Stephen Blunsten, Managing Director of independent beds and mattresses retailer World of Beds, reflects on the past 40 years.
This month marks a special milestone for one Norfolk-based independent beds retailer as World of Beds prepares to celebrate 40 years in business. Startling life back in 1985, founded on the principle that everyone deserves a great night’s sleep, the company has grown from one store to five across East Anglia, employing over 20 staff with Stephen Blunsten at the helm as Managing Director.
Their journey of growth has been consistent over the past four decades, which has seen the business acquire, rebrand and relocate stores along the way. In 2005, World of Beds acquired Eastern Beds, situated on Ber Street in the city centre of Norwich, where it had been trading for over 40 years. In 2018 the store was rebranded with World of Beds’ new look to become another member of the World of Beds family.
In 2010, the retailer acquired Grant Street Beds of Norwich – another long-established company of over 30 years, while in 2019, its head office and Curtis Road branch in Norwich relocated to larger premises at Roundtree Way in Sprowston Retail Park north of the city. Its flagship store offers an extensive selection of beds and mattresses and even has a floor dedicated to Harrison Spinks.
“What sets us apart is our commitment to being more than just a bed retailer – we’re sleep solutions specialists who prioritise customer care and product knowledge through continuous NBF training and in-house development programmes,” said Stephen – or otherwise known as Steve.
“World of Beds will mark our 40th anniversary in April 2025, and we’re celebrating this milestone with several exciting initiatives. I am undertaking an ambitious 225-mile charity walk across our service regions in July 2025, connecting with the communities that have supported us over four decades. We’re also planning special anniversary promotions and customer appreciation events across all five of our stores to thank our loyal customers who’ve been part of our journey.”
And some journey it has been. As already alluded to, the business has expanded its presence over the years to five successful stores across Norwich, Dereham and Bury St. Edmunds and claims to be the oldest independent bed retailer in Norfolk and Suffolk to date.
During that time, Steve shared some memorable moments: “Over the past 40 years, we’ve achieved several significant milestones, from store acquisitions, expansions and the introduction of our partnerships with premium brands like Harrison Spinks.
“We’ve also launched our specialised DreamEase Mobility division, created Oscar the Owl, our beloved mascot who’s become a symbol of our family values, as well as pioneering sustainable sleep solutions with eco-friendly and vegan mattresses. We’re proud of our growth and look forward to what’s next in the years ahead.”
On that note, Steve added that the last 12 months have been strong for World of Beds, with consistent monthly revenues increasing and hitting an “all-time high” in weekly sales. “We’ve maintained our position as a trusted retailer across the region. Our in-store sales continue to increase, reflecting our customers’ preference for experiencing our products firsthand. The post-Christmas period has been particularly robust, showing increased customer interest in quality sleep solutions.
“We’re seeing an increase in sustainability in mattress manufacturing and materials too, as well as smart bed technology and sleep tracking capabilities. Meanwhile, there is also a rising interest in mobility and adjustable beds, and a growing awareness of sleep health and its impact on overall wellbeing. We’re seeing customers increasingly prioritising quality and sustainability over price, with a particular interest in products that offer both comfort and environmental consciousness.”
Looking ahead, Steve said he is “excited about several developments” in the pipeline, including the launch of a new enhanced website to improve its online presence, the expansion of its DreamEase Mobility division, the introduction of new sustainable product lines, implementation of new customer feedback systems and the development of its Oscar the Owl storybook series.
“We’re also enhancing focus on digital marketing and social media presence, while exploring innovative ways to integrate technology with traditional customer service to enhance the shopping experience.”
Steve added that World of Beds’ ongoing success is down to a number of things, mainly their “unwavering commitment” to customer service excellence while adhering to its core values at all times. “Reaching 40 years is both humbling and inspiring. Our success stems from several key factors including continuous staff training and development, strong relationships with premium manufacturers, our ability to adapt while maintaining our core values and our focus on building lasting customer relationships.
“As we look to the future, we remain committed to our founding principles while embracing innovation. Our upcoming 225-mile charity walk symbolises our dedication to giving back to the community that has supported us for four decades.
“We’re also excited about expanding our Oscar the Owl family of characters, each representing different aspects of our business and helping us connect with new generations of customers. Our deep understanding of our local market, most importantly, it’s our family business approach – treating every customer as part of the World of Beds family – has been crucial to our longevity.
“The next 40 years will see us continue to evolve while maintaining the personal touch and expertise that has defined World of Beds since 1985.”
