beds
may 2018 ISSUE 15
z DESIGN z MANUFACTURE z RETAIL z
z SLEEP HEALTHY
z NEED FOR SPEED RIVIERA NATURAL POCKET 2000 BY SILENTNIGHT
z NEXT GENERATION
z ENCOMPASSING VISION
Dan Squires, Editor
I
Conscious choice
recently touched on what seems to be the four big ‘C’s’ when making the desired bed to appeal to a variety of needs. These were choice, comfort, conscience and the consumer. There are plenty of bed manufacturers that offer a variety of choice within multiple ranges, meaning the amount of models a consumer can choose from can be a bit of headache. However, it is important to offer choice as every consumer needs are different. Some prefer a softer mattress, when others bode well with a firmer feel. And then there’s the inbetween who like a bit of both, which is the category I personally fall under. Then comes comfort, which again relates to choice. Digging deeper into comfort and what a mattress actually consists of is key to the second ‘C’. As we all know in the beds industry, components can include springs, foams, gels and natural fillings. These can differ in quantities throughout ranges and models. It’s not new news that components and raw material prices are ongoing issue, with the British Furniture Manufacturers (BFM) recently revealing that the cost of raw material prices is still increasing. According to its latest commodity price tracker, the cost of materials and feedstocks typically supplied to furniture manufacturers, has risen noticeably over the last 12 months, and although they are beginning to ease according to official figures, average input costs still exceed 4%. Fabric fibres including polyester, acrylic, nylon and wool all rose by between 5% and 14% within the last 12 months, whilst the price of TDI, a feedstock for foam, continues to rise although the cost of polyol flexible, another principle foam chemical, remained fairly stable. Due to the strengthening pound against the Euro, the combined value of these chemicals helped to lessen the annual rise, still remaining in excess of 15%. The conscience element comes in two parts. Firstly, the healthy – more natural – approach to mattress making seems to be a growing market with most manufacturers providing a health benefit product, whether its related to natural fillings or the actual performance of the mattress itself. In some cases, both. The second part, and a topic that keeps gaining momentum, is displaying ingredients lists so that the consumer knows exactly what the mattress is made out of – treating it as if you were buying a bag of crisps. It seems funny to compare a bag of 55p crisps to a mattress that can cost over four figures but it’s stranger that it’s only now this issue of mattress components is being addressed. Having displayed everything that is in a particular product for the consumer to see not only gives the manufacturer a clear conscience that they are delivering what they promise, but it allows the consumer to buy with confidence and knowledge that the product is exactly what it says on the label. Championing this issue is Sealy, who have already launched its own ingredients list on its mattresses. In this Beds Magazine features the latest updates from Radium Foam, who deliver a focus on all things natural within its Vita Talalay brand, Sealy, Kaymed, Sweet Dreams, Shire Beds, Duvalay, Highgrove, Dormeo and Boyteks. Plenty of choice to get comfortable with so sit back and enjoy.
www.silentnight.co.uk Dan Squires, Editor
Editor - Dan Squires dan@cabinet-maker.co.uk features writer - Sally Gower sally@cabinet-maker.co.uk pre-press production - Stuart West stuart@cabinet-maker.co.uk Sales executive - Kacem Ellabbar 01223 846825 kacem@cabinet-maker.co.uk
beds
z DESIGN z MANUFACTURE z RETAIL z
Publisher - Chris Manning chris@cabinet-maker.co.uk Issue no 0015 published by Information Publications Ltd, Unit 2 E-Space South, 26 St Thomas Place, Ely, Cambridge CB7 4EX VAT No: GB 945225521 Managing Director: Debbie Johnson © Information Publications Ltd. All rights reserved. No part of this publication may be reproduced, or transmitted in any form or by any means, electronic or mechanical including photocopying, recording, or any information storage or retrieval system without the express prior written consent of the publisher. We regret we cannot be liable for the safe custody or return of any solicited or unsolicited material. Contributors are advised to keep copies of all materials submitted. 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.
A HEALTHIER CHOICE IS NO COMPROMISE! Vita Talalay® launches its proprietary Natural Vita Talalay FR, made with natural flame retardants and pure natural latex. It has been awarded the Cradle to Cradle™ Gold and Eco-INSTITUT Certificate proving it does not contain any harmful toxins that could be damaging for your health. For many years Vita Talalay® is known to be the best breathable comfort material in the world, thanks to its unique and incomparable round, open cellular structure. This ensures that the mattress directs moisture and heat away from the body, helping you sleep better, healthier and more hygienically. In addition, the www.vitatalalay.com
material is made of responsibly sourced natural latex sap without any petrochemical materials or artificial additives. The material is soft, yet still able to offer optimum support. Natural Vita Talalay FR provides the most natural, healthy and unrivalled sleep experience as a result.
CONTENTSS Promotional BOYTEKS
Fantastic Four.
MANUFACTURING NEED FOR SPEED
As Sealy gears up for the annual Brooklands trade show at Surrey’s motoring museum, we get an idea of what visitors can expect.
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SLEEP HEALTHY
Cabinet Maker takes a trip to Radium Foam’s Maastricht factory to witness the manufacturing process unfold.
NEED FOR SPEED
NEXT GENERATION
Beds magazine catches up with bed and foam manufacturer Kaymed as they reflect on a busy end to 2017 as well as an award winning start to the current year.
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SUCCESS AT ALL LEVELS
Beds Magazine quizzed Dormeo’s managing director Mike Pitt on what’s keeping the award-winning manufacturer so prominent in the beds market.
NEWS
49
PRODUCTS LIGHTS OUT
ENCOMPASSING VISION
32 34
Sales manager Nick Williams gives Beds magazine a heads’ up on an exciting year ahead for Sweet Dreams.
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INVEST FOR THE BEST
Beds Magazine gets the latest updates from Highgrove Beds Group following the vast expansion of their Liversedge site.
TOP OF THEIR GAME
38 46
As Shire Beds continues to strengthen its market position, sales and marketing director Fara Butt gives Beds magazine the latest updates.
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LUXURY LIFESTYLE
2017’s Bed Manufacturer of the Year, Duvalay, are heading to the Minerva Furniture Show this month. Beds magazine finds out which glamorous collections the UK business plans to exhibit this time around.
RETAIL
SAFE SANCTUARY
Little Folks Furniture managing director Christopher Lusty talks children’s furniture safety standards with Beds magazine.
PRIDE OF THE PACK
Simba Sleep co-CEO and co-founder Steve Reid outlines his predictions for the year ahead.
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CM
NEWS Boxed mattress brand strengthens management team Mattress-in-a-box brand Emma has announced the appointment of Philipp Burgtorf as its new chief commercial officer. Philipp, the former President of the European Bedding Industries’ Association, will strengthen the management team of the company’s parent company, Bettzeit Group, with immediate effect. He most recently served on the Management Board of mattress manufacturer Recticel, where he headed the Bedding Division. He will now conduct the Group’s business together with the two founders Manuel Müller and Dennis Schmoltzi.
Bed manufacturer continues apprentice support British bed manufacturer Hypnos has continued to develop its apprenticeship programme after taking on nine over the last 12 months. The Hypnos apprentices, aged from 16 upwards, have been appointed to a variety of roles which will give them on-the-job experience in production (covering mattress-making and upholstery), warehouse management, marketing and administration. Stephen Ward, group managing director at Hypnos, said: “We are committed to supporting the manufacturing industry by providing young, talented people with apprenticeships and jobs that will help them to prepare for specialist roles. There has never been a better time to become an apprentice and at Hypnos we’re proud to be able to empower people to get the crucial skills they need and become part of a motivated and highly qualified team. “Our aim is to engage with young people and ensure that well-trained, dedicated professionals continue to enter this diverse and exciting industry. We hope to utilise our 100 years industry experience to help shape the next generation of budding furniture makers, by giving them the skills and knowledge that we, as a business, need.” Anthony Goodwin, former appren-
tice and now technical engineer at Hypnos Contract Beds, adds: “The start of my apprenticeship signified a step in a new direction and change of industry for me. I had to learn new mechanical and manufacturing theories such as material properties, quality management systems, design systems and advanced mathematics, which was difficult at times. However, as a practical person who welcomes a challenge, I thoroughly enjoyed constantly learning something new. “When I first joined the Hypnos team, I started out on the production floor, learning how to make products and gaining valuable insight as to how they are manufactured. I was then set up with a workstation in the Technical office, working alongside and learning from the Technical Development Engineer at Hypnos, who guided me through everything I needed to know and acted as my mentor. “Hypnos is a family run business and I think this is one of the reasons I’ve enjoyed working here so much. There’s a really nurturing culture here and that’s a really important environment for an apprentice to be in in order to thrive and succeed.”
w www.hypnosbeds.com
Commenting on the new role, Philipp said: “I was convinced of the Bettzeit Group’s business model from the very beginning. Having worked in international management for many years, I am looking forward to expanding the Bettzeit Group with its team of 27 nationalities and its brands into a large European player.” Manuel Müller, founder and managing director of the Bettzeit Group, added: “Philipp Burgtorf is a renowned industry expert, who will primarily push ahead with our omni-channel marketing activities.”
w www.emma-mattress.co.uk
Bedding brand launches new duvet design Bedding brand The Fine Bedding Company has announced the launch of its new duvet concept. The Fine Bedding Company, part of Trendsetter International, has unveiled its new ‘Night Owl’ bedding design, which features soft-touch microfibre and can be fully washed without the need of a duvet cover. Helen Johnson, from The Fine Bedding Company, explains: “Night Owl is filled with our unique extremely washable Smartfil® fibres. They’re soft to touch yet extra durable; qualities that mean Smartfil® won’t deteriorate – even with very frequent washing in a standard domestic washing machine the duvet comes out lofty, cosy and clean. “These advanced fibres are encased in a quality soft-touch coloured microfibre fabric. Launching in two classic designs we hope to introduce more design options in the coming months. For added convenience, each duvet comes with matching pillowcases and the duvet packs down compact enough to store them inside.”
w www.finebedding.co.uk
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CM BROOKLANDS 2018.qxp_Layout 1 4/20/18 9:54 AM Page 1
Three leading bed brands together at
Tuesday 15th & Wednesday 16th May 2018
This year’s Brooklands event will showcase the latest products from
Sealy, Silentnight and Rest Assured Sealy will be unveiling their brand new Activsleep range, new Pocket models and the new evolution of the Hybrid range, along with a brand new headboard collection and fabric options. Silentnight will be showcasing a brand new collection of beds and mattresses along with their next generation Eco collection. Rest Assured will be presenting their latest range of mattresses, all handcrafted with pocket springs and luxurious comfort fillings including naturals, latex and British wool. We won’t be at Telford this year, so get ahead of the pack and join us for your exclusive opportunity to see the three leading bed brands’ newest offerings under one roof.
To book your place, contact your local Area Sales Manager today.
NEWS Beds retailer sits top of the profit pile Beds retail specialist Dreams has been named as the top company in The Sunday Times BDO Profit Track 100 league table. Revealed in the 19th annual Sunday Times BDO Profit Track 100 league table, which ranks Britain’s private companies with the fastest-growing profits, Dreams has seen profits rise 167% a year for the last three years to £34.5m. Other furniture businesses that made the list included kitchens manufacturer Ultima, who sat in 66th place with a latest profit of £9.4m and a 63% three year growth rate. Furniture manufacturer Symphony was one place behind in 67 th, down from 24th last year, with a pre-tax profit of £18.7m and a three year growth rate of 62%. Bathroom furniture retailer Victorian Plumbing completed the table in 100th place with a profit of £5.6m and a three year growth rate of 53%. Stuart Lisle, partner at BDO, the title sponsor of the league table, commented: “These high-growth, high-energy and highly-entrepreneurial companies will be the difference between success and failure in our post-Brexit economic future. “These businesses are playing their part by recording strong levels of revenue and profit growth and by creating jobs. We’d like to see the Government do more to help them by focusing on skills, infrastructure investment and tax simplification.” The league table and awards programme is sponsored by BDO and UBS Wealth Management, and is compiled by Fast Track, the Oxford-based research and networking events firm.
w www.dreams.co.uk
Bed manufacturer expands sales team Bed manufacturer Millbrook Beds has announced the appointment of Adam Oldham as its new sales agent. Adam, who has over 14 year’s experience in the bed industry having represented Deluxe Beds and Vogue Beds, will be looking after retailers in Yorkshire, Lincolnshire and the North East of England. Commenting on his new role, Adam Oldham said: “It’s a privilege to be working for Millbrook Beds, and I am honoured to be in a company with such dedication and passion for sleep. The Company has a new and very exciting range of natural products, which
will assist in their ambitions to be the number one manufacturer of natural beds in the UK.” Mark Hughes, sales director, added: “At Millbrook Beds we have ambitious plans to significantly increase our market share of handmade natural beds. Given his background in this market, Adam will play an integral part in providing technical sales support and ensuring good margins are achieved by every Millbrook Bed’s stockist, whilst continually driving sales forward.”
w
www.millbrook-beds.co.uk
Bed maker invests almost £ 2m in new facility Leeds-based luxury bed maker Harrison Spinks has announced the investment of £1.8m into a new wire drawing facility. The new 40,000sq ft facility, which is based on British Steel’s site in Scunthorpe, has created around 22 new jobs and houses two wire drawing lines, which were installed at the end of April 2018. These lines will draw the ultra-fine wire used to manufacture Harrison Spinks’ pocket springs, using steel rod from British Steel. The investment has initially created nine jobs with 13 more to follow when the bed maker installs a further six wire drawing lines at the facility. These will produce approximately 400 tonnes of fine wire for its springs each week. Part of the £1.8m investment in the new facility came from a £150,000 grant from the British Steel Support Fund at North Lincolnshire Council, which has helped facilitate the move of Harrison Spinks’ wire drawing machines to Scunthorpe. Richard Essery, managing director of Harrison Spinks Components, said: “We have a long-established relationship with British Steel – the manufacturer provides the high-quality wire needed for our innovative spring technology. “Partnering with British Steel to launch our new wire drawing facility in Scunthorpe not only means we can recycle all steel waste, creating a closed-loop production process, but also allows us to develop a higher grade wire quality, enabling us to produce industry-leading springs for our mattresses. “The investment in this new wire drawing facility is part of our wider business strategy to become world leaders in sustainable mattress and comfort innovation. We look forward to working with British Steel moving forward in order to further expand the new wire drawing site with the help of additional investment, further boosting job creation in the region.” As well as producing wire for springs used in mattresses, the ultra-fine wire will be exported to countries including the USA. Richards Sims, British Steel managing director Wire Rod, said: “Quality and innovation are cornerstones of both companies’ products so we’re delighted to strengthen our partnership with Harrison Spinks. “By working together on product development and manufacturing, we’ll be able to further improve our wire rod grades and ensure end-users continue receiving the market-leading products synonymous with Harrison Spinks and British Steel.”
