BedBuyer 2019 - A Furniture News Supplement

BEDBUYER A Furniture

News supplement dedicated to the NBF and its annual Bed Show | 2019

Handcrafted Luxury divans from Sweet Dreams

DIGITAL FIRST The role of the online pureplay INSIGHT STORY Sleepeezee’s new directions RICH HERITAGE On location at Vispring Harrods

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BEDBUYER

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INFORMATION ON THE COVER Editor-in-chief Paul Farley 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED

“The UK industry has more than its fair share of businesses able to see the bigger picture”

Sales and marketing director (Furniture News portfolio) Sam Horscroft 01424 776100 sam@gearingmediagroup.com Twitter @FurnitureNewsAD Sales executive Caroline Littler 07861 231461 caroline@gearingmediagroup.com Production manager James Ash 01424 817430 james@gearingmediagroup.com Production assistant Mike Beales 01424 776106 mike@gearingmediagroup.com Digital production assistant Nyall McCurrach 01424 776107 nyall@gearingmediagroup.com

COMMENT

A

few years ago, the emergence of

Millbrook Beds achieve some of the best lead

the digital disruptors lit a fire

times in the business, and why consumer

beneath the established bed sector

research is fuelling bold – and already

– and it’s been feeling the heat ever since.

Rolled, boxed, and promising one

successful – new directions in branding and marketing at Sleepeezee (read my interview

Copy administrator Steve Merrick 01424 776108 production@gearingmediagroup.com

size (model) to fit all, the bed-in-a-box

on p36). Last month, hot on the heels of BBC

championed clarity and convenience, made

Two’s Inside the Factory, I stepped inside

100-night trials commonplace, and shouted

Harrison Spinks’ factories, and learned

Proofreader Keith Fitz-Hugh

the life-enhancing benefits of its mattresses

about its game-changing (and I don’t use

Editorial director John Legg 01424 776104 john@gearingmediagroup.com

from the rooftops (and everywhere else).

that term lightly) new spring technology.

minded middlemen began to expertly seize

forward-thinkers you’ll find at this year’s

Publisher Nigel Gearing

market share.

Bed Show, taking place in Telford from

Accounts Wendy Williams 01424 817433 wendy@gearingmediagroup.com

of the end for the industry as was – but

for this year’s Bed Industry Awards, I’ll be

rather than dismissing the upstarts, the

ensuring some of the show’s best product

traditional supply chain learned from their

gets credit where it’s due).

Overseas agents Casey Loo (Asia) +65 973 00123 (whatsapp) casey@apsmediagroup.com Ailsa Yin (China) +86 13113 115335 (wechat) ailsa@apsmediagroup.com

Sleep became sexy, and a new breed of tech-

This could have signalled the beginning

successes (and failures), while continuing to

These are just a few examples of the

17-18th this month (as one of the judges

You’ll find a preview of the event on p14

hone its own strengths – physical footprint,

of this issue of Bed Buyer, plus profiles

heritage, breadth of product and quality

of the industry’s key players and latest

service among them.

launches. Elsewhere, industry leaders share

Some refined their brand messaging,

their view on Brexit (p18), we meet Daniel

Magazine subscriptions (UK-£65, Europe-£85, RoW-£95) 01424 774982 subscriptions@gearingmediagroup.com

repositioning themselves as sellers of

Spinks in Last Word (p64), look in detail at

sleep, not beds. Some made their own

Vispring’s new Harrods showroom (p24),

successful boxed mattress lines. Most came

and, with help from sector spokespeople,

Connect VIP packages (UK-£95, Europe-£110, RoW-£120) 01424 774982 subscriptions@gearingmediagroup.com

to appreciate that the disruptors’ significant

explore the role of online-only bed sellers in

marketing spend had achieved something

today’s market (p8).

Repro, print and distribution Stephens & George

the importance of good quality sleep, which

more bed industry success stories in

in turn would benefit the entire sector.

September’s issue of Furniture News.

Gearing Media Group Ltd 4 Red Barn Mews, High Street Battle, East Sussex TN33 0AG ISSN No: 1475 - 3731 © Gearing Media Group Ltd 2019 General information No part of this publication may be reproduced without the specific prior written agreement of the Publisher and may not be stored on any type of retrieval system. Furniture News/ Gearing Media Group Ltd accepts no responsibility for variations in colour reproduction. Special colours (Pantone etc) can be catered for with prior arrangement.

Some elements of the editorial content in this publication are submitted by the trade, however, all e�orts are made to ensure that the editorial remains true to fact and unbiased.

Monies may have been accepted to o�set the costs of colour reproduction. Gearing Media Group Ltd reserves the right to alter without prior notice any content other than customers’ advertisements. No correspondence will be entered into regarding altered or adjusted editorial content. The editor’s decision is final. All material submitted for inclusion in Furniture News is done so entirely at the owner’s risk and no responsibility is accepted for the safekeeping or return thereof. Advertiser information is reproduced in good faith and Gearing Media Group accepts no responsibility in respect of adverts appearing in the magazine, and the magazines expressed do not necessarily reflect the publisher’s views.

The Publisher accepts no liability for any loss arising from an advertisement’s late or non-appearance.

BedBuyer2019_Pages.indd 3

great – it had helped more people appreciate

Today, the UK industry has more than

If that’s not enough, you’ll find plenty

Here’s to overcoming adversity –

its fair share of businesses (disruptors

welcome back to Bed Buyer.

included) able to see the bigger picture.

Paul Farley

Rather than simply making, marketing and delivering a bed, they now work with their stockists to meet the consumer’s demand for a better life.

This year, I’ve seen for myself how new technology and systems are helping

Editor-in-chief T 01424 776101 E paul@gearingmediagroup.com Twitter @FurnitureNewsED

28/08/2019 15:09

Time to wake up!

At Hypnos, being sustainable is more than just using completely natural and recyclable fillings in our beds.

It’s about NOT hitting the ‘snooze’ button on innovative and responsible thinking. It’s about putting our customers’ needs and the wider environment first.

That’s the simple reason why we take responsibility throughout our bed-making process – from our factory, right down to the partner industries and communities in the UK our business supports. We are proud to offer the ultimate in quality with new levels of traceability and fairness, from farmer’s field to the beds we make!

Join us at The Bed Show and discover two brand new Collections – both pairing very real innovation and integrity with the sumptuous comfort you have come to expect from us.

Wake up on a Hypnos and feel good for all the right reasons!

T: +44 (0) 1844 348200 | E: sleep@hypnosbeds.com

hypnosbeds.com Hypnos is proud to be Carbon Neutral

BedBuyer2019_Pages.indd Untitled-3 1 Furniture News 4Ad 210x297 aw.indd 1 3734 Hypnos

Handmade in Britain and 100% recyclable

28/08/2019 23/08/2019 11:38 21/08/2019 13:31 17:58

19 11:38 17:58

BEDBUYER

5

Contents

ON THE COVER

Joe Wykes, Sleepeezee (36)

BEDBUYER A Furniture

News supplement dedicated to the NBF and its annual Bed Show | 2019

Handcrafted Luxury divans from Sweet Dreams

DIGITAL FIRST The role of the online pureplay INSIGHT STORY Sleepeezee’s new directions RICH HERITAGE On location at Vispring Harrods

Handcrafted, one of three divan collections Sweet Dreams (www. sweetdreamsuk.com) has lined up for launch at this year’s Bed Show (stand H40)

PROFILES 8

Power to the pureplays?

Bed Show (14)

Paul Farley reports on the role of online-only bed sellers in today’s market

20

hushabye

26

Harrison Spinks

28

Millbrook Beds

30

Slumberland

32

CPS Group, Dreams, Excellent Relax Bedding Co, Edward Clay and Son

34

Swanglen

40

Highgrove Beds

42

Vispring

44

Sweet Dreams

14 Bed Show 2019 Bed Buyer previews the annual NBF event with a handy visitor guide

18 The Big Question We ask industry leaders what they’d change about the Brexit process

46

Duvalay

48

Hypnos

Vispring’s Jonny Mitchell discusses the

50

Gallery Direct

transformation of the brand’s Harrods

52

Mammoth, Leggett & Platt Springs UK

54

Gainsborough

56

Sealy UK, Breasley

58

Sleepeezee

60

Kaymed

24 On Location

showroom

Daniel Spinks, Harrison Spinks (64)

36 A bed brand for tomorrow Sleepeezee CEO Joe Wykes talks to Paul Farley about his brand’s reinvention

62 Industry news A summary of the latest developments from the NBF and its members

64 Last Word Bed Buyer quizzes Daniel, the youngest member of Harrison Spinks’ founding family

The Furniture Trade Directory The indispensible guide for UK suppliers and retailers, in print and online www.gmgconnect.com

BedBuyer2019_Pages.indd 5

At Furniture News, we want to bring you the most relevant content and offers. Scan this QR code with your phone’s camera – or visit www.bit. ly/fn-in – to opt into the communications you’d prefer to receive (including the printed magazine)

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8 INSIGHT

BEDBUYER

Power to the pureplays?

With both traditional bricks-and-mortar retailers and digital brands increasingly opting to cover their multichannel bases with a bricks-and-clicks approach, what role will the online pureplay fulfil? Informed by a handful of the industry’s leaders, Paul Farley investigates the place of this unique business model in today’s market …

Unlimited reach, a host of unique audience

‘blind’ – but buy online they have.

winnowed out many of the weaker and less

targeting, tracking and promotional tools,

While the statistical evidence for the

reputable players, leaving the pureplays’

and (relatively) low overheads – pureplay

proportion of people doing so often fails

market share increasingly consolidated in

e-tailers have plenty going for them, and,

to consider the mix of digital and physical

the hands of a few exemplars of true scale

for better or worse, the last decade has seen

‘touchpoints’ made by consumers during

and capability – and further removed from

these online-only sellers redefine the UK

their buying journey, the trend is marked.

those addressing more specific niches.

bed sector.

Last year, an NBF survey found that

The emergence of the bed-in-a-box has

51% of bed/mattress purchases were made

further disrupted the traditional landscape,

retailers without any online presence –

online (with little distinction between

as a raft of well-funded tech start-ups

sellers fall into three camps: traditional

the age groups choosing to do so). This

jostle for the attention of shoppers more

bricks-and-mortar retailers which also

year, bedmaker Sleepeezee conducted

focused on convenience and brand clarity.

sell online; the converse – e-tailers that

research with PwC which concluded that

However, almost without exception, these

have opted to establish a physical presence

this number might be closer to one in

engaging upstarts have gradually deviated

of some sort; and those digital pureplays

three. Either way, online penetration in

from the digital-only path, establishing

which continue to exist solely online.

this sector seems to be growing, buoyed by

their own pop-up displays and distribution

new technology and consumers’ faith in

partnerships with national retailers.

Today – with the near extinction of

Once upon a time, the trade shook its collective head at the very notion that

the quality of product and service they find

people would buy beds online – saying too

online.

many tactile factors were involved, and it’s far too crucial a purchase to carry out

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Following an explosion of bed webstores some 10-15 years ago, competition has

Credibility matters – these brands have clearly realised that having a reputable physical presence is crucial to broadening their audiences.

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INSIGHT 9

BEDBUYER

Stand and deliver Nevertheless, the online pureplay model continues to prosper, thanks to a handful of unique advantages – such as the ability to o�er unrivalled product choice and depth of information, and, free from the millstone of expensive prime location rents and rates, to operate on narrower margins while selling at volume.

Yet the model has its flaws. Beyond the sizeable costs of establishing and maintaining search engine visibility, and the strict returns policies they must adhere to, pureplays must also contend with a growing demand for rapid fulfilment (it’s no accident one of the most prominent is called MattressNextDay), and the challenges it presents.

“One of the barriers to ecommerce is the high cost of delivery due to the product being heavy and awkward to lift and carry to individual consumers’ homes all over the country within a very quick timescale,” says Mike Murray, director of retailer Land of Beds. “Therefore, pureplay companies (or any retailer who sells online) must invest correctly and build their infrastructure on a solid foundation if they want to be around for many years to come.”

There’s also the inability to deal with customers face-to-face – a call centre and messaging service can only go so far in persuading and reassuring potential buyers that a bed or mattress is right for

“Pureplay companies must invest correctly and build their infrastructure on a solid foundation if they want to be around for many years to come” Mike Murray, Land of Beds

them. retailers, levelling the playing field.”

Match play

limited to the tech-savvy, and this is

This lack of personal contact has forced

having an impact on the independents,”

online pureplays to compensate by refining

says Archers Sleepcentre’s MD, Ross

for a poisonous environment. Yet some find

and optimising the speed, clarity and

Beveridge. “Retailers are having to protect

solace in the notion that the devaluation

reliability of their delivery, so many now

themselves from online price matching.

Emma Leeke describes may be isolated to

o�er a truly enviable customer journey. Yet

The same product now has multiple names,

just one end of the market.

there remains the issue of price – pending

or a slight change of fabric on a mattress,

a significant rebalancing of the UK’s tax

or even just means providing your own

yet to make pureplay work e�ectively at all

laws, the model seems destined to attract

labels. Some importers are now opting for

levels of the market,” says Nick Garratt,

suspicion (if not downright hostility) from

unbranded boxes.”

MD of the British Furniture Manufacturers

its bricks-and-mortar counterpart.

Leekes’ MD, Emma Leeke, comments:

Pricing pressures and rising costs make

“I don’t think technology is good enough

association (BFM). “Low-end can probably

“The brands are coming to terms with

work because of the smaller investment

practice of showrooming – a shopper

the requirement to provide some level of

involved. At the higher end, people will still

visits a physical store to see if they like a

protection to bricks-and-mortar retailers,

need to see, touch and feel until technology

product, then simply searches for the most

which is helping to stop the race to the

(AI/VR) is better.”

competitively-priced version online, and

bottom on price which we experienced in

buys it there instead. It’s easy for retailers

the early days of online trading.”

