Bedding and wellness brand’s Purecare, a recent Best Bedding Supplier 2026 Award winner, and PureLay invites Big Furniture Group’s editor on a training tour to discover its support to independent retail partners and why its training is unlike any other provider.
Diving straight in, the two-day tour began in Bromsgrove where I found myself at one of Purecare’s newest clients, Pheonix Flooring & Beds. This provided a great platform to understand how the brand onboards new customers, with the training headed up by Paul Lake, Purecare UK & Europe, and Gill Sargeant, the dedicated Purecare Agent in the region.
Fuelled with coffee, notepad at the ready, I took a back seat to experience the training first hand. From detailed product benefit information, to incentive linked training performance, Paul and Gill covered every aspect of why Purecare mattress protectors work and how to maximise the sale potential. The information was presented in a clear, concise and constructive manner, allowing the Pheonix team to ask questions and get comfortable with the products.
It wasn’t just a case of being ‘talked at’, the Purecare duo were interactive with the products, sharing deeper insight into the key benefits and also providing a crucial demo to showcase just how good the products are. As part of the demo, Paul placed his phone on the bed, then covered the mattress with one of its mattress protectors. Looking on at this point, I was wondering what would happen next, then before I could glance at my notes, Paul grabbed his coffee (still very hot I might add) and launched it over the bed!
I could see the Pheonix team jolt, which also had the same effect on myself, as the black coffee spread and soaked into the protector. While this was happening, Paul casually – and confidently – placed the coffee mug back down and continued the conversation on the product benefit. Eyes still glued at the coffee stain growing larger on the mattress protector, the room was willing for the moment to come where the big reveal took place.
A few moments, and slurps of my own coffee, later, Paul returned to the coffee-crime scene. Low and behold, the protector did its job – and did it fantastically well. It’s safe to say that all the Pheonix team members were impressed (and slightly relieved the mattress underneath was good as new). What this did say though, was how confident the Purecare team are in their products and to present in such a way, really endorsed this further. It did make me wonder how many times Paul has put his phone on the line – the answer, too many times to remember!
With the team fully engaged, Paul and Gill moved on to talk about pitch strategies, helpful scenarios and targets. Although I can’t unveil what these are in more detail, what I can say is they all land with purpose and a clear proposition to create a unique selling tool. As a newbie to Purecare, Phoenix took everything on board and asked great questions – from topics around washing guidelines, differences of each protector and what terms are the best to say when speaking with customers. “The training was great and we are really excited to offer this to our customers and grow our business,” Michael from Phoenix said.
The conversation flowed to pillows, opening the door for further training on Purecare’s pillow product range. Purecare has developed specialist training programmes that help retailers identify the most appropriate pillow solutions for each customer. By simplifying what can often be a confusing category, retailers can create better customer experiences while simultaneously increasing attachment rates and overall category sales.
As a final thought on mattress protection, sleep hygiene was highlighted as an important role in creating a healthier sleep environment. Allergens, moisture, perspiration, and everyday wear all contribute to the condition of a mattress over time. It was quite alarming to hear how much sweat leaves the body every night! A pint if you’re wondering. That said, a quality protector helps create a cleaner and more hygienic sleep surface while supporting airflow and comfort. It also provides retailers with a highly relevant attachment opportunity that delivers genuine consumer benefits while supporting additional revenue generation.
Next up on the tour where visits to both Purecare and PureLay stockists, with the first being Atkinsons of Sheffield, where we were met with a warm welcome by David Cartwright, who kindly gave us a tour and a detailed history of the business. Adam Oldham (aka The Protectoriser) also joined Paul and myself to lead the training. This training was different. As an established brand partner, the staff at Atkinsons really know their stuff. It felt more of a refresher and to gauge feedback on any topics or scenarios that may have happened since its last training day. Again, the attention to detail presented by both Adam and Paul was second to none. What’s more, after analysing the company’s performance, this training was geared at how to push Atkinsons to the next level. The methods were like gold dust.
