The Science of Sleep_Digital

THE SCIENCE OF
SLEEP
RETAIL ACADEMY
1

CONTENTS
FIND YOUR WAY
BED LINEN
THE DETAILING
P12
WELCOME
Our story started over 25 years ago when
we began sourcing the highest quality bed
linen which would offer real value
for money.
Precious moments of uncomplicated
happiness are our constant inspiration,
and it is with this in mind that we have
tried, tested, and decided on, our favourite
qualities from around the world.
This guide is designed to provide you with
the knowledge you need, to show the
customer just how considered
every detail is.
BUYING
CONSIDERATIONS
P4
THREAD COUNT
P6
THE MATERIALS
P8
STYLING THE BED
P16
SIZE AND CARE
P18
MATTRESSES
P31
TOPPERS &
PROTECTORS
P35
FILLED PRODUCTS
P21
SELLING SKILLS
P36
ACTIVITIES
P37
THE WEAVE
P11
CARE GUIDE
P30
FAQS
P38
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THE BEDLINEN EXPERTS
BUYING CONSIDERATIONS
Our bed linen department offers the customer a breadth of choice designed to suit every
taste and budget.
Buying and selling bed linen can be daunting, but there is a simple process you can use to
ensure that the customer is making the right choice.
Use your questioning and listening skills and talk your customer through the four
buying considerations so you can feel confident you are making the
right recommendation.
DEMONSTRATE BY...
When explaining the features and
benefits of our bed linen let the
customer feel the ‘Touch Me’s’.
That way they can not only feel
how soft, smooth or silky our bed
linen is but it’s a more engaging
selling technique and more likely
to result in a sale.
THREAD COUNT
MATERIAL
WEAVE
DETAILING
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THREAD COUNT
WHAT DOES IT MEAN?
Thread count is a measure of the number of threads per square inch of fabric. A higher thread
count doesn’t necessarily mean higher quality. Different fabrics may require specific thread counts
to achieve the desired handle and feel.
Pure Linen, for example is not counted by threads yet it is considered one of the best fabrics to
sleep in, whereas higher thread count bed linen may not be as durable but can feel exquisite. A
higher thread count also tends to be at a higher price point so budget can also help you determine
which thread count to recommend.
DID YOU KNOW…
We use the highest quality raw materials
cotton, linen, silk and cashmere to craft
our bed linen. We spin these longstaple,
natural fibres into supremely
smooth, strong and soft yarns. When
woven together, the resulting cloth
feels unbeatably breathable, cool and
comfortable to sleep beneath.
Once you know what thread count, or budget that your customer has in mind, you can use our
collections to make recommendations and help the customer find the perfect bed linen for them.
CLASSIC QUALITY FIVE STAR LUXURY ULTIMATE INDULGENCE
This is our entry price point
which includes all our 200
thread count designs. It’s
the perfect step into the
collection.
This collection is home to
some of our best-sellers and
starts at 300 thread count up
to 400.
Our most luxurious ranges
starting at 720 thread count
and going up to 1000, inclusive
of unique blends of fibres
and silks.
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THE MATERIALS
FEATURES & BENEFITS
Thread count is just one buying consideration we use a number of raw materials and each fabric
has different qualities, features and benefits. Use our simple guide to help you establish the right
option for your customer.
LINEN
Made from the Flax plant, linen’s unique, thermo-insulation properties works to keep you cool
in summer and traps body heat to keep you cosy in winter too. It is regarded as one of the
most beautiful fabrics to sleep under and is loved for its blissful comfort and breathability. With
laundering and age, linen softens to a lovely soft handle– the perfect investment piece!
Recommend if...the customer is looking for a casual, laid-back look but the feel of luxury or the
customer is looking for a cooler nights sleep.
PURE COTTON
Pure cotton is the most widely used fibre for bed linen. Durable, easy to launder and long-lasting,
it is renowned for its natural breathability and cool feeling that makes it very comfortable
to sleep in.
At The White Company we like to use long staple cotton, Longer cotton fibres can be spun
into stronger, finer yarns which produce smoother, softer more durable bed linens. In the case
of cotton - a longer staple is a better staple-shorter cotton staples produce a fabric which feels
coarser to the touch and isn’t as durable.