w www.harrisonspinks.co.uk
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Bed maker further expands sales team Beds manufacturer Millbrook Beds has announced the appointment of Nigel Hillier as its new sales agent. Following the appointment of Mark Hughes as sales director, Millbrook Beds has appointed Nigel as manager for Birmingham, South Wales and the South West. Nigel has been in the industry for over 25 years having worked in management and field sales at Slumberland, Sleepeezee, Gainsborough and Breasley. He currently works with Protect A Bed, New Design Headboards and Serene Furnishings. Commenting on his appointment, Nigel said: “I am excited and impressed with Millbrook’s plans to develop sales with independent stores. “They have invested heavily in the factory, systems and infrastructure plus marketing
including partnerships with England & GB Hockey, Garmin, Commonwealth Games England and now parkrun. “I would like to thank customers for their support during my 12 years with Breasley and look forward to working together in the future.” Mark Hughes, sales director, added: “Nigel offers a wealth of experience and valuable knowledge to the Millbrook Beds team. Given his background in sales, he will play an integral part in selling a variety of Millbrook products and providing technical sales support to our stockists, whilst, continually driving sales forward ensuring good margins are achieved by every Millbrook customer.”
w www.millbrook-beds.co.uk
Mattress protection group confirms new appointment US-based global mattress protection brand Protect-A-Bed has announced the appointment of Miguel Marrero as its new director of international sales. Miguel, who has been with the business since 2005, will transition into the director of international sales position over the next month and will be tasked to grow the company’s international reach. The group has also confirmed the appointment of Mark Magliulo as its new IT product development manager. Mark has been a CEO assistant over the past year and has completed his training to take on the new role. Protect-A-Bed is recognised as worldwide brand in mattress protection, accessories and sleep technology. The company operates in 48 countries including the UK under ProtectA-Bed Europe.
w www.protectabed.co.uk
THE NEW BEDSTEAD COLLECTION BY VOGUE BEDS Vogue Beds are proud to launch a new range of Bedsteads and Blanket boxes. As the industry is forever changing in terms of wants and needs of products and services. Here at Vogue, we’ve created what we’d like to call a one-stop shop, we have products to suit everyone’s needs from high end products to low to mid, even offering adjustable beds and mattresses to suit hotels and contracting needs, and now bedsteads!! We have designed 9 bedsteads with a variety of storage options and in a choice of 14 fabrics. There is also an opportunity to combine these bedsteads with any mattress from our extensive range of Vogue, Repose, Hampton or Therapy mattresses, contact us directly or your local agent.
The New DUK Bedstead in Damask Grey
01455 841 257 | sales@voguebeds.co.uk | www.voguebeds.co.uk Kingsfield House, Arthur Street, Barwell, Leicestershire LE9 8GZ
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NEWS Mattress maker teams up with apartments brand Boxed mattress brand Simba Sleep has formed a new partnership with design-led serviced apartments brand Cuckooz. The partnership sees Simba’s Hybrid® mattress feature in each of Cuckooz bou-
tique serviced apartments from across its five East London locations. As the business continues to expand with two new locations due to open soon; each apartment will also feature the sleep brand’s signature Simba Hybrid Duvet, Hybrid pillows, sleep spray and Simba slippers. Charlie Rosier, co-founder of Cuckooz said: “Unfamiliar settings can impact the quality of rest you get, which ultimately impacts your productivity and effectiveness at work. This is why every Cuckooz apartment has been meticulously crafted with both style and substance in mind – ensuring you feel at home the moment you walk through the door. “In just over 12 months Simba has completely rejuvenated the sleep sector. Like us, they put innovation, design and the customer at the heart of everything they do. We’re really confident that this partnership will remove the elusiveness of sleep that people can sometimes face when away.” James Cox, CEO and co-founder of Simba added: “One of the key things that resonated with us was a shared mission to innovate rather than replicate. Cuckooz are raising the bar in hospitality by standing out from the crowd and prioritising innovation. We’re delighted to be partnering with them.”
w www.simbasleep.com
Collapsed beds business heavily impacted by increased online competition Creditors of London-based beds and bedroom furniture maker Warren Evans set to suffer £6m shortfall. Allan Graham and Geoff Bouchier, both from insolvency firm Duff and Phelps, were appointed as joint administrators of Designer Ideas Limited, trading as Warren Evans, on 6 February 2018. The company first appointed Duff and Phelps to handle sale proceedings with a view to complete a sale of the business by the end of March. However, no sale could be achieved. According to newly filed documents on Companies House, administrators said that the business suffered a downturn in performance due to a number of factors including Brexit, exchange rates and increased competition – particularly from online start-up businesses. The company incurred a pre-tax loss of £2.18m for the year ended 31 December 2017 compared to its profits of £739,000 and £782,000 in the years for 2015 and 2016 respectively. Following the collapse, beds retailer Dreams moved in to acquire three Warren Evans stores in Ealing, St Albans and Shoreditch. Detailed in the report, Dreams paid a combined £21,425 for the leaseholds
of the stores in February. A month later Dreams acquired Warren Evans’ HQ in Camden for a total consideration of £15,000. As stated on the Dreams website, the new store is already open and trading. Detailed within the administrators report, Warren Evans owed creditors a total of £7.6m with a large chunk being owed to trade creditors, valuing £2.8m. Other creditors included the HMRC, owed £706,000, employee claims of £927,000, a retail bond of £1.9m and customer creditors valuing £1.2m. Realised assets generated £1.5m, leaving a total creditor shortfall of more than £6.1m. In an earlier statement, administrators of Warren Evans, which operated out of 14 stores and a factory in Walthamstow, said: “Over the past year the business has been growing its market share with
major investments in new product development. However the search for a new investment partner has proved to be ultimately unsuccessful and so the business and management were left with no option but to go into administration.”
w www.duffandphelps.co.uk
Silentnight opens second flagship store Bed manufacturer Silentnight opens its second flagship showroom with intu. The new 4,800sq ft showroom is situated at the intu Lakeside and follows its first UK standalone showroom at intu Trafford Centre. In a statement, Steve Freeman, managing director, Silentnight, said: “Silentnight is in the homes of millions of customers and by opening our second flagship showroom at intu Lakeside, we’re enabling customers in the south east to explore and experience our full range of beds, mattresses and sleep accessories. “It has also benefited our retail partners who have enjoyed returns from the increased consumer demand and awareness the showroom has created. With its high proportion of female shoppers and loyal customers that regularly visit the centre, intu Lakeside is the perfect location for our new showroom opening offering them the full Silentnight experience.” Rebecca Ryman, regional managing director, intu, added: “Silentnight is the latest company to see the benefits of opening their store in a prime regional shopping centre, as they’re able to interact with customers, increase brand awareness and draw their target customers into a new realm. “Creating compelling experiences that draw customers from further is what we do, and the addition of Silentnight to our store line-up will help us continue to do just that.
w www.silentnight.co.uk
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Foam supplier grows top and bottom lines Belgium-based international polyurethane foam manufacturer Recticel SA has reported a growth in both sales and profits with the latter climbing over €40m. According to its latest full year results ending 31 December 2017, total sales rose 8.3% to €1.1bn from €1bn, whilst pre-tax profits surged 45.8% to €40.1m from €27.5m, an uptick of €12.6m in cash terms. Flexible Foam sales rose 3.1% in the year to €626.1m from €607.2m. Within its bedding division sales fell 7.5% to €272.1m from €292.9m, which was attributed to the industry wide foam issues suffered previously. Olivier Chapelle, Recticel CEO, commented: “We are satisfied with
Bed manufacturer opens new showroom
our sales and profit growth in 2017, achieved under a combination of very challenging market conditions and exceptional events. This growth in sales and results reflects the Group’s resilience and further strengthens our confidence in our capacity to achieve our long term targets and to deliver consistent value creation. “Going forward we remain focused on growth, raising overall performance by the continued strengthening of our product portfolio, improving productivity and optimizing the operating model of the Group, as well as expanding our Insulation business line.”
Bed manufacturer Sealy has launched a new showroom in Greater Manchester. The new facility in Cheadle will provide retailers with the opportunity to view Sealy’s extensive product range as well as exclusive collections. The showroom, which features collections including Sealy’s new Activsleep range as well as its Naturals and Premium ranges, is not open to the general public and operates on an ‘appointment only’ basis. Neil Robinson, Sealy’s sales and marketing director said: “Being located in Greater Manchester gives the site a highly convenient and easily accessible location. We would like to welcome our retailers to Cheadle, and would urge them to book an appointment in order to experience this exciting new facility.”
w www.recticel.com
w www.sealy.co.uk
Mattress maker receives three Best Buy awards Mattress and pillow manufacturer Dunlopillo has been awarded three individual Which? Best Buy Awards. The company has seen its Orchid, Millennium and Royal Sovereign mattresses from its Signature Bed Collection recognised by the consumer body. Both the Dunlopillo Orchid and Millennium mattresses scored a rating of 71%, whilst the Royal Sovereign mattress retained the award for a third consecutive year with a rating of 72%. Commenting on the achievement, Dunlopillo brand director David Wescomb said: “For Dunlopillo to be awarded not one, but three Which? Best Buy Awards for the Orchid, Millennium and Royal Sov-
ereign mattresses is a real testament to the premium quality of our products. “We aim to provide a truly unique sleep environment and to be the first bed brand to be awarded three prestigious Which? Best Buys, in addition to being rated Best Pillow Brand and second Best Mattress Brand is a true accolade to Dunlopillo. “The recognition that comes with these endorsements from trustworthy Which? is so important to us as a brand. Not only does it help consumers make informed decisions about their purchases, but it helps us further build trust with our customers, both new and existing.”
w dunlopillo.co.uk
Of the three 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. Sherborne Upholstery Limited Pasture Lane, Clayton, Bradford, West Yorkshire, BD14 6LT, England.
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Telephone: 01274 882633 Fax: 01274 815129
sales@sherborne-uph.co.uk www.sherborneupholstery.co.uk
NEWS Furniture retail park listed for sale A Lincoln retail park that houses a number of furniture businesses has been marked for sale. The Valentine Retail Park, owned by British Land and Castle Square Developments, has been listed for sale with the owners looking for offers in excess of £46.3m. The retail park houses the likes of sofa specialist DFS, beds retailer Dreams and other furniture retailers including AHF, Harveys and The Range. Lincoln-based firm Banks Long & Co, together with Wilkinson Williams, have been appointed to deal with the sale of the park, which is located off Tritton Road.
w www.britishland.com
Profits decline at bespoke furniture maker
Boxed mattress brand grows sales and losses Mattress-in-a-box brand eve Sleep has reported widening losses despite a growth in turnover. According to its latest full year results ended 31 December 2017, total sales rose 132% to £27.7m from £12m in 2016 with UK and Ireland sales growing by 109% to £16.1m. Eve said that International sales were up 174%, whilst non-mattress revenue also increased, contributing to 13% of overall sales, up from 7% last year. Gross profit increased 175% to £16m from £5.8m, whilst pre-tax losses widened from its loss of £11.3m to a loss of £19m. However, the company confirmed it remained confident that it would report UK profitability by fourth quarter of 2018, with group profit forecast to be achieved during 2019. Eve added that its International arm was boosted by its recent deals in Germany with the Otto Group and Karstadt, which was completed at the back end of last year. At the end of 2017, eve had a physical presence in a total of 145 stores across UK and Germany compared to just the one in 2016. Eve also confirmed it has reached an agreement over a new retail deal with French retailer BUT.
Omnichannel accounted for 14% of Group revenues in the year, up from 5% in 2016, and generated £4m in revenue compared to £600,000 last year. Commenting on the results CEO Jas Bagniewski said: “In what is just our third year of operation we have more than doubled sales and driven substantial improvement in gross margins, whilst raising £35m of growth capital from our listing on AIM. Our progress was strong in H1, and accelerated further in H2, giving a full year growth rate of +132%. This step up in growth was evident in the UK and our international markets and was secured in tandem with a further and substantial improvement in marketing efficiency. “We are building a sizeable business across Europe that we believe will continue to win market share from traditional operators as the £26bn sleep market con-
tinues to transition online. Our results to date demonstrate that we have a winnable customer proposition in both the UK and Continental Europe and have a management team that can execute. We are still targeting to achieve UK profitability at the end of 2018 and Group profitability by the end of 2019.”
w www.evemattress.co.uk
Beds retailer continues sales growth; expands HQ
Kitchens and bedroom furniture manufacturer David Head has reported a decline in profits. According to its latest filed accounts for the year ended 31 May 2017, the company posted a total pre-tax profit of £54,068. Compared to last year, profit fell by 25.9% from £72,958. Year-end cash was also down by 6.6% to £42,731. The company didn’t disclose its top line figures, but with gross profit also being down by 2.9% to £165,650 from £170,527, it is understood that turnover also declined on last year. David Head specialises in bespoke furniture including fitted kitchens and bedrooms, and operates from its Bedfordshire site in Barton-Le-Clay.
