CONSUMER
The Fine Bedding Company: Tradition meets innovation
About
For over 100 years, The Fine Bedding Company has been redefining great sleep. As a fourth-generation UK-based brand, it supplies high-end, sustainable bedding that delivers lasting durability and comfort. The Fine Bedding Co is B Corp™ certified since 2022 and is committed to a more sustainable and socially responsible future.
The Brief
As a long-established family business, The Fine Bedding Company had built a strong reputation for the quality of its products. The next step was to evolve that reputation, moving beyond product excellence to become a recognised authority on sleep and bedding.
This meant building credibility not only with consumers, but also within the hotel and hospitality industry, positioning The Fine Bedding Company as a trusted voice in a crowded and competitive space.
Our Work
We set out to build The Fine Bedding Company’s authority through a dual approach: combining product-led storytelling with credible expert commentary.
To drive consistent coverage, we developed targeted press lists and built strong relationships with key journalists across interiors, lifestyle, and consumer shopping media. For this, product seeding/gifting played a central role as we recognised that with bedding, experience is everything. By getting products into journalists’ hands, we enabled authentic, first-hand endorsement.
Alongside this, we identified a valuable opportunity to strengthen The Fine Bedding Company’s expert voice. We partnered with Kerry Davis, “The Sleep Fixer” to become a key spokesperson for the brand, offering credible, consumer-friendly expertise. Working closely with her, we developed a regular stream of topical, insight-led content - from seasonal sleep challenges to timely lifestyle hooks. These monthly blogs became a core asset, used across The Fine Bedding Company’s owned channels and as the foundation for proactive media outreach. This approach ensured we could tap into the media’s ongoing demand for authoritative, accessible sleep expertise and to date we’ve secured coverage of Kerry’s insights in titles such as Hello!, Women’s Health, and beyond.
Results
Over the course of our partnership, we’ve secured more than 360 pieces of media coverage for The Fine Bedding Company, spanning national, consumer, and trade press - firmly establishing the company as a go-to voice in the sleep and bedding space.
This visibility translated into high-impact placements across major national titles including The Independent, Metro, and The Sun, as well as leading lifestyle publications such as Women’s Health, Hello!, Stylist, and GQ. Product-led storytelling also drove broadcast opportunities, with features on programmes including This Morning and Newsbreak.
Importantly, this activity went beyond awareness to build lasting authority. The launch of a 1,000-person consumer survey on pillow wastage created a proprietary data set that strengthened The Fine Bedding Company’s expert positioning and continues to generate insight-led coverage over time.
Our approach also delivered tangible commercial impact. Campaigns around key product and partnership launches generated significant demand, with the collection with Percy Pig, for example, selling out and demonstrating the power of PR to drive both visibility and sales.
-> You can read our campaign spotlight on the launch of the innovative HoneyFoam Pillow here.
Alongside this, we built strong traction within trade media, securing a mix of high-profile and niche coverage - from established titles such as Good Housekeeping and Ideal Home to specialist outlets including Sleep Mag and key bloggers in the space, like Netmums.
Our work with the Fine Bedding Company on influencer marketing has also played a key supporting role in amplifying reach and engagement.
