The Herdy Company

What The Herdy Company does

The Herdy Company Ltd is a privately-held UK company headquartered in Kendal, Cumbria, operating in the Lake District. It sells handmade natural sleep and home products under the Herdysleep sub-brand, which was launched in 2016 as a strategic collaboration with Harrison Spinks, a fifth-generation Yorkshire bed manufacturer employing 600+ people. The Herdy parent brand dates to 2007; the company is co-founded by Spencer and Diane Hannah and operates as a family-owned private limited company with no disclosed institutional funding.

The product portfolio centers on three mattress lines (the Herdysleep Mattress, Pillowtop Mattress, and Sprung Mattress Topper) built on a proprietary Cortec™ triple-layered pocket spring system using sonic-welded (glue-free) individual pocket springs made from pocket cloth and British steel. Wonderwool™ is the company's branded wool-fill technology — fine British white wool processed into multi-layered pads. All mattresses are foam-free, glue-free, chemical-free, and fully recyclable, and are tested to UK fire regulation BS7177:2008 Low Hazard. Complementary revenue comes from wool bedding (pillows, summer and winter duvets, mattress protectors), home furnishings (recycled wool throws, cushions, towels, reversible cotton sateen duvet sets), and a home fragrance line (candles, reed diffusers, wax melts, ceramic vessels) under a signature Ewe scent.

The business runs a direct-to-consumer e-commerce model through herdysleep.com with free UK mainland delivery on orders over £50, supplemented by two physical showrooms in Ambleside and Kendal. A secondary B2B channel supplies hospitality customers (e.g., The Gilpin Hotel, The Mardale Inn). Pricing ranges from £999 for a Single standard mattress to £2,699 for a Super King Pillowtop, with a bundle discount of 10% on three or more bedding items and a 100-night sleep trial with a 10-year guarantee. Herdwick wool is sourced directly from Lake District farmers at fair trade rates, and returned trial mattresses are refurbished and resold via the British Heart Foundation.

Name

The Herdy Company

Legal name

Herdy Company Limited

Website

https://herdysleep.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

The Herdy Company Ltd designs and sells handmade natural wool mattresses, bedding, home furnishings, and fragrances under the Herdysleep brand, serving UK consumers via herdysleep.com, two Lake District showrooms, and select hospitality partners.

Ownership category

akta.pro rank

Product category

Mattresses and Sleep Products

NAICS

Mattress Manufacturing (33791)

SIC

Wholesale-Furniture & Home Furnishings (5020)

akta.pro primary industry

Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)

Keywords

• Handmade wool mattresses
• Natural sleep products
• Wool bedding accessories
• Pocket sprung mattresses
• Home furnishings fragrances

Headquarters

HQ city

Kendal

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure

Revenue model

1. Mattress Sales: One-time purchase of premium Herdysleep mattresses (standard and pillowtop variants) priced from £999 to £2,699. Revenue from direct consumer sales and B2B hospitality partnerships.
2. Bedding and Accessories: Wool bedding products including duvets, pillows, mattress protectors. Complementary products sold alongside mattresses to existing customers.
3. Home Furnishings: Throws, blankets, cushions, towels, and bed linens featuring Herdy branding.
4. Home Fragrances: Candles, reed diffusers, wax melts with Herdy branding and signature 'Ewe' fragrance.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Herdy Company, through its Herdysleep brand, designs, manufactures, and sells handmade natural mattresses, wool bedding, home furnishings, and home fragrance products. Core offerings include pocket-sprung mattresses built with Herdwick wool, Cortec spring systems, and complementary pillows, duvets, mattress protectors, throws, cushions, towels, bed linens, and scented candles/diffusers.

Product overview

Herdysleep is a product line operated by The Herdy Company Ltd, offering a focused portfolio of natural sleep and home products centered around Herdwick wool from Lake District sheep. The core offering consists of three mattress lines: the standard Herdysleep Mattress with Cortec spring system (4,050-8,100 springs), the luxurious Pillowtop Mattress with micro springs and additional wool layer (3,484-7,334 springs), and the Sprung Mattress Topper for adding comfort to existing beds (2,115-4,230 micro springs). Supporting the mattress range is a wool bedding collection including Herdysleep Pillows with Wonderwool filling (Firm/Medium options), Summer and Winter Duvets with organic cotton casings, and a Mattress Protector. The home furnishings line features Line Recycled Wool Throws made from 70% recycled wool, Lakes & Fells Blankets, cushions in Line and Hello designs, Line and Marra Towels, and reversible Line and Marra Duvet Sets with water-free digital printing. The fragrances collection includes ceramic Reed Diffusers with Ewe fragrance blend, Wax Melt Warmers, Ceramic Candles, Wax Melts, and Refills, all featuring the signature scent of juniper, cedarwood, oak moss, and sea salt. All products are designed to support British manufacturing, upland fell farming, and Lake District Herdwick sheep.