Mattress retailer Mattressman has reported a fourth successive year of turnover growth as sales climb towards £30m. According to its latest filed accounts for the year ended 31 March 2017, total sales rose 15.6% to £26.6m from £23m in 2016. Gross profit increased 21.6% to £14.6m from £12m, whilst pre-tax profit resulted at £735,872, down from its profit of £1.4m recorded last year. Stated within its report, the company said that profits were impacted by its new business venture Kerrys Home Furnishings, which was launched in 2016. Furthermore, Mattressman confirmed that its parent company, Smartest Man Holdings Limited, had acquired a new head office and factory in Arminghall, Norwich, to facilitate its growing mattresses production division, which operates under the British Bed Company brand name. Post year end, Mattressman also confirmed new store openings in Rotherham, Birmingham, Manchester and York with a lease in place for a new opening in Swindon, which is expected to launch in Easter this year.
w www.davidhead.co.uk
w www.mattressman.co.uk
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NEWS Bed manufacturer appoints new sales agent Bed manufacturer Vogue Beds has announced the appointment of Paul Ridgway as its new sales agent. Covering the Yorkshire & North East areas, Paul joins Vogue with a wealth of furniture industry experience, having spent 17 years as general manager for Russell Dean Furnishings. Commenting on his appointment, Vogue said in a statement: “Paul has worked in the furniture industry most of his life and around this area of the country which gives him a good all-round overview to enable him to assist retailers in developing and growing sales. “We’re happy to welcome on board an agent of Paul’s calibre and experience and we look forward to working alongside him.”
w www.voguebeds.co.uk
The Shire Bed Company expands in-house sales team Bed manufacturer The Shire Bed Company has announced the promotion of Louise Hardy to extend her in-house sales executive role. Louise, who is well-known within the bedding industry, will expand her role to include territory in Ireland, following her success in the North of England. Commenting on the expansion, Louise said: “I am looking forward to expanding my role within the business and further developing my experience in the industry as well as my client base.” Fara Butt, sales and marketing director, added: “We are pleased to extend Louise’s territory following her success in the North of England. “She is a hard-working, valued member of the team and the appointment reflects Shire’s commitment to developing its in-house sales team following a recent growth in business.”
Boxed mattress brand owner forecasts further growth The owner of boxed mattress brand Emma has reported a significant increase in turnover as UK sales deliver boost. German-based Bettzeit Group, which operates through its subsidiaries Emma Mattress, Dormando and Dunlopillo, recorded an increase of 65% in total sales during 2017 to €33m compared to €20m in 2016. The group said that the UK has been a solid platform for growth with the Emma Mattress brand successfully entering the British market in early 2017, generating sales of €4m (£3.4m) in the fourth quarter alone. Commenting on its performance, Dennis Schmoltzi, CEO of the Bettzeit Group, said: “Emma has come out as the winner in tests carried out by independent consumer magazines in six European countries. Which?” has also voted the Emma mattress as one of the best bedin-a-box mattresses. “Customers are equally convinced of Emma’s quality. The return rate of the Emma mattress, which customers may test at home for 100 days without risk, is below 10 percent.” The Emma Mattress division has also made ground outside the UK with over 120,000 mattresses sold during its first two years of launching. Emma now operates in 14 countries including France, Belgium, Italy, Spain and Portugal. The group added that its Dunlopillo
division has delivered a successful year following the takeover of trade mark rights for Germany, Austria and CEE in 2016. Manuel Müller, who founded and manages the Bettzeit Group together with Schmoltzi, said: “Last year saw us successfully reposition and modernise the brand. The company’s operations were resumed in summer 2017 after only six months with a new and much leaner product portfolio. “We are very satisfied with the start and have signed cooperation agreements with numerous retailers in Germany. The heritage brand is now ready for a sustainable and successful future that will provide traditional furniture retail with new impulses.” Dennis concluded: “Having raised only €5m in equity and already generating a positive cash flow, we are among the most sustainably operating bed-in-abox companies. Our strong marketing performance and the focus on in-house product development are paying off.” In early 2018, the Bettzeit Group secured a new €1m loan with Deutsche Bank and expects continued strong growth for the current year and aims to double its sales revenues to over €60m in 2018, with January already up by 190% on the previous year.
w www.emma-mattress.co.uk
Independent to introduce mattress concession Independent home furnishing retailer Cosy Carpets and Home Furnishings Superstore have confirmed plans to host a six-figure sale event. The Thetford-based business has temporality closed as it prepares to sell off its £648,000 of old stock to make way for new items as well as a Mattressman bed store concession. Mattressman founder Andrew Kerry owns Cosy Carpets and Home Furnishings Superstore after he acquired the business back in June 2017. Following the sale, the company said that it plans to refresh stock to ‘reflect today’s tastes and style’, which forms part of its transformation project. The sale event begins on 16 March 2018 at the Mundford Road store.
w cosycomfy.co.uk
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w wwww.shirebeds.co.uk
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Mi
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NEWS Mattress maker forms new rowing partnership North East health and wellbeing company Mammoth has become the official mattress provider for Team Tyne Innovation. As part of the partnership, a specially designed Mammoth mattress will be fitted into the cabin in the boat to aid the team’s rest and recovery ahead of the 3,000 mile Talisker Whisky Atlantic challenge, which takes place in December this year. The team, including Claire Hughes, Dave Higgins, Guy Clack and Phil Kite, is aiming to complete the challenge in 45 days, depending on the weather conditions. After meeting members of the Mammoth team at a recent design conference, the two discovered strong synergies in innovation. Mammoth has a long history supplying elite athletes and organisations, including members of GB Rowing Team such as Pete Reed OBE, as well as helping thousands of sportspeople maximise their performance through better sleep, over the past decade. Phil Kite, who is part of Team Tyne, said: “The conditions in the Atlantic will be incredibly tough and will test the limit of our physical and mental strength. It’s absolutely vital that we optimise our rest, rehabilitation and recovery in the best possible way. Our mantra is eat, sleep, row, repeat, so sleep really is a fundamental part of our daily routine. “We are delighted to be working with Mammoth whose sleep technologies will make a huge difference in supporting the team through better sleep during our challenge.” John Tuton, founder and managing director of Mammoth, said: “With a clear focus on innovation, Mammoth’s ethos is closely aligned with that of Team Tyne Innovation, and we’re pleased to be supporting the team in its upcoming challenge. “For a rower in the midst of a gruelling challenge, one of the most important elements for recovery is sleep and we design our mattresses to improve welfare, wellness and performance. “We are excited to watch Team Tyne’s training and progress over the coming months and we’re looking forward to fitting our mattresses on board as they get ready to set off on their 3,000 mile journey later this year.” Team Tyne is aiming to raise £100,000 to support three North East charities close to its heart – The Stroke Association, St Oswald’s Hospice and Daft as a Brush. To find out more about Team Tyne’s challenge and to support its fundraising target, visit:
w mammothmattress.com
Machinery specialist launches new innovation Mattress machinery manufacturer MPT Group has announced the launch of its new ‘Autotufter’ machine. The original Autotuft machine was launched back in 2004 and was able to tuft 200 mattresses per 8-hour shifts. The ‘New Autotufter’, with Patented Triple Lace System, has been designed to exceed the demands of any manufacturing environment. Three key benefits include; it can select multiple lace lengths with auto indexing, secondly, a completely automated tufting solution and thirdly, increased production capability with improved overall performance. The Triple Lace technology allows automatic selection, indexing and loading of multiple and different lace lengths ranging from 50mm to 385mm, whilst an optional Velcro system for inner lace tufting is also available. It is able to work with both Pom-Pom and standard washers. MPT said that one of the most significant advancements of the new system is the ability for clients to now use tufting to zone mattresses, creating comfort zones by using varying lace lengths through the mattress.
“This was impossible to consider with traditional tufting, owing to the manual changing of laces being impractical. We feel this will offer an excellent sleep feature for manufacturers looking for a new story to enhance their product in the retail arena,” the company said. Andrew Trickett, managing director, commented: “We feel that the new patented Autotuft system is now a truly automated tufting solution for any business, large or small. The triple lace system is the final piece of the jigsaw, which manufacturers have been seeking. “This latest innovation, when combined with our new Pom Pom and Velcro washer developments means the Autotufter gives manufacturers total flexibility throughout their tufting process. We hope that our in house shows taking place over the coming weeks will give the industry opportunity to see the innovations for themselves.” MPT Group supply mattress equipment to over 80 countries and is dedicated to innovation and refinement of its product range.
w www.mptgroup.com
Feather & Black new owners outline refocused strategy Bedding and mattress group Hilding Anders has confirmed that its integration of the Feather & Black acquisition has been completed. Allan Graham and Matt Ingram, both of Duff & Phelps Ltd, were appointed as Joint Administrators of Feather & Black Limited on 27 November 2017 and subsequently sold the majority of the business and its assets to Hilding Anders International, securing over 100 UK jobs. Under the terms of the sale, which valued £6.4m, Hilding Anders acquired 17 out of a total of 20 stores saving 104 of the 123 employees across the business. The new owners have now confirmed that Feather & Black is ‘trading strongly’ demonstrating the need for a ‘better end “affordable quality” bedding specialist within the UK market’. Hilding Anders confirmed that a “showroom.com” business model where ecommerce supports showrooms in specific demographic locations in the UK, typically near the houses the customer lives in, is an evolved business model and the new direction for F&B. Commenting on the refocus, the group said in a statement: “F&B has re-engaged with their customers through new social media campaigns which are generating immediate benefit. “Hilding Anders has invested into F&B with a store refurbishment programme underway, strengthening of the product and buying team, first new store identified for immediate opening and a head office move.” Paul Sweetenham, interim CEO added: “We are also well advanced with our search for a new CEO.”
w www.hildinganders.com
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Tech businesses that could benefit furniture retailers Five tech businesses that work closely with furniture and homeware retailers have been recognised as the best in Europe. According to the European RetailTech Top 50 List, conducted by FUTR Group, companies included are said to be bridging the gap between physical and digital retail experiences. The list of companies have been categorised in the following areas: In-Store Experience Commerce & Payments Supply Chain, Fulfilment & Delivery Product Design & Development Mobile & Digital. Cabinet Maker looked at five businesses relating closer to companies that are already interacting within the furniture industry. Within the Mobile & Digital category, GoInStore currently works with global brands including Sofa.com and uses live video streaming through the use of smart phones and glasses, and a light touch implementation on partner websites. In the same category, Fashwell recognises products in images using deep learning algorithms trained for best-in-class performance in fashion and furniture product recognition. It uses this technology to power visual search and recommendations for retailers. Within the Commerce & Payments category, Poq Commerce is an app based business that supplies software
Foam supplier reaches agreement to end CVA
enabling retailers, including Made.com, to forge deeper and more valuable relationships with their customers. The In-store Experience category features two companies Qudini and Hero, who both specialise in technology that enables brands to transform their in-store Customer Experience and work with retailers including John Lewis, House of Fraser and Harvey Nicholls. Commenting on the list, Rupa Ganatra, founding partner at FUTR Group, said: “The way today’s consumers shop and consume continues to evolve at a faster pace than ever before and brands and retailers continue to compete in an increasingly competitive environment. “Whether retailers are looking at new ways of customer engagement to today’s applications of artificial intelligence or new ways to scale personalisation to innovative ways to bridging the gap between physical and digital, there are numerous innovative start-ups that are providing a variety of solutions for these needs. “The aim of this list was to identify the startups that have the potential to cause real disruption in the sector. From supply chain to product design and mobile to store experiences, our list provides an up-to-the-moment lens into the future of retail and the early stage start-ups that are shaping that future.”
West Yorkshire-based bedding business GNG Group has confirmed it has reached an agreement with its creditors to end its CVA. The company’s majority shareholder and managing director, Phil Whittell, has injected substantial funds into the business to allow a final payment to creditors to be made, some two and a half years ahead of the original end date. The early settlement brings to an end a difficult period for the business since 2015, when a CVA was approved following substantial losses in its online retail arm. The Group, which manufactures foam products to the Sports, healthcare and bedding sectors, has concentrated since 2015 on the sports and healthcare divisions, both of which are growing rapidly. In a statement, GNG said: “With the substantial improvement in the Group’s balance sheet and cash position now that CVA payments have ceased, the Group is well placed to develop both main divisions, together with the launch of a new mattress brand later this year alongside its Komfi ranges. “Discussions will now be held with credit insurers to request a restoration of insurance limits now the Group is again financially stable and profitable. The CVA will conclude formally in due course with the payment of a final dividend to creditors by the Group’s CVA Supervisors.”
w www.techfuturesgroup.org
w www.gnggroup.co.uk
Springs supplier expands sales team as it looks at european expansion Leeds-based pocket spring manufacturer Spinks Springs has announced the appointment of Ian Owen as its new European sales manager. The newly created role has been designed to support the company’s growth, with Ian tasked with managing sales of Spinks’ pocket springs across the European market including the UK. Ian joins Spinks Springs, a division of Harrison Spinks, after 28 years at Carpenter, a global manufacturer of polyurethane foam, where his last role was marketing and strategic sales director. Darren Marcangelo, commercial director of Spinks Springs said: “Ian’s impressive service at Carpenter has given him a vast knowledge and experience of the market which makes him the perfect person for
this new role.” Ian Owen added: “I’m delighted to join the team at Spinks Springs at this exciting time of growth. It is a great opportunity to be able to join such a unique and pioneering company which is truly a leader in spring technology.”
w www.spinks-springs.com
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PICTURE
THE SCENE Beds ‘looks’ back at a selection of industry developments from the last quarter.
Online beds retailer launches new boxed mattress Online bed retailer Time 4 Sleep has announced the launch of a new boxed mattress brand. The Onelife hybrid mattress, which is manufactured by Sleep Sanctuary, features gel memory foam technology that helps to reduce heat and increases blood circulation, as well as combining traditional pocket spring technology. Commenting on the launch, Jonathan Warren, director at Time 4 Sleep said: “As a nation, we are becoming increasingly more aware of the importance of a good night’s sleep, on both our physical and mental wellbeing. Your choice of mattress has a huge effect on your ability to sleep well so it’s no wonder that people are becoming more and more concerned about choosing the perfect mattress to suit them and their sleep needs. “The pace of live is becoming even faster as we have greater aspirations, and the demands on our work life balance are far greater; as a result, today’s consumer is increasingly time sensitive. “The Onelife mattress is all about meeting the requirements of a new generation of customer that don’t want to waste precious leisure time, trailing around shops trying new mattresses. In essence, it is about simplicity and convenience. We have done the hard work and extensive testing and designed a quality mattress that offers optimum comfort and support.”
Bed manufacturer strengthens sales team West Yorkshire-based bed manufacturer Deluxe Beds has announced the appointment of James Appleyard as its new sales director. James joins the company from Dura Beds and officially began his new position on 3 April 2018. Commenting on his appointment, Mrs Razak, Deluxe Beds managing director, said: “We are delighted that James has decided to join Deluxe Beds and welcome him on board.” James added: “I wanted to join a company where I can use my previous experience to make a positive difference and I feel that Deluxe Beds can achieve that quickly, but also has a strategy to grow and develop with more long-term objectives. “It was the quality of products in each range that attracted me to Deluxe Beds, and the hope is that we can continue the success of these and develop some new winners as we build up to the NBF Show in September.” Foam supplier achieves Eco certification Radium Foam, the Dutch company behind the Natural Vita Talalay brand, has secured further certification. Following its recent launch of Vita Talalay in the UK market, Radium has added a new certificate to support its principle of very pure and safe natural comfort material. Already certified Cradle-to-Cradle™Gold, now it has obtained the Eco-INSTITUT-Label. Victor Garcia, Radium Foam’s UK manager, said: “Eco-INSTITUT is a reliable quality label for products that undergo stringent emission and toxicological testing.“It makes the purchase decision for consumers more transparent as they can now also rely on this label for a safer and healthier sleep.”
