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Retailer / private label

Unclaimed

South African bed and mattress retail chain that sells beds in-store and over the phone.

Last updated September 16, 2026

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Overview

Dial-a-Bed is a South African bed and mattress retailer. It opened its first store in Durban in October 1996 and marketed itself with a double-page advertisement in the Durban Sunday Tribune, offering customers the option to buy beds over the phone or in the store. The retailer describes itself as a proudly South African retailer that partners with reputable manufacturers, offers comfort testing stations in every store, a comfort exchange option, and fast delivery on best sellers. Its website presents mattresses in six sizes and lists brands including Sealy, Simmons, Forty Winks, Dunlopillo, King Koil, SlumberKing, Restonic and Intex.

History

Dial-a-Bed opened its first store in Durban in October 1996. It began marketing with a double-page advertisement in the Durban Sunday Tribune and opened with a warehouse full of stock, offering a disruptive proposition: customers could buy beds over the phone or in the store. The company states that this differentiated it in a traditional mattress market and that offering buying options and making shopping easier was always a priority. From the beginning it offered comfort testing stations in every store and a comfort exchange option, and it partnered with reputable manufacturers to offer products that help customers sleep better, along with fast delivery on best sellers. Dial-a-Bed describes itself as a proudly South African retailer that is constantly innovating and expanding, with multiple stores nationwide.

Products and positioning

Comfort, convenience, service and value; a proudly South African retailer offering choice and easy shopping.

  • Beds and bed sets

  • Mattresses

  • Airbeds

Sources5 sources

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