18 minute read
MLILY / 12 Forte / 16 Furniture News turns 35
A LEAGUE OF ITS OWN
MLILY may be a star player in the global bedding industry, but what does it have in store for the UK marketplace as the impact of Covid-19 subsides? This month, global sales director Bob Badman talks to Furniture News about new products, business strategy, and the brand’s enduring partnership with Manchester United Football Club …
www.mlily.uk
WE’RE AN
ELITE SLEEP
Can you give us an idea of the range of projects you’re working on? As I am sure you can appreciate, with a company the size of MLILY there are always projects ongoing – many of which are covered by NDAs. However, I can say that as well as ongoing product development, we are continually working with various partners to strengthen their MLILY offerings, and it is this dedication to individual customers that has seen us strengthen our presence in the UK and Ireland every year since our first show in January 2014.
How has the business fared during the past 15 months? The business has continued to go from strength to strength, despite the challenges of the pandemic. The launch of the new Premier collection just before the pandemic took hold proved such a success – even though many of our key customers have been closed for months on end, we achieved significant growth last year, and we are confident of doing the same again this year.
We’ve also backed up the Premier collection with a new range of pillows and a topper to further extend our offering, and we have also begun to look seriously at our approach to gaining more business online, with the launch of an ‘internet collection’ that has a different story to our core Premier product but still has that MLILY quality and story that enables consumers to make simple selections, and retailers/ etailers to make margin on a quality, trouble-free product.
As well as further strengthening our relationships with our key customers, we’ve started to work with a number of key internet accounts, and are looking to build our internet business in the same way that we built our bricks-and-mortar partnerships – through support, and developing exclusive product for sale instore and online to make sure our brand isn’t devalued.
In summary, we’ve tackled the issues by continuing to do everything we can to support our customers – including ramping up stockholding in order to ensure we maximise sales during the periods we have been able to trade.
How has the business changed in that time, and what have you learned? The business has not significantly changed – rather, it has reinforced our philosophy about working closely with partners and developing more business with existing customers. Customers are now well aware of the quality of MLILY products, and have the confidence to dedicate ever-increasing space to them.
Give us a short rundown of your product portfolio … In brief, there’s: the Basics collection of four, price-targeted memory foam mattresses (two foam-only and two hybrids); our Gel collection (as above, but with Gel memory foam); the Premier collection, an all-singing, all-dancing range of four softer models, four firmer models, and two top-end deluxe models, ranging in spring count from 2000-8000, all with our F-joint encapsulation and fashion-inspired covers;
Dream +, which remains our Manchester United-inspired and co-designed mattress, and is used extensively by Manchester United players and management alike, and which has gained popularity amongst our core customer base; and the Bamboo memory collection, another key product for the MLILY group worldwide, which we decided to launch as our online collection, differentiating it from our in-store product – we combined it with different spring counts, a different look and, at the top end, incorporated ‘ice fabric’ to give online customers a great product, a great story and, as always for our customers, great margin opportunity.
Where does your partnership with Manchester United stand, and how does it influence how you approach the market? We remain committed supporters of Manchester United Football Club, and we’re only just halfway through our current contract period with them. Whilst it doesn’t really change our approach to the market in terms of the fact that we are – and always have been – dedicated to improving sleep quality around the world, the partnership has given us the chance to work with elite athletes and medical professionals at one of the world’s greatest football clubs (of course, I believe the greatest!) and in so doing we continue to work on R&D and clearly look forward to developing new products in the future.
I think generally it simply made people realise that we are a serious global player – we’re an elite sleep company, just as Manchester United are an elite football club.
We understand that you work closely with many retailers to maximise the brand’s reach – and in some cases also offer them white-label services? We have a highly experienced marketing/ development team which will work with retailers not only on in-store graphics, but with various online assets and social media support, etc.
We also work with a large number of customers on an OEM/white label basis, and this includes retailers with just one store, up to and including multi-millionpound accounts. In order to get a whitelabel product, the customer only needs to commit to a container – which may sound a lot, but it’s only around 200-250 mattresses on average, and, of course, pillows and/or toppers could be mixed in, too – so I think its fair to say that many of our customers today would not have imagined themselves doing containers a few years ago, but now fully appreciate the huge benefits it brings them and couldn’t imagine themselves not doing so.
