Beds december 2014

SID beds

December July 2013 2014 Issue 05

z zsleep innovation design z Design z Manufacture z Retail z

Tuscany

by Bodyease

z Market Analysis

z Global Industry Data

z The Latest In Technology

z Opinions On Sales Incentives

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Editor – Chris Peck email: chrispeck@cabinet-maker.co.uk Associate Editor – Jan Turner email: jan@akapr.co.uk News Editor – Robert Armstrong email: robert@cabinet-maker.co.uk Contributing Editor – Leanne Kirtley email: leanne@cabinet-maker.co.uk Graphic Design – Andy Beavis email: andy@cabinet-maker.co.uk Sales Team 01223 846825 sales@cabinet-maker.co.uk Publisher – Chris Manning email: chris@cabinet-maker.co.uk Issue no 0004 published by Information Publications Ltd, 1 Grain House, Mill Court, Great Shelford, Cambridgeshire CB22 5LD VAT No: GB 945225521 Managing Director: Debbie Johnson © Information Publications Ltd. All rights reserved. No part of this publication may be reproduced, or transmitted in any form or by any means, electronic or mechanical including photocopying, recording, or any information storage or retrieval system without the express prior written consent of the publisher. We regret we cannot be liable for the safe custody or return of any solicited or unsolicited material. Contributors are advised to keep copies of all materials submitted.

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Editorial Advisory Panel Fara Butt Shire Beds Chris France Leggett & Platt Steve Freeman Silentnight Group Jim Gerety ViSpring Stuart Hibbert Breasley

Moral compass As we enter another New Year the bed sector stands at something of a crossroads.

Just 12 short months ago the industry had its name temporarily tarnished following a very public expose of products failing to meet flame retardancy standards.

Thankfully, after some stellar work from the sector’s more reputable businesses, not to mention the impact of rising consumer awareness to the NBF Code of Practice, the trust of the buying public was once again restored.

But sadly, no sooner had one scandal passed in to memory another one erupted at the tail end of 2014 in the form of a UK bed manufacturer being charged on human trafficking offences.

In both instances the root cause of the problem was ultimately born from businesses looking to cut costs by any means necessary. And it is for this very reason that I believe the industry faces some tough decisions in 2015.

Despite many companies enjoying improved trade over the past year, as you read through the pages of this issue you will likely pick up on an underlying apprehension from many of the business featured.

These concerns, while not overt, relate to a number of factors that could negatively impact on the trade in 2015. From rising prices of raw materials and labour costs to the growing reality of the financial responsibilities of providing workplace pension scheme for employees, there is a definite sense of nervousness about the year ahead.

Throw into the mix the effect the impending general election, higher costs of living and a potential rise in interest rates may have upon the consumer psyche and you’d have to say that their fears, however small, are certainly justified.

With the bed sector - like so many others – continuing to be driven by price, if faced with another spell of difficult trading, many manufacturers will simply find themselves with no where left to go.

The culture of consumers expecting top quality product at the lowest possible price and holding stores to ransom using the internet has forced retailers to drop their prices to preserve their business. This has in turn led retailers to make demands for greater discounts from suppliers.

Of course, in an oversaturated market no manufacturer can afford to lose a retailer’s business, so inevitably they bow to demands and find themselves forced to recoup their losses by making savings elsewhere. But where does it actually stop?

I’m certain that deep down no one truly believes that it is possible for manufacturers to keep lowering prices and still maintain product quality without anything else being compromised.

Each of us has a duty of care to uphold the standards of our industry. Nothing in life comes for free and if a deal seems too good to be true I think we all have a moral obligation - be it as retailers or consumers - to query things. We can simply no longer afford to turn a blind eye to the suspicious or the implausible.

Let’s face it, the recent human trafficking case is about as low as things can possibly go, and as last year’s flammability debacle proved, once the mass media starts slinging the mud on a national scale it sticks to everyone and damages the industry as a whole.

If 2015 does produce a more challenging trading environment another high profile, yet totally avoidable scandal could be disastrous for everyone.

Children will often take a cautionary look under their beds for monsters before going to sleep, maybe its time retailers did the same to find out what is really lurking behind the beds on their shop floors. Sadly, it might be something more horrifying than you’d like to imagine.

Chris Peck, Editor

James Keen Hypnos Paul Little Steinhoff UK Beds

SID beds

December July 2013 2014 Issue 05

z zsleep innovation design z Design z Manufacture z Retail z

Peter Spinks Harrison Spinks Shakeel Baig Bodyease Justine Haywood CPS (Wales) Group Peter Ruddle Simmons Group

Tuscany

by Bodyease

z Market Analysis

z Global Industry Data

z The Latest In Technology

z Opinions On Sales Incentives

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Tuscany by Bodyease www.bodyease.co.uk

Ten years on and still going strong!

G

IN

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10

YEARS

ANNIVERSARY

NSUME

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ASLE E R

Celebrating a decade of innovation.

See what’s new for 2015 - Stand H40, Hall 2 January Furniture Show

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5 Pocket Sprung Mattress

5 Year Gaurantee

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contents

30 Mean Machines

14 Setting the s

44 Train to gain

50 Awards Rewards

18 Cover Story

58 Night Patrol

Regulars 06 NEWS

Manufacturing 16 Latest European Data

The latest news from the bed industry

Facts and figures from the European Bedding Industries Association (EBIA)

56 PRODUCTS

30 Mean Machines

58 NIGHT PATROL

The latest in manufacturing technology

With Jackie McGarvey, from Sweet Dreams

34 Russian Revolution Askona profile

Design 14 Setting The Scene

46 The Awakening

The latest news from Serene Furnishings

48 Moving With The Times

36 Down To The Shire Fara Butt, marketing director at Shire Beds explains how the business will be entering 2015 in style

38 Show Highlights The best of the Bed Show 2014

42 We’re All In This Together In conversation with Vogue Beds

Market performance insight

Adjustamatic enters the retail sector

Retail 18 Cover Story The power of ticking as a sales tool

26 The Slippery Slope Industry opinion on sales incentives

44 Train To Gain Simon Williams discusses The Sleep Council’s Sales Academy

50 Awards Rewards The 2014 NBF Awards winners discuss their triumphs

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❚ NEWS ❚ Ailing bed source leaves substantial debt trail A statement of administrator’s proposals published ahead of the liquidation of Batley-based bed supplier Sleep Times Limited revealed the company accumulated 55 trade creditors totalling £557,635.

The appointed practitioner, Preston headquartered firm Marshall Peters Limited, unveiled within the dossier that a claim for £184,940 had been received from HM Customs & Excise in relation to VAT. It was further communicated that independent solicitors were instructed to draft a sale and purchase agreement of the company prior to administration.

No purchaser or interested parties were named within the report.

It was calculated by Marshall Peters Limited that a sale of all assets of the business was estimated to realise £36,032, leaving a total deficiency of £742,591.

Sleep Times Limited supplied its bed products to the UK retail market since its incorporation in 2008.

News of Marshall Peters Limited’s appointment as practitioner at the business was first published via The London Gazette on 21 August 2014.

Bed supplier cashes in as sales lift Gloucestershire-based mattress source Relyon witnessed a healthy rise in sales for the year ended 30 June 2013 – a welcome boost despite the firm admitting no ‘significant changes’ had been implemented in the company’s principal activities during the 12 months under review.

The supply business, which also trades in the manufacture and importation of bed frames and bedroom furniture, posted turnover of £45m for the period against the £39m registered a year previously.

Gross profit also rose in a similar comparison by over

£3m to £13.2m, with post tax profit also nudging upwards by approximately £400,000 to £1.8m.

Sales and distribution costs increased by £2.7m over the course, whilst a directors’ report attached to the balance sheet admitted the company would continue to monitor any uncertainty attached to the current economic climate as a going concern.

Boasting two sites located in Devon and Somerset, Relyon operates under the umbrella of South Africa headquartered bedding conglomerate Steinhoff.

www.relyon.co.uk

www.thegazette.co.uk

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❚ NEWS ❚ Harrison Spinks unveils new contract division Yorkshire manufacturer Harrison Spinks is taking its first step into the contract market with the launch of a new division at the company.

Harrison Spinks Contract Division will use the company’s spring technology and natural fillings in a new range exclusively for use by hotels, and will be headed up by new contact sales director Stephen Truswell.

He commented: “We wanted to push the boundaries and go where no other contract bed

manufacturer has gone before.

“Using our unique spring technology, we have created a beautiful bed range with the highest spring counts available to the hospitality market, providing guests with a great night’s sleep night after night.”

The fresh-faced collection, featuring beds from the business’s Harrison and Somnus brands, was previewed at the Independent Hotel Show in October.

www.harrisonspinks.co.uk

Giant enjoys double-digit sales increase Bed titan Tempur Sealy International welcomed substantial sales growth for the firm’s latest quarter, although that result was tempered by mounting costs affecting the group’s profits margin.

Recognised as the world’s largest bed maker, the business registered a 12.5% year-on-year rise in turnover to $827.4m for the third quarter period ended 30 September 2014.

The sales boost was welcomed by bosses

at the global company, who also revealed an increase in costs had caused net profits to dip by 7.7% to $37.1m at close of business.

Headquartered in Kentucky, the supplier announced earlier this year that it had signed an agreement securing ownership of the Sealy brand rights in Japan for the company. www.tempursealy.com

Profit rise at John Cotton Group Increased demand for products meant West Yorkshire-based bedding manufacturer John Cotton Group saw a hike in turnover to almost £140m for the year to 2 March 2014.

The group posted turnover of £137.7m, up from £126.9m a year previously and an impressive £40m jump in sales since 2010.

One of Europe’s largest manufacturers of pillows and duvets, the company saw increased sales in Poland during the period thanks to successful tenders for contracts with two major retailers in the country.

The company’s pre-tax profit increased to £7.1m, up from £6.9m in 2012/2013.

In a statement attached to the latest set of financials, John Cotton Group’s directors described the results as ‘satisfactory’.

The statement continued: “The directors are optimistic about the future despite the increasing market and economic pressures.

“They are confident that the group has structured itself in a way to meet the ongoing changes in the global economy.” www.johncotton.co.uk

Twitter Bird

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Pinterest

❚ NEWS ❚ Profits falter following supplier’s restructure

Profits rise at luxury bed maker Devon-based manufacturer Vi-Spring enjoyed a lucrative increase in sales and profits within the firm’s latest annual accounts ended 31 December 2013.

The luxury bed specialist admitted a steady increase in export revenue had driven financial growth over the 12-month period, whilst it was also anticipated turnover from international sales would continue to rise moving forward.

Revenue rose at the business by 3.4% year-on-year to £36.7m for the period, a result that helped post-tax profits leap to £3.3m.

A business report attached to the balance sheet revealed key markets for long term growth include India, South Africa, South America and the Middle East.

The statement read: “The company is committed to following its expansion plans at a suitable pace to ensure that its exemplary level of quality and customer service is maintained at all times."

Bed manufacturer Airsprung Group saw pre-tax profits drop in its latest financial year, thanks to reduced demand and the continued costs of restructuring.

Airsprung Group – whose brands include Airsprung Beds, Cavendish Upholstery, Collins & Hayes, Gainsborough and Hush-a-Bye Beds – posted pre-tax profits of £156,000 for the year ended 31 March 2014, compared to £1.25m in 2013.

Tony Lisanti, Airsprung director, said the Group’s performance had been adversely

www.vispring.co.uk

Firm seeks clarity on similar trading names Naheeda Zahoor, director of bed supplier, Kozee Sleep (Midlands) Ltd has moved to distance the business from a different bed supplier trading under a similar name.

The national media recently reported that West Yorkshire Police had confirmed the managing director of Dewsburybased KozeeSleep Beds had been charged in relation to human trafficking related offences.

Wishing to avoid any association between the two

businesses and eliminate any potential for confusion, Ms Zahoor stated: “As the result of the recent bad publicity received by the Yorkshire-based business Kozeesleep Beds we would like to state that there is no connection between the two companies.

“KozeeSleep (Midlands) Ltd operates from 154 Wharfdale Road, Birmingham and has no connection to any other business trading under a similar name in Dewsbury, West Yorkshire.”

www.kozeesleep-beds.co.uk

www.airsprungbeds.co.uk

Steady year for bed maker as it updates manufacturing facility The latest full-year of trading proved somewhat unspectacular for Suffolk-based bedding group Mansion House, with the four-label company’s sales and profits margins near flatlining for the 12 months ended 31 March 2014.

The business admitted the group had endured a steady year as turnover rose year-on-year by 0.6% to £7.6m, although it was further communicated all remaining resources had been spent on improving the firm’s manufacturing facility.

That explained the 1.5% decrease in gross profit margin to £3.4m, whilst post-tax profit also reduced from the £458,498 registered for the previous similar period to £404,062.

Employing approximately 100 members of staff at its South East located premises, Mansion House is the business behind the Epoc, Glanmar and The Old English Bed Company bedding brands. www.mansionhousebeddingco.co.uk.

Retailer targets expansion An 11-store Danish retail brand specialising in beds is set to roll out its offer on an international scale after it was acquired by the business behind value retail chain Jysk, the Lars Larsen Group.

SengeSpecialisten was founded in 1999 by owner Jørgen Bebe Staal and CEO Brian Lund Nielsen.

Both are to retain a minority holding in the firm following the purchase and will now – driven by the assistance of Jysk owner Lars Larsen – target new nations

affected by ‘reduced demand for certain lines’, as well as ‘the continued costs, both direct and indirect’ of the re-structuring of its upholstery business.

