IKEA encourages Brits to love it or exchange it

To mark the launch of a new and unique ’90 Day Love it or Exchange it’ mattress policy, IKEA uncovered what really goes on in the bedroom in 90 days. And it shows a sad state of affairs for the romantically inclined.

Almost one in three of the UK adult population admits to having no sex over an average 90 day period and one in five has slept alone throughout that entire period. It seems the single life is not all it’s cracked up to be in the 21st century – married and unmarried couples have twice as much sex as singletons (at least that’s what they claim!).

The results of IKEA’s UK-wide survey, conducted by Onepoll, amongst over 1,000 adults also revealed that:

• 20% of Brits have sex between one and five times in a 90-day period – which, best case scenario, is less than twice per month
• 13% have shared their bed with three or more people in an average 90 day period
• 50% of singletons have shared their bed with up to five people in over 90 days

IKEA’s new 90-day policy, which allows customers to test out a mattress for 90 days, recognises the importance of choosing the right mattress for support and comfort and the impact that it can have on getting a good night’s sleep.

The latest step in improving service for the customer is founded on the success of the new returns policy being tried and tested in many other countries across the world.

‘Love it or Exchange It’ aims to challenge the misconception that low price equals low quality as well as highlight the rigorous testing undertaken across the mattress range. Famous for its Sultan range, IKEA recognizes the difficulties of finding the right mattress to suit individual needs. Experts acknowledge that it takes up to two months for the body to adjust to a new mattress, so 90 days is ample time for consumers to quality and comfort test their mattress.

IKEA mattresses are made using quality materials for the best comfort. To ensure they are comfortable and hard-wearing, IKEA use a “real man” weighing 140kilograms, in the form of a wooden cylinder that rolls around 30,000 times during IKEA’s durability test. The result is springs that last and mattresses that won’t lose their resilience and comfort over time. The launch of the ‘Love it or Exchange it’ policy coincides with a national TV campaign featuring “Doink” as IKEA’s 140kg test hero.

IKEA offer the following three simple steps to a good night’s sleep:

1. Choose your kind of comfort

There are four main SULTAN mattress types:
• Foam
• Latex
• Sprung
• Wooden Base Sprung
Mattresses within each category have different comfort qualities and levels of firmness. Combined with a mattress pad, bed base or frame, there’s a SULTAN mattress with the support and comfort to meet every individual need.

2. Consider your weight and height

IKEA offer advice on the degree of firmness required for your height and weight on the website, in the IKEA catalogue and in the mattress studio available at all IKEA stores.

3. Lie down and try out

First of all, lie down in your normal sleeping posture.

On your side: Your spine should remain straight. Try a mattress that is less firm to allow your shoulders and hips to sink into the mattress, providing support for the rest of your body.
On your back: You’ll need support around your neck and lower back. Choose a slightly firmer mattress so that these parts of your body don’t sink too deep into the mattress.
If you sleep on your stomach, try a firmer mattress to minimize the stress on neck and back.

View the entire range of SULTAN mattresses at IKEA.co.uk/mattressguide where you can also pick up some handy maintenance and allergy prevention tips.

The ‘Love it or Exchange it’ policy is valid on all new SULTAN mattress purchases from 11.02.08 until 31.08.08 and does not include SULTAN bed bases, SULTAN bed slats or SUKTAN mattress pads. Terms and conditions apply.