Much of this stems towards the

to feel like they’re footing the bills for their

Ross Beveridge believes greater

Gavin Boden, owner of GB Agencies, is less sanguine. “For the bottom end of the market, [pureplay] will destroy bricks-

rivals, and often losing out at the point of

intervention is necessary: “What is long

and-mortar stores – but in the middle- to

sale. Reacting to this behaviour, suppliers

overdue is a reduction in rents and business

top-market, it will only have an e�ect on

have diversified their o�er over the years,

rates to reflect the shift to online shopping,

branded business.”

often de-branding their retail products to

which will allow bricks-and-mortar

ensure they can’t be price-matched online.

retailers to be more competitive,” he says.

Channel surfing

“Showrooming is now a tactic adopted

“Instead, the rates should be made up by

When online retailers take to the physical

a ‘sales tax’ imposed on pureplay online

environment to establish greater credibility

across all generations and no longer

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10 INSIGHT

BEDBUYER reassurance, online provides easy access.”

When it comes to her business’ journey, Emma Leeke concurs: “Over the last 10 years we have moved to take a more omnichannel approach to our marketing and trading, with our transactional website seeing consecutive years of double-digit sales growth. In most cases, the customer journey inevitably involves online research, so it is essential to have a presence – even if the majority of customers choose to make their purchase in-store.”

Brands unboxed The new breed of online disruptor brands have taken their own route towards an omnichannel future. Last November, the NBF published the results of research which found that rolled mattresses accounted for 24% of all mattress sales in 2018 (up 7% from the previous half).

and reach, they generally do so with a

to this new world of multichannel (or

formidable arsenal at their disposal –

omnichannel) shopper demand. Regardless

of the disruptor brands’ one-size-fits-all

impressive marketing assets and online

of the ground they have ceded to the

products (UK manufacturers were quick

visibility, an existing customer base,

digital brands, these businesses are fast

to develop their own o�er for retail) – yet

and an appreciation of how to deliver a

discovering that a marriage of physical and

their market share was growing fast.

streamlined customer journey (even if they

online sales is working for them.

now have to understand physical display,

AKA PR’s Jan Turner says: “My personal

Admittedly, just 7% of these sales were

These disruptors, which began their lives as online pureplays, have brought their

feeling is that most consumers feel more

own, fiercely-branded product to market,

reassured by companies which also have a

while championing the convenience of

in establishing a strong online presence,

bricks-and-mortar presence. Online and

boxed delivery lengthy trial periods, and

but it has taken most some time to adapt

o�ine feed o� each other. O�ine provides

prices that reflect streamlined production

stocking and ordering points).

Many traditional retailers have succeeded

costs.

“It could be argued that pureplay online retailers have to be more transparent than their offline counterparts” Steve Adams, MattressOnline

These brands are generally peerless marketeers, and know how to capture people’s attention – but, years after launch, many remain unprofitable.

Substantial column inches have been devoted to the merits and flaws of these brands’ approaches (with the failures of plc eve Sleep, in particular, laid bare), and speculation that pouring investment into building brand loyalty among an audience which makes repeat purchases only every seven-to-10 years is risky (and perhaps unsustainable) business.

And it’s not just the rolled mattress upstarts that have taken a questionable approach towards growing market share, comments Ross Beveridge: “Many of the pureplay online retailers have embarked on huge loss-making brand-building campaigns as they chase market share with a complete disregard for bottom-line profit, and we have recently seen some of these companies’ values slashed to a fraction of that presented to investors – many of whom will never see a return on their investment. Few may stand the test of time, but I would bet the majority will not.”

The NBF’s executive director, Jessica Alexander, agrees with the sentiment. She

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INSIGHT 11

BEDBUYER

“Many of the pureplay online retailers have embarked on huge loss-making brandbuilding campaigns as they chase market share with a complete disregard for bottomline profit”

parks, it seems many consumers still desire to touch and feel a bed and mattress before buying it.

At the same time, the limitations of the pureplay are likely to grow. With discussion around new digital taxes gaining momentum, and the online marketplace becoming increasingly crowded (the price per keyword required to top the search

Ross Beveridge, Archers Sleepcentre

rankings makes Google look like the only real winner), the format’s future is

says: “It’s a strange world where financial

right for them – however, regardless

investors throw money at unprofitable

of whether you are an online, o�ine or

businesses and ignore profitable ones, isn’t

multichannel retailer, you should practise

physical? Is their market share likely to

it?”

business ethically and be subject to the

grow – and will they survive long enough

same standards.”

to see it?

Supply and demand

Steve Adams, MD of online pureplay

debatable.

Is every enterprise destined to go

“Online is here to stay,” says Jessica

Despite those online pureplays behaving

MattressOnline, states: “A company’s route

Alexander, “but not exclusively, and at the

questionably, or throwing good money after

to market has no relevance to its business

expense of all physical shops. Obviously,

bad, there are several digital operators in

format. The leaders of the business, and the

there will be long-term, sustainable

the UK bed sector which have established

culture they nurture, is far more important.

winners – while many will fall by the

themselves as credible, long-term

A pureplay online retailer can be just as

wayside.”

businesses – and they have done so by

good or bad as a high street store in terms

meeting evolving consumer demand at

of the o�er and their ethics – and it could

likely to come down to what the consumer

every turn.

be argued that pureplay online retailers

wants, and how well the pureplays can

have to be more transparent than their

react to their demands. “Longevity falls at

and how to fulfil their needs is the basis

o�ine counterparts. They certainly have

the feet of a company’s leaders,” concludes

of any good business,” says Mike Murray.

stricter distance selling regulations to

Steve Adams. “Have they built a business

“If people want to buy online and pureplay

comply with.”

that is profitable and sustainable? Whether

“Understanding what customers desire

retailers can meet that requirement, then that’s good customer service!

“Ultimately, the consumer will decide whether the pureplay online o�ering is

BedBuyer2019_Pages.indd 11

As Mike Murray suggested, everything is

a business is online or bricks-andDefiantly digital

mortar, it’s essential to control costs and

With online brands increasingly finding

react to trends and changes in consumer

their way onto our high streets and retail

behaviour”

28/08/2019 13:32

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28/08/2019 13:32

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28/08/2019 09:41 13:32 23/07/2018 11:51 17/07/2018

Sleep central

The Bed Show returns to Telford International Centre for a 10th year from 17-18th September. With another strong line-up of British and Irish bed manufacturers and suppliers, the event’s organiser expects more than 1400 visitors to attend the two-day show, which bookends the NBF Gala Dinner and Bed Industry Awards.

BedBuyer2019_Pages.indd 14

The UK’s biggest bed-specific exhibition,

from NBF members because the Code of

the Bed Show, which is organised by the

Practice, to which they all must comply,

National Bed Federation (NBF), gives bed

provides reassurance that their suppliers

retailers an opportunity to see the majority

are complying with legal requirements such

of the industry’s biggest names under one

as FR, trade descriptions and REACH and

roof.

biocide regulations.”

Only NBF members can exhibit - which

British bed manufacturers and

means visitors placing orders are investing

component suppliers – more than

in and supporting British manufacturing

60 brands – will present their latest

and British-made products. Jessica

innovations, o�ers, promotions and sales

Alexander, executive director of the NBF,

support for the UK market, covering

says: “Buyers recognise the value of buying

mattresses, divans, bedsteads, futons,

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BEDBUYER

PREVIEW 15

headboards and bedding, plus tickings, springs, foam, fillings, machinery and components.

On the Tuesday evening, the NBF Gala Dinner will comprise a drinks reception (sponsored by Sleepeezee), three-course dinner and live entertainment from Queen tribute band, Flash.

The dinner will feature the presentation of the NBF Bed Industry Awards, hosted this year by Gyles Brandreth, returning for a fourth time. With a judging panel including Furniture News’ Paul Farley, the awards aim to recognise and celebrate the most successful bed manufacturers, suppliers and retailers across six categories: Bed of the Year; Accessory/ Component of the Year; Innovation of the Year; Independent Bed Retailer of the Year; Online Bed Retailer of the Year; and National Bed Retailer of the Year.

The Bed Show will open from 9am5.30pm on the 17th, and 9am-4pm on the Wednesday. On-site parking and entry are free – as are refreshments for visitors courtesy of John Cotton, and for exhibitors thanks to BekaertDeslee. There is a wide choice of hotels nearby, and discounted rates are available for Bed Show visitors – visit the event website to pre-register and to book accommodation. www.bedshow.co.uk

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16 PREVIEW

BEDBUYER

E65 O e rd

xi

Divan Diner

H6

E50 F60

Rawson Fillings

G60

E40

Dura Beds / Heritage Brand

Seetall

Highgate Beds / Healthopaedic / Zero Gravity / Medicpaedic / SportLine

E30 GMS

B50

H7

e rit

Ma

G70

er

v mo

D50

E15

MA Living

Leggett & Platt

H5

G55

Dunlopillo / Relyon / Slumberland / Myers

C50 Gallery / Hudson Living / Simply Sleep

Burgess Beds

H5 F40

B40

G40

C40 Duvalay

Dunlopillo / Relyon / Slumberland / Myers

Hypnos

Kaymed

H4 D30 F30

B30

C30

A26 A25

Millbrook Beds / Hampshire Bed Co

A24

G30

Gateway Systems

Carpenter

Shakespeare Beds

Boyteks

H3

A23 D20

A22

A7

B20

Apropa A20

Palatine Beds

C20

G20 F10

Highgrove Beds / Sanctum / HG

Highgrove Beds / Sanctum / HG

Harrison Beds / Adam Henson

MiSofa

H2 A5 B10

Furmanac / MiBed / Hestia

Vitafoam

Softheads/Siesta Beds

D15 Pieters Texteil

C10

Healthbeds

G10

D10

Somnus / Synergy

Monks International

B5

NBF

D5

C5 Vogue

H Living

Enkev

E5 British Wool

E1

G1

F1 MPT

Maes

Latexco

VISITOR ENTRANCE

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BEDBUYER

EXHIBITORS Adam Henson ........................G20 Maes Mattress Ticking .......... F1 Airsprung Beds .................... J30 Mammoth ............................ J55 Airsprung Group ................... J32 MaxiMover ............................E65 Apropa Machinery ..................A7 Medicpaedic .......................... F60 Beautyrest ............................ J50 MiBed ....................................B10 Boyteks Tekstil .....................G30 Millbrook Beds ......................B30 Breasley ................................ J60 Minerva Furniture Group ...A23

H70

British Wool ............................E5 MiSofa ...................................A20

Healthi Posture / William Night / Dreamland Beds

Brooke+Wilde ....................... J60 Monks International .............D10 H60

Burgess Beds Ltd .................C50 MPT Group ............................E1

J60

Carpenter .............................C30 Myers ............................G40, G55

Hamilton & James Breasley / Salus / Uno / Brook+Wilde

Deluxe Beds ........................ H55 National Bed Federation ..........

Dreamland Beds .................. H70 ...................Inside main entrance

H55

Dunlopillo ...................G40, G55 Ordorite Software ................G70

J55

Duvalay ................................. F40 Palatine Beds ......................D20

Deluxe Beds The Foam Company / Mammoth / Sleepshaper / Sonlevo

Enkev (UK) Ltd ......................D5 Pieters Textiel ......................D15 Furmanac .................... A20, B10 Rawson Fillings ....................E50

Myers

Gainsborough ....................... J20 Relyon ..........................G40, G55 H50

J50

Kyoto

Gallery ..................................B50 Retailsystem Furniture Software Gateway Systems .................D30 ................................................A24

Sleepeezee / Beautyrest

Global Material Sourcing ....E30 Salus ..................................... J60

Myers

H Living ..................................C5 Sanctum ....................... B20, C20 J40

H40

Sweet Dreams

K40

Stellini Textile Group SRL

Hamilton and James ........... H60 Seetall Furniture ................E40 Kayflex (UK)

Hampshire Bed Company ....B30 Shakespeare Beds ................ F30 Harrison Beds .......................G20 Shire Beds .......................... H20 Harrison Spinks ..........G10, G20 Siesta Beds ........................... F10

J20

H30

J25

Gainsborough

Vispring

Hush-a-bye

Healthbeds ...........................C10 Simply Sleep ........................B50 HealthiPosture .................... H70 Sleepeezee ............................. J50 Healthopaedic ....................... F60 Sleepshaper .......................... J55 Hestia ....................................B10 Slumberland ................G40, G55

J30

H20

Shire Beds

Airsprung Beds

J32 Airsprung Group

J34

HG ................................ B20, C20 Somnus ................................G10 Highgate Beds ...................... F60 Sonlevo ................................. J55

Swanglen

Highgrove Beds ........... B20, C20 Sportline .............................. F60 Homeserve Furniture Repairs ..

Stellini Textile Group ........... J40

................................................A25 Swanglen Furnishings ......... J34 Hudson Living ......................B50 Sweet Dreams (Nelson) ...... H40

Border Bistro

Hush-a-Bye Beds .................. J25 Synergy .................................G10 Hypnos ..................................C40 The Foam Company ............. J55 Kayex (UK) .........................K40 The Sleep Council ......................

Kaymed .................................B40 ...................Inside main entrance Keen & Able .........................A22 Uno ........................................ J60 Kyoto .................................... H50 Vispring ............................... H30 Latexco ....................................G1 Vitafoam .................................A5 Leggett & Platt .....................E15 Vogue Beds .............................B5 Liftsafe Ltd ...........................A26 William Night ...................... H70 *Correct as of 27/8/19

BedBuyer2019_Pages.indd 17

M A Living ............................D50 Zero Gravity ......................... F60

28/08/2019 13:32

18 THE BIG QUESTION

BEDBUYER

T

HE

BIG

Q U

ES Emma Leeke (Leekes)

Mike Murray (Land of Beds) It’s fair to say that Brexit is proving to be a very complicated process and that the

TIO N

What do you think? From emerging trends to the latest business principles, Bed Buyer is setting out to gauge the trade’s feelings on a variety of industry topics. In this edition, we’re asking: “If you could change anything about the Brexit process, what would it be?”

