Price DNA™ — Honest Pricing
We don't do crossed-out prices. Ever.
No fake 'was' prices. No perpetual sales. No 70%-off theatre. Just one honest price on every mattress — and the market data to prove it's a fair one.
The Method
How Price DNA™ works
We monitor the UK market continuously — our Price DNA™ system tracks mattress prices across UK retail, day in, day out, so our view of the market is never out of date.
We assess by construction, not name — spring count, fillings, depth, build quality. A mattress is assessed against others built the same way — never against inflated RRPs or renamed exclusives.
Price DNA™ compares our price with the typical market price of mattresses built the same way as ours, checked at UK retailers. When our price is below that typical market price, the product shows the saving and a Below typical market price pill. Products with no saving show nothing.
Below typical market price
Price DNA™ compares our price with the typical market price of mattresses built the same way as ours, checked at UK retailers — so when our price is below that typical market price the product shows the saving and this pill, and a product with no saving shows nothing.
Why the discount game is broken
The mattress industry runs on artificial 'was' prices — a number invented so a discount looks dramatic. That's why the same bed can be '70% off' every week of the year. We think you deserve better: a real price, in real market context, backed by real data. Every mattress here is scored on merit, never margin — and priced the same way.
PRICE DNA™ CHECKER
Check any mattress, size by size.
Pick a mattress and a size to see how its price sits against the market for its build.
Because most of them aren't real. A crossed-out price only means something if the product genuinely sold at it — and in this industry, it usually didn't. We'd rather show you where a price sits in the actual UK market.
One honest price is only the start
Find the mattress that matches how you actually sleep — with a Price DNA™ saving shown only when it is really there.
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