This autumn, Hypnos not only announced its successful certification with Planet Mark as Net Zero Committed – making it the first bed industry brand to achieve this status – but also expanded its retail portfolio by adding firmer tensions to selected collections, introducing new luxury fabrics, and launching pure wool bedding made in Britain.
The pioneering luxury British bedmaker showcased its collection for launch in 2026 at the Bed Show. The firmer mattress options, on-trend fabric selections, and an all-new collection of wool bedding were well received, the bedmaker reports, and reaffirmed its commitment to British quality and craftsmanship, while addressing consumer comfort preferences.
“Sleep is increasingly viewed as a cornerstone of wellbeing,” states Hypnos. “There is greater knowledge on how to encourage healthy sleep, and a desire to choose individualised support and comfort – whether that be in the home or whilst travelling. Hypnos achieves this with high-performing materials and natural fibres that can help manage body temperature and moisture, free from harmful chemicals and ethically sourced.”
The bedmaker adds that consumers are also searching for “a luxurious yet firmer, supportive feel”, and as a result it has selected mattresses from its collections in which to introduce the ReActivePro Ortho pocket spring, which it says creates “a choice of extra-firm feels, designed for sleepers seeking enhanced spinal alignment and support but unwilling to compromise on materials and the ultimate sleep experience”.
The first three mattresses in the Legacy Collection – including the award-winning Good Housekeeping Institute Approved Legacy III – boast three tensions rather than two, a choice of medium, firmer, and now, extra firm. This seasonal-turn, handcrafted range includes layers of RWS-certified British wool and Adaptiv comfort springs.
Inspired to create an extra-firm, no-turn collection, Hypnos has also redeveloped the Origins Luxury No-Turn Collection. Offering several layers of highly resilient and responsive natural latex and breathable RWS British wool, these three mattresses, with their unique feel, are now too complemented by a choice of three tensions – medium, firmer and extra firm.
New textures
Also at the show, Hypnos debuted its new upholstery fabric collections, which reflect contemporary interior design trends and were selected to accompany its range of high-quality, hand-built divans and headboards.
“With a focus on tactile finishes and soft, mineral hues, the new fabric selection is sensitive to customers’ needs,” says Hypnos, which introduced a Luxury fabric collection offering a palette of textures and colours exclusively for specially selected retailers.
“Offering individuals choice and style, with bright colours and playful textures to elevate the visual and sensory appeal of any bedroom, the collection also features many stain-resistant fabrics – an added benefit to an already-comprehensive collection,” says the bedmaker.
On the stand, headboards and divans were paired with complementary fabrics and colours to display choices of colour and texture together, and to highlight the opportunity to refresh headboards more regularly.
Every Hypnos mattress and bed is made to order at the Princes Risborough factory, with every detail carefully considered – at the Bed Show, members of Hypnos’ team shared their latest thoughts on divan accessories and the soft-close, solid oak, dovetail drawers the manufacturer plans to introduce to shop floors this spring.
Tailored to suit
Retailers were also introduced to Hypnos’ new bedding collection, the Tailored Sleep Collection, also coming this spring, and handcrafted in Britain with RWS wool from British farms. The collection includes a lightweight wool all-seasons duvet, a mattress protector, and a tailormade selection of pillows. Luxury wool pillows – made with clusters of pure wool, or a unique blend of wool and responsibly sourced feather – are available in medium and firm, while the natural latex pillow has been cocooned in layers of wool.
Providing natural temperature regulation, hypoallergenic properties and renewable sourcing credentials, wool’s inherent breathability ensures year-round comfort, keeping sleepers warm in winter and cool in summer, says Hypnos.
“The Bed Show was an ideal opportunity to introduce retailers to these new product developments, and we were pleased by the reaction,” comments group MD David Baldry. “The new tensions across the six models are available from December onwards, whilst the new fabrics and Tailored Sleep Collection will be available to stores in March.
“The Hypnos brand is renowned for its quality and comfort, and is an ethical choice for a discerning consumer who values luxury, craft and durability. Our mattresses are hand-tailored, and every one made bespoke.”
Train to gain
“Providing our retailers with the tools and knowledge to help consumers choose the right mattress is a key driver, and we are committed to offering comprehensive training,” David continues. “Our new training portal will offer our retailers the opportunity to become more familiar with the Hypnos brand, our partners and materials, and what we mean by ‘comfort with integrity’, and we anticipate the launch before the end of the year to better support peak trading. We have already provided 1,575 hours of in-house training alone this year.”
Over the next year, the brand will introduce new PoS and bed displays in a planned, store-by-store process as new ranges are launched.
“Helping our retailers to provide an amazing customer experience, supported by achieving a higher margin, is reflective in our product development and choice,” David continues. “And by offering the highest-quality bedding with natural, renewable materials, we’re proud to support our British farmers and offer customers products that are both luxurious and environmentally conscious.”
Progress in partnership
Hypnos was joined at the Bed Show by representatives from its many partnerships including charity partner, the Eden Project, whose horticulturalists provided the plants for its garden party theme, while celebrating the many plant fibres that go into the Eden Project mattresses.
The founder of the Planet Mark, Steve Malkin, joined David and Hypnos’ CEO James Keen on the stand to announce that the bedmaker has embraced its transition plan for achieving net zero by 2040. Guided by its certification partner Planet Mark, Hypnos will follow a pathway to significantly reducing its carbon emissions through targets that align with the principles of the Science Based Targets Initiative (SBTi) Corporate Net Zero Standard.
David concludes: “It was fantastic to have Steve with us at the Bed Show to explain what a feat this achievement is. Our commitment to net zero is hugely exciting, and could not have been achieved without the significant efforts of the Hypnos team working together across all areas of the business, alongside some of our partner suppliers, and guided by the expertise at Planet Mark, enabling us to set new industry standards.
“We’ve already taken positive steps in carbon efficiency, demonstrated with an over -23% reduction in our last reporting year, and this new transition plan will see the organisation focus on a roadmap to net zero.”
Read our interview with Steve and David at the show in November's issue.
Pictured: Steve Malkin and David Baldry – united in net-zero ambition
