Cabinet Maker Beds September 2018

beds

september 2018 ISSUE 16

z DESIGN z MANUFACTURE z RETAIL z

z FLAME FOR THOUGHT

z BE OUR GUEST

z THE HEALTHY CHOICE

z STRENGTH IN DISPLAY

ECO COMFORT BREATHE

BY SILENTNIGHT

THE NAKED TRUTH

The naked truth is that the key to a great night’s sleep is maintaining the body’s temperature all night long. The body’s core temperature has a natural rhythm while sleeping which many people struggle to maintain by adding and removing layers in bed each night.

It’s time to strip off your old ways! Therma-Phase+ is an advanced mattress with a unique combination of built-in phase-change crystals and additional copper particles which react to the skin’s temperature, absorbing and releasing heat while you sleep - whilst at the same time ensuring the mattress is as supportive as it can be.

If you want to increase sales and realise the return on investment of innovation over imitation, contact us now via the ‘Become a Stockist’ link on www.kaymed.co.uk and discover the naked truth about Therma-Phase+ www.kaymed.co.uk

ThermaPhase+_NakedTruthAd_2018 A4 AW.indd 1

17/07/2018 10:46

Dan Squires, Editor

T

Battle of the box

he battle between online vs. in-store is one that, in my opinion could be characterised as a war. It seems that the beds and mattresses market is the first ‘real engagement’ for the consumers’ £’s between the opposing pure plays and the bricks and mortars. Lets face it, the idea of vacuum-packing a mattress into a space that is three times smaller than the actual product is nothing new, but the way it is being sold – and developed – is further evidence of a next generation of both product development and marketing that intelligently and directly targets the consumers’ current shopping style. The established bed industry have, as usual, reacted by ‘keeping an eye’ on the boxed mattress battlefield and indeed some have gone over the top already, broken cover and entered their own ‘dogs of war’ into the fray. However, as more and more brands emerge to grab a piece of what is after all a very lucrative market, I ask why should we care about upstart pure plays? Well, what these pure play brands have achieved is to unlock and kick-start a trend of online purchasing to challenge the status quo, and whilst there were originally only a few contenders, it now seems if you are a retail buyer that there is a growing number of mattress-in-a-box suppliers to choose from! This volume of suppliers creates a disruption factor previously unseen in our sector for decades and it is the thing that the National Bed Federation discovered when it revealed that more consumers are now moving online to purchase mattresses rather than in-store. Remarkably, now at a rate of 51% against 47%! The report identified that 17.2% were boxed mattresses, up from 11.2%, with consumers buying from the ‘one size fits all’ tech brands including eve Sleep, Casper and Simba, more than doubling from 2% to 5% of market share. Purchases made at the big national bed specialists and local independent bed stores were down year-on-year at 19% from 23% respectively. On this evidence it appears pure plays are making early ground in the battle. So, pure plays have taught us old dogs a few new tricks, or have they? Why now are the pure play brands starting to increase their physical space in stores? Well, it seems that in the battle the early pure play momentum is proving difficult to sustain and new alliances are now having to be forged. Take for instance DFS. The upholstery retailer has linked with Emma Mattress, which is the first time ever that DFS has partnered with a pure play. It is a very positive indicator that the ‘war’ between online and in-store can actually find some neutral ground. Having a pure play partner brand in-store it seems is a coalition where both sides win.

So, whilst you are pondering the new retail landscape and your next stand visit at the Telford Show please take a moment to catch up on this issue’s offering. This issue includes a brilliant bit of ‘independent thinking’ in the form of Arista Living’s new ‘Design Your Own Bed’ concept which places design technology in the hands of the retailer in-store. We also look at the ‘healthy options’ in the form of the latest developments from Protect-A-Bed and Radium Foam. Whilst Kaymed, Dunlopillo, Highgrove, Harrison Spinks, Shire Beds and Millbrook reveal a little bit about their new ranges for Telford. Vogue Beds discusses its year so far, with Sweet Dreams continuing to be in celebratory mood after the company recently reached its 30-year milestone. Plus, testing house SATRA returns for another fire regulation examination to ignore at your peril. It is going to be a great event at Telford again this year and we are always interested to get your feedback, so don’t be strangers, come and find us at the show to give us your opinion on the current retail battleground. I will be easy to spot. I will be the one in the Kevlar vest!

Dan Squires, Editor

www.silentnight.co.uk

publisher - Stewart Rickersey stewart@cabinet-maker.co.uk Editor - Dan Squires dan@cabinet-maker.co.uk features writer - Sally Gower sally@cabinet-maker.co.uk pre-press production - Stuart West production@cabinet-maker.co.uk Sales Sharon Rickersey Operations & Sales Manager sharon@cabinet-maker.co.uk Kacem Ellabbar kacem@cabinet-maker.co.uk Chris Manning chris@cabinet-maker.co.uk Issue no 0016 published by Information Publications Ltd, Suite 15 Brunts Business Centre, Samuel Brunts Way, Mansfield, NG18 2AH VAT No: GB 945225521

uk

10:46

beds

z DESIGN z MANUFACTURE z RETAIL z

© 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.

The opinions and views expressed in Beds Magazine are not necessarily those of Information Publications Ltd. Being subject to the Advertising Standards Authority guidelines in place at the time of going to press, all data submitted by advertisers and contained in their advertising copy is accepted by Information Publications Ltd in good faith.

ISSN pending Registered as a Newspaper at the Post Office.

CLEAN, FRESH AND HEALTHY! No Compromises; We are advocates for a healthy night’s sleep. So why should only food have an ingredient label? Comfort materials need to be healthy too! Natural Vita TalalayŽ FR is labelled by Cradle-to-Cradle and EcoINSTITUT for being pure, clean and safe. That means zero petrochemicals and www.vitatalalay.com

nil toxicity.

Clear information makes the purchase decision for consumers more transparent as they can now also rely on Vita Talalay for a safer and healthier sleep.

CONTENTSS

MANUFACTURING THE THERMAL FACTOR

Paul Lake, Protect-A-Bed marketing manager, explains to Beds why mattress protectors are so imperative to a healthy night’s sleep.

58

THE HEALTHY CHOICE

Victor Garcia, UK market manager at Radium Foam, reflects on their launch into the UK as well as highlighting the benefits of its Talalay latex.

FAST FORWARD

Beds catches up with Vogue Beds managing director Ebrahim Patel who reveals how the business is moving forward and helping customers in the current trading climate.

62

SUPERCHARGED SLEEP

Dunlopillo, the UK’s leading manufacturer of latex mattresses is excited to launch its new game-changing collection for the season ahead: Dunlopillo Go.

FAST FORWARD

CRYSTAL KAYMED

Bed manufacturer Kaymed details what it has on offer at this year’s Bed Show.

66

BE OUR GUEST

Shire Beds gives Beds Magazine an insight into its new ranges that are ready for launch at the 2018 Bed Show.

MADE LIKE THIS

Sweet Dreams details to Beds Magazine how the Lancashire bed manufacturer came to be 30 years old.

70

STRENGTH IN DISPLAY

Highgrove Beds details its latest developments ahead of the 2018 Bed Show.

NEWS

81

PRODUCTS LIGHTS OUT

64 62

A BED IN 30 SECONDS

Beds Magazine caught up with Darren Cohen of Arista Living who reveals all behind its successful new technology launch, bridging the gap between online and in store for independents.

74

A LASTING LEGACY

Simon Spinks, managing director of Harrison Spinks, sits down with Beds Magazine to discuss the company’s recent developments in a quick fire Q&A.

70 74

FLAME FOR THOUGHT

Andrew Munns, from furniture testing house SATRA, examines the Fire Safety Regulations for domestic mattresses and upholstered bed bases.

78

LEAN, MEAN & KEEN

Beds catches up with Millbrook Beds’ sales director Mark Hughes on what makes the brand stand out and what’s in store for the company’s stand at the Bed Show.

[7[

PROMOTIONAL SEALY/SILENTNIGHT

NEWS Bed linen business to partner design conference The British Institute of Interior Design (BIID) has announced that bed linen business Tradelinens as its Conference Partner for Inside Knowledge 2018: The BIID Business Success Conference.

The conference will take place on 8 November 2018 at 30 Euston Square in London and will feature talks from a range of experts in the sector to provide designers with invaluable knowledge and practical sessions to support them in their businesses.

The day will feature a series of thought-provoking and inspirational presentations, panel discussions and ‘success stories’, focussing on key strategies and career turning points.

Commenting on the announcement, Rebecca Dukes, head of Tradelinens Boutique said: “The BIID 2018 Conference is set to be an inspirational event and one that Tradelinens is proud to be associated with.

“We are thrilled to be an Industry Partner of the BIID supporting the industry in this way and look forward to networking with other sponsors and designers at the event.”

Gilly Craft, president of the BIID commented: “We’re delighted to have Tradelinens on board as our Conference Partner for the 2018 Conference.

“Without the support of our partners we would be unable to host this industry event, and Tradelinens is particularly fitting with our theme for this year, which aims to inspire designers and help them succeed in their professional careers.”

w www.biid.org.uk

Bed manufacturer launches new health focussed range Bed brand Sealy UK has announced the launch of its new Activsleep collection.

The Activsleep collection will be available in selected retailers across the country and comes in nine ranges, including the Activ Gel Pocket 2800, Activ Pocket Memory 2400 and the Activ Ortho Extra Firm, aiming to promote healthy living, through healthy sleep.

The range combines a number of sleep technology combinations, featuring Sealy Smart Fibres and anti-allergy properties, including Purotex microcapsules which release friendly bacteria into the fabric of the mattresses to clean up allergens, reduce humidity and create the perfect sleeping environment.

To mark the launch, Sealy has teamed up with some of the best-known wellness and health influencers in the

country, to better understand the link between good sleep and a healthy, happy lifestyle.

Telling their individual stories through Sealy’s new World of Wellness online portal are TV personality and wellbeing expert, AJ Odudu, yoga blogger Steffy White, and conditioning expert Phil Learney, with many more to be announced.

Neil Robinson, marketing director at Sealy, said: “More than ever, people are quite rightly viewing sleep as a crucial factor when it comes to their overall health and wellbeing. We also recognise an active lifestyle can mean different things for different people, which is why the collection is varied in design.”

w

www.sealy.co.uk

Silentnight reaffirms sustainability pledge Bed manufacturer Silentnight has continued to make strides with its sustainability commitment.

Silentnight has saved more than 400,000 litres of fuel in the last five years, cutting CO2 emissions by over 1,000,000 kilos.

The manufacturer enhanced its delivery experience for both the independent retailer and the home-delivery customer implementing the BigChange Transport and Delivery Management technology in 2013, before upgrading to the latest version in July last year.

Its efforts haven’t gone unnoticed, as the business has been named as a finalist for a Technology and Innovation award at the Logistic Awards 2018, with the winners to be announced on 20 September during a ceremony at the Swan, Shakepeare’s Globe, London.

The BigChange platform offers an all in one system combining back office delivery planning, a proof of delivery app for drivers, defect management and real time tracking, alongside paperless delivery which ties into the company’s wider sustainability agenda.

Robert Livingstone, operations director at Silentnight, said: “The technology has ticked so many boxes for us; it’s driving tangible savings, transforming customer service and is a key part of our sustainability drive.”

Silentnight has also prevented a 105 million plastic bottles from going into oceans and landfill in just one year following the launch of its Eco Comfort mattress, which is manufactured from 150 plastic bottles.

It has also pledged to support the Marine Conservation Society as part of its drive towards a greener planet.

w

www.silentnight.co.uk

[8[

RA T

LUXURIOUSLY COMFORTABLE BEDS AND MATTRESSES HANDCRAFTED IN GREAT BRITAIN

Our mattresses feature zoned pocket springs, expertly combined with quality comfort layers such as wool or latex to deliver a restful sleep, night after night.

For more information call 01282 851 111 or visit rest-assured.co.uk

RA Trade - Fullpage Ad August 2018.indd 1

17/08/2018 11:47

NEWS Furniture retailer working to resolve ‘delivery problems’ Bedroom furniture retailer Feather & Black has apologised to customers following numerous complaints over delivery of products.

The company said it was fully aware of ‘ongoing delivery problems’ and its focused on getting the matter ‘resolved as swiftly as possible’.

Feather & Black added that due to its recent takeover by beds business Hilding Anders following its administration, the group has been ‘making some changes’ including the relocation to a new warehouse.

In a full statement, the company said: “We are aware of the ongoing delivery problems some customers are experiencing and would like to offer our sincere and genuine apologies to those affected.

“Rest assured, we take the matter very seriously and our primary focus right now is to ensure the product you ordered is delivered to you as soon as possible.

“Since being acquired by The Hilding Anders Bedding and Mattress group we have been making some changes on the back of their investment into Feather & Black – one of which involves working with our new delivery partner, Arrow XL. As we finalise the movement of product from our previous warehouse to our new warehouse, we are working closely with Arrow XL to ensure customers are contacted with accurate delivery dates.

“We understand that some customers have also experienced difficulty getting through to our Customer Service team at this time. We’d like to apologise for this and assure you we are improving our telecom system and increasing the number of people answering calls.

“We recognise that this has been a frustrating period of time, and we thank you for your continued patience and understanding.

Your custom is hugely important to us, and we hope to get this matter resolved as swiftly as possible.”

w www.featherandblack.com

Bed manufacturer signs Chinese distribution agreement Bed manufacturer Duvalay has signed an exclusive licensing agreement that permits Chinese manufacturers to produce and distribute a Duvalay mattress range to the East Asian market.

The deal will see the Rosalia Collection manufactured under licence in the Far East – a move that devolves production from the company’s Yorkshire-based factories for the first time.

The National Bed Federation ‘Bed Manufacturer of the Year’ award winners will continue to produce all mattresses and beds for British consumers here in the UK. Liz Colleran, sales & marketing director, said: “This is a landmark agreement in our company history that takes Duvalay truly global – bringing our brand of affordable luxury to East Asia.

“We have done our due diligence and we are confident that under the terms of our licensing agreement, our partners in China will manufacture our Rosalia Collection to the same exacting standards Duvalay is known for here in the UK. ‘Excitingly, we will also be exporting our handmade Hilary Devey Collection of mattresses and beds to China, where our new partners will distribute them to discerning customers who value opulence, premium materials and attention to detail.”

Speaking on behalf of Duvalay’s new partners, Mr Zhou added: “Britain sets the global standard in terms of quality mattress production, and we look forward to a strong and healthy working relationship with Duvalay.”

w www.duvalay.co.uk

Furniture retailers failing to mirror online to instore New research from imaging and workflow specialist SpinMe has indicated that furniture retailers are failing to mirror the instore experience when showcasing products online.

The SpinMe study, which included 20 websites of well-known brands, aimed to see how three pieces of furniture - a single bed, two-seater sofa and dining table were displayed to shoppers.

The survey revealed a lack of consistency across each furniture category. Just 15% present beds and sofas with the same quantity, style of shots and product display page design, while only a fifth represent dining tables in a uniform way.

The number of images used to promote each piece of furniture also varies. Beds are depicted with an average of four photographs, sofas show six and dining tables five.

Meanwhile, fewer than half of those surveyed provide a picture showing the measurements of a piece of furniture. 45% include a line drawing with dimensions of sofas, 40% give measurements for beds while 35% help customers to better visualise tables.

Upselling products as part of a shoppable set does not appear to have been widely adopted, according to SpinMe’s findings. Only 20% of retailers offer chairs to match a table within the same product display page, or accessories such as a mattress alongside a bed. Just 15% offer footstools or throw cushions alongside sofas.

Technology that enhances images is widely used, with 80% of retailers incorporating a zoom function. However, only seven retailers include images that can be turned 360 degrees so the product can be seen from all angles, and only a quarter incorporate videos.

David Brint, CEO at SpinMe, said: “Buying furniture is a considerable investment for consumers and retailers need to mirror the immersive, familiar in-store feeling if they are to increase pre-purchase confidence.”

w

www.spinme.co.uk

[ 10 [

NEWS Bed manufacturer wins two family business awards Luxury bed maker Harrison Spinks has been awarded two family business awards.

Harrison Spinks has been awarded the FBU Family Business for Yorkshire Family Business of the Year and Manufacturing Family Business of the Year.

The awards recognise and celebrate family run businesses from all over the UK and the contributions they make to the communities in which they operate, and towards UK business as a whole.

The winners were decided by a panel of judges and revealed at an awards ceremony in London’s Mayfair Hotel.

Simon Spinks, managing director at Harrison Spinks, said: “We are delighted to have been awarded these titles for 2018. Family is a huge part of who we are as a business and we are so pleased that this has been recognised and celebrated.”

w www.harrisonspinks.co.uk

nursery awards shortlist Bed manufacturer Slumberland has been shortlisted for this year’s Best Baby and Toddler Gear Awards.

Slumberland’s Luxury Pocket Sprung Cot Mattress has made the shortlist in the category of Cot / Cotbed Mattress.

After shortlisting, samples are sent for further consumer testing and then open to votes with the results being announced in September 2018.

The Best Baby and Toddler Gear Awards by Mumii allow companies from across the nursery industry to enter and have their products assessed by an expert team, as well as rigorously tested by a team of carefully selected parents.

Steve Birds, national nursery account manager said: “We are very honoured to have been shortlisted for this year’s Best Baby & Toddler Gear Awards and receive this recognition.”

w www.slumberland.co.uk

Bedding business changes name West Yorkshire-based bedding business GNG Group has changed its name.

The company has renamed the business to GNG Group Limited rather than GNG Foam Convertors Limited.

GNG also confirmed that its company number, VAT number, bank details and address remain unchanged.

In a short notice to suppliers, the group said: “We would like to inform you of a change of name, with immediate effect we will now be operating under GNG Group Limited rather than GNG Foam Convertors Limited.

“This is purely a change in the trading

name of the company as we move forward with the business after successfully exiting the CVA. GNG Group looks forward to continuing working with your business.”

Earlier this year GNG reached an agreement with its creditors to end its CVA, two and a half years ahead of the original end date.

The company’s majority shareholder and managing director, Phil Whittell, injected substantial funds into the business to allow a final payment to creditors.

w www.gnggroup.co.uk

new geo location advertising The Market Creative has developed Silentnight’s first TV campaign with Sky’s Adsmart technology.

Using Sky AdSmart geo location advertising, Silentnight will raise awareness of its new store at Lakeside Shopping Centre by targeting those who live close to the shopping centre during whatever they are watching across the entire Sky network.