Bed manufacturer extends sponsorship deal Bed manufacturer The Shire Bed Company has extended its partnership with Yorkshire County Cricket Club. The new agreement, officially launched on 2 April 2018 at the club’s Headingley Stadium, sees Shire extend its sponsorship commitment to include being a shirt sponsor for the 2018 cricket season. It follows the original two-year sponsorship package which the Dewsbury-based manufacturer signed-up to in 2016. The partnership agreement will also allow Shire Beds to continue its work on the Sleep4Sport project, incorporating feedback from YCCC players, coaches and physios into a professional range of mattresses. Fara Butt, marketing director, The Shire Bed Company, who runs the company with husband Sajid, said: “We’re delighted to continue our sponsorship with YCCC and look forward to seeing our logos on the player’s shirts for the season ahead. We’re both passionate about the local community and our Yorkshire roots so it’s a match made in heaven. “We’re also delighted to continue our work with the team on our Sleep4Sport project using the team’s highly valued feedback and thoughts to develop our range of mattresses.” Mark Arthur, The Yorkshire County Cricket Club chief executive said: “The club are thrilled to continue our partnership with The Shire Bed Company in 2018. As a club, we are proud to be associated with a local family business and the players have benefited hugely from the Sleep4Sport project.” Shire is also a major sponsor of top professional rugby league team and Super League champions 2017, Leeds Rhinos.
New mattress brand launches Bed maker Zommos has announced the launch of its new adjustable firmness Mattress. Designed and manufactured in the UK, the Zommos mattress allows individuals to control exactly how firm their mattress is with the touch of a button. It also allows users on either side of the bed to individually control their respective side without effecting their companions comfort levels. The mattress combines elements of a fourthgeneration memory foam with the latest Custom Mood Technology that regulates body temperature. Zommos was founded in 2017 by Dreamright Beds Ltd company director Andy Hawley who has developed the product in his Stoke-on-Trent facility.
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NEWS AT A GLANCE SPECIALIST MANUFACTURER OPENS RETAIL STORE Adjustable beds and recliner chair manufacturer Adjustamatic has announced the opening of is new store in Macclesfield. Situated off Churchill Way, the new 4,000sq ft store features over 2,000sq ft of selling space, which will showcase its entire product range that its produced from its factory in Denbigh. The company has also confirmed it has appointed five new members of staff to work at the store, which officially opened on 10 March 2018. Commenting on the launch, Darren Thomas, Adjustamatic’s head of retail, said: “Establishing a retail presence has enabled Adjustamatic to develop a wider market with people of all ages and mobility levels having the opportunity to try out
our products and appreciate their general health and lifestyle benefits. We identified Macclesfield as an ideal location for our latest store in a thriving Cheshire town. ”This fantastic store will meet the needs of those in Macclesfield and Cheshire that want well-designed adjustable furniture to sleep, relax and move in greater comfort to help maintain and improve their health. We’re a company with over 50 years’ experience and our highly trained advisors will undertake comfort consultations so you can experience the clear benefits of the Adjustamatic product range.”
w www.adjustablebeds.co.uk
TWO FURNITURE RETAILERS SUBMIT PLANS AT DERBY RETAIL PARK Hardwood furniture retailer Oak Furniture Land has revealed plans to open a new store in Derby, whilst bed retailer Dreams looks to downsize. According to a planning application to Derby City Council, Oak Furniture Land has proposed to open a store in the former Magnet kitchen store, which has been divided into two units since its closure. Oak Furniture Land, which has over 90 UK stores, will take one of the units at the Meteor Centre on Mansfield Road, situating it next to NCF Furnishings. Other furniture retailers at the park include DFS, Dreams, Bensons for Beds, B&M and The Range. Detailed in the planning application, Oak Furniture Land wants to create a mezzanine floor, adding a space of 7,700sq ft to the ground floor space of 10,000sq ft. The plans, which were submitted by CBRE Ltd on behalf of the retail parks owner Meteor Sarl, state that the new store would create eight new jobs. A statement in the planning documents said: “The unit with the proposed mezzanine will be occupied by Oak Furniture Land. The proposals will secure the re-use and improvement of an existing retail unit at the retail park.”As well as subdividing Unit 2 into two outlets, CBRE has also applied to do the same with Unit 4, which is currently occupied by bed retailer Dreams. Stated within the second application, the 18,740sq ft unit will be divided into two units with Dreams to downsize to the second unit with a floor space of 8,900sq ft. The plans also state that the first unit will be secured by a new occupier.
w www.dreams.co.uk
FURNITURE SPECIALIST TO OPEN NEW SHOWROOM Adjustable furniture retailer Middletons Mobility has announced plans to open a new store in Wales. The company opened its new Swansea store on 28 April 2018 and is located on Carmarthen Road. The new showroom becomes the businesses fourth adding to its other sites in Bristol, Cardiff and Newport. The new store showcases a variety of products, including rise and recline chairs, adjustable beds and mobility scooters.
Regional sales manager Wayne Greet said: “We’re incredibly excited to be opening yet another showroom in South Wales. We’ve got big plans going forward. “Here at Middletons, we’re proud to support local industry. Our award-winning products are made right here in South Wales, and opening more stores means we’re able to bring not only our fantastic products to the region, but investment and job opportunities as well.”
w middletons.co.uk
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Bed manufacturer wins local business award Bed manufacturer Feather and Springs has been recognised with a local award. The company has been awarded the winner of the Cumbria Family Business “One To Watch” Award 2018. Chris Cannon, company director, said: “We are thrilled to have won the award” said “2017 was a fantastic year for the business, so it is really exciting for the team and everyone who is involved with Feather and Springs to see this recognised by the judges. “In the last 12 months we have seen sales grow strongly due to awareness of our brand spreading, and it shows no signs of slowing down! I think our customers really like the fact we are a true family business that make the product ourselves, and that has helped the company grow at the rate we have.” The local family run business started in November 2016 with a showroom in Kendal and has expanded to having retail outlets in Lancaster, Morecambe and a larger space on Dockray Hall, Kendal. The company has also grown its team to fifteen people and has plans to add more team members in 2018. The business also plans to expand into further retail locations throughout the North West this year.
w www.featherandsprings.co.uk
Furniture retailer to downsize store space Independent home furnishings retailer Kerry’s is to downsize its store in Lowestoft. Kerry’s, owned by Andrew Kerry who also runs bed retailer chain Mattressman, has confirmed it will close its top floor at its shop on Suffolk Road due to difficult trading conditions as well as an attempt to restore profitability. As part of this restructure, bedroom furniture and carpet stock will be moved from the top floor to its main ground floor site as well as allocating space for a Mattressman concession. The owner reaffirmed that the move to downsize was not an indicator that it plans to close the store. The downscaling, which will be complete by the end of April, has also seen the loss of five jobs.
w www.mattressman.co.uk
New design concept store opens in London A new furniture and homeware design space has launched in London. RB12 has announced the opening of its new design concept store in Shoreditch, showcasing new designs including bedroom furniture, living room accessories and homeware items. The company has also confirmed it will collaborate with brands such as Minacciolo (Made in Italy kitchens and furniture); mosaic tile specialist BottegaNove; ethically made rug brand Armadillo & Co; Czech lighting brand Brokis; hardwood experts Corà and others. RB12 officially opened on 5 March 2018 and forms part of the 150,000sq ft Shoreditch Village development in east London. Dean Louw and Rafael Borrego, alongside Giulia Minacciolo, export manager for Minacciolo kitchens and furniture, founded RB12. In addition, RB12 offers in-house services including product procurement, interior design, architectural planning and project management for both commercial and residential sectors. Commenting on the launch, the company said: “RB12 is a new design space and concept store in Shoreditch, London, which aims to reinvigorate the London design scene with inspirational design, excellent quality, personal service and stimulating sensory experiences.”
w www.rbtwelve.com
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MANUFACTURING
SEALY
As Sealy gears up for the annual Brooklands trade show at Surrey’s motoring museum, we get an idea of what visitors can expect.
T
speed
he world’s number one bed brand, Sealy UK, will once again host its renowned trade show, Brooklands at the famous motoring museum in Surrey this year. Brooklands will be the ultimate chance for retailers to view the very latest models from the Cumbrian-based bed brand as well as Silentnight and Rest Assured, where the three brands will be appearing together. On a continuous journey to deliver the most restful night’s sleep possible to its customers, Sealy will be showcasing a number of models from some of its most popular collections, as well as its exciting new releases, including: • Activsleep – showcasing this exciting new collection at Brooklands, this is the perfect opportunity for retailers and industry experts to catch a glimpse of this brand new range. Comprised of nine beds, this collection has been designed for the purpose of promoting healthy living through great quality sleep.
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• Hybrid – Sealy has continued to evolve this unique collection of mattresses, this time with an updated look. Nevertheless continuing to embody a ground-breaking feature – no need to turn or rotate…ever! • Pocket – a collection of mattresses comprising twice tempered, weight responsive springs that are individually encased to provide extra durability and comfort. Including the award-winning Teramo 1400 model, which has been accredited with a Which? Best Buy status for three years running, the collection now features two brand new variations of the well-loved Napoli, featuring Geltex and wool. • Naturals – combining natural fillings with 21st century comfort, this collection of beds boasts excellent breathability and cooling properties. Durable, supportive and comfortable, the mattresses also feature an inspired mix of mohair, bamboo and pashmina fibres to adapt to the individual’s sleeping environment all year round.
MANUFACTURING
SEALY
“We find the show is the perfect opportunity for our retailers to view our product range but also a great time for us to hear all about the latest innovations and insights into sector trends and developments.”
Activsleep - Geltex Pocket Euro Top 2800
Sealy staff will be on hand to give their expert advice. • Posturepedic – Sealy’s new look Posturepedic collection will also feature at the show. The distinguished collection is made up of three individual ranges: the Premium, Ortho and Performance. The collection takes inspiration from worldwide design advances and incorporates a new set of aesthetics and technology to ensure the ultimate night’s sleep.
In other news, Sealy has now launched a fantastic new showroom in Cheadle, Greater Manchester. This new site will provide a convenient location for retailers to view Sealy’s extensive product range. For more information, delegates should book an appointment with their Sealy sales representative.
Neil Robinson, Sales and marketing director at Sealy, said: “Our Brooklands show has become extremely popular throughout the industry and we’re hoping that this year it will be bigger and better than ever before. We find the show is the perfect opportunity for our retailers to view our product range but also a great time for us to hear all about the latest innovations and insights into sector trends and developments. It’s a delight to also have Rest Assured and Silentnight with us for 2018.”
w
www.sealy.co.uk
The show takes place on 15th and 16th May at the Brooklands Museum in Weybridge, Surrey.
• Headboards – in another exciting move, Sealy will also be introducing its brand new and wider range of headboards at Brooklands. Featuring a new selection of enhanced quality and style, the headboards are available in an appealing new selection of fabrics, designs and colours, including stone, malt, pebble, peat, fawn and dark steel.
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MANUFACTURING
RADIUM FOAM
Sleep
Beds Magazine visits Radium Foam’s Maastricht factory to witness the making of their new Natural Vita Talalay FR and discover how they enable you to ‘sleep healthy’.
I
UK-bound blocks
was excited to be invited over to Radium Foam’s factory in the Netherlands’ Maastricht for several reasons. Firstly, because it would be my first visit to a bed-making factory and not just any factory! Indeed, one
where I’d have the privilege of witnessing the Vita Talalay latex mattress block-making process in action. The mattresses that take their shape here were unlike any I’d heard about before and I was eager to uncover what went into the unique process involved in making something so natural, safe and healthy. Secondly, I was also excited because I’m incredibly interested in healthy living and the ways in which sleep can benefit a healthy lifestyle. When I arrived at Maastricht train station, sales and marketing manager, Ila Farshad, drove me to the factory. On the brief journey we were discussing many of the health-blogs you can find on their website, from which fruit we should be eating more of and which exercises we can do to benefit our backs, to which spice is brilliant for any inflammation and the arguments for and against including meat in our diets.
The company was founded in 1932 under the name Walram; but changed its name to Radium Foam B.V. in 1950. In 1961 they bought the ‘freeze-foam’ patent from Joseph Talalay, a process which was later named
after him. Now, you’ve heard of the phrase, “you can’t rush a masterpiece”. Well, each of the Talalay latex blocks born into the world at the Maastricht factory take a day to a day and a half to prepare for the customer. So, what’s involved in this process and what benefits are there to these mattresses made of pure, natural latex? Before Victor Garcia, market manager UK, showed me around the factory, he took me through the story of sap to mattress, which included several informative videos, all to be found on their website and YouTube channel as well. Vita Talalay foam is made with pure natural latex, derived from the rubber plant hevea brasiliensis. The proprietary recipe used to make the rubber foam mattresses contains no harmful additives, resulting in no harmful off-gassing and zero petro-chemicals, so buyers of Vita Talalay mattresses can be comfortable in the knowledge that the mattress they’re using is made from materials that are safe, with no secret harmful ingredients. For the UK specific, a non-toxic FR recipe was developed. Made with pure natural latex and the unique vacuum-freeze process, Vita Talalay mattresses boast a naturally breathable comfort that removes the potential for allergies and bacteria. It’s supportive and still soft, which enables the spine to stay straight and provides great pressure relief. In the blower demonstration video found on the company’s YouTube channel, I could quite obviously see the difference in breathability. For example, cubes of Vita Talalay latex bounced around freely, whereas memory foam and standard latex cubes didn’t move at all.
Witnessing the mould-filling process with Victor...
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MANUFACTURING
RADIUM FOAM
Washing the foam block!
