Sleep specialist brand, Echor, has launched its products within a first-of-its-kind experiential concept store located in Europe’s largest shopping centre. Joining 74 other globally recognised and innovation-led brands – including Bosch, Lutron, Maserati, Nordic Track and Opera Beds – Echor is the first sleep-focused brand to join Situ Live’s debut lineup in Westfield London shopping centre.

Taking the concept of ‘try before you buy’ to the next level, the 7,500 sq. ft store offers a unique, experience-led journey for customers that combines product discovery, innovation, theatre, and demonstrations, with a streamlined, cash-free checkout process via QR codes.

Echor’s signature range of science-backed sleep aids and wellness products will be amongst those available for customers to test out and experience before purchasing. From pillow mists to candles, shoppers will be able to discover the products most suited to their nighttime routines and learn more about their ingredients and formulations.

Commenting on the company’s partnership with Situ Live, co-founder of Echor, Ewan Jones says:

“We’re absolutely delighted to have our products featured within the very first Situ Live store. After an incredible first year of business, we’re really pleased to be expanding our presence into physical, experience-led retail and are so excited for the public to enjoy the full Echor experience whilst learning more about our ethos, product formulations and more!”

Co-founded by Ewan Jones and George Dyer, who also launched sports equipment brand Safejawz together in 2014, Echor has previously collaborated with the likes of John Lewis Cheltenham and Dr Alex George on physical pop-ups and ad campaigns. What’s more, the co-founders have recently been shortlisted for ‘Pivot Entrepreneur of the Year’ at the 2021 Great British Entrepreneur Awards, which are set to take place next month.

“Since the inception of the business, we’ve been passionate about expanding both our digital and physical reach: we’re really excited to be taking this next step in providing real-time, bespoke advice for customers searching for their perfect sleep solutions,” concluded Ewan.

All of Echor’s premium sleep products are cruelty-free and vegan-friendly, with prices starting from £12.99. To find out more and to buy your first Echor product, visit

To discover more about Situ Live, visit

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