Furniture News #376 by Gearing Media Group Ltd

#376 January 2021 www.furniturenews.net

BRAVE NEW WORLD

Coach House looks to the future

Back and forth

EMPOWERING BUSINESS BEST IN BEDS | STAND DESIGN BUYING GROUPS & ASSOCIATIONS TRADE SERVICES

The independents’ take on 2020/21

BoConcept on 20 years of UK business Swyft’s supercharged disruptor sofa

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TAKE HEART THAT THE THINGS WE’RE MISSING WILL RETURN. IT’S 2021, AND THE RECOVERY STARTS HERE Traditionally, the new year brings fresh optimism – and we could all do with some of that right now. Last month’s post-lockdown, vaccinefuelled hopes soon fizzled out as new restrictions hit a huge swathe of ‘non essential’ retail, just in time for Christmas. In many ways, December’s ups and downs typified 2020 – just when you thought it was safe to do business, Covid-19 said no. For now, though, set aside the pandemic and ‘new normal’, and take heart that the things we’re missing (from products to personal contact) will return. It’s 2021, and the recovery starts here. It’s all a matter of perspective, and in this month’s issue, we’ve plenty of angles to help guide you down the right path. Annus horribilus or blessing in disguise? The first part of our annual retailer review (p18) sees the nation’s top independents reflect on their experiences, and share a few thoughts on what this year might bring. From furlough, facemasks and surprisingly decisive customers to rampant ecommerce growth offset by product shortages and (cough) Brexit, our panellists reveal what it’s like at the vanguard of independent furniture retail. Next we hear from the supply side, as top manufacturers, importers and service providers offer their take on the year ahead in Empowering Business (p29). Led by our cover star, the venerable Coach House, this special feature reinforces just

how much our industry has endured and evolved. Few have been harder hit than the events industry, but with trade shows showing signs of life we explore the art of exhibition stand design, with help from some of the field’s brightest creatives (p56). We also celebrate the bed industry’s finest, in a feature dedicated to the winners and finalists of the latest NBF Bed Industry Awards (p48), and deliver a primer on the associations and buying groups that continue to bind our industry together – including an interview with the director of AIS’ new furniture and home division, Julian Cox (p62) – plus some views from the wider trade (p82). Finally, why won’t anyone visit your virtual exhibition stand? How can you deliver a level of in-store service that customers just can’t ignore? How can you cut shipping costs, or engage customers in their own homes? For the answers to these questions and more, turn to our Opinion section (p72), where you’ll find views from experts across the supply chain. Discover all this, plus interviews with Swyft’s Keiran Hewkin, BoConcept’s Zoe Shields and sales agent Mark Kreamer, in another packed issue of Furniture News – admittedly, a little less packed than our usual January fare thanks to the postponement of the main event, but the quality’s definitely there. As Furniture News enters its 35th year of business, how’s that for looking on the bright side?

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#376 January 2021 www.furniturenews.net

CONTENTS

BRAVE NEW WORLD

06 NEWS

Coach House looks to the future

08 INSIGHT

8 BoConcept / 12 Swyft / 18 Retailer review 2020/21 26 Mark Kreamer

EMPOWERING BUSINESS

Back and forth

EMPOWERING BUSINESS BEST IN BEDS | STAND DESIGN BUYING GROUPS & ASSOCIATIONS TRADE SERVICES

The independents’ take on 2020/21

BoConcept on 20 years of UK business Swyft’s supercharged disruptor sofa

FN376_Pages v.2.indd 1

21/12/2020 17:57

30 COACH HOUSE (COVER FEATURE)

44 EVENTS 46 PRODUCTS

CONTRIBUTORS 74

48 Best in beds / 56 Stand design 62 Buying groups & associations / 70 Trade services

72 OPINION

Adam Hankinson, founder, Furniture Sales Solutions

72 Virtual show stand marketing / 74 Unrivalled in- store service / 76 Branding at home / 78 Cutting shipping costs / 81 IAFP / 82 Feedback

Natalka Antoniuk, content writer, Quadrant2Design

Vaughan Edmonds, planner, Sense

WE CANNOT FORESEE A FUTURE WITHOUT BRICKSAND-MORTAR STORES

NEWS

DANETTI COMES TO BRACKNELL Danetti opened its first ever showroom, in Bracknell, Berkshire, on 12th December. Located at Octagon House on John Nike Way, the showroom offers a wide range of exclusively designed contemporary furniture for the bedroom, living and dining areas, across an open 6752ft2 space. The opening day saw visitors take part in oneto-one design consultations in-store, with interior design duo and magazine stylist, Secret Styling Club. MD Daniel Smith says: “A physical space was always on the roadmap for Danetti. Since 2006 we’ve built the brand foundations on our online offer – but now, taking over this new building, it’s the perfect opportunity to create something special. With our whole team all under one roof at our new head office, and the huge benefit to the customer of being able to experience our products, we really feel like the showroom marks the next phase of Danetti.” “We hope the showroom will become a real destination for our customers – somewhere they can come, be inspired and get advice from our product experts. We’ve created styled roomsets for all of our collections – bedroom, dining and living – to showcase looks that you can create with our products.

“Bracknell represents a big step for us as a company. We have invested in this fantastic new space that will not only be the home of our showroom but become Danetti’s new headquarters. Octagon House is a landmark building on John Nike Way which has been underutilised for a number of years – ambitious plans for growth will create new employment opportunities in the local area. With our showroom now opening, we hope the local and wider community will enjoy visiting and shopping with us.” Key appointments so far include Kris Manalo (exHeal’s) as senior buyer, and Tim Ely (previously The Conran Shop and Heal’s) as head of commercial. Find out more about Daniel Smith’s aspirations for the brand in next month’s issue.

SCS APPOINTS GROUP CEO TO SUCCEED DAVID KNIGHT ScS has appointed Steve Carson as group CEO, to lead the business following David Knight’s planned retirement this July. Steve boasts an extensive career in the retail sector, most recently as group MD of Holland and Barrett. Prior to this, he held a number of roles at Home Retail Group, latterly serving as director of retail and customer operations and a board member from 2014-18. Steve’s key expertise is in managing and optimising all areas of a store network, leading national teams and driving digital innovation. ScS chairman Alan Smith comments: “Finding a

successor to a CEO as capable and long-serving as David has not been easy but I believe that, in Steve, we have found an executive with the right mix of experience, skills and personality to take the group forward. This early appointment will allow Steve ample time to meet all the ScS team and understand the company’s approach to its customers.” ScS reported a positive start to its new financial year, with 14 weeks of strong order intake growth to 31st October (up +31.7% LFL, YoY), yet the Welsh firebreak and second lockdown in England impacted trading.

MADE.COM GIVES STAFF STAKE IN BUSINESS AS SALES PASS £1B Made.com is to give all its staff a stake in the business, which has delivered 10 years of growth and seen cumulative sales hit £1b. All 650 employees (apart from senior management) will receive the same number of share options, vesting in equal tranches over the next three years. Made says the move was made “in recognition of the commitment and sacrifices made by the workforce during the pandemic”. CEO Philippe Chainieux says: “I have been delighted by the way in which everyone at Made has pulled together as a team during this unprecedented time. The share options are a way of saying ‘thank you’ to colleagues for their past efforts but also a way to give them a stake in the exciting future we see for our brand.”

The announcement came as the business prepared to file accounts for 2019, showing a group revenue increase of +22% to £212m. Made saw strong trading in 2020, and says it has more than one million active customers who shopped in the last year. Philippe says recent trading has been shaped by the pandemic, fundamentally changing the way people shop and think about their home: “We have seen a rapid acceleration in the shift to online, an evolution which was predicted to take four or five years taking place in a matter of months. “Reaching £1b sales since launch is an important milestone for the company. We are now firmly targeting the billion annual sales mark as we continue to build a leading global design brand.”

The Online Furniture Show, which was due to take place in November but postponed, will offer exhibitors the opportunity to display their products for free at the upcoming edition, running from 25th January

Nick Kounoupias has been appointed a director of Anti Copying in Design (ACID). Nick has supported ACID in its campaigning and public affairs strategy and delivery since 2008, having practised across all IP sectors since 1986

Millbrook Beds has entered a joint venture with American bedmaker Eclipse International that will see the import, manufacture and distribution of the traditionally handmade range of Millbrook mattresses throughout the US, and the distribution of Eclipse products in the UK

Whitemeadow is inviting customers to see its new collections in its newly renovated Sutton in Ashfield showroom next month

Bensons for Beds has helped raise more than £370,000 to support mental health charity Mind, donating £160,820 and gifting national TV airtime which generated 4000 public donations

Dreams and ParalympicsGB have announced a new partnership as the team prepares for the rescheduled Paralympic Games this summer in Tokyo Tempur has announced a new partnership with women’s road cycling team DROPS Le Col for the upcoming 2021 season READ MORE ONLINE AT FURNITURENEWS.NET

READ MORE ONLINE AT FURNITURENEWS.NET

SATRA EXPANDS TESTING AND CONSULTANCY SERVICES Phil Reynolds, formerly COO of the Furniture Industry Research Association and technical development manager for FIRA International, has joined product testing specialist SATRA to lead its furniture and floorcoverings division. As divisional manager, Phil will drive SATRA’s strategy to be the UK’s preferred testing and technical partner for the furniture and floorcoverings industry. Phil has over 19 years’ experience in the industry, during which time he has specialised in furniture testing, standards and regulation. He is currently chair of the British Standards Institute committee for developing furniture standards (FW/0), as well as convenor of two European standards working groups for non-domestic furniture and common test methods for furniture (CEN TC207 WG5 and WG9). He also sits as an expert on numerous British, European and international standards for furniture and childcare items, and is a liveryman with the Worshipful Company of Furniture Makers, sitting on its Manufacturing Guild Mark Committee and the

East Anglian Regional Committee. Phil says: “SATRA has unparalleled expertise in testing furniture, floorcoverings and associated consumer products and, indeed, has one of the most comprehensive range of test facilities available in the UK. “This includes not just structural testing, but textiles, leather, flammability, emissions and chemical-testing expertise. I look forward to working with the excellent team at SATRA to provide a comprehensive set of technical services, and to support the furniture, furnishings and floorcovering industry in the way it needs.”

EMMA TASKS NEIL ROBINSON WITH LEADING B2B CHARGE Emma – The Sleep Company has appointed Neil Robinson as its sales director for the UK & Ireland. Neil will primarily focus on expanding and strengthening Emma’s retail store presence. Before joining Emma, Neil worked for over 14 years as sales & marketing director at Sealy UK, and was a key member of the team that drove the business’ turnover to over £45m. As a consultant, he recently managed the UK launch of adjustable bed base manufacturer Ergomotion. “By leveraging the remarkable brand awareness in retail stores, Emma will be able to reach those 50% of consumers who still prefer choosing their bed in-store rather than shopping online,” says

Neil. “Also, an in-store presence helps to develop Emma’s innovative and distinctive brand profile for consumers who are not regular ecommerce users. As such, I believe retail and ecommerce will complement each other perfectly.” Emma co-founder and CEO Dr Dennis Schmoltzi adds: “In Neil Robinson we have found an expert for the British and Irish market who knows the mattress business intimately and brings excellent retail contacts to the table. With his expertise we will take our well-established omnichannel strategy to a new level in these important markets.” Emma achieved record sales over November’s ‘Black Weekend’, and says that it sold a mattress every two seconds during peak periods, selling over 25,000 products in the UK alone.

FURNITURE INDUSTRY RESEARCH ASSOCIATION APPOINTS NEW CHAIR Brian Ahern has been appointed chair of the Furniture Industry Research Association, following the departure of Charles Vernon, whose four-year tenure ended in September. Prior to his appointment, Brian had been an active member of the association council since June 2018. He is a well-known figure in the sector, most notably through his work with the British Furniture Manufacturers (BFM) and The Worshipful Company of Furniture Makers. As chair of the research association, his primary role is to lead the council (which represents the membership), and ensure research funds are spent effectively.

Brian says: “After serving on the council, I understand the inner workings of the research association, so am starting from a very solid position on which to build. 2020 has demonstrated how critical it is for organisations to be agile, and the Furniture Industry Research Association is no different. One of my first objectives is to explore how accessible we, and our knowledge, is to members, and identify gaps to ensure we’re their focal point for research and information.” Mark Richardson, deputy chair of the research association, adds: “Our outgoing chair, Charles Vernon, did a tremendous job in steering the research association through some tricky times for the sector. Brian was a popular and unanimous choice for our new chair.”

INSIGHT

THE EVOLUTION AND DEVLOPMENT OF THE BRAND AND FRANCHISE SYSTEM HAS REALLY ACCELERATED IN THE LAST FEW YEARS

SCORE DRAW Last year saw contemporary Danish furniture brand BoConcept celebrate two decades of UK business. Furniture News asked country manager, Zoe Shields, to explain how Covid-19 put a different slant on the proceedings â&#x20AC;Ś www.boconcept.com

INSIGHT Zoe Shields relaxes in BoConcept’s iconic Imola chair

Founded by two Danish cabinetmakers in 1952, BoConcept grew steadily, making the transition from wholesale producer to retailer before opening its first branded store in 1993. Globally, the business now boasts 300 stores in 65 countries, spanning six continents. Back in 2000, he brand came to the UK, where it currently runs 18 stores (principally franchisees) across the country, including its flagship on Tottenham Court Road. Furniture News asks Zoe how the business has negotiated an anniversary year dominated by lockdowns and social distancing, and what the pandemic means for BoConcept’s future … What’s keeping you busy, and is the workload much different these days? Right now, we’re busy finishing Black Week, and getting ready to reopen our retail stores. To be honest, the workload has been pretty heavy all year, but the type of tasks has varied. Usually, I spend a lot of time travelling around the country visiting all of the BoConcept stores – now I’m working from home and conducting virtual meetings. Time saved on travelling has been deployed to tackle new challenges.

The new Princeton chair and Kingston table, featured beneath a floral cloud for 2020’s Christmas campaign

Did being a global brand help your UK operation react to the emergence of Covid-19? We have stores in Asia, so we were able to be prepared a little more for what was coming, and were perhaps ahead of the curve. We managed to move very quickly in setting up support tools for the lockdown periods – such as a virtual

WE CANNOT FORESEE A FUTURE WITHOUT BRICKS-ANDMORTAR STORES store, online chat functions, and adding ecom options into some of our markets that did not have this before.

system, but these changes have really accelerated, especially over the last few years.

Prior to March 2020, your franchise base appears to have been expanding, and some 85% of your product was made to order. What’s the likely direction from here, with regards to the balance of stores and digital capabilities in the business? We will keep growing the store portfolio with our franchise partners. We’ve already opened eight stores since the start of the pandemic, and have many more in the pipeline for the next 12 months. We’ll also continue to grow and develop our online offer, but with the store and web being equally valuable sales channels. We just cannot foresee a future without bricks-and-mortar stores, as customers still want to touch and feel and try out the product.

Have consumer tastes changed? The demand for Scandinavian design – and, consequentially, our customer base – has been growing steadily. We offer affordable luxury – we see customers that are just starting out, as well as those that have much larger budgets. Due to our broad price spectrum, we’re able to work across a wider segment of customers, all of whom have a similar mindset – they appreciate good design and high quality.

What are the most significant changes the brand has undergone in the UK? I think we are constantly evolving and developing the brand and our franchise

How might Brexit/further lockdowns affect BoConcept? It’s hard to tell what the effect of Brexit will be, as we’re still are not clear on what our relationship with the EU will be. We anticipate some short-term disruption, but are hopeful that this will not stop our growth ambitions. Due to the global nature of our business, we’re experienced in working with different trading arrangements with different countries, so we’re confident

The customisable Carmo sofa is available in more than 120 fabric and leather collections

we’ll make whatever situation we end up with work for our customers and partners. Is the brand managed centrally, or is power devolved to each territory/ franschisee? The brand is managed centrally, to ensure that that we keep the correct brand integrity and expression in the stores. However, in each territory, we of course can make local adaptations to reflect market conditions and customer tastes and trends. How do you go about recruiting new franchisees? We work with global headhunters to find new partners, and engage in targeted marketing activities where/ when required to develop strategically important territory. Our partners typically come from either a corporate background, or have previously had their own company, and we work closely with our franchisees to ensure they’re always good custodians of the BoConcept brand. We have clear operational guidelines and a playbook, so it’s very easy for our franchise partners to adhere to the concept.

In May last year, BoConcept opened a digital experience concept store in Tokyo – its UK counterpart is coming to Cardiff’s St David’s centre imminently

What’s your favourite part of the job? Working with the franchise partners to help them achieve their ambitions for their businesses.

Which industry/retail operation do you most admire? I have been always inspired and impressed by the Apple brand and business – they have a great level of desirability, and a way of creating raving fans that I feel few other brands have been able to mirror. They have one of the most globally recognised products many want to be associated with. What did you bring to the role from your experiences at IKEA/B&Q more than 20 years ago? IKEA operates in an environment of very strong culture and values, many

of which have remained with me throughout my career. Furthermore, I feel they are aligned with the corporate culture of BoConcept – both are valuesdriven companies. My decisionmaking process always reflects that. B&Q, meanwhile, was a great training ground for developing retail planning skills. Are you optimistic about BoConcept’s prospects this year? Our new collection has been a success, and we have an amazing team in the UK. Tough times are inevitably still to come, but we are ready, live and kicking

WE’LL CONTINUE TO GROW AND DEVELOP OUR ONLINE OFFER, BUT WITH THE STORE AND WEB BEING EQUALLY VALUABLE SALES CHANNELS

INSIGHT

NEED FOR SPEED Thanks to a combination of savvy management and global circumstance, boxed sofa brand Swyft has rocketed to prominence since its 2019 launch. The start-up recently reported £2.8m sales in its first 12 months of trading, unveiled a 24-hour delivery service in time for Christmas, and signalled a planned £3m investment in its Portuguese facilities. Intrigued, Furniture News asked co-founder Keiran Hewkin to provide some background to this extraordinary achievement … www.swyfthome.com

Keiran Hewkin

13 How did you come to work in the furniture sector? After college I worked in a manufacturing plant on the assembly line, making continuous sheets of GRP (glass-reinforced plastic) for truck bodies and caravans. I’d planned to do it to earn some money and go travelling before studying archaeology at university, but I fell in love with manufacturing. I signed up (and quickly dropped out) of an Open University course studying business in favour of launching my first D2C retail business, Summit Clothing. After that, I got into furniture manufacturing, and progressing there is where I had the first idea for a sofa in a box. However, as a result of manufacturing challenges, it was shelved by the board I pitched it to, so I left to pursue it.

