UK Volume 20 Silentnight Beds Superbrands UK Annual Vol.20 unparalleled breathability, ideal pressure relief and optimal body support for a truly restful night’s sleep. Silentnight has placed emphasis on increasing the use of Geltex ® across its range. The latest innovation to the brand is the minispring Ultraflex. Working in harmony with Silentnight’s spring systems to provide enhanced comfort and increased breathability, it aims to take sleep to the next level. Promotion Silentnight’s advertising activity has focused on ‘A great night’s sleep shouldn’t cost the Earth’ and celebrates its sustainable mattresses. The iconic bed on a beach has captured the attention of the trade and consumers, with a multi-media campaign that ran across press, outdoor and digital channels. PR and social media activity has also supported the campaign, seeing Silentnight announce a partnership with The Marine Conservation Society. Brand Values Silentnight’s mission is ‘to help everyone in the family find their perfect sleep solution’. To ensure Silentnight remains an authority in sleep expertise, it invests in continuous research into sleeping habits, building the latest scientific developments and technical innovations into its products. Silentnight is the UK’s largest and most trusted manufacturer of branded beds , Qattresses and sleep aGGessories ;itL a wide GonsuQer profile SilentnigLt¸s Qission is to use its passion, product knowledge, exceptional quality and sleep expertise to provide sleep solutions for all the family Market The UK retail bed and mattress market is worth around £1.98bn (Sources: Mintel, Conlumino, NBF Sales Statistics). Furthermore, Silentnight is the UK’s favourite bed and mattress manufacturer (Source: GfK data) and remains well known, with strong brand recall and consideration from consumers, in particular the brand’s iconic Hippo and Duck characters. Product Founded in 1946 in Skipton, North Yorkshire, Silentnight’s factory and offices have always remained in Lancashire and, in 2016, the brand celebrated 70 years of quality and innovation. Over the years it has developed a strong core product offering to cater for the mass market, with families being the key audience. Products include a wide selection of mattresses using its exclusive Miracoil ® and Mirapocket ® advanced spring system technologies, bases with different storage options and a comprehensive children’s proposition. Silentnight is also available across bed frames, sleep accessories such as pillows and duvets, a range of heating and cooling products and even pet beds. As the UK’s leading bed and mattress manufacturer, Silentnight is committed to working to the highest quality standards for its customers. For example, all of its mattresses and upholstered beds are handmade in its UK factory. The products and raw materials are rigorously tested in Slientnight’s in-house SATRA-approved testing lab, which was established in 1980. Experienced staff, proficient in materials testing, structural testing of finished products and flammability testing, ensure customers can sleep safe in the knowledge that their bed or mattress meets all safety, quality and flammability standards. Achievements Silentnight has been awarded a Which? Best Buy for its mattress-now ® Memory 3 Zone rolled mattress for five consecutive years. The 1200 Eco Comfort Pocket mattress has also been recognised by Which? as being “one of the best value mattresses we’ve tested”. Furthermore, in June 2017, the brand gained its third Which? Best Buy with its Studio medium mattress, which was the ‘Top scoring bed-in-a-box mattress’. Silentnight Beds is a member of the Furniture Industry Sustainability Programme, having shown commitment to social, economic and environmental sustainability across its business. In 2011, Silentnight achieved Forest Stewardship Council certification for all the timber used in the production of its divans and headboards. In 2017, Silentnight was also recognised for its commitment to the environment, being awarded The Furniture Makers’ Company Sustainability Award, which was also re-awarded for 2018. Since the award, Silentnight’s commitment to sustainability has gone to new levels and will continue to be a main focus with the introduction of the Eco Comfort range. Silentnight is seeing more and more demand for eco-friendly products and building on the success of the Eco Comfort Collection, it has developed an eco-mattress for everyone in the family. All mattresses use Silentnight’s Eco Comfort Fibres ™ , a luxury comfort filling that is made from recyclable plastic bottles, which not only benefits the environment but also offers value for money. In August 2018 Silentnight launched the Eco Comfort Breathe mattress collection, which has a fresh and distinctive look and feel. The exclusive patented Micro Climate System delivers the ultimate in breathability and moisture management – guaranteeing a refreshing night’s sleep. In addition, there is an environmentally friendly product for children, Safe Nights nursery mattresses as well as the new Healthy Growth range. This provides a foam and chemical treatment free solution that is comfortable and supportive for children. Recent Developments Silentnight is committed to new product innovation in its drive to give consumers the best sleep experience possible and to remain at the forefront of the marketplace. Studio by Silentnight continues to appeal to consumers. One mattress that is available in three comforts, Studio by Silentnight is designed with the reassurance of the Silentnight brand with a fresh, contemporary experience, rolled and boxed for the consumer’s convenience. Another product innovation, only available in the UK to the Silentnight Group, is Geltex ® . This high-performance gel-infused foam offers One in five homes in the UK have a Silentnight product DIDYOU KNOW? Brand History 1946 In North Yorkshire, Tom and Joan Clarke form Clarke’s Mattresses Limited. 1948 Tom and Joan register Clarke’s Mattresses Limited and rent their first shop, moving operations to a bigger site a year later, due to huge demand. 1951 Clarke’s Mattresses changes its name to Silentnight Limited. 1961 The business continues to expand and moves to its current premises in Barnoldswick. 1986 Silentnight launches its ‘Ultimate Spring System’. To demonstrate its unique no-roll-together properties, Hippo and Duck are introduced. 1990 s The unique spring system is improved and renamed Miracoil ® Spring System. 2002 Hippo and Duck star in an animated TV commercial, set to a version of Hot Chocolate’s ‘You Sexy Thing’. 2003 Silentnight begins production of children’s beds and mattresses. 2008 mattress-now ® – the first Silentnight ‘convenience’ rolledmattress is launched. 2012 Safe Nights and Healthy Growth ranges are launched. A refreshed brand identity is rolled out, with Hippo and Duck still central to communications. 2013 The Geltex ® inside collection is launched and Silentnight is awarded two Which? Best Buys, and the Safe Nights Memory Wool cot-bed mattress wins several parenting awards. 2016 Silentnight celebrates its 70th anniversary and launches Studio by Silentnight with the mini-pocket system, Ultraflex, following a year later. 2018 Sustainability becomes a prime focus with the launch of an eco-friendly product.