Hypnos CEO is appointed to the NBF board whilst brand strengthens its European ties

Hypnos CEO, James Keen has been appointed to the Council of the National Bed Federation (NBF) at the federation’s AGM, which took place Thursday, 7 May, 2026. James is one of five new council members to be appointed.

The NBF is the trade association representing UK bed manufacturers and works to ensure the industry operates to the highest standards, promotes excellence and helps to create a sustainable future that supports the planet. Through his work on the Council, James Keen will continue to help to shape the federation’s efforts in driving a bed industry that recognises ethics, transparency and responsibility amongst its members.

James Keen, CEO, Hypnos, says, “The NBF is the combined voice of our industry and as a trusted brand within the UK and Europe, I am delighted to join the Council. Playing an active role in developing sustainable and forward-thinking industry initiatives that also help protect and educate consumers will be highly rewarding.”

James also currently sits on the board of the British Furniture Association (BFA) and is a liveryman of The Furniture Makers’ Company, demonstrating a deep personal commitment to supporting and developing the bed industry.

James’ appointment to the NBF comes alongside news of Hypnos becoming a member of the European Bedding Industries’ Association (EBIA). EBIA represents the bedding industry in Europe and promotes sustainable growth, innovation and collaboration across the sector.

The international presence of Hypnos has built over the last 40-years through partnerships across Europe that uphold the bedmaker’s ethical and sustainable approach. Hypnos’ membership of EBIA underlines the company’s status as a trusted British manufacturer in Europe.

David Baldry, Group Managing Director, Hypnos, says, “Our legacy as a fifth-generation family business handcrafting mattresses in Britain for over 120 years, and indeed our Royal Warrant from His Majesty the King, recognises our success and determination to deliver comfort with integrity to our British and international customers. We work closely with suppliers and partners across the UK and Europe to ensure that the hard-earned trust in our brand is not compromised. Becoming a member of EBIA is an opportunity to share what we have learnt, learn from others and show how consideration and understanding of what impacts people and the planet works to the benefit of the industry.”

For more information, visit http://www.hypnosbeds.com/ or call 01332 497111