WE HAVE NOT JUST PURCHASED PRODUCTS FROM THE FAR EAST AND LABELLED THEM BEAUTIFULLY!

You were working with Lombok previously – did Swyft grow out of that brand at all? Swyft was run as a side project. It was not the same direct team at the early stages, and was one of the ‘growth projects’ that we wanted to use to diversify our portfolio away from a pure bricks-and mortar-footprint. And we all know what happened next in 2020! How is Swyft structured? The ownership is split between myself and Paul Fielden, and our investors, Boost & Co. We manufacture our own product in our own factories in Portugal, with key suppliers all over the world for the components that make it up. All our staff currently work remotely, apart from those In the factory, where we have expanded our footprint to give room for a Covid-safe workspace. How did the pandemic affect Swyft’s launch? The pandemic has accelerated our plans and forced us to move faster. It’s no secret that there has been a furniture boom with everyone at home, and this is a positive for any new design business. Despite this, we won’t compromise our quality or our delivery promise, and so we won’t start selling our capacity ahead of time. If we can’t make enough and in time, we’ll take that pain, and not our customers.

What’s been the biggest challenge? Running a factory. So much of Swyft’s global supply chain is exactly that – global. As such, it has been a struggle since January 2020 for key product components, and then from March the UK had various lockdowns and shutdowns, followed by an almighty boom in demand. Ultimately, a business is people, and the pandemic has had a huge affect on us all – whether it be changing working locations or family or friends going into isolation. How you care for people now is the measure of your business. Were there any positives? It’s easier to deliver first time when everyone’s at home! We have also seen a lift in sofa searches online in general, and the acceleration to online shopping has only increased. Similarly, as our products are designed to be delivered in boxes light enough to be carried by a single customer, we can deliver it with one person if required, so we can really limit exposure to any risk, which is a huge plus during this pandemic. Are you suffering from material shortages right now? Not currently, apart from a shortage of finished sofas thanks to the amazing demand! We are careful to have at least two suppliers for each raw material, which helps, and we have really good

INSIGHT

working relationships with our key suppliers that we’ve built over a number of years.

How is Swyft different to the other emerging sofa-in-a-box brands? Most importantly, we design and manufacture all our products in-house, with European manufacturing. We have not just purchased products from the Far East and labelled them beautifully! We are also the first of the emerging sofa-in-a-box brands that has not only gone into a second, completely unique design, but also a third – and we have at least six more unique products in the pipeline.

Each Swyft sofa is delivered boxed and RTA

Given the modular nature of your sofas, how do you ensure comfort is maintained, and are there any design limitations? We set out to never compromise our customers’ experience, so we do not believe there are any limitations in regards to comfort on our sofas. We now have three models that spread over a few different seating styles, so there really is something for everyone.

IF WE CAN’T MAKE ENOUGH AND IN TIME, WE’LL TAKE THAT PAIN, AND NOT OUR CUSTOMERS

INFORMING INDUSTRY, BUILDING BUSINESS 15

And how does your marketing approach mirror/diverge from the mattress-in-a-box brands’? Simply put, they are working on pushing a technical point of difference on a customer – for example, springs versus foam – and always end up competing on price, as they are essentially all selling the same thing. We are working on building a beautiful, aspirational product that also happens to be competitively priced and comes in a box. What businesses do you most admire, and why? Globally, it has to be Tesla. Manufacturing is really hard – doing something different and scaling it is immensely challenging, especially when you are vertically integrated like they (and we) are. Within the home space, I really love what Lick Home have done with paints, and their offering and brand. What is it about your business model specifically that has enabled it to thrive in these difficult times? Our lead time. Everyone has been conditioned by Amazon to expect

everything tomorrow, and that’s something that is usually not possible in the furniture industry. We are tapping into that expectation and educating the customer that they can have beautiful furniture fast. Five years ago, it would have just meant poor quality, but now customers understand that there is such a thing as fast quality. How are you planning to evolve the brand’s distribution? We are planning on partnering with

independent furniture stores that love design and quality as much as we do. At last year’s January Furniture Show we were lucky enough to build a massive list of people that want to take the brand on, so we have a lot ot work with (we launched two more in London at the end of November’s lockdown). But, even when you order a Swyft from a partner in-store, we still dispatch, deliver, and handle any aftercare with the end client, so the Swyft experience stays the same

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INSIGHT

RETAILER REVIEW 2020/21 In Furniture News’ last annual retrospective, we described 2019 as “tumultuous” – little did we know that 2020 would knock those experiences into a cocked hat, delivering the biggest challenge in generations. But a year that brought seismic changes to our industry also helped forge better working practices and attitudes, and despite ongoing disruption, some are entering 2021 with confidence …

LOOKING BACK The best deal I struck was not actually ‘struck’ or a ‘deal’ – it was, in fact, taking full advantage of an opportunity, being the utilisation of Government-backed Covid-19 support loans (for example, CBILs and Bounce Back Loans), of which we obtained the full allocation available. This firstly enabled us to repay all existing financing and lending, providing a 12-month pause to all repayments, safeguarding the business through the uncertainty of lockdown periods. It also removed all personal guarantees. More importantly, though, the remainder will be utilised to fund our BHAG (Big, Hairy, Audacious Goal) plans through 2021, which includes the opening of four additional retail units. The biggest product trend in-store/online was our premium-level product lines. During the first quarter of 2020 we implemented a rebrand of our Harrington & Abbott collection. This included new logo, look and feel, and decoration, display, PoS and promotion. The impact of all of this has seen sales of these lines increase by +30%, which also contributed towards the increase in annual AOV by 12%. What changed most about the way people shop was ecommerce. The second half of the year saw online revenue increase by +300% month on month. During the first lockdown we saw a significant shift toward online transactions. The expectation was that this would fall once stores had reopened – however, this was not the case, and sales via our ecommerce channels continued to increase. Website revenue has now increased to the level of a significant branch. Our plans are to invest and grow this stream further over the next 12 months, capitalising on this shift in confidence of our core demographic to shop online. What put me under most pressure was, of course, Lockdown 1.0. The days preceding it were traumatic. Emergency plans were drafted then changed, and adapted then scrapped as the speed of the crisis overtook the speed of actioning. We closed our doors with no certainty of when we would be able return. Fear and anxiety levels throughout the team soared. Fear for their families, their jobs, their financial security. Fear of the unknown. As a leader, these are some of the greatest pressures you will meet – 48 members of the team, all looking to you for reassurance and direction. You constantly have to portray confidence and strength, but inside you have their same fears and anxieties. If I learned one thing this year, it’s that tough times help you grow. Recessions or large disruptive events are uncomfortable and stressful, but they also provide opportunity to reflect and learn. A company which exits the same as they entered will have missed an opportunity to change, grow and improve. We returned as a better, stronger business. We emerged with new learnings, new systems, a closer team and clearer objectives.

Steve Pickering MD, SUSSEX BEDS Stores: 10 (+1 YoY) + online store Headcount: 48 (+8 YoY)

AS A LEADER, YOU CONSTANTLY HAVE TO PORTRAY CONFIDENCE AND STRENGTH, BUT INSIDE YOU HAVE THE SAME FEARS AND ANXIETIES AS YOUR STAFF LOOKING AHEAD I’m most looking forward to calmer times. The past few years have been dominated with negative external factors such as Brexit, followed by Covid-19. As we traverse next year, I look forward to a period in which these factors will disperse, and we will enter a calmer, more positive period.

different functions, from sales and fulfilment, to communication and finance. It is our goal over the next 12 months to upgrade these where necessary to scalable systems which will link and integrate with each other – which will meet our needs as we move towards our BHAG.

The next hot product trend is a continued move toward premium product lines. Over the past three years, AOVs have increased by 25% as our consumers look to invest in better product. I believe this trend will continue over the next 12 months, combined with a domestic recovery weighted toward investment in homes and furniture.

The biggest challenge will be Q1 2021. Navigating the first 3-4 months of 2021 will present challenges with planning, supply chain and maintaining growth targets, due to potential Brexit teething issues, Covid-19 restrictions and possible further lockdowns. It will require careful monitoring of information and developments to enable informed decisionmaking, to keep sales and revenues at optimum levels, and growth plans on track.

The trend on its way out is travel (temporarily). The impact of Covid-19 has had a devastating effect on the travel industry, and it will be one of the last industries to recover. In the meantime, the focus for big-ticket spend will shift away from travel to more domestic spending. This will see a benefit for our industry as increased wallet share moves toward homes, gardens and furniture. My technology priority is digital integration. We have built our business using various digital platforms, each performing

I think the ‘new normal’ will see more consumers demand omnichannel options to purchasing. The lockdown periods of 2020 have propelled the acceptance of online shopping forward through all generations. Knowing the UK domestic consumer recovery will initially be focused on the home and home improvement makes me hopeful for the industry’s future.

THE REMAINDER OF THE GOVERNMENT-BACKED SUPPORT LOANS WILL BE UTILISED TO FUND OUR BHAG (BIG, HAIRY, AUDACIOUS GOAL) PLANS THROUGH 2021

INSIGHT

Peter Harding MD, FAIRWAY FURNITURE Stores: 4 Headcount: 70 (+1 YoY)

LOOKING BACK The best deal I struck was developing a collection with Vida Living, to broaden further the contemporary and style-driven area of our product offer. They offer a good service and competitive pricing, and are responsive to our needs. The biggest product trend in-store/online was contemporary dining. It’s clear that customers’ tastes continue to get younger, and we saw a really noticeable move away from oak dining towards a more eclectic, industrial and chic look, with glass and high gloss also making real inroads. Lockdown also impacted this, with the desire to ‘eat out at home’ making people re-evaluate and enhance their home dining experience. What changed most about the way people shop was that they took much less time to make decisions. This seems counterintuitive, given that many people had far more time than normal in 2020, but clearly people had used lockdown to do online research and distil their requirements. We also saw many more customers shopping for multiple rooms at once, and happy to add accessories and finishing touches. Both these pushed up AOVs significantly. What changed most about the way I sell was when we reopened after Lockdown 1.0, there was clearly a significant degree of pentup demand, with footfall up markedly. This meant that our sales teams had to work multiple customer groups at a time, more than ever. Coupled with the shorter decisionmaking cycle of customers, this meant a very busy five months from June to October … What put me under most pressure was that we could all see the inevitability of a lockdown during early March, as if it were a penalty miss by an England footballer. But despite plenty of ‘wargaming’ the implications and likely impact during February, the uncertainty, once it started – of how long it would last and the effect on both the business and consumer demand – led to the most intensive and stressful few weeks of my career. If I learned one thing this year, it’s that no business – not even the very best prepared – was honestly ready for a seismic shock like a global pandemic. Disaster planning simply cannot genuinely and completely factor in the impact we all saw. What you need is to have a strong, agile and dedicated management team, backed by a determined and flexible workforce – and be prepared to react to an ever-changing landscape. My team and workforce were absolutely superb!

OUR SALES TEAMS HAD TO WORK MULTIPLE CUSTOMER GROUPS AT A TIME LOOKING AHEAD I’m most looking forward to what I hope will be a more straightforward year in 2021. There will be enormous challenges – both in terms of a resetting of the global economy and the need to somehow start to pay for the massive (but very necessary) Government interventions. However, with vaccines coming on stream, I would like to think that 2021 will see many more smiles and happiness than we saw in 2020. The next hot product trend is the continued resurgence of fabric upholstery over leather and with it, the ever-growing trend for eclectic styling and more relaxed home living. The trend on its way out is leather upholstery. For many people, lockdown periods have highlighted the downsides of leather – when people wanted to feel relaxed, comfortable and less formal, leather just didn’t ‘do it for them’. My technology priority is accelerating even closer integration of our online and offline sales channels. We have already pulled forward major investment in developing our online presence further, and will be working to ensure we have an even greater ability to communicate with – and sell to – our customers than we do already.

THIS YEAR WILL SEE ENORMOUS CHALLENGES IN BOTH GETTING PRODUCT INTO THE UK AND MAINTAINING TOLERABLE LEAD TIMES

INFORMING INDUSTRY, BUILDING BUSINESS 21 The biggest challenge will be, in the short term, getting hold of products, thanks to a trio of complications: the impending implications of Brexit; the chaos in international shipping logistics caused by the pandemic, shipping cartels flexing their muscles and the very inefficient UK ports; and the chronic supply chain issues in the UK furniture manufacturing industry regarding foam, springs, etc. This year will see enormous challenges in both getting product into the UK and maintaining tolerable lead times. These will certainly impact margins and affect consumers who are expecting deliveries, so mitigating them as cost-effectively and efficiently as possible will be very important for all businesses and customer retention. I think the ‘new normal’ will see people get back to doing and appreciating the simple things – liberty, freedom and the

ability to live like the ‘old normal’, be that meeting their friends for a pint, having friends over for a dinner party, hugging their parents or being able to go on holiday without needing to factor in two weeks at home isolating on their return. Knowing the following makes me hopeful for the industry’s future. The UK furniture industry is sometimes described as a ‘cottage industry’ – and rightly so – but this year it has shown that there are plenty of companies and people in it that are capable of adapting and going above and beyond the expected to deliver great service. I hope that this continues and we see a more sophisticated industry evolve from it. Similarly, unlike less tactile products, shopping in person in stores still remains the predominant means of selling, and customers have, I believe, appreciated that more than ever in 2020, which is a reassurance.

Steve Adams CEO, MATTRESS ONLINE Stores: 1 + online store Headcount: 55 (+16 YoY)

LOOKING AHEAD I’m most looking forward to launching more of our own-brand product ranges. The next hot product trend is organic and sustainable mattress fillings, along with TCPP-free foam. The trend on its way out is memory foam – it’s too expensive now, and we are seeing continued trends towards natural.

LOOKING BACK The best deal I struck was securing the Casper licence for the UK. The biggest product trend in-store/online was people spending slightly more money – AOVs have increased through Covid. What changed most about the way people shop was moving to online. During lockdown we expected a natural shift – however, this continued after stores opened again, suggesting a consumer mindset shift. What changed most about the way I sell was aligning more with the bed-in-a-box brands, a concept that certainly resonates with consumers, as our changing product profile in 2020 confirms. What put me under most pressure was implementing our safe delivery procedures consistently and robustly. If I learned one thing this year, it’s that running a business will always throw you curveballs – even after 17 years!

My technology priority is to install and integrate an improved stock management system. The biggest challenge will be preparing for what I suspect will be a tough Q2 and Q3 2021 – are we pulling forward next year’s sales? I think the ‘new normal’ will see a systemic shift to online spending in home furnishings going forward. Knowing that we have proven we are resilient and can work together makes me hopeful for the industry’s future. From component supply to end-consumer delivery, we’ve pulled together to keep supply coming through, despite continued and numerous challenges.

THE BED-IN-A-BOX CONCEPT CERTAINLY RESONATES WITH CONSUMERS

INSIGHT

Andy Stockwell BUYER/MANAGER, GARDINER HASKINS Stores: 2

LOOKING AHEAD I’m most looking forward to the old normal! A world where there is no need to wear a facemask, to sanitise and to social distance, where we can greet each other with a handshake and jump on a plane to sunnier climes without having to quarantine when we get back.

YOUR TEAM REALLY IS YOUR GREATEST ASSET LOOKING BACK The best deal I struck was to be asked to contribute to the best publication the furniture industry has! The biggest product trend in-store was for sustainable, ecofriendly product, and anything consumers could use to revamp their existing furnishings. Fabric for recovering chairs was flying off the shelves in the summer. What changed most about the way people shop was influenced entirely by coronavirus. After the initial nationwide lockdown, browsing almost completely stopped. Customers were only visiting the store with intention to buy, and generally knowing what they wanted. Big-ticket sales were surprisingly good, as holiday savings were diverted to home improvements. What changed most about the way I sell was it got easier. Customers not only knew what they wanted, they came out to buy. Their decision to purchase was made before they left home. Almost nobody expected a deal on price, and almost nobody asked. Lead times became almost irrelevant. The mantra really was, “it is what it is.” What put me under most pressure was adapting to the ‘new normal’ – operating with reduced staff levels as the business balanced costs, and trying to maintain service levels, all under the restrictions of facemasks, hand sanitiser and social distancing. If I learned one thing this year, it’s that your team really is your greatest asset. Every member of the team has pulled together, adapted to the Covid world, and changed their work patterns and personal schedules to keep the operation running as smoothly as possible.With the dedication, co-operation and commitment of your team, anything can be overcome.

The next hot product trend is whatever is available! Getting product is so difficult right now, anything that you don’t have to wait months for is going to be hot. And sustainability will continue to grow in importance – not so much a trend as a movement, which will gather pace not just in 2021 but beyond. The trend on its way out is plastic – or, at least, virgin plastic. Recycled variants will take its place as consumer awareness of climate change and the eco agenda become more mainstream. My technology priority is maybe to get a new phone? The biggest challenge will be, in the short term, availability, and managing customer expectation around it. Also, keeping up with developments in modern retailing and adapting the business model to keep pace. I think the ‘new normal’ will be short-lived. We will get back to something more familiar at some point in 2021. It may turn out to have some positive outcomes – companies at all stages of the supply chain, from manufacturer to retailer, have had to adapt their business and operating models and discover new efficiencies and new ways of working, which could benefit them for many years. Knowing how busy the UK furniture industry has been in 2020, benefiting from decreased leisure spend and increased focus on the home environment, and the healthy level of UK manufacturing and brilliant people at all levels of the UK furniture industry, makes me hopeful for the industry’s future.

