Furniture News #410

#410 November 2023 www.furniturenews.net

LEGACY OF LUXURY

Hypnos celebrates heritage and vision

BED INDUSTRY AWARDS LONG POINT | BED SHOW AUTUMN FURNITURE SHOW BEDROOM | LIVING DINING | TRADE SERVICES

BEST IN BEDS Celebrating the stars of the sector Rank up – an SEO primer La-Z-Boy reclaims relaxation with new branding

3

Editor's Comment Paul Farley Editor-in-chief

01424 776101 paul@gearingmediagroup.com @FurnitureNewsED @Furniture News www.furniturenews.net

“Behind this seemingly boundless dynamism, there’s a growing number of voices urging us to take more R&R It’s November, the days are getting darker and colder, the climb into sales season is well under way, and each morning there’s a little more temptation to hit the snooze button.

But is that so terrible? Any doctor will tell you it’s crucial to maintain a healthy balance between rest and exertion, even if the warnings to slow down and look after ourselves tend to be steamrollered by the realities of a working life.

If, like me, you spend too much time on social media networks like LinkedIn, you’ll be bombarded with motivational speeches, selfies of professionals on the fly, and tips on how to optimise output in your working hours – and beyond.

But it’s worth noting that, behind this seemingly boundless dynamism, there’s a growing number of voices urging us to take more R&R. And – unsurprisingly, given that the provision of home comfort is our business – many of them come from our sector.

Laid-back retailer Loaf, which opened its largest ‘slowroom’ to date last month (featuring table football, sweet machines and cinema snugs, naturally) has long espoused furniture’s more indulgent properties, while sloths and slouching celebs have fronted Sofology’s advertising.

This month, La-Z-Boy is launching a global rebrand under the slogan ‘Long Live the Lazy’, which sets out to “stand up for people’s right to sit down and enjoy well-deserved lazy moments” (read all about it on p10).

If we’re all working so hard to ensure others can rest well, why not take a leaf out of our own book once in a while?

Speaking of spending a few extra minutes in bed, here’s your chance to grab a few more (without feeling guilty about it). Sandwiched between the sheets of our regular features this month you’ll find a substantial supplement dedicated to the winners and finalists of this year’s Bed Industry Awards, the National Bed Federation’s annual celebration of the best in bed manufacture, retail and sales. Thanks to the NBF for again partnering with us to deliver the definitive account of the programme, which opens on p51.

Before that, you’ll find insights from Toons’ MD Huw Williams, who urges retailers to look beyond the big brands for their next bestseller (p18), and the founder of eco-etailer TreeTrench, Ahmed Abdalla, who is targeting (green) growth on a shoestring (p12).

With the UK autumn exhibition season now behind us, we look back at key fixtures Long Point (p28), the Bed Show (p32) and the Autumn Furniture Show (p44), and ahead to some upcoming highlights (with more to come in next month’s show-studded issue).

As well as the latest products and services, you’ll also find opinion and advice columns from Steve Pickering (Sussex Beds), Richard Naylor (Hypnos), Martin Calvert (ICS-digital), Brian Flesk (Novuna Consumer Finance), industry consultant Gordon Hecht, and the president of the European Bedding Industries’ Association (EBIA), Geert Geerkens.

Our issue closes with the topic of competition – how closely should you watch your rivals? There’s a happy place somewhere between blissful ignorance and watching them like a hawk, as our contributors explain (p114).

And, however you play it, don’t forget to look after yourself too.

Paul Farley

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#410 November 2023 www.furniturenews.net

LEGACY OF LUXURY

Contents

Hypnos celebrates heritage and vision

BED INDUSTRY AWARDS LONG POINT | BED SHOW AUTUMN FURNITURE SHOW BEDROOM | LIVING DINING | TRADE SERVICES

18 BEST IN BEDS Celebrating the stars of the sector Rank up – an SEO primer La-Z-Boy reclaims relaxation with new branding

FN410_Pages.1.indd 1

COVER FEATURE

26/10/2023 15:28

34 HYPNOS

EDITORIAL EDITOR-IN-CHIEF Paul Farley 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED SALES SALES AND MARKETING DIRECTOR (FURNITURE NEWS PORTFOLIO) Sam Horscroft 07764 650655 sam@gearingmediagroup.com Twitter @FurnitureNewsAD

Huw Williams Toons Furnishers

32

SALES EXECUTIVE Caroline Littler 07861 231461 caroline@gearingmediagroup.com OVERSEAS AGENT Casey Loo (Asia) +65 973 00123 (WhatsApp) casey@apsmediagroup.com PRODUCTION PRODUCTION MANAGER James Ash james@gearingmediagroup.com

Jessica Alexander National Bed Federation

108

DIGITAL MANAGER Nyall McCurrach nyall@gearingmediagroup.com COPY ADMINISTRATOR Steve Merrick 01424 776108 production@gearingmediagroup.com ACCOUNTS ACCOUNTS/GENERAL MANAGER Wendy Williams 01424 817433 wendy@gearingmediagroup.com

7

NEWS

10

INSIGHT

10

La-Z-Boy UK

12

TreeTrench

16

Yearn Glass

18

Getting personal

20

EVENTS

28

Long Point

32

Bed Show

44

Autumn Furniture Show

51

BED INDUSTRY AWARDS

88

PRODUCTS

92

Bedroom

96

Living

98

Dining

100

Trade services

104 OPINION

Richard Naylor Hypnos Beds

113

CHAIRMAN Nigel Gearing

104

Growing sales with SEO

105

Gauging staff satisfaction

106

Striving for retail perfektion

108

A quick guide to carbon literacy

110

Boosting sales with PoS finance

113

Partner comment

114

Feedback

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Geert Geerkens European Bedding Industries’ Association GENERAL INFORMATION No part of this publication may be reproduced without the specific prior written agreement of the Publisher and may not be stored on any type of retrieval system. Furniture News/ Gearing Media Group Ltd accepts no responsibility for variations in colour reproduction. Special colours (Pantone etc) can be catered for with prior arrangement. Some elements of the editorial content in this publication are submitted by the trade, however, all efforts are made to ensure that the editorial remains true to fact and unbiased. Monies may have been accepted to offset the costs of colour reproduction. Gearing Media Group Ltd reserves the right to alter without prior notice any content other than customers’ advertisements. No correspondence will be entered into regarding altered or adjusted editorial content.

The editor’s decision is final. All material submitted for inclusion in Furniture News is done so entirely at the owner’s risk and no responsibility is accepted for the safekeeping or return thereof. Advertiser information is reproduced in good faith and Gearing Media Group accepts no responsibility in respect of adverts appearing in the magazine, and the magazines expressed do not necessarily reflect the publisher’s views.

The Publisher accepts no liability for any loss arising from an advertisement’s late or non-appearance.

Has your old retail system seen better days?

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NEWS 7

MattressNextDay has opened Emma’s first shop-in-shop, in its new showroom in Whitstable, enabling consumers to browse the entire range of Emma’s sleep products

eBay UK, in partnership with WRAP, has launched the Circular Change Council, a homeware industry collective aiming to increase circularity in the furniture industry and help reduce furniture waste

Dunelm has reported a strong Q1 (ended 30th September 2023), with total sales increasing by +9% to £390m, largely driven by volume. Upholstery performed well, with good growth in sofas and sofabeds

MyPad CI, the Jersey-based multichannel retailer has announced that founder Paul Clark is stepping down from dayto-day management and handing the reins to his daughter, Lauren Clark

MattressTek has added a new sewing machine engineer to its service team, describing Scott Jarvis as a time-served technician with a wealth of experience in the bedding and mattress industries

Actona Group has recorded a “very satisfying result” for FY 2022/23, with revenues up +6% YoY), while EBITDA increased by +11%

Castelan’s Furniture Care Network has expanded, with six new vans being added to the fleet

READ MORE ONLINE AT WWW.FURNITURENEWS.NET

ScS agrees sale to Italian sofa retailer Cerezzola Limited (BidCo), a wholly owned subsidiary of leading European sofa retailer Poltronesofà, is set to acquire the UK’s second-largest upholstery retailer, ScS, for approximately £99m. Shareholders will receive 280p for each share, including a dividend of 10p per share payable in December.

Alan Smith, non-executive chair of ScS, says: “This cash offer, which the ScS board unanimously recommends, comes at an attractive valuation. It recognises the quality of the ScS Group’s operations, its cash resources, and the progress accomplished under Steve Carson’s leadership via his refreshed strategy.

“Poltronesofà, based in Italy, is a pan-European sofa retailer that has been successfully pursuing international expansion and ScS, with UK operations, is the next juncture of that strategy. The ScS board believes Poltronesofà will bring significant benefits to ScS through its broad industry expertise in addition to providing the necessary capital that would accelerate our current strategy, albeit in a private rather than public sphere. The acquisition will enable ScS to continue as part of a broader, pan-European entity in pursuit of its strategy and position it for long-term success in the UK.” Renzo Ricci, CEO of Poltronesofà, comments: “As the next step of Poltronesofà’s pan-European

expansion, the acquisition represents the best opportunity for Poltronesofà to enter the UK market of upholstery products. Poltronesofà believes it is strategically very well placed to support ScS in the next stage of its development, and by building on the combined industry knowledge and experience and providing the necessary capital to accelerate ScS’s ambitions, the acquisition will help ScS realise its full growth potential.”

Established in 1995, Poltronesofà designs and sells sofas, armchairs, sofabeds and decorative accessories, and sells them through its 167 stores in Italy, 106 stores in France and 27 further stores across Europe. BidCo is a private limited company formed for the purposes of implementing the acquisition.

ScS (also owner of the Snug brand) operates 100 UK stores and a growing ecommerce platform. The acquisition is expected to come into effect in Q1 2024.

The Furniture Awards 2024 open for entries Once again, a panel of expert judges will come together to assess and celebrate the January Furniture Show’s best and brightest exhibitors, for the 2024 edition of The Furniture Awards.

Established in 2015 by Furniture News in partnership with the UK industry’s principal trade exhibition, The Furniture Awards reflect the quality of the suppliers on show, and are an integral part of the exhibition.

Exhibiting suppliers are invited to apply online in one of five categories: Sustainability; Best of British; Design Innovation; Global Player; and Superior

Service. The entrants will be shortlisted and assessed by a judging panel chaired by Furniture News’ Paul Farley. The finalists will be announced ahead of the show, and the winners revealed on-site.

“The Furniture Awards are a valuable opportunity for exhibitors to celebrate their achievements with the industry – they should not miss their chance to enter,” says Paul. Exhibitors can find an online entry form at www.thefurnitureshows.com/furniture-awards, and must apply by Friday 1st December. The January Furniture Show will return to the Birmingham NEC from 21st-24th January.

Bedmaker receives further King’s Awards Last month, bedmaker Harrison Spinks welcomed the Lord-Lieutenant of West Yorkshire, Ed Anderson, to its Leeds headquarters to formally receive the company’s two King’s Awards for Enterprise in Innovation and International Trade.

The King’s Awards for Enterprise, previously known as The Queen’s Awards for Enterprise, is the highest official UK award for British businesses – Harrison Spinks’ latest two awards add to the five it has previously received.

The King’s Award for Innovation was granted in recognition of the company’s significant work as an industry leader in innovation and design, including its design and manufacture of glue-less fine-wire pocket

springs. Harrison Spinks also secured the King’s Award for Enterprise in International Trade thanks to its continued focus on manufacturing premium, responsibly sourced, handmade beds and spring components in international markets.

Group chairman Simon Spinks says: “These awards are especially important to us as a British business – we are a company that champions homemade and homegrown materials and supports other manufacturing businesses both in the UK and overseas, and they are a reflection of the hard work the team has delivered, ensuring we are constantly championing innovation and high-quality design while keeping the planet in mind.”

8 NEWS

Dreams marks 20 years of West Midlands manufacture Dreams celebrated 20 years of making mattresses and beds in the West Midlands in September, marking the milestone by opening its factory in Oldbury on National Manufacturing Day. The event was attended

by Shaun Bailey, Conservative MP for West Bromwich West (pictured with Dreams’ CCO Paul Solly).

The site first opened in 2003 with just 13 colleagues, and now boasts a 250-strong team of specialists. Today, 60% of the mattresses Dreams sells are handmade at the site. Five apprentices are starting their careers at the factory, and Dreams is inviting members of the community to visit to learn more about jobs within the manufacturing sector.

The factory sits at the heart of Dreams’ West Midlands operations hub. In addition to the Oldbury factory, the region is home to three distribution sites and eight retail shops. In total, Dreams employs over 500 members of staff in the West Midlands area.

Barker and Stonehouse’s annual Teesside Golf Day raised £14,000 for The Furniture Makers’ Company

CEO Jonathan Hirst said: “This is a really special moment for our business. We’re incredibly proud that today the majority of our market-leading, quality products are handcrafted in Britain, right here in the Midlands. Our manufacturing sector is world leading, and we want to play our part in inspiring the next generation of highly skilled bed and mattress makers.”

