The brief

Online Bedrooms was founded during lockdown in 2020 — born in one of the most disruptive periods for retail in modern history, with big ambitions to compete with the established names in the fitted bedroom furniture market. As a new brand with no media presence and a crowded competitive landscape, the challenge was straightforward: build the kind of editorial profile that makes a brand feel established, credible and worth considering.

They came to Motive with a clear objective — expert positioning in the home and interiors space, consistent presence in the publications their target customers read, and sustained brand building that would compound in value across a long-term partnership.

The approach

We positioned Online Bedrooms as genuine experts in bedroom furniture, interior design and the home — developing a steady programme of expert-led content that gave lifestyle journalists a credible voice to quote on bedroom design trends, sleep environment tips, storage solutions and interior styling advice.

That expert positioning ran in parallel with a consistent product placement programme — pitching Online Bedrooms’ bedroom furniture into buying guides, product round-ups and seasonal home features across the titles that matter most to their target audience. Ideal Home, House Beautiful, Woman & Home, Real Homes — the publications where a homeowner goes when they’re thinking about updating their bedroom.

For the national press, we developed trend and data-led stories with broader news appeal — content that earned its place in the Daily Express, The Sun and The Mirror not because it was a product announcement, but because it was genuinely useful or interesting to a consumer audience.

The result

1,833 items of coverage over three years — a sustained, compounding programme of brand building that gave Online Bedrooms genuine media presence in exactly the titles where their potential customers were making buying decisions. The coverage spanned national titles including the Daily Express, The Sun and The Mirror alongside the specialist interiors press that a fitted bedroom brand needs to be present in.

Three years after launching during lockdown, Online Bedrooms has the kind of editorial footprint that most furniture brands take decades to build. That’s what sustained, expert-led PR delivers when it’s built around a clear strategy and executed consistently.