A New Category on Your Shop Floor. Not Another Mattress.

HIGGYS is not competing with the mattresses already on your floor. It is solving a problem they cannot. That is the difference your customers will pay for, and the difference you can sell.

New category, not a price fight.
HIGGYS sits above comfort-led mid-market, so it doesn’t undercut existing ranges or drag you into discounting
Answers the objection your competitors can’t.
Proof-led (SATRA testing, BackCare) beats comfort claims for sceptical customers who’ve already been burned
Opens a customer you’re currently losing.
Anyone who bought natural, memory foam or luxury and is still in pain isn’t being served by your current floor
Protects margin.
Positioned to avoid race-to-the-bottom comparison with existing comfort SKUs
Full trade support included.
POS, stand graphics, sales training and proof materials, so staff can sell it from day one
Reliable supply chain.
Backed by Dura Beds, UK manufacturing, not a drop-shipped import brand
Built-in credibility.
Healthcare Engineered Foam heritage and BackCare partnership do the selling for your team
Low commercial risk to add.
Complements rather than cannibalises existing ranges

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Why This Is a Different Category
(Differentiation)

Your customers have already been sold comfort. Natural fillings, memory foam, luxury pillow tops. Many of them bought on that promise and are still waking up in pain.

HIGGYS was not built to compete on softness. It was built on the Recovery Standard, an engineering principle drawn from 40+ years of healthcare manufacturing, where materials have to prove they work, not just feel good in a showroom.

Every material in a HIGGYS mattress is tested against three requirements:

Spinal alignment
Pressure relief
Temperature control

If it cannot prove all three, it does not go in. That single rule is what separates HIGGYS from every “comfort” claim your customers have already tried and stopped trusting.

What this means on your floor:
You are not adding another SKU to a crowded comfort conversation. You are opening a new conversation entirely, one your competitors down the road are not having.

Why Customers Will Believe It
(Proven Demand)

Comfort claims are cheap. Proof is not, and that is exactly why it converts.

179% faster heat dissipation than 75kg memory foam (independently tested, SATRA)
Average contact pressure of 14.94mmHg, well below the 32mmHg clinical threshold for capillary closure (independent pressure mapping)
6% less body sink than VL memory foam, with a larger, more even contact area
Built from Healthcare Engineered Foam, designed for healthcare use and tested for pressure relief, spinal alignment, and temperature regulation. The same material specified for spinal injury and healthcare beds.
Backed by BackCare, the UK’s leading back pain charity, as a validated recovery partner

Every customer walking onto your floor who has already spent money on a “comfort” mattress and is still in pain is a customer other brands cannot close. HIGGYS gives you the evidence to close them, and the credibility to justify the price against it.

What this means on your floor:
Fewer “let me think about it” walkouts, because you are answering the objection your competitors cannot: prove it.

Why It Works for Your Business
(Commercial Terms)

A new category on the floor is only worth stocking if it performs for you commercially, not just for the customer.

Positioned above the comfort-led mid-market, protecting your margin from race-to-the-bottom discounting
A distinct enough proposition that it does not cannibalise your existing comfort ranges, it opens a new customer who was walking past them
Full trade support: POS, stand graphics, sales training and proof materials, so your team can sell the Recovery Standard with confidence from day one
Backed by Dura Beds, 40+ years of UK manufacturing, meaning reliable supply and a partner who understands trade, not just direct-to-consumer

What this means on your floor:
A range that earns its space rather than competing with what is already there.