UK sales growth strengthens IKEA’s position IKEA UK has announced continued growth, with sales up +11.9% YoY for the 2023 FY, generating a turnover of £2.46b. This performance, during IKEA’s 80th anniversary year, came as the wider Ingka Group announced global retail sales of €41.7b, an increase of +5.7% on FY22, plus significant investment across its biggest markets, including more than €4.5b in the US, UK, France and Spain.

In the UK, 38.5% of total sales were made online (35.8% in FY22). As it saw the popularity of online shopping continue to grow, IKEA UK opened a multimillion-pound distribution centre in Dartford, with the capacity to deliver one million orders annually. Longrunning environmental sustainability initiatives were also the focus of investment, including £4.5m in EV charging infrastructure to enable 100% zero-emission deliveries by 2025.

Three Plan & Order Points in Aintree, Stockport and Preston improved access to free planning support.

IKEA plans to open further locations in FY24, in addition to its new London store on Oxford Street. In

all, FY23 saw one million new visits to IKEA UK stores - an uplift of +2.2%.

Peter Jelkeby, CEO and chief sustainability officer, IKEA UK & Ireland, says: “Despite economic and geopolitical instabilities, we remain committed to making a positive difference in our customers’ lives – especially for those with the thinnest wallets.

Knowing that our customers continue to navigate a cost of living crisis, we absorbed significant cost increases to mitigate price rises as much as possible, investing in promotions, special offers, and, for the first time, an Easter Sale.

“As we see supply chain costs start to ease, we have a clear commitment to lowering prices accordingly - ensuring we remain firmly on the side of the many people.”

IKEA UK also continued its commitment to support employees. A £12m support package was rolled out across the FY, and salaries were up +6% on average in January 2023, in a move that matched new Living Wage Foundation rates.

Leekes reports strong profits and further investment Family-owned business Leekes Retail & Leisure Group, which celebrated 125 years of trading last year, has announced another year of strong profitability despite the “challenging economic conditions and inflationary environment”.

The group reported EBITDA of £8m and a profit before tax and exceptional items of £5m for the year ending 31st March 2023. In the year, Leekes Retail delivered sales revenue of £65m, with a combination of strong turnover performance and significant operational efficiencies resulting in an EBITDA improvement of £2.9m to £4.9m, and a profit before tax and exceptional items increase of £3.2m compared with the pre-pandemic 2019/20 financial year.

The retail division invested £5.1m in new capital

Bluebell Fitted Furniture has been acquired by James Ordsmith and Stephen Capel in an MBO

expenditure, including the substantial refurbishment of Leekes’ flagship store in Llantrisant, investment in its website, and solar panel installations across its estate.

Emma Leeke, MD of Leekes Retail, says: “We are delighted that our positive trading performance has enabled us to continue to invest significant capital into our retail business. The completion of the first phase of our Llantrisant store refurbishment has delivered strong sales growth whilst the rollout of solar panel installations has helped us mitigate the effects of the increase in electricity prices. The continued focus on operating efficiencies by our highly skilled retail team over the last couple of years has resulted in continued improvement in profitability.”

Core Products has successfully taken action against Mercers Furniture Limited, which infringed its design rights by replicating items from its Augusta Collection of bedroom and downstairs furniture

The Design Guild Mark has opened entries for 2024, and is inviting designers and companies to submit entries across three categories: Furniture; Lighting; and Interior Design Elements

Bed Kingdom has officially opened the doors of its 70,414ft2 distribution centre in Liversedge, West Yorkshire, which will create 12 new jobs

Hyve Group has announced that its connections programme Connect will not be returning to its home shows, after its Autumn Fair launch met widespread exhibitor frustration

MOW reported stable visitor figures for its 2023 edition this September. The internationality of the visitors attending the German show increased to 44% (up +4% YoY), from 69 countries

The Furniture Component Expo, coming to Telford in April, will host a pitch-based Innovation Trail, giving exhibitors a new approach to reaching key audiences READ MORE ONLINE AT WWW.FURNITURENEWS.NET

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10 INSIGHT

Stand up for your right (to sit down) Sit back, and listen up! Iconic recliner brand La-Z-Boy UK is launching its most ambitious marketing rebrand to date, in order to highlight its commitment to delivering comfort to consumers …

Harrison

“Everyone deserves to be able to sit back and relax in comfort without feeling guilty

Long Live the Lazy aims to reinvigorate the brand and generate interest and engagement from both retailers and customers. Its mission is to bring La-Z-Boy into the cultural conversation and promote to today’s consumers its USPs of comfort by design and motion furniture.

Research has shown that while consumers know La-Z-Boy as a recliner brand, it is not as well known for suites or static furniture. The Long Live the Lazy campaign, which has already been launched in the US for the American arm of the business, and other territories worldwide, will also ensure consistency in how the brand is presented around the world, to boost recognition globally.

The ethos behind Long Live the Lazy is to encourage consumers to embrace the art of self care and ‘me time’ by allowing themselves to fully relax and enjoy feet-up lazy moments, away from the hustle and bustle of everyday life.

Adam Morley, head of marketing and operations at La-Z-Boy UK, says: “Life today is busier and more stressful than ever before, and we want to stand up for people’s right to sit down and enjoy well-deserved lazy moments. Our Long Live the Lazy campaign recognises the importance of taking time out to unwind, lay back and prioritise comfort, self-care and relaxation.

“We hope retailers will love our fresh and modern brand identity as much as we do – this is the biggest investment in the La-Z-Boy brand to date. The campaign will really focus on the comfort our collections offer consumers, and we will be embracing innovative new ways to get this message out to potential customers and the furniture industry as a whole.”

Reclaiming a legacy of comfort La-Z-Boy was originally founded in 1927 in Michigan, US, by two cousins, Edward M Knabusch and Edwin J Shoemaker. The pair then invented the world’s first recliner in 1928 – a folding wood-slat porch chair, which followed the contours of the user’s body, allowing them to both sit and lean back comfortably.

The very first prototypes were made from orange crates, while the cousins worked on creating a reclining mechanism which would allow people to really relax, sit back and put their feet up. The idea of comfort and relaxation was always integral to their idea, and when they held a competition to name the product, they considered suggestions including Sit-n-Snooze, Slack-Back and Comfort Carrier, before deciding on La-Z-Boy as the name which would carry the brand forward.

At a time when most furniture was upright and

11

Paris

Lennox

formal, this innovative idea took the world by storm, and La-Z-Boy has been producing recliners and refining its designs ever since.

Long Live the Lazy aims to reclaim the brand’s legacy as the furniture company which first introduced the concept of comfortable recliners to the world. The campaign will be introduced through LaZ-Boy’s advertising, branding assets and sponsorship deals in the coming months. The brand is a sponsor for Burnley FC, the football team local to its factory in Colne, Lancashire, and the Long Live the Lazy logo will be added to the stadium ribbon and LED boards at the club’s ground.

There will also be a major rebrand of the La-Z-Boy UK website and social media platforms, and retailers and La-Z-Boy UK stockists will be given high levels of guidance and support in rolling out the new branding across their stores, showrooms and digital platforms.

This will include new PoS assets which reflect the new messaging to consumers.

Mark Draper, VP of La-Z-Boy International, says: “The launch of Long Live the Lazy has been very successful in the US, and attracted a large amount of press attention and created a buzz on social media.

I am looking forward to seeing the impact of the campaign on the UK market. This is a very exciting time for the whole company.

“We want to strip the idea that there is any negative connotation to being lazy. Taking care of yourself is extremely important, and La-Z-Boy is keen to reclaim the word lazy and celebrate it. Everyone deserves to be able to sit back and relax in comfort without feeling guilty. Being lazy can actually be empowering and give people the time they need to re-energise themselves and enjoy being present in the here and now.”

The launch of Long Live the Lazy comes after a successful presence at the 2023 NFL London Games

in October. As the official furniture partner of the NFL London Games, La-Z-Boy UK created a Best Seats of the House VIP area at each of the three games held in the capital.

The brand held competitions to give away nine pairs of tickets, and the winners were able to enjoy one of the matches from the comfort of a La-Z-Boy rocker recliner, which was custom-built for the occasion in NFL colours. As well as watching the action with their feet up in a key part of the stadium, they enjoyed complimentary food and drink, brought right to their seats. The winners were also invited to take part in an exclusive pre-game pitchside experience, and were allowed to enter the venue three hours before kick-off to enjoy the warm-up. www.la-z-boy.co.uk

“We hope retailers will love our fresh and modern brand identity as much as we do

12 INSIGHT

From little acorns …

“I’ve invested a significant amount of time and effort into our SEO, which should be the primary focus of any ecommerce store

Why visit your website?

We’re dedicated to crafting a truly distinctive experience for our customers. Our commitment to uniqueness extends across every aspect of our business – from our website to our emails, we strive to infuse everything we do with colour, fun and vibrancy, all while staying true to our core mission of making a positive impact.

We encourage customers to actively participate in our campaigns, fostering a sense of community and engagement. Alongside our Facebook page, we’re launching a blog, which will feature thought-provoking discussions about real issues in the furniture industry – particularly those related to waste.

How did you enter this industry?

I entered with virtually no prior knowledge of the field.

Although I’ve made significant progress since, I’m continually working to bridge the gap in my industry knowledge.

I was a PhD candidate at Warwick University, specialising in the development of sustainable technologies. However, during my second year, I made the decision to leave academia behind. It simply didn’t align with my dynamic, checklist-driven nature, and I felt a stronger pull toward entrepreneurial pursuits (this was undoubtedly influenced by my family background, with both my father and uncle being entrepreneurs).

My decision to enter the furniture industry was shaped by two pivotal factors. The alarming waste issue within the furniture industry, particularly in the UK, deeply concerned me. The sheer volume of discarded furniture items (around 22 million items yearly) contributes significantly to environmental problems and carbon emissions. I found this wastage especially disheartening, given that 60% of all furniture is made of wood, a natural carbon sink.

I also recognised a unique opportunity within the furniture industry due to its relatively straightforward process for selling products. Many suppliers offer DHD, enabling me to list their products and promote them without the need for an established logistics infrastructure. My academic background, particularly the coding skills I honed during my studies, equipped

Ahmed Abdalla

TreeTrench is an environmentally conscious furniture e-tailer “on a mission to create a world without waste”, says director Ahmed Abdalla, who established the company this August and commenced trading last month. TreeTrench offers over 200 flat-pack furniture SKUs for direct home delivery, and plans to introduce a furniture assembly service this month.

me with all the technical expertise I needed to independently set up my ecommerce store.

Who is your ecommerce hero?

The furniture ecommerce landscape is a vast and diverse realm, and I draw inspiration from a wide spectrum of sources within it, finding inspiration in the eclectic vintage products found in furniture marketplaces like Vinterior, as well as valuable insights from established players such as IKEA and Wayfair.

Describe a typical working day …

I don’t have a fixed routine, but I try to incorporate as many of these tasks as possible into my day. As a dropshipping retailer, my daily routine begins with a comprehensive check of my supplier inventory, before focusing on the management of our advertising campaigns. This provides invaluable insights into understanding our customer base, especially when coupled with analytical tools like Google Analytics.

I’m always in the process of learning about new marketing strategies and experimenting with fresh keywords or trying out new ads on various social media platforms to gauge their impact and effectiveness.

Thirdly, I’m always learning more about the industry itself. Staying well informed about industry trends, emerging technologies and shifting customer preferences is of paramount importance.

What part of your job would you prefer to avoid?

I always try to avoid making alterations to my website code. Troubleshooting issues and rectifying them, all while preventing the inadvertent introduction of new problems, can be a time-consuming endeavour.

What has been your greatest challenge to date?

Understanding what my target customers want remains my most significant challenge, all while ensuring that I stay true to my mission of creating a world without waste, while still providing a better experience than anyone else.

››

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14 INSIGHT

“Understanding what my target customers want remains my most significant challenge

How much do you invest in making your site more visible?

From the inception of TreeTrench to now, my advertising expenses have remained less than £200.

However, the amount of time I invest in this endeavour can be quite staggering. There are days when simply selecting the right keywords can consume an entire morning and most of my afternoon – only to discover in the evening that adjustments are needed.

I’m currently using ads primarily for learning purposes. I’ve invested a significant amount of time and effort into our SEO, which should be the primary focus of any ecommerce store.

What’s your take on how the relationship between online and physical retail might develop?

I have a short answer for this – if the weather is nice, physical retail wins, and when it’s cold, rainy and stormy, online wins! The only exception may be when perspective customers are interested in buying seating furniture, since they would realistically want to try it before buying it.

Do you have any plans to grow your business?

YOUR BUSINESS I’m the type of person who believes that without smarter faster trying and experiencing failure, one can’t truly learn.

Therefore, in these early stages, my primary focus is on dedicating my efforts and resources to learning and applying the knowledge I’ve gained, albeit on a small group of potential customers.

While I genuinely aspire to make a difference by raising awareness, promoting sustainable practices, and innovating in every facet of my business, I understand that reaching this stage requires an abundance of patience and unwavering perseverance.

What advice would you offer an aspiring e-tailer?

Starting an ecommerce store is remarkably easy. In fact, it can cost you less than £250 a year to run and maintain such a site, assuming you already have a PC and are willing to put in the effort to build your website.

