uk.superbrands.com Superbrands UK Vol. 24 Market The filled-bedding category of duvets, pillows and mattress toppers is worth approximately £785m in the UK and grew 3% year-on-year between 2023 and 2024. Slumberdown is rewriting the rules for the category, understanding its audience’s need for knowledge about how better bedding affects sleep. As part of the broader John Cotton Group, which has been producing textiles for more than 100 years, Slumberdown has a rich history in Yorkshire’s textile manufacturing industry. Achievements In 2024, Slumberdown received several Good Housekeeping, Which? and Indy Best Buy awards for its electric blankets and duvets, cooling pillows and the pet bed range. In addition, Slumberdown has received the Allergy UK seal of approval, which is only awarded to products that meet a strict set of criteria after testing. Reusing old plastic to create new fibres for pillows and duvets, Slumberdown has contributed to saving an estimated one billion plastic bottles from landfill. History In 1916, Jack Cotton founded a wool waste business in Huddersfield, which expanded over the first part of the century. As an important part of the community, it helped with the war effort from 1939, producing millions of sandbags. In 1958 Jack’s ambitious son, also named John Cotton, joined the family business. By 1965, he had taken over the running of the company, overseeing its move into Nunbrook Mills in Mirfield, creating a larger production capacity. During the 1970s, John Cotton Group achieved organic growth and acquired several other businesses. John Cotton first began manufacturing pillows as well as duvets when the product was new to the UK market in 1979. The company went on to acquire the Snuggledown brand in 2000. Expansion into Europe and China began in 2007, seeing further growth for the company. Slumberdown was acquired by John Cotton in 2010, with a focus being placed on product development. In 2015, the brand launched Airstream, utilising new fibre technology. Then in 2018, a children’s bedding sub-brand, Little Slumbers, was brought onto the market. In 2020, with a keen eye on the future of the business, a state-of-the-art Sleep Lab was built in Mirfield. This was followed in 2022 with the launch of a direct-to-consumer website for Slumberdown. In the same year, all packaging sourced in the UK began using 30% recycled plastic and polythene for selected lines. In 2024, Slumberdown continued to grow Paws for Slumber, ensuring that the brand encompasses the whole family within its product range. This included the launch of the Donut Pet Bed, an extra snuggly pet bed, generously filled with a soft and supportive hollowfibre filling. Product Slumberdown believes in better sleep for ‘every body’ and offers a range of solutions to common sleep issues. From temperature-regulating technology and anti-allergenic properties to time-saving innovations. The brand continually launches products with affordability in mind that can solve real-world sleep struggles. Slumberdown’s dedicated research and development teams spend hundreds of hours in its state-of-the-art sleep laboratory – testing, trialling and scientifically developing solutions. Recent Developments New product development is a priority for Slumberdown. Recent innovations have
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