Online mattress firm eve Sleep has announced a new partnership with department store chain Debenhams.

The new collaboration will see Debenhams introduce eve Sleep’s ‘Nap Pods’ into its Oxford Street store in London on a trial basis, as part of its recently launched Home Hub.

The partnership with Debenhams, which follows a four-week appearance at Brick Lane’s The Old Truman Brewery in June, marks a significant step towards a multichannel retail approach for eve Sleep, the British start-up, which is forecast to turnover more than £18m in 2016, just 18-months since launch.

Jonathan Zatland, eve Sleep’s newly appointed chief commercial officer commented: “We are delighted to bring our nap pods to London through our partnership with Debenhams. eve Sleep was born from an ambition to revolutionise every aspect of buying a mattress, but we understand that some people would rather ‘try before they buy’.

“So as we continue to expand our multichannel offering, we remain committed to delivering a seamless retail experience whether shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.”

Steve Lightfoot, trading director for Debenhams Home said: “Introducing eve Sleep into our product offering is exciting news for Debenhams. Not only are we exclusively offering our customers the choice of ‘best in market’ home products, we are also creating a more shoppable environment with the creation of a Home hub.

“Finally, being able to road test the product instore literally gives the customer a dream-like shopping experience.”