The 30-second ad showcases Silentnight’s Eco Comfort, Studio and Geltex mattresses as well as Albany bedframes.

Sue Benson, managing director at The Market Creative said: “This campaign is all about driving potential customers to

Silentnight’s new store, so we wanted lots of pace and movement in the creative. We achieved this by coming up with an interesting way to show moving footage and stills of the products throughout the ad.”

Nick Booth, marketing director at Silentnight said: “AdSmart is an efficient and effective way for us to target people located within a specific drive time of our new store. It enables us to reach new audiences who may have heard of us, but who want to know more.”

w www.silentnight.co.uk

OTTY expands into German market Leeds-based mattress retailer OTTY has announced an overseas expansion with the opening of a new office in Berlin OTTY, which was launched in 2016, has opened its first technical office in Germany to help coordinate overseas operations.

While OTTY Sleep GmbH will work as its own entity, with processing and shipping being conducted via a dedicated German warehouse, support will be provided by the company’s HQ, which will be recruiting a number of staff to help meet international demand.

Commenting on the expansion, founder and CEO of OTTY, Michal Szlas, said: “Our Leeds office will still act as our headquarters, but having a presence abroad allows us to take the next steps to fulfilling the ambitions we have as a business.

Having analysed the German marketplace, we feel there is a real opportunity for us to get a foothold overseas and develop our products and the brand further.”

w www.otty.com

[ 12 [

FIRA at Bed Show

two New appointments Bed and bedroom cabinet supply business Serene Furnishings has announced a number of personnel changes.

Lorraine Selby has retired from her role as sales agent covering Lincoln and East Anglia after five years at the company, where she has been a ‘vital cog in making the business the success it is today and she will be truly missed’.

Serene has confirmed that Andrew Smith has been appointed as her successor, who will bring extensive furniture industry knowledge into the business as it continues to grow.

Commenting on her departure, Lorraine said: “When I started in the furniture trade 30 years ago, I was constantly told it was a “Peoples” business and it is. It is the people I will miss as I start on new adventures, my lovely retailers and the great people I have worked with.

“Serene Furnishings has been an exciting agency, constantly evolving with extended and new ranges. I

wish everyone at Serene and all my friends in the trade, all the very best for the future.”

A statement from the company added: “We would like to take this opportunity to wish Lorraine all the best for the future and also thank her for her commitment, dedication and bright attitude towards the business. We would also like to warmly welcome Andrew to the team.”

Furthermore, Serene has announced the appointment of Anthony Quinlan as its new North West Serene Living sales agent. Anthony started his career in the furniture industry in a retail capacity and then went onto work with the Morris furniture group in 2001 as their north west merchandiser and sales adviser.

The company said: “Anthony will be taking care of the Living division whilst Edward Bacon will continue to represent the beds division.”

w

www.serene.co.uk

The Furniture Industry Research Association (FIRA) has confirmed its Service Technicians will be exhibiting at this year’s Bed Show.

Taking place at the Telford International Centre from 18-19 September 208, the Bed Show, which is organised by the National Bed Federation (NBF), will return for its ninth year.

However this is the first time FIRA Service Technician’s will have a stand at the event and will be offering live inspection and repair demonstrations to visitors so they can see first-hand how it’s possible to resolve common customer complaints.

Emma Delea, business development manager at FIRA Service Technicians, said: “We are excited to discuss how our technical know-how can be utilised in the commercial and contract markets. It can be very hard to convey how our technicians inspect and repair furniture products. This is why we’ve invited a few to join us on our stand, so visitors can see what’s involved in some of the more common bed repairs such as re-tufting a mattress or repairing stitching.

On the inspection side we’ll be demonstrating how we measure mattress settlement against industry standards.”

w

www.fira.co.uk

new marine partnership formed Bed manufacturer Silentnight has announced a new partnership marine charity Marine Conservation Society as it continues to deliver on its sustainability agenda.

In the past year, Silentnight has prevented around 105 million plastic bottles from going into oceans and landfill, thanks to its eco friendly mattress made from recycled bottles.

The Eco Comfort mattress was launched as part of the company’s ambitious efforts to contribute towards a greener planet.

Each mattress uses Eco Comfort fibres™ manufactured from 150 plastic bottles. During the manufacturing process, the bottles are crushed and spun into a fibre to form a breathable and sustainable comfort layer. Silentnight is the first UK bed manufacturer to pioneer a mattress filling made from recycled plastic bottles.

The bedmaker has now announced a new partnership with the Marine Conservation Society, pledging financial support for its work to ensure our seas are healthy, pollution-free and protected.

As well as the financial backing, Silentnight staff will be getting involved in the charity’s programme of beach cleans and wider initiatives to protect of our seas, shores and wildlife. Last year alone, the Marine Conservation Society removed 568,000 pieces of litter from our coasts.

Silentnight is also becoming a carbon-neutral business and is offsetting its fleet and factory emissions with tree planting initiatives across Lancashire and the North West. It has also

developed a new programme to improve the fuel efficiency and route planning in a bid to reduce carbon emissions.

Silentnight recycles 100% of its manufacturing waste, as well as 90% of general waste with the brand striving towards becoming a ‘zero to landfill’ business.

The company’s headboard department has recently cut its timber waste by almost 30% since December 2017, and plans to reduce it further by 10% through continuous improvement processes.

Across the business, the company has also reduced its lighting energy costs by 45% and reduced gas usage per £100k of turnover, by 21% from 2013 to 2016.

Steve Freeman, managing director of Silentnight, said: “Programmes such as Blue Planet are showing us the true cost plastic waste has on the environment. Footage of marine life living amongst plastic waste is extremely hard-hitting and difficult to watch.

“The world needs to change the way it deals with waste, and at Silentnight we are committed to doing our bit to lead the way, particularly with sustainability and recyclability.

“We are constantly researching new recycling technologies and investing in more ways to re-use recyclable materials.”

w

[ 13 [

www.silentnight.co.uk

NEWS Beds independent continues to grow turnover Lancashire-based beds and bedroom furniture retailer Park Mill Furnishings has reported a growth in turnover during its second year of trading.

According to its latest filed accounts for the year ended 31 January 2018, total sales rose by 11.1% to £457,757 from £411,441 in 2017.

The business also recorded an increase in raw material costs, up by 13.6% to £267,413 from £235,507 year-on-year as well as reporting a profit for a second straight year at £35,903, which was marginally down from its profit of £46,999 in 2017.

Park Mill Furnishings operates out of its store on Holcombe Road in Helmshore and has been established since 2016.

Beds giant forms joint venture with Swedish retailer Global beds and mattress manufacturer Tempur Sealy has announced a joint venture with Swedish bed retailer SOVA. Under the partnership, Tempur Sealy will be the majority owner and initially takes ownership of eight of the 26 SOVA stores with a view to takeover more in the future.

The collaboration does not mean any changes for SOVA’s daily operations in Sweden, but the company is getting a stable long-term ownership partner.

SOVA has undergone reconstruction in the last year and in connection with it, the organisation has been adapted to today’s consumption patterns with more focus on e-commerce and fewer but strategically located stores.

Next year, which will mark 30 years for SOVA, the company plans to develop the future’s bed stores, both in physical stores and online.

In a press release, Anders Davidsson, founder of SOVA, said: “It is very fun that Tempur Sealy has chosen Sweden and the SOVA stores only when evaluating investment at the retail level. They have long been a supplier to us and we are looking forward to working closely together.”

Scott Thompson, chairman, CEO and president of Tempur Sealy International, added: “We have a long relationship with SOVA and we have great respect for both their employees and the company’s retail experience.”

Peter Andersson, CEO of SOVA, said: “I am very pleased with this exciting cooperation. SOVA now becomes part of a larger group, which will provide opportunities for development, both for SOVA as a company and for our employees.”

w www.tempursealy.com

Cabinet Maker.qxp_Layout 1 17/08/2018 14:36 Page 1

w www.parkmillfurnitureandflooring.co.uk

stay cool with. . .

MATTRESS TOPPERS

PILLOWS

THE COLLECTION

Innovators of sleep perfection VISIT US AT THE NBF BEDSHOW STAND E15

[ 14 [

Sare

SAREER POCKÉTO COLLECTION

5000 Series Hand side stitched mattresses of premium quality

The Pockéto Pocket mattress is upholstered with generous layers of Cashmere, Lamb’s Wool, Memory Wool and Silk, adding softness without causing any irritation from allergens.

Containing body moulding pocket springs that relieve unwanted pressure from your body by spreading your weight across the mattress, Sareer prides itself on all the love and attention they put into all their mattress’s.

3000 Series

4000 Series Hand side stitched mattresses of premium quality

2000 Series

Hand side stitched mattresses of premium quality

1500 Series

Sareer-Pocketo-Advert A4 04.indd 1

1000 Series

04/06/2018 12:36

Whichever way you look at it, we’ve got bed sales covered.

Every one of your customers is different, with different needs and desires.

As such you need to stock a range of beds that appeals to them all.

At Highgrove Beds Group we’ve got it covered, from Sanctum’s sophisticated luxury to our flagship Highgrove brand with its endless range of size, comfort and stylish base options.

The Bed Show brings with it the unveiling of our new entry level hg beds brand, exclusively available in-store and designed to provide great value and increased margins for our stockists.

You’ll also love our unrivalled in-store support and 7-day express delivery service available on most models in our range.

Come and take a closer look at what we’ve got to offer on stand H30 / J30.

Altogether better sleep T: +44(0) 1924 406 600 highgrovebedsgroup.co.uk

NEWS Leesa commits to mattress pledge Mattress-in-a-box brand Leesa Sleep has announced it has reached the milestone of selling more than 300,000 mattresses since its launch three years ago.

As a result, and part of Leesa’s One-Ten program, Leesa has committed to donating more than 30,000 mattresses to nonprofits serving people seeking refuge from homelessness, domestic risk and human trafficking

by September of this year.

As part of this commitment, the company will donate 4,000 mattresses in the next four months, adding to the 26,000 mattresses donated to-date.

In the past year, Virginia-based Leesa raised $23m in Series B funding as well as accelerating global growth through partners like West Elm, with the brand in over 90 stores and online.

David Wolfe, co-founder and CEO of Leesa, said:”Leesa’s business success over the last year is a source of great pride, of course, but nothing compares to the pride we feel about the lives we have been able to help through our One-Ten Program.

We are excited to further disrupt the industry with our products, partnerships and high bar for excellence in all areas of our business.”

Boxed mattress brand appoints new chairman; expands into canadian market Mattress-in-a-box brand Simba has announced the appointment of Allan Leighton as its new chairman.

Allan Leighton, who is currently chairman of The Co-op and a former chief executive of Asda, has also invested £1m into the business.

Commenting on his appointment, Allan said: “Simba has created an innovative business that is sharply focused on delivering a narrow range of best in class sleep solutions, disrupting and with ambition to take brand ownership of the growing sleep market.”

Steve Reid, chief executive of Simba, added: ”Securing Allan to the board is a significant coup for Simba. A world class retail veteran, there is no one better placed to fuel our next exciting phase of growth.”

Simba Sleep has also formed a distribution partnership agreement with Canadian mattress retailer Sleep Country.

The exclusive nationwide deal is set to showcase Simba’s Hybrid® mattress across all of Sleep Country 250 locations in Canada. The roll out will take place in the third quarter of this year.

Simba was cherry-picked from a raft of competitors to receive the accolade of being the first European mattressin-a-box brand to be sold by Sleep Country.

Working together with the Sleep to Live Institute in the US who have the largest bank of body profiling data of

10 million people, the Simba Hybrid® mattress will be the first dual spring and memory foam mattress of its kind in Canada.

Commenting on the deal, Steve Reid, Co-CEO and Co-Founder at Simba said: “With a market share of nearly 30% and shared values of delivering an unparalleled night’s sleep, Sleep Country are the ultimate sleep superpower in Canada and a perfect brand fit for Simba.

“They are the absolute front runner when it comes to delivering quality sleep solutions to Canadian customers and we look forward to shared successes.”

Stewart Schaefer, CBDO of Sleep Country added: “We are very excited to work with Simba and introduce them as an exclusive new vendor to our 252 store locations and online. Our teams are excited about our planned collaboration and the sharing of best practices.

“Simba has always recognized the importance of the bricks & mortar retailer, and since inception, has always complemented their impressive online presence with an equal level of importance on offering their mattress-in-a box at top retailers.”

Simba, which launched in 2016, has sold around 200,000 mattresses with sales generating £130m to date.

w

www.simbasleep.com

w www.leesa.co.uk

Mattress brand gains another Which? Award Boxed mattress brand Casper has been recognised with a Which? Award for ‘Best Mattress Brand 2018’.

Conducted by a panel of Which? members, Casper achieved an outstanding 87%, delivering high scores in important categories of comfort and value for money. The award adds to its earlier achievement this year, with Casper picking up its third Which? Best Buy Mattress award.

Constantin Eis, co-founder and global MD for Casper, comments: “Being recognised by the Which? members as the Best Mattress Brand for 2018 is testament to our commitment to both product quality and great value.”

Furthermore, Casper added that it has turned towards profitability in the UK, growing at a rapid pace with three-digit growth figures year-on-year. This month, Casper is launching a London multi-channel marketing campaign.

w www.casper.com

[ 18 [

Orchid, Millennium and Royal Sovereign mattresses are Which Best Buys

Three Which? Best Buy awards in one mattress collection is a first for the Bed industry For details to become an exclusive stockist of this range please contact David Wescomb, Brand Director Email: info@dunlopillo.co.uk | Telephone: 01823 667 501

NEWS Boxed mattress brand expands retail link into UK Mattress-in-a-box brand Leesa Sleep has extended its partnership with furniture retailer West Elm to begin selling in its UK stores.

For the first time in the UK, this partnership enables customers to purchase the Leesa mattress at any West Elm UK location including Tottenham Court Road, Westfield London and Kingston Upon Thames.

Leesa, which forged the West Elm partnership last year in the US, recently launched its pillow, designed to cool one’s head while keeping the neck and spine aligned, which will also be available at all three West Elm stores.

The mattress and the pillows are manufactured in England, enabling the assurance of outstanding quality and consistency, as well as the minimisation of carbon footprint.

David Wolfe, co-founder and CEO of Leesa Sleep, said: “A lasting partnership requires shared values. Both West Elm and Leesa are organisations with a powerful social mission.

Since day one, Leesa has donated one mattress for every ten sold and to-date we have donated over 30,000 mattresses.

“Our social impact programs make Leesa a different kind of company and to celebrate our partnership with West Elm, we are making an additional donation in London next month when we will be giving 50 mattresses to London-based charity, the Single Homeless Project.”

Alex Bellos, West Elm president, added: “We are pleased to extend our partnership with Leesa to the UK and offer our customers another compelling reason to shop for change at their local West Elm UK store.”

This announcement comes after a breakout year for Leesa, which included a £17.6m round of Series B funding, the addition of former Seventh Generation CEO John Replogle and former president and COO of Rent the Runway Beth Kaplan to its Board, and the inclusion in Forbes’ list of Next Billion Dollar Startups.

eve Sleep partners with Dreams; CEO steps down Mattress-in-a-box brand eve Sleep has confirmed that its CEO has left the business as management admits ‘strategic missteps’.

Detailed in its latest trading update for the six months ended 30 June 2018, eve said that group sales were up by 61% to £18.6m, with UK & Ireland sales up 62% and international sales up 60%.

Despite the sales growth, eve said that trading patterns during the period have ‘experienced greater volatility that originally expected’ as the company plans to refocus its strategy.

In a statement, the company said: “Management has made some strategic missteps, underestimating what is required to develop a meaningful footprint across Continental Europe, while losing focus on creating an aspirational sleep brand in its core markets.

“In response to the first half trading performance and the challenging retail environment, the Company has decided to refocus its strategy, from scaling across multiple new countries to prioritising greater penetration in its core

growth markets.

“This will enable eve to focus on its key strengths around customer experience, product differentiation and brand.

An evaluation of each of our existing European markets is underway to determine those that are core.”

As part of this strategy, the brand has formed a partnership with beds retailer Dreams, which will the eve mattress sold nationwide in 193 Dreams stores and through its website.

The partnership, which is a first for Dreams with a mattress in a box brand, is expected to expand to include sales of ancillary products such as pillows, toppers and linens, with the rollout across the estate to take just two weeks and commences immediately.

The deal increases eve’s retail presence across its three largest markets to 331 stores, building on the Company’s existing partnerships with Next Home, Fenwick and Debenhams in the UK, Karstadt in Germany and BUT in France.

w www.evemattress.co.uk

Bedroom furniture retailer appoints MD Bedroom furniture retailer Feather & Black has announced the appointment of Jason Wilary-Attew as its new managing director.

Jason joined the team on 25 July 2018 and is based at F&B’s office in Ealstead, in the county of Surrey.

Jason has more than 20 years of retail experience. His last position was buying & merchandising director at furniture retailer The Conran Shop.

During his tenure at The Conran Shop, Jason was responsible for all product management, product range and merchandising for the business across the UK and France.

Jason has also previously worked at department store Fenwick as director of buying for homewares, furnishings and beauty, as well as at John Lewis where he spent nine years in various roles, including leading the furniture buying teams for over three years.

Mattress group Hilding Anders International acquired Feather & Black out of administration, with the company acquiring 17 out of a total of 20 stores for a sum of £6.4m, saving 104 jobs.

w

www.featherandblack.com

w www.leesa.co.uk

[ 20 [

IM-C

Be Our Guest

at the 2018 NBF Bed Show! (stand B40)

Active Anniversary

Come and see our unrivalled range of guest beds and mattresses

Active Jubilee

Luxury Guest Bed

Festive 1500

www.shirebeds.co.uk | Tel: 01924 439898 | Email: info@shirebeds.co.uk

IM-CM-BEDS-page-Shire-trade-Aug-18.indd 1

13/08/2018 10:19

NEWS Boxed mattress retailer secures fresh investment to expand outside the UK Mattress-in-a-box retailer OTTY Sleep has secured new investment to expand outside the UK. Leeds-based OTTY Sleep has secured a six-figure investment from FW Capital - Debt Finance, part of the Northern Powerhouse Investment Fund (NPIF).

The investment will support OTTY’s growth capital needs and increase its product offering, as well as aiding its growing presence in the B2B trade and expansion into Europe.

