UK DIY News
Bensons For Beds Named Retailer Of The Year At National Bed Federation Awards
Bensons for Beds clinches Retailer of the Year at the 2025 National Bed Federation (NBF) Awards, recognising a year of transformation, growth and investment across the business.
In a tough economic climate, Bensons store sales rose 5.9%, while online sales surged on the back of traffic growth (+13.4%) and improved conversion, with total sales +26.9% YO2Y.
Judges praised our bold new brand platform, innovative product launches, sustainability initiatives, creative influencer campaign, and customer-first approach.
Product innovation has been central to the business’ performance over the last 12 months, led by a broad NPD programme developed at its Cambridgeshire factory. Recent launches include the Air by Slumberland and Naturals by Slumberland relaunches, the eveSleep wunderflip dual-comfort range, already accounting for 22% of eveSleep sales, and Staples & Co. Artisan, which brings luxury natural materials to a more affordable price point.
Bensons has also rolled out a series of service enhancements. Its new Retail Experience Model (REM) ensures consistent in-store journeys, while expanded assembly and recycling services give customers greater convenience and sustainability options. Customer satisfaction has soared, with the brand’s NPS score up 25 points in two years and inbound calls down by a quarter thanks to new digital channels.
Alongside eight new store openings – including a return to Leicester and entry into Edinburgh – Bensons has strengthened its commitment to people and planet. The retailer supported 23 apprenticeships this year, launched the UK’s first bed manufacturing apprenticeships, and recycled or rejuvenated 6,019 mattresses in 2025, saving 878 tons of CO2. Its partnership with Crisis UK has raised more than £120,000 to date.
Nick Collard, CEO from Bensons for Beds: “This award is a fantastic recognition for the transformation we’ve driven across the business. Despite a tough market, we’ve delivered growth by focusing on customer experience, store investment, and strong new product innovation. I couldn’t be prouder of the dedication shown by colleagues across our stores, factory and support functions.”
The accolade crowns a year of standout brand activity including the launch of a bold new platform, Sleep is Our Obsession, delivering a 41% ROI boost. A viral influencer partnership with Monica Geldart drew over 3.6M views, whilst the roll out of its internal ‘Bedfluencers’ campaign saw the brand put its colleagues at the heart of its growing social presence resulting in the brand growing its channels by 7%. CRM enhancements like in-store activations grew its Bensons Bedheads subscriber base by +26% YoY.
Source : Bensons for Beds
Image : Bensons for Beds
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