Dids Macdonald (ACID,

That we ever started down this road!

The Furniture Makers’ Company)

continuing uncertainty has implications

Misleading, undermining and

throughout the whole supply chain – for

underestimating the intelligence of

Rob Scarlett (Scarlett Design)

both manufacturers and retailers. We

the British public with untrue facts

Not voting in the first place. Surely this is

have plans in place for any number of

and hype driven by personal rather

what we pay politicians to do?

eventualities, but we cannot get on with

than national ambition

implementing them until a decision is made one way or the other. That being said, we

Ross Beveridge

are entrepreneurial people – having been

(Archers Sleepcentre)

in business for more than 40 years, we are

Everyone seems to be united in the

confident that we will work with whatever

opinion that the Government have made a

scenario we find ourselves in and make it a success

Nick Garratt (BFM) I think that Brexit has proven that first-past-the-post, majoritybased Government is broken. Our system needs to be changed so that a formal democratic coalition Government can work. We need MPs representing the people with the ability to get the outcome the people

shambolic mess of the negotiations. I do

If you could change anything about the Brexit process, what would it be?

want. I’m really fed up with party politics

feel that enlisting the help of some of Britain’s best business brains with a track record for negotiating could have provided a better, mutually acceptable deal than the one that has proved so unpopular with Brexiteers and Remainers alike. The pros and cons and potential pitfalls should have been investigated further prior to triggering Article 50, and even before carrying out a referendum. UK politics has been pushed further into

and MPs feathering their own nests

the spotlight and has become somewhat embarrassing

Jessica Alexander (NBF, AKA PR) Reverse it! Seriously, although everyone is fed up with the politics, this is a once-in-alifetime, irreversible decision, and I think we should have another referendum, with all the facts on the pros and cons on the table properly this time

Steve Adams (MattressOnline) Jan Turner (AKA PR) Clarity. Clarity. Clarity! The lack of progress is creating untold damage, delay and indecision to British industry. No-one can prepare for an eventuality which remains so unclear, and, beyond ensuring good stock levels, most companies are at a loss as

Keen to share your answer to the next big question? Follow @FurnitureNewsED on Twitter to have your say!

The implementation of a strategic plan. We need to see a unified cross-party approach that puts the UK first and leaves political agendas in the background. Consumer confidence will not return until we see a strategic plan towards Brexit, reassuring our customers the Government knows what they’re doing

to how to prepare for it

* These comments were made in response to a survey conducted at the start of the summer – given the ever-evolving nature of the Brexit debate, opinions may have changed in the meantime!

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out with the old, in with the new

visit us on stand J25 to find out more

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20 PROFILE

BEDBUYER

Natural Backcare 1500

All change at hushabye

The first thing those visiting hushabye’s stand at this year’s Bed Show will notice is a thorough brand refresh that’s a major departure from its previous look. The Wiltshire-based bed company has been in existence since 1856, and the brand has developed gradually ever since – but it was high time for a more dramatic change, explains MD Nick Gigg …

Nick explains: “hushabye has been

with his in-house marketing team to

badging exercise – there needs to be a

changing over the last couple of years, with

develop a suitable alternative. “We

product to match.

more emphasis on innovation and design.

discussed many routes,” he says, “but

Of course, the quality and reliability is

when I saw what became the final design,

with a supportive outer edge and a pocket-

unchanged – but we had feedback from

it seemed right, immediately. The finished

spring core that o�ers edge-to-edge

retailers that the brand may not reflect

logo is contemporary and flexible, and

support.

the forward thinking that hushabye

better reflects the tone of voice that

demonstrates.”

hushabye now represents.”

It is never easy to let go of a wellestablished logo, but Nick worked closely

Of course, a new brand is all well and good, but it should not simply be a re-

Enter edj, a sleek contemporary mattress

Nick explains the concept: “We in the trade know the benefit of edge-to-edge support, but we are often told by retailers that it is not high on customers’ awareness.

edj Shape

Premium silicon badges help create a premium look

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BEDBUYER

PROFILE 21

Once they understand that this gives

edj range are quite contemporary in

headboard styles, which will be available

them much more of a sleeping surface, it

appearance, but it was important to have

in any of its wide selection of fabrics – so

becomes a key selling point.

a flexible brand and logo that would

retailers can now o�er every one of these

complement a more traditional product,

styles as either a strutted or floorstanding

says Nick.

headboard, as well as the new bedstead.

“I have been surprised how many of those brands that feature edge support don’t talk about it, so I wanted to make

This brand flexibility is evident on

This flexibility was a key request from

sure the idea was right there in the name –

the new Natural Backcare collection.

retailers, who wished to be able to o�er

hence, edj.”

The four models feature natural fillings

customers a wider choice and, in turn, close

such as wool, cotton, silk and bamboo.

more sales.

It is certainly di�erent from the

Having spent such a long time

traditional type of brand name, but Nick

The signature look is soft and natural,

believes that this will give this model an

with a 100% cotton cover. The collection

developing this brand, Nick and the team

advantage.

is available with 1000, 1200, 1500 and

cannot wait to get the range out to market.

The edj range has a distinctive look,

2000 springs, each available in firm and

“If you have never considered hushabye,

with contemporary silicone badging that

extra-firm tensions. The silicon badges

now is the right time to discover us,” says

will make it stand out on the shopfloor.

and embroidered handles are presented

Nick, “and if you are already one of our

Within the range there are three models:

in muted tones, and the hand tufting

valued customers we would love to talk you

Pure, a 2000-spring count natural mattress

completes the premium look.

through this and future developments.”

featuring natural wool, silk and cotton

hushabye is also launching six new

www.hushabyebeds.co.uk

fillings; Shape, which has 3000 springs and features high-quality, next-generation memory foam to provide total support; and, finally, a gel latex version called Cool, which features a cool latex gel layer, has 4000 pocket springs and features a softknit stretch cover which assists with the cooling e�ect.

All three models will be on show in Telford on hushabye’s new contemporary bedstead. The base features a drop in platform that gives it a bedstead look, and, as there are no additional fixings, it can be assembled much quicker than traditional slats. The platform is sturdy and gives a more consistent support, which in turn

edj Cool

promises a better sleep experience.

The new hushabye brand and the

edj Pure

VISIT HUSHABYE ON STAND J25 AT THE BED SHOW

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, s r e m a e r d For sleepers, for

e N o y R e FoR eV

The new natural backcare collection has arrived.

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

Visit us on stand J25 to find out more.

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e

19 11:07 11:16

visit us on stand J25 to find out more

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24 ON LOCATION

BEDBUYER

ON LOCATION:

Vispring at Harrods With a relationship going back more than 70 years, internationally renowned luxury brands Vispring and Harrods are firm partners – and their relationship is only set to grow stronger, as the pair unveil an engaging new showroom space fit for the big spenders …

Europe’s largest department store boasts

handmade divans and headboards. Around

330 departments, covering some 102,193m2

the floor models are features such as

of retail space – enough to earn Harrods its

bedding rails and snapshots of the brand’s

own postcode. Its motto – Omnia Omnibus

history, all designed to give shoppers a

Ubique, (latin for “all things for all people,

clearer picture of Vispring’s heritage and

everywhere”) – extends to the luxury bed

quality proposition.

market, and, in-store, the likes of Tempur,

Bed Buyer speaks to Vispring’s UK

Savior and Hästens rub shoulders with

sales director, Jonny Mitchell, about the

Vispring in a bid to woo the capital’s more

transformation …

salubrious shoppers.

Vispring’s portfolio of made-to-order

At Vispring, I work closely with the other

luxury beds ranges in price from just

senior managers to manage all sales-

under £1000 to £40,000 – and a premium

related activity in the UK, – including the

o�er requires a premium platform. With

management of five account managers,

this in mind, Harrods recently redesigned

strategy, budgeting, devising promotional

Vispring’s in-store showroom to maximise

marketing and promotional plans, pricing,

shopper engagement.

and the management of key customers.

There are 12 models on display – including what the supplier describes as

Vispring has traded with Harrods for over

“the world’s most luxurious bed”, The

five decades, and for the last few years

Diamond Majesty – plus a selection of

Vispring has, by turnover, been the largest

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BEDBUYER

brand (not just the largest bed brand) across the whole furniture floor.

Both brands are focused on giving

ON LOCATION 25

mattress tensions).

There are 12 beds in the new showroom, and we worked closely with Harrods’ buying

customers a great choice in luxury products,

team to ensure we had the best selection in

backed up with excellent customer service.

terms of look, feel and pricing. Ultimately,

Our tradition of using the finest materials

we needed to ensure the Vispring area

and employing skilled craftsmen to make

showed o� all of the brand’s USPs, as well

unique product aligns with Harrods’ ethos

as di�erentiating it from the nearby Savoir

of exclusivity.

and Hästens displays.

There’s a consistency to our branding

The biggest challenge was visualising how

across all our showrooms, worldwide.

the beds would look in a space that was

However, the unique shopping environment

very di�erent to the old showroom area.

that Harrods provides means we’re able to

We knew that the new space was not as

use the space to display additional PoS such

open, and had lower ceilings, as well as

as mattress cut-throughs and more lifestyle

being interspersed with columns. Striking

imagery.

the right balance between display, PoS and

The Harrods sta� – of which three are directly funded by Vispring – o�er some of the best insight and knowledge about

flow was key, and we are very pleased with the result.

I think we’ve managed to capture the

the product. It’s a loyal and long-serving

essence of a luxury British brand in a clean,

team, some of whom have been associated

modern environment.

with both Harrods and Vispring for over 40 years.

Vispring continues to grow its presence in Asia, and recent advertising within Harrods

Our key objective for the redesign was

has translated into both brand recognition

to ensure we could demonstrate all the

and sales in this expanding market, whose

di�erent models and unique features of a

consumers are key to both of us.

Vispring bed within the new space (and this was particularly true with regards to our

www.vispring.com

“Striking the right balance between display, PoS and flow was key”

Address: 87-135 Brompton Road, Knightsbridge, London SW1X 7XL

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Cortec promises to set new standards in sustainable comfort innovation and raise the bar on a global scale

Supportive, innovative Harrison Spinks Sitting on a raft of industry insight, and with some of the most-sought after technical expertise housed within its head office, innovation centre and farm in Yorkshire, fifth-generation luxury bedmaker Harrison Spinks is preparing to unveil all at the Bed Show …

Following in the footsteps of its foam- and

Naturally soft, springy and absorbent,

Microlution springs to reduce pressure

glue-free pledge, and o� the back of the

this wool works in harmony with Harrison

points and roll together, significantly

launch of its 100% recyclable glue-free

Spinks’ ultra-responsive Cortec springs.

improving sleep quality, states the

pocket spring system, Cortec, Harrison Spinks still has more up its sleeves.

Synergy, a new contemporary foamfree mattress collection, is the first new

These springs form the supportive core of every mattress in the range. Cradling the

bedmaker.

Investment in innovation is enabling

body and reacting to individual movements,

Harrison Spinks to announce such

they work together with layers of HD and

industry-changing introductions to the

development. Using Harrison Spinks’ fully

market. By developing the finest high-

sustainable eco-spring system, Cortec, and

tensile wire ever to be used in a core unit,

micro springs, the result is an impressively

and sonic-welding each spring pocket

comfortable mattress which promises a

rather than using glue, Harrison Spinks

healthy night’s sleep (being foam and

has created individually pocketed springs

FR chemical-free) and fully recyclable

which are extremely durable, providing a

at the end of its life – seeing the luxury

high degree of support, and are distributed

manufacturer doing its bit to protect the

at a high density to create more points of

environment.

contact, providing greater body-contouring accuracy.

A heritage brand partnership with rural

Cortec will form part of the Harrison

TV presenter Adam Henson is also being unveiled. At the heart of every mattress

Spinks mattress o�ering in the UK and,

from the Adam Henson by Harrison Spinks

as it is a foam replacement component,

collection is carefully selected and rare breed wool from the fleeces of sheep reared on Adam’s and other local Cotswold farms.

Adam Henson has helped develop Harrison Spinks’ new premier mattress line

promises to have many other uses in the worldwide furniture and bedding industry. www.harrisonspinks.co.uk

VISIT HARRISON SPINKS ON STANDS G10 AND G20 AT THE BED SHOW

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28 PROFILE

BEDBUYER

Riveria in plum with Adelphi headboard

Innovation never sleeps at Millbrook Millbrook Beds will unveil four new ranges at the Bed Show. Nine months of research, development and innovative thought has culminated in four new natural handmade mattresses – the Grandeur, Majestic, Ortho and Pillow-top collections. borders and headboards.

New technology and investment in

free, o�ering a 100% natural sleeping

machinery, combined with the company’s

surface – no chemicals have been used in

Operations director Ross Thurston

handmade approach, has enabled Millbrook

the cotton covers or in any of the natural

comments: “We have been burning the

to develop a range with a more sumptuous

fillings, which include Hampshire wool,

midnight oil for nine months, developing

feel, o�ering models with higher spring

English spun cotton and cashgora.

and refining our range, because innovation

counts – up to 14000 pocket springs – and greater sustainability credentials.

Consultation with retail partners, as well as listening to comments and

Super-soft, breathable Tencel is used for the sleep surface of the new Pillow-top mattress.

This fabric is produced from sustainably

never sleeps!

“We now have a product with enhanced performance which will provide an amazing sleep experience. We expect this

recommendations from the sales team,

sourced wood using environmentally

new range to change the perception of

have been important contributors to the

responsible processes. In addition,

Millbrook Beds’ product completely.”

range’s innovations.

