Harrison Spinks, one of Great Britain’s most established and innovative bed makers, made waves at the National Bed Federation’s (NBF) Bed Show with the launch of its new virtual reality farm tour.

As a manufacturer that owns a farm and grows natural fillings, Harrison Spinks wanted something as unique as the company itself for retailers to show consumers how their mattress starts its life.

Using the latest technology, the tour takes consumers on a journey of the company’s 300-acre farm in Yorkshire, focusing on the variety of different sheep as well as the home-grown hemp and flax which is also processed at the farm.

Simon Spinks, MD of Harrison Spinks, says: “Retailers are always blown away when they come up to the farm and see how we’re going above and beyond other manufacturers to create a luxurious yet natural night’s sleep. However, it can then be hard for retailers to find the time to go into detail about the farm with customers. It is with this in mind that our virtual reality farm tour was born. Consumers and new retailers can now experience the tour first-hand in a short, interactive virtual reality video.

“Viewers get to meet our farmers and our many flocks of sheep – including Hugo from our recent lambing season. As well as understanding where their beds start out, consumers get the chance to see how passionate we are about our beds. Our commitment to sustainability is more than a marketing message to tick a ‘natural product’ box, we believe that natural fillings truly do make the best night’s sleep; by growing our own we can control the quality, while constantly developing new natural blends.”

The virtual reality experience was a hit with attendees at the NBF Bed Show, including Colin Heal, owner of Newbridge Street Bedding Centre in Newcastle. He says: “The launch of the virtual reality tour of the Harrison Spinks’ farm was a show-stopping experience for me at this year’s Bed Show.

“The technology is the most innovative marketing tool I’ve seen utilised in the bed industry to date, as it allows Harrison Spinks’ team to visually convey its product messaging, as well as showcase the provenance of its mattresses, directly to its customers.

“The Harrison Spinks virtual reality system offers retailers a unique promotional package presented in a fun and innovative way, that will grab the customer’s attention and position Harrison Spinks as a stand-out brand in the sector.”

Harrison Spinks, which manufactures beds under the Harrison, Somnus and Spink & Edgar brands, will be piloting the headsets with customers in store as well as online.