The business reported decreased revenues of £46.77m for the 2013/2014 period against £50.97m witnessed the previous financial year.

Beds accounted for £33.82m of sales, with the groups other activities representing £12.95m of turnover.

to launch versions of the store in an effort to plant its flag on the international stage.

Lars Larsen said: “We have established ourselves as experts in 'Sleeping Culture' and with our acquisition of SengeSpecialisten we will be able to offer customers even more choice.”

Jysk boasts over 2,100 branches across 36 countries, with the Scandinavian retailer also recently opening a new outlet in the South Yorkshire town of Rotherham.

Supplier hits record sales margin Bedding source Duflex Foam Limited continued to increase its market share and realised record sales levels within its latest annual accounts ended 31 December 2013.

Part of the Belfield Furnishings group, which is also the parent company of upholstery manufacturer Westbridge Furniture, the Derbyshire business achieved turnover of £25.8m versus the £22.9m posted a year previously.

The improved revenue and continuing factory efficiencies resulted in growth of 3.4% in operating profit to £900,000 at close of play.

Dealing primarily in the manufacture of bedding products for the home furnishings market produced from polyurethane foam, Duflex revealed it continued to make progress on its waste recycling, with 98% of total waste generated being recycled during the 12-month period.

www.sengespecialisten.dk

www.belfieldfurnishings.com

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Serene Furnishings is proud to be exhibiting it’s iconic range of beds at

N E C

B I R M I N G H A M

1 3 - 1 5

J A N U A R Y

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You are invited to witness the launch of new designs and view key collections in a variety of materials, including metal, wood, fabric and faux leather; accompanied by a wide choice of ottomans, sofa beds and headboards.

Visit Hall 2 stand 2G30 and be among the first to see what will have so many people talking in the aisles of the UK's definitive interiors event for furniture, lifestyle & design.

Metal

Precious Metals

Hevea

Fabric

Faux Leather

Oak

We Look Forward To Seeing You At The January Furniture Show For copies of our brochures please call Hall 2, Stand 2G30, NEC Birmingham, 13th-15th January 2015 our Sales Team on: or Email: se

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Innovative design and quality manufacturing, all at exceptional value. www.serenefurnishings.co.uk

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❚ LAST QUARTER'S NEWS AT A GLANCE ❚ Theatre of dreams for bedding brand Barnoldswick-based bedding brand Silentnight has officially extended its long running support for its local football club.

The deal signed with North West Counties League outfit Barnoldswick Town FC ensures the club retain naming rights of the Silentnight Beds Stadium, which will also now undergo a makeover.

Perhaps most importantly, however, the extended partnership will now see the club

adopt the Silentnight Hippo as its official mascot.

Nick Booth, marketing director of Silentnight, commented: “We’ve supported Barnoldswick Town FC for many years now, and it’s been great to be part of this next chapter for the club as it moves forward.

“We’re delighted to be able to commit to taking a leading role in supporting them going forwards.”

www.silentnight.co.uk

Brand profits from big screen cameo Premium bed maker Savoir has claimed a spike in interest in the brand following an onscreen mention in Hollywood flick Gone Girl.

Starring Ben Affleck, a scene briefly makes reference to the comfort elements of a Savoir product - a cameo role that has understandably thrilled both bosses and staff at the business.

MD Alistair Hughes commented: “We are obviously delighted to see Savoir in the spotlight!" www.savoirbeds.co.uk

Supplier promises a wave of new designs for the NEC Midlands-based beds and furniture source Serene has promised it will unveil a ‘series of new launches and additions’ during its appearance at The January Furniture Show this month in the NEC. The supply company has already confirmed it will launch its latest venture Serene Living during the trade event, which for the first time will provide an offer of non-bedroom furniture such as chairs and tables from the business.

The firm will further back that brand introduction by launching a host of other new designs and additions to existing ranges, including within the group’s Precious Metal, Faux Leather, Oak and Hevea Wood collections.

Serene’s founder and managing director, Tasleem Tasab (pictured), commented: “The whole team has

worked tirelessly throughout the past year to prepare a string of innovative new designs and welcome additions to existing ranges, for visitors to our stand (2G30) at the January Furniture Show.

“It has been an incredibly exciting time, which has also set the scene for significant developments in 2015 that will see the business expand in to new areas of the home furnishing industry, under the banner of Serene Living.

“Everything is now in place and we are all looking forward to the doors opening at Birmingham’s NEC.” Organised by trade show specialist Furniture Fairs, the inaugural version of The January Furniture Show is due to be held at the Birmingham-based exhibition centre on 13-15 January. www.serenefurnishings.co.uk

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All systems go for 2015 The NBF has begun to roll out plans for the 2015 edition of its annual flagship event, The Bed Show, as visitor numbers for 2014’s event reported a 5% increase.

Due to be held on 22-23 September this year, it will be the sixth outing for the show, which will once again return to the hallowed halls of the Telford International Centre.

Jessica Alexander, executive director of the NBF, said: “The format of the show has changed very little over the years – we’ve just got slightly bigger.

“The additional third hall worked well this year and we will continue that format for 2015."

Opening times for the show currently stand at 9am5.30pm on Tuesday and 9am-4pm on the Wednesday. www.bedshow.co.uk

❚ LAST QUARTER'S NEWS AT A GLANCE ❚ New initiative by firm Bedding specialist Slumberdown is seeking to help its customers get a better night’s sleep with the launch of its new Sleep Clinic campaign.

As part of the drive, a new interactive sleep clinic service will now feature on the firm's website.

The clinic offers personalised sleep advice from Slumberdown’s resident sleep expert and director of the Northumbria Centre for Sleep Research, Professor Jason Ellis.

Customers experiencing sleepless nights can now answer a number of sleep related questions on the site, from which Professor Jason will be able to make suggestions on how to achieve the best night’s sleep.

For those who are looking for more general sleep advice, the website also boasts an additional Sleep Clinic section, which includes a number of short videos offering useful hints and tips.

“Working with an expert like Professor Jason and being able to offer a personalised service such as the Sleep Clinic is a fantastic added benefit for our customers,” commented Slumberdown’s sales and marketing director, David Page. www.slumberdown.co.uk

Silentnight scoops global award Lancashire-based bed business Silentnight has picked up a prestigious gong at an annual awards ceremony celebrating the best in company branding from right across the globe.

The firm has been awarded Brand of the Year for the UK Furniture – Beds category at the 2014 World Branding Awards.

Silentnight was presented with the title at a glitzy bash held last month in London, a ceremony that was attended by 69 brands in total from 25 individual countries.

“As a brand leader we strive to offer the best for our customers, across product innovation, quality assurance and sleep expertise, so it’s fantastic to be recognised with this global award,” enthused the group’s marketing director Nick Booth.

“The World Branding Awards honour the finest brands from around the globe and we are proud to sit alongside them.” www.silentnight.co.uk

Bed maker enters upholstery market Yorkshire-based bed company Harrison Spinks has announced the launch of new sofa subsidiary Spink & Edgar Upholstery, which will be headed up by former Duresta management Jo Moore as commercial director.

Aiming to adorn the shop floors of retailers nationwide, the group’s latest venture will also comprise Jason Hibbert as operations manager and has promised to construct its products using the firm’s pocket sprung core technology.

“We wanted to push the boundaries and go where no other furniture manufacturer has gone

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before,” commented an ambitious Ms Moore.

“Combining traditional handcrafting techniques with revolutionary spring technology, we have selected some of the best craftsmen in the industry to build our new sofa range.”

Simon Spinks, owner and managing director of Harrison Spinks, added: “It’s surprising what’s possible when like-minded people get together with nothing but a shared vision." www.harrisonspinks.co.uk

❚ LAST QUARTER'S NEWS AT A GLANCE ❚

PICTURE

THE SCENE Beds ‘looks’ back at a selection of industry developments from the last quarter.

Pan-European giant cuts the ribbons to new testing centre European bed conglomerate Hilding Anders heralded the launch of its first companyowned testing centre, entitled Good Night’s Sleeplab, at a celebratory function near St. Gallen, Switzerland on 14 October.

The new lab represents a €1.25m investment made by the group, which operates in the UK via its subsidiary brand Jensen.

Silentnight to spearhead new apprenticeship project Lancashire-based bed business Silentnight has announced it will team up with sector skills council Proskills UK to lead on the development of a new Furniture Making Apprenticeship Standard, a project that has received the support of 106 employers in the sector.

Part of the government’s Phase 3 Trailblazers initiative, the programme’s key objective is to develop new apprenticeship standards within the UK furniture industry.

Mammoth support for sporting star Fitness model and UK body building champion Carly Thornton has become the latest sports personality to endorse the sleep solutions of health mattress manufacturer Mammoth.

Sportsman bowled over by supplier’s sport collection English and Yorkshire County cricketer Liam Plunkett has been singing the praises of Vogue Beds Sports Therapy Collection.

The fast bowler said he was ‘delighted’ with the company’s sports therapy mattress, having tried a number of different designs over the years.

Bed business plots future success with team shake-up Breasley Consumer Products will mark its tenth anniversary this year by expanding the company’s current sales strategy.

Regional representatives and a new office-based operations division will now support the appointment of two divisional directors, Sue Ellis and Mark Hughes (pictured).

The future looks Serene for supplier Bed supply business Serene Furnishings claims its year-on-year turnover is up 15% on the previous financial year.

The company has been actively building on its ongoing success by developing its portfolio and expanding its head office in West Bromwich to an impressive 158,331sq ft.

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Fall in love with your bedroom...

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Bedrooms of distinctive style, quality and value See us at the January Furniture Show, NEC, 13-15 January 2015 Hall 3 Stand G80

Serena 01482 635283 enquiries@wiemannuk.co.uk www.wiemannuk.co.uk

❚ SERENE ❚

Promotional Feature

Setting The Scene For 2015

The Grace

As excitement builds towards the January Furniture Show, the creative team at Serene Furnishings is preparing to present a series of eagerly anticipated new designs and inspired additions to existing ranges.

The new Maiden bedstead

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❚ SERENE ❚

Promotional Feature The Colchester

proportion, each is available in a choice of three sizes (4’6”, 5’ and 6’), presenting strong design features that reflect the dependable strengths of wood and craftsmanship of the highest order.

A headboard can make a striking statement in virtually any bedroom, providing a quick and easy transformation and also serving as an impulse purchase for consumers out shopping for design inspiration. For furniture and bed retailers, there is great benefit to be had in offering a range of headboards to suit a variety of tastes and who better to turn to, to make that happen, than one of the nation’s largest suppliers, Serene Furnishings.

Thornton, Windsor and Maiden are set to be launched at the January Furniture Show

T

he annual NEC event is the place for Serene, recognised as one of the country’s leading suppliers of bedsteads, headboards, sofa beds and daybeds, to unveil its offering for the coming year – and what a year 2015 is shaping up to be for stockists of Serene, with a series of pace-setting launches planned.

The team at Serene has again worked tirelessly to make sure every aspect of each new design is the best it can be, from the materials used to the quality of design and manufacture. This innovative, forward thinking company is proud to present something for every taste, budget and home and has been investing heavily through 2014 across every aspect of the business. Warehousing and logistics have been expanded in preparation for the larger stock holding as a result of the new launches being unveiled in January.

Warehouse capacity has been significantly increased. In excess of 35,000 sq ft has been added to Serene’s already impressive facility at the Hill Top Estate in West Bromwich, its home for the past six years. Serene has enjoyed rapid and sustained success since its launch in 2005 and now occupies a sizeable chunk of this site that offers quick and easy access to the major transport routes. An additional 55,000sq ft has also been secured on another site close by, bringing Serene’s total warehouse capacity, going in to the New Year, to over 200,000sq ft.

Visitors to January’s Furniture Show will be greeted on the Serene stand by a fine selection from the company’s Precious Metal, Faux Leather, Oak and Hevea Wood collections, along with discovering more about several key developments to the wider Serene Furnishings business.

Tasleem Tasab, the company’s founder and creative director, comments: “We are continuing to grow across all areas

The Thornton of the business, with some truly exciting developments - we feel very confident about the next few years. Through our portfolio we have something for each of the recognised price-points, in a wide choice of material, finish and style. This is set to be added to even further with a series of inspired new arrivals and announcements to be unveiled in Birmingham at the 2015 January Furniture Show.”

Serene reports sales of wooden beds are significantly on the rise. “We have seen strong growth for our Hevea Collection over the last 12 months and the Oak Collection has also performed remarkably well, consistently growing month on month,” says Tasleem.

“In light of the consumer trend for buying wooden beds we will be doubling our product offerings in oak and adding to our incredibly popular Hevea Collection, with a string of new launches at the NEC.” Three new exciting bedstead models are to be added to Serene’s existing Oak Collection, along with three new headboards. The Oak Collection comprises beds and storage, each piece displaying the wood’s unique grain detail. It is an elegant, robust range to suit a wide-variety of bedrooms. Colchester, Maiden and Lincoln are the names of the collection’s new bedsteads. With sharp lines and exquisite

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as three new stylish headboards for the Oak Collection that each provide an individual look - in a wide selection of sizes - to suit most bedrooms.

The environmentally-friendly Hevea Collection is produced using wood from the Brasiliensis tree, which is grown for rubber production and only felled once it has reached the end of its natural rubber-producing life.

This popular range by Serene has been inspired by the Shakers with the movement’s design principles - clean, orderly lines and no detail extravagant or superfluous - clearly evident on each piece in the range. The three new headboard designs to be unveiled for the collection in 2015 (Eleanor, Windsor, Amelia) are each in keeping with this theme and the uniqueness of what is an inspired and hugely successful collection.

