The bed retail landscape in the UK and Ireland is undergoing a significant transformation, and as consumer expectations evolve and competition intensifies, it has never been more critical for retailers to adapt and strengthen their business – so the NBF is stepping up with a new enhanced benefits package in its Retail Champions Scheme, writes the federation’s marketing and communications manager, Philippa Warford-Slater …
Designed for retailers predominantly stocking NBF-approved member brands, this additional fee-based package is more than an expansion of existing offerings – it is a recognition of the challenges facing today’s retail sector.
The pandemic reshaped consumer habits, and the need for comprehensive support has never been greater. By providing in-depth consumer bed-buying research, expert guidance on legislation, and practical resources, we are equipping retailers with the tools to thrive in a competitive environment.
Importantly, the NBF’s work extends beyond retailer benefits. Our long-running consumer education campaigns continue to tackle ‘back of the van’ mattress scams – a practice that undermines consumer safety and the reputation of legitimate retailers. Through the NBF’s consumer arm, Bed Advice UK, we regularly warn shoppers about the risks of buying from rogue traders and highlight the benefits of purchasing from reputable businesses that stock beds made by NBF-approved manufacturers.
Encouragingly, our latest consumer research shows progress – the percentage of people who knowingly bought a mattress from such traders dropped from 2% in 2024 to just 1% in 2025. Buying secondhand also halved, from 4% to 2%. This decline demonstrates that consistent, industry-wide education is making a real difference – protecting consumers while supporting genuine businesses here on home turf.
The Retail Champions Scheme plays a vital role in building this trust. It guarantees that consumers can buy beds from manufacturers meeting strict standards on fire safety, cleanliness of fillings and trade descriptions, enhancing confidence in NBF member brands and lifting the industry’s reputation through relationships based on integrity.
Retailers who are part of the free scheme already receive complimentary PoS materials, digital marketing assets, and a listing on the NBF’s consumer website, www.bedadvice.co.uk.
The introduction of the enhanced benefits package, however, allows them to further stand out from the competition. With a crowded market, having access to additional resources – including round-the-clock legal assistance, health and safety guidance, information on the latest sustainability initiatives and VIP access to the bed industry’s biggest event, the Bed Show – can be the difference between progress and being left behind.
The NBF’s efforts in both empowering retailers and protecting consumers reflects our commitment to the bed industry’s long-term success.
But the responsibility for driving progress is a joint one. Retailers must actively embrace the support available and adapt to a constantly evolving market. Attend the Bed Show, participate in initiatives like the Retail Champions Scheme and back wider consumer education efforts, such as scams education and annual campaigns like National Bed Month.
For existing NBF Retail Champions, upgrading to this new suite of benefits should be an easy decision. With modest annual fees for small independent retailers, the investment offers unrivalled support and insights. Retailers who have not yet joined the scheme should consider applying to join and unlock the full benefits available.
