Personalised comfort, without the price tag

For its new Curated range, Alpha Designs Upholstery set out to deliver a new level of quality and personalisation in an affordable package – writes sales director Nichola Bell, who joined the business in time for this year’s January Furniture Show (JFS), and hasn’t looked back since …

“Well, what a few exciting months it’s been! A new year, a new role, and some fabulous new products,” begins Nichola. “I’ve been most impressed with the fantastic, positive attitude of Alpha’s team, and the flexibility of our manufacturing process.”

The star of Furniture News’ front cover this month, Alpha launched four new models at JFS, and many are already on shop floors across the UK – and, thanks to their unique qualities, those models are likely to sell fast, Nichola continues: “As consumers are starting to feel the pinch in the current financial climate, we wanted to bring added value and something different to our customers, to allow them to offer a more bespoke feel. It’s all about value for money, and choice.”

Nichola says that Alpha’s new range, Curated, is inspired by fashion, and features a mix of materials and unique detailing, fused with generous proportions and superior comfort. “The superior comfort comes from a fantastic new seat interior of coil springs surrounded by a foam wrap, giving the user support, longevity and low maintenance.”

She adds that the “curated” detail, whether it be contrast cuffs, piping treatment or metalwork, has been carefully selected to enhance each product, and is a flexible choice for the end-customer that delivers a more bespoke feel.

“Consumers want flexibility without the ‘bespoke’ price tag,” Nichola continues. “Alpha offers so much choice, and we try to say ‘yes’ as many times as possible! By offering any fabric on any shape, we’re giving consumers choice – and for those homes with tight spaces, we’ll even split a sofa for access purposes where possible.

“We will match fabrics on request, and we will fully finish modular pieces to meet most customer needs.”

Nichola adds that Alpha has introduced its own in-house CGI department, so is now striving to provide its stockists with as much content as possible, enabling them to fully replicate their shopfloor presence online.

“Flexibility, choice, value and competitive lead times make Alpha Designs an easy choice for customers looking for a good British supplier,” Nichola concludes. “We look forward to seeing our new ranges on the shop floors over the spring, and are already working on new products for the summer!”

For more information, contact sales@alphadesigns.co.uk.