The GNG Group-owned mattress manufacturer Komfi is planning a return to the market with a revised approach and product offer.

Tracy O’Hara, head of the mattress division at Komfi, says: “Different isn't dangerous. Staying the same is dangerous. The fundamental need to be different is evident – our customers are more brand-savvy, design-led, and lifestyle-driven than ever before. If we don't update our offer to reflect this, we're gambling with our livelihood.

"We dared to be different. We withdrew from the market to analyse what our customers - the retailers - and the end consumer really wanted. Not just continue feeding them the same, frankly, boring products.

"We researched, we developed, we prototyped, we rejected and started again, until we had a product range, stockist package and customer service team we knew could deliver. Then we commissioned an award-winning branding agency to create an immersive brand experience that truly reflected our new approach - one that was sure to wow customers.

"The newly-relaunched Komfi brand was designed to connect with consumers in, what is clearly, a radically changing market. It emphasises our core brand values – distinctive, innovative and British – and is tailored to offer an eye-catching point of difference.”

With a consumer website to complement PoS and shopper take-home brochures, Komfi believes it has a brand proposition that will be in demand.

Tracy adds: “We appreciate just how frustrating it can be when potential customers visit a showroom, bounce up and down, find the bed of their dreams … and then purchase it online. That’s why we are committed to supplying only bricks-and-mortar retailers.

"By protecting mark-ups, our retailers can rest assured that if their customer falls in love with a Komfi mattress, they’ll also fall in love with their price.”

GNG Group closed its mattress retail business, Memory Foam Warehouse, last year as part of a CVA.