The brainchild of the NBF, The Sleep Council was set up in 1995 with numerous bed retailer members behind it. The aim of the organisation was to provide meaningful and relevant information around sleep through engaging marketing campaigns while highlighting the importance of a comfortable, supportive bed in achieving a good night’s sleep. Its other remit was to encourage the reduction of the bed replacement cycle from 17 years in 1995 to 10, which it achieved – today, the average replacement cycle is between seven and eight years. In 2005, the NBF took back full ownership of The Sleep Council and has funded it for the past 15 years.
Jessica Alexander, NBF executive director, says: “Following the NBF rebrand last year, there were some insights around The Sleep Council which not only lead to us to revamp its identity but also to explore a merger with The Sleep Charity.
“The Sleep Council has been a valuable asset for the NBF and a great vehicle for talking about sleep and beds, but it felt that now was the right time to let it go and develop into something bigger. The work the charity and The Sleep Council do is something that the NBF is engaged with and that is why we will continue to support the newly enlarged organisation with a yearly charitable donation.”
Vicki Dawson, CEO of The Sleep Charity, comments: “This is an exciting opportunity for the charity and The Sleep Council to grow and drive forward the vision of empowering the whole nation to sleep better. The NBF has played an integral role in The Sleep Council over the past 25 years and we are delighted that they are continuing to support the work we do.”
The Sleep Council name will remain in operation and will form the new advisory board – a panel of experts who will help steer decisions and give strategic advice – in which the NBF will play a part.
Lisa Artis, who will be familiar to NBF members and many bed retailers, has transferred with The Sleep Council to the Sleep Charity, where she takes up the new role of deputy CEO.