Eve Sleep teams up with DFS on retail partnership
Mattress brand Eve Sleep has teamed up with furniture retailer DFS in a new retail partnership.
The move will initially see Eve Sleep products being sold online on dfs.co.uk, which receives an average 2.7 million unique visitors per month. It will then be extended to DFS showrooms later in the year.
DFS will stock a range of Eve mattresses, including the Original and Premium Hybrid models.
In a statement, Eve said retail partnerships are a tried and tested pillar of its omnichannel strategy as it looks to drive profitable sales and raise brand and product awareness.
Cheryl Calverley, chief executive of Eve Sleep, said: “This is a very exciting partnership for Eve as DFS seek to extend their ‘comfort’ positioning beyond the living room and bring Eve’s award winning mattresses to a wider audience. We’re incredibly proud to announce this partnership with the UK’s foremost furniture retailer, which recognises the strength of the Eve Sleep product range and brand, continuing the momentum in our UK and Ireland business.”
The partnership is expected to go live on the DFS website from 3 March.
John Rastall, head of DFS home, said: “We are delighted to be partnering with Eve to add their best-in-class mattresses to our range, to support awareness of our bedroom furniture products; deliver even greater choice for our customers; and provide the opportunity for customers to conveniently add an eve mattress to their DFS furniture order.”
