uk.superbrands.com Superbrands UK Vol. 23 Silentnight is the UK’s most trusted sleep brand. 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 £2.2bn. Silentnight is the UK’s favourite bed and mattress manufacturer 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 multichannel business is celebrated as the UK’s most trusted sleep brand. 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 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. 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. Silentnight’s unprecedented focus on sustainability has earned the Eco Comfort Miracoil products, a Good Housekeeping Getting Greener accreditation. Priding itself on sustainability, Silentnight is committed to improving the environment and is the first and only sleep brand to sign up to the Climate Pledge, committing to achieve Net Zero Carbon by 2040. Furthermore, it is the first sleep brand to commit to the Science-Based Target Initiative (SBTi) – one of the planet’s leading decarbonisation initiatives, with a commitment to setting targets to keep the global temperature rise below 1.5 degrees. Silentnight is proud to have published measurable indicators of business resilience and ethical business practice in its ESG report which can be viewed on the Silentnight website. Recent Developments In a nation of 60 million sleepers, Silentnight knows that one size doesn’t fit all, which is why the brand is committed to delivering market-leading new product innovation, in its drive to give consumers the best sleep experience possible. It has teamed up with the University of Central Lancashire to create sleepunique® – an intelligent algorithm that takes your body measurements and sleeping habits to recommend your perfect mattress. Convenience is championed in Silentnight’s new just sleep® range which provides a choice of six rolled mattresses that can be delivered fast and for free, wherever customers are. With wellbeing and vitality at its core, the Lift by Silentnight range is scientifically proven to help the body relax for a deeper, undisturbed sleep thanks to its Intense™ sleep surface. Furthermore, the Healthy Growth range, made for toddlers to teens, is specifically designed to give kids the sleep they need to support healthy development of the body and mind. Another product innovation, only available to the Silentnight Group, is Geltex®. Developed in response to sleepers who twist and turn, Geltex® is a high performance gel-infused foam which offers unparalleled breathability, perfect pressure relief and optimal body support which actively responds to an individual as they sleep. 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. It aims to be a destination brand for experience, establishing itself as a centre of excellence across all touchpoints. The successful evolution of Silentnight’s digital platforms has further established brand trust and engagement. Using data-driven consumer insight, the brand continues to promote compelling content, remaining relevant by offering a full-service, personalised solution when it comes to sleep, products and advice. One in five UK homes have a Silentnight product DID YOU KNOW?