Furniture News #368

INFORMING INDUSTRY, BUILDING BUSINESS

New wave

FIELD OF DREAMS Harrison Spinks’ war on waste INSIDE STRESSLESS TCR

Devonshire presents Pebble

WOOD BROS’ MODERN MINDSET BEDROOM / DINING / LIVING / TRADE SERVICES FURNISHER / BED SHOW / AUTUMN FURNITURE SHOW

#368 November 2019 www.furniturenews.net

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EDITOR’S COMMENT

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EDITORIAL EDITOR-IN-CHIEF Paul Farley 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED

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THE BED SECTOR CONTINUES TO DEMONSTRATE ASTOUNDING INVENTION AND INDUSTRY Ten years in, some exhibitions start to show their age – but not the Bed Show, which again offered up invaluable buying opportunities and a chance to catch up with old friends.

Our 19-page show report (starting on p26) presents the products and people making a splash in this vibrant sector, which continues to demonstrate astounding invention and industry.

Before the show opened, I had the privilege of joining the Bed Industry Awards judging panel to inspect some of the best launches in person. Of course, our deliberations must remain confidential, but I can state that the competition was stiff indeed – so credit where it’s due to this year’s winners (see p40 for details). The bed sector may be preoccupied with sleep, but it continues to prove itself very much awake to changing consumer demands.

With the January Furniture Show just around the corner, there’s further opportunity for the industry’s best and brightest to win the recognition they deserve. The Furniture Awards are back, with a prize package that’s more attractive than ever – if you’re exhibiting at the big NEC event, discover how to enter on p8.

At Furniture News, I’m pleased to say that our own attempts to impress have gone down well, and that we’ve enjoyed an overwhelmingly positive response to the new-look publication we unveiled last month.

But (like the UK bed sector) we’re not resting on our laurels. In this month’s issue, we’ve upped the ante with a plethora of great stories and features. Leading the charge is my report from the Leeds HQ of Harrison Spinks (p12), in which the bedmaker explains its holistic journey towards circular manufacturing – an agenda that’ll (surely!) outlive today’s political manoeuvring.

On p68, Aldous Hicks shares his views on the future of furniture recycling, while Stressless welcomes us into its debut store on p18. We also discover how retail sales fared last month (p22), why Wood Bros has embraced new technology (p24), and how the trade strives to maintain a healthy work/life balance (p74).

As always, my thanks to the advertisers and contributors who made this issue possible – in particular our cover star, Devonshire (read all about its new direction on p50).

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CONTENTS

INFORMING INDUSTRY, BUILDING BUSINESS

7 NEWS 12 INSIGHT

New wave

FIELD OF DREAMS Harrison Spinks’ war on waste INSIDE STRESSLESS TCR

Devonshire presents Pebble

WOOD BROS’ MODERN MINDSET BEDROOM / DINING / LIVING / TRADE SERVICES FURNISHER / BED SHOW / AUTUMN FURNITURE SHOW

FN368_Pages.indd 1

#368 November 2019 www.furniturenews.net

12 Harrison Spinks

18 Stressless

22 Retail Barometer

24 Wood Bros

25/10/2019 10:45

50 DEVONSHIRE (COVER FEATURE)

CONTRIBUTORS 68

28 EVENTS

26 Bed Show 45 Autumn Furniture Show 46 JFS

50 PRODUCTS

52 Living / 56 Dining 58 Bedroom / 62 Furnisher 64 Trade Services

68 OPINION Aldous Hicks, CEO and co-founder of ReCircle Recycling

70

68 Furniture Recycling 70 Social Skills 73 JFS / 74 Feedback

12 Tom Bourne, creative director at interiors industry PR specialist Select First

73

Ed Hubbard, sales manager at the January Furniture Show (Clarion Events)

WE CAN’T SAVE THE WORLD BY KEEPING THIS TO OURSELVES

NEWS

READ MORE AT WWW.FURNITURENEWS.NET

STEINHOFF UK BEDS is launching new websites for its Slumberland, Relyon and Dunlopillo brands, while the Myer’s brand now falls within the Slumberland umbrella

JOHN LEWIS PARTNERSHIP plans to integrate the management teams at John Lewis & Partners and Waitrose & Partners to enable “faster delivery of better products and services”

THE INTERNATIONAL ALLIANCE OF FURNISHING PUBLICATIONS’ 2019 AGM, hosted by CIFF, saw the board’s current members – including Furniture News’ Paul Farley (secretary general) – re-elected, while Polish magazine Biznes meble. pl joined the group

MADE has appointed ex-ASOS director Nicola Thompson as its COO – a new role for the company, encompassing merchandising, logistics and supply chain, customer service and customer experience

EMMA has appointed Sebastian Mertes as CFO. He will be responsible for 30 staff. He says: “Emma will achieve profitable revenues of more than £100m this year with only £5m of funding”

THE BFM’S FABRIC SHOW – taking place at Chelsea FC at Stamford Bridge on 25th and 26th February – has been rebranded BFM Fabric Show London, leaving scope for expansion elsewhere in the UK READ MORE ONLINE AT FURNITURENEWS.NET

7

STOKERS UNVEILS £10M

LUCAS STORE PLAN Lucas Furniture, part of the Stokers group, has started on a new store at the entrance to Aylesbury on the A41 Bicester Road, adjacent to the Aylesbury Vale train station.

At over 75,000ft2, the building will be one of the largest independent furniture stores in the South-east, and will offer furniture from brands including Hypnos, ercol, Ligne Roset, SITS, Fama, Duresta, Parker Knoll and G Plan. There will also be an extensive bed selection, with over 50 models from suppliers including Vi-Spring, Hypnos, Tempur and Harrison.

The store will be spread over two floors, in a light and airy environment designed to display the furniture in fully accessorised roomsets.

It will include parking for over 100 cars and an in-store cafe.

In addition to electric vehicle

charging points, the store will include solar roof panels to help meet most of its energy requirements.

The store’s group MD, Jonathan Stoker, says: “Lucas has served Aylesbury and the local area for over 120 years and is very excited to announce its next step in their long history.

With an investment of over £10m, this is a real commitment by Lucas to Aylesbury. Lucas will

continue to offer the level of service, exceptional advice and product only an independent store can provide.”

Lucas is also building a standalone 30,000ft2 warehouse adjacent to the store, and will ensure all product is put through a thorough QA process before being stored on high-bay racking to await delivery.

The store is due to open next summer.

SHOP DIRECT BRINGS IN THE BRANDS

BED VOLUMES HOLD BUT VALUE DOWN

Shop Direct, the UK’s largest integrated digital retailer and financial services provider, has added seven home and furniture brands to its portfolio of more than 150, further complementing an ownbrand offer with a greater proportion of branded products, and increasing the frequency with which Shop Direct can release new products.

Swoon has launched a collection of 80 lines on Very.co.uk, which will be complemented by more than 135 new ranges from Calvin Klein, Tommy Hilfiger, Content by Terence Conran, Accessorize, Karen Millen and East End Prints, available on both Very and Littlewoods.com. Several other brands, including Silentnight, have expanded their ranges.

Mike Wheeler, home category director, says: “This is an important step forward in our plans to fuel growth by complementing the strong own brand offer on Very and Littlewoods with an enhanced range of leading home and furniture brands. We know our customers love the mix of brands and flexible ways to pay that we offer when it comes to updating their homes, and look forward to announcing the launch of several more big brands in the near future.”

Sales volume is holding up, but value is down, according to the National Bed Federation’s (NBF) latest State of Trade report. Sales data from Q2 2019 has been gathered independently from NBF members to gain insight into the bed market. LFL volume YoY was level (based on 43 members which submitted in both periods), but value fell by -2.5%.

LFL bed set volume was up +7%, but value dropped -5.5%, with average selling price down from £215 to £189 (across all sizes). Mattresses sold separately were slightly down on a LFL basis – by just over -1% on volume and value.

NBF executive director Jessica Alexander says: “While it’s great to see that sales volume is holding up, revenue is down, which suggests that there is a squeeze on selling prices and a further squeeze on profit margins, so our members will be feeling the pinch. Some encouraging news can be found in that while only 15% of members were positive about the state of trade (substantially lower than the 29% who felt optimistic in the same period in 2018) it is at the same level as the first quarter of this year – so at least things haven’t got any worse since April!”

8

NEWS

READ MORE AT WWW.FURNITURENEWS.NET

DFS GROWS SALES AND PROFITS DFS has announced its preliminary results for the 48 weeks ended 30th June 2019 (its 50th year of trading). The date was previously 31st July, making it a shorter accounting period than usual (although unaudited pro-forma figures have been used for the YoY comparisons reported).

The retailer reports good trading, with all brands and channels achieving LFL gross sales growth. Underlying profit before tax (excluding brand amortisation) was up +31.1% YoY. Thanks to its refreshed strategy (reported in March), DFS’ core business saw a return to LFL growth, driven by +16.2% growth in online sales, while Sofology saw +14.4% pro-forma sales growth and “significant YoY profit improvement”, opening one new showroom, in Plymouth.

Dwell and Sofa Workshop

achieved pro-forma gross sales growth of +17.4% on a combined basis.

The group says it made good digital progress during the period, with greater shared use of logistics, manufacturing and property assets also under way.

Group CEO Tim Stacey comments: “Our trading performance for the last financial year was good overall, as we continue to execute our new strategy to lead sofa retailing in the digital age. LFL growth across all brands and all channels, especially online and in Sofology, has enabled us to grow our market share, and as we

celebrate DFS’ 50th anniversary, we believe that our group is well positioned for the long term.

“Recent trading conditions have reflected the increasingly uncertain political and economic backdrop and we have seen reduced levels of footfall across all our brands, which we attribute to lower levels of consumer confidence and housing transactions, the two key drivers of the upholstery market.

Although we have had some success in driving conversion to mitigate this trend, we note that over the first 12 weeks of the financial year order intake levels have been subdued.”

POSITIVE FEEDBACK FROM LONG POINT Autumn Long Point, which ran from 23rd-26th September across various showrooms in Long Eaton, Derbyshire, presented new product from more than 25 manufacturers and suppliers.

“Reports from exhibitors at our autumn event were good,” says Andrew Mitchell, chair of the Long Eaton Guild of Furniture Manufacturers, which organises the event. “Whilst footfall was slightly down, those attending were treated to some new designs, fabrics, cabinets and bedroom

furniture, and many were in a buying mood, with several showrooms reporting excellent sales and enquiries.”

These included sofamaker Gascoigne Designs, which enjoyed its best-ever new product sales for any Long Point exhibition, contributing to its best weekly sales input figures for any week since 2008.

German bedroom supplier Wiemann also reported a “very busy” event, with “a great number of interested buyers”.

THE FURNITURE AWARDS ARE OPEN FOR ENTRIES The Furniture Awards 2020, which will celebrate the industry’s best suppliers at the next January Furniture Show, is now open for entries. Developed

by Furniture News magazine in partnership with the show’s organisers, the awards are bestowed upon inspirational businesses at each edition, in recognition of the quality and value of their output.

The 2020 awards are again sponsored by trade association BFM and digital agency Orbital, and are offering winners a more comprehensive prize

package than ever, including free stand space at 2021’s event and digital marketing vouchers courtesy of Orbital.

January Furniture Show exhibitors are invited to submit their entry via their online profile on the show website by Friday 6th December. The entries will be assessed by a panel of industry experts, with the most promising shortlisted for on-site inspection. The winners will be announced on the first day of the show (19th January).

