BEDBUYER A Furniture
News supplement dedicated to the NBF’s members and annual Bed Show | 2018
In bloom Sweet Dreams turns 30
IN PARTNERSHIP WITH THE
SPACE RACE Optimise your in-store displays GETTING AHEAD How does the future look? BEST OF BRITISH Championing local manufacture
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CONTACTS CONTACTS
CONTACTS
UK
UK
Vispring Limited
ComeUKand discover our brand new accessories range Tel. +44 1752 366311 Vispring Limited developed vispringbeds and two newly Vispring beds at Stand D10. Ernesettle Tel. +44 1752 366311 Lane
Fax +44 1752 355108 vispringbeds
Plymouth, 2TT E-Mail info@vispring.co.uk Tel. +44 1752 366311 Vispring Limited Ernesettle Lane Fax +44 1752 355108PL5vispringbeds @vispring
vispringbeds @vispring Ernesettle Fax2TT +44 1752 355108 @vispring Plymouth, E-Mail info@vispring.co.uk Tel.Lane +44 1752 366311 PL5 vispringbeds
Plymouth, PL5 www.vispring.com Fax +442TT 1752 355108E-Mail info@vispring.co.uk @vispring
instagram.com/vispringbeds/ www.vispring.com instagram.com/vispringbeds/
@vispring instagram.com/vispringbeds/
pinterest.com/bedsvispring/ pinterest.com/bedsvispring/
instagram.com/vispringbeds/ pinterest.com/bedsvispring/
www.vispring.com www.vispring.com instagram.com/vispringbeds/ pinterest.com/bedsvispring/ E-Mail info@vispring.co.uk www.vispring.com
pinterest.com/bedsvispring/ Printed in October 2016
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Printed in October 2016
Š Vispring Limited 2016
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COMMENT
BEDBUYER
3
“Welcome to the definitive guide to the UK bed industry” COMMENT
O
ur annual Bed Show supplement has evolved
Jan shares fresh approaches to branding from retail
into something far more engaging – Bed Buyer,
innovations expert Kate Ancketill (p74), looks at how
a special publication dedicated to the National
previous Bed Industry Award winners have put the
Bed Federation (NBF), its members and associates, and, of
accolade to good use (p54), and asks industry leaders to
course, the main event itself.
share their thoughts on the challenges and opportunities
Welcome to the definitive guide to the UK bed industry. At Furniture News, we’ve followed the Bed Show
ahead (p32). Elsewhere, the NBF’s Simon Williams carries out a
closely since its inception in 2010 (I recall standing
statistical health check to assess the industry’s resilience
alongside comedian Lee Hurst to present Lifetime
(p44), while the federation’s work is explored in detail
Achievement Awards to Peter Spinks and John Cotton at
– from The Sleep Council (p70) to marketing support for
the event’s inaugural Gala Dinner!), and its early success
retailers (p18) and the evolution of its Code of Practice
demonstrated the bed industry’s appetite for an exhibition
and independent audits (p19).
of its very own. Fast forward almost a decade, and it’s still going strong.
Meanwhile, I’ve surveyed the trade to deliver reports on optimising retail displays within available floorspace
Just look through the pages of this supplement and you’ll
(p6) and the reasons behind the enduring popularity of
see that the majority of the UK’s bed manufacturers and
British-made beds (p26).
service providers continue to use the Bed Show as their principal launch platform each year. Yet there’s much more to Bed Buyer than a show preview. We’ve partnered with the NBF to bring you an unrivalled complement of industry analysis, expert
Alongside these contributors and our advertisers, the Furniture News team has worked especially hard to ensure Bed Buyer is a fitting celebration of everything NBF (if you’re after more, take a look at the magazine itself, or our annual trade directory, Connect) – please get in touch to let me know what you think.
insight and business advice, offering as much bed-related information and support as we can muster – as well as a damn good read! Thanks to input from Bed Buyer’s principal contributor, industry specialist Jan Turner – as well as our own research, insight from the federation, and the many professionals who have taken the time to share their opinions – there is something for everyone.
Paul Farley Editor-in-chief T 01424 776101 E paul@gearingmediagroup.com Twitter @FurnitureNewsED
23/08/2018 16:35
4 CONTENTS
INFORMATION
BEDBUYER
INSIGHT 6
Editor-in-chief Paul Farley 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED 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 775304 james@gearingmediagroup.com Production assistant Mike Beales 01424 775304 mike@gearingmediagroup.com Digital production assistant Nyall McCurrach 01424 775304 nyall@gearingmediagroup.com
Creating the ideal bed store
Paul Farley investigates how independent retailers are making the most of their bricks-and-mortar assets
18 Working together to deliver a clear message Simon Williams explains how the NBF conveys the benefits of buying reputable products through reputable channels
19 Working together to deliver a clear message A look at how the NBF Approved Mark, compulsory Code of Practice and independent audit has evolved
26 Why buy British? With Brexit looming, Paul Farley surveys the retail scene to find out why Britishmanufactured beds are valued so highly
Copy administrator Steve Merrick 01424 776108 production@gearingmediagroup.com
32 The shape of things to come?
Proofreader Keith Fitz-Hugh
Turner investigates …
Editorial director John Legg 01424 776104 john@gearingmediagroup.com
44 How resilient is the UK bed market?
Publisher Nigel Gearing Accounts Wendy Williams 01424 774982 wendy@gearingmediagroup.com Magazine subscriptions (UK-£65, Europe-£85, RoW-£95) subscriptions@gearingmediagroup.com Connect subscriptions (UK-£95) Claire Jones 07493 391962 claire@gearingmediagroup.com Repro, print and distribution Stephens & George
What does the future hold for bed manufacturers, retailers and suppliers? Jan
With consumer confidence suffering and the high street littered with empty premises, Simon Williams conducts an industry health check
54 Award-winning strategies As this year’s Bed Industry Awards ceremony approaches, Jan Turner asks past winners what scooping an award has meant to them
70 Why the sleep story matters Lisa Artis explains the role The Sleep Council continues to play in reinforcing beds’ biggest selling points
Gearing Media Group Ltd 4 Red Barn Mews, High Street Battle, East Sussex TN33 0AG ISSN No: 1475 - 3731 © Gearing Media Group Ltd 2018
74 Brand new thinking Jan Turner reports from the NBF’s Spring Forum, where retail innovations expert Kate Ancketill shared her thoughts on 21st century branding
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 efforts are made to ensure that the editorial remains true to fact and unbiased. Monies may have been accepted to offset 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.
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5
CONTENTS
BEDBUYER
PREVIEW
ON THE COVER
12 The Bed Show preview BEDBUYER
The industry’s top event is back for a ninth year, and is set to reaffirm its place as
A Furniture
the principal destination for buyers – take a look at the exhibitor roster and layout
16 Rewarding greatness
News supplement dedicated to the NBF’s members and annual Bed Show | 2018
In bloom Sweet Dreams turns 30
Now entering their seventh year, the NBF Bed Industry Awards recognise and celebrate the most successful bed manufacturers, suppliers and retailers
PROFILES
IN PARTNERSHIP WITH THE
SPACE RACE Optimise your in-store displays GETTING AHEAD How does the future look? BEST OF BRITISH Championing local manufacture
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21/08/2018 09:26
22 Breasley
Sweet Dreams
24 Vispring
will launch its Anniversary
36 Kaymed
this month, on stand B10
(www.sweetdreamsuk.com) collection at the Bed Show
38 Harrison Spinks 40 Dreams, Shakespeare Beds, Furmanac
CONTRIBUTORS
41 Sleepeezee 46 Gallery Direct 48 Hypnos 50 Relyon 52 Duvalay
Jan Turner Bed industry specialist
58 Mammoth 60 Highgate Beds 62 Millbrook Beds 64 The Shire Bed Company 66 Highgrove Beds
Simon Williams NBF marketing manager
76 Boyteks 78 Leggett & Platt 80 Edward Clay & Son 82 NBF member directory
Lisa Artis NBF communications manager
The Furniture Trade Directory The indispensible guide to UK suppliers and retailers, in print and online
www.gmgconnect.com
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6
INSIGHT
BEDBUYER
123RF/Iakov Filimonov The ability to try before you buy makes instore retail a popular choice for bed shoppers
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INSIGHT
BEDBUYER
7
The trend in national retail towards smaller, more focused store estates has been well publicised – but how is the space inside the sector’s stores evolving? In bed retail, where each model displayed occupies a sizeable footprint, achieving the right balance on the shop floor is particularly challenging. Paul Farley investigates how some of the UK’s leading independent bed retailers are optimising their available bricks-and-mortar assets to meet the demands of today’s shoppers …
Creating the ideal bed store
T
he shift to online buying is gathering momentum. According to the NBF, the volume of mattress sales transacted
online accounted for 40% of the market in 2015, and that proportion reached 50% in 2017. The most recent report, undertaken from September 2017 to the end of February 2018, found that 51% of mattresses are now bought online. Few could have predicted the pace and scale of this transition. Even as recently as a decade ago, market commentators insisted that bed shoppers would always need to touch, feel and lie back on a physical model before buying. But the landscape has changed. There’s growing trust in online vendors’ ability to deliver high-quality beds quickly, efficiently, and cost-effectively. There’s a slew of new players disrupting the market with bed-in-abox propositions, all offering lengthy, noquibble returns policies. And there are instances of the refusal (or inability) to evolve from the traditional model, often leading to an erosion of the very qualities consumers value most about shopping in-store – customer service, accountability, and a coherent offer which works with, rather than despite, a retailer’s online channels. This shift is cranking up the pressure on physical retail outlets, forcing them to continually re-evaluate how they do business, whilst bearing the weight of significant overheads. Some, like Sainsbury’s following its takeover of Argos, are taking the shop-in-shop approach, and utilising their existing space in new ways. Others, like Ikea, are tailoring their big-box models to the high street through smaller-format stores, in a bid to capitalise on growing urban populations. Independent bed retailers rarely have the freedom to make such drastic changes, but instead must focus on optimising an offer which is generally more localised and more specialised. However, these qualities can be strengths as much as limitations, and as such these businesses continue to fulfil a vital role in the wider marketplace. There is still a marked consumer desire to inspect physical product, and this is particularly true of a household’s master bed.
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8
INSIGHT
BEDBUYER
“Any PoS on the shop floor has to earn its space by being informative about the product”
Meanwhile, repeated messages reinforcing the health and wellbeing benefits of good mattresses are helping convey the seriousness of choosing the right product in which to spend up to a
– Francesca Havard-Evans, Leekes and Park Furnishers
third of one’s life – and how independent bed retailers utilise their physical spaces to There was general consensus regarding
tell that story is becoming more important
a general furnishers is key,” he says.
methodology, with broad agreement on
“You need enough product ranges and
the following statements: the number of
types to overcome objections but avoid
choosing to present their o�er, and why?
floor models o�ered has changed over
unnecessary duplication. Showrooms
What are the strengths and limitations of
time; a wide range of bed types is o�ered;
around 6000-7000ft2 allow us to cater for
bricks-and-mortar stores in this respect?
a wide spread of price points is o�ered;
everyone’s bed and mattress demands, but
When does o�ering customers not enough
and the retailers’ partner supplier roster
still come across as serious about bedroom
choice become too much, and what balance
has changed very little over time.
furniture.”
with each passing year. So, how are leading bed retailers
When asked if the number of floor
of products and channels do bed retailers feel work best?
Others are working towards an even
models o�ered is likely to change, as many
more concentrated o�er. The eight-store
respondents agreed as disagreed. Although
independent Sussex Beds once had a
surveyed several independent retailers
some of the sample strongly agreed that
store target size of 7000ft2, but its ideal
– ranging in size from five-location
they o�er more branded products than
requirement today is between 3500-
department store Leekes to the three-store
unbranded ones, more retailers disagreed
5000ft2, says MD Steve Pickering, who
Land of Beds – and a handful of them
with this assertion, indicating a slight
believes that around 40 display models is
o�ered anecdotal reponses to help create
skew towards unbranded beds amongst
just enough to cover the required mix of
a clearer picture of today’s independent
those surveyed.
sizes, types, price points and styles.
Space race
than required,” he says, “and features
pureplays (such as Sussex Beds), retailers
In 2015, Furniture News interviewed
tail-line products which don’t necessarily
with a predominantly bed-focused o�er
Dreams’ CEO, Mike Logue, who said of
perform well enough to warrant the space
(such as Archers Sleepcentre, which also
downsizing his estate: “Any [store] larger
they take.”
o�ers 15 bedroom furniture ranges), and
than 8000ft2, and I think you’re paying
Leekes/Park Furnishers, which o�ers a full
rent you don’t need to be, as the range
floor models to floor space amongst the
range of home products.
becomes too big and just confuses the
retailers surveyed – but, as every retailer
customer.”
knows, unless the store is purpose-built
Ahead of this article, Furniture News
“The o�er in our older stores is larger
bed stores. The sample comprised a mix of bed
Graph 1 demonstrates the ratio of
from scratch, it’s extremely rare to find
He has since settled on anything
“The lowest-priced and most-advertised models are the first the customer sees”
between 6000ft2 and 8000ft2 as the ideal
the perfect space. More commonly, a
Dreams store size, identifying that sweet
business must work around a location’s
spot as enough room to house a sensible
existing shape and limitations – be that
breadth of product without the overheads
splitting the o�er across floors, working
becoming unmanageable.
within narrow spaces, or introducing bays, artificial walls and bedroom cabinet o�ers
Ross Beveridge, MD of Archers
to break up larger spaces.
Sleepcentre, which operates through 12 locations, concurs. “Having enough choice
– Peter Harding, Fairway Furniture
The potential for inflexible spaces means creating brand uniformity across
to be seen as a bed specialist rather than
multiple stores can be di�cult, if not impossible. “In an ideal world, our stores would
Plotting average number of floor models against average space dedicated to beds per store (ft2)
7000
be on a single floor, with approximately 60 beds, categorised by collection, type
6000
and di�erent comfort feels,” says Mike
Available floospace (ft2)
5000
Murray, director of Land of Beds.
4000
beds are part of a wider o�er and compete
In larger stores, such as Leekes, where with other product categories, there’s also the question of how much space should
3000
be dedicated to them. Francesca Havard-
2000
Evans, bed buyer for Leekes & Park Furnishers, says that the answer comes
1000 0
down to a simple equation – return per ft2.
25
30
35
40
45
50
55
60
65
70
Line dance With even some online bed-in-a-box
Mattress displayed
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brands conceding that the UK consumer
23/08/2018 17:04
INSIGHT
BEDBUYER
9
123RF/Georgii Dolgykh
According to the NBF, the volume of mattress sales transacted online now account for 51% of the market
further,” says Steve Pickering.
isn’t yet ready for a one-size-fits-all
their product offer. By doing so, the price
solution, bricks-and-mortar retailers
of each model is anchored by another,
have a real advantage, in that they can
creating greater value perception of the
further in meeting individual shopper
immediately present the customer with a
higher-priced models.
demands, by offering a bespoke line which
comprehensive range of products, suited
Some will position their entry-level
Archers Sleepcentre goes one step
enables customers to specify their perfect
to various sleeping requirements and
models at the front of any display, to
height, width, colour and design details.
budgets.
ensure no customer entering the store
“Odd sizes are normal for us, and we
feels priced out. “The lowest-priced and
offer every type of mattress filling on the
operate within, how do these retailers
most-advertised models are the first the
market,” says Ross Beveridge.
decide which lines to display, and how can
customer sees,” says Fairway Furniture
they be sure that they have covered all the
MD Peter Harding of his stores.
But, given the value of the space they
bases? With such a wide variety of product
Sussex Beds’ method is also three-
While a display can span the entire range of fillings and comfort levels, it can make more sense to arrange them
types and technologies available – from
tiered, and posits its batches in price
by brand, according to Leekes’ Francesca
traditional pocket spring technologies and
order: from entry-level value collections,
Havard-Evans: “We do not segregate our
natural fillings to the latest cooling gels
which comprise open-coil (three models)
product based on fillings or type,” she
and hypoallergenic latex – striking the
and the slightly-higher-priced pocket-
says. “This helps show it off to its best
right balance within a defined area is a
sprung mattresses (three models); which
ability, as we can show brand-appropriate
challenge.
then diverge into separate natural/
PoS that highlights key information.”
Most start by taking a proven path.
traditional and gel/hybrid collections; and
Bed retailers still typically take a good/
finally two premium collections above
Eye-catching opportunities
better/best approach when laying out
each of those, “to stretch price points
Anyone who has entered one of the larger traditional bed stores will concede that a
“Having enough choice to be seen as a bed specialist rather than a general furnishers is key. You need enough product ranges and types to overcome objections but avoid unnecessary duplication” – Ross Beveridge, Archers Sleepcentre
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sea of models, without any clear divisions or demarcation between them, can be overwhelming. One of the principal challenges of bed retail is to present the offer in a logical manner, creating a path or journey through a store – and ticketing, PoS materials (both physical and digital) and back boards present opportunities to do this.
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23/08/2018 17:04
10
INSIGHT
To hark back to that earlier example, Dreams introduced a colour-coded system to flag up the comfort levels/bed types it offers – while Bensons introduced comfort stations to track the pressure points of a sleeper’s body. In independent bed retail, the focus is more squarely on informing the customer
BEDBUYER
“Each month, 40% of our business is consistently attributed to returning customers and recommendations – and this connection and loyalty is only achieved through good relationship building, in-store, face-to-face”
of key messages and deals, and guiding their line of sight.
– Steve Pickering, Sussex Beds
Like Dreams, Sussex Beds takes a colour-coded approach, while Land of Beds focuses on conveying its selling
greater number of the retailers surveyed
pressure relief to soothe aches and pains,
points – pay-monthly options, free
(including award-winning ecommerce
or cooling properties for a fresher night’s
UK-wide delivery, mattress removal and
business, Land of Beds) say their websites
sleep”.
recycling, and bed assembly services – at
simply mirror the offer available in their
strategic points around each store.
larger stores.
Although brands might encourage the
“Additional online exclusive lines or
Whether customers use a retailer’s website for research prior to visiting a store, or for narrowing down their options
use of their own PoS materials, Leekes
brands would confuse – and in some cases
afterwards, digital touchpoints are an
takes a firm stance on the matter – as too
irritate – those customers wishing to see
important part of the journey – but their
much messaging can confuse customers.
those products in-store,” says Sussex
role is secondary to what takes place in-
“We have a policy that any PoS on the
Beds’ Steve Pickering.
store, agree those surveyed.
shop floor has to earn its space by being
A price comparison culture has led some
“Although our website provides
informative about the product,” says
retailers to tailor their in-store offer in
consumers the option to purchase
Francesca Havard-Evans.
response, too.
electronically, its main objective is to
“This actively helps sell the product
Ross Beveridge says that Archers
encourage users to visit the physical
to the consumer without them realising,
Sleepcentre has made a conscious effort
stores,” says Sussex Beds’ Steve Pickering.
and promotes our in-store or short-term
to move away from the lower end of the
“There are major financial advantages to
offers.”
market, and from those categories – such
doing so – the average order values are
as children’s beds – which are already
+45% higher, conversions are infinitely
hard to gauge, but they can certainly
dominated by online pure-plays. The
higher, and there’s that all-important
lift customer perception. Land of Beds,
approach seems to be paying off – Archers
relationship building between our sales
for example, employs back boards to
has seen its in-store average order value
teams and the customer.
help create inspirational room settings.
increase from £490 in 2015 to £810 in
“Table lamps, throws and soft furnishings
2018.
