John Lewis is launching a new initiative which will allow shoppers to spend the night on a mattress in-store before buying.
In an interview with The Times, department store chain‘s new managing director Paula Nickolds said they will open fully-furnished apartments at major branches across the country called The Residence.
These will house potential mattress buyers for the night, allowing them to experience a night‘s sleep on the product before committing to a purchase.
READ MORE: John Lewis promotes Paula Nickolds as its first female Managing Director
The initiative will launch in Oxford Street in London, as well as Liverpool and Cambridge this autumn.
“We are not just selling you a mattress; we are selling you a perfect night‘s sleep” Nickolds said.
Nickolds was officially appointed as the retailer‘s managing director in January this year.
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