Millbrook currently repurposes nine million

T 0845 293 7262

plastic bottles a year for use in its mattress

www.millbrook-beds.co.uk

The mattress collection is now chemical-

VISIT MILLBROOK BEDS ON STAND B30 AT THE BED SHOW

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30 PROFILE

BEDBUYER

Slumberland’s new mini collections are under wraps right now – visit the manufacturer at one of three shows this autumn to find out more

istock/interstid

Slumberland presents unique solutions for unique individuals Award-winning bed manufacturer, Slumberland, will present a new range of mini collections at the AIS and NBF bed shows this September, and at Minerva’s Autumn Furniture Show in October.

In line with the company’s consistent

mattresses o�er varying fillings from

and wicks away moisture in such a way

commitment to innovation, this cleverly

memory foam to latex, with the added

that the user feels cool and fresh all

designed range will feature a spectrum

benefit of natural Bio-Protect treatment for

night. The top two mattresses in the Plus

of new sleep technology and benefits,

a refreshing sleep experience.

Collection also feature Respire technology

engineered to suit all sleepers – no matter

The three Ortho Collection pocket-

– a memory foam layer with engineered

the sleeper’s body shape or budget, or

sprung mattresses are hand tufted, and

perforations to increase air circulation and

whether they sleep on their side, front

have been designed for those who prefer

reduce the common issue of overheating

or back, Slumberland promises a bed for

a firmer feel. Impressive support layers

throughout the night.

everyone.

will help to deliver optimal spinal support

Finally, the Nordic Collection has been

and comfort for the user, while natural

designed for those who wish to customise

traditional pocket-sprung mattresses,

Bio-Protect treatment is added to the

their mattress. These highly responsive,

boasting a mix of natural fillings. Wool,

mattresses’ fabric to maintain a hygienic

pocket-sprung mattresses can be tailored

cashmere and silk have been chosen for

sleep environment.

to the user’s needs through the choice

The Natural Collection comprises three

of either a cooling gel latex or pressure-

their breathability and moisture-wicking

Next is the PremiAir Collection, which

properties, and, for those who seek good

comprises three pocket-sprung mattresses

sleep hygiene, the Natural Collection

with a cooling gel latex layer, and

also benefits from Bio-Protect, a natural

Slumberland’s groundbreaking EdgeMax

improved ventilation with EdgeMax Air

treatment added to the mattresses’ fabric

Air ventilation technology, which helps

technology and Ice fabric with Bio-Protect

to help eliminate allergens and reduce

keep the sleeper cool at night. The added

treatment for a cooling and refreshing

bacteria for a healthier sleep environment.

benefit of Ice fabric technology – a cool-

sleep.

The Comfort Collection is made up of

touch fabric combined with eCool quilting

relieving memory foam enhancer.

Both mattresses also benefit from

Visit Slumberland at the AIS Bed Show

four mattresses with varying spring counts

– promises to aid temperature control for a

on 4th September, the NBF Bed Show

to suit all budgets.

more comfortable night’s sleep.

on 17-18th September, or the Autumn

The entry-level open-coil sprung

The Comfort Plus Collection, meanwhile,

Furniture Show on 1st-2nd October, or

mattress has pillow soft quilting for added

boasts EdgeMax Air for added ventilation,

email Slumberland to find out more about

comfort at a competitive price point,

and features Slumberland’s new unique

the new mini collections.

while the three responsive pocket-sprung

eCool quilt, which increases evaporation

E marketing@steinho�ukbeds.co.uk

VISIT SLUMBERLAND ON STANDS G40 AND G55 AT THE BED SHOW

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32 PROFILE

BEDBUYER

CPS Group (sales@swatchdesignerltd.co.uk), based South Wales, recently launched a new product o�ering – swatch making, under the name Swatch Designers. This will allow CPS Group to o�er additional services to its existing customer base, including items such as fabric swatch pattern books and fabric cuttings.

Following a +40% growth on turnover last year, CPS has invested heavily in expanding its product range, o�ering its well-established customer list – which includes the likes of John Lewis, Next and Ikea – even more.

For over 30 years, Dreams (0800 652 5090, www.dreams.co.uk/ brands/dreams-workshop) has been passionate about providing a better sleep for all.

As the UK’s most recommended bed retailer (based on TrustPilot scores as of 15th July 2019, when compared against leading UK bed retailers), Dreams is committed to providing the highest standard of expert customer service and advice, alongside an extensive range of high-quality product including mattresses, bed frames, divans and bedding.

As well as o�ering a range of well-known brands, Dreams also makes and sells own-brand mattresses – The Dreams Workshop

Through its new division, CPS can offer swatch books and more

range – all of which are handcrafted in the UK at the company’s factory in Oldbury, West Midlands.

Established in 1979, family-run manufacturer Excellent Relax Bedding Co (01924 441654, www.exrelax.co.uk) specialises in handmaking mattresses to order, plus pocket and bespoke calico springs.

Thanks to the company having full control over every element of production, these can be made to any specification, from domestic beds to sleeping solutions for boats, caravans and private jets.

Excellent’s skilled master craftsmen ensure the high quality of every mattress and divan, combining technical expertise with fine natural ingredients to produce some of the most technologically advanced and comfortable beds available.

Edward Clay and Son manufactures an extensive range of non-woven felt options

Owned and run by the same family that established it in 1870, Edward Clay and Son (07484 052174, apayne@edwardclay.co.uk) is a manufacturer of felt and fibre pads and rolls based in Ossett, West Yorkshire.

The company produces to traditional quality standards using leading-edge technology, and is well placed to provide current and future market solutions with recyclable, sustainable and biodegradable options.

“In the 1960s, our production increased, and we started to produce mattress fillings,” says a spokesperson. “Today, the environment leads us in a direction that enables us to o�er a large portfolio of fillings and spring insulator pads, produced from a variety of materials – from virgin to environmentally friendly options.”

Viceroy

BedBuyer2019_Pages.indd 32

For more information on the company’s o�er, contact business development director Andrew Payne through the above channels.

28/08/2019 13:35

BEDBUYER

33

Trusted manufacturer & supplier of • Spring insulator pads • Comfort layers for contract and domestic • Pocket springs Please contact Andrew Payne e apayne@edwardclay.co.uk t 07484 052174

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BEDBUYER

Abbey bedstead in matt beige with light round legs

Chapman bedstead in matt grey with dark round legs

From board to bedstead, your way The Swanglen name has been synonymous with quality headboards for decades – but this year, following a detailed R&D process, the company is branching out with the launch of a new range of bedsteads …

Earlier this year, Swanglen set out to

is simple, explains sales director Peter

fabrics. And that is how we developed this

develop a contemporary bedstead that

Ridpath: “For Swanglen, R&D is driven by

new range of bedsteads.”

would easily accommodate any headboard

conversations with our customers. There

style, in any fabric in its extensive swatch.

has been, for some time, a desire to supply

platform, which eliminates the hassle

With 17 styles and 50 fabrics available –

something that has the ease of a divan

associated with a slatted base. According

and four foot options – that means over

base alongside the contemporary feel of

to Swanglen, it is incredibly robust,

3500 permutations.

a bedstead. At the same time, customers

and delivers a more consistent sleeping

are looking for a wide range of styles and

experience than slats.

The choice is huge, but the base itself

The base features an innovative drop-in

Everything is delivered to the customer flat-packed, but the assembly time is minimal – yet the most important feature is choice, says Peter: “Swanglen are well known not only for quality of finish, but also its wide selection of headboard styles and fabrics. We needed to o�er a solution that can deliver the widest choice – 17 styles, over 50 fabrics and four foot options pretty much guarantees that there’s something for everyone in this range.”

As with all Swanglen products, the bedsteads are made to order, and, as they are handmade in the UK, lead times are kept to a minimum.

The bedstead range will be front and centre on Swanglen’s stand at Telford – but the team is also looking to build on the success of the next-day and signature ranges launched at last year’s show.

Chrystal bedstead in matt pink with light square legs

www.swanglen.co.uk www.sleepeezee.com

VISIT SWANGLEN ON STAND J34 AT THE BED SHOW

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launches stylish, hassle-free bedsteads

The new range of contemporary bedsteads are more stylish than a divan, less hassle than slats, the revolutionary drop-in base can be assembled in minutes.

With 17 shapes, 50 fabric choices and 4 feet options, that’s over 3000 combinations to choose from.

Visit us on stand J34 for more information.

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36 INTERVIEW

BEDBUYER

Perfectly British Regent

A bed brand for tomorrow There’s been an awakening at Sleepeezee since its acquisition by France’s Adova Group last year.

Informed by revelatory market research, the Kent-based bed manufacturer’s entire ethos has been refreshed – and it’s already paying off, CEO Joe Wykes tells Paul Farley …

How are people buying beds?

drives their purchases? And – with the

consideration,” says Joe, before revealing

Understanding consumer behaviour, both

promise of a £5m investment over four

further findings: the average in-store price

in-store and online, is essential in today’s

years – what might Sleepeezee achieve in

of a bed/mattress is £499, while online it’s

marketplace.

this context?

closer to £350; a consumer typically makes

“We found that one in three people buy

six touchpoints (a combination of in-store

traditional retail norms, it’s not enough

their beds and mattresses online,” says Joe,

and online visits) while buying; the buying

to simply carry on down the same path –

“and just one in 10 did so having not been

period typically runs from four to six

but overreacting to new pressures can be

to a store at all.” The number of consumers

weeks; and, alarmingly, a quarter of people

equally dangerous.

making solely digital purchases, with no

going into that journey don’t conclude it by

store engagement at all, is considerable –

transacting, or defer their purchase.

After years of disruption to the

Hence the need for good market intelligence. Joe Wykes recognised this

“a £210m market, and it will get bigger”,

Identifying why people don’t buy is as

upon his appointment as the head of Adova

says Joe. But of greater significance is the

important as discovering why they do, says

UK, and commissioned PwC to conduct

proportion of consumers (90%) that do

Joe, citing some of the factors putting them

market research into what UK consumers

visit a physical shop during their purchase

o�: “There’s too much technical jargon in

felt – and how they behaved – when

journey.

bed sales, and retailers have a propensity

buying beds.

Are they led by particular brands? What

BedBuyer2019_Pages.indd 36

“A bed is a considered purchase,

to show clones of the same models – they

and the store plays a vital role in that

all look the same, and they’re all called the

28/08/2019 13:35

BEDBUYER

same thing. Both of these approaches just confuse the consumer.”

More worrying is the persistence of an insidious sales culture based on hidden

INTERVIEW 37

Joe Wykes with Mayfair, from Sleepeezee’s Perfectly British collection

commissions.

“When people ask to see a retailer’s best mattress, or seek advice on what model would suit them best, it’s astonishing how often they’re directed to the same one,” says Joe. “But consumers are typically quite savvy about this. They know when they’re being led on.”

Quite why anyone would risk eroding the consumer’s trust in their sta� – one of bricks-and-mortar retail’s biggest advantages over its online counterpart – is a debate for another time. For now, says Joe, it’s enough to know that shoppers want a combination of clarity, transparency, and the ability to shop both online and o�.

“Our research went on to rank the purchase drivers,” he continues. “We found that size is the principal driver, followed by price, then accessibility/delivery.

The secondary criteria are brand and strapline, and the perception of quality and durability.”

Sleepeezee’s research then went on to explore the tipping points which can seal the deal: a guarantee or warranty; free

“We’ve always developed great products and offered great margins, but we’ve never had the consumer at the heart of what we do”

trial (de rigueur for those disruptive bedin-a-box brands); customer reviews; the

more or less likely to buy products with a

the net value of a Royal Warrant in the UK

mattress’ design; and bundled ancillary

Royal Warrant attached, PwC found that

just 9% – so not a USP upon which to base

products, such as bedding.

50% couldn’t say one way or another, and

an entire marketing campaign.

It unearthed some surprising results.

Another weapon in Sleepeezee’s arsenal is

25% didn’t even know what it was.

Of the remaining 25%, 17% said they’d

Taken together, PwC’s findings led Joe to re-evaluate the company’s entire

its coveted Royal Warrant – an accolade

be more likely to buy a product bearing

consumer-facing strategy, starting with

held by just one other bed manufacturer.

the mark, while 8% were actually less

adjusting the brand’s website to mirror

It’s an eminently powerful asset in the

likely (“we had one stockist request its

those key purchase drivers.

bedmaker’s overseas activities, yet PwC’s

removal from a particular range, as in their

findings suggest that its domestic heft

experience some customers felt it meant

and o�ered great margins,” he says, “but

should be kept in perspective.

they didn’t get value for money,” says Joe).

we’ve never had the consumer at the heart

In all, viewed dispassionately, this makes

of what we do. We had to make our story

When investigating whether people were

“We’ve always developed great products

Perfectly British Strand

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38 INTERVIEW

BEDBUYER

“The discourse is simple – give us some leeway and we’ll grow your sales”

that the more spontaneous the purchase (four clicks, perhaps?), the greater the likelihood of its spontaneous return.

“Traditionally, our huge advantage is we don’t o�er a one-size-fits-all solution,” explains Joe. “A Sleepeezee bed is not just a big block of foam.”

The replacement policy is just one example of Sleepeezee’s commitment to better customer service and to developing closer working relationships with stockists.

“Most of our more traditional rivals are not coming up with these sorts of solutions for their stockists,” says Joe. This might mean developing exclusive models, or support for consumer advertising campaigns (the brand has already helped fund and film a TV commercial on behalf of a local stockist),

much more attractive to them.

“But, at the same time, it’s all very much with the retailer in mind. We want to drive

marketing a brand without any proof your

and even goes as far as holding stock for

audience will make repeat purchases?

and sharing delivery costs with particularly

“Take Eve Sleep. They went live in 2014,

open-minded partners.

people in-store, we want them wanting

so in theory their first turnaround period

Sleepeezee. At the moment you could argue

[in the customer mattress replacement

says Joe, “and trying things out that

there’s only one other bed brand taking

cycle] is coming up now. Will their initial

might revitalise our range. Ultimately, the

that approach.”

customers buy Eve again? If they do, we’re

discourse is simple – give us some leeway

looking at a di�erent ball game, but I’m

and we’ll grow your sales.”

