Dreaming of a comfy Christmas as Sid pops up in Leeds Victoria Gate

Selfies at the ready for mattress brand Sid which is in Victoria gate in the run up to Christmas.
Selfies at the ready for mattress brand Sid which is in Victoria gate in the run up to Christmas.
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A selfie could lead to sweet dreams this Christmas as a pop-up shop with a difference sets its stall out.

Yorkshire based firm, Sid (Sleep Intelligent Design) only set up this year and has now got a temporary shop in Victoria Gate selling beds and mattresses that have been designed to fit in with current interior trends.

Matching interior trends.

Matching interior trends.

The products are in denim blue or grey rather than the usual white or bulky bed frames and meant to be seen rather than hidden.

Sid was co-founded by memory foam specialists Darren Coffey and Phil Whittell whose idea was to create ‘Switch,’ which allows customers to change from one look to another and be responsive to the latest fashion trends using interchangeable covers and bed panels, as well as advanced sleep technology.

And Sid is asking shoppers who like their kip to get involved.

By taking a selfie and posing next to the bed they will be entered into a competition to win a bed and mattress, together worth £2500.

Mr Coffey said: “By popping up in Victoria Leeds, we’re allowing customers to get hands-on with the Sid mattress so they can see for themselves how stylish and comfortable it is.

“The brand is based in Yorkshire so Victoria Leeds is the perfect destination for our first retail experience surrounded by boutiques and High Street favourites.”

The pop-up is in Leeds until January 14 and the competition starts on Friday. To enter, visit the store, take a photo with the Sid Mattress in store and share on social media.