Silentnight dreams big as it opens its second flagship showroom with intu

Silentnight, the UK’s leading bed manufacturer, has chosen to open its second flagship showroom with intu, owner of some of the UK’s largest and most popular retail and leisure destinations.

After a successful year following the opening of its first UK standalone showroom at intu Trafford Centre, Silentnight has now signed up to 4,800 sq ft of space at intu Lakeside, gaining access to millions of customers visiting the centre each year.

Steve Freeman, managing director, Silentnight, said: “Silentnight is in the homes of millions of customers and by opening our second flagship showroom at intu Lakeside, we’re enabling customers in the south east to explore and experience our full range of beds, mattresses and sleep accessories. This is a great marketing opportunity for us and has so far been really successful at intu Trafford Centre, where we’ve trialed new innovations such as our unique geltex range, which delivers an outstanding sleep experience and an alternative to traditional memory foam. Furthermore, it has also benefited our retail partners who have enjoyed returns from the increased consumer demand and awareness the showroom has created. With its high proportion of female shoppers and loyal customers that regularly visit the centre, intu Lakeside is the perfect location for our new showroom opening offering them the full Silentnight experience.”

Rebecca Ryman, regional managing director, intu, said: “Silentnight is the latest company to see the benefits of opening their store in a prime regional shopping centre, as they’re able to interact with customers, increase brand awareness and draw their target customers into a new realm. Creating compelling experiences that draw customers from further is what we do, and the addition of Silentnight to our store line-up will help us continue to do just that.”

intu Lakeside offers a compelling mix of retail, catering and leisure to over 20 million annual customers. Recent brands to sign up to the retail mix includes Cath Kidston, The North Face and Gant.

The centre’s multi-million pound leisure extension will feature Nickelodeon’s first UK shopping centre attraction alongside the world’s fast-growing trampoline park operator, Flip Out, Puttshack, and one of Hollywood Bowl’s biggest venues. 11 restaurants will also open at the end of 2018, with TGI Fridays and Zizzi taking 5,800 sq ft and 3,400 sq ft respectively. A 74-bedroom Travelodge hotel which opened last year is located close to intu Lakeside’s new leisure space.