Kenneth Sexton, Head of Projects & Operations at Snooze Mattress & Wellness in Ireland, talks about how the business has settled in just over a year from launching in the Irish market and why the franchise model works.
Sleep and wellness-focussed bed retailer Snooze Mattress & Wellness has had a very busy year. Launching its debut franchise store in Ireland back in March 2025, which is situated at South Ring Business Park on Kinsale Road in Cork, Snooze has continued to grow, build awareness and forge instrumental partnerships.
“2025 was a strong foundation year for Snooze in Ireland, and 2026 has built on that momentum in a way that has genuinely exceeded our expectations,” Kenneth revealed. “We have seen consistent month-on-month growth, and what is particularly encouraging is the quality of that growth – it is being driven largely by word of mouth and customer referrals, which tells us that the concept is resonating in exactly the way we had hoped.
“People respond to the Snooze experience. They arrive expecting a mattress shop and leave having had something far more personal – a proper sleep consultation, a lineup of products matched to their specific needs and a level of service they did not expect. That experience is what keeps them talking about us, and it is what we believe will continue to drive the business forward.”
At the heart of Snooze’s science-backed approach to finding the right sleep solution is its proprietary Dream Mapping technology – an in-store pressure-mapping system that analyses a customer’s body and sleep needs and maps them to the right mattress options across multiple price points.
“It removes the guesswork from one of life’s most important purchases and turns what can be a stressful and confusing process into something personal, informed and enjoyable,” says Kenneth. “The wellness dimension is central to everything we do. Sleep is not just about comfort – it is the foundation of performance, health and quality of life. That philosophy runs through every product and experience we offer, and it is reflected in the technology and brands we choose to partner with.”
Snooze’s brand portfolio, which includes TEMPUR, Kamjo, Snooze by King Koil, Snooze by Odearest, Spring Air, Bedgear and its own Snooze collections, is “built around quality”, Kenneth adds, with each backed by a manufacturer’s warranty, a price-match guarantee and up to a 60-night comfort trial on selected mattresses. With product in place, a customer experience implemented and team ready for growth, Snooze’s franchise model is designed to scale efficiently.
“A typical store operates with just two to three staff, keeping overheads lean and the business model accessible to entrepreneurs from all backgrounds,” Kenneth said. “Franchisees receive full training and onboarding covering sleep science, retail operations and sales, with ongoing support through our head office – ‘Bedquarters.’ From day one, every franchisee benefits from exclusive, protected territories, our Dream Mapping technology and access to our full suite of premium brand partnerships.”
One of the most significant recent moves for Snooze has been partnering with Kamjo – an Estonian luxury bed brand handcrafted near Tallinn. “Every single bed is made by hand, to order, based on the individual customer’s body shape, preferences and budget,” explains Egle Ispert, Sales and Marketing Specialist at Kamjo. “There are no production lines and no off-the-shelf products. The materials we use set us apart. We use only 100% natural fillings – soft cotton, warm wool, Vita Talalay® natural latex sourced sustainably from rubber trees, and horsehair in our flagship Golden People model.”
In fact, every Kamjo bed carries a 20-year warranty, with the business installing its own dedicated area within the Snooze Cork showroom – a carefully curated space that does full justice to the brand and gives customers the immersive experience it deserves. “It means customers can move between the science-led approach of Dream Mapping and the artisan craftsmanship of Kamjo in a single visit – a genuinely unique combination,” Kenneth added.
What takes it a step further is Sensowell® by Kamjo – a medically precise, contactless sleep sensor that integrates directly into the mattress. Egle explained further: “No wearable, no disruption – you simply go to sleep and Sensowell® monitors your breathing, heart rate, sleep cycles and body activity throughout the night. It delivers a detailed sleep score and personalised health insights through a companion app, developed in collaboration with the University of Tartu using AI-driven analysis. It can even support early detection of conditions such as sleep apnea.”