Emerging competition from bed-in-a-

“I’m looking at things more holistically,”

box brands is more problematic, says Joe,

doubtful.” Joe admits that Sleepeezee

mindful of Adova’s abortive plan to bring

has learned a lot about marketing and

Sleepeezee formed a partnership with Good

US rolled mattress brand Beautyrest by

purchasing from the disruptor brands, and

Housekeeping magazine in February. That

Simmons to the UK.

has even gone so far as to implement its

month, it also enlisted celebrity doctor Dr

own 60-night sleep trial. “It’s not actually

Ranj Singh (of TV’s CBeebies, This Morning

spend so much on marketing, and it’s not

a money-back promise, but an exchange

and Strictly Come Dancing fame) as its

yet clear whether it’ll ever pay o�. For a

trial,” he says. “Our mattresses can be

brand ambassador.

search term like ‘best mattresses’, Google

returned within 60 days and replaced with

charges the advertiser around £5.50 per

another from the brand.”

“It’s a mug’s game,” he says. “They

click – and the result is a conversation rate

This strategy is not as risky as it sounds,

To bolster its consumer presence,

The connection is far from tenuous – Ranj’s mother works for the business, and Ranj himself completed a summer

says Joe, who looked closely at Adova’s

placement there in his youth. As an NHS

previous experiences in the French market,

clinician, Ranj is well aware of the benefits

– just four clicks to purchase, very slick,

and Sleepeezee’s low returns rate, before

a good night’s sleep can deliver the next

clean and clear. But to spend so much on

committing to this pledge. It would seem

day – and its these that take centre stage in

that’s lower than 2%. It just doesn’t add up.

“Credit where it’s due, their story is good

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INTERVIEW 39

Sleepeezee’s own TV advertising campaign, ‘Everything is easy when you Sleepeezee’.

“NHS guidelines suggest we should have 8-9 hours’ sleep a night, but the average Briton only sleeps 6.25.” says Joe. “To date, everyone else in our sector has focused on the sports story, but physicality is just one of the benefits – a proper night’s sleep means you’ll make better decisions, be more patient and listen better. There are links between good sleep and a decline in dementia rates, and the BHF says it reduces heart murmurs.”

Through Ranj, Sleepeezee is broadening its horizons. Early analysis indicates that his presence has bolstered Sleepeezee’s profile among the UK’s Indian and

Perfectly British Mayfair

Pakistani population, while, as a columnist for gay lifestyle magazine Attitude, Ranj has enabled Sleepeezee to reach out to that often-overlooked demographic.

200,000 people.”

further expansion.

Carefully timed to coincide with this

Sleepeezee’s status as an approved

fillip, May saw the launch of Sleepeezee’s

supplier to the Minerva Furniture Group

social media following,” explains Joe. “In

Perfectly British collection. O�ering three

is already opening new doors, while

the past few months alone, our Facebook

models – Strand, Regent and Mayfair,

independent stockists are benefiting from

followers have gone from 3000 to 10,000.

priced from £699-899 – and cleverly

fresh POS in line with their promotional

If you take Ranj’s reach into account,

marketed along a Monopoly theme, the

campaigns. Meanwhile, Joe is encouraging

our social media reach now totals around

collection exclusively comprises British

greater sta� interaction, and has

raw materials, enabling Sleepeezee to meet

implemented new KPIs to identify which

one of today’s most important consumer

models are selling (and which aren’t), and

demands head-on.

where.

“At the same time, we’re building our

DOG TIRED

“Sustainability is a big focus for us – as

“There are big changes going on here,”

a company, and a Royal Warrant holder

says Joe, “and having a team that’s bought

Of course, people are not the only

– so we asked ourselves what it might

into our new philosophy so quickly has

members of the household that

look like, product-wise,” explains Joe.

made all the di�erence.

appreciate a comfy sleeping surface.

“Our deliveries will always create a carbon

Always quick to spot the potential

“We’re thinking about how to make and

footprint (and running an electric lorry

sell mattresses better and faster, and our

of new markets, Sleepeezee went live

fleet is unrealistic), but why not reduce the

market research proved so useful that we’re

with a range of pet beds on 1st August.

footprint created by our supply base? Why

doing another round of brand awareness

Company branded – but without

not skew our supply chain towards UK-

assessment with PwC.”

the Royal Warrant –the beds come

based businesses?”

The initial results speak for themselves.

in three sizes, and in flat (with faux

The story doesn’t stop there. For every

Sleepeezee’s Q1 sales were good, but as it

leather piping) or basket (featuring

mattress sold, £10 goes to homeless charity

entered the summer months (admittedly

cosy memory foam!) varieties.

Crisis, adding to a rich CSR programme

against some relatively soft comparatives),

Washable at 60ºC – “an industry

that has seen Sleepeezee raise more than

the emergence of its new direction,

first”, says Joe –the beds also feature

£250,000 for good causes over the past

partnerships and products saw sales grow

odour-eliminating fillings.

three years.

by +24% YoY in April, and an astounding

“This is a purely digital play for the

“Let the other brands talk about

+88% in May – a country mile ahead of the

moment,” explains Joe, “through a

technology and craft,” says Joe, “while

NBF’s sector benchmarks. Joe grins as he

transactional DTC (Direct to Canine!)

we bring things to the fore consumers can

executes a quick calculation, before stating

website. Looking ahead, we have

actually relate to.”

that he expects overall growth in H1 to be

celebrity endorsers lined up, as well as sponsorship of pet trade shows.”

In line with its charitable human-

Sleepeezee is upping its game behind the scenes too, with new hires, machinery and

+12% YoY. “The market’s against us, but we’re

factory space. Merchandisers have been

certainly outperforming our rivals now,” he

facing business, Sleepeeze has already

appointed in the North and South to handle

concludes. “It’s been hard work, but we’ve

partnered with Battersea dogs and cats

the majors, 400m2 has been added to the

got a stronger range, greater reach, and a

home, to which it will donate £10 from

factory to house finished goods and enable

better grasp of the brand’s values than ever.

every sale.

faster response times, and, drawing on

And there’s plenty more to come …”

Adova’s investment, plans are in place for

www.sleepeezee.com

VISIT SLEEPEEZEE ON STAND J50 AT THIS YEAR’S BED SHOW

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BEDBUYER

Highgrove invests in its customers

Albany, featuring Highgrove’s Equasleep temperature control specification

Highgrove Beds will use the Bed Show as a launchpad for several new products – from innovative and upgraded mattress specifications to a range of adjustable beds, aptly called Comfort Control …

Although the internet plays an

This year, Highgrove has continued

main brands into the marketplace,” says

investment at its Liversedge site, spending

Shane. “There’s HG at the entry level,

increasingly important role in consumer

more than £1m on new machinery

our established flagship Highgrove brand

decisionmaking, Highgrove has made

– including the latest foam cutting

taking up the centre ground, and Sanctum

the tactical (and commercial) decision to

technology, which is enabling the company

targeting the premium, hand-tailored

support the high street, and its brochure

to continue its expansion into the smart

sector.

collection is strictly not available for

foam market.

Highgrove’s head of marketing, Shane

“Our strategic approach has always focused on giving our customers what they

internet trading.

“We feel that consumers still want to

Harding, is confident that the business

want, when they want it, and for the best

try before they buy, and although internet

will continue to gain market share, despite

value possible. With 98% of customers

sales continue to outpace retail, high-ticket

what is widely acknowledged as one of the

now receiving our Fastersleep (within

comfort items will still be primarily sold

toughest retail environments in years.

seven-days) delivery service on virtually

in-store for many years to come,” Shane

our entire product range, our need for retail

concludes.

warehousing has been reduced, and we’re

www.highgrovebeds.co.uk

“We have now firmly bedded our three

seeing improved customer cash flow. We are confident that customers now view Highgrove as a one-stop-shop for all their bed floor requirements.”

In addition to its wider product o�er, Highgrove has invested more than £500,000 in high-impact in-store displays and additional PoS – which includes branded footmats and pillowcases to In-store displays are paying dividends for retailers, reports Highgrove

enhance store displays – to support high street retailers.

The Comfort Control beds can be adjusted via the handset

VISIT HIGHGROVE ON STANDS B20 AND C20 AT THIS YEAR’S BED SHOW

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BEDBUYER

41

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MATTRESS TOPPERS

PILLOWS

THE COLLECTION

06/08/2019 16:07

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BEDBUYER

Vispring broadens scope with affordable line

J.Marshall No.4

Last month, Vispring launched a new sub-brand, J.Marshall by Vispring, which draws on the legacy of Canadian-born engineer James Marshall – a spring visionary who had a close association with Vispring and the invention of the pocket spring, and whose work has resonated throughout the bedmaker’s long history …

Naturally, any brand connected with

The J.Marshall collection targets the

understandable selling ladder for sales

younger profile customer, or first time-

sta�, combined with strong di�erentiation

the Vispring name is made using only

buyer, looking for a modern look in an

in terms of design and proposition.

fine materials and fillings. The Belgian mattress ticking comes with M-Pure,

a�ordable bed – but one that comes with

a non-chemical fire retardant. The

the assured comfort and quality for which a brand like Vispring has built a reputation over many generations.

All the J.Marshall mattresses and divans

J.Marshall mattresses feature natural fillings and strong visual appeal

natural fillings – cotton, wool, silk and alpaca – are sourced through Vispring’s trusted suppliers, and all the divans and

are made in Vispring’s Plymouth factory

headboards are made using FSC-certified

by the same craftsmen who make the main

wood.

Vispring range, and come with a 10-year guarantee.

The mattresses look particularly impressive when displayed with the

The four mattresses in the J.Marshall

J.Marshall low-profile divan, which o�ers a

by Vispring collection boast strong visual

choice of bed legs in brushed brass, brushed

appeal, with a unique plaid design in pastel

silver, or black chrome. There is also a

colours on the ticking. They are simply

modern headboard, available in a range

named J.Marshall numbers 1, 2, 3 and 4,

of high-quality fabrics in contemporary

with spring counts rising from 1000 in the

designs.

No.1 model to 1600 in the No.4.

Mattresses No.1 and No.2 are turnable,

The J.Marshall by Vispring collection promises to o�er consumers high-value,

whereas No.3 and No.4 have the addition

high-quality products from a brand in

of pillow tops to enhance the comfort and

which they can trust.

sleep experience. This presents an easily

www.vispring.com

VISIT VISPRING ON STAND H30 AT THE BED SHOW

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Vispring makes supremely comfortable beds, and has done since 1901.

Only the finest natural materials, inside and out.

Designed for durability. Crafted for comfort.

Made for the very best sleep.

Discover the luxurious world of Vispring beds at Stand H30. vispring.com

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BEDBUYER

New Anniversary base

New Royal

New collections broaden Sweet Dreams’ appeal Sweet Dreams is looking forward to launching three divan collections at this year’s Bed Show – Defined Edge Support, Handcrafted and Pocket Air Pure – plus fresh developments across its entire range …

The Anniversary collection will see four

marketing message is expected to generate

through their approach to fire retardancy –

new base colourways, while the popular

a high degree of interest from retailers.

safe and natural.

Royal Pillowtop range sees the introduction

Pocket Air beds – with alternate rows of

The Sweet Dreams Beds brochure for

of three models: Emperor 4000, a memory

full and shortened springs leading to what

2019 will also be launched at Telford, and

foam bed featuring 3000 pocket air and

Sweet Dreams describes as a “lighter than

all of the company’s divans and frames, as

1000 mini springs; Crown 2000, with 1000

air” feeling – have been a big success for

well as bedroom cabinet, children’s beds

minisprings and latex sheet to the box top;

the business. The Pure beds, which star the

and sofabeds, will be featured within its

and Dynasty 2000, a memory foam box top

Pocket Air spring system and the attractive

pages.

featuring 1000 minisprings.

base colours sported in the Anniversary

T 01282 830033

collection, promise to win new fans

www.sweetdreamsuk.com

Sweet Dreams has witnessed increased interest in and sales of foam-encapsulated beds, and, in response, is launching Defined Edge Support– a collection which will comprise pocket-spring models o�ering high counts, including 1500 and 2000 pocket-spring beds.

The Handcrafted collection is the second new range, and hand-stitching is its prominent feature. This collection comprises three models, containing pocket springs with counts of 2000, 1500 and 1000.

All sport the side-stitched border, crafted by hand, and boast a luxurious top layer of a natural filling such as wool, cashmere and silk.

Then there is Pocket Air Pure. In an innovation designed to appeal to the green consumer, all four beds will feature FR chemical-free fabric to the mattress. This

New Royal

VISIT SWEET DREAMS ON STAND H40 AT THE BED SHOW

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BEDBUYER

Duvalay set to quench eco mattress thirst BBC Dragons’ Den success story Duvalay will unveil an eco-friendly mattress range containing recycled Coca-Cola bottles at the Bed Show.

Fresh from its Manufacturing Innovation

The new Duvalay WoolTech collection

success at this year’s Made in Yorkshire Awards, Duvalay is set to launch WoolTech, a collection of pocket-sprung mattresses combining traditional natural fillings with a technical twist.

In addition to luxurious lambswool fibres – blended vertically for extra resilience and breathability – WoolTech mattresses include sumptuous pressure-relieving white fibre, made from recycled Coca-Cola bottles.

“This is an innovative way to reduce single-use plastic and promote a great night’s sleep,” says Duvalay’s sales and marketing director, Liz Colleran. “We first developed this technology for the leisure

in all standard sizes. The pocket springs

as well as the Rosalia Collection, which

vehicle sector – making the world’s lightest

are encapsulated, o�ering edge-to-edge

consists of handmade pocket-sprung

caravan mattress.

support across the sleep surface.

mattresses topped with luxurious natural

“Now, eco-conscious consumers can

WoolTech is the third mattress collection

fillings.

sleep soundly on a WoolTech mattress for

to be launched by Duvalay, which was

the home.

crowned Bed Manufacturer of the Year

continued to refine both collections – adding new models to these ranges.”