Differentiator

Problem solved

Functional benefit

Brands

• Herdysleep: Sleep and bedding products brand featuring mattresses, pillows, duvets, and mattress protectors made with Herdwick wool, operated as a trading division of Herdy Company Limited.

Products and services

• Herdysleep Mattress Award-winning pocket-sprung mattress combining a natural Herdwick wool and cotton sleep surface with a triple-layered Cortec spring system. Available in Single, Double, King, and Super King sizes with 4,050 to 8,100 individual pocket springs. Designed for consumers seeking natural, chemical-free, sustainable sleep.
• Herdysleep Pillowtop Mattress Luxurious pillowtop mattress featuring additional micro springs and a natural Herdwick wool layer for enhanced comfort and temperature regulation. Available in Single, Double, King, and Super King sizes with 3,484 to 7,334 springs.
• Herdysleep Sprung Mattress Topper

Quantifiable outcome

• Over 6,750 individual pocket springs in King mattress
• +4 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• Harrison SpinkscoreStrategic or Co-development Partner · 1 January 2016Harrison Spinks is Herdysleep's exclusive manufacturing partner. Founded in 1840, they are a fifth-generation family business employing over 600 people. They design and produce pocket springs in-house and weave the chemical-free sleeping fabric. The first UK bed manufacturer to achieve Carbon Neutral+ status for every aspect of manufacturing.
• The Gilpin HotelflagshipStrategic or Co-development PartnerInternationally renowned Gilpin Hotel and Spa partnered with Herdysleep to introduce award-winning mattresses into their luxury spa suites. Partnership began during lockdown when managing director Barney Cunliffe met with Herdysleep co-founders Diane and Spencer Hannah.
• The Mardale InncoreStrategic or Co-development PartnerCommunity-owned country pub (The Mardale Inn) partnered with Herdysleep to furnish their newly refurbished bedrooms with Herdysleep mattresses. Part of the pub's sustainability focus using local products including sheep's wool insulation.
• Herdy FundcoreOthersHerdy Fund achieved charitable status in 2019, managed by the Cumbria Community Foundation. Supports sustainable rural community projects. Herdysleep donates a portion of profits to upland fell farmers through the fund.
• British Heart FoundationminorOthersFor mattress returns during the 100-night sleep trial, Herdysleep works with the British Heart Foundation to collect returned mattresses. The charity professionally cleans and resells the mattresses in their stores.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Dunelm: Largest UK home furnishings retailer offering bedding, mattresses, and home textiles across mainstream price points. Represents the broader home goods retail channel where premium-specialist brands like Herdysleep either compete in adjacent categories or seek partnership for distribution.
• John Lewis & Partners (Home): Major UK home furnishings retailer carrying premium mattress brands and bedding. Provides the broad retail marketplace channel against which Herdysleep competes and could potentially list on, with significant marketing scale advantages.

Direct peers

• Eve Sleep: UK mattress-in-a-box brand competing for the same DTC consumer with bed-in-a-box distribution and broader mid-market price points. Recent restructuring makes it a weakened but overlapping competitor in online mattress channel.
• Hypnos Beds: Established UK luxury pocket-sprung mattress manufacturer with Royal Warrant status. Competes in the same premium handmade mattress segment and supplies both consumers and hospitality, comparable to Herdysleep's craft positioning.
• Vispring: British luxury handmade pocket-sprung mattress maker with heritage dating to 1901. Operates in the same ultra-premium natural-fill mattress category, targeting affluent consumers and luxury hotels with comparable craftsmanship and price positioning.
• Naturalmat: UK-based maker of organic, chemical-free mattresses and bedding using natural fibres such as wool, latex, and coir. Directly comparable in sustainability positioning, natural materials emphasis, and DTC channel with UK focus.
• Harrison Spinks: Herdysleep's exclusive manufacturing partner founded in 1840, producing handmade pocket-sprung mattresses with proprietary Cortec™ spring technology and Carbon Neutral+ credentials. Operates as both a supplier and competing luxury bed maker with its own consumer-facing brand, making it the closest comparable in materials and craft approach.
• Simba Sleep: UK DTC hybrid mattress challenger brand with a foam-and-spring construction. Competes in the same online mattress category with strong marketing presence and broader product range, though positioned more on hybrid tech than natural materials.

Emerging players

• Abaca Organic Fibre Mattresses: UK-based specialist organic mattress brand using natural fibres (wool, cotton, hemp, flax). A smaller niche player in the same chemical-free, natural-materials segment, comparable philosophy but smaller scale than Herdysleep.

Regional players

• Savvy Rest: US-based natural and organic mattress brand with similar chemical-free, wool-latex construction and showrooms-plus-DTC omnichannel model. Comparable product philosophy but operates in North America rather than competing directly in the UK.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/herdysleep

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Herdy Company