Bensons for Beds has announced a £1m-plus investment in the relaunch of Staples & Co, its historic British bed brand, as the national sleep specialist strengthens its portfolio of owned brands and accelerates its growth strategy.
More than 130 years after its founding, Staples & Co is entering a new chapter. The relaunched brand brings together time-honoured British bed and mattress-making skills with contemporary design, creating a collection built around carefully selected natural materials and enduring quality.
The investment forms part of Bensons' strategy to build on its successful turnaround, using its own brands and British manufacturing expertise to create a more distinctive position in the sleep market.
Staples & Co will strengthen Bensons' presence in the premium segment, introducing the brand to customers who value considered design and craftsmanship. The relaunch also reflects the wider evolution of Bensons into a specialist sleep business that develops and manufactures its own products alongside a carefully curated portfolio of leading third-party brands.
"Staples & Co represents something very important to the future of Bensons," says Nick Collard, Chief Executive Officer of Bensons for Beds. "We have a remarkable heritage in British bedmaking, and the opportunity now is to build on that with a brand that can stand confidently alongside the very best in the market.
"We believe customers are increasingly thoughtful about the things they bring into their homes. They're looking for products that are beautifully made, that stand the test of time and have a story worth telling.
"Our ambition is to make Bensons a destination for exceptional sleep, with brands that customers actively seek out. Staples & Co is an important step towards that future."
At Bensons' manufacturing facility in Huntingdon, Cambridgeshire, traditional techniques remain central to the craft of bedmaking. Skilled makers, many of whom have over 15 years' experience, use methods including true hand side-stitching and hand-tufting, bringing generations of expertise to the construction of each mattress.
The factory holds the Furniture Makers' Manufacturing Guild Mark and BSI Kitemark certification, reflecting the specialist skills and standards behind Bensons' British manufacturing operation.
Natural materials are equally important to the new collection. Among them is regeneratively farmed British wool, sourced through a network of approximately 50 to 60 farmers who receive a premium for their fleeces. The initiative supports farming practices designed to improve soil health and encourage biodiversity, while creating greater value for British wool.
Emma Forbes, Owned Brands Director at Bensons for Beds, said: "We wanted Staples & Co to feel as considered as a piece of furniture you would treasure for a lifetime. Not just somewhere to sleep, but something beautifully made that becomes part of your home.
"What makes the collection special is the attention to details that aren't always immediately visible. The way materials are layered, how a mattress is finished by hand and the knowledge of the people making it all contribute to the experience.
"We've been guided by a simple principle: craftsmanship should never be there just for show. Every detail should make a difference to how the bed feels and how it lasts."
For Staples & Co, preserving the traditions of British bedmaking also means investing in the people who will carry them forward.
The brand is sponsoring the Furniture Makers' Company's New Furniture Makers Exhibition, supporting emerging designers and makers as they begin their careers. Offering one lucky young person a £1000 commission to design a headboard for the brand.
The partnership complements Bensons' work to develop specialist skills through apprenticeships and early careers opportunities. It reflects a commitment to ensuring British furniture craftsmanship continues to evolve and remains relevant for future generations.
The relaunched Staples & Co collections will be available in 55 Bensons stores and online, available from 1 November 2026, supported by an integrated marketing campaign programme focused on building brand awareness and bringing to life the brand story of heritage, craftsmanship and design through inspiring digital content, media and PR activations.
In addition, the in-store experience has been with elevated with branded point of sale and visual merchandising materials, and Benson’s store colleagues fully engaged and educated in the new brand proposition and Staples & Co sleep solutions, following an in-depth training and engagement programme.
