Bensons for Beds buys Eve Sleep out of administration

Bensons for Beds has purchased the Eve Sleep brand for an undisclosed sum after the business entered administration yesterday (17 October).

Under the transaction, Bensons will acquire Eve Sleep’s intellectual property, the evesleep.co.uk website and all creative, content and communication assets. 

Bensons intends to retain Eve Sleep as a standalone brand and will re-launch evesleep.co.uk later this month. The company said the acquisition will widen its appeal and is a measure of its ambition as it continues to invest in its retail, manufacturing, digital and distribution operations.

The acquisition comes weeks after Bensons secured additional investment from owners Alteri Investors to drive its growth strategy and transformation plans.

Founded in 2015 as a direct-to-consumer sleep wellness brand, eve Sleep is based in Camden, North London, and it served 55,000 customers in 2021.

Bensons is also investing in growing its store portfolio across England, Scotland and Wales. Bensons aims to expand its 166-strong portfolio to create 180-190 physical locations over the next two years, and continues to relocate into “better” units in the towns in which it already trades.

Nick Collard, Bensons for Beds CEO, said: “Eve Sleep is a brand that we know resonates strongly with key customer groups and we’re looking forward to unlocking its full potential as it takes advantage of our scale and reach.

“With the backing of our owner, Alteri Investors, this is another indication that we are delivering on our pledge to fulfil the promise of the Bensons for Beds brand itself – not just as a retailer of market leading proprietary brands, but with a distinctive and coherent set of owned brand sleep solutions  for any customer, both digitally and through our stores.”

Gavin George, CEO of Alteri Investors, added: “It is encouraging to see Bensons continuing to strengthen its position in what remains a challenging market.

“Eve Sleep is a strong brand name that resonates with a different demographic of younger  consumers. Alteri is pleased to back Bensons’ management in the acquisition of a brand which will augment the group’s offer, widen its appeal and boost its digital credentials.”