Adjustamatic
Adjustamatic Beds Limited is a UK-based, privately held manufacturer of orthopaedic electric adjustable beds and riser recliner chairs, sold direct-to-consumer via in-home demonstrations, phone, and website across the United Kingdom.
- Company typePrivate
- Founded-
- HeadquartersDenbigh, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Adjustamatic does
Adjustamatic Beds Limited is a privately held UK manufacturer of orthopaedic electric adjustable beds and riser recliner chairs, headquartered and produced at a single facility on the Colomendy Industrial Estate in Denbigh, North Wales (LL16 5TS). The company sells direct to UK consumers under the Adjustamatic brand across two product families: a Regency and Heritage line of adjustable beds (available in Single, Double, Queen, King, and Dual sizes, including premium variants) and a riser recliner chair range (Standard, Petite, Grande, two-seater sofas, and named models such as Blenheim, Ascot, and Stirling). Core technology centers on independent electric motor systems for head and foot adjustment, the proprietary registered NHC Cyclo-Therapy® massage system, the registered AirFlow® mattress line, and Zero Gravity Support positioning.
The business operates a direct-to-consumer go-to-market model built around free in-home consultation and demonstration, supplemented by phone sales (0800 689 9823), an e-commerce website, free-brochure lead generation, and social channels on Facebook and Twitter. Products are built to customer specification in 4-6 weeks, delivered and set up in-home, with entry pricing from £999. The company is FCA-authorized (FRN734922) as a credit broker with a panel of lenders, enabling 0% finance offers that materially reduce purchase friction. Revenue is generated primarily through one-time sales of made-to-order beds and chairs, with credit-brokerage as a secondary revenue stream. The customer base is overwhelmingly individual UK consumers seeking pain relief, mobility support, sleep improvement, and therapeutic massage, including elderly users, post-illness/recovery patients, and couples needing independently adjustable dual beds. The company is small (11-50 employees), has no disclosed funding, no institutional investors, and operates exclusively in the UK domestic market.
Adjustamatic firmographics
Firmographics- Name
- Adjustamatic
- Legal name
- Adjustamatic Beds Limited
- Website
- https://adjustablebeds.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adjustamatic Beds Limited is a UK-based, privately held manufacturer of orthopaedic electric adjustable beds and riser recliner chairs, sold direct-to-consumer via in-home demonstrations, phone, and website across the United Kingdom.
- Ownership category
- akta.pro rank
Adjustamatic industry classification
Industry- Product category
- Adjustable Beds and Mobility Furniture
- NAICS
- Mattress Manufacturing (337910), Upholstered Household Furniture Manufacturing (337121)
- SIC
- Household Furniture (2510), Retail-Furniture Stores (5712)
- akta.pro primary industry
- Adjustable Beds & Bases Retail (CRAIABAB)
- akta.pro secondary industry
- Mattress & Bed Retail (Innerspring, Foam, Hybrid) (CRAIABAA)
Keywords
Where Adjustamatic is headquartered
LocationHeadquarters
- HQ city
- Denbigh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Adjustamatic business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Adjustable Beds and Riser Recliner Sales: One-time sale of orthopaedic electric adjustable beds and riser recliner chairs. Products are manufactured to customer specification with various customization options including size, fabric, headboard design, and therapeutic features. Base prices start at £999 with premium options available.
- Financing Services: Credit brokerage services providing 0% interest financing options through a panel of lenders. Company is FCA authorized and regulated (FRN734922) as a credit broker, not a lender.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard adjustable beds and riser recliner chairs starting price |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Adjustamatic product offering
Product offeringCore offering
Adjustamatic designs, manufactures, and sells orthopaedic electric adjustable beds and riser recliner chairs in the United Kingdom, produced to customer specification at its North Wales workshop. The range spans Regency and Heritage series beds in multiple sizes, plus Standard, Petite, Grande, and named-model riser recliners, with proprietary NHC Cyclo-Therapy massage technology, AirFlow mattresses, and Zero Gravity support as differentiating features. Products are sold direct-to-consumer via in-home demonstrations, phone sales, and the company's own website, with delivery, setup, and 0% finance arranged in-house.
Product overview
Adjustamatic is a UK-based manufacturer of orthopaedic electric adjustable beds and riser recliner chairs, offering a portfolio of products across two main categories. The adjustable bed range includes the Regency series (Majestic, Henley, Ottoman, Autovariable) and Heritage series (Buckingham, Buckingham Premium, Chatsworth, Chatsworth Premium, Sandringham, Hampton, Windsor, Wentworth), available in Single, Double, Queen, King, and Dual sizes. The riser recliner chair collection features Standard, Petite, and Grande sizes, Two-Seater Sofas, and named models including Blenheim, Ascot, and Stirling. Key technology differentiators include the proprietary NHC Cyclo-Therapy massage system and Zero Gravity Support featured across the product range. Mattress accessories include AirFlow and SleepID mattresses designed for adjustable beds. Products are manufactured in North Wales with financing options available through a panel of lenders.
