Manufacturer Millbrook Beds, which celebrates its Jubilee anniversary this year, has announced a new company architecture and tagline – Millbrook Bed Company, The Experts in Sleep – to better integrate new brands and mattresses over the coming months.

Millbrook says that the differentiation was prompted by the need to define its existing handmade mattress collection from emerging innovations in its portfolio, plus new technology and materials – such as the US-inspired Chittenden and Eastman Hampton range (pictured).

Ross Thurston, operations director at Millbrook Beds Co, comments: “A new group-level structure enables us to venture into new markets such as memory foam, and to use new technologies without diluting the existing Millbrook Beds brand. The new structure provides clarity for our trade customers and our end-consumer, along with clear brand definition and positioning for each of our ranges. The Experts in Sleep gives us an umbrella for some serious mattress innovation and creative thinking, which is designed to offer something for everyone and in turn increase our market share.”

Millbrook Bed Co recently obtained BSI Kitemark certification, and joined the British Furniture Manufacturers (BFM) in June.