Bedding and wellness brand Purecare has announced the acquisition of Norfolk Feather, a British bedding manufacturer with over 90 years of heritage in feather and home comfort products.
The move brings together Purecare’s research led approach to sleep wellness with Norfolk Feather’s long standing reputation for craftsmanship, quality materials, and ethically sourced products. The acquisition supports Purecare’s strategy to focus on the wellness of the sleeper by designing products that enhance comfort, promote a healthier sleep environment, and support more restorative rest.
Founded as a family business and built on decades of expertise, Norfolk Feather has established itself as a trusted name across the UK bedding market. Known for its high quality pillows, duvets, and textile products, the brand has consistently combined traditional craftsmanship with modern manufacturing standards. Its strong reputation for reliability and product integrity makes it a natural fit within Purecare’s growing portfolio.
Purecare’s UK Sleep Study, which surveyed more than 1,000 consumers, found that 99.8 percent of people consider sleep essential to their wellbeing, yet many still struggle with issues such as overheating and disrupted rest. The findings also highlighted gaps in awareness around bedding products and their role in supporting sleep quality. The integration of Norfolk Feather enhances Purecare’s ability to respond to these challenges, bringing together trusted British craftsmanship with Purecare’s established leadership in sleep wellness.
“Combining Norfolk Feather’s heritage with Purecare’s innovation allows us to build on our leadership in sleep wellness, bringing together trusted craftsmanship and insight led design to support better sleep and overall wellbeing,” said Paul Lake, Purecare UK and Europe. “This acquisition allows us to continue evolving our approach while staying focused on what matters most, helping people sleep better and live better.”
The acquisition also marks a significant milestone for Norfolk Feather. Russell Parsons (pictured), who has led the business and overseen its development, will retire following the transition.
“I am incredibly proud of what we have built,” Russell added. “Norfolk Feather has always been about quality, trust, and long term relationships. Purecare is the right partner to take the brand forward, and I am confident it will continue to grow in safe hands while staying true to its values.”
For retailers, the combined strengths of both brands create new opportunities to deliver a more considered and wellness focused sleep offering. By aligning heritage products with research led innovation, Purecare aims to support retailers in meeting the growing demand for better sleep and improved wellbeing.
Retailers can learn more about the combined offering and explore the next phase of development by visiting Purecare at the INDX Bed Show this April.
