INDX Beds returned to Cranmore Park at the end of April 2025, treating visiting retailers to a commercially edited product showcase from over 40 industry leading suppliers.
Alongside key names including Silentnight, Sleepeezee, Hypnos, Gainsborough, Harrison Spinks, Relyon, Kaydian, Sweet Dreams, Tempur, Dunlopillo, HTL, MA Living, Alstons, and New Trend Concepts, the exhibitor line-up also included newcomers Brooke & Wilde, Hyders Beds, Loren Williams, Novaluna, and Vispring.
The first day of the show was reserved for AIS Members, with exclusive product ranges from Sweet Dreams and Ashley Manor, and the highly anticipated launch of the new AIS own-label Dreamworld Collection.
Spearheaded by AIS Category Manager, Joanna Fielding, and AIS Director of Furniture and Home, Emma Rackley, the new Dreamworld Collection was unveiled from a central stand, with partner suppliers Gainsborough, Relyon, Sweet Dreams, and MA Living, on hand to support the AIS team with product expertise.
Organisers, Associated Independent Stores (AIS) said that the initial response to the range has been “outstanding”, with both new Dreamworld accounts and existing accounts reaffirmed. Members were impressed by the innovation and quality of the products.
Emma Rackley, Director of Furniture and Home, said: “Both the product and the bold new branding sparked real excitement and created a real buzz on the stand. Members are calling it a positive move forward, giving the own-label real stand out on the showroom floor.”
The Dreamworld Collection features a carefully curated selection of sleep products designed to deliver restorative rest for consumers and drive significant sales and margin for independent retail AIS Members.
Built on a “good, better, best” product strategy with 5, 7, and 10-year guarantees, Dreamworld focuses on quality, sustainability, and exceptional value.
Good Rest: Featuring the Rest, Pure, Calm, and Drift ranges, offering exceptional value for a truly restorative sleep experience, designed to support a restful night.
Better Recharge: Including the Recharge, Sanctuary, Escape, and Radiance ranges, crafted for deeper, more rejuvenating sleep, providing a perfectly balanced combination of luxury and value.
Best Revive: Showcasing the Revive, Harmony, Tranquility, and Bliss ranges, offering the ultimate sleep sanctuary where luxurious comfort meets unparalleled support for a truly transformative rest.
The Dreamworld Collection encompasses:
The Mattress Collection: An AIS Member exclusive, bringing a new lease of life to sleep with options from the Rest, Recharge, and Revive tiers, plus the Harrington, Grange, Dalton ranges, all crafted for total comfort and restorative sleep.
The Bedframe Collection: Featuring the Retreat, Unwind, and Savasana ranges, providing the essential foundations for a great night’s sleep with thoughtful design and robust construction.
The Storytime Collection: Including the Pip, Poppet, and Pixie ranges, beautifully crafted to give little ones the night’s sleep and dreams they deserve.
Branded Filled Bedding Collection: Launching in September 2025, completing the sleep experience with quality and comfort.
Joanna Fielding, Category Manager, commented: “Our aim with the Dreamworld Collection is to provide our Members with a strategic range that offers a clear and compelling customer proposition, driving both sales and customer loyalty through quality, value, and a simplified buying journey.
“We were thrilled with the response – everyone involved has worked incredibly hard over the last year, and it really showed. I feel very fortunate to have such a supportive and collaborative supply base and team within AIS. The show truly highlighted the strength of these partnerships.”
As for the other exhibitors on show, Gainsborough said: “It’s been a privilege to be part of the development of new The Dreamworld Collection and a superb range of beds has evolved under the direction of Joanna Fielding. The Gainsborough range of beds, form part of the premium Revive Collection and offer a traditional 3000 pocket with a luxurious comfort alongside an Ortho 3000.”
Kaydian – “Thank you to all customers old and new that visited our stand at the recent show. Our new designs were greatly received, with the Newton bedframe being the outright favourite, featuring a plain padded headend with piped border edging and ample ottoman storage space with safety bar feature.”
Purecare / PureLay – “We had a fantastic response during INDX Beds. The show was ideal platform to reintroduce the PureLay brand following a successful January show at the beginning of the year. PureLay is designed to look great, feel extremely supportive while remaining comfortable, and offer a strong retail presence. Customers are actively seeking solutions for heat buildup and inadequate support. As for Purecare, it was another great opportunity to showcase our superior wellness offer, from mattress protection, pillows and bed sheets.”
Hyders Beds took the opportunity to showcase its Haven and Savile models. The business reinforced the benefits behind the wool it uses and why the component is a natural win, displaying different wool types in comparison to what goes into the mattresses Hyders Beds produces. Meanwhile, Sleepeezee had a “fantastic” few days, displaying a number of new collections exclusive for AIS customers. Millbrook also had a “very successfully” show and launched several new lines of its internally tufted mattresses, including its brand new range of 6 FastTrack mattresses all of which are available on a 3-day lead time.
Sealy Posturepedic had an “outstanding” show, showcasing impressive growth in incremental premium floor models and welcoming new members. The new show format and POS layout were highly praised, and the atmosphere was electric, creating a vibrant and engaging experience for everyone involved. As for Harrison Spinks – “It was fantastic to connect with our valued retailers at another really successful show. We received positive feedback on the new seasonal-turn models in our Pure Performance collection and unveiled our brand-new luxury pillow range – developed to complement our mattresses using traceable British wool, organic cotton covers, and even our famous micro springs. We’re continuing to support retailers with showroom and website updates to help promote their ranges, and welcome anyone to get in touch with us for further assistance.”
Loren Williams – “We had a fantastic experience exhibiting at the INDX Beds show. It was a pleasure meeting AIS members, sharing our latest mattress collections, and building valuable connections. The positive feedback and engaging conversations made the event truly rewarding. We’re excited for future opportunities together.”
New products from award-winning bedroom manufacturer Wiemann were enthusiastically received at INDX. Kai Schwenke, European export manager for Wiemann, said: “We were delighted with the positive feedback which translated into healthy sales figures for the show.” Simon Hewitt, md of Wiemann’s sole agents for the UK and Ireland, Litmus Furniture, added: “Performing particularly well was versatile and sleek Ohio, a new-for-2025 VIP range, featuring hinged, hinged combi, bi-fold and bi-fold combi options.”
Willis & Gambier showcased its new Casera bedroom range, with the event a “great success”, and the response to Casera was “fantastic”. It was the first time Novaluna had exhibited at the show and also received “superb” reactions to its two exclusive upholstered beds – first from the BEST ottoman collection and a second Boxspring model, as well as its new Cozy Collection entry level models. Finally, Sofa Source made an impression with a collection that championed high-quality, functional design. The sofa beds were a highlight—engineered for seamless conversion and built with durable materials, they perfectly suited the demands of attendees at the show. The bedroom chairs complemented the range with refined silhouettes and premium finishes.
To wrap up the show, AIS extended a “huge thank you” to Members and preferred Suppliers for their continued support – essential to the brand’s ongoing success. While INDX Beds is set to return from 28*-29 April 2026, the AIS Team have their sights firmly set on delivering their next calendar trade show – INDX Furniture, which opens 27*-28 August 2025 (*AIS Member-only day). Visitor registration can be completed online at www.indxshows.co.uk.
www.aistores.co.uk / www.bigfurnitureshow.com/aistradeservices
