With a strong awareness of the importance of sleep to wellbeing, and the demand for safe, responsibly-made products, Hypnos’ new Origins collection is both comfortable and ethical.
Origins is just the latest step in Hypnos’ sustainability journey. Having been foam-free for over 10 years, making beds 100% recyclable and using only sustainable materials to help reduce waste and carbon emissions, Hypnos is now taking significant steps to ethically source its materials – to guarantee where they come from, that they have been produced responsibly on well-managed land, and with animals that are cared for.
A first-of-its-kind initiative, Hypnos’ exclusive relationship with Red Tractor, the UK’s biggest farm and food standards scheme, guarantees 100% British wool that is traceable to only assured farms.
This recognisable mark is valued by today’s consumers (boasting 69% prompted brand awareness with primary shoppers, while 41% would consider trading up to buy Red Tractor food products) – but Hypnos has also taken a different approach to wool buying, committing to both quantities and a fair price so that farmers can better understand their revenues and invest in a more sustainable future.
Sleep comfort remains at the heart of the Origins collection, in which each mattress boasts hand tailoring and impressive border edge support – thanks to an exclusive, British-made pocket spring system – and thick layers of natural, traceable fillings.
Origins features two mattress ranges: Wool Origins, which is filled with over eight sheep fleeces (16kg) of traceable Red Tractor-assured wool; and the no-turn Cotton Origins, with layers of sustainably sourced cotton as its principal filling.
Richard Naylor, sustainable development director at Hypnos, says: “We’re pleased that this latest collection has been so well received by retailers. Its development is part of our ongoing commitment to the wider environment and to lead the way in responsible, comfort-based innovations. We want everyone to wake up on a Hypnos bed and feel good for all the right reasons.”