We have only touched on all that is planned for launch on the Serene Furnishings stand at the January interiors extravaganza. Make sure you head along to stand 2G30 in Hall 2 to witness first-hand what will have so many people talking in the aisles of Birmingham’s NEC – trends in bed design that will be sure to set the pace for 2015 from one of the country’s finest. www.serenefurnishings.co.uk

❚ DATA ❚

Manufacturing

Latest European market data from the European Bedding Industries Association (EBIA)

F

2014: The first semester points towards a progressive stabilisation of the European mattress market.

Volume Volume Pur

Value

Value

Pur

Springs Springs Latex

Latex

Other Mattresses Other Mattresses TOTAL TOTAL -12

-10 -12

-8 -10

-6 -8

-4 -6

-2 -4

0 -2

2 0

2

Variation 2013/2012 in %

Value

Volume Volume

Value

Slat bases Slat bases

Boxsprings Boxsprings

TOTAL TOTAL -5

-4

-5

-3

-4

-2

-3

-1

-2

0

-1

Variation 2013/2012 in %

0

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or the year ending 2013, the European bedding market for mattresses was 1.7% down from 2012 on value and 3.7% down on volume, indicating that the market may be starting to stabilise. Sales of bases were 4.5% down by value and 4.7% down on volume over the same period.

Springs still dominate, representing around 44% of the market, although PU foam is closing the gap at about 41%, and Latex has an 11% share of the market. Over the past 10 years there has been exponential growth of PU foam while sales of springs have declined by about 10%. Latex has also declined – with a 10.9% year-on-year decrease in 2013.

The first six months of 2014 saw a gradual stabilisation of the major markets: In Spain, for example, there is now some growth after years of decline.

A major industry concern is the fragility of the economic outlook combined with much geo-politcial uncertainty. EBIA president Frank Vershuere said: “There are certainly lots of issues and challenges we need to tackle as an industry and we continue to face an economic climate that remains very fragile.

“On top of that we are experiencing a truly new economy where every dimension of business behaviour is being challenged. Our business can no longer be sustained by the old rules of mass production, segmented pricing and stable organisations. We have never been confronted with so many uncertainties.

“In this new world, however, knowledge, imagination and adaptability can provide a new competitive edge.

We have more opportunities than ever before to think ahead of our competition, to talk the language of our customers and to create value we and our customers could never have imagined before. Current technologies and new consumer habits and behaviour offer numerous opportunities to make a real difference.”

According to EBIA, recent years have seen the market characterised by mergers and acquisitions – something common across all industries and not just the bedding sector. However, the highly fragmented nature of the business – along with the recent economic crisis – makes it particularly susceptible to takeovers and mergers.

The bed industry is also one that sees a lot of start-up companies enter the market as the investment required to set up is relatively low compared to other sectors.

In what is a saturated market, those looking to expand generally have to do so in other countries, though not many succeed overseas, primarily because the bed sector tends to have local tastes and therefore a local market. www.europeanbedding.eu

❚ TICKING ❚

Retail

COVER STORY They pack a powerful punch when it comes to consumer buying decisions – but are covered up the minute they reach the bedroom! Jan Turner explores the power of tickings as a marketing tool. ❚ 18 ❚

❚ TICKING ❚

Retail Ticking not only needs to look good, it needs to convey messages about the type of mattress it covers

The ticking team at RA Irwin

T

hey’re the packaging of the bed world and as everyone knows, packaging sells.

But in the same way that fancy bags and tissue wrapping are discarded when High Street buys reach home, the carefully selected ticking which manufacturers choose to use on their mattresses is covered up the minute it comes in to use.

As Frank Knox of RA Irwin points out: “It’s all about product differentiation in the showroom. Manufacturers are aiming their products at the female of the home and if they

like the look of the ticking, then it helps them to make their personal selection.”

Valentino Stellini of the Stellini Textile Group agrees: “A large number of mattresses are decided on by women and they pay attention to the look – it’s the first thing they see. In a typical UK retailer people look for something that will catch their eye – and it can be just a small detail, such as the border, that sways them.

“Google has also changed the market a lot and I think people come in to a shop with

❚ 19 ❚

more knowledge than they once did. But even with growing knowledge, if they have to choose between two similar products at a similar price, then the ticking can swing the sale. So it can be the first and last deciding factor.”

Critical to a sale then, but as Lien Sinnesael, marketing and communication co-ordinator for Bekaert Textiles points out: “Most consumers will not remember how their ticking looks and will only see it twice; the moment they buy their mattress and the moment they get rid of it. But despite its low after-sale involvement, at the point of purchase it plays an important role.

“For most women, softness is a very important characteristic and if a mattress does not feel soft, the consumer will probably not buy it. Since a lot of consumers will not test or touch all the mattresses in the shop, visual softness could do the trick. If a mattress looks soft, there is a great chance it will attract a potential buyer.”

For the manufacturer, ticking not only needs to look good, it needs to convey messages about the type of mattress it covers. Said Jef Maes of Maes Mattress Ticking: “Ticking is a big differentiator between ranges, models and brands. It helps to tell the story and can visually signal if a bed is a high tech or natural one. A high tech product can easily take a synthetic ticking but natural fibres work better with high end beds. When manufacturers launch a new model they need to differentiate it with new ticking. If they simply stick to the same one as before, then what’s new?”

According to Andrew Hughes of RA Irwin, there are all sorts of ways in which one mattress can be distinguished from another: “You can do it with borders and panels, perhaps with a simulated side stitch or micro quilted border or hand side stitching which gives a really deep look. The 3D look is a popular system now and growing in popularity for use with memory foam as it also vents the mattress giving better breathability.”

A host of other innovations are also giving ticking ‘added value’. Gulfidan Yasar of Boyteks explained: “There has been a lot of innovation in ticking itself with fabrics that offer a host of additional benefits which give consumers added reasons to buy and help to command a premium price. More and more fabrics are offering these kind of benefits, covering everything from anti-mosquito properties to one which improves biorhythmic communication.”

The UK’s stringent FR regulations have also had an effect. Said Kevin Carton of Monks International: “FR regulations have made a big impact on the market. The treatments used can affect the finish and feel of a fabric which has proved quite a big driver behind what’s available in the UK. It cuts choice by

❚ TICKING ❚

Retail with tone on tone emblems or spaced motifs.”

It’s a very different look to that in, for example, Morocco, where according to Boyteks’ Gulfidan Yasar, you can’t sell a white fabric. “It must be red or orange and definitely coloured. Italy likes colour too but different ones. Countries all have their own individual tastes.”

Valentino Stellini from Stellini Textile Group

As the first thing a customer sees, it is important that ticking is attractive about 30%. The top quality issue in the UK is connected to FR and having to keep getting the finish right with extra treatments. It increases the price of the fabric by about 10–15%. It really depends on the fabric. It effects fabric for headboards and bases even more as they have to meet regulations for upholstered fabrics which are different again.”

And the upholstered look is a strong fashion trend right now as Mike Chilton, UK agent for Pieters Textiel points out: “The big thing in the last few years has been the return of the divan and the fact that manufacturers are treating the bed more as a piece of furniture, giving it a much more upholstered look. The drawback is that upholstery fabrics can be over engineered as they are developed for chairs and settees and have to meet Rub Tests and Martindale etc. One of the things we have done is to take a typical ticking yarn and modify it to give a softer feel to produce a fabric with mattress ticking prices but the look of upholstery."

While chocolates, oatmeals and greys are popular for divan bases and headboards, the British still prefer their mattress covers to come in white or cream. And while Europeanstyle stretch fabrics are gaining in popularity,

A selection of ready-made mattress covers weaves still rule Britannia’s waves.

Says Andrew Hughes of RA Irwin: “In Europe the look is much more uniform and very functional and there are a lot of cream stretch knits. The English market has a very distinct look with white and cream finishes rather than darker colours – a classical look

❚ 20 ❚

Kevin Carton of Monks International added: “Typical English designs are very different to those around the rest of the world – they are instantly recognisable. It’s very understated and natural with a lot of damasks etc. It’s a nice market and one where many are moving to more expensive fabrics. Only three or four years ago the average fabric cost about £1.50 a metre but that has now doubled to nearly £3 a metre. I think people are moving away from the volume end because there is more profit to be made in premium products.”

It’s a market shift that Matthias Depreitere of Deslee Clama also comments on: “The ticking market is changing both design-wise and with more premium products. This is now seeing ready-made covers grow in popularity which again eases the process for manufacturers – they simply get zipped on. It’s something that has come along in the last four to six years and is growing.”

For a product that is essentially packaging, the level of science, design and development that goes in to ticking may be out of all proportion to its final use, but as Jef Maes points out: “Ticking is very important because at the moment of sale, it is the first thing the consumer sees and it has to be attractive to them. It’s all about first impressions – the story has to be good about the bed but if the ticking is not right, the consumer won’t buy.”

❚ TECHNOLOGY ❚

Retail

FUTURE GAZING The annual EBIA conference is often an opportunity for a little ‘future gazing’ with input from top experts in their field. Jan Turner looks at some of the views and ideas presented to the gathering of bed industry leaders at the 2014 General Assembly.

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W

e are heading for a world of ‘continuous authentication’. One where smart watches or bracelets are our passport to a queueless society, the answer to remembering all those passwords – and the solution to monitoring our health and sleep.

These ultra-sophisticated wrist bands will be connected to our heartbeat, every one of which is unique. So we won’t have to remember passwords any more, provide passports or queue up at hotel check-ins: we’ll be automatically authenticated.

As well as easing the need to remember or carry so much information, these wrist devices will use bio-science to monitor people’s behaviours and health issues along with giving us a good insight into a person’s sleeping patterns. Our self-tracking bracelets will also be synced with apps to provide high quality

Cradle to Cradle ❚ TECHNOLOGY ❚

Retail

Cradle to Cradle Biological cycle for

consumption products Production

Technical

nutrients

Production Product

Biological Biolog.

nutrients

Product Return, disassembly

Biological degradation

Use

Use

Michael Braungart, William McDonough, Cradle to Cradle health information and monitor the sleep cycle to wake people up at the optimum moment.

Imagine too, the possibilities offered to ‘micro-logistics’ by these GPS linked devices – a society where anyone can collect and deliver everything from parcels to potatoes. Constant authentication will mean if we are passing a pick-up and drop-off point on a journey being made anyway – and are prepared to do so for a fee – we can all make a contribution to a courier style delivery network, maximising use of the 70% of cars on the road carrying just one person This brave new world, as painted by theoretical psychologist Herman Konings of Pocket Marketing nXt and Jeannette Huber of Zukunftsinstitut, will be driven in part by the backlash against the current digital overload.

Said Herman Konings: “We’re seeing a lot of counter trends emerging in the midst of the zealot that is technology. People today demand intuitive technology: the simpler the better.”

It’s a demand for products that Jeannette Huber describes as ‘Ghandi Innovations’ – simple, affordable and accessible.

In this ‘short cut’ economy she also predicts the end of classic marketing: “It’s all about analysing digital information and coming up with personal recommendations, along the lines of Amazon’s ‘People who read this also read’ marketing. We can now hyper target individual consumers online – at a specific time and place.”

Generational changes offer further

marketing opportunities according to Herman Konings who explained: “Baby Boomers, the post-war generation now approaching their sixties and seventies, have 25 times more money to spend than their parents did and 45 more hours extra free time. So they spend longer in their beds, sleep more and get more back pain.

“The children of Baby Boomers are known as Baby Busters, but the relationship between the two is different to that of the Boomers and their parents, who were good but came from another planet. They didn’t discuss things with their children – they just told them what to do.

“Today, the Boomer and Buster generations are melding – they discuss things around the table and are on the same wavelength.

Busters don’t have the time to see the choices available to them – the Boomers do and can convince them. So invest in Boomers for your brand and they will inform the children.

“Boomers don’t want to be seen as the older force. They want to stay young – BMW for example has understood this and brought out a new car for them. It is very hip looking but recognises they may have issues with their back – so one of the things they offer is a cool sliding system for carrying bikes – so the users don’t have to put pressure on their lower back.”

Taken to its extreme, this bright new future of simplicity and continuous authentication could even do away with the need for many manufacturers or producers, as increasingly

❚ 23 ❚

EBIA 2014 - Jeanette.Huber@zukunftsinstitut.de

Plants

Technical cycle

for consumption products

sophisticated 3D printers mean people will be able to print many consumer products – including their own bed!

According to Jeannette Huber, the cradle to grave society will move increasingly to a cradle to cradle one. “At the moment there is a lot of material and energy waste and we talk of a cradle to grave society. But we need to talk cradle to cradle and use the biological cycle for consumer products.

“There is no waste in the cradle to cradle system. It’s about effectiveness and conserving nature and is something we have already seen in the bed industry where Royal Orping introduced it in 2012.”

Finally, to understand the consumer today, Herman Konings says it is important to recognise we now live in a LATTE society where people expect: • Local products and services as people increasingly distrust global products • Authentic, honest and truthful goods and services: otherwise expect to be crucified through social media outlets such as Twitter and Facebook • Traceable goods, clear about the ingredients and where they are from • Trustworthy. The 20 and 30 somethings want quality they can trust. It’s important to them.

• Ethical products, as fair trade and fair labour now matter to many. www.europeanbedding.eu

NO GEL... NO ADAPTIVE...

After a year of record breaking sales for Sealy Hybrid, we have decided to chill, and create a bed that promises to be another first; a bed with no Gel, no Adaptive technology... in fact no springs, foam, wood or textiles whatsoever! It’s the most natural, recyclable and eco-friendly bed in the world!