What are the advantages of working with Mlily as opposed to sourcing from local manufacturers? There are many great UK suppliers, but there’s no getting away from the fact that MLILY are a worldwide player, and bring with them a fantastic product with almost zero complaints, a product that looks great, feels great and above all is protected to ensure that all our customers can make margin – which, as traditional
INCREASING SPACE TO THEM
consumer numbers decline, becomes evermore important.
In my opinion, MLILY offers unrivalled value for money, genuine aesthetic appeal and comfort, whilst enabling our customers to make a great margin.
Is there likely to be any synergy with the Breasley (UK) business, which MLILY’s owner purchased last year? Breasley was purchased because of its history, its reputation and its workforce, and it was never an intention to do anything other than to continue the company as a separate brand, bringing different things to the market – as evidenced by the complete revamp of their range to incorporate new, exclusive products.
Breasley was, and will remain, a separate brand, with a separate identity to MLILY’s.Any synergy merely comes from the doors that MLILY can open in terms of supply base, and some management crossover.
Can you confirm any of MLILY’s investment or product directions? Obviously, MLILY’s plans are closely guarded, but it’s no secret that we are always looking for the right opportunities – whether that’s building factories, new manufacturing plants or retail partners, and that will continue to be the case.
As regards products, with the volatility in supply of raw materials, the emphasis currently is on stabilising and controlling all product supply, rather than any imminent new products. However, I do get snippets from the R&D team that show me that as soon as normal supply returns, we will once more be developing new and exciting things – whatever they may be!
Do you have anything special planned for Manchester Furniture Show at Harrogate this month? Harrogate will see the official launch of our new pillows and toppers, as well as the new internet collection. We’ve also just confirmed that England and Manchester United legend, Captain Marvel himself, Bryan Robson, will be appearing at the show – as will the Ireland and Manchester United hero, Denis Irwin.
As always, our team are out and about, and our showroom is open for visitors, too.We’ll also be showing in Paris in November, and still hold some hope that Shanghai in September will be possible, too
QUALITY ASSURED
Following its foundation in 1992, Poland’s Forte has gone on to become one of Europe’s leading manufacturers and exporters of RTA furniture – and its new UK team is currently deploying a fresh crop of stylish ranges, designed with the nation’s tastes in mind …
www.forte.com.pl
Forte’s story is one of rapid growth and forward-thinking management. The business, founded by Maciej Formanowicz, began manufacturing in 1992, before making its Warsaw Stock Exchange debut in 1996.
Today, Forte manufactures through five production plants (including its own chipboard factory), designing and making furniture for bedrooms, hallways, children’s bedrooms, offices, living and dining rooms – all with quality and the environment in mind.
“Our responsibility towards our customers, co-workers and the natural environment sets the course for our daily work,” says a Forte spokesperson. “We treat the ecological aspects as equally important to the economic and social – our care for the natural environment is our priority in every area of our operations, and we continuously search for the most environmentally friendly solutions. We also expect the same from our suppliers.”
Working to a comprehensive environmental framework, Forte strives to develop environmental awareness in its employees and associates, systematically reducing the use of raw materials and other components across its production and packaging processes. “We also support responsible and sustainable forest management. As a manufacturer we source our wood-based materials from legal sources, certified and controlled in accordance with FSC (FSC® C118178) standards.”
Yet, such endeavours are never made at the expense of quality. Forte keeps a close eye on quality standards at every stage of the production process – from product design and the selection of wood used in its chipboard, to the manufacture and packing of its furniture – and carries out careful inspections prior to shipping.
Elara
“Maintaining high quality standards is our priority,” says Forte’s spokesperson, explaining that the business even has its own R&D laboratory where it tests new solutions and technologies in order to evolve its offer.
Indeed, Forte prides itself on being at the cutting edge of technological implementation, continuously modernising its machines, applying state-of-the-art solutions and using the latest IT systems.
