Eve Sleep to collaborate with Boots on Christmas ranges as it narrows its losses
Source: Mintel 15-09-2020

UK 15-09-2020

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Online mattress brand Eve Sleep has teamed up with Boots to launch a range of Christmas gifting products. The health and beauty specialist will sell a range of Eve Sleep’s Well Slept products online and in-store from October.

The deal was announced as the direct-to-consumer sleep wellness brand posted a 5% fall in sales to £12.2 million in the six months to 30 June 2020. Pre-tax losses narrowed to £1.3 million, compared to £6.7 million a year ago.

Mintel comment:

“Eve Sleep has followed up last week’s promising financial results with the launch of a new range of sleep products at Boots for Christmas 2020. As discussed in Analyst Insight – The rise of the ‘sleep experts’ and opportunities from mounting interest in wellbeing, the ‘Well Slept’ range is Eve’s latest example as a pioneer in expanding its product range into the wider sleep wellness category. Recent years have seen a sea change in the market, as several brands repositioned from bed and mattress specialists to ‘experts on sleep’, tapping into the mounting interest in wellbeing, and extolling the virtues of ‘a good night’s sleep’. This product diversification is important, not just in building brand awareness and customer penetration, but in building towards a longer-term growth plan in a heavily competitive marketplace.”