August 2025 Trading Update

Groove Pillows is pleased to share an official update on the company’s progress and future direction.

A Fresh Start for Groove

In 2023, EasySleeper, the brand’s previous owners, ceased trading. In 2024, the Groove brand and website were acquired by Forward LLC and Groove officially re-launched in 2024 under a brand-new leadership team.

The supplier relationship was retained ensuring continuity of quality and brand new stock is served from a new warehouse in South of England.The new company is highly solvent, investing heavily in Grooves growth.

Strengthened Leadership & Investment

Forward LLC has invested significantly into Groove’s growth, appointing a new Managing Director and Financial Director to steer the business into its next phase. This investment reflects the company’s commitment to making Groove the go-to brand for innovative, ergonomic sleep solutions.

With strong financial backing and a clear growth strategy, the business is highly solvent and positioned for long-term stability.

Customer Satisfaction on the Rise

Groove’s re-launch has also brought a renewed focus on customer care.

Thanks to these efforts, customer satisfaction has risen to 4.6 stars on Trustpilot, underlining the brand’s ongoing commitment to service excellence and product quality.

The Sleep Success Team, Groove’s dedicated customer support specialists, now provide real-time, friendly advice to help customers achieve better sleep.

Looking Ahead

Groove Pillows is continuing to expand its product range and strengthen its presence both in the UK and internationally.

With strong foundations in place, customers can expect new innovations, reliable service, and the same trusted pillow quality that first made Groove one of the most recognised sleep brands in the UK.

FAQS

What happened to Groove Pillows?

After EasySleeper, the brand’s previous owners, ceased trading in 2023, Groove was acquired by Forward LLC and officially re-launched in 2024. The new management team has invested heavily into the brand, retained supplier relationships, and ensured continuity of product quality and customer support.

Is Groove Pillows still trading?

Yes. Groove Pillows is fully operational under new ownership, with fresh stock shipping daily from a UK warehouse.

Has the quality of Groove Pillows changed?

No. Groove continues to work with the same trusted suppliers, ensuring the same pillow quality customers know and love.

How do I contact Groove Pillows?

You can reach the Sleep Success Team through the contact page, where you’ll find live, friendly support for any order or product questions.