Eve Sleep was launched in 2015, aiming to establish itself as a leading ecommerce brand in matresses – a market traditionally dominated by bricks-and-mortar retailers. Its proposition is based on a premium product range offered at relatively affordable prices through a convenient means of distribution. It has achieved rapid sales growth – both in its domestic UK market and internationally – and was valued at £140m after completing a flotation in May 2017. In the UK, France and Germany it also has a physical presence through in-store concessions. With Eve’s mission being to turn a “sleepy product category into a truly desirable one”, it places an emphasis on an innovative and energetic culture. As Eve continues to evolve from a start-up into an SME, the group maintains a strong tech focus, aiming to establish itself as a technology-led retailer through a strong ecommerce offer, innovative marketing and an efficient distribution system. However, it is facing intensifying competition from other online mattress retailers, such as Casper, which are also looking to promote themselves as aspirational brands.