Bedbuyer 2018

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

14/08/2018 14:30 23/08/2018 16:35

8/2018 14:30 Pages.indd 3

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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23/08/2018 16:35

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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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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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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23/08/2018 16:35

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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23/08/2018 16:35

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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23/08/2018 16:35

19

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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20

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

Pages.indd 21

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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

Pages.indd 23

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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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23/08/2018 16:35

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

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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.

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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

Pages.indd 36

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

Pages.indd 42

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

23/08/2018 16:35

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.

Pages.indd 51

23/08/2018 16:35

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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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

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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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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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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

Pages.indd 64

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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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

Pages.indd 68

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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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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23/08/2018 16:35

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

Pages.indd 73

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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

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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”

23/08/2018 16:35

75

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

23/08/2018 16:36

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

Pages.indd 79

16/08/2018 13:03

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

Pages.indd 80 MinervaAug18.indd 1

15/08/2018 12:24

23/08/2018 16:36 ConnectCla 18/07/2018 10:36

£95

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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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www.gmgconnect.com www.gmgconnect.com

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• The whole furniture industry Connect 1Yes, x annual Furnituredelivers Trade Directoryat your fingertips • The whole furniture industry

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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

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• 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

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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

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Handmade in Britain and 100% recyclable

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