CUSTOMERS NOT ONLY KNEW WHAT THEY WANTED, THEY CAME OUT TO BUY. ALMOST NOBODY EXPECTED A DEAL ON PRICE, AND ALMOST NOBODY ASKED

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INSIGHT

Mike Murray MD, LAND OF BEDS Stores: 3 Headcount: 40

LOOKING BACK What changed most about the way people shop was they truly embraced ecommerce. It sounds so simple now, but back in April you were only able to shop in one way – online. This led to pivoting our traditional shopfloor sales team into online advisors. We had to transition our classic, in-store experience into the online medium. Adapting quickly to the changing times – adding in options like our livechat service and expanding our telephone services to capture sales. What changed most about the way I sell was elevating our digital approach. Some of our workforce was retrained with new methods, with the goal of delivering the same exceptional level of customer service through telesales, livechat and email. We had to swap our bricks-and-mortar advertising spend for more digitally focused channels – pushing social media and online advertising to capitalise on people spending more time on their devices due to factors such as furlough. Marketing has been crucial to growth and success in all industries over the past few years, and it has taken on a new level of importance this year – particularly the digital side of the business. We have had to reinforce our existing strategy with an even stronger digital marketing approach, to work cohesively with our traditional methods. What put me under most pressure was maintaining our awardwinning levels of customer service – we wanted to continue to give our valued customers the same level of service, no matter how they ordered their product with us. We also wanted to make sure that we maintained great communication with our customers, as for many it was the first time that they had purchased a large furniture item online. The lockdown forced people into online shopping, possibly for the first time.

IF I LEARNED ONE THING THIS YEAR, IT’S JUST HOW RESILIENT OUR BUSINESS IS

FOR MANY CUSTOMERS, IT WAS THE FIRST TIME THEY HAD PURCHASED A LARGE FURNITURE ITEM ONLINE Land of Beds has scaled incredibly quickly this year, with new staff coming into the business during these unforeseen circumstances – adapting and learning their job roles in unconventional times – but they have thrived. At the beginning of the first national lockdown, some staff were on furlough, while others were adapting to working from home. We worked hard to protect the reputation of the Land of Beds brand, which was a complex operation to manage, whilst also juggling personal issues brought about by Covid-19. If I learned one thing this year, it’s just how resilient our business is. We have an internal disaster-recovery document that we hope we never have to use – but it proved to be invaluable this year. I’d strongly recommend all businesses, no matter the sector, go through these documents before they’re hit with a crisis. Our resolve has been tested this year, and we have adapted accordingly – along with reviewing and changing our disasterrecovery document each year to put us in the best possible position for success. It’s been a long-held belief of mine that a business is only as good as the people who work for it, and we are incredibly proud to have some of the best staff in the industry working for us. They have been working tirelessly to provide the same exceptional level of service to customers. Communication is absolutely key – whether this is internally with staff, or externally with stakeholders. Clear and precise communication is the best way to maintain a strong working relationship – many of which have actually been strengthened throughout this pandemic.

READ MORE AT WWW.FURNITURENEWS.NET 25

LOOKING AHEAD I’m most looking forward to going on a well-earned holiday (fingers crossed!). But in relation to business, meeting face-to-face with our suppliers instead of via an online meeting, attending trade shows and having those invaluable conversations with fellow industry members. We are also looking forward to some more teambuilding activities (that don’t have to be conducted at a 2m distance), including our infamous staff summer barbecue! The next hot product trend has got to be airbeds. There’s not going to be a shortage of air! My technology priority is staffing.Online sales have become crucial to many businesses due to the pandemic, and we are going to continue to invest in our ecommerce team, so that we can provide the best service and experience to our customers. The biggest challenge will be the supply chain – and we want to ensure that our customers receive their products in line with our promises. We are also preparing for the potential problems that Brexit might cause in the industry, but looking after our customers will always be our top priority. We are also striving to continually improve customer satisfaction, and to keep delivering a great night’s sleep! I think the ‘new normal’ will have to include a higher level of hygiene in showrooms and within any areas the public has contact (for example, delivery to their room of choice). The companies who can actively demonstrate that they can deliver this to their customers will succeed. Knowing that we have some fantastic, innovative companies within our industry that have been able to pivot and quickly adapt in these unprecedented times, to ensure that valued customers have been able to purchase their essential items with the same level of service pre-Covid, makes me hopeful for the industry’s future. We are proud to work in an industry that has been able to come together to produce, deliver and sell quality products to customers in a year that has been trying for us all.

LOOKING AFTER OUR CUSTOMERS WILL ALWAYS BE OUR TOP PRIORITY

Discover more hot takes on furniture retail in the second part of our

RETAILER REVIEW 2020/21 in next month’s issue

In the meantime, if you’d like to share your views with the trade this year, why not join our feedback panel? Email paul@gearingmediagroup.com for details

INSIGHT

MEET THE AGENT:

MARK KREAMER Sales agents play a vital role in the furniture industry, acting as invaluable conduits between suppliers and retailers, and boasting a depth of experience that can only be derived from representing various, cross-sector accounts. This month, Furniture News meets Mark Kreamer … www.mjkagencies.co.uk

Describe your approach in five words Considered, informed, dependable, energetic, experienced.

BUYERS LIKE TO SEE A CLEAR AND SIMPLISTIC PRESENTATION OF ANY GIVEN SUPPLIER’S WARES

Why/how did you get into this line of work? I started in retail furniture as a salesman in the 1980s, and quickly identified that a life on the open road was for me. Whilst working in the store, I had recognised that, of all of the products we displayed in the shop, the ones that sold better and with more confidence were those where we had a regular contact with the manufacturers’ representative. What have been the high and low points of your career to date? I have never been one to get too carried away by high points, as these are often circumstantial. Equally, this pragmatism means that I don’t get too many real low points either. With that said, I do get a tremendous thrill from taking a retailer

from being a prospect account to being a fully fledged stockist that benefits from steady repeat orders with one of my manufacturers. How can retailers make the most of your services? A retailer working with a manufacturer is definitely a partnership. And by engaging in open dialogue and really getting behind the product, we can hope to maximise the true repeat potential of a product. The retailer’s interest and knowledge of any particular item will result in increased sales. Also, a better understanding of their suppliers’ strengths and weaknesses will overcome many challenges that may occur down the line. … and how can suppliers working with you achieve the best outcomes? I have found, over the years, that buyers like to see a clear and simplistic presentation of any given supplier’s

If a product or collection is not pulling its weight after being given a fair chance to shine, then clear it and replace it with 27 better performing line. Test and measure the selling potenti of all your products in a Greenwood Sale.

WHO ELSE TO in Just 17WANTS Days… GUARANTEE SALES SUCCESS Will your January 2017 salesIN be the2021? best month’s total

YOUR ONE-STOP - Get good at this selling. you’re going to see year? Most retailers IF I CAN HELP THE RETAILER • SELLING SKILLS don’t botherDIGITAL a properSALES sales process or sales training. Th OVERCOME AS MANY “3with Months Sales in ThreeSUCCESS Weeks! Your Would you like to see sales of two, four, sixinorquality even eight successful ones do! Invest time and money sales PLAN FOR 2021 … Sales Guy was Great! The Digital Sales OBJECTIONS AS POSSIBLE, THEN times what is normally your best month? know-how. Call Greenwood to arrange an effective sales Plan Worked Brillliantly!” I HAVE GIVEN THEM THE BESTtraining course. Months Sales inwell Three Weeks! Your Morrison, Planetvery Furniture, Glenrothes, 2020the AsDavid our“3clients know (and will October tell you), OPPORTUNITY TO MAKE THAT SALE above sales Salesresults Guy was Great! The Digital Sales are not exceptional for a Greenwood Plan Worked Brillliantly!” • COMPETITION Check your competition to in find out wh Sale. They are–standard. You could enjoy such record“A Phenomenal 6 weeks business

breaking sales results tooFurniture, –The with high margin David Morrison, Glenrothes, October 2020 they are offering. Avoid all-out price wars. Bemaintained. sure to out-d the first fivePlanet days. new Greenwood your competition on the mostmarketing relevant beneficial USP’s [Covid-modified] produced a “A Phenomenal 6 weeks business in including choice, and service. Greenwoo steady quality, flow of value customers over a Call longer the first five days. The new Greenwood to mysteryperiod shop your competitors. so we had no overcrowding and [Covid-modified] marketing produced a target!” steady flowwe of beat customers over a longer Are you seeing anything going against the industry grain right • PROMOTION – Promote your business effectively. Ever period soYou’re we had no overcrowding and Cy Fogel, Furnished, Essex. August 2020 now? Something that I have begun to see in the past year or so is target!” good retailer from Tescowe tobeat Harrod’s does. Consider using a suppliers looking into D2C. Some have their own websites, “We 6 months turnover in2020theturn 3 stock in Cytook Fogel, You’re Furnished, Essex. August sometimes through a third party they own, and others are ‘Greenwood’ sales promotion to increase sales, looking at the retail partner route, whereby the retail price is [with no problems at all] and have cash and weeks win future market share, while protecting your pro fixed and the retailer earns what is, in effect, a commission on “WeCall tookGreenwood! 6 months turnover in theThis 3 our lockdown losses. at the same recovered time. sales leads they generate. The supplier generally is offering DHD, so there is little retailer involvement outside of the store weeks [with no problems at all] andallhave Greenwood Sale has surpassed my display and sale. recovered our lockdown Why not call me expectations!” today on 01565losses. 650101This for a free, Greenwood Sale has surpassed all my I can FIND OUT MORE How do you spend your free time? confidential, no-obligation business consultation? James Fraser,expectations!” M.D., Blackbridge Furnishings, For the past 20 years I have been getting very marginally better outline sales projections and costs over the phone. wares. Nothing works better than being able to show an upto-date image with clear pricing alongside it. If I can present the features and benefits of the product in such a way that it takes little time for a retailer to comprehend, then it stands to reason that in turn the retailer will be able to re-present this information to their customers, when meeting their specific requirements.

DISCOVER THE FORTUNE THAT LIES HIDDEN IN YOUR BRAND…

Elgin and Fort William. JulySALES... 2020 ABOUT Inverness, GREENWOOD

at road cycling (yes, another MAMIL, see November’s Furniture News!), culminating in riding up Mount Ventoux. My wife (of 30 years) and I are very fortunate to have family living in that area of France, and we spend as much time there as we can. We have two daughters – one a barrister, and the other a teacher. My football team is Charlton Athletic, where there always seems to be something interesting happening (sometimes it’s even on the pitch!).

James Fraser, M.D., Blackbridge Furnishings, Inverness, Elgin and Fort William. July 2020

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What’s the secret of your success? I am not sure that success is a secret, but I have tried to work with retailers and understand their points of view. The retailer has a very tricky customer base nowadays, one that can visit the store armed with a smartphone and attempt to dictate terms and conditions. If I can help the retailer overcome as many objections as possible, then I have given them the best opportunity to make that sale.

Greenwood Sales now generate better-than-ever results for

Now, Greenwood are better-than-ever results for you, discuss the exciting weWith can offer quality retailers all Sales overpossibilities thegenerating UK and Ireland. Greenwood’s quality retailers all over the UK and Ireland with Greenwood’s To find morewithout without obligation, or toCAN book a sale, new,out Covid-modified, Digital Sales Plan, YOU TOO. obligation. new, Covid-modified, Digital Sales Plan. YOU CAN TOO.

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We are now booking events right across the UK and Ireland f and out options offer you, withoutpossibilities obligation.and to find more we and can to discover the exciting the rest of 2013 a first come served basis. optionson we can offer you, withoutfirst obligation. Book your salesBOOKING event early toFOR guarantee exclusivity NOW 2021 BOOKING NOW FOR 2021. CALL BERNARD CALL BERNARD DONALD TODAY for yourOR business.

Current agencies: The Old English Bed Company, Digiò Leather, Swyft and Nordic C. Mark is currently looking for a bedroom furniture manufacturer to represent. T 07907 693277 E mjkreamer@gmail.com

OR DONALD ON 01565 650101 01565 650101 ONTODAY

GREENWOOD RETAIL GREENWOOD RETAILLTD LTD Britain’s Leading Experts in Retail Sales Promotion

GREENWOOD RETAIL LTDLTD GREENWOOD RETAIL

If you’re a furniture agent and would like to feature in an upcoming issue, email paul@gearingmediagroup.com

UK and Ireland’s Leading Experts in Retail Sales Promotion sales@greenwoodretail.com www.greenwoodretail.com Britain’s Leading Experts in Retail Sales Promotion since 2002 sales@greenwoodretail.com www.greenwoodretail.com

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EMPOWERING BUSINESS 29

EMPOWERING BUSINESS The global economy may be held fast in the clutches of Covid-19, and the business casualties mounting – yet there remains shining examples of those fighting hard to survive – and even thrive – against this cruel backdrop. In this special new year feature, Furniture News celebrates the manufacturers, importers and service providers going into 2021 stronger and fitter than ever …

BOYTEKS COACH HOUSE RHENUS HOME DELIVERY UK MAMMOTH BUOYANT UPHOLSTERY BESP-OAK FURNITURE GALLERY DIRECT WESTBRIDGE

› ››

EMPOWERING BUSINESS

COVER STORY

FAMILY VALUES 2020 may have been the most challenging year in Coach House’s history, but it was also one of the most rewarding, reveals Faye BovingdonBryant, sales director at one-stop supplier, Coach House … www.coachhouse.com

WE DID NOT SUPPLY THE GENERAL PUBLIC, CANCEL ORDERS WITH SUPPLIERS, OR LOSE SIGHT OF WHO WE ARE

“We feel fortunate that our customers represent some of the bravest and most innovative businesses in the industry,” says Faye, reflecting on a year which tested the entire industry’s mettle, yet saw many businesses emerge stronger for the experience. “If 2020 taught us anything, it was an even greater appreciation of them and our suppliers, as both have proved that they could be relied upon to withstand the demands facing them.” When the pandemic struck, Faye says the business recognised right away that it would have to adapt in order to keep up with shifting demand and operate responsibly for its staff and customers. “We are very lucky to have huge showrooms in Lancashire,” she explains, “and we took the opportunity to refurbish them, as well as our reception, so that when we reopened in June, we could inspire our clients with exciting new visual displays and product. “After all, having spent the best part of three months at home, we all needed something beautiful to rejuvenate ourselves!” However, says Faye, the takeaway from

these experiences is not all about what the company did, but also what it did not do – steadfastly refusing to buckle under the pressure and comprimise its longheld values. Says Faye: “We did not supply the general public, we did not cancel orders with suppliers, and we did not lose sight of who we are – a family business at heart, with deep roots in independent and pioneering retail and interior design. With these values at our centre, we were able to evolve whilst remaining steadfastly dedicated to our customer base.” As international travel is currently off-limits and trade shows are cancelled, Faye explains that the company continues to evolve, the design team and directors busy conjuring up new designs as samples arrive weekly from Coach House’s suppliers. “Having had no orders cancelled in 2020, our suppliers are enthusiastically meeting this demand, working closely with us on new designs and on keeping stocks high for 2021. Cheers to that!” Discover Coach House’s latest product offer on the company’s website, or via Instagram (follow @coachhouseuk)

C OAC H HO US E www.coachhouse.com /

coachhouseuk

EMPOWERING BUSINESS

DELIVERY RHE-DEFINED In September 2020, Rhenus Home Delivery UK moved into its brand new 55,000ft2 warehouse in Leighton Buzzard. The purpose-built facility, which is now fully racked out to 10m (creating more than 6000 pallet spaces) is located approximately 10 minutes from junction 11A of the M1, and just 30 minutes from London, and represents a significant step change in the company’s offer … www.rhenus-home-delivery.co.uk

THE NEW WAREHOUSE HAS PROVIDED US WITH SIGNIFICANTLY MORE RESOURCE – IT WAS A NECESSARY INVESTMENT

“Opening the new warehouse has provided us with significantly more resource to operate with,” begins Rhenus’ UK sales manager, Gavin Boden. “As we onboarded several major ecommerce accounts last year, alongside growing the business significantly, it was a necessary investment.” The Rhenus Group is a leading logistics service provider, with global business operations and an annual turnover of €5.5b. Rhenus has business sites at 750 locations worldwide, and employs 33,000 people. “We see ourselves as invaluable partners to provide our customers with value-added services,” adds Vinny Riley,Rhenus’ UK MD. “We take pride in the services we provide to our clients and their customers, and the two-man delivery industry has grown exponentially due the continued growth of ecommerce. “At Rhenus Home Delivery, we want to be the best in the market and become renowned for our exceptional whiteglove service. We are always looking at improving our customer experience, including communication, tracking and interaction. Our traffic management system helps us to do this, but also enables our clients to access live reports anytime they need to. “Not only do we run a two-man home delivery service, but we also find solutions for a wide variety of different sectors along the complete supply chain. These include multimodal transport operations, warehousing, customs clearance, and innovative, value-added services.” Rhenus operates a network of twoman home delivery teams across Europe. In the UK, it operates from four regional depots and works with specialist delivery partners to ensure reach right across the UK and the Republic of Ireland. Services range from standard room-of-choice deliveries and basic installations, to the removal of packaging and disposal of old beds and furniture. Rhenus also specialises in partorder and multiple-supplier deliveries (order consolidation), and will hold all products until the complete order

is ready for dispatch. With a modern IT infrastructure working alongside a variety of data transfer methods and in-house systems, the logistics specialist also provides a track-and-trace system for customers, so they can see an order’s live progress. The removal and recycling of old and used furniture is a key part of the business, as protecting the environment is becoming more important to retailers and their customers. Gavin adds: “We want to ensure that all the old furniture we collect is recycled appropriately. We have been working closely with the Environment Agency (EA) to make sure we surpass their expectations. Our mattress recycling partner handles the product in such a way that 99.9% of material can be used again in a wide range of different industries.” Since 2017, Rhenus Home Delivery UK has developed its services to offer: minimum service of room of choice deliveries; removal and disposal of packaging; basic assembly of furniture and brown goods; removal and recycle/ efficient disposal of old furniture; warehousing; container decant; and order consolidation. For more on any of these services, call Gavin Boden on 07384 257205 or email him at gavin.boden@uk.rhenus.com

Professional 2-man delivery service to a room of your customers choice with optional services including disposal of packaging, assembly, and old furniture disposal.

in the deliveryINTO of divans, mattresses, sofas, and furniture, covering all of WESpecialising DELIVER THE HOME. the UK and Ireland.

