eve Sleep launches Finnish-style baby box in partnership with Mothercare

Aimed at new parents, the boxes come with a mattress, a sleep suit, muslins, a crib blanket and water wipes, as well as other newborn essentials

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  • Henry Williams

eve Sleep, the Young Gun-founded e-commerce mattress company, has partnered with Mothercare to launch baby boxes inspired by the Finnish tradition of giving every expectant mother a maternity package.

eve’s babybox, which features artwork by “iconic” designer Clifford Richards, is packed with newborn essentials including a specially designed mattress, a sleep suit, muslins, a crib blanket, water wipes, sleep safe tips and a rattle. It also doubles up as a sleep space for the baby.

The babybox comes in two gender neutral designs and can be ordered online at Mothercare.com and evemattress.co.uk for £99.

The mattress is manufactured in the UK from safe nursery grade foam and features an “ultra-breathable” cover, which is removeable, washable and quick drying.

eve recently took the top spot in the Startups 100 – the prestigious ranking of the most promising and disruptive young businesses in the UK – after growing revenues by 355% in a year to £12m, expanding trade to 10 countries and increasing its staff count to 80.

eve was the first direct to consumer mattress box in the UK, and whilst rivals such as fellow Startups 100 company Simba Sleep have entered the space – igniting the so-called ‘battle of the beds’ – the babybox is the latest move in the company’s mission to “wake up the tired sleep industry” with the launch of innovative new products and services.

Earlier this year – and just two years after launch – the mattress company announced its IPO on the London Stock Exchange’s Alternative Investment Market (AIM) with a market cap of £140m. eve is now setting its sights on the estimated £20bn bedroom and bath market across Europe.

Henry Williams

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