Bensons for Beds has invested more than £1 million in bringing its historic 131-year-old Staples & Co brand back to life, introducing three new mattress collections that combine traditional British bedmaking techniques with contemporary designs and natural materials. The range, which launched on 1 November, is available in 55 Bensons stores and online, with prices starting at £1,399.99 for a double mattress and rising to £4,999 for its top-end Iconic collection.
The relaunch marks another step in Bensons’ efforts to move further into the premium end of the market, building on its turnaround and British manufacturing heritage. Founded in 1895, Staples & Co has a long history in British bedmaking, including links to the former Staples Corner factory in north London. Bensons is now producing mattresses at its Huntingdon, Cambridgeshire factory, using traditional techniques such as hand side-stitching and hand-tufting.
The new collections feature regeneratively farmed British wool sourced from 50 to 60 farmers, who are paid a premium for their fleeces. Bensons chief executive Nick Collard said: “Staples & Co represents something very important to the future of Bensons. 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.”
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Collard added: “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.” The relaunch is supported by refreshed in-store displays, staff training, and a marketing push. Bensons owned brands director Emma Forbes 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.”
Bensons is also sponsoring the Furniture Makers’ Company’s New Furniture Makers Exhibition and offering a £1,000 commission to an emerging designer for a custom headboard. The company’s return to profitability in 2024, following restructuring, provides a foundation for this initiative. The Staples & Co relaunch aligns with Bensons’ strategy to strengthen its premium positioning and heritage-focused offerings.
