UK Volume 22 Superbrands UK Vol. 22 Silentnight is the UK’s most trusted sleep brand, backed by 75 years of sleep expertise. 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 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 sleep 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 eco-friendly mattresses for ‘planet savers’, award-winning rolled mattresses for ‘convenience seekers’, its kids and baby 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 Silentnight leads the UK bed market in developing sleep solutions that minimise the impact on the environment, over the last four years Silentnight has reduced its carbon emissions within the business by 49%. It has achieved this through a number of initiatives including sourcing 70% of raw materials close to its Lancashire headquarters, using 100% renewable electricity and cutting one million kilos of carbon in five years through reduced fuel consumption strategies. Silentnight has become the first and only sleep brand to commit to The Climate Pledge. A commitment to being net zero carbon by 2040 at the latest – 10 years ahead of The Paris Agreement. In 2021, Silentnight has committed to offset more carbon than it produces and will become a ‘Carbon Neutral +’ organisation. This will provide a wider environmental benefit beyond its measured footprint and benefit sustainability projects in the UK and worldwide. In addition to this, Silentnight remains the brand sponsor for leading charitable organisations such as the Marine Conservation Society. Recent Developments In a nation of 60 million sleepers, Silentnight knows that one size doesn’t fit all, which is why it is committed to delivering market-leading new product innovation, in its drive to give consumers the best sleep experience possible. In 2021, Silentnight will be expanding its award-winning rolled mattress collection, Studio by Silentnight, targeted at the style-conscious, convenience- seeking sleeper, with a new premium hybrid mattress. The portfolio expands further with a new Diamond Deluxe mattress, to celebrate the brand’s 75th anniversary. Promotion Operating in a dynamic, omni-channel marketplace, Silentnight continues to offer strong promotions via its retail partners. Supporting POS and engaging digital content reaffirms Silentnight’s flagship presence nationwide. Through Silentnight’s own retail stores and leading revamped e-commerce