FLOORING and beds retailer Carpetright is pitching itself against the UK’s two largest beds specialists as it bids to grow its share of the mattress market.

The retailer — the market-leader in the flooring segment — has begun instore price comparisons for certain product lines, signposting what it says are higher prices at rivals including Bensons and Dreams compared with similar products sold by Carpetright.

The comparisons — which haven’t gone unnoticed by its bed rivals — are highlighted in marketing literature adjacent to selected beds, with price-checks being carried out on a weekly basis to maintain maximum accuracy.

Carpetright, which owns the Sleepright brand, has begun refurbishing its store estate with its beds range and presentation considered a key part of the business moving forward.

The retailer wants to make beds feel part of the Carpetright store, and not seen as a concession or separate entity which it feels has been the case in the past.

Coordinated pillows and colour-coded footmats by mattress construction have been introduced by the retailer, which buys its beds from suppliers and brands including Kaymed, Nestledown, Sleepeezee, Breasley, Silentnight and Sealy.

The Furnishing Report estimates Carpetright beds’ sales to be worth between £30 million and £40 million annually.

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