MattressNextDay has appointed clinical sleep therapist and performance coach Natalie Pennicotte-Collier as its first external resident sleep expert, reinforcing its authority-led retail strategy as National Bed Month shines a spotlight on sleep health across the UK.
The online retailer says the long-term ambassador partnership signals a shift towards expert-backed customer education within the UK bed sector, as retailers respond to growing consumer demand for sleep health guidance alongside product choice.
Hailed by The Sunday Times as “the UK’s insomnia expert”, Natalie is both a clinical sleep therapist and high-performance sleep coach. She has worked with Premier League footballers, Team GB athletes and Formula 1 teams, and has delivered sleep solutions within corporate and NHS settings. She is also the female sleep expert for Penguin Books Expert Books and author of the bestselling Sleep Reset: The New Tools of Rest and Recovery, and has delivered TEDx talks on performance and nervous system regulation.
Recognised by the National Bed Federation (NBF) Bed Industry Awards as the UK’s leading online bed retailer for the last three years (2023-25), MattressNextDay sees expert-led education as a natural evolution of its category leadership.
Martin Seeley, CEO at MattressNextDay, says: “Customers are increasingly prioritising sleep health, not just mattress price. As a retailer, we have a responsibility to support that shift with credible expertise. Appointing Natalie as our first external sleep expert strengthens our authority and allows us to offer science-backed guidance alongside our product range. It’s about helping customers make more confident decisions and improving sleep outcomes overall."
Natlie's mind-body approach combines nervous system science with practical tools designed to reduce sleep anxiety and enhance recovery and performance.
She comments: “In today’s fast-paced world, sleep has become both essential and misunderstood. My mission is to make evidence-based sleep tools accessible and stress-free. Partnering with MattressNextDay gives us an opportunity to reach more households and support the nation’s sleep health in a meaningful way.”
The partnership will officially roll out during National Bed Month in March, with expert-led content, practical sleep advice and ongoing commentary across key retail campaigns throughout the year.
MattressNextDay says this appointment marks "a deliberate shift towards expert-led retail within the UK bed sector, as MattressNextDay strengthens its position not only as a leading retailer, but as a brand investing in long-term sleep education and category authority".