CASHMERE
Softer, stronger and warmer than wool cashmere can be used to create a cosy yet light bed linen
which feels luxurious to sleep beneath. Our cashmere is of the highest quality, Sourced from Inner
Mongolia, it goes through an extensive combing process so optimum softness is guaranteed.
Recommend if...The customer is looking for an indulgent finish or the customer is looking for a
cosier nights sleep.
Our cotton is then combed to remove any excess fibres and impurities making the final product
even smoother when woven.
EGYPTIAN COTTON
Egyptian cotton is considered one of highest quality cottons on the market. Egyptian cotton plants
are grown in conditions which produce the longest and strongest cotton fibres in the world.
Super-fine and soft, Egyptian cotton allows us to craft bed linen with luxuriously
high thread counts.
Recommend if...the customer is looking for a practical option which looks smart and feels
exquisitely smooth to the touch.
SILK
Containing the same naturally occurring proteins as your hair, silk is thought to keep locks strong,
shiny and healthy. The sleek surface also reduces friction and static, meaning hair stays softer for
longer. But the assumed benefits do not stop there; it is believed that silk also helps skin to retain
its moisture, and is a soothing choice for people with sensitive skin, or allergies.
Recommend if...the customer has sensitive skin, allergies or is looking for the perfect nights
beauty sleep.
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T H E W E AV E
FEATURES & BENEFITS
The way the fabric is woven is the final element in determining how the bed linen will feel, wash
and wear. At The White Company we generally use one of three types of weave.
PERCALE ‘COOL & CRISP’
Percale is a plain weave, where one thread is woven over and
one under. Cool and crisp to the touch with a smart matt finish.
To be classified as a percale, the thread count must be 180tc
or higher.
Recommended if...The customer gets warm at night, Percale is
lightweight, breathable and cool to the touch.
SATEEN ‘SOFT & SILKY’
Sateen is woven with more threads lying on the surface of the
fabric. Made using fine, combed threads Sateen feels luxuriously
smooth and soft against the skin finished with an elegant sheen.
Recommended if...The customer is looking for a more indulgent
feeling luxurious looking bedlinen option in pure cotton.
DID YOU KNOW…
Once woven, all of the bed linen base
cloth qualities are inspected to the
highest quality checks. The fabric is
run over a light box so that any tiny
contaminations or faults can be seen. If
flaws are found, the cloth is rejected and
not used in production.
JACQUARD ‘ELEGANT & TEXTURED’
Woven on a special Jacquard loom, this fabric has a raised
pattern or design woven into the material instead of being
printed or embroidered on top.
Recommend if…The customer wants a subtle decorative
aesthetic that will stand the test of time.
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THE DETAILING
FINISHING TOUCHES
CORDING/SATIN STITCH
Cording is a version of embroidery, where a
technician hand-guides the sewing machine to
create a smart and precise line along the seam
or on the face of the bed linen.
Finishing is very important to how the bed linen looks. We work with the world’s best artisans in
countries such as Portugal, Italy and Vietnam. While our European craftspeople are renowned for
producing stylish designs our Vietnamese needle workers create the most beautiful hand-stitched
details you’ll find on the market.
At The White Company we use a number of techniques to add interest and introduce colour.
Here are some of the most popular.
EMBROIDERY
Much of our embroidery is done by hand
with a needle, thread and thimble to produce
an incredibly delicate and individual design.
Texture can be added through French knots,
shadow stitching and hand drawn thread work
to give definition within designs.
APPLIQUÉ
Appliqué is decorative needlework in which
pieces of fabric in different shapes are sewn or
stuck onto a larger piece to form a picture
or pattern.
THREAD WORK
Hand-drawn thread work or ‘jour work’ is
done completely by hand. Threads are drawn
out one at a time leaving other threads
exposed. These are then caught together to
create hem or ladder stitching, or are wrapped
to create the most elaborate lace
effect designs.
PATTERN
Pattern is block, screen, roller or digitally
printed onto a plain fabric. Alternatively
pattern can be woven into the fabric.
The yarns are dyed prior to weaving and then
used in both the warp and weft to create
stripes, checks or details.
