and enhancing the sleep experience for our customers, both in product design and brand design.
How are you planning to roll out the rebrand with your stockists?
As part of the brand refresh process and rollout, we’ll be bringing the brand to life through our PoS and in-store model displays. We have a wonderful relationship with our retailers throughout the UK, and we’ll be supporting them with a phased transition in stores.
The new brand rollout comes at a timely opportunity for us, as the new branding ties in with our updated new Royal Warrant changeover. The Royal Warrant of Appointment from His Majesty King Charles III was granted to Sleepeezee last year, and will be bestowed upon our branding and products. We’re all proud to have successfully held a Royal Warrant for nearly 40 years continuously, which reinforces the high standards we maintain across all aspects of our business and reaffirms our commitment to excellence and service to the monarchy.
Did your centenary celebrations help you reach your financial goals? Can you share any details?
We had a fantastic year during 2024, achieving record-breaking turnover and EBITDA, as well as becoming part of The Sleep Group, the biggest bed group within the UK. We were able to celebrate our centenary throughout the year with various events for staff and with our retail partners, allowing us to give thanks for their continued support to the Sleepeezee brand.
We had a fantastic Bed Show at Telford, celebrating our 100 years with a number of new products that were really well received, and this has put us in a great position going into 2025, as we continue on our growth strategy for the next few years.
What’s in the product pipeline for the rest of the year?
We’ve been working hard on a new natural range for one of our biggest retailers, due to launch over Easter, which we’re all really excited about. The new collection highlights Sleepeezee’s traditional rich history, with the Royal Warrant from HM The King reinforcing the quality of each product. We’re also working on a number of new developments already for this year’s Bed Show at Telford – and we look forward to giving selected retailers a preview over the summer!
What can visitors to INDX Beds expect to see from you?
We’ve developed three new collections for this year’s INDX Beds show, all exclusively for our AIS retail partners, so we’re looking forward to exhibiting at the show and getting feedback from our retailers. We have a strong catalogue of ranges now exclusive for AIS members, with these new collections reinforcing our reputation for high-quality, handmade products at good value for money.
Visit Sleepeezee at INDX Beds, taking place at Cranmore Park, Solihull from 29-30th April (AIS members only on day one).