BEDMAKER BREASLEY has appointed ex-Hypnos staffer Wayne Nortjé as operations director to oversee its Wirksworth and Ilkeston sites

PU FOAM PRODUCER VITAFOAM celebrated its 70th anniversary last month. The company, which is now present in 14 countries, won the Innovation of the Year award at the NBF Bed Show

THE BFM has welcomed Paul James of One-Call Furniture and Ian Peers of ercol to its board. The association has also hired an events and administration specialist, Niki Rodhouse

LITMUS FURNITURE, Wiemann’s UK distributor, has been appointed as Belgian manufacturer Recor’s principal agency for England, Wales and Ireland

WORK-RELATED SLEEP ISSUES are creating an unproductive nation, according to research commissioned by Dreams, which found that three in four employees suffer from persistently poor sleep

THIS YEAR’S YOUNG FURNITURE MAKERS EXHIBITION, which enables schoolchildren, students and graduates to present their work to the design community and potential employers, was the most successful edition to date, attracting around 1000 visitors READ MORE ONLINE AT FURNITURENEWS.NET

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12

INSIGHT

FIELD OF DREAMS In the war on waste, can one company really make a difference?

Paul Farley visited Harrison Spinks’ manufacturing empire in Leeds to talk about the bedmaker’s biggest breakthrough yet … www.harrisonspinks.co.uk

Old mattresses are not the easiest things to get rid of.

The National Bed Federation estimates that 7.26 million (181,500 tonnes) of mattresses were disposed of in 2017, at a cost of over £20m – a value equal to around 91% of all new mattress sales. Of these, just 19% were recycled. The rest went to landfill (40%) or were processed into energy (41%).

Although the situation is improving, the sheer amount of waste generated by beds is enough to keep you up at night. They’re big, bulky, and often made from composite materials which are difficult – if not impossible – to separate for recycling.

Growing consumer demand for more sustainably-produced products has been matched by a bed industry striving for evergreener solutions, and Harrison Spinks is one of the front-runners in this race.

Building on a background in natural materials, the bedmaker has championed

sustainability since 2009. Today, it produces 100% of its fillings on-site in Yorkshire (60% of which are locally sourced). It weaves its own chemical-free, naturally fire-retardant fabrics, and continually reduces the waste it sends to landfill (by over -30% – that’s 289 tonnes – in the last year alone).

Wherever possible, it employs natural, recyclable materials. By using hemp and flax fibres from its own farm, the business has reduced the amount of C02 produced per mattress by -83%.

Harrison Spinks’ achievements in sustainable development saw it earn a (second) Queen’s Awards for Enterprise in the category this year, and in July it pledged to make its production processes foam- and glue-free.

“We don’t have a five-year plan – ours is more like 55,” says MD Simon Spinks. “We’re looking at the long game. I guess you could say we’re trying to save the world, one mattress at a time!”

13

HEMP IS ANTIMICROBIAL, AND GIVES US A MASSIVE ENVIRONMENTAL ADVANTAGE

Harrison Spinks farms 400 acres of highly sustainable hemp

14

INSIGHT

Crop circles Simon delivers that last line with a grin, but you can tell he’s not joking.

In a market replete with greenwash proclaiming the benefits of one ecoconscious product over another, his claims have clout, and land in perfect sympathy with the zeitgeist.

“David Attenborough definitely made a difference,” he says, referencing the war on plastics catalysed by the naturalist’s BBC series, Blue Planet – which would prove a drop in the ocean of the wider sustainability movement.

“After plastics, foam will be next,” says Simon, pointing to a study which suggests that the level of volatile organic compounds (VOCs) in PU mattresses could be harmful to health.

While its results have not yet been qualified, this concern is fast becoming a matter of public discourse, prompting manufacturers like Harrison Spinks to explore directions that pre-empt any legislative changes.

“We’re trying to think about the end of a product’s life when we design,” says Simon. Consider the time taken to establish a recycling process for Pringles cans, or when McDonald’s committed to replacing its plastic straws with paper ones, only to later reveal that it didn’t have the means to recycle them. “People aren’t thinking about recyclability from the outset.”

There are historical barriers to overcome, too. Harrison Spinks currently farms around 400 acres of hemp – long sidelined thanks to its association with marijuana – which accounts for a third (by weight) of all the material used by the company. “It’s antimicrobial, and gives us a massive environmental advantage,” states Simon.

The farm is just part of the picture.

As well as beds, the capacious manufacturing facility has divisions dedicated to components, footwear, and more – but the company’s ability to grow (and rear) its own raw materials is a rare asset, and Simon takes great pride in the company’s near-verticality.

“We make more of our own materials than any other company,” he says – and this grasp of its production processes gives Harrison Spinks the ability to innovate.

A self-professed spring fanatic, Simon’s team developed the Revolution pocket spring in 1995, and Posturfil, a low-height, microcoil pocket spring, in

WE CAN’T SAVE THE WORLD

BY KEEPING THIS TO OURSELVES

The company’s resident hemp expert, John Horsfield

2003. Both were commercial successes, bringing increased responsiveness to the company’s mattresses, and greater levels of comfort. And both will be eclipsed by his team’s most recent invention.

“One way or another, foam is doomed,” says Simon. “But you need an alternative. Cortec has been on the drawing board for at least five years, and ties in with micro-coils to replace foam as a fundamental filling. It’s the most exciting thing we’ve ever done.”

Core principles Cortec is a pocket spring system with a difference. Thanks to an advanced

sonic welding process – in which high-frequency ultrasonic acoustic vibrations are applied to create frictional heat, allowing materials (such as the polypropylene pockets housing the springs) to be welded together – there’s no glue connecting each pocket.

“Glue is a massive inhibitor of comfort,” says Simon. “Removing it from the process creates more independence from spring to spring, so the mattress responds better to a sleeper’s movements.”

During the prototyping process, his team found that a sleeping surface comprising just Cortec springs offered a surprisingly refined feel. “You’d swear

INFORMING INDUSTRY, BUILDING BUSINESS 15

Cortec

FLOCK STAR

Steel is the most recycled material on the planet, says Simon

blind it’s on a similar level to Talalay latex,” states Simon, “and increasing the density of the springs creates an even better, and more cooling, experience.”

And because the system enables mattresses to be made without foam or glue, it lends itself to fully recyclable product. “No-one’s coming up with anything for mattresses that’s outside the norm,” says Simon. “I personally believe that the proportion of mattresses going to landfill is nearer to 75% – that’s 100,000 a week. They’re full of glue and foam, chemically constructed, and not very biodegradable.

“Usually, when you’re going ‘greener’, there’s some compromise on price or

ONE WAY OR ANOTHER, FOAM IS DOOMED – BUT YOU NEED AN ALTERNATIVE

This summer, BBC Two’s Inside the Factory opened people’s eyes to the processes taking place at Harrison Spinks, but the show wasn’t the company’s only brush with the Beeb.

In September, the bedmaker launched a new collection, Adam Henson by Harrison Spinks, developed in partnership with Countryfile’s celebrity farmer.

In 1973, Adam’s father founded the Rare Breeds Survival Trust, which aims to preserve the diversity of the UK’s native farm animals. By developing a bed collection with Harrison Spinks which employs Cotswold wool – often referred to as ‘The Golden Fleece’ – Adam is helping ensure the survival of this indigenous breed, while providing a sumptuous, natural filling for the higher end of the bedmaker’s portfolio.

“I’m working really closely with Harrison Spinks,” said Adam (pictured), speaking to Furniture News at this year’s NBF Bed Show. “I think they’re a fantastic company, and their brand values really suit the farm’s. We’ve spent much of the year talking about the different qualities of wool, marketing, and branding – the collection was very much a joint effort. Cotswold wool is long, lustrous and beautiful, and the perfect foundation for this fantastic range.”

16

INSIGHT

comfort. But when we tried to address this need, we were surprised to learn we’d actually made the product better! It was a real stroke of serendipity.”

A growing number of the company’s beds now employ Cortec, with a new line, Synergy, dispensing with every filling other than springs, and coming in zipped covers, making it ideal for disassembly and recycling.

“It’s a new category of product,” says Simon proudly. “You don’t see things reinvent the scene very often – you had Tempur’s foam mattress, and, before that, Bonnell springs and pocket springs. You’ve never seen a foam-free mattress with a zip-on cover – Synergy is just steel, polypropylene and polyester.”

Driven by this innovative zeal, Harrison Spinks’ components division is performing well at home and overseas, and Simon sees wide-reaching potential for its latest breakthrough.

“To create Cortec, we had to innovate

with the steel itself,” he says. “You can only ask British Steel for a new melt if you’re ordering a decent volume – and you need to expand your horizons to do that. More importantly, we can’t save the world by keeping this to ourselves. We’re keen to proliferate this technology, because it solves a global problem.”

From sofabeds to car seats, Simon sees Cortec’s potential to be a gamechanger – as did the judging panel of this year’s Bed Industry Awards, which named it 2019’s Component of the Year this autumn.

“You can’t do everything,” he says.

“If you’re looking to seriously make a difference, you have to decide what your own flavour of ‘green’ is.

“Ultimately, we want to be circular, using materials again and again for the same purpose, rather than binning them, burning or diluting them. Steel may be energy-intensive to make, but its life is endless – and we’re playing the long game”

WE DON’T HAVE A FIVE-YEAR PLAN – OURS IS MORE LIKE 55

CHANGING THE SCRIPT Late last year, Harrison Spinks launched a multimillionpound consumer marketing campaign, and its success has prompted the company to redefine the brand, delivering a clearer consumer message, enhancing visibility and providing stockists with greater opportunity.

“When we started down this path, people were only really aware of the Harrison and Somnus brands – both were very popular with independent retailers,” says Simon.

“Following the successful advertising campaign and the amazing impact we’ve seen from Inside the Factory, Harrison Spinks is now emerging as one of the leading brands in the category.”

Simon Spinks

18

INSIGHT

STRESSLESS, TCR Norwegian recliner specialist Ekornes, purveyor of the Stressless brand, opened its first UK showroom this summer. Located on London’s fastevolving furniture retail strip, the store – formerly occupied by Designer Sofas – is set over two floors, and is the global brand’s first foray into D2C physical retail. Furniture News speaks to the MD of Ekornes UK, James Thompson, about this new take on Stressless’ brand positioning. www.stressless.com

82 TOTTENHAM COURT ROAD, BLOOMSBURY, LONDON W1T 4TF OPENED: JULY 2019 FOOTPRINT: 3600FT2

Armed with a rich resume of management roles – including Heal’s and Sandals –James joined the company in June 2017, and was a key driver behind the establishment of the first Stressless store.

Designed with the brand’s Scandinavian roots in mind, the store presents a pared-back, contemporary space, designed to evoke calmness and a domestic feel. The store houses the entirety of the brand’s UK collection – recliners, sofas, dining ranges and accessories – under one roof, and has attracted covetous glances from James’ international counterparts for its clean, honest take on Stressless’ comfort story.

Why open a store now, and not sooner?

When Stressless entered the market in 1971, it set a strategy to support independent retailers, and, five decades later, we remain true to that strategy.

Opening a Stressless brand store on Tottenham Court Road is a strategic move for the wider brand positioning in the UK market (also adding provenance within our Asian market). We’re a couple of years into our new strategy, with the goal of driving better margins for our retail partners. If necessary, Stressless is prepared to sacrifice volume in order

to provide workable margins for them.

