The sleep wellness brand, eve Sleep (EVE ) has unveiled a new retail partnership with DFS, the market leading retailer of living room and upholstered furniture in the UK, covering the dfs.co.uk website and eventually extending to the DFS showroom estate later in the year.
The e-commerce company, which offers a range of sleep wellness products from mattresses and to baby and child products, said DFS will stock a range of the company’s eve mattresses.
This will include the group’s original and premium hybrid mattress models rated the two best mattresses in the UK by consumer champion Which?, as well as a range of eve bed frames.
The company informed investors that plans are in place to extend the ranges ‘at a later date.’
The partnership with DFS is expected to drive profitable sales, raise eve’s brand and product awareness with its target customer base, as well as offer DFS customers additional mattress options to choose from, to accompany its bedroom furniture ranges, the company highlighted.
The company explained that retail partnerships are ‘a tried and tested pillar’ of eve’s omni-channel strategy: eve’s objective is to be available where its customers shop.
Shares in eve Sleep jumped 40.00% during late morning trading to 2.45p following the news.
Initially, the partnership will cover the dfs.co.uk website, which receives an average 2.71 million unique visitors per month, as reported in DFS’s annual report published in 2021. There are also plans to extend the partnership to the DFS showroom estate later in the year, it said.
The retail partnership is expected to go live on the DFS website from 3 March 2022.
John Rastall, Head of DFS Home, said: “At DFS, we strive to help customers furnish their homes with high quality, stylish and affordable furniture. Our range of bedroom furniture, including our wide choice of upholstered bed frames, is a key and growing part of our offer.”
Cheryl Calverley, CEO of eve Sleep commented: “This is a very exciting partnership for eve as DFS seek to extend their ‘comfort’ positioning beyond the living room and bring eve’s award winning mattresses to a wider audience. We’re incredibly proud to announce this partnership with the UK’s foremost furniture retailer, which recognises the strength of the eve sleep product range and brand, continuing the momentum in our UK&I business.”
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