// Bensons for Beds rebrands as it launches a new personalisation service in stores this week
// The service will allow in-store experts help customers choose the mattress that matches their sleep needs
Bensons for Beds has pushed the button on a rebrand, including launching a new logo and different look-and-feel for both its stores and website.
The rebrand brings a new visual identity for Bensons, which will be rolled out across the coming months.
It will be seen for the first time in stores and online this month and in a new TV advertising campaign that launches tomorrow, showcasing the retailer’s new ‘your bed, your way’ product personalisation service.
The service will see in-store experts help customers to choose the mattress that matches their sleep needs and create a made-to-order bed.
Bensons has invested in Sleeppro technology that allows them to select the right mattress comfort, size, along with the type of mattress, frame or base, and tailor it with a choice of storage, fabric and colour options.
The new service will launch with an introductory offer that aims to bring better value – 20% off a base or frame when customers buy a mattress.
The changes are part of Bensons transformation following its pre-pack administration in 2020.
Bensons for Beds returned to profit in the five months to 30 September, 2021, posting a £1.6 million operating profit as it invested in omnichannel, including a new ecommerce platform, further product innovation and an acceleration in store relocations and refurbishments.
The retailer has opened five new or relocated stores so far this year and will open a store in Salisbury in April.
Bensons existing Plymouth store will also be one of the first stores to get a brand makeover in next month.
Bensons for Beds chief commercial and digital officer Nick Collard said: “We recognise investing in sleep is an important financial consideration that customers have to get right – especially now,”
“That’s why ‘your bed, your way’ is important as it gives customers the ability to find what’s right for them to give them real value for money on one of the most important investments they’ll make.”