The effects of a subtle approach are
“Each month, 40% of our business is consistently attributed to returning customers and recommendations –
emphasise the homely feel,” says Mike Murray, “as do the lighting and colours
The personal touch
and this connection and loyalty is only
we’ve carefully chosen to paint our walls.”
Despite having an online component, all
achieved through good relationship
of the businesses surveyed say that they
building, in-store, face-to-face.”
Web spinning
make the majority of their sales in-store.
Once, a discussion around retail would
It’s here that trained sales staff are able
Best practice
have ended there – but with the rapid
to offer customers expert guidance, where
Although retail is changing at an
adoption of ecommerce, there’s now an
shoppers can touch and feel the product,
unprecedented rate, the independent bed
additional showroom available outside the
and where consumers not yet comfortable
retailers surveyed are, without exception,
physical limits of the store.
with online buying can shop with peace of
finding successful routes to market, and
mind.
exploiting their bricks-and-mortar real
Whether they’re there to enhance a store’s visibility or process sales, websites
Land of Beds’ Mike Murray says his
estate to great effect. By optimising the number and nature
provide an opportunity to offer customers
expert sales staff take an “active listening”
a wider range of product and price
approach, which is “designed to ensure
of the models displayed – and the
points. Yet, while Leekes offers exclusive
we understand what our customers’
manner in which they are presented, and
models online – characterised by a DHD
priority requirements are – whether
complemented online – these businesses
service and more aggressive pricing – a
that’s orthopaedic support for a bad back,
are proving their ability to adapt traditional models to meet today’s demand. As the similarities in their responses
“In an ideal world, our stores would be on a single floor, with approximately 60 beds, categorised by collection, type and different comfort feels”
proves, there is a degree of science behind this success – but more important is a willingness to listen to the customer, and please them through good service, great product, and an unimpeded buying journey – whether that journey ends in-store or
– Mike Murray, Land of Beds
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online n
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12
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PREVIEW
BEDBUYER
23/08/2018 16:35
13
PREVIEW
BEDBUYER
The industry’s top bed event, the Bed Show, is back for a ninth year. With another strong line-up of British and Irish bed manufacturers and suppliers, it is set to reaffirm its place as the principal destination for retailers, buyers and commercial specifiers looking for the latest products and industry developments …
Bed time for buyers
S
ince its first edition, the Bed Show
Knowledge Hub, where they can access
NBF. “What’s encouraging to hear is that
has accommodated more space and
silent short presentations on a range of
we’re still doing things right – our halls
exhibitors year after year, sparking
topical issues.
are, once again, jam packed. We hope that
the interest of a growing number of visitors
Fara Butt, sales and marketing director
our new feature areas will intrigue visitors,
recognising it as the UK’s biggest bed-
at regular exhibitor Shire Beds, says:
and even some of our exhibitors, to delve
specific exhibition.
“We’ve exhibited at the Bed Show since
into industry-related topics such as
it first began – it’s the highlight of our
recycling, the NBF Approved scheme, etc,
to see such a wide range of large and small
year and we’re delighted to be attending
that will help them to do business better.”
bed companies, and most of the UK’s
once again. It’s the leading show for the
major brands. More than 70 British bed
bed industry, run by the NBF, which is the
The International Centre, Telford, from
manufacturer and component supply brands
main reason why Shire Beds exhibit. It also
18-19th September. Tuesday’s opening
will present the latest innovations, offers,
presents us with an excellent opportunity
runs from 9am-5.30pm – followed by
promotions and sales support for the sector.
to showcase our products to potential and
the NBF Gala Dinner in the evening – and
existing customers.”
Wednesday’s from 9am-4pm.
Nowhere else will trade visitors be able
A wide range of British- and Irish-made product will be displayed. For retailers and
Only NBF members can exhibit – which
This year’s Bed Show will take place at
The on-site bistros and bars will serve
specifiers, there will be mattresses, divans,
means visitors placing orders are investing
hot and cold food, and visitors will also be
bedsteads, futons, headboards and bedding
in and supporting British manufacturing
able to enjoy free refreshments courtesy of
(pillows, toppers), while bed manufacturers
and British-made products. Since the
NBF member John Cotton. Exhibitors will
and specifiers will discover tickings, springs,
introduction of the independently-audited
benefit from free refreshments, thanks to
foam, fillings, bed machinery and many
Code of Practice, buyers can purchase with
BekaertDeslee’s sponsorship.
other bed-related components.
confidence, safe in the knowledge that
Entry is free to the trade, and free
all the exhibitors are meeting their legal
parking is available on site. There is a wide
the Services Hub, where visitors will be
obligations and supplying products that are
choice of hotels nearby, and discounted
able to find guest exhibitors that may
safe, clean and honest.
rates are available to Bed Show visitors.
New this year are special feature hubs:
help them do better business better; the
“We can’t believe we are celebrating our
Visit the Bed Show website to pre-register
Business Hubs, where visitors can work
ninth Bed Show,” says Jessica Alexander,
and to book accommodation.
or catch up with colleagues; and the
executive director of show organiser, the
www.bedshow.co.uk
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14
PREVIEW
BEDBUYER
Serv
K1 – R K2 – M K3 – M K4 – S K5 – F
G70 Gallery Direct, Hudson Living
F60 G65
Hypnos
E60
Sleepeezee, Beautyrest
H5
G60 Vitafoam Kaymed
E50 GMS D50
A50
Kayflex
B50
Dreamland Beds
G55
F50
E40
Visco Therapy
Hyder Living
Business Hub
MPT Palatine Beds
H4 F40 A40
G40
B40 Millbrook Beds
Furmanac, Mibed Shakespeare Beds
Shire Beds E30 D30
A30
B30 Latexco
The Foam Company, Sleepshaper, Mammoth
Business Hub
D20 A20
A7 Seetall
E15
G30
Healthbeds
Furmanac, Hestia
Carpenter
F20
Maes
B20
Slumberland, Myer’s
F30
Kyoto
A9 Icon Designs
Apropa
Gainsborough Beds
Siesta Beds
G20
F25 Swanglen Furnishings
Duvalay
D10 A10
B10
Relyon, Dunlopillo
F12
E12 Sweet Dreams
Vispring
B5
NBF
MA Living
Divan Diner
Leggett & Platt
Airsprung Beds
Pieters
Rawson Fillings
G10
Airsprung Group
F10
E10
A5
F15 Hush-a-Bye Beds
Monks
F5
G1 Gateway Systems
Vogue
VISITORS ENTRANCE
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H2
PREVIEW
BEDBUYER
15
Exhibitors NBF MEMBER EXHIBITORS Airsprung Furniture Group........................... F10, F12, F15, F20, F25 Apropa Machinery...................................................................... E30 Boyteks Tekstil......................................................................... H20 Breasley Group............................................................................J55 Carpenter................................................................................... E15 Deluxe Beds.................................................................................J20 Dreamland Beds.........................................................................A50 Dura Beds.................................................................................. H40 Furmanac........................................................................... F30, F40 Gallery Direct.............................................................................G70 Gateway Systems ......................................................................... F5 Global Material Sourcing............................................................ E50 Harrison Spinks...................................................................J40, J50 Healthbeds.................................................................................G30 Highgate Beds........................................................................... H50 Highgrove Beds...................................................................H30, J30 Homeserve Furniture Repairs...................................................... K8 Hyder Living..............................................................................G55 Icon Designs................................................................................A9 Kayflex (UK) .............................................................................. F50 Kayfoam Woolfson.................................................................... G60 Keen & Able................................................................................ K10 Keen & Toms Holdings t/a Hypnos.............................................G65 Kozee Sleep (Midlands)..............................................................A40 Kyoto ......................................................................................... B30 Latexco.......................................................................................D30 Leggett & Platt Bedding Components Europe............................. G10 M A Living....................................................................................B5 Maes Mattress Ticking NV..........................................................E12 Millbrook Beds.......................................................................... G40 Monks International NV..............................................................E12 MPT Group.................................................................................D50 One Holding t/a Viscotherapy.....................................................B50 Palatine Beds..............................................................................E40 Pieters Textiel NV....................................................................... E10 Raskelf ......................................................................................G20 Rawson Fillings..........................................................................A50 Relyon/Steinhoff................................................................ A10, A20 Seetall Furniture.......................................................................... A7 Shire Beds..................................................................................B40 Sleepeezee..................................................................................F60 Softheads...................................................................................B20 Sweet Dreams (Nelson) ............................................................. B10 The Foam Company.................................................................... A30 Vi-Spring................................................................................... D10 Vita Cellular Foams UK...............................................................E60 Vogue Beds................................................................................... G1
INVITED EXHIBITORS FIRA Service Technicians.............................................................K5 Mark Harris (Lincoln)..................................................................K3 Minerva Furniture Group.............................................................K2 Ordorite Software..................................................................... K6/7 Retailsystem.com......................................................................... K1 Rhenus Delivery UK..................................................................... K9 Swan Retail................................................................................. K4
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16
PREVIEW
BEDBUYER
Rewarding greatness T
aking place on the evening of Tuesday 18th September, the NBF Gala Dinner and Bed Industry
Awards – hosted by former rugby star and TV presenter, Martin Bayfield – will give the trade an opportunity to eat, drink, chat and dance into the small hours. Now entering their seventh year, the NBF Bed Industry Awards recognise and celebrate the most successful bed manufacturers, suppliers and retailers. With a bumper crop of entries this year, the independent panel of judges had a tough time picking winners in each of the seven categories: Bed Manufacturer of the Year (split into two awards – those with a turnover of over £10m and those with a turnover of less than £10m); Bed Component Supplier of the Year; Large Bed Retailer of the Year; Large Online Bed Retailer of the Year; Small Bed Retailer of the Year; and Small Online Bed Retailer of the Year.
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PREVIEW
BEDBUYER
17
Last year’s winners were: Bed Manufacturer of the Year – Hypnos; Bed Component Supplier of the Year – John Cotton Group; Bed Retailer of the Year (under £5m beds turnover) – Prestige Beds; Bed Retailer of the Year (over £5m beds turnover) – Bensons for Beds; and Judges’ Choice – BekaertDeslee. Chris Ward, group marketing director at Hypnos, commented: “Being named NBF Bed Manufacturer of the Year is an incredibly welcome achievement that further supports and reinforces our ongoing efforts to establish and grow Hypnos in new markets, both those in the UK and overseas. “It also reaffirms to our existing retail and hotelier customers that we are a trusted brand which values and practices supremely high quality standards at every level.”
the number of new enquiries for our new
award is testament to all the hard work our
monobloc design, as well as an appreciation
staff have put in to deliver an outstanding
at John Cotton Nonwovens division, said:
for our sustainable credentials, which we
service and retail offering, and we’re
“Winning Bed Component Supplier of the
continue to strive for and improve upon
building on this success in 2018 by driving
Year 2017 has provided John Cotton with
each year.”
forward our investment in innovation,
Mark Baron, sales and marketing director
significant recognition and a heightened
Mark Cort, commercial director at
status for quality mattress filling solutions
Bensons for Beds, said: “We’re thrilled
within the industry. We have seen a rise in
to have won Bed Retailer of the Year. The
Pages.indd 17
product development, staff and customers.” This year’s winners will be announced at the dinner n
23/08/2018 16:35
18
INSIGHT
BEDBUYER
It’s been five years since the NBF launched its Code of Practice, writes NBF marketing manager Simon Williams, and, slowly but surely, the big-tick logo is gaining more prominence in bed retailers’ shops and on their websites – and its guarantee of credibility is needed more than ever …
Delivering a clear message
I
t is through co-operation between
are buying is safe and clean, and is exactly
cardboard pyramids, along with a USB
the NBF, its members and retailers,
what it claims to be. After all, you can’t tell
stick with downloadable logos, posters,
that the benefits of buying reputable
what’s inside a mattress unless you cut it
web banners, infographics and videos to
open.
embed into websites or share on social
products through reputable channels is brought to the attention of the British bedbuying public.
Sadly, we are aware from purchases we’ve made and tested that there are some
media. To qualify, at least 50% of the
businesses that continue to knowingly lie
bed products stocked and sold by a
research carried out by the NBF showed
about what’s in their product. Their details
participating retailer must be from NBF
that almost a third of people were aware
are now with the authorities to deal with.
members.
The latest twice-yearly consumer
of the Made by an Approved NBF Member
Through the NBF Retail Supporter
The NBF’s marketing support for
logo during their purchasing process – a
scheme, UK and Irish bed retailers can now
retailers doesn’t stop there, though. Via
significant increase over the previous report.
sign their allegiance to stocking and selling
the trade portal on the new NBF website,
Although price and comfort are still
products made by NBF Approved Members.
retailers can make use of downloadable
top of consumers’ list of priorities when
In return, they receive a free pack of PoS to
material from different awareness
it comes to deciding what bed or mattress
display in their store, and digital collateral
campaigns such as National Bed Month,
to buy, confidence and reassurance in the
to use on their website and social media
Sleeptember, May Be Time for a New Bed
validity of what they are buying is very
channels.
and Buy British Beds. There’s also a great
important. Consumers want to know that what they
The pack contains window vinyls,
choice of useful videos to embed and share.
in-store vinyls, product stickers and
www.bedfed.org.uk/trade/marketing-support
Materials from the NBF Retail Supporter PoS pack
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INSIGHT
BEDBUYER
It has been five years since the federation launched its NBF Approved Mark, backed by a compulsory Code of Practice and independent audit for all its bed manufacturer members, with the goal of creating a level playing field across the industry – has it had the desired effect?
Changing the landscape of product sourcing “In the past, only large retailers and buyers
mattresses are mostly sold on the features
advice and guidance to them – which they
have been able to do their own checks
and benefits of what is inside them – so
are, subject to legal safeguards, entitled to
and audits on their suppliers,” says NBF
how can buyers be sure they are getting
rely on wherever they trade across the UK.
president Tony Lisanti. “Now, the NBF
what they are told they are getting?
Code of Practice brings peace of mind to
“Since its launch we’ve seen more and
So, what does the NBF Code of Practice and audit actually cover? As a catch-all,
all. The badge of being an NBF Approved
more retailers expect their UK suppliers
all members must sign a declaration of
Member has real teeth.”
to join the NBF so they can demonstrate
membership obligations when they join,
that compliance,” explains NBF executive
and renew that declaration every year.
director Jessica Alexander.
Members must agree to meet all general
At the outset, the code’s focus was on compliance to legal requirements for product safety and trade descriptions rather
The robustness of the scheme has been
and specific business legal obligations,
than quality – after all, budget beds have
given further validation by its adoption
to promote and foster high standards
their place, as long as they actually do what
as Assured Advice by the NBF’s Primary
of consumer, customer and employee
they purport to do.
Authority Partner, West Yorkshire Trading
safety, and to operate in an ethical manner
Standards. All NBF members are covered by
conducive to fair competition and fair
changed, reports the NBF, which says
the NBF’s Primary Authority, which takes
dealing with customers, employees and
that, if anything, as sales increasingly
on responsibility for providing regulatory
suppliers.
Five years on, and none of that has
›››
shift online and consumers continue to be beguiled by often-too-good-to-be-true bargains, the need for a robust scheme buyers can trust is even more imperative. Transparency is becoming more important, but the fact remains that
“We believe that currently this is one of the most important roles that we as a trade association can carry out on behalf of our members and the industry”
In this instance, the NBF’s first round of due diligence testing revealed a significant match test failure
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BEDBUYER
INSIGHT
“It is clear that more needs to be done in terms of marketing product descriptions and features”
This product, called the 2000 Memory Pocket (a single mattress advertised as being £700 originally, but sold for £149), was described as a high-quality, tufted mattress with deep layers of memory foam. It actually had the equivalent of 1500 springs, no memory foam at all, a micro-quilted tick, and was very poorly made
They also commit to set an example of best practice to ensure the NBF’s standards and reputation are not in any way compromised. From the start, the NBF’s actual site audit has encompassed: the flammability regulations and BS7177 (to show compliance under General Product Safety Regulations); cleanliness of fillings; and trade descriptions. The second version of the code, audited between the end of 2016 and middle of 2017, expanded on these to include further trade-specific requirements – EU Timber, Biocides,
night). There will be further scrutiny of
Textile Composition labelling regulations
checks on process controls and procedures
and REACH compliance.
such as batch control, broken needle
NBF manufacturer members are
and sharps policies.
audited at least every two years. If any
In the light of the introduction
issues are found at audit, depending on
of the new PAS 7100 Product Recall
their severity, audits are conducted more
standard issued by the new Office
frequently. Follow-up visits and paid-
of Product Safety and Standards
for semi- or unannounced audits may be
(OPSS), guidance will be given
carried out to ensure corrective action has
to members to ensure they are
been put in place.
aware of the requirements and
Earlier this year, the NBF announced the introduction of its Due Diligence Random
the auditors will be checking the progress members are making
Testing Programme. Up to 50 products –
on incorporating them into their
25 from members, 25 from non-members
existing product recall procedures.
– will be purchased in the open market,
Auditors will also have a watching
and will undergo a series of tests which
brief on health and safety
reflects the requirements of the code. The
(with any concerns potentially
results and learnings from this programme
triggering a more comprehensive
will be shared to ensure continuous
separate audit).
improvement. “Already it is clear that more needs to
Last, but by no means least, in addition to the Code
be done in terms of marketing product
of Practice audit, the NBF is
descriptions and features, including
looking at introducing further
naming products, to ensure these are not
awareness and scrutiny
misleading – or just plain wrong,” says
covering social, ethical and
Jessica. “Retailers as well as manufacturers
modern slavery requirements.
need to take note and ensure they too
Tony Lisanti says: “The
are getting it right in their product
NBF Code of Practice has
descriptions, especially online.”
gone a long way towards
The NBF is now working on the third
Promotional materials are available to NBF Approved Members wishing to offer retailers and consumers peace of mind
raising awareness of the importance of
version of the code, due to be announced
compliance in our industry. It’s vital that
in the autumn, with the next round of
our customers can trust that what they
to be perfect all the time. But hopefully our
audits – likely to be semi-unannounced –
buy is safe, clean and honest – and, these
audits, and the due diligence programme,
beginning in Q4 2018.
days, it’s becoming vital that customers
will bring any issues to our attention
can be sure the company they are buying
and allow us to work quickly with our
from is also reputable and trustworthy.
members to make them aware and ensure
There will be some changes. Checks on cleanliness of fillings will be extended to cover responsible use of any used
“We believe that currently this is one
“Of course we don’t expect all members
components or materials or re-sale of
of the most important roles that we as a
correct them.”
used mattresses (‘used’ being any product
trade association can carry out on behalf
www.bedfed.org.uk/trade/nbf-code-of-
that has been slept on, even if only for one
of our members and the industry.
practice
Pages.indd 20
O d
they put in place the necessary action to
23/08/2018 16:35
The UK’s
most recommended bed retailer
Over 195 stores nationwide dreams.co.uk • 0800 652 5090 Most recommended bed retailer based on TrustPilot scores as at 22nd August 2018 when compared against leading UK bed retailers. For more information visit dreams.co.uk/recommended or uk.trustpilot.com
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22
PROFILE
BEDBUYER
There will be plenty for visitors to see on Breasley’s stand at this year’s Bed Show – from a full range of Uno boxed mattresses to the refreshed Uno vacuum-packed range, a new collection of Salus divan fabrics and headboard designs, and new models for the Salus Viscoool and Natural collections …
Showtime for Breasley’s Uno and Salus
Uno Breathe
Breasley recently launched Uno Breathe, the first boxed mattress under this brand umbrella. Now the company has added the Natural Affinity Collection – featuring wool, silk and cashmere, and a choice of spring counts – to the range. The collection comprises the Spirit 1000, Tranquil 2000 and Halcyon 3000. The latter model features a pressure-relieving top layer of next-generation breathable memory foam, for added comfort and support.
