eve Sleep announced a new retail partnership with DFS, the market leading retailer of living room and upholstered furniture in the United Kingdom. Initially the partnership will cover the dfs.co.uk website, which receives an average 2.71m unique visitors per month. There are also plans to extend the partnership to the DFS showroom estate later in the year.

DFS will stock a range of eve mattresses, including eve's Original and Premium Hybrid models rated the two best mattresses in the UK by consumer champion Which?, as well as a range of eve bedframes. Plans are in place to extend the ranges at a later date. Retail partnerships are a tried and tested pillar of eve's omni-channel strategy to be available where its customers shop.

The new partnership is expected to drive profitable sales, raise eve's brand and product awareness with its target customer base, and offer DFS customers additional mattress options to choose from, to accompany its bedroom furniture ranges. The partnership is expected to go live on the DFS website from 3 March.