Yes, the shop is selling to our end consumer – but only at RRP. Doing this in our capital city is an obvious move for the brand, not to mention the population, transport links and general visits our retail partners make to the capital – it makes a great hub for all things Stressless.

Whilst the drive to opening the store was a brand-building move, it gives us further opportunities. Firstly, it provides a location that has every product on display under one roof, and is therefore perfect for running our Stressless school.

Secondly, engaging directly with our end consumer puts us closer to understanding them, their needs and wishes for future product developments or marketing campaigns.

Retail is becoming increasingly experiential, and we wanted to have better control of that, and inspire our stockists, demonstrating how they could merchandise our product within their showrooms – and to be able to speak with experience, having proof of concept in our own shop, putting us back on the front foot.

Lastly, we’re building brand awareness on the busiest furniture

19 street in the country, with 50% of the customers we’ve engaged with so far being new to the brand. Therefore, we do not deem it a threat to our other stockists, primarily due to our pricing strategy – ultimately it’s a statement that we are serious about our brand position and what the next 10 years holds for us in the UK. We are already generating a vast number of quotes, with the majority of these being converted in the customer’s local retailer – many are choosing to support their local shop.

Tottenham Court Road falls within the Fitzrovia Business Improvement District, which is investing to regenerate the local area, with a focus on returning many furniture brands to the street.

Therefore, we feel this is a good longterm move for the brand, and for our retail partners. The early signs and feedback from them have been very positive.

What was the biggest challenges – and unexpected benefits – in setting up the store?

The principal challenge was finding a space of the right size in the right location. After that, the store underwent a complete refit, but it was of paramount importance that when you stepped through the doors, the environment reflected the heart of the Stressless brand – our quality and Norwegian heritage.

We worked with a highly experienced shopfitter who we could trust to deliver our first brand store. The store features the warmth of oak wood in the ceiling features and bespoke handrails passing our feature wall, which is clad in clay plaster by renowned artisanal Venetian plasterer Guy Valentine.

The furniture is illuminated by bespoke Stressless lighting that we’ve designed ourselves to enhance the upholstery and wood colours in-store.

This is the same lighting that we’re now rolling out to our retailers.

What technology does the store incorporate to enhance the buying experience?

The Stressless 2019 studio concept features touchpads, which are mounted onto oak frames and linked to our product configurator to help the consumer visualise their ideal furniture in the nine million product combinations available.

We have also launched a new app with integrated Augmented Reality (AR) so the customer can visualise their product in their own home.

What’s your favourite aspect of the store?

Whilst I’m immensely proud of many of the physical aspects of the shop – and I could name many, from the consultation space which makes choosing a product as simple (or should I say Stressless?!) as possible, to the ambiance created – if I had to choose one aspect, it would be the impact it’s had on the team and our partners.

Seeing the pride they have when standing in their shop, the realisation of the potential of the brand and what they’re associated with, has been the most rewarding part of this project.

The store reflects a recent rebrand – what did this comprise?

The Stressless brand is known globally by millions of people, so

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20

INSIGHT

STRESSLESS IS PREPARED TO SACRIFICE VOLUME IN ORDER TO PROVIDE WORKABLE MARGINS FOR OUR RETAIL PARTNERS it was important that we rebrand sympathetically, and therefore it was an evolution, not a revolution. Visually, there’s been a softening of the logo and imagery, relecting a fresh focus on the way Stressless makes you feel, not just the visual impact of the furniture.

We can get very technical with our brand and product, which is a great tool further down the buying process.

But the buying decisions are primarily made in a split second, and based on an aesthetic, a look – will that look suit my home? Therefore, we’re working hard on the in-store environment, marketing and photography, and are very focused on how our products are displayed, to best encourage customers to sit on them. We can get technical later on!

Can you outline any product launches in the pipeline?

This has been a busy year thus far. We’re hugely proud of the three sofa models, recliner models and new accessories that we’ve launched this year, but the best is yet to come – many of these were launched at our Stressless show last month.

How has the business’ strategy shifted since it was acquired by Qumei last year?

In short, the principles and ethos of the business remain the same – however, everything has been fast-tracked. Since the acquisition of Ekornes ASA off the Oslo Stock Exchange, we’ve enjoyed a welcome focus on longer-term strategy, and it’s given the company a chance to invest in product development and innovation.

This has resulted in launching three new sofa groups (two with power) along with two recliners, all in the space of nine months. So, the new ownership has resulted in an injection of pace, which, in these changing times, is what’s needed.

The new ownership puts the wider business in good health, opening up the Asian market – not least due to it being owned by an operator of some 800 retail units in China, which has engaged a historically untapped market for the business. The European provenance of the brand remains a key factor – even more so for the middle- to high-end Chinese consumer – so our roots will remain firmly in Norway.

It is no secret that the UK market saw an increase in competition from other European manufacturers which destabilised sales in the early part of this decade. However, over the last two years we have seen stable growth in the UK, primarily because our partners understand the value of a quality product and brand. More importantly, it seems that the margin gain being experienced by our retailers is a welcome uplift in these challenging times.

With our margin and sales growth strategy firmly in place, our team remains focused on delivering growth – not just for Stressless, but for our partners too. This will be achieved through a better in-store experience thanks to the roll-out of our studio concept, keeping the customer journey as simple as possible – plus smarter marketing, along with better product launches, which will be introduced when they’re ready through our Stressless

brand store – and not just once a year.

What’s the biggest threat to the Stressless brand, and how are you tackling it?

Being a firm believer that threats lead to opportunities, the biggest threat to Stressless and our wider network is the discount culture that’s deeply embedded in the furniture industry, which has been compounded by tougher times on the high street.

Many (larger) furniture businesses don’t have the ability to sell on good, old-fashioned features, benefits and brand values, and the national players are the epitome of what’s wrong with modern retail – every advert is championed by a misleading strapline discount.

Thankfully, we’re talking to an educated, independent retailer, and an informed, local, loyal customer, and our brand ambassadors understand our provenance and why we’re the best in the market at what we do – and not reliant on selling on price, or discount.

This no doubt leads to better business for all those who understand where the brand is going and agree that quality over quantity is the measure of a successful brand and partnership

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INSIGHT

What’s selling, and where? Furniture News’ marketing team has again surveyed a sample of the magazine’s retailer readership to see how product categories are performing from month to month. In the second instalment of this new feature, we look at how October fared against September.

A FURNITURE NEWS EXCLUSIVE

RETAIL

BAROMETER E

L BUSIN L A R E

SS

Overall, October proved static for sales. Another year might have seen positivity as peak sales commenced, yet a combination of factors (Brexit nerves were cited as the main culprit) dampened growth. Some noted more general changes in buying behaviour, with customers taking longer than usual to purchase, while others admitted that their sales season had stretched since early summer. One retailer reported their worst year to date, thanks to high rates and the closure of neighbouring banks, restaurants and shops. Despite these woes, many remarked on good bed sales (attributed to students off to university) and growth from dining and painted furniture in the run-up to Christmas

OV

22

STABLE 45% DOWN 22%

UP 33%

SALES SEEM TO HAVE PLATEAUED STRONGEST: BEDS WEAKEST: BEDROOM CABINET UPHOLSTERY

40% OF RETAILERS IN THE NORTH SAID OCTOBER WAS A BETTER MONTH, COMPARED TO JUST 29% IN THE SOUTH

BEDS

BEDROOM CABINET

UPHOLSTERY

32% 42% 26%

21% 46% 26% 33%

30% 37% 26% 33%

LIVING ROOM CABINET

DINING

FURNISHINGS

ACCESSORIES

20% 49% 26% 31%

28% 42% 26% 30%

20% 48% 26% 32%

27% 50% 26% 23%

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24

INSIGHT

James S

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Watton chair

CHARM OFFENSIVE Since he joined the business in 2015, former ASDA ecommerce specialist James Sheffield has brought new technology and fresh thinking to Wood Bros, the purveyor of furniture brand, Old Charm. Furniture News learns more about his modern mindset … www.woodbros.co.uk

DEVELOPING NEW PRODUCTS AND SERVICES WITH UNPROVEN VOLUMES PRESENTS QUITE A CHALLENGE

What was the first thing you noticed when you joined the industry?

There were definitely opportunities for suppliers and retailers to work more closely. There’s a wealth of information available from retailers and consumers, and developing your relationships with them – then responding to the information they provide - can be of great help when you’re developing new products and services.

Early on, I saw that we needed to increase our level of integration with retailers to make it easier to roll out changes and new initiatives.

Consequently, many of our new products and size variations (such as Bayford) have emerged from discussions with stockists.

Have you seen consumer behaviour evolve since then?

The shop window has come a long way.

Once, customers would visit a retailer, decide on a product and purchase it, but today’s buying channels are far more complex. People can engage with your brand through so many different touchpoints.

The internet has turned national

retailers into local ones, with stockists across the country competing with each other, and the research carried out by consumers has become far more extensive – in both the pre-buying and the post-viewing price comparison stages.

Through social media and review sites, people do a lot more research on brands – one customer measured the dimensions of a sofa of ours and told us we were the only company in the country who offered a sofa to match her required dimensions!

They also expect immediate access to in-depth product information and shorter delivery times, and mobile shopping technology has become an important part in their journey.

These days, you have to bring the customer closer to your product. This means embracing everything from product visualisation (what the product will look like based on their choices) to letting them touch the fabric (customer sample requests).

Customers want a higher degree of choice and flexibility, and will try to specify the products, colours and fabrics that will work in their homes. So many

WWW.FURNITURENEWS.NET 25 people asked us about customising product that we’ve introduced services such as COM (customer’s own material).

Technology has been crucial to our strategy of providing customers with greater information at the key touchpoints in the purchasing process, and enabling them to visualise our products in other finishes or colourways.

Shoppers are engaging with Wood Bros through various contact points, so providing relevant content at each stage of their journey is important.

How has Wood Bros reacted?

We focused on streamlining the customer’s journey, with greater emphasis on integrating the touchpoints to make it more seamless. This includes our website and retailer network – we’ve made it easier for end consumers and stockists to find the information they need.

We’ve also refined the timing of our communications, utilising digital services and data to understand how to speak to the end consumer in a more timely manner.

And we’ve simplified our product offering. Spending time with stockists to better understand their challenges – and our limitations – has helped us shape our products and services. For example, we used to offer an excessive number of upholstery finishes, and reducing this has helped our sales staff and online performance.

We’ve been impressed by how keen our partners have been to help us achieve these aims. Partner selection was based on identifying who could enhance the services that we provide, and flexibility. In light of the prevailing

Where did your evolution prove easier than expected?

Integrating new services has been challenging, but we’ve been pleasantly surprised by how keen our retailers and service providers are to develop new offerings and services. It’s simplified our

collaboration and the rolling out of new initiatives.

How do you see the bigger picture changing?

Delivery lead times are already getting shorter. In areas outside of furniture they offer next-day (even same-day) deliveries, and I think there will be greater emphasis on being able to offer these sorts of delivery services over the next 10 years.

I also think product visualisation will continue to bring customers closer to the product.

We’re already beginning to see basic visualisation develop to overcome the barriers to touch online, with customers able to simulate various fabrics on our models

Working with CG imaging specialists to create images like this, Wood Bros gives customers the ability to better visualise product online

Why has our industry been relatively slow to adopt such measures?

Three reasons. First, product complexity - a single product can have so many variations, and this not only creates supply chain complexities, but challenges us to communicate products more clearly to consumers when we’re selling them.

