Landmark. Not Landfill.

Bed manufacturer Sweet Dreams introduces a responsibly sourced bed range with eco-friendly sustainable material that is recyclable at the end of life, emphasising that its new Landmark Collection is a new era in UK bed making.

An overwhelming number of mattress shoppers would pay more if they knew it would not end up in landfill. Research on behalf of the National Bed Federation of 1,000 consumers who had purchased a mattress between July 2022 and July 2023 found that almost three-quarters would pay more if they knew it had been designed and constructed in such a way as to avoid ending up in landfill at the end of its life.

Of those who said they were prepared to pay more, 29% said they would pay up to an extra 5%; 38% said they would be prepared to pay between 6-10% more and 19% said they would pay between 11-15% more. The average extra that they would be prepared to pay was just under 10% more.

“When consumers were informed that around 75% of old mattresses currently end up in landfill sites, but that there are mattresses now available that have been designed so they can be completely deconstructed and fully recycled at their end of life, they were happy to pay more for these types,” says Simon Williams, NBF head of marketing and membership.

With this view in mind that consumers would play more if they knew a mattress or bed product would not end up in landfill, Sweet Dreams has launched its Landmark range, which, as Nick Williams, Sales Manager at the company, says will “comfortably fit in to your mid-range portfolio” and would give the retailer a six-model range of beds with a good/better/best offer including Ortho Open Coil, 1000 Pocket and 2000 pocket.

Landmark bases are eco-friendly and have been designed with sustainable materials that are fully recyclable at the end of its life. Fabrics are made from recyclable bottles and the base timber is fully FSC certified.

A fully motorised ottoman is also introduced into this range along with standard platform and sprung edge divan bases featuring drawers and standard life ottomans.

The Landmark Verdi Mattress Range comprises of six beds featuring foam-free fillings and sleep surfaces made from eco-friendly sustainable fabrics.

Eco-Friendly fillings include Platinum™, free from chemicals with sustainability at the forefront and 100% recyclable at the end of life.

The mattresses feature a coordinated border manufactured from the same sustainable fabric as the bases affording the bed a luxurious look and feel.

Nick added: “The Bed Show has given Landmark a great platform for its launch and we expect great things from the range. The mattresses are super comfy and the divans affords a level of luxury rarely seen in this price range.”

Landmark is available to view Sweet Dream’s state of the art show room at their factory in Burnley.

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