Andrew Parkin, Sales Director at Dura Beds, talks about its new adjustable range of products.
In today’s retail landscape, shoppers expect far more from their beds than a place to rest. They are looking for flexibility, technology, and comfort that adapts to their lifestyle. Adjustable sleep systems are no longer considered a niche; they are one of the fastest-growing categories in the market.
Recognising this demand, Dura Beds has launched its new adjustable range, providing retailers with an opportunity to capture a wider audience while driving higher-value sales.
At the centre of this collection is a carefully developed line of 1,000 pocket sprung mattresses, each designed with a different type of customer in mind. “The pocket entry-level model is the ideal introduction to the world of adjustables, offering affordability without compromising on quality,” Andrew said.
“The memory mattress brings body-contouring support to those seeking pressure relief, while the gel mattress ensures a cooler, fresher sleep experience that appeals to heat-sensitive customers.
“Completing the range, the natural mattress introduces breathable comfort and a touch of luxury, appealing to customers who value traditional craftsmanship and a premium feel. This is not just about choice; it is about giving retailers a versatile set of solutions that cover multiple price points and lifestyle needs.”
Dura has adapted its trusted Trio range for use with adjustable bases, making it possible for couples to personalise their sleeping positions without sacrificing comfort or design. This feature alone has the potential to transform the way shoppers think about their bedrooms, turning the purchase from a simple mattress into a complete lifestyle upgrade.
The bases themselves are a significant part of the story too. Dura Beds now offers two distinct adjustable foundations, each designed to appeal to different buyers. “The classic slatted base provides reliable functionality for those new to adjustable beds, while the upgraded fully boarded base introduces a premium option with wireless remote and smartphone app control,” Andrew added.
“This blend of traditional reliability and cutting-edge technology ensures that retailers can attract both value-driven customers and those seeking the latest in convenience and innovation.
“For retailers, the advantages are clear. Adjustable beds allow showrooms to stand out in a competitive market, offering products that increase average spend and appeal to a broad demographic. From younger buyers looking for tech-driven solutions to older customers seeking better support and pressure relief, this range has a universal appeal.
“With strong consumer demand and a trusted brand behind it, Dura Beds’ adjustable collection represents not only a step forward in comfort but also a significant opportunity for retailers to grow sales and strengthen their reputation as sleep experts.”
