Bed company Silentnight chooses intu Lakeside for second flagship showroom
North West bed manufacturing firm Silentnight is opening a second flagship showroom with retail and leisure operator intu.
The company signed up for 4,800 sq ft at intu Lakeside in Essex, following the launch of its first standalone showroom at intu Trafford Centre last year,
intu Lakeside, located in Grays, attracts more than 20 million customers annually.
Silentnight MD Steve Freeman said: “By opening our second flagship showroom at intu Lakeside, we’re enabling customers in the South East to explore and experience our full range of beds, mattresses and sleep accessories.
“This is a great marketing opportunity for us and has so far been really successful at intu Trafford Centre, where we’ve trialled new innovations such as our unique geltex range, which delivers an outstanding sleep experience and an alternative to traditional memory foam.”
He added: “Furthermore, it has also benefited our retail partners who have enjoyed returns from the increased consumer demand and awareness the showroom has created.”
Silentnight’s manufacturing and head office operations are located in Lancashire and Cumbria.
Rebecca Ryman, regional managing director at intu, commented: “Silentnight is the latest company to see the benefits of opening their store in a prime regional shopping centre, as they’re able to interact with customers, increase brand awareness and draw their target customers into a new realm.
“Creating compelling experiences that draw customers from further is what we do, and the addition of Silentnight to our store line-up will help us continue to do just that.”