SD Digest Edition 2

WHAT’S NEW • PRODUCT FOCUS • COMPANY • NEWS
SD DIGEST
Edition 2 | MARCH 2025
Naturals : Thetford 4000
BED FOCUS
Naturals
UPHOLSTERY REVIEW
Why we love Blenheim
FOLLOW US
MADE IN
THE UK

BED FOCUS
naturals
Sherwood 5000 | Kensington Pearl Platform with Halley Headboard
A collection of pocket spring mattresses with all natural fillings and chemical free covers.
Our Naturals Collection was part of our new launch
in September last year. It’s a coming together of
several ranges. The FR Chemical free covers from
Pocket Air Pure, healthy properties from Wellbeing
and natural fillings from our premium collections.
The collection currently comprises of three beds.
All enjoy super high spring counts of between
c.4000 and c.5000 pocket springs, luxurious
natural fillings, including wool and cashmere,
both for their warmth and cosiness. Mohair, silk,
lambswool and latex also feature.
The Naturals Collection has 15 base options from
our Artisan range, including leg bases, drawers and
our new motorised ottoman, all upholstered in
fabrics from the Kensington Textured Weave or
Plush ranges, giving a choice of 16 shades.
All the models are hand-tufted and are available in
three sizes: 135, 150 and 180cm.
The covers are an innovative, timeless, damask
comprising of a high quality viscose/modacrylic
jacquard weave. Two-fold viscose warp yarns create
a natural wicking effect to help achieve a cool
sleeping environment, conducive to a good night’s
sleep.
The damask is FR Chemical Free, produced from
inherently flame retardant yarns so it avoids the
need for an additional fire retardant chemical finish.

NATURALS
Range Overview
Ashridge has c.4500 Pocket Springs featuring a
main unit of c.1500 springs with two additional
tablet layers. Luxury natural fillings include wool
and wool cashmere, along with Latex form the
sleeping side. A no-turn mattress upholstered in an
inherent FR treatment-free damask and hand
tufted.
Sherwood has a super high c.5000 spring count.
It has a main unit of c.2000 pocket springs with two
additional tablet layers set among luxury fillings
including wool, silk, cashmere and mohair.
Again, Latex completes the sleeping side for a
premium sleep experience. FR treatment-free
damask and hand tufted. A no-turn mattress.
Thetford 4000
Thetford, like its collection companions, is a no-turn
mattress featuring a main unit of c.1000 pocket
springs with two additional tablet layers to give a
c.4000 spring count. Luxury fillings, including wool,
lambswool and Latex, make up the sleeping side for
a luxurious, supportive sleep experience.
Upholstered in an inherent FR treatment-free
damask and hand tufted.
Get in touch to find out more about the Naturals
Collection and the floor deals available.
Ashridge 4500 | Kensington Truffle with Halley Headboard
BUY THREE
FLOOR MODELS
AND GET
50%
DISCOUNT
Sherwood 5000
(Plus we have some
great POS too!)

FEATURE
How to Care
for Your
New Bed
Start your journey to a better life. Getting a good,
refreshing night’s sleep on a comfortable, supportive bed
means you’ll look, feel, perform and concentrate BETTER.
Once you’ve found the right bed, it’s important
to take care of it to prolong its lifespan
TIP 1 TIP 2
TIP 3
Don’t bend or roll your
new mattress if it was
delivered flat
Rotate your mattress
regularly and flip it over
unless it’s single-sided
Air your new mattress
before use and on a
regular basis
TIP 4 TIP 5 TIP 6
Use a mattress protector
to keep it clean and
prolong its life
Gently vacuum the top
of the mattress from
time to time
Ensure your bed base
properly supports
your mattress
TOP TIP
Expect some degree of body
impressions – it’s a sign that your
mattress is conforming to the
shape of your body
BED MONTH
March is #NationalBedMonth so set that alarm for one more snooze and enjoy a month
celebrating our favourite topic: beds!
Although we think of national days and months as
a new social media invention, the Bed Month
campaign has been going on for 35 years. It’s not all
about retailers selling beds either, Bed Month is
about promoting good sleep health too.
And how many of us have had the worst night's
sleep ever, the night before an early start or a big
event? The anxiety we create for ourselves by
clock-watching and worrying about missing our
morning alarm is the thing keeping us awake.
Making a few changes to your daily routine can
help you sleep better and wake up feeling more
refreshed. As part of our Bed Month promotion,
we will be sharing hints, tips and good advice from
The Sleep Charity and their #rightsideofthebed
campaign. We know that mobiles and electronics
late at night upset our sleep. Gaming devices and
TVs are up there too. The blue light from all these
devices hinders our production of Melatonin, a hormone
that plays a role in the sleep-wake cycle.
And, of course, what it’s all about, the bed. Choosing
the correct mattress and looking after it is also
essential to a good night's sleep. Mattress care is
something that is often overlooked. Rotating or
flipping your mattress to even out wear, keeping it
aired and cleaned, and making sure it has the right
support in the divan base or bed frame being used.
All these things, not only prolong the life of the
mattress but make it more comfortable for the
sleeper and, in turn, provide a better night's sleep.