In the middle of the training, I couldn’t help but notice an elderly couple sitting on a mattress with one of Purecare’s mattress protector displays in hand. Giving it a thorough inspection, my attention shifted to watch a potential live sale blooming. Adam also navigated his way to assist the salesperson to answer some customer-raised questions. It was brilliant to witness. Not only because the customer was buying a Purecare brought in front of us, but because it showcased the level of commitment and knowledge both the store staff and Adam had to present to the customer, named Barbara. Of course, she purchased and then posed for a photo with us. What a gem!
“Our relationship with Purecare and PureLay is built on the continued trust and reliability of both Adam and Paul in terms of ongoing sales and product training with the staff to the importance of then measuring the performance of results,” Atkinsons said. “As an independent family-owned store top quality customer service is at the top of our priorities and a major point of difference when we advise our customer to purchase the protector. The alternatives that are available allows the customer to make an informed decision to choose which suits them best and then all backed by the peace of mind the lengthy guarantee Purecare offer.”
Carrie, in sales, commented: “I think in many cases that once we inform the customer that we all also use the protectors ourselves this offers them an instant reassurance and importance of protecting your investment.” Meanwhile, Kevin, also in sales, added: “The customers seem particularly reassured when we explain the advanced features of the Copper and the 5-sided Tencel protectors especially the fact they don’t get too hot due to the cooling properties.”
James Martin also added: “We place great importance on offering trusted products backed by knowledgeable advice and exceptional customer service. The training provided by Purecare has been invaluable in giving our team the confidence and product knowledge to recommend the right product for each customer’s needs.
“Their hands-on approach, ongoing retailer support, and willingness to share expertise have helped us enhance the customer experience and reinforce the trust our customers place in us. Purecare is a brand that aligns well with our values, and the support they provide enables us to deliver the high level of service our customers have come to expect. We look forward to continuing our partnership with them.”
Moving on, the tour took us to Scunthorpe where the Bed Shop Group where the retailer housed a full collection of Purecare and PureLay products, with pillows soon to come. Much like the former, the Bed Shop Group are seasoned Purecare stockists with the training a similar feel to what I had just experienced in Sheffield. Different questions sprang up, providing a different opportunity for Paul and Adam to discuss, evaluate and share next steps. I also met Trudi who was full of energy, really understood the brand and was testament to Purecare’s ongoing training programme. In fact, the retailer holds a quarterly competition on mattress protector sales. No prizes for guessing the winner I’m afraid. Of course, it’s Trudi.
It’s no surprise either. Not only is Trudi a walking and talking Purecare mattress protector guru, I noticed a nice touch with the smaller product displays. On most beds throughout the store, there was a mini Purecare mattress protector on top. This presents a great way for customers to just pick it up and explore, even before any information is offered. “Training and continued education are an investment in success,” said Rob Sands-De Freitas, Area Manager. “Having knowledgeable, well-trained staff creates confidence, delivers exceptional customer experiences, builds trust and increases sales.
“Coupled with the reassurance of a lengthy product guarantee and the exceptional after-sales service provided by Purecare, our team can confidently stand behind every recommendation we make. That confidence is felt by our customers, helping turn one-time shoppers into loyal, lifelong customers. When you invest in your team’s growth, you invest in your business’s future. After all, when your team grows, your business grows.”
From Scunthorpe to Catterick took us to Simply Beds for some after-hours training. Siblings Ashley, Natalie and Robert were on hand to welcome our training trio (at this point I felt part of the team – I even made a suggestion during this leg that was inspired by some info-graphics seen around the store). Sticking to the day job, observing this training felt very much like a suggestion box for further enhancements, in collaboration to form a strategy that would work specifically together. From digital content to forming a WhatsApp channel, the feedback provided was invaluable to both parties. Simply Beds are another high performing Purecare and PureLay customer, so this training required a presentation on some tips to go that bit further – tips that I cannot report on – sorry!