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DID YOU KNOW…
COMPLETE THE SET
Our Adeline collection is crafted by
skilled professionals in a region of
Vietnam called Nihm Binh. This region
is famous for producing beautiful hand
embroidery dating back centuries.
LAYERING THE LOOK
To ensure the customer has everything they need, familiarise yourself with the layers
which make up the perfect bed.
BOTTOM ‘FITTED’ SHEETS
Elasticated corners will keep this sheet in place on top of your mattress. If there is an additional
topper on the mattress, opt for our ‘Deep Fitted Sheets,’ at 34cm deep rather than the usual
30cm, to keep everything in place
DUVET COVER
As the name suggests this is the cover for the duvet, the detail often runs around the bottom
three Oxford edges of the duvet or in a panel on top of the duvet. Take some time to familiarise
yourself with the new ranges as customers will often ask about them. All of our duvets are
fastened with branded buttons at the bottom.
TOP ‘FLAT’ SHEETS
Once your fitted sheet is in place, lay the flat sheet upside down on top and tuck the bottom and
then the sides under the mattress. Then, lay your dressed duvet on top and fold back the top edge
of the flat sheet you left ‘untucked’. A flat sheet will instantly smarten the appearance of your bed.
If fitted sheets aren’t for you, a large flat sheet can be tucked in for a Hotel-inspired dressed bed.
CLASSIC OR OXFORD PILLOWCASE
A classic pillowcase (sometimes referred to as ‘Housewife’) is an edge to edge pillowcase which
fits to the contours of your pillow. An Oxford pillowcase had an additional border over the
seamed edge to add interest. It’s down to personal preference which to choose, however we like
to recommend that when layering pillows, use a classic underneath, and an Oxford on top.
Don’t forget to recommend an extra set of pillowcases as these will need replacing sooner than
the duvet cover.
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STYLING THE BED
TOP TIPS
FINISHING TOUCHES
The final layer is the decorative element, ensuring that the bed is as beautiful as it is comfortable.
To make it easier for the customer our throws, quilts and cushions coordinate with our
bed linen collections.
CLASSIC QUALITY FIVE STAR LUXURY ULTIMATE INDULGENCE
PILE ON THE CUSHIONS
Small, square cushions are fantastically versatile. Place squarely on the bed for a simple, tailored
look. Or, scatter them casually or mix them with larger cushions to give a layered effect. Large,
square pillows look good when used as a cushion, especially on larger, Super king and Emperor
beds, or those with very high headboards.
ADD A BEDSPREAD
For the perfect full dressed bed, add the bedspread of your choice. Lay it on the bed, lining it up
with your duvet or blankets and check that the hem falls to the desired height at the bottom of the
bed and evenly on both sides.
We often use cotton in our
classic quality throws and
cushions as it is lightweight,
versatile and more affordable.
Washed or brushed to
add texture or stitched in
channels and herringbones to
create interest.
Wool features heavily in our
five star luxury collections.
From cosy textured lambs
wools, and alpaca wools to
more luxurious bouclé knits
and cashmeres.
We also like to introduce
luxurious textures into this
capsule using faux furs and
sheepskins.
For the ultimate indulgence
this collection uses sumptuous
silks, hand quilted for a light
yet lofty finish.
We also layer in rich velvets
trimmed with linen for a more
opulent bedroom look.
THE FOOT OF THE BED
A decorative quilt, bedspread, throw or blanket – or even two – will finish the bed off beautifully.
Fold it neatly and drape it over the end. Choose something to suit the season. In summer, a chunky
cotton rib throw looks great. In winter use warmer, cosier fabrics like wool or velvet. Just by
changing the colour or texture, you can create all manner of different looks.
REMEMBER
When dressing a bed, reveal a generous amount each layer to avoid it looking fussy.