Next is the number of retailers. There are so many, spread across buying groups and independents, that rolling out improvements is more complex.

Third is the fact that furniture is a deferrable purchase, and the frequency of purchase is lower compared to other fast-moving consumer goods, making it difficult to learn from initiatives at times.

market trends, it’s important to select partners that not only provide you with services now but also have the capability of growing with your long-term strategy.

Of course, there are difficulties.

Integrating new partners has been challenging, as has measuring the success of certain initiatives. And – although I’m sure we’re all tired of talking about Brexit – developing new products and services with unproven volumes presents quite a challenge.

26

EVENTS BED SHOW

The 10th Bed Show took place from 17-18th September at Telford International Centre, connecting buyers with many of the best British bed manufacturers and suppliers.

The event is organised by the National Bed Federation (NBF), which insists that all exhibitors of finished products manufacture in the UK and Eire, and are compliant with the NBF’s Code of Practice – designed to reassure customers that they can buy safe, clean and honest beds with confidence.

Fresh energy and strong presentation helped lift this year’s edition, which once again presented invaluable sourcing and networking opportunities for serious sector traders.

“This event is where the UK bed industry unveils a host of new products,

PRIME MOVER concepts and marketing initiatives,” comments NBF executive director Jessica Alexander, “and this year, despite challenging market conditions, the innovative and ingenuity has been a delight to see.

“For quality visitors and industry

networking, the Bed Show is unrivalled.

Plus, all our exhibitors made such a huge effort to make the whole show look terrific too. The Bed Show is wellloved by both exhibitors and visitors, and will be back in 2020 (22nd-23rd September).”

www.bedshow.co.uk

SWEET DREAMS www.sweetdreamsuk.com Sweet Dreams was delighted with the reaction to its range-defining new collections of beds at the show.

First was the Pocket Air Pure collection of divans, which feature Sweet Dreams’ Pocket Air spring system inside, and on top, new FR chemicalfree fabric covers. The fabric is produced using inherently flame-retardant yarns and so avoids the need for chemical treatment. A simple heat finish preserves its natural integrity.

A mock five-box side-stitch border and tufted or microquilted tops characterise the four beds, all of which boast 3000 or 4000 pocket air springs.

The beds come in three sizes, and the bases offer a wide choice of storage and four colourways.

Next is the Hand Crafted collection, which comprises three beds. The hand-crafted side stitch to the mattress border was well received, and elevates the mattresses to something not previously associated with mid-market products, says Sweet Dreams.

The luxury quilting on these beds is testament to the Dueffe quilting machinery in which Sweet Dreams has invested, while natural fillings such as silk and cashmere maintain the luxury theme. The beds are offered in three sizes and the bases come with Sweet Dreams’ usual options, plus a special low option on platform top bases.

The third launch was Defined Edge Support. This collection comprises six beds in three sizes, featuring foam-encapsulated pocket springs (now a favourite among consumers) and offering specifications such as pillowtops and luxury fillings. The bases, with drawer storage options, come in a choice of wooden or chrome-effect legs and six velvet colourways, plus eyecatching contrast tape.

Clockwise from top left: Theo 1500 Memory, Defined Edge Support Luxury Silk 1500, Hand Crafted Pure Clarity 3000, Pocket Air Pure

THE NEW FOREST HAMPSHIRE OUR HOME OUR HERITAGE OUR INSPIRATION #perfectsleep

H A MPS H IR E WOOL

FIN E EN GL I S H COT TO N

C HE M I C A L F RE E

N AT U RA L FA B RI C S A N D F I L L I N GS

For over 75 years our home on the edge of the New Forest National Park has been influential in the development of our luxuriously comfortable, handmade mattresses. It’s the combination of beautiful natural materials combined with expert craftsmanship which make our products special. That’s why we use local Hampshire wool and sustainably sourced English Fine Cotton in the creation of our chemical free beds The key ingredients for perfect sleep.

For further information call 023 80 86611 millbrook-beds.co.uk

28

EVENTS BED SHOW The hand-tailored Wool Origins 8

COMFORT AND INTEGRITY With a strong awareness of the importance of sleep to wellbeing, and the demand for safe, responsiblymade products, Hypnos’ new Origins collection is both comfortable and ethical. www.hypnosbeds.com

Hypnos launched the Origins collection at the show

Origins is just the latest step in Hypnos’ sustainability journey. Having been foam-free for over 10 years, making beds 100% recyclable and using only sustainable materials to help reduce waste and carbon emissions, Hypnos is now taking significant steps to ethically source its materials – to guarantee where they come from, that they have been produced responsibly on wellmanaged land, and with animals that are cared for.

A first-of-its-kind initiative, Hypnos’ exclusive relationship with Red Tractor, the UK’s biggest farm and food standards scheme, guarantees 100% British wool that is traceable to only assured farms.

This recognisable mark is valued by today’s consumers (boasting 69% prompted brand awareness with primary shoppers, while 41% would consider trading up to buy Red Tractor food products) – but Hypnos has also taken a different approach to wool buying, committing to both quantities and a fair price so that farmers can better understand their revenues and invest in a more sustainable future.

Sleep comfort remains at the heart of the Origins collection, in which each mattress boasts hand tailoring and impressive border edge support – thanks to an exclusive, British-made pocket spring system – and thick layers of natural, traceable fillings.

Origins features two mattress ranges: Wool Origins, which is filled with over eight sheep fleeces (16kg) of traceable Red Tractor-assured wool; and the no-turn Cotton Origins, with layers of sustainably sourced cotton as its principal filling.

Richard Naylor, sustainable development director at Hypnos, says: “We’re pleased that this latest collection has been so well received by retailers.

Its development is part of our ongoing commitment to the wider environment and to lead the way in responsible, comfort-based innovations. We want everyone to wake up on a Hypnos bed and feel good for all the right reasons”

The Hypnos

Origins Story

We value the people, animals and places behind our new sustainable and ethical bed range.

Expertly handcrafted mattresses with 100% British Wool from Red Tractor assured farms. hypnosbeds.com Hypnos is proud to be Carbon Neutral

Handmade in Britain and 100% recyclable

30

EVENTS BED SHOW Orthofirm 1400, Slumberland

STEINHOFF UK BEDS www.slumberland.co.uk Consumer buying behaviour has changed dramatically over the last 15 years, and today more people are researching, making use of customer reviews and buying online. With the goal of offering retailers and end customers a better digital experience, Steinhoff UK Beds is investing in three new websites for its Slumberland, Relyon and Dunlopillo brands.

Each has been uniquely designed to reflect the brands’ USPs, presenting a clear user journey to purchase via two calls to action - buy online via a partner, or try in-store. A Sleep Quiz will be at the heart of the websites, which aims to help customers find the right mattress.

Social media and digital content will play a key role in Steinhoff’s digital drive

to build brand advocacy and effective engagement.

To support the launch, Steinhoff will invest heavily in SEO and PPC to boost brand awareness and customer acquisition.

The new websites will go live this month, in line with new product launches and ahead of the peak trading season.

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SLEEPEEZEE www.sleepeezee.com

Sleepeezee’s CEO Joe Wykes and COO Steve Warren take five with brand ambassador Dr Ranj Singh

Sleepeezee returned from a successful Bed Show after securing a number of new retailer accounts and floor model distributions for its new collections.

A popular collection launched there was G Memory, a range featuring nextgeneration memory foam, which cradles and moulds to the sleeper’s body shape.

Designed with a unique cell structure to allow air and moisture to pass through, the memory foam is infused with Graphite, helping to move heat away from the body and disperse it, resulting in a more comfortable night’s sleep.

Marketing manager Amy Curtis says: “Retailer feedback on this new collection has been fantastic, with everyone loving the unique feel to each of the models and the PoS on offer for those retailers taking the range.”

32

EVENTS BED SHOW

www.breasley.co.uk

Autumn, on ottoman base

Breasley’s new-look Salus range was hailed a hit after its successful launch at the Bed Show. The brand enjoyed a makeover and update to mark a decade since the first Salus mattress was crafted by the East Midlands-based company.

As well as eye-catching new branding, further improvements to specification were revealed at the event. Head of marketing Clare Taylor says: “The new Salus branding was really well received by our retailers who were impressed with the new collection, and the stand itself received many compliments.

“Customers have been enjoying the Salus sleep experience for 10 years, and now they can experience even better levels of comfort and luxury from their favourite range of beds.”

Originally created for independents, Salus combines “high-end” comfort with an accessible pricing structure.

The mattresses make use of natural fibres and combine two of Breasley’s unique technologies: Viscoool, Breasley’s pressure-relieving, breathable memory foam, made from sustainable natural soybean oil; and a 4cm-deep Salus Comfort layer, which increases softness

Samphire, the top-of-the-range Salus model

BREASLEY’S SUCCESSFUL SALUS REVAMP

www.salusbeds.co.uk

LIVE IN LUXURY. SLEEP IN STYLE.

ILEX

Indulgently finished with a deep quilted pillow top cover featuring natural fibres

Celebrating 10 years of comfort and innovation

34

EVENTS BED SHOW Constable 3000 Pillow-Top

THE SHIRE BEDS CO www.shirebeds.co.uk Shire’s shortlisted entry for the NBF Product of the Year award at the show was the Constable 3000 Pillow-Top, a luxury-feel mattress with fine fillings.

According to Shire, the mattress punches far above its weight when competing with the industry’s leading brands, yet offers impressive margins for high street retailers.

“This bed ticks the boxes you would expect to see in a high-end, highprice mattress,” says a company spokesperson. “It is manufactured using traditional methods – for example, the

use of cotton, wool, silk, cashmere and layers of pocket springs to give a supportive body-contouring feel that keeps the slumbering sleeper in a naturally temperature-controlled cocoon.”

Finished in 100% natural viscose, the mattress sits on the Artisan range base.

The Constable 3000 Pillow-Top base comes (as standard) 12in deep, fully padded and upholstered, with shepherdstyle chrome castors and hidden metal links to ensure no intrusive unsightly link bars, plus a choice of fabrics.

MILLBROOK BEDS www.millbrook-beds.co.uk Millbrook Beds enjoyed a successful show this year, with encouraging feedback from visiting retail partners.

Four new ranges of chemical-free, handmade mattresses were unveiled at the show – Grandeur, Majestic, Ortho and Pillow-top – featuring higher spring counts of up to 14,000 pocket springs, and greater sustainability credentials.

A new range of Motion Adjustable beds, available in a variety of six feels and spring counts, completed the line-up of new collections.

Sales director Mark Hughes says: “The atmosphere at the show was incredible, and the customers who came onto our stand were clearly impressed with the additions to the collections, particularly the Majestic and Grandeur ranges, which produced a whopping +236% increase against last year’s ranges.”

Team England gymnast Mimi Cesar puts a fresh spin on Millbrook’s offer (Photo courtesy NBF Bed Show)

Matisse 2000

The company also launched Millbrook Fasttrak, a 48hr home delivery service covering six beds in the main range, plus the complete range of Motion Adjustable beds. This was introduced in response to consumer demand, delivering a handmade product in record time.

“We have also entered into the motion beds and mattress market in a big way,” says Mark, “which is not entirely new to Millbrook Beds, but we felt there was an opportunity in this sector, and this was absolutely proven during the show, with extensive ranges secured. Competitive price points, along with a 48hr DHD Fasttrak service, enhances the appeal of the collection.