Every element of feedback was answered, with some inspiring further thought for expanded point of sale for certain products, while also providing advice on how to reframe objection into a positive. For Simply Beds, the training is crucial. “Purecare is more than just a supplier – they’re a true partner to our business,” the team said. “Their comprehensive training, expert product knowledge and practical sales advice give our team the confidence to recommend every product with conviction.
“The ongoing communication keeps us engaged and motivated, and the support we receive is second to none. We’re proud to work alongside a brand that invests so much in helping us succeed. Our late father used to quote to us… ‘The more we know the easier it is to survive. Knowledge dispels fear’. A philosophy we feel Purecare truly understands.”
Purecare’s offering of the complete sleep wellness collection through premium protection, exceptional comfort and proven retail success is fundamental to its philosophy. And so is the training infrastructure it provides. Digesting the day of training, we concluded with a bite to eat and a pint (not sweat!) as well as resetting for the final visit to come. Day two took us to Linthorpe Beds in Darlington and Portrack Lane in Stockton, who are another highly performing Purecare partner. This training was all about becoming elite. Every member of staff at the store was on top of their individual game, where Paul and Adam reemphasised a presentation on going beyond the 100% level, techniques to finesse and others to employ to achieve such status.
The training was in-depth and focused on techniques and scenarios rather than product information as the staff were already extremely high in terms of brand benefits and knowledge. You could hear a pin drop due to the locked in nature of the team, all eager to be the top – and first – salesperson to hit the 100% attachment target. Paul challenged and teased them further, pushing to try and join other individuals already posting over 100%, becoming individually one of the best in the country. The strategy looked at broadening the sale – again, this cannot be reported in detail, but it did trigger ideas and energy to go beyond their target.
Cherelle Curtis, Managing Director, and Tara Corcoran, Senior Manager, both echoed the importance of such training for their staff. “Regular Purecare protector training brings real benefits to the business by keeping the product fresh in our sales teams’ minds and ensuring everyone remains confident in explaining the features and benefits to customers.
“The more knowledge the team has, the easier it is to pass that information on to customers and help them understand the value of protecting their investment. This confidence naturally drives sales and helps increase our add-on rates, as colleagues are more comfortable recommending the right protection package for each customer.
“The training has also helped the team feel more confident in recommending two protectors, giving customers all-year-round protection for their mattress while allowing one protector to be washed and the other to remain in use. This not only helps prolong the life and performance of the mattress but also improves the customer’s overall experience with their purchase.
“By ensuring customers get the most from their mattress for years to come, we build trust, confidence, and loyalty in the Linthorpe Beds brand as a whole.”
To summarise, every store we visited provided the universal feedback. The Purecare mattress protectors were flying. PureLay mattresses were a great latex option and were working well in all stores. Each store had a dedicated Purecare display area, while others had the addition of PureLay mattresses as well as pillow and bed linen displays too. The brand can cater for whatever the retailer needs.
The key takeaway from the training tour was that Purecare and PureLay offer a next level retailer support programme, designed to drive mattress protector attachment rates through structured training and educational programmes. “The objective is simple,” Paul said. “We want to help retailers move away from selling individual products and towards delivering complete sleep wellness solutions.
“By focusing on consumer challenges such as overheating, poor support, hygiene concerns and sleep disruption, retail teams can create more meaningful conversations that naturally lead to additional product recommendations. This benefits everyone involved. Consumers receive better guidance and better sleep solutions, while retailers improve attachment rates, average transaction values and overall profitability.”
As the tour came to close, a rather fitting song came through the radio by indie rock band The View. Not only did it provide a nostalgic nod back to my university days, and the fact that Paul was absolutely buzzing to it, but the first two lyrics encompass what the brand is all about. Superstar Tradesman – well in this setting, Superstar Tradespeople – as it’s the people that Purecare invests in to sell their products. It’s the people that soak up the training. It’s the people that other people buy from. And from what I’ve witnessed over this tour, they’re all Superstars.
