Q How has the rise of ‘bed-in-a-box’ and direct-to-consumer mattress brands changed the competitive landscape for traditional manufacturers?
The rise of the ‘bed-in-a-box’ has driven both traditional manufacturers and traditional retailers to be more flexible. Almost all consumers now research a purchase online before buying , the days of printed brochures and trips to multiple retail stores before committing to a purchase are long gone. Today’s consumer will, for example, do some research while travelling to work, decide on the brand and product they want, then look into where they can buy it and get the best deal, before visiting the store that evening or simply just clicking and buying! This means traditional companies who have tended to rely on retailers to promote and explain the benefits of the mattress have to take charge in wooing the customer and guiding them to the best place to buy to ensure survival.
Q How has the balance between online and in-store mattress buying shifted, and where do you see it settling?
Online retailers have pushed bricks and mortar companies to be more agile, which in turn has meant online has to adapt. Over the last few years, we have seen online retailers investing in traditional stores, and traditional stores creating marketplace websites offering product that’s not available instore. I think the swing is back with the instore companies, as long as they can offer a variety of product to suit every budget. As for where the balance might end up settling, the market is just waiting for the next disrupter!
Q Are consumers becoming more educated about what’s actually inside a mattress (springs, fillings, materials), or is it still mostly a ‘lie on it in-store and decide’ purchase?
Consumers are definitely becoming more educated about what’s in their mattress, as everyone does their own research and has their own opinion and preference. I’ve lost count of the number of times we’ll start talking about a purchase and before the words come out of your mouth, they’ve already searched online, looked at reviews, checked social media or come across an advert suggesting what to buy! Laying down on a mattress is the key final part of the process for me, however for my children they would only do it if they had time and it was local, so it varies person to person and within different demographics.
Q Mattress disposal and recycling is a well-known industry problem, what’s your view on how the sector is (or isn’t) solving it?
This is another subject that comes back to scale, the numbers involved are huge. Sending the majority of old mattress to land fill simply isn’t right. There are some obstacles that manufacturers and retailers have to consider which can make it complex. There are also disjointed regulations and messaging across Europe, which leads to a reluctance to commit investment. There is definite progress that could be made across the industry if these obstacles can be overcome.