Bensons for Beds, the nationwide bed and mattress retailer, has appointed the7stars as its new media agency to handle UK media planning and buying.

This month, the7stars will work with Bensons on integrated media strategy, planning, and activation. The brief is built around Bensons’ three-year plan and growth ambitions.

Based in Accrington, Lancashire, Bensons has 179 stores across Britain and also retails through its e-commerce platform. It owns the Slumberland brand and has a dedicated factory in Huntingdon, Cambridgeshire.

It is going through a major transformation programme after becoming a standalone business in 2020, backed by Alteri, the specialist European retail sector investor.

Investment includes the opening and relocation of new stores, new machinery at its factory, and innovations, including the launch of a vegan-friendly Naturals Solutions by Slumberland collection, and the Rollo by Slumberland rolled-up mattress range.

London-based the7stars is the UK’s largest independent media agency, with billings of more than £400m and clients including Iceland Foods, Nintendo, Entain, and First Rail. The agency is tasked with building Bensons for Beds' digital capabilities and driving business growth through an integrated and cohesive brand strategy that spans physical stores and digital channels. The Bensons for Beds account follows on the heels of a number of new wins for the7stars this year, including AG Barr, Kao, and a coveted place on the Crown Commercial Services for Public Sector Planning and Buying.

The competitive pitch process for Bensons was managed by The Aperto Partnership, and the7stars was one of four agencies to make the final round.  

Helen Nunn, marketing director at Bensons for Beds, said, “We’re very much looking forward to working with the7stars as we embark upon our three-year transformation programme and the opportunities that lie ahead to reach new audiences. 

“The team at the7stars demonstrated a clear vision to support us in achieving our short and longer-term objectives, as well as their proven experience in transformation growth. Digital transformation is key to our strategy and the team will enhance our capabilities in achieving an omni-channel strategy.”

Jenny Biggam, founder, the7stars said, “We are incredibly excited to start work for Bensons for Beds. It's a business with a huge opportunity and very big ambitions. During the pitch process, we discovered the importance of a good night's sleep and the value that consumers place on the perfect bed. We have some great ideas to convert enlightened consumers into happy Bensons’ customers.”