“Overall, the show was a great success, acquiring significant numbers of additional floor models, which will ensure a strong back-end to the year and a great January sales period for all,” he concludes.

The exhibition ended on a high for London and South-east area manager Jason Hillier, who was named Millbrook Beds’ Salesperson of the Year 2019 by MD Mark Croll.

, s r e p ee l s r o f , s r e m a For dre e N o y R e V e R Fo

The new natural backcare collection has arrived.

Naturally comfortable and always supportive, it’s everything you could wish for from a pocket sprung mattress.

36

EVENTS BED SHOW

www.harrisonspinks.co.uk Leading the way in sustainable comfort innovation, 180-year-old family bedmaker Harrison Spinks presented four new collections at this year’s Bed Show – the Harrison Spinks Bed Tailor Pillowtop Collection, Somnus, The Adam Henson Collection and Synergy.

SPRINGING INTO ACTION Each collection featured the company’s most recent innovation – the patented eco-spring, Cortec. Glue-free, 100% recyclable, and a world first in the furniture and bedding industry, Cortec redefines sustainable comfort technology, states the bedmaker, which says that this innovation is set to change the industry forever, raising the bar on a global scale.

At the Bed Show, the success of Cortec was cemented when it received the NBF’s Component of the Year accolade, further reinforcing Harrison Spinks’ sustainability credentials after it received the Queens Awards for Enterprise in Sustainable Development in April.

This innovation comes as Harrison Spinks makes the commitment to not develop any new mattresses containing

foam or glue, and to eliminate foam from any existing product by 2020.

With a “fantastic” response and uptake, the Adam Henson by Harrison Spinks Collection proved a hit at the show. Featuring Cortec springs and carefully selected wool from the fleeces of rare breed and indigenous sheep, the collection is a celebration of British farming, sustainability and craftsmanship at the highest level.

Also attracting overwhelmingly positive feedback was Harrison Spinks’ concept of what it says is the world’s first 100% recyclable luxury mattress collection, Synergy. The collection is foam and FR free, as well as zeroto-landfill. Harrison Spinks plans to officially launch Synergy in 2020.

Read more about Harrison Spinks’ sustainable story on p12

Adam Henson at the Bed Show (photo courtesy NBF)

Cortec promises to revolutionise bed recycling, states Harrison Spinks

AS EN V SE T N O

The True Bedmakers From the prize sheep on our farm, to the award-winning springs we coil ourselves.

We go beyond convention to create the ultimate in luxurious comfort, giving you a mattress that has been lovingly grown and handmade in the heart of Yorkshire.

Cortec™ our new spring technology is the future and the reason we won component of the year at the NBF Bed Show 2019.

Because your sleep is our craft.

H A R R I S O N S P I N K S .C O.U K

38

EVENTS BED SHOW The top-of-the-range J. Marshall 4

VISPRING COMES OUT ON TOP Launched in September, J. Marshall by Vispring is a contemporary brand that combines pioneering pocket-spring technology from luxury bedmaker Vispring, offering the high-quality materials that one would expect from a Vispring product – but at a more accessible price point. www.vispring.com

J. Marshall 2 – characterful illustrations form part of the range’s PoS

J. Marshall by Vispring provides a much-simplified selection process, with just four mattresses from which to choose, and one simple low divan and headboard.

The range won the title of the NBF’s Bed of the Year at the Bed Industry Awards 2019 – a mark of excellence in the trade, which recognises outstanding new product based on its aesthetics, comfort, construction, materials, workmanship and value.

Vispring MD Jim Gerety says: “We are extremely proud to win Bed of the Year, a brilliant result that makes us very proud, after all the hard work the entire team has put into the development and launch. We hope our new J. Marshall range will bring even more customers to the Vispring brand and are looking forward to seeing it roll into stores.”

Harnessing Vispring’s attention to detail, J. Marshall presents traditional comfort through modern making, and is aimed at consumers looking for an uncomplicated bed-buying process.

The contemporary line is crafted in Vispring’s Plymouth factory and backed by more than 100 years of technical expertise. The range of four pocketsprung mattresses is made using only premium natural materials to ensure moisture-wicking, breathability and a good temperature.

All J. Marshall by Vispring mattresses are hand-tufted by master craftsmen to ensure their fillings are evenly spread, and that each retains its shape for many years. A top layer of woven Belgian damask creates a feather-soft surface and smooth uninterrupted feel across the whole mattress.

Offering simplicity plus individuality, the J. Marshall by Vispring shallow divan and headboard can be paired with all four mattresses in the range. They can also be easily customised in a choice of 16 colourful fabrics. For additional personalisation, customers can choose from bed legs in brushed brass, brushed silver or black chrome, and each model comes with a 10-year guarantee

J. Marshall by Vispring has four mattress options, each with fine natural fillings for comfort and pocket springs for support. Over 100 years of bed-making expertise goes into each design for head-to-toe comfort, night after night. Our mattresses are each backed up with a 10-year guarantee.

SLEEP PROPERLY

JMARSHALL.CO.UK

40

EVENTS BED SHOW

Six businesses received Bed Industry Awards at this year’s Bed Show, where their achievements in design, growth and innovation were recognised before an audience of more than 450 industry guests. www.bedshow.co.uk/awards

TRADE TOPPERS Presented by broadcaster Gyles Brandreth and NBF president Tony Lisanti, the awards saw bed manufacturers, suppliers and retailers take to the stage at Telford International Centre.

Bed of the Year went to Vispring for its J. Marshall no.4, which was praised for targeting a different type of consumer from the brand’s traditional one. It aims to challenge both existing and disrupter brands with a sleek, modern finish – attractively upholstered and backed up by high-quality marketing materials.

Taking Innovation of the Year was Vitafoam, with FReefoam. The judges felt this could have significant benefits to UK mattress producers, retailers, consumers and the environment. Not waiting for any potential changes to UK flammability regulations, which could see the banning of certain FR chemicals, this new TCPP-free foam material does not compromise on quality, performance or fire retardancy.

Winning Component of the Year was Harrison Spinks, with Cortec an innovative component that has the potential to redefine comfort technology. Five years in the making, this glue-free, patented pocket-spring system has enabled the development of the company’s first 100% recyclable mattress.

The Pure Online Bed Retailer of the Year accolade went to MattressOnline.

Category winners, from top: Dreams (National Bed Retailer) MattressOnline (Pure Online Bed Retailer) Linthorpe Beds (Independent Retailer) Vitafoam (Innovation) Harrison Spinks (Component/Accessory) Vispring (Bed)

In a year of change, this company was a strong front-runner, enjoying doubledigit profit increase on the back of mid-single-digital sales growth, with customers trading up. MattressOnline showed great use of interactive features such as live chat and video to enhance customers’ shopping experience, said the judges.

Linthorpe Beds scooped Independent Retailer of the Year. The company showed impressive sales growth in the qualifying period, with LFL sales up +17% thanks to investment in marketing, the website and strong add-on sales. It also took a bold move to refurbish its flagship store and second store, and committed to a new van fleet.

The winner of the National Bed Retailer of the Year was Dreams.

The judges were impressed with the company’s fifth straight year of improvement, including LFL growth, and the retailer’s innovative approach to customer service and retail, including investment in training and partnerships with the Olympic Team GB athletes.

The bed, component and innovation categories were judged by Furniture News’ Paul Farley, MattressOnline’s Steve Adams, Surrey Beds’ Jerry Cheshire, Paul Stott (Paul Stott Design), and the NBF’s marketing manager, Simon Williams. The three retailer categories were judged by Furnishing Report’s Richard de Melim, Interiors Monthly’s Andrew Kidd, Cabinet Maker’s Dan Squires, Greenwood Retail’s Bernard Eaton, and the NBF’s PR and communications manager, Lisa Artis.

“The annual awards are a valued opportunity to recognise stand-out companies in the bed industry,” says Tony Lisanti

42

EVENTS BED SHOW

GALA GATHERING THE INTERNATIONAL CENTRE, TELFORD / 17TH SEPTEMBER 2019

www.bedshow.co.uk The Bed Show gives its members an opportunity to come together at a gala dinner on the first evening, which is preceded by an introductory drinks party (sponsored by Sleepeezee this year). Hosted by broadcaster Gyles Brandreth and attended by more than 450 guests, the event featured Queen tribute band, Flash, and saw six bed manufacturers, suppliers and retailers recognised for their achievements in the annual Bed Industry Awards (see p40 for details).

INFORMING INDUSTRY, BUILDING BUSINESS 43

Constable

Layers of springs | Luxury fillings and side supports for a firmer edge | 3 tack natural viscose | Pillow top includes an additional 2000 tablet spring and natural fillings of wool, silk, and cotton The finest quality sleep surface of 100% natural viscose.

POCKET SPRINGS

HAND

TUFTED

NATURAL FILLINGS

PILLOW TOP

EVENTS

45

www.theautumnfurnitureshow.co.uk The Autumn Furniture Show, now in its sixth year, took place at NAEC Stoneleigh, Warwickshire on the 1st and 2nd October.

AUTUMN’S

ALL-SECTOR ATTRACTION Exhibitor Pentik took the event’s Best Stand Award

The autumn’s largest all-sector domestic furniture trade show, the Autumn Furniture Show, is organised by the Minerva Furniture Group, but is open to all furniture retail buyers for its two-day duration.

Offering everything from dining, living, beds and bedroom furniture to upholstery, lighting, decorative accessories and trade services, the event has become a firm fixture in the industry’s calendar.

Despite a difficult trading backdrop for many this year, the show’s exhibitors – many well-known furniture brands among them – reported steady visitor footfall, leaving the majority satisfied with the business they generated.

The standard of display across the event continues to grow YoY, states Minerva’s group business manager, Roy Beagent, whose team presented the Best Stand Award to Finland’s Pentik, which specialises in home decor and tableware.

The venue, set in the heart of England, offers free parking and a choice of accommodation, plus road, rail and air access. Next year’s Autumn Furniture Show will take place in the same location from 6-7th October

46

EVENTS

Calia Italia

WORLD OF OPPORTUNITY European elegance and international ingenuity will be on show at January Furniture Show 2020 – taking place from 19th-22nd January at Birmingham’s NEC – when over 40 overseas brands present their latest collections.

Italia Living

www.januaryfurnitureshow.com

The four-day trade show will see over 500 UK and international exhibitors show their latest developments and new ranges – giving buyers an opportunity to source furniture and accessories from around the globe without the need for a passport!

Dutch table and chair specialist Hartmann (one of the winners of The Furniture Awards 2019) will return with more of its technically advanced resin chairs and dining tables. Seating of a different kind will be provided by Violino, one of China’s leading upholstery manufacturers, which will present a selection of classic and contemporary seating.

Matera, Italy, is home to Calia Trade, which will return with more vibrant and ultra-modern sofas, beds, modular and swivel chairs. Fellow Italians Ego Italiano, Italia Living and Tomasella will

47 all present their high-end leather and fabric upholstery lines.

Streamlined Italian living and dining furniture will be on show from luxury Italian cabinet specialist ALF (another winner of The Furniture Awards), and Camel Group, which will show new space-saving designs. New collections for living, dining and bedroom using mixed materials and new finishes will be on show from both companies.

Germany is renowned for its bedroom cabinet expertise, and Weimann, Rauch and Nolte will return to hall 4 in 2020 with their flexible and practical bedroom storage solutions.

Meanwhile, Denmark’s Skovby, an expert in Scandi cool, will present its stylish living and dining collections in hall 2.

