The Shire Bed Company, which has been exhibiting at the NBF Bed Show since it first began in 2009, is celebrating its most successful show yet.

Shire beds roll and rest amaryliss


The company triumphed with its much anticipated Roll & Rest collection of vacuum packed mattresses. Significant investment into expanding its manufacturing facility in Dewsbury, Yorkshire, enabled it to develop this new range.  

Ideal for anyone needing a mattress in a hurry, the comprehensive collection features 10 different models. They include Daisy, an open coil mattress and entry level product. Iris is an orthopaedic spring core mattress with additional layers of filling for comfort and support.  

The shire beds eco grand 6

Carnation and Orchid are open coil mattresses with an additional memory foam layer, relieving pressure points and supporting body alignment.  

Aiding a great night’s sleep are Freesia and Azalea, produced from high density foam. Amaryllis and Lotus are1000 pocket core sprung.

Completing the set are Violet and Jasmine, with duo and cotton pad fillings. Violet is produced from cool blue memory foam while Jasmine includes latex sheet filing and has a bamboo stretch fabric cover.

The extensive range of open coil, orthopaedic spring, reflex foam and pocket sprung mattresses are all available in standard core and memory foam topper options. All the mattresses will return to full size, ready to use two-four hours after opening and can be transported in the back of an average sized car.

Shire beds eco champion

Another winner at the show was the company’s new, second generation Active Response collection. The four mattresses with performance finish covers include Active Fresh with climate and moisture management at 37 degrees and Active Care containing a Tencel finish for moisture management.  

Active Breeze optimises the body’s natural thermoregulation through smart fibres and Active Cool has hydrophilic moisture wicking properties.

The company’s limited collection of boutique pocket mattresses attracted real attention. The Elegance 1500 and Opulence 3000 are boutique inspired, soft sumptuous pocket sprung mattresses with high quality fillings, including cashmere, silk and wool.


Both mattresses have woollen tufts, air vents and handles as standard and are completed with a beautiful soft fabric to complement the supportive pocket spring unit.

Fara Butt, sales and marketing director, said: “We are passionate about product quality and work very hard to bring our very latest collections to our customers.  All the new ranges went down really well, especially the Roll & Rest and the Active. In fact one visitor commented that Active Fresh was the best looking and most comfortable mattress at the show.

“We really look forward to the Bed Show. There is a real buzz about it, we work hard preparing for it and it’s great when it all comes together. The gala dinner in the evening is the icing on the cake for us.“

It’s been a great year for the company. The recent purchase of an additional 60,000 square feet site increases the size of the operation to over 100,000 square feet bringing its total investment to nearly £2.5m.

The programme of investment has also seen a spend of over £100k in a new automatic, all-in-one, top of the range, border, handle and label machine for its mattresses.

With multi-needle technology, the new machine comes with three independent systems capable of sewing border designs that are unique and elegant, automatically stiches fabric handles and attaches labels.  This further supports the company’s continuing development of its range of high quality beds, mattresses and divan bases.

Shire beds roll and rest jasmine

Strengthening its relationship with Yorkshire County Cricket Club, Shire Beds signed a three year deal to be a major sponsor until the end of the 2018 season. This follows an initial one-year sponsorship package which it signed-up to in 2015.  

The company also invested in two new ‘hot pink’ delivery vehicles. ‘Hot pink’ is part of the company’s corporate colours, which also include ‘active purple’ and ‘eco green’.  The unmissable DAF trucks complement the company’s already extensive fleet of multi-coloured vehicles which are used for weekly and next day deliveries to all areas of the UK.

Featuring the company’s livery and true to its Yorkshire roots its sponsorship of cricket club, road users who are out and about and spot the new trucks are invited to send a photograph and location to twitter @shirebeds.

The Shire Bed Company’s extensive range of mattresses and divan bases also includes the Shire collection, comprising the Pocket, Memory, Latex, Ortho, Comfort and Living.

The complete collection of ecoShire bedbug-banishing mattresses with EcoShield {R} technology are the pocket sprung ecoGrand and the full range of encapsulated eco mattresses, the pocket sprung ecoChampion,  ecoCosy, ecoComfy and ecoRest.  

The range also includes the ever popular pocket sprung ecoSnug, ecoSound, ecoDeep and the ecoDrift 12.5 and ecoEasy 13.5 open coil.

With natural fillings and Tencel in the finish as well as air vents and flag-stitched handles as standard, the ecoShire mattresses are easy on the pocket as well as the body.

The company has also been supplying the education, care and hospitality sectors since 2009. Constructed to offer both durability and style, the company’s Contract Shire collection includes the Hotel Supreme 2000 pocket, the Hotel Deluxe 1000 pocket, the Rainbow in six striking colours, the Worcester, Salisbury Blue Stripe/Red Stripe, the Rochester and the Canterbury.

Mattresses range from single to super king with special sizes and dimensions available on request. To complement the collection is a range of bases, headboards in a selection of colours and styles, storage options and accessories including pillows and toppers.