“As part of our long-term development strategy, we opened our own chipboard production plant in 2018,” notes Forte. “When it comes to product quality and eco-friendly standards, it’s the biggest and most modern furniture industry investment made in Europe in recent years.
“Elsewhere, our robotic and
Forte’s cutting-edge facilities incorporate robotic production lines Tobago
automated production lines provide our customers with high-quality products, and provide our employees with safety and comfort at work.”
At the heart of Forte’s product offer is a quality that is impossible to guarantee without a human touch – with furniture designed by Polish and international designers, the brand can adapt its ranges to changing market trends and the needs and expectations of its customers.
Its portfolio includes around 3000 models, designed for both small living areas and spacious houses, in different styles, and a wide range of colours and sizes.
With a set of underlying principles based on universal values such as responsibility, growth, co-operation and empathy, Forte continues to go from strength to strength, despite the inescapable pressures brought about by Covid-19. To find out more about Forte’s UK offering, contact national sales manager Victoria Ross on uksales@ forte.com.pl
WE ARE FORTE
35 YEARS OF
FURNITURE NEWS
Early issues of Pine News International from 1986/7 While the challenges of the past year proved too great for some businesses to overcome, others have come through stronger than ever. Furniture News turns 35 this year – an achievement which prompted the team to look back at how far the title has come since its first issue was published, back in 1986 …
www.furniturenews.net
This year saw Furniture News reach a new milestone – 35 years of publication to the UK trade. Recognised by the vast majority of its readers and advertisers (and the prestigious International Alliance of Furnishing Publications) as the UK’s foremost title for the domestic furniture trade, the magazine has gone from strength to strength since its inception, evolving to meet the needs of its growing audience.
Furniture News started life as Pine News International, a trade newspaper which quickly became the de facto title for the burgeoning pine cabinet sector. Thanks to the efforts of its founder – and no small amount of snobbery from its competitors – Pine News International established a fiercely loyal readership and advertiser base, delivering impressive returns and giving this segment of the trade a valuable mouthpiece.
Nigel Gearing
AND RESPECT
In 2001, faced with an increasingly diverse marketplace, Pine News became Furniture News, encompassing the wider upholstery, bed and furnishing markets alongside its established cabinet furniture offering.
Today, the Furniture News portfolio comprises a monthly magazine, website, supplements, awards and digital products, and boasts unrivalled content and reach, plus the industry’s biggest advertiser base. Combining insightful, informative editorial and persuasive promotional content, the brand has come a long way since 1986, yet still retains the close bond with the trade that saw it succeed during those early years.
“Where one starts in life very often bears no relation to where one ends up,” says publisher Nigel Gearing, whose business, Gearing Media Group, also owns the Hospitality Interiors brand and its associated events, “and this could not be more true than in the topsyturvy world of publishing – just ask Mr Murdoch!
“As those early issues circulated, the pine trade slowly and surely formed a deep bond with the magazine – which also made its advertisers a good deal of money. The industry’s pioneers can look back at its success in the late 90s with a great degree of satisfaction – but time moves on, and so did the magazine.”
Pine News International at The Furniture Show, NEC, 1996
Samantha Horscroft and Paul Farley
The International Alliance of Furnishing Publications (IAFP) 2020 AGM at Meble Polska, Poznan
Since 2007, Furniture News has been led by editorial/advertising duo, Paul Farley and Samantha Horscroft. “Throughout my time at Furniture News, the industry has proved a constant source of delight and respect,” says Samantha. “We have seen our relationships with fledgling companies strengthen and grow – many companies are now firm friends, and support our new ideas to help both retailers and advertisers generate business across our print and online media.”
Having reached issue 382 this month, Furniture News continues to lead the way in trade marketing, in print and online – working tirelessly to inform, inspire and support the vibrant industry it represents
WHAT DO YOU LIKE MOST ABOUT FURNITURE NEWS?
Peter Harding (Fairway Furniture): The variety of articles is always interesting, as well as the features that are more than just ‘news’
Mike & Karen Rowley (Core Products): That it is still a read – spending so much time using screens, it’s great to have a break and pick up an actual printed magazine
Adam Ashborn (Reborn Marketing & Design): Great feature articles, and an instant resource for all furniture trade news. The printed magazine and the online social media posts have become a daily read, and a great way to catch up on trade activities … keep up with the great work!
