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Why Sid?

Sudden Infant Death Syndrome and our name

On occasion, people want to know why we chose a name that is similar to the acronym for Sudden Infant Death syndrome (SIDS). This is the tragic sudden and unexpected death of a baby where no cause is found.

Naturally, we were aware of SIDS before the company was even conceived, so the name certainly wasn’t an unfortunate oversight on our behalf. In truth, we’re close friends with families who have been personally affected.

Knowing this, we didn’t take the decision to choose the name Sid lightly. We are enormously respectful of those whose lives have been impacted by SIDS. We categorically did not choose the name with any intent to upset or provoke.

The inspiration for the name came from our founder’s Great Uncle. A man known to friends and family as Sid. He was born in the Victorian era, before Sudden Infant Death syndrome was defined. Sid was a maverick, a go-getter, a man of principle and compassion. We built Sid in his name. He was also a man who was enormously respectful to all those around him. Something we’re keen to uphold.

And that, in a nutshell, is why our mattresses proudly carry the name Sid

For more information on Sudden Infant Death syndrome and safer sleep for babies, please visit: https://www.lullabytrust.org.uk