This is where the partnership becomes truly compelling for Snooze, as Kenneth continued: “A luxury handcrafted bed paired with that level of sleep intelligence – available to experience in our dedicated Kamjo area – is unlike anything else on offer in Ireland. It speaks directly to what Snooze Mattress & Wellness is about: sleep as performance, recovery and long-term health. Sensowell® makes that connection visible and measurable, and shifts the conversation from which mattress should I buy to how is my sleep actually affecting my life. That is exactly the conversation we want to be having with our customers.
“We identified a real gap in the Irish market for a genuinely luxury, handcrafted bed – something with authentic provenance, 100% natural materials and a bespoke quality that mass-market brands simply cannot offer. Kamjo fits that brief perfectly, and their products are proudly on display in our Cork store. There is a great deal more to come from this brand – the quality and craftsmanship of the products are on another level entirely.”
Away from products, Snooze has also continued to invest in its online presence at snoozemattress.ie, with nationwide delivery available across Ireland and Northern Ireland. “We are taking a considered approach to building this channel – doing it properly rather than rushing to scale,” Kenneth said. “Alongside this, we have continued to develop our franchise infrastructure, which culminated in our first international franchise show in London in April 2026 – a strong debut that has opened some exciting conversations.”
Another “excellent fit” for Snooze has been its partnership with RetailSystem, the UK and Ireland’s number one software provider for the furniture, bed and flooring industry. Kenneth shares more about the success so far. “As a specialist bedding retailer, having the right retail management system is essential, and RetailSystem has proven to be an excellent fit for our business.
“Since implementing RetailSystem, we have been able to manage everything from mattress and adjustable base sales to customer orders, deposits, deliveries and stock control with greater efficiency and accuracy. The system gives our team instant access to the information they need, helping us provide a seamless experience from the initial consultation right through to delivery and after-sales support.
“The reporting tools have been particularly valuable, allowing us to track sales performance across our mattress, bed, pillow, and accessory categories while providing clear visibility on business trends. This has helped us make more informed decisions and focus on the products and collections that best meet our customers’ needs.
“As a growing retailer, we also appreciate how user-friendly the platform is. New team members can quickly become confident using the system, and the support from the RetailSystem team has been responsive and professional whenever assistance has been required.”
Looking ahead, Snooze has a clear ambition to grow a significant presence across key Irish and UK cities within the next three to five years. In the short-term, the focus over the next six to 24 months is on opening new store locations and fully launching its online offering – two milestones that will set the foundation for everything that follows. “The UK sleep and wellness market is worth over £7 billion and growing, yet there is no dedicated sleep wellness retailer combining technology, premium brands and a genuine wellness experience under one roof,” says Kenneth.
“That is the gap Snooze is built to fill, and we see it as a clear first-mover opportunity. Having proven the model, we are now in active conversations with prospective franchisees and are recruiting partners across the UK and Ireland. Each franchisee receives an exclusive, protected territory – once secured, no other Snooze store can operate in that area.”
Kenneth said that Snooze is looking for people with strong professional backgrounds, ideally in management or leadership, who share the same passion for doing business the right way. “Mattress industry experience is not required – the training and systems we have developed more than cover that. What matters is a people-first mindset, commercial drive and the ambition to build something meaningful.
“We actively encourage multi-unit ownership and have development agreements in place for franchisees looking to secure multiple territories from the outset. From an investment standpoint the returns are very attractive – whether you are an owner-operator building a single flagship location or an investment group looking to expand a portfolio across multiple sites, there is a model here that works. We have also developed a hybrid concession format that opens the door to some very exciting retail partnerships with the right fit.
“The future is shaping up to be very exciting for Snooze. The model is proven, the customer response has been outstanding and we are entering a period of real momentum – across our store, our online business and our franchise programme. What gives us the greatest confidence is that everything we have built is rooted in doing things the right way – the right product for the right customer, the right partnerships and the right support for our franchisees.
“That is not just good for business; it is what makes Snooze genuinely different. For anyone with the ambition and drive to build something of their own, we would love to hear from them. The territories are available, the system is in place and the market is ready. The opportunity is real.”