Emma Leeke (Leekes Retail): Variety in the topics chosen for review, and the use of experts – you always learn something
Adam Hankinson (Furniture Sales Solutions): The insights across the industry (not just retail), and the honesty of the articles and interviews – people are very open about how they are tackling their business problems. It’s also a quality product which has integrity in the industry – we’re very happy to be associated with the brand
Dids Macdonald OBE (ACID): It is diverse and always represents good editorial and reportage. I am incredibly grateful for the support given to The Furniture Makers’ Company to get the word out about all our activities – especially our welfare assistance, which is much needed at the moment
#381 June 2021
www.furniturenews.net
NEW HORIZONS
Embrace tomorrow, with CGI by Orbital Henrik Pontoppidan (S2U Design Containers): Open-mindedness, genuine interest in contemporary topics, constantly evolving and adapting – and the ability to see ‘the big picture’ (mostly!)
Lee Ness (Global Upholstery Solutions): I like to keep up to date
Mike Murray (Land of Beds): The email updates
Andy Stockwell (Gardiner Haskins): You’d expect a trade magazine to be informative and topical, but it does so with an easy-to-read style, taking input
#380 May 2021
www.furniturenews.net
THE PERFECT FIT
Mammoth and Hearst target the health-conscious consumer from a broad cross-section of industry experts who have ‘been there and are doing it’
Royce Clark (Grampian Furnishers): The fact that the content is relevant and up to date. Having people from within the industry give opinions and honest feedback all the time makes it feel much more real
Steve Adams (Mattress Online): The interviews from industry leaders and experts are always insightful and super interesting
Anne Davies (Room to Grow): Just having somewhere to catch up on all the up-to-date news articles is great, as well as seeing different opinions within the industry. Furniture News always feels a little more ear-to-the-ground than some of the other publications within the industry, which is an aspect I really like when reading the trade news
Gavin Boden (Rhenus Home Delivery UK): I love how diverse it is, and the level of successful/intelligent interview guests it presents
#379 April 2021
www.furniturenews.net
BRIGHT AND BREASLEY
The bedmaker’s new chapter
COACH HOUSE
www.coachhouse.com / coachhouseuk
LARGE QUANTITIES OF STOCK AVAILABLE AT LOW 2020 PRICES!
BEAT THE OCEAN FREIGHT INCREASES! / STOCK AVAILABLE ON FIRST COME FIRST SERVED BASIS AT THESE PRICES! OVER 70 ITEMS AVAILABLE IN OAK AND PAINTED! NATIONWIDE DELIVERY AVAILABLE OR GOODS CAN BE COLLECTED FROM BANBURY, OXFORDSHIRE, 5 MINS FROM M40 JCT 11
SIENNA OAK
t
40mm Thick Tops. Rounded Edges to Tops Doors and Drawers. SOLID Oak Raised Panels to Sides and Doors
SIENNA 100CM WIDE 2 DRAWER SIDEBOARD £198.90