Developed with experts from the Freezeley Ice Hotel in Utsjoki, Lapland, Sealy’s new ‘Blue Ice’ divan is constructed solely from frozen water. It is guaranteed to keep you cool (below freezing, actually) throughout the night - unless you leave the central heating on and you’ll wake up in a puddle.

JUST COOL. Thanks to all our retail partners for making 2014 the best in Sealy's 40 years of business in the UK! Created from an iceberg dragged up from the South Pole and moored just off Maryport (and transported to our Aspatria HQ on specially adapted ‘Arctic’-ualted lorries), the Sealy ‘Blue Ice’ is lovingly hand-chiselled in our factory (which is spookily already at the perfect temperature for such an operation) and then personally delivered to stores in an 1960’s Ice Cream van driven by Sealy Sales Director Geoff No-Ice, wrapped only in a reindeer pelt and playing the theme from ‘The Third Man’ or ‘Match of the Day’ (you choose when you order) on a traditional Finnish bagpipe or ‘säkkipilli’. What could be Cooler?

For more information on our Hybrid range, call our Sales Cool-line on 016973 20342. www.sealy.co.uk

❚ DEBATE ❚

Retail

SALES INCENTIVES:

A SLIPPERY SLOPE? In the sensitive waters that surround the subject of sales incentives Jan Turner asks the industry for its views and reports, while Matthew Hattersley of Clarion solicitors advises on how to stay on the right side of a potentially grey area.

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❚ DEBATE ❚

Retail

It’s a potentially sensitive topic, and one that affects all kinds of manufacturer/retail relationships – including those in the bed industry. So Beds magazine set out to establish the industry's views on sales incentive.

These are the questions we asked – and a cross section of the replies received.

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What do you feel represents an acceptable incentive for retail sales staff?

In all honesty, none. But in the real world, perhaps £5 for entry level products through to a maximum of £25 on premium products.

The cars and holiday style competition incentive are much more open and transparent but don’t work as well as straight cash incentives. This is because there will always be ‘star’ sales people so this type of incentive is almost ‘preordained’ – it will motivate one or two really keen staff but switch the others off.

I feel that an acceptable incentive is one which does not make a sales person biased for a particular product. It is very difficult – as a sales person myself I would always like to think that I would do the best for my customer and even though this is true 90% of the time I am sure there would be occasions when a sales person might (sometimes unwittingly) push slightly harder towards another brand if it was more lucrative for them as a person.

It’s very hard to give examples but a percentage of the sale is probably acceptable.

What sort of incentive would you regard as unethical?

All incentives are unethical unless – as in the financial sector – the consumer is informed that a commission is being paid. The worst cases can involve cash being paid in a brown envelope, evading any taxable liability.

There have been incentives that the owners of the shop are not aware of. When that happens it becomes a fundamentally corrupt arrangement.

I’ve even heard of cases of agents giving some of their own commission to sales staff as an additional incentive – straight cash back handers. It’s an extremely unusual and risky thing to do and something the tax man would no doubt take a keen interest in if he knew.

I probably would not use the term ‘unethical’ – it’s more unfair.

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Sometimes the value of incentive offered on a bed can be quite high and even though what is offered is at the manufacturer’s discretion, I am sure it could sway sales in favour of that manufacturer (which is the point of the incentive).

Expensive gifts such as holidays or gadgets like iPads.

Should sales incentives be awarded to the retail business or the sales person?

Please explain the reason for your view.

Where incentives are paid, it should be to the sales staff so that they benefit from the investment – but with the permission of the owner.

Incentives should be for sales staff themselves rather than the retailer – otherwise it’s a little bit like when you go into a restaurant and pay the tip to the restaurant rather than the person who looked after you. But the owner should know about anything paid to sales staff.

In the retail trade, most staff are only on a minimum wage so cash incentives can make a massive difference to what they earn. More and more of their earnings can now come from incentives.

This is quite a tricky one. As a manufacturer I would like to offer more to the end user but as a sales person would like to receive a ‘bonus’ for selling each product! As a retailer, however, I would probably want the discount for myself. My personal view is always that of the end user as when I am shopping I’m like everyone else in wanting the best value for money.

It depends on the structure and size of the retail outlet.

Should there be a self-policed ceiling on incentive values? E.g. £25 for a double bed set?

Yes. If this was the only method used to control the situation then there should be an agreed ceiling. This would then make it more realistic: the sales staff would receive an incentive and the consumer would receive the correct advice, based on the merits of the product rather than the size of the incentive.

The whole situation is one that is impossible to police and may eventually have to be something that is outlawed as a practice by legislation because it is ultimately bad for the consumer – and

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this applies right across the retail world, not just in our sector.

Perhaps it would be fairer to do what some manufacturers already do which is offer prizes for the best sales in a certain area rather than cash incentives.

It should be a percentage of the sale and 5% would seem an acceptable ceiling.

Do you think it is made clear who is responsible for the tax liability on sales incentives?

From what I have seen, yes, but I am sure that there are just as many instances where it is not clear.

Some manufacturers pay the tax on incentives, others leave it to the individual member of staff to declare it themselves, so the system is creating a potentially significant risk and growing tax liability for that individual – unknown to themselves. There are no easy answers but if the government doesn’t ban the practice then the revenue should set up a scheme to deal with this kind of incentive to facilitate payment by manufacturers.

No, this is one area that is not made clear.

It should be regarded as an income for whoever is the recipient.

What are the positive/negative effects of incentives on your business?

The positive effect is that you bring your products into an arena where incentives are a part of that individual business and will hopefully increase sales. In some cases products are currently being displayed in a way that reflects the size of the incentive. The negative effect is that we do not build incentives in to our margins and this can impact on the strength of our promotional activity.

The effect of the sales incentives – on both retail and manufacturing businesses is potentially damaging. If out of, say 20 manufacturers, 10 are offering sales incentives and 10 are not, then those who are doing it will benefit and those who are not, will not. But for those taking part, there becomes an ever escalating pressure to increase the incentive – so ultimately there is no real advantage for manufacturers – or retailers either.

Larger overheads but better sales!

The objective representation of the qualities of the product suffers but I suppose in sales one would ask if there

❚ DEBATE ❚

Retail

can ever be objective representation. It all depends on whether or not there is an attempt to sell the product honestly, comparing like with like and not misrepresenting features of competitor products in order to make a sale.

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Should floor models be invoiced and if so what is an acceptable discount for a floor model?

In my opinion, a reasonable discount is between 10% and 15% but at the moment there are companies offering 50% off as a standard deal, with some even being given away without charge. Both scenarios put other suppliers under extreme pressure to give greater floor model discounts than they would normally offer.

On floor models, I see no problem in manufacturers providing free or discounted models where they are required to sell a product. This is an arrangement with the retail owner and not with an individual member of staff.

The retailer carries all other costs and overheads and a display bed is virtually worthless after a week in a showroom because it becomes soiled and can’t be sold on. I don’t see a problem with that – it’s a perfectly reasonable thing to do.

This answer will probably make me unpopular but I speak from the point of view of a smaller manufacturer.

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Because each product is so labour intensive to produce, we cannot afford to give models away free of charge. I think models should be charged for, but an acceptable discount given depending on the size of the display.

We also have to cover the cost for point of sale material which also represents a large investment.

Floor models should be invoiced – a percentage off the list price seems acceptable depending on the number of models being taken. Anything over 20% is an excessive discount designed to ‘buy’ the business. Free floor models are a no no as far as we are concerned!

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Have manufacturers’ incentive schemes become more or less prevalent in the last 12 months?

It is totally dependent on the type of business. Within larger companies employing a sales team, it is as prevalent as it has been for the last few years. In real terms, the manufacturers who pay the largest incentives are, in most cases, the key players on the shop floor.

In the last three or four years there has been a real acceleration of cash incentives – originally prompted by tough trading times during the recession.

The practice was once the preserve of

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the top end of the market where there is sufficient margin to fund incentives but this has now moved to the middle ground. I’d say a significant percentage of UK quality mattress sales involve some sort of incentive.

I think they have become more prevalent as competition grows.

With certain manufacturers there has been an attempt to ‘buy’ the business to the point that retailers are asking for free floor models.

Has the value of the schemes on offer been growing? What range of value are you aware of?

Incentives start from £5 through to £80, the average being between £20 and £40. The values seem to be fairly static, although there is the odd case where, during a promotional period, incentives are increased for a limited period.

I’ve heard of incentives to retail sales staff as high as £80. This simply ends up distorting the effect for the consumer because sales staff become driven by the incentive rather than what’s best for the customer. They become too incentivised to steer the consumer in the direction that is best for them.

The schemes are forever growing. From luxury trips abroad to credit cards to vouchers.

Free floor models; paid holidays for bed

Incentive schemes – are they always a bed of roses?

Direct sales incentive schemes, often known as SPIFFS (Special Payment Incentive For Fast Sales) are coming under scrutiny across the industry. The Bribery Act 2010 has caused concern about their legality and, in particular, whether such incentives could be construed as bribes. As Matthew Hattersley, head of Commercial and IT for Clarion Solicitors explains, in an industry where the use of incentive schemes is widespread, companies need to understand the issues to avoid the pitfalls.

Matthew Hattersley

How do incentive schemes work?

Under an incentive scheme, manufacturers encourage retail sales staff to sell their goods by, for example, providing the sales staff with a reward (such as a gift or a voucher) for each sale they make of the manufacturer’s bed. This is likely to have the direct effect of incentivising those

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sales staff to promote that particular manufacturer’s products above those of its competitors.

While not illegal in the United Kingdom, incentive schemes stray into the realms of potential illegality if the payments / rewards made under the scheme are in fact bribes masked as genuine incentives.

The Bribery Act 2010 Under the Bribery Act 2010, a person commits an offence if they give a financial or other advantage to a person and intend the advantage to induce the person to improperly perform a relevant activity.

The Bribery Act has caused concern for a number of businesses that currently offer payments or rewards to sales staff under an incentive scheme. If the incentive motivates sales staff to promote the products of the organisation that offers the reward, could

❚ DEBATE ❚

Retail

buyers; cash incentives for sales staff: all excessive in our opinion!

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What do you think is the difference between a manufacturer’s incentive scheme and bonuses or commission paid by retailers to staff?

The difference is that for the retailer to pay his staff a bonus, he/she is controlling their own business and ensuring that the consumer is given the correct advice and also getting the best deal. When the supplier is paying incentives then they are dictating what sells on the shop floor which may be not in the best interests of the store owner or consumer.

Retailer incentives for their own staff are a reasonable thing to do and most of the major retailers offer incentives across a range of products – usually on a straight percentage of the sales price. This doesn’t ‘skew’ the sales staff relationship with the consumer by distorting their value judgement. It’s absolutely normal and absolutely understood. In the case of retailer-manufacturer businesses, they are likely to put a higher incentive on their own products. That’s potentially unfair but ‘it’s life’ as they own two pieces of business and so it is up to them how they incentivise their staff.

You can look at this two ways: that manufacturers pay a small commission

the provision of the reward fall foul of the Bribery Act? Recommended steps There are a number of steps businesses should take to ensure any incentive schemes they offer fall within the boundaries of the Bribery Act. According to the Serious Fraud Office, incentives must be “transparent to all the parties and…the company that is ultimately funding the incentive payments needs to be sure that these are genuine incentive payments going to individuals and are not being used in order to provide a way of making bribes to third parties. We encourage a senior officer of the ultimate paying company to have responsibility for this and to make sure they are content that these payments are going for proper purposes.”

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to the sales person; or the sales person is not employed by the manufacturer.

Where manufacturer incentives are excessive, these could be seen as bordering on the unethical – perhaps even labelled as bribery. A retailer’s bonus / commission to their own staff is a reward for hard work as long as the beds are presented fairly.

I think a scenario the industry would want to avoid would be one where manufacturers incentives were used by retailers as a convenient way to avoid giving pay rises in order to keep their wage bills low.

Are you in favour of manufacturers’ incentive schemes or not? Why? No. Products should be sold on their merits, which would create a level playing field. Innovation and design would then take their rightful place.

The marketplace has been depressed over the past few years and there has been no opportunity for manufacturers to increase prices for fear of losing displays – even though raw material and distribution costs have increased significantly. Add to that the fact that incentives have become part of your offer, and it further increases the pressure on already tight margins for UK manufacturing.

Overall I would say that incentive

The general advice from the SFO and in legal commentary is for maximum transparency.

If you are considering using SPIFFS to drive sales, you should consider the following principles: • make the retailer aware of the reward scheme, the sums involved and in what circumstances you will pay out. You’ll usually need to speak to the retailer before discussing SPIFFS with its staff. We advise that you prepare a short written summary and provide a copy of this to the retailer • provide clear guidance to the retail staff who will potentially benefit from the scheme. This should not only make it clear when you will pay out, but also that, notwithstanding the scheme, retail staff must always recommend appropriate beds to their customers

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schemes are bad for the industry and if allowed to continue unchecked could become a real hornet’s nest.

I am in favour, to an extent, as I feel that sales staff should be rewarded for what is a difficult job with fierce competition, especially with the internet. And why should a sales person push your particular product if there is something else that is very similar? Rather than cash, credit cards or vouchers I would prefer to see prizes for best area sales, then a large prize – such as a holiday – for nationwide sales. I think the problem is that as incentives get bolder and cash values get higher and higher, we could end up with a ‘bidding war’ with incentives becoming unachievable for smaller, cash-strapped manufacturers.

They should be limited and transparent in the way that donations to political parties are limited and have to be declared in order to show who is trying to curry favour.