BED MONTH PROMO
We have some great offers available for the duration of Bed Month. All four
offers are based on four of our best-selling models from across our ranges.
Tiffany Ortho 2000 is a double-sided, hand tufted
pocket sprung mattress. With c.2000 springs, a
three-box side stitch effect border, vents and
handles for turning and rotation.
Spencer 1000 is a no-turn, hand tufted pocket
sprung mattress. With c.1000 pocket springs,
a vertical border, vents and four handles for rotation.
Tiffany Ortho 2000
Spencer 1000
Lauren Firm 2000 is a hand tufted, no-turn mattress.
With c.2000 pocket springs, a three-box side stitch
effect border, vents four handles for rotation.
Alexis Firm is a no-turn, hand tufted mattress with a
framed Bonnell spring. It features a vertical border,
vents and handles for rotation.
Lauren Firm 2000
Lauren Firm 2000
All the mattresses are available in 90, 135 and 180cm. Shipped with random fabrics.
Prices start from £77 with additional deals available if you buy a package with one of our two wooden
clearance frames, Brooke or Cluster. Deals run until 7th April so speak to our sales team or your local agent
to find out more.

COMPANY UPDATE
TOP OF THE POPS
The September Bed Show was a great success for us last year, we are ready to go and do
it all over again.
Our new ranges launched at last years show have
all been very well received, our current leader board
looks like this:
Defined Edge Finley 1000
Traditional
Wagner 2000 Firm
Well Being Krystal Soothe 2000
Defined Edge
Maddox Silver
Bonnells
Malchite Ortho
Traditional Copland 1000
Bonnells Opal Comfort
Naturals Ashridge 4500
Well Being Krystal Zen 1500
Premium Crest Latex 2000
We have some great floor discounts available so
why not speak to our sales team and find our more
about our latest top ten.
At number 1, the Finley from the Define Edge Collection

PRODUCT FOCUS
COSMIC FUN
Jupiter with underbed trundle
Sweet Dreams are just a rocket ride away
with our great new kid’s guest bed.
Sleepovers are always great and having that spare
bed tucked neatly away that can be set up in a flash
is even better.
Bunks and guest beds always make up a good part
of our stocked collection, the latest addition is the
Jupiter Guest Bed. In white painted pine, it has
plywood slats for good support and handily takes
two 90x190cm mattresses so there is no faffing
around to find mini matts to fit.
The guest bed is on castors for easy trundling and
fits neatly underneath the main section. It also has
two large drawers, perfect for storing bedding or
essential astronaut stuff.
Jupiter is in stock now, so speak to our sales team to
find out more.
Storage drawers to lower bed

UPHOLSTERY FOCUS
BEAUTIFUL
BLENHEIM
Blenheim 2-seater | Voghera Beige
Blenheim has been at the core of our
upholstery range for many years.
It’s a customer and retailer favourite,
and here's why.
There is something satisfyingly square about
Blenheim. Its simple, classic square lines are clean
and stylish. Its versatility helps Blenheim to blend
seamlessly into any room. With wide arms, crisp
piping trim and neat feet in a choice of light or dark
wood it will suit most tastes.
Blenheim is one of the few ranges that has its own
exclusive fabric, Voghera. A striped textured weave
in three simple shades: beige, silver and charcoal
and accented with our popular geometric print,
Maika also in three complimentary shades.
Voghera fabric in 3 shades

BEAUTIFUL BLENHEIM
As with all our UK-made upholstery, the frame is a
robust combination of hardwood and other materials
responsibly sourced from sustainable woodland.
The whole range has a tension-sprung base with
glued and stapled joints for stability.
The removable seat cushions are made from resilient
high-density foam with a soft dome top layer.
The back cushions are polyester fibre.
The key feature of the range is its size. We aren’t
talking oversized chairs here, but the combination
of pieces makes it our largest range. Add a couple
of sofabed options in there too, and you have a
practical collection that can work for any living
room.
Accent chair | Maika Mustard
In all, there are eight pieces in the collection: a chair,
2-seater, 3-seater, corner, corner sofabed, 2-seater
sofabed, storage stool and accent chair. Both the
sofabeds sleep two with 3-fold mesh actions, the
corner sofabed being a particular customer
favourite just for its practicality.
Whatever you are looking for from a sofa, our
beautiful Blenheim has something to offer you.
Whether that is extra seats with spacious corners,
simple styling with the standard sofas or a splash of
colour with an accent chair, take a look. You are sure
to find something to suit you.
Blenheim corner sofabed | Voghera Charcoal