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SIZE CHARTS
PROTECTING THE INVESTMENT
Single
Double
King
Superking
Emperor
Bed Linen Size Chart
Beds Duvet Covers Flat Sheets Fitted Sheets
Deep Fitted
Sheets
3ft x 6ft 3” 55 x 79” 71 x 108” 35 x 75 x 12” 35 x 75 x 13.4”
90 x 190cm 140 x 200cm 180 x 275cm 90 x 190 x 30cm 90 x 90 x 34cm
4ft 6” x 6ft 3” 79 x 79” 91 x 108” 55 x 75 x 12” 55 x 75 x 13.4”
135 x 190cm 200 x 200cm 230 x 275cm 140 x 190 x 30cm 140 x 190 x 34cm
5ft x 6ft 6” 89 x 87” 108 x 108” 59 x 79 x 12” 59 x 79 x 13.4”
150 x 200cm 225 x 220cm 275 x 275cm 150 x 200 x 30cm 150 x 200 x 34cm
6ft x 6ft 6” 102 x 87” 120 x 108” 71 x 79 x 12” 71 x 79 x 13.4”
180 x 200cm 260 x 220cm 305 x 275cm 180 x 200 x 30cm 180 x 200 x 34cm
6ft 6” x 6ft 6” 114 x 92” 126 x 114” 79 x 79 x 12” 79 x 79 x 13.4”
200 x 200cm 290 x 235cm 320 x 290cm 200 x 200 x 30cm 200 x 200 x 34cm
CARE GUIDE
WASHING
We recommend washing bed linen once a week to keep it fresh. Contrary to popular belief, fine
white linens should not be boil washed, especially since modern detergents now achieve excellent
results at low temperatures. Washing at 30° also saves energy.
BRIGHT WHITES
For best results, separate whites and colours and use a non-biological detergent containing no
optical whiteners, bleaching agents or enzymes that can cause damage or discolouration. For
bedlinen with colour, use special colour safe detergent that doesn’t contain bleaching agents.
IRONING
Its easier to iron bed linens whilst still slightly damp, using a steam iron. Using a softener will make
the bed linen easier to iron and it will reduce the drying time too!
LAUNDRY SYMBOLS
Pillow & Pad Size Chart
Duvet Size Chart
Bed & Mattress Size Chart
Standard
20 x 30”
50 x 75cm
Cot Bed
47 x 55”
120 x 140cm
Cot Bed
47 x 55”
70 x 140cm
Small
Square
16 x 16”
40 x 40cm
Single
55 x 79”
140 x 200cm
Single
3’ x 6’3
90 x 190cm
Do not wash
Do not iron
Do not tumble dry
Do not dry clean
Small
Recetangle
12 x 20”
30 x 50cm
Double
79 x 79”
200 x 200cm
Double
4’6 x 6’3
135 x 190cm
Large
Square
26 x 26”
65 x 65cm
King
89 x 87”
225 x 200cm
King
5’ x 6’6
150 x 200cm
Hand wash
Cool iron
Low heat tumble dry
Can be dry cleaned
Superking
20 x 36”
50 x 90cm
Superking
102 x 87”
260 x 220cm
Superking
6’ x 6’6
180 x 200cm
Emperor
114 x 92”
290 x 235cm
Emperor
6’6 x 6’6
200 x 200cm
Delicate wash
Warm iron
Medium heat tumble dry
Do not bleach
Wash at advised
temperature
Hot iron
High heat tumble dry
Dry Flat
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We would always recommend checking the packaging or website to ensure we are giving the
customer the most up to date advice.
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DID YOU KNOW…
On average, we sleep between six
and eight hours a night, but it’s only
between 1-2 hours that our bodies
enter into deep sleep - the most
important time for body and brain
regeneration.
That’s why a good night’s sleep is so
important for everyone, and why
choosing the right mattress, duvet
and pillow is essential. The right level
of support and correct temperature
will ensure you get a comfortable and
healthy night’s sleep.
FILLED PRODUCT
NATURAL
The first consideration when choosing a duvet or pillow is the filling, natural or synthetic?
Each of our high quality fillings offers unique features and benefits.
ETHICS AND ORIGINS
All of the down and feathers used in our natural duvets and pillows are by-products of the food
industry and the birds are bred on large farms with access to ponds and lakes. We won’t trade
with suppliers who practise poor animal husbandry and all of our suppliers are required to sign up
and adhere to our strict code of conduct
Quilts of Denmark, who supply our Hungarian and Symons ranges, are also certified by
‘DOWNAFRESH’, which guarantees compliance with current legislation for animal welfare and
ethics and the traceability of their down.