I believe that individual bonus schemes can be divisive. Bonuses need to be targeted at the key drivers in any business – the quality, service and profitability of the business as a whole.

They should include all members of the company as all play a part in contributing to the success of the business.

• set the reward levels at a reasonable and proportionate level. As a general rule, the lower the reward level, the less of an issue it is likely to present • make sure a senior person in your organisation has full visibility of the scheme being offered and is comfortable that it does not present any issues under the Bribery Act. In addition to these specific measures, you should maintain a bribery policy highlighting the position on incentive schemes and ensure all employees are kept aware of the contents of such policies.

By taking some relatively simple steps, you can eliminate any worries and ensure that you and your organisation continue to enjoy the benefits gained from offering genuine incentive payments. matthew.hattersley@clarionsolicitors.com

❚ TECHNOLOGY ❚

Manufacturing

MEAN MACHINES

The speed and accuracy of foam cutting machines has increased to offer improved yields and flexibility

As an industry that makes a song and dance of its traditional, hand crafted qualities, the British bed market is not known for being at the leading edge of manufacturing automation. Despite this, and other barriers to automation, machinery suppliers continue to innovate with products that offer some compelling incentives to move towards ‘lean manufacturing’. Jan Turner reports.

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A

t the premium end of the British bed market, the hand crafted qualities of a mattress are presented as a marketing virtue. The message to consumers is all about the love, care and attention that goes into making their mattress so special. And there’s no doubt that when done well, a beautifully handcrafted product does indeed feel special.

But for many more producers there needs to be a balance between quality and the economies of production. And the truth is that mattress machinery doesn’t come cheap. As a result it’s not uncommon for machines that are over 20 years old to still be in use.

But the savings to be made through the increasingly sophisticated machines that have come through in the past decade are luring more and more manufacturers into automation. ‘Lean’ manufacturing not only offers benefits in terms of production speed, it means less money tied up in stockholdings.

Said Ian Whitworth of Springform

❚ TECHNOLOGY ❚

Manufacturing

Springform now employs ultrasonic welding machines for precise control at high speeds Technology: “The industry is moving towards lean manufacturing which involves taking raw materials in and putting finished product out very quickly so they don’t have to hold lots of stock and component parts.

“Since 1998 there has been more flexible automation where you can switch the size of springs being made very easily and make them in small batches rather than having to do big runs of one product. So it’s now possible to make things by the mattress, as it were, rather than production being dictated to by the spring type.

“This kind of lean manufacturing is really just taking hold in bed manufacturing with probably only about 20–30% of producers having adopted lean production processes. For example, up until about 1997, pocket springs were sewn together but a lot of the industry is now moving towards gluing although there are still some selling at the top end who market their mattresses as hand sewn.

“Pocket beds have changed quite a lot in the last decade so the machinery needed to support their production needs to be faster and more flexible. Newer machines are a faster route to production – it’s all about the best and quickest way to get product out.

“Our latest machine runs at up to 140 springs a minute – five years ago you would

The V16 from Gateway Systems is said to be the faster quilter in the world have looked at a maximum speed of 80. The new machine also heat treats springs in line which helps to sustain the height on them.

The height of a spring about 10 years ago was five to six inches. Now seven to eight inches and upwards is typical. It provides a deeper mattress to give the look of a more premium product or it can be used to cut down on the amount of fillings used “Another development in the past decade has been ultrasonic welding between the springs to glue them together. It’s more efficient than sewing but a lot of manufacturers do still

❚ 31 ❚

stitch – the machines are a big investment so people don’t buy them that often.”

As Andrew Trickett of MPT notes, the industry is one of ‘processes’ – tape edging, border production, quilting production and spring production.

He said: “The bedding industry is constantly evolving as people look to cut costs and time but it is not a sector that is fully automated.

It’s one of ‘processes’ and each one can be automated. The link that brings all these together is conveyorisation but at the moment, there is very little in the way of conveyors in

❚ TECHNOLOGY ❚

Manufacturing

Andrew Trickett with the MPT Sculpture Quilt Pro the UK bedding industry.”

According to David Elsdon of Gateway Systems, Europe is much more automated than the UK and the benefits of conveyor systems are more readily recognised: “We’ve been doing systems around the world where a mattress doesn’t touch the floor and there is no manual handling, from start to finish, for about 18 years. As a result, Europe now has more women tape edge operators as there is no manual handling involved.

“The UK is only just starting to take automation more seriously – and some of that is being driven by manual handling considerations. As mattresses go further upmarket and they get bigger and heavier, there are real handling issues and those that have gone down the route of automated conveyor systems have realised the benefits.”

“Rollpack mattresses have also grown massively in the past few years along with quilting machines which, since they were first introduced in the late 80s, have come a long way. Two years ago we introduced the fastest quilter in the world which produces an extra 140 panels per seven hour shift over our nearest rival which is the equivalent to 70 beds. It has been further improved this year with the introduction of ‘wild stitch’, a software enhancement which further improves productivity by about 15%.”

Andrew Trickett believes another barrier to automation in the UK is the sheer diversity of product. He said: “It will only ever be a semi-

automated sector as long as the product range is so wide and it remains such a tailored, hand crafted product.”

But there are innovations coming through which, along with the recent economic upturn, are tempting manufacturers to once again start investing in new machinery.

Jonathan Borchard of Apropa Machinery told me: “In the last four to six years it has been very quiet on the manufacturing front but people are starting to upgrade to better, faster machinery now. ”For many it represents a big investment – people can keep their machines for 20 plus years. The UK tends to be a very old market and over the length of time that some companies have had their machines, huge advances have been made.

“Today, control and programming is key and in the past couple of years, CAD systems with windows based programming have been coming through along with machines that work at much greater speed and with less need for human intervention. Mattress wrapping machines are an example of that and are becoming increasingly popular.

“The speed and accuracy of foam cutting machines has also increased offering improved yields and much greater flexibility.

For example one bed company replaced old machinery with a horizontal foam contour cutter which is four times faster than the previous machine. It is now possible to produce the foam for one mattress every

❚ 32 ❚

two minutes – it depends on the particular mattress.

“We are just at the final stage of building a machine that will remove the foam inserts that remain in contour cut foam. Removing these off cuts has been a real hassle for manufacturers and this is an example of how machinery producers have responded to manufacturer demand. A lot of people asked us to bring this kind of machine to market as quickly as we could, as removing the unwanted foam is a really time consuming process and can only be done by hand at the moment.”

Another ‘customer driven’ innovation is a new auto-tuft system developed by MPT which promises to dramatically reduce the time taken to complete a process traditionally done by hand.

Andrew Trickett commented: “We have developed an auto-tuft system which takes tufting a double bed done by hand – and is a two-man operation at that – from three minutes down to one minute 20 seconds.

“Although automated tufting was first done in 2006 we have now come up with ‘Pom Pom washers’ which replace traditional wool rosette washers. It’s a development driven by customers who are looking to get more automation through the whole product range and is aimed at the higher end producers. The industry is moving that way as there is more margin to be made there.

“We’ve always felt it important to try and push the boundaries in terms of product design and making beds more fashionable and have brought in machines that will do border and quilt designs. Traditionally, border quilting machines have been ‘one trick pony’ machines so we have introduced a multi-headed border producing system that offers huge versatility.

“In the past 12 months we have also brought in a continuous feed, turn-head quilting system which gives the facility to produce very open and intricate quilt designs – again with almost infinite possibilities and which comes with a CAD system.”

In what largely remains a ‘cottage industry’ and one which takes pride in the ‘craftsmanship’ of its product, total automation may well be some time away for the British bed industry.

But as Jonathan Borchard notes: “Although it is one that makes much of the fact that mattresses are hand sewn or hand tufted, there is a growing awareness of the benefits of working leaner and meaner. For the increasing number of manufacturers now in a position to invest in new machinery, the innovation exists to make everything quicker, faster and smarter.”

Sales Agents Required to cover

• Yorkshire and North East • Ireland (Northern & Southern) Vogue Beds Group are amongst the country’s most innovative manufacturers of mattresses, beds and headboards.Vogue Beds Group established since 1990 is looking for 2 suitable candidates to sell our Premium Brands, Hampton Beds and the Innovative Sports Therapy Mattress in the following markets - Yorkshire /North East and All of Ireland.

The Hampton range presents handmade products and features a unique configuration of pocket spring layers

with Active Support Technology® to meet individual needs perfectly.

The Sports Therapy range is uniquely designed with the latest air-flow technology for breathability and comfort to ensure the body is kept at the optimum temperature for the ideal night’s sleep.

The candidates should have experience and knowledge in promoting and selling a higher end quality product and will be rewarded with a lucrative commission base.

Both Brands will be available to view at the upcoming January Furniture show - 13th to 15th January 2015 To apply, please send your CV plus details of your current package to: James Appleyard, National Sales Manager,Vogue Beds Group, Kingsfield House, Arthur Street, Barwell, Leicestershire, LE9 8GZ.

Tel: 01455 841257 Alternatively, email: james@voguebeds.co.uk All applications will be treated in the strictest confidence.

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❚ ASKONA ❚

Manufacturing

This delu

RUSSIAN REVOLUTION The Russian bedding market is a fascinating and newly emerging one – as delegates at the European Bedding Industries' Association (EBIA) heard at the 15th General Assembly in St Petersburg. Jan Turner reports. ❚ 34 ❚

❚ ASKONA ❚

Manufacturing

Roman Ershov

It’s a market that Russian bed manufacturer Askona – part of the Hilding Anders group – has been savvy and quick enough to seize, now ranking as the number one brand in Russia.

Set up by a school teacher in 1990, Askona was still producing just 200 beds a day when Roman Ershov, sales and marketing vice president, joined the company in 2001. Today 8,000 mattresses a day are produced at the company’s two factories – and, once a week at least, output includes one of its deluxe 80,000 euro beds.

Roman’s own professional highlights include the first IKEA contract in 2003, a licence agreement with leading US brands in 2006, the launch of two retail concepts in 2009/2012 and creating the largest e-commerce provider within furniture in Russia.

As Roman explained to delegates, Askona today also has: • Its own retail network of 360 shops in 62 cities across Russia • 225 franchised shops and many more dealers • Retail outlets in the Ukraine and Kazakhstan • It is the largest IKEA supplier in Russia • Employs 4,700 people • Operates 47 warehouses • Is the number one online bedding retailer

uxe bed from Russian manufacturer Askona costs €80,000

I

t’s said that the average Russian family has just 10-20sqm of living space and it is this one simple fact that has determined the nature of the country’s bedding market.

For many, the chronic lack of living space leaves one main option – the sofa bed. And a massive 45% of the population sleeps on a sofa bed.

Since the demise of the Soviet Union in the mid-1990s, rising affluence and a trend towards increased living space now means that, for some, a bed with a mattress is a possibility.

Incredible as it seems to more developed countries where the bed industry is a saturated sector, the Russian bedding market is an emerging one. And one that loves American and European brands

That’s quite a feat given the sheer size and scale of the territory in which it operates. For Russia, as Roman points out, is not a country. It has: • 143 million people • 73% urban population • 9th largest world economy • 8,000 km distance between two farthest points • 160 minorities • 9 time zones • 37,000km of coastline Rapid development of the territory’s trade landscape has seen retailing transformed in the last 10 years with national chains expanding throughout the country. Moscow, St Petersburg and the next 10 million+ agglomerations are all well covered today.

A typical Russian bed shop is, however, a very different animal to a British one – 95% of mattress shops don’t have walls, tending to be dedicated mattress zones within furniture malls.

For the average Russian consumer, reaching these retail ‘zones’ is no easy task either. The congested traffic situation in Russian cities has fuelled e-commerce for furniture – something that Askona again was quick to realise and capitalise upon.

Following global trends for omni-channel

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platforms, Askona operates both off and online shopping with www.askona.ru the number one online bedding retailer and number three online furniture retailer. The site attracts 10 million unique visitors a year.

Indeed, its clear understanding of the emerging market has earned Askona the Hilding Anders ‘Company of The Year Award’ three times.

Its journey – from wholesale to retail – saw it enter the retail market in 2005 and sign license agreements to introduce international brands in 2006.

The brands – which now include Jensen, King Koil, Bicoflex, Mediflex, Andre Renault, Perfect Sleeper, Sleep Professor and Hilding – have been particularly important given the Russian consumers’ predilection for international brand names.

Retail is now the most important channel for Hilding Anders, with Askona and Hilding Anders stores having distinct brand portfolios.

Askona remains the most important brand for Hilding Anders in Russia followed by Mediflex, Serta and King Koil. The company’s key private label customers include IKEA, Lazurit and Hoff.

The Russian market remains predominantly spring-led, with pocket springs rapidly gaining share from bonnell springs. In the mid-term and following trends in Western European countries, non-spring mattresses, especially premium foams, are expected to grow.

The most common size in the market is 160 x 200cm (53% of the market). And the average retail price for a mattress is €230.

Replacement cycles are still significantly longer than in more developed countries.

In the early 1990s mattresses used to be replaced every 25-30 years. With the category development and product development, the replacement cycle has significantly decreased.

Although not as heady as it has been, the Russian bedding market is still growing and Askona is still pulling in double digit sales growth. Its turnover in 2013 was €231m.

The Russians, it seems, have discovered the importance of a good night’s sleep. And, along the way, Askona has learned a few lessons of its own.

Roman comments: “To start from scratch again we would go for two concepts directly – one for retail and one for franchise. We would also refrain from low end bedding concepts.