Salus Natural Collection
As with the rest of the Uno range, the collection features a 10-year structural guarantee, all mattresses are dispatched in a branded box,
“We have also commissioned a brand new state-of-the-art
and customers are able to take advantage of DHD, plus fast-track
vacuum-packing machine at our Derby factory, which, along with our
next-day delivery on selected models. The collection is also supported
unique RFID technology, will keep us in the forefront of innovation and
by a range of marketing materials including a video, imagery and free
production for years to come.”
in-store PoS. Then there is Breasley’s Uno vacuum-packed collection, which has
The Salus collection, which is manufactured at Breasley’s Manchester plant, will not only boast a range of 18 new divan colours
been given a makeover with new cover designs in quality contemporary
for the show, but also 10 new headboard designs. The Salus Viscoool
fabrics to keep the range fresh and appealing to both retailers and end-
Collection, meanwhile, will see a new backcare model added to the
consumers.
range, along with a new embroidered cover for a more luxurious look
Joint MD Darren Crowshaw says: “As a company, it was a bold
and feel, while the Natural Collection now features the new top-of-
move to hone all of our vacuum-packing expertise into the one Uno
the-range Linden 5000 model.
Collection, but the brand has gone from strength to strength over the
T 01629 823680
past two years, so we feel it was definitely the right decision.
www.unoboxedmattress.co.uk
SEE US AT THE BED SHOW, STAND J55
Pages.indd 22
23/08/2018 16:35
UNO Natural Affinity
Collection from Breasley SEE US ON
STAND
J55
MADE IN THE UK
For more information on our Uno mattress collection call 01629 823680 or visit unoboxedmattress.co.uk
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24
PROFILE
BEDBUYER
Vispring has been making luxury, bespoke beds since it pioneered the world’s first pocket-sprung mattress in 1901 – and the British brand has never wavered from its original philosophy of using the best craftsmanship and quality materials to manufacture some of the finest beds in the world …
Fine fillings for top-end models Diamond Majesty
Producing its own springs from some of the best vanadium steel,
Vispring’s new Diamond Majesty - described by the manufacturer as
Vispring has spent many years refining the subtle combination of spring
“the most luxurious mattress in the world” - was created with a unique
size, tension and resilience to offer optimal support.
combination of vanadium pocket springs and sumptuous natural fillings
The fine natural fibres used in each bed – from real Shetland wool,
including blended Platinum Certified Shetland wool, cashmere, silk,
Platinum Certified British fleece wool and horsehair, to silk, cashmere,
bamboo, British horsetail (exclusive to Vispring), and two new materials
mohair and bamboo – are expertly selected and blended to provide the
– organic cotton and loose vicuna, some of the world’s rarest and most
best possible softness and comfort, resulting in mattresses to suit every
valuable fabrics.
taste. Once these fillings have been hand-teased and the springs put in
The Diamond Majesty mattress border features a prestigious British
place, each mattress is hand side-stitched and finished with high-
woven merino wool fabric, paired with contrasting piping and tuft petals
quality fabrics.
as well as six rows of genuine hand side-stitching.
At the beginning of 2018, Vispring relaunched its top-end range of
At this year’s Bed Show, Vispring will present one of its top-end beds,
luxury beds, incorporating luxurious design enhancements to visually
the Tiara Superb – plus a newly-developed adjustable bed and a new
differentiate the range. The changes included new Vispring signature
collection of pillows.
embroidery on each mattress, and contrasting piping crafted in UK
Vispring, which is part of the Spanish Flex Group, also introduces
woollen mills. Vispring’s heritage is celebrated through the addition of a
a unique 30-year product guarantee this month – a best-in-class
British flag label on the foot of each bed – a seal of approval that marks
reflection of the manufacturer’s confidence in the quality of its products.
the work of its dedicated UK craftsmen.
www.vispring.com
SEE US AT THE BED SHOW, STAND D10
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26
INSIGHT
BEDBUYER
Steinhoff UK Beds manufactures several prominent and white-label lines at the former Hilding Anders factory in Huntingdon, Cambridgeshire
Pages.indd 26
23/08/2018 16:35
27
INSIGHT
BEDBUYER
With Brexit looming and consumers getting savvier about how they spend, what value do British-manufactured beds offer over and above their imported counterparts? Paul Farley surveyed several leading independent retailers to find out …
Why buy British? E
xcuse the alliteration, but British
and character of the British brands
this trend continuing – not only because
beds are big business. Research
available to stockists, many of which boast
of the impressive facilities and operation
carried out by the NBF (based on
histories and accolades that lift them
infrastructure in place (and expanding),
above any global rivals.
but, more importantly, their positive,
a tracker of its members’ sales) estimated
proactive approach to business and
the value of UK-manufactured mattresses, divan sets, divan bases and adjustable beds
Shopping around
in 2017 at an impressive £1.83b.
Imports to the UK may be rising fast, but,
flexibility,” he says. Despite these feelings, at their best,
thanks to the changes taking place across
there are numerous qualities and strengths
the sector has proved remarkably robust
the world’s manufacturing landscape, so
to British-manufactured beds upon which
in recent years, and it continues to grow
are exports. Rising labour and shipping
every retailer can agree. These range
– ONS UK and HMRC data indicates that
costs from established overseas production
from quality of manufacture, components
the market’s value rose by +1.1% last year,
bases means that many of those elements
and design, to the services offered by
bolstered by a +2% uplift in mattress
which were traditionally outsourced are
suppliers – examples include marketing
production.
coming home – take the example of
and customer service support, product
MattressOnline, which used to import bed
guarantees and home delivery solutions,
survival – and, in some cases, prosperity
frames and mattresses, but now focuses
as well as flexibility and creativity in
– of this industry sector, when so many
solely on British supply.
manufacturing own-brand product for
Against a decidedly volatile backdrop,
But what qualities have ensured the
others have declined? Are British-made
“Our product mix is primarily a
stockists. When choosing a manufacturer, close
beds simply better-quality products than
mattress offer, so it makes less sense to
their imported counterparts, or is the
import these days,” says MD Steve Adams.
geographical proximity, shared cultural
expense of shipping such bulky items too
“The primary reason is adequate and
values, administrative procedures and
prohibitive? Does the sales support British
correct stock forecasting. The financial
a common language do matter, and it’s
brands offer make all the difference, or
benefits of importing a mattress is often
telling that every business quizzed truly
does the populace truly value locally-made
outweighed by the length of delivery time,
values having close working relationships
goods so much that they’ll pledge their
volume of stock to hold, and, quite often,
with suppliers.
loyalty to them?
the wrong mix of sizes for consistent stock
The answer is doubtless as multifaceted as the industry itself, but to find out
availability to our customers.” Yet, when it comes to price
Value in provenance But how important is the essential
why so many independent bed retailers
competitiveness and speed of fulfilment,
characteristic of being ‘British made’ to
continue to buy British, Furniture News
Steve contests that imports can hold their
them? Is consumer demand for UK-made
quizzed a sample of the sector’s shining
own against locally-made beds – and
goods the driving force it is sometimes
lights – a sample which included bed
while the majority of retailers sampled
made out to be?
retailers, a department store (Leekes), a
state that the decidedly pro-British
general furniture store (Fairway Furniture)
balance of their in-store offers is unlikely
that while the majority of consumers are
and an online pureplay (MattressOnline).
to change, a few are not convinced that
happy to support national manufacture –
this is the best strategy.
and the economic gains and employment
That said, it’s clear where the sample’s loyalties lie when it comes to provenance
Sussex Beds’ British-manufactured
The majority of the trade has long held
that go with it – they are rarely willing to
– on average, the retailers’ bed offer
offer has shrunk over time as the quality
pay a premium to do so. Could ‘made in
comprises 90.2% British-manufactured
of imports – and the services backing
Britain’ simply be a nice-to-have USP?
product. It generally features a mix of
them up – has gradually improved, says
branded and unbranded (or own-brand)
MD Steve Pickering. “Having visited Mlily
comments: “Customers still look for
lines – but few can dispute the strength
in China earlier this year, I can only see
‘British’ and we don’t see this changing –
Fairway Furniture’s MD Peter Harding
however, if the product itself is the best fit for the customer, then it isn’t the deciding
“Few can dispute the strength and character of the British brands available to stockists, many of which boast histories and accolades that lift them above any global rivals”
Pages.indd 27
factor.” Sussex Beds’ Steve Pickering agrees. “British-made is nice, but in my experience it’s not a deciding factor in product selection,” he says. Provenance alone may not sell a bed,
›››
23/08/2018 16:35
28
INSIGHT
but it can be a valuable tool for sales staff, if they are able to convey its qualities to the consumer. Many British brands go to great efforts to develop extensive marketing messages that delve into the
BEDBUYER
“Definitive steps are being taken to ensure that the credibility of British-manufactured beds remains untarnished”
history of their production facilities, the craftsmanship involved, and their place in the local community, and such stories can
It seems more likely that this marketing
have been fully tested in accordance with
become an important part of the customer
opportunity is just the icing on the cake,
UK flammability regulations, which are
journey.
and that retailers selling British beds are
among the most stringent in the world.
Francesca Havard-Evans, bed buyer
more comfortable relying on a proven
“It stands to reason that NBF
for Leekes and Park Furnishers, says
message of consistent product quality –
membership is a big factor in choosing
that while the online application of this
through Brexit, and beyond.
which manufacturing partnerships we enter into.”
narrative is limited, being British can
In today’s landscape of growing
prove invaluable on the shop floor. “It
Quality first
always offers a great selling feature for
“Brexit has certainly influenced
consumer expectation, it’s also necessary
staff to use to their advantage,” she says.
the national conversation about UK
to convey said credentials in an honest and
manufacturing,” says Land of Beds’
transparent manner. In response to the
Brexit’s boon?
director Mike Murray, “but customers
market’s changing demands, bed brand
Regardless of the role of this quality today,
have always valued the British-made
Sealy UK, for example, has developed an
it’s important to note that times are
label, which is perceived as a hallmark of
‘ingredient list’ for each model which
changing – as Brexit nears, might a surge
superior quality.”
features a full product declaration,
of national pride help lift consumers’
Sussex Beds’ Steve Pickering contends
allowing buyers to identify the ethical
perception of the value of these goods,
that Brexit has had little impact on his
approaches and quality components that
and their willingness to pay more for
customers’ perceptions thus far, and that
go into its mattresses.
them? And is the trade prepared to take
their priorities remain “value, quality and
advantage of a possible shift in sentiment?
meeting needs”.
Leekes’ Francesca Havard-Evans comments: “It’s the finer detail on the
Crucially, by law, British beds must
mattress – such as a label that’s clear to
customers are taking more notice of
adhere to some of the highest quality
read – that makes the information more
product that is British made, and this is
standards in the world. NBF members’
prominent. And it’s clear that suppliers are
something we are planning to push to the
mattresses, mattress toppers, mattress
more invested in making sure these details
forefront of our marketing in the future,”
pads and divan bases must comply
are highlighted to their benefit.”
says MattressOnline’s Steve Adams.
with BS7177, while their upholstered
“Currently this message is limited to the
products must conform to the Furniture
initiatives – such as the NBF’s Code of
products’ specifications, but as Brexit
& Furnishings (Fire) (Safety) Regulations
Practice approval process – are helping
nears I feel it is important that retailers
1988 (including amendments). The
safeguard the reputation of legitimate
and manufacturers make more of the
federation also demands that any fillings
British beds against the imitations peddled
amazing quality and value of our British-
used – including recycled materials – are
by rogue traders and those ignorant of the
made beds and mattresses.
clean and fully traceable.
required standards.
Retailers’ opinions are divided. “Our
“As I write this, I have just returned
Meanwhile, other best practice
Some international manufacturers find
from a factory visit in Lancashire where I
it difficult to meet these demands while
Head held high
witnessed a bed frame being constructed
keeping their prices in tune with retailers’
Of course, in any industry, the perceived
by skilled craftsmen, who were using
demands – while the UK’s standard
value of the whole can be eroded by
quality materials to make a finished
mattress sizes differ from those in most
the actions of the few – but definitive
product I will be proud to sell. Donald
countries, further complicating import
steps are being taken to ensure that the
Trump is pushing American-made (with
arrangements. Understandably, such
credibility of British-manufactured beds
the help of tariffs!) so we too need to be
considerations can have a considerable
remains untarnished.
pushing our home-grown product!”
impact on retailers’ choice of go-to suppliers.
Ultimately, price remains the deciding factor in consumers’ buying decisions,
“As a rule, we generally only
but from guaranteed quality and rapid
partner with NBF members,” says
fulfilment to marketing potential and
MattressOnline’s Steve Adams. “Whilst
supplier services, home-grown product
we no longer import, the regulations were
offers a raft of benefits alongside cost-
always front of mind when we did.”
effectiveness.
Land of Beds’ Mike Murray insists
With Brexit around the corner, greater
that quality of manufacture is “non-
recognition of what the nation’s best
negotiable”. He says: “We want to feel
bedmakers can offer could make all the
totally confident that the products we put
difference to an aspiring retail business …
into consumers’ homes have been ethically
Pages.indd 28
sourced by manufacturers who have done
Read more about the resilience of the UK bed
their due diligence – they also need to
market in Simon Williams’ article on p44.
23/08/2018 16:35
Pages.indd 29
23/08/2018 16:35
Pages.indd 30 KaymedAug18.indd 1 ThermaPhase+_NakedTruthAd_2018 DPS A3 AW.indd 1
23/08/2018 16:35
THE NAKED TRUTH The naked truth is that the key to a great night’s sleep is maintaining the body’s temperature all night long. The body’s core temperature has a natural rhythm while sleeping which many people struggle to maintain by adding and removing layers in bed each night. It’s time to strip off your old ways! Therma-Phase+ is an advanced mattress with a unique combination of built-in phase-change crystals and additional copper particles which react to the skin’s temperature, absorbing and releasing heat while you sleep - whilst at the same time ensuring the mattress is as supportive as it can be. If
you want to increase sales and realise the return on investment of innovation over imitation, contact us now via the ‘Become a Stockist’ link on www.kaymed.co.uk and discover the naked truth about Therma-Phase+
www.kaymed.co.uk
Pages.indd 31
23/08/2018 16:35 23/07/2018 09:41 11:51 17/07/2018
32
INSIGHT
Apart from the inevitable swing towards more online trading, just what does the future hold for bed manufacturers, retailers and suppliers? Industry specialist Jan Turner asks several industry leaders to share their thoughts on the challenges and opportunities ahead …
The shape of things to come?
A
‘touched and felt’ in-store.”
s an industry, we should expect
relentless growth in internet trading with,
to see the arrival of augmented
according to Zed Hyder, MD of Hyder
reality (AR) to give online buyers
Living, “only specialist retailers able to
Murray, MD at Land of Beds, will be a
a taste of how their bed might look and
survive the change in purchasing habits”.
rationalisation of niche multichannel
feel. And the growth of try-before-you-
Gerd Derieuw, sales group manager,
The overall effect, according to Mike
retailers and some big online retailers.
buy and next-day deliveries. Plus a sharp
BekaertDeslee, agreed that the next
upswing in consumer expectations.
10 years will see the emergence of a
Tech the lead
completely different landscape – mainly
Mike also believes that technology is set
thrown out when we asked a selection of
online driven but with trial shops, pop-up
to lead some radical changes in the way
bed manufacturers, retailers and suppliers
stores and only top brands having their
consumers buy their beds and mattresses.
about what lies ahead for the industry –
own branded shops or shop-within-a-
covering everything from technology to
shop.
These were just some of the predictions
Brexit and the impact of social change. All
Shane Harding, head of marketing,
He says: “AR technology will allow customers to ‘see’ and potentially feel how a bed would look in their own
this, plus advice for anyone starting out –
Highgrove Beds, believes those that
bedroom when ordering online. By offering
including “don’t bother”!
combine online trading with in-store
consumers an interactive ‘real world’
expertise and customer service will be the
experience through technology, retailers
Changing the channel
main winners, while Nick Williams, Sweet
will be able to recreate the experiential
On the subject of online versus bricks-
Dreams’ sales manager, says: “Shopping
benefits of visiting a physical store without
and-mortar trading, there was general
online will increase exponentially, with
owning any premises.
consensus that the next decade will see
only certain price points needing to be
Pages.indd 32
“A significant number of online
23/08/2018 16:35
33
INSIGHT
“Retailers will need a new type of marketing approach focused around voice interactions and expert advice” – Mike Murray, Land of Beds
The general belief is that new
as an opportunity for more adjustable or
of sleep. Says Zed Hyder: “The industry
waterproof-with-comfort mattresses.
will increasingly look to incorporate
Mike Murray agrees, saying an ageing
smartphone technology and sleep and
population will also necessitate more
how we can influence people’s attitudes to
medically-advanced beds. “Concerns
sleep and health.”
around health, climate change and animal
As Mike Murray points out: “Sleep has
welfare have seen veganism emerge from
undergone something of a renaissance,
a fringe movement to a mainstream
with the benefits being evangelised by
populist choice, with 7% of all Brits now
everyone from lifestyle gurus to business
identifying as vegan,” he says. “Bed
leaders. Wearable sleep trackers are
manufacturers may need to think about
massively gaining in popularity, therefore
replacing traditional fillings derived from
bed manufacturers will increasingly need
animals with plant-based options to
to consider how to incorporate smart
satisfy consumer concerns.”
technology into mattresses to enhance sleep quality.” According to Gerd Derieuw, this more scientific approach to sleep will include
The ‘growing’ population holds yet more opportunities – in both senses of the word! Shane Harding says: “The UK
everything from beds and mattresses to
population will increase substantially, and
pillows and fabrics, with the introduction
bed manufacturers will benefit from this.
of sleep measuring devices and in- or out-
People are also getting taller and heavier,
of-bed sensors.
and this will provide new opportunities for
Other devices could include specialised
iStock.com/abu
customers will also want to try before
Gerd Derieuw sees the ageing population
technology will also impact on the science
bigger beds with more resilient upholstery
foam products with built-in technology,
fillings. Perhaps we’ll see the day when UK
such as sleep trackers and health
kids have become so obese that the NBF
enhancers to monitor blood pressure or
announce that a 4ft-wide bed is now a
sleep disorders such as sleep apnoea, says
standard single!”