The most significant challenge one may face is making your site visible without resorting to paid advertisements. Additionally, in a mature industry, standing out and being unique can be quite daunting.

While it may seem overwhelming at the beginning, this journey is immensely rewarding. You’ll gain valuable knowledge, and one day you’ll reach a point where it all becomes second nature. I might not have reached that stage yet, but I’m confident I will.

A final note to anyone looking to start an ecommerce site selling furniture is to make sure to know the industry stats. Of all the approximately 10,000 companies in the UK, around 82% report turnovers less than £1m, with 31% of those reporting turnover less than £250,000 – it is ridiculously hard for a new player to make profit, so don’t have unrealistic expectations of your first week of trading. www.treetrench.com

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16 INSIGHT

Reflections on the past, plans for the future

Elegant

“Since the company’s inception, it has grown to become a go-to supplier for wall decor, and the UK’s last remaining mirror manufacturer

It has been over 40 years since the first mirror came off the Yearn Glass production line. Over those decades, Yearn has become a master mirrormaker, and still manufactures using traditional techniques, combined with the latest technology. Yearn’s team boasts an array of skillsets that come together in its finely crafted mirrors.

Founded in the heart of the East End of London, the business has stayed true to its roots – the company’s production facility is still based in Hackney Wick, London, an area steeped in manufacturing tradition.

Since the company’s inception in 1981, it has grown to become a go-to supplier for wall decor, and the UK’s last remaining mirror manufacturer, and is widely recognised in the category by a growing number of quality clients.

The supplier’s strengths have not gone unnoticed

by Jim Orr, chief executive of Minerva Furniture Group, who worked closely with Yearn in a previous role. Jim says: “Yearn are an excellent wall decor and mirror supplier partner for our Minerva members. They have an extensive range of high-quality products at competitive prices.”

Quality is at the forefront of Yearn’s thinking, with detailed finishes and crisp, reflective qualities clear to see. Its team of local craftspeople use only fine

Liban

Yearn Glass entered Q4 excited by the prospect of its new partnership with Minerva Furniture Group – and building on the rich and unique heritage that preceded it …

Oslo

materials to create impressive designs, and strive to make Yearn mirrors desirable and timeless.

The results are made possible by experienced artisans including polishers, gilders, wood machinists, glass processers, PU injection and mouldmakers, with the assembly team giving every product the seal of approval.

“This unique and diverse team create the secret formula for a Yearn mirror,” states the manufacturer, “which is emphasised by a passion for what we do – beautiful mirrors, handcrafted in London.”

Yearn Glass can be reached by calling 0208 533 3307 or emailing sales@yearnglass.co.uk. www.yearnglass.co.uk

Sheridan

Sheridan - High-backed, luxuriously padded seating with sectional filling for durable support. Available as a static model, power recline or handle recline and as a chair, two or three-seater sofa, or rocker recliner. An optional footstool completes the range.

18 INSIGHT

GETTING PERSONAL

Huw Williams Huw is the MD of Toons Furnishers in Swadlincote, Derbyshire, which has sold furniture and flooring for more than 50 years. Huw joined Toons in 2017, having managed stores for Wyevale Garden Centres, Wickes, Staples and more. A former councillor, Huw is also a keen gardener, and enjoys restoring MGs and Harley Davidsons.

How might a child describe what you do?

The man who sells things.

What’s the biggest long-term challenge you face?

The economy is the main challenge for me. We’re probably facing many more months of very difficult trading conditions. The Government needs to do more to help stimulate the economy.

If you had 10 x your working budget, what would you spend it on?

I would carry out a major rebuilding programme on site and look to expand the number of stores we have.

What would be the title of your autobiography?

Retail is detail.

What does ‘work/life balance’ mean to you?

Work life balance means making time for yourself and your loved ones.

Who’s been your most influential professional mentor?

A director called Derek Parry, who sadly passed away a few years ago. He recognised I had ability, and nurtured it. He was a hard but fair boss.

What advice would you give your younger self?

Open your own business and don’t work for others – you have the ability to be successful.

What’s been your best day in business to date?

When I was recognised as Manager of the Year at Wickes. I’d put a lot of effort and hours into turning round their worst store, and it was a proud moment when my award was presented at their national conference.

What’s the biggest myth about our industry?

Its sad to say that the biggest myth is that the best quality comes from the big-brand manufacturers. We have an increasing number of smaller companies producing some great-quality products now.

What should everyone in our industry either stop or start doing?

I do wish that some of the big furniture retailers would be genuine about their sales periods – a lot seem to have almost permanent sales on, and this causes scepticism amongst customers.

Where do you see the industry going in the next 5-10 years?

I think the furniture industry will have to move more to sustainable products which will be easier to recycle at the end of life.

Customers in general are becoming much more aware of the fact that a lot of our products end up in landfill. www.toonsfurnishers.co.uk

“The biggest myth is that the best quality comes from the big-brand manufacturers

19

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With the approach of a new year (and, of course, the January shows), now is the time to make headlines!

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CAN’T GET THE STAFF? The industry’s recruitment and retention challenge

A man’s world?

Gender equality in the furniture industry

Loaf’s Nick Holmes steps up JANUARY FURNITURE SHOW

INDX FURNITURE | SPRING FAIR | BEDROOM The direction of furniture ecommerce DELIVERY FULFILMENT | TRADE SERVICES BUYING GROUPS AND ASSOCIATIONS

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Negotiating the cost of living crisis

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20 EVENTS

IMM COLOGNE

www.imm-cologne.com

The global interior design scene will be represented at imm cologne 2024, taking place at Koelnmesse from 1418th January.

Germany’s biggest interior trade fair ushers in the new year with its three segments – Pure, Home, and Sleep – promising to cover the spectrum of the world of interior design.

Hall 1 is already fully booked, reports the show’s organiser, adding that registration numbers are steadily increasing: “Expect an impressive exhibitor line-up, from startups to industry giants! The new hall floorplan and the inspiring event and content format ‘The Circles’ provide tremendous scope for business, networking, and inspiration. Secure your ticket now!”

VENUE: SKY EXPO VIETNAM DIST.12, HCMC View website

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22 EVENTS

Uniting product and people The highly anticipated January Furniture Show (JFS) will soon be back, and promises to be better than ever. The UK’s biggest furniture show will return to the NEC Birmingham on 21st-24th January 2024, with exciting additions set to elevate the visitor experience …

“Don’t miss out on this unparalleled opportunity

As the UK’s premier furniture and design event dedicated to the furniture, home, lifestyle accessories and interiors industry, and timed at the beginning of the year for buyers looking to curate their collections for 2024, JFS serves as an indispensable networking and sourcing opportunity, providing a first look at the latest furniture pieces and innovative design solutions from Europe’s top manufacturers and designers.

Spanning four halls, JFS immerses visitors in a world of contemporary furniture, cutting-edge design concepts, and an array of homewares tailored to diverse retail and customer tastes.

The show will be divided into four sectors: Premium Design; Interiors Accessories and Furniture; Living, Dining, and Bedroom; along with Furniture, Upholstery and Beds. There will be some 50,000 new products to source, including exclusive launches from over 400 brands, such as Ashwood Designs, ALF, Alpha Designs, Alstons, At The Helm/Hydeline, Baker Furniture, Bluebone Imports, Birlea, Buoyant, Bontempi, Breasley, Furninova, Global Home, Grand Soleil, Hyder Living, IFD, Jaipur Furniture, Kettle Home, Lassic, La-ZBoy, Malini, Mlily, Premier Housewares, Qualita, Ross Fabrics, Scatterbox, Seconique, Sherborne, Shire Beds, Taylors (Scotland), Tetrad, Vida Living, Vogue Beds, Westbridge, Whitemeadow, and many more.

This year, an international flair will run through the show, with furniture and interior brands from over 12 countries. Buyers will be able to source pieces not only from British and UK-based brands, but also from Australia, China, Germany, Italy, Sweden and more.

Those especially looking to diversify their international product offering will enjoy Hall 4’s multiple pavilions highlighting brands from Romania, Poland, China, Vietnam and others.

The 2024 show will also consist of an enhanced VIP experience, where VIPs will have access to the luxurious VIP Suite, where they can enjoy complimentary lunch and refreshments, a free cloakroom, and happy hour. Hall 2, which will present the Home & Lifestyle Show, will also host a brand-new Festival Food Hall, offering lunch options in a relaxed setting – while Hall 1 will feature a champagne bar, providing a space for networking and socialising.

Over the show’s four days, visitors and exhibitors will have the opportunity to enjoy multiple events, showcases and learning opportunities. There will be showcases from the Young Furniture Makers, which will present award-winning pieces, along with the British Furniture Manufacturers’ (BFM) Showcase. ACID and FIRA will present interactive sessions where visitors can gain industry insights and actionable tips.

Plus, attendees will also have the chance to unite and celebrate the industry with The Furniture Awards, presented by show partner Furniture News, and the BFM will celebrate the trade through its Future of Furniture Awards.

Alongside the celebrations, networking will continue with third Women in Furniture Network (WIFN) event – the Speed Networking Spectacle – at the show on the 22nd January. Visitors and exhibitors can join in the fun with WIFN’s speed networking, offering women in the trade a chance to connect and network with likeminded professionals.

“So,” concludes organiser Clarion, “don’t miss out on this unparalleled opportunity to join the furniture industry in Birmingham next January. Register now at thefurnitureshow.com!” www.thefurnitureshow.com

24 EVENTS

SPRING FAIR

www.springfair.com

Spring Fair, which returns to the Birmingham NEC from 4-7th February, promises to be “where the retail community comes together.

“Spark your inspiration as you explore the latest furniture trends, from both UK and international exhibitors,” says organiser Hyve

Group. “With 14 product sectors across Home,

Recharge your retail know-how, as we bring

Gift and Moda, the variety of products at Spring Fair is unmatched. We’re your one-stop-shop for sourcing the newest and most innovative products in UK retail. From sofas to tableware, candles to interior decor, there’s endless opportunity to find your next bestseller.

“Spring Fair is more than just a trade show – it’s a hub for knowledge and inspiration.

both leading industry experts and rising stars to the stage to give you exclusive trend forecasts, insights, and inspiring Q&A sessions. You might even see a famous face or two!

“Register your interest on our website, and see for yourself why we’re the UK’s most diverse, relevant and exciting marketplace for wholesale home, gift and fashion.”

such as stone. All areas of the material journey, from the initial stages of raw processing through to finishing and component supply for completed products, will be represented, says organiser, Montgomery Group.

Visitors will have an opportunity to see running machinery together with components, materials, technology and services for the manufacturing and processing phases of materials, alongside the latest products and developments for finishes.

The show is set to attract buyers from every corner of the industry, from furniture and joinery manufacturers and designers through to retailers, the KBB market, carpenters, joiners, worktop fabricators and stone masons, and will bring together some of the world’s leading suppliers of woodworking and stone machinery, materials, and tooling.

Visit the show’s website to find out more about exhibiting and visiting.

MATERIALS & FINISHES SHOW

www.materialsandfinishesshow.co.uk The UK’s flagship trade show for the furniture manufacturing and joinery industries, formerly W Exhibition, has relaunched as Materials & Finishes Show, to run at the NEC from 19th-22nd May, 2024.

The exhibition will continue to provide a platform for manufacturers, processors and installers of timber, components and supporting services, alongside complementary materials

Save the date!

Showcasing the latest trends in furniture, textiles and interior decor, we're home to your next best-seller!

Scan here to find out more springfair.com

26 EVENTS

EFE promises to inspire buyers Taking place at Kuala Lumpur Convention Centre (KLCC) from 5-8th March next year, Malaysia’s Export Furniture Exhibition (EFE) promises to be much more than “just an exhibition” …

“The heart of EFE beats louder than ever, fuelled by KLCC’s expanded venue

The Malaysian Furniture Council’s signature event, organised by its subsidiary EFE Expo, EFE stands as “a paragon of innovation, uniting global industry leaders”, states the organiser: “This distinguished event has consistently led the charge in revolutionising the furniture trade landscape.

“The Malaysian Furniture Council serves as the exclusive national representative for all 13 state furniture associations of Malaysia, actively contributing to the industry’s development and advancement. In close collaboration with the government, it envisions driving the industry to greater heights and increasing the nation’s furniture exports.

“EFE is more than just an exhibition – it’s a canvas where the industry paints its dreams and aspirations.

Each March, at the KLCC, EFE brings together a diverse array of exhibitors from Malaysia and beyond, intertwining their narratives with those of buyers from distant corners of the world.

“As the curtain rises on EFE 2024, a sense of anticipation electrifies the air. Exhibitors, the pioneers of design, eagerly anticipate the opportunity to unveil their latest triumphs before the discerning eyes of global buyers. And this edition heralds the inauguration of the Asia 2024 International Furniture Exhibition Circuit, with EFE assuming the prestigious role of being a pivotal destination in this captivating journey.

“The heart of EFE 2024 beats louder than ever, fuelled by KLCC’s expanded venue that echoes with possibilities. With a sprawling 45,000m2 of trading space, EFE 2024 will embrace an influx of creativity.