They also hold a ‘NOMITE’ classification a guarantee that our products are suitable for those
allergic to house dust mites as the casing is so tightly woven that dust mites cannot penetrate
the fabric.
CLEANING
The untreated raw material of Down & Feather is repeatedly washed and spun to ensure they
are cleaned to the highest standard. We then tumble dry to 116°C to ensure that the material is
completely free of moisture and sanitized.
Some competitors bleach their fillings to make them white which damages the property of
the filling. We use unbleached down and feathers, a few dark flecks doesn’t mean the fill is of a
lesser quality.
SORTING
The materials are then fed through to a number of chambers. As air is blown through each
chamber the feathers and then heavier down will settle at the bottom leaving only the softest
lightest down at the end.
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FILLED PRODUCT
CONSTRUCTION
Once the filling has been sourced, cleaned and sorted it is time to decide on the type and
combination of feathers and down we will use depending on the qualities we are looking for.
FEATHER OR DOWN
We only use smaller softer feathers of a
supremely high quality. A higher percentage
of feathers will add weight to our duvets,
make our pillows more supportive and bring
down the price point.
Down has a three-dimensional construction
and no quill. Softer and lighter than a feather,
fine and airy in nature, down clusters
are considered the world’s best
insulation material.
Once we have decided on the filling mix it is blown into the high quality cotton cases. With thread
counts starting at 233 and neat piped edges everything is designed to keep the feather and down
where it should be.
Every detail is considered to ensure our customers get the best nights sleep. We are so sure of the
quality of our natural filled product that our duvets come with a 10 year guarantee.
DEMONSTRATE BY...
Use your duvet and pillow samples to let the
customer feel the difference in weight between
the feather blend and pure down pillows.
Squeezing the pillows will help our customers
appreciate the cloud like qualities of our
filled product.
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If you have feathers and down in your store
hold them up and release them at the same
time. The feather will drop to the floor while
the down will float.
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FILLED PRODUCT
DID YOU KNOW…
Our synthetic factory is dedicated to
reducing their environmental footprint;
their office and factory in Estonia now
uses 100% renewable energy.
SYNTHETIC
Our synthetic ranges are silky soft, wonderfully warm with a drape that matches our natural filled
products. As we only produce the highest quality, ours will not become lumpy and uncomfortable
over time.
Our non-allergenic ranges use a fibre called Smartfil ® Polyester. These are high performance fibres
selected for their softness and moisture wicking properties as well as being ultra light
and washable.
SmartFil ® achieves the same thermal efficiency as a premium down duvet in the equivalent tog.
They are independently tested to withstand 20 washes at 60 degrees to kill dust mites!
Our synthetics supplier, Trendsetter, uses variants of SmartFil ® to provide our customer with the
highest quality alternatives to natural filled product:
SMARTFIL ® AIR is used in our duvets. Tiny siliconized glazed fibres are combed, multi layered and
folded to envelop air, specifically engineered to be the lightest fibre filling for its warmth.
SMARTFIL ® CLUSTERS are used in our pillows. An innovative process spins and entwines
SmartFil ® into silky-soft micro clusters that flow freely over each other without friction.
Our SMARTDOWN ® is the most down-like alternative you’ll find. We carefully blow downy
clusters of Smartdown – a super-fine recycled fibre – into the casing until completely even, for the
feel of a perfectly plump natural duvet.
At five years, our synthetic duvets have a longer guarantee than many other retailers. Proof of
their superb quality; using only top quality fillings, exceptional workmanship and rigorous
quality checks.
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FILLED PRODUCT
FINDING THE PERFECT PILLOW
TOG RATING
Once the customer has decided whether they want a natural or synthetic filling all that’s left to
decide is the size and the TOG rating or warmth required.
A tog rating tells you how warm a duvet is and is based on the duvet’s ability to trap warm air, not
how heavy it feels. Natural duvets have better thermal properties than synthetic duvets, so they
need less filling to achieve the same warmth. This is why a natural duvet will feel a little lighter but
be just as warm as a synthetic duvet of the same tog.
Additionally all of our natural duvets are made using a box construction which prevents the filling
from moving around the duvet. A sign of a high quality duvet the cassettes hold the filling securely
in place ensuring an even distribution of heat across the duvet.
