MATTRESSES: A NEW DAWN

You’re supposed to change your mattress every ten years, but how will you purchase your next one? Perhaps it’s time to buy online…

A new generation of ‘ bed in a box’ companies are revolutionising sleep. The first of this new breed of entrepreneurial mattress brands was London start-up Eve, which launched in 2015: it now delivers 700 mattresses a week, and is projecting a twenty million pound turnover by the end of this year. Eve’s founders, Jas Bagniewski and Kuba Wieczorek, felt that mattresses had been too expensive for too long – the solution was compression. By squeezing a mattress to just ten to 20 per cent of its original size, you could send it directly to customers – beautifully packaged in a branded box – bypassing shops and cutting the price significantly. But don’t worry – your mattress won’t stay pancake flat. Unbox and unroll it, leave it for four to five hours and it will have risen to perfection.

Not only is delivery easy and the prices refreshingly low, but your choice of mattress is also far more streamlined than ever before. There’s no decision to be made between a firm, medium or soft mattress, because, as Eve puts it: ‘perfection is not subjective’. Each of these new companies has spent time developing its perfect formula for a good night’s sleep. For Eve, that’s three layers of foam – a supportive base layer, a breathable cooling layer, and a section of memory foam that contours to your body ( you can try it out at several Debenhams and Fenwicks stores across the UK). Plus, with many of the ‘ bed in a box’ brands now offering more than just mattresses – Eve sells a pillow, sleepwear and even a whole bed frame, and Simba also offers the easy to assemble ‘Simba Base’ bed and an adjustable, hybrid memory foam pillow – your dream slumber is just a click away.