Rise and shine

Welcome to a circular and sustainable future proof sleep industry – innovative, restorative, and regenerative – from cradle to cradle. Choose quality over price and be part of the change to adapt, adopt and accelerate a sustainable future.

As Dame Ellen MacArthur said: “Business as usual does not work. We have an extractive economy. We rely on a race to the bottom, so if you’re a company manufacturing a product you generally compete on price. At the very high end, it is quality but often it’s price. Can you produce this for less money? Can you make more profit? That is a race to the bottom. That’s never going to work in the long term. That’s about extracting every bit of value on the way to the bottom. We need to turn that on its head so that you have this generation of value whereby you’re racing to the top. You’re competing on price but in a different way. You build a circular model that you can offer for less money, but that is a very different price parity than trying to race to the bottom trying to produce the cheapest product. Those cheap products fall off the end of the production line within a linear system, but within a circular economy you’re building a better product that’s restorative, regenerative. The materials go back in. The system changes – now it’s high end. It’s costly to shift to some of these models, but we need to look at the entire system. And change the whole system, so that then those circular models compete on price. Yes, there will be losers – those that stick with the linear system in the race to the bottom – they will be the losers. Those that rethink their model – that will be where the winners are.”

Ammique takes a long-term view and full responsibility for the production and distribution of all its products from start to finish and around again. We are a Direct to Consumer, vertically integrated, circular business, and we are here to support you throughout the process.

Reduce: A one-off investment in your health and wellbeing. A high-quality mattress-free and adaptive sleep system that works and will continue to work to the highest level, night after night throughout your life and one that retains its value so you can pass it on as part of your estate.

Reuse: A robust and reusable mattress-free sleep solution that can be cleaned and recleaned, styled and restyled and used and reused, safely and repeatedly for many years and multiple times.

Resale: Ammique beds can be cleaned and recleaned, styled and restyled, and sold and resold repeatedly and multiple times.

Rental: A full subscription service is available. When your rental term is complete, you can sign up for another rental term or you can choose to buy at a reduced rate.

Watch the Dame Ellen MacArthur interview

Find out about investment opportunities with Ammique