WITH THE HIGHEST ACCURACY.

5* TRUSTPILOT REVIEWS

Our high standards match yours. Our service goes far beyond delivering reliably up to the point of use. Because it is at this point that our precise work starts. Be it setup, assembly or installation, our qualified employees work diligently, neatly and with the highest accuracy. To this purpose, we constantly train them in our own Rhenus Academy. After all, the people working for us aren’t just delivery men, but delivery experts.

FULLY TRACKED DELIVERIES 0.01% DAMAGE RATES

GET IN TOUCH TO FIND OUT MORE: GAVIN.BODEN@UK.RHENUS.COM

WE DELIVER INTO THE HOME.

CONTACT CONTACT US US Rhenus Unit 77New New Cheshire Cheshire Business Business Park, Park, Wincham Wincham Lane Lane ·. CW9 CW9 6GG 6GG Northwich Northwich Rhenus Home Home Delivery Delivery UK UK .·Unit Phone 577 5771 5771· .Email: Email:Sales.RHD@uk.rhenus.com Sales.RHD@uk.rhenus.com Phone +44 +44 333 333 577 www.rhenus-home-delivery.co.uk www.rhenus-home-delivery.co.uk

EMPOWERING BUSINESS

CHOOSE LIFE After a year that threw everything at the furniture industry, 2021 marks the start of a fresh chapter, and is set to be a pivotal time for health and wellbeing specialist, Mammoth, explains founder and CEO, John Tuton … www.mammothcomfort.com

“If ever there is a time to recognise the importance of health and wellness, it is through the course of a global pandemic,” begins John, whose brand is chiming with more customers than ever. “With our heritage in healthcare, we’ve long understood the importance of sleep and comfort technologies that do people good – be it the elite athletes looking to improve performance, or the everyday customer looking to ease pain. But, over the last year, we have seen consumers become more focused than ever on making healthy choices to protect their mental and physical wellbeing.

John Tuton

2021 WILL BE A HUGE YEAR FOR US

“While it’s been a challenging 12 months by any standards, I firmly believe that 2021 will be a huge year for us – we have many exciting projects coming to fruition, and we are being bold in our ambitions for growth. “Already, we have launched a fantastic new mattress collection with two major names – Argos and Hearst, the global publishing company behind the likes of Men’s Health, Women’s Health and Cosmopolitan magazines. It was a massive achievement to secure a deal with these industry giants, with the team pulling out all the stops to get the Women’s Health Men’s Health range live in record time. We will also be announcing new product launches over the coming months, as well as expanding our current collections and wider service offer. “We recognise the challenges the bricks-and-mortar retail industry faces, and we are committed to doing more than ever to support our retail partners as they bounce back from a year dominated by coronavirus. To ensure that we deliver on this promise and meet our own ambitious growth targets for 2021, we have invested heavily and recruited experienced talent across our sales, marketing and senior management teams. We have also enhanced our manufacturing and distribution capabilities to support our retailers as consumer demand evolves and changes. “More than a decade after we first pioneered the use of Medical Grade foam in retail, we are proud of the reputation we have built in the industry. As NHS award winners, partners with the Chartered Society of Physiotherapy and the go-to brand for the British sporting elite, we continue to demonstrate that we are the only choice for those who choose wellness. “With our strongest-ever team, new product launches on the horizon and continued investment in the company, I have every confidence that 2021 will be a successful year for Mammoth Group and our partners.” To find out more about Mammoth, visit the website, or follow the brand on Facebook, Twitter or Instagram

A healthy choice for a more health conscious nation When your customers come looking for a mattress that will genuinely do them good, tell them that Mammoth is for those who value their health and wellbeing. We are the pioneers who brought UK healthcare technologies to the retail market. We are the only brand officially partnered with the Chartered Society of Physiotherapy and the go-to brand for professional athletes.

NHS Award Winners

Official partners with the Chartered Society of Physiotherapy

Loved by the elite

Official Mattress Partner

PROFESSIONAL CRICKETERS ASSOCIATION

Contact Mammoth today and help your customers do more to protect their health and wellbeing: sales@mammothuk.com

EMPOWERING BUSINESS

UPLIFTING UPHOLSTERY “There is no doubt that we have all witnessed the craziest year of our lives,” begins Buoyant Upholstery’s MD, Mike Aramayo, as he explains how the Lancashire-based manufacturer overcame myriad challenges in order to face the new year from a position of strength. www.buoyant-upholstery.co.uk

Parkway Fantasia

Beatrix

COVID-19 HAS MADE US REALISE THAT CLOSE RELATIONSHIPS WITHIN THE UK ARE OF PARAMOUNT IMPORTANCE

“I heard about a virus at the January Furniture Show 2020, but I never once thought the following January Furniture Show would be a victim of it,” says Mike, reflecting on a year which would turn out to be one of the most difficult in the company’s long history. “Yet, from a full national lockdown, we returned to an order book we never saw coming,” he continues. “Luckily for Buoyant, we brought our full workforce back on day one, and quickly ramped up production within a couple of weeks. From there, the order intake just didn’t slow down, and we were the first in the upholstery industry to announce our Christmas cut-off dates – in September! “Covid-19 has made us realise that close relationships within the UK are

of paramount importance, and I would like to thank all our retailers for their loyalty and support. I hope that, at Buoyant, we have been able to fulfil their expectations of us.” Mike states that, despite the virus, the business is still busy working on new ideas, while preparing for the additional challenges Brexit might create. “We have been working on the Brexit situation for over two years,” he says. “We have to take into account the correct classification of goods, check out commodity codes, duty and VAT rates, liaise with HMRC, ensure we are compliant in import and export, new customer paperwork, new tariffs on imported goods, check taxes and insurances, consider GDPR, protect intellectual property, review contracts and terms, liaise with the workforce on Brexit, consider the implications on transport … believe me, the list goes on!” Yet there is reason to be hopeful. “On a brighter note, my directors, George Smith, Tony Darley, Glen Ainsworth and Hans Jansen, and their teams, have performed miracles – in my opinion, I have the best upholstery team in the whole industry. “With a vaccine on the horizon, 2021 is giving us all some hope we can come out of this and get back to some normality. I for one have put that on my wishlist for the coming year. In the meantime, stay safe, and have a fantastic New Year!”

Blaise

We build over a centuryâ&#x20AC;&#x2122;s worth of knowledge, experience and quality into every piece of furniture we make. www.buoyant-upholstery.co.uk 01282 691631 MADE IN THE UK

The Cosgrove Collection The Cosgrove Range is a fantastic rustic collection with perfect on trend details, such as hairpin legs and reclaimed timber tops. Handcrafted metal frames with black metal mesh doors give this range an industrial edge, and all of the tops, bottoms, drawers and shelves are made from reclaimed timber for a rugged on-trend style (Due January).

For more info or to book a showroom visit, go to Besp-Oak.com email sales@besp-oakfurniture.co.uk or call 02476 623148

NEW11 - Large Reclaimed Wood Square Coffee Table with Metal Geometric Frame - £159

NEW03 - Tall Reclaimed Wood & Metal Side table - £39

NEW20 - 3 Drawer Reclaimed Wood & Metal Sideboard with Mesh Doors - £288

NEW16 - Tall 2 Door Reclaimed Wood Cabinet with Mesh Doors - £349

NEW08 - Reclaimed Wood Coffee Table with Metal Geometric Frame - £115

NEW01 - Medium Reclaimed Wood & Metal Side table - £35

NEW13 - Reclaimed Wood & Metal 2 Drawer Side Table - £110

Shop the look

NEW07 -Large Reclaimed Wood & Metal Mirror 89 x 147cm - £110

AZW-523-2 - Herringbone Stone 2 Seater Sofa - £445

19AM14 - Handpainted Galloping Horse Canvas 103 x 83cm - £49

16MC002F5Z2 - Rustic Reclaimed Plank Clock 76cm - £40

M-17021A - Ornate Brass Candle Holder Large - £24

EMPOWERING BUSINESS

ON A ROLL Traditionally, the trade would be coming together at the January Furniture Show this month – and Gallery Direct’s huge stand, from which the supplier launches its Spring/ Summer Collection each year, is always one of the key attractions. Yet, despite the 2021 exhibition being postponed, Gallery is still pressing ahead with over 1300 new launches.

Assorted accessories

Kyoto sideboard

AN INCREDIBLE AMOUNT OF HARD WORK HAS GONE INTO DEVELOPING ALL THE NEW PRODUCTS

Elveden desk

www.gallerydirect.co.uk

Featuring over 1300 lines across all its product categories, Gallery’s SS21 launch features new ranges and key looks, bringing fresh design ideas to its catalogue. The new wall decor collection boasts 160 fresh lines across wall art, mirrors and wall storage, while there is a vast array of new home accessories, with over 210 faux plants, 140 vases and 60 candle holders, as well as a tableware range including glassware and kitchen essentials (a new addition to Gallery’s portfolio). On the furniture side, there are over 180 fresh lines, as well as new madeto-order ranges and fabric options and a selection of outdoor furniture. A key new look for 2021 is Japandi, which features simplicity of design with clutter-free linear styling and subtle oriental notes. Gallery’s range offers living, dining and bedroom furniture, and will enjoy a soft launch in January, with the full range being released at the Furniture Show Birmingham in April. Last but not least, and designed to accompany the other new ranges, the SS21 soft furnishing collection embodies each trend, including subtle yet opulent velvets, luxurious faux furs and cosy bohemian knits. James Hudson, business development director, furniture, comments: “It is such a shame that we can’t be at the January Furniture Show this month, but, nevertheless, we are really excited about our SS21 Collection. An incredible amount of hard work has gone into developing all the new products – a launch of this size is never easy, but we’ve had even more challenges than usual, due to the unprecedented year we’ve had. However, we were determined to still deliver an exciting range of fresh new products for our customers. “There are supply chain and shipping issues across the industry, but we are doing our best to overcome these, utilising the skills of our teams here in the UK and overseas, and working closely with our supply base to minimise the effect on our customers as much as possible (for both our current ranges and the new 2021 products). While we

realise that there are still challenges ahead, we are optimistic that we can deliver a fantastic range of products to our customers over the coming months.” Prior to the NEC splash, new products will be displayed in Gallery’s Sittingbourne and Leeds showrooms from 25th January and 1st February, respectively. Due to the current Covid restrictions, visits are by appointment only, bookable through an area sales manager or the sales team. The new collections are be featured in Gallery’s SS21 Lookbook, which, alongside the individual products, will soon be available to inspect on the company’s website. James concludes: “Gallery is pushing on ahead, after breaking several sales records in recent months. Thanks to the ongoing efforts of our dedicated, passionate team, we’re still growing – in fact, this will be our biggest launch to date”

INTRODUCING OUR NEW S S 21 CO L L E C T I O N With over 1,300 new lines, our SS21 collection features new product across each of our products categories, including furniture, home accessories, mirrors, art and much more.

NEW Keyes Vase Ore, 5059413407840. Overall W130 D130 H160mm.

NEW Kyoto Sideboard, 5059413404474. Overall W1500 D450 H700mm.

www.gallerydirect.co.uk | 01795 439159

EMPOWERING BUSINESS

WESTWORLD Westbridge, one of the UK’s largest upholstery manufacturers, overcame everything 2020 had to throw at it, and is now poised to enter a brighter – and greener – future, explains sales director (independents), Nichola Bell … www.westbridgefurniture.com

Bronte loveseat

AT WESTBRIDGE, WE’RE ALL ABOUT LOOKING TO THE FUTURE

“Could 2020 have been any more challenging? Like everyone else, we’ve had to navigate the uncertainty of lockdown and furlough, followed by ensuring a safe return to work, and a peak of pent-up demand which has remained high,” says Nichola. “Most materials have had good availability – but, of course, like the rest of the trade, we’ve suffered with intermittent foam availability in the past few months, and the constant threat of Covid-related absences.” Yet such challenges often forge stronger businesses – and Westbridge is no exception. “The business is starting 2021 in a positive position, with an order book which is double that of last year’s starting point – we hope to see the raw material disruption dissipate and lead times return to normal by the spring,” says Nichola. “It may be a cliche, but sometimes you just have to look for the positives in these unprecedented situations, and that’s exactly what we did. The lockdown enabled us to improve our employee engagement, to the extent that the business really felt like a Westbridge ‘family’, taking care of one another and genuinely feeling part of the wider Belfield Group.” According to Nichola, evolving customer demand has prompted Westbridge to double-down on one of its driving principles. “At Westbridge, we’re all about looking to the future, and the recent foam disruptions have encouraged us to look for alternative manufacturing methods,” she explains.

“There’s also a real customer appetite for more sustainable products and responsible ways of working, so, during lockdown, we worked closely with Manchester Business School, developing a reusable/recyclable sofa – along with the associated logistics function – in partnership with one of our leading customers.” Westbridge is no stranger to sustainable practices. When M&S created its Plan A project towards sustainable production in 2007, Westbridge was the first factory in the world (alongside a Sri Lankan producer) to become compliant, under Anthony Pydiah’s guidance. Now Westbridge’s senior quality manager, Anthony has been in the business for more than 30 years (see April 2020’s issue). He says: “When we started, M&S was ahead of the curve in being so ambitious with Plan A, so we were able to partner with them and break new ground in reworking our site facilities with energy-saving initiatives to achieve a significantly lower carbon footprint. Now, it’s just the way we work, and we pretty much take it for granted. For example, our waste management continues to be zero to landfill, and everyone here just expects that’s what we do. The environmental programme never stops (we’ve just installed electric vehicle charge points at our sites). “One of our objectives as a group for the year ahead is to set policy and share best practice so we have a common approach across all divisions. Consumers increasingly expect to purchase responsibly made products, so it’s our job to ensure we keep exploring the possibilities for improving our energy use and our sourcing of sustainable raw materials. “One of Westbridge’s core strengths was the early investment in its own accredited test laboratory. This has enabled fast, effective evaluation of new eco-materials as we’ve come upon them, and a dynamic approach to adoption.” So, although the past year has been challenging for Westbridge, its future is bright. Nichola says: “We look forward to showcasing our new ranges shortly”

We look forward to showcasing our new ranges in January 2021

www.westbridgefurniture,com

EVENTS

Beaumont, Artistic Upholstery

SHORT WAIT FOR LONG POINT www.longeatonguild.co.uk Due to the success of the autumn edition and high exhibitor demand, this year’s spring Long Point – which typically takes place towards the end of April – will occupy the earlier dateline of 21st-24th February. The biannual trade show takes place across a number of showrooms around

the town of Long Eaton, Derbyshire. The show is open to the trade, and typically sees over 25 exhibitors present a mix of locally produced high-end upholstery, and more. The Long Eaton Guild of Furniture Manufacturers has held trade exhibitions in Long Eaton for more than 40 years, and Long Point now enjoys the enviable reputation as being a premier

UK event, attracting buyers from all over the UK and Ireland. “This year, we have increased the number of exhibitors by over +30% to offer buyers a wider choice of styles of furniture and lifestyle accessories,” says guild chairman, Andrew Mitchell. A full list of exhibitors, together with their locations and examples of their products, can be found online.

Featuring key brands from across the furniture sector, this one-stop buying event will feature new and bestselling ranges. The leading furniture and home buying group in the UK and Republic of Ireland, AIS’ principal objective is to increase the profitability of its members.

As well as furniture, members can access interior product categories such as linens, homewares and flooring (through its specialist floorcoverings division, Flooring One). Register an interest in attending the show at https://bit.ly/ AISFurnitureOnline.

AIS GOES VIRTUAL

Radley, Collins & Hayes

https://bit.ly/AISFurnitureOnline Buying group AIS has announced that its 2021 AIS January Furniture Show will run as an online event. The show opens to the general trade on 25-29th January, following seven days of exclusive access for AIS members.

LONG POINT

21ST - 24TH FEBRUARY 2021 The LongEaton Guild invites you to visit undoubtedly the most important furniture

exhibition of 2021, featuring the leading UK and International brands of Upholstery Cabinets, Bedroom and Lifestyle accessories

SEE THE LATEST COLLECTIONS FROM THESE 28 LEADING BRANDS

AT THE UK'S MOST ENJOYABLE AND UNIQUE FURNITURE EXHIBITION

Ashwood Designs

Alexander & James

Ashley Manor

Artistic Upholstery

The Art Group

Baker Furniture

Bluebone Furniture

Buoyant Upholstery

Carlton Furniture

Collins & Hayes

David Gundry Upholstery

Duresta Upholstery

Gascoigne Designs

G Plan

Hunter Knight

lain James Furniture

Orbital Vision

John Sankey

Parker Knoll

Sherborne Upholstery

Siren Furniture

Spink & Edgar

Steed Upholstery

Tamarisk Designs

Tetrad

Westridge Furniture

Wiemann Bedroom

Violino

LOCATION OF EXHIBITORS AND HOTELS ARE LISTED ON OUR WEBSITE www.longeatonguild.co.u k

OR CALL OUR HELPLINE 0115 973 4481

1-- ■■■1 LUXURY BRITISH FURNITURE

LONG EATON GUILD OF FURNITURE MANUFACTURERS

PRODUCTS

WOODMAN CHAIRS www.woodmanchairs.co.uk Woodman Chairs is finding its clean and fresh styles (such as those pictured) are performing particularly well at the moment. “It’s where modern meets the very best of traditional simplicity,” says director, Peter Woodman. “These chairs and stools are stylish, complex to make, yet easy on the eye. They fit well into more or less any environment – old or new, home or restaurant. Solid and robust, and available in beech or oak, they are craftsman-made using only sustainable timber sourced from responsibly managed forests. “Woodman Chairs are dedicated to designing and making wooden chairs of quality that can enhance your customer offer at realistic prices, and are also able to make your own bespoke chairs or frames to order in practical quantities and with competitive lead times.”

