Deeper ties with stockists, licensees and the hospitality sector are key to Silentnight’s prosperity, and the bed company will remain a mass market brand: these were the messages at its Sleep Great, Britain live event.
Tracey Bamber, Silentnight ceo told delegates at the National Football Museum in Manchester that it was eager to have ‘deep and meaningful partnerships’, as ‘only by making you more successful can we be more successful’. She also stressed the value of Silentnight to consumers, given how ‘important’ and ‘well-trusted’ the brand is.
Ian Lambert, Silentnight chief marketing officer highlighted the company’s mission to promote improved sleep as a driver for better mental health, saying he was ‘proud to be able to offer solutions for every sleeper across lots of different comfort types’ covering almost 80% of price points.
‘Silentnight is and will remain unashamedly mass market,’ he told the audience, emphasising that ‘salt of the earth UK shoppers’ are key to the business, as they are look for ‘familiar brands at affordable price and reliable quality time and time again’.
The brand’s TV advertising campaign will resume in the summer.
Silentnight will celebrate its 80th anniversary next year – the company was established by Tom and Joan Clarke in 1946 using his demob money, before adopting the Silentnight name five years later – but the event saw Bamber focus on today, including its latest UltraGel and Memory Cool collections.
These are part of its efforts to make buying a bed as simple as possible for consumers with a simplified product offer, which will continue at the Bed Show in September. The aim is to make the process ‘less confusing’ and increase trust among shoppers, which is ‘crucial for consumers’, says Jason McIlvenny, Silentnight senior marketing manager.