Over 260 esteemed exhibitors from Malaysia and the ASEAN region will unite across this canvas, enticing, and engaging with, quality buyers representing over 140 countries and regions.

27

“Within the realm of EFE, Malaysian wood-based furniture emerges as the crown jewel, capturing the admiration of homeowners, resort proprietors, and property developers around the globe. From the enchanting allure of rubberwood to the steadfast beauty of balau, kembang semangkok, nyatoh, dark red meranti and acacia, indigenous materials intertwine with cutting-edge manufacturing techniques and visionary designs, creating a symphony of furniture that resonates on the international stage.

“EFE 2024 isn’t just an exhibition – it’s an odyssey through the world of furniture, a realm where innovation and tradition coalesce, and where creativity finds its truest expression. It’s a narrative waiting to be written – one that invites you to become a part of its grand tapestry.

“Finally enter the Office Furniture Hall at EFE 2024, and one will be immersed in a realm where functionality harmonises with sophistication.

Workspaces transform into environments that stimulate creativity and enhance productivity. This designated area within the exhibition serves as a sanctuary for all aspects of modern office furniture, showcasing a spectrum of design advancements that reshape our understanding and interaction with workspaces.”

EFE Expo concludes: “We’re looking forward to seeing you at EFE 2024 this March!” www.efe.my

28 EVENTS LONG POINT

Long live Long Point!

This autumn’s edition comprised 28 manufacturer and supplier displays across seven locations, including both local manufacturers and guest exhibitors.

With a wide range of upholstery, cabinet furniture and accessories on show, Long Point enjoys a deserved reputation for being one of the UK’s most relaxed and intimate furniture exhibitions, bolstering Long Eaton’s status as the UK Centre of Quality Upholstery Manufacture.

“I received good feedback from most locations of good attendance and orders, once again confirming the show’s importance,” says Andrew Mitchell, chair

“The autumn edition once again confirmed the show’s importance

Harrington Mill

Long Eaton opened for business once again in September, as the popular biannual Long Point show returned – offering discerning buyers a plethora of new models and inspiring displays within the intimate surrounds of the Derbyshire town’s network of permanent and temporary showrooms.

of the Long Eaton Guild of Furniture Manufacturers, which organises the biannual show.

Next year’s events will take place from 13-15th May (spring edition) and 16-18th September (autumn edition). www.longeatonguild.co.uk/longpoint

Marlie and Wing

COUCH & CO

www.couchandco.uk

Frankie Collection

Couch & Co officially launched this January at its showroom in West End Mills, Long Eaton – selected for its heritage of quality furniture and the architecture of the buildings, which not only provide an evocative backdrop for its sofas, but also suit the style and mood the company wished to convey.

This small but passionate team, which boasts over 150 years’ industry experience, has created furniture with style and comfort at its core.

Partners John Wilson and John Collinson head up proceedings, with Dee Birch taking care of sales and service and Kristina Storrar the product merchandising.

Working with talented designers, fabric mills, tanneries, production and distribution teams, in conjunction with their global connections, they pride themselves on being able to find the right manufacturing partners for the job.

Following launch, it soon became apparent that more space was required to show its ranges to their best advantage, so in April, Couch & Co acquired further space for a second (adjacent) showroom, then completed a refurb in time for Spring Long Point, where it premiered its Scandinavian collection, which offers comfortable multi-function recliner chairs and sofas, produced using “unique, space-age technology, with high-density cold-cure moulded foam cushioning and added heat and massage available”, says Dee. “In addition, our zero-gravity, ergonomically designed recliner chairs provide the ultimate in physical wellness, with their ideal weight distribution which reduces stress on different parts of the body.”

John says the supplier’s static furniture collection is going from strength to strength, and the star of autumn’s Long Point was the contemporary Frankie Collection, which features wide arms and fresh, clean lines – followed closely by Marlie, a traditional Chesterfield sofa collection with elegant scroll arms and feature studs, which works well with Wing, from Couch & Co’s recliner collection.

The collections are available in a range of boucles, super-soft chenilles and fine top-grain leathers, alongside a range of accent cushions.

Couch & Co will shortly launch a website featuring CGI 3D imagery of each of model in its bestselling leathers and fabrics.

For those unable to attend Long Point in September, the supplier’s showrooms are open all year round – arrange an appointment by emailing john@couchandco.uk or kristina@couchandco.uk.

29

WIEMANN

www.wiemannuk.co.uk

PARKER KNOLL

www.parkerknoll.co.uk

Denver in champagne

Parker Knoll says it was thrilled to unveil its extensive and attractive collection of Aquaclean fabrics. Aquaclean’s groundbreaking technology, which repels stains and spills without compromising on style and comfort, garnered an enthusiastic response from all.

These fabrics adorned Parker Knoll’s bestselling collections, showcasing not only their aesthetic appeal but also their practicality, ideal for contemporary lifestyles. “We express sincere gratitude for the passionate reception, appreciating the chance to showcase our commitment to innovative, top-tier furniture,” the manufacturer concludes.

German bedroom manufacturer Wiemann has enjoyed a busy autumn of trade exhibitions.Visitors to the company’s stands at Long Point, the Bed Show and the Autumn Furniture Show set the seal of approval on awardwinning range, Denver, a collection which owes its popularity to its unique decking door design, as well as Wiemann’s usual focus on product flexibility and value for money.

Simon Hewitt, MD of Wiemann’s sole agent for the UK and Ireland, Litmus Furniture, says: “We have enjoyed re-engaging with customers after the summer break. Denver is continuing to be a popular choice and Wiemann is growing business, especially with independent retailers.We are now busy planning new products for 2024, with prototypes already receiving positive reviews in Europe, as seen at the recent MOW show in Germany.”

DURESTA

www.duresta.com

“Duresta is back!” The manufacturer says it received an incredibly positive reception at the show, marking it as one of its most successful yet.

Central to the excitement were an impressive array of new fabrics.

Duresta’s most popular collections were dressed in bold patterns and luxurious textures, and the sofamaker also debuted its latest collection, Monte Carlo, which features an eyecatching linear design as well as a refined metal plinth that imparts a touch of sophistication.

“Every piece exhibited meticulous artistry, underscoring our unwavering commitment to excellence and creativity,” states Duresta. “Welcoming our retailers at the show was a joy, and we eagerly anticipate unveiling what’s on the horizon soon!”

30 EVENTS LONG POINT Ellie

SIREN FURNITURE

Alba

www.sirenfurniture.com

Siren Furniture exclusively debuted its new model, Ellie, at Long Point, along with the introduction of its new collection of over 30 vibrant luxury fabric finishes available across all ranges.

Curvaceous and comfortable, Ellie is a new leather/fabric combination, which was unveiled in a warm chocolate sumptuous leather and mixed linen fabric for a tone-on-tone effect.

Ellie was showcased alongside the recently launched Alice and Amy sofas, presented in new upholstery variations.

The FSC-certified designer and sourcing manufacturer of made-to-order upholstered furniture also presented its recently redeveloped Freya, a classic design modified with alternative fillings and components sourced with a keen eye on sustainability, without sacrificing comfort and quality. This consciously sourced filling fibre on the seating and back cushions is made from 100% recycled bottles, of which 50% is Prevented Ocean Plastic collected from coastlines at risk of ocean plastic pollution.

SEEKING KEY PARTNERS

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Specialising in innovative design and development with a key eye on sustainability, and committed to crafting upholstered collections with comfort as standard and luxury to last.

www.sirenfurniture.com sales@sirenfurniture.com Phone: 0115 973 7070

32 EVENTS BED SHOW

Bed Show buzzes with business This year’s National Bed Federation (NBF) Bed Show proved a hit on all counts, reports the federation’s director of special projects, Jessica Alexander …

By Jessica Alexander

There was an air of optimism about as exhibitors waited for the doors to the 13th NBF Bed Show to open on the morning of Tuesday 26th September.

And it proved to be well founded, as visitors flocked through the doors and the place was soon buzzing.

With visitors over the two days of the show +20% up on last year, the Covid effect felt well and truly over.

The gift to the show of a helter-skelter from Hypnos, celebrating the start of their 120-year anniversary celebrations, added a novel and fun focal point, both reflecting and contributing to the generally good mood.

Justifiably known as the flagship event of the UK bed industry, the Bed Show 2023 lived up to its description, bringing together retailers, manufacturers, suppliers and just about anyone else connected to the sector under one roof, as it has done so successfully since it began back in 2010.

The exhibitors represent the creme de la creme of the industry, offering products from the value to the premium end of the market, delivered by companies of all sizes, from market leaders to niche players – and all, with the exception of a handful of guests, members of the NBF. We also welcomed this year, for the first time, three mattress recyclers to the show – all approved members of the newly launched Register of Approved Mattress Recyclers (RAMR), and a welcome addition alongside the many stories of sustainable innovation being offered by both manufacturers and suppliers.

Here at the show, anniversaries are celebrated, new products and marketing support unveiled, new colleagues welcomed and old colleagues waved farewell to. Every year the standard of stands just gets better, as companies master the art of great presentation without spending a fortune on huge elaborate constructions.

And the buzz of busy halls was not merely accounted for by idle browsing – exhibitor after exhibitor reported that visitors to their stands were not just looking, but placing those all-important orders too. Which isn’t surprising, given the number and calibre of fabulous new products being unveiled all around. Any retailers who didn’t come missed out on an ideal opportunity to get a real overview of what’s happening in beds today.

As one visitor said: “You get everything you need in one trip here. It’s easy.” Another said: “We come every

year to spot the latest trends – it’s a great place, great products, good suppliers.”

The two-day show was punctuated as always by the NBF’s Bed Industry Awards gala dinner, attended by over 450 guests. Results are eagerly awaited, celebrated and commented on by all [read more in the dedicated supplement in this month’s issue].

This year’s industry awards also attracted a record number of high-quality entries, once again posing the judges many a challenge – whether it was debating the merits of one superb product launch over another, or weighing up the achievements over the past year of admirably forward-looking and ever-improving companies in both retail and manufacturing.

Comedian and TV presenter Maisie Adam – definitely one to watch on the circuit in future – presented the awards, and went down very well with guests, who enjoyed her combination of wit and charm.

The Bed Show and awards continue to go from strength to strength. There’s always something new to see and experience. Save the date for 2024 – September 24-25th. www.bedshow.co.uk

“With visitors over the two days of the show +20% up on last year, the Covid effect felt well and truly over

COME & VISIT US

Stand: 5-J50

34 EVENTS BED SHOW

COVER FEATURE

Milestone prompts a look to the future

Members of the Keen family welcomed the NBF’s Jessica Alexander to the stand

which offers a sumptuous feel and responsive comfort thanks to the graduated foundational support, and provides a luxury aesthetic for those who appreciate a more generous, hand side-stitched border.

Hypnos showcased five new headboard designs and fabric selections and demonstrated its bespoke upholstery skills with eye-catching headboards in fabrics from Zoffany, Harlequin and Linwood.

Stealing the show were the Rainforest, Mediterranean and Wild Cornwall mattresses, created in collaboration with the Eden Project. This exclusive luxury collection, with fibres carefully sourced from the habitats that support the wellbeing of people and the planet, features up to 13 plant-based materials, including banana, orange and pineapple fibres, a seaweed-infused viscose sleep surface, and the 10turn ReActivePro DUO pocket spring system.

Hypnos is one of only seven brands to work with the Eden Project, a unique partnership which champions community support, sustainable living education and sustainable product design. This collection will help to generate revenue for the Eden Project and its

Hypnos has unveiled an attractive new website

“Hypnos has a long history of innovation and quality, and we are proud to continue to inspire everyone

In 2024, Hypnos will be 120 years old, with 95 years as a Royal Warrant holder, 13 of carbon neutrality, and five years working with the Eden Project – emphasising the brand’s commitment to creating supremely comfortable beds for the wellbeing of people and the planet.

The new Legacy mattress collection recognises Hypnos’ heritage in the art of bedmaking, gracefully blending traditional craftsmanship and ethical materials with contemporary comfort and style.

Featuring British-farmed RWS wool, it offers retailers a choice of tailored comfort through six different models, with two tensions available. Presented with a Tencel and viscose sleep surface with the God of Sleep insignia, each hand-tufted, genuinely side-stitched mattress, has an attractive sheen and a domed appearance.

The most premium models feature the impressive 10-turn ReActivePro DUO pocket spring system,

Hypnos’ stand featured a plant display curated by the Eden Project, and a showstopping circus ride

Kickstarting the celebrations of many key milestones, this issue’s cover star Hypnos launched a new website and two luxury collections at the Bed Show.

ventures, as an organisation that looks to educate, inform on nature and give hope to future generations.

This year’s Project Zero – Hypnos’ sustainability concept bed – focused on Zero-Waste. A mattress conceived for longevity, individual comfort, and circularity, featuring materials that can be replaced, repaired and recycled with each element returned to the original manufacturer for repurposing, the concept is an example of Hypnos’ commitment to minimising waste and promoting resource efficiency.

David Baldry, group MD, says: “Thank you to the NBF and our customers joining us in starting the celebrations for this set of anniversaries. We hope everyone tried ‘The Most Comfortable Helter-Skelter’ – our play of circularity and a nod to our unique British heritage!

