The online bed and mattress market is booming, with organic visibility up by around 12 % in the last six months. Most of the big names are riding that wave – Dreams, Bensons for Beds and Cotswold Company all grew their search traffic by double digits. One up‑and‑comer has outpaced them all. Dusk.com climbed into fourth place for organic traffic in July 2025 with 306k monthly visits and a +68 % year‑on‑year surge. That growth isn’t a fluke. The brand fulfilled over 950k customer orders last year and chalked up a +52 % YoY sales increase while still being an online‑only retailer. In this piece, you’ll see why a brand that sells bedding is being talked about for its storytelling and user experience. You’ll also get a reminder that all the visibility in the world can be wasted if you treat visitors like faceless clicks.
In March 2025, a new 279k sq ft warehouse doubled dispatch capacity. The company’s headcount almost tripled, and it launched 2,100 new products. Social followings rose by +30 %, and 130k people joined its online community. (Furniture News)
The bed wars
Organic search is still the workhorse of the beds and mattresses sector. With most clicks stopping on the first page, only 0.63 % of people bother scrolling to page 2. That means the top slots drive disproportionate revenue. The Salience report’s traffic scores are a relative measure of monthly organic visits. They show who’s gaining ground and who’s sliding backwards.
Raw numbers at a glance
| Rank | Brand (domain) | Jul 2025 traffic | YoY change | Market comment |
| 1 | dreams.co.uk | 804,802 | +71 % | Dominant, category leader (and our client 😏) |
| 2 | bensonsforbeds.co.uk | 518,351 | +24 % | Solid, if traditional |
| 3 | cotswoldco.com | 343,672 | +14 % | Steady growth |
| 4 | dusk.com | 306,082 | +68 % | Up and comer |
| 5 | happybeds.co.uk | 246,145 | +7 % | Slowing down |
The sector has winners and losers. Our clients Dreams owns the category with little debate. If you’re interested in how we’re helping dreams become the owners of sleep, click here.
Dusk are the new kids on the block.
Experience over keywords
Dusk’s approach is simple: don’t treat your audience like an algorithm. The site sells a lifestyle: “Italian Riviera” and “French Chateau” collections invite you to imagine entire rooms rather than single SKUs.
The copy is witty – “We’re like those high quality expensive brands. Just not the expensive bit” – and anchored by a playful hashtag (#DuskSayin).
Rather than stuffing text with keywords, the blog covers topics like “How to soften towels” with genuine advice and internal links.
Digital PR ties it all together. Sleep research about Londoners preferring to cuddle their pets over their partners earned coverage in industry press like furniture news, while show‑home partnerships with Story Homes gave the brand a tangible presence.
The conversion flow is built around trust. The header highlights over 1 m happy customers and 40,000+ five‑star reviews.
There’s a loyalty programme (MyDUSK Rewards) and a “Will It Fit?” tool to reduce returns.
Pop‑ups offer the chance to win £1,000, adding a playful nudge to join the mailing list. These touches build authority without shouting.
Key takeaways
- Dusk’s growth proves that real advice, playful copy and curated experiences resonate more than keyword‑stuffed pages. You don’t have to choose between ranking and authenticity.
- By putting its furniture into show homes and commissioning sleep research, Dusk created stories the press wanted to cover. Even online‑only brands should find ways to exist in the physical world.
Conclusion
The bed and mattress sector has become a search arms race, yet the winners aren’t those with the loudest sales banners.
Dusk has vaulted into the top tier by treating you like a person, not a click. Its mix of lifestyle storytelling, thoughtful user experience, generous policies, and clever PR has turned search visibility into a thriving business.