Differentiator
Problem solved
Functional benefit
Products and services
- Regency Majestic Adjustable Bed
Companies that use Adjustamatic
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Adjustamatic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Adjustamatic partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Adjustamatic competitors and assessment
Company assessmentDirect peers
- Repose Furniture: UK manufacturer specialising in rise-and-recline chairs and adjustable/mobility beds. Direct competitor on riser recliners, with comparable health-and-mobility positioning, NHS/local-authority exposure, and bespoke UK manufacturing — making it a near-perfect analogue for Adjustamatic's chair business.
- Opera Beds: UK-based manufacturer and retailer of adjustable beds and riser recliner chairs. Competes head-to-head with Adjustamatic across the same therapeutic/mobility customer segments, with overlapping product ranges (electric adjustable beds, orthopaedic mattresses, rise-and-recline chairs) and a similar bespoke build-to-order model.
- Theraposture: UK-based specialist in adjustable beds, riser recliners, and care/mobility seating, with strong presence in healthcare professional referrals and Occupational Therapist channels. Overlaps with Adjustamatic on adjustable beds and therapeutic seating for elderly/disabled customers.
- Oakley Beds & Furniture: UK manufacturer and retailer of adjustable beds, electric beds, and riser recliner chairs. Direct niche competitor with a comparable build-to-order model and overlapping elderly/mobility customer base in the UK market.
- The Adjustable Bed Factory: UK-based specialist retailer of adjustable electric beds with a similar direct-to-consumer model. Closely comparable niche operator competing on therapeutic positioning, customisation, and home consultation across the UK.
- Sherborne Upholstery: Long-established UK upholstered furniture manufacturer producing riser recliner chairs and seating. Comparable to Adjustamatic on the recliner chair side of the business, with similar build quality and a dealer-led UK distribution model.
Broad incumbents
- Drive DeVilbiss Healthcare (UK): Large international healthcare equipment manufacturer with a UK mobility and home-care range including adjustable/hospital beds and riser recliners. Competes with Adjustamatic in healthcare-procurement and mobility channels, but at a broader scale across multiple product categories.
- Dreams: Largest UK specialist bed and mattress retailer, with a growing adjustable-bed range and national showroom network. While not specialist orthopaedic, Dreams is the most disruptive scaled incumbent: its pricing power, marketing spend, and faster delivery put pressure on niche players like Adjustamatic.
- Bensons for Beds: Major UK bed and mattress retailer with a broad range including adjustable and electric beds. A scaled incumbent that competes on convenience, brand, and price rather than therapeutic specialisation, but increasingly overlaps with Adjustamatic's customer base.
Emerging players
- Mobility Smart: UK online retailer of mobility and daily-living aids, including adjustable beds and riser recliners. A more e-commerce-native, broader-mobility peer that overlaps with Adjustamatic on adjustable beds and riser chairs but also sells across wider mobility categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks4 records
Key highlights6 records
Customer concentration
Adjustamatic social profiles
Digital presenceAdjustamatic compliance and trust
Trust signalCompliance1 record
Adjustamatic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adjustamatic leadership team
Management profileNumber of profiles
Adjustamatic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adjustamatic 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 Adjustamatic
What does Adjustamatic do?
Adjustamatic designs, manufactures, and sells orthopaedic electric adjustable beds and riser recliner chairs in the United Kingdom, produced to customer specification at its North Wales workshop. The range spans Regency and Heritage series beds in multiple sizes, plus Standard, Petite, Grande, and named-model riser recliners, with proprietary NHC Cyclo-Therapy massage technology, AirFlow mattresses, and Zero Gravity support as differentiating features. Products are sold direct-to-consumer via in-home demonstrations, phone sales, and the company's own website, with delivery, setup, and 0% finance arranged in-house.
Is Adjustamatic a public or private company?
Adjustamatic is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adjustamatic founded?
Adjustamatic was founded in -1. It employs 11 to 50 people.
Where is Adjustamatic based?
Adjustamatic is headquartered in Denbigh, United Kingdom, in the Europe region.
How does Adjustamatic make money?
Two revenue lines are on record. Adjustable Beds and Riser Recliner Sales are the primary driver. The others are financing Services.
Who are Adjustamatic's main competitors?
Direct peers on record are Repose Furniture, Opera Beds, Theraposture, Oakley Beds & Furniture, The Adjustable Bed Factory and Sherborne Upholstery. Broad incumbents are Drive DeVilbiss Healthcare (UK), Dreams and Bensons for Beds. Mobility Smart is listed as an emerging player.
Does Adjustamatic have an API?
No public API is recorded for Adjustamatic.
What industry is Adjustamatic in?
Adjustamatic's product category is Adjustable Beds and Mobility Furniture. Its primary akta.pro industry code is CRAIABAB, Adjustable Beds & Bases Retail, with a secondary code of CRAIABAA, Mattress & Bed Retail (Innerspring, Foam, Hybrid). Its NAICS code is 337910 and its SIC code is 2510.