Bensons invests £1m in relaunch of historic British bed brand Staples & Co
Bensons for Beds has announced an investment of more than £1 million in the relaunch of Staples & Co, its historic British bed brand, as it builds up its portfolio of owned brands and accelerates its growth plans.
The relaunch comes more than 130 years after Staples & Co was founded. Bensons said the new collection pairs traditional British bed and mattress-making skills with contemporary design, using natural materials and a focus on lasting quality.
Subscribe to TRBThe investment forms part of Bensons’ plans to build on its recent turnaround. The retailer said the refreshed brand will strengthen its presence in the premium segment by introducing Staples & Co to customers who value design and craftsmanship.
Nick Collard, chief executive of Bensons for Beds, said: “Staples & Co represents something very important to the future of Bensons. We have a remarkable heritage in British bedmaking, and the opportunity now is to build on that with a brand that can stand confidently alongside the very best in the market.
“We believe customers are increasingly thoughtful about the things they bring into their homes. They’re looking for products that are beautifully made, that stand the test of time and have a story worth telling.
“Our ambition is to make Bensons a destination for exceptional sleep, with brands that customers actively seek out. Staples & Co is an important step towards that future.”
The new collections are now available in 55 Bensons stores and online.
An integrated marketing campaign will support the relaunch, with the Staples & Co story of heritage, craftsmanship and design brought to life through digital content, media and PR activations. In store, the experience has been elevated with branded point of sale and visual merchandising materials.
Emma Forbes, owned brands director at Bensons for Beds, said: “What makes the collection special is the attention to details that aren’t always immediately visible. The way materials are layered, how a mattress is finished by hand and the knowledge of the people making it all contribute to the experience.
“We’ve been guided by a simple principle: craftsmanship should never be there just for show. Every detail should make a difference to how the bed feels and how it lasts.”