The chart below will help you determine the correct tog for the customer. Many of our duvets
button together so if the customer buys a summer weight and a spring autumn weight they can
combine the two for a winter weight duvet in the colder months.
SUMMER Lightweight 3 / 4.5 tog
SPRING / AUTUMN Warm 7.5 / 10.5 tog
WINTER Toasty 10.5 / 13.5 tog
A pillow’s normal life span is just two to four years. Pillows have a much shorter life span than
duvets because they’re flattened by the weight of our heads. Once pillows start to go, they no
longer give the support you need and can become very unhygienic.
The right pillow is essential for a comfortable and healthy night’s sleep. Finding the perfect pillow
for comes down to your shape, size and the position you sleep in.
How does your customer sleep:
FRONT
If they sleep on their front, recommend a soft pillow that is not overfilled but still maintains the
neck and head position throughout the night.
BACK
If they sleep on their back, a medium pillow will help to keep their spine aligned. Too firm and it
will cause neck and shoulder pain.
SIDE
A side sleeper will benefit from the support of a firm pillow. Consider too that someone with
broad shoulders may need more than one pillow to keep the spine and neck straight.
DOWN SURROUND
A down surround pillow has upper and lower layers filled with down for softness and comfort. The
middle layer is filled with feather to provide extra support ideal for side or back sleepers.
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CHOOSING THE RIGHT RANGE
NATURAL DOWN OR FEATHER
NON-ALLERGENIC
HEAVIER
WEIGHT
SOMEWHERE IN-BETWEEN
SUPREMELY
LIGHT
SUPER
WASHABLE
MOISTURE MANAGEMENT
AND BREATHABILITY
DOWN-LIKE
SOFTNESS
Perfect everyday
Hungarian goose down
Symons goose down
Super soft ultra wash
Soft & light breathable
Deluxe down alternative
£
££
£££
£
££
£££
60 % Duck down,
40% Duck Feather
233tc cotton cover
Made in the UK
Award winning best seller
80% Hungarian Goose Down,
20% Feather
329 tc cotton cover
Super-lofty down filling
100% Siberian goose down
383 tc cotton casing
Extremely lightweight
Washable up to 60 degrees
Peach soft casing
(100% Polyester)
Lofty yet lightweight
80% Smartfil ® 20% Modal
Moisture-wicking
200tc cotton cover
Down-like softness
100% Recycled Smartfil ®
Polyester fill
280tc cotton cover
Luxury choice
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PROTECTING THE INVESTMENT
THE FOUNDATIONS FOR A
PERFECT NIGHTS SLEEP
MATTRESSES, TOPPERS & PROTECTORS
CARE GUIDE
Most of our duvets and pillows can be washed in a large capacity machine. Larger duvets will need
to be taken to a laundrette. Be careful how much detergent and fabric softener you use and always
follow the manufacturer’s instructions. Always use a non-biological detergent to ensure the down
clusters do not collapse
Natural fillings must be totally dry so the down and feathers are not damaged.
Therefore duvets and pillows must be dried in a tumble dryer at a high temperature (60-80°C)
The non-allergenic range should be dried on a low setting, ensuring enough space in
the tumble drier
Put a couple of tennis balls in the dryer with the down bedding, this will ensure that the filling is
kept moving during drying, making drying more efficient
Try weighing your quilt/pillow before washing and then after washing and drying. The quilt should
weigh the same or less. If the quilt/pillow weighs more, then it is not completely dry. It must be
dried completely. If not, you risk damaging the down/feather filling, or the non-allergenic filling may
become clumpy
Never vacuum or beat bedding with natural filling
Turn your quilt/duvet at least once a week, head end to feet or the other way around, and always
shake/air it from all sides, otherwise the fine down inside will move to one end
Open your bedroom windows in the morning, shake your down bedding slightly, so that absorbed
moisture can evaporate approx. 15 minutes, before covering with a bed cover
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DID YOU KNOW…
Hypnos, the fifth-generation
family-run British company,
has been making beds of the
highest quality, using timehonoured
methods for over
100 years.
