Flagship Partnership Between Hypnos Beds And John Lewis Announced
Luxury British bed manufacturer, Hypnos, has partnered with John Lewis to create two new mattress ranges that champion the use of iconic British wool. The John Lewis Classic wool mattress range, handmade by Hypnos, and the Hypnos Luxury Handmade Collection mark another step on Hypnos’ decade-long sustainability journey. For the first time, this new collaboration with John Lewis features mattresses handcrafted by Hypnos using wool provided by Waitrose sheep farmers in partnership with The Woolkeepers ®.
As an industry first, the partnership represents the shared desire of Hypnos, John Lewis and Waitrose to champion the importance of sustainable sourcing and manufacturing as key steps in creating a circular economy. It is hoped that the partnership will not only raise awareness of the issue of wool waste, but also help to drive demand for British wool, and in turn, raise its value, benefiting sheep farmers and producers across the UK.
Once a highly valued commodity in the UK capable of sustaining whole economies, wool has been under-utilized for decades, with the price offered to farmers often not even covering the cost of shearing. This has led to tonnes of high-quality British wool being wasted over recent years.
This is just one of the reasons why, in 2019, Hypnos began working as part of The Woolkeepers®. As a quality assurance platform for British wool and a means of bringing together the community of farmers, manufacturers and brands, this initiative offers a transparent, independently verified and ethical source of wool, from farm gate to shop front. Hypnos commits to both quality and a fair price so sheep farmers can invest in a sustainable reliable future. Wool is natural, renewable and fully biodegradable and extremely comfortable thanks to its temperature-regulating and breathable qualities making it an ideal material for bedmaking.
Richard Naylor, Sustainable Development Director at Hypnos, comments: “We have worked with John Lewis for over 35 years, and as a family-owned brand known for its sustainable design and handcrafting supremely comfortable beds, we were excited to drive this collaboration forward. It’s important for consumers to know that what they’re buying is not only economically sustainable but socially and environmentally sustainable too.”
Jake Pickering, Senior Agriculture Manager at Waitrose, comments: “Wool used to sustain entire economies, but it has declined in value so dramatically that British farmers are now in some cases having to dump it. We are in a fortunate position in running a Partnership that operates both a supermarket and a home department store, so we saw an opportunity to make a difference to our farmers and the environment by ensuring the quality wool they’re producing is not wasted. We hope that in doing this, we will raise awareness of this issue and restore British wool’s status as the highly valued and high-quality British commodity it used to be.”