Beech hoopback chair

Beech Hexham spindle chair

Oak Nordic high stool

WIEMANN www.wiemannuk.co.uk Award-winning German bedroom manufacturer Wiemann is starting 2021 with its popular new-look Monaco VIP range out in front for choice and versatility. The expanded and upgraded premium range is a stylish, contemporary ‘everyman’, with universal appeal. It features a multitude of attractive and intelligent, well-designed options to create a bedroom for every home, whatever the size and shape. The byword in flexibility and sleek good looks, Monaco is available in four collections, featuring a range of finishes and door options and all including the range’s big, walk-in corner units. A comprehensive list of complementary furniture is also available.

LOUIS DE POORTERE www.louisdepoortere.com Louis de Poortere has announced its top-selling rugs of 2020 for the UK, with the brand’s Mad Men collection taking up four of the top five slots. Alan Russell, sales director UK, says: “The popularity of our Mad Men collection comes with the mid-century feel seemingly finding ground in a broad style of homes. The designs feel like abstract modern artworks.” Griff in Columbus Gold, inspired by the creative energy of New York in the late Sixties, took the top spot, while the bold Cracks in Abyss Blue came in second. “I love seeing our annual top 20,” continues Alan. “Of course, the usual classics in neutral tones are a consistent feature, but we’re certainly seeing a stronger palette come through. Hues of gold and ink blue have been hugely popular this year, while red too makes an appearance. It’s a really interesting overview that not only shows some great buying choices, but also the depth and versatility of our portfolio.”

Griff in Columbus Gold

BESP-OAK FURNITURE www.besp-oak.com

Buyers can safely shop Besp-Oak’s diverse offer by visiting the supplier’s showroom barn in Coventry. With everything from traditional oak, recycled and upcycled furniture to sofas, fabric chairs, handmade wall art and oak kitchens, there is something for every taste – and countless inspirational ideas for any retailer withing to create a point of difference or retail theatre in their own store. Besp-Oak boasts a fully stocked 75,000ft2 storage warehouse, packed with thousands of products, with containers arriving every week, ready for immediate delivery. Wholesale stock is available to order online 24 hours a day, seven days a week – to get started, simply visit Besp-Oak’s website and register for an account.

PRODUCTS BEST IN BEDS

BEST IN BEDS Despite the cancellation of 2020’s Bed Show, the National Bed Federation’s (NBF) annual Bed Industry Awards endured in a virtual format, enriched by new categories and a wealth of high-achieving entrants from the nation’s supply and retail hopefuls. www.bedfed.org.uk

THE AWARDS ARE A VALUED OPPORTUNITY TO RECOGNISE STAND-OUT COMPANIES

The NBF’s award programme, now in its 10th year, continues to celebrate the best bedmakers, sellers and suppliers in the UK – and, given the upheaval brought about by Covid-19, such recognition is arguably more important than ever. “The annual awards have become an important highlight in the bed industry year, and while we have been unable to hold the Bed Show itself because of the coronavirus crisis, we felt it was vital to go ahead with the awards,” says NBF president, David Moffitt. “They are a valued opportunity to recognise stand-out companies and, particularly during such a difficult year, we thank all those who put themselves forward to be judged, and congratulate our award winners and finalists.” The winners were named during a livestreamed online ceremony hosted by the NBF’s Jessica Alexander and Simon Williams, and the 2020 awards included two new categories – one for sustainability, and the other to recognise the exceptional challenges of the year, through a Covid-19 Community Champion award. The seven winners were chosen from a shortlist of finalists by an independent panel of judges, comprising: Product awards – Steve Adams (Mattress Online), Jerry Cheshire (Surrey Beds), Paul Farley (Furniture News) and Paul Stott (The Virtual Works); Retailer awards: Richard de Melim (Furnishing

Report), Andrew Kidd (Interiors Monthly) and Bernard Eaton (Greenwood Retail); Sustainability award – David Fitzsimons (Oakdene Hollins), Izzie Eriksen (Zero Waste Scotland) and Mark Allison (FIRA); and the Community Champion award – David Woodward (The Furniture Makers’ Company) and John Hancock, CBE (formerly Sealy UK and the NBF). BED OF THE YEAR Finalists: Harrison Spinks (Velocity 8750 mattress); Hypnos (Orthos Origins range); Jaybe (Benchmark mattress range); and Sleepeezee (Jessica bed). Category sponsored by John Cotton Non Wovens Division. Winner: Harrison Spinks The Velocity 8750 is the most popular in a new collection of roll-up mattresses launched last summer, designed for independent bed retailers to sell online. It boasts the comfort, support and craftsmanship of a Harrison Spinks mattress, with the added convenience and practicality of an online transaction and express delivery. The dual-sided mattress features the company’s own Cortec Quad heatsealed (glue-free) pocket-spring system, combined with pressure-relieving HD 4000 micro-springs, topped with an in-house woven, chemical-free but naturally fire-retardant ticking. It is finished with two rows of hand-side stitching, and is completely recyclable at the end of its life. “They say times of crisis bring opportunity, and Harrison Spinks has reacted to the needs of today’s market, without compromising its core principles,” says Paul Farley. “Ecoconscious, compact and delivered straight to the customer, Velocity really is a product for our times.” Jerry Cheshire adds: “What gave their entry the edge was how they’ve reacted to the current Covid circumstances to create a product that fills a gap in the market. A pocket-sprung mattress that, through the introduction of new technology, rolls and can be conveniently delivered direct to the

INFORMING INDUSTRY, BUILDING BUSINESS 49 consumer, Velocity takes the mattressin-a-box market to a welcome new higher level, aligned with the existing Harrison Spinks brand position.” COMPONENT PRODUCT OF THE YEAR Finalists: Boyteks (VGuard ticking); Enkev (the GOTS fillings range); Handy (Tuft Length Adjustor); and Kaymed (IGel Advance Foam). Category sponsored by CPS Group.

SMALL BED RETAILER OF THE YEAR Finalists: Now to Bed; Peter Betteridge Furnishing; Prestige Beds; and The Winchester Bed Company. Category sponsored by Hypnos. Winner: Prestige Beds When Covid-19 hit, Prestige Beds moved fast to shift online, highlighting in-stock products for local delivery and following

Mattress Online

Winner: Enkev Global Organic Textile Standard (GOTS) certified fibres are blended and thermally bonded using PLA binding fibre (produced by using plants such as sugar cane to transform greenhouse gases into sugars that can be fermented), resulting in a product that is 100% plastic-free and FR chemical-free. The GOTS fibre content is 100% vegan, 100% natural, 100% recyclable, and offers a certified organic product for use in mattress construction. It offers shape retention and the ability to mix additional fibres to create unique blends, and eliminates micro-plastics from the material’s end-of-life cycle. “The pressure to be more sustainable has driven the bedding market for years,” comments Paul Farley. “Right now, with supply chains disrupted and people asking more questions about what they buy, where it comes from, and what the environmental cost might be, this solution opens the door to a brighter future.” Jerry Cheshire says: “There is a plentiful demand for GOTS products, being organic, plastic-free and free from potentially harmful chemicals used to meet UK FR regulation. The NBF’s ethos is to encourage transparent, sustainable products that are good for the consumer, the environment and most importantly, for our industry. Enkev’s submission, by qualifying for GOTS, is our deserved winner.” Find out more on p52.

this up by offering NHS workers a 20% discount. It promoted its in-store Covid safety measures heavily online to entice customers back in mid-June, averaging a YoY increase in sales of +27% to the end of August and a +19% improvement in gross profit margins. A key factor has been the development and launch of an own-label range, Prestige Relax, with a focus on mental as well as physical wellbeing as part of its marketing story. “An outstanding application within a tightly contested field,” says Bernard Eaton. “It highlighted their achievements in growing sales and effectively adapting to the pandemic while simultaneously increasing profit margin and expanding their workforce, despite the challenges retailers have confronted throughout 2019 and 2020.” ONLINE BED RETAILER OF THE YEAR Finalists: Land of Beds and Mattress Online. Category sponsored by The Vita Group. Winner: Mattress Online Throughout the pandemic, the company maintained excellent supplier relationships, secured high stockholding levels despite uncertain supply, and expanded to seven-day distribution to guarantee next-day delivery of key lines. In April, it launched its NHS discount scheme to thank all NHS staff. Last year, 3.5 million people visited the website, and the company delivered more mattresses and beds than ever

before, growing turnover by +52%. This represents the largest uplift in Mattressonline’s 17-year history. The business also grew its staff by over +30% last year alone. LARGE BED RETAILER OF THE YEAR Finalists: Dreams; Furniture Village; John Lewis; and Sussex Beds.Category sponsored by Sleepeezee. Winner: Furniture Village Post-lockdown, the retailer was the first to reopen, with worldclass safety protocols – safe selling training, distanced shopping via a new appointment booker, automatic sanitisers, and temperature-taking for customers and staff. During lockdown, the company took the opportunity to put all staff through the NBF online training programmes – the Sleep Sales Academy, and Introduction to Beds for non-bed salespeople. The retailer sprinted out of lockdown, investing heavily to promote its sleep ambassador Dr Ranj with a nationwide TV ad campaign to 15.1m people. Takings increased +76% YoY, with LFL floor productivity up +12.5%. The online sales team grew by +100% and the company made a significant investment rolling out newlook bed departments in all 52 stores. NBF beds now account for 76% of bed sales. “This application showcased a truly award-winning culture from the top down,” says Bernard Eaton.

PRODUCTS BEST IN BEDS

SUSTAINABILITY Finalists: Bekaert Deslee; Harrison Spinks; Hypnos; Jaybe; and Silentnight. Category sponsored by Zero Waste Scotland.

The Vita Group

Winner: Bekaert Deslee Bekaert Deslee has aimed to go beyond recyclable yarns, waste reduction and energy saving, embedding sustainability at the heart of its business strategy for some years now and doing its utmost, as a component supplier to the bed industry, to enable transparency, traceability and circularity. The business has an imaginative approach to exploring the potential of digital technology, in everything from product development to training. David Fitzsimons says: “We came to a unanimous decision to select Bekaert Deslee as the winner because we especially liked the senior management committment to sustainability and the application of new digital technologies to making it a more sustainable business.” Jaybe was Highly Commended in this category. Using a five-step product lifecycle analysis model, the business works to ensure all materials are from

Winner: The Vita Group The company not only churned out

hospital beds by the thousand, but also: supplied components to local community groups making PPE; switched production to foam strips for visors, filters for ICU ventilators and ICU re-breathe bags from synthetic latex; and developed, from scratch to full, third-party accreditation, the Vita Shield facemask, now being sold successfully on the open market. “We felt the Vita Group entry just edged it with the diversity of their activities, including several innovative products,” says David Woodward. “Going forward, the impact on their business is likely to be significant, and these initiatives will continue to be of benefit to both the local and wider communities”

Eco-friendly initiatives are at the forefront of Sleepeezee’s corporate goals, from ethically sourced materials and forward-thinking manufacturing processes to environmental projects at both a local and international level. From planting 478 trees in local schools in Kent to supporting fossil fuel reduction schemes in Indonesia and India, and deforestation projects in the Amazon, Sleepeezee aims to make a positive global impact. Joint MD Howard Wilson says: “Our business is dependent on natural resources to make beds that deliver an excellent night’s sleep. We have a simple and clear belief that one of our

fundamental duties is to ensure our activities do not have a detrimental impact on the planet. “The Planet Mark has undoubtedly helped us achieve these milestones by providing an independent, credible reporting system, encouraging us to continually focus on new objectives and communicate to our stakeholders while enabling the business to grow without compromising our ultimate responsibility – to safeguard the planet for future generations. Sleepeezee is proud to be the first bed manufacturer to achieve the Planet Mark, and to maintain this for the second year running.”

recycled sources wherever possible, are 100% recyclable, and constructed in a manner which makes them easily recyclable. It became 100% foam-free earlier this year, and now claims zeroto-landfill on waste. All returned beds and mattresses are processed through four distinct eco-streams at its new onsite recycling division. COVID-19 COMMUNITY CHAMPION Finalists: John Cotton; Millbrook Beds; and The Vita Group. Category sponsored by Furniture Village.

SLEEPEEZEE

Wool Supreme 2400

www.sleepeezee.com Awards finalist Sleepeezee, one of the UK’s leading mattress and bed manufacturers, is ahead of the curve when it comes to sustainable industry practices, having secured Planet Mark certification for the second year running. As a partner of The Eden Project, the Planet Mark is a trusted international symbol for businesses demonstrating continual improvement in environmental sustainability by using one metric – C02. Members of the Planet Mark can also choose to measure Social Value, which provides a more holistic view of an organisation’s positive contributions to society and the environment. Having been awarded Carbon Neutral Status in 2017 and achieving pas2060 Carbon Neutral Status in 2020, the bedmaker has offset over 1388 tonnes of CO2 from 2017-19, with no waste going to landfill since 2012. Put into context, that is the equivalent of offsetting 30 homes or taking over 300 cars off the road.

BRAND

BASSADO

JESSICA ENNIS HILL

Introducing the

AWA R D W I N N I N G M AT T R E S S

Sleepeezee will donate £20 for every mattress sold to the Sheffield Children’s Hospital

“Sleep matters to our everyday performance. That’s why I’m proud to work as ambassador for Sleepeezee, one of Britain’s leading mattress makers.”

E V E R Y T H I N G’S E A S Y W H E N YO U S L E E P E E Z E E

www.sleepeezee.com

1800 SPRINGS

EDGE TO EDGE SUPPORT

STAYCOOL™ GEL

HYPO-ALLERGENIC

PRODUCTS BEST IN BEDS

NATURAL SELECTION With the potential to bring about meaningful change in the advancement of eco-friendly mattresses and upholstery, Enkev’s new fibre range, certified by GOTS (Global Organic Textile standard), the leading certification body for organic textiles, was the deserving recipient of 2020’s Component Product of the Year award. We asked Enkev (UK) MD Dan Porter to outline the product and its potential applications … www.enkev.com

DEMAND FOR ORGANIC MATERIAL IS ONLY INCREASING

How did it feel to win the award? We’re incredibly proud. The recognition made all the hard work worthwhile, and was high praise in such a challenging year. This was our second consecutive year as finalists – to win this award with such a new team is exceptional. How does GOTS Fibre meet the needs of today’s market? Our GOTS Fibre content is 100% natural and recyclable, and offers our customers a truly certified organic product for today’s demanding consumers – and these certified organic fibres are also completely FR chemical-free. Utilising our speciality fibres, skilfully blended then thermally bonded using PLA (polylactic acid) results in a product that is 100% plastic-free. How did you work with bedmaker Hypnos on its development? Firstly, any development starts with a great partnership – both Hypnos and Enkev have had a long relationship, and share a common goal to provide the most innovative and best product possible, and to create sustainable, traceable and accredited product. Hypnos’ design team visited our production facilities with their brief, and worked alongside our manufacturing processes to see the endless opportunities available. This process allowed for sampling to take place almost immediately at the plant, before further enhancing the solution to meet the result both parties required. How do you plan to roll out the offer? Demand for organic material is only increasing – with the homewares market quickly one of the fastestgrowing sectors, with a 20% market share. We have some long-established customers that continue to use our growing organic range, and with our extended scope these products can be used for multiple applications. Is the range equally applicable to the upholstery sector? More than ever, the upholstery sector

is taking notice of the growing use of natural materials, driven by a combination of the sector’s typical supply chain constraints and growing demand from customers to provide an environmentally friendly alternative to foam. We are experiencing significant growth in this market, and offer support to our customers so they too can benefit from our knowledge and products. How are you helping your customers share this message with consumers? All our organic material is supplied with a Soil Association – Global Organic Textile Standard transaction certificate, which demonstrates the traceability and integrity of the product. However, our promotional and support material doesn’t stop with the sale – we feel we can influence and educate using alternative methods, whether this is via our social media platforms, sales brochures, our extensive knowledge and library of products, or our trade show presence (we’ll see you at this year’s Bed Show!). What are Enkev’s general strengths? Enkev has been turning natural fibres into quality products for more than 80 years, and as well as being a leading provider of GOTS-certified fibres, holds certification for over 15 different fibres or blends, plus Vegan Society accreditation, ISO 9001:2015 and British standards for FR and cleanliness. In terms of ‘green’ manufacturing solutions, how does yours stand out? We echo the NBF’s ethos – to provide transparent, sustainable products, that are good for not only the industry, but the consumer and the planet – and our new GOTS range ticks all those boxes. The demands being made by manufacturers and consumers have never influenced our products more than they do today. “Integrity, innovation, sustainability, transparency, people- and planet-friendly” are not just taglines, they’re something we all truly believe in, and we deliver those values through our products

PRODUCTS BEST IN BEDS

SETTLE FOR NOTHING LESS Award finalist Handy says its innovative Tuft Length Adjustor is set to transform personalised mattress comfort, by putting it in the hands of the consumer … www.handyltd.co.uk

Tuft Length Adjustor

Nick Harland-Smith (right) led the component’s development

WE ALLOW THE END USER TO ALWAYS BE IN CONTROL OF THE FIRMNESS OF THEIR MATTRESS, FOR A TRULY TAILORED NIGHT’S SLEEP

Typically, tufted mattresses may experience settlement of up to 20% during the first few months of use as the various internal fillings compress due to use, states Handy, a leading UK supplier of bedding and upholstery products and services. Mattresses are normally tufted to ensure that fillings do not shift, and when the filling depth reduces during the settlement period, the length of the tufts remains unchanged. As a result, the tufts can become loose and sit proud of the mattress surface. Handy’s innovative Tuft Length Adjustor enables the consumer to easily shorten the tufts following this initial settlement period, restoring the mattress to its pre-delivery condition and enabling the fillings and tuft head to be adjusted and properly held in place – thus maintaining optimum comfort and longevity. By adjusting the tuft, the consumer also has the potential to alter the firmness of their mattress, zonally. For example, somebody with shoulder pain may want a different level of firmness for the shoulder area compared to the rest of the mattress. The adjustors also allow modifications to be made to accommodate the individual preferences of people using a double mattress.