Colin Heal, general manager of The Bed
The new homes sector helps things
Experts (Newbridge Street Bedding Centre,
along too. Says Nick Williams: “Demand
Sunderland Bedding Centre, Northgate
will increase as the population grows and
Bedding Centre and Portrack Lane Bed
more homes are built. We are also seeing
Centre).
enormous growth in adjustable beds as the
The growth in technology will extend
population becomes older and somewhat
they buy. Retailers who want to offer this
to manufacturing too – where Fara Butt,
larger! Hybrid beds will become more the
option will need a full end-to-end logistics
sales and marketing director, Shire Beds,
norm.
set-up that can handle returns and
predicts greater automation within the
cancellations in a cost-effective, profitable
production process. She says: “There
key driver for sales (web reviews are
way.
has been an increase in the purchase of
king!). Products live or die on customer
automated tape-edging and glue lines,
expectation of value and quality.”
“Voice search will represent the
“Product expectation will become the
Colin Heal agrees that consumer
majority of searches by then, and
for example, to help speed up processes
retailers will need a new type of
to meet the demands of retailers and
expectations are getting higher by
marketing approach focused around voice
consumers. Over the next 10 years, the
the year: “They want to be excited by
interactions and expert advice.”
automation process will continue to
the product, receive good advice from
develop. Maybe we will see robots making
knowledgeable staff, and for their
beds as we do with cars?”
demands to be met regarding delivery and
Shane Harding says technological advancements will enable manufacturers
service.”
to create new products such as firmness and temperature control, as well as
Demographic directions
providing consumers with easy-to-
Social changes are also set to impact
Seeking fulfilment
understand product features and benefits
the market, not least, says Zed Hyder,
It’s all set to have massive implications
via apps and social media. Order tracking
because people will have less money, so
for the logistics side of the industry.
and stockist portals, he says, will become
will be more careful during the purchasing
As Zed Hyder points out: “Next-day
the norm.
decision.
delivery has proven to be a big success,
Pages.indd 33
›››
23/08/2018 17:09
34
INSIGHT
BEDBUYER
as we live in a world of ‘want it now!’
of a fag packet, but most will have died
increased protection for the workforce,
As for same-day, Amazon is a perfect
off,” he says.
which will increase costs. My advice to
example of how demands are changing.
Gerd Derieuw expects the next 10
retailers would be to get good people
Retailers are looking to cut stock back
years to bring more vertical integration
– effective sales staff are like gold dust
and use manufacturers as a stockist. This
of producers with their own shops and
– and invest in them, then train, train,
will continue as online takes more of the
internet sales from all over the world.
train!”
Meanwhile, he says, the lower end of
Shane Harding also urges retailers to
the market will continue to be price driven
“make sure your staff are sleep geniuses”,
returns will be a critical part of the final
(perhaps with Far Eastern imports of roll-
and Mike Murray agrees, saying that
decision to buy: “Logistics and delivery
ups?), while the better end will either take
creating a “talent pipeline” and investing
will be a challenge for bed manufacturers
a traditional or scientific approach with
in people with different skills will future-
– finding the fastest way to get products
further dissipation of the middle market.
proof a company.
Self su�ciency and sta�ng
Green means go
Brexit is another inevitable disruptor. As
Another issue facing the industry going
“focus on logistics from day one – how
Colin Heal points out: “Five years ago,
forward will be the growing need to
quickly and cost-effectively you can get
no-one would have predicted this country
comply – not just with the growing bank
your product into someone’s home will be
would vote to leave the EU, and the
of legislation and regulations, but with
of paramount importance. Gone are the
ongoing effects of Brexit. This has had a
greater awareness of ethical concerns, too.
days when people were prepared to wait”.
huge impact on the bed industry.”
market.” Mike Murray says speed of delivery and
off the factory floor and into people’s homes will be a major task.” His advice to manufacturers is to
Colin Heal concurs: “Customers want to have what they want, delivered, when
Shane Harding warns of the impact on confidence and cost prices for several
According to Gerd Derieuw, one challenge for bed manufacturers and suppliers will be how to meet FR
they want it. They want to be able to track
regulations for a wide assortment of
deliveries on their phones and specify
products without having to use the
time slots.”
chemicals traditionally needed to do so. Zed Hyder believes third-party
It’s something manufacturers are only too well aware of, as Fara Butt knows:
accreditations will be key for any
“Within the next five years, we believe
mainstream business, as the consumer
that there will be greater expectations of
seeks reassurances that they are buying
delivery times to meet the demands of
from credible companies.
the busy world. We also predict a higher
Mike Murray says his advice to
percentage of returns which will need to
suppliers would be to “align yourself
be addressed, as millennial consumers
with manufacturers who can evidence that their products are ethically sourced,
buy and try, or use, then return – years to come, especially if sterling
from an animal welfare to workers’ rights
remains weak against the euro. He adds:
perspective. The rise of consumer activism
What’s in-store?
“UK manufacturers must take advantage
is one of the biggest-growing trends,
But what of the retail scene itself? Colin
of post-Brexit trade agreements and start
with people adopting a ‘positive buying’
Heal says it’s difficult to predict even
exporting UK products throughout the
mindset that sees them favour ethical
the next five years, but believes it will be
world.”
products”.
unashamedly!”
survival of the fittest, and says: “I don’t
Buying British will be key to going
And Fara Butt has some words of
believe the high street will ever be the
forward, according to Zed Hyder, while
wisdom, too: “To those setting up a
same again.”
Gerd Derieuw says the challenge after
manufacturing business, we’d recommend
Brexit will be to understand how to get
they fully understand the processes that
believes niche retail offers a great
closer to retail to know its needs and get
it takes to produce good-quality beds.
opportunity for anyone who can find the
fast feedback.
Research all legal areas, for example
But it’s not all gloom. Zed Hyder
right products at affordable prices, while
Nick Williams expects Brexit to
flammability and timber regulations.
Shane Harding is convinced retail space
impact on labour availability – and the
Be aware of competitors, look at what
will become a more attractive option
industry’s workforce is among other
they’re taking to market, and see how your
again as landlords and local councils
areas of future speculation. Says Nick:
product differs.
become realistic in terms of reducing
“Among the challenges of the next 10
rents and business rates. “There’ll still be
years are diminishing skillsets (agents and
within the industry we’d recommend
the odd retailer that operates on the back
craftspeople on the shopfloor retiring) and
that, similarly to manufacturers, they
“In order to set up a supply business
understand all the legal regulations and ensure they’re fully compliant. We’d also
“My advice to retailers would be to get good people – effective sales staff are like gold dust – and invest in them, then train, train, train”
suggest that they’re confident that they’re able to provide consistency in the supply chain.” It’s an awareness that needs to extend to environmental concerns. As Shane Harding observes: “Online marketing will
–Nick Williams, Sweet Dreams
Pages.indd 34
be key to consumer decision making, and
23/08/2018 16:35
35
INSIGHT
BEDBUYER
iStock/nicolas
millennials in particular are very savvy about environmentally-friendly products.” Fara Butt adds: “As consumers become more ethically aware, there will be a greater focus on products that are made using environmentally-friendly materials and procedures, as well as being recyclable.” Shane Harding again: “Chemical usage will be replaced, for example, by 100% natural flammability methods. Plastic packaging will also be replaced.” And Colin Heal says: “The biggest challenges will be the sourcing of sustainable raw materials and duty of care regarding the recycling of old mattresses.” Simon Spinks, MD of Harrison Spinks, also believes one of the biggest challenges – and opportunities – in the mattress industry is to make a bed that is 100% recyclable at the end of its life. He says: “This means removing all foam and chemicals from the product and replacing them with eco-friendly, natural alternatives. As an industry we need to think how we can all be more sustainable in order to produce a product that is ecofriendly. Consumers want eco-friendly products, and we must deliver this. “In 10 years’ time the bed industry will be very different to the one we currently know. The key to surviving in this tough
he says, will also demand more own-label
says: “Unless you have a unique, exciting
economic climate will be innovation. Across
exclusivity.
product, I would suggest it would be very
the industry people should be looking to
Mike Murray is a “technology-first”
innovate in order to make the beds of the
advocate, with his advice to retailers
future and withstand the test of time.”
being: “Ensure you have a big budget for
It all points to a world in which
difficult to compete in this current highlycompetitive environment.” And Nick Williams has a word of warning
marketing and take a technology-first
for manufacturers: “Don’t try to fight
manufacturers and retailers must embrace
approach. Digital advertising is costly,
the brands or you will struggle. Look to
the change in mood towards sustainability,
but necessary to help you get noticed by
diversify and offer just-in-time solutions
as consumers will increasingly demand
potential customers.”
for your retailers. Be the ‘delicatessen’
products that can prove they can be
of the industry. Be prepared to adapt and
recycled and that the raw materials utilised
Go new or go home
change at short notice. Make sure you have
are ethically sourced.
And there is plenty more advice on offer,
a good set of agents – becoming harder
with one manufacturer telling anyone else
and harder to find.”
Reach out and be creative
thinking of going into production “not
Marketing and promotions will continue to
to bother”. He had a similar message for
retailers: “It’s critical that they understand
be important to an industry not always at
suppliers, recommending that it wasn’t a
the range of products that they’re selling
the forefront of latest ideas. Shane Harding
market worth entering “unless you have
and are able to provide consumers with
wonders if we might even see the day when
something new to offer – it’s already
full details of construction and materials.,”
promotions evolve to five years’ interest-
saturated with plenty of options”.
she says. “Don’t be afraid to liaise with
free credit and 200-night trials! Retailers,
It is advice echoed by Colin Heal, who
Fara Butt has some words of wisdom for
the manufacturer about products, and if possible always visit the factory and head office to get a full understanding about the
“In 10 years’ time the bed industry will be very different to the one we currently know. The key to surviving in this tough economic climate will be innovation”
business.” Finally – and returning to the subject of challenges for the industry in 10 years’ time – one contributor told us: “I don’t really care. I’ll be well retired before then – although an adjustable bed that cures snoring would be a sure-fire winner!” It goes to prove that when all else fails, the
– Simon Spinks, Harrison Spinks
Pages.indd 35
industry’s humour stands firm! n
23/08/2018 16:35
NBF Su
36
PROFILE
BEDBUYER
Kaymed, the winner of the NBF’s Bed Manufacturer of the Year accolade (2016-17), is an undisputed leader in the field of temperature-regulating mattress technology – and it will be bringing its newest innovation to this year’s Bed Show …
Cool Kaymed expects a warm response
Cascade, Mighty Bed
With over a century of mattress manufacturing expertise, Kaymed is a leading innovator in gel and visco-elastic technologies. Having noticed a huge increase in the number of US manufacturers claiming to use foams that have “highly breathable” open-cell Therma-Phase+
constructions, Kaymed responded by developing cooling technology designed to store and release heat at predetermined levels, and thus able to regulate the mattress surface temperature. The innovative brand plans to present the latest iteration of this technology – Therma-Phase+ – at this year’s Bed Show. Incorporating
The range includes pocket sprung and all-foam models, which are available in a range of eight divan colour options. Visitors to the Bed Show will also be able to try out the new
another huge leap in phase-change technology – the only system
GelBreathe collection. This unique combination delivers the feel of
able to truly regulate mattress temperature, says Kaymed – Therma-
latex, combined with gel technology, and, says Kaymed, is the most
Phase+ delivers super-fast climate control, and is set to surpass the
advanced instant-feel material to enter the UK market, offering
success stockists had with the original Therma-Phase collection.
“unparalleled levels of pressure relief”.
Therma~Phase+ is a pressure-relieving high density material,
At the show, Kaymed will also present Mighty Bed – the UK’s
containing unique phase-change crystals and copper particles. The
leading premium firmer-feel brand. Designed for long-term
crystals work by constantly absorbing and releasing body heat to
performance, this range is popular with Kaymed’s stockists. Its
maintain the ideal sleep surface temperature. The copper infusion
reinforced spring system and extra-strong divan base gives it a high
works as a super-fast conductor, quickly moving heat to and from the
level of durability, which is reflected in its 15-year guarantee.
mattress surface as required.
www.kaymed.co.uk
SEE US AT THE BED SHOW, STAND G60
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N 23/08/2018 16:35
NBF Supp Advert Print:Layout 1 8/15/2018 4:57 PM Page 1
Visit us at the Bed Show Stand F30 & F40 N AT U R E ’ S
Choice
Pages.indd 37
www.furmanac.com
23/08/2018 16:35
38
PROFILE
BEDBUYER
Fifth-generation family bedmaker and double Queen’s Award winner Harrison Spinks will present a number of new collections and a new marketing campaign at this year’s Bed Show, where, for the first time ever, the Harrison, Somnus, Hybed and Spink & Edgar brands will feature on the same stand.
A new level of bedmaking
Hybed is coming to the Bed Show
Introducing Bed Tailor
core with layers of Talalay latex and memory flex – all of which is
Handcrafted with luxurious, natural materials, and complemented
enhanced with layers of micro-pocket springs, and topped off with a
with Microlution – a never-seen-before spring innovation – the new
cotton-and-wool-blend natural sleep surface.
Bed Tailor collection from Harrison offers the impressive support and comfort customers have come to expect from the brand. Visitors to the Bed Show will be able to learn more about how
Stylish designer looks In collaboration with Spink & Edgar Upholstery, stylish headboards
Microlution combines Harrison Spinks’ Revolution technology with
and impressive bespoke bedsteads featuring attractive fabrics will
ultra-low-height pocket springs to include more springs in each
also be on display at this year’s Bed Show. According to the mattress
mattress layer, leading to greater comfort and support, and ensuring
supplier, the style-led pieces live up to Spink & Edgar’s well-earned
height is not lost.
reputation for quality and sophistication.
Best of British design
The True Bedmakers
With design-inspired headboards and the latest fashion-led fabrics,
At the Bed Show, the Harrison Spinks team will also be sharing
the new Legacy collection from Somnus promises to enliven any sleep
customer and consumer research that has been gathered over the last
sanctuary – visitors to the Harrison Spinks stand at the Bed Show will
12 months to help support independent retailers.
see the latest in British-designed-and-made beds.
As part of the company’s strategy to reinforce its marketing tagline – The True Bedmakers – Harrison Spinks will also be unveiling a
Hybed goes higher
brand new campaign that it promises “will change the way the world
Combining some of the best elements in mattress technology, the
sleeps forever”.
Hybed Ultimate Hybrid features Harrison Spinks’ unique pocket spring
www.harrisonspinks.co.uk
SEE US AT THE BED SHOW, STANDS J40, J50
Pages.indd 38
23/08/2018 16:35
We’re changing the way the world sleeps.
VISIT US AT
The Bed Show 2018 Stand J40 & J50
Four outstanding bed brands under one roof, and a new marketing campaign that will change the way the world sleeps forever.
Pages.indd 39
23/08/2018 16:35
40
PROFILE
BEDBUYER
For over 30 years, Dreams (www.dreams.co.uk) has been passionate about its mission to provide consumers with the perfect night’s sleep. As a leading UK bed specialist, the retailer 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 soft furnishings. As well as offering well-known brands such as Silentnight and Tempur, the business also sells own-brand mattresses, the Dreams Workshop range, all of which are handcrafted in its own UK factory. It is this commitment to providing comfortable, quality beds and mattresses with outstanding customer service that has led Dreams to be the UK’s most recommended bed retailer, according to Trustpilot (based on scores as of 22nd August 2018 when compared against leading UK bed retailers).
Shakespeare Beds (0121 764 4024), based in the Midlands, has manufactured high-quality hand-crafted mattresses, divan bases and headboards in the heart of England for over 30 years. Taking pride in the quality of its products – and covering opencoil, pocket-sprung, air-sprung and encapsulated mattresses, bases and headboards – Shakespeare Beds offers its customers choice, prompt delivery and competitive prices. A regular exhibitor at the annual NBF Bed Show, Shakespeare Beds will return to the event this month to present classic highperforming models, natural models with a range of bases and
Insignia Burnham mattress
headboards and more from stand A40.
Furmanac (www.furmanac.com) has a rich heritage of manufacturing, and is the UK’s largest adjustable bed manufacturer as well as a leading producer of upholstered beds. This year sees Furmanac celebrate its 50th anniversary – and the company plans to celebrate reaching this landmark at this year’s Bed Show, on stand F30/F40. On display will be the MiBed collection of innovative adjustable beds, including a new collection of box-spring motion and fixed beds – as well as new upholstered bedframes in a variety of styles and with a range of features in impressive new fabrics, plus, for the first time, the new Nature’s Choice natural tufted mattresses from the Hestia brand. The anniversary has prompted Furmanac to reflect on its past – but also to look to the future, and planning the continued development of innovative UK-manufactured designs which offer impressive value for money. Furmanac will also be launching a special edition model to mark the occasion.
Venice
Pages.indd 40
Jenny
23/08/2018 16:35
PROFILE
BEDBUYER
41
Royal Warrant holder Sleepeezee (www.sleepeezee.com) is planning to bring new ranges and developments to this year’s Bed Show (stand F60). A new Pure collection will be launched as Sleepeezee’s premium bed offering, featuring 100% natural and sustainable fillings such as British wool, cashmere, silk and horse hair – offering a natural chemical-free sleeping surface, all expertly finished off with genuine hand side stitching. The Pure collection is backed by a full 10-year guarantee and its own in-store PoS support. Sleepeezee has also revitalised one of its most popular orthopaedic collections to improve the comfort and wellbeing of its customers. New fabrics and headboard options will be introduced to help customers create
Pure a bed and piece of furniture unique to their style, and will help create eye-catching in-store displays. A new bedding collection will also be launched, enabling stockists to offer customers the full sleep experience. Also on display at the show will be Sleepeezee’s new in-store PoS package, which is available to retail partners to help them create a positive customer experience within their stores. These new displays will also reinforce Sleepeezee as a handmade, premium quality and value-for-money British bed
Pure
manufacturer.
Premiering at this year’s Bed Show the new collection of ‘Splendour’ mattresses from the Hamilton & James range. Hand stitched, this new addition features pocket spring counts from 4500 to 12,500 including generous layers of natural fillings. Complemented with new bed frames in contrasting popular and vibrant accent colours.
SEEK EXCELLENCE.
Made by skilled craftsmen, with years of experience the popular ranges of cool blue, hypo allergenic, memory, reflex foam and pocket sprung mattresses from the Pennine Bed Co and the Modern Living Collection will be on show. And as we strive to offer customer excellence, all our mattresses are now available within 3 days (collected) or within 1 week (delivered). Can’t make the Bed Show? Visit our showroom or get in touch: e: enquiries@deluxe-beds.co.uk t: 01484 427 373 www.deluxe-beds.co.uk
Visit us at th Bed Sho e w, Telford! Stand J 20
Deluxe Beds, Beacon Street, Birkby, Huddersfield HD2 2RS
Pages.indd 41
Kaye & Stewart
23/08/2018 16:35
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64203 KH HG Trade Press Campaign NBF 297x420.indd 1
23/08/2018 16:35
Whichever way you look at it, we’ve got bed sales covered. Every one of your customers is different, with different needs and desires. As such you need to stock a range of beds that appeals to them all. At Highgrove Beds Group we’ve got it covered, from Sanctum’s sophisticated luxury to our flagship Highgrove brand with its endless range of size, comfort and stylish base options. The Bed Show brings with it the unveiling of our new entry level hg beds brand, exclusively available in-store and designed to provide great value and increased margins for our stockists. You’ll also love our unrivalled in-store support and 7-day express delivery service available on most models in our range.
Come and take a closer look at what we’ve got to offer on stand H30 / J30.