“Hypnos has a long history of innovation and quality, and we are proud to continue to inspire everyone, through our products and customer experience, to sleep more sustainably and comfortably. Our new website offers us the opportunity to improve this journey and create more opportunities for our retailers.

By collaborating with the team at the Eden Project, we have created an exclusive collection launching early next year, appealing to consumers who identify with the Eden Project and want to live sustainably.” www.hypnosbeds.com/uk

Comfort with Integrity

™

Legacy Origins Collection Elegantly refined, expertly handcrafted mattresses that celebrate 120 years of British bedmaking heritage and expertise.

hypnosbeds.com Carbon Neutral | Inspired by Nature | 100% Recyclable

36 EVENTS BED SHOW

Centurial tops impressive anniversary roll-out

Memory Ultimate 6500

Aptly named to highlight Sleepeezee’s century of making handmade pocket-spring beds, the Centurial Collection is made using fine, 100% natural fillings including multiple layers of British wool, soft alpaca wool and Talalay latex – which are all hand layered and not glued – and features up to 7000 individually pocketed springs, as well as firmer rows of springs on the sides of the mattress to further reinforce the support given and reduce any roll-off.

Talalay latex is derived from the sap of the rubber tree, and each year these trees help convert over 90 million tons of CO2 into oxygen, making this filling not only comfortable and supportive, but also planet friendly.

Each model is made available in either a medium or firmer tension, ensuring there is an suitable comfort feel for everyone. By focusing on high-quality sustainable materials within the mattress, Sleepeezee has ensured that 100% of the Centurial can be recycled at the end of its life, to avoid landfill.

Centurial 03

“We’re receiving great feedback on all new product launches as we go into our centenary year celebrations

Centurial 01

Sleepeezee launched several new ranges at this year’s show, including the Centurial collection, named and designed in celebration of Sleepeezee’s upcoming 100-year birthday. The Centurial 03 even achieved the coveted NBF Bed Product of the Year award…

Each mattress features a chemical-free Damask cover to provide a cleaner sleeping environment, with Sleepeezee’s ‘S’ embossed into the tick, as well as rows of genuine hand-side stitching to play homage to the traditional techniques used in mattressmaking when Sleepeezee was first established, with the mattress being finished off with high-quality gold embroidery of the Sleepeezee brand and Royal Warrant, alongside the special 100-year logo markings to commemorate the occasion (find out more on p64).

Alongside the Centurial range, Sleepeezee launched two memory foam ranges with new technologies featured within them, one of which was exclusive for bricks-and-mortar retailers. A refreshed adjustables collection featuring three new models and an updated motion base with more technology built in, and a brand-new children’s mattress collection, completed the display of new products.

Amy Curtis, head of marketing at Sleepeezee, comments: “It was fantastic to be back at the NBF show at Telford, and we’re pleased to have achieved the Bed Product of the Year award for the Centurial 03, after months of hard work and development from the whole team. The Sleepeezee team worked extremely hard to present a truly excellent stand which remained busy throughout, and we’re receiving great feedback on all new product launches as we go into our centenary year celebrations during 2024.” www.sleepeezee.com

Celebrating 100 years of sleeping on it

LE AVE THE REST TO US

38 EVENTS BED SHOW

Landmark, not landfill

Verdi Concept with Vintage headboard in winter moss

Research undertaken on behalf of the National Bed Federation, surveying 1000 consumers who purchased a mattress between July 2022 and July 2023, found that almost three-quarters would pay more if they knew their mattress had been designed and constructed in such a way as to avoid ending up in landfill at the end of its life, says Sweet Dreams.

Of those who said they were prepared to pay more, 29% said they would pay up to extra +5%more, 38% said they would be prepared to pay between +6-10% more, and 19% said they would pay +11-15% more.

The average extra that they would be prepared to pay was just under +10% more.

“When consumers were informed that around 75% of old mattresses currently end up in landfill sites, but that there are mattresses now available that have been designed so they can be completely deconstructed and fully recycled at their end of

Verdi Principal with Deco headboard in cream

Sweet Dreams has introduced a responsibly sourced bed range made from eco-friendly sustainable materials, that is recyclable at the end of its life. The manufacturer describes its new Landmark Collection as heralding “a new era in UK bedmaking”, pointing to growing consumer demand for greener sleep solutions …

life, they were happy to pay more for these types,” commented Simon Williams, the NBF’s head of marketing and membership.

Sweet Dreams says its Landmark range comfortably fits into a mid-range portfolio, and offers the retailer a six-strong range of beds with a good/better/best offer, including Ortho open coil, 1000-pocket and 2000-pocket models.

Landmark’s bases are eco-friendly and have been designed with sustainable materials that are fully recyclable at the end of the model’s life, while the fabrics utilised are made from recyclable bottles, and the base timber is fully FSC certified.

A fully motorised ottoman has also been introduced to this range, along with standard platform and sprung-edge divan bases featuring drawers, and standard lift ottomans.

The Landmark Verdi Mattress Range comprises six beds that feature foam-free fillings and sleep surfaces made from eco-friendly sustainable fabrics. Ecofriendly fillings include the chemical-free Platinum.

The mattresses feature a co-ordinated border manufactured from the same sustainable fabric as the bases, affording the bed a luxurious look and feel.

Sweet Dreams’ sales manager Nick Williams says: “The Bed Show has given Landmark a great platform for its launch, and we expect great things from the range. The mattresses are super comfy, and the divans afford a level of luxury rarely seen in this price range.”

Landmark is available to view in Sweet Dreams’ showroom at its factory in Burnley.

Verdi Promise with Fab headboard in dusty rose

www.sweetdreamsuk.com

“The Bed Show has given Landmark a great platform for its launch, and we expect great things from the range

40 EVENTS BED SHOW

KomfiMed leads GNG’s progressive charge The GNG stand, which featured the popular Komfi collection (including the new KomfiMed range and KomfiKids Active), along with Sonlevo and Nectar Sleep, was once again a focal point for visitors.

Richard Gretton, commercial director, says: “It was another phenomenal show for us, with attendees excited to see our innovative choice of mattresses.

For the first time, we showed our unique KomfiMed range, which has been developed in-house using our expertise as an approved supplier to the NHS. “An industry first, it combines medically proven foam with TrueGel technology, as well as giving the environmental benefits of Ecofoam. As a trusted name in this sector, customers can be confident that our product delivers excellent pressure relief while minimising motion transfer and regulating temperature to provide a peaceful night’s sleep.”

The Komfi collections include the vacuum-packed Unity range, launched last year, which provides an

“The response to our range was overwhelming, with many impressed by our unique concepts

NBF president Jim Gerety and agent Jason Hillier

affordably priced mattress and is proving popular.

Offering impressive value as well as quality and comfort, Unity also delivers the benefits of Ecofoam, which is made from 100% recycled and re-engineered foam, and is able to be entirely recycled when it reaches the end of its natural life.

GNG’s commercial director Richard Gretton and mattress GM Tracy O’Hara, with NBF president Jim Gerety (centre)

British mattress manufacturer GNG Group has marked a further year of progress, building its brands, growing sales and driving innovation, culminating in a diverse range of products at this year’s Bed Show.

GNG’s Sonlevo brand was also on show. Complete with unique TrueGel grid system technology, the range offers significant levels of support while minimising pressure and regulating temperature.

Richard continues: “We were incredibly proud to round off such a great show with our new KomfiMed range being awarded a place as a finalist in the NBF Bed Industry Awards’ Bed Product of the Year category. Its benefits have been recognised by customers old and new, with significant orders taken, and products are already being delivered due to our exceptional manufacturing process and lead times.

“In addition, we were extremely pleased to see the expertise of our team highlighted, with one of our great sales agents, Jason Hillier, deservedly named as a finalist in the awards’ NBF Member Sales Agent/ Rep of the Year category. A tireless ambassador for GNG Group and our range of innovative mattresses, and a talented salesperson who understands the market inside out, Jason has played a key role in driving sales, based on his incredible product knowledge.”

Richard concludes: “The response from visitors to our range was overwhelming, with many impressed by our unique concepts. The show was a fantastic chance to engage with potential clients and industry peers, enabling us to forge valuable connections, and leading to promising business prospects. It was also a great opportunity to boost sales and raise brand awareness, with its vibrant atmosphere again fuelling our passion and commitment to delivering exceptional products.”

To find out more about stocking the Komfi or Sonlevo collections, contact GNG on 01924 950300 or email info@gng-group.co.uk.

Medically Proven Foam

Naturally Cooling

Ultimate Support & Comfort

TrueGel Technology

Excellent Pressure Relief

Please contact your local agent for more information Chris Lester

All of Ireland.

Tel: 00353 87 7779993 chrislester2000@gmail.com

Edward Bacon

North West & East Midlands.

Tel: 07976 061173

edward.bacon@icloud.com

Graham Dickinson North East & Yorkshire.

Tel: 07734 853473

grehamd@aol.com

Mike Marshall

Scotland.

Tel: 07972 292877

mike@emdagencies.co.uk

Jason Hillier

South East & East Anglia.

Tel: 07876 508913

rosethornagencies@outlook.com

Nigel Hillier

South West, South Wales & West Midlands. Tel: 07971 484550 PMS 354

PMS 5470

10 Year Warranty

Made in the UK

komfi.com A division of the GNG Group.

NHS Approved Supplier

www.gnggroup.co.uk

Email: richard.gretton@gng-group.co.uk Telephone: 01924 950 300

nigel@nhillier.co.uk

42 EVENTS BED SHOW

MULLINERS BEDS Mulliners Beds, part of the Softheads Group, consists of Siesta Beds and Mayfair Beds, and experienced a successful Bed Show in September.

The bedmaker says it is experiencing a move towards the top-end, with retailers experiencing more infrequent footfall: “All have said that the better products are of greater interest this year, and we also saw this trend at the Bed Show.”

In line with this demand, Mulliners’ Natural Handmade bed collection comprises models that are handside stitched and upholstered with cashmere, silk, mohair, wool and bamboo. Arcadia features 8000 pocket springs, Oriana 6000, Azura 5000 and the Aurora 3000.

The manufacturer can be reached on 01217 739969.

The Furniture Makers’ Company the furnishing industry’s charity

SUPPORT FOR FURNISHING INDUSTRY PEOPLE Struggling financially? We’re here to help!

As the charity for the furnishing industry, we have been supporting the welfare of people working in the trade since 1903. We help furnishing industry people by providing financial grants and practical, useful advice.

020 7256 5558 07366 568 458 welfareofficer@furnituremakers.org.uk www.furnituremakers.org.uk/welfare The Worshipful Company of Furniture Makers’ Charitable Funds incorporating the Furnishing Trades Benevolent Association is a registered charity in England and Wales (no. 1015519) and a registered company (no. 02759359) in England and Wales

Supporting Furnishing Industry 1-2 page.indd 1

24/08/2022 16:01

Engineered for comfort

Copper Latex Encapsulated Pocketed

Bamboo 3,000 Pocketed Springs

Natural Bamboo Fillings Tencel Soft touch fabric Hand Tufted

Mulliners Works 154 Bordesley Green Road, Bordesley Green, Birmingham .

B8 1BY. Email sales@siestabeds.co.uk

Tel: 0121 773 9969 Fax 0121 766 7413

44 EVENTS AUTUMN FURNITURE SHOW

Autumn show reports good attendance The Autumn Furniture Show returned to Stoneleigh Park Exhibition Centre on the 3rd-4th October, bringing together leading suppliers and brands of upholstery, dining and bedroom cabinet, beds and accessories – and presenting the latest product developments for this year’s autumn/winter season.

“Visitors included the buying group’s members, as well as buyers and other representatives from UK furniture retail

Visitors to the Autumn Furniture Show, organised by the Minerva Furniture Group, included the majority of the buying group’s members, as well as buyers and other industry representatives from the UK’s major and independent furniture retail businesses, reports Minerva’s group CEO, Jim Orr. The annual Autumn Furniture Show Awards took place at the event’s gala dinner, hosted at the nearby Chesford Grange Hotel, with the following winners emerging: Ashwood Designs for Best Presented Stand; Sherborne Upholstery for Best UK Supplier; and Weimann (represented in the UK by Litmus Furniture) for Best Overseas Supplier.

New-for-2023 VIP choice Denver was one of the star products that helped Wiemann achieve its latest

accolade. Simon Hewitt, MD of Litmus Furniture, says: “Denver has proved a highly successful range throughout 2023, as it suits any style of bedroom design.

“We are delighted to come away from the Autumn Furniture Show with an award, and would like to thank our Minerva customers and colleagues for their continued support and hard work.”

Minerva’s next major event is the Spring Furniture & Bed Show, taking place on 21st-22nd May 2024, again at Stoneleigh Park Exhibition Centre.