“Far from resting on our laurels, we’ve

“Every mattress is quilted in soft and

(under £10m) at the 2017-18 Bed Industry

breathable organic cotton, which is better

Awards, and was highly commended in the

for the environment, the climate and the

Small Bed Manufacturer of the Year (under

machine, this dynamic family-run

health of the people involved in harvesting.

£10m) category in 2018-19.

manufacturer is poised to make another

Having recently invested in a rolling

Nothing is sacrificed in terms of comfort,

“We’re delighted to be returning to

and our mattresses can be vacuum-rolled

this flagship event for our industry with

“There’s never been a better time to join

and delivered direct to customers’ homes

an exciting green story for 2020,” says

our network of retail partners,” adds Liz.

in a cardboard box if required – reducing

Liz. “Our Hilary Devey Collection – which

“2019 is the year Duvalay comes of age

packaging by more than 50%.”

won a range of accolades including Best

– we’re ready to take things to the next

Medium-Priced Mattress from The

level.”

Independent – will also be on our stand,

www.duvalay.co.uk

WoolTech consists of three models with a good range of comfort feels, available

announcement linked with expansion.

VISIT DUVALAY ON STAND F40 AT THE BED SHOW

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NEW FOR 2020

NATURE REINVENTED

R O S A L I A COLLECTION

Come and experience the Duvalay quality for yourself and take an exclusive look at our brand new Wooltec collection.

See us at The Bed Show 2019, Stand F40

BedBuyer2019_Pages.indd 47 Untitled-1 1

Visit duvalay.co.uk

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Hypnos promises sustainable solutions for luxury beds

Hypnos to reveal its ethical vision Bed industry innovator Hypnos will unveil a series of new initiatives at the Bed Show, where it promises to take customer comfort and sustainability to the next level …

As part of its aim to get everyone sleeping

low carbon footprint, animal welfare,

crucial to ensuring consumer satisfaction

well, sustainability pioneer Hypnos will

land management and supporting the

and continued innovation and viability for

launch two unique mattress collections

communities of the farmers who help to

retailers and suppliers.

dedicated to new levels of comfort and

produce these materials.

material traceability. Each collection has

Richard Naylor, Hypnos’ sustainable

“No company has done more than Hypnos to champion these issues over

been designed with a plush new look and

development director, comments:

the last few years – including reducing

a high degree of edge-to-edge support, to

“We’re incredibly excited to be able to

our carbon footprint and o�setting

o�er premium sleep comfort with solely

showcase our new vision for comfort and

6820 tonnes of CO2 to date – that’s the

natural fillings.

sustainability at the Bed Show 2019. With

equivalent of 869 million smartphones

The ranges will also boast impressive

the launch of two unique mattress ranges,

getting charged! This pledge is part of our

tailoring and quality, providing mattresses

we are once again pushing the boundaries

ongoing commitment to the environment,

with the real “sleep-good factor” that so

of innovation to meet consumer demand

and to lead the way in responsible comfort

many consumers are demanding. With the

for excellent sleep.

innovations, pushing the boundaries of

importance of good sleep and ethically

“Our vision and plans for the future

design wherever we can.”

made products high on the consumer and

are something that’s never been done

media agenda, this latest collection will

before. It will ensure that bedmaking is

the Bed Show to find out more.

help retailers meet demand by providing

so much more transparent – something

T 01844 348200

a mattress tailored to all these exacting

we feel is lacking in the industry. This is

www.hypnosbeds.com

Visit this British, family-run business at

needs.

These new collections are underpinned

by Hypnos’ soon-to-be-revealed vision for ethical transparency and innovation – a first in the UK bed industry.

Working in collaboration with expert partners, Hypnos aims to create a new benchmark of standards by ensuring all the di�erent materials that go into a bed are responsibly designed, sourced and managed in a way which has not yet been accomplished in the industry. The initiative will focus on key factors such as integrity and safety, with a focus on

Hypnos recently secured the ISO 14001 environmental standard

VISIT HYPNOS ON STAND C40 AT THE BED SHOW

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BEDBUYER

Gallery reveals its material secrets Ashford

There are many factors that affect quality of sleep, but one of the key ones is the mattress.

A comfortable, suitable mattress is vital – so offering a range to suit different preferences makes sense. Gallery Direct already offers an impressive choice, but the company is introducing three made-to-order collections to appeal to different retail customers …

The new collections – The Luxury, The

plastic. They are again designed to wick

as well as an armless single. There is also a

Everynight and Seagreen – were launched

away moisture.

new fold-out footstool, Clinton.

exclusively to Gallery’s clients at its at-

To complement the mattresses, Gallery is

For its made-to-order upholstered

home event at its Wiltshire manufacturing

also introducing four ranges of upholstered

items, Gallery is launching seven fabric

unit earlier this year. All the models proved

bedsteads, headboards and ottomans. The

collections, each o�ered in a range of

popular, reports Gallery, and are already

four designs – Kempton, Milan, Ashford

colourways – giving 58 new fabrics in total,

selling well.

and Doddington – are all o�ered in three

so there is one to suit all tastes and styles.

The three collections, which are all handmade in the UK, are now set to be

Gallery’s AW19 Collection, which is

sizes for all three product options.

Last, but not least, there is an innovative

being launched at the Autumn Fair, also

launched to the general trade at the Bed

new easy-open sofabed, the Eastwood,

includes a wide range of new bedding to

Show. Developed using fine materials and

which o�ers comfort through a pocket-

complement the mattresses and beds. One

technologies to optimise sleep comfort, the

sprung seat interior that folds out to

of these is Brushed Bamboo, a soft and cosy

mattresses are available in various spring

become a pocket-sprung bed. It is available

bedlinen created from a blend of cotton

counts and sizes. The Luxury Collection is

as a single armchair, a double and a king,

and bamboo viscose to give extremely

chemical-free and features natural

durable bedlinen which is soft on

materials, hand side-stitching and

the skin. Another of the new bedding

pocket springs. The Everynight,

collections is Cotton Lyocell, which

which o�ers improved air circulation,

is made with a blend of cotton and

is 100% natural anti-allergen and

lyocell, which work together to wick

features natural materials. Both wick

moisture away from the skin to help

away moisture to help give a good

regulate body temperature.

To view Gallery’s new mattress

night’s sleep.

collections, bedsteads, headboards,

The Seagreen mattresses are made using Sequal-certified ticking, which

ottomans and sofabeds, visit the

is manufactured from upcycled

company at the Bed Show, Autumn

marine plastics to help reduce the

Fair or Autumn Furniture Show.

amount of plastics in the oceans, as well as fillings made from recycled

Kempton

T 01795 439159 www.gallerydirect.co.uk

VISIT GALLERY ON STAND B50 AT THE BED SHOW

BedBuyer2019_Pages.indd 50

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N E W F O R AU T U M N W I N T E R D O D D I N G TO N B E D S T E A D

Visit us at the NBF Bed Show 2019 to view our brand new collection of sleep solutions including mattresses, divans, headboards, ottomans and sofabeds.

F I N D U S AT S TA N D B 50

BedBuyer2019_Pages.indd 51 Supplement.indd 1 Untitled-3 1 News - 1308 - Bed GD Furniture

www.gallerydirect.co.uk | 01795 439159

28/08/2019 13:36 14/08/2019 11:15 13/08/2019 14:41:46

52 PROFILE

BEDBUYER

Following last year’s successful launch

Mammoth’s naturally cooling Medical

of Rise and Shine, Mammoth (www.

Grade foam and PostureCell technologies,

mammothcomfort.com) plans to complete

and comes in three models – Move

its 2020 Retail (bricks-and-mortar)

Essential, Move Plus and Move Advanced.

pains. It will help improve the quality of

Collection with the new Adjustable Move

Added features available include infra-red

life of people with limited mobility, making

range, to help people of all ages and fitness.

remote controls and a massage system.

everyday tasks like getting in and out of

The sleep, health and wellbeing expert

John Tuton, founder and CEO of

Shine

bed much easier, and helping them be the best they can be.”

will showcase Rise, Shine and Move at the

Mammoth, says: “Our all-new Adjustable

Bed Show, on stand J55, alongside sleep

Move product completes our full Rise, Shine

technologies, comfort fillings and fabrics.

and Move 2020 Retail Collection. Move has

Chartered Society of Physiotherapy, and its

been designed to help everyone achieve

NHS health award-winning technologies

their optimum health by easing aches and

are recommended by health professionals.

Launching in Mammoth’s 10th anniversary year, Move features

Mammoth has partnered with the

M d

W c f

ActivEdge Its NanoCoil low-profile innerspring

Leggett & Platt Springs UK (01226 707500, www.beddingcomponents-intl.com)

comfort layer is proven to perform.

o�ers bedding manufacturers world-class

Versatile and responsive, it is designed to

professionalism, delivered as a personal,

resist sagging and settlement, increase coil

flexible, local service.

counts, and deliver consistently enduring comfort.

The company’s aim is to be the obvious

Products need a big selling story – let

choice to satisfy any innerspring design and supply requirement. Providing innovation

the NanoCoil comfort layer technology tell

at every turn, Leggett & Platt sees itself as

it, suggests Leggett & Platt.

ActivEdge spring perimeters, meanwhile,

a go-to source for quality and reliability, and will again support the bed industry by

provide durable and dynamic edge support

exhibiting at the Bed Show (on stand E15).

that extends comfort life and creates a

bedding products with an emphasis on

to the edge. ActivEdge products are more

its advancements in innerspring comfort

durable than foam and will not bend or

layers and dynamic, spring perimeter support.

BedBuyer2019_Pages.indd 52

V

sleep surface that is consistent all the way

There, it will display a number of new

NanoCoil

M s s a

buckle as weight is applied, reducing or eliminating the feeling of roll-o�.

28/08/2019 13:36

Untitled

Mattresses that that Mattresses do you you good. good. do

When you choose Mammoth you can be When you you’re choosemaking Mammoth youchoice can be confident the best confi dentwellbeing you’re making best choice for the of yourthe customers. for the wellbeing of your customers.

Mammoth mattresses contain Medical Grade™ Mammoth mattresses contain Medical Grade sleep technologies which come endorsed by ™ sleep technologies which comeprofessional endorsed by scientists, health professionals, athletes scientists, health alike. professionals, professional and customers Giving you something athletes different. and customers alike. Giving you something different.

Visit us on stand J55 to find out more.

Visit us on stand J55 to find out more.

PLUS: PLUS: NEW BRAND BRAND NEW PRODUCTS PRODUCTS Look out for our all new Adjustable

Look out launching for our allatnew collection this Adjustable year’s collection launching at this year’s NBF Bed Show.

NBF Bed Show.

Get in touch: sales@mammothuk.com Get in touch: 0845 838 7767 sales@mammothuk.com www.mammothcomfort.com 0845 838 7767

www.mammothcomfort.com

Official Mattress Partner

Official Mattress Partner PROFESSIONAL CRICKETERS ASSOCIATION

PROFESSIONAL CRICKETERS ASSOCIATION

BedBuyer2019_Pages.indd 53 Untitled-7 1

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54 PROFILE

BEDBUYER

Mayfair 13000 on contemporary bedstead

Gainsborough explores feedback-driven avenues In a short space of time, Gainsborough’s Mayfair collection has been well received by retailers – perhaps, suggests the company’s MD, because their help was enlisted at various stages of the range’s development …

“We recognise that bricks-and-mortar

and 9000, the range peaks at an impressive

could confidently o�er to any customer

retailers have a unique understanding of

13,000 individual pocket springs.

looking for a top-quality bed, and it has

what their customers are looking for,” says

On show at Telford this year is the next

proved that it can deliver a compelling solution.

MD Nick Gigg. “Being able to tap into that

phase of the Mayfair’s development, a

expertise and design a product based on the

pillow top – in which the combination

feedback has been extremely useful.”

of micro springs and fillings reduces

Gainsborough, says Nick: “The

settlement yet o�ers the same generous

methodology behind creating Mayfair was

specification.

a bit of a departure for us, but the success

The results are impressive, with many multi-store retailers citing Mayfair as their best-selling range. To quote one stockist: “Mayfair is now my pocket of choice.”

Some of the finest fillings available including cashmere, merino and alpaca

Crucially for the retailer, it can be o�ered

Yet there is more to come from

of it reassures me that we got it right. My

at exactly the same price points as the

aim is to bring the thinking behind the

regular version.

range’s development to the rest of our

“Mayfair is designed to make the

portfolio. There are plans for the rest of

wool are finished with up to three rows of

retailer’s job as easy as possible,” explains

the bed range, and some very exciting

hand-side stitching, hand tufting and eight

Nick. “The look and feel of the mattress

developments on our sofabed range.

embroidered flag-stitch handles.

sells itself, and we’re rolling out new

What really sets this range apart, however, is the support layer. Many brands would boast 3000 springs in their top

“The Mayfair project started with us

options to satisfy as many customers as

liaising closely with our retailers, so I

possible.”

would encourage customers to come

Mayfair is made in the UK and carries a

onto our stand and talk to us about

model – but for Mayfair, this is just the

10-year frame guarantee. This range was

Gainsborough’s future plans.”

beginning. Moving up through 5000, 7000

conceived to give retailers a collection they

www.gainsborough-beds.co.uk

VISIT GAINSBOROUGH ON STAND J20 AT THE BED SHOW

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56 PROFILE

BEDBUYER

Living a healthy lifestyle is no longer just about diet and exercise, says Sealy UK (www.sealy.co.uk/activsleep), whose new Activsleep has been its most successful range in over a decade.

The collection has helped Sealy reach a younger customer base, which is starting to take the idea of good-quality sleep more seriously.

The entire collection includes Sealy Smart Fibres – a package of unique and innovative fibres which hold the Allergy UK seal of approval, and are exclusive to Sealy.

