Hypnos has been at the heart of British handcrafted bedmaking since 1904 and so the Bed Show saw celebrations to mark its 120th year, including sponsorship of the Bed Industry Awards reception drinks and glittering gala awards evening.
Even before visitors stepped into the show, Hypnos showed how it is living out its mission to do the right thing for the wellbeing of people and the planet. A result of the brand’s partnership with logistics supplier DFDS, its first Volvo electric articulated lorry with the new Hypnos livery was on display outside Telford International Centre, before it begins deliveries as part of the fleet.
Inside, retailers discovered new products including two new adjustable mattresses; its range of pillow tops, now in two tensions; fabric collaborations with leading British design houses, and a new approach to Hypnos’ Project Zero – representing the future direction of beds.
For this year’s Project Zero, the Hypnos team looked to pressing social issues, aiming to take positive action in reducing sleep poverty among children. With 11% of children in the UK having to share a bed or sleep on the floor in the past year, sleep poverty affects an estimated 894,000 children, impacting their performance at school, mood and mental health.
The launch of My First Hypnos sees the bedmaker start a new partnership, with the aim for zero sleep hours lost to child poverty. Hypnos and Barnardo’s are working in partnership to change children’s lives. 5% of the wholesale proceeds of My First Hypnos mattresses and bed sets will be donated to the charity. To start the relationship, Hypnos has committed to supplying 200 beds.
The new collection has been designed for ages five and above and is aimed at an entry market. Awaken and Arise are made with sustainable materials including British Responsible Wool Standard wool and are free from FR chemicals. The open storage base and headboard is available in a choice of eight Easy Clean fabrics.
Hypnos also previewed the adjustable Reviva and Restora Pillow Top mattresses, available with an easy-to-use adjustable divan base. The mattresses are designed to ergonomically contour to the base thanks to the use of ReActiveForm pocket springs. Both are available in medium and firm tensions and combine ReActiveForm with British RWS wool, natural latex, eOlus and Adaptiv comfort springs. They also feature a two-row hand side-stitched border and chemical-free 100% viscose sleep surface. The Pillow Top Collection was also updated with a new firmer tension.
Keeping Britishness at the heart of its stand, Hypnos teased retailers with collaborations with some of Britain’s most admired fabric companies, including Sanderson, Timorous Beasties, Harlequin and Hainsworth. Showcased on beds and with swatches, the show was an opportunity to preview and gather feedback on the patterns and trends before release in February.
‘I am incredibly proud of our progress this year and all the hard work that the Hypnos team have made, preparing and strengthening the business for the next 120 years. Our new management structure, investment in new systems and our approach to sustainability throughout the business, not just in our products, are aimed at improving our customers’ experience of the brand and delivering Hypnos comfort with integrity. Our new partnerships with Barnardo’s and DFDS are proof that progress happens when people and organisations work together – indeed this has resulted in £130,000 to date going to support the work of the Eden Project: partnership is leadership,’ says David Baldry, Hypnos group md.
‘As a renowned bespoke luxury bedmaker, Hypnos is in a great position to be able to support British products, craft and design. We have introduced the Responsible Wool Standard to British farms and are proud to partner with other British suppliers and brands.’
