client case study
naturalmat
Naturalmat has been pioneering a more sustainable approach to mattresses and beds for over 25 years, designing and handcrafting their products using natural materials to support better sleep and wellbeing. With a strong focus on British craftsmanship, circular design and responsible sourcing, Naturalmat brings together traditional skills with innovative design to create products that are better for both people and the planet.
Mark Tremlett, Managing Director
“Working with Mirry and Mia was a thoroughly enjoyable experience. The brief that we gave them was not only met in full, but delivered above our expectations. Their ability to combine in depth knowledge of their subjects with practical market considerations and professionalism means that their advice is on point and actionable. I would highly recommend B·ABLE to anyone looking for help to navigate the complex sustainability seas.”
Service: Sustainability strategy
Industry: Interiors
Size: 60+ Employees
The Challenge
With their 2020 to 2025 sustainability strategy coming to an end, Naturalmat were looking to reflect on the progress they had made and evolve their approach for the future. They approached us to help review their achievements, identify opportunities for improvement, and develop a refreshed strategy with ambitious goals and a clear direction for the next five years, supported by a robust action plan to support delivery.
The Solution
As sustainability expectations across the interiors industry continue to evolve, we began by reviewing the wider market to identify emerging trends, changing stakeholder expectations and opportunities for Naturalmat to strengthen its leadership position.
Building on these insights, we reviewed Naturalmat's existing strategy to assess whether its strategic pillars, commitments and positioning remained aligned with both the business and the wider sustainability landscape.
We then engaged with key stakeholders through interviews, workshops and discussions, alongside a visit to their Devon factory to see the craftsmanship behind their products firsthand. This helped us build a deeper understanding of the business's priorities, ambitions, challenges and opportunities.
Working closely with the leadership team, we reshaped Naturalmat's strategic pillars, goals and action plan, creating a refreshed strategy that builds on the company's strong foundations while providing a clear roadmap for the next phase of its sustainability journey.
Alongside the strategy development, we also provided guidance on several of the new B Corp certification requirements. This gave the team confidence that their policies and documentation were robust ahead of their recertification submission.
The Results
Naturalmat is entering the next stage of its sustainability journey with renewed ambition and a clear plan for the future. The refreshed strategy builds on more than 25 years of sustainability-led innovation, providing a practical framework to strengthen existing initiatives, develop new areas of focus and continue raising the bar.
Beyond defining the company's priorities for the next five years, the strategy development process also acted as a catalyst for wider reflection across the business. It helped strengthen ownership and accountability, identify opportunities for improvement and generate new ideas to support Naturalmat's long-term sustainability ambitions.
Is your sustainability strategy ready for the next stage?
Whether you're refreshing an existing strategy or developing one for the first time, an independent perspective can help you identify opportunities, align your business around shared priorities and create a practical roadmap for delivery.
Get in touch to find out how we can help: hello@bable.world