// DFS will stock a range of Eve Sleep mattresses, including eve’s Original and Premium Hybrid models, as well as a range of eve bedframes
// Initially the agreement will cover the dfs.co.uk website, but there are plans to extend the partnership to the DFS showroom estate later in the year
Shares in the mattress brand Eve Sleep jumped 54.29% to 2.7p after it announced it had teamed up with furniture retailer DFS in a new retail partnership.
The move will initially see Eve Sleep products being sold online on dfs.co.uk from March 3, which receives an average 2.7 million unique visitors per month before then being extended to DFS showrooms later in the year.
DFS will stock a range of Eve mattresses, including the Original and Premium Hybrid models.
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In a statement, Eve said retail partnerships are a tried and tested pillar of its omnichannel strategy as it looks to drive profitable sales and raise brand and product awareness.
Eve chief executive Cheryl Calverley said: “This is a very exciting partnership for eve as DFS seek to extend their ‘comfort’ positioning beyond the living room and bring eve’s award winning mattresses to a wider audience. [It] recognises the strength of the eve sleep product range and brand, continuing the momentum in our UK and Ireland business.”
John Rastall, head of DFS home, said: “We are delighted to be partnering with Eve to add their best-in-class mattresses to our range, to support awareness of our bedroom furniture products; deliver even greater choice for our customers; and provide the opportunity for customers to conveniently add an eve mattress to their DFS furniture order.”
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