Tempur Sealy International is to launch its Sealy brand into the online Bed-In-a-Box mattress segment in the first quarter of this year.

CEO Scott Thompson said the brand wanted “to be wherever the consumer wants to shop” in an earnings call with analysts last week, saying that while “we're not yet clear on how big the segment's online mattress sales will ultimately be, it is clear that channel at the low-end market is growing.”

During the first quarter of 2016, the US headquartered group “will be introducing a Sealy-branded bed-in-a-box sold directly online, as well as starting to work with third-party retailers to give them an opportunity to participate.”

The Sealy brand in the UK is licensed to the Silentnight group, which has its own Sealy manufacturing plant in Aspatria. In a telephone interview, CEO Steve Freeman told The Furnishing Report the group would take a view once more details were forthcoming from the brand-holder.

“We already have Mattress Now in the market, which is a bed-in-a-box under Silentnight and that’s a very strong franchise.

“Even in January alone there’s been about four new companies start up offering the same kind of package.”

He said the market segment risked becoming saturated, adding that if the group were to introduce the new line in the UK it would have to have “a unique presence.”

Stay informed. Subscriptions start from less than £2 per week:

Already a subscriber?    Sign In