Altogether better sleep T: +44(0) 1924 406 600 highgrovebedsgroup.co.uk
Pages.indd 43
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17/08/2018 4:41 pm
44
INSIGHT
BEDBUYER
There’s no way of getting away from it – times are tough. Consumer confidence is suffering as the country stumbles from one Brexit warning to another, and the high street is littered with empty premises and big retailers downsizing and restructuring through CVAs. But how is all this affecting the UK bed market? The NBF’s marketing manager, Simon Williams, investigates …
How resilient is the UK bed market? iStock.com/urbancow
A
GfK report on consumer confidence delivered on behalf of the European Union at the end of
But how is the bed market faring against this backdrop? According to figures from ONS UK data
Taking sales of mattresses on their own, NBF figures indicated revenue of approximately £580m at factory gate
June showed an Overall Index Score drop
and HMRC, the value of Britain’s bed
prices in 2017 – up by +1% on 2016. The
of two points to -9, as the pre-Brexit
market rose +1.1% last year, which was
graph pictured [right] shows mattress-
British public held onto their cash and
boosted by a +2% increase in the value
only unit sales (in red) for the first
seemed set on “self-imposed austerity”.
of UK mattress production to more than
quarters of 2014-18.
Yet we are told there is a strong jobs
£544m.
However, sales of mattresses and divan sets in Q1 2018 showed a fall of almost
market and interest rates are still very
The NBF’s own figures for 2017 (taken
low – so why is the economic mood so
from the NBF Tracker system of members’
-4% against the Q1 2017, which may be a
gloomy?
sales data) showed a -1% decrease in
sign of worse things to come.
Joe Staton, client strategy director at
value from 2016 to an estimated £915m
GfK, says: “The trend since 2015 has been
at factory prices. This figure covered
In and out
resolutely downward and it’s difficult to
mattresses, divan sets, divan bases and
One area that has seen substantial growth
see the direction changing in the run-up to
adjustable beds, and would equate to a
is the value of imported mattresses,
the UK leaving the EU in March 2019.”
retail value in the region of £1.83b.
with ONS and HMRC figures showing an increase of +16%. The biggest increase comes from Poland, up +27% to almost
“Encouragingly, our research shows that the replacement cycle is just over seven years, which follows our general advice”
Pages.indd 44
£29m in 2017, overtaking Denmark, which saw a -3.5% drop to just under £25m. Chinese mattress imports came next at just under £21m – a +12.5% increase on 2016.
23/08/2018 16:35
There was some good news on the export front, with total mattress exports in 2017 at £41.6m – +12% higher than in 2016, with Ireland by far the biggest
45
INSIGHT
BEDBUYER
“The traditional divan set is on the decline in favour of bedsteads”
market at £12m. France was in second place at just £5.8m (up +17.6%), while
accounted for over 17% in our last report.
exports to the US fell by -14% to £3.4m.
Despite Eve’s recent woes, there seems little doubt that this sector is here to stay
What are people buying?
– the market disrupters have certainly
The NBF carries out twice-yearly research
shaken up the sleepy mattress industry,
exercises to identify which bed products
and have given beds and sleep a cool,
consumers are buying. Our latest report
trendy makeover.
on purchases, made between September
It would also appear that the traditional
2017 and February 2018, showed that
divan set is on the decline in favour of
approaching 58% of all purchases were for
bedsteads, with the under 55s driving this
mattresses on their own.
trend. Mattresses sold with bedsteads
This was compared to 55% in the
accounted for a quarter of all bed
previous report, which may be a clear
purchases, with divan sets at 17% – down
indication of the rise in the popularity of
from 24% in H1 2017.
the mattress-in-a -box companies such as
Encouragingly, our research shows that
But has the bed market remained resilient – or has it started to sag?
the replacement cycle is just over seven
He also had a warning about Brexit
When the NBF started its consumer
years, which follows our general advice.
negotiations, saying: “My take on this is
research back in 2015, roll-up mattresses
However, further investigation indicated
that [Theresa] May is playing for time with
only accounted for 10% of sales by volume.
that 37% of the sample changed their
a divided cabinet. The result will be an
This has risen steadily each half year, and
mattress in less than five years, with an
extension of the transition period beyond
alarming 58% of the under-35s doing so.
2020. The EU will welcome this, because
Is this a sign of the throw-away society
we will continue to pay our subscription!
Eve and Simba.
that we now live in?
“Anecdotal evidence suggests that UK businesses with most of their exports
Gazing into the crystal ball
going to the EU are increasing their EU
So what’s going to happen in the
presence by creating new capacity within
remainder of 2018 and beyond? In May,
the region. This is a sensible move in case
economist Roger Martin-Fagg, in the
we crash out, which is still a possibility.”
latest of his economic updates for the
Is it time to switch off the light and pull
NBF, predicted that “UK retail should
the duvet over our heads – or will the UK
have an improved H2 – better weather,
bed sector slowly recover like memory
plus real growth in incomes, should drive
foam, or even bounce back, like a coiled
consumption.”
spring? n
Mattress unit sales, Q1 2014-18
Pages.indd 45
23/08/2018 16:35
46
PROFILE
BEDBUYER
Gallery Direct plans to bring a wide selection of new products to this year’s Bed Show – the most popular mattresses, divans, upholstered bedsteads and headboards from Dreamworks Beds’ catalogue, which have been carried over following the company’s integration with Gallery, plus a new brand, Hudson Living sofa beds …
Gallery fulfils stockists’ dreams
Divan with Julie headboard and Pillowtop mattress
Felicity bedstead
To update the divans, bedsteads and headboards, a new range of fabrics has been introduced, featuring four collections, each in a choice of colours, giving 36 options in total. One swatch book,
Ottoman divan with Haywood headboard
The new sofa beds will be offered in the 36 fabrics, so again the single swatch book will cover these. “We’ve listened to our customers and simplified life for them by
showing all 36 fabrics, covers all the products, simplifying life for
just having the one swatch book which covers all our products,”
retailers – while a brochure, featuring lifestyle photography, has
continues Peter. “It still offers a lovely choice of fabrics, but
also been produced, to help customers.
means they don’t have to hold different books. Similarly, the new
The range of new Hudson Living sofa beds has been designed and developed to combine style and comfort with value for money. MD Peter Delaney comments: “At Gallery, we believe in offering design-led products – however, they also have to be practical and fit for purpose. Many sofa beds tend to have a reputation for being
brochure was designed to make life easier for them – it features clear product information, including at-a -glance feature icons for the mattresses, plus high-quality images and line drawings to show detail.” All these products are still produced by the team of experienced
uncomfortable, for sitting on and sleeping. However, Dreamworks
craftsmen at Dreamworks’ bespoke manufacturing facility in
Beds’ sofa beds are renowned for their good quality mattresses, and
Wiltshire, where traditional skilled methods such as hand side
we have developed our new range to build on this, offering fantastic
stitching, deep buttoning and hand tufting, combined with specialist
comfort which we believe will become market-leading.
machinery, are still employed.
“The stylish designs feature comfortable cushions and highquality, everyday mattresses, to help give a good night’s sleep.”
T 01795 439159 www.gallerydirect.co.uk
SEE US AT THE BED SHOW, STAND G70
Pages.indd 46
23/08/2018 16:35
FN Aug
OUR LATEST OFFERING Made in the UK and built to last, our newest offering is manufactured to the highest quality standards in Wiltshire. Visit us at the NBF Bed Show 2018 and sample our exclusive collection of sleep solutions including mattresses, divans, headboards and sofa beds.
NBF Bed Show 18 - 19 Sep 18
STAND G70
www.gallerydirect.co.uk | T 01795 439159
Pages.indd FN Aug Issue47FN - Bed Supplement.indd 1
23/08/2018 14:27:23 16:35 13/08/2018
48
PROFILE
BEDBUYER
Three times NBF Bed Manufacturer of the Year winner, Hypnos, will launch its latest collections at this year’s Bed Show …
Champion designs from firm foundations
Tall Emily headboard in Sanderson linden teal
As a family-run British company that has held a Royal Warrant since
This includes everything from how it powers its factories to the
1929, Hypnos has been expertly manufacturing luxury, handcrafted
sourcing of sustainable fibres made from recycled plastic bottles and
beds for over 100 years, and prides itself on providing the most
the provision of a take-back service for old beds. Now celebrating its
comfortable beds to customers all over the world.
seventh year of carbon neutrality, having reduced its carbon emissions
Well known for its design flair, Hypnos will present the results of its new collaboration with two established UK luxury fabric brands – Harlequin, and Royal Warrant holder, Sanderson. Always at the forefront of bed craftsmanship and safe, hygienic sleeping, Hypnos will also use the show to unveil its latest product innovations – including chemical-free sleep surfaces, and the latest
by -70%, the company was the world’s first carbon-neutral bed manufacturer. Hypnos’ divan workshops have achieved FSC and PEFC responsible forestry certification, and all its beds are 100% recyclable, so none ever need to go to landfill. The company also continues to support skills development via
iteration of its pillow top mattress collection. This ever-popular range
its Apprenticeship and Young Enterprise programmes, as well as
focuses on gently cocooning sleepers, and has been updated with
supporting Magic Breakfast and other local charities.
responsive and thermo-regulating technology to maximise comfort. In addition to its impressive approaches to design and technology,
Chris Ward, group marketing director at Hypnos Beds, says: “We are always extremely proud to launch products at the NBF show. We look
Hypnos prides itself on being an industry leader in its sustainable and
forward to meeting our retail partners at the show and demonstrating
CSR practices, and is focused on being a responsible bed manufacturer
our latest innovations there.”
and maintaining integrity throughout the entire production process.
www.hypnosbeds.com
SEE US AT THE BED SHOW, STAND G65
Pages.indd 48
23/08/2018 16:35Shakespear.in
Shakespeare Beds 154 Wharfdale Road Birmingham B11 2DG 0121 764 4024
Shakespeare Beds are a leading manufacturer producing high quality hand crafted Mattresses, Divan Bases and Headboards in the Heart of England. Shakespeare Beds offer a wide range including Pocket Sprung, Open Coil, Laygel, Staingard, Contract Range and Natural Collections. Shakespeare offer high quality bespoke models including hand side stitching and much more. Bases and Headboards are offered in a range of different fabric types to suit all customer requirements. Shakespeare offer a warm welcome with no order too big or small. Come and visit us on stand A40
Pages.indd 149 Shakespear.indd
23/08/2018 09/08/2018 16:35 15:22
50
PROFILE
BEDBUYER
Relyon has long been one of the independent retail sector’s most trusted suppliers of luxurious handcrafted mattresses and beds. This year, the brand announced its first major overhaul in nine years, in the form of a reinvention of its core ranges – the Heritage and Classic Collections …
Reliable bed brand reinvented
Luxury Pashmina 2350, from Relyon’s Naturals range, part of its updated Classic Collection
By keeping true to the brand’s Somerset heritage, values and quality
luxury quilted foot mats and branded pillowcases, plus foot-end
while ensuring customers enjoy some of the most impressive
handles fitted with Relyon-embossed leather wraps that work to
innovations and designs on the market, this significant overhaul is
dramatically lift the visual presentation of the collection in-store.
set to cement Relyon’s position in the luxury natural pocket spring market. Every mattress in the new Heritage collection has been specially designed to suit the needs of the customer, and all models will now
The longstanding Classic Collection has also had a significant makeover. This 13-bed collection is now made up of four premium mini-ranges – the Naturals, Orthos, Pillowtops and Memorys. The Naturals range consists of four mattresses, which feature a
feature the craftsmanship element of hand-centre-tied springs to
blend of luxurious natural fillings and premium pocketed springs to
eliminate movement. Meanwhile, the introduction of a superior
create naturally comfortable mattresses.
mattress tick that features the new Heritage logo will create an
The Orthos is a collection of three firmer orthopaedic support
impressive new look for style-conscious consumers, while echoing
mattresses – a quality that has been cleverly achieved by combining
Relyon’s luxurious approach.
supportive pocket springs with generous layers of luxurious fillings.
A new and unique chemical-free flame retardant, M-Pure, has also
The Pillowtops comprises three pillowtop mattresses with deep
been introduced to the Heritage Collection to meet customer demand
sumptuous layers of supportive fillings for a great night’s sleep.
for a natural and safe treatment which is also 100% sustainable,
Finally, there are the Memorys, a collection of three mattresses which
biologically-based and environmentally friendly.
feature high-quality memory foam with pressure-relieving properties
Within the collection, the Woolsack mattress has been redesigned with a new 1750 full cotton calico pocket spring unit for even greater
for impressive postural support. Relyon will present its new Heritage and Classic Collections at three
support, while the popular Balmoral mattress has been upgraded,
trade shows this year – the private AIS Bed Show on 29th August, the
and now employs a full cotton calico pocket spring unit for improved
NBF Bed Show, and Minerva’s Autumn Furniture Show, taking place
comfort.
from 2nd-3rd October.
The new premium PoS package for the Heritage Collection includes
www.relyon.co.uk
SEE US AT THE BED SHOW, STANDS A10, A20
Pages.indd 50
23/08/2018 16:35
NEW NATURALS COLLECTION The luxurious Naturals Collection has been designed and handcrafted using nature’s ďŹ nest materials with pocket springs to provide supreme comfort and support
Premium pocket sprung beds, handcrafted in Somerset since 1858.
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52
PROFILE
BEDBUYER
Twelve months on from its Bed Manufacturer of the Year (Under £10m Turnover) award success, Duvalay is set to return to the Bed Show – having since taken its brand global …
From award win to global trade deal
Duvalay’s Liz, Tom and Alan Colleran with the Rosalia Collection at last year’s Bed Show
A BBC Dragons’ Den success story, Duvalay has signed an exclusive agreement that permits Chinese manufacturers to produce and distribute its Rosalia Collection to the East Asian market – in addition, the company will be exporting its handmade Hilary Devey Collection of beds and mattresses to the Far East. “Receiving such a prestigious award from the NBF was the highlight of our bed manufacturing journey to date,” says sales and marketing
Diamond
director, Liz Colleran. “The British bed industry enjoys a first-class international reputation for meeting exacting quality and safety
Visitors to the Bed Show can test our very latest designs, which offer a
standards. Our Bed Manufacturer of the Year success put us in an elite
premium solution for every comfort requirement.
group of bedmakers that have been singled out for industry praise. “This has given us a platform to have exciting conversations in other international trade territories, which have, in turn, provided job opportunities for UK workers based at our Yorkshire factories.”
“We’ll also be celebrating the one-year anniversary of our pocketsprung Rosalia Collection – I’m confident they’re the best affordable handmade mattresses buyers will see at Telford.” One of Duvalay’s most rewarding collaborations this year has been
At this year’s Bed Show, Duvalay plans to unveil new models in the
with Disc-o-Bed – a maker of collapsible bunk beds which create an
Hilary Devey Collection. This is the first official expansion of the range,
instant sleep set-up in emergency situations. “Workers involved in
which promises “affordable luxury” and has won approval from both
the recent rescue of 12 Thai schoolboys and their football coach from
the Good Housekeeping Institute and Mumsnet.
a flooded cave slept on Disc-o-Beds,” explains Liz. “To partner with
“The Diamond is the flagship design in our HD Collection, which is
other manufacturers who are making a difference at a global level is
loved by everyone from glossy lifestyle magazine editors to bloggers
something our family is extremely proud of.”
and Instagram stars,” adds Liz, “but we don’t rest on our laurels.
www.duvalay.co.uk
SEE US AT THE BED SHOW, STAND G20
Pages.indd 52
23/08/2018 16:35FN354_Pages
Quality
WITHOUT QUESTION
R O S A L I A COLLECTION
Experience the HD quality for yourself and take an exclusive look at our Rosalia Collection. See us at Stand G20
For more information visit hilarydeveycollection.co.uk or duvalay.co.uk Pages.indd 531 FN354_Pages.indd
23/08/2018 14/08/2018 16:35 14:28
54
INSIGHT
Award-winning strategies
As the bed industry’s eighth annual awards ceremony prepares to take centre stage, winning one of the NBF’s coveted titles has never held more prestige. In this article, 11 past winners tell bed industry specialist Jan Turner what scooping an NBF award has meant to them, how they capitalised on winning, and what effect it has had on their business …
Mark Cort
our website, where we have a dedicated
enabled the business to profitably scale
page that talks about our award win. In
the historic bricks-and-mortar side of the
addition, we announced the award win
operation at a significant pace.
Commercial
across our social channels.
director, Bensons
Results: Winning has helped us reaffirm
business routines to become a digitally-led
for Beds
our position as market leaders in our
organisation, fit for bed retailing in the
Winner: 2017
category. The award itself has added brand
21st century. The company is still 100%
Bed Retailer of the Year (over £5m beds
credibility, trade and supplier credibility,
owned by Murray family members, so
turnover), also top retailer in 2012 and
and helped strengthen consumer
has been able to stay true to its founding
2013 , and runner-up in 2014, 2015 and
confidence, and this has helped us convert
principles in the changing face of modern
2016
more sales in-store.
retail.
The business: Bensons for Beds has over
What’s more, the award is a fantastic
The company has transformed its
Capitalising on success: The business used
50 years’ heritage and more than 270
endorsement of our brand and all our
the accolade in all marketing material as an
stores nationwide.
products. It has also provided all of our
accreditation to help reduce the perceived
Winning way: Last year, we focused on
dedicated workforce something to be
risk for customers when advertising outside
innovation and introduced a huge range of
rightly proud of.
the normal catchment area. The award was an excellent way to demonstrate trust and
new products. Our 2017 sales performance
authority when scaling the business on a
megastores and creating contemporary
Mike Murray
new-look showrooms.
Director, Land of
direct impact of the award on the company’s
Beds
bottom line, but it definitely helped
retail principles and deliver a compelling
Winner: 2012
conversion rates when advertised online,
customer proposition, as well as increasing
Independent Bed
especially when dealing with customers who
was strong, we opened 11 new stores and refitted four, developing them into
This allowed us to develop innovative
national level. Results: It’s difficult to totally quantify the
availability and choice across all ranges
Retailer of the Year
had never heard of us before and might have
and categories. We also launched dedicated
The business: Land of Beds is based in
been sitting on the fence.
sleep clinics in-store, which gave
Cheshire and has been trading for over
customers access to educational videos,
40 years. The business has three stores in
guides and information on sleeping.
the north-west of England and a UK-wide
Capitalising on success: We have
ecommerce operation.
communicated our Bed Retailer of the Year
Winning way: The company has
award win and used the logo in internal
significantly invested in developing a
communications, as well as in all of our
bespoke in-house software package,
customer comms. This includes store
enabling full end-to-end management of
“The title gives us gravitas – especially when we talk to new customers”
PoS, TV and radio advertising, and on
the multichannel retail operation. This has
– Chris Ward, Hypnos
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23/08/2018 16:35
The award has also been very useful when it’s come to recruitment strategy, as the business can encourage potential candidates to “come and work for an award-winning business!”
Jerry Cheshire Founder and owner, Surrey Beds Winner: 2014 Independent Bed Retailer of the Year The business: Surrey Beds was founded in 2001 as a general bed retailer by Jerry Cheshire, a former Sealy sales representative. Winning way: At the time, the business was experiencing immense difficulties due to a 16-week road closure outside the shop. To find new routes to market, we created an online presence, employed a digital marketing specialist and started to market our business through various social media channels. We also began to focus on premium, higher-value products and brands. This meant the average invoice value increased, and although footfall was down, those customers that came to the store spent more. When the road re-opened, footfall increased and so did sales revenue – so even though the shop was almost closed for four months, Surrey Beds still recorded a YoY increase in revenue. Capitalising on success: The award win was a big story. A celebration event was held, to which previous customers were invited, some of whom recorded video reviews and, along with inclusion in local newspaper articles, the win was used to maximise exposure. The trophy and certificate are displayed in-store to this day.
