Superbrands UK Annual Vol.20 Silentnight Beds

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 fi rst shop, moving operations to a bigger site a year later, due to huge demand.

1951 Clarke’s Mattresses changes its Silentnight is the UK’s largest and most trusted manufacturer of branded beds, name to Silentnight Limited.

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