So... I finally got him to go back on his old bedding last night - after hours of scratching and biting. I assume he slept on his old pillow last night as there was no scratching at our door or generally unsettled behaviour.
The new bed on the other hand... Max will walk the full width of the house to avoid going near the new bed. I have no idea why. Maybe the stripes? It is certainly not the smell as I completely cleaned all animal bedding throughout the house and aired it.
I rang the manufacturer of the pet bed and they were awesome. They have their own Dr Harry on staff to assist in the design of toys and bedding. Sarah, the animal behaviourist (Dr Harry), is also sending up some aromatherapy spray to use as a calming tool for him. So once we receive that I think I will bath him in it!
Mark thinks I am taking this all a little to seriously. Yes, yes... I know! I hate seeing Max upset and not knowing why. But what I hate even more is spending good money on a bed that my snobby little bugger of a cat won't go near!