The new beds business set up by one of the co-founders of Feather & Black will achieve sales north of £1m over the next 12 months.

Button & Sprung was set up by Adam Black and business partner Matthew Hardcastle — formerly of Shop Direct and Sofa.com — last summer.

Mr Black this weekend told the Mail on Sunday that sales were 50 per cent ahead of plan in the first few months of trading, and that revenue would hit seven-figures over the next 12 months.

He told the paper: “The process of buying a mattress in the UK is horrid. You go into a showroom with four or five brands on display, it’s riddled with promotions and there is a commissioned salesperson driving you in a certain direction whatever you say you’re looking for.”

Button & Sprung has a different approach, he says. It sells via its ecommerce website, where it also draws interest in its smart West London showroom, where the conversion rate is as high as 90 per cent, Mr Black added.

Mr Black is also a shareholder and chairman at the Secret Linen Store.