From the Republic of Ireland, Alfrank will demonstrate its modern approach to living and dining furniture, while Vida Living will introduce new cabinet and upholstery collections.

Belgium will be represented by upholstery manufacturer ROM, while SITS, one of Poland’s biggest upholstery manufacturers, will return with new sofas and chairs.

Other internationals include Artedi, B4 Living, Bluebone, Gwinner and Stone

Italia – visit the event’s website to see the full list of UK and international exhibitors, and to register for free attendance Skovby

Ego Italiano

Central Furniture Manufacturing Ltd For a Full Colour Brochure please call 0121 766 8110

Newport Range Gloss grey

Mulliner Works, 154 Bordesley Green Road, Birmingham, B8 1BY Tel Fax Email Web

: : : :

0121 766 8110 0121 766 7450 info@centralfurnituremfg.co.uk www.centralfurnituremfg.co.uk

Central Furniture Manufacturing Ltd For a Full Colour Brochure please call 0121 766 8110

Newport Range White

Mulliner Works, 154 Bordesley Green Road, Birmingham, B8 1BY Tel Fax Email Web

: : : :

0121 766 8110 0121 766 7450 info@centralfurnituremfg.co.uk www.centralfurnituremfg.co.uk

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PRODUCTS

COVER FEATURE

Pebble

DEVON

SENT It’s been a year of change at Devonshire - but rapid evolution means the cabinet supplier is better placed than ever to meet the market’s needs. www.devonshireliving.co.uk

DEVONSHIRE DESERVES TO BE IN POLE POSITION

Devonshire has changed a great deal this year. The cabinet specialist ceased manufacturing in Devon, opting instead to focus its attentions on the business’ sourcing, importing and wholesaling operations – while maintaining its finishing plant, enabling it to maintain the delivery of superior finishes for which it is known.

Meanwhile, after 27 years of service, the company’s owner Peter Hockin retired, handing the baton to his daughter Nicolle – who has big plans for the business. “The change at Devonshire has only just begun,” says Nicolle. “I’m spearheading a new strategy designed to make us fit for the future – while preserving our rich legacy.”

Visitors to the upcoming January Furniture Show – taking place at the Birmingham NEC from 19th–22nd January – will see new living, dining and bedroom ranges from Devonshire.

Exclusively created by award-winning designers, the new ranges feature solid woods, veneers and high-quality paint finishes, and will join other fresh developments that employ on-trend materials such as concrete, marble, rattan, metals and other timbers.

“We’re working with multiple designers to produce our new ranges,” says Nicolle. “We’re not going to compete with the low-end market –

we’ll re-establish ourselves as a market leader through quality and exceptional service.”

To that end, Devonshire has refined its supply base, ensuring these new lines are made by fully-audited factories, and introducing robust service-level agreements to ensure timely supply and quality. Its QC team will continue to carry out documented quality control, both prior to shipment and through incoming inspections.

The company has also introduced a brand upgrade, a new website, and an EDI (Electronic Data Interface) system to assist order management and invoicing, making it even better equipped to help customers – large and small – grow their business.

Its impressive portfolio of new products, globally sourced and designled, is backed up by advanced stock management, storage and delivery systems, and also available through a managed mixed container programme.

From its large warehousing facility, Devonshire’s own fleet of delivery vehicles offers customers a tailored delivery service, while a white-glove DHD service will be introduced shortly.

“I’m looking forward to driving the business forward even further in 2020,” says Nicolle. “Devonshire deserves to be in pole position”

INTRODUCING

MILAN BEDSTEAD Deep headboard with unique fabric edging and deep side panels. ďƒ&#x;

Our Seagreen Collection is handmade in the United Kingdom, featuring ticking containing upcycled marine plastics.

OUR MAT T RES S ES CONTAI N OVER

By using revolutionary technology, we have created a mattress that optimizes sleep comfort while reducing existing problem plastics affecting marine life.

www.gallerydirect.co.uk | 01795 439159

180 500ml Bottles

52

PRODUCTS LIVING

Gallery Direct launched its AW19 Collection – which features over 600 new designs – at this year’s Autumn Fair.

The range is focused on two key market trends – Luxe and Apartment Living.

www.gallerydirect.co.uk

Rivello armchair and sofa with Santorini coffee table

Gallery’s development team has created an affordable, design-led product offer, with the Luxe portfolio focused on sumptuous lines and appealing proportions, enriched by luxurious materials, refined finishes and elegant textiles. The style incorporates a combination of inspirations and elements.

Mat Penney, Gallery’s product director, says: “Our Luxe look has been incredibly popular and is still very much on-trend, so we have expanded our offering with a wonderful range of new pieces which encompass elegance and luxury. There are some stunning new statement pieces which can be used individually to add just a touch of Luxe to a room, or items can be grouped together for a bolder look.”

The collection features a selection of occasional chairs which boast precise detailing and striking textures. One example is the Rivello armchair, with its scalloped design and solid cast burnished brass legs – it can be used as a standalone chair, or combined with pieces such as the Rivello sofa and Santorini range for an opulent look.

THE LOOK OF

LUXE

Luxe metallic cushions

Meanwhile, display units, occasional tables and drawer units offer practicality and style. These include the Delray range, with deep black mirrored glass tops on angular gold finish metal frames, which works well when matched with a co-ordinating mirror or piece of art.

To complement the furniture, there is a new range of Luxe soft furnishings.

Rich colours in textured velvet fabrics with ornate fringing and tassels forge an elaborate aesthetic, while metallic print in antique gold gives a luxurious feel to a selection of rugs and cushions

All Celebrity ZipSPEED ranges have been reengineered to include Mammoth Medical Grade™ Foam Seating Technology as standard.

Zero VAT rated for those eligible. Terms and conditions apply. *Fabric models only. Includes fixed chairs and settees

Tel: +44(0) 1623 440626

www.celebrity-furniture.co.uk

info@celebrity-furniture.co.uk

54

PRODUCTS LIVING

BUOYANT UPHOLSTERY www.buoyant-upholstery.co.uk Winter is fast approaching, and the January Furniture Show is at the top of Buoyant Upholstery’s to-do list. Having made a strong impression in previous years, Buoyant’s notable stand aims to “take visitors by storm” again, states a company spokesperson.

Wilmslow

WOOD BROS www.woodbros.co.uk Wood Bros introduces the Pickering three-seater compact sofa. Featuring traditional scroll arms and a high, enveloping back, the sofa offers a deeply supportive sit, while classic buttoning, elegant turned feet and contrast piping complete the look. Pickering is available with brass cup castors, two scatters and an extensive fabric collection that includes Moon and Harris Tweed.

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COME COMEAND ANDJOIN JOINUS USAT AT THE JANUARY JANUARYFURNITURE FURNITURESHOW SHOW2020 2020 COME AND JOIN US AT THE JANUARY FURNITURE SHOW 2020

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THE COUNTDOWN TO THE BIGGEST FURNITURE EXHIBITION THE YEAR HAS THE COUNTDOWN TOOF THE BIGGEST BEGUN! FURNITURE EXHIBITION OF THE YEAR HAS THE COUNTDOWN TO THE BIGGEST BEGUN! FURNITURE EXHIBITION OF THE YEAR HAS EACH YEAR BUOYANT UPHOLSTERY BEGUN! SHOWCASES EXCITING NEW DESIGNS, EACH YEAR BUOYANT UPHOLSTERY FABULOUS ADDITIONS AND LUXURIOUS SHOWCASES NEW BE DESIGNS, YEAR BUOYANT UPHOLSTERY FABRICSEACH AND EXCITING THIS YEAR WILL NO FABULOUS ADDITIONS AND LUXURIOUS SHOWCASES EXCITING NEW DESIGNS, EXCEPTION. FABRICSFABULOUS AND THISADDITIONS YEAR WILLAND BE NO LUXURIOUS FABRICS AND THIS YEAR WILL BE NO EXCEPTION. ON THE 19TH TO THE 22ND OF JANUARY EXCEPTION. HEAD DOWN TO THE BIRMINGHAM NEC,

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ON THEF30 19TH TO THE 22ND STAND IN HALL 5 TO SEE OF THEJANUARY STUNNING ON THE 19TH TO THE 22ND OF JANUARY HEAD DOWN THETO BIRMINGHAM NEC, PRODUCTS WETO HAVE OFFER. HEAD DOWN TO THE BIRMINGHAM NEC, STAND F30 IN HALL 5 TO SEE THE STUNNING STAND F30 IN HALL 5 TO SEE THE STUNNING WE LOOK FORWARD PRODUCTS WE HAVETO TOSEEING OFFER.YOU ALL PRODUCTS WE HAVE TO OFFER. THERE! WE LOOK TO SEEING YOU YOU ALL ALL WEFORWARD LOOK FORWARD TO SEEING THERE! THERE! www.buoyant-upholstery.co.uk Telephone - 01282 691631 www.buoyant-upholstery.co.uk www.buoyant-upholstery.co.uk - 01282 691631 Telephone Telephone - 01282 691631

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56

PRODUCTS DINING

KETTLE INTERIORS www.kettleinteriorsagencies.com Bringing retailers headline prices, the GAO collection from Essentials by Kettle Interiors is a collection of oak dining and occasional cabinet furniture made to deliver impressive value.

Designed for retailers looking to deliver price promotions – or simply to offer customers some of the best in everyday value – the collection is suitable for first-time buyers and renters, thanks to its affordability and popular styling. With various sideboards, extending dining tables and a range of occasional items, GAO is well equipped, with its light oak finish and brushed metal handles working well in most interiors.

CHELSOM www.chelsom.co.uk Renowned commercial lighting supplier Chelsom also supplies the retail sector with contemporary occasional and dining furniture, and strives to lead the way with new materials, finishes and designs.

Chelsom displayed existing bestsellers and new collections at this year’s Manchester Furniture Show in July, demonstrating its ability to marry fresh styling and commercial appeal.

CHRISTMAS GIFT IDEAS FROM

Slat Back Rocking Chair Ref. 126

High Back Fiddle Granddad Chair Ref. 123

Hat & Coat Stand

Child’s Rush Seated Chair

QUALITY EUROPEAN HARDWOOD (BEECH AND OAK) CHAIRS All available from stock Large or small quantities

•

Finishing services available •

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Email or call us to request a brochure and price list Please visit our website to see our full ranges - WWW.MANDPCHAIRS.CO.UK All enquiries to: Mike Hodgson – mikehodgson@gmx.com • Call:

07802 648383 or Paul Hodgson – paul.holroyd.hodgson@gmail.com • Call: 07469 819520

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PRODUCTS BEDROOM

TIMBER ART DESIGN (TAD) UK www.timberartdesignuk.com Launched in 2018, TAD UK is an online wholesaler of self-assembly furniture, and the subsidiary of Timber Art Design, based in Malaysia’s traditional furniture manufacturing region, Muar. There, bolstered by 30 years’ experience in global supply, TAD manufactures in its own two factories, and oversees conception, design, prototyping, final design certification, production and wholesale to ensure efficient customer service, before its team of specialists guide clients through the buying process closer to home.

In the UK, TAD is located on Wrexham Industrial Estate in North Wales, ensuring it can fulfil orders nationwide. The 2020 January Furniture Show will see the official launch of the UK subsidiary to the trade, plus a selection of bedroom and living room pieces,designed to meet the demands of the British consumer.