These include Purotex, which releases friendly bacteria into the fabric of the

Activ Memory Pocket 1800

mattress to clean up allergens and reduce humidity, and Tencel, which prevents overheating, helping to create a cool and clean sleeping environment.

With nine models in the range, the

are handmade in Sealy’s Cumbria factory.

To celebrate the range, Sealy is teaming up with some of the country’s best-known

collection o�ers a variety of spring systems

wellness and health influencers to better

and comfort ratings to ensure users get the

understand the link between good sleep

correct support, whatever their preferences.

and a healthy, happy lifestyle. Telling their

From Geltex models which o�er the triple

individual stories through Sealy’s new

benefits of pressure relief, body support

World of Wellness online portal are TV

and breathability, to extra-firm mattresses

personality and wellbeing expert, AJ Odudu,

which use a PostureTech Zero Deflection

fitness trainer and Instagram sensation

system to minimise motion disruption and

Stefanie Williams, and yoga teacher and

partner disturbance, the range o�ers a

creator of Mind Body Bowl, Annie Clarke –

diverse collection of models, all of which

with more to be announced this year.

Breasley (www.breasley.co.uk) is set to

Activ Memory Pocket 1800

Salus (with Viscoool) with a plush teal base and Stighton headboard

unveil an extensive upgrade and rebrand of its luxury Salus collection as the bed brand marks its 10th anniversary at the NBF Bed Show.

The new-look Salus, the most stylish and comfortable yet, will be displayed for the first time on stand J60.

Breasley, known for its innovative approach, introduced Salus in 2009.

Now the premium bed collection is being improved to make full use of the bedmaker’s unique Viscoool technology – a pressure-relieving, breathable memory foam made from sustainable and natural soybean oil.

The upgraded collection’s eight models all feature Viscoool, and two new, topof-the-range mattresses include natural fibres, ensuring high levels of comfort.

Originally created for independents, Salus combines high-end comfort with a more accessible pricing structure – a strategy which ensures it remains a year anniversary seemed an appropriate

Breasley will also be exhibiting Uno,

time to refresh its look and o�er further

the UK’s first rolled-and-boxed mattress

Taylor, says: “Salus has been a trusted

improvements to our customers in terms

collection. Visitors will also be able to see

brand within the higher-end mattress

of comfort and specification. More will be

the Brook + Wilde Elite beds, which are

market for several years now. The 10-

revealed at the Bed Show!”

exclusively produced by Breasley.

favourite with UK retailers.

Breasley’s head of marketing, Clare

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Untitled

10 YEAR GUAR ANTE E

MADE IN THE UK

All Salus mattresses come with a reassuring 10 year guarantee

All Breasley products are made exclusively in the UK

SALUS LAUNCH AT THE BED SHOW 17 — 18 September 2019, Telford Stand No. J60 Come and see the new look Salus at this year’s Bed Show. We’ll be showcasing our new comfort options.

LIVE IN LUXURY. SLEEP IN STYLE. Celebrating 10 years of comfort and innovation

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58 PROFILE

BEDBUYER

Hybrid 2000

Sleepeezee’s perfectly supported proposition Sleepeezee will be launching a number of new products and collections at the NBF Bed Show, backed up with impressive marketing and in-store support for its retail partners.

In terms of new product, a nextgeneration Graphite memory foam

Superb 2800

designed and made using only British materials – from the pocket

collection will also be launched,

springs and natural fillings to the

providing a high degree of support

soft woven chemical-free damask

and pressure relief, with the added

cover – and all made in the UK. The

benefit of graphite, which helps

collection is supported by an eye-

disperse heat away from the body.

catching PoS package, influenced by

Also to be launched are two models to sit in Sleepeezee’s Cooler

a Monopoly theme.

Sleepeezee’s brand ambassador

Collection, which will be displayed

Dr Ranj will be on the stand

alongside the supplier’s two Which?

during the show, o�ering advice

award-winning models and the

to retailers on the importance of

popular PocketGel Poise, a Good

sleep, as well as providing guidance

Housekeeping Approved bestseller.

through Sleepeezee’s collections.

The recently launched Perfectly

Visit stand J50 to discover

British Collection will also be

Sleepeezee’s new launches, meet Dr

on display. This range, which

Ranj and enjoy a drink in its gin and

is dedicated to celebrating all

wine bar.

things British, o�ers mattresses

www.sleepeezee.com

VISIT SLEEPEEZEE ON STAND J50 AT THIS YEAR’S BED SHOW

BedBuyer2019_Pages.indd 58

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59

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BEDBUYER

Welcome to a new phase of Kaymed

Therma~Phase+ Synergy 2500

With over a century’s expertise at the forefront of sleep science, and an ethos of innovation – never imitation – leading innovator of temperature-regulating materials for mattresses Kaymed will present its Therma~Phase+ range at the Bed Show …

Therma~Phase+ is a high-density,

designed to be ultra-durable with long-

Mighty Bed has a reinforced spring system

pressure-relieving material which

term performance – will be on display.

and extra-strong divan base, giving it a

contains unique phase-change crystals

Kaymed says the range has proved fruitful

durability level that is reflected in its 15-

and copper particles. The phase-change

for stockists, and is now the UK’s market-

year guarantee.

crystals work by constantly absorbing and

leading firmer-feel premium brand.

www.kaymed.co.uk

releasing body heat to maintain an ideal sleep surface temperature. The copper infusion, meanwhile, works as a super-fast conductor, quickly moving heat to and from the mattress surface as required.

The collection includes pocket-sprung and all-foam models, which are available in a range of 16 new divan colour options.

Visitors to the Bed Show will also be able to see the new GelBreathe collection.

This unique combination delivers the feel of latex, combined with gel technology.

According to Kaymed, GelBreathe is the most advanced instant-feel material to enter the UK market, and o�ers unparalleled levels of pressure relief.

Finally, the Kaymed Mighty Bed –

Mighty Cascade

VISIT KAYMED ON STAND B40 AT THE BED SHOW

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BEDBUYER

61

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Foam or feather?

Find your filling in

The Furniture Trade Directory The Furniture Trade Directory S E C O N D E D IT IO N

Online trade-specific search engine and printed directory bringing buyers and sellers together www.gmgconnect.com Cover_final2019.indd 1

Connect_BB2019.indd 1

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03/06/2019 14:48

27/08/2019 08:57

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62 NEWS

BEDBUYER

Bed suppliers report tough start to the year

BBC goes Inside The Factory with Harrison Spinks

The latest results from the National Bed

episode of BBC Two’s Inside The Factory.

Federation’s (NBF) State of Trade report

Presenters Gregg Wallace and Cherry Healy

are in for the first quarter of 2019 – and

visited the bedmaker’s state-of-the-art

reveal a tough start to the year. The report

factory, which makes 600 beds every day.

shows that estimated LFL sales revenue fell

Last month, Harrison Spinks starred in an

Following the production of pocket-

by over -5% to just over £224m compared

sprung mattresses from the arrival of hard

to the same period in 2018, and business

steel through to soft bedding heading out

optimism was 11 percentage points lower.

of dispatch, Gregg learned how lengths

“The sales data from our members show

of metal are stretched into thin wire and

Cherry Healy and Gregg Wallace at Harrison Spinks’ factory

that it is tough at the moment – and this

coiled into springs which are placed into

doesn’t come as a surprise,” says Jessica

individual pockets, and how the mattresses

Alexander, executive director of the NBF.

are designed to wick away moisture

comments: “To be chosen to be part of a

“Optimism is low – in fact, optimism has

sleepers’ bodies with the help of natural

programme as prestigious as Inside The

fallen by a whopping 18 percentage points

fibres like hemp and wool.

Factory is a huge honour for Harrison

since Q3 of 2018, when it peaked at 33%.

Meanwhile, Cherry discovered the

Harrison Spinks’ MD Simon Spinks

Spinks. Our employees are all incredibly

benefits of taking an afternoon nap, visiting

proud of their workplace and to shine a

at 15% for the last two reports, covering

Harrison Spinks’ own sheep farm to see

spotlight on the amazing time-honoured

the periods October-December 2018 and

how wool is shorn. Meanwhile, historian

skills and traditional bedmaking methods

January-March 2019.”

Ruth Goodman investigated the origins of

that we nurture during such a brilliant

the modern mattress, from straw-stu�ed

slot on the BBC is definitely a once-in-a-

sack to pocket-spring technology.

lifetime opportunity.”

“On the plus side, it has remained stable

Estimated unit sales in Q1 2019 also declined on a LFL basis, down by -3.5% to £1.86m. Other findings included a +3% increase in those reporting a more significant rise (more than 5%) in costs.

Mammoth partners with Airsprung

Jessica adds: “It was interesting to see

Wake, as we wanted to make our health

from the data that one of the main factors

technologies accessible to more people

likely to limit output over the next three

by selling an a�ordable, online product.

months is going to be a shortage of skilled

Airsprung are the ideal partner as they have

labour. One in five companies – 19% –

the capability to adapt our technologies in

listed it as a problem compared with just

order to hit a more attainable price point,

6% in the last quarter of 2018.”

Harrison Spinks commits to foam- and glue-free production Harrison Spinks has committed to a foamand glue-free future for all mattresses going into development.

MD Simon Spinks says: “For the last 10 years our core business objective has been trying to change the way the world sleeps.

We’ve been relentless in looking for more sustainable ways of working so we can look after our planet for future generations. It is for this reason we have made the pledge to not develop any new mattresses containing foam or glue and to eliminate foam from any existing product by 2020.

“Because of the dangers of foam and the negative e�ect it has on the environment we use sustainable fillings and grow nearly 800 tonnes of natural fibre fillings for our mattresses each year. By farming our own materials and manufacturing our own components we have been able to save more than 1300 tonnes of CO2 every year.”

BedBuyer2019_Pages.indd 62

and we’re delighted to be able to help everyone sleep better, feel better and make the most of every day.

“Our partnership with Airsprung is John Tuton, founder and CEO of Mammoth Group, and Tony Lisanti, group chief executive, Airsprung

enabling Mammoth to fulfil its potential, which complements our already successful bricks-and-mortar strategy with the Foam

Mammoth has teamed up with Airsprung

Company, and is making our brand and

to meet the demand of the growing health

products more widely available, whilst

and wellbeing e-tail market. The deal has

helping Airsprung make the most of their

enabled Mammoth to complete its 2019

capabilities.”

collection by launching the Wake mattress

An Airsprung spokesperson adds: “We’re

to sit alongside its existing Rise and Shine

very pleased to be working with Mammoth

models. Each Wake mattress contains

to help them expand into the e-tail sector

Mammoth’s naturally cooling Medical

and make their health technologies more

Grade foam, scientifically tested and shown

easily attainable to the wider consumer

to improve sleep so it will not overheat.

market.

John Tuton, founder and CEO of

“Airsprung is a trusted supplier to the

Mammoth, says: “More and more people

key UK retailers, with unrivalled expertise

are health conscious today, but health

in supplying to the digital space. Therefore,

and wellbeing products are expensive.

we are able to help Mammoth access the

We believe that everyone deserves better

mass market as we have the ability to

health and understand the importance of

produce its products on a scalable level

how being well-rested and comfortable can

and meet the growing demand in both

make a di�erence to someone’s life.

service and capacity in volume. We also

“Some of our competitors o�er products

have a shared enthusiasm to help drive

at premium prices and we don’t think this

Mammoth’s belief that health and wellbeing

is fair. That’s why we decided to develop

products should be available to all.”

28/08/2019 13:36

BEDBUYER

NEWS 63

Mattress recycling rate up +55% in three years The NBF’s third report on the rate of

bulkiness, low reuse potential and low

mattress recycling in the UK has revealed a

value of the materials that can be recovered

+55% increase in the number of mattresses

from them. Nevertheless, market forces are

being handled by recyclers between 2015-

driving improved segregated collection and

17, and evidence that this growth will

recycling rates.

continue in the near term.

The recycling rate, calculated as a

There has been explosive growth in the mattress recycling sector in the last

percentage of new mattress replacement

few years, with new companies being

sales, has increased from 15% in 2016 to

established and existing ones expanding. As

19% in 2017.

it matures, the level of professionalism in

Based on detailed analysis of published

Sealy provides dream experience for rugby fan

the sector appears to have much improved,

data plus surveys and interviews carried

probably due to customer expectations

out with local authorities, manufacturers,

and a recognition of the importance of

retailers and recyclers, The 2019 End

trust and visibility to building long-term

This summer, Sealy UK surprised a

of Life (EoL) Mattress Report, aims to

relationships with customers. The imminent

lifelong Wigan Warriors fan to a match day

paint a picture of the number and type of

launch of the Register of Approved Mattress

experience and Sealy sleep prizes as part

mattresses there are in circulation across

Recyclers (RAMR) scheme, being developed

of the brand’s first-ever Dream Come True

the UK and their end of life fates. It is

by a stakeholder panel including the NBF

Awards.

produced on behalf of the NBF (the trade

and the Textile Recycling Association, will

association representing UK and Irish

be another milestone in that journey.

bed manufacturers and their component

However, there are still geographical

Mick Treen and and his fiancee, Rachel

Sealy teamed up with the Wigan Warriors to ask fans to nominate a friend or family who deserved a treat for going

suppliers) by environmental consultant

gaps, with many areas of the UK not

above and beyond in their life, or anyone

Oakdene Hollins.

covered by a local recycler and transport/

needing a pick-me-up. Hundreds of

logistic and economies of scale barriers

people nominated their friends and family

million/181,500t of mattresses were

to overcome. The report describes the

members as part of the awards, with Mick

disposed of by households, businesses and

recycling technologies used by these

Treen from Clayton-Le-Moors picked

service providers in 2017 at a cost of over

recyclers, ranging from manual and semi-

as the winner. Nominated by his fiancee

£20m, excluding transport and handling –

automated deconstruction to shredding,

Rachel, Mick was chosen after working

91% of all new mattress sales.

and the end fates of the materials recovered.

tirelessly to support his family since

Most avoid landfill altogether, with around

the birth of his son in September, and

tonnes – were diverted from landfill to

20-25% of materials by weight going to

dreaming of meeting the Wigan Warriors

mattress recycling businesses. This is 55%

RDF (Refuse Derived Fuel) production. An

rugby players for years.

higher than the 879,000 estimated for 2015.

increase in mattress and component reuse

The rest went into landfill (40%) or energy

was also noted – a move which the NBF

from one of his favourite players, Willie

from waste (41%). Figures were not fully

cautiously supports, as long as there is clear

Isa, who revealed he had been picked as

available at the time, but the prediction

labelling to indicate this at the point of sale.

the winner and would be treated to a VIP

The report estimates that 7.26

Of these, 19% – 1.363 million/32,3271

is that the recycling rate for 2018 will

The report concludes that while the

Sealy surprised Mick with a phone call

hospitality experience, behind-the scenes

have increased to 20-22%, with mattress

mattress recycling sector appears to be

stadium tour and player meet-and-greet at

recyclers reporting that their throughput in

commercially viable at the scale it is now,

Wigan Warriors’ game against Hull KR on

2018 was +29% higher than in 2017.

at the current rate, it would take another

5th July.

