The mattress. Everybody has one, and chances are we will all face the daunting and cumbersome prospect of needing to purchase a new one at some point in our lives. Despite how commonplace mattresses are, not a great deal of emphasis has been placed on technical specs, until now. UK-based Eve Sleep is the mattress manufacturer on a mission to change the process of bed shopping forever.
Eve on the up
This year, the business received pole position on a poll led by UK site ‘Start Ups 100’ and based on it’s already upward trajectory, sales are sure to rocket further still. In an interview with The Telegraph, founder Jas Bagniewski speaks about his formative beginnings in Berlin’s booming startup scene and about how his business philosophy was inspired by single-product vendors such as Fever Tree and GoPro. Like all good entrepreneurial startups, Eve Sleep has carved a niche for itself by creating a ‘luxury name’ in the mattress world – not something that the bedding marketplace had routinely seen before.
In marketing terms, Eve Sleep first set out to establish a reputable brand by addressing the biggest age-old hassles of mattress shopping facing consumers today. The result was a business model designed to balance fair price with high quality, an online-only purchase route (with easy, cleverly packaged delivery) and – perhaps most importantly in the sleep industry – a concentrated focus on comfort, backed up by masses of user feedback and research.
So far, Eve Sleep’s approach has proved exceedingly popular with consumers. Armed with impressively bold straplines such as ‘the world’s most comfortable mattress’, their company homepage is full of positive reviews from satisfied customers. They have also enjoyed largely positive feedback on the independent review site Trust Pilot.
What now for Eve Sleep?
Along with its original mattress offering, the Eve Sleep business has now branched out into a range of duvets, pillows, bed linen. They have even joined forces with UK retailer Mothercare to collaborate on a custom ‘baby box’ (cashing in on an increasingly popular trend in parenting circles, which advocates using a cardboard box as an infant’s bed instead of a crib) complete with a miniaturized version of their iconic mattress. The idea that little Eve Sleep users will enjoy the user-approved level of comfort as much as their parents do is an ambitious one, but makes perfect sense for a brand whose founder, in his words, has the intention to build “a household brand”.
Speculatively speaking, perhaps a push in the direction of innovative sleep-related gadgetry (or at least, collaborations with those who manufacture these devices) would not be an unexpected turn for Eve Sleep, given the customer-driven values of this finger-on-the-pulse startup.