Bensons for Beds unveils new way for customers to get a better night’s sleep

Bensons for Beds have unveiled a new way for customers to invest in their sleep, to support them to find what’s right for them, whatever their sleep, space and style needs.

Because everyone’s sleep needs are unique, ‘your bed, your way’ personalisation will allow Bensons’ in-store experts to help customers to choose the mattress that matches their sleep needs and then style that choice with a made-to-order bed in five easy steps 

Firstly, Bensons’ in-store sleeppro technology allows them to select the right mattress comfort and, with the expertise of retail colleagues, to then choose the right mattress size, mattress type, frame or base, and signature style from a choice of storage, fabric and colour options.

And because money really matters right now, ‘your bed your way’ will help customers avoid making an expensive mistake on one of the most important investments they’ll make for their wellbeing and the peace-of-mind that comes from a good night’s sleep.

What’s more the new service will launch in stores this week with an introductory offer that brings even better value – 20 per cent off a base or frame when customers buy a mattress. All Bensons mattresses come with a minimum five-year guarantee for extra peace-of-mind and value for money.

‘Your bed your way’ builds on Bensons’ British manufacturing heritage and celebrates the knowledge and craftsmanship that sets Bensons apart.

The new service will be powered by Bensons dedicated factory in Cambridgeshire which makes exclusive brands such as Slumberland, and its long-standing relationships with British bed makers and raw materials and components suppliers. 

Bensons’ focus on its ‘Made-in-Britain’ heritage is a key part of its commitment to sustainability by using locally manufactured mattresses and beds to shorten delivery times and reduce its carbon footprint.

Last year around 65 per cent of all products sold by Bensons were manufactured in the UK with approximately 50 per cent at its Huntingdon site alone.  

The latest stage in the transformation of the business also sees a new visual identity for Bensons, as it continues its transformation programme to broaden its appeal.

The new logo and look and feel will gradually be rolled out across store facias, in-store materials, the Bensons website and truck livery over the coming months.

It will be seen for the first time in-store and online this month and in a new TV advertising campaign that starts tomorrow (1 April), showcasing Bensons’ new ‘your bed, your way’ service.

The rebrand comes as Bensons accelerates the rollout of its new concept stores with the relocation of another store in April, following five relocations and openings so far this year and eight in December.

The next new store to open in April is in Salisbury with a strong pipeline of openings scheduled in 2022.  Bensons existing Plymouth store will also be one of the first stores to get a brand makeover in next month. 

Bensons for Beds’ chief commercial and digital officer Nick Collard said: “For over 100 years, we’ve developed a deep expertise at Bensons matching and making the right sleep solutions for customers, and ‘your bed your way’ will help bring our knowledge, craftmanship and reassurance to life through the talent of our in-store colleagues and bedmakers.

“We recognise investing in sleep is an important financial consideration that customers have to get right – especially now.  

“That’s why ‘your bed, your way’ is important as it gives customers the ability to find what’s right for them to give them real value for money on one of the most important investments they’ll make.”

Bensons ‘your bed, your way’ TV, and digital campaign will launch this week across TV, radio, print, digital, social and instore, also featuring its new visual identity.