Overview
The Bed Experts is a Leeds-based bed and mattress manufacturer with over 50 years of in-house production. Every headboard, mattress, and base is made by their own team, with up to five complimentary fabric swatches available to customers before purchase. Their product range includes the premium Elara collection — combining pocket spring and tablet spring systems with natural fillings like cashmere, bamboo, and mohair.
The Challenge
High-value furniture and mattresses are among the hardest product categories to convert online. Customers can't feel the product, they're making a significant purchase decision, and the brand's manufacturing heritage wasn't being communicated in a way that built enough trust to close the sale. Product selection was also complex, with multiple collections, sizes, and fabric options creating friction rather than confidence.
Our Approach
We positioned the 50-year manufacturing heritage prominently across the store — in-house production, fabric sampling, and product guarantees used as primary trust signals rather than footnotes. A guided product selection flow was built to help customers navigate size, firmness, and collection choice without overwhelm.
Product pages were redesigned around the buying decision: material specifications, comfort comparisons, and size guides embedded directly into the page. The checkout experience was streamlined and the mobile journey rebuilt to match the standard of the desktop experience.
What We Delivered
Custom Shopify theme design and development
Heritage and trust-first homepage design
Guided product selection and mattress comparison tools
CRO-optimised product pages with material specs
Mobile-first responsive build
Speed and performance optimisation