“One of the most important and unsung benefits of winning the awards is the boost in staff morale that comes with it” – Steve Adams, MattressOnline of the Year (over £10m turnover), plus
Winning way: With Skin+ we developed a
manufacturer category winner in 2011 and
new concept in the bedding industry with
2014, and runner-up in 2013
a novel treatment for mattress fabrics
The business: Hypnos is a family-run
that, like lotions and creams, protects,
British company that has held a Royal
repairs and rejuvenates the skin. The Skin+
Warrant since 1929. It has manufactured
technology works 24/7 and for the full
beds for over 100 years.
lifetime of the mattress.
Winning way: The panel of judges praised
Capitalising on success: We promoted
Hypnos for its domestic and international
this achievement through a newsletter,
growth in the hospitality and retail
our social media and our website. We sent
sectors. It also noted that the company
an email to our customers explaining that
had secured approved supplier status with
we had won, and posted pictures of the
six international hotel chains, as well as
award with our Skin+ visual on Instagram,
appointing new distributors and agents in
LinkedIn, Facebook and Twitter.
Spain, Benelux, South Africa and Germany, as part of its ongoing expansion efforts. Now celebrating its seventh year of
A picture of the award ceremony was projected on the welcome screen in our
world. It continues to comply with the
main entrance hall, making it visible to all
most stringent requirements, including the
employees as well as customers, suppliers,
PAS 2060 carbon neutrality standards.
consultants and people looking for a job.
Capitalising on success: As the only
Results: The brand was at the centre
manufacturer to have won three times,
of every fair we organised this year. An
this award is an impartial and trusted
award-winning product enjoys more
endorsement of our business, and as
attention and credibility, because people
such is a great asset when promoting
know it has been assessed by experts.
our company, both in the UK and abroad. We believe the title gives us gravitas – because they know that we have strong values and robust credentials in the bed
marketing
Results: Winning this award has helped
director, John
when seeking new business opportunities
Cotton Group
as it reinforces our ongoing commitment
Bed Component Supplier of the Year – also
continued growth and sustainability.
category winner in 2015 and runner-up in 2016
published author upon the release of my book, Sleeping Blissfully (available through Amazon).
Manufacturer
Winner: 2017
to high quality, British manufacturing,
business to the store. I later became a
Winner: 2017 Bed
Sales and
manufacturing industry.
attracted more customers and additional
director, Hypnos
Mark Baron
especially when we talk to new customers,
and that of my own.. This has in turn
Group marketing
social media, and issued a press release.
carbon neutral bed manufacturer in the
Surrey Beds increased the shop’s profile
Chris Ward
Next, we asked our employees to share the story on our website and their own
carbon neutrality, Hypnos was the first
Results: Using the win to further promote
Pages.indd 55
55
INSIGHT
BEDBUYER
Gerd Derieuw
The business: The John Cotton Group
Sales group
Nonwovens Division (producing filling
manager,
materials for mattresses and other market
BekaertDeslee
sectors), and the Home Textiles Division
Winner: 2017
(supplier of filled bedding products). With
Judges’ Choice
an annual turnover in excess of £200m,
is a family company established in 1916 and split into two main categories - the
The business: BekaertDeslee specialises
the group operates across the globe in
in the development and manufacturing of
the UK and Continental Europe, Asia and
mattress textiles, mattress covers and on-
Australasia.
trend sleep solutions from its headquarters
Winning way: We invest over £2m each
in Waregem, Belgium. It is part of Haniel,
year in research and development, new
a German group of companies that
machinery and staff training. We achieved
employs 2500 people in 26 locations on six
the IATF 16949:2016 Automotive Quality
continents.
Management Standard for our bedding
›››
23/08/2018 16:35
56
INSIGHT
BEDBUYER
business, and were the first in the UK to
to re-engineer its focus from the ground
implement this in our industry sector.
up, press the reset button and achieve
We are also experts in textile fibre
strong development in its new direction.
recovery from industrial or consumer
Capitalising on success: The award gave
by-products, and source a large proportion
our company accelerated confidence in
of polyester fibre from recycled plastic
the marketplace, we promoted it online,
waste. On a weekly basis the Nonwovens
on air and across all media channels. The
Division alone diverts the equivalent of 10
following year we used its prestige to help
million PET bottles from entering landfill
launch a bed appeal to help the hundreds
or our oceans. We will be striving to
of children in our region who did not have
extend circular economy vision by initially
a bed to sleep on. This helped awareness,
targeting ISO 14001 within the next year.
and we raised nearly £20,000 to provide
Capitalising on success: We promote this
beds and bedding to these vulnerable
achievement through our company website,
youngsters.
on our email signature and in the reception
Results: All of our staff were – and still
area of our head office in West Yorkshire.
are – immensely proud of this award. It
Results: Winning has provided John
brought prestige, a feelgood factor and
Cotton with significant recognition and
good morale within the company, as it was
a heightened status within the industry.
an achievement to have our hard work and
We have seen a rise in the number of new
longstanding reputation recognised by the
enquiries for our new monobloc design, as
NBF.
Greg Flynn
Colin Heal
Sales director, Vitafoam
General manager,
Winner: 2016
Newbridge Street
– Elizabeth Colleran, Duvalay In 2016, Vitafoam also invested £1.2m in a Maxfoam Omega foam production plant, our Hyflo line. This allows Vitafoam to respond to customer ideas for bespoke products, and has created additional capacity with added features. Capitalising on success: Vitafoam was very proud to receive this award from the bedding industry for Revo and our new production facility. Results: Winning the award was a pat on the back from the industry. It’s enormously satisfying when plans come
well as an appreciation for our sustainable credentials.
“It has cemented our company’s authority to produce mattresses in overseas markets”
together and deliver results – Revo has become one of our established brands within a very short space of time. The award has fuelled our ambition, while the success of Revo and Hyflo allows Vitafoam to plan further investment in the future.
Bed Component
Bedding Centre
Supplier of the Year
Winner: 2015
The business: Vitafoam has been
Independent Bed Retailer of the Year
manufacturing and supplying foam
The business: Newbridge Street Bedding
products to the furniture and bedding
Centre in Newcastle is a family-run
industry for over 65 years. It is a private,
business, established by Geoff and Gill Gale
equity-backed company.
in 1986. It is one of four stores owned by the
Winning way: Vitafoam brought Revo to
business.
market, a new cool sleep concept for the
Winning way: In the year leading up to the
bedding industry. Customers had asked
award we rebranded all of our stores under
for a foam that had high airflow and
the banner of The Bed Experts, supported
could maintain a stable temperature for
by a substantial media campaign. Judges
the sleeper while giving the support of a
noted that this was done on the back of
sprung mattress. Following discussions
customer research, enabling the business
and development, we created Revo.
Elizabeth Colleran Sales and marketing director, Duvalay Winner: 2017 Manufacturer of the Year (under £10m turnover) The business: Duvalay was established in 2003 by husband-and-wife team, Alan and Elizabeth Colleran, whose experience of sleep discomfort while camping led them to develop a mattress topper for the leisure industry. Since then, they have gone on to invent the world’s lightest mattress for caravans (made from recycled CocaCola bottles), and moved into the bed manufacturing sector (in 2015). Winning way: Duvalay has been able to diversify into new markets quickly and efficiently, having secured distribution of its Hilary Devey Collection into China. Further expansion into South Korea and the US is planned for Q4 2018. A dedicated PR campaign led to its Diamond mattress being voted 2016’s Best Mid-Priced Mattress by The Independent, as well as securing the Good Housekeeping Institute Approved Stamp after scoring nine out of 10 during testing. Capitalising on success: The award win was promoted on PoS, trade advertising and the company’s social media channels.
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INSIGHT
BEDBUYER
Duvalay has also committed to extending the NBF brand through promotion on the leisure side of its business, including mattress collections for caravans and holiday homes. Results: The award win has facilitated new retailers coming on board, extending Duvalay’s reach and giving credibility to the brand and its manufacturing expertise. It has cemented our company’s authority to produce mattresses in overseas markets, and has been heavily promoted within the Chinese marketplace, where it has seen initial sales exceed targets by +35%.
Steve Adams MD, MattressOnline
a magnitude of benefits. It’s a fantastic
initiatives and structural changes, taking
Winner: 2016
accreditation that offers our customers
the business from six-figure losses to six-
Retailer of the
added reassurance.
figure profit.
Year (over £5m
Since receiving our very first award
turnover) – plus E-tailer of the Year in
back in 2014, I have no doubt this has
were installed, enabling all levels
2015, and runner-up in 2014
contributed to our significant growth.
of management to take control and
The business: Mattress Online was jointly
The awards have played a significant part
responsibility of their departments and
founded by Steve Adams and Steve Kelly.
in retaining a profitable bottom line in
improve efficiency. A dedicated marketing
Our very first order arrived on December
a challenging market. We’ve certainly
team brought design and print of PoS and
16th, 2003, and 15 years later we’ve helped
seen a correlation with growth in average
advertising in-house, together with online,
half a million people.
order values, conversion rates and overall
social media promotion and advertising.
Winning way: Steve and I have worked
revenue – and one of the most important
hard over the years to build a culture and
and unsung benefits of winning the awards
product lines to offer exclusive own-brand
business that has the essence and values
is the boost in staff morale that comes
lines, resulting in greatly increased gross
of a local bed shop, but that is accessible
with it.
profit. The senior management team, with
nationwide.
Comprehensive KPI dashboards
We also moved away from branded
the support of a business coach, set in
Our experience of running face-to-
Steve Pickering
face bed shops – combined with the convenience that the internet brings – gives us a subtle but important
place strategic plans for growth, and we took time to develop our vision and values for a common goal that inspires our teams
MD, Sussex Beds
every day and is central to the overall
advantage. Our customers can read other
Winner: 2016
success of the business.
customers’ transparent reviews to get a
Retailer of the
Capitalising on success: The award was
true understanding of the positives and
Year (under £5m
used for publicity through public relations
negatives of each mattress.
turnover)
in local and national publications. The
Capitalising on success: Our award win
The business: Sussex Beds founders John
recognition had an even bigger impact
successes are celebrated at every possible
and Sandra Pickering opened their first
within the team, who were proud to
touchpoint. They’re proudly displayed on
store in Hastings, East Sussex in 1981.
inform customers, family and friends they
our website, our local Rotherham store,
Since then the company has grown, and
work for a national Bed Retailer of the
across social media, Google Adwords …
currently operates through eight physical
Year. Priceless.
even on our delivery vans! We’re honoured
stores located in the South-east – and via
Results: Receiving recognition motivates
to have won three NBF awards, which puts
a transactional ecommerce website. The
but also reassures and we returned with
us in the enviable position of promoting
business is still independently owned and
belief and confidence to continue to grow
our organisation as multi-award-winning!
managed by the family.
and improve. In the period since the
Results: Gaining recognition from the
Winning way: In the two years leading up
award we have opened two new stores,
thought leaders of our industry offers
to the award we implemented a host of
introduced many more initiatives and are on target to increase turnover by +25%
“The award has added brand credibility, trade and supplier credibility, and helped strengthen consumer confidence, and this has helped us convert more sales in-store”– Mark Cort, Bensons for Beds
Pages.indd 57
over the next 12 months, and profit in turn. This year’s Bed Industry Awards ceremony will take place at the Gala Dinner on the first night of the Bed Show, at Telford International Centre on 18th of this month. www.bedshow.co.uk/awards
23/08/2018 16:35
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PROFILE
BEDBUYER
Sleep and comfort brand Mammoth is preparing to present its newest mattress ranges and innovative sleep technologies at this year’s Bed Show. The company, which sells its products in more than 500 stores across the UK, believes that everyone deserves a mattress that keeps them truly comfortable, helps them sleep better, and leaves them feeling refreshed and energised for the day ahead …
Nothing woolly about Mammoth’s promise
Pocket 1600
Mammoth’s mattresses, manufactured using its own Medical Grade Foam, combine tried-and-tested materials with advanced sleep and support technologies once reserved for the healthcare industry, to deliver optimal comfort and rejuvenation. Fast becoming a go-to brand for improving health and wellbeing through sleep, Mammoth has enjoyed a successful year, which saw
Inside Mammoth’s Supersoft 270
it announce a string of new partnerships – including becoming the official mattress and pillow supplier of Tottenham Hotspur’s state-
showcasing exciting new ranges. We have close working relationships
of-the-art private player accommodation lodge, and working with
with our retailers, and as such the Bed Show provides a great platform
Team Tyne Innovation to supply custom-made mattresses for a group
for us to demonstrate all the ways we can support them and new
of rowers which is tackling one of the world’s toughest transatlantic
customers, to drive increased footfall to their stores.
journeys.
“This year’s event promises to be another fantastic one, and we’re
Mammoth also enjoys many other partnerships, some of which
incredibly excited to show retailers how we are taking the Mammoth
include exclusivity with the Chartered Society of Physiotherapy (CSP)
brand to the next level, with health, wellbeing and innovation at the
and the English Rugby Players’ Association.
heart of our offer.”
Mammoth’s founder and MD, John Tuton, comments: “We’re looking forward to welcoming visitors to our stand, where we will be
T 0845 838 7767 www.mammothcomfort.co.uk
SEE US AT THE BED SHOW, STAND A30
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23/08/2018 16:35
Expect More. Why shouldn’t you want everything? The right product, the right margin, the right marketing and the right endorsements. The comfort industry’s leading experts in Health & Wellbeing are bringing two new mattress collections to the NBF show this year. - Tried, tested and shown to improve sleep. - Backed by health professionals and recommended by physiotherapists across the UK. - Using Mammoth’s unique technologies; supportive, cool and pressure relieving. - Loved by the UK’s top elite athletes.
Visit us on stand A30.
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PROFILE
BEDBUYER
Highgate Beds has been busy working on new designs at the behest of its long-established customer base, ready for this year’s Bed Show …
Tailored solutions to lift any offer
Nautilus in mink
At the show, Highgate will unveil never-seen-before fabrics and colours, plus mattresses with a different feel to that previously available. Alongside, the company will present classic models – most Sport Line 2000 in steel
likely with a new twist such as added colour –all the while ensuring that the high standards customers have come to expect from Highgate are maintained. In spring this year, Highgate’s sales team travelled to an established
Upon request, chief designer Zahid Ayub works closely with Highgate’s teams at every stage of the production line to create
fabric house to select the designs which would run through its next few
bespoke lines for the market. With the help of his well-trained team,
seasonal releases – and by doing so, the manufacturer has managed to
Zahid creates everything from centrepiece models to fresh twists
maintain product sales momentum, while building perceptions of its
on Highgate’s handmade beds, utilising traditional manufacturing
Zero Gravity brand.
techniques. He was also responsible for the unique mattress ticks
Everything Highgate Beds has developed has been done with the customer firmly in mind. Recent examples include a new headboard –
sported by each model in the Healthopaedic range. Highgate’s technologies set it apart from its competitors, and the
a strutted version plus new designs – and the various natural mattress
company is looking forward to revealing its newest adiditons at this
fillings running through many of its new lines. These were created
year’s Bed Show.
in line with retailers’ requests, and Highgate is confident that it can
T 01924 454678
develop solutions to meet any demand.
www.highgatebeds.com
SEE US AT THE BED SHOW, STAND H50
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23/08/2018 16:35
Highga
It can only be‌
Shown here in a 5ft Nautilus mattress, with a low Ren style base, in Memphis midnight, and Dorchester headboard.
T E
+ 44 (0) 1924 454 678
info@highgatebeds.com
www.highgatebeds.com Pages.indd 61 HighgateSep18.indd 1
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62
PROFILE
BEDBUYER
It has been a busy year for Millbrook Beds, which has been working with not only major retail accounts, private contract and public sector accounts, but also seeing its focus on the independent retail business bear fruit – in the form of a +35% sales uplift YoY.
Team Millbrook on good form Team England rhythmic gymnast Mimi-Isabella Cesar warms up for her Bed Show appearance
Millbrook Perfect 7000
Millbrook Beds states that this success can be attributed to a number of factors, but that its completely restructured sales team has played a major part. The sales division is headed up by sales director Mark Hughes, who joined Millbrook Beds in January this year. Mark’s first remit was to appoint five new sales agents – the most recent being James Stewart, who now covers the Northern Ireland and the Republic of Ireland area. James has worked with Breasley, Salus Beds and Vogue Beds, and brings with him a wealth of practical and commercial experience,
campaigns hitting the end-consumer across multiple platforms and
with a solid grounding in the bed market. This is the first time that
giving the brand better consumer recognition than ever before – the
Millbrook Beds has had a presence in Ireland in over 10 years, and the
company states that its Facebook activities alone have directly reached
company says that it is already proving to be a lucrative market.
nearly one million people.
Mark Hughes comments on his nine months at Millbrook Beds:
The wellbeing and sleep partnerships that Millbrook Beds has
“When I look back to January 2nd 2018 to where we are now, it is
cemented have also proved successful. Millbrook Beds is proud to
far beyond my wildest expectations. I recognised very quickly that
sponsor England & Great Britain Hockey (Men & Women), Team
Millbrook Beds is a uniquely positioned business, with the ability to
England at the Commonwealth Games, parkrun and the World Cycling
supply products from a multi-platform manufacturing base, offering
Revival - all of which promote a healthy and active lifestyle, and have
technically innovative mattresses, due to an enormously talented team
given Millbrook a vehicle to connect the importance of a great night’s
based in Southampton.
sleep, in a good quality bed, with enhanced performance the following
“Our customers have been overwhelmed with the heritage, product, quality and capability of the business. The response has been nothing
day. Millbrook Beds is exhibiting its range at the Bed Show – and visitors
but phenomenal, confirmed by the commitment our customers have
to the stand have a chance to meet Team England rhythmic gymnast
given Millbrook Beds with extensive floor model displays.
Mimi-Isabella Cesar, who will be performing there.
“These are really exciting times, and I am loving it!”
T 0845 373 1111
Millbrook Beds’ concentrated marketing efforts this year have seen
www.millbrook-beds.co.uk
SEE US AT THE BED SHOW, STAND G40
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Millbrook
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BEDBUYER
As the guest bedroom becomes an increasingly important factor in the modern day home – and with the unpredictable world of hospitality in mind – the Shire Bed Company has developed two new ranges for launch at the Bed Show to suit both impromptu and VIP company …
a
In good company
A
Luxury guest bed
C The Shire Bed Company will unveil a new, top-of-the-range 100%
“Both of these beds are made with carefully selected products
Egyptian cotton collection of white mattresses, offering guests a high
and materials,” says Fara, “and are constructed in a way that means
level of comfort and luxury.
they are hardwearing, but still offer superior comfort and look good.