Read on to discover some of the autumn event’s highlights … www.theautumnfurnitureshow.co.uk

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For further information on Membership and benefits please contact Jim Orr - jim.orr@minervafurnituregroup.co.uk

46 EVENTS AUTUMN FURNITURE SHOW

BLUEBONE

www.bluebone.co.uk

Autumn has been busy so far at Bluebone, which says that both Long Point and the Autumn Furniture Show provided great launchpads for its latest collections – with some clear winners emerging. The art deco-inspired Arc pieces were a stand-out success, as were the solid teak Carafe side tables and chunky Flores bowls, says the supplier.

lifestyle photography, and are delighted with how the details come to life. Note how the elegant, considered design of our Arlo range (detail pictured) is lifted further with a rich walnut finish and antique brass trim. Explore new textures in our Aspect range with granito grey and warm white chunky cement tops, and ribbed glass doors in our Alchemy Reclaimed Boatwood

“We were delighted with the response to our new ranges, and while our signature ‘soft industrial’ ranges are still a key part of the Bluebone style, we have introduced more natural, organic pieces in teak and leather, softened with our new upholstery in wool, boucle and velvet,” Bluebone continues.

“We have also spent time creating really great

range.

“The autumn highlights and beautiful lifestyle photos are featured in our latest quarterly magazine, which can be found on our website at www.bluebone.co.uk/thequarterly-autumn-2023/, and we look forward to presenting the collections in full at the January Furniture Show (stands 2-A10 and A20).”

with petite dimensions and space-saving items designed for smaller spaces, available for the bedroom, dining and living room.

Alongside these new collections, Devonshire also showcased its new premium paint palette,

which is available across all of its painted ranges.

“We are really pleased with the response to our new collections, which are a step up from our usual designs and really emphasise the direction we are moving in as a company,” states the supplier. “We are also really proud of the new paint colours, since they have been extensively researched and are a great option for customers who want their furniture to really stand out and be exclusive to their style.”

For anyone who missed the show, Devonshire’s showvan will be out and about for the next two months – call 01237 471872 or email enquiries@devonshireliving.co.uk to arrange a visit.

Vermont

DEVONSHIRE LIVING

www.devonshireliving.co.uk

The new paint colours, shown on Devonshire’s Lydford range

Devonshire Living launched three new cabinet ranges at the Autumn Furniture Show, to “resounding success”.

Expanding on its classic pine, oak and painted styles into more contemporary materials, the winner of Best Bedroom Cabinet Supplier in Furniture News’ 2023 Readers’ Choice Awards is now keenly focused on elevating its dining selection.

The new releases include: Nevada, a glasstopped dining and occasional collection with a uniquely styled base, available in clear or smoked glass options; Vermont, a sintered stone-topped dining and occasional collection with powdercoated cross pedestal, available in grey or white stone; and Moreton, a budget-friendly oak range

BRAND-NEW from

DEVONSHIRE Furnishing Homes Since 1992

VERMONT

STONE AND GLASS DINING NEVADA

Add some style and sophistication with our brand new stone and glass dining collections.

VERMONT is available in grey or white sintered stone with a powder-coated black cross pedestal.

NEVADA is available in clear or smoked glass with a uniquely designed base.

The ranges consist of dining tables, console table, lamp table and coffee table with a distinctive selection of chairs.

Get in touch: 01237 471872 enquiries@devonshireliving.co.uk www.devonshireliving.co.uk

DESIGNS 01424 734191 info@chillipepperdesigns.co.uk

www.chillipepperdesigns.co.uk

DESIGNS

If you want a hap-pea ending, set the pea free …

Shove off Princess …

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WINNER

BEST CGI VISUALISATION/WEBSITE PROVIDER - 2021 BEST NEWCOMER - 2021

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Contemporary, simple and comfortable, Furnico’s Lotus collection combines style with luxury.

Kinsley’s off the floor design stands out from the crowd with a strong silhouette and bold scatters.

Suppliers of handmade furniture to retail 01282 869888

•

ukmanufacturing.orders@la-z-boy.co.uk

La-Z-Boy UK Manufacturing, Bradford House, Phillips Lane, Colne, BB8 9PQ

British Made

51

BED INDUSTRY AWARDS 2023-24 A Furniture News supplement delivered in partnership with the NBF

Congratulations to the 2023 NBF Bed Industry Awards winners!

NBF Member Awards

Retail Awards

Bed Product of the Year

Online Bed Retailer of the Year

Sleepeezee Centurial 03 mattress

MattressNextDay

National Bed Retailer of the Year

Dreams

Component Product of the Year

John Cotton Nonwovens ECO₂Blend Fibre

Small NBF Retail Champion of the Year (up to four stores)

Bed Manufacturer of the Year

Peter Betteridge - Your Bed Expert

Supplier of the Year

Large NBF Retail Champion of the Year (five - 20 stores)

The Vita Group

Sussex Beds

NBF Sales Agent/Rep of the Year

Ad of the Year

Jay-Be

Prestige Beds

Justin Read - Sealy UK

Find out more about all of this year’s winners and finalists at www.bedshow.co.uk @TheBedFed

BED INDUSTRY AWARDS 53

“I’ve never experienced a more comfortable selection – pillowtops have a lot to answer for Welcome to this year’s official celebration of the National Bed Federation’s Bed Industry Awards! Yet again, I feel privileged to be working alongside the NBF on this special celebratory supplement, and to be able to share the details of this year’s star players.

Despite its competitive spirit, the UK bed industry exudes a sense of unity, right across the supply chain. Some of its actors are big, some small. Some contest the middle ground, others the ends of the market. But all are members of the ‘national’ team, and, in a sense, in the same boat.

So, how does one recognise which members of that boat’s crew are setting the pace – or even dictating the voyage’s very direction?

My answer, after 13 years of working with this awards programme, is “with difficulty”. Aside from the challenges involved in negotiating clear winners with the other judges (invariably from different disciplines and specialisms), it can be hard to persuade businesses to even share their achievements in the first place.

That trademark British stoicism (the stiff upper lip) doesn’t always lend itself to self-promotion and celebration.

But (and this might sound empty to those that didn’t quite make the cut this year, but bear with me) it’s worth it. The process of measuring the progress your business has made in the preceding 12 months – across everything from financial growth to product development, innovation, sustainability, staffing, marketing, etc – is a valuable exercise, no matter the outcome.

A business plan is fundamental to its conception. And while some do appraise and update that document at regular intervals, it can take a prompt like an awards opportunity to make you sit down and think about what you’ve achieved, how to best communicate those achievements, and what comes next.

All of this year’s finalists appear to be happily ahead of the curve in that respect. In my dual-purpose judging capacity – assessing the Component Supplier of the Year (online) and Bed Product of the Year (in person) categories, respectively – I can honestly say I was pleasantly surprised by the quality of the entries. The on-site evaluation was particularly tough (only because I’ve never experienced a more comfortable selection – pillowtops have a lot to answer for).

It’s reassuring to see that sustainability, once the preserve of the conscientious, is now very much a ‘must-have’ consideration – and that the ongoing squeeze on consumers’ purses is not being met by a race to the bottom, but by smarter engineering, with that all-important notion of ‘value’ firmly in mind.

I’ve said it before, but it strikes me that the UK bed sector is unique, insomuch as you’ll not find its combination of variety, quality and character anywhere else.

And, for helping keep its members conscious of that strength, and striving to do better, the NBF has a lot to answer for!

You may already know who this year’s winners are, but over the following pages you’ll discover how and why they came out on top. We can all take a leaf out of their book – and perhaps dedicate a little more time to writing our own.

Paul Farley, editor-in-chief, Furniture News

We Help People Sleep Better

PRESTIGE BEDS www.prestigebeds.co.uk

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BED INDUSTRY AWARDS 55

Recognising the sector’s finest The National Bed Federation (NBF) crowned its 2023 Bed Industry Awards winners at the Bed Show gala dinner in Telford on 26th September – and Furniture News was again commissioned to deliver the exclusive scoop on this year’s winners and finalists …

Comedian and podcast host Maisie Adam announced this year’s winners across bed manufacture, component supply and retail at the annual ceremony, after an independent panel of judges, including Furniture News’ Paul Farley, selected the top entrants from a shortlist comprising NBF members, their sales agents/reps, and supporting bed retailers.

This year’s winners in the NBF member awards were: the Centurial 3 mattress by Sleepeezee for Bed Product of the Year; ECO₂Blend Fibre by John Cotton Nonwovens for Component Product of the Year; JayBe for Bed Manufacturer of the Year; The Vita Group for Component Supplier of the Year; and Justin Read for Sealy UK, for NBF Member Sales Agent/Rep of the Year.

In the retail awards: Dreams was the winner in the National Bed Retailer of the Year category; MattressNextDay won Online Bed Retailer of the Year; Peter Betteridge – Your Bed Expert triumphed in the

Small NBF Retail Champion of the Year category; Sussex Beds won Large NBF Retail Champion of the Year; and Prestige Beds was awarded Ad of the Year.

The awards ceremony closed with a special Lifetime Achievement Award for Jessica Alexander, who was executive director of the NBF for 17 years, before stepping down in spring 2023 for Tristine Hargreaves to take the helm.

Jim Gerety, NBF president, says: “The industryrenowned NBF awards are a valued opportunity to recognise the stand-out companies and individuals in the UK and Irish bed sector. Congratulations to all the worthy winners and finalists and those who put themselves forward to be judged.”

Read on to find out more about this year’s winners and finalists, in Furniture News’ official awards celebration supplement … www.bedshow.co.uk

This year’s judges “The industryrenowned NBF awards are a valued opportunity to recognise the stand-out companies and individuals in the UK and Irish bed sector

Bed Manufacturer of the Year Richard De Melim (Furnishing Report) David Fitzsimons (Oakdene Hollins and European Manufacturing Council) Jonathan Hindle (British Furniture Confederation, KI Europe) Component Supplier of the Year Paul Farley (Furniture News) David Fitzsimons Jonathan Hindle Bed Product of the Year Steve Adams (Mattress Online) Sue Davies (Sue Davies Design Solutions) James Dunne (Prestige Beds) Paul Farley Becca Maloy (AIS)

Component Product of the Year Natalie Armstrong (Sealy UK) Danny Blackmore (Silentnight) Dave Morris (Sleepeezee) NBF Member Sales Agent/Rep of the Year Steve Adams James Dunne Becca Maloy National Bed Retailer, Online Retailer, Large/ Small NBF Retail Champion of the Year Andrew Kidd (Interiors Monthly) Bernard Eaton (Greenwood Retail) Dan Squires (Big Furniture Group) Ad of the Year Phil Bennett (PIP Creative) Richard McMurrough (The Propaganda Agency)

56 BED INDUSTRY AWARDS

Bed Manufacturer of the Year WINNER: Jay-Be

Mattress tape edging in Jay-Be’s factory

“We want to be leaders in health, sustainability and comfort, backed by evidence and science,” says Jay-Be’s CEO, Roger Durrans.

Overall sales grew by +14% to a record level of £25m with stable profitability, while the company also invested more than £1m in new infrastructure, including a designed-forbiodiversity DC and head office, showrooms and Sleep Lab (for R&D). Jay-Be is also listed as a Kirklees Top 100 company, and a winner in the Yorkshire Prestige Awards.

On the product front, Jay-Be added 100% recyclable and sustainable mattresses to its portfolio, in the form of the Truecore range, the Eco Bunk range, the Dual Support and Graffiti kids.

Jay-Be’s Rob Livingstone and Mike Cort collecting their trophy

The bed sector is blessed with some fantastic companies, whether they are building or maintaining past successes, pushing for growth; repositioning themselves, or taking the lead in important industry issues such as sustainability and the environment. Choosing a winner was a real challenge – but in the end was Jay-Be’s overall performance over the past 12 months, reflecting the company’s ambitions for growth and influence in the future, which secured the judges’ decision …

“We have a fantastic team culture that continually drives innovation across our entire business to help create a more sustainable and healthier future

57

Future-proof Sustainability is very much at the heart of the company’s ethos. Jay-Be claims to be the first bed manufacturer to achieve four separate ISO certifications: ISO 14001 - Environmental Management; ISO 45001 - Occupational Health & Safety Management; ISO 9001 - Quality Management; and ISO 27001 - Information Security Management.

An increasing number of its product ranges are designed with sustainability in mind.

Investment in 3D printers and innovative tooling has led to its entire folding bed collection being reinvented to offer 100% recyclability and featuring 100% recycled plastic mouldings, eliminating the need for bending, welding and painting processes. Jay-Be also recently took on an intern from Huddersfield University to support the company’s sustainability journey.

At company level, 100% of the company’s electricity supplies now come from renewable sources. It has submitted its first sustainability report with science-based targets, and has

Jay-Be’s HQ in Dewsbury

With its customer base expanding significantly and reaching national coverage on the back of these new launches, Jay-Be achieved recognition

by Which? for two mattresses: the Benchmark S3 (Which? Best Value); and Truecore Hybrid (100% recyclable, and a Which? Best Buy).

But the company’s ambitions do not stop there – after a pause due to Covid, it has re-entered international markets, from the US and Canada to New Zealand, opening a new distribution centre in the US and re-establishing trading partnerships with the likes of Walmart, as well as many new agreements.

developed its own QR-code product passports, providing care, repair and recycle information.

Processes and people Innovation also extends to accounts and sales, where three ‘bots’ have been introduced and are now processing more than 60% of orders, freeing up staff to focus on customer service.