Handy’s MD, Nick Harland-Smith, says: “There is nothing better than lying on a mattress for the first time and knowing that it is the one for you. With the Tuft Length Adjustor, we allow the end user to always be in control of the firmness of their mattress, for a truly tailored night’s sleep. “The product provides a real USP for mattress manufacturers, and we are delighted to have been recognised for this industry-leading award. We look forward to working with our manufacturing clients to put this innovative new product into the market.” Handy has supplied bedding and upholstery manufacturers for the past 30 years, offering over 1500 triedand-tested components alongside a unique tufting and product development service. The supplier recently launched a new website and brand to demonstrate its modern offer to UK manufacturers. Nick adds: “We are proud to offer a truly unique service to our bedding and upholstery partners, developing pioneering new products and services that take care of their manufacturing needs.” To find out more about the Tuft Length Adjustor and Handy’s bespoke services, visit https://bit.ly/HandyTLA

We all sleep better with a clear conscience.

Our vision for the bed industry in 2021 and beyond is clear â&#x20AC;&#x201C; we want to make it right. How? By setting standards and driving ethics, transparency and responsibility. By championing excellence in bed-making and selling, and supporting sustainability. And by educating consumers on how a good bed can improve their sleep Because when we do, everyone sleeps better at night.

If youâ&#x20AC;&#x2122;re a manufacturer, components supplier or retailer, find out how the NBF can help you at B E D F E D. O R G . U K

PRODUCTS STAND DESIGN Gregor Ryan’s work for At the Helm was declared Furniture News’ Stand of the Show at last year’s January Furniture Show

STANDS THAT DELIVER! With Covid-19 bringing the traditional trade exhibition circuit to a standstill, Paul Farley asks prominent stand designers for their take on the format’s future, and the challenges of balancing distancing and display …

Alan Jenkins, MD, Quadrant2Design

Adam Ashborn, founder and creative director, Reborn Marketing and Design

Ryan McNeish, creative director, Gregor Ryan

The pandemic has hit the exhibition industry hard. The strengths of the trade show format – face-to-face business, socialising, touching and feeling product – became huge negatives as the Government sought to limit the spread of Covid-19 (and that’s before one considers the interactions taking place in the associated transport and hospitality spaces), and many of the furniture trade’s bestloved meeting platforms were forced to close shop.

While some organisers have delivered virtual events in an attempt to maintain continuity, the majority of buyers and sellers yearn to be back to doing business in a pre-Covid manner, and trade exhibitions are set to be back to scratch that itch from this spring. People and product aside, a key part of the appeal of trade events is the exhibition stands on show. Despite their short lifespans, the best booths function as welcoming, intimate and inspirational spaces all at once, enabling suppliers to showcase their latest ranges and services in the best possible light (while enjoying a chat and a beverage with their customers) – and with retail theatre now considered an in-store essential, the role of the show stand as an exemplar of product display has only gained emphasis. With furniture business already planning their spaces ahead of the sector’s long-awaited restart, Furniture News asked some of the best in the business – Adam Ashborn (Reborn Marketing and Design), Ryan McNeish (Gregor Ryan) and Alan Jenkins (Quadrant2Design) – to explain how they’ve negotiated the pandemic, and what its long-term effects on stand design and planning might be …

READ MORE AT WWW.FURNITURENEWS.NET 57

Q&A

HOW HAVE YOU NEGOTIATED THE COVID-ERA EVENTS SCENE, AND WHAT PROJECTS DO YOU HAVE IN THE PIPELINE? remains on business’ minds – whether it is worth investing time, money and resources into something that may not happen? Some exhibitors believe wholeheartedly that yes, it is worth the investment, and if the show is cancelled or rescheduled then all the preparation work will just be put on hold until the next event – which has happened with some of my clients, both internationally and nationally. Whereas, on the flip side of the coin, some exhibitors are focused on fulfilling the current surge in demand to recover from lost revenue during lockdown, and then focus on shows at a later date once Covid restrictions have been eased. Either way, understandably exhibitors are assessing what is best for business. With the surge in demand for household products, businesses are focused on the ‘now’, rather than the future when demand starts to level off. Research has found investing in brand awareness and marketing whilst the industry is hot has great benefits, and will only complement long-term sales growth. Ryan McNeish: We are quite an adaptable company, so during the lockdown over the summer we prepared with alternative plans for retail store designs. We evolved our business to accommodate the potential loss in preparation for the extended exhibition calendar in 2020 and 2021 – rather than having a more concentrated showcase of exhibitions this January, we have them spread over February through to April, and then a balance potentially in September, but this can all change until we move forward with a clearer outlook on how we exhibit furniture and interiors across different global markets.

WE BELIEVE TRADE SHOWS WILL BOUNCE BACK BIGGER AND BETTER IN THE COMING YEAR

Hydeline stand by Reborn

Adam Ashborn: During the Covid lockdown period throughout 2020, the initial expectation was that by October the Orgatec show would have been the restart for trade shows in Europe. As time progressed, the infection rates started to increase again globally, resulting in trade shows being postponed until spring 2021. Reborn has participated in many meetings with potential exhibitors/ clients, event organisers like Koelnmesse and other tradespeople within the industry globally in 2020, which has been extremely useful to fully grasp the current status of the events industry. Throughout 2020, even though the event organisers had announced events were going ahead as scheduled and the right safety procedures were in place, unfortunately these shows never come to fruition, due to the pandemic. As industry experts, we believe trade shows will bounce back bigger and better in the coming year. China saw shows return in September, and the visitor count was relatively good, considering the restrictions on international travel. There were also good signs that businesses were still investing in their presentations, and there is an expectation that the Guangzhou shows in March 2021 will go ahead as planned. Realistic expectations now for Reborn is interzum guangzhou in March, followed by the rescheduled January Furniture Show and then interzum cologne in April and May. To attend or not to attend? That is the question. For the exhibitors and the project management teams involved in planning for the events, there is so much intricacy and steps that you have to go through during the weeks and months leading up to an event, but the question

Alan Jenkins: This year has been tough for events. We were the first to close, and have been given two or three false-restart dates since then. It’s still not possible to go back to business as usual. Quadrant2Design (Q2D) went into this year in a very fortunate position. We own our premises, as well as two other buildings. Nobody could have foreseen a global pandemic. However, in 20 years of business we have built up substantial reserves, which will allow us to see it through. This year we have focused on marketing, even bringing in a new web developer. We were in a good position to start working on internal projects and our own initiatives. We’ve tailored our offering to meet the needs of a postCovid audience, and launched fixed-price exhibition stands. The online tool allows people to design their own stand in three quick steps. Probably the most exciting thing we’ve done is launch a new company under the Q2D umbrella. Black Robin Exhibits is an ecommerce platform, offering hundreds of exhibiting solutions such as pop-up banners, literature stands and fabric displays. Between Black Robin and Q2D, there is nothing we don’t offer from an exhibition display perspective. Although we haven’t visited any venues in 10 months, we’ve kept busy working on these initiatives.

PRODUCTS STAND DESIGN

Q&A

HOW ARE THE FOLLOWING FACTORS LIKELY TO AFFECT YOUR APPROACH GOING FORWARDS: SOCIAL DISTANCING; TECHNOLOGY; AND SUSTAINABILITY?

Alan Jenkins: The event organisers have made it easy for suppliers to handle the new social distancing policies. Exhibition stand spaces are bigger, as well as the aisles. We also have in-house CAD designers who can look at the visuals and plot how many people can be on a stand keeping a safe distance. Our customers have been really grateful for the extra advice we’ve been able to offer them in this sense. Technology-wise, we have decided not to jump on the virtual event bandwagon. Although it’s great that organisers and exhibitors have been able to pivot to a safe platform, our expertise lies in

designing, manufacturing and building exhibition stands. We thought it best sticking to what we know (that said, we do have some exciting news on the tech front – but I can’t reveal any more right now!). Sustainability has been a growing concern in the exhibition industry for quite some time. That’s why we took the initiative years ago to offer a sustainable exhibiting solution. A lot of the stands you’ll see are custombuilt for that show – they’re made out of MDF and plastics, and end up in the skip after the event. Our stands look like custom-built stands, but they’re reusable and reconfigurable. You don’t need any power tools, solvents or harmful materials to build them. And because they’re so lightweight, you don’t need huge vans to transport them. We already offer the sustainable solution to exhibiting. Adam Ashborn: Each global event organiser has developed comprehensive guidelines for exhibitors to follow to ensure the safety protocols are adhered to during events. These safety precautions mean exhibitors will need to adapt their space presentation accordingly to minimalise the risk of infections. Reborn will be factoring in safety guidelines when designing stands – this will be part of design discussions with clients. We want to enable our clients to make the best use of their presentation space for their exhibit, whilst being compliant with the social distancing rules. Technology has been awesome during this period of uncertainty for businesses, connecting people and industries through online team meetings and live

FLEXIBILITY IS KEY AT THIS TIME, SO WE NEED TO ALWAYS CONSIDER MORE THAN ONE OPTION

At the Helm, Gregor Ryan

Ryan McNeish: We are more careful in considering how we approach the interaction with clients at forthcoming shows, and that brings a more focused approach around virtual experiences and specific showroom events, and how they work for clients – creating show appointments and a more thoughtthrough journey around how we work the exhibiting space, alongside virtual showroom tours and exhibition stands. For clients, flexibility is key at this time, so we need to always consider more than one option through the planning process. We’re conscious of reusing existing elements wherever possible, as this has long been a focus of ours, even before the general change in attitudes – to ensure we maximise the potential of any features previously designed, and reuse them or even upcycle them. We try to use materials that are recyclable and reusable wherever possible. Reducing waste and being more environmentally aware is even more important as we create new design concepts.

social media stream presentations, etc. However, as human beings, we still need that in-person connection that can’t be achieved online. The furniture industry is one of those industries that historically relies on a consumer/buyer being there in person to see, touch and feel before purchasing ,so the need for showrooms or events will remain relevant for the years to come. The reality is businesses can’t compare an Apple product launch to a furniture product launch, even though you probably spend an equal amount of time using these products. Apple did an amazing job in 2020 with its virtual presentation of its new products, and has set the bar extremely high. This new CGI/virtual immersive presentation approach could well be the way of the future, but is the furniture industry ready? Which company will step up and make that change? And how will the consumers and buyers react to this new approach? I don’t see trade shows disappearing off into the sunset anytime soon, as businesses and visitors still see these events as a great way to meet and greet fellow businesses in one place at one time, and showcase their new product innovations on a grand stage – but the Covid situation could usher in a new era for trade show (and showroom) design.

PRODUCTS STAND DESIGN

Q&A

HOW MUCH CREATIVE FREEDOM DO YOU ENJOY, AND HOW DO YOU ENSURE YOU MEET YOUR CLIENTS’ DEMANDS?

Ryan McNeish: We are lucky enough to have mostly clients who trust our reputation. Being relatable usually brings commercial success and some freedom, along with greater

Hydeline’s stand at the January Furniture Show 2020, by Reborn Marketing

Adam Ashborn: Reborn creates, cultivates and nurtures brands through engaging architecture and innovative solutions across all branding touchpoints. We relish the opportunity to be expressive during the conception of the design project. We start with an empty space, and begin developing concepts based on our pre-client meetings. We have also worked with the clients’ internal marketing/sales teams to project-manage the job from start to finish, allowing our clients to focus on their daily duties while being reassured that show deadlines are kept to. As exhibition designers we are familiar with following the strict stand safety requirements imposed by the venues, and the new Covid safety guidelines won’t be any exception. It’s our responsibility as designers to create an immersive and innovative environment that captures all of our clients’ requirements, snd which also respects the global times we live in. Extra space for walkways and space around products will be the key requirements, but we expect that not to impact too much on the overall presentation. Just because there are restrictions in place currently, it does not mean any compromises will be made in any work we undertake. Pride is the key factor in all work we embark upon.

involvement and the ability to explore how we can touch as many senses as possible. I never really design for clients without considering who the concept relates to and who might purchase the products. We approach each project with the intention of achieving the client’s goals, and each has their own objectives. Trying to ensure we progress at the right time in the correct manner is valuable – don’t design for yourself, and don’t have too many strong options on how others should live. Accept that different people have different tastes, and accommodate that, and suggest a little bit of personality – but it all depends on the market position and

THE CLIENT OVERSEES EVERY STEP OF THE DESIGN PROCESS. THAT MEANS IF THEY DON’T LIKE SOMETHING, WE CAN CHANGE IT BEFORE TOO MUCH TIME IS WASTED

demographics, as well as the brand’s position across manufacturing, retail and the end-consumer Alan Jenkins: In the events industry, nobody has full freedom. Event organisers depend on venues, contractors depend on clients, and so on. We’re actually quite lucky. A lot of our customers have been working with us for a while and trust us to take the reins. Because we do everything inhouse (graphic design, manufacturing, project management, etc) we do have more control over our work. The client oversees every step of the design process. That means if they don’t like something, we can change it before too much time is wasted. We prefer working this way, and feedback suggests our customers do as well. Q2D are very upfront about what we can and can’t do, so it’s rare that we don’t meet client demands. Over the years, we’ve built up over 1000 positive client reviews and a five-star Trustpilot rating, which we’re incredibly proud of

YOTFC

Ye Olde Traditional Furniture Company

WE ALWAYS TRY HARDER TO GO THE EXTRA MILE!

Just while that settles in, here’s a little about Ye Olde Traditional Furniture Company We’re a well-established, friendly business, who pride ourselves on our ability to perform – even in the most inhospitable trading environments. We might say “maybe”, but we never say “no”! We manufacture (even now!), and we always carry stock – tables, chairs, stools and upholstery, in a wide range of colours – while offering a full painting and polishing service.There’s no minimum spend, and you can collect from us safely and securely – or we can deliver, via our own transport. Did I mention we have stock?! Hopefully you’ve read enough to drop us a line. Call us on 01604 890956, or email md@yotfc.co.uk (and don’t forget to check out our website).

www.yotfc.co.uk Before we go, we’d like to say a big “thank you” to our current customers, and extend a warm hand of friendship to any new ones who’d like to avail of our help and services – we’d love to hear from you all!

t: 01604 890 956 / e: md@yotfc.co.uk / brd@yotfc.co.uk visit www.yotfc.co.uk for further information

PRODUCTS BUYING GROUPS & ASSOCIATIONS

FIRST DIVISION Associated Independent Stores (AIS) has launched a new Furniture and Home division to help further develop its offering, increase efficiency and promote synergy across its homeware teams. We asked the division’s director, Julian Cox, to explain what the change means for the buying group’s members and suppliers. www.aistores.co.uk

Julian Cox

OFFERING MEMBERS A COMBINED APPROACH TO PRODUCTS AND STOCK WILL ULTIMATELY INCREASE PROFITABILITY

What’s your professional background, and what do you bring to the role? I started out in the furniture industry in 1984, working for Maples Furnishings as a warehouse/display assistant. I spent a total of 11 years at Maples, eventually working my way up the ranks to bed and bedroom buyer, which enabled me to expand my understanding of retail, buying and operations. Following this, I moved on to Harrods, spent a short spell overseas with Courts International, before returning to the UK to work for Courts UK as upholstery buyer. I was then appointed as beds and bedroom controller at Furniture Village in 2007, which broadened my knowledge of retail markets further and also gave me a greater understanding of the wider furniture industry. Keen to develop my knowledge of manufacturing, I took on a product development role with Willis & Gambier, before moving to Baker Furniture, where I ended my term as commercial director. I’ve been fortunate to have enjoyed a varied career in both retail and manufacturing, which has provided me with well-rounded experience of the industry as a whole. I’ve also worked with some truly fantastic people, who have all added to my knowledge and experience of the industry. I joined AIS in 2015 as furniture controller, and am thrilled to have been appointed as director of furniture and home. I look forward to leading the team as the business takes its next exciting step.

There are obvious ways to incorporate a combined offering to members – such as our own-brand propositions – which will improve our working efficiencies while ultimately benefiting both suppliers and members. At the moment, our new division is in its early stages, and we’re working incredibly hard to ensure the collaborative way of working is implemented in the very foundations of the department. Simply sharing ideas and working practices will improve our approach and communication with members and suppliers alike. As a group, offering the latest in trend insight to members will be a key feature of the new division in the future. Each element of a room or home is intertwined, and offering members a combined approach to products and stock will ultimately increase profitability by adapting to consumer purchasing habits.

Do the new developments represent a step change in the buying group’s approach? This will be the first time in the long and established history of AIS that all of the home and furniture brands have been part of the same division. Each department boasts a wealth of specialised expertise, and we spotted a real opportunity to offer members a more holistic and cohesive approach to buying that reflects the way their customers shop. The teams are already working collaboratively, sharing insight and ideas, and we’re working on creating product strategies with our suppliers.

Can you share any examples of the new approach in action? We’re working hard to create combined solutions that will directly benefit members – whether that be ownbranded merchandise opportunities, new supplier collaborations or member margin enhancements. These benefits are in the early stages of development, and will be underpinned by a focus on increasing member profitability.

Are you looking to broaden AIS’ appeal and enlist new members? We’re always looking to engage and enlist new members. When considering new applications, we’re keen to identify potential members who will really benefit from a partnership with AIS, and how we can support their business to grow. We are a buying group with clout, and have a lot to offer independent retailers – from trend insight to margin enhancement – so we’re always happy to hear from those interested in joining.