As a major player in the roll-and-rest market, Shire will also present a new high-quality bed-in-a-box that provides consumers with a quick -fix solution. Fara Butt, sales and marketing director at Shire Beds, says: “A lot of homeowners are really starting to luxe-up their guest rooms – it’s no longer the destination of old mattresses and beds, but a room they take pride in offering as a comfortable place to stay for guests. “We’ve developed a luxury white mattress to cater for that, but also a good quality roll-up bed for those who need one to hand for those unexpected guests.” The company will put its stylish guest bed duo on display. Shire’s
They also come in a range of fabric finishes to suit various decorating schemes.” Last year saw the manufacturer celebrate 20 years in business, and so far this year Shire has invested heavily in new automated machinery to help speed up its manufacturing processes. The flow of the factory has also been re-engineered to improve throughput, and the company has transformed part of an old building into larger, modern facilities for employees to use at break and social times. Now stronger than ever, Shire is also keen to continue developing innovative products with smart designs. The company is constantly
pocket-sprung guest bed features a supportive mattress that can
applying its technical and creative flair to new solutions, to ensure it
be used as two separate beds or pushed together as one, with the
stays ahead of the game, and that its range of beds, mattresses and
underbed having small castors so it can be easily moved in and out.
divan bases continue to find national and international business with
The luxury guest bed features an open coil bonnell spring system, and
major retailers and the contract sector.
includes a mattress underneath that can be pulled out to create an
T 01924 439898
additional bed.
www.shirebeds.co.uk
A
w
SEE US AT THE BED SHOW , STAND B40
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23/08/2018 16:35
FN-page-
Be Our Guest
at the 2018 NBF Bed Show! (stand B40)
Active Anniversary
Come and see our unrivalled range of guest beds and mattresses
Active Jubilee
Luxury Guest Bed
Festive 1500
www.shirebeds.co.uk | Tel: 01924 439898 | Email: info@shirebeds.co.uk
FN-page-Shire-trade-Aug-18.indd 1 Pages.indd 65
13/08/2018 23/08/2018 16:3510:19
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PROFILE
BEDBUYER
The Highgrove Beds Group plans to use the Bed Show as a launch platform for its new bricks-and-mortar retail-only brand, HG Beds – as well as several new models and innovative covers throughout its Highgrove and Sanctum brand collections …
Dedicated lines for every market sector
The Anniversary mattress was unveiled last year to mark the company’s 15th year in business
The Highgrove Beds Group has taken a strategic decision to further
programme, which was introduced last year, has brought real benefits
strengthen its support for traditional bricks-and-mortar stockists,
to both the company and its appointed independent retailers.
while at the same time recognising that consumer-buying habits are changing as internet purchases take further market share. Consequently, HG Beds will be focused towards the entry level, with traditional Bonnell and 1000-pocket specifications combining high-
In the past year, 30 new bespoke in-store Highgrove displays have been installed throughout the UK, reflecting an investment of more than £100,000. Highgrove’s head of marketing, Shane Harding, is confident that the
tech upholstery with modern stretch and damask covers. HG Beds will
investment has paid dividends. “The modular nature of the displays
also be supported in-store with high-impact PoS including branded
means that we’ve been able to tailor each one to our customers’ needs
footmats and pillowcases, available free of charge to stockists.
and, despite a challenging market, we’ve seen a 34% incremental sales
The introduction of the HG Beds brand will free up the group’s moresleep brand to become its principal online offering, and this line
increase where displays have been installed,” he says. The company aims to have at least doubled this number by the end of 2018.
will be made available to stockists requiring internet-only products.
Highgrove will also be adding to its Equasleep temperature control
The flagship Highgrove brand has gone from strength to strength
and ErgoSense soft foam ranges – both of which have proved popular
in recent years, and Highgrove states that its Ambassador Stockist
new additions in the past year.
›››
SEE US AT THE BED SHOW, STANDS H30, J30
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PROFILE
BEDBUYER
Sanctum is another brand that has benefited from in-store investment, and several new models will be unveiled at the Bed Show. Targeted at the premium market sector, Sanctum’s new models will feature improved base and drawer options, along with natural pillowtop specifications to enhance the brand’s reputation for luxury sleep comfort. Shane believes that Highgrove’s latest innovations in both brand and product development will help maintain the company’s plans to achieve major growth. “With our extensive product offer and unrivalled service, we are attracting new independent and multiple customers,” he says, “and we’re confident that our continued investment will help us reach our goal of doubling turnover in the next 3-5 years.” T 01924 406600 www.highgrovebedsgroup.co.uk
Highgrove at last year’s Bed Show
Promotional material for Highgrove’s AdvantEdge brand is helping widen the group’s offer
SEE US AT THE BED SHOW, STANDS H30, J30
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23/08/2018 16:35
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23/08/2018 16:35 26/02/2018 15:03
70
INSIGHT
BEDBUYER
Sleep well in a new bed, advises the NBF
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INSIGHT
BEDBUYER
For more than two decades, manufacturers and retailers in the bed industry have benefited from The Sleep Council – an organisation that was born out of a desire and a demand from consumers and the media to provide meaningful and relevant information and advice about sleep. NBF communications manager Lisa Artis explains the part it continues to play to reinforce beds’ biggest selling point …
Why the sleep story matters
L
isa says: “When The Sleep Council launched in 1995 it set out to become the go-to place for
everyday information about sleep and beds, and it worked. And the principle is still working today. “Over time, we’ve established ourselves as a credible, impartial organisation that raises the importance of a good night’s sleep and how the bed plays a pivotal role in that. We’ve been successful because we don’t have anything to sell, and we don’t ram commercial messages down anyone’s throat. And we’re still here.” In fact, with more platforms to work with than ever before, The Sleep Council is reaching more audiences with its message – the importance of a good bed, regularly replaced, to getting a good night’s sleep. Sleep is, after all, the main benefit to be obtained from buying a new bed. It has never strayed from this strategy,
The National Bed Month campaign has been running since 1990
remaining fiercely independent and providing generic advice. What it has done instead is wrap up three core bed messages
“We do what we can to benefit retailers
It is this work that keeps beds, sleep
in inventive and creative storylines. For
and our NBF members,” adds Lisa. “All our
and its key messages constantly in the
whatever the headline-grabbing copy was,
work encourages bed purchases to be made
public eye – every year, many hundreds
the subtext has remained the same: spend
from retailers, especially those stocking
of articles about sleep and beds are
as much as you can on a new bed; buy one
NBF Approved members’ beds.
published, many radio interviews
as big as you have space for; and replace it every seven years.
“We urge bed retailers to download our free marketing kits to use in their sales
conducted and, from time to time, elusive TV airtime achieved.
and marketing campaigns – either in the
“Every year we have to come up with
Spreading the word
lead-up to one of our campaign months
stories which will capture the imagination
The marketing collateral developed
or for general publicity. We also offer tips
of journalists in national and regional
for retailers has supported this. From
and advice on how best to take advantage
media,” says Lisa. “It’s quite a challenge.
informative consumer leaflets and artwork
of the sales opportunity that the annual
We’ve used every trick in the book, from
toolkits for online and offline advertising,
campaigns represent.”
surveys to competitions, to stunts, to
to awareness campaigns to piggyback
The work The Sleep Council does to
celebrities. And along the way we’ve
upon and videos which can be shared on
help bed retailers goes hand-in-hand with
amassed a huge amount of interesting
social media or embedded onto websites,
its consumer campaign activity, which
facts and figures about sleep and beds.
bed retailers have access to a vast array of
is focused on educating the consumer in
“Plus the awareness campaigns –
materials to exploit and plug the benefits
the importance of a good bed, regularly
National Bed Month, National Sleep In
of a new mattress.
replaced.
Day, and the most recent, Sleeptember – have always provided us with the perfect opportunity to shout about beds and the
“We urge bed retailers to download our free marketing kits to use in their sales and marketing campaigns – either in the lead-up to one of our campaign months or for general publicity”
Pages.indd 71
impact on sleep. We’ve been doing it for nearly 25 years and we’ve no intention of stopping.” There’s plenty of talk about why we need to sleep (it benefits our health and wellbeing) and even how to get a good
›››
23/08/2018 16:35
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INSIGHT
night’s sleep (no coffee after midday, no phones in the bedroom), but what is often overlooked is the foundation of achieving that great quality sleep – a comfortable,
BEDBUYER
“Ours is still a very small voice in the grand scheme of things, yet it remains an effective one”
supportive bed. its competitors. Adds Lisa: “We know
alcohol and caffeine intake, exercising
Imparting the skills to sell
that buying a new bed or mattress is
regularly, switching off screens an hour
That is why the Sleep Council Sales
considered by many to be a risky purchase
before bed, unwinding properly and
Academy was formed back in 2015. It was
and consumers are looking for expert,
sleeping in an ideal environment, and
designed to help bed retail sales advisors
impartial advice to guide them through
practising all these things daily – but if
learn more about the science of sleep and
the minefield – and that’s where we hope
you are sleeping on an old, unsupportive
how to use this knowledge effectively
we can help!”
and unhealthy bed, you still will not get
within their sales presentations to build
There is no doubt that sleep (or the lack
a refreshing night’s sleep. And that is the
trust with their customers. There are now
of it) is gaining more column inches in
biggest selling point a retailer can focus
more than 1000 accredited sleep advisors
the press, more coverage on the internet
on.
nationally.
and more chat on social media channels
Lisa concludes: “Ours is still a very
Businesses both large and small have
concerning how to get more of it and how
small voice in the grand scheme of things,
seen the benefits of enrolling their staff
to improve the quality of it – all of which
yet it remains an effective one. And the
on the course. In an age when competition
augurs well for anyone involved in selling
more the industry supports our efforts, by
for consumers’ money is so fierce and the
sleep products.
building on key messages, the more beds
choice of where to buy from is so wide,
At the end of the day, you can do all
(and the better the beds) the industry will
promoting Sleep Council accreditation
the right things when it comes to sleep
sell.”
gives a retailer a distinct advantage over
– eating the right foods, limiting your
www.sleepcouncil.org.uk
One of the adverts from a Sleep Council campaign, circa 2000
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HEADBOARDS FOR EVERY BEDROOM Swanglen offer the widest available range of headboards to suit all your needs as well as complementary beds and upholstered bedroom furniture. For more information and exclusive access to our retailer login please contact Peter Ridpath on 07834 258092 or visit us on stand F25 at Telford. swanglen.co.uk
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INSIGHT
BEDBUYER
In a world where legacy brands are increasingly being challenged by new upstarts, cannier traditional companies are taking note of how the arrivistes do business. Kate Ancketill, an expert on innovations and emerging trends in retail, provided an insight into 21st century brands for NBF members at the association’s annual Spring Forum – industry specialist Jan Turner reports …
Brand new thinking
A
disrupter from the outset, Ikea has
capitalists, allowing them to spend big
has its own buses thanks to the sheer data
always done business differently.
money on marketing, so nicking the
accumulated through customer enquiries
limelight from more established products.
which highlighted the areas of London not
Unusually for a mid- to low-
price brand, it has become one of world’s
The bed industry itself doesn’t need
most innovative companies, with one
to look too far for examples of this, with
recent example being its approach to
the Leesas, Eves and Jaspers of this world
promoting bedding to millennials.
doing just that.
To do so it created a Sleep Event,
More usually, it has been the glamorous
being adequately covered by existing city buses. As well as having established itself as a definitive London brand, the company offers a bit of comic relief to its users –
through a raffle in which the winning
fashion and beauty brands with the
ask the app how you get from A to B, and
60 couples got an overnight stay in
budget and clout that have led the way
while it may guide you to the right bus, it
Switzerland. They arrived at midnight
in innovative, high-profile marketing
might also throw in the jokey suggestion
and left at eight in morning, sleeping in
campaigns. But increasingly it is the new
of taking a jetpack, which it illustrates
a large hall filled with the winners’ 60
disrupters who are setting the agenda.
with a fun animation of a Boris Johnson
pre-chosen beds and bedding. During the
Glossier is a classic example. One of the
caricature making the trip through the air.
night, a famous musician performed an
most successful new brands taking the
Time spent with this brand is time spent
eight-hour piece of lullaby music, and
world by storm, it was started by a teenage
having fun.
there was also an adjacent rest room filled
blogger and now has millions of followers.
with Ikea furniture for anyone wanting to
Important to many young upstart brands
communicating their message, with bed-
take a break.
is the way they communicate across
in-a-box brand Leesa a good case in point.
customer touchpoints, with little details
The company chose to highlight a five-star
making a big impact.
review it had received from someone who
Clever stuff. And totally in tune with marketing to a population sector which will very soon be the most powerful of all
With Glossier, millennials love such
Some take a more controversial route to
claimed to have almost died when a fire
consumer groups. It was also an example
touches as the stickers sent with online
started in their building. Their new bed,
of contextual marketing – at which Ikea
orders to customise their packaging.
they claimed, was so comfortable, that
is proving particularly adept, as witnessed
The same visual language is used on the
they simply didn’t wake up – it’s not
again in the run-up to the recent opening
website - as the cursor moves across
everyone’s marketing cuppa, but it did,
of its new Sheffield store.
product images, it changes each time into,
apparently, lead to an +18% uplift in sales.
In the two weeks before launch, the
perhaps, a banana, sunglasses, or lipstick
Then there’s the us-versus-them
company dressed the city with everything
– the same as the images used on the
approach exemplified by Warby Parker,
from cushions and other accessories, to
stickers. It’s a tiny thing, but it’s all about
another American brand taking the world
recovered seats on the trams. It created
reflecting the brand culture.
by storm. It sells spectacles for around
a sense of excitement and anticipation
Increasingly, that’s about having a bit
$90-100 a pair for any single-focus
which ensured the whole town was on
of fun and humour. Take Citymapper, a
lens, making it much cheaper than the
board and behind the new store.
business which started as an app and now
competition and very stylish to boot.
This out-of-the-box thinking is particularly well typified by many new upstart companies which make a virtue out of challenging the status quo and deftly nipping into niche opportunities. There is not a traditional FMCG brand in the world, says Kate Ancketill, CEO of CDR Creative Intelligence, that is not anxious about this. Despite these worries, in the newversus-old order there’s a tendency for complacency, and even laziness, among big estate concerns, or those with olde-worlde products that have been expensively advertised for a long time. The new order of digital-first, direct-toconsumer brands typically offer a narrow product range, and are backed by venture
Pages.indd 74
Kate Ancketill
“Out-of-the-box thinking is particularly well typified by many new upstart companies which make a virtue out of challenging the status quo and deftly nipping into niche opportunities”
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INSIGHT
BEDBUYER
For every pair sold, the company also
Allbirds – taking footwear to a new level with wool
gives another away to the developing world – a 21st century approach to marketing which says “we are the upstarts and we are angry about this monopoly situation. Glasses are too expensive, and prices artificially high, so we are going to bust this market open. Buying glasses should be easy and fun”. Add to that some artful videos which show in detail how the glasses are made – all very artisan – and it’s an approach which has ensured consumers like them already. At the company’s dozens of US stores, customers are 10-deep at the counter, and it’s perceived as the kind of sexy brand young people are super-keen to work for. Examples of the new rebel culture commerce go on. Ritual is yet another venture capital-funded startup which essentially sells vitamins but positions itself as a wellness business, challenging
The characters featured on Magic Wallpaper prompt in-app stories when scanned by a smartphone
the way in which American women are being ‘ripped off’ and sold unnecessary vitamins and supplements. The message is ‘you can trust us not to sell you stuff you don’t need.’ Away is another digital-first brand selling luggage which, while stylish, isn’t that different from anything else available. What makes the brand desirable is its Nespresso approach to marketing - lots of celebrity endorsements, its own magazine which talks about travel through good solid content rather than marketing fluff, and podcasts about why we travel and where we find ourselves. It essentially appeals to millennial consumers’ need for experiences rather than stuff, and in so doing has achieved a sex-status brand perception in the unsexy world of luggage. Also making it to super-sex status is
“Leesa chose to highlight a five-star review it had received from someone who claimed to have almost died when a fire started in their building”
Allbirds - the hottest new shoe brand in America. Made of wool, the shoes are The bottom line is that many new
said to be the world’s most comfortable.
improvement is about facilitating
And Allbirds stores take a retail approach
happiness for the family, the store
brands are taking a much more contextual
unlike any other shoe shop. The focus is
introduced Magic Wallpaper for children’s
approach to marketing, and often
all about wool – there is a video of sheep,
bedrooms, which sells for just $9.99 a roll.
communicating their message in a much
customers sit at a bar, study a document
Essentially, it is the first wallpaper to
more fun and informal way. And there is much to take from the way
about wool and then request their shoe
tell stories, with each character featured
size.
on the paper acting as a digital marker
they do business. Are you a chatty, down-
which, when scanned in with the app,
to-earth, very human sort of brand? Or a
footwear on a woollen ‘cloud’ before
provides a different story for every
big corporate that’s seen as being reliable
putting the shoes through their paces on
character or combination of characters.
– but perhaps not very exciting?
a hamster wheel - once again, all of the
There are hundreds of bedtime stories
touchpoints have been very purposefully
to be told, the message being that if
Ikea status, successfully marrying your
thought through.
you improve your child’s bedroom, you
corporate giant heritage with digital-first
improve their life with lots of stories and
upstart thinking to literally paint the
managed to do something very special
adventures to be shared with the family
town red – or perhaps even scatter it with
with its brand. Recognising that home
before going to sleep.
cushions? n
They are then able to try out the
In France, DIY store Castorama
Pages.indd 75
Or have you managed to achieve
23/08/2018 16:36
76
PROFILE
BEDBUYER
Boyteks is one of the world’s largest textile brands, and a global market leader in the production of mattress ticking. Its products can be found in over 100 countries, and are employed across numerous sectors – according to the Turkish company, one in 10 of the world’s mattresses feature Boyteks fabric.
Ticking all the boxes Kristina Korotkova/Shutterstock.com
Such a presence does not come about without paying close attention to developing consumer trends – Boyteks keeps a close eye on
“The ‘less is more’ approach of Zen philosophy is becoming more prominent in the glamour and appeal of plain forms,” states Boyteks.
changing consumer tastes, and incorporates its findings into product development to ensure a steady stream of on-trend fabrics. This year, Boyteks has developed its own global trend report for 2018/19, which encompasses the following themes:
Intact “Nature is full of codes which shape our style,” reads Boyteks’ report, “and correctly interpreting these codes adds character to our preferences.” This trend integrates nature rather than harming it, its
Peace
ecological values prominent, at once familiar and brand new.
