Built From the Bed Frame Up
Bed Kingdom is one of the most respected names in UK online furniture. Founded by Ashley Hainsworth in 2011, it remains a founder-led business, now a multi-brand group and one of Britain's fastest-growing companies, projecting £50m in revenue this year. The brands on its site are its own, the designs are its own, and the business controls its supply chain end to end, backed by a customer service team with an average tenure of seven years and a returns rate among the lowest in the category. Ashley tells the story of building Bed Kingdom on the Retail is Detail podcast.
A Promise Worth Extending
When a retailer designs and owns everything it sells, standing behind the product comes naturally. But warranties cover manufacturing faults, not life. Accidental damage, spills and stains fall outside any warranty, and in a family home those are the risks that matter most. For Bed Kingdom, embedding product protection at the point of purchase extended a promise the business was already making: we designed it, we own it, and we will stand behind it. It also created a new revenue stream on sales it was already making, with no capital required.
Getting the Experience Right, Together
Bed Kingdom partnered with Loxa to embed add-on protection directly into the product page, going live in December 2025. Bed Kingdom runs Magento with a Hyvä storefront, a modern front-end that off-the-shelf integrations do not support, so Loxa built its native Magento app to be fully compatible with the Hyvä theme, rendering protection seamlessly within the store's own look and feel.
The early data taught both teams something important: the first integration made protection harder for customers to see clearly and control. Instead of accepting it, the two teams rebuilt the experience around customer control, with protection as a clear opt-in on the product page and a choice of 3-year and 5-year cover. The optimised experience relaunched in May 2026, and the two teams have kept testing since: wider coverage across the store, refined placement, and an experience tuned to how Bed Kingdom's customers actually shop.
Experience Loxa on BedKingdom.co.uk
An Industry First: Protection for Kids' Beds
Kids' beds are where Bed Kingdom began. They are also the category the protection industry has always refused to touch, because children jump on beds. Bed Kingdom and Loxa started from the customer instead: kids are supposed to jump on their beds, and protection should be there when damage happens. Loxa designed and underwrote an industry-first protection product for kids' beds covering damage caused by children jumping on them, launched across the category in July 2026. Whatever a Bed Kingdom customer buys, they can now protect it.
What Optimisation Paid Back
14x growth in daily protection policy sales, from around 2 a day to 29 by mid-August
5.7x came immediately after the May relaunch, then 2.5x again as the optimisations compounded
1,000+ policies passed within ten weeks of relaunch
Weekly policy volumes tripled, from around 70 to a peak of 211
A 15% attach rate on products over £500, with the average protected item worth around £369.
Every policy is additional revenue on a sale Bed Kingdom was already making, with claims handled end-to-end by Loxa.
What This Means for Furniture Retailers
Protection performs when it is treated as a partnership, not a plug-in. Bed Kingdom's results came from a retailer and a protection specialist improving the experience together: a native build for a demanding platform, an honest read of the data, a redesign around customer control, and cover extended into categories the rest of the market excludes. When protection is embedded where customers actually shop, and refined with the same care as the rest of the store, customers choose it.
Ready to embed protection into your retail journey? Book a call with Loxa.
