New indie ranges reflect a new Airsprung

Airsprung, one of the UK’s biggest bedmakers, has reached a turning point. Timed to dovetail with emerging demand within the dynamic UK domestic market, the manufacturer’s far-reaching transformation programme – first reported in Furniture News last month – has prompted new and creative investment within the Airsprung Beds brand …

Led by the brand’s progressive MD, Paul Little, Airsprung says it is making great strides in its mission to engage with the independent sector –which includes the delivery of dedicated ranges manufactured on reconsidered and newly configured production lines, which now efficiently accommodate everything from rolled mattresses through to midmarket, hand-crafted mattresses.

Two fresh ranges fulfil Airsprung’s promise of comfortable, quality beds at affordable prices. Working with key retailers, Airsprung designed the Core range to cover all options, resulting in a range of nine mattresse (including a model specifically made for children), all complemented by four headboards, three divan bases and nine on-trend fabric choices – and further supported by the promise of 48-hour delivery on models held in stock, plus a smart and vast array of unique, creative assets including photography, icons and punchy copy.

Airsprung’s Eco range was another ‘from-theground-up’ project, developed in response to quickly developing consumer demand for an affordable, but sustainable mattress range, and seeking to prove that ‘going green’ does not have to break the bank.

Its components are headlined by the internationally renowned Repreve Our Ocean fabric, which directly and traceably diverts ocean-bound plastic into a soft, 100%-recycled polyester fabric, and is used within fashion and sportswear brands and now, in a UK first, on Airsprung Eco. This significant range is also supported by a full range of marketing assets.

“Airsprung Beds is very much back,” says Paul. “The sleeping giant analogy fits, and change is happening.” www.airsprung-beds.co.uk

To find out more about how GR and Eco could enrich an existing retail offer, email Paul at opportunity@airsprung-beds.co.uk.