Have AIS’ members had much input in the strategy’s development? The aim of the new division is to embrace the changing needs of our members, which is why they have played

INFORMING INDUSTRY, BUILDING BUSINESS 63 a huge role in the development of the new strategy. The team are constantly speaking to our valued partners to gauge their views, and we consistently work alongside strategy and working groups to gain a better insight into retailer needs. The retail landscape is constantly changing – even moreso following the impact of the pandemic – and we must ensure we are agile to meet the requirements of the end-consumer. The future increasingly demands a collaborative approach to shopping, which in turn requires a collaborative approach to buying.

also preparing for the impact of Brexit. As a group, we really understand the needs of independent retailers, which is why we’re ensuring they have facilities and services in place to support them through the recovery phase. There has been a huge amount of encouragement for consumers to shop locally, and we hope the public continue to support the high street. Independent retailers are able to offer fantastic products made by British manufacturers, as well as an uncompromised, friendly and local service, which is where they can differentiate from larger brands.

What’s the outlook for independent furniture retail right now? Independent retailers experienced a number of challenges during 2020, with the effects of the pandemic set to last into 2021. This has had a real impact on the furniture industry – from price increases and material shortages from a manufacturing perspective, to a decrease in footfall and trade due to two national lockdowns. Looking forward, the industry is recovering from the pandemic, while

Is it ‘business as usual’ for the group’s exhibitions this year? We had a number of events planned for 2020, which unfortunately had to be cancelled or postponed. Our event space is in Solihull, which is currently under a considerable amount of localised restrictions, meaning we are unable to host many of the events we had planned. The space is currently being used differently, with suppliers such as Kaemingk and Emma Mattress leasing areas to build temporary showrooms.

WE ARE A BUYING GROUP WITH CLOUT, AND HAVE A LOT TO OFFER INDEPENDENT RETAILERS Both brands are popular with our members, and will be opened to visitors on an appointment-only basis. Our health and safety team have worked tirelessly to provide a safe working environment – AIS has been awarded the Good to Go seal of approval from Visit England for its measures, and we’re currently allowed to operate some smaller events and business meetings. All AIS departments are planning to operate virtual events for members in the near future, and we have physical shows planned from April, subject to Government guidelines

AIS has launched its new Furniture and Home division

PRODUCTS BUYING GROUPS & ASSOCIATIONS

BEDDING IN The Bed Show will return on September 21st-22nd

The National Bed Federation (NBF) has represented UK bed manufacturers and their suppliers since 1912, and today its members account for some 75% of the nation’s bedding turnover. Furniture News asked the federation’s marketing & membership manager, Simon Williams, to outline the benefits of membership … www.bedfed.org.uk

The new consumer-facing website from the NBF – www.bedadvice.co.uk

MEMBERSHIP GIVES YOU CREDIBILITY, AND PROVIDES REASSURANCE FOR RETAILERS, SPECIFIERS AND CONSUMERS

When you join the NBF, you become part of one of the most respected trade associations in the furnishing sector – and the only one specifically for the UK bed industry. We represent the industry with Government, regulators and standard makers – both in the UK and Europe. As a leading, impartial authority on beds and mattresses, we are a regular source of information for press, professional, legal and consumer enquiries. We also own the bedadvice.co.uk website, offering consumers unbiased, independent advice on all things bed-related. We offer a range of other services to members – chief amongst these is the opportunity to exhibit at the highly successful Bed Show, which is held annually in Telford towards the end of September. Our annual networking forum in the spring is also very popular. Other membership benefits include: enhanced credibility for your business with retailers, contract specifiers and consumers; an audited Code of Practice for manufacturer members, which provides additional assurance and kudos; technical support to help understand

and comply with relevant standards and regulations – guidance notes, regular training and updates; expert advice on mattress recycling, sustainability, ecodesign principles and the circular economy; automatic coverage by our Primary Authority agreement with West Yorkshire Trading Standards, for all trading standard issues or queries; market intelligence reports, economic updates, consumer surveys and trademark register; education, skills and learning - all you need to know to access the industry’s apprenticeships schemes and available funding; and being kept up to date with industry and association news. Associate Membership We are keen to support start-up companies (potentially the industry’s leading lights of the future), and have therefore introduced a new category of membership for Start Up bed manufacturers. Associate Membership is open to manufacturers of beds, mattresses and related products with a UK/Republic of Ireland manufacturing facility. New for 2021 is our Associate Supplier Membership, for companies supplying components, packaging and services to UK and Irish bed manufacturers. Applicants may be new, start-up businesses or existing businesses new to the UK/Irish bed market, and can be based in the UK or elsewhere in the world. Membership of the NBF gives your company or brand credibility and provides reassurance for retailers, specifiers and consumers that you do things right, and make your products responsibly

FLEXIBLE FRIEND

A PROFESSIONAL AND KNOWLEDGEABLE TEAM ARE ALWAYS ON HAND TO OFFER GUIDANCE, YET MEMBERS RETAIN THE ABILITY TO OPERATE INDEPENDENTLY

www.minervafurnituregroup.co.uk Minerva Furniture Group was founded in 1990, and today works with a growing retail membership in addition to a worldwide supplier base, explains group business manager, Roy Beagent. “Minerva Furniture Group operates from offices in Corsham, Wiltshire, and works with over 100 carefully selected suppliers – from all furniture trade sectors – to source and agree terms on commercial and varied product,” says Roy. “Importantly, members are not obliged to buy from the approved supplier portfolio, and there is no central buying.” These suppliers are invited to present their ranges at exhibitions organised by the group each spring and autumn. “The Minerva team, which includes a board of directors elected by the membership, also visit various trade shows, both at home and abroad,” Roy adds. “New product and trends are key objectives, and are constantly

reviewed, and our activities also include a marketing presence at major UK exhibitions.” Minerva’s membership now exceeds 230 independent retail outlets, and belonging to the organisation offers numerous benefits, says Roy: “A rebate scheme is in operation, and makes the competitive membership fee extremely worthwhile. Member networking proves extremely useful, and gives the advantage of information sharing, while a container-sharing breakdown service is also available with a limited number of manufacturers, giving an opportunity for increased margin.” Product research carried out by

Minerva’s team is communicated to members on a regular basis, together with general trade news, ensuring members remain well-informed. There are numerous reasons to be part of a buying group, says Roy – and even moreso given last year’s turmoil. “It’s probably more important than ever to consider joining Minerva,” he says. “A professional and knowledgeable team are always on hand to offer guidance where possible with trade issues – yet members retain the ability to operate independently, which is important to many of them.” To find out more, visit Minerva’s website or call 01249 716195

An independent buying group for the independent retailer

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PRODUCTS BUYING GROUPS & ASSOCIATIONS

PERSONAL SUPPORT THROUGH HARD TIMES The Furniture Makers’ Company, the City of London livery company and charity for the furnishing industry, continues to support employees and sole traders working in the trade who have been financially disadvantaged by the Covid-19 crisis. www.furnituremakers.org.uk

WE WANT EVERYONE WORKING IN THE TRADE TO KNOW THAT WE ARE READY TO HELP THEM

Throughout the pandemic, the charity has been awarding Personal Support Grants to members of the trade who have been furloughed with reduced pay, made redundant or unable to work. The organisation remains committed to helping as many people who have been adversely affected as possible, and is encouraging those in need to apply for a Personal Support Grant: individuals can apply for a monthly grant of £200 for a maximum of four months; couples can apply for a monthly grant of £250 for a maximum of four months; and sole traders can apply for a one-off grant of £500. Jonny Westbrooke, CEO of The Furniture Makers’ Company, says: “During these extremely difficult times, colleagues from the wider furnishing industry will need our support more than ever before and we want everyone working in the trade – shop staff, production workers, designers, makers, interior designers, sales staff, and everyone in between – to know that we are ready to help them.”

Businesses in the industry are encouraged to raise awareness of the charity among their employees by signing up to the organisation’s One Step at a Time campaign. One Step at a Time was launched in 2019 to encourage companies to commit to communicating the support the charity provides to their employees. Once a business is signed up as a One Step Champion, the charity provides a suite of tools to help promote the message, including a certificate of involvement, posters, flyers, case studies and social media content, and will keep the business up-to-date with news on how The Furniture Makers’ Company can support their employees. Karen Clarridge, group head of HR at Whitemeadow, one of the charity’s first One Step Champions, comments: “During hard times – which, let’s face it, we all go through at some time or another during our lives – we can’t have enough help, and the assistance available from The Furniture Makers’ Company enhances the support given by Whitemeadow Furniture to our employees.” To sign up to One Step at a Time, visit www.furnituremakers.org.uk/one-stepat-a-time/

The Furniture Makers’ Company the furnishing industry’s charity

Has your financial situation recently changed? We can help support you. The Furniture Makers’ Company, the City of London livery company and charity for the furnishing industry, is providing financial support for employees and sole traders working in the industry. If you work in the UK furnishing industry in any function, we may be able to help you with a Personal Support Grant. • Individuals can apply for a grant of £200 per month* • Couples - £250 per month* • Sole traders - a one-off £500 payment. support@furnituremakers.org.uk 020 7562 8528. www.furnituremakers.org.uk/welfare * Up to a maximum of four months. If awarded, the duration of the Personal Support Grant will depend on your changing circumstances.

PRODUCTS BUYING GROUPS & ASSOCIATIONS

POWER THROUGH KNOWLEDGE www.fira.co.uk

FIGHTING FIT FOR FEBRUARY Got something to say? Want to make a bigger impact on the industry, and find new customers?

The association’s Knowledge Hub comprises a host of useful online resources

Based in Stevenage, Hertfordshire, the Furniture Industry Research Association was established in 1949, and today boasts 360 members. Its main role is to provide knowledge to the industry to ensure it has the information necessary to meet appropriate legislation and requirements. In addition, the research association educates specifiers, retailers and consumers, helping them understand what ‘good’ looks like, and encouraging them to ask for it – thus driving demand for members’ products. The association also represents the industry on many forums, from UK and EU Government consultations to British, European and International Standards committees – ensuring that its members’ voices are heard when key decisions are being proposed. Membership brings access to essential industry knowledge, research and standards information. This includes knowledge across all factors

which impact the furniture industry – from standards to sustainability, and from ergonomics to chemical restrictions. Membership provides access to experts ready to help solve members’ problems. In addition, members receive preferential rates on testing and training through the association’s service provider, FIRA International, and full members benefit from ‘voucher credits’ which can be redeemed against FIRA International testing, consultancy and training. FIRA is the source of knowledge for the furniture industry, offering technical support and developing standards where there are gaps. Its representation on committees makes it an authoritative voice for the furniture industry, and it provides knowledge to its members that would be prohibitively expensive for them to procure individually. For more information, call 01438 777700 or email membership@fira.co.uk

FIRA IS THE SOURCE OF KNOWLEDGE FOR THE FURNITURE INDUSTRY

Furniture News has been taking trade suppliers to market since 1986, and our offer’s better than ever – so it pays to get involved. Being seen is more crucial than ever, and Furniture News gives you the best bang for your marketing buck. In February’s issue, we’re focusing on products and services in these special features: Green Giants – presenting the latest in eco-conscious practice and thinking Long Point – previewing next month’s Long Eaton show Hall of Fame – celebrating The Furniture Awards alumni You’ll also find the latest in Bedroom, Dining, Living and Trade Services. Engaging, furniture-focused, and full of sourcing opportunities, Furniture News is the only trade media platform you need. Call Sam Horscroft on 07764 650655 or email sam@gearingmediagroup.com to find out more. BOOKING DEADLINE: MONDAY 11th JANUARY

The centre of knowledge for the furniture industry

Find out how membership can benefit your business

++44 (0)1438 777 700

info@fira.co.uk

www.fira.co.uk

PRODUCTS TRADE SERVICES

KEEPING THE WHEELS OF INDUSTRY TURNING Maxi Mover, one of the UK’s leading Luton van conversion manufacturers, offers one of the largest, most diverse range of lightweight, low-floor Luton vans on the market, and promises impeccable service to match. www.maximover.co.uk

MAXI MOVER IS DESIGNED AND BUILT FOR THE ONLY BUSINESS THAT MATTERS – YOURS

Established over 20 years ago, Maxi Mover’s head office and state-of-theart manufacturing facility is based on an 8-acre site in rural Lincolnshire. From the original sales enquiry through to maintenance and de-fleet of a vehicle, Maxi Mover manages the whole process in-house – which means customers are looked after from their initial enquiry through to receipt of the completed vehicle, and beyond, establishing strong relationships, continuity and rapport. Everything is manufactured on-site, with a team of professional coach builders keeping a close eye on the quality of components, manufacturing and finishing each new Maxi Mover, and ensuring it is millimetre-perfect and built to last.

For this reason, Maxi Mover is the preferred choice of many of the UK’s major fleets, contract hire and rental companies. From owner-drivers buying their first Luton van to national operators adding to their fleet, vehicle purchase is a major investment, and choosing the right Luton van supplier is an important decision. It is also a complex process. “You need to feel you’re selecting a company that’s able to give you the very best product and service, ensuring you’ll be guided through the decisionmaking stages with sound, professional advice, from a committed team that cares,” states Maxi Mover. “Maxi Mover is designed and built for the only business that matters – yours”

Increase your customers’ confidence in the quality of your product

Are you certain that your product can withstand daily vigorous use?

Gain valuable feedback on your product’s assessment

GOING BEYOND TEST RESULTS Pass or fail, you will always have a better understanding with SATRA. www.satra.com furniture@satra.com + 44 1536 410000

OPINION

WHY NOBODY WILL VISIT YOUR VIRTUAL EXHIBITION STAND They were the talk of 2020. Virtual events have filled your calendar, and, as a business owner, you’re probably thinking you should get involved – but how are you going to get prospects to visit your stand? Quadrant2Design’s Natalka Antoniuk reveals the biggest errors virtual exhibitors make, and how to avoid them …

IT BECAME APPARENT THAT THE VIRTUAL EVENT ORGANISERS HAD TO OFFER MORE

BY NATALKA ANTONIUK www.quadrant2design.com

Exhibitions are industry-specific events that allow businesses to display their products or services to a targeted audience. These shows attract huge international audiences (the UK’s largest venue, NEC Birmingham, boasts over 182,000m² and can hold over 100,000 people). Virtual exhibitions offer the same experience, but in an online environment. Businesses use virtual exhibition stands to highlight their products and services to a niche audience – visitors log in to the digital environment, and can make their way from one virtual stand to another. There’s also the option to book one-toone meetings via video call, and attend webinars and keynotes. Aren’t we going hybrid? Hybrid events are quickly becoming the ‘new normal’, but we have a way to go before large gatherings can happen in person. The exhibition industry will transition to a hybrid format, with each event having an online presence as well as a physical presence. This is for two reasons. Firstly, trade shows attract international audiences. Travel restrictions and local lockdowns will make that impossible for the first half of 2021. Including a virtual space for exhibitors to showcase their brand will increase visitor numbers, offering more value. Secondly, there are things we have all liked about virtual exhibitions. From a visitor’s perspective, you don’t have travel costs or long queues for lunch. From an exhibitor’s perspective, it’s easier to collect lead data for future marketing. But there’s a problem. When the UK Government banned mass gatherings, many event organisers switched to virtual platforms – but although virtual events had been steadily growing in popularity, the industry was not ready for such a big shift. The organisers promised the same experience that you’d expect from a

busy trade show hall – of course, this was not the case. Virtual events were new and exciting at first, but, 300 Zoom meetings later, people lost interest, and visitor numbers started to drop. It became apparent that the virtual event organisers had to offer more. Virtual exhibition stands A virtual event is not the same as an in-person event. As with any comparison, it has advantages and disadvantages. Event organisers and exhibitors were guilty of treating both types of show the same. While the organisers have started offering more content, exhibitors are still trying to build virtual exhibition stands. Literally – they are asking for 3D, interactive stand designs that sit on a unique domain. It was cool at first, but what’s the point? An online environment gives exhibitors thousands of opportunities, yet they’re trying to recreate what they’ve been doing at in-person events throughout their lifetime, and now they’re wondering why nobody wants to visit their stand? Why people won’t visit your virtual exhibition stand If you’ve found yourself feeling flat after a virtual trade show, you’re not alone. Exhibitors weren’t ready for the virtual shift, and everyone spent last year chasing their tails. But, if you have a space booked at an upcoming virtual exhibition, you’re in luck – here’s the top three mistakes exhibitors make when it comes to their virtual exhibition stand … 1. No pre-show marketing Simply having a space at a virtual exhibition should not count as marketing. You are responsible for telling people what show you’re exhibiting at, and inviting them to come and chat with you. Funnily enough, people do this really well when it comes to in-

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INFORMING INDUSTRY, BUILDING BUSINESS 73

person events. Social media, content marketing and email marketing have all proven effective. Consider changing your email signature and distributing a press release to industry-specific publications as well. If you want people to visit your virtual stand, they have to know it exists. Use a pre-show marketing calendar to help you strategise. 2. No incentive Everyone knows the way to a trade show visitor’s heart is freebies. How many times have you left an event with a bag full of branded pens, mousemats and USB sticks? Exhibitors use promotional giveaways to incentivise visitors over to their stand. This is a tradition that has been lost in the virtual transition (your visitors can’t pick up a free pen online). What they can do is enter competitions. Exhibition stand games are popular amongst visitors and exhibitors. All a delegate has to do is fill out your contact form to be in with a chance to win a grand prize.

