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.
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.