Michal Szlas, CEO and founder of OTTY Sleep, which was launched back in 2016, said: “At OTTY, we’ve seen a huge growth over the past 12 months, which has resulted in a record year-on-year turnover.

“We’ve also been able to hire a skilled team to manage this expansion, and are well underway with extending our range of products.

“However, the European expansion, introduction of new products and an increase in the B2B trade all have an effect on our cash flow – an aspect which is an essential part of any business, especially a young start-up that has not had the sufficient time to raise the total capital to help the company grow.

“We are excited to work with FW Capital, as we know it’s a move which will ultimately allow OTTY to continue its natural growth.”

Nicky Atkinson, deputy fund manager at FW Capital, said: “OTTY’s growth trajectory is impressive and we are confident this will act as the stepping stone for its expansion into Europe.”

w www.otty.com

Fitted furniture firm trebles profit Kitchen and bedroom furniture retailer Roundhouse Design has reported a return to sales growth.

According to its latest filed accounts for the year ended 31 December 2017, total sales rose 61% to £16.1m from £10m in 2016.

The recent figures outline a return to sales growth following its decline from £10.9m in 2015.

Gross profit also increased 80% to £5.4m from £3m, whilst pre-tax profit more than trebled to just over £1m compared to its profit of £312,799

recorded the previous year. This marked an increase of 220%.

Roundhouse Design specialises in the design, manufacture and retail of fitted kitchens and bedroom furniture from its HQ in London.

The company operates from six showrooms including locations in Wigmore Street, Richmond, Fulham, Clapham, Guildford and Cheltenham, as well as its factory in Malvern, Worcestershire.

w www.roundhousedesign.com

Foam and mattress supplier posts £ 2m turnover Foam and mattress manufacturer Sigma Foam has reported a turnover of more than £2m.

According to its latest filed accounts for the year ended 31 October 2017, total sales generated £2.4m for the year. Gross profit stood at £823,473, whilst pre-tax profit resulted at £367,122.

The results were the businesses first detailed filed accounts since its inception back in 2012 and reported no comparable figures of the previous year.

Sigma Foam is based in Cleckheaton and is an established foam converter company, serving a wide variety of industries and market sectors, from home furnishing to the NHS.

w www.sigmafoam.co.uk

Foam prices impact profit at furnishings supplier Nottingham-based soft furnishings supplier Leisure Furnishings has reported a fourth straight year of turnover growth.

According to its latest filed accounts for the year ended 30 September 2017, total sales rose by 10.1% to £16.3m from £14.8m in 2016, its best revenue generated since recording £12.2m in 2010.

Sales were driven by its core market in the UK, which represented the entire sales figure as revenue from the EU fell from £10,480 to zero.

Gross profit experienced an uptick of 4% to £2.6m from £2.5m, although pretax profit slipped again to £116,977 from £272,396 reported last year.

Detailed within its report, the com-

[ 22 [

pany said that profitability had been impacted by increases in raw material costs, largely due to foam chemical prices rising in excess of 20%.

Costs of its new premises, Brexit uncertainty and exchange rates also had an affect on company profits.

The business stated that its balance sheet remains strong allowing for further new product development to enhance growth moving forward.

Leisure Furnishings, which operates from a 130,000sq ft manufacturing facility, supplies soft furnishings, fitted sofas, mattresses and wooden furniture to the leisure Industry.

w www.leisure-furnishings.co.uk

Luxury bed manufacturer expands into Russia Luxury bed maker Savoir has announced the opening of its new showroom in Moscow.

Situated on the exclusive Balchug Island in the centre of Moscow in the old Chocolate Factory, the showroom is the brand’s 13th global physical presence.

To celebrate the new showroom, which covers 2,000sq ft, Savoir once again joined forces with Korean lifestyle designer, Teo Yang, and hosted a Moon Party back in June 2018.

Teo’s Moon 01 bed took centre stage in the showroom, with Teo also confirmed as the guest of honour where he explained his approach and implementation of his signature design.

Alistair Hughes, managing director of Savoir Beds, said: “We are thrilled to bring cloud-like comfort to Moscow.

Our newest showroom offers the luxury and bespoke service we have become renowned for.

“We look forward to welcoming customers to our new space to experience first-hand the handcrafted splendour and luxury of Savoir.”

w www.savoirbeds.co.uk

Gallery Direct announces merger with bed manufacturer Furniture business Gallery Direct has announced that Dreamworks Beds has been merged into the company.

From 1 August 2018, Dreamworks Beds was integrated into the Gallery business, with the merger designed to maximise the different skills within the two companies and bring a new bed brand to the market.

Peter Delaney, managing director of Gallery Direct, commented: “The integration makes perfect sense. Dreamworks Beds has the manufacturing site and skilled team but has not had the resources to really develop the product offer. A strategic restructure under Gallery will provide that platform with our warehousing, logistics, design and photography, trade show presence and website.

“It is a proactive, re-alignment, keeping the first-class manufacturing skills at Dreamworks Beds and combining it with the sales & marketing and operational efficiencies that Gallery can offer, reducing duplicated costs and putting us in a good position to look after customers’ needs for years to come.

“It will benefit both Dreamworks Beds and Gallery customers.

For those who already trade with both companies, it will simplify ordering and invoicing, as everything will be done through Gallery,

and for those who only trade with one, it offers a broader catalogue of home interior pieces.

“We’d like to reassure Dreamworks Beds customers that we will carry forward the most successful, best-selling popular products and will enhance the offer with a new fabric selection, certain product upgrades as standard, and a new product catalogue that will be ready for the Manchester Show and we will still offer the own label ‘It’s All About You’ mattresses service for clients who prefer to sell under their own brand identity.”

The strength of the combined team’s offer and their award-winning designs will see further innovation and marketing initiatives which will be showcased at the forthcoming Bed Show in September, where they will be launching a new range of sofa beds, and the Autumn Furniture Show.

As part of the merger, all current Dreamworks Beds area sales managers will be joining the Gallery team and will be on hand for any help and support moving forward.

w www.gallerydirect.co.uk

[23 [

NEWS Mattress brand secures retail partnership New start-up mattress manufacturer Zommos has announced a partnership with homewares retailer Next.

Zommos, said to be the UK’s first adjustable firmness mattress, have been working with Next behind the scenes to launch with the retailer following the brands inception back in January 2018.

Marketing manager, Curtis Hague said: “Working with Next is a really exciting opportunity for us here at Zommos. With over two years of development to bring a unique and disruptive product to the bed industry.

“We’ve removed the ‘one size fits all’ philosophy and replaced it with something that’s if completely customised to the user at the touch of a button.”

w www.zommos.co.uk

Wayfair introduces boxed mattress brand Online home furnishings retailer Wayfair has announced the launch of its boxed mattress brand Nora in the UK. Originally launched in Wayfair’s native USA, the Nora mattress-in-a-box brand is now officially available through its UK website.

The mattress features four supportive, breathable layers and is combined with cooling technologies. There is also a 100-night risk-free trial, plus a 10-year warranty.

Martin Reiter, head of Europe at Wayfair, said: “We are delighted to offer our UK customers the chance to enjoy this cool, comfortable and expertly crafted premium foam mattress at a market-beating price.

“With Nora, we’ve made the process of shopping for a mattress easier than ever.”

Mattress group appoints new CFO Netherlands-based mattress business Beter Bed Holding has announced the appointment of Hugo van den Ochtend as its new chief financial officer.

Officially joining the business on 1 September 2018, Hugo will succeed Bart Koops who will leave the company effective on 1 August 2018.

Commenting on the appointment, Dirk Goeminne, chairman of the Supervisory Board: “We are pleased with the appointment of Hugo. We consider him very qualified to carry out the position of CFO at Beter Bed Holding. Hugo has more than 15 years of experience in finance roles of which three years as Finance Director with overall responsibility.

“His management experience, his international knowledge of retail and his experience in digital change projects will

be of great use to Beter Bed Holding.

Together with CEO John Kruijssen Hugo will further sharpen the strategy for the coming years.”

John Kruijssen, CEO of Beter Bed Holding N.V., added: “I am delighted that Hugo is joining us as our new CFO and have every confidence in our collaboration.

“Through the appointment of Hugo, we are concluding a period during which we both appointed new members to the Management Board and renewed and strengthened the management teams in the Netherlands and Germany with professionals who have the diverse competence sets and experience required to lead the company energetically, skilfully and with fresh vigour.”

w www.beterbedholding.com

Bed partnership to coincide with sofa retailer’s own range Bed-in-a-box brand Emma Mattress has officially announced its partnership with sofa retailer DFS. The Emma Hybrid mattress is already available online via the DFS website and now customers will be able to try out the product before purchase, thanks to instore displays set to be rolled out by the UK’s leading furniture retailer over the next six months.

DFS stores which feature DFS’ range of bedroom and dining room furniture will display an Emma Hybrid mattress. Additional DFS stores will feature displays including a sample of the Emma Hybrid mattress and information about the product’s innovative technology and benefits.

The roll out of in-store point of sale displays makes DFS the first and only retailer where customers can see or try out the Emma Hybrid mattress before making their purchase.

The partnership also supports DFS’ own range of bedframes and bedroom furniture, which encompasses over 70 different products, allowing customers to complete their entire bedroom furniture purchase in one location.

John Rastall, head of beds and dining at DFS, said: “This is the first time we have collaborated with a pureplay online retailer, so it was important for us to choose the right partner. We chose to work with Emma based on the strength of its brand and the quality of its product. We are proud to be able to offer customers the chance to try out the innovative Emma Hybrid mattress in DFS stores, alongside our own range of high-quality bedframes and bedroom furniture.”

Max Laarmann, founder and CEO of Emma Mattress, said: “Partnering with DFS is a great fit for Emma Mattress – they are a highly regarded, trusted UK retailer who mirrors our values around the importance of product quality, customer service and convenience.”

w

www.emma-mattress.co.uk

w www.wayfair.co.uk

[ 24 [

V

IN

TA

GE

BED COLL

T EC

IO

N

NEWS NBF launches random testing due diligence scheme The National Bed Federation (NBF) has announced the launch of a testing programme of both member and non-member products.

The Due Diligence Testing Programme has been developed by the NBF to strengthen its Code of Practice after conducting a pilot exercise earlier this year.

Under the programme, up to 50 mattresses, bases and headboards annually will be purchased on the open market and put through tests against the criteria of the NBF Code of Practice.

Products will be subject to flammability tests, then cut open and specifications checked against marketing claims. Textile composition labelling information will be looked for and enquiries will be made about chemicals and other featured treatments to ensure compliance with REACH and Biocides regulations.

Tony Lisanti, newly elected president of the NBF, said: “The NBF’s Code of Practice, with its comprehensive, regular audits - compulsory for all NBF manufacturer members - has resulted in massive strides in raising standards, improving awareness and tightening procedures in bed manufacturing in the UK. “All this helps to level the playing field for reputable manufacturers doing the right thing.

But we realised we needed to do more to further strengthen trust in the NBF Approved Mark.

“We hope this new Due Diligence Testing Programme will take our fight against rogue traders to the next level. We believe it’s a robust enhancement to our Code of Practice audit process.”

Although there will be a proportion of purely randomly selected products, some will be purchased for Due Diligence testing as a result of credible ‘tip offs’ or concerns expressed by third parties; or, in the case of NBF members, where Previous Code of Practice performance has been less than A rated.

Test results will be shared with all companies, both member and non member. More serious findings could be reported to trading standards.

New mattress brand launches in UK A new mattress business has launched in the UK with plans to expand internationally.

Wakefield-based Sleep With Sid is a new mattress brand that offers ‘sleep apparatus for the dedicated’ and officially launches this month after securing ‘considerable investment’ from serial venture capitalists.

Sleep With Sid has seen a committed 18 months of research and development behind the launch, as it aims to be positioned to offer a ‘considerable point-of-difference’ to a crowded market valued at £700m annually in the UK. The brand intends to bring a sense of fashion to the bedroom. Rather than the customary off-white associated with traditional mattresses, the Sid mattress is wrapped in a unique denim cover designed to be displayed thanks to a bespoke fitted sheet made exclusively for the company.

It’s unique ‘Switch’ system allows the mattress owner to change the colour and style of their cover to tie into their updat-

ed decor or as new trends emerge.

Initially launching with two denim variants (noir and blue) the brand has tied-up exclusive deals with contemporary fashion designers to roll out a range of covers in the upcoming months.

Darren Coffey, director of Sleeping With Sid, said: “We all sleep, so why not have a mattress that looks great and performs even better? We don’t put up with ‘bad’ design anywhere else in life, why should we in the bedroom?

“Sid is about being rebellious, fashionable and a little bit cheeky - hence our Reveal Yourself social media campaign, where we ask people to share their bedroom habits to the world.”

Sleeping With Sid will also launch a product range for the bedroom that extends to bed frames, pillows and luxury bedding.

Initially serving the UK market, the company plans to roll out to the Rest of the World later in 2018.

w www.sleepwithsid.com

Emma mattress recognised as ‘Best on Test’ Mattress-in-a-box brand Emma has been recognised with another Which? award.

Emma Mattress has become the ‘Best on Test’ mattress by Which? for its latest product, the Emma Original mattress.

Emma Mattress, part of Bettzeit Group, has – for the second year running – been awarded a coveted Which? Best Buy for its Emma Original.

All products at Emma Mattress, which launched in the UK in January 2017 and has sold over 250,000 mattresses since its inception in Europe, have been developed following extensive research & development (R&D) at Bettzeit’s sleep laboratories.

Max Laarmann, founder and CEO of Emma Mattress, said: “The Which? Best Buy is well respected due to their independent nature and their highly rigorous testing procedures.

“So, to become the Best on Test mattress for our Emma Original is testament to the philosophy Emma was founded on; by putting the customer at the centre of your product development and continually improving it based on their feedback, you can deliver a high quality mattress that continually exceeds expectations.”

w

www.emma-mattress.co.uk

w www.bedfed.org.uk

[ 26 [

NEWS Swedish mattress brand looks to grow UK market Swedish mattress manufacturer Hälsa Mattresses has announced its plans to grow its presence within the UK market.

Officially launching at the start of 2017, the mattress brand features ‘active support technology’ with its springs said to last 25 years.

Hälsa offers eight collections including the Lappland, Norrbottens, Vanern, Umea, Storsjon, Jamtlands, Smaland and Stockholm.

The company has partnered with six UK retailers as its stockists, which include Surrey Beds, Daniels of Windsor, Beadlecrombe Interiors, Vincent Flooring, Luxuria London and Bespoke Sofa London.

Commenting on the brand, Hälsa said: “Hälsa Mattresses combines the best materials from around the world with a Swedish spring system using similar steel to what Volvo uses in their automobiles.

“The Hälsa Mattresses spring system offers a new ACTIVE SUPPORT TECHNOLOGY, enabling your muscles to rest in a more natural sleeping position. The springs move with the movements of your body while you sleep to comfort your body.

“Premium horsetail within the mattresses comes from Austria and the organic cotton from Belgium.”

w www.halsamattress.co.uk

Bensons creative director settles into new role Furniture and beds retailer’s Harveys and Bensons for Beds previously announced the appointment of Alison Hill as its new, and first, creative director.

Beds Magazine sat down with Alison, who joined the business at the end of May, as she discussed her new role.

BM: How have you settled into your new role?

AH: “Brilliantly. I feel I am amongst a great like-minded and talented group of people, who know their industry inside out and who are very motivated. I think together we will be able to deliver our fresh and exciting creative vision. There is a great mixture of people with industry knowledge, which brings a nice new perspective on a solid foundation. I am very excited about the manufacturing set up, as now I have integrated myself into head office, I can spend more time and the manufacturing unit. It is one of the many brilliant things about Harveys and Bensons we do have our own manufacturing, so we are looking to test and trial and do some great things there.”

BM: What was the pull to joining the company?

AH: “The pull was really the significance of the fully integrated home offer, which is lacking now in retail parks and on the High Street. I think single product operators are not serving the customer very well. It commoditises the product and I don’t believe furniture for home is a commodity product, it needs to be showcased properly with great inspiration and I think this business is perfectly poised to do that.”

BM: What projects are you currently working on?

AH: “My focus is now on the products we will be launching for the Autumn, pre-Christmas season and what I think are the big trends. We can work quite closely to the market because of our own manufacturing capabilities, which means we can bullseye the key trends and colours for upcoming seasons. So that is my biggest project at the moment. I will be working closely with our product and buying team and our suppliers to bring that vision to life.”

BM: Are you looking to expand the creative team further?

AH: “As the first creative director, I am working with the team to bed in and explore new and exciting ways for us to work together. We know we have a fantastic supply base in terms of fabrics and so on, as well as a great internal manufacturing unit so watch this space.”

Most recently Alison was at DFS as creative director, responsible for the launch of the first upholstery range for lifestyle brand Joules. Her previous roles also included head of brand & product development at Conran Holdings Limited, where she assisted in growing the Conran licensed business, and five years as head of Design at Debenhams.

w

www.bensonsforbeds.co.uk

Mattress retailer gets creditor support Beds and mattresses retailer Mattressman has seen its CVA proposal approved by creditors.

As part of the five year plan, Norfolk-based Mattressman has closed 14 of its 25 stores, impacting around 100 jobs. Ahead of the proposal, Mattressman said that a £1.1m profit in 2017 had turned to a loss of £2.6m in the financial year, which ended in March, as a number of factors impacted the business including adverse weather conditions.

Stores in Birmingham, Coventry, Corby, Chingford, Lincoln, Ipswich, Isle of Wight, Thanet, Milton Keynes, Nottingham, Manchester, Rotherham and York all closed at the end of June.

The stores that are continuing to trade include Norwich, Dereham, North Walsham, Lowestoft, Thetford, Chelmsford, Colchester, Stevenage, Northampton, March and Peterborough.

Mattressman has appointed insolvency specialist McTear Williams and Wood to oversee a review of the business under the CVA.

w www.mattressman.co.uk

[ 28 [

WE’RE EXHIBITING AT

STAND G1

THE NEW BEDSTEAD COLLECTION Vogue Beds are proud to launch a new range of UK MADE Bedsteads and Blanket boxes.

We have a choice of 9 bedsteads with a variety of options for Storage, 2 Drawers, 4 drawers, Full End lift Ottoman, Side Lift Ottoman and our NEW Maxi Storage available in a variety fabrics.

