The National Bed Federation (NBF) presented Jessica Alexander, whose career with the trade association spans 37 years, with a surprise Lifetime Achievement Award at the Bed Show Gala Dinner & Awards Ceremony on 26 September 2023. This recognition commemorates her exceptional contributions to the organisation and 17 years of outstanding service as its executive director.
Ms Alexander’s journey with the NBF began in 1987 when she worked in a PR role that saw her establish firstly National Bed Month and then The Sleep Council in 1995. Over the years, her commitment to the NBF’s mission, coupled with her dedication to the industry, propelled her to the role of executive director in 2006. Under her leadership, the NBF flourished, launching the Bed Show, advancing industry standards by creating the Code of Practice, promoting sustainability by publishing the bed sector’s Ecodesign Principles and NBF Pledge for Our Planet, and fostering collaboration among stakeholders, including the British Furniture Confederation, The Sleep Charity and West Yorkshire Trading Standards.
NBF members, retailers, trade press and colleagues who have had the privilege of working alongside Ms Alexander during her longstanding career were in attendance.
“Jessica’s tireless dedication to the National Bed Federation is truly inspirational,” said Tristine Hargreaves, executive director at the NBF. “Her vision, leadership, and unwavering commitment to the NBF and wider bed industry have helped shape the organisation and sector into what it is today. We are thrilled to present her with this Lifetime Achievement Award, which is a small token of our appreciation for her exceptional service.”
Jessica Alexander, NBF director of special projects, commented: “I am both proud and humbled by this special recognition from my peers. It’s very satisfying to know my efforts have made a difference but I couldn’t have done any of it without the support and encouragement of many wonderful people equally committed to this great industry, so my thanks to all of them for making the last 37 years such a pleasurable journey.”
The NBF is proud to celebrate Ms Alexander’s outstanding achievements and wishes her continued success as she continues in her consultancy role as director of special projects.