TAD’s comprehensive range includes bedroom and living ranges across a variety of styles, colours and concepts, building on Malaysia’s manufacturing expertise in particleboard with laminates, foils and painted finishes, by taking market-specific approaches such as retaining the look and feel of solid wood.

TAD offers flexible, seamless ordering for wholesale, drop-ship or spare parts from UK stocks. Free next-day delivery is also available to the UK mainland. Every piece is boxed to mail order standard, and is fully tracked and guaranteed to arrive at the stockist’s (or its customer’s) doorstep in good condition.

Brands of distinction

J DeWalleg Ltd is a British manufacturing company with a history of innovation and Patents for the products it designs and makes in the UK. Its roots as a family company go back over 66 years and our ethos continues to be quality, craftsmanship and pride in what we make and sell.

With continued investment and the inhouse CAD designing of its own production machinery and products, J DeWalleg Ltd strives to maintain its lead as a UK manufacturer supplying globally direct to the Bedding and Upholstery industry.

Visit

www.JDWLTD.com

for products, services and contact information

A suite of brands with great floor appeal Our bed collections are designed with their own bespoke offering.

Hamilton & James our premium brand endorses natural fillings of wool, cotton, silk and cashmere. Modern Living featuring memory foam, pocket sprung and open coil mattress. And for contemporary living the Pennine Bed range of Ultra Edge mattresses, offering all round support.

All supported with a range of hand-upholstered divan and headboards furnished with the latest on-trend fabrics and colourways.

Request a visit to our showroom in Huddersfield.

01484 427 373 | deluxe-beds.co.uk orders@deluxe-beds.co.uk

Hand made in England

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5-G25

www.timberartdesignuk.com 01978 660768 / sales@timberartdesignuk.com 108 Abbey Road South, Wrexham Industrial Estate, Wrexham, LL13 9RF

60

PRODUCTS BEDROOM

KETTLE INTERIORS www.kettleinteriorsagencies.com Enjoying the popularity of a painted finish, the RA Bedroom collection from Essentials by Kettle Interiors is ready to bring high-value bedroom cabinet to stores across the country.

Finished in on-trend dove grey with contrasting tops and soft, rounded corners, this collection delivers headline-grabbing value. With a range of items suitable for today’s bedrooms and widespread appeal through its styling, RA Bedroom is available directly from UK stocks through Kettle’s Wholesale, Stockist or Container supply services.

Become a NBF Retail Supporter and together we can put rogue traders to bed.

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The NBF is fighting back – investigating dubious products and businesses and reporting our findings to trading standards.

TO STOCK UD Available for B RO bed retailers sourcing at least 50% EP N SA FE • S EEP SOU of their beds L from NBF members

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many exciting plans for this collection and our product development for the new year will focus heavily on this range and explore new options for taking Monaco forward.”

Monaco is available in a singledoor unit 50cm wide to a full 3m run with up to eight hinged bi-fold doors.

Doors are available in full-length or combined with drawers below.

Matching beds and additional storage chests are offered, and the range comes in a choice of three finishes – champagne, havana and white.

Mirrored doors are also available.

D

www.wiemannuk.co.uk

Wiemann’s Monaco is proving a key contender for the award-winning German bedroom manufacturer. Not only does it provide a comprehensive selection of versatile wardrobes, its main feature is an innovative 90° corner unit that features panoramic two-door opening to access the full space behind with ease.

Simon Hewitt, MD of Wiemann’s UK agent, Litmus Furniture, says: “Monaco has been a hit for Wiemann, proving extremely popular at recent exhibitions including Long Point and the Autumn Furniture Show. We have

P

WIEMANN

PACK INCLUDES: Window vinyl, in-store vinyls, pyramid display boards, USB stick with new videos and downloadable artwork

bedfed.org.uk 12/06/2019 24/04/2018 10:18 13:59

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PRODUCTS FURNISHER

LOUIS DE POORTERE www.louisdepoortere.com Louis de Poortere has created a range of rugs aimed at inspiring children with colours, larger-than-life patterns and imagination for their rooms. The rugmaker has captured the essence of Villa Nova’s Picturebook range in 10 designs, all crafted using the time-proven techniques and quality materials that have made the Belgian manufacturer one of the leading names in the industry.

The range was created by three children’s book illustrators: Frann Preston-Gannon, who created Arctic Bear, Lily Pad and Tiny Turtles; Christopher Corr, whose penchant for quirky characters and bold landscapes resulted in Sundance, Hustle Bustle and Wiggles; and Yuval Zommer, whose designs include Pitter Patter, Ladybugs and Dotty.

The rugs are featured in a dedicated brochure and presented in an attractive sample box.

COMPLETE COLOUR www.completecolour.com Complete Colour is a leading designer and maker of framed pictures, which specialises in liquid art. Renowned as an industry innovator, the London-based supplier strives to continually bring new art styles to the market, with cutting-edge design, quality frames and finishes.

Complete Colour offers numerous ranges of home decor and accessories for the trade, including the exclusive Curvart range of wall art and occasional furniture.

es Tiny Turtl

Ocean Wave mirror

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filiz@decoframe.co.uk mobile: 07887 660161 www.decoframe.co.uk

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Kemp House, 152 - 160 City Road, EC1V 2NX London

Touch Up Markers & Graining • Transparent & solid colour markers • Clear finishing markers • Graining markers & colouring sticks

Repair Aerosols • Dye & Pigment Colouring Aerosols • Finishing Aerosol in 6 sheens • Low Odour Finishing Aerosols • Speciality Aerosols for spot repairs, blushing etc

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FERNDALE

This collection features two dining tables, a dining bench and console table each with unique tempered glass legs and waney edge wooden tops.

Shown here with our Newton Dining Chairs

ďƒ˘

www.gallerydirect.co.uk | 01795 439159

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PRODUCTS TRADE SERVICES

FIBRELINE www.encorecushion.co.uk Fibreline believes Encore Foam to be the ultimate foam cushion.

It is constructed from 100% foam, and achieves its remarkable properties through a combination of different foams and a clever interior profile. Today, its production has been made even more efficient through the use of robotic manufacturing technology.

Fibreline states that Encore buyers now have the ultimate choice in fibre, feather and foam cushions.

istock/DNY59

RETAIL PERFORMANCE SPECIALISTS (RPS) www.rps-global.com RPS is a world-leading performance improvement organisation operating in 20 countries across five continents.

Having worked with furniture businesses including Housing Units, Roomes and Dreams, RPS understands the challenges facing multiples and independents, and has the insight to guarantee clients a performance system to increase sales and profitability.

RPS’ approach focuses on improving the productivity, performance coaching and skills development of retail teams, with a focus on delivering an excellent customer experience.

RPS benchmarks its clients against industry best practice standards, captured from 35 years of business, working with more than 45 UK furniture companies. RPS conducts a comprehensive analysis which details a retailer’s current achievements and their main areas of opportunity, creating a blueprint for exactly how they can seize the opportunities identified.

RPS then provides the system (including mindset, leadership, performance coaching, non-negotiable standards, best practice standards and more) to guarantee an increase in sales and profitability.

Not everyone can be the best, but everyone can achieve their full potential, and for more of the time. With RPS, each store

has their own performance academy, allowing them to hone their skills and be coached by their manager for long-term success.

“We engaged RPS and immediately formed a solid working relationship,” says Stuart Fox, retail operations director at Housing Units. “They highlighted the real opportunity that a retail performance system could bring and the journey we would need to go on to achieve this. We have had an increase in ATV of +16%.”

For a free 45-minute strategy call to discuss actionable ideas, contact Scott on 01344 849397 or email scott@rps-global.com, quoting ‘Furniture News FREE45’.

J DEWALLEG www.jdwltd.com Over the past 10 years, component supplier J DeWalleg has seen many changes to both the bedding and upholstery industries – including the return of consumer demand for high-quality, UK-manufactured product.

Armed with this insight, J DeWalleg has continued to invest in UK manufacturing, offering impressive products to both the bedding and upholstery trades. With a customer base comprising some of the UK’s largest manufacturers, the supplier believes that its reputation speaks for itself.

As a joint patent holder for the components and core of the innovative Autotufter machine, J DeWalleg has further expanded its product range and capabilities, working closely with machinery supplier MPT Group.

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PRODUCTS TRADE SERVICES

SATRA www.satra.com SATRA is an international centre of excellence for product testing, training, consultancy and innovation. SATRA’s furniture testing facility is ISO 17025 accredited, providing a wide range of physical, chemical and flammability testing, as well as giving expert technical advice on national, European and international standards.

SATRA has a dedicated flammability laboratory and can test against the mandatory requirements for domestic and non-domestic beds, mattresses, upholstery foams and materials, to satisfy requirements and to comply with the Furniture and Furnishings (Fire) (Safety) Regulations.

SATRA will host a flammability seminar on 14th November for any members of the trade wishing to learn more.

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CYLINDO www.cylindo.com Heal’s has partnered with 3D product visualisation platform for commerce, Cylindo, to bring the retailer’s customers product through web-native augmented reality (AR). Introducing app-less AR will help Heal’s remain at the forefront of retail, enabling customers to visualise how furniture items will look in their homes, without downloading an app.

“When someone buys a signature item like a sofa or dining table they need a lot of reassurance that the product is right for them,” says David Kohn, customer and ecommerce director at Heal’s. “Our partnership with Cylindo already enables us to offer photo-realistic 360˚ images of our products – with AR we’ve taken it a step further, helping our customers to see what it would look like in their space.”

Cylindo’s web-native AR has proven to provide adoption rates that are 33 times higher than traditional AR mobile applications, thanks to the reduced friction.

Through its partnership with Cylindo, Heal’s also offers interactive experiences like 360˚ views and 4K HD zoom.

11/09/2019 11:20

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68

OPINION

CLOSING THE

WASTE LOOP The majority of the Western world is aware of recycling. People do their bit at home and at work, and try their best to dispose of their recyclables responsibly – yet this is where much of the process stops.

However, change is coming, writes Aldous Hicks, and the furniture industry is going to have to come to terms with new approaches …

WITHIN 20 YEARS, THERE WILL BE A CLOSED-LOOP RECYCLABILITY INDEX (CLR) DISPLAYED ON EVERY PRODUCT

Recycling is big business. By 2020, the global recycling market is projected to reach £30b – nearly double its £18b value in 2015.

Yet, despite our best intentions, very little value of recycling is realised – closer to 0% than 30%. Most products aren’t yet designed for easy disassembly or recycling – large items of furniture and mattresses, for example, are highly likely to go straight to landfill, and instead, the costs of removing and disposing of products in an unenvironmentally friendly way falls to consumers and taxpayers.

Change is coming, albeit slowly.

Governments are discussing legislation which should help progress us towards becoming a less wasteful society.

So, how can the furniture industry, together with other manufacturing industries, adapt to and support these growing environmental pressures?

Achieving 100% closed-loop recycling Currently, even when used materials are recycled, they tend to be made into lesser products. A plastic bottle, for example, may be processed into packaging materials, which are then disposed of in a landfill. So, even when recycling does happen, it often only delays the inevitable.

A truly green initiative would be to move towards a 100% closed-loop recycling system, whereby a recyclable product is transformed back into its original form. A plastic bottle would be remade into a plastic bottle, or a bed frame into another bed frame. A closedloop recycling process would ensure we get the maximum amount of use out of any material, reducing the amount that ends up in landfill.

While I think that in the next 20 years we will have a 100% closedloop recycling system, we first need to change the way we view used materials – treating them not like waste, but like useful resources that can be reused and recycled.