THE THERAPY MATTRESS RANGE The Therapy mattress range a mattress made specifically for an active lifestyle and for the health conscious, for increasing recovery after exercise or surgery or for purely enjoying sleep by creating a highly comfortable, supportive mattress.

THE HELIX COLLECTION

This is no ordinary pocket spring! The Helix pocket spring provides a special combination of responsiveness, comfort and support, making the springs highly receptive to individual body weights and shapes

01455 841 257 | sales@voguebeds.co.uk | www.voguebeds.co.uk Kingsfield House, Arthur Street, Barwell, Leicestershire LE9 8GZ

PICTURE

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

Bed manufacturer opens new innovation centre

Bed manufacturer completes charity sky dive

Three employees from Leeds bed manufacturer Harrison Spinks have raised £1,400 for industry charity The Furniture Makers’ Company by completing a tandem skydive.

Richard Essery, managing director at Spinks Springs; Darren Marcangelo, commercial director at Spinks Springs; and Chris Townsley, components production manager at Harrison Spinks, bravely took to the sky on 5 May 2018 and jumped from 15,000ft at Skydive Hibaldstow, Lincolnshire.

Darren Marcangelo, commercial director, said: “Harrison Spinks recently became a corporate member of The Furniture Makers’ Company because of the shared values we have towards supporting the furnishing industry. This is a great charity doing very good work to help others and provide much needed support to people in need.”

Hayden Davies, Master of The Furniture Makers’ Company, said: “I would like to congratulate Richard, Darren and Chris for completing their skydives and thank them for doing it in aid of us.

Supporter-led fundraising events such as this are great for raising funds for the charity and creating awareness of what The Furniture Makers’ Company does amongst employees.”

You can support Richard, Darren and Chris by sponsoring them via their Just Giving page: www.justgiving.com/fundraising/darren-marcangelo

Bed manufacturer Harrison Spinks has announced the opening of its new innovation centre and trade showroom. Situated at its Leeds head office and manufacturing site, the expansion has seen the business invest £2.5m. The Innovation Centre houses the company’s development team, management, sales and marketing teams and also a state of the art showroom for its Somnus and Hybed ranges.

The development took two years to complete and aimed to create a focal point in the company’s sprawling site in Leeds. Connecting the factory, warehouse, testing facilities and offices and providing communal spaces for employees reflects the company’s family background and ethos.

The finishes and colour palette were all also chosen carefully to reflect the Harrison Spinks brand and its commitment to sustainability, whilst the seats in reception all contain springs from the factory just yards away.

The story of the company and the Spinks family is proudly displayed in a multimedia timeline in the imposing reception and a nod to the company’s vertical integration is also apparent with one wall featuring an image of Hornington Manor, Harrison Spinks’ Yorkshire Farmhouse.

Simon Spinks, managing director of Harrison Spinks said: “Innovation is at the heart of our business so allowing our development and innovation teams to be under the same roof as the marketing and operations side of the business means we can work collaboratively more easily.

“The development of the Innovation Centre took place after hours of consultation with our staff on how we could improve our working environment.

“The staff feedback about the new offices and communal spaces has been really positive and the whole team has been behind the change. We don’t just want to reinvent the bed, we want to reinvent the bed factory and much, much more!”

Shona Taylor, designer at Blue Sky Design, the company behind the renovation said: “To create the Innovation Centre the building has gone through a massive transformation.

“We’ve created a space that will help bring the Harrison Spinks team together to work more closely with each other and that really reflects the company’s brand story.

“We’ve kept some elements of the previous building, such as exposed ceilings, to stay true to the building’s origins and the showroom was designed to be a blank canvas where the products can really speak for themselves.”

[ 30 [

BED

KEEP CALM AND ADD VALUE Providing innovation at every turn and a wide range of products from which to choose, Leggett & Platt is your go-to source for quality and reliability. Our products represent some of the latest developments in spring design and we have much to talk about, so visit Stand G10 at the NBF Bed Show 2018 to see what we’ve been working on lately.

Stop by Stand G10, call +44 (0) 1226 707518, visit BeddingComponents-Intl.com, or connect with us on

Š 2018 Leggett & Platt, Incorporated.

BEDs_Ad-NBF_2018.indd 1

31/07/2018 15:07

NEWS AT A GLANCE BEDROOM RETAILER OPENS NEW BATH STORE Bedroom furniture retailer Feather & Black has announced the opening of its Bath store.

Feather & Black, which was acquired out of administration by mattress group Hilding Anders International, has opened in Bath city centre on Northumberland Place.

The new store also includes a mattress studio and brings its portfolio to 18 across the UK.

Hilding Anders acquired 17 out of a total of 20 stores for a sum of £6.4m, saving 104 of the 123 employees across the business.

Feather & Black went into administration on 27 November 2017.

w www.featherandblack.com

BED MANUFACTURER OPENS DEBUT WELSH SHOWROOM British bedmaker Rest Assured has announced the opening of its first Welsh showroom at Happy Home Furnishers’ new superstore in Llansamlet, Swansea.

The retail space is dedicated to showcasing the brand’s latest range of pocket sprung mattresses and beds, all handcrafted in Great Britain.

Rest Assured marked the official launch over the August Bank Holiday weekend with a celebratory event including free refreshments, branded balloons and the opportunity to meet the store mascot, Mr Happy. There was also a competition to win a free Rest Assured bed.

Commenting on the showroom launch, Louise Boden, brand manager for Rest Assured said: “We’re delighted to be opening our first Rest Assured showroom in South Wales.

This new showroom offers us the chance to showcase our latest products in a fantastic new store where customers

will receive outstanding service to ensure they get the right mattress and bed for them.

“All Rest Assured mattresses are handmade here in Great Britain and feature quality zoned pocket springs, partnered with premium comfort fillings such as natural wool or latex to deliver fantastically comfortable mattresses at affordable prices.”

Michael Semmens at Happy Home Furnishers said: “Rest Assured is a much-loved British heritage brand that’s known for its quality products.

“We’re delighted that our customers will be the first to experience this new showroom and benefit from the array of exclusive offers. This is a very exciting addition to the Happy Home Furnishings store.”

w www.rest-assured.co.uk

ADJUSTABLE FURNITURE SPECIALIST OPENS THIRD RETAIL STORE Adjustable beds and recliner chair manufacturer Adjustamatic has announced the opening of its new store in Southampton.

The new store is located on Winchester Road, Shirley – opposite Wickes, and was officially opened by the Sheriff of Southampton, Councillor Peter Baillie.

Adjustamatic’s new store showcases a full range of adjustable beds, riser-recliner chairs, mattresses, bedroom furniture and accessories.

Commenting on the launch, store manager Pete Hamerton said: “Our research revealed that Southampton would be a perfect location for us and so it’s proved.”

Adjustamatic’s head of retail, Darren Thomas, added: “Southampton was chosen for the location of our third store because of its vibrant economy and its reputation for focusing on healthy outdoor living.”

Councillor Baillie said: “I am delighted to officially welcome Adjustamatic to Southampton which increases the city’s retail offer with this market leading product. I was really impressed with the comfort and support of both the beds and chairs which are presented in a superb environment.”

All Adjustamatic products – which are built at its factory in Denbigh - include built-in Cyclo-Therapy massage technology. This is designed to improve blood circulation, provide relief from various health conditions and promote relaxation.

The system is recognised as a Class IIa medical device and used by the NHS to provide treatment in spinal injury units throughout the UK. The launch forms part of Adjustamatic’s ongoing strategy to roll out more retail space to complement its current sales operations, which has driven the company’s growth over 50 years in business.

w www.adjustablebeds.co.uk

[ 32 [

Bed manufacturer invests in staff area Bed and mattress manufacturer The Shire Bed Company has opened its new staff canteen.

The Dewsbury-based manufacturer recently invested almost £70,000 updating an area in its old head office for its employees, providing larger, more modern facilities for use at break and social times.

To mark the occasion, Shire, which also recently invested in a new uniform for all its employees, hosted an open event for its staff, which included an array of food and drink.

Fara Butt, sales and marketing director, The Shire Bed Company said: “We look forward to strengthening the team spirit and investing further in the well-being of our employees. This involves providing excellent facilities where our staff can relax and recharge.”

w

www.shirebeds.co.uk

Beds retailer revamps showroom to offer sleep experience Beds and mattresses retailer Button & Sprung has announced the launch of its revamped ‘Bed Room’.

The dedicated space at its Fulham store in London allows customers to test out the retailer’s top mattresses in a room set that has dividers inbetween the next bed room so consumers can test in confidence.

Button & Sprung said that the initiative is aimed at helping consumers understand the bed buying process and allows the user to properly test out the bed through its booked ‘Bed Room’ appointments.

Commenting on the revamp, the company said: “Spread across the showroom’s mezzanine floor, visitors to the space can catch forty winks in a level of comfort never offered at a bedroom or mattress showroom. Eye masks, hot drinks and duvets are all on hand, as well as staff having alarm clocks to avoid oversleep!”

Button & Sprung also offers a 100 night return policy, as well as free removal and recycling of old mattresses.

w www.buttonandsprung.com

Bedding business narrows losses Surrey-based family business Cheam Bedding has narrowed losses as sales slipped again.

According to the company’s latest figures for the year ended 31 October 2017, total sales fell by 1.9% to £153,677 from £156,842 in 2016.

This marked a second straight year of declining turnover, as well as its lowest revenue since 2014 when sales generated £152,811.

Gross profit was also down by 1.3% to £71,885 from £72,773, whilst pre-tax losses narrowed to a loss of £301 compared to its loss of £3,548 recorded the previous year.

The company, which is based in Cheam Village, has been established since 1985 and offers bedding, mattresses and bedroom furniture.

w www.cheambedding.co.uk

[ 33 [

PICTURE

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

Bed manufacturer continues community support Bed manufacturer Shire Beds continues community support following successful cricket festival.

The week-long festival, held just down the road from Shire Bed’s Dewsbury HQ, at Bradford’s Park Avenue, was held to encourage youngsters into the sport and promote the importance of being active.

It also aims to tackle gender inequality through the #BowlingOutGenderInequality initiative.

Shire Beds was one of the main shirt sponsors for two of the fixtures; Yorkshire Asian Select XI vs MCC XI and the Asian Women of Inspiration XI vs UK Armed Forces Ladies XI. The manufacturer was also part of the medal and trophy presentation ceremony.

Fara Butt, sales and marketing director of The Shire Bed Company said: “We were delighted to support the community cricket festival as it’s such a great event for the region encouraging youngsters to get outside and be active, as well as helping to tackle gender inequality.”

Shire Beds, which is a major sponsor of YCCC and Leeds Rhinos, has also donated three beds to Yorkshire Diamonds, the ladies Yorkshire County Cricket Club (YCCC) team and England players.

Mattress brand secures deal with department store retailer Compact mattress brand HÜGGE has announced a new retail partnership with department store Next.

HÜGGE, which was launched in 2016, has agreed a deal that will see the brand appear online at Next as well as in its flagship store at Cribbs Causeway.

The new retail link follows on from its recent tie up with independent beds retailer Land of Beds, which launched in April, as well as renewing at Harrods and being across all the Harvey Norman stores in Ireland.

Commenting on HÜGGE’s launch with Next Home, founder Paul Francis said: “We’re so proud to be featuring at Next Home. We’ve recognised from the very beginning the importance of partnering with high quality retailers to complement our online presence.

“Already working with Harrods, Harvey Norman and Land of Beds, Next is a fabulous addition to our expanding portfolio. Their commitment to customer service and quality product very much mirror our own founding principles.”

Frances Keogh, buyer Next Home, said: “We are really excited for the launch of Hugge with Next Home. The Hugge mattress is a fantastic luxury product and will make a great addition to Next Home’s current mattress brands; Eve, Silentnight and Otty.”

Beds retailer expands delivery fleet

Bed specialist Dreams has updated its fleet with a £2.5m order from Asset Alliance Group.

The deal includes 25 curtainsiders, 25 box vans and three double deck trailers – all manufactured by Montracon and taking Dreams’ total fleet to 137 assets.

Asset Alliance Group has been working with Dreams for more than a year, providing tractor units and trailers on a contract hire basis through its Asset Alliance division.

Nick Lawrence, Dreams fleet controller, said: “Buying new trailers is a very large financial investment for Dreams, but I knew Asset Alliance Group would make the process easy.

“Over the last 12 months we have seen how dedicated the team is at finding the most cost-effective option for our business on a contract hire basis.

“We were confident their expertise in the market would also get us the best purchase package and we’re very pleased with the result.”

[34 [

Award winning sustainability Find out about the group’s award winning commitment to environmental initiatives

Plus...

ECO CO M F O RT B R E AT H E

SEIZE THE DAY

T H E O N E TO W ATC H

Discover Silentnight’s new collection

Find out how Sealy are promoting

Rest Assured’s showroom sales

of eco-friendly mattresses

healthy living through healthy sleep

grow thanks to product innovation

SN Beds Magazine Pullout.indd 1

24/08/2018 16:04

A YEAR OF MAJOR ACHIEVEMENTS FOR SILENTNIGHT GROUP Steve Freeman

Managing Director, Silentnight Group

“I am particularly proud of the progress we have made on pushing the sustainability agenda across the Silentnight group.”

Three years ago we set out our company vision to be the home of the most trusted sleep brands and we have landed a number of key initiatives to deliver against this.

Silentnight remains the UK’s most trusted bed brand – according to a recent brand tracking survey, the Silentnight brand is in good health, with high levels of brand awareness and, most importantly, is seen as the most trusted bed brand in the sector.

Quality remains our number one priority and our aim is to strive for total quality in everything we do. Over the next 12 months we plan to drive this quality message home in all of our communications. An example being our ingredients declaration and being totally transparent about what goes into our products and setting a new standard for our industry.

SN Beds Magazine Pullout.indd 2-3

“Silentnight successfully demonstrated how sustainability is engrained in all business areas by highlighting specific achievements and changes.”

Dr Tony Smart MBE, Master of The Furniture Makers’ Company

This time last year we set ourselves a goal to lead the way on sustainability and we were delighted to have been awarded the coveted Sustainability Award 2017 by the Furniture Makers Company. This was awarded for our business wide commitment to sustainability and environmental initiatives.

Since the award, our commitment to sustainability has gone to new levels. In August, Silentnight Group was accredited as a Carbon Neutral business. This applied to our entire operation including manufacturing and logistics at both our manufacturing sites. To support this, we are actively engaged in a number of local projects, including tree planting with local schools. The Group is now fully ‘zero to landfill’ on both manufacturing sites, further demonstration of our commitment to sustainability.

We were delighted to host the BBC Breakfast team in July, when they used Barnoldswick as the base for a special programme around plastic waste. The response to the programme and the interest in our Eco friendly mattresses has been spectacular. We are even in advanced discussions with a famous hotel group to supply eco friendly mattresses off the back of the coverage.

To support our commitment to the plastic waste phenomena, we are now a proud partner of the Marine Conservation Society, who do amazing work to protect our stunning beaches.

Eco comfort is very much the focus of our new product innovation, with Silentnight’s Eco Comfort Breathe collection (image opposite) leading the way. We are seeing more and more demand for eco friendly products from our customers so this will remain a priority for our business.

Indeed, we will also be launching a new ‘eco’ mattress collection under the Rest Assured brand later this year.

More on these exciting launches later in the supplement.

In addition to quality and innovation, service is a major priority. We are committed to providing the best in class service for all our customers, especially to our valuable trade partners. Providing tailored products and services to the trade is paramount, which is why we have taken the decision to do more regional trade shows, which allows us to get up close and personal with our key trade partners. Whilst we won’t be attending the NBF bed show this year we have chosen to invest in a series of roadshows which will take place throughout August, September and October helping our retailers get ready for peak trading in January. We’re also attending the Furniture Show at the NEC in January to showcase further innovation and initiatives.

To conclude, it’s been a very busy year for the Silentnight Group and we value the ongoing support and commitment of our many trade partners.

We look forward to sharing with you further exciting initiatives to enable us to build an even stronger trading partnership into the future.

Thank You

Steve Freeman

Managing Director, Silentnight Group

24/08/2018 16:04

Eco comfort for all the family

It’s one of the best value mattresses we’ve tested SN Beds Magazine Pullout.indd 4-5

Building on the success of our Eco Comfort mattresses, we have developed an eco mattress for every member of the family.

There is no doubting the popularity of our Which? Best Buy 1200 pocket mattress (opposite), and whilst this continues to be one of our best sellers, we are widening the choice of our eco friendly mattresses.

H E A LT H Y G R O W T H Our brand new Healthy Growth mattress collection promises the best in comfort for young growing bodies and minds.

We all know how important good sleep is for young ones, so we have developed a choice of mattresses ranging from a great value bunk mattress through to SAFE NIGHTS Our new Safe Nights cot bed mattresses are designed with quality, comfort and safety in mind.

All four mattresses in the collection are completely foam and chemical treatment free and feature are exclusive eco comfort fibres™. Just what every parent would want for their precious newborns. For details visit silentnight.co.uk/safe-nights-collection.

more luxurious pocket sprung options - all featuring our super comfy eco comfort fibres™ for maximum comfort and breathability and all completely foam and chemical treatment free.

The new range will be showcased at the roadshows throughout August, September and October and full details will soon be available at silentnight.co.uk/healthy-growth.

A R E VO L U T I O N I N M AT T R ESS TECHNOLOGY HAS ARRIVED. The stunning new Eco Comfort Breathe mattress collection is now live and has had the most amazing response since we first showcased it at Brooklands back in May. Not only does the mattress collection have a fresh and distinctive look and feel, it has a fantastic story to tell too! The exclusive patented Micro Climate System delivers the ultimate in breathability and moisture management – guaranteeing a totally refreshing night’s sleep.

Full details at silentnight.co.uk/eco-comfort-breathe-collection

24/08/2018 16:05

SN Beds Magazine Pullout.indd 6-7

Introducing our new Eco Comfort Breathe mattress collection, eco-friendly mattresses made from sustainable materials that won’t cost the planet or your pocket.

Featuring the revolutionary Microclimate Sleep System™ which combines three layers of advanced fibre technology for enhanced breathability. High performance fibres spring back to their original shape for superior durability and luxurious comfort.

1

2

3

1 2 3

Breathable Coolmax™ Sleep Surface wicks moisture away from the body, creating a cooling effect for enhanced breathability and moisture control.

