Editorial Standards

Last updated: May 2026

We publish articles, guides, and product information on our website and through our Sleep Journal. Everything we publish is intended to help you make better decisions about sleep. This page explains how that content is created and the standards we hold it to.

Who creates our content

All content published on the West End Bed Company website originates from the knowledge and experience of our founder, Brent Cooper. With more than 40 years in the luxury bed industry, Brent has a depth of expertise that informs every piece we produce.

Our content creation process works as follows:

• Topics are identified based on questions our customers ask, either in our showrooms or online
• Content is developed through direct interviews with Brent and draws on his hands-on experience with materials, construction methods, and sleep science
• Drafting and editing is carried out by our marketing partner, Ambitions, who shape Brent's insights into clear, accessible articles
• Every piece is reviewed and approved by Brent before publication to ensure it accurately represents his professional opinion

Nothing goes live without Brent's sign-off. If a piece does not meet his standard for accuracy or usefulness, it does not get published.

How we ensure accuracy

Our primary source of knowledge is Brent's direct, hands-on experience of beds, mattresses, and sleep products. He has personally tested, assessed, and slept on more beds than most people will see in a lifetime.

Where we reference external information (such as sleep research, industry statistics, or health guidance), we apply the following standards:

• We link to the original source wherever possible so you can verify claims for yourself
• We only cite reputable sources: peer-reviewed research, established industry bodies, or recognised health organisations
• We distinguish clearly between established fact, professional opinion, and personal preference
• If we discover an error in published content, we correct it promptly and note the correction

What we will and will not publish

We will publish:

• Educational content about sleep quality, bed construction, materials, and maintenance
• Honest product comparisons based on our direct experience
• Answers to genuine customer questions
• Guides that help you choose the right product for your needs, even if that product is not one we stock

We will not publish:

• Guest posts or contributed articles. Every piece on our website is created by our team. We do not accept submissions from external writers, regardless of their credentials.
• Sponsored content or paid placements. No brand can pay for editorial coverage on our website. Our product recommendations are based solely on quality and suitability.
• Content outside our area of expertise. We write about beds, mattresses, and sleep. We do not publish content on unrelated topics to attract search traffic.
• Misleading claims. We will never exaggerate product capabilities, invent health benefits, or make promises we cannot back up with evidence.

Our editorial independence

We stock brands because we believe in their products, not because of commercial incentives. No supplier has editorial influence over what we publish. If we write favourably about a product, it is because we have tested it and believe it delivers genuine value.

Equally, if we identify a weakness in a product (even one we sell), we will be honest about it. Our goal is to help you find the right bed, not to shift stock.