The Co-op has thrown down the gauntlet to Dreams and Bensons for Beds after joining forces with Silentnight to launch an online bed shop.

The new website, which launched yesterday, offers beds, headboards, mattresses and cots exclusively produced by Silentnight.

Co-op Beds promises free delivery on all purchases, fulfilling orders through Silentnight’s existing distribution network.

It will also remove customers’ old beds or mattresses “for a small charge” as part of its service.

The move comes as the Co-op presses ahead with ambitious plans to disrupt new markets and add to its portfolio of businesses, which already includes its core convenience food operation, funerals and electricals.

Co-op boss Steve Murrells told Retail Week in April that the mutual was aiming to “enter markets that are not serving people well and challenging existing providers” as part of the ‘renewal’ phase of its strategy.

Co-op Beds managing director James Holland said: “We are excited to partner with such a well-known brand to further extend our product offer to Co-op customers and members.

“There will be exclusive launch offers available and additional offers for Co-op members, making it even more affordable to purchase.”