With design and branding strategy at the forefront of its business agenda, eve – the UK’s first ‘bed in a box’ – disrupted the staid mattress market and became a globally recognised lifestyle brand in under three years.
Launching in 2015, an impactful creative idea was needed to achieve the start-up’s aim of explosive growth of £260,000 turnover in its first year.
Flipping the ‘sleepy’ tropes of the category, eve would be all about waking up in the morning feeling fresh, with visual energy delivered across every touchpoint. The mattresses’ bright yellow surround; packaging bursting with cheerful optimism; the simplicity of the mattress-buying process, all add up to a distinctive brand experience that resonates with consumers.
First year turnover was almost four times more than expected, at £900,000. And in only two years this leapt to £12 million, with 63,000 mattresses sold.
eve went from start-up to initial public offering (IPO) in just 27 months raising £35 million on AIM. The team rapidly grew from the two founders to 100 at the IPO float in 2017. It is now the most searched-for mattress brand online, with the highest brand awareness.