Naturalmat
Naturalmat is a UK-based, privately held manufacturer of handcrafted organic mattresses, beds, and bedding, founded in 1999 and operating from a solar-powered Devon workshop. It serves residential consumers, parents, and hospitality clients including Six Senses Hotels through e-commerce, four UK showrooms, and B2B trade accounts.
- Company typePrivate
- Founded1999
- HeadquartersExeter, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Naturalmat does
Naturalmat is a UK-based, privately held manufacturer of handcrafted organic mattresses, beds, bedding, and bedroom accessories, founded in 1999 by Mark Tremlett and Peter Tindall in Devon after the founders, both sailors, sought natural fibre mattresses for boats that avoided the synthetic foams typical on most vessels. The company makes all products by hand in a single solar-powered workshop on the banks of the River Exe, using individually hand-nested pocket springs in cotton pockets and natural fillings including organic coir, natural latex, organic wool, cashmere, mohair, bamboo, and recycled denim. Its product portfolio spans two core mattress ranges (Pocket Sprung and Natural Fibre, including Lambswool, Cashmere, and Mohair variants), six mattress topper models, a deep bed-frame catalogue, headboards, bed bases, organic bed linen, mattress protectors, and accessories, with custom-made sizing available across the range.
The company operates a direct-to-consumer model through naturalmat.co.uk and four UK showrooms in London, Devon, Cotswolds, and Knutsford, supported by online showroom consultations and Klarna interest-free financing for higher-ticket items; free delivery and in-home assembly are offered. Pricing is mid-to-upper premium, with mattresses ranging from approximately £1,110 to £3,400, bed frames from £1,220 to £3,410, and toppers from £340 to £690. Beyond residential customers, Naturalmat serves parents of babies and children (a category entered after the founder's first child was born) and a B2B trade channel that includes interior designers, architects, and hotel groups; Six Senses Hotels stock the Trendy Topper across properties. The group includes three sub-brands: Naturalmat Marine (yacht mattresses, the original product line), Naturalmat Hotel (hospitality), and Cornish Bed Co (acquired and retained). Certifications include B Corp (first in the UK bed/mattress category), GOTS, OEKO-TEX 100, FSC timber, and Soil Association organic wool, and the company was awarded the 2026 King's Award for Enterprise in Sustainable Development; its Bed & Mattress for Life initiative offers refurbish, recycle, or donate options to ensure zero landfill.
Naturalmat firmographics
Firmographics- Name
- Naturalmat
- Legal name
- Naturalmat
- Website
- https://naturalmat.co.uk
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Naturalmat is a UK-based, privately held manufacturer of handcrafted organic mattresses, beds, and bedding, founded in 1999 and operating from a solar-powered Devon workshop. It serves residential consumers, parents, and hospitality clients including Six Senses Hotels through e-commerce, four UK showrooms, and B2B trade accounts.
- Ownership category
- akta.pro rank
Naturalmat industry classification
Industry- Product category
- Organic Mattresses and Beds
- NAICS
- Mattress Manufacturing (33791)
- SIC
- Household Furniture (2510)
- akta.pro primary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
- akta.pro secondary industry
- Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors) (IMAOAKAE)
Keywords
Where Naturalmat is headquartered
LocationHeadquarters
- HQ city
- Exeter
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Naturalmat business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: Naturalmat generates revenue through direct sales of handmade mattresses, beds, toppers, bedding, and accessories to consumers. Products are made to order in their Devon workshop. Revenue is primarily one-time purchase revenue with financing options available through Klarna for higher-value items.
- Trade/B2B Sales: The company offers trade accounts for B2B customers including hotels and hospitality businesses. World-famous hotel groups stock Naturalmat mattresses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pocket Sprung Mattresses |
| Unit Pricing | Pay-as-you-go | Natural Fibre Mattresses |
| Unit Pricing | Pay-as-you-go | Bed Frames |
| Unit Pricing | Pay-as-you-go | Mattress Toppers |
| Unit Pricing | Pay-as-you-go | Mattress Protectors |
| Unit Pricing | Pay-as-you-go | Bed Bases |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Naturalmat product offering
Product offeringCore offering
Naturalmat manufactures and sells handmade organic mattresses, beds, headboards, mattress toppers, bedding, and organic bed linen from natural materials such as organic wool, coir, latex, cashmere, and organic cotton in its Devon workshop. Products are made-to-order, free from synthetic foams and chemical fire retardants, and sold directly to consumers via its website and UK showrooms as well as to hospitality and marine clients via dedicated trade and sub-brand channels.
Product overview
Naturalmat is a UK-based manufacturer of handcrafted organic mattresses and beds, operating as a single-product portfolio company with multiple product lines. Their core offerings comprise Pocket Sprung Mattresses and Natural Fibre Mattresses (including Cashmere, Lambswool, and Mohair variants) as the primary mattress products, supplemented by six Mattress Topper models (Tremendous, Terrific, Bovey, Traditional, Trendy, Frome), a comprehensive Beds collection featuring designs like Lydford, Otterton, Ebford, Budleigh, and Halstock, plus Headboards and Bed Bases as modular components. The Bedding line includes duvets, pillows, and an extensive Bed Linen range (duvet covers, pillowcases, sheets) available in organic cotton, linen, and hemp. Accessories include Mattress Protectors (wool, cotton, waterproof varieties), Throws, and Lambskin Products. The company operates sub-brands for Marine and Hotel markets, plus Cornish Bed Co as part of the Naturalmat Group. All products are handmade in their Devon workshop on the banks of the River Exe using natural and organic materials, with a focus on sustainability and environmental responsibility.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 45-day sleep promise allows customers to return mattresses if not satisfied.
