Mike Murray, Managing Director at Land of Beds, talks about AI exploration, recent investments and why the industry needs to put words into actions around the importance of sleep.
Meet Mike
My responsibilities have evolved significantly over the past couple of years as we’ve transformed from a traditional furniture retailer into a sleep wellness destination. While I still provide strategic oversight across all departments, I’m now much more focused on positioning us as thought leaders in the sleep industry.
As a third-generation family business, and having worked within it for the past 17 years, I’ve seen every aspect of our evolution, from our early days as a local furniture shop to becoming trusted sleep specialists who focus on finding the perfect fit for each customer. My role now involves developing strategic direction for our PR initiatives, fostering partnerships with sleep experts like Dr Ramlakhan, and ensuring our team development keeps pace with the rapidly evolving sleep science landscape. What excites me most is how our mission-driven approach has matured. We’re not just selling beds anymore; we’re genuinely helping people understand and improve their sleep health.
Recent investments?
Following the successful relaunch of our e-commerce platform in 2023, we’ve focused our recent investments on comprehensive SEO enhancements to maximise the potential of that foundation. We’ve worked with specialist agencies to ensure we’re reaching customers at the exact moment they’re researching their next sleep solution.
This has involved deep technical SEO work, content optimisation, and local search improvements that have dramatically boosted our visibility across key search terms. We’re now reaching customers who might never have discovered us otherwise. It’s been fascinating to see how these digital investments complement the traditional retail expertise we’ve built over five decades, creating multiple touchpoints throughout the customer journey.
Future plans?
Having established a strong digital foundation with our website and SEO improvements, we’re now turning our attention to strategic PR initiatives. We’re planning a comprehensive public relations campaign to position Land of Beds as thought leaders in the sleep wellness space, building on our 50 years of expertise.
This investment will help us share our knowledge more widely, from sleep education content to industry insights that reflect our deep understanding of what makes for truly restorative sleep. We’ve also partnered with Dr Ramlakhan, a physiologist and sleep expert, as well as other health and wellness professionals, to deliver content that deepens public understanding of sleep science.
We’re also exploring how AI developments can enhance our sleep expertise, from advanced sleep analysis tools to more sophisticated matching algorithms that help us recommend the perfect products for each customer’s unique needs.
What is your mission?
Our mission remains unchanged since we started this journey: to improve the sleep quality of as many individuals as we can. Over the years, this mission has evolved from a guiding principle to something much deeper. It’s become the lens through which we evaluate every innovation, every partnership, and every customer interaction.
What’s exciting is how it’s expanded beyond just selling beds and mattresses. We’re now focused on sleep wellness education, helping customers understand the science behind better rest, and building long-term relationships to support their ongoing sleep health. Our belief that “a good night’s sleep begins with a great bed” remains our company motto, but we’ve learnt that great sleep also begins with knowledge, service, and continued support.
This mission-driven approach has transformed how we operate. From the way we train our staff using ‘The Land of Beds Way’ to the partnerships we choose, everything must contribute to better sleep for our customers. Sometimes that means turning down lucrative opportunities that don’t align with our values.
On sustainability, what is your business doing on this topic?
We’re acutely aware of our vital role in protecting the planet and recognise the aspirations of customers who share our commitment to sustainability.
Our efforts are significant: we offer a wide range of fully recyclable products, including mattresses made from recycled materials. When customers purchase a new bed from us, they can opt into our convenient mattress removal and recycling service.
We’re also proud to champion the National Bed Federation’s campaign for a nationwide mattress recycling initiative, helping address inconsistencies in mattress recycling access across different regions.
The reality is, though, that sustainable options often come with higher costs and longer lead times. We’re working to educate customers about why that investment is worthwhile, but it’s definitely a challenge in a price-sensitive market.
How has recent business been? What trends are you noticing?
Two years on from our earlier observations about the ‘seek and save’ mindset, we’ve seen that trend intensify. Consumers are spending longer in the research phase and are becoming more sophisticated in their decision-making. It’s no longer just about price; they’re looking for genuine value, longevity, sustainability credentials, and an enhanced sleep experience.
