Supplier’s Quality Standards and Criteria for Internet Sales

Our Brand

Since its inception in 1946, Silentnight has worked tirelessly to establish itself as the UK’s most trusted sleep brand and is defined by its market leading quality and first-class customer service. The Silentnight brand aura has become associated with quality, reliability and trustworthiness - Customers know that when they choose to purchase a Silentnight product either direct from our website or through one of our trusted trading partners, they are purchasing a quality product from a manufacturer they can trust. Silentnight is committed to evolving its routes to market to offer our award-winning products to more customers, and wholeheartedly embraces the opportunities that internet selling can bring.

Although our routes to market may have evolved, Silentnight is determined to maintain our reputation as the UK’s most trusted Sleep Brand. In order to preserve this image, Silentnight is introducing a set of minimum standards which we expect from all our Authorised Retailers who choose to sell online. Failure to adhere to these standards could result in termination of the Trading Partner Agreement.

Our Strategy

These quality standards and criteria for Internet Sales form part of our Selective Distribution Strategy, and are implemented with the intention of ensuring consistency of service quality across all of our Authorised Retailers. By adhering to these criteria and quality standards, Authorised Retailersengaging in online selling will contribute to maintaining and enhancing Silentnight’s reputation, ensuring a consistent and high-quality customer experience. Silentnight is committed to supporting Authorised Retailers in complying with and maintaining these standards, for more information on how Silentnight will support you, please see our Selective Distribution Policy.

Quality Standards and Criteria for Internet Sales

There is an expectation that each of Silentnight’s Authorised Retailers will do its upmost to help protect and promote Silentnight’s brand aura. The following quality standards and criteria for internet sales are a non-exhaustive list of minimum standards expected of Silentnight’s Authorised Retailers. If you have any questions regarding any of the standards or criteria, please contact the Chief Marketing Officer.

1. COMPLIANCE WITH SILENTNIGHT POLICIES AND PROCEDURES

i. Authorised Retailers must adhere at all times to the terms of the Trading partner Agreement, including its schedules, and any other instructions given by Silentnight to the Authorised Retailer from time to time;

ii. Authorised Retailers must respect and uphold Silentnight’s intellectual property rights, and at all times adhere by the terms of the Digital Image License;

iii. Authorised Retailers must notify Silentnight immediately upon becoming aware of anything which infringes Silentnight’s Intellectual Property or threatens Silentnight’s Brand Aura.

2. COMPLIANCE WITH THE LAW

i. Authorised Retailers must adhere to all relevant local, national, and international laws and regulations, including but not limited to consumer protection, data privacy, and e-commerce regulations.

ii. Authorised Retailers must ensure that any website used by the Authorised Retailer for the sale of Silentnight products prominently displays the Authorised Retailer’s terms and conditions, privacy policy and up to date contact details for queries, complaints and aftersales service.

iii. Authorised Retailers must at all times adhere to regulatory guidance relating to online trading practices, in particular in relation to urgency claims and drip pricing.

3. BRAND AURA AND PROMOTION

i. Authorised Retailers must use Silentnight approved brand assets, including logos, images, and promotional materials, ensuring they are displayed in a manner that enhances and respects Silentnight’s brand image.

ii. Authorised Retailers must provide accurate, high-quality descriptions of products, including specifications, features, and benefits, in line with guidance circulated from time to time by Silentnight.

iii. All marketing and advertising efforts by Authorised Retailers must align with Silentnight’s ethos, brand aura and messaging. Authorised Retailers must not engage in misleading, deceptive, or unethical advertising and/or marketing practices.

iv. Authorised Retailers must comply with all instructions of Silentnight with regard to the use on the website of the Silentnight brand, any Silentnight trademarks and any copyright material provided by Silentnight.

4. OPERATIONAL STANDARDS

i. All URLs and trading names used by Authorised Retailers must be appropriate for the sale of Silentnight products.

ii. Authorised Retailers must not use any part of the Silentnight name or brand (or any item confusingly similar to the Silentnight name or brand) in any URL or domain name. It must be clear that the website is owned and operated by the Authorised Retailer and there must be no possibility of confusion whereby a consumer might reasonably assume or conclude that the website is owned or operated by Silentnight.

iii. Any website used by the Authorised Retailer for the sale of Silentnight products must feature the Silentnight brand and product range available prominently.

iv. The Authorised Retailers’ websites must be consistently available, and in any event availability should not fall under 99%.

v. Any payment systems utilised by Authorised Retailers must be appropriately secure.

vi. Authorised Retailers must undertake to regular compliance audits to ensure adherence to all criteria and quality standards outlined in this agreement.