Pulling the block out takes some muscle! There are several advantages of the latex
foam material used in Vita Talalay mattresses being much more breathable than memory foam, which, when moulded to our bodies, can wake us up if we turn over in the night. Vita Talalay foam is soft and resilient and prevents our sleep being disturbed by movement. This is achieved with the round and open cells created in the mould, where the rubber latex solution spends an hour setting, before being pulled out to start the next part of the process. When I witnessed this process, it looked as though some definite muscle was required to separate the material from the mould! As I was shown through the factory building, Victor explained that the company currently employs about 100 people and supplies manufacturers in more than 35 countries around the globe. Enabling it to do this, they have a staggering 36 moulds all used to make the mattresses. From the long room lined each side with moulds that vacuumed and froze their contents, I was taken into different segments of the building along each step of the journey with a single mattress. When testing the finished product, I was very pleasantly surprised to discover just how bouncy the material was. But it gets better! The mattresses have differing levels of firmness, depending on the latex solution poured into the moulds, and the customer can specify each time which firmness they would prefer, with options such as soft, medium, medium soft, medium firm, or very firm. I was intrigued to find out that the Americans love a soft mattress and the further east you move, the firmer people prefer their mattresses!
So, what makes the Netherlands-based
company so focused on the health benefits of their product? The business centres its vision around the four pillars of a healthy life: food, mood, exercise and sleep. When all four combine we can live a healthy lifestyle. Three aspects that jointly ensure sleeping beauties certainly ‘sleep healthy’ on the Vita Talalay mattresses are comprised of the ergonomics involved and ingredients used. For instance, the mortality of dust mites is significantly higher in Vita Talalay than in other tested materials. Vita Talalay ensured a 70% reduction in dust mites, compared with just 10% reduction in natural Dunlop, and zero reduction in memory foam. Similarly, the level of moisture found in Vita Talalay mattresses is 10g/m2, far lower than that found in memory foam or standard latex, approximately 15g/m2. Finally, who loathes becoming overheated while trying to get a good night’s sleep? I certainly do. Vita Talalay once again proves a sensible, healthy choice: the pure natural ingredients never reaches temperatures exceeding 21 degrees, while in comparison, Dunlop reaches 24 degrees and memory foam 27 degrees. The science proves the healthiest option for a good night’s sleep is Vita Talalay. Vita Talalay latex foam mattresses can not only promise to deliver a healthy night’s sleep, but they manufacture a product that’s healthy for the planet too. The company takes great pride in their status as a carbon negative business. As Ila explained to me: “Six years ago we manufactured a mix of natural and synthetic mattresses. The move away from synthetic
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materials has been tremendous. “The way we make our latex foam mattresses ensures they contain no CMR (carcinogenic, mutagenic or reprotoxic) toxins, which, when present, can have a serious impact on health. We asked an independent chemical institution in Germany to confirm this through tests.” He’s referring to the Eco-Institut, whose certification labels reassure the consumer that they’re buying something natural and safe. The company is also Cradleto-Cradle™-Gold certified, meaning it ticks all five certification categories required: material health, material reutilisation, renewable energy & carbon management, water stewardship and social fairness. “Each double mattress removes four kilograms of carbon dioxide from the air. We call our certificates our labels,” says Ila. “On our labels we list the materials the mattress blocks are made of for our customers and give them peace of mind that they’re sleeping on a safe product.” So, whilst walking around the factory and
hearing about the manufacturing process that’s not only healthy for us in levels of ergonomics, temperature, higher breathability and allergy-resistance, but also healthy for the planet, it was very much a list of ways in which the company helps retail stores. As a self-confessed lover of lists, it seemed for me as though this company had found every possible means of ticking off all queries that someone searching for the healthiest mattress might raise with an expert. Especially as not only does the company have an informative website from which they direct leads to stores, but sales training is also provided either at the Maastricht factory or on location for retailers. Through this training, involving demonstration materials such as a blower and magnifier, figures have shown that Vita Talalay mattress sales increase by around 30 percent, proving without doubt that it’s incredibly worthwhile for retailers. Having thoroughly enjoyed the factory tour and watched how the latex solution morphs into a mattress, the evidence was there to prove these were mattresses made with health and quality in mind. Through a new and innovative product that’s natural and advantageous to health, this is nature at its best, ensuring a good night’s sleep for customers around the globe. Ila concludes: “Alongside the introduction, Vita Talalay will support its partners with instore training and impressive amounts of demonstration and point of sale tools.”
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www.vitatalalay.com/contactuk
PROMOTIONAL
BOYTEKS
BOYTEKS CONTINUES TO DIFFERENTIATE THE WORLD OF BEDDING Boyteks Tekstil offers a different perspective on the production of mattress ticking, which not only adds value to the bedding manufacturers' products but also provides more effective products for end users. Boyteks proves once again that it is a responsible brand for nature, that it brings new technologies instantly to the sleep industry and adds sleepiness plus features to its products. Let's take a closer look at the new four products that Boyteks R&D Manager Özkan Yildizhan and team has successfully produced as a result. www.boyteks.com/en
THE TECHNOLOGY THAT HA S NO SPACE FOR STRESS! STRESS COMPLICATES LIFE Stress varies from person to person. Controlling stress gets harder day by day. The stress we experience for various reasons in the many different areas of our life has a negative impact on our bodies. It deteriorates our quality of life and reduces our productivity. This accumulation of stress increases over time and we really do not have a lot of time to get rid of it. IS IT POSSIBLE TO RELAX DURING SLEEP? Our sleep time is a period of renewal against the stresses of the day. This is only true if we have the right sleeping conditions for sure. Graphene Mattress ticking technology innovative product provides the right setting for a good sleep. THE MATERIAL OF THE FUTURE IS NOW USED IN MATTRESS FABRIC Development increases the need for new materials all the time. “Comfort” is moving in a new direction with the addition of new features. People expect fabrics to provide advantages other than just appearance and comfort. Graphene brings the technology of the new era to your bed with antistatic features. WHAT IS GRAPHENE? Graphene is described as a new age material and creates the base for great ground-breaking work in many sectors of our day. This material provides high efficiency in a number of different fields from water impermeability to resilience, from nature friendly processes like purification to electronic devices produced with advanced technology.
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Graphene also holds an important place in the field of the textile sector called smart fabrics. Threads made with Graphene now add a magical power to Boyteks mattress fabrics. The revolution created by carbon in different fields is now being experienced in products using Graphene.
THE UNIQUE STRUCTURE OF GRAPHENE ON SLEEP TECHNOLOGIES The new age is an age of innovation. Innovation creates unique structures at a molecular level. The world is getting acquainted with new materials and technologies. A material that is 1 million times thinner than human hair can add amazing features to products with its high conductivity form. A STRESS-FREE SLEEP Graphene’s feature of being such a good conductor makes it possible to get rid of static electricity and the tension related to this. The antistatic effect alone, out of all the other features of Graphene, protects our bodies against the electrical build up that can have a negative impact on our bodies during sleep. Plus the strong bonds that Graphene achieves make fabric last longer. THE ADVANTAGES OF GRAPHENE MATTRESS TICKING 1. Helps minimize the stress and exhaustion with superior conductibility 2. High-Tech yarn for Anti-static and anti-stress sleep comfort 3. Future Technology 4. Helps vitality without stress 5. Helps remove negative energy and static electricity away from the Body
PROMOTIONAL
BOYTEKS
THE GREEN COVER OF NATURE IS IN BEDROOMS NOW T he hemp that produces tens of thousands of benefits, now transformed into thousands of products, is now in bedding fabrics. The hemp stands out in terms of sustainability in the first place among natural fibers, which are the most important materials of the future. THAT’S NATURAL! THAT’S HEMP! Sustainability is the most important value in the ever changing nature of the world. Despite some negative impacts that people have on nature, nature continues to be very generous to people. Making the best possible choices for the future and using them is our responsibility.
HEMP PROVIDES SECURITY FOR THE FUTURE Due to a unique plant structure hemp grows needing much less water than cotton and provides a more durable raw material for textiles. The world of mattress ticking is introduced to a brand new feature.
THE SUSTAINABLE WORLD OF HEMP Hemp, a material that can be transformed to thousands of products and provide tens of thousands of benefits is now also used in mattress fabrics. Hemp stands out especially in terms of sustainability among natural fibers, the most important materials of the future. Now part of the Boyteks product family, HEMP brings other features in addition to naturalness to bedrooms.
WHAT FIELDS IS HEMP USED IN The hemp plant is a productive plant used in many different sectors in our present day like medicine, food, textiles, chemicals, cosmetics and paper. In addition to the benefits provided by this plant when transformed to a product, it grows in harmony with the soil during cultivation. Hemp can grow with 1/4 less water compared to cotton and the fibers obtained from hemp are four times more durable than cotton fibers. Hemp can be cultivated in the same soil for years without deteriorating the yield of the soil and therefore it is vital for a sustainable future.
THE GREEN COVERS OF NATURE ARE NOW IN THE BEDROOM WITH “HEMP” A new element is added to mattress fabric innovations with Hemp. A brand new excellent example from nature for sustainability. When the main ingredient of “HEMP”, which is hemp fibers, are processed they provide impressive advantages. Sleep is more natural and peaceful than ever with this new fabric presented by Boyteks. The special thread structure of the Hemp mattress fabric produced from hemp fibers maintains these properties permanently. ADVANTAGES 1. Compatible to human skin. 2. Creates surfaces that breathe. 3. Environmentally friendly by its natural structure.
Grows in harmony with soil
Hemp is used in mattress fabrics
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PROMOTIONAL
BOYTEKS
ANOTHER INNOVATION IN MAT TRESS FABRICS DEVELOPED BY BOY TEK S PHOTOCATALYTIC TECHNOLOGY Photocatalytic technology is a nanotechnology that has the function of generating a chemical reaction using the energy of light and cleaning the surface of organic impurities with light. Photo catalytic coatings remove the organics in the air, the water and on various surfaces by using the photocatalytic effect mechanism (dirt, germs, bacteria, odors and harmful organic chemicals). Photocatalytic technology is used on ceramic and porcelain surfaces, in photocatalytic concrete and dyes and all kinds of metal and glass surfaces, fabric and textile surfaces and wooden surfaces, making life easier.
Removes organic dirt molecules by using UV light
HOW DOES SELF CLEANING MATTRESS FABRIC WORK? Self Cleaning has been developed with photocatalytic effect technology. Self Cleaning mattress fabric removes organic dirt molecules by using UV light from the sun and various lamp lights. The self-cleaning catalyst enables the UV rays to transform organic impurities to water and carbon dioxide. THE ADVANTAGES OF SELF CLEANING MATTRESS FABRIC: 1. Nano-scale design with inspiration from nature 2. Photocatalytic selfcleaning with light 3. Helps to eliminate organic pollutants by using light 4. Hydrophobic (water repellent), oleophobic (oil repellent) and therefore stain-repellent 5. Easy to clean 6. Durable to washing 7. Does not hold dirt and moisture, preventing bacterial reproduction on the fabric surface 8. Environmentally friendly and user friendly
Self Cleaning has been developed with photocatalytic effect technology
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PROMOTIONAL
BOYTEKS
ARE YOU ABLE TO PROTECT YOUR SKIN?
S
ince people started living in cities their skin has gotten use to comfort and become exceedingly more sensitive. Many factors from air pollution to bad eating habits have a negative impact on skin. This has made the surfaces that skin comes into contact with and especially materials used in textiles more important. UMORFILÂŽ BEAUTY FIBER Sensitive skin that is affected by the conditions in daily life needs special care and protection. Umorfil, which was developed for this very purpose, is a fiber produced from all natural ingredients. The moisturizing feature takes the soft feeling a step further. This secret of nature that has broken new ground in the textile world is not only environmentally friendly but suitable for medical use. This material, which shines with a silky feature, also has superior moisture control like linen.
COMFORTABLE NIGHTS, LOVELY MORNINGS There are various ways of personal care and all are applied differently as well as time consuming... Now you have another choice and all you have to is to sleep. This beauty sleep is enabled through Boyteks’ World of innovation THE MOST BEAUTIFUL FORM OF TECHNOLOGY Through research, an element of innovation, the miracles of nature enter our lives in different forms. Technology is capable of combining many different features in one. Now Boyteks is adding another new product to its exclusive line of products in mattress fabrics. The mattress fabrics with Umorfil improve the quality of sleep and the beauty care during sleep at the same time.
Umorfil is a fiber produced from all natural ingredients to help protect skin
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INTRODUCING A PERFECTLY SMOOTH TOUCH The biodegradable nature of Umorfil is in harmony with both your body and nature. This is one of the reasons why the product has acquired the name Beauty Fiber. This fabric has a very superior degree of moisture protection. Its ingredients promote smoother and more elastic skin. ADVANTAGES 1. Skin friendly with a natural structure 2. Creates a silky touch 3. Helps moisture control 4. Thermal Regulation 5. Removes odors 6. Does not lose features with washing
MANUFACTURING
KAYMED Therma~Phase+™ Synergy 2000
Next
GENERATION
Beds magazine catches up with bed and foam manufacturer Kaymed as they reflect on a busy end to 2017 as well as an award winning start to the current year.