Combining traditional skills
with constant innovation,
Hypnos has a reputation
for making the most
comfortable beds in the
world. A Royal Warrant
from Her Majesty Queen
Elizabeth II reinforces
Hypnos’ reputation for
service excellence and the
very best of British quality.
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Each of our mattresses uses a generous blend of natural and sustainable fibres and Hypnos’
signature intelligent pocket spring system. Constructed in subtly different configurations each
Hypnos mattress offers a different level of comfort and support. From luxuriously sumptuous to
our firmer sleep systems which care for the back.
REACTIVE SPRINGS
The more active turns, or coils, in a single
spring, the greater its ability to sense the
comfort and support requirement.
ReActive springs are made of tempered steel
and have up to 10 active turns. The pocket
construction means the springs independently
sense shape and weight distribution for total
body support.
MATTRESSES
WHAT MAKES OUR MATTRESSES SO SPECIAL
Some of OUR most commonly used fillings include:
NON ALLERGENIC FIBRES
A strong and resilient white polyester layer, breathable and non-allergenic these layers help create
a comfortable and hygienic sleeping environment.
REBOUND COTTON
A naturally soft and springy fibre. As well as providing a durable layer of comfort it is absorbent
and provides ventilation to wick away perspiration and humidity.
LATEX
Latex is the most naturally durable cushioning material available. It conforms to the shape of the
body providing excellent support and its natural elasticity means it recovers its shape quickly.
WOOL
Naturally hypo-allergenic wool provides a sumptuous layer of comfort. Wool also helps wick away
moisture and allows the mattress to breathe helping the customer keep warm in the winter and
cool in the summer months.
Our most luxurious mattresses also include materials such as hand teased lambswool, cashmere
and silk for an even more sumptuous finish.
More springs mean the mattress is better able
to mould to the contours of your body.
THE FILLINGS
The fillings we use not only provide comfort
but help to regulate body temperature, wick
away moisture and repel allergens.
Each offers its own unique features and
benefits. Our best selling mattress features two
layers of rebound cotton, a layer of lambswool
and is topped with a layer of anti microbial, non
allergenic fibre.
THE FINISHING TOUCHES
All of our pocket sprung mattresses are hand
tufted and the carefully selected ticking, hand
finished seams and rows of side stitching are all
signs of quality.
This attention to detail ensures that our
mattresses continue to provide a comfortable
and hygienic sleeping experience throughout
their lifespan, which is guaranteed for 10 years.
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DID YOU KNOW…
TOPPERS & PROTECTORS
Our anti-allergy protector range is made
from pure cotton and finished with a
sanitized-hygiene treatment to prevent
dust mites and bacteria from settling into
the pillows and bed.
The pillow protectors feature a concealed
zip fastening and the mattress protectors
have a cotton skirt to keep everything
where it should be and they are both filled
with plush layers of comfortable cotton.
A mattress topper is a layer of luxurious padding that lies between your mattress and mattress
protector. By gently moulding to the shape of your body and offering a little ‘give’ our mattress
toppers add a cloud like layer of comfort to the mattress.
To keep the bed hygienic for longer, and to create a lovely layer of comfort between the surface
and sheets, we also recommend investing in mattress and pillow protectors.
TOPPERS
Our range of toppers include natural filled with fine feathers and down, which are ethically sourced
and carefully cleaned (without using damaging bleaches). Our fluffy down feels supremely light and
lofty, while our feathers give added support.
We also offer luxurious non-allergenic alternatives a naturally non-allergenic merino wool and
cotton option or our plump polyester filled range.
PROTECTORS
Protectors are an essential add on for every pillow in the home to protect against spillages and
sweat, keeping each pillow looking as good as new for as long as possible.
We would also recommend a mattress protector. A layer of light padding which helps to keep the
mattress and topper hygienic and stain free, which is important given that the average adult sweats
a pint of moisture every night.
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SELLING TECHNIQUES
ACTIVITIES
DEMONSTRATE AND ADVISE
• Encourage your customer to feel the ranges to illustrate the features
and benefits
• What are your best sellers? What is new for the season? Introduce the
latest collections, especially if they are a returning customer
• Keep your display beds looking beautifully inviting. Encourage your customer
to buy into the look and feel of our collections
QUESTIONING TECHNIQUES
• Use open questions to establish exactly what your customer needs
• Establish what they already own and how they feel about the thread
count, weave, detailing etc.