PRODUCT FOCUS
INTRODUCING AUSTIN
Austin 2-seater
Sofabeds have always played a big part in both our
upstairs and upholstery collections. While we always
focus on our own UK-manufactured ranges, we do
still look for good quality, well-designed products at
competitive prices to form our stocked range.
Austin arrived with us in early 2025 and is part of
our stocked-fast delivery range. A simple click-clack
action transforms the Austin from a spacious
2-seater sofa to a sofabed to sleep two in one easy
motion. Upholstered in a soft neutral grey with
natural wooden legs, it fits in happily with most decor.
The bolstered, fixed seat and back cushions make
for a comfy sit and sleep. We are sure it's going to be
a winner with the style-conscious who still need to
work to a budget.
The Austin is available now, so speak to our sales
team to find out more.
Quickly converts to a sofabed with it’s click-clack action

ROUND UP
Upcoming Events
Make sure you come and see us if you are attending
the INDX Bed Show coming up at the end of April.
Always a great event, we will be showing off some of
our latest ranges including Defined Edge, Naturals
and Landmark.
INDX is all about a fresh approach, helping retailers
stand out on the high street and helping businesses
thrive in some pretty tough retail climates. Backed
by Associated Independent Stores, the INDX shows
are all about community and innovation.
Donna’s Quarter of a Century
We love any excuse for a celebration, especially
when it has to do with our fantastic team. We think
this one is a little bit special. Donna clocked up 25
years of service with us just before Christmas.
Donna is an important part of our finance team as
our credit controller. It is not always an easy job, but
she has served us well and always with a smile.
Holding on to good staff is always a challenge in any
business, and we are so happy that Donna has
weathered the storms of the last 25 years with us.
A huge thank you for all your efforts.
Want to be part of our gang?
Enjoying our Digest but not a Sweet Dreams
customer? No problem! We are always looking for
good quality retailers and established online
retailers who want to become part of the Sweet
Dreams journey.
As a trade partner, you can take advantage of our
high-quality range of upstairs and downstairs
furniture, including a superb range of divan beds,
exclusively for retail stores. Luxury upholstered bed
frames, TV beds and ottomans. Fabulous, imported
frames and bunks held in stock for speedy delivery.
MADE IN
THE UK
A huge range of own manufactured and imported
sofabeds. Our own UK-manufactured luxury sofas,
accents and corner suites, and an exclusive range of
“online only” beds as well as frames, TV beds and
upholstery.
We also offer a wide range of services to back up our
product offer. Choose from regular deliveries from
our own fleet direct to your store or a “best in class”
two-man direct home delivery service. Experienced
agents and a knowledgeable in-house sales team to
manage your account and plenty of point of sale
including a high-quality printed brochure for all our
products and easy access to all our online ranges.
For more information about becoming a Sweet
Dreams Partner, simply complete the form on our
website here sweetdreamsuk.com/trade

MEET THE TEAM
Team Focus - Credit Control
Team Focus - Transport
Donna and Andrea make up our Credit Control
Team. They keep the wheels turning on the
financial side of the business. Looking after our daily
banking, processing invoices and payments,
scheduling orders and managing our month-end
reports.
Our Transport team actually do keep the wheels
turning. This busy team look after everything
connected with getting our products out of the
door and out to you, whether that is delivery to your
store, direct delivery to your customers or client
dispatch management for larger stores and groups.
This is where all trade credit account applications
come in to be vetted and set up, payment terms
and credit limits arranged and proforma invoices
created.
They also deal with any queries that may arise with
an invoice and issue any credits where on returns.
They are an essential part of our team to keep the
cogs turning smoothly, we couldn’t do without you!
Khuram is our Transport Manager and is responsible
for all of our fleet and drivers, vehicle servicing and
delivery planning. Sajid is Production Manager,
responsible for the day-to-day load planning and
scheduling, working with all supervisors and the
buyer for material control.
Sohail is Transport Administrator, assisting Khuram,
dispatching orders and generating customer labels.
Zahid looks after all elements of our DHD department.
Contact your agent for more information
Michael Shannon Northern Ireland mjs@shannonagencies.com
Declan McCarville Ireland declan.furniture@gmail.com
Donald Coltart Scotland donald.coltart@btopenworld.com
Nadine Shadwell Midlands, East & Sth Yorks nlsagencies@gmail.com
Mike Priday South West & South Wales mike@priday.co.uk
Jamieson Small Home Counties, East Anglia & North London jamiesonsmall@me.com
Jez Spear South East & South London jezspear@hotmail.com
Tracy Ashley North West & North Wales tracyashley1971@outlook.com
John McCabe North East and North & West Yorks jmccabe2968@icloud.com
MADE IN
THE UK
T: +44 (0) 1282 830033
sales@sweetdreamsuk.com
www.sweetdreamsuk.com