In 2023, Shire Beds, the Dewsbury-based manufacturer, set out on a bold mission: to lead the UK’s white label bedding sector. Just two years later, the vision has become reality.
Today, Shire Beds is the trusted partner to more than 200 independent bed specialists and furniture retailers nationwide—empowering them to sell exclusive, premium collections under their own name.
The Brand Behind Your Brand approach has reshaped how retailers think about partnerships. With margins under pressure across the industry, Shire Beds offers a smarter route: beautifully made, high-quality mattresses designed to be sold under independent store branding. The result is stronger profitability, loyal customers, and a sharper competitive edge.
Collections with Craftsmanship at the Core
Shire Beds’ white label portfolio spans traditional, natural, and contemporary options, each crafted with precision and flexibility in mind.
• Capri / Ravello – Double-sided mattresses with hand side-stitched borders, nine rows of woollen tufts, and a 10-year guarantee. Built for durability, comfort, and retailer confidence.
• Solitude – A 100% natural, chemical-free range that blends sustainability with artisan detailing, backed by a 10-year guarantee.
• Internum – An internal tufted option featuring natural pocket springs, flag-stitched handles, and a 5-year guarantee.
• Backcare – Engineered with butterfly supports and reinforced details for customers who prioritise extra support and comfort.
• Cool Nytz – A modern solution with gel-infused memory foam and ice-cool fabric technology, finished with foam encapsulation for edge stability.
• Verona / Sienna – Luxury models combining silk, wool, and cashmere with robust pocket spring support, designed for premium appeal.
• Tencel / Bamboo – Eco-conscious collections featuring breathable fabrics and gel-infused comfort layers, uniting sustainability with performance.
Beyond Manufacturing: Full Retailer Support
The Shire Beds advantage extends far beyond the factory floor. Every partner benefits from:
• In-store tools – POS displays, mattress labels, and co-branded assets tailored for retail environments.
• Reliable logistics – Fast, dependable delivery ensures stock availability without long waits.
• Customer-first service – A responsive, knowledgeable team ready to support branding, logistics, or product needs.
Most importantly, retailers gain the ability to boost profitability. Many partners see gross profit margins exceeding 60%—proof that white label works.
As the team puts it: “Turnover is vanity. Profit is sanity.”
Experience the White Label Revolution
For independents wanting to increase margins, stand out in a crowded market, and invest in their own brand, Shire Beds offers the complete solution.
Because in today’s market, the smartest brand to invest in – is your own.