“Also, you cannot become a retailer in one day. And you cannot become a successful bedding retailer without first class e-commerce.” www.askona.ru

❚ SHIRE BEDS ❚

Promotional Feature

Down to the Shire Fara Butt, marketing director at Shire Beds, explains how the business will be entering 2015 in style.

Shire Beds' growth in 2014 was certainly worth celebrating, and 2015 looks set to be even better. With extensive plans for factory layout and production processes being put into action to increase capacity significantly (they estimate an increased capacity of close to 75%), a new appointment in the form of a highly experienced production manager, heavy investment in automation processes and order books looking healthy, the New Year looks bright.

The company's growth has been down to customers who have recognised that by buying from a challenger's brand they can have a Shire Beds product at a price to suit their budget without any compromise on the quality or service. In fact, as marketing director Fara Butt states, it’s a straightforward premise: "We focus on the quality and comfort of our products and pay close attention to customer service. If you get those two factors right everything else follows."

Shire Beds is extremely proud to present an excellent array of delights in its latest product offering. The new ecoShire products have been hugely successful since its launch at the NBF show in September 2014. Manufactured and built on a good, solid and very British principle 'if a job’s worth doing, it’s worth doing well', all the beds and mattresses are produced to the utmost quality and comfort.

The ecoShire bedbug banishing mattresses with EcoShield® technology is a concept to which everyone can relate – cleanliness and hygiene. Based on the oil from a tree, the range is made of an intelligent fabric that wards off nasty little beasties like bedbugs, dust mites, mosquitoes and moths, but is completely harmless to humans.

Even with the already hugely popular original ecoShire products, Shire Beds has never been ones to rest on its laurels, the firm rolled-up its sleeves and made its comfiest ecoShire bed yet. The 4,000 springs in the king-size, the top of the range ecoGrand handmade mattress, is hand-tufted. There’s also now the option of the encapsulated side supported ecoChampion. All this means a larger luxurious sleeping surface with the support and pressure relief bodies need.

The immensely popular bases, including the ottoman storage bedbase, the latest in space saving storage solutions, are available in the vibrant Victoria fabric range. A wide range of colours ensures a matching bedbase and sturdy large Mayfair headboard (as pictured) can make a stylish change to any bedroom.

Shire Beds' extensive experience in manufacturing high quality contract and hospitality mattresses and bases ensures Shire Contract has a significant market share in this field. Shire's exclusive ranges are designed for educational, hospitality, care and nursing sectors and comply with stringent flammability tests.

As an NBF Approved Member manufacturer Shire Beds has robust procedures in place to ensure complete compliance with regulatory requirements for flammability, cleanliness of fillings and trade descriptions.

There’s a Shire Beds product to suit all seasons and tastes and buying from a NBF approved member who has undergone the rigorous independent auditing means its products are safe, clean and honest - meaning peace of mind for retailers and customers alike. www.shirebeds.co.uk

❚ 36 ❚

The anti-bed bug mattress from the Shire Bed Co.

T: 01924 439898 F: 01924 450518

E:info@shirebeds.co.uk www.shirebeds.co.uk

❚ SHOW HIGHLIGHTS ❚

Design

BED SHOW HIGHLIGHTS The industry unveiled its latest ideas and innovations at the autumn NBF Bed Show. Jan Turner takes a look at some of the highlights.

Hypnos launched its new 10-year guarantee, replacing the previous one which worked on a sliding scale. The company says this now means that if a manufacturing fault appears in year nine then it would replace the product. www.hypnosbeds.com

Sweet Dreams ventured into super-high spring counts of 3,000 and 4,000 for the first time with the launch of its new Pocket Air collection. The system alternates one standard length pocket spring with two shortened springs, allowing more ‘air space’ which the company says provides a soft, flexible feel. The ten Pocket Air beds also feature CoolGel and cashmere fillings. www.sweetdreamsuk.com

Vispring showed off the results of its comprehensive rebranding exercise across all communication levels – from logo to livery and including a new ‘coffee table’ brochure. The complete refresh will be phased in over the next few months and is designed to firmly underline the company’s position at the top end of the market. Subtle changes include dropping the hyphen from the Vispring name to the new strap line: ‘Luxury Beds – London 1901’. www.vispring.co.uk

❚ 38 ❚

❚ SHOW HIGHLIGHTS ❚

Design

Steinhoff demonstrated its commitment to the Dunlopillo brand with a relaunch designed to take it back to its roots and heritage. Firmly positioned at the top of the group’s bed portfolio, the 100% latex solid core mattresses are offered with a choice of more than 40 different fabrics. www.steinhoffinternational.com

Dura Beds unveiled its Silver Active 2800 pocket bed with an encapsulated 1,000 pocket unit along with 1,800 mini-springs in the cushion top.

The silver active fabric is said to be hypoallergenic, anti-bacterial and temperature regulating with customer benefits including a built-in deodorant function and durable hygiene protection. newwebsite.durabeds.co.uk

Salus showcased a new in-store display package featuring a permanent display stand for selected independent stockists. It is designed in such a way that it can be used against a wall or freestanding in the centre of a store. The company says it represents a huge investment in the brand. www.salusbeds.co.uk

❚ 39 ❚

❚ SHOW HIGHLIGHTS ❚

Design

Somnus was in celebration mode, preparing to mark 175 years of heritage in 2015 with the launch of its Royal Victoria and Royal Albert beds. The Royal couple were married in the same year as Somnus was founded.

With 15,000 springs, hand tufted, side and top stitching and natural fillings, a five foot Royal Victoria will retail for around £3,200. www.somnus.co.uk

Kaymed showcased its new Therma Phase range of six beds (three with pocket springs and three with solid visco-elastic blocks) containing phase changing gel crystals which, the company says, work to absorb, store and release body heat to maintain the ideal sleeping surface temperature. www.kaymed.co.uk

Sleepeezee introduced its new ‘Aqua 3’ range – a new product exclusive to them and containing AquaLite and AquaLite – Gel. Sleepeezee says that what differentiates this particular foam is the gel effect which responds immediately as pressure is applied, moulding to every individual shape and offering pressure relief. www.sleepeezee.co.uk

❚ 40 ❚

❚ SHOW HIGHLIGHTS ❚

Design

Mammoth unveiled its latest collection of mattresses and pillows, building on its bestselling mattress, the Pocket 1600, by expanding its Pocket Hybrid collection. The range provides a good, better, best scenario to accommodate various needs and price points. The company says its mattresses are the only ones clinically proven to improve sleep. www.mammothsport.com

Silentnight group’s main messaging exercise was around its commitment to quality. Among new initiatives under this quality assurance banner was a demonstration of the way retailers can now go online through the group’s website to download flammability compliance certificates relating to specific models across all Silentnight group bed brands. www.silentnight.co.uk

Under its Hush-a-Bye brand, Airsprung introduced its new Coolwave Latex gel bed. It is said to be the only gel-infused latex bed on the market, containing 10% gel micro beads and shown by independent tests to give a significantly cooler sleeping experience. There are three models in the range, the top one featuring a 60ml layer of gel latex. www.hushabyebeds.co.uk

Shire Beds showed five new additions to its ecoShire anti-bed bug mattress collection. There are four encapsulated models featuring 1,2,3 and 4,000 pocket springs, the fifth new bed being a 4,000 spring, two-way mattress. All of them are encased in a eucalyptus oil based intelligent fabric, said to naturally ward off bed bugs. www.shirebeds.co.uk

❚ 41 ❚

❚ SLEEP COUNCIL ❚

Retail

TRAIN TO GAIN

The Sleep Council's Sales Academy seminars at the 2014 Bed Show were very well attended

After nearly two years in the planning, the Sleep Council Sales Academy has been officially launched. Simon Williams of the NBF – responsible for running the new industry initiative – reports on its progress. ❚ 42 ❚

❚ SLEEP COUNCIL ❚

Retail

Matt Scott (left) is presented his Academy graduation certificate from Paul Little

I

f attendance at the scheduled mini seminars on the NBF stand at the Bed Show in Telford at the end of September was anything to go by, a Sleep Council Sales Academy accreditation will soon become the ‘must have’ qualification for anyone involved in selling beds and mattresses to the public.

We were very encouraged by the interest shown from retailers both large and small as well as from NBF member manufacturers who were keen for their sales teams to take the course. Although the course was designed specifically for retail sales staff, there is much for the manufacturers’ sales teams to take from the programme, not least learning new and interesting facts about sleep and how their products can help with certain sleep problems.

In terms of course uptake, we had hoped for an early rush of retailers wishing to enrol on the course and that’s just what we’ve seen. To date it has been mainly smaller independents, although one bed specialist with 14 stores – Mattressman of East Anglia – has enrolled its entire sales team. We’re also in discussion with the major bed multiples, although it’s a slightly different proposition for them as they tend to have their own in-house training programmes so need to assess how the Sales Academy would complement or add to what

they already do.

Overall feedback has been that the course has been pitched at just about the right level, with something for both new starters and more experienced bed salespeople to learn. As the course is done online, many have commented that it’s good to be able to learn at their own pace and not feel rushed or under pressure to complete the four learning modules in the quickest possible time. As each module is designed to take approximately 30 minutes, it can be fitted in before the store opens or after it closes and the learner can even leave a module unfinished and return to it later, picking up at exactly the same point that they left off.

Before the user can proceed to the next module, they have to pass a short knowledge check that simply ensures they haven’t just skipped through the pages without taking in the contents or watching the videos.

We’ve also built in a progress monitor in the form of weekly Sales Conversion Rates (SCRs) where the user must record their sales success. It’s important that these are adhered to as failure to complete these correctly not only means that the user hasn’t taken the time to put into practice what they’ve learnt during the modules, but they will not be awarded their

❚ 43 ❚

Sales Academy certificate and badge at the end of the programme. There’s just no point in de-valuing the qualification as it makes a mockery of those who follow the procedures correctly and take pride in their learning.

Followed correctly, the programme takes a minimum of four weeks to complete although actual studying time is only about three hours in total.

The race to become the first graduate of the Sleep Council Sales Academy was won

by Matt Scott of Scott’s Home Furnishers of Burnham-on-Sea who have been serving the area for over 35 years. A special presentation of Matt’s certificate and badge was made by Relyon Sales Director Paul Little, who was a member of the NBF working party responsible for the introduction of the Sleep Council Sales Academy.

Matt told me: “Bed retailers are well placed to explain the features and benefits of the different products that they sell. However, understanding more about sleep and advising customers how choosing certain types of product, changing their sleep environment, bedtime routine and even what they eat and drink can all help them achieve better sleep is what it’s about. I’m now much better placed to offer this advice to my customers.”

In terms of where we go next with the Sales Academy it’s important that we continue to promote the benefits of gaining Academy accreditation. These include boosting the individual’s development and the image and reputation of the retailer. It positions it as a business that invests in their people and provides their customers with the very highest standards of sleep knowledge and expert advice. In turn, as with the NBF Code of Practice, it would make sense to raise consumer awareness of the importance of buying from a reputable retailer employing staff with Sleep Council Sales Academy Accreditation. www.sleepcouncilsalesacademy.org.uk

❚ INSIGHT ❚

Manufacturing

THE AWAKENING

Confidence is returning, the economic gloom has lifted, and for most UK bed manufacturers, business is back on an upward trend. Jan Turner spoke to some of the industry’s key players.

❚ 44 ❚

❚ INSIGHT ❚

Manufacturing For British bed manufacturers, the mood of the moment is good. From extremely good to moderately good. But good.

With year-on-year increases of up to 40% being reported, 2014 proved a watershed year for many.

But just as an economic downturn brings issues that require careful management, the challenges that come with a positive upturn can be just as taxing.

From recruitment issues and raw material prices to anticipating quality expectations, maintaining brand growth, innovation and differentiation, the demands on producers never stop. They simply change.

This time, however, it’s welcome change.

At Harrison Spinks business continues on an upward trend. Marketing manager Helen Weaver said: “The year ending June 2014 was 18% up on the previous year and that growth was achieved across all brand channels.

There’s a definite feeling of an upturn in the market. From early this year our output on mattress-only sales has increased by about 40%.”

At Hypnos, sales director James Keen (top right) also reported an 18% improvement in growth during the last full financial year.

He said: “During the last 12 months our biggest challenge has been managing growth in demand and that has seen us take on an additional 13 apprentices and 25 other staff.

There is so much positivity around at the moment. Retailers are upbeat – it’s mixed around the country but by and large things are pretty buoyant.”

At Breasley Consumer Products, the company’s first quarter was pretty much on a par with 2013, but MD, Stuart Hibbert (bottom right) was expecting significant growth in the second. He said: “Margins are still tough and price remains a big issue. The industry’s biggest challenge is trying to get away from ‘me too’ products with innovation and product differentiation. We are very optimistic about 2015.”

Over at Steinhoff, Andy Murdoch (md, Steinhoff UK Manufacturing) was also feeling upbeat: “Our year ending 2013 was a good one for us – as was 2014. As a business there are different reasons for this but all areas have been doing well for us. Relyon alone has gone from a turnover of £29 million to £54 million in three years, making it the fastest growing bed brand in the UK in that time. In the UK our profitability is in line with the dramatic increase in turnover.

“The economy is picking up and people are starting to feel more confident about spending as they see better times around the corner. As that consumer confidence returns, it is about making sure we are well positioned with products that offer something for everyone

across all five brands.”

At the Silentnight group – where 2013 was up 11% on the previous 12 months and this year by more than twice that – group MD, Steve Freeman (bottom left) explained: “We are moving up the price continuum with innovation and new concepts driving growth. We are doing this by introducing more premium products to meet the demand by people spending more where a product is for their primary use. We have seen a lot of growth for Sealy and Silentnight in particular.