F
our year’s ago marked the launch of Kaymed’s Therma~Phase™, which was a range that proved to be a firm driver of the temperature regulating category. More recent history saw the launch of the Therma~Phase+™ range at last years Bed Show in Telford. This has continued to lead the next generation of products within the company as the technology involved is for Kaymed’s use only. Jeremy Navrady, marketing manager, explained why Therma~Phase+™ is the only material able to maintain sleep surface temperature available in the UK bedding market and how it can control body heat much faster than other solutions. “We launched Therma~Phase™ at the Bed Show in 2014 when the temperature regulating category was becoming more of an issue, and now we have driven it forward. The phase changing material is the only real way to achieve it, and we own the patent but there is still much hard work to do.” Therma~Phase+™ features an in-house manufactured high density visco-elastic material infused with unique phase-change crystals to maintain the ideal sleep surface
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temperature and the technology also has the additional inclusion of copper particles too. So, while the phase-change crystals work by constantly absorbing and releasing body heat, the copper infusion works as a superfast conductor, quickly moving heat to and from the mattress surface as required. The range of eight beds featuring Therma~Phase+™ technology include both pocket sprung and all foam mattresses, with both traditional drawer-divan and low profile base on leg options. The collection also benefits from an extended colour range with the addition of Denim and Pebble added at the beginning of 2018, as well as a pillow, using the same technology. Since its launch, the collection has gone from strength to strength and has proved to be popular following a growth in distribution into the current year. Kaymed also revealed that its other technologies are also making waves within the industry, as Terry Bridger, sales manager, highlighted: “The launch of Therma~Phase+™ has been a resounding success, with a near 100% uptake of the new collection from existing Therma~Phase™ stockists. In addition, we
MANUFACTURING
KAYMED
“Our ability to drive the business forward results from having a highly committed workforce, access to market leading innovations and some wonderful customer relationships.” have seen strong growth in distribution of both Therma~Phase+™ and our other technologies into a selection of top grade new partners.” These other technologies include the company’s Response Gel™ - a fusion of Kaymed’s exclusive instant response open cell material and patented MicroSupport™ Gel Beads which delivers the feel of latex combined with cooling gel technology, for a scientifically proven smarter, more comfortable sleep. The other being is extremely popular Mighty Bed® range with reinforced spring system and extra-strong divan base. The latter has been a huge success, not just with the towering rugby players used to promote just how mighty the Mighty Bed is, but also through the industry following its successful media campaign, which we were lucky enough to get behind the scenes of. The Mighty Bed itself is designed to combine stunning aesthetics with superior comfort but it additionally offers a level of strength of which Superman himself would be proud. And who better to tell this story than 15 of West Norfolk Rugby Football Club’s finest? The club kindly allowed one of its teams to take part in the shoot. In return, fame and fortune for the lucky 15 beckoned, who weighed in at a combined 1.5 metric tonnes, putting the Mighty Bed under real testing. Kaymed currently sponsors the team too, becoming an integral partnership. Jeremy says: “It’s part of our commitment to differentiate the brand. The product is excellent but if our story is not remarkable then it’s just another bed. We want to be noticeable and meaningful to get people to say ‘we’ve never seen that before’. We think
Mighty Summit
Kaymed was named as a ‘Deloitte Best Managed Company for 2018’ it is interesting to tell the story and show what goes into something like this. It’s not just thrown together, a lot of thought goes into it, just like when creating a product.” It just goes to show what hard work and continued innovation can achieve, especially when you are recognised with awards. Kaymed is no stranger to receiving praise, but remains extremely modest and insists that there is always ‘plenty of work still to be done’. However, winning accolade after accolade is testament to work that goes into the products, the business and of course the people that make it such a success. Having ended 2017 with an award from the National Bed Federation as ‘Bed Manufacturer of the Year for 2016/17’, Kaymed began the current year with another prize, being named as a ‘Deloitte Best Managed Company for 2018’. The Deloitte awards, in their 10th year, recognise companies operating at the highest level of business performance. David Moffitt, CEO, was quick to bask in the spotlight
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expressing his – and Kaymed’s – delight at achieving another stamp of approval. “Having only recently won the NBF’s Bed Manufacturer of the Year Award, we are delighted to receive this new accolade. Our ability to drive the business forward results from having a highly committed workforce, access to market leading innovations and some wonderful customer relationships.” Congratulations Kaymed! However its business as usual for the company who currently remain focussed on its next generation of innovations and technologies. Sorry to say there are no spoilers just yet as Jeremy kept tight-lipped on what to expect for the remainder of the year, with the big unveil to be at September’s Bed Show once again. I suspect another factory visit to its Irish headquarters could be on the cards. I’ll keep an eye out for the invitation.
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www.kaymed.co.uk
MANUFACTURING
DORMEO
Success at
Beds Magazine quizzed Dormeo’s managing director Mike Pitt on what’s keeping the awardwinning manufacturer so prominent in the beds market.
D
all levels
espite ‘Dormeo’ being the Latin translation for ‘fall asleep’; this is one company that has been doing the opposite. Beds Magazine caught up with managing director Mike Pitt to find out what’s been keeping the team so busy. The company, whose products are now available in over 30 countries, says it has seen business grow at a fantastic rate, and has consequently moved its head office to a new and improved location in High Wycombe and invested in its first retail store in the UK. 2017 was another solid year of growth, delivering 70%+ revenue year on year growth, which was on a 70%+ growth in the previous year. Mike said: “The first quarter of 2018 has followed suit and we are on track to complete a third year of 70%+ growth. In a market with so many new players emerging, it’s fantastic to see this continuing forward momentum. With truly having a product range for every body, every bedroom and every budget – we are able to appeal to a
wider UK consumer base either through our direct to consumer offering, or working with
key business to business partners.” With the demand soaring, Dormeo has spread its wings and expanded in numbers and stores. Several new appointments have been made over the last few months, including a new head of marketing and additions to the sales force both in the field and in the retail store, in addition to promoting a number of employees currently within the business to newly created positions of head of sales and head of operations. It hasn’t stopped there. The company prides itself on its mission statement: ‘To be different and better’, and the mattress maker has been working hard on bringing new and improved products to the market. Mike elaborated: “As with any business consistently growing at this rate, we have had to continually invest to ensure that we are meeting all of the demands of the increased sales. On top of the investments in new people and systems, we’ve also seen a huge investment put in to new and improved product ranges, from sampling to testing and even on to consumer feedback groups, to understand if the products we are creating are actually what the end consumer wants and needs. Each of these investments has delivered different benefits, but all with the company’s mission statement in mind.” This brings us swiftly onto the subject of the products themselves. Mike hailed Dormeo Octaspring® as the company’s best performer in sales, drawing attention to the product’s new technology. “Our phenomenally successful Octaspring® technology has to be the key winner, it is exclusive to Dormeo and truly is
Managing director Mike Pitt
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MANUFACTURING
DORMEO
Octaspring® 8500 the first innovation in a generation within the sleep industry. The technology was developed by taking all the positive features from existing materials, support and comfort, with none of the drawbacks, pressure points and heat, and combining them. We have expanded the collection to include new ranges and product, so that more and more consumers can benefit from the superior comfort and value it offers.” These investments seem to already be
future of the aviation industry. So now the comfort of Octaspring® can be experienced not only in the home, but also in the airways. The sky is no longer the limit for Dormeo!” Marking a 15th anniversary, opening the business’s first UK showroom and celebrating the continuing success of the pioneering and patented Octaspring® technology, 2017 was indeed a busy and incredibly successful year for Dormeo. Mike lauded the company’s
breathability, and up to a 30% reduction in cushion weight – a key breakthrough that will help operators save fuel and reduce CO2 emissions. Winning the award has signposted Octaspring® as a key innovation in the
been our people – a group of individuals that are committed to offering the best product, at the best prices, coupled with the best customer service.” While competition may put strain on some
paying dividends in bulk, with customer after customer proving keen to come and try out the brand’s mattresses in the new premises. Therefore it’s no surprise that Mike is happy with results so far, with the reaction to opening their first UK showroom proving a very encouraging one. It seems that customers have welcomed the opportunity to view and try Dormeo ranges all under one roof and learn more about the importance of healthy sleeping from Dormeo sleep experts. The managing director explains: “We have had customers travel up to 80 miles to come to the store and even one customer who diverted on his way home to Cornwall from Scotland to visit the store to try the mattresses before he purchased, so all in all the feedback has been great. I don’t think that we are likely to open additional stores in the short to medium term, however; ‘never say never’, as we will always look at any opportunity.” These opportunities are everywhere you look, especially if you look skyward, for this company. Adding credence to the claim that perhaps ideas can strike while watching the clouds zoom by, Dormeo struck all the right kinds of chords in 2017 with the Octaspring® technology swooping the prestigious Crystal Cabin Award from the aviation industry. Mike added: “As part of the Octaspring® aircraft seat, the Octaspring® took top honours thanks to its improved comfort, better
added success on top of the recognition from the aviation industry: “As an innovative brand we are always proud to win awards and we’ve added to a Which Best Buy and Good Housekeeping Institute Award with the Crystal Cabin Award.” Business will always come with its challenges – incidentally the last 12 months has seen a lot of pressure on the available spending power of the UK consumer and big-ticket retail has seemed to suffer the brunt of this. Mike is confident that Dormeo has found a solution to combat the spanner in the business works: “We have managed to keep our prices down by absorbing the increased material costs and finding new and innovative ways to reduce costs, therefore ensuring our value for money across all product ranges manages to shine during the current rainy days.” So what are the proverbial wings that keep this company soaring through the clouds at such heights? Mike reveals: “As a brand, we are fired up by an unwavering desire to be different and better. By continuing to develop ground-breaking technology and forward-thinking design, based on the consumers’ actual needs, we aim to deliver optimal comfort and value introducing them to better and healthier sleep. All of that can only be achieved if you have the right team and the secret to our success has definitely
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companies, the team of innovators at Dormeo Octaspring® see it as a welcome challenge to bring fresh ideas to the table and a continued variety of products. “The launch of numerous bed-in-a-box concepts in recent times has helped to shake up the market a little,” says Mike. “If nothing else, this is helping to drive awareness of the importance of healthy sleeping.” He says that Dormeo has been delivering rolled, boxed mattresses for over 15 years and this latest wave of newcomers is also helping to change the public’s perception of rolled mattresses. “It’s changed from cheap, spare room or kids’ mattresses, to every night products for everyone. The competition also helps as it inspires us to continue developing innovative technology, design and fabric treatments, and ways to achieve our eco-friendly commitment.” Around 20 new Dormeo products are in development and about half of these are due to launch during the course of this year, but Mike is reluctant to talk about them at the moment! “It’s safe to say, though, that most if not all of them will contain some Octaspring® technology and all at great value for money.” As for his forecast for the year ahead? He’s prepared for a challenge in the market’s unpredictability. “Continued growth in an ever-changing market place, I think sums it up. We are going to see continuing currency fluctuations, material costs are on the rise and there is continued pressure on consumer spending. However, with the right product at the right price, delivered to the consumer hassle free – we expect to see continued customer recognition in the brand and continued growth of revenue especially from Octaspring® based products.” Where Dormeo excels is its determination to be different. Mike is excited for the year ahead, convinced the Octaspring® will play another significant part in the company’s success. “Our main aim for this year is to continue to drive the Dormeo brand, and ethos, to new customer groups (both direct and business to business) not only through increased media spend, but also by launching new and exciting products developed from the unique Octaspring® technology.” Leaving us in suspense, he promises: “We have only just scratched the surface of what the Octaspring® can achieve and the next year will see the launch of a number of new and exciting products.” Mike’s expectations for the rest of 2018 in three words? “BRING IT ON!!!”
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www.dormeo.co.uk
MANUFACTURING
SWEET DREAMS
VISION Faro, a new upholstered frame
Sales manager Nick Williams gives Beds magazine a heads up on an exciting year ahead for Sweet Dreams
B
eds Magazine gets up to date with Sweet Dreams sales manager Nick Williams on all things 2018, trends and plans for the road. Whether it’s a success dream, a cheee fuelled lyrical dream or an end of the day greeting after Champions League highlights, we’re all quite big fans of Sweet Dreams. So too, it would seem, are customers. Nick reports that in the first few months of 2018, sales have overtaken figures for both the
Saskia 3-store from the Sleepzone® Collection
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comparable quarter of 2017 and on the last quarter. In particular, Saskia pillowtop from the Sleepzone® collection is doing extremely well. “We’re running a special offer on the 135cm 3 store divan too, so that’s maximising sales,” he explains. Everywhere you look right now, whether it’s in furnishings, clothes shops, or even on the cars on the street, we see more colour – and more choice. Sweet Dreams shrugged on its proverbial technicoloured dreamcoat and catered to this demand last year through its wider choice in divan base colours, especially with their Funky Boutique collection of hybrid beds, which takes choice in colour and design to an altogether new level, says the sales manager. “We’ve just launched new upholstered beds at the AIS show, and the plush fabrics we offer them in really are fabulous – rich, striking colours. There’s also a definite trend towards pattern than plain in design and while this isn’t evident yet in mattress covers, it’s a good bet for the future.” Yet another growing market trend is the increasing need for more storage space, which is an area the Sweet Dreams team prides itself on. Nick elaborates on the plethora of options to enable retailers’ needs are met: “We don’t so much take the view that we only offer this particular option for
MANUFACTURING
SWEET DREAMS
“Everywhere you look right now, whether it’s in furnishings, clothes shops, or even on the cars on the high street, we see more colour - and more choice.”
that specific retailer; we prefer to make sure we offer maximum choice on most of our models so that everyone can take advantage of it. On the vast majority of our divans, from the Royal Pillowtop collection through to the Comfort, we now offer a variety of drawers, ottomans and our latest 3 store – a mix of half ottoman and drawers. “We also offer storage on some of our wooden frames such as Cruise and Hathaway, and on our UK-made, fabric upholstered frames – Funky Boutique bases come with or without drawers, for example, and Opulence and Vision frames come with a wider choice of storage, including ottoman.” The business has also brought out several ranges of TV beds, an innovative phenomenon proven to appeal to customers. Vision is the headline range of TV frames and their popularity shows no sign of diminishing: in fact, the company added to the range in 2017 with Vision Angel and launched another TV bed, Fitz. The other TV beds, Ella and Griffin, have been in the range for a long time, once more underlining their attractiveness. (As a self-confessed Ashes addict, it’s a real game-changer!) Their collection of adjustable beds is also perennially popular, even though, Nick adds, that it’s not always marketed to its full potential. “We’re looking at making some updates to that collection this year!” he says.