For online sales, implementing robust feedback mechanisms and reports in after-sales support has led to enhanced satisfaction, resulting in five-star Google and 4.8/9 Trustpilot scores.

The company also launched a new website over the summer (built in-house), and, with the help of a new CGI partner, has significantly enhanced the quality of its portfolio of PoS, photography and videography to support retailers.

Meanwhile, the company is actively working with local schools in order to interest a new generation in working in manufacturing, hosting

work experience students and supporting the local MP and mayor in their jobs initiatives. At the other end of the scale, four employees received awards for 30 years+ with the company.

Taking its corporate responsibilities seriously, Jay-be has also supported local charities, such as the local Kirkwood hospice, and raised funds for The Furniture Makers’ Company.

Roger concludes: “I’d like to thank the NBF for presenting Jay-Be with the Bed Manufacturer of the Year award. We have a fantastic team culture that continually drives innovation across our entire business – be it in our products, services, or manufacturing processes – to help create a more sustainable and healthier future.

This award recognises our team’s continued dedication, and we thank you for this wonderful recognition!” www.jaybe.com 3D printing has enabled rapid component development

58 BED INDUSTRY AWARDS

Bed Manufacturer of the Year FINALISTS Under new ownership, Sealy UK has bounced back from near closure in 2020

The deserving finalists in this category were Sealy UK, Harrison Spinks and Hypnos.

Hypnos’ David Baldry, Amanda Castle and Richard Naylor visiting partner, the Eden Project, this summer

Harrison Spinks Renowned for its vertical integration, Harrison Spinks continues to invest and innovate in processes and products focused on more sustainable natural materials, including wool, hemp and, as an alternative to cotton, flax, all grown on its own and partner farms.

FR chemical-free upholstery fabrics have been developed in partnership with Camira Fabrics, using Harrison Spinks’ own home-grown hemp.

The company has also invested in a new tearing line to repurpose production waste into clean fillings, and has entered into a new partnership

Harrison Spinks welcomed the Lord-Lieutenant of West Yorkshire, Ed Anderson, to its HQ last month to formally receive its newest King’s Awards

Sealy UK From threat of closure less than three years ago, Sealy UK’s bounceback continues apace.

Investment by its new owners has seen a transformation of the factory operations, including a new, multi-million-pound spring factory to make Sealy’s patented Posturepedic spring units on site, and a return to Sealy’s core values, price points and points of difference in terms of its proprietary product features – all of which have been well received by a growing customer base.

Sales were +10% up in the past year, and average selling prices increased by more than +50%. The new collections are supported by a comprehensive retail support package of PoS plus brand advertising and marketing, both on and offline. Sustainability values, customer support and investment in people are all enjoying equal attention in this journey of transformation.

with luxury Scottish fashion textile producer Alex Begg (maker of the Begg X Co brand) to utilise the latter’s cashmere waste, rather than rely solely on virgin sources.

Bespoke ranges for key customers are growing, with new price points broadening the company’s appeal, and its move to a four-day working week has proved a huge success, improving productivity while making energy savings and reducing carbon footprint. This year, the company received a King’s Award for Innovation and Export, joining its current Queen’s Award for Sustainable Development.

Hypnos Hypnos continues to build on its ethos of People, Planet, Profit, and has made progress on all fronts in the past 12 months.

Better staff facilities, investment in training and developing the next generation through duplicate roles have helped improve staff retention,

satisfaction and productivity. Meanwhile, Hypnos has broadened the appeal of its product range, reduced lead times significantly and focused on improving the customer journey, while ensuring its retail customers are supported throughout their journey (including high-quality marketing support and bespoke training).

A whole menu of new plant-based textiles has been developed – the company is now using 15 different plants, including banana trees and nettles, while a new Tencel and viscose ticking has been launched.

Hypnos has also built on an alreadyimpressive list of sustainability certifications, including becoming the first Responsible Wool Standard (RWS) bed manufacturer and signing up to the UN Global Compact Initiative. www.sealy.co.uk www.harrisonspinks.co.uk www.hypnosbeds.com/uk

Cut from a different cloth We’re passionate about making luxury mattresses and beds in the most responsible way. And for us, that means caring where everything comes from. It’s why we grow natural comfort fillings on our Yorkshire farm, weave fabrics in-house and make our own award-winning springs.

Our unique approach to luxury bed making makes us different. It’s why each and every one we lovingly handcraft is proudly cut from a different cloth.

HARRISONSPINKS.CO.UK

60 BED INDUSTRY AWARDS

Component Supplier of the Year WINNER: The Vita Group Vita’s Julie Walker and Nick Wood, flanked by Maisie Adam and Jim Gerety

Innovation and sustainability was at the heart of the entries from component and machinery suppliers this year. It is innovation that drives sales and expansion in this category, and the quality and achievements highlighted by the entries made the judges’ decision particularly difficult – but a clear winner emerged nonetheless …

Taking responsibility is at the heart of The Vita Group’s approach, and it is proud of its initiatives to measure and reduce its environmental impact.

These include becoming the first flexible PU manufacturer to have its science-based targets validated by independent climate scientists through the Science Based Targets initiative (SBTi), signing up to the United Nations Global Compact and Race to Zero initiatives, and achieving a gold sustainability rating from global certification body EcoVadis.

Vita’s UK HQ in Middleton, Manchester

“To know the work we are putting in as a company is being recognised in the industry makes it all worthwhile

Over the last 12 months, Vita has made significant investment within the UK region to help with the development of new sustainable solutions, developing plant capabilities and extending storage capacity, as well as developing an industry-leading lifecycle analysis tool, using actual company data,

which allows the company to scientifically measure the impact of its products on the environment.

Ongoing new product developments include Orbis, Europe’s first foam created with polyols chemically repurposed from end-of-life foam mattresses.

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The Vita Group’s new Innovation Centre

Vita aims to look after its customers and its people in equal measure, with customer contact across many departments, from technical to commercial. The recently opened Innovation Centre includes product FR and performance testing, which can be used by customers to test finished products incorporating Vita’s foams.

Recently, Vita created a new engagement manager role focused on staff welfare, and introduced extra facilities for staff such as a wellness room and access to a physiotherapist on-site.

The group is extremely proud of its consistently high Net Promoter Scores (NPS) – 70-80% of its customers are promoters, and cite the company’s customer-centric approach, lead times, high-quality products and reliability as the main factors behind the high scores. Vita’s top 20 customers have all been customers for, on average, over 20 years, with some relationships having lasted as long as 40-50 years.

The Vita Group comments: “Winning the NBF Component Supplier of the Year award means a great deal to the business. This one celebrates us as a whole, rather than the success of individual teams. To know the work we are putting in as a company is being recognised in the industry makes it all worthwhile. The NBF show and awards are always a year highlight for us, as we know just what it means to the whole industry.” www.thevitagroup.com

62 BED INDUSTRY AWARDS

Component Supplier of the Year FINALISTS Product testing at John Cotton Nonwovens

Two worthy finalists were identified in this category – fibre specialist John Cotton Nonwovens and springmaker Spinks.

Spinks’ Darren Marcangelo (L) and (R) Nick Booth and Chris Balmer John Cotton’s Simon Chorlton (L) and Mark Baron (R)

Spinks’ factory

John Cotton Nonwovens More than just a supplier, John Cotton fully understands that, as a market leader, it has an added responsibility to rise to the challenges of the day and lead the way, working in partnership with its customers.

In the past year, the business has invested in new textile cleaning methodology to enable further reuse of recycled textile materials, and is introducing a cutting-edge, carbon-negative polyester blend which both reduces the company’s own carbon footprint and also helps its customers with their Scope 3 emissions targets.

In the last 12 months, the group has invested in more efficient technology in the factory, introduced closed-loop recycling of customer waste into new products, and is using more recycled fibre and packaging, delivering a -16.46% reduction in Scope 1 and 2 carbon emissions.

Its UKAS-accredited testing lab has expanded capacity, with a new, larger fire testing cabinet to meet a demand for testing full-size mattress samples, while adding performance testing to its services.

Spinks Spinks has responded to the challenges of the last year with a significant re-engineering of its production facilities in order to reduce energy bills.

Its engineering skills have also been put to full use in developing, in just four months, a new product launch designed to meet the customer’s specific desire to, at the least, match the performance of foam, while also improving the end product’s eco-credentials.

The result, Multi-Zone, provides variable

support zones within a single spring unit, and required significant investment to redesign and programme existing spring machinery to manufacture different tensions of springs in a single sheet. The machines used one wire diameter, but with the new design and its patented technology, it now makes springs with two diameters of wire.

This year, Spinks also became the first UK spring manufacturer to adopt Cradle to Cradle certification, awarded to companies for “designing and making products that enable healthy, equitable and sustainable futures”. It is just one of many new and additional sustainability initiatives the company is embracing. www.johncotton-nonwovens.co.uk www.spinks.co.uk

The Vita Group - Component Supplier of the Year at the 2023 NBF Bed Show awards.

Circular product

Truly Sustainable

UK Fire Safety Standards

Orbis™ is a new revolutionary collection of sustainable PU foams made from polyols sourced from recycled post-consumer foam mattresses. Orbis™ foam is Europe’s first flexible polyurethane (PU) foam made with recycled raw materials. The main driver behind the development of Orbis™, and other sustainable foams produced by The Vita Group, is to create a circular economy. For Orbis™, this means preventing postconsumer products from ending up in landfills or being incinerated, thus creating a fully circular product.

0161 655 2680

info@thevitagroup.com

www.vitacomfort.co.uk

Creating Comfort, Delivering Performance, Enhancing Everyday Life

64 BED INDUSTRY AWARDS

Bed Product of the Year WINNER: Sleepeezee Not surprisingly, this category is one of the most keenly contested, and the award one of the most coveted. This year’s crop of entries was one of the strongest, which is testament to the innovation and hard work put in by so many companies. The judges had a lot to discuss and debate before reaching their decision on the winner – Sleepeezee’s Centurial 03 …

To celebrate its upcoming 100th anniversary, Sleepeezee proudly launched its Centurial Collection at this year’s Bed Show, with the Centurial 03 being the star model.

Made using fine, 100% natural fillings, including multiple layers of British wool, soft alpaca wool and Talalay latex, which are all hand layered, not glued, the mattress features an impressive 7000 individually pocketed springs, with firmer rows of springs on the sides to further reinforce the support given and reduce any roll-off.

Talalay latex is derived from the sap of the rubber tree, and each year these trees help convert over 90 million tons of CO2 into oxygen, making this filling not only extremely comfortable and supportive, but also planet friendly.

A soft and sumptuous pillowtop provides further luxurious comfort, with each model made available in either a medium or firmer

Sleepeezee’s David Miller and David Morris, flanked by Maisie Adam and Jim Gerety

“Sleepeezee have iterated on a successful traditional construction, offering a premium product at a value offer

tension, ensuring there is an ideal comfort feel for everyone. Comprising high-quality sustainable materials, the Centurial can be 100% recycled at the end of its life to avoid landfill.

Each mattress in the collection features a chemical-free Damask cover to provide a cleaner sleeping environment, with Sleepeezee’s ‘S’ embossed into the tick. As well as rows of genuine hand-side stitching to play homage to the traditional techniques used in mattressmaking when Sleepeezee was first established, the mattresses are finished off with high-quality gold embroidery of the Sleepeezee brand and Royal

So, why did the judges choose the Sleepeezee Centurial 03 as the winner? Here are just a few of their comments …

“It was superbly presented. It felt luxurious and substantial, was packed with layers of natural fillings which can be easily deconstructed for recycling, and provided excellent value for money.”

“Sleepeezee have iterated on a successful traditional construction, offering a premium product at a value offer for the consumer. It looks fantastic and feels opulent.”

“Great use of fillings and superbly

Warrant, alongside the special 100-year logo markings to commemorate the occasion.

The Centurial collection is backed by a full 10-year guarantee, and there is a dedicated PoS display case for retailers, showcasing the luxurious natural fillings used within the mattress, and allowing consumers to touch and feel each. Totems and messaging panels ensure the Centurial range will be a standout within a retailer’s display.

Sleepeezee will also be donating a portion of turnover generated from the Centurial collection to Homewards, a charity launched by HRH

comfortable. Excellent in-store marketing and PoS material for independent retailers.”

“This product executed an outstanding level of comfort and support that looks great. It utilises a variety of luxurious, natural fillings and offers good value for money.”

“A bedmaker on top of its game, with an eye on sustainability and CSR. The Centurial 03 had an extremely impressive specification, felt superb, was priced sensibly, backed up by an impressive PoS package, and is ready to go immediately.”

Congratulations to Sleepeezee!

The Prince of Wales to prevent and eradicate homelessness.

www.sleepeezee.com

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Bed Product of the Year FINALISTS

KomfiMed, Komfi

Opulent Supreme 5000, Millbrook Beds

Posturepedic Exquisite Indulgence, Sealy UK (highly commended) Last year’s category winner, Sealy, produced another strong entry with its Exquisite Indulgence model. The judges felt that this model was arguably the “stand-out” look of the show, superbly tailored with a luxurious feel to go with its aesthetics.