- +2 more outcomes
Companies that use Naturalmat
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Naturalmat technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Naturalmat partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Six Senses HotelscoreSix Senses Hotels stock Naturalmat's Trendy Topper across their hotel properties globally. This partnership positions Naturalmat in the luxury hospitality sector, providing guests with natural sleep products.
- Another CountrycoreCollaboration on 'The Another Bed' product - a co-created furniture piece combining Another Country's design expertise with Naturalmat's natural material knowledge and craftsmanship.
- Soil Association Certified Organic FarmscoreDirect sourcing partnership with Soil Association certified organic farms in Devon, Cornwall, and Dorset for organic wool. Buying direct from farmers ensures better quality and better deals for farmers while maintaining organic certification standards.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Naturalmat competitors and assessment
Company assessmentDirect peers
- Avocado Mattress: US-based DTC organic and natural mattress brand selling GOTS-certified organic latex, wool, and cotton mattresses direct-to-consumer. Highly comparable to Naturalmat in product philosophy (natural fibres, no chemical fire retardants, certifications) and DTC-first go-to-market, but at significantly larger scale and with US focus.
- Savvy Rest: Organic mattress manufacturer offering natural latex, wool, and certified-organic configurations with made-to-order and custom sizing. Directly comparable to Naturalmat on materials (organic wool, natural latex), custom sizing, and chemical-free construction.
- Happsy: Organic mattress brand focused on GOTS-certified organic wool, cotton and latex mattresses sold direct to consumer. Direct peer on materials, certifications, and DTC model, but positioned at a lower price point than Naturalmat's premium tier.
- Feather & Black: UK premium bed, mattress, and bedding retailer with showrooms and DTC e-commerce. Comparable on premium UK bed retail and showroom-led GTM, though broader product assortment and less of a single-material sustainability positioning than Naturalmat.
- The Natural Mattress Company: UK online retailer of natural and organic mattresses and bedding from multiple brands. Comparable on natural/organic mattress focus and UK DTC distribution, though operates as a multi-brand retailer rather than a manufacturer like Naturalmat.
- Birch (by Helix): Natural and organic mattress brand selling GREENGUARD Gold certified natural latex and wool mattresses DTC. Directly comparable product proposition (natural fibres, chemical-free) and DTC-first distribution model.
Emerging players
- My Green Mattress: Smaller organic mattress brand selling natural latex and wool mattresses with GOTS and GREENGUARD certifications. Comparable on organic/natural materials and certifications; emerging player with narrower product line and US focus.
Broad incumbents
- Vispring: UK-based luxury handmade pocket-sprung bed and mattress maker, established 1901, supplying premium hospitality and residential customers. Comparable on handcrafted pocket-sprung construction, premium positioning, and UK heritage; broader incumbent with significantly larger scale and global hospitality footprint.
- Hypnos Beds: Royal Warrant-holding UK handmade pocket-sprung mattress and bed manufacturer with strong hospitality and hotel supply business. Directly comparable on handcrafted pocket-sprung construction and UK hotel/hospitality channel, but at much larger scale and broader product range.
- Harrison Spinks: UK-based pocket-sprung bed and mattress manufacturer with own-farm natural fibre sourcing. Comparable on pocket-sprung and natural material expertise, vertically integrated farming, and UK manufacturing; a broader incumbent operating at larger scale with multiple brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Naturalmat social profiles
Digital presenceNaturalmat compliance and trust
Trust signalCompliance6 records
Naturalmat financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naturalmat leadership team
Management profileNumber of profiles
Profiles2 records
Naturalmat subsidiaries and ownership
Company hierarchySubsidiaries3 records
Naturalmat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naturalmat M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Naturalmat
What does Naturalmat do?
Naturalmat manufactures and sells handmade organic mattresses, beds, headboards, mattress toppers, bedding, and organic bed linen from natural materials such as organic wool, coir, latex, cashmere, and organic cotton in its Devon workshop. Products are made-to-order, free from synthetic foams and chemical fire retardants, and sold directly to consumers via its website and UK showrooms as well as to hospitality and marine clients via dedicated trade and sub-brand channels.
Is Naturalmat a public or private company?
Naturalmat is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Naturalmat founded?
Naturalmat was founded in 1999. It employs 11 to 50 people.
Where is Naturalmat based?
Naturalmat is headquartered in Exeter, United Kingdom, in the Europe region.
How does Naturalmat make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are trade/B2B Sales.
Who are Naturalmat's main competitors?
Direct peers on record are Avocado Mattress, Savvy Rest, Happsy, Feather & Black, The Natural Mattress Company and Birch (by Helix). My Green Mattress is listed as an emerging player. Broad incumbents are Vispring, Hypnos Beds and Harrison Spinks.
Does Naturalmat have an API?
No public API is recorded for Naturalmat.
What industry is Naturalmat in?
Naturalmat's product category is Organic Mattresses and Beds. Its primary akta.pro industry code is CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid), with a secondary code of IMAOAKAE, Mattress & Pillow Components Manufacturing (Ticking/Pillow Shells/Protectors). Its NAICS code is 33791 and its SIC code is 2510.