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Topsham based natural sleep company, Naturalmat have just opened a flagship showroom in Chiswick, West London – with each mattress and bed bearing their “made by hand in Devon” stamp.
Aiming to bring a slice of Westcountry life to the city, the 3000 sq ft showroom is a haven for clean sleep enthusiasts who are keen to experience the Naturalmat effect offered by their organic, luxurious, handmade products. Alongside the Cornish Bed Company, Naturalmat are showcasing their entire adult range of mattresses, toppers, linen and beds – with a few unique and exciting twists on the showroom concept.
Firstly, Naturalmat are the only bed manufacturers to incorporate a Sleep Zone area into their showroom space. A revolution in bed shopping, and inspired by Naturalmat’s own research, the Sleep Zone will offer customers privacy and comfort in a relaxing environment. Customers often report feeling self -conscious and uncomfortable testing out beds in front of staff and other customers, and are therefore less likely to choose their favourite mattress. To remedy this, Naturalmat have created a quiet and hidden space for trying out beds, which will put customers at ease, and enable them to make an informed decision. This area is found towards the back of the store and provides 6 different beds, each partitioned off with screens and relaxing foliage, allowing shoppers to properly unwind and experience the range in peace.
To put you right back in the Devon countryside, a local apple juice is on offer alongside complimentary refreshments. The Westcountry atmosphere hasn’t been forgotten either, so to complete the experience, you’ll notice specially tailored scents created exclusively for Naturalmat by an aroma specialist and the sounds of Devon country life in the background as you browse on the shop floor.
Co-Founder, Mark Tremlett says, “We’re really excited about bringing the whole range from the Naturalmat stable to London, and about creating such a unique shopping experience. Whilst we’re proud to keep our roots firmly in Devon, we have had huge support right from the start in the London market. I think people are attracted by our traditional craftsmanship and contemporary designs, but also the clear health benefits of sleeping on natural fibres. There’s a growing interest in the idea of clean sleeping and we’ve established our company on the concept of a natural sleep.”
Creating the unique scent has been a project in itself. The team employed an aroma specialist based in Japan to combine seven specific essential oils, to form a perfume which is 100% natural essences from plants, trees, fruits, roots and flowers. The Naturalmat scent of Devon actually includes Spanish lavender, Australian eucalyptus, rose and geranium from Africa and a touch of spearmint from China. Mark says, “It is a magical process to think that these essences from every corner of the world combine to create a scent which is such a part of home. We aimed to capture our unique combination of fresh sea air, salty estuary marshes and lush green farmland which all comes together in Topsham at our head office and factory.”
Naturalmat was founded in 2000 by Mark and his good friend Peter Tindall and nearly two decades later, remains in Odhams Wharf, Topsham despite becoming an international, award-winning business.
Mark says, “We are proud to manufacture a local product from local materials and are delighted to find that Londoners appreciate this unique combination. We make each mattress by hand in Devon, and source our organic lambswool from Soil Association approved farms within a 50 mile radius, so supporting our county is a big part of what we're all about.”
This is the first time Naturalmat have been able to showcase their entire adult range (their baby and child ranges are available in their Notting Hill Baby Boutique) and the light, bright, tranquil environment, with parking and easy Tube access is the best place yet to experience natural sleep effect for yourself.
This is just the start for Naturalmat, who already run a spacious showroom at Odhams Wharf, Topsham as well as several concessions in southern Europe – and have plans to open 3-4 more showrooms in the London area over the next 5 years.