More than 170 shops have signed up to the National Bed Federation’s (NBF) newly launched Retail Champions scheme.

Less than a fortnight after launch, 172 retail outlets have applied to join the initiative, which aims to promote the benefits of buying NBF-approved British- and Irish-made beds to consumers.

It is particularly focused on raising awareness among consumers of the rigorous independent testing carried out on NBF members to ensure their products are reputable and made to the correct standards. There are two levels of recognition: retail champion stores must source at least 50% of their beds from NBF members; while shops which sell only NBF member beds will be awarded premier retail champion status.

NBF marketing and membership manager Simon Williams says:” We’ve had a great response from all parts of the country with a well-spread representation from England, Ireland, Wales and Scotland and some 80 stores qualifying as premier champions.

“The new initiative replaces our retail supporters scheme which covered some 250 shops around the country, and we are delighted that so many stores have embraced it so positively and so quickly. We expect many more to join us at a time when offering added reassurance to consumers has never been more important.”

The new scheme is supported by a dynamic postcode search listing on the NBF website. Qualifying stores receive an automatic website listing (free for the remainder of the year) along with digital marketing assets, plus a full PoS pack comprising two window vinyls and a large, double-sided hanging board.

Generic tent cards explain to the consumer why they should buy NBF-approved beds, while each pack also contains 20 swing tickets which can be attached to NBF member beds in the stores, plus 20 adhesive labels suitable for use on headboards, bedframes or roll-up mattresses.

Retailers can sign up to the scheme here.