• You can then use tie down questions to help promote a choice or help
the customer make a decision.
LINK SELL
• Remember to encourage your customers to care for their investment.
This will make it easier to add on complementary items such as protectors
SURPRISE SELL
• Your customers are delighted with their new bedding and can’t wait to
update their bedroom. Perhaps they would like a pillow mist or some
cashmere bed socks to complete their perfect night’s sleep?
1. BED ESSENTIALS BLIND TEST
Without looking, feel the samples and guess what the filling is. Do this for both duvets and pillows.
2. STYLING THE BED
Your starting point is a bed base and it is up to you to style the perfect bed. Consider the
following: What season are you styling for? What look are you going for?
Here are some ideas to get you started:
Town
Coast
Country
3. KNOW YOUR STUFF
In pairs, quiz each other on the thread count, weave, fabric and detailing for each range
4. QUESTION TIME
Your customer wants to replace her bed linen. What questions would you want to ask her to
establish her needs well enough to offer the right advice and recommendations?
CLOSING THE SALE:
• Compliment the purchase or offer to take the goods to the till. If the
customer would prefer we can always deliver to their home free of charge.
5. 60 SECOND QUIZ
Find out the following in 60 seconds:
What is the highest thread count we offer?
What is the composition in our Hungarian duvet?
What is the depth difference between our standard and deep fitted sheet?
Remember to watch the seasonal films and use your White pages to keep up to date
with new arrivals.
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FREQUENTLY ASKED QUESTIONS
1. Which of our duvets can be buttoned together?
All ranges but the Ultra-wash have the ability to be joined together.
2. Can customers attach duvets from different ranges?
Our natural ranges can be joined with other naturals; our synthetics have a different type of
attachment; tabs and buttons instead of holes & cuff links so naturals & synthetics do not cross
over.
3. Which bed linen is the easiest to launder and iron?
Our 200TC Essentials Egyptian cotton range has a treatment applied during fabric finishing process
that reduces creases and therefore the need for ironing.
4. How do we prove to customers that our filling is sourced ethically?
Our products come from a by-product of the food industry and all our suppliers have to adhere to
our ethical policy (no live plucking of birds). We have certified traceable supply chains
5. Why is your bedding so hard to iron?
We test all our fabrics to deliver the best qualities and hand feels that stand the test of time,
washing and ironing. We recommend ironing whilst slightly damp or spraying with water as you
iron to improve results. If products are allowed to dry completely then creasing is harder to iron
out.
7. If Egyptian cotton is best, why isn’t all our bedding made from Egyptian cotton?
Genuine Egyptian cotton has a naturally extra long staple length and therefore is more premium
and expensive. Cotton fibre can be spun from either shorter or longer staple length varieties. Not
all bedding needs to be woven with long staple cotton, for example flannelette/brushed cotton
is made with shorter cotton fibres that are brushed to create a smooth and soft handle. The
yearly crop of Egyptian cotton is not sufficient to satisfy the world demand and this is why it is
considered a luxury fibre.
8. What is covered in the guarantee?
Our guarantees cover manufacturing faults and every item returned is assessed on a case-by-case
basis. It does not cover misuse.
9. Does a low thread count mean it’s the lowest quality?
No - many elements determine quality with bedding. From the cotton used to spin into yarn to the
finishing that is applied and the attention to detail in the makeup of each piece.
10. Our bed linen comes from all over the world and our customers question us on this. They
want to know why one range comes from Portugal and another from India. How should we answer
this?
We source bedlinen with lots of different factors in mind and each country offers their own
specialties. Both Portugal and India have a long established heritage in textiles manufacture.
6. What duvet and pillow should we recommend for a child’s first bed?
We offer 2 great ranges with cot bed pillow and cot bed duvet sizes available; our ultra-wash and
our Soft & Light Breathable. As the name suggest the ultra-wash is practical and great value. The
soft & light breathable is softer to touch in comparison and has moisture wicking abilities thanks to
the modal % composition.
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Learning & Development
Growing our people to grow our business
learningdevelopment@thewhitecompany.com