Sleepless nights for rivals as new bed dealer thrives
AN ONLINE start-up is planning a rude awakening for high street bed retailers after sales in its first few months of trading were more than 50 per cent ahead of plan.
Adam Black, who previously ran high street beds chain Feather & Black, said he now expects sales in the next 12 months at his Button & Sprung website to hit £1million.
Black said: ‘The process of buying a mattress in the UK is horrid. You go into a showroom with four or five brands on display, it’s riddled with promotions and there is a commissioned salesperson driving you in a certain direction whatever you say you’re looking for.’
He said a discount-free price structure resonates with shoppers, who are becoming suspicious of yo-yo prices at furniture retailers. ‘We’re offering value and service with an everyday low price,’ he said.
‘There’s no pressure to make a decision because it will be the same tomorrow or in six months’ time. Shoppers are finding us online, they like what we’re doing, so they come to the showroom in West London from as far afield as Manchester.’
Button & Sprung sells its own mattresses, which are made in a factory in Yorkshire and come with a 10-year guarantee – way ahead of others in the sector. Lower prices also result from the fact that the company does not have to pay rent on shops.
Black launched in September with business partner Matthew Hardcastle, a former director at Shop Direct and eBay. Black said conversion of showroom visitors to buyers is 90 per cent.