“The biggest change we have seen is in the growth of larger sizes with the five foot now the predominant size. There has also been an increase in demand for storage and headboards and there is growth across all channels. The greatest challenge for 2015 is continuing to drive the quality agenda.

We continue to bang the drum on quality assurance and quality commitment.”

Imran Akhtar, MD at Dura Beds is among those facing the recruitment challenges that growth in demand brings: “As the country does better the economy is moving. We are taking on a lot of extra staff but it is very hard to get people. I could do with another 25 if I could get them. Our turnover has gone from £7.7 million in 2012 to over £8 million in 2013 and in the next year we expect to do over £10 million if things continue at this pace. Looking ahead the main challenge is getting staff.”

At Airsprung, group chief executive Tony Lisanti believes the pressure on recruitment will be matched by that on raw materials. He said: “The greatest challenge in 2015 could be raw material prices as market demand strengthens, putting upward price pressure on raw materials and things like steel and fillings.

“The sector is picking up and from our perspective, from the turn of the calendar year, there has been a tangible improvement in demand although I wouldn’t say it was meteoric. Things are still a little volatile but the trends are heading North and across all brands and all levels.

“Our financial year is April to March and we would expect to be reasonably up year on year. Volumes are up right across the business with margin remaining broadly static. We are as confident as you can be that trends will continue to be good.”

For Jackie McGarvey (general manager at Sweet Dreams), a saturated market with too many manufacturers chasing the same number of consumers has been one of the greatest challenges of 2014 along with the growth of the internet and the impact this is having on the high street.

In 2015 she anticipates both these issues will remain a problem and shares Tony Lisanti’s concern over rising prices: “We are also aware of other challenges; costs are going up for

❚ 45 ❚

everyone in the industry, not only supply costs but costs such as auto enrolment in workplace pensions. It will become harder to protect our margin in the face of such changes.

“Salary reviews and the likelihood of higher interest rates are also factors that affect consumer spending. If salaries don’t increase, and higher interest rates kick in, then of course there will be less disposable income. Having said that, more people are back in work, and we hope the feel good factor has momentum.

The general election next year will probably have an effect but what it will be is hard to predict!”

That said, the company is enjoying a good level of sales growth and plans to use the progress made in 2014 as a platform for further growth next year.

John Tuton, MD of Mammoth – where sales at the time of talking were 40% up on target – believes the biggest challenge ahead for the sector is in changing mind sets. “The industry needs to be more driven by innovation in the same way as other sectors. There needs to be more of a focus towards user benefits and in providing solid, independent evidence of those benefits.”

With an increase in sales of over 20% for the year ending April 2014 and no let-up in sight, Shire Beds is poised for a spot of inward investment. Said marketing director Fara Butt (top left): “We are seeing increased confidence and are in a position to start investing and spending on the company again.

Confidence is back to where it was a few years ago. We have built capacity within our existing plant and are considering going to two shifts to meet the increased demand but our longer term solution is to look for new premises.

“We are very positive about the future.

The market is buoyant and we hope that confidence is maintained. Challenges for the industry could be whether imports start to come in. When a market improves other people want to enter it. During a recession people like to be seen to support British industries and we want the government to continue to support and invest in British manufacturing.”

The overall mood of confidence is one shared by Vispring MD, Mike Meehan: ”2013 and 2014 have been good years. We think consumers are starting to spend again in the main markets we sell in and we are optimistic about the future.”

As Steve Freeman points out: "It’s a level of positivity not confined to manufacturers. Most of the retailers you talk to are more positive about what is happening. They are feeling a lot happier about where their future lies.”

❚ ADJUSTAMATIC ❚

Promotional Feature

Moving With

The Times

Beds meets Irving Milsom, managing director of Adjustamatic; the adjustable bed specialist looking to help retailers make the move into a burgeoning market.

The Healthcare Latex mattress by Adjustamatic

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❚ ADJUSTAMATIC ❚

Promotional Feature

Adjustamatic's aim is to help the UK sleep better and feel healthier

I

n any business it’s essential to move with the times to avoid being left behind. Take for example the rise of the Internet. How many doubters of online retail found themselves bemoaning their losses and being forced to play catch up with early adopters of ecommerce technology when online shopping went stratospheric?

In the competitive world of retail things move at a blistering pace, and identifying emerging trends to stay at the forefront of the market is more important for businesses than ever. And it is for this very reason that savvy retailers will want to keep an eye on a new supplier entering the domestic bed sector in 2015.

With half a century of experience in the production of specialist adjustable furniture, Adjustamatic - part of the NHC group - has decided that it’s the right time for it to bring its unique expertise to the retail arena.

“Over the course of the last 51-years, Adjustamatic has established itself as a leading name in the healthcare sector,” explains Irving Milsom, the company’s managing director.

“During this time we’ve built up a highly respected brand within the market, which the public knows and trusts.”

The reason behind the brand’s expansion in to the domestic retail sector is quite simple; the growing consumer demand for more functional furniture.

The UK’s ageing population has of course been well documented in recent years, and with increasing numbers of people seeking to invest in products that enable them to retain their domestic independence and aid their mobility, demand for motion products is on the rise.

“We have seen a real increase in the awareness of healthcare products from UK consumers in recent years and as this consciousness has risen, so too has consumer spending on specialist products,” Irving reveals, continuing:

“Given the extent of our company experience, not to mention the increased demand, we felt that now would be the perfect time for us to bring the Adjustamatic brand to the retail market under the Adjustamatic Healthcare Retail Range. Our first product focus is going to be on a range of four healthcare mattresses that are made up of models with various layers and densities of medical specification foam.”

Unsurprisingly, consumers looking to purchase a product based on health and wellbeing criterion naturally require rather more assurances than those buying a more traditional bed. So in order to address the consumer desire for a greater level of product validation, Adjustamtic has gone all out to be able to demonstrate both its considerable credentials and its exceptional value.

“Our new healthcare mattresses have been designed with the help of Sammy Margo, who is a Physiotherapist, the chief spokesperson for the Chartered Society of Physiotherapy, and the author of the Good Sleep Guide,” reveals Irving.

“Working in conjunction with Sammy we have developed a range that employs zonal castellated designed surfaces and vented mattress covers. These combine to aid cooling, improve comfort through pressure relief, improve skin and soft tissue blood flow and reduce aches and pains. Also, as healthcare products the mattresses are available for VAT exemption for qualifying consumers.”

Evidently, with so many facets to discuss about the products, retailers will not be short of in roads with which to engage potential customers on shop floors. But to ensure that consumers actively migrate towards its retail partners, Adjustamatic is taking an incredibly pro-active approach to marketing in order to drive consumers towards stores.

“Our consumer marketing mix is being spread across all print channels including space in the largest daily newspapers,

❚ 47 ❚

display space within leading off the shelf and subscription magazines and insert drops through targeted third party mailing options,” Irving describes of Adjustamatic’s carefully orchestrated promotional campaigns, continuing: “We also have an extremely diverse digital presence and are in the process of finalising a TV campaign which will go live from the second quarter of 2015. All of this activity is contributing to an average circulation of 20 million views a month, which strengthens our brand and further cements our decision to move into retail.”

Perhaps the real key to the success the Adjustamatic brand looks set to enjoy in the year ahead however, is the expanding breadth in the appeal of adjustable beds beyond their healthcare attributes. With more and more people using mobile and tablet devices in their leisure time to communicate, work and even watch TV, more and more people across generations are moving away from spending their time in living rooms and increasingly seeking out the comfort and tranquility of the bedroom.

“We’re confident the Adjustamatic range of products taps into a growing market that caters to consumers’ desires for both comfort, but also practicality. Our manufacturing heritage has enabled us to develop a range of products that not only have a profound effect on improving people’s lives, but which are also becoming increasingly relevant to the modern lifestyles of people of all ages.

“The strength of our consumer brand recognition coupled with our association with industry bodies such as the British Healthcare Trade Association, the National Bed Federation, and Backcare UK make Adjustamatic a highly appealing proposition for quality conscious buyers. This is quality further reinforced by our own confidence in the product which we demonstrate by offering 10-year guarantees,” says Irving, before concluding: “We’re looking forward to working closely with new retail partners in the year ahead and helping ensure that UK consumers sleep better and feel healthier.” www.adjustamatic-healthcare.co.uk

❚ SHOW WINNERS ❚

Retail

AWARD REWARDS

The NBF Award winners have all been celebrating their achievements

With celebrations from the bed industry awards night behind us, what do the accolades really mean for business?

Beds magazine spoke to the winners to find out what the recognition means to them …and how they plan to capitalise on the marketing opportunities it has created.

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J

erry Cheshire, owner and director of Surrey Beds, winner of Independent Bed Retailer of the Year feels success at the Bed Show Awards was down to being particularly pro-active in promoting the business, making it more fun to operate and more profitable.

He said: “I was inspired to do so when Transport for London decided to redesign the road layout immediately outside my shop.

They closed the road for 16 weeks leaving me with two choices: either let my 13-year-old business disappear into the hole they were digging; or use it as a catalyst to reassess the business and bring my brand up-to-date.

“I employed an interior designer to redesign the inside of the store and a branding company to review and redesign my business identity. I aIso reassessed the products I was offering and took a closer look at my customer profile and how to attract more of my 'best customer’.

“I am a firm supporter of the NBF Code of Practice and promote this in my stores.

This year I have also added an e-commerce site, a YouTube channel, an advice website

❚ SHOW WINNERS ❚

Retail

and I actively promote myself on social media. This has all led to increased year-onyear sales, despite the road closure. The extra turnover made it necessary to employ two new members of staff, one since we won the award.”

With all these new initiatives in place and the increase in sales, Jerry felt it was the perfect time to enter the awards and shout about his success. He said: “Winning was a complete shock and when I look round at some of the amazing bed shops that there are, I feel honoured. The award has offered a massive boost to my profile and I feel it’s a reward for all the hard work.”

And it’s one that Jerry intends to make the most of: “I shall include the award win in all my advertising, marketing and social media throughout the coming year. When I speak at networking events, I now introduce myself as ‘an award winning retailer’. I’m actively working on raising my profile, networking and collaborating with complementery local businesses to expand my product offer and add even more value for my customers.”

National retailer, Furniture Village was awarded Multiple Bed Retailer of the Year.

Rebecca Maloy, bed buyer for the company believes the reason it was successful lies in the bold move to revitalise the bed departments in the run up to Christmas 2013. The company changed over 50% of its range to ensure it had something for everyone. She said: “These changes have been supported by our current and new supplier partners to deliver a range that our customer base wants and needs. This has been reflected in our sales, delivering incremental turnover.

“We also increased our bed marketing spend to ensure these changes were presented to the customer at every possible opportunity. Our ‘Beds Revolution’ combined with extensive training and the valued support of our supply base has delivered very positive sales growth for both Furniture Village and our suppliers, despite tough market conditions.”

For an already well-established outlet such as Furniture Village, which has a number of awards under its belt – including seven times winner of the Furniture Retailer of the Year – what does this award mean for the business? Rebecca said: “Not only does winning the award endorse what we have already achieved but it also provides a goal to work towards. As a furniture retailer selling across upholstery, cabinet and bed categories, it is testament to our beds offer. It allows our sales consultants to sell with authority and our customers to buy with confidence.”

Furniture Village now plans to capitalise on its award via TV, online and in-store marketing

Andrew Kidd accepts Loaf's E-Tailer of the Year award

Hypnos celebrate victory in the Manufacturer of the Year category

Component Supplier of the Year was awarded to J. DeWalleg

material. Rebecca added: “We want to be the best in the market, selling every customer the right bed for them to ensure a great night’s sleep.”

Andy Richardson, production director and Helen Wright, sales manager of J. DeWalleg (JDW) felt the reason they were awarded Bed Component Supplier of the Year was because

❚ 49 ❚

they successfully identified measures to boost sales in its UK and export market. Helen said: “This strategy realised a significant growth in sales of over 30% of our patented and unique woollen pompom product. The pompom is now praised as a convenient and cost effective way to achieve the effect of a traditional hand tried woollen tuft.”

❚ SHOW WINNERS ❚

Retail

Furniture Village added Multiple Bed Retailer of the Year to its list of awards

Peter Keen accepts his Lifetime Achievement Award

Surrey Beds' Jerry Cheshire; Independent Retailer of the Year

Andy added: “JDW continues to evolve through considerable investment in both product development and production machinery. We designed and constructed new in-house machinery to manufacture the pompom in a new format which can be used automatically with our autotufting system.”

In line with its environmental policy, the

company achieved a zero waste process for the manufacture of this product, recycling all waste material with the help of a supplier.

And winning an industry award is opening up many opportunities. Helen said: “We have already changed our marketing material and plan on flying the winner’s flag well into 2015. The awards logo was uploaded onto our

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website within 48 hours! We plan to maintain our leadership position by driving up standards on similar products with a strategy to better promote UK manufacturing using the stamp of approval of the “Bed Component Supplier of the Year”.

Loaf.com, Bed E-tailer of the Year has enjoyed a stellar year having also been voted Best Online Retailer by one industry trade title and one of Santander’s Breakthrough 50 fast-growth companies. It was also ranked the 40th fastest growing company in the UK

by The Sunday Times Virgin Fast Track 100.

Charlie Marshall, founder of Loaf, said success was down to responding to consumer demand for simple service and characterful, handmade and affordable furniture. He said: “Our ethos revolves around making the customer experience as fuss-free as possible: delivering at a convenient time, installing the new piece of furniture and taking away the packaging.