IF YOU WANT PEOPLE TO VISIT YOUR VIRTUAL STAND, THEY HAVE TO KNOW IT EXISTS Think about your prize (because this is the real incentive), and take advantage of the budget you’ve saved through not paying for promotional literature and giveaways. 3. No engagement In-person trade shows are all about atmosphere. With so many people with a shared interest under one roof, it’s hard not to be excited. Because of this environment (and strategic exhibition stand staff), people naturally engage with each other – but it doesn’t happen like that online. Most visitors are at home with a comfy pair of trousers on, waiting for the advertised speaker sessions. Unless they actively look for your stand, they’re unlikely to engage

with you. You have to find them. Just as your staff would have done in the venue, seek out prospects and interact with them. Invite them to enter your competition or watch a product demonstration – it’s your job to engage potential customers. Now you know the biggest mistakes that virtual exhibitors make, you know exactly what not to do. The event organiser’s job is over once you’ve booked your space at a show. It’s your responsibility to tell people you’re exhibiting, encourage them to visit your stand and engage with attendees. Don’t let your virtual exhibition be a flop. There’s no reason you can’t make this strategy a huge success

OPINION

SELLING IN A WINTER WONDERLAND After 40 years of selling furnishings, studying customers and working every holiday sale, Furniture Sales Solutions’ Adam Hankinson knows firsthand that the “lesser spotted value hunter” can be found in abundance in a furniture store near you right now – but making sure they spend with you, and not a competitor, is no easy task …

IT’S VARIOUS POINTS OF UNCERTAINTY THAT PREVENT THE CUSTOMER FROM BUYING

BY ADAM HANKINSON www.furnituresalessolutions.com

You’ll expect to generate 25-30% of your annual sales turnover by the end of February, and probably a third of this figure in the first two weeks of the winter sale – and a scary 90% of all furnishings customers have done some research before they enter your store, so you sure as hell need to be ready! Customers are more prepared than ever, and often more savvy and more aware of what your competitors offer than you are. Let’s not fall into the trap of thinking that pent-up demand, and the fear that a no-deal Brexit (and its subsequent price increases) will automatically scare browsers into buying on the day … Doing the rounds From Boxing Day morning, many customers have been ‘doing the rounds’ – some of them spending their whole Christmas break visiting every one of the dozen or so national and independent retailers on your retail park or out-of-town location. In their mind (and eyes) they see no difference in many products, and the view that all recliners and beds look the same to a layperson should be our starting point in demonstrating our expertise. To stand out, you must be outstanding That’s outstanding in our attitude that every customer matters, and our job is to be the point of difference, and not get lost in the melee of salespeople pouncing clumsily to close the deal as quickly as possible or standing back waiting for the “can I order this one please” moment. Outstanding in how much we care about our customer’s situation, and the fact that they may have been waiting months, saving every hardearned penny. Many will come armed with their ‘present to self’ – a new iPad or similar device to live-check

model names, specifications and, of course, the all-important price point, while they’re stood right in front of you! Outstanding in our product knowledge – not just a “feature creature” but abounding with the benefits that perfectly match the customer’s needs and priorities. Outstanding in our reassurance of product and company guarantee, and unique service levels – which again put you ahead of the competition, because they forgot to mention their white-glove service. Outstanding in our ability to communicate – that is, to listen as much as we speak, and to ask really good questions of the customer, and then who we’re intrigued through our body language (just like Columbo!). Outstanding in our ability to be able to make the customer feel special and important, even though they are only buying a sofabed (today a sofabed – tomorrow the whole house!). Outstanding in our ability to be able to help the customer think clearly and feel good – after all, it’s various points of uncertainty that prevent the customer from buying. And finally, outstanding in our ability to convince the customer that the product is right, the service is right, and that you are the right person to order with, as you always have their best interests at heart. Sounds simple, doesn’t it? It isn’t. Remember that it’s the quality of contact with each individual customer or family – not the quantity of approaches – that makes you stand out like a shining beacon in a sea of mediocrity. Have fun (with intent), chase one rabbit, and remember – it’s a marathon, not a sprint

OPINION

BRANDING COMES HOME With its tiered restrictions and lockdowns, the pandemic has significantly reduced home furnishing and furniture brands’ opportunities to interact directly with their audiences in-store. Meanwhile, writes Sense’s Vaughan Edmonds, engagement and trial opportunities are coming straight to the living room, thanks to ‘at-home’ experiences …

RATHER THAN TURNING OUR BACK ON THE ACTIVITIES THAT WERE ONCE ONLY POSSIBLE OUTSIDE OUR FRONT DOORS, WE’VE BROUGHT OUR FAVOURITE PASTIMES INTO OUR HOMES

BY VAUGHAN EDMONDS www.sensemktg.com

The events of last year have fundamentally changed the way we live our lives, and these shifts have had immediate implications on our marketing. In particular, a global lockdown wasn’t great news for the types of environments traditionally associated with brand experiences, which have become an increasingly important part of home furnishing and furniture brands’ marketing strategies – from pop-ups at festivals, events and commuter hubs, to engaging in-store experiences. However, the past six months have taught us a great deal about the art of brand engagement. We’ve learnt that brand experiences were never really about the environments they took place within. They are about people – brands augmenting their lives to make the everyday a little more exciting. Just because the people weren’t on the streets, it didn’t mean the show couldn’t go on. It doesn’t take the latest in-depth webinar series to know where people have gone. It turns out we’re adaptable. Rather than turning our back on the activities that were once only possible outside our front doors, we’ve brought our favourite pastimes into our homes. We’ve seen a global increase in intent for activities such as for cooking (+54%), at-home entertainment (+40%) and home improvement (+22%) (McKinsey). Zoom’s daily user base grew from 10 million to 200 million in the three months over lockdown as more of us were forced to work away from our offices (also McKinsey), and there has been an +18% increase in ecommerce use in the UK for products normally bought in-store, as a result of Covid-19 (Shopify). These changes in behaviour have created new challenges for home furnishing and furniture brands looking to interact with their customers. The good news is solutions do exist to face these challenges. Innovation is occurring that represents the immediate future for brand experiences and all the benefits they bring. Successful

experiences can be activated in any environment. The past few months have seen several brands focusing their attention on the home to great effect, which home furnishing and furniture brands can learn from. Last year, we saw Greggs launch the UK’s first sausage roll delivery service, taking their delicious snacks straight to people’s front doors. Visit Puerto Rica ran masterclasses through their Instagram Live platform, including a cooking tutorial with Juan José Cuevas. Haagen Dazs helped bring the magic of Secret Cinema directly into our living rooms by sponsoring Secret Sofa. Tesco asked the nation to be part of their Food Love Stories ads by dedicating videos on social media to loved ones during lockdown. Malfy Gin partnered with Pasta Evangelists to create an exclusive gin cocktail masterclass and pasta-making workshop, transporting attendees to the south-west coast of Italy in one exquisite meal. Finally, at Christmas, John Lewis created their largest virtual events series, taking their festive marketing out of their stores and into people’s homes. So, what makes a great brand experience at home? Here are five key tips for home furnishing and furniture brands to bear in mind when activating in living rooms up and down the land: 1. Remember the difference between experience and content Experience and content are not the same thing. Experiences are powerful because they involve an interaction. The act of slicing up our own garnish, dressing up our living rooms and applying our own make-up is so much more memorable than watching someone else doing it. 2. Social amplification is essential In the past, the question for every brand experience was how to increase the reach for something taking place in the physical world. At-home experiences rely on social amplification, and it has never been easier for brands to include more people in their experiences.

77 Hundreds of people tuned in live for the PizzaExpress x Fever-Tree Mixing Masterclass. The convenience of an experience taking place in your living room makes it far more accessible. The key for brands is understanding which social channels and influencers will increase reach as effectively as possible. 3. Think about an occasion to align with Marketing is all about building associations. To build habits (and ultimately increase sales), at-home experiences should align with a natural consumption moment in the home. With us spending more of our time at home, the opportunities for brands to align with have grown. Take exercise, for example. At the start of 2020, few could predict that half the nation would be leaping around their gardens to a 9am Joe Wicks HIIT class by April. The change in behaviour presents an opportunity for many brands that would never normally be consumed in the home. This is how we can change perceptions, and how products naturally consumed on-the-go could begin to become relevant in people’s lives again.

THE CHANCE TO STAND OUT FROM THE CROWD AND DRIVE BRAND ADVOCACY IS ENORMOUS 4. Consider your marketing objectives Brand experiences are a powerful tool if used strategically. They can deliver a plethora of different marketing objectives. In general, they can help grow awareness and consideration, whereas product trial can be used to build association and drive immediate sales. When planning a campaign – especially an experience – try to build a strategic roadmap. What does our audience currently think about our brand? How do we want them to think instead? How can our experience be designed to changed those perceptions and show the brand in a new light? 5. Idea first, format second Experiential is a flexible marketing discipline. The possibilities for an experiential activation are endless, and

the best marketing is distinctive and original. Just because your competitor did a comedy gig live over Zoom, it doesn’t mean you should do the same. There are a multitude of ways a brand can augment and improve the at-home experience. Trust the creatives to build something unique. Despite a turbulent few months, this winter may be one of the most exciting in recent memory for brand experiences. A few brands have pioneered the at-home experience movement – innovation that was necessary, regardless of a global pandemic. The opportunity to engage with consumers in their homes exists. For those willing to grab that opportunity, the chance to stand out from the crowd and drive brand advocacy is enormous

OPINION

GETTING SHIPSHAPE Shipping furniture is tricky. You normally have to contend with large sizes and heavy weights, which means it won’t be cheap – while many items are fragile and require specialised packaging techniques and materials. However, even with shipping costs going through the roof and online orders on the rise, there are ways to cut costs, writes Jake Rheude …

CUTTING YOUR SHIPPING COSTS IS ONE OF THOSE RARE OPPORTUNITIES TO IMPROVE YOUR MARGINS WITHOUT HAVING TO SACRIFICE QUALITY

BY JAKE RHEUDE www.redstagfulfillment.com

The first place to start is by eliminating costly damages during the shipping process. You know how expensive it was to ship to the customer – if it arrives damaged, you’ll have to pay just as much to have it sent back and replaced. There are many ways to safely ship fragile items. Using double-corrugated cardboard boxes and/or double boxing are two of the most common ways to protect the exterior of your packaging. On the inside, air pockets that prevent items from shifting or the box from being crushed are a good first step to take. For especially high-value furniture, it is advisable to deploy moulded infill made from cardboard, plastic, or styrofoam to snugly fit around the most delicate components that you ship. Lower your DIM weight If you ship a wide variety of furniture, you might sell products like lamps or chairs that take up a relatively large amount of space yet weigh relatively little. In this case, shipping costs for these items might be calculated by DIM weight instead of actual weight. DIM weight, or dimensional weight, is a formula that shipping companies use to determine the cost for shipping an item based on the dimensions it takes up. The larger the volume, the more expensive it will be to ship. When you ship products, both the actual weight and dimensional weight are calculated, and you get charged whichever is higher – so, for light, large products that are being calculated using dimensional weight, decreasing the size of the packaging can save you a pretty penny. Considering how much waste is generated by ecommerce packaging, reducing the size of your packaging not only lowers your shipping costs, it also gives you more branding cachet with the growing segment of consumers that care about reducing carbon footprint. Specialised packaging machinery and software offer the potential to optimise your packaging for size, albeit with a high upfront cost. If you produce a relatively standard range of furniture sizes, it’s worth consulting with a packaging design company to create a

line of efficiently sized boxes. Speaking of efficient sizing, flatpacking takes the question of reducing size to its logical extreme. In the shipping business, bigger is not better, and assembled furniture is about as big as it gets. Even if the entire piece can’t be disassembled, there may be parts of it that can be, like the legs of a table. As long as these are easy to reattach, this is the perfect way to instantly shrink the size of your box and even make it more secure. The downside is that this requires a certain degree of engineering specialisation to segment pieces into the optimal configuration for shipping – not to mention that it potentially delegates assembly to customers, which is a non-negotiable “no” for many furniture companies. Outsourcing to 3PLs for zone skipping and volume discounts The final method for lowering the cost of shipping is a technique that is commonplace across many different industries – zone skipping. This practice involves moving products closer to their final destination, lowering the cost of shipping as a result of putting as much inventory as possible as close to as many of your customers as possible. It’s relatively straightforward to set up agreements with a third-party logistics (3PL) warehouse in each market. Not only does having your inventory closer shave off precious distance on each order, but you will find that the cost of shipping will be lower because 3PLs qualify for high-volume shipping discounts from major carriers. If you ship furniture outside the UK, partnering with a company that has expertise in foreign markets can help you navigate customs agreements, import tariffs and other complexities related to international shipping. Doing nothing is the easiest option, but not the best one. Cutting your shipping costs is one of those rare opportunities to improve your margins without having to sacrifice quality. What is that worth to you?

INFORMING INDUSTRY, BUILDING BUSINESS

JYSK’S NEW DAWN David Ashton’s ﬁve-year plan WILLIS & GAMBIER RETURNS INSIDE MADE.COM, SOHO

At The Helm Join Hydeline’s voyage of discovery BEDROOM / DINING / LIVING IFHS / AUTUMN FAIR / TRADE SERVICES

#367 October 2019 www.furniturenews.net

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The International Alliance of Furnishing Publications (IAFP) comprises 17 of the world’s leading industry trade publications. As the IAFP’s UK representative, Furniture News can offer exporters and importers market information, contacts and reach through the most effective B2B channels. www.iafpalliance.com

25/09/2019 14:09

OPINION

GLOBAL FAMILY Artem Vasiliev, president of the International Alliance of Furnishing Publications (IAFP) and editor-in-chief of Russia’s Mebelny Biznes magazine, discusses the alliance’s role against the fast-evolving backdrop of the global furniture industry.

WE CAN ALWAYS GO ONE STEP FURTHER THAN THE COMPETITION

INDUSTRY PARTNERS

BY ARTEM VASILIEV www.iafpalliance.com

The IAFP is a family of the world’s best furniture-dedicated magazines. Over 23 years, we’ve managed to bring together 17 publishers from around the world, and our task is to be a partner for furniture businesses – including manufacturers, wholesalers and retailers, suppliers, agencies and associations. Together with our colleagues, we form an industry community and strive for positive solutions across the international market. The IAFP is a non-profit organisation, and every member is overloaded with work for their own publications, but we make progress all the same. Our goal is to develop international ties, which is not always that simple – not only because of language, but also because of different business approaches in various countries and cultures. It’s important to listen, understand, and interpret carefully. Our association includes representatives from Asia and Australasia, as well as Europe, South and North America. Africa’s potential is huge – I know from the Russian furniture companies is do business with that the residential estate sector in, for example, Kenya, is growing really fast, and those modern buildings all need furniture – and I’m sure the IAFP will have at least one African member publication soon. There are various countries in the alliance (even smaller ones) which – have considerable potential, just

like China did, 20 years ago. As the coronavirus situation shows, even the best market position cannot guarantee stability. And it’s difficult to predict what will happen. Business is a living organism – the blood made up of economy, real life, and consumption. This is not an apocalypse, rather a challenge. Times are hard all over the world – particularly so, thanks to Covid-19. There is a lot of challenges that many industries face today, and the furniture industry, serving people’s lifestyles, is one of the industries required to be extraordinarily flexible and responsive to so many evolving demands. To support the industry along the way has always been the alliance’s primary goal. And we’ll continue to put every effort into serving industry players from all over the globe, with all of the tools at our disposal. Our members may be independent media enterprises, but, being a team of editors from around the world, we can always go one step further than the competition – and bring exclusive opportunities and benefits to our clients and readers. Furniture News is the IAFP’s representative in the UK, and thanks Poland’s BIZNES.meble.pl for this contribution, which draws on an interview with Artem published in the magazine’s April 2020 issue (copy and photograph by Diana Nachiło and Tomasz Markowski, respectively).

OUR GOAL IS TO DEVELOP INTERNATIONAL TIES, WHICH IS NOT ALWAYS THAT SIMPLE

OPINION

THIS MONTH, WE’RE ASKING … Gavin Boden (Rhenus Home Delivery) The BFM (British Furniture Manufacturers).

Kate Pilling (January/Manchester Furniture Show) The BFM (British Furniture Manufacturers).

Mike Murray (Land of Beds) The National Bed Federation (NBF) and Associated Independent Stores (AIS)

Paul Galley (Symmetry CGI) I’m not part of groups or associations – I tried Business Network International (BNI) but found it didn’t help. It seems more suited to the trades – and local operators.

Tom Bourne (Select First) From a business perspective, the Federation of Small Businesses (FSB). It’s reassuring to know we have their support and advice on hand.

James Hollas (ex-Bensons, DUSK) The National Bed Federation (NBF) do a great job of supporting our industry through a range of means, including championing for better regulation around mattress trading and providing industry-leading training courses.

Jerry Cheshire (Surrey Beds) The National Bed Federation (NBF).

#376 January 2021 www.furniturenews.net

Back and forth

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Peter Harding (Fairway Furniture) Associated Independent Stores (AIS) – we’ve been a member since the 1980s and it’s invaluable in helping us compete with the large multiples.

JOIN THE CONVERSATION ON TWITTER @FURNITURENEWSED MESSAGE THE EDITOR AT PAUL@GEARINGMEDIAGROUP.COM FOR ADVERTISING AND SUBSCRIPTION ENQUIRIES, SEE P3

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Steve Adams (Mattress Online) The National Bed Federation (NBF) provides us with an added level of reassurance if our manufacturing partner is a member.

Steve Pickering (Sussex Beds) The Sleep Council [now part of The Sleep Charity] is fantastic for raising awareness of our industry, and provides great content for both consumers and retailers, which we do use.

Thomas Small (TCS) Anyone who gets the industry moving!

Jerry Cheshire (Surrey Beds) The National Bed Federation (NBF).

WE WANT TO HEAR FROM YOU!

BRAVE NEW WORLD

EMPOWERING BUSINESS BEST IN BEDS | STAND DESIGN BUYING GROUPS & ASSOCIATIONS TRADE SERVICES

WHAT’S THE MOST IMPORTANT INDUSTRY ASSOCIATION/GROUP FOR YOUR BUSINESS?

Simon Ainge (Kettle Interiors) The buying groups.

James Hudson (Gallery Direct) ACID (Anti Copying In Design), as we feel it is important that designs are protected – not just for ourselves, but other companies as well. We put a lot of time and effort into our product design, and so don’t want someone else just taking our work and copying it.

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