Hand in Hand with David Baldry

What was Hypnos’ ethos when it launched?
Hypnos was established over 120 years ago as a luxury bedmaker in the heart of Buckinghamshire, the capital of British furniture making at the time.

The ethos from day one, and handed down, is to skilfully hand manufacture the most comfortable beds in the world to give a great night’s sleep.

The world we live in, and that of beds, has changed but not the passion! Still in the hands of the same family over a century on, this caretaking has kept the core values of the business and teams consistent through the decades.

Our ethos has evolved to include the wellbeing of not only people but also the planet, as shown when we pioneer new initiatives and standards – like bringing RWS wool to British farming and using it across our products.

How significant is Hypnos’ ‘British and family-owned’ identity to the brand?
Being British, family-owned and a Royal Warrant holder for over 95 years, these are key pillars of our identity, both here and across the globe.

Our proud British heritage empowers our products to be exported around the world for use in homes and luxury hotels from Seoul to South Africa, and is seen as confirmation of our approach to quality, integrity, product and service.

Hypnos remains family-owned, and its craftsmanship and skills have been passed down through generations of local families. The fifth generation of the Keen family has an active role in leading the business, and the wider industry – and we work in partnership with other British brands wherever possible.

What have been some key milestones in the brand’s history?
Over 120 years, Hypnos has achieved so much, from being the first carbon neutral bed manufacturer, partnering the Eden Project, introducing our first E-trucks, to working with prestigious hotels and homes across the world.

These have been some of the amazing highlights. However, being appointed by George V with our first Royal Warrant in 1929, and recently King Charles III, has to be the defining moment of our last century.

“Being British, family-owned and a Royal Warrant holder for over 95 years, these are key pillars of our identity.”

Sustainability is a key focus for Hypnos; can you explain more?
Eden Project has been a key partner for us since 2019, not only as a charity but also in our product design; it has been inspirational to understand what we all need to do to live more healthily and sustainably.

It’s important for us to make a high-quality recyclable product that performs well and lasts. We handcraft our beds so they can be disassembled at the end of life whilst sourcing our materials carefully, working with certified natural and recycled fibres.

We were the first bedmaker to introduce ‘wool certified’ to the Responsible Wool Standard from British farms, and the first to become carbon neutral in 2011; we proudly carry the Planet Mark.

In 2024 we also introduced biodiesel and electric vehicles to our delivery fleet. This is all so new to the industry – estimates lead us to believe we’ll reduce emissions by two thirds this year.

How important are partnerships and why did you choose Hand Picked Hotels?
Like-minded partnerships are vital to our business, sharing values for improving wellbeing for people and the planet. Hand Picked Hotels not only do this but their focus and reputation is for making guests feel welcomed, special, re-energised. We are proud to have worked with their teams to create comfortable bedroom spaces and supply our beds to every hotel.

What market trends can we expect to see emerging over the coming months/years?
Wellness is set to continue and creating a sanctuary for sleep at home is increasingly important, in comfort, design and colour. Today, sleep is considered one of life’s necessities rather than a luxury, and we are expecting more of our customers to want to know what they can do to improve their personal sleep experience at home. The understanding around how natural materials can be used and their benefits to our health is also growing.

What common mistakes do people make that hinder a good night’s sleep?
Everyone should build in time to prepare for sleep, and create a routine and an environment that’s comfortable, restful and free from distraction. Interestingly, we forget that our bodies are in tune with nature, so getting outside in the morning can kick start our body clocks to help settle our night times. Dimming the lights and using blackout blinds can also help.