We’ve also noticed that customers are increasingly interested in the story behind their purchases. They want to understand not just what they’re buying but why it’s the right choice for their specific needs. This has led us to develop more detailed product education and sleep knowledge resources.
The digital research process has evolved too. Customers are cross-referencing reviews, comparing technical specifications, and seeking expert validation before purchasing. This plays to our strengths, as our mix of online resources and in-store expertise provides exactly the comprehensive guidance today’s informed consumers are seeking.
That said, it can be challenging when customers arrive with preconceived notions from online research that don’t necessarily match their actual needs.
What would you change in the industry?
Building on our long-standing belief in sleep education, I’d love to see the industry move beyond simply talking about the importance of sleep to actually demonstrating it through innovation and transparency.
I’d like to see greater collaboration between retailers, manufacturers, and sleep researchers. There’s amazing science emerging around circadian rhythms and personalised sleep solutions, but too often it stays in academic circles. The industry has an opportunity to shift from being product-focused to becoming genuine sleep wellness partners. That means investing in staff training, diagnostic tools, and long-term customer relationships.
Frankly, we need to stop the race to the bottom on pricing and focus on delivering real value.
What challenges do you currently face?
While inflationary pressures persist, the bigger challenge now is standing out in an increasingly competitive digital marketplace.
We’re addressing this by leaning into our expertise-led model. Rather than competing purely on price, we’re positioning ourselves as sleep experts who happen to sell beds and mattresses. Our staff undergo continuous training in sleep science, and we’re developing diagnostic tools to help customers understand their specific sleep needs. We’re also keeping pace with rapid AI developments in the sleep industry, ensuring we can leverage new technologies to enhance our service while maintaining the personal touch that sets us apart.
Do you have any staff you would like to pay special thanks or recognition to?
Our team of over 30 dedicated members plays a huge role in our continued success. This year, we’ve had the pleasure of recognising exceptional internal talent through promotions.
I’m especially pleased that Maria Jones has been promoted to Sales Director this year. Her dedication and understanding of our customers made this a natural next step. She’s been with us for several years and really embodies our values.
We’ve also promoted Alan Jones, who joined the business a year ago as our Wigan store manager, to General Sales Manager. Alan’s wealth of retail experience and rapid alignment with our family values and mission have been inspiring. It’s not always easy to find people who genuinely care about helping customers sleep better rather than just hitting sales targets.
These promotions highlight our commitment to nurturing talent from within. We’ve built a tight-knit, values-driven team, and as a family-run business, we embrace and reward that family spirit. We don’t just work together; we grow together.
Why do you think customers choose your business?
Customers choose us because we offer a unique blend of modern technology and over 50 years of traditional retailing expertise. It’s the best of both worlds: the convenience of online shopping combined with the personalised care of knowledgeable experts.
Our e-commerce platform, bolstered by recent digital marketing investments, ensures we’re easy to find and pleasant to shop with. But it’s the depth of our sleep expertise that truly makes the difference. Since day one, our mission has been to help people sleep better.
Our friendly, well-trained staff provide free, independent advice with a genuine passion for matching people to their perfect sleep product. Being a National Bed Federation (NBF) Retail Champion reinforces our commitment to quality and service. We’re not just selling beds; we’re solving sleep problems.
Of course, we don’t win every customer! Sometimes people just want the cheapest option available. But for those who value expertise and long-term sleep health, we’re the right choice.
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Two years after celebrating our 50th anniversary, we’re more energised than ever. The digital and SEO investments we’ve made are paying dividends, but what truly excites me is our shift from a traditional furniture retailer to a full-fledged sleep wellness destination.
Our upcoming PR campaigns will share this vision more widely, positioning Land of Beds as a trusted resource for anyone serious about improving their sleep health. We’re seeing more customers return for advice, upgrades, and support – proof that our relationship-focused approach creates long-term value.
The sleep industry is on the verge of exciting innovation, from smart tech to personalised solutions, and we’re perfectly positioned to help customers navigate what comes next. The next chapter of our story is just beginning!
