Tired of being inundated with big brand names and flashy marketing campaigns? Well, there is an alternative. Find out more about independent manufacturers… and why they offer superior value.
We’ve all seen the adverts, haven’t we? We’ve all driven past the stores with the banners hanging out front. We all know the names. Here in the UK, there’s a good handful of instantly recognisable mattress brands that all come together to dominate the sector. They’re huge. They’re everywhere. And customers keep going back to them – again and again – each time they need a new mattress.
Why?
Because big brands are familiar. They’re easy. They require practically zero thought. You need a new mattress? It’s easiest to go straight to the brand that pops into your head first, isn’t it? Of course it is.
But here’s an important question to be asking. Sure, these huge brands may be familiar, but are they offering the best value? Could it be that smaller, independent manufacturers are a better choice?
That’s a very interesting question. And it’s one that requires a bit of a deep dive.
So let’s begin…
Big name brands
While we can’t say this for every big mattress brand, the fact is that many prominent manufacturers do lean more towards selling stories rather than selling value. This is because they have strong partnerships in place with large retailers, who in turn have large marketing departments.
As you may know, storytelling in marketing is huge. It’s about drawing people in through immersion. These brands don’t want to sell you a product. Instead, they want to engage with customers to a point where that customer feels so connected to the brand that they actively want to buy.
Now, storytelling is great if we want to fall asleep, but it takes the focus off what really matters:
Value.
To us, value doesn’t necessarily mean cost, although that does play a role. Instead, value means you’re getting your money’s worth; you’re getting the experience and the sleep quality that you expect, based on your investment. Unfortunately, this doesn't always happen with big brands.
Think about when you watch a mattress advert on TV. You may get to the end and think, ‘Yes, that's the mattress I want; that's the mattress that's right for me.’ But how do you really know?
You feel that way because you’ve just seen a scenario you can imagine yourself being in. You’ve heard a story where you can relate to the character, and you feel involved. But in terms of value, you still don’t really know whether this is going to be a good investment or a poor one.
And that's the problem. It can be difficult to determine the reality when you’re blinded by the fantasy. And this is likely to result in unrealistic expectations about what a mattress can actually do.
Independent manufacturers
What many people don’t realise is that there’s a whole world beyond those big-name brands. Independent mattress manufacturers exist all over the UK, producing their own mattresses in their own way. Often smaller, these less flashy independents are often some of the biggest surprises: hidden gems that shoppers unexpectedly encounter when searching for a brand-new mattress.
So what makes them different?
The thing with independent manufacturers is that they often aren’t well-known enough to be sought after for partnerships with major retailers. This means they don’t need to hide behind stories. Essentially, these independent producers are helping us build a more transparent mattress industry – and we really do need one! – where we can better see the value that we’re actually getting.
The language used to sell mattresses by big brands can often be confusing – even misleading – because it's related to the story, rather than to the mattress itself. This can make it difficult for shoppers to compare products and make informed purchasing decisions, impacting the value of their investment.
When there’s no storytelling, manufacturers need to use plain language; language that’s clear, concise, unbiased, and rooted in the product itself. This empowers shoppers to make the best decision for their needs, and ensures they’re getting the best possible value for their money.
Which offers better quality?
Both big manufacturers and independent producers are capable of making high-quality mattresses. What’s important to think about here is how that quality is priced. There can be significant differences in how big and small manufacturers operate. And these differences can affect how they price their products.
For example, larger manufacturers may be tied into lengthy contracts with materials suppliers, meaning they’re not able to shop around for the best deals. They may not always be getting the best possible prices on raw materials, with any extra added onto the cost of the mattress. Independent producers, on the other hand, may have more flexibility in how and where they source materials.
It’s important to do your research
One critical thing we want to get out there is that this is not a black-and-white situation. Choosing a big-name brand does not always mean you’re going to get less value for your money. Likewise, choosing an independent manufacturer does not always guarantee the best value. Some major brands are committed to transparency, and are working hard to sell value to their customers. Some independent producers are beginning to sell stories to try and become like their big-name counterparts.
So it’s really important to do your research.
What we can tell you is that there really are some amazing independent manufacturers out there when you look beyond brands. These are smaller companies that offer surprisingly good value, and a large selection of mattresses to suit all sleep needs. At Memory Foam Warehouse, we like to think we fall into this category. Check out our mattress collection online, and make up your own mind!