“Beclouded colours maintain elegance and incorporate deep shades within,” reads Boyteks’ report. “This trend reflects people’s desire
Timeless
to feel better about themselves, and it’s coming across in numerous
“This trend is proof of mankind’s ingenious ability to honour the
modern and contemporary styles.”
glory of past details and bringing them into modern life,” states
This trend is often delivered through a refined or sustainable touch, and evokes craftsmanship or modest richness, in bi-coloured
Boyteks, describing Timeless as a mix of enduring forms and proud, prominent motifs.
or monochrome tones. In line with these tastes, Boyteks has focused its recent Synchronic
developmental work on innovative sustainable products for use in
This timeless trend comes across in simple designs, and
mattress ticking – of its latest materials, Hemp and Umorfil offer
comprises innovative colour blends and details. Often demure, yet
sustainablity, while Graphe, a futuristic material, promises sleepers
simutaneously sophisticated and upbeat, Synchronic emerges in
an entirely new stable of benefits.
elegant, fine lines.
www.boyteks.com/en
SEE US AT THE BED SHOW, STAND H20
Pages.indd 76
23/08/2018 17:14
IAFP_201
World of Opportunity
Engage a
The International Alliance of Furnishing Publications (IAFP) is an association comprising the leading industry trade publications in 19 countries. Established in 1997, the IAFP aims to improve communications between international markets and create new business opportunities. Furniture News is the IAFP’s representative in the UK, and can offer readers and advertisers target market information, contacts and reach through the most effective B2B channels. The essential guide to the UK domestic furniture and furnishings trade #350 May 2018 | www.furniturenews.net
Contact us on (+44)1424 776101 or visit the IAFP website to find out more. Camden Collection, Gallery Direct POLE POSITION Meble Polska looks ahead
FrontCover350.indd 1
IAFP_2018.indd Pages.indd 77 1
LAID BARE Behind mattress brand Otty Sleep
MARK OF DISTINCTION This year’s Design Guild Mark winners
23/04/2018 12:56
www.iafpalliance.com
24/05/2018 23/08/2018 16:3611:27
78
PROFILE
BEDBUYER
Through tireless efforts to improve products and services, Leggett & Platt (www.beddingcomponents-intl.com) remains a bedding industry leader in the field of innerspring manufacture and design. As one of the largest innerspring manufacturers in the world, Leggett & Platt develops and shares cutting-edge designs through its innovation and R&D centres across the world. Showing its commitment to UK industry, Leggett has strengthened L&P Springs UK with approximately £18m in machines, facilities and warehousing investments over the last five years. The company has also invested more than £100,000 over the last two years in developing and training its employees. One of the latest Leggett innovations allows its product offering to go highdefinition. High-resolution Softech microcoil performance comfort layer features a surface resolution of up to 1380 springs per m2. Unlike foams and other layering options, this technology delivers durable comfort that responds to individual movements.
Innovation, quality, and improvement are
reduce partner disturbance. Leggett & Platt’s commitment to
just a few of the many reasons why Leggett
Softech increases coil counts, and Leggett
innovation ensures its UK production
has been accredited with the Oeko-Tex 100
says it lasts longer than other comfort layers
facilities’ capacity keeps pace with demand
standard.
without sagging or settling. It also creates
whilst developing new products and ideas
an even and supportive surface that helps
alongside internal and external partners.
bed Show 2018 Ad Concepts.qxp_Layout 1 17/08/2018 10:10 Page 4
Visit the company on stand G10 at this year’s Bed Show.
stay cool with. . . MATTRESS TOPPERS
PILLOWS
THE COLLECTION
Innovators of sleep perfection VISIT US AT THE NBF BEDSHOW STAND E15
Pages.indd 78
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79
BEDBUYER
Edward Clay & Son Ltd Manufacturers of Mattress Fillings
Contact Andrew Payne on 07484052174 Edward Clay & Son Ltd or email: apayne@edwardclay.co.uk Manufacturers of Mattress Fillings
Edward Clay & Son Ltd Manufacturers of Mattress Fillings
Contact Andrew Payne on 07484052174 Contact Andrew Payne on 07484052174 or email: apayne@edwardclay.co.uk or email: apayne@edwardclay.co.uk
EdClay.indd 1
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03/09/2018 16:02
80
PROFILE
BEDBUYER
Based in Ossett, West Yorkshire, Edward Clay & Son (07484 052174, apayne@edwardclay.co.uk) is owned and run by the same family that established it in 1870. Having increased production in the 1960s to encompass mattress fillings, the company went on to produce virgin fibres, and then to offer a large portfolio of fillings and spring insulator pads produced from recycled materials. This family business promises high levels of service along with costeffective solutions.
J DeWalleg Ltd is a British manufacturing company with a history of innovation and Patents for the products it designs and makes in the UK. Its roots as a family company go back over 66 years and our ethos continues to be quality, craftsmanship and pride in what we make and sell. With continued investment and the inhouse CAD designing of its own production machinery and products, J DeWalleg Ltd strives to maintain its lead as a UK manufacturer supplying globally direct to the Bedding and Upholstery industry. Visit
www.JDWLTD.com
for products, services and contact information Edward Clay & Son boasts a long history of British manufacturing
JDW_JA.indd 1
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15/08/2018 12:24
23/08/2018 16:36 ConnectCla 18/07/2018 10:36
£95
Just for 1000s of contacts, leads and market analysis …
IT Y Y! U B DA TO
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120
Furniture Manufacturers & Suppliers – CABINETMAKERS
Andrew Manning Ltd Ascot Burrough Green Newmarket Suffolk CB8 9NE 01638 508047 Andrew Short Cabinet Makers & French Polishers 2B Queen Street Marple Stockport Cheshire SK6 6BQ 01614 275403 Andrew Stanley Woodworking Ltd 7 Victoria Park Industrial Centre Rothbury Road London E9 5HD 02085 336199 Andy Mutch Cabinet Maker Ltd The Threshing Barn Paxford Chipping Campden Gloucestershire GL55 6XU 01386 593023 Anthony Nixon Furniture Birch Road Barnard Castle County Durham DL12 8JR 01833 690666 Anthony Rau 38 Fairfax Road London NW6 4HA 02077 229617
Arcana Cheeks Farm Farnham Surrey GU10 5HD 00142 022812 Armitage Clegg & Co Ltd Back Lord Street Halifax West Yorkshire HX1 5AG 01422 363276 Arnett Cabinet Makers 94A Durham Road London SW20 0TL 02088 791037 AS Cabinets Ltd Unit 1 Bridge Street Park Village Wolverhampton West Midlands WV10 9DX 01902 861515 Ashcroft Woodworking Thompsons Yard Chipping Hill Witham Essex CM8 2DE 01376 514771 Ashwin Workshop The Printhouse 18 Ashwin Street London E8 3DL 02072 413825
B S Furniture Unit 15 New Place Framfield Road Framfield Uckfield East Sussex TN22 5EQ 01825 891230 B W B Manufacturing Ltd Wiltshire Road Hull North Humberside HU4 6PA 01482 500508 Barlows Boards Ltd 8 Rushey Lane Rushey Lane Tyseley Birmingham West Midlands B11 2BL 01217 062067 Barn & Brook Unit 2A Shipston Industrial Estate Darlingscote Road Shipston-On-Stour Warwickshire CV36 4PR 01608 666994 Batac Design & Construction Highway Farm Horsley Road Downside Cobham Surrey KT11 3JZ 01932 868691
120 Berwyn Phillips Unit 5 St James Street New Bradwell Milton Keynes Buckinghamshire MK13 0BN 01908 221885
199
Beverley Cabinet Maker Mecknoch Rothesay Isle Of Bute PA20 0QA 01700 500029
Andrew Short Cabinet Makers & French Polishers 2B Queen Street Marple Stockport Cheshire SK6 6BQ 01614 275403
Birkwood Unit 1 Ballinluig Pitlochry Perthshire PH9 0LG 01796 482506 Black & Blue Wood Products 5 Erw Wen North Cornelly Bridgend Mid Glamorgan CF33 4BW 07973 389479 Blackthorn Workshop North Piddle Lane Naunton Beauchamp Pershore Worcestershire WR10 2LH 01386 462208
Furniture Manufacturers & Suppliers – CABINETMAKERS
Andrew Manning Ltd Ascot Burrough Green Newmarket Suffolk CB8 9NE 01638 508047
Andrew Stanley Woodworking Ltd 7 Victoria Park Industrial Centre Rothbury Road London E9 5HD 02085 336199
Retailers
Blackwood & Locke Woodchester Cottage Southfield Road Woodchester Stroud Gloucestershire GL5 5PA 01453 873725
Andy Mutch Cabinet Maker Ltd The Threshing Barn Paxford Chipping Campden Gloucestershire GL55 6XU 01386 593023 Anthony Nixon Furniture Birch Road Barnard Castle County Durham DL12 8JR 01833 690666 Anthony Rau 38 Fairfax Road London NW6 4HA 02077 229617
Listed alphabetically by county
Arcana Cheeks Farm Farnham Surrey GU10 5HD 00142 022812 Armitage Clegg & Co Ltd Back Lord Street Halifax West Yorkshire HX1 5AG 01422 363276 Arnett Cabinet Makers 94A Durham Road London SW20 0TL 02088 791037 AS Cabinets Ltd Unit 1 Bridge Street Park Village Wolverhampton West Midlands WV10 9DX 01902 861515 Ashcroft Woodworking Thompsons Yard Chipping Hill Witham Essex CM8 2DE 01376 514771 Ashwin Workshop The Printhouse 18 Ashwin Street London E8 3DL 02072 413825
Berwyn Phillips Unit 5 St James Street New Bradwell Milton Keynes Buckinghamshire MK13 0BN 01908 221885
B S Furniture Unit 15 New Place Framfield Road Framfield Uckfield East Sussex TN22 5EQ 01825 891230
Barlows Boards Ltd 8 Rushey Lane Rushey Lane Tyseley Birmingham West Midlands B11 2BL 01217 062067
83
Beverley Cabinet Maker Mecknoch Rothesay Isle Of Bute PA20 0QA 01700 500029
B W B Manufacturing Ltd Wiltshire Road Hull North Humberside HU4 6PA 01482 500508
Birkwood Unit 1 Ballinluig Pitlochry Perthshire PH9 0LG 01796 482506
Furniture Manufacturers & Suppliers
Barn & Brook Unit 2A Shipston Industrial Estate Darlingscote Road Shipston-On-Stour Warwickshire CV36 4PR 01608 666994 Batac Design & Construction Highway Farm Horsley Road Downside Cobham Surrey KT11 3JZ 01932 868691
Black & Blue Wood Products 5 Erw Wen North Cornelly Bridgend Mid Glamorgan CF33 4BW 07973 389479 Blackthorn Workshop North Piddle Lane Naunton Beauchamp Pershore Worcestershire WR10 2LH 01386 462208 Blackwood & Locke Woodchester Cottage Southfield Road Woodchester Stroud Gloucestershire GL5 5PA 01453 873725
86
Bathroom
Take a look for yourself – visit ...then perhaps www.gmgconnect.com you should think again! Yes, delivers all this for only £95 Antony Cammack 19 Cornwall Way Southport Merseyside PR8 3SG 01704 570275
Appletons Interiors Workshop 3 Main Street Barkby Leicester Leicestershire LE7 3QG 01162 640616 Arcadian Furniture 24B Hinton Hinton Chippenham Wiltshire SN14 8HJ 01179 372320
Axe Vale Furniture Townsend Beer Seaton Devon EX12 3LL 00129 723441
Beaver Furniture Beaver Lodge Sutton Thirsk North Yorkshire YO7 2PR 01845 597420
Ben Williams Furniture Maker Hayle Industrial Park Hayle Cornwall TR27 5JR 01736 759933
B G Allen Winllan House Llansantffraid Powys SY22 6TN 01691 828738
B J Brown Furniture & Cabinet Maker Bridge Farm Lower Road Britford Salisbury Wiltshire SP5 4DY 01722 413003
Bernard Polley Outbuildings The Stables Horseheath Cambridge Cambridgeshire CB21 4QN 01223 891983
Antony Cammack 19 Cornwall Way Southport Merseyside PR8 3SG 01704 570275
Boatman Furniture Unit 1B Park Farm Park Road Great Chesterford Saffron Walden Essex CB10 1RN 01799 530230
Appletons Interiors Workshop 3 Main Street Barkby Leicester Leicestershire LE7 3QG 01162 640616
Bob Hunter Wren Cabinet Makers Pear Tree House Thirlby Thirsk North Yorkshire YO7 2DJ 01845 597453
Arcadian Furniture 24B Hinton Hinton Chippenham Wiltshire SN14 8HJ 01179 372320
www.gmgconnect.com
Axe Vale Furniture Townsend Beer Seaton Devon EX12 3LL 00129 723441 B G Allen Winllan House Llansantffraid Powys SY22 6TN 01691 828738
B J Brown Furniture & Cabinet Maker Bridge Farm Lower Road Britford Salisbury Wiltshire SP5 4DY 01722 413003
Beaver Furniture Beaver Lodge Sutton Thirsk North Yorkshire YO7 2PR 01845 597420
Ben Williams Furniture Maker Hayle Industrial Park Hayle Cornwall TR27 5JR 01736 759933 Bernard Polley Outbuildings The Stables Horseheath Cambridge Cambridgeshire CB21 4QN 01223 891983
86
118
Boatman Furniture Unit 1B Park Farm Park Road Great Chesterford Saffron Walden Essex CB10 1RN 01799 530230
Bob Hunter Wren Cabinet Makers Pear Tree House Thirlby Thirsk North Yorkshire YO7 2DJ 01845 597453
Bedroom
Cabinetmakers
138
Children’s & Nursery
142
Dining Room
154
Garden
161
Living Room
180
Office
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06/07/2018 11:21
www.gmgconnect.com www.gmgconnect.com
Connect Section 2.indd 83
06/07/2018 09:56
• The whole furniture industry Connect 1Yes, x annual Furnituredelivers Trade Directoryat your fingertips • The whole furniture industry
at your fingertips
all thistofor only £95 www.gmgconnect.com Access • ,Thousands of potential • Thousands of potential customers the perfect sales and marketing tool to customers – in print– and in print and online – ready and 1 x annual directory of 350 pages online – ready and waiting source buyers, suppliers and leads waiting for your enquiry 1 x 365/24/7 bespoke, responsive 4x
website which haseach even more data updates yeardata
for your enquiry
• Your company needs this trade sales
• Your company needsdirectory this trade to maximise your 1 x year’s subscription to Furniture News directory to maximise your and generate new leads 1 x year’s subscription to Furniture News 1 x quarterly data updates for a year sales and generate new ideas
I am sure these new contacts and leads will benefit your business – I will callon over the next few days to discuss Contact Claire Jones today 07493 391962 how you can start accessing these opportunities or email claire@gearingmediagroup.com
07493 391962 claire@gearingmediagroup.com
“I am sure these new contacts and leads will benefit Contact Claire Jones today on your business – I will call over the next few days to discuss how can start accessing these opportunities.” oryouemail
ConnectClair adv.indd 1 Pages.indd 81
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82
NBF MEMBER DIRECTORY
BEDBUYER
National Bed Federation member directory A J Foam ............................................................................. www.ajfoamltd.co.uk
Kayfoam Woolfson........................................................ www.kaymedworld.ie
Adjustables..................................................................www.adjustablesltd.com
Kelletts (Oldcastle) ..............................................................www.respabeds.ie
Airsprung Group .........................................www.airsprung-furniture.co.uk
Kozee Sleep (Midlands) ................................ www.kozeesleep-beds.co.uk
Alba Beds ............................................................................. www.albabeds.co.uk
Kyoto ..............................................................................www.kyoto-futons.com
Apropa Machinery................................................................www.apropa.co.uk
Latexco ...................................................................................... www.latexco.com
Bedmaster ........................................................................www.bedmaster.co.uk
Leggett & Platt Springs ........................................................www.leggett.com
Beevers Beds ............................................................... www.beeversbeds.co.uk
M A Living ........................................................................... www.maliving.co.uk
BekaertDeslee ..........................................................www.bekaerttextiles.com
Maes Mattress Ticking .................................................................www.mmt.be
Bodet & Horst GmbH & Co ........................................... www.bodet-horst.de
Mansion House Bedding Co ..........www.oldenglishbeddingcompany.co.uk
Boyteks Tekstil ...................................................................... www.boyteks.com
Matza & Co............................................................................www.matzaltd.com
Breasley Group ................................................................... www.breasley.co.uk
Millbrook Beds .....................................................www.millbrook-beds.co.uk
Burgess Beds ............................................................... www.burgessbeds.co.uk
Mo�ett & Sons .....................................................................www.mo�ett.co.uk
C A Blyth & Co......................................................www.charlesblyth-co.co.uk
Monks International NV .......................................................... www.monks.be
Carpenter ............................................................................. www.carpenter.com
MPT Group..........................................................................www.mptgroup.com
CPS Group ..........................................................................www.bedlabels.co.uk
NHC Technology .................................................www.nhc-technology.co.uk
Deluxe Beds .................................................................www.deluxe-beds.co.uk
Original Fabrics ......................................................www.originalfabrics.co.uk
Deslee-Clama ............................................................... www.desleeclama.com
Palatine Beds.............................................................. www.palatinebeds.co.uk
Dream World Bedding ............................... www.dreamworldbedding.com
Pieters Textiel NV..........................................................www.pieterstextiel.be
Dreamland Beds Midlands ...............................www.dreamlandbeds.co.uk
Platinum Labels .............................................. www.platinumlabelsltd.co.uk
Dreams ....................................................................................www.dreams.co.uk
R A Irwin & Co ....................................................................www.ra-irwin.co.uk
Dura Beds ........................................................................... www.durabeds.co.uk
Rawson Fillings ...............................................................www.werawson.co.uk
Duvalay .................................................................................. www.duvalay.co.uk
Redwood TTM............................................................ www.redwood-ttm.com
Easy Rest Beds ............................................................... www.silentsleep.co.uk
Regency Bedding ......................................................................www.regency.gg
Edward Clay & Son ......................................................www.edwardclay.co.uk
Relyon Steinho� ....................................................................www.relyon.co.uk
Elite Bedding Co........................................................... www.simplyelite.co.uk
Sealy ..............................................................................................www.sealy.co.uk
Enkev (UK) ...............................................................................www.enkev.co.uk
Seetall Furniture ......................................................................www.seetall.com
Excellent Relax Bedding Co ............................. www.excellent-relax.co.uk
Sherborne Upholstery .............................www.sherborneupholstery.co.uk
Express Foam........................................................... www.snugmattress.co.uk
Shire Beds...........................................................................www.shirebeds.co.uk
Fibre Fillings ................................................................ www.john-holden.com
Signature Beds.........................................................www.signaturebeds.co.uk
Furmanac ............................................................................ www.furmanac.com
Silentnight Group ............................................. www.silentnightgroup.co.uk
Gainsborough Beds .....................................www.gainsborough-beds.co.uk
Sleepeezee Holdings.............................................. www.simmonsbeds.co.uk
Gallery Direct .......................................................www.dreamworksbeds.com
Snug Mattress .......................................................... www.snugmattress.co.uk
Gateway Systems.................................................. ww.gatewaysystems.co.uk
Softheads .......................................................................... www.siestabeds.co.uk
Glencraft (Aberdeen) .....................................................www.glencraft.co.uk
Somac Threads .......................................................................www.somac.co.uk
Global Material Sourcing ..................................... www.globalsourcing.com
Spotnails ..............................................................................www.spotnails.co.uk
Handy ...................................................................................www.handyltd.co.uk
Stellini Textile Group ................................................ www.stellinigroup.com
Harrison Spinks ....................................................www.harrisonspinks.co.uk
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
Hyder 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
Kayflex (UK) ......................................................................... www.kayflex.co.uk
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3514 H
WA K E U P B E A U T I F U L LY The pursuit of perfection – beautiful handcrafted pocket spring beds, with a Royal Seal of Approval and an unrivalled 10 year guarantee. Discover the latest innovations from Hypnos at The Bed Show, Stand G65
For our latest news follow Hypnosbeds on Instagram, Twitter and Facebook.
T: +44 (0) 1844 348200 | E: sleep@hypnosbeds.com www.hypnosbeds.com Hypnos is proud to be Carbon Neutral
Pages.indd 3514 Hypnos83 NBF Furniture News Ad 210x297 aw.indd 1
Handmade in Britain and 100% recyclable
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