Vertical Eco Breathe Fibres™ quickly channel moisture away from the body to prevent overheating through the night.

Horizontally designed Eco Comfort Fibres™ naturally evaporate moisture through the breathable mesh border, to maintain a clean, fresh and healthy sleeping environment, night after night.

PROTECTING MARINE LIFE WORLDWIDE We’re proud to support the Marine Conservation Society

For more information please call 01282 851111 or visit silentnight.co.uk/eco-comfort-breathe-collection

24/08/2018 16:05

A great night’s sleep shouldn’t cost the earth A brand new advertising campaign starts in September, with a distinctive ‘bed on the beach’ image to help promote our eco comfort ranges.

SN Beds Magazine Pullout.indd 8-9

Using high profile digital outdoor sites along with colour press and targeting digital ads, the campaign will continue to push our sustainable mattresses, which are not only good for sleep, they are good for the environment too.

OUTDOOR You will see our adverts on high profile large format digital sites nationwide during September and October.

PRESS A series of colour ads will appear in selected titles throughout the campaign period.

D I G I TA L A series of ads will appear on many digital platforms helping to drive traffic to retail stockists of the Silentnight eco mattresses.

WEBSITE A dedicated eco mattress web page has been developed to showcase the complete eco mattress collection and help drive quality leads to selected retailers.

24/08/2018 16:05

Offering the best in choice At Silentnight we are committed to offering the right level of choice to all of our customers, because one size most definitely doesn’t fit all.

The new Inspired collection will be launched at the regional roadshows throughout August, September and October and replaces the existing Classics and Diamond collections.

The new range brings the best of the Silentnight bed and mattress technologies together under one collection, with a choice of zoned support systems, five different comfort layers and a great choice of base, headboard, storage and fabric options.

Sleep better, wake up brighter

The new collection will be supported with dedicated web pages and bespoke point of sale materials to bring the range to life in-store.

Discover our unique comfort layer, actively responding to

Find out more online at silentnight.co.uk/inspired-collection

feeling for easy movement and undisturbed sleep, helping

SN Beds Magazine Pullout.indd 10-11

your body as you sleep - so you wake up fully energised.

This highly elastic layer creates a reactive ‘bounce-back’ you to wake-up feeling rejuvenated every morning.

Why Rest Assured is the one to watch It’s been another busy year for British heritage bed brand Rest Assured as the brand continues to develop its support for its retail partners and innovate with new product developments that will ensure the brand is offering something relevant for retailers and consumers in the years to come.

NEW WEBSITE LAUNCHED

Bed designer: A new feature for the brand which

This month saw the launch of an exciting new website

provides a better browsing experience of the divan

for the brand. The site has been completely updated

and headboard options, allows the consumer to design

to reflect the new branding and showcases all of the

their bed and then email it to themselves. They can

latest products. The site looks elegant and aspirational,

then easily take this with them to their local retailer.

but the real beauty is in the simplicity and ease of use for the consumer. There are a number of new features

Offers page: A new offers page which will be regularly

which make this website user friendly, easy to navigate

updated to support our retail partners.

and which have been specifically designed to help support our retail partners. For example: Mattress journey: Consumers can search the mattresses by comfort filling, size or firmness rating.

Louise Boden, brand manager for Rest Assured explains “This simple structure really helps a consumer when they are in that important mode of searching for their new mattress. We know that consumers can find it overwhelming when they first start looking for a new mattress as there is so much to consider and choose from. With Rest Assured we’ve purposefully designed a simple product range that is easy for a consumer to understand and the mattress journey has brought this strategy to life online.”

24/08/2018 16:05

CABI

This continuous commitment to product quality has been recognised by The Good Housekeeping Institute (GHI) as

APP

the brand has three GHI approved

ROVED 2018

mattress collections. The products are also receiving rave reviews from consumers, as the numerous online reviews on the Rest Assured website show: British Wool: “Super supportive - This mattress is Showroom display

amazingly comfortable and supports the whole body.

I think my sleep quality has really gone up with it. It’s great knowing that it’s made of natural materials and

ST R O N G S H OW R O O M SA L E S The first Rest Assured showrooms opened up at the end of 2017 in Cousins Furniture Stores in Manchester, Birmingham and Dudley. The latest showroom has just

has all the great benefits of wool. I’m sure being made in Britain with British wool must be good for the planet too.” Alex, May 2018

opened in South Wales with Happy Home Furnishers, and there are more openings planned in the near future.

Stuart Law, Head of General Retail explains “The showroom concept enables us to work in partnership with our retailers in a way that is mutually beneficial. As a Rest Assured showroom retail partner you get access to an exclusive collection of mattresses and beds that can be sold in store and online, special retail offers and promotional support, as well as enhanced support on Hylton Latex

our website.”

Matthew Shotton, Retail Director at Cousins said: “We’ve been delighted with how Rest Assured has performed for us this year. Since opening the showrooms we have seen strong sales performance and the support we have received from the brand has been excellent.”

P R O D U C T Q U A L I T Y A N D I N N O VAT I O N At Rest Assured the focus continues to be on offering handcrafted quality pocket spring mattresses at affordable prices. All of the mattresses feature zoned pocket springs, expertly combined with quality comfort layers such as wool or latex to deliver a restful sleep, night after night.

Hylton Latex: “Brilliant Mattress - Having visited several showrooms and tried endless types of mattress, we finally decided on the Hylton Latex 2000 (firm comfort). What a brilliant mattress, very comfortable and given us the best nights sleep we’ve ever had.”

John, April 2018 Looking to the future, Louise Boden, brand manager explains “Whilst we will continue to focus on traditional pocket springs, this does not mean we aren’t innovating. We’re working on exciting new product developments that will help us to reduce the impact our products have on the environment and we’re excited to share more on this in the coming months, so watch this space.”

To find out more about Rest Assured visit rest-assured.co.uk, call 01282 851 111 or speak to your area business manager

SN Beds Magazine Pullout.indd 12-13

CABINET MAKER 8PP TELFORD 2018.qxp_CABINET MAKER 8PP INSERT TELFORD 2016 8/13/18 9:43 AM Page 8

Introducing...

Sealy’s World of Wellness

To sleep well is to be well. We understand that at Sealy, and we know how a great night’s sleep can help you wake up feeling energised and refreshed. Whether you’re working, enjoying time with friends, exercising or simply reflecting, our mattresses are designed to make sure you are ready to make the most of the days ahead.

As the world’s number one bed brand, we’re dedicated to promoting a healthy, happy lifestyle through quality sleep and have developed our new World of Wellness with this in mind.

We’re working with some of the UK’s top wellbeing experts and influencers, sharing their own stories about the important role sleep plays in their lives, as well as exploring the link between great quality sleep with physical or mental wellbeing.

Conditioning expert Phil Learney has been a prominent figure when it comes to strength and conditioning for close to 20 years. Not only a successful coach, he is one of the foremost experts in his field, writing extensively for a variety of leading health and fitness publications, as well as on his own influential blog. He also hosts lectures and seminars across both the UK and the world.

Phil knows what it takes to be the very best and he certainly practices what he preaches when it comes to his own training regime.

“Being rested and having good sleep makes so much difference to people’s ability to recover from heavy training and to mentally stay in the zone, be it for business or performance.”

Through her popular blog, Celery and Cupcakes, Jemma Andrew-Adiamah inspires others to lead a healthy and wholesome life by eating delicious practising positive thinking. food and practicing “Sleep is at the very foundation of wellness and feeling great, but it's often sadly overlooked, especially in today's society where we’re frequently guilty of burning the candle at both ends. Getting the best quality sleep that I possibly can is very important to me as I know how awful I feel when I don't and it can really affect my mood and general wellbeing.”

To hear more log on on more from from these these experts expertsand andothers, other, log Sealy’s World Worldof ofWellness Wellnesspage pageon onour ourwebsite: website: to Sealy’s www.sealy.co.uk/deeper-sleep/world-of-wellness

24/08/2018 16:05

CABINET MAKER 8PP TELFORD 2018.qxp_CABINET MAKER 8PP INSERT TELFORD 2016 8/13/18 12:11 PM Page 2

Raising the bar Sealy beds are handmade in the heart of Cumbria, on the edge of the Lake District. When you create something in such beautiful surroundings, it’s a constant reminder that you want things to stay that way.

INGREDIENTS LIST Sealy UK recently announced the launch of its new ‘ingredients’ list in a move to become more transparent with its products.

“In addition to this, we also aim to review our environmental footprint policy regularly in order to secure continual improvement in environmental performance.”

In a scheme that takes its inspiration from food labelling, the ingredients list comes on the back of the ‘conscious consumer’ trend - individuals who demand quality and ethically produced products. Available to access online, consumers and suppliers alike can educate themselves on the ethical and quality components that go into the production of a product.

This bold move forms part of Sealy’s aim to strengthen its position as an innovator and influencer in the bed market. Already known for its commitment to high quality mattresses and beds, this new pledge demonstrates how the company has set out to raise the bar when it comes to offering premium products to the UK.

Neil Robinson, Sealy’s Sales and Marketing Director said: “It is remarkable and illogical that you get more information about the contents of a bag of crisps, than you do in a mattress that may cost more than £1,000. At a time when consumers are expecting full product disclosure on everything they buy, we felt it was time to be completely transparent about exactly what goes into our mattresses.”

“All of our product ‘ingredients’ are of the highest standard and this is something we’re extremely proud of. We’re excited to see how the sector reacts to this new move and we hope it works to drive transparency and innovation across the board, with other like-minded manufacturers following suit. After all, if you have nothing to hide then there should be complete and total product disclosure.”

SN Beds Magazine Pullout.indd 14-15

ZERO TO LANDFILL Sealy UK has also pledged to minimise any adverse environmental effects as a result of its activities with a new ‘zero to landfill’ policy.

And when it comes to Sealy’s environmental footprint, the brand continually assesses the environmental impact of its ongoing operations.

Through minimising the use of materials, resources and energy, Sealy seeks to reduce wastage to the lowest practical level, whilst also pursuing a ‘zero to landfill’ policy.

In fact, products are now being designed in such a way to minimise their environmental effects in production, usage and disposal. Consideration will also be given to the environmental effects of raw material sourcing wherever possible and thus Sealy will use materials and components that are renewable and recyclable.

Sealy UK is now Carbon Neutral - for both production and

Carbon

distribution. But what is Carbon Neutrality?

Carbon Neutral is a term used to describe the state of an entity (such as a company, service, product or event), where the carbon emissions caused by them have been balanced out by funding an equivalent amount of carbon savings elsewhere in the world. These savings are generated through helping

to fund renewable energy projects and energy efficiency projects, many of which bring additional social and community benefits in developing countries as well as reducing greenhouse gases.

An increasing number of businesses are becoming carbon neutral. At Sealy, we realise that many customers prefer to buy products and services from environmentally conscious suppliers but we also recognise that being carbon neutral plays a key part of our sustainability and Corporate and Social Responsibility (CSR) strategy whilst enabling us to do our bit for global climate change.

Becoming part of Sealy’s brand ethos, employee involvement in environmental matters is encouraged at all levels and is being promoted through training, communication and a constant reappraisal of working methods and techniques.

For more atat www.sealy.co.uk more information informationabout aboutSealy’s Sealy’senvironmental environmetal policies, policies,visit visitthe theSealy Sealywebsite website www.sealy.co.uk

24/08/2018 16:05

CABINET MAKER 8PP TELFORD 2018.qxp_CABINET MAKER 8PP INSERT TELFORD 2016 8/13/18 12:22 PM Page 4

Wake up...

The world’s number one bed brand, Sealy UK, has launched the brand new Activsleep collection – an innovative new range aimed at promoting healthy living, through healthy sleep.

Perfect for those who lead a healthy and active lifestyle, the Activsleep range combines the very best fillings with Sealy Smart Fibres to ensure people wake up feeling revitalised and recharged. Innovative combinations of sleep technology have been used across the collection to regulate your temperature and create a healthy sleeping environment with excellent anti-allergy properties.

The collection features a number of stand-out ingredients, including: • Purotex microcapsules which release friendly bacteria into the fabric of the mattress to clean up allergens, reduce humidity and create the perfect sleeping environment.

• Adaptive technology which uses the body’s energy to regulate temperature – the ideal solution for a healthy and cool sleep.

With eleven models in the range, boasting everything from Geltex to Memory Foam and pocket springs to posturepedic spring systems – the Activsleep collection offers a variety of spring counts and comfort ratings to not only make sure you get the support that’s right for you but ensure you wake up ready to seize the day.

F

SN Beds Magazine Pullout.indd 16-17

and seize the day Geltex A trio of Geltex models, with varying comfort and spring counts, are included in the Activsleep range. Geltex is a unique, gel-infused foam that provides the sleeper with breathability, pressure relief and full body support.

Its open cell structure means that it is more breathable than conventional foams, and is supportive yet soft in texture. It also has the added benefit of preventing overheating during the night.

Memory Three mattresses in the collection contain memory foam, and are designed to provide exceptional support whilst keeping you cool throughout the night.

Pocket Memory 2400

Memory foam mattresses benefit from Sealy Smart Fibres; an essential element that regulates body temperature and reduces humidity. In addition to this, memory foam responds instantly to the contours of the body, providing great support, relieving pressure points relieves pressure points and andimproving improves blood circulation throughout the night. circulation throughout the night.

Geltex Pocket Eurotop 2800

Ortho Posture Firm Support

Ortho The Ortho models in the range have been designed using Sealy’s Zero Deflection or Core Support springs. Ideal for those who prefer a firmer sleeping surface, they nevertheless offer exceptional comfort through edge-to-edge support and the inclusion of twice tempered, stronger springs that provide even weight distribution from the heaviest part of the body.

Neil Robinson, Sales and Marketing Director at Sealy said: “More and more people are beginning to view sleep as a crucial factor when it comes to their overall health and wellbeing. This new Activsleep range caters for those who want to wake up restored and ready to seize the day.

We recognise that an active lifestyle can mean different things for different people, which is why the collection is so varied in design.”

For more information about Sealy’s new ActivSleep range, visit the Sealy website at www.sealy.co.uk

24/08/2018 16:05

CABINET MAKER 8PP TELFORD 2018.qxp_CABINET MAKER 8PP INSERT TELFORD 2016 8/13/18 9:42 AM Page 6

Sealy’s innovative Hybrid and Pocket collections havebeen beenrefined collection have refined and updated 2018 withminimalist a new minimalist look and updated for 2018for with a new look and even better and even better technology. technology.

Refined

NEW LOOK HYBRID COLLECTION When launched, Sealy’s revolutionary Hybrid Collection was hailed as the most innovative development in bed technology in years.

With innovation comes evolution. The next generation Hybrid range embraces the most profound advancements in sleep technology, with an additional ground-breaking feature - no need to turn or rotate... ever. Simply put the mattress in place and enjoy.

The stunning new minimalistic designs all contain Geltex, our unique, gel-infused foam, providing breathability, pressure relief, comfort and support.

The new Hybrid Pocket Perfection 2200

The new Hybrid Regency 3600

SN Beds Magazine Pullout.indd 18-19

NEW LOOK POCKET COLLECTION The award-winning Pocket range encompasses all the support you would expect from a Sealy Posturepedic, with the luxurious sleeping experience of a pocket sprung bed. You truly can have the best of both worlds.

NAVERRO 1400 NAPOLI LATEX 1400

Geltex and Wool versions of the best selling lines are being added to this outstanding collection.

PADOVA 2200

The trustworthy consumer champion, Which?, first hailed the Sealy Teramo 1400 ‘best in test’ back in 2015.

In 2016, they described it as the ‘best mattress we’ve seen in years’. Now, in 2018, Which? have heaped even more praise on this outstanding mattress… what more can we say?

TERAMO 1400

For more information about Sealy’s new look ranges, visit the Sealy website at www.sealy.co.uk

24/08/2018 16:05

CABINET MAKER 8PP TELFORD 2018.qxp_CABINET MAKER 8PP INSERT TELFORD 2016 8/13/18 9:35 AM Page 1

The World’s No.1 Bed Brand

www.sealy.co.uk

SN Beds Magazine Pullout.indd 20

24/08/2018 16:05

MANUFACTURING

PROTECT A BED

The Thermal Paul Lake, Protect-ABed marketing manager, explains to Beds why mattress protectors are so imperative to a healthy night’s sleep.

A

ccording to The Sleep Council, we shed around 454g of dead skin a year and the vast majority of that ends up, you guessed it, in our beds. They also state that the average sleeper will sweat up to one pint of liquid a night. With mattress fillings being highly absorbent, your mattress if unprotected will absorb hundreds of pints of sweat in its first year of use alone. Considering the average recommended mattress life span is eight years, an unprotected mattress is likely to absorb close to 3,000 pints of sweat. If there are two people on the bed, this figure doubles. Paul Lake, marketing manager, explains: ‘’Hygiene and healthy sleep are why every mattress sold should be sold with a good

Marketing manager Paul Lake and sales agent James Stewart on the stand at the IFHS in Dublin.

[ 55 [

quality mattress protector. You can’t put a mattress in a washing machine, but you can machine wash your mattress protector.”

The Benefits It’s in both the store’s and the customer’s interest to purchase. Protect-A-Bed’s speciality is driving in store performance so linked mattress and mattress protector sales are extremely high. Protect-A-Bed’s products are waterproof, keeping out dust mites and bacteria that need moisture to survive and are particular culprits in causing asthma, rhinitis and eczema. The customer benefits from a healthy and hygienic sleep zone, the store benefits from increased sales revenue.

Mattress protector superiority All of Protect-A-Bed’s mattress protectors use a Miracle Membrane, which is waterproof yet breathable, allowing body heat to easily pass through preventing sweaty nights. They also include a 10-15 year product guarantee and when bought with a mattress, a 10-15 year anti-stain guarantee. Paul explains: ‘’Protect-A-Bed will have the mattress professionally cleaned to the customer’s satisfaction or buy the customer a new one if it fails and the mattress was bought with the protector. This promise is significantly powerful and is at the core of Protect-A-Bed’s philosophy. Supporting this is an award-winning claims resolution and customer service. Ultimately, in-store it’s about creating value for the customer.”