In a particularly busy year for the Sweet Dreams team considering the impressive 30th anniversary to mark, there have also been plenty of opportunities to see them on the road. The January Furniture Show kicked off the year in Birmingham, closely followed by AIS last month and Minerva later in May, with the Telford Bed Show in September also yet to come. Nick lauds the trade events as pivotal to success in the industry. “We’ve always been a strong supporter of the trade shows and believe they’re integral to our success. There is nothing like the rapport you get with someone you meet in person; it’s how relationships are best forged and we all know business runs on good relationships,” he says. “They allow buyers to see our product, to lie on the beds, to feel how cool the Cooler Touch cover is, how soft our pillowtops are, how supportive our Pocket Air springs are and how well finished our divans are. No other experience that we can offer them – printed or digital – comes close.” And that’s just the start, as Sweet Dreams’ new show van hits the road this spring. They’ve decided to opt for a 5.1m van to comfortably fit in a wide range of products while still enabling it to be driven on a normal licence. Says Nick: “We hope it’s going to benefit business very positively – our agents tell us that it will! The
Funky Boutique Hipster Stripe in plum
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show van gifts agents one-to-one time with retailers and lets them show off our product in the flesh.” In addition to launching the new show van this spring, the business has launched a number of Dreamworld divans at April’s AIS show: Borrowdale, Ambleside, Stapleford and Westbury Cooler Touch Memory. “One thing they all have in common is that they’re priced very keenly and offer the max for the money; the other is that they come in a choice of colours (three or five) of divan base and headboard,” he added. The brand’s move to focus on health benefits from mattresses and components has helped ensure continuous popularity within the company’s favourite collections that have been refreshed in recent years. Enchanted has been around for three years and Well Being, while spending some years as part of the Pocket Spring collection, has been part of the furniture for much longer. “We’ve focused on the healthy properties and benefits of covers as well as fillings for many years and have always found this focus is well received,” says Nick. “Well Being’s Magnarest, with the magnetic fillings helping to relieve stress and promote deep sleep, is proving very popular, as is Cooler Touch with its cooling qualities. In Enchanted, Gwen Cashmere with its soft, luxury filling is a natural bestseller.” While Nick and the rest of the team at Sweet Dreams are looking forward to their 30th birthday later in the year, a feat achieved with the aid of the customers’ support, there are a number of ways in which the business gives back to the industry. “We always support our bricks and mortar retailers every way we know how; with not compromising our offer by allowing the same products to be bought online, with point-ofsale materials, and above all with keeping our prices ultra competitive. We make it easy for retailers to use our photography in their own marketing and we keep them informed of the benefits of product features so retailers can highlight these in store. And we make special offers for them to pass on to their customers. We are of course not alone in this, and that’s how the industry helps to keep the high street buoyant. Retailers can follow suit with their sales training – help customers make the most out of a physical experience of choosing from products which are there in front of them, highlighting the difference in specs and what that might mean for their comfort.”
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MANUFACTURING
HIGHGROVE
Invest for Beds Magazine gets the latest updates from Highgrove Beds Group following the vast expansion of their Liversedge site.
The Sanctum brand on display
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hen Highgrove Beds Group returned to the January Furniture Show for the first time in several years, the result was certainly pleasing for the manufacturing giant, which praised it as instrumental in securing new business. It must be part of a winning formula, as the company has already rebooked for next year. As focus turned to the rest of the year ahead, Beds Magazine caught up with head of marketing, Shane Harding, who had plenty to chat about. First on the agenda, the new Liversedge site and what it’s been doing for the business’ progress. “Any customers that visit our new Liversedge site are amazed by the size of our operation, which allows us to maintain our Fastersleep 7 day Nationwide Delivery even with double-digit growth,” enthused Shane. “We believe that we now have the UK’s largest and most efficient bed making site and this has also presented new opportunities and manufacturing efficiencies.” Highgrove certainly seems a company high up on the beds sector ladder right now. The business was proud to claim the Runner-Up
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position in the recent 2017 NBF Bed Manufacturer of the year awards, which, taking into account that it only started 15 years ago, is a tremendous achievement for the company and in particular, owner Wazarat Ali, says Shane. “Our business continues to grow, with 2017 another record year and we’re confident that this will continue into 2018 with the incremental business we’ve already secured,” he adds. Although Highgrove business in 2018 has so far been on par with last year, the first quarter has been challenging, as Shane predicted: “Margins are continually being squeezed and suppliers have increased prices of raw materials in recent months, which will inevitably impact on consumer prices as these are passed on,” he says. Despite this though, the company has still managed to bring aboard several major new customers. And life in the Fastersleep lane means keeping the company feeling and looking fresh. As the saying goes: when you feel good, you look good! Focusing on marketing and branding has been paying dividends for the group’s three brands. Shane explains:
MANUFACTURING
HIGHGROVE maintained to ensure fuel efficiency while out on the roads each week. The business also takes that extra stride towards healthier production methods by working closely with manufacturers to ensure they also meet the various required standards. Highgrove has continued to invest heavily in people, plant and machinery, even after having spent £3million on the Liversedge site expansion. In fact the West Yorkshire bed makers plan to spend more than £1million
The Liversedge factory investment “We have now totally re-structured our brand portfolio to ensure that our product range targets each market sector with a good, better, best approach. “Our flagship brand Highgrove has a comprehensive new in-store Point of Sale – including a high impact display system – and continues to take market share. Our other two brands, moresleep and Sanctum have also benefitted from heavy investment and they will continue to be prominent, mainly with independent stockists.”
“Our aim in the long term is to further target the European market where we've already enjoyed some success.”
As witnessed in the successful slice of the market Highgrove has made its own, longevity amongst the crowd isn’t the sole indication of a popular product. Shane has undeniable confidence in the performance of the brands, despite the competition. “When you’re competing against manufacturers that have been established over 100 years in some cases, it’s not easy to penetrate the premium price sector, however Sanctum sales are ahead of plan and we’re extremely
Highgrove Beds Group stand at the January Furniture Show 2018 confident about its future. Sanctum stockists also benefit from tailored in-store displays and a two-week delivery that is well ahead of the traditional competitors. moresleep is already a major brand in the value sector and continues to perform well in a particularly competitive market.” With the inevitable change in the market each year, adapting to new economic conditions and evolving customer demands becomes a necessity and the gradual shift to online sales hasn’t gone unnoticed within the Highgrove team. The internet in particular is seeing new brands with similar features and benefits focusing on direct sales to consumers. “It provides a platform where even small players can look like well-established businesses, primarily through creative marketing. They won’t all last,” predicts Shane, “but it reflects the fast changing marketplace that we operate in.” One of the more common considerations not limited to just the furniture sector is the issue of sustainable manufacture and environmental factors. It’s not too uncommon lately to hear that customers are asking manufacturers where product materials come from and how ethically sourced they are. Highgrove believes it makes good business sense to minimise waste, buy from sustainable sources and, where possible, reduce the carbon footprint. In addition to a major investment in solar panels at the enviably sized Liversedge site, the delivery fleet (comprising of over 20 vehicles) is also
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over the course of 2018, all in the interests of improving efficiency and service. So, what other excitements are lined up in the Highgrove investments pipeline? The company has the September Bed Show firmly earmarked in the calendar, utilising it as a launch pad for several new specifications. With a prominent visitor turnout at trade shows, Highgrove continues to catch the eye of the European contingent and this is another direction the business will dive further into. But not while sensibly erring on the side of caution pending a UK exit from the European Union. “Our aim in the long term is to further target the European market where we've already enjoyed some success, however until we know what the trading conditions are likely to be post Brexit, this is currently on hold,” says Shane. He adds: “The great thing about being a privately owned business is that we can make very quick decisions regarding investment to ensure we maintain or ideally improve operational efficiencies and with it customer service. We know there’ll be major investment – it’s in the owners’ DNA. We just don’t know what for yet.” We’ll leave you with that lovely little cliff-hanger; but stay assured that we’ll keep you posted on Highgrove’s journey through 2018.
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www.highgrovebeds.co.uk
RETAIL
SIMBA SLEEP
the pack Simba Sleep co-CEO and co-founder Steve Reid outlines his predictions for the year ahead.
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Simba
aving opened their doors to the industry in 1979, Simba Sleep are by no means newcomers to the mattress jungle almost 40 years later. The supplier-turned-manufacturer began making mattresses and duvets in 2002 and has since sent over 50 million Simba creations into the slumber wilderness. Beds Magazine caught up with Steve Reid, co-CEO and co-founder of Simba Sleep, to hear what else the company has been getting up to. Their ‘mane’ focus for 2017 was on sales and acquisition, and the numbers speak, or rather roar, for themselves. “We’ve been very fortunate to have had an exceptional year. The business has performed above expectations. Our position in the
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market is testament to the innovation behind the suite of products, but this has been really amplified over the course of 2017 by a number of strategic hires that are facilitating us to push the boundaries within the sector,” he says. “In just two years, our ambitions to reinvigorate a tired sector and build a global sleep technology brand are being realised. Fourteen countries, over 100,000 mattress sales and 350% year-on-year growth is remarkable and testament to the expertise of the Simba team. The continued investment from our original funders is also a great barometer that the numbers stack up for them,” he adds. Approaching the subject of challenges
RETAIL
SIMBA SLEEP
“Fourteen countries, over 100,000 mattress sales and 350% yearon-year growth is remarkable and testament to the expertise of the Simba team.”
Simba says it is on course to reach £167m sales during 2018 ahead with a company such as Simba could have been a tricky task, with the business on the prowl in the Las Vegas Market and ready to strike while the market’s fresh into the New Year. However, Steve concurs with a number of industry names on the matter: Brexit. “Rising consumer expectations and uncertainty with Brexit. Simba was in its infancy at the time of Brexit, and we’re growing the business internationally with it in mind, protecting our UK base of operations. In general, shifting consumer behaviours and caution facing into uncertain economic headwind are certainly challenges that we and our partners will have to overcome going forward.” In times when communication is a key
aspect of companies’ success, there’s also an emphasis on the digital aspect of the business and reaching the right people at the right time. Steve iterated that staying agile and customer-focused is increasingly important: “Scaling quickly has had its testing moments, especially when demand has exceeded expectations. Continuous data and performance management is essential in keeping the company agile. The more data you have access to, the easier it is to make successful interpretations, and provide sound business decisions.” John Lewis, Furniture Village, Ocado, Amazon, Argos and over 100 AIS stores are now stocking the brand, with 200 more stores expected in 2018. Earlier this year, the UK-based company formed a partnership with mattress and furnishings distributor Primo International, which launched at the Las Vegas Market last month. This partnership enables the boxed-mattress manufacturer to distribute to Canada, the US, South America, Mexico and the Caribbean. It’s playing a notable part in improving brand awareness as retail partners help the business reach an important share of customers who want to try the mattress before they buy, allowing the company more presence on the high street along with visibility. “They show that important retailers throughout the UK trust our ability to deliver product by stocking us,” Steve concludes. The latest addition to the family of retailers stocking the brand is Furniture Village, all 55 of their stores in the UK. The idea is that they help to educate Simba Sleep customers on the functional difference and premium
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sleeping experience on the Hybrid® Mattress. “So far, the partnership has been off to an incredible start with them. We chose to partner with Furniture Village due to their extensive footprint, and found they had a kindred spirit in their forward-thinking approach to our partnership,” he chirps. Asked if Simba would consider opening its own retail store, he asserts that operating through a family of retailers the company trusts and wants to work with is more in line with the business model and philosophy currently. With the UK section of the global market sufficiently on its way, Simba has directed the opening manoeuvre of 2018 into putting its best paw forward into the American market. After a brief appearance at the January Furniture Show at the NEC, the company refocused on Las Vegas and the announcement of the Primo partnership. Steve adds: “Stepping into the US market is a daunting endeavour. However, by having a great partner like Primo, we were set up perfectly to speak with local retailers and have had great initial success.” While looking ahead, it’s the nature of the business (or indeed, the beast), to keep raising the capital to fund further growth of the company, but Steve feels the already established fields of continuous profits are where the focus lies. “We’re on course to hit £167m by 2018. We’ve already seen periods of profitability, which, given we launched over a year after some of our friends in the market is a solid benchmark for us.
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www.simbasleep.com
MANUFACTURING
SHIRE BEDS
Top of As Shire Beds continues to strengthen its market position, sales and marketing director Fara Butt gives Beds magazine the latest updates.
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he Shire Bed Company is celebrating a successful first quarter thanks to its on-going investments in facilities, machinery, products and employees. From new product launches and improvements in its current range offer and ventures into the accessories market with pillows trialled by elite Yorkshire sports personalities to increasing its footprint in the contract sector, the Shire Bed Company is making its presence felt in all markets. The company, which has its roots firmly based in Dewsbury, remains a family run business. It was originally the brainchild of Safdar Hussain, who has been in bed manufacturing since the 1980s and is father of current sales and marketing director Fara Butt. As well as the father and daughter team, Fara’s husband, Sajid, heads up the production side of the business and sister Sayeeda, (better known as Baroness Warsi), has an input to the business at a strategic level. Said Fara: “Last year was an incredibly successful year for the business – we marked
Fara Butt, Mayor Christine Iredale, Baroness Warsi, Sajid Butt, Sadfar Hussain & local MP Paula Sheriff cutting the ribbon to Shire Bed’s new headquarters
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our 20th anniversary and the completion of our new head office and showroom facility with an official opening event. We saw more than 100 industry VIPs attend, including local MP Paula Sheriff and Mayor of Kirklees, Christine Iredale, as well as our national suppliers and long-standing customers. “We also launched two new collections that have seen an amazing response from retailers and consumers. We’re delighted with the progress we’ve made just since the start of 2018 and look forward to seeing what the rest of the year will hold for us.” Such has been the level of recent growth that the company has expanded its manufacturing facility from 30,000 to more than 100,000 square feet including the new headquarters. The company has also invested in new wrapping and rolling machinery and foam cutting technology to make its systems as automated as possible in its Roll & Rest division. Added Fara: “Our on-going investment into modern machinery allows us to further grow and develop our product range. We’re passionate about our products and their quality – we work hard to continually update our offering.” Shire has also further improved facilities for its workforce and recently updated the canteen area to feature larger, more modern facilities for use at break and social times. Said Fara: “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.” Shire has also seen great success in its partnerships with Yorkshire County Cricket Club (YCCC) and Leeds Rhinos, which it has spent a five figure sum developing since 2015. Added Fara: “We’ve seen many benefits to our sponsorships with the Yorkshire sports clubs, the main one being an increase in our market share.
MANUFACTURING
SHIRE BEDS
Anniversary Active on red glitz base.
Rob Oates of Leeds Rhinos and Fara Butt, sales and marketing director
The Shire Bed Company has extended its commitment to YCCC. “It has also presented us with a great opportunity to portray a positive brand image by association with the clubs, strengthening our credibility within the local area.” And it doesn't stop there. Shire Beds has developed an exciting new mattress collection following its work with partners incorporating feedback from players, coaches and physios, to provide the rest and recovery benefits that are critical to elite athletes. Following the success of its Sleep4Sport project and range of Active Response beds, the company launched Pillow Talk, a collection of specialist premium pillows. As the manufacturer’s first venture into bedding accessories, the range consists of four high-quality options that are designed to target specific needs.
The Shire Bed Company’s new headquarters in Yorkshire.
