Bensons for Beds has relaunched the Eve Sleep website three weeks after buying the mattress specialist out of administration.
Bensons for Beds bought Eve Sleep on October 17, the day it went into administration after facing what then-chief executive Cheryl Calverley described as an “economic tsunami” that it had insufficient scale to withstand. The move was part of its Bensons’ existing plan – backed by its owner Alteri Investors – to invest in the digital transformation of its business, while growing it. By buying Eve Sleep, it gained both digital expertise that it will use to boost its own multichannel services, and added another brand to a lineup that includes Slumberland, Staples & Co, and newly-launched own brand Simply by Bensons.
Eve Sleep will now trade as a standalone brand, selling its six best-selling mattress ranges, which accounted for most of its sales before its administration.
“We know from the feedback we’ve had from customers, they can’t wait for our eve Sleep website to re-open,” says Bensons for Beds chief executive Nick Collard. “And that customer demand has reinforced our view that acquiring the Eve Sleep brand will widen our appeal as we continue to build our growing portfolio of high quality in-house brands that offers a sleep solution for every need. I’d like to thank the Bensons project team for their hard work in relaunching the website so swiftly.”
Customers buying from the Eve Sleep website can get help with queries, refund, its one-year trial period – which Bensons continues to offer – and warranties. However, customers who bought from Eve Sleep before October 17 – when it went into administration – need to continue to contact the administrators Kroll, via firstname.lastname@example.org.
Bensons for Beds is ranked Top150 in RXUK Top500 research. It sells online and through 166 shops. Over the next two years it aims to build a network of between 180 and 190 physical locations.