Protect-A-Bed protectors are made to the highest quality whilst combining this with industry leading anti-stain guarantees. The company is also constantly innovating new products, such as the Snow mattress protector, to continually improve the customer sleep experience. ProtectA-Bed’s newly designed Nordic Chill Fibre

MANUFACTURING

PROTECT A BED

used in their Snow Protector highlights an innovative concept. The Fibre feels cooler to the touch than other fabrics through high thermal conductivity. Polyester’s conductivity is 0.05w/mK, whereas Nordic Chill Fibre’s is 0.17- 0.31w/mK. “When you touch it, it transfers heat away from your skin almost 10 times faster than cotton fibre,” explains Paul.

Standing out from the crowd With a difficult economic climate, retailers now more than ever value partnerships that can significantly grow sales. Protect-A-Bed has proven to be that partner consistently and this has been well documented in the trade press for several years. Throughout the difficult trading conditions within the retail industry, Protect-A-Bed has had the right formula in order to keep continuous momentum with their retail partners. It’s

positive news in comparison terms too, as Paul confirms again Protect-A-Bed are documenting year-on-year growth. “Unsurprisingly, we tend to receive more airtime in this kind of trading climate. Protect-A-Bed are specialists in driving the sell through and it’s this focus that leads to change! When times are good, the ancillary sales can be forgotten about. However, the best retailers do not fall into this trap. Regardless of the market climate, we have several blueprints that instantly increase sales revenue and profitability. Every customer who walks through the door if buying a mattress, needs to buy a mattress protector. It’s in their interest to do so for many reasons. Therefore we continuously build frameworks that are simple for retailers to implement in order to achieve extremely high attachment rates.

Focus is key, lots of small improvements

You can catch the team at the 2019 January Furniture Show.

[ 56 [

often lead to significant improvement in performance once compounded. Therefore we know we can instantly increase sales within this category.”

Show success Crucially, when it comes to driving sales and building relationships, one of the most successful methods is of course being visible to potential buyers, and the business has been ubiquitous on the summer tradeshow exhibitors lists. Simon Zamet, CEO, said: “We were extremely pleased with the response to our stand at the Manchester Furniture Show in July. It’s a show we will certainly continue to support in the future.” While further afield in Dublin at the Irish Furniture & Homeware Show, the company saw similar success.

Plans for the future Furthermore, Protect-A-Bed are also continuing to expand their in-store training and launched new retail TV displays at the 2018 January Furniture show, which have since been received with great success. On the global scale, they’ve invested heavily in high quality videography for displaying on TV screens. More models for training are in development and more dynamic video footage are in production to supplement existing resources. The future is also looking bright for Protect-A-Bed with plans to expand both existing ranges and continue with new product development. The company’s longevity, knowledge and superior product innovation are just a few reasons this brand continues to thrive and is recognised as a world leader in the industry with products on sale in an impressive 49 countries.

w

www.protectabed.co.uk

MANUFACTURING

RADIUM FOAM

The Healthy Victor Garcia, UK market manager at Radium Foam, reflects on their launch into the UK as well as highlighting the benefits of its Talalay latex.

Clean ingredients Since launching its Natural Vita Talalay FR, Radium Foam has seen a lot of traction in the British market. Victor Garcia, UK market manager at Radium Foam, comments on its emergence in the UK: “We launched with a head start since our recipe was already assessed by the Cradle-to-Cradle Institute on all ingredients used in the material; not only the natural latex but also the additives needed to turn the product from liquid into solid Vita Talalay latex.”

Radium’s recipe proved to be a success

and was graded on a ‘Gold’ standard for its ‘material health’ by the Cradle-to-Cradle Institute, which the company claims is ‘unprecedented in the market’. Victor continued: “Since we support a healthy night’s sleep with the ergonomic comfort of our talalay it seemed only logic to also have a clean and safe recipe.

Non-toxic When comparing the bed industry to food labeling, Victor explains that there should be no difference in terms of product description, expressing the importance of being transparent on showing the safety of its products. He said: “Eco-INSTITUT is a reliable quality label for products that undergo stringent emission and the Eco-INSTITUT label shows our product went through stringent emission and toxicological testing. Natural Vita Talalay FR has been tested to contain zero petrochemicals and nil toxicity.

Eco-friendly On its road to a healthier environment, Radium Foam annually increases the share of natural latex products in its assortment.

Using more natural latex means more rubber trees are used to take carbon dioxide from the air. Calculated in line with Greenhouse Gas protocol every two-person natural latex sheet of 5cm thickness removes

Natural FR Vita Talalay

2. Filling

[ 58 [

▲

1. Mixing

▲

▲

▲

The Radium Foam Manufacturing Process

3. Vacuumising

4. Freezing

MANUFACTURING

RADIUM FOAM Round open cell structure

vita talalay, the healthier choice 1. Healthy by Nature Made with pure natural latex. Clean.

Naturally healthy.

1kg of carbon dioxide. Radium Foam also purchased carbon credits equivalent to carbon sequestration of 4,300 trees, and derives clean energy from a windmill park. The company is also extending its eco-line in the future and will offer Rainforest Alliance and FSC certified Vita Talalay.

foaming, in a combination of vacuuming and freezing so that there is no need to add any chemical foamers.

Round and open cells “Even though non-toxic and eco-friendly, Natural Vita Talalay FR is no compromise.

Besides natural, clean ingredients, it has multiple other health benefits. The unmatched talalay process, invented by Joseph Talalay, takes several steps that foams can’t take to create a supportive, yet cushioning material with high breathability. It uses mechanical

“In the vacuum stage, round cells are created that make the material always bounce back into its original shape, and therefore make it very durable. This also creates the resilience for a buoyant sleep. It keeps a straight spine and combines this with great pressure relief. In the talalay process millions of round cells are created that individually yet together support or relieve pressure on the mattress, and therefore your body.

“Eco-INSTITUT is a reliable quality label for products that undergo stringent emission and the Eco-INSTITUT label shows our product went through stringent emission and toxicological testing.”

w

4. Ergonomically supportive Millions of small air pockets make sure every body gets the proper support, and at the same time relaxes muscles and removes skin tension.

5. Non-toxic Tested by numerous highly accredited institutions. The Cradle to Cradle™ Gold certificate for safety of its complete recipe and the Eco-INSTITUT certificate that testifies purity and a toxicity level on zero!

6. Eco-friendly Continuously improving on material health, material reutilisation, renewable (green) energy, carbon management, water stewardship and social fairness.

7. Unquestionably superior Vita Talalay latex is superior to any other comfort material. The round cells always hold up, and the openness gets rid of moist and warmth that negatively impacts other materials.

7. Post vulcanising

[ 59 [

▲

▲

6. Vulcanising

3. No ground for dust mites Vita Talalay does not allow dust mites to get cosy.

www.vitatalalay.com/contactuk

▲

▲

▲ 5. Gelling

“In the freezing step the material’s temperature goes as low as -30°C. This step is to cause the round cells to burst open so that they get connected with each other. These open cells work like the ventilation channels that prevent the material naturally building up heat, and driving humidity away from the body. This also makes sure that the material gives no ground for dustmites and bacteria.

Dustmites like a warm, clammy environment, something talalay does not offer.”

2. Breathable technology Processed to create open cells: optimal sleeping temperature, less moisture

8. QT control

9. Washing

MANUFACTURING

VOGUE

Forward L

eicestershire-based Vogue Beds has been innovating in the mattress industry for almost three decades and there are no signs of slowing down.

Quite the opposite, in fact! Beds spoke to managing director Ebrahim Patel to catch up with the mattress manufacturer about the past few months and plans for the coming exhibition season.

Having recently attended the industry’s northwest trade event, the Manchester Furniture Show, the business was looking forward to showcasing a recently launched collection of bedsteads on their 100sq m stand. Said Ebrahim: “Primarily, we attended the show to support our sales agents based in Lancashire, Yorkshire and the northeast. The football not working out was in our favour too, as we were worried that had England proceeded to the final, nobody would have turned up that day. But it was very successful in the sense that we got to show customers our new bedsteads and the stand was very well received.

We received plenty of orders.”

The bedsteads are designed to be an incredibly neat, practical addition to the mattresses on divan bases creating extra storage space but not taking up an awful lot of room. The latest additions to the Vogue offering have in fact caused quite a stir in the market. “We launched the bedsteads in May and they’re doing well. We didn’t realise how well we were going to do and have had to ease production down a bit and give slightly longer lead times because we’ve been so inundated with orders!” explained Ebrahim.

But sure enough, as the tune regularly chirped out of Vogue’s doors is to constantly move forward and never sit still, the bedsteads aren’t the only new project the company has going this year. In keeping up

Beds catches up with Vogue Beds managing director Ebrahim Patel who reveals how the business is moving forward and helping customers in the current trading climate.

WES Bedstead with DOR Blanket Box

[ 60 [

with a certain new emerging trend in the mattress industry, Ebrahim revealed all to Beds on the next product in development: “We’re looking at developing a mattress in a box. It’s everywhere now. The good thing about this product is we can sell it under the Swift vacuum packed brand we have and customers who wish to put their own label on it can make some margin on it.”

The Swift mattress in a box is a hybrid mattress consisting of foam and around 2000 pocket springs. Ebrahim described the reaction: “It feels amazing, we were quite surprised how lovely it felt. We showcased it at the Manchester Furniture Show and received some really excellent feedback for it, too.” The business plans to officially launch the new product at the NBF Bed Show after carrying out some last tests and arranging a photo-shoot.

The managing director iterates the main focus for the manufacturer at present is continuing to assist their customers as much

MANUFACTURING

VOGUE

Sports Therapy Medi Therapy

Helix Optimum as possible, as “you can see from the businesses out there, retailing is difficult”. On thoughts for the future of mattress manufacturing and retailing, he believes there’s definitely a storm to weather: “It’s just horrendous what’s happening out there. We don’t know what’s going to happen next year. As a manufacturer we have to be as flexible with our products and our customers as possible.

It’s exciting that we’ve succeeded as long as we have, especially the last 10 years, which has been a very difficult period in itself.”

The volatile state of trading is not necessarily all doom and gloom, as he added: “If retailers go, we’ve got a smaller base to work with, but then if manufacturers close, it opens it up a bit more for the better products.” It’s about adding value and standing out, he says. “We’re very involved with the NBF and something we’ve been working very hard on over the last 10 years is convincing the retailer and the public to spend money on a mattress to raise the value of what a mattress or a bed is. I think it’s working,” he added. “You see mattresses on

CAM Bedstead eBay now and the bottom of the market is crazy. The market has shifted and that means we’ve got to constantly innovate.”

Despite the troubling climate, sales figures for Vogue’s 2018 so far have been up on 2017’s numbers, which has given the company reason to be happy. “The key with that is making sure the profits also rise. Like-for-like sales are up compared to last year and with all that’s happening in the market place, we’ve managed really well.”

Looking ahead to the NBF Bed Show, the former NBF president is understandably looking forward to the prestigious event, particularly having received the 2017-18 Runners Up Award and consequently getting “the bug” for awards! “Due to being a founding member of the team that set up the event, it’s always going to be a special show for me because I’ve been there since its inception.

It was such a surprise to win the award last year. It would be nice to win something again!

It has made me work harder this year: we brought out the bedstead and put ourselves forward for another award.”

[ 61 [

So what about this year’s NBF Bed Show? Vogue will of course be showcasing their flagship models: two models from their pocket spring range, the Hampton, four from the innovative Helix range and a number of the Therapy ranges which will be boasting the exciting new bedsteads. Having rebranded Therapy, the range has had a great 2018 so far. Similarly, the mattress manufacturer will also hope to emulate the excitement at the MFS caused by the brand new Swift boxed mattress. “We’ll be taking some promotional models along as well,” explained Ebrahim. “We have such a diverse range of products so we’ll be showing just what we can do.”

It certainly looks positive for the company and we are excited to hear more on this year’s momentum. The Leicestershire-based business can be found on stand G1, or if you’re already intrigued, you can get in touch through their website.

w

www.voguebeds.co.uk

MANUFACTURING

DUNLOPILLO

Dunlopillo, the UK’s leading manufacturer of latex mattresses is excited to launch its new game-changing collection for the season ahead: Dunlopillo Go.

B

ack in 1929, the Dunlop brand registered on the manufacturing radar through the pioneering invention of Dunlopillo latex foam and in 1931, the first mattresses were made. Beds Magazine caught up with Dunlopillo sales and marketing director Paul Little to find out the latest on plans for the National Bed Federation (NBF) Bed Show this month and how the brand has taken 2018 on with fierce determination that has reaped the rewards to keep it flying high.

This year the business achieved an industry first of three 2018 Which? Best Buy awards in one range for the Orchid, Millennium and Royal Sovereign Mattress, of which the team is particularly proud. Understandably! “Our Dunlopillo Pillows also picked up a Which?

Best Buy award too – 2018 Best Pillow Brand,” said Paul.

As we’ve seen, the current trading conditions are forcing everyone to rethink strategies, and no brand is immune. “In a retail environment that is constantly changing we are faced with how we grow and diversify as a business, however we continually focus on new product development and innovation, investment in new POS systems and competitive promotions to overcome these challenges.”

And hey presto, it’s a strategy that’s paying dividends, as the business is relishing 2018 so far. Paul said: “We have enjoyed another successful year so far supplying our top quality Dunlopillo latex mattresses, divans and headboards into the independent and multiple retail sectors. Our sales are up from last year which is in part due to the POS investment within the Dunlopillo brand where we have been able to further support our retailers with displays that enhance their

retail environment and aid sales.”

So what does the business have in store for the Bed Show? A game-changer, they say.

“We are excited to launch our brand new Dunlopillo Go Collection at the NBF Bed Show this year!” commented Paul, continuing: “Using Dunlopillo’s years of specialist knowledge in marketing-leading latex beds, combined with the latest spring technologies, we are delighted to have created a brand new hybrid of mattresses for anybody looking for the best recovery and sleep possible.”

More than just a collection of three mattresses, the Dunlopillo Go Collection has been designed to support an active lifestyle, encouraging people to step away from the chaos of everyday life and into a relaxing haven for a more restorative sleep. Anyone from fitness enthusiasts, those with stressful jobs, to people who just want a natural energy boost would benefit from Dunlopillo Go’s advanced sleep system; enabling them to wake up feeling refreshed and energised.

The three mattresses in the Dunlopillo Go Collection; Energise, Exceed and Excel have been designed to sit below the premier Dunlopillo Signature Collection, aimed at a younger audience at a more affordable level.

Giving the Dunlopillo Go Collection a completely fresh look, Dunlopillo have contemporarily designed quality matching stretch knit top panels and borders, mixed with hints of top trending colour. The mattresses are made from comfort layers of 100% Dunlopillo latex, sourced from environmentally sustainable plantations, which are matched with carefully selected, encapsulated pocket spring foundations to produce a good-better-best story.

Dunlopillo’s unique manufacturing process

Dunlopillo Go Energise

[ 62 [

MANUFACTURING

DUNLOPILLO

Dunlopillo Go Excel

Dunlopillo Go Exceed ensures all the beneficial anti-allergenic, anti-bacterial and anti-microbial properties of natural latex are embodied within the Dunlopillo latex. This helps to provide a naturally healthy sleeping environment, which is inherently dustmite resistant, favourable for allergy sufferers and for those who suffer from hay fever, asthma and respiratory problems.

Through its unrivalled elasticity, Dunlopillo latex provides instant pressure relief for the user and encourages a healthy blood supply to their muscles so they awake revitalised. It also offers ‘progressive comfort’ by adapting and

contouring to individual profiles and movements. With healthy sleepers changing their physical posture up to 60 times a night, this responsive nature of latex is a huge advantage for achieving deep sleep without disturbances.

Furthermore, the unique open cell structure of Dunlopillo latex means it is naturally breathable and does not have the associated heat issues of memory foam. The microscopic air bubbles promote constant air circulation and natural movement throughout the night helps to ventilate the mattress, keeping the bed at a comfortable temperature.

[ 63 [

The Dunlopillo comfort layers are supported by carefully selected individually nested pocket springs that add additional support to help renew our bodies during sleep. Adapting to the user’s body weight the pocket springs move independently from one another offering complete support for the user’s body; allowing their spine and joints to maintain a correct position during sleep. Extra perimeter edge support provides an edge-to-edge sleep surface for a peaceful, undisturbed night’s sleep. Designed to deliver long-lasting performance by utilising the latex’s natural resilience paired with quality pocket springs, Dunlopillo Go mattresses will remain durable for years to come, representing good value and an excellent investment that retailers and consumers alike can depend on.

The Dunlopillo Go mattresses can be combined with a choice of three different bed fix headboard designs and three base options offering a host of different storage solutions. The headboards and bases are available in five different upholstery fabrics to ensure your customer has all the options they need to make their bedroom comfortable and unique. The simple three-bed collection is fully supported with an instore POS system including foot mats, pillowcases and a TV displaying a brand video that will help to bring the whole Dunlopillo Go Collection story alive and act as a useful sales aid for retailers.

The mattresses will have the added bonus of being available via Dunlopillo Go ‘Fast’ delivery: a 5-7 working day delivery via their premier DHD service. On arrival, the mattress can be delivered direct to the room of choice, unpacked and the old mattress can also be taken away for the convenience of the customer. Outstanding quality, attractive pricing, coupled with Dunlopillo Go’s ‘Fast’ delivery makes for a highly compelling commercial retail proposition. For customers looking to enjoy all the amazing benefits of 100% pure latex at a more affordable level, Dunlopillo Go will be the perfect choice.

Dunlopillo are delighted to be showcasing their new Dunlopillo Go Collection at two of the leading bed trade shows this year, giving all their valued customers a chance to see their latest models. Be sure to visit them at the NBF Bed Show on 18-19 September on stands A10 & A20, and in Hall 2 at the Autumn Furniture Show on 2-3 October.

w

www.dunlopillo.co.uk

MANUFACTURING

KAYMED

Kaymed [ 64 [

MANUFACTURING

KAYMED

Therma-Phase+ Synergy 2500 on legs

Therma-Phase+

W Bed manufacturer Kaymed details what it has on offer at this year’s Bed Show.

Mighty Cascade

ith an ethos of innovation and never imitation, Kaymed will be showcasing their Therma~Phase™+ range at the forthcoming NBF show. Kaymed has over a century’s expertise at the forefront of sleep science and are the leading innovators of temperature regulating materials for mattresses.

Therma~Phase+™ is a pressure relieving high density material, containing unique phase-change crystals and copper particles.

The phase-change crystals work by constantly absorbing and releasing body heat to maintain the ideal sleep surface temperature.

The copper infusion works as a super-fast conductor, quickly moving heat to and from the mattress surface as required.

