UK Volume 21

uk.superbrands.com Superbrands UK Annual Vol.21 Silentnight is the UK’s largest and most trusted manufacturer of branded beds, mattresses and sleep accessories . With a wide consumer profile, Silentnight’s mission is to use its passion, product knowledge, exceptional quality and sleep expertise to provide sleep solutions for a nation of unique sleepers Market The UK retail bed and mattress market is worth around £2.276m (Sources: Global Data Market Report, 2019). 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 & Duck characters. Product Silentnight is synonymous with quality and innovation. Founded in 1946 in North Yorkshire, the multi-channel business is celebrated as The UK’s Most Trusted Bed Brand (Source: Brand Health check survey, Vision One, August 2019). Committed to working to the highest quality standards for its customers, all its mattresses and upholstered beds are handmade in its UK factory and rigorously tested in its in-house SATRA-approved testing lab. Over the years, Silentnight has developed a strong core product offering to cater for its mainstream, ‘salt of the earth’ shoppers. Underpinned by a wealth of research, insight and accolades, products include a wide selection of beds, mattresses and complimentary accessories – resulting in a full sleep solution. By broadening the wider sleep category, Silentnight prides itself on helping people ‘change how they sleep for the better’. The breadth of range includes, heating and cooling products ideal for ‘twisters and turners’, award winning rolled mattresses for ‘convenience seekers’, its baby and children’s ranges for ‘little sleepy heads’ and even pet beds for ‘four legged friends’. By thinking ‘sleepers before springs’ the brand offers a benefit- led best in class, customised solution, further enabling Silentnight to increase added value for its customers. Achievements Testament to its passion for quality and innovation, over the years Silentnight has been awarded several Which? Best Buys for multiple mattresses across its range. Priding itself on sustainability, it currently holds the award for its Eco Comfort 1200 Mirapocket mattress (held consecutively since 2015). In addition to this, Silentnight’s unprecedented focus on sustainability has earned the Eco Comfort Miracoil products, a Good Housekeeping Getting Greener accreditation. Silentnight is a full member of The National Bed Federation, the recognised trade association representing UK manufacturers of beds and mattresses and is also a member of the Furniture Industry Sustainability Programme, having shown commitment to social, economic and environmental sustainability across its business. Its sustainability focus has also lead to multiple accolades from the Furniture Makers’ Company Sustainability Awards, being awarded the Number One for Sustainability in 2017 and 2018. In addition to this, it is a certified Carbon Neutral organisation, and brand sponsor for leading charitable organisations such as the Marine Conservation Society. Further critical acclaim has been awarded to Silentnight for its baby and children’s range of products, including the Mother & Baby Awards, Mumsnet Best and Made for Mums Awards. Recent Developments In a nation of 60 million sleepers, Silentnight knows that one size doesn’t fit all, which is why it’s committed to delivering market-leading new product innovation, in its drive to give consumers the best sleep experience possible. In 2016, Silentnight launched an award winning new brand, Studio by Silentnight, targeted at the style-conscious, convenience-seeking sleeper. This rolled mattress comes in a choice of comfort options and sizes to suit varying sleeping styles and in 2020, the rolled mattress range was extended further, with three new ‘hybrid’ additions to the Studio collection. One in five UK homes have a Silentnight product DID YOU KNOW?