SIENNA SOLID OAK BED 5’0 £349.90, 6’0 £399.90
DUNDEE OAK
t
Double Rolled Edge Tops, SOLID Oak Cornice Tops, SOLID OAK Plinth Bases, SOLID Oak Turned Legs, SOLID Oak Chairs
DUNDEE SOFA TABLE WITH 2 DRAWERS £169.90 SIENNA 1 DRAWER LAMP TABLE £87.90
SIENNA 110CM 3 DRAWER CHEST £229.90
VIENNA OAK
t
SOLID Oak Horizontal Slatted Sleigh Bed with Bow Fronted Cabinets
DUNDEE 1.1M ROUND TABLE WITH PEDESTAL LEG £259.90
PROVENCE OAK t
SOLID Oak Vertical Slatted Sleigh Bed, stunning quality
SIENNA 1.5M ROUND TABLE £279.90 SIENNA 2.6M DINING TABLE £319.90 SIENNA 90CM WIDE CORNER TV UNIT £119.90
SIENNA 120CM WIDE 2 DRAWER 2 DOOR WARDROBE £399.90 SIENNA 120CM WIDE 2 DRAWER CONSOLE £164.90 SIENNA 130CM WIDE 2 DOOR TV UNIT £157.90
VIENNA BOW FRONTED 3 DRAWER CHEST £249.90 VIENNA OAK 2 DRAWER 2 DOOR WARDROBE 890CM WIDE £419.90, 120CM WIDE £479.90 VIENNA SOLID OAK SLEIGH BED 4’0 £339.90, 4’6 £349.90, 6’0 £409.90
DUNDEE 1.4M EXTENDING TABLE £259.90 1.8M EXTENDING TABLE £299.90 DUNDEE 1M COFFEE TABLE WITH 2 DRAWERS £179.90 DUNDEE CHAIR WITH FAUX LEATHER OR SOLID SEAT £56.90
PROVENCE SOLID OAK SLEIGH BED 4’6 £329.90, 5’0 £349.90, 6’0 £399.90
CORNWALL
t
Painted off-white Finish with Natural Oak Tops. SOLID Oak Cornice Tops and detailed edging to Sides, Drawers, doors and plinth Bases. Chrome Handles and Hinges
CORNWALL 100CM WIDE TV UNIT £139.90
CORNWALL 130CM WIDE DESK £249.90
MONTPELLIER OAK t
40mm Thick Tops. Tapered Legs. Classic Design
MONTPELLIER 2 DRAWER LAMP OR BEDSIDE £89.90
MONTPELLIER 130CM DESK £239.90
MONTPELLIER SOLID OAK BED- 4’6 SIZE £279.90, 5’0 SIZE £299.90, 6’0 SIZE £339.90 CORNWALL 1 DRAWER LAMP TABLE £82.90
CORNWALL 114CM LENGTH KITCHEN ISLAND WITH WINE RACK. SOLID GRANITE TOP £384.90
CORNWALL CHAIR SOLID OAK SEAT £56.90
MONTPELLIER 1.5M 3 DRAWER SIDEBOARD £274.90
MONTPELLIER 20 BOTTLE WINE RACK £137.90 CORNWALL WARDROBE £349.90
CORNWALL 115CM WIDE SEAT BENCH WITH SOLID OAK LIFT UP LID & STORAGE £199.90
CORNWALL TABLE 1.4M EXTENDS TO 1.8M £249.90
MONTPELLIER TABLE 1.8M EXTENDS TO 2.3M £289.90, 2.2M EXTENDS TO 2.7M £339.90
MONTPELLIER 90CM CORNER TV £119.90 CORNWALL 1M WIDE 2 DOOR GLAZED DRESSSER £364.90
CORNWALL 120CM WIDE 6 BASKET DRAWER UNIT £214.90
CORNWALL 15 BOTTLE WINE RACK UNIT £219.90
MONTPELLIER 1M WIDE 2 DOOR GLAZED DRESSER £359.90
MONTPELLIER 110CM TV UNIT £159.90 CORNWALL 84CM WIDE BOOKCASE WITH 2 DRAWERS £164.90
CORNWALL 120CM WIDE TV UNIT £164.90
CORNWALL 1 DRAWER CONSOLE £99.90
MONTPELLIER 2 DRAWER CONSOLE £102.90
MONTPELLIER 120CM 2 DRAWER CONSOLE £149.90
MONTPELLIER 182CM 1 DRAWER BOOKCASE £179.90 MONTPELLIER 190CM GLAZED DISPLAY £274.90 MONTPELLIER LAMP TABLE WITH SHELF £73.90 MONTPELLIER NEST OF X3 TABLES £119.90
MUNICH OAK
t
SOLID Oak 45mm Thick Planked Tables and matching Benches. Leather Seat Pads available for Benches
MUNCH SOLID OAK BENCH 142CM £137.90, 182CM £159.90, 222CM £175.90 MUNICH SOLID OAK TABLE 1.8M £307.90, 2.6M £437.90