The range includes pocket sprung and all foam models which are available in a range of eight divan colour options.

Visitors will also be able to try their new

[ 65 [

GelBreathe™ collection. This unique combination delivers the feel of latex combined with gel technology.

GelBreathe™ is the most advanced instant feel material to enter the UK market, offering unparalleled levels of pressure relief.

Finally, the Kaymed Mighty Bed® will be on display – the bed designed to be ultra-durable with a long-term performance. This range has proved enormously fruitful for our stockists and is now the UK’s market leading firmer-feel premium brand. Mighty Bed® has a reinforced spring system and extra-strong divan base giving it a durability level reflected in its 15-year guarantee.

Visit Kaymed, and experience innovation in action at the NBF show on stand G60 in Telford on 18th and 19th September 2018.

w

www.kaymed.co.uk

MANUFACTURING

SHIRE BEDS

A

s the guest bedroom becomes an increasingly important factor in the modern day home and with the unpredictable world of hospitality in mind, the Shire Bed Company has developed two exciting new ranges for launch at the 2018 Bed Show to suit impromptu and VIP company.

It will unveil a new, top-of-the-range Egyptian cotton collection of white mattresses to provide a high level of comfort and luxury for guests.

As a major player in the roll and rest market, Shire will also show a new high quality bed in a box that provides consumers with a quick fix solution.

Said Fara Butt, sales and marketing director at Shire Beds: “Our latest research has shown that a lot of homeowners are really starting to luxe up their guest rooms – it’s no longer a destination of old

Shire Beds gives Beds Magazine an insight in its new ranges that are ready for launch at the 2018 Bed Show.

mattresses and beds but a room they take pride in offering as a comfortable place to stay for guests – and that includes a quality

bed.

“One of the greatest rules of hospitality is to make your guests feel welcome and special, plus, we all know that there’s nothing better than a good night’s sleep! With this in mind, we’ve developed two new offers to be revealed at the NBF Bed Show that provide a comfortable place to stay for both the impromptu guest – with our bed in a box – and VIP visitor – with our new white Egyptian cotton offering.”

Also on display will be Shire’s current guest bed offer. Its pocket sprung guest bed features a supportive mattress that can be used as two separate beds or pushed together as one, with the under bed having small castors so it can be easily moved in and out. The luxury guest bed features an open coil bonnell spring system or a high quality shallow pocket spring unit and includes a mattress underneath that can be pulled out to create an additional bed.

Said Fara: “Our existing beds are made with carefully selected products and

[ 66 [

MANUFACTURING

SHIRE BEDS

Shire Beds guest bed materials and are constructed in a way that means they are hardwearing, but still offer superior comfort and look good. They come in a range of fabric finishes to suit various decorating schemes.”

There will also be a special treat for all visitors to the Shire Beds stand.

In recent years Shire has made significant in-roads to the hospitality and contract sector and now accounts for 30% of university beds.

Shire Beds are currently in advanced talks with a major regional hotel group to supply

beds across the chain. So far this year, Shire has heavily invested in new automated machinery to help speed up processes. The flow of the factory has also been re-engineered to improve throughput.

The company has transformed part of an old building into larger, modern facilities for employees to use at break and social times.

Now one of the most successful bed manufacturing businesses in West Yorkshire, Shire is keen to keep developing innovative products with smart designs. It is constantly

applying its technical and creative flair to provide new solutions to ensure it remains ahead of the game.

Shire’s passion for its Yorkshire roots and origins remains at the forefront of the company’s ethos, recently renewing its major sponsorship deals with the county’s sporting elite: Yorkshire County Cricket Club (YCCC) and Leeds Rhinos. It will continue working with both clubs on its Sleep4Sport project, to develop an innovative new sleep enhancing product, based on research into the players’ sleep patterns.

It recently showed further support for the community by sponsoring a community cricket festival at Bradford’s Park Avenue. Shire was one of the main shirt sponsors for the Yorkshire Asian Select XI vs MCC XI, as well as the Asian Women of Inspiration XI vs UK Armed Forces Ladies XI, in support for the #BowlingOutGenderInequality initiative.

The family-run business has been supplying the trade since 1997 and today the company’s range of beds, mattresses and divan bases are supplied nationally and internationally to major retailers and the contract sector. Be our guest at the 2018 bed show at stand B40.

Active Anniversary on purple base

[ 67 [

w

www.shirebeds.co.uk

MANUFACTURING

SWEET DREAMS worked in all departments. In 2018, he is manufacturing director.

1993 Jackie McGarvey joins the company After working in every department, Jackie was promoted to sales manager. In January 2014 she was promoted to her current role as general manager.

1995 Stephen Boyd joins the company General manager for many years, Stephen remained a consultant to the firm after retiring in 2004. He died in 2014 and is very much missed.

Sweet Dreams details to Beds magazine how the Lancashire bed manufacturer came to be 30 years old.

S

weet Dreams, the Lancashire bed and furniture manufacturer, celebrates 30 years in business this autumn.

Founder and managing director Riaz Ahmed and his team have steered the family firmly through the ups of inspired product innovation and canny investment, and the downs of recession and factory fire, to three decades of astonishing success.

Just looking at the figures tells a compelling story. In 1998, after ten years’ trading, turnover was £5.4m, employees totalled 96 and square footage 50,000. In 2008, those figures were £17.3m, 222 and 150,000. In 2018, Sweet Dreams’ thirtieth year of trading, they are £21m, 300 and 400,000.

Sweet Dreams don’t see any reason why that

growth shouldn’t continue for decades to come.

Sweet Dreams Timeline 1988 Sweet Dreams established Riaz Ahmed founded a headboard manufacturing company in Nelson, east Lancashire. After many years with another bed manufacturer, he had the experience, the expertise – and the desire to do it better.

1990 The company moves into manufacture of beds and opens a new factory in Burnley.

1992 Majid Ahmed, Riaz’s eldest son, joins the company Majid started work on the shop floor and

1998 Primrose Mill, Sweet Dreams headquarters until the present day, acquired 2002 Sweet Dreams moves into bedframes A huge success; expanded in 2004 with imported metal, wooden and leather frames as well as the fabric-upholstered frames made in our own factory. They continue to be an intrinsic part of the range.

2006 Well Being collection launched ‘Carefully chosen for their natural, health-promoting qualities, the beautiful beds from the Wellbeing collection take special care of sleep.’

So we said in 2006, and in 2018 the copy’s much the same! Well Being beds were renamed Nature’s Fresh and then absorbed in the Pocket Spring collection for a few years but emerged again in 2017 as a very popular collection in its own right. Sales from July 2017 to June 2018 total £575,000 and customers are also adopting these models for their own-brand models.

2008 Bedroom furniture launched Now it’s such a mainstay of the range it’s hard to believe we’ve only been running bedroom cabinets for 10 years. One model from 2008, Hudson, featuring chests, robes and a frame with integral drawers, is still in the collection 10 years on.

Riaz wins Male Entrepreneur of the Year Award and a Lloyds TSB Jewel Award Double success!

2009 First bed incorporating latex filling produced Sweet Dreams have long appreciated the benefits of semi-natural latex. Latex 2000 was our first model, in the pocket spring collection. “The latex we use in Latex 2000 has an open cell structure, to manage body

heat, addressing one of the regular concerns over memory foam. It’s also antibacterial, resisting mildew and dust mites. Best of all,

Celebration 3000 from the Anniversary Collection

[ 68 [

MANUFACTURING

SWEET DREAMS “We are delighted to congratulate Riaz, Jackie and the great team at Sweet Dreams on their 30 year anniversary.

Sweet Dreams’ dedication to product quality, great value, service and innovation has placed them as a key trusted supplier to Bensons for Beds for many, many years. Our two businesses have a very strong trading partnership, which has played a vital part in growing our business each year and we look forward to continuing that success over the coming years. The bed industry has had its challenges, as many sectors have, but by working with the right suppliers, with great integrity, together you can take your businesses forward and enjoy great success. Sweet Dreams are a perfect example of this. Many congratulations once again.”

Pam Johnson, Bensons for Beds it’s invitingly soft while providing firm support at the core.”

2011 Land and buildings adjoining Primrose Mill, long on Riaz’s hit list, acquired A major step which prevented a move away from Primrose Mill, now too constricted for current operations – and for Riaz’s ambitions for the future.

2013 £3million Primrose Mill extension completed Production facilities enlarged and enhanced; a new 48,000 sq ft warehouse facility increased storage capacity from 800 to 2,200 pallets; a new showroom; green technology introduced; continued employment of local workforce secured.

The Ahmed family: Imran, Majid, Riaz, Jamal and Adnan.

Joined AIS buying group We quickly gained a good reputation and five years on, we have 65 accounts.

Sweet Dreams were named as a Gold Standard Supplier in 2014 and 2017.

Launched TV beds at the Bed Show All the fabric-upholstered TV beds launched in 2013 are still part of the very popular range.

Nick Williams joined the company as key accounts manager.

Nick was promoted to sales manager in 2016 after a very successful three years introducing Sweet Dreams to the big chain names. We now have accounts with names such as Next, Dunelm and Bensons as well as over 800 independent accounts.

2014 Scholefield Mill purchased in nearby Nelson at 165,000 sq ft Used primarily for manufacture of fabric frames, headboards and our upholstery.

Pocket Air Collection launched Maximum luxury, with up to 4,000 pocket springs, using alternate shortened springs to

Vivien Bedframe in Tulip Lagoon

[ 69 [

create our lighter-than-air sleeping sensation.

Sweet Dreams are Highly Commended in NBF Bed Manufacturer of the Year Award An amazing twelve-month period culminated in this accolade at the Bed Show in September 2014.

2015 Royal Pillowtop collection launched Then we launched Royal Pillowtop, featuring up to 4,000 full size pocket springs in the main mattress and another 2,000 pocket springs in the pillow-top. Maximum luxury reached new heights.

Marsden Mill purchased round the corner from Scholefield Mill at 70,000 sq ft Currently used mainly for storage, some of the large office space will be converted into studios for photography and utilised for our 2019 brochure.

2018 Jamal Ahmed, Riaz’s grandson, joins Sweet Dreams Aged nearly 18, he’s following in his father Majid’s footsteps, working in every department of the company to get a grounding in how Sweet Dreams works.

Anniversary collection to be launched in September This will bring the number of our standalone divan collections to nine, including children’s and contract. Then there are adjustable beds, Clayton bases, headboards and accessories.

And of course, bunks and spacesavers, upholstery and sofabeds – and this September the Living division, embracing dining sets, occasional furniture and decorative accessories, is reborn.

You can find Sweet Dreams on Stand B10 at the NBF Bed Show from 18-19 September.

w

www.sweetdreamsuk.com

MANUFACTURING

HIGHGROVE

Strength

Highgrove Beds details its latest developments ahead of the 2018 Bed Show.

T

he Highgrove Beds Group is using The Bed Show as a launch platform for its new retail only brand - Highgrove Beds and will also showcase several new models and innovative covers throughout its Highgrove and Sanctum brand collections.

The company has taken a strategic decision to further strengthen its support for traditional bricks and mortar stockists whilst at the same time recognising that consumer

Highgrove Fifteen - launched to celebrate the company’s 15th Anniversary

[ 70 [

buying habits are changing as internet purchases take further market share.

Highgrove Beds will be focussed towards the entry level, with traditional Bonnell and 1,000 pocket specifications combining hightech upholstery with modern stretch and damask covers. Highgrove Beds will also be supported in-store with high impact POS including branded footmats and pillowcases available free of charge to stockists.

The introduction of the HG Beds brand will release moresleep to become primarily the Group’s online brand and this will be made available to stockists requiring internet products.

The flagship Highgrove brand has gone from strength to strength in recent years and the introduction of the Ambassador Stockist programme in 2017 has brought real benefits to both the company and its appointed independent retailers.

In the past year, 30 new bespoke Highgrove in-store displays have been installed throughout the UK, with more than £100k invested. Highgrove’s Head of marketing Shane Harding is confident that the investment has paid dividends: “The modular nature of the displays means that we’ve been able to tailor each one to our customers’ needs and despite a challenging market, we’ve seen a

MANUFACTURING

HIGHGROVE New Foam Cutting line amongst a further £1million investment at Highgrove Beds Group

“The modular nature of the displays means that we’ve been able to tailor each one to our customers’ needs and despite a challenging market, we’ve seen a 34% incremental sales increase where displays have been installed.”

34% incremental sales increase where displays have been installed.” The company aims to at least double this number in 2018.

Highgrove will also be adding to its Equasleep temperature control and ErgoSense soft foam ranges – both of which have proved popular new additions in the past year.

Sanctum is another brand that’s benefitted from in-store investment and several new models will be unveiled at The Bed Show.

Targeted at the premium market sector, Sanctum models will feature improved base and drawer options, along with Natural Pillow-Top specifications to enhance its reputation for luxury sleep comfort.

Shane Harding believes that Highgrove’s latest innovations in both brand and product development will help maintain the company’s major growth plans, adding, “With our extensive product offer and unrivalled service, we are attracting new independent and multiple-customers and we’re confident that our continued investment will help us reach our goal of doubling turnover in the next 3-5 years”.

Visit the Highgrove Beds Group at the Bed Show on stand H30 and J30.

w Highgrove ErgoSense focussing on soft comfort

Highrove has installed more than thirty tailored in-store displays for key independent stockists

[ 71 [

www.highgrovebeds.co.uk

MANUFACTURING

ARISTA

30 seconds Beds Magazine caught up with Darren Cohen of Arista Living who reveals all behind its successful new technology launch, bridging the gap between online and in store for independents.

Darren Cohen

A

fter three years of research and development, considerable investment of £500,000 and employing a team of tech gurus, furniture manufacturer Arista Living announced the launch of its new ‘design your own bed’ concept, using the Manchester Furniture Show as the ideal platform to officially unveil the technology.

So what is the concept? Arista Living’s Darren Cohen explained: “Our concept is to open a wide selection of bed choices to a younger market without the retailer having to take up endless floor space. Customers can now come into store and design their perfect bed within as little as three clicks.

And the retailer only needs to dedicate a few SQM’s of retail space.”

Having given the new tech a go, Beds Magazine found the process, simple, clear, easy to use and rather fun. We weren’t the only ones to share this conclusion, as Darren indicated that every retailer who approached their stand at MFS had nothing but positive feedback on the concept. “The Manchester Furniture Show for us was overwhelming and that’s not a word I use lightly – or I’ve ever used in business before! I’ve done a lot of shows before on a global scale and when I’ve done a launch, products may be well received but there is always a balance of positive and negative feedback,” Darren said, continuing: “However, with this particular show and concept, there wasn’t any negative feedback. It didn’t feel right! But it was great to see. It just felt like that there was a buzz around what we were doing.”

In fact the ‘buzz’ was brewing three

months prior to the show after the company had soft launched the concept with Manchester-based independent retailer TJ Levy, who

[ 72 [

instantly took to the idea and also reported growing sales. Darren revealed: “The big idea when we launched the concept was to always focus on independents and give the independent retailers the opportunity to use the technology. The TJ Levy store was perfect because it is a high end store with the high end brands, but is also in an area where it is multi-cultural. The store has got a real mixed bag of a higher end demographic of different cultural backgrounds. The owner, a technophobe, suddenly realised it was selling very well and was outselling his bigger brands. Every model he sold wasn’t on his shop floor. He would take the customer to the sales office to help design the bed using the technology and this excited him as he felt he was really helping the customer with the experience and journey. It was really pleasing for me to see the progression of a technophobe really get into it. This trial gave us the confidence to do the Manchester Furniture Show and has since been agreed as a full term partnership with TJ Levy taking on more models.”

Full of confidence, Arista took this into MFS and came away with commitments from a multitude of independents that signed orders there and then. Other independents that loved it have been following it up since the show as Darren revealed Arista’s target for the remainder of 2018: “We are looking to sign up 100 retailers by the end of the year, which we are on track to achieving. At the show we also saw interest from multiple retailers, but at the moment we are just focusing on the independents as it’s primarily designed for this type of business.”

So why are the independents an important key to this concept? Darren said: “The main part for independents is that space is a

MANUFACTURING

ARISTA

The technology was on display at the Manchester Furniture Show premium. By just taking up a small amount of space, the independent can offer thousands of choices to their consumer and as long as I created a simple device that allows the salesperson of the stores to communicate all the different choices in a simple, engaging way, there is no reason why the retailer cannot expand a showroom to thousands of beds from a very small space. The challenge was to make sure the technology I used was user friendly, easy to use and worked across all devices.”

And why is technology an important step to take for independents? “I’m seeing so clearly a shift in the younger market coming through. They are social media savvy, on various different platforms and being inspired differently. They are the future spenders, so I feel it is important for stores to be geared up for the future and that they start to get involved with technology. The more that can do that, the more they can start to shift them from online to offline,” Darren said.

“Our concept is to drive traffic to the website and then give the consumer the opportunity to go and touch and feel the bed at an independent and do a deal with

them. I know the independent will deliver a better service in terms of post sale as they will assemble the bed, take away the packaging, generate local contacts and have their own delivery van. Arista is different from the normal online furniture brands as we can offer this local independent service that they can’t,” Darren added, continuing: “Independents are so battered and bruised from the internet, my technology is a perfect fit for a solution. The advantage of an independent is that they can offer a service the online retailer can’t. I do feel like saying that anybody who wants to buy online, take your chances as there are far more risks involved.”

What this concept does look to achieve is to bridge the gap between online and in store issues for independents who can’t offer this online experience, as Darren states: “Some independents don’t have the resources, the knowledge or experience in terms of online to compete with multiples and online only retailers. With this concept they can.”

Looking ahead, it’s not just beds that this technology can benefit as Arista is already working on new product categories to com-

[ 73 [

Three click design process plement its current beds offer. Darren said: “We’ve got the blueprint and the experience to introduce different product categories so retailers can maximise their complete offering. This is going to be a gradual process of new product launches.” As well as new products, expect to see Arista Living appear at more exhibitions as it plans to showcase its technology at the Minerva show in October, keeping its momentum ahead of the January Furniture Show next year. It certainly is ‘exciting times’ at Arista, so watch this space...

w

www.aristaliving.com

MANUFACTURING

HARRISON SPINKS

Legacy

Simon Spinks, managing director of Harrison Spinks, sits down with Beds Magazine to discuss the company’s recent developments in a quick fire Q&A.