Shire will also be providing mattresses for some of England National Women’s Cricket team training with YCCC. The company is now working hard to develop a new high quality, mattress in a box product for launch at the National Bed Federation’s (NBF) 2019 Bed Show in September. Said Fara: “We’ve exhibited at The Bed Show since it first began in 2009 – it’s the highlight of our year. Our significant investment into our manufacturing facilities means that we’re able to continually innovate and bring new products into the market.”
Shire is keen to support wider industry too, with Fara herself heavily involved in its key trade association, as a board member of the NBF and chairman of the NBF marketing committee. The company is also a member of the Sleep Council
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and the British Furniture Manufacturers (BFM). Fara chairs The Furniture Makers’ Company’s Yorkshire and Central region fundraising committee and hosts an annual curry evening, to be held this year on May 10, in West Yorkshire. Added Fara: “Our curry night is well supported by the industry locally and nationally – last year we saw more than 80 people attend and raise over £3,000 for the charity. Hopefully we’ll be able to celebrate such success at this year’s event!” The Shire Bed Company supplies nationally and internationally to major retailers and the contract sector including education, care and hospitality.
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www.shirebeds.co.uk
MANUFACTURING
DUVALAY
Luxury
2017’s Bed Manufacturer of the Year, Duvalay, are heading to the Minerva Furniture Show this month. Beds magazine finds out which glamorous collections the UK business plans to exhibit this time around.
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uvalay, the Yorkshire-based bed experts and 2017’s Bed Manufacturer of the Year, is to exhibit at the Minerva Furniture Show (22nd-23rd May) for the first time. Invested in by entrepreneur, Hilary Devey CBE, during her time on Dragon’s Den, Duvalay is one of the major success stories to come out of the hit BBC show, having been named Bed Manufacturer of the Year (under £10million turnover) by the National Bed Federation (NBF) in only its third year of manufacturing mattresses for the home market. Elizabeth Colleran, marketing and sales
Portland
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director at Duvalay, says: “Since our Dragon’s Den experience and Hilary’s investment, our company has grown significantly and this latest award win, so soon after launching our first collection is testament to the effort the whole team has put in to offering a new take on the bed manufacturing industry.” The first collection launched by Duvalay was named in recognition of Hilary’s involvement in the company. Comprising of five premium mattresses, along with divans and a selection of headboards available in only the plushest of fabrics, each is produced by hand using custom-blends of the finest materials including silk, wool, cashmere and cotton. Made using only artisan bed making techniques, each mattress within the collection delivers on quality and comfort, with a range of features that deliver a flawless night’s sleep. Elizabeth adds: “As our first collection, we set out that the Hilary Devey mattresses would add a touch of stylishness and feminine edge to an otherwise male-dominated industry. Luxury and glamour is at the heart of the collection, thanks to the quality of our products and how we support our retailers through POS and brand awareness within the media. Having Hilary’s influence within the collection has certainly helped the brand to stand out, not only with retailers but consum-
MANUFACTURING
DUVALAY
Diamond ers and the media as well.” POS is an area the company has paid particular focus to, having realised that it needs to work harder for the mattress industry and support retailers in drawing in consumers and selling a particular ‘lifestyle’. It is important that potential buyers buy into the notion that they are not only sleeping surrounded by luxury but on luxury, which is fundamental to getting a good night’s sleep. The company has invested heavily on on-trend lifestyle imagery, which supports its feminine POS. Having the only celebrity-led brand
within the industry currently, the collection continues to gain national attention amongst the media, with the Independent newspaper naming the Diamond mattress as the best mid-priced mattress, having been reviewed alongside a further 13 other leading brands. The collection has also received a Good Housekeeping Institute Approval, something the company is particularly proud of having scored an impressive 9/10. Elizabeth continues: “As a team, we work closely to explore new trends and develop the latest products which helps us to stay ahead of the game. This has led to the devel-
Garland
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opment and launch of our second collection – The Rosalia Collection – which we have worked closely with retailers on.” The Rosalia Collection offers retailers an affordable, mid-market collection that sits alongside the Devey premium mattresses. Featuring an initial three mattresses, the Rosalia collection will continue to offer retailers a sense of luxury through our artisan bed making techniques and use of only the finest natural materials. Each mattress within the collection will have varying pocket spring counts, along with a number being turn free in contrast to the Hilary Devey Collection. The idea behind Rosalia is to offer consumers quality mattresses, with a premium look and feel but at a price point that is attractive to first-time buyers through to house shares and families. Sitting alongside our Hilary Devey Collection, it offers many of the features and natural materials but with suitable differences that makes it affordable to a wider audience who still looks for affordable luxury. This new collection will further strengthen the company’s offering to bed retailers by offering a fresher, contemporary take on traditional bed making techniques. It will also be supported with inspirational imagery, modern POS for brand stand out, along with continued efforts on the PR, marketing and social media front. Extensive PR and social media activities are spearheaded by Duvalay to drive consumers into their stores to test and hopefully purchase the Hilary Devey or Rosalia Collection through them. Supporting retailers in this way helps to build confidence in the product and brand, along with supporting sales across the collection. The business also has plans for continued growth both in the UK and further afield, launching the mattress collections to an international audience. Elizabeth explains: “We are working towards introducing our brand into exciting new territories such as North America and China and are in discussions with highly successful partner companies to facilitate this.” For more information on both collections, buyers and retailers are invited to the team at Duvalay’s stand at the Minerva Furniture Show on 22 and 23 May. For more information on the Hilary Devey Collection, please visit www.hilarydeveycollection.co.uk or www.duvalay.co.uk or contact Duvalay on 01274 877 200.
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wwww.duvalay.co.uk
MANUFACTURING
LITTLE FOLKS FURNITURE
SAFE
SANCTUARY
Little Folks Furniture managing director Christopher Lusty talks children’s furniture safety standards with Beds magazine.
Information for parents The market for furniture specifically designed for use in children’s bedrooms is growing, even if you simply look at the demand for bunk beds, there is an enormous amount available online. The specification of these products varies almost as much as the price does – and perhaps the adage “you get what you pay for” is as true here as anywhere else. Buying products online makes it much more difficult for parents to get great advice because of the sheer quantity of options available that has no reliable information backing it up. So we return to familiar advice that parents should listen to – look for trusted brands and specialist, knowledgeable retailers. They know their stuff.
Pricing As already alluded to, price does not have to be the determining factor – albeit the recent explosion of online retailers has seen a worrying trend of decremental pricing. Consumers do work out “value for money” (as opposed to price) and our experience is that
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in this area they do a significant amount of research. The conversion time is growing and is commonly two-three weeks now. This is also where “bricks and mortar” retailers really play their part and can guide parents through the product features and offer some clarity. Perversely, I think there is often a bit missing in the logic. A parent is investing a reasonable sum in a specialist bed/room for a child and will often make an assumption that the bed/furniture will last through important years of childhood. The truth is that many of the cheaper, and mostly panel, products simply will not – and if put into a test rig can be demonstrably “broken” before the testing really gets going. This is not so much about safety standards but just about strength of materials and appropriate fittings in design. That said, many consumers work this out and make a decision to invest in “properly made” furniture that is fit for purpose. And, to be very simplistic about it, it costs no less to make a child’s bed than it does an adult bed – so why expect to pay less just because your child is smaller!
MANUFACTURING
LITTLE FOLKS FURNITURE Buying a Bed The “raison d’etre” for creating the Little Folks brand was to meet a very obvious hole in the market for good quality furniture for children – that is hardwood timber raw materials, proper mortice and tenon jointing of bed frames for extended performance (or in the case of kids’ robust bouncing and knocking), safety built in and durable finishes that still look smart. That is the starting point, but at the end of the day parents know their children are going to “grow up” in their bedrooms and so they want an inspirational environment which is safe, stimulating, and probably offering a number of solutions (homework, sleepovers, etc). Testing and test houses I do not think the issue is number of “test houses in the UK”, but rather the understanding of how product performs when designing product – and using test methods to underwrite those assumptions or expectations. Meeting a Safety Standard in a one-off test is
no guarantee of the standard of production or performance. There is also a range of factors that may need to be taken into consideration for safety and performance of a product – and almost definitely not from a single reference or standard. More than ever there is the need for what you might call a “risk assessment” by experienced and qualified personnel – especially during the development process – and a technical assessment in the production process. Nor can you dismiss common sense! Design Restrictions There are inevitably design restrictions when
“The truth is that many of the cheaper, and mostly panel, products simply will not last through childhood - and if put into a test rig can be demonstrably ‘broken’ before the testing really gets going.”
thinking about safety. At its most simple, that might be having no sharp edges; at a more pertinent level, bed posts sticking up a long way on a bunk bed become a strangulation point and gaps between parts become an entrapment hazard. But we have to remember that assessing potential “hazards” is far from an exact science (and very often there is little statistically significant data to clarify) and sometimes we have to prioritise one reference over another. Again, a degree of common sense has to prevail and especially as we cannot bring up our children in a “cotton wool lined” world. Design has to function and stimulate otherwise children will not engage. We cannot “guarantee” safety – just
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as safety is not guaranteed by meeting a certain Safety Standard. Perhaps the best reference is to look at the history of product performance – especially when related to safety standards – and check whether there have been any incidents attached. Sustainability This has been part of our DNA from the start, and not necessarily for obvious reasons. We have a passion for timber and our strategy has been about vertical integration. In the early days that meant developing manufacturing where timber was grown and in many cases building the factory alongside the forest and saw mills. We were involved in a huge project to “productionise” the use of rubberwood in Malaysia with a secondary use as otherwise it was being burnt (with further environmental impact). Forest Stewardship Council or equivalent was a given as these were commercial timbers. We continue to manufacture using solid woods and preserve a “chain of custody”. But it is not just about the source – it is also about better design and better manufacturing. One of the great benefits of being part of an integral chain is that the raw material can be cut to size from the start – and so there is less waste. Or you can design product that uses waste. For example a lot of the wooden highchairs we designed used the “cut offs” from cot legs and rails. Testing In over 25 years of designing and manufacturing safe furniture for babies and children, I have always worked in a team with demonstrable expertise and experience, which runs to the core of all aspects of the product. It is a huge investment but I think it is essential. For those companies without such expertise, then it is essential that there are good national bodies that are able to step in and give the right advice and support – and yes, these bodies should have a “beacon of respect, authority and knowledge”. Again, I stress there is no single reference or simple answer to the challenge for an absolute safety standard, just as this is only one aspect of trying to protect a child’s wellbeing. It is also a constantly evolving process – with new evidence-based data, market led design trends, new materials, etc – and the important thing is to be constantly assessing and researching.
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www.littlefolksfurniture.co.uk
products CHECK OUT ALL THE LATEST PRODUCTS
sweet dreams
dunlopillo The Dunlopillo Orchid mattress, pictured, is one of three Dunlopillo mattresses awarded Which? Best Buy. Millenium and Royal Sovereign are the other two Dunlopillo Signature latex mattresses to receive the coveted award; the first time the award has been given to three models within a single bed collection.
NBF Approved Member Sweet Dreams launched three sumptuous upholstered bedframes at the AIS show. Classic frames Lisbon, Porto and Faro feature a buttoned head-end, upholstered rails and low foot end. The fabric is plush velvet, in six colourways. The frames, in three sizes, come with a drop-in sprung slatted base for speedy assembly and stability.
www.dunlopillo.co.uk
www.sweetdreamsuk.com
vogue beds
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.
Vogue Beds are proud to launch a new range of 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 choice of 14 fabrics. These UK made Bedsteads and Blanket boxes are another first for Vogue Beds. There is also an opportunity to combine these besteads with any mattress from our extensive range of Repose, Vogue, Hampton or Therapy mattresses, contact us directly or your agent to secure a COMBO deal. Both blanket boxes have a premium feel about them, both are beech lined with spring struts which adds robust quality to both – available in 3 sizes 90cm, 120cm and 150cm lengths available in a choice of 14 fabrics.
www.sherborneupholstery.co.uk
www.voguebeds.co.uk
SHERBORNE UPHOLSTERY
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LIGHTS OUT
PETER BETTERIDGE
Name: Neil Robinson keting Director Job Title: Sales & Mar Company: Sealy UK www.sealy.co.uk
What time is your alarm set for? Unless I have to get up early I don’t tend to set an alarm as I find that I’m naturally up by 6.00am. Do you have a typical day at work? Not really, but that’s one of the beauties of the job. One day can be focussed around customers, the next spent with our new product development team and the next with our advertising agency. One thing I can promise you, it’s always busy! What made you choose to join the bed industry? I actually joined as an interim 13 years ago so my stint was never meant to last more than four months – the fact that I’m still here is a testament to how much I enjoy the job. And what made you choose to stay in the industry? I stayed because of the brand rather than the industry which is quite understandable when you consider that Sealy is completely global and is the biggest bed brand in the world. Licensee trips to Las Vegas and North Carolina also help…
What is your biggest achievement? The project we are working on at the moment to launch Sealy Activsleep is pretty exciting but is also taking a great deal of work from all involved. As a truly omni-channel range I can’t recall anything since the launch of the Sealy Hybrid collection that has captured the imagination of customers and Sealy staff as much as this one. And biggest regret? That would have to be working in the financial sector. I knew from day one in the job that I’d made a terrible mistake but it took me 18 months to get out. What do you think is the greatest challenge faced by the sector? One of the greatest challenges is when manufacturers are “economical with the truth” about what they put in their products. Incredibly you get more information about what goes into a 40p bag of crisps than what you get in a mattress which you may sleep on for the next decade.
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And how do you think this could be combatted? I would hope other companies and trade bodies would follow Sealy’s lead and offer full product disclosure as we do online with our core brochure range. It’s a cliché but remains true “If you have nothing to hide, you have nothing to fear” What keeps you awake at night? Over the last year and a half, it’s been the thought of Burnley being relegated, but I’m glad to say that isn’t going to happen this season. And what’s your top tip for a good night’s sleep? I would say this, but sleeping on a good quality mattress is quite high up on the priorities to ensure you get a good night’s sleep but your sleeping environment is also very important. A tidy, cool bedroom makes the world of difference and I’d always advise steering clear of using your phone, tablet or watching TV just before going to sleep.
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Quality
WITHOUT QUESTION
R O S A L I A COLLECTION
Welcome to the Rosalia Collection. A contemporary range of luxury mattresses and exclusive headboards with a host of eye-catching divan bases. Don’t forget to check out our Hilary Devey Collection of premium mattresses too!
For more information visit duvalay.co.uk/home or hilarydeveycollection.co.uk