Benson for Beds has bought the Eve Sleep brand and will relaunch it within weeks.
Hours after it was put into administration, Bensons bought Eve Sleep’s brand, website
and intellectual property.
Bensons will keep Eve Sleep as a separate brand as it looks to attract younger shoppers and will relaunch the Eve Sleep website this month.
‘Eve Sleep is a brand that we know resonates strongly with key customer groups and we’re looking forward to unlocking its full potential as it takes advantage of our scale and reach,’ says Nick Collard, Bensons ceo.
‘Bringing in Eve Sleep alongside our own growing portfolio of in-house brands will help us widen Bensons appeal to a broader set of customers. With the backing of our owner, Alteri Investors, this is another indication that we are delivering on our pledge to fulfil the promise of the Bensons for Beds brand itself – not just as a retailer of market leading proprietary brands, but with a distinctive and coherent set of owned brand sleep solutions for any customer, both digitally and through our stores.’
‘It is encouraging to see Bensons continuing to strengthen its position in what remains a challenging market. Eve Sleep is a strong brand name that resonates with a different demographic of younger consumers. Alteri is pleased to back Bensons’ management in the acquisition of a brand which will augment the group’s offer, widen its appeal and boost its digital credentials,’ says Gavin George, Alteri Investors ceo.
Eve Sleep was valued at about £140m when it was floated on the AIM stock market in 2017, at 101p a share raising £35m from investors. When it announced its plans for administration, shares were valued at 0.5p a share.