How has trading been so far this year?

2018 got off to a great start, but more recently the industry has met some challenges.

The heatwave and events such as the World Cup have brought the nation together and allowed people to enjoy the summer, however this has translated into beer and barbecue sales rather than bed sales. Looking forward to the final few months of the year, we are feeling optimistic that we will end strong as the summertime slump has been felt by the whole industry - people will still need to buy a new bed, just a little later than usual.

What is your opinion of the furniture market at present?

Consumers are increasingly looking for more choice and are becoming more demanding as their standards become higher. This is why we are constantly looking to innovate to produce something new and different. We want to ensure we stay ahead of the competition to provide our customers with the very best products within the industry. Because

we make almost all the components in our mattresses – from growing the natural fibres and rearing sheep for their wool to make 100

[ 74 [

per cent natural mattress fillings, to making our own patented springs – we know every inch of our mattresses are top quality.

What would you say are the biggest challenges?

In business challenges can become opportunities. One of are biggest challenges in the mattress industry is to make a bed that is 100 per cent recyclable at the end of its life. This means removing all foam and chemicals from the product and replacing with eco-friendly, natural alternatives. We’ve been working on this and currently about 90 per cent of the mattress can be recycled. We have started to weave our own fabric that is naturally FR compliant without chemicals and we have developed pockets for our springs that are welded together, removing the need for glue. It won’t be long before we can offer a bed that is truly 100 per cent recyclable at the end of its life.

Which product has been the stand

out performer so far this year?

Last year at NBF we unveiled the Hybed Collection and since then, this brand has

MANUFACTURING

HARRISON SPINKS Harrison Spinks has its own farm

Farmers Gary & Liam with the sheep on the Harrison Spinks Farm

gone from strength to strength. With nine beds in the range, these hybrid mattresses feature pocket springs, natural fillings and are combined with Talalay latex and memory flex to create the ultimate hybrid mattress.

Has the company made any investments throughout 2018?

Many of our investments have come to fruition during the year. In March we felled the first trees from our responsibly-managed 56acre forest to be used in our headboards and divans. Our £1.8million wire-drawing facility at British Steel has opened, housing two lines to draw ultra-fine wire used to manufacture our world-leading pocket springs.

We’ve opened the doors to our £2.5million Innovation Centre at our facility in Leeds allowing our marketing, sales, and finance and purchasing functions to sit alongside the development teams, and creating an eye-catching space to showcase our Somnus and Hybed Collections.

This year has also been pivotal for Harrison Spinks with a £1.5 million overhaul of our brand.

This includes a large brand research project, development of a new consumer proposition and customer-facing website, development of a new consumer PR programme and plans for our first consumer-focussed ad campaign, which will all ultimately support retailers.

What are your expectations of the Bed Show?

The great thing about the show is that it brings

many different companies within the industry together and it allows the opportunity to showcase what everyone has been working on.

Natural fillings being layered into a mattress This year is the first time that Harrison Spinks will be bringing together the Harrison, Somnus, Hybed and Spink & Edgar brands all on one stand so we’re hoping to talk to attendees about all of our brands, not just the ones they might already be familiar with. As well as unveiling some show-stopping new collections, we’re also going to be talking to retailers about how we’ll be supporting them with a brand new research and a new marketing campaign that will change the way the world sleeps forever.

What can visitors expect to see?

Visitors will be able to experience our new Harrison Bed Tailor collection for the very first time. The new collection is handcrafted with luxurious, natural materials and complemented with Microlution, a never-seen-before spring innovation. The collection continues to offer unrivalled support and comfort, without height loss.

We’ll also be showcasing our brand new Legacy collection from Somnus. With

[ 75 [

fashion-led fabrics and designer headboards, this collection will add the wow factor to any sleep sanctuary.

Visitors will be able to sample our combination of the very best in mattress technology - the Hybed Ultimate Hybrid®. This hybrid mattress features Harrison Spinks’ unique pocket spring core with layers of Talalay latex and memory flex - enhanced with layers of micro pocket springs, all topped off with a cotton and wool blend natural sleep surface.

In collaboration with Spink & Edgar Upholstery, stylish headboards and stunning bespoke bedsteads featuring beautiful fabrics will also be on show. The Harrison Spinks team will be sharing customer and consumer research that has been gathered over the last 12 months to help support independent retailers. Visit the team on stands J40 & J50 to join the journey!

w

www.harrisonspinks.co.uk

MANUFACTURING

SATRA

Thought Andrew Munns, from furniture testing house SATRA, examines the Fire Safety Regulations for domestic mattresses and upholstered bed bases.

B

eds or mattresses need to pass ignition resistance tests before manufacturers and suppliers can sell them in the UK. In the UK there are two pieces of legislation specifying flammability requirements that are demanded by UK law. Anyone wishing to sell upholstered beds or mattresses in the UK should be aware of these requirements, especially if products are sourced from outside the UK. Requirements Both of these requirements must be satisfied: • Furniture and Furnishings (Fire) (Safety) Regulations 1988 (as amended in 1989, 1993 and 2010) • General Product Safety Regulations 2005 (implemented in the UK following the introduction of an EU Directive).

There are a number of flammability tests for mattresses and upholstered bed bases which are CALLED UP in BS 7177:2008+A1:2011 – ‘Specification for resistance to ignition of mattresses, mattress pads, divans and bed bases.’ These test a product’s ignition resistance to smokers’ materials including cigarettes and matches. Products that require testing include mattresses, divans and upholstered bed bases.

To demonstrate the product is safe (and thereby satisfies the General Product Safety Regulators) the complete construction should pass the Low Hazard rating of BS 7177:2008+A1:2011. Fillings must comply with the requirements of the Furniture and Furnishings (Fire) (Safety) Regulations 1988 (as amended).

Requirements of BS 7177:2008+A1:2011 Ignition resistance tests are carried out using a standard smouldering cigarette and simulated match flame. The tests are described in BS EN 597:1995 – ‘Furniture – Assessment of the ignitability of mattresses and upholstered bed bases’, parts 1 and 2 respectively.

All of these tests are carried out on a full size mattress or a model of the mattresses that replicates the make-up of the unit and the surface properties such as tufting, quilt lines and tape edges. Testing involves placing the sources of ignition on all of these surface features.

Fillings used in mattresses and bed bases must meet the same requirements as upholstered furniture. The actual requirements depend on whether it is a single filling or a composite filling.

Where there are single fillings in beds and mattresses these should pass the relevant ignition resistance tests in the

Mattresses must be frequently tested

[ 76 [

MANUFACTURING

SATRA FREQUENCY OF REPEAT TESTS SPECIFIED IN BS 7177:2008 Number of units produced per month

Number of units tested

More than 2,400

1 per month

Between 400 and 2,400

1 per 2,400 units

Less than 400

1 every 6 months

Note: Full compliance with BS 7177:2008+A1:2011 at all levels involves labelling and repeat testing at set intervals during production.

The label design specified in BS 7177:2008+A1:2011

Furniture and Furnishings (Fire) (Safety) Regulations 1988 (as amended). Polyurethane (PU) foam block should meet Schedule 1 Part I. Polyurethane foam crumb should meet Schedule 1 Part II. Rubber latex foam should meet Schedule 1 Part III. Composite fillings in beds and mattresses should either be tested so that every layer of filling meets the requirement for a single filling or the total composite meets Schedule 2 Part IV. Any foam within a composite filling must also meet the single foam filling requirement.

Mattress toppers The definition of a mattress in this specification is worded in such a way that it includes all items that are slept upon, including mattress pads and mattress toppers. A mattress topper is a product that is often sold to enhance or improve the comfort of an existing mattress. It is usually constructed with a foam or fibre filling or a natural filling and has an outer cover, although some toppers are just blocks of foam without a cover.

The UK Government holds the view that mattress toppers or mattress pads should be treated in the same way as mattresses.

This means that fillings should pass the appropriate ignition tests and the complete item should conform to the specification in BS 7177:2008+A1:2011 at the appropriate level of conformance.

Labelling Beds and mattresses must be correctly la-

belled. The label content, format and design is specified in BS 7177:2008+A1:2011. The label should, therefore, look like the example

Mattress flammability testing in figure 1 (above left). Labels should be positioned so that they are easily seen.

Mattress testing A requirement for the testing of both faces of a mattress has now been included. Both surfaces shall be tested unless they are identical.

If the tickings (“ticking” is another word for the cover fabric on a mattress) on each side are different, or if the underlying fillings are different, then both sides have to be tested.

A bed manufacturer will often provide a winter and a summer surface on the mattress.

Frequency of testing The repeat testing of mattresses and the frequency of these tests is now a requirement, where previously it was a recommendation.

Compliance with BS 7177 requires that the item carries the correct label.

BS 7177:2008+A1:2011 recommends repeat testing at suitable intervals. Table 1 provides guidance on frequency of testing.

[ 77 [

Summary SATRA’s furniture testing facility working to ISO 17025 is an international centre of excellence for furniture and bed testing, training, consultancy and innovation.

SATRA has its own in-house flammability test facility capable of testing full-sized mattresses; and can also help manufacturers set up flammability test facilities in their own factories. There are regular seminars on the Furniture and Furnishing (Fire) (Safety) Regulations – forthcoming seminars held at SATRA in Kettering are on 11th October and 6th December. The next Furniture Safety Seminar, which provides information on the concepts of general product safety, Fire Safety Regulations and includes an introduction into the REACH legislations on restricted substances, is on 8th November.

w

www.satra.com/furniture

MANUFACTURING

MILLBROOK

MEAN

LEAN,

Team England gold medalist Dom Cunningham

Beds catches up with Millbrook Bed’s sales director Mark Hughes on what makes the brand stand out and what’s in store for the company’s stand at the Bed Show.

Mark Hughes, sales director, Millbrook Beds

& KEEN

I

think you’ve got to be lean, mean and keen,” asserts Mark Hughes, sales director at Millbrook Beds. The handmade mattress and headboard brand has reached for the skies to keep the recent momentum going and the energy is proving contagious. Mark has only been at the Southampton based company since January when several new sales agents were appointed to rev the engines, and the collective efforts are well on their way to paying off.

With the words “35% sales increase” floating about, it’s not surprising to hear the last eight months have gone particularly well for the business. The brand has recently been revamped and the orders are repeating, meaning exciting times for the newly implemented sales team. “It’s been incredible to be honest with you,” says Mark. “It’s been better than my wildest expectations. The way the brand has been received and the results we have seen, it’s been quite phenomenal.”

Commenting on what has sparked this flurry of excitement, the topic turns to the investments made in the company’s constant desire to evolve and promote growth.

“Mark Croll, the managing director, has invested heavily, over £2m, in the new machinery within the plant.” But that’s not the

[ 78 [

only factor, this particular Mark says. Over 70 retailers have now visited the Millbrook premises at Southampton and the response has been brilliant. “The new people based in Southampton have a great skillset at such a high level. When you invite the retailers down to visit the plant, firstly they’re blown away by the showroom when they see how it’s been set up and the systems that have been put in place. And similarly, when people come out with the energy and enthusiasm I do when I’m presenting it to them.” He continues: “It’s infectious when you go around the plant. The staff on the production line live and breathe the business and people go away with the same enthusiasm we have over the business. It’s really exciting to see.”

It has been a tough journey along the way for the team. Without the support of independent retailers over the last few years, the company has a larger contract base that sees its Perfect Hospitality collection thrive.

However, now they’re “in a position where [they] want the independent market back,” explains Mark. “It’s my priority to get the independent trade back and so we’ve brought in a sales team that has been in the industry for over 20 years and has developed a great relationship with the independent retailers.

We’ve got a state of the art factory ready to

What’s jo’s secret to CONQUERING the DAILY GRIND?...

...A perfect night’s sleep in a handmade Millbrook Bed.

millbrook-beds.co.uk

official sleep partner

MANUFACTURING

MILLBROOK the best products at some of the most commercially priced levels in the industry of handmade products and we want to be delivering faster than anyone else. What we aim to do is offer the consumer all the benefits that online consumers get, with as many possible colours or choices of bases, all the various sizes and with the best quality, fastest delivery and great service to boot.”

Offering a great service doesn’t just apply to the website or the store either. Millbrook is the only bed manufacturer in the UK to have its own sleep app. The app has the ability to send push notifications reminding consumers to turn their mattresses and can even send one seven years later with a little nudge to pop down to their local retailer for a new mattress with 10% off the price. Talk about taking technology and mattress shopping to Enchantment 3000 go. We’ve got the tools to do it now, we’ve got the sales team and we’ve got the factory where we make it all happen.”

It’s not surprising that everyone on the staff down at Millbrook’s base on the south coast is incredibly enthusiastic. Not only do they have a popular, innovative brand, but also a few bus loads of athletes and gymnasts forming partnerships with them. The moment your browser lands on the website, your view is awash with a number of sports and it’s the same for the company’s social media pages.

Millbrook’s impressive list of sports partnerships comprises England Hockey, Great Britain Hockey, Commonwealth Games England, Garmin, parkrun and the World Cycling Revival. “There are three million registered runners with parkrun and currently one million taking part every single week,” explains Mark, “so to get your brand put in front of all these people every month, every week, it’s really incredible. I’m amazed nobody else thought of it to be honest!”

So while the business seems to have the exposure down to a T (or should that be down to a TEAM?), Mark’s in no doubt that the big uncontrollable variable of the wavering economy is still a concern for the future. “It’s going to be a challenging period. With the weather and the football this year, alongside coming out of Europe, it has made it incredibly challenging. Next year may be equally as challenging as this year, so I think you’ve got to be lean, mean and keen,” he offers. “The way to deal with that is to have the right price structures in place.

We’re lucky enough to have a fantastic

business in that it’s multiplatform so we can produce beds for both lower costs and more expensive costs. It’s as simple as pricing, service and quality. Our customers’ experiences have to be phenomenal.”

The team has certainly got “phenomenal” in mind when it comes to the stand for the NBF Bed Show, as the plans in store sound certain to wow. Millbrook has put a lot of time and effort into the stand with plenty of branding, as well as several partners to keep visitors dazzled.

Mark elaborates: “Team England rhythmic gymnast Mimi Cesar will be appearing and performing some elegant moves on day one, which will be quite interesting for Team England gymnast Mimi Cesar people. We’ll also be revealing a selection of new products to visitors. It will be a great experience for the future! the retailers coming to visit the stand. We’ll A company such as Millbrook Beds that have a little bar on the stand, serving gin as boasts over 70 years of manufacturing everyone loves it these days, to add a little industry experience is one Mark feels offers bit of class!” the consumer more than just a bed. It’s herLooking ahead to the next couple of years itage. It’s forethought. Having come leaps in the mattress industry, Marks tells Beds that and bounds in just the last eight months, there are in fact a few projects in the pipeline we’re sure this manufacturer will have for Millbrook but remains coy on the details.

Bed Show visitors doing somersaults to get “We have a few plans we’re looking into at to their stand. Don’t miss them on 18-19 the moment, in particular some massive new September at the Telford International sleep partnerships,” he reveals. “Over the Centre on stand G40. next 12-18 months it’s going to be about doing everything 120% better than everybody else. We have what we believe are some of

[ 80 [

w

www.millbrook-beds.co.uk

products CHECK OUT ALL THE LATEST PRODUCTS

Kaymed

sweet dreams

Therma~Phase+™ is a pressure relieving high density material, containing unique phase-change crystals and copper particles.

The range includes pocket sprung and all foam models which are available in a range of eight divan colour options.

The epitome of classic comfort. Duke 3000, one of the beds from Sweet Dreams’ luxury Royal Pillowtop collection, has been performing well this summer on the sales floor. It’s a beautiful bed epitomising classic comfort: a sprung pillowtop with 1,000 springs, 2,000 pocket springs in the main mattress and a tufted luxury damask cover, as well as generous layers of traditional fillings.

There’s a lined base in a choice of four colourways: chocolate, black, cream and gunmetal. Castors are gold coloured on chocolate and cream and chrome coloured on black and gunmetal.

As well as drawer options there’s a choice of three ottomans.

www.kaymed.co.uk

www.sweetdreamsuk.com

The phase-change crystals work by constantly absorbing and releasing body heat to maintain the ideal sleep surface temperature. The copper infusion works as a super-fast conductor, quickly moving heat to and from the mattress surface as required.

shire beds The Shire Bed Company’s Active Response Fresh mattress from its second generation Active Response collection, comes with climate and moisture management at 37 degrees.

SHERBORNE UPHOLSTERY Of the three Sherborne Adjustable Bed ranges, the original Dorchester is still the most popular. Featuring two memory positions on the Head-and-Foot model, all models offer a large, sturdy drawer and a generous 28-stone weight limit. They are also the easiest beds to assemble (along with the Hampton and Regency designs) as they are supplied in two parts only with absolutely no tools required.

It features moisture wicking technology to help provide a drier sleeping surface and is constructed from soft memory wool to aid user comfort.

www.sherborneupholstery.co.uk

www.shirebeds.co.uk

Also included in the Active Response range are: Active Response Care, Active Response Cool and Active Response Breeze, plus the Opulence 3000 and Elegance 1500.

[ 81 [

LIGHTS OUT

PETER BETTERIDGE

Name: Darren Cohen rector Job Title: Managing Di Company: Arista Living www.aristaliving.com

What time is your alarm set for?

7:00am Do you have a typical day at work?

No two days are the same when working with technology.

What made you choose to join the bed industry?

I saw the emerging opportunities to buy well-made on-trend furniture from China.

The range soon narrowed down to focus on bedframes.

And what made you choose to stay in the industry?

When I started the Design Your Own Bed concept.

What is your biggest achievement?

Learning many new skills in software, e-commerce and logistics to bring the Design Your Own Bed successfully to market.

And biggest regret?

Genuinely - starting the project. I believe my growth plan would have been more simple, steady and controlled. Rather than years of roadblocks, trial and errors and seeing my turnover shrink while I focussed on completing this project.

What do you think is the greatest

challenge faced by the sector?

The growth and culture of consumers buying online.

[ 82 [

And how do you think this could be combatted?

The industry needs to compete with more choice by adopting concepts like mine. Educate the consumer on the importance of viewing the item and getting the expert service for delivery and assembly.

What keeps you awake at night?

Hot weather! For both the uncomfortableness and the shift it causes in consumer spending.

And what’s your top tip for a good night’s sleep?

I tend to work late so as soon as my head hits the below I am asleep!