BY ALDOUS HICKS www.recirclerecycling.com

Achieving 100% closed-loop recycling, however, relies on manufacturers buying in recycled materials to use in new products, as well as designing products for easy de-manufacture.

The de-manufacturing economy I predict that within 10 years all manufacturers – including those in the furniture industry – will become responsible for the extended producer responsibility (EPR) of the products they manufacture.

This means they’ll have to pay fees representing the real cost of landfill and the full environmental cost of raw material production. Product prices will also include the environmental costs accumulated during their production in order to incentivise more sustainable production practices, minimise waste, and ensure product longevity.

To minimise costs, manufacturers will de-manufacture used products into their raw material components, which will be used again for new products. When EPR environmental fees are factored in, these de-manufactured raw materials will potentially cost the same or less than virgin raw materials.

Within 20 years, I predict that there will be a closed-loop recyclability index (CLR) displayed on every product, indicating both the sustainability of the manufacturing process and the cash value of the packaging once recycled.

Just like ingredient contents in food, the CLR will influence a consumer’s purchasing decision.

Imagine going to a furniture store to buy a new bed and mattress. You narrow your choice down to two options, both equally attractive. The first option has a big red mark next on the CLR index, indicating that it uses virgin materials and cannot be easily recycled. The second option shows a big green tick on the CLR index, indicating that it uses 100% closed-loop materials and is fully recyclable. Which do you choose?

Now imagine that the first option

INFORMING INDUSTRY, BUILDING BUSINESS 69 costs more, as it includes the EPR fees. Even if you don’t care about the environment, you’re definitely buying the cheaper option now, right?

CLR index labels will help you make purchasing decisions based on what can and cannot be de-manufactured, as well as identifying products that support the de-manufacturing industry.

Technological innovations A number of new technologies are currently in development that will help industrial and consumer recyclers, the de-manufacturing industry, and environmentally-conscious manufacturers.

The first – and arguably most important – innovation we will see is high-purity recycling appliances for homes and businesses. This will help consumers take the first step towards closed-loop recycling and help the concept go mainstream.

With more products able to be recycled and more recycling happening in the home and in furniture stores/ outlets, the de-manufacturing industry

will need to find efficient ways to manage on-demand collection.

On-demand services have improved in performance and cost, making it a realistic option for companies like Amazon and Uber.

If we can apply the same technology and processes to on-demand recycling collection, we’ll take a big step towards a 100% closed-loop recycling system.

Finally, the rise of AI, machine learning and robotics will help manufacturers find new ways to construct products so that they can be easily de-manufactured and turned into products of equal value.

Taken together, it’s easy to envision a world where all our beautiful and valuable and sustainiable used materials – from the smallest piece of packaging to the largest pieces of furniture – will be 100% closed-loop recycled

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#367 October 2019 www.furniturenews.net

23/09/2019 16:55

70

OPINION

LACKING IN

SOCIAL SKILLS? Social media enables businesses to reach bigger audiences than ever – but without taking the right approach they may be wasting their time, says Select First’s Tom Bourne.

[INSTAGRAM AND FACEBOOK] STORIES ARE A GREAT WAY TO INJECT A BIT OF HUMOUR AND LIFE INTO YOUR SOCIAL MEDIA ACTIVITY

BY TOM BOURNE www.selectfirst.com

For those in the furniture industry looking to raise their game on social media, the algorithm is king. It controls who sees your content and when they see it, and trying to overcome it without a guide is rather like climbing Everest in trainers and a jumper.

The truth is, the algorithms behind most social media platforms prioritise paid-for content, so your organic posts are always at the mercy of someone willing to spend money on theirs. Then there’s the set of rules by which the computers judge your content – who’s engaging with it, what you’re saying, how you’re saying it, what type of content you’re uploading … the list is long, evasive and often changing.

So, what can you do to combat the algorithm and make some headway in growing your followers? Fortunately, there are a few rules you can follow that might help to make sure more people see what you want them to see. These aren’t a hard-and-fast set of rules laid out by Instagram or Facebook, but more some tried and tested, common-sense methods by companies such as ours that often yield results, so I might well be in trouble for giving away some trade secrets when my colleagues read this!

Introduce video First off, social media platforms love a bit of video (many are explicit in it being part of the algorithm) and the more you can introduce videos into your posts, the better off you’ll be. Something as simple as a walkthrough of a project filmed on your smartphone (preferably with a gimble for a steady shot) can do wonders to improve your content in the eyes of the computers judging it.

There’s been a sea change to video in the way we consume information online – whether that’s headline news or just updates from our friends and family – and the social media algorithms are just trying to replicate this.

Embrace the new Use the new features of platforms as much as possible, particularly when they’re ushering in big changes. A prime example of this is the introduction of Instagram Stories and Facebook Stories to combat the growth of Snapchat in the youth market. The move certainly shook things up a bit – Snapchat has been losing users for over a year – and, naturally, Instagram and Facebook will be keeping up the pressure.

Prioritising the normal feed content of users that publish stories regularly is a way to do this. Also, with a limited lifespan, stories are a great way to inject a bit of humour and life into your social media activity without spoiling that corporate look (if you’ve got one).

Share Also reflecting the ongoing wars between social media companies, using cross-platform sharing tools to distribute one piece of content can also help to make you look good in the eyes of the algorithm-crunching machines.

By creating one piece of content and then using the ‘share to’ functionality built into apps, you’re likely to record a better hit rate, particularly as that double dipping also means you’re posting more regularly on the platforms.

Socialise The clue to the next tip is in the name of the subject matter we’re involved in. Be social. Whether that’s asking questions in your posts, commenting on other people’s or sharing their content to your feed (making sure it’s not originated from a competitor), this is a great way to show the algorithm that you’re interested in more than sharing monotonous, often repetitive content.

Along this line, hashtags are a good way to get in front of the people that might be interested in your content, and of finding content that you might want to engage with by sharing or commenting.

Just try and find the hashtags that are relevant – but not too niche to ensure you aren’t narrowing your audience unnecessarily. Also, don’t be silly – restrict yourself to two or three at most.

Time it right Timing, too, can play a role in getting your post seen. Just think of the times you look at content – on the way to work if you commute on public transport, lunchtime, watching TV, etc – and mirror this with your posts. It’s pretty likely that there’ll be others in your industry following just the same routine.

I’m not promising that these tips will be your answer to a dramatic rise in followers or page likes, but we use them here to some success. Ultimately, it’s trial and error, and experimenting is all part of it. Just remember, though, that paid-for content will always win through. It’s just the way things work

71

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12/09/2019 09:04

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OPINION

73

THE MAN WITH THE PLAN It may take place across just four days, but delivering the UK’s biggest furniture exhibition is no mean feat, writes Ed Hubbard, sales manager at the January Furniture Show.

A RETENTION RATE OF OVER 85% IS TRULY EXCEPTIONAL

INDUSTRY PARTNERS

BY ED HUBBARD www.januaryfurnitureshow.com

“12 weeks today.”

“What’s 12 weeks today?”

“12 weeks until we start to build the show.”

“How has that happened? Where has this year gone?”

This is the conversation I had with our operations manager Natalie yesterday.

If you’re reading this issue in November, then it’ll be even closer to when we open the doors for the January Furniture Show 2020, taking place from 19th-22nd January at the NEC. I hope you’re ready!

The show team are thoroughly looking forward to getting out of the office and on-site – it is, after all, what we’ve lived and breathed for the last 18 months.

That’s right, 18 months. Due to the size and the logistics involved, we have to plan next year’s show even before this year’s has opened. As a team, we already know what’s being arranged for the 2021 show. Predicting the future, no – planning for the future, yes.

From the time the operations team arrive on-site in January, there will be around 135 articulated lorries arriving with approximately 6000 tonnes of product and equipment to be scheduled, unloaded, delivered, built, painted, carpeted and merchandised. Then comes breakdown – not one of the nervous variety – where the show is dismantled, reloaded and taken away.

All of this, from start to finish, in the space of nine days. Hats off to our operations team!

We are very lucky that we have a loyal base of exhibitors that support the show every year, complemented by over 60 new brands for 2020. We do not take any of these exhibitors for granted – every day we come to work and ask ourselves how we can improve the whole show experience for exhibitors and visitors.

Asking this question means we’ll never be in danger of sitting on our laurels, and the show will continue to evolve.

Our stellar marketing team deliver the most important cog in the show machine – the buyers. Without buyers we have no exhibitors. Without exhibitors, we have no show.

It is testament to the work I see on a daily basis that when we open the doors of the show on 19th January over 85% of the exhibitors who exhibited in 2019 will be there again.

One way to gauge if a show has delivered is its exhibitor retention – I have worked on a number of shows over the years, in a number of different industries, and a retention rate of over 85% is truly exceptional.

January Furniture Show is part of Clarion Events, and we enjoy the best of both worlds – the experience of the furniture show team, and the investment and backing of a major exhibition organiser. As a business, our core values are passion, care, imagination, and trust. I’m lucky enough to work not only for an organisation with these principles, but within an industry that has these values at its heart.

WE ALREADY KNOW WHAT’S BEING ARRANGED FOR THE 2021 SHOW

74

OPINION

THIS MONTH, WE’RE ASKING …

Jessica Alexander (AKA PR, NBF) Discipline and delegation! Plus making sure I have plenty of outof-work activities to engage in – for me specifically that’s hiking in the lovely Yorkshire Dales where I am lucky enough to live, plus singing in a community choir

Steve Adams (MattressOnline) That is a real challenge. I do have a tendency to work seven days a week.

If I need some downtime I just take a few hours off. I balance this with lifestyle strategies such as a good night’s sleep, regular exercise and a healthy diet

Nick Garratt (BFM) Keep your mind focused on what really matters (for me, family and friends) and remember work is there to improve those experiences

Dids Macdonald (ACID, The Furniture Makers’ Company) I enjoy my work at ACID and at The Furniture Makers’ Company so much that, most of the time, work and fun are the same – that may sound a bit old hat, but it’s true. However, I ensure also that there is plenty of ‘me’ time to relax, replenish and energise with fun activities such as tennis, walking, cooking, opera, meeting friends and family, etc

Rob Scarlett (Scarlett Design) I work from home so I get to put my daughter to bed every night and have breakfast with the family every morning

How do you achieve a good WORK/LIFE BALANCE (if at all)?

Emma Leeke (Leekes) If you love what you do, it’s never an issue!

Jan Turner (AKA PR) I’ve got better at compartmentalising the two after many years, although difficult periods at work inevitably still impact on home life. Friends, family and being a member of a rock choir, pilates class and wine club also helps!

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#368 November 2019 www.furniturenews.net

25/10/2019 10:45

Mike Murray (Land of Beds) Land of Beds is an independent, family-run business, and having a good work/life balance that allows all our workforce to enjoy quality time with their families is essential. Having two young children allows me to focus on the most important things in life – spending time together as a family, attending school sports days, plays and dance shows, and being able to take the kids to their various after-school classes. Professionally, our job is to help people to achieve a good night’s sleep, but we also focus on the other key foundations of a healthy lifestyle. This includes providing our staff with free fruit to help with their ‘five a day’, reduced gym membership to encourage physical activity, and opportunities to undertake charity work around mental health – promoting social inclusion through involvement with our local communities

Gavin Boden (GB Agencies) I think that you have to go with the flow now, and if I really want to come away from any work-type distractions I turn off my phone. I have started to leave my phone at home for holidays – I only take my tablet, and check my emails once a day

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