Beds group unveils link with TV personality as part of transformation plans

Stacey Solomon

Just weeks after securing new financial backing, Accrington-based Bensons for Beds today revealed TV presenter Stacey Solomon would be its first major brand ambassador as it unveiled the launch of its innovative Rollo by Slumberland ready-to-go mattresses.

The partnership with one of the nation’s favourite personalities comes as the reinvention of Bensons gets under way in earnest following its restructuring in June and the launch of a new web platform.

The business says Stacey is the perfect match for bed specialist Bensons as it tells its unique story – 70 years of expertise, strong in-house brands including Slumberland, the reassurance of the prestigious BSI Kitemark for quality and a dedicated manufacturing site in Huntingdon, Cambridgeshire.

New product development at Huntingdon will be at the heart of Benson’s transformation plans and the launch of Rollo by Slumberland is the first major move since its restructure.

Rollo by Slumberland, a range of four mattresses, will prove that a quality sprung mattress can be rolled up and carried home in the smallest of vehicles.

Manufactured in-house exclusively for Bensons, they are now available to order online and will begin to be made available in stores across the UK over the coming weeks.

Bensons chief operating officer, Joe Wykes, said: “Stacey is one of the most popular personalities in Britain. She’s the perfect match for us and we’re thrilled to be working with her as we transform Bensons over the next few years.

“We have a great story to tell at Bensons about our expertise in sleep, British manufacturing and commitment to quality – with Stacey’s help we’re looking forward to telling that story.”

Stacey Solomon said: “We all know how much difference a good night’s sleep can make to our day, I definitely do – especially with my little sleep thief, Rex. That’s why I’m really excited to be working with Bensons for Beds and sharing some tips along the way.”

Slumberland has drawn on years of mattress and spring technology expertise to create the new Rollo range which is designed for maximum comfort and made from state-of-the-art materials with eco-friendly packaging.

Its own posture pocket spring technology has been used in the range. Each Rollo mattress will be ready two hours after unpacking, with full height and comfort after an additional 24-48 hours, creating a luxurious haven for sleep.

The entry of Bensons’ renowned Slumberland brand into the roll up market brings new levels of quality – including the prestigious BSI Kitemark – and comfort to a sector originally aimed at those in rented or transient accommodation, but now increasingly mainstream as people of all ages seek maximum convenience, coupled with comfort and quality.

The four mattresses in the Rollo by Slumberland range – Essential, Hybrid, Hybrid Duo and Hybrid Duo Plus – are designed to suit a variety of styles, budgets, and support needs at market-leading prices.

Joe Wykes said: “For the first time, we’ve brought the strength of Bensons and Slumberland together to create a market-leading, high-quality roll-up mattress that we’ve designed and manufactured in our own British factory for comfort and environmental sustainability.

“Rollo by Slumberland is symbolic of the wider renewal under way at Bensons as we position ourselves for growth.”

Bensons emerged as a standalone business in June following a restructuring deal that injected £25m of new investment to grow the business, and secured almost 1,900 jobs.

A new leadership team was unveiled in July which saw chief executive Mark Jackson joined by long-standing adviser Chris Howell as new chairman alongside other key senior appointments.

The new team has begun putting its transformation plans into operation, to grow Bensons and position it as a refocused and resilient business.

All Bensons stores are open and trading in line with government safety and hygiene guidelines.