Parenting resource website Mumsnet and bedding brand Dreams are now teaming up to create a co-branded mattress that specifically targets the needs of sleep-deprived parents and parents-to-be. The partnership began with a survey conducted with 2,000 Mumsnet users, as well as insights collected from a small group of users and influencers. As the mattress is set to respond to the concerns of parents, a small group of consumers was invited to the Dreams Bed Factory for a look into the mattress-making process.
At the end of April, the two mattresses will be available to purchase through Dreams. As a good-quality sleep sets the foundation for a positive day, the co-branded mattress designs will prioritize comfort, practicality and affordability for families.
The mattress industry has recently experienced a revival through everything from dynamic marketing campaigns to innovative products that simplify delivery and allow for greater customizations to be made by the end user.
Parent-Targeted Mattresses
Dreams and Mumsnet are Collaborating on a Co-Branded Mattress
Trend Themes
1. Customizable Mattresses - The innovation opportunity lies in creating mattresses that can be personalized and customized to meet the specific needs of sleep-deprived parents.
2. Direct-to-consumer Mattress Brands - The disruptive opportunity exists in creating direct-to-consumer mattress brands that provide convenience, affordability, and a targeted marketing approach to parents and parents-to-be.
3. Sleep-related Parenting Products - This trend opens up an opportunity for the development and marketing of sleep-related parenting products, such as sound machines, smart monitors, and specialized bedding, tailored to address the unique challenges faced by sleep-deprived parents.
Industry Implications
1. Mattress Manufacturing - Innovations in mattress manufacturing techniques, materials, and designs can help companies cater specifically to the needs of parents and parents-to-be, leading to disruptive advancements in the industry.
2. E-commerce - The e-commerce industry can benefit from the rise of direct-to-consumer mattress brands targeting parents, offering convenience, affordability, and personalized solutions for sleep-deprived individuals.
3. Parenting Products - There is an opportunity for companies within the parenting products industry to develop and market sleep-related products tailored to address the unique challenges faced by parents, providing them with innovative solutions to improve their sleep quality.