“Before launching Loaf, we spent two years visiting 187 mattress and bed factories to find the best quality and craftsmanship available.

We eventually found the top-notch makers right here in the UK. Our upholstered beds are hand-produced in Long Eaton, Derbyshire – the heart of British upholstery making. And the mattresses are handmade in Wiltshire.”

With so much to shout about this year, Loaf plans to capitalise on its achievements through maximising online marketing.

Chris Ward, marketing director of Bed Manufacturer of the Year winner, Hypnos said the company was quick to shout about its award by sharing the news with its large customer base across both retail and hospitality around the world. In turn, many shared the news across their own communications and social media channels, with some retailers even using the award logo in their point-of-sale material. Hypnos also promoted the win across social media platforms and has enjoyed support from traditional media.

Chris said: “The award was a very welcome surprise. Hypnos has seen sales growing dramatically – doubling over the past three years. We believe this is due to our dedication to creating a global British luxury brand. As a company Hypnos works tirelessly to keep true craftsmanship at the core of all our products and ensuring the service to our customers is the best we can deliver.

“The Hypnos team has worked incredibly hard and is immensely proud of winning the award: it’s truly wonderful for the efforts of both the business and the family to be recognised in this way.”

The 2014-2015 NBF Bed Awards took place at a gala dinner on Tuesday 23 September 2014 at Telford's International Centre. www.bedfed.org.uk

WHEN THE TEMPERATURE DROPS YOUR ROI NEEDN’T

Get more return for your floor space www.mammothmattress.com/mammoth-roi

❚ VOGUE ❚

Promotional Feature

We’re all in this to

Vogue Bed Group’s Ebrahim Patel tells us what the company has in store for the coming year

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All for one and one for all was the rallying cry of the musketeers, and one that has, unfortunately, fallen by the wayside in recent years. At times modern society can seem a very selfish place, with people looking out for just one person: Themselves.

That was why it was a breath of fresh air to meet up with Ebrahim Patel, managing director of respected British bed manufacturer Vogue Beds Group, and hear about his efforts to improve the future of not just his own company, but the bed industry as a whole.

“I want to try to better the industry, because if we’ve all got a level playing field then success will be determined on a business’s merits, and on its products,” he explains.

“When someone brings something new and innovative to the market it helps everyone to step up to the mark and do something even

❚ VOGUE ❚

Promotional Feature

ogether Products from all of Vogue's six brands will be on display at the January Furniture Show

The Epsilon Bed better! And that’s how it should be.

“Unfortunately the bed business, like most, is very price orientated, and sometimes people don’t look at the quality of the product and how, if they did a bit of homework and marketed properly, they could earn a lot more!

“And we’re all for that, because if a retailer sells and becomes a successful business that means they’ll order more.

“We’re all in this together, from suppliers and manufacturers to retailers because we want them to do better, we don’t want them to close down, we want them around so we can work with them.“ A rousing battle cry for the industry as it goes forward into yet another New Year. And not just any year, but the one that will see Vogue Beds celebrate a quarter of a century in business.

Yes, 2015 marks 25 years in the industry for

the Leicestershire-bases business, 25 years that has seen Vogue grow from a single brand to an industry powerhouse featuring six distinctive companies. From the high-end Hampton Bed Company, to Vogue Beds Contract Solutions and, of course, bedstead specialists Limelight Beds.

Most recently, the company moved into the Sports Therapy market with its own collection.

“Its something we didn’t make two and a half years ago, in fact its something nobody had ever heard of,” Ebrahim muses.

“But all of a sudden we’ve reached a point where we can start looking into that kind of thing, and year by year we’re growing.”

It might be a little older and a lot wiser, but Ebrahim still views the company as being in its early stages, with many more years ahead in which to grow and thrive. Certainly, coming out of one of the most difficult trading periods in recent times, Vogue, like many companies, has had to tighten its belt.

But what doesn’t kill you can only make you stronger, and Ebrahim certainly seems happy with how business at the company has been performing as of late.

As he tells it: “The market's changed quite a lot, and what we’ve been doing is reacting to it and making sure we’re ready.

“How we’re going to do it is by investment, by knowledge, and by experience.

"We’ve already started employing reps on the road, rather than agents, who actually work for Vogue and Limelight, and go out just to sell our range of products.”

Adjusting to market trends is difficult for any business, but Ebrahim seems confident that Vogue has what it takes to take on whatever may come. This includes making the company into what he terms a ‘one stop shop’; somewhere customers can gather everything they need in one go. And Vogue’s stand at the inaugural January Furniture Show is sure to pay testament to this, with a mixture of the group’s six brands appearing together in one place.

“Everything we do will be on one big stand to show all the different configurations available and show people you can buy any of these products together, and they will all

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be delivered together; saving you time and money,” Ebrahim enthuses, continuing: “We can do it all in one go, and we even have the capability of direct home delivery if a business doesn’t have warehouse space, or it doesn’t have vehicles.

“A lot of that sort of thing has been taken out of the equation in recent years as the market has changed, all some businesses have is selling space in a shop.

“Warehousing costs money, so all they’re doing is asking us to do it instead.”

Innovation, it becomes clear, is at the heart of Vogue and its brands. And if you have a business that is as good as Ebrahim believes, why keep it to yourself?

Which is why the last couple of years has found the business owner jetting all over the world on the lookout for the kind of markets in which the company’s products could thrive in the way they have been in the UK. Emerging markets, such as India, China and the Gulf States, have all been identified as potential targets, with Ebrahim and the team even attending a furniture show in Dubai.

In the mean time, Ebrahim is excited to inform Beds magazine that Vogue Beds has most recently signed a distribution agreement with a company in South Africa for its Sports Therapy and Hampton Brands.

Success isn’t something that can be achieved overnight, and it also isn’t something that can be achieved alone. For a business to thrive and be the best it can be it needs to not only be able to rely on its own members of staff, but also of the companies it does business with.

As Ebrahim concludes: “I’m really pleased with the way everything is going, a lot of growth is coming from Limelight Beds especially, which is doing phenomenally.

“We supply beds to companies up and down the country, so we’ve been working to make sure we’ve got the right sort of product for the UK market, and that has taken a lot of time.”

You can visit Vogue and Limelight at the January Furniture Show, stand 3E10, at Birmingham’s NEC from 13-15 January 2015. www.voguebeds.co.uk

CHECK OUT NEW PRODUCTS

Limelight Beds

Velda

Limelight Beds - part of the Vogue Beds Group - has three main ranges; The Signature range, The Essentials and The Kids & Teens range.

Signature is for our premium beds, which look impressive dressed in room-sets and on shopfloors. The Essentials range contains our entry level beds, which are great for everyday display and buying in bulk. Then there’s the Kids & Teens range, which showcases our single beds and bunks.

We provide both bricks and mortar and internet retailers with different kinds of support.

Velda Multisense Collection; style and well being, crafted together with true Belgian craftsmanship and passion. A combination of intelligent components designed and developed to provide luxurious and healthy support night after night. The range consists of pocket sprung and multi pocketed mattresses featuring latex and memory foam, combined with Velda’s classic sprung base or range of luxurious adjustable beds.

www.limelightbeds.co.uk

07714 340141 Adrian.eyre@veldeman.com www.velda.net

Jensen Exact Comfort Adjustment

Breasley

Mattress tension is one of the choices that you make when buying a new Jensen bed. Most of our springs are available in various tensions from medium to extra firm. The tension is determined on the basis of height, weight and the desired level of comfort. In the case of Exact Comfort Adjustment, which we are now launching, you can adjust the comfort of our continental bed to a softer or a firmer feel according to your needs at the touch of a button. So, you can adjust the comfort and support offered by your bed every day, depending on how you feel at any given time!

The Salus Bed Collection featuring ‘Viscoool’ Technology.

Viscoool® has been independently tested to prove that it stays cooler for longer than standard memory foam to experience a deeper, more restful sleep.

Available in a range of spring counts from 1000 to 5000 pockets; retailers also benefit from a full complement of high quality instore POS. www.salusbeds.co.uk

www.jensen-beds.com

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Ten years on and still going strong!

G

IN

S

O

C

ARY

10

YEARS

ANNIVERSARY

NSUME

R

B

NSUMER

Y

ASLE E R

Celebrating a decade of innovation.

See what’s new for 2015 - Stand H40, Hall 2 January Furniture Show

NSUMER

G

IN

S

ARY

5 Pocket Sprung Mattress

5 Year Gaurantee

Memory Foam Matress

Mattress Rating

MADE IN THE UK

www.salusbeds.co.uk wwww.breasleyconsumer.co.uk

CHECK OUT NEW PRODUCTS

SHERBORNE

Sports Therapy Mattress

Following the outstanding success of its Dorchester Adjustable Beds, Sherborne is delighted to introduce the Hampton range of Adjustable Beds. These rest on stylish chrome-plated legs, which offer a 9.5cm clearance from the floor (useful for various mobility aids) and are available with Head-and-Foot or Head-only adjustment, with matching Fixed Bed options too. The Hampton is supplied in two parts only for easy assembly with a 25-stone weight limit. The new Classic Mattress option makes this lowerpriced Adjustable Bed even more affordable.

In the two years since its launch, Vogue Beds’ Sports Therapy Brand has gone from strength to strength.

In the core of each mattress is a castellated multi-zone foam unit with comfort cells that offer support, whilst the Air-Flow technology ensures that the body temperature is regulated throughout the night.

As well as the Latex and Blu-Cool mattress ranges doing their work and getting onto more and more shopfloors there’s sure to be a successful sportsman or woman winning something close to you that’s sleeping on a Sports Therapy Mattress.

01274 882633 www.sherborneupholstery.co.uk

www.sportstherapymattress.co.uk

Velda

MA Living

Featuring a box sprung base, pocket sprung mattress and a choice of either HR memory foam or a latex topper, the Versus bed creates a very comfortable sleeping experience and a superior level of support. The range is of the finest European design and quality and at very competitive prices.

Also available are a wide choice of fabric finishes, feet options and smart headboards.

The very popular Avia bed is now available at MA Living in a range of different colours and fabrics. A contemporary take on a traditional design, hand made to perfection. MA Living specialises in finest bespoke production. The company's range is essentially unlimited as it can tailor any product to a customer’s individual requirements.

MA Living delivers throughout the UK. All fabrics are flame retardant and conform to UK Standards.

07714 340141 Adrian.eyre@veldeman.com www.velda.net

www.maliving.co.uk

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®

Comfort • Quality • Reliability

Experience the ultimate in comfort and quality with the Bodyease adjustable electric bed range.

All beds are produced in the UK to the highest standards ensuring style, elegance and above all comfort and relaxation.

+44 (0) 800 046 9901

5 YEARS guarantee o n the Bodyeas e adjustable range

www.bodyease.co.uk

A Part of a Group ... with British innovation

MEMBER

❚ Q&A ❚

NIGHT PATROL Your full name: Jackie McGarvey Name you are known by: Jackie Company you work for: Sweet Dreams Official title: General Manager

Q

What do you sleep on (not the make of bed but the type of bed)?

A pocket spring mattress, tufted with traditional fillings, on a wooden frame.

Q

Lark or owl? Tell us what time your day generally starts and ends?

Usually a lark. I generally get up at 6am and go to bed at 11pm. However, when things get really busy I go to bed a lot later and discover my hidden owl.

Q

How did you get into the industry?

Thirty-two years ago I joined a bed company in Glasgow (Repose Bedding – not the same as the company with that name now) as a receptionist. I worked my way through the different departments and got a thorough grounding in both the manufacturing and operational aspects of the bed business.

Q

What’s the best thing about the bed industry?

The people. They’re so pleasant. It’s a small industry and it’s good to see people at the trade shows and out and about.

Q

How do you think the industry will look in 10 years’ time?

Not radically different. In manufacturing, in this digital era we’re asked

for very quick turn-rounds and this will only increase. Traditional retailers will need to cater even more to the people who want to properly try out a bed before they buy and maybe offer a bespoke-type service. Good, personalised service is the key.

Q

What advice would you give to someone starting out in the world of beds?

Know your market and know your product.

If you own a store, train your staff thoroughly too. Enthusiasm is a major part of selling and most often comes from a thorough understanding of products and being able to match one to a person’s individual needs.

We strongly support the Sleep Council Sales Academy.

Q

How do you like to wind down before bed at the end of the day?

I like to listen to music. Currently, Ellie Goulding is a regular on my evening playlist.

Q

What was the last innovation in the bed industry that genuinely impressed you?

Gel. You can feel the difference. For anyone who gets too warm in bed, it’s a real benefit.

And I have to say that I like Sweet Dreams’ CoolGel best as I think strips of gel laid on top

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of other fillings, like ours, are more cooling than when it’s integrated into a block.

Q

What’s in your bedroom?

Our Hudson wooden bedroom cabinet range: the three-door and four-door robes, two bedsides, two chests of drawers and the bedframe. Plus a TV and hi-fi. Plus a chocolate Labrador…

Q

What do you think the next big thing will be in beds?

We’re seeing an increase in fabric frames. Our divan–frame hybrids have been a big success, combining as they do, matching upholstered headboards, foot ends and frames with storage options. Storage is hugely important. In mattresses? Too early to say… but we’re always working on new ideas. www.sweetdreamsuk.com

Our new Diamond Collection is the most luxurious collection of beds we’ve made.

To find your nearest leading independent retailer visit www.silentnight.co.uk

Our Heritage Collection offers affordable luxury and exquisite style.

To find your nearest leading independent retailer visit www.rest-assured.co.uk