Although changes in methodology do not allow for exact comparisons, it would appear that manufacturers, retailers and

50 years to reach a 100% mattress recycling rate.

“It is gratifying to see this organic

The couple were also treated to a Sealy duvet and pillow set along with a twonight stay at Lodore Falls Hotel in the Lake District.

other businesses have increased their

increase in the rate of mattresses being

mattress recycling significantly since the

diverted from landfill but we still have a

previous survey. This wider provision of

lot to do if we are going to meet the NBF’s

Partner – a sponsorship that has included

privately-run take back schemes has more

ambitious target of 75% diversion from

the provision of Sealy mattresses to all

than counteracted the -14% drop in the

landfill by 2028 through a combination of

players and the installation of a rest bed for

tonnage of mattresses being segregated

mattress recycling with Energy from Waste

recovery at the team’s High Performance

and recycled by local authorities – they

(EfW),” says NBF president Tony Lisanti.

centre.

now account for only 46% by weight of the

“The NBF is already working on many

Sealy is Wigan Warriors’ O�cial Sleep

Reflecting on his experience, Mick says:

mattresses recycled in 2017 (55% of units).

of the report’s recommendations for

“I’m a huge Wigan Warriors fan, so getting

Wales, Northern Ireland and London record

improving the rate and fate of mattresses

the call from Willie Isa to say I had won was

the best local authority recycling rates per

at the end of their useful life as well as

just unbelievable. Meeting the team, having

head of population – Scotland and Eastern

reducing the impact of our production on

a private stadium tour, and being on the

England the lowest.

the resources of our planet. We must all

actual pitch instead of just the stands was

accept shared responsibility, build mutual

incredible. It was one of the best nights of

generally recognised as a problematic and

trust and work together proactively to

our lives. Thank you to Sealy and the whole

costly waste stream because of their weight,

achieve these goals.”

team, it really was a dream come true.”

According to the NBF, mattresses are

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64 LAST WORD

BEDBUYER

Daniel Spinks BUYER, HARRISON SPINKS Fifth-generation family bedmaker and double Queen’s Award winner, Harrison Spinks employs over 600 people in and around its manufacturing operation in Leeds, and is the purveyor of the Harrison, Somnus, Hybed and Spink & Edgar bed brands. Daniel is the son of MD Simon Spinks, and has worked in the family business for the last six years.

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BEDBUYER

LAST WORD 65

“The environment, and how we protect and look after it, is always a business priority”

show in Germany. And we always look forward to the Christmas party as well, obviously!

What is the most important issue a�ecting

How did you enter the trade?

and I feel it has been a real step-up. There

your business right now?

I’ve worked in several aspects of the

is involvement in all sides of the business,

The main issue within the furniture

business. My interest in the industry really

and the role gives me the opportunity

industry as a whole at the moment is how

began in high school when I chose to do

to travel, build new relationships with

products are a�ecting the environment

work experience for Harrison Spinks, in the

suppliers and introduce new products.

– particularly mattresses that make their way to landfill. R&D in this area is really

finance department. When I joined college, I found myself working at Harrison Spinks

… and low point?

big for us, and the environment, and how

on my days o� and during the holidays, for

I’ve not yet had a real low point in my

we protect and look after it, is always a

what was then the combined graphics and

working life. I was shy to begin with, which

business priority.

marketing department.

I think held me back a little and meant that I didn’t hit the ground running as much as

Which company do you look up to?

university or joining the business full-time.

I’d have liked. However, after joining the

I really like the way that Airbnb operates

Having spent time within the business

business full-time, it didn’t take me long to

as a company. Its business model is 100%

already, I was very keen to carry on, learn

settle in, and my experience has only been

about the customer. It uses the host and

more and make my own money, so I joined

positive since.

travellers’ reviews to tell stories of the

After college I had the choice of

locations rather than promoting itself –

full-time in process improvement. Since then, I’ve worked in quality, and I’m now

… and the turning point?

in purchasing.

I feel as though the turning point was when

subtle, but e�ective.

I was given the role of site tour guide. We

What would you most like to change about

Who was your inspiration?

have a huge headquarters in Leeds, and my

yourself?

I don’t have one single inspiration. Three

confidence grew with each tour I gave.

I’d like to strengthen my willpower and how I prioritise. I have always found

generations of my family have worked in the business – my father Simon,

Describe a typical working day

myself working with other people on their

grandfather Peter, and great-grandfather

My working day is di�erent from one day to

workload when my own plate is full.

Ronnie. I know how each of them

the next. In such a fast-paced environment,

contributed to the business during their

you can never be sure how your day will

What do you enjoy most about working in

time in charge, and to see how the business

pan out. Most days involve placing orders

the trade?

has grown into what you see today really

– mainly technical textiles and wire rod

From what I have experienced so far, I’d

fascinates me.

– meeting and negotiating with suppliers,

have to say the actual industry itself. I think

and working on new product development.

it really helps that I have a genuine interest

It excites me to think of the contribution

in guaranteeing a good night’s sleep – it

I can also add to the business as my career develops.

If you had to start over, which career might you pursue?

motivates me to do the best job I can.

Sleep is rising on the public agenda. You

What was your career high point?

I honestly can’t picture my career any other

don’t go a week any more without seeing an

Even though I have only been in the

way, but I’ve always had an interest in cars,

article in the online newspapers detailing

business for six years, I have had many

and I think that interest could definitely

the benefits of a good night’s sleep. It

highs already. Upon my induction I made

have taken me somewhere.

interests me … and why wouldn’t it? You spend half your life sleeping.

my own mattress from start to finish, which I then actually took home. It was

What date on the business calendar do you

great to really understand the process

most look forward to?

Can you leave us with an industry

and appreciate every detail of what our

The NBF Bed Show is always a great time

anecdote?

company works so hard to produce.

for the company, as well as a great insight

A couple of months back, one of our

into the industry.

transport drivers, Ian, was delivering

I created an induction process for new sta�, using what I had experienced to

I also really enjoy our internal strategy

mattresses to customers. One of those

improve it for others and to help new

days where the whole company gets

deliveries was addressed to a ‘Mr Michael

employees gain a better understanding of

together and discusses how we can progress

Owuo Jr’, better known as UK rap and grime

the business as a whole.

as a business.

artist, Stormzy.

However, I think since I’ve joined

Trips abroad for work are always fun – I

Needless to say, Ian got a welcome

purchasing, I’ve really taken to the role,

particularly enjoy going to the interzum

surprise!

Marvel or DC?

Chinese or Italian?

Money or fame?

DC – Christian Bale’s Batman, in particular

Italian!

Fame – but I wouldn’t want to be treated like a celebrity

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BEDBUYER

NATIONAL BED FEDERATION MEMBER DIRECTORY A J Foamwww ..............................................................................ajfoamltd.co.uk

Kayflex (UK) ......................................................................... www.kayflex.co.uk

Airsprung Group .........................................www.airsprung-furniture.co.uk

Kayfoam Woolfson........................................................ www.kaymedworld.ie

Alba Beds ............................................................................. www.albabeds.co.uk

Kelletts (Oldcastle) ..............................................................www.respabeds.ie

Apropa Machinery................................................................www.apropa.co.uk

Komfi ............................................................................................www.komfi.com

Bedmaster ........................................................................www.bedmaster.co.uk

Kozee Sleep (Midlands) ................................ www.kozeesleep-beds.co.uk

Beevers Beds ............................................................... www.beeversbeds.co.uk

Kyoto ..............................................................................www.kyoto-futons.com

BekaertDeslee ..........................................................www.bekaerttextiles.com

Latexco ...................................................................................... www.latexco.com

Boyteks Tekstil ...................................................................... www.boyteks.com

Leggett & Platt Springs ........................................................www.leggett.com

Breasley Group ................................................................... www.breasley.co.uk

M A Living ........................................................................... www.maliving.co.uk

Burgess Beds ............................................................... www.burgessbeds.co.uk

Maes Mattress Ticking .................................................................www.mmt.be

C A Blyth & Co......................................................www.charlesblyth-co.co.uk

Mansion House Bedding Co.... www.oldenglishbeddingcompany.co.uk

Carpenter ............................................................................. www.carpenter.com

Matza & Co............................................................................www.matzaltd.com

CPS Group ..........................................................................www.bedlabels.co.uk

Millbrook Beds .....................................................www.millbrook-beds.co.uk

Deluxe Beds .................................................................www.deluxe-beds.co.uk

Mo�ett & Sons .....................................................................www.mo�ett.co.uk

Deslee-Clama ............................................................... www.desleeclama.com

Monks International NV .......................................................... www.monks.be

Dream World Bedding ............................... www.dreamworldbedding.com

MPT Group..........................................................................www.mptgroup.com

Dreamland Beds Midlands ...............................www.dreamlandbeds.co.uk

NHC Technology .................................................www.nhc-technology.co.uk

Dreams ....................................................................................www.dreams.co.uk

Original Fabrics ......................................................www.originalfabrics.co.uk

Duflex Foam ......................................................... www.thebelfieldgroup.com

Palatine Beds.............................................................. www.palatinebeds.co.uk

Dura Beds ........................................................................... www.durabeds.co.uk

Pieters Textiel NV..........................................................www.pieterstextiel.be

Duvalay .................................................................................. www.duvalay.co.uk

R A Irwin & Co ....................................................................www.ra-irwin.co.uk

Easy Rest Beds ............................................................... www.silentsleep.co.uk

Rawson Fillings ...............................................................www.werawson.co.uk

Edward Clay & Son ......................................................www.edwardclay.co.uk

Redwood TTM............................................................ www.redwood-ttm.com

Elite Bedding Co........................................................... www.simplyelite.co.uk

Relyon Steinho� ....................................................................www.relyon.co.uk

Enkev (UK) ...............................................................................www.enkev.co.uk

Sealy ..............................................................................................www.sealy.co.uk

Excellent Relax Bedding Co ............................. www.excellent-relax.co.uk

Seetall Furniture ......................................................................www.seetall.com

Fibre Fillings ................................................................ www.john-holden.com

Sherborne Upholstery .............................www.sherborneupholstery.co.uk

Furmanac ............................................................................ www.furmanac.com

Shire Beds...........................................................................www.shirebeds.co.uk

Gainsborough Beds .....................................www.gainsborough-beds.co.uk

Signature Beds.........................................................www.signaturebeds.co.uk

Gallery Direct .......................................................www.dreamworksbeds.com

Silentnight Group ............................................. www.silentnightgroup.co.uk

Gateway Systems.................................................. ww.gatewaysystems.co.uk

Sleepeezee Holdings.............................................. www.simmonsbeds.co.uk

Glencraft (Aberdeen) .....................................................www.glencraft.co.uk

Softheads .......................................................................... www.siestabeds.co.uk

Global Material Sourcing ..................................... www.globalsourcing.com

Somac Threads .......................................................................www.somac.co.uk

Handy ...................................................................................www.handyltd.co.uk

Stellini Textile Group ................................................ www.stellinigroup.com

Harrison Spinks ......................................................... www.harrisonbeds.com

Sunds Textiles AS .....................................................................www.sunds.com

Healthbeds ......................................................................www.healthbeds.co.uk

Swanglen Furnishings ...................................................www.swanglen.co.uk

Highgate Beds.............................................................www.highgatebeds.com

Sweet Dreams (Nelson) .................................... www.sweetdreamsuk.com

Highgrove Beds ..................................................... www.highgrovebeds.co.uk

Tender Sleep Beds ............................................. www.tendersleepbeds.co.uk

Homeserve Furniture Repairs........................www.furniturerepairs.co.uk

The Foam Company...................................................www.sleepshaper.co.uk

Hyder Beds ................................................................... www.hyderbedsltd.com

Ulster Supported Employment ..............................................www.usel.co.uk

H Living ..................................................................................www.hyderint.com

Viscotherapy............................................................... www.viscotherapy.co.uk

Hypnos .............................................................................www.hypnosbeds.com

Vi-Spring .............................................................................. www.vispring.co.uk

Icon Designs ................................................www.conceptmemorysleep.com

Vita Cellular Foam UK ..............................................www.thevitagroup.com

Innofa BV ....................................................................................www.innofa.com

Vogue Beds.......................................................................www.voguebeds.co.uk

J De Walleg .................................................................................www.jdwltd.com

Willowbrook ................................................................www.willowbrook.co.uk

Jaybe ............................................................................................. www.jaybe.co.uk

Wow! Lifestyle ...........................................................www.wowcontract.co.uk

John Cotton Group .......................................................www.johncotton.co.uk

Yanis Foams & Mattresses ............................. www.yanismattresses.co.uk

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