Bursting with exclusive sleep technology, the mattress featured Sealy’s brand-new RestSupport coil at its heart. RestSupport is an intuitive coil that works in three stages. First, the Synerflex surface engages with the body’s contours to provide pressure relief and restore balance. The core of the coil then senses and responds to provide deep-down, orthopedically correct support and maintain the body’s natural alignment. Not only that, the coils are enriched with titanium for maximum strength and durability, whilebeing fully recyclable at the end of life.

Posturepedic Exquisite Indulgence, Sealy UK

Sealy UK’s Posturepedic Exquisite Indulgence was highly commended in this category and a close runner-up to Sleepeezee’s winning entry, while Komfi’s KomfiMed and Millbrook’s Opulent Supreme 5000 were also named finalists.

It delivers +17% more pressure relief and greater body conformance than its predecessor, AlignSupport, and has been subjected to rigorous durability and performance testing at Sealy’s state-of-the-art R&D centre – which is why it is backed by Sealy’s 10-year guarantee.

The NBF Eco Design tool was integral in the development of this product, from the manufacturing processes to component sourcing.

Sealy’s philosophy is that every new product should be more sustainable that the last.

To support the launch of the collection, the business has created a new enhanced suite of assets including images, video and product content, all of which will help it to extend the Sealy brand into the ultra-premium segment. To support stockists, the Indulgence will feature heavily in a multimedia campaign set to launch in early 2024.

Feedback from the judges included: “Felt as good as it looked – with impressive technology, backed up by proper R&D.” “On-trend colour palette, beautifully tailored, integrating technology and proven components.”

“Steadfast to their strategy to increase the value of sleep in the UK.” “Looked great, felt great, whilst supporting their drive to move price points up in the market.”

KomfiMed, Komfi Komfi has drawn on the strong track record of its parent company GNG Group as an approved supplier to the NHS to develop a product for retailers, incorporating the proven technology of its carefully crafted mattresses for the healthcare sector.

KomfiMed offers something truly unique – medically proven foam, combined with exclusive TrueGel technology, a highly advanced material known for its exceptional comfort and therapeutic benefits, crafted with precision and compliance with strict quality standards. All products feature a removable and washable soft knitted cover with different tensions, easily identifiable instore by varied colour piping.

The judges summed up this new range: “A simple concept, well executed, offering great value and an easy sell for the retailer.”

Opulent Supreme 5000, Millbrook Beds The Opulent Supreme 5000 from Millbrook Beds is a unique, first-to-market bed product. The sleek and uninterrupted sleep surface offers sumptuous comfort with no movement transfer or roll together.

Each mattress in the 12-model range is designed to target specific and key retail selling prices, allowing the independent retailer to make full margin. A traditional mattresses with a modern twist, it offers retailers something completely new, and will be fully supported by an entirely new suite of marketing materials including in-store PoS, social media graphics and videos. It was summed up by the judges as “a contemporary range with a clear ‘steps-andstairs’ story, a unique look, and well-priced to sell”. www.sealy.co.uk www.komfi.com www.millbrook-beds.co.uk

66 BED INDUSTRY AWARDS

Component Product of the Year WINNER: John Cotton John Cotton’s ECO₂Blend fibre, manufactured from recycled PET and biowaste gases, took the top spot in another close-fought category …

John Cotton is always striving for innovation, and creating products that reduce the negative and harmful impacts on the environment. This has been elevated higher up the agenda due to the targets set by the Government, and customer requests to help design products that can reduce their carbon emissions too.

John Cotton has made a commitment to be a Carbon Net Zero business by 2040, and has already made some significant achievements. In 2023, the group is looking at using lower carbon materials within its products, contributing to its set targets and also helping its customers.

In the last few months, John Cotton has worked with one of its long-standing fibre suppliers to create a product that goes further than carbon neutral, and is carbon ‘negative’.

This fibre forms part of a unique blend to create the “carbon negative, earth positive” ECO₂Blend – a blend of fibres, carefully engineered to ensure the impacts to the planet are reduced

“The innovative approach to develop a carbon-negative polyester binder fibre, generated from biowaste gases, is a huge step forward

by delivering a negative carbon output and a lowered carbon footprint.

Manufactured from recycled PET and biowaste gases, ECO₂Blend is 100% recyclable at the end of life. It is a resilient and durable blend that promises to deliver a high level of comfort and support within a mattress or upholstery.

Until now, most synthetic mattress or upholstery components which are derived from recycled polymers require intensive processing and energy, resulting in relatively higher carbon outputs. ECO₂Blend will be the first of its kind within the industry sector to provide a polyester blend that has a ‘negative’ carbon output. This is a great step towards achieving a component that customers can rely on for support and comfort while also delivering a reduction in their own carbon output.

Marketing materials and support will be readily available for customers and their sales teams through the means of digital and physical forms, enabling the effective communication of ECO₂Blend and its characteristics.

There is currently a limited choice in materials which offer a relatively lower carbon output, with most of these being animal or plant-based fibres that have restricted structural support.

ECO₂Blend is the first of its kind within the bed, mattress and upholstery sector which brings tremendous value by providing a structurally robust solution, while also aiding in the reduction of carbon emissions and being fully recyclable.

The judges commented: “The innovative approach to develop a carbon-negative polyester binder fibre, generated from biowaste gases, is a huge step forward. The ambitions to support and substantiate all these claims with full LCAs is exactly what we should be striving for across the industry – coupled with the ambitions to extend this across a wider range of polyesters without compromising on performance, or adversely impact affordability.” www.johncotton-nonwovens.co.uk

68 BED INDUSTRY AWARDS

Component Product of the Year FINALISTS

BekaertDeslee

Orbis foam, The Vita Group (highly commended) With 40 million mattresses being discarded every year across Europe, and an everintensifying need to move away from traditional feedstock, there is an urgency to produce more sustainable products. The Vita Group has now developed Orbis, Europe’s first flexible PU foam manufactured with recycled raw materials, sourced from post-consumer foam mattresses.

By transforming post-consumer foam into Orbis, Vita says it effectively mitigates the need to send to landfill or incineration, realising a regenerative product lifecycle.

This strategic approach leads to significant reductions in carbon footprint, promoting a reduced environmental impact while retaining the unmatched quality, durability and comfort inherent to traditional flexible PU foam mattresses.

Vita has partnered with Dow in the Renuva Mattress Recycling Program, which has enabled the production of flexible PU foams made with Renuva polyols – a raw material sourced from up to 200,000 recycled mattresses each year.

The foams produced from this ‘circular polyol’ have similar properties to those based on ‘virgin’

Inside Vita’s Innovation Centre

After much deliberation, The Vita Group’s Orbis Foam was highly commended in this category, while three finalists were also named: BekaertDeslee’s polyester, recycled from textile waste; Nestor Springs’ Harmony pocket spring; and Spinks’ Micro3D+.

raw materials, and can be used in all the same applications. This means brand-new mattresses can be made from recycled mattresses.

All of Vita’s new product developments have a sustainable solution built in. This commitment is supported by alignment with leading international organisations, driving global netzero ambitions.

Summing up Vita’s entry, the judges commented: “Full credit to the team from Vita, who really are pioneering the way forward.

Orbis is a truly circular solution, manufactured from 20% recycled polyols, derived from postconsumer waste mattresses. Dedication to the

process and to substantiating every claim really came across, as did their passion for change and commitment to continue to develop innovative solutions in the future.

“It was extremely difficult to separate the two top products, and it is a shame that both component suppliers can’t win! Vita and the team deserve genuine recognition for the work they have put in to develop and perfect such a complicated and challenging process. Well done!”

Polyester recycled from textile waste, BekaertDeslee A first circular yarn for the mattress ticking industry – post-production fabric waste coming back as a recycled yarn to make new fabric.

Textile waste is a worldwide problem, with approximately 48 million tons of textiles discarded annually as waste. It often ends up in huge dump sites, burned on open fires, along riverbeds, and washed out into the sea, which results in significant harm to both people and the planet.

It is predicted that waste streams will increase by 70% by 2050. As a result, BekaertDeslee is launching yarns made from its own postproduction waste. The company’s ERP system enables it to sort waste from production, creating clean waste streams of white and coloured PES. The waste is recycled into new yarns through mechanical recycling, which produces a virgin-quality PES, says BekaertDeslee. These yarns prevent the creation of landfill and textile incineration, and have a lower carbon footprint compared to virgin polyester yarns, which are oil-based.

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Nestor’s Adrian Moskala, with Jim Gerety

affects the perfect fit of the form to the user’s body.

The Harmony technology enables the production of pieces in any configuration of wires, zones and materials. This unique combination of springs also ensures durability and extended lifetime.

An additional advantage of the technology is ergonomics. A mattress with harmony pocket does not require the use of additional finishes such as felt, foam or coconut.

Micro3D+, Spinks Micro3D+ is a true game-changer in the industry, says Spinks, as it not only introduces innovative features but also aligns perfectly with the current global emphasis on sustainability.

The combination of microcoils and a 3D Spacer knit represents a significant leap in innovation. It is a product that combines only two materials – polyester and steel – in a modular construction that “revolutionises” the way mattresses and toppers can be sustainably manufactured. Micro3D+ provides superior support, feel and comfort, setting it apart from traditional solutions.

Micro3D+ also brings exceptional value to users, adds Spinks. The whole assembly can be used as a one-piece solution, as opposed to assembly of multiple layers, which would take

Inside Spinks’ factory

Harmony pocket spring, Nestor Springs Can functionality, comfort and unprecedented softness be achieved with one product?

Absolutely, states Nestor Springs!

Created and patented by Nestor, Harmony technology promises to guarantee comfortable rest and a comfortable night’s sleep for everyone.

Each Harmony spring is placed in a separate pocket made of non-woven fabric. The pockets are joined together with high-strength glue. At the height of one third of the spring, each pocket is separated from the others by a cut.

As a result of this procedure, each spring works smoothly and independently, without causing the effect of stretching the surrounding springs. Thanks to this treatment, the product gains “unparalleled” point elasticity, which

more time and add more cost. It is a pioneering product that embodies innovation, sustainability, and value. Its eco credentials, market gap-filling attributes, and endless customisability make it a stand-out solution. Moreover, it stands as a beacon for a more sustainable future, showcasing how materials and design can work in harmony with the planet. www.thevitagroup.com www.bekaertdeslee.com www.nestorsprings.com www.spinks.co.uk

NE W MIC R O 3D+ Combining both 3D spacer and microcoils to make highly breathable products in one component. This Micro3D+ construction simplifies assembly, saving valuable time for manufacturers.

Made using only two materials; polyester and steel, both are fully recyclable at the end of life, reducing our environmental footprint and contributing to a circular economy.

To find out email; info@spinks.co.uk

Spinks Furniture News Advert November 2023 Half Page 188mm x 128mm v3.indd 1

17/10/2023 08:05

70 BED INDUSTRY AWARDS

NBF Member Sales Agent/Rep of the Year WINNER: Justin Read

Justin has impressed his bosses, his colleagues and, in particular, his customers, with his infectious combination of professionalism and enthusiasm.

His customer-centric approach over 10 years with the company has enabled him to build strong, lasting relationships that have been instrumental in securing customer loyalty during a period of disruption as Sealy reinvented itself, and challenging trading conditions through and post-Covid.

Justin consistently goes above and beyond to deliver exceptional service to his customers.

Whether it is spending extra time in-store, proactively solving challenges or providing personalised training, he is always on hand to support. As Sealy’s entire product proposition was reimagined and repositioned, Justin’s belief in the brand never faltered, and his persistence and sheer determination is now paying dividends.

Over the last year, Justin successfully completed a detailed review of each retailer in his area. It was an extensive piece of work that analysed their product offer, including competitor brands, to gain understanding of the gaps and identify the opportunities. He subsequently worked collaboratively with each retailer to clearly define the opportunity for Sealy.

As a result, Justin has achieved significant incremental floor model gains in his area.

This includes both additional displays with his current customers and securing new business with a number of premium, high-end furniture retailers in the South East. In turn, these gains

drove a +50% increase in the ATV of all sales on Justin’s area, ultimately delivering much higher profitability.

Justin understands the importance of empowering customers, and has gone the extra mile to provide comprehensive sales training to equip retailers with the necessary skills and insights for success. Since the launch of Sealy’s new Posturepedic collection, Justin has regularly accompanied store owners and their bed department staff to visit the Sealy factory – and getting retailers from the South-east of England to the Cumbrian town of Aspatria where the factory is situated is no mean feat!

Through it all, Justin remains always positive and upbeat, and his customers like him as much as they respect him.

Jason Hillier (finalist) Jason (formerly with Millbrook, now with Shire Beds and GNG Group) is appreciated by his customers as being knowledgeable, reliable and friendly. He stands out because of his dedication and willingness to be helpful, always responding quickly and efficiently to any queries.

Moreover, Jason not only provides on-site training himself, but goes the extra mile by organising mobile ‘showroom experiences’ with showvans. He also understands the difference between in-store retail and online merchandising, and that strategies which work in-store will often not work online – which is crucial (but unusual) in today’s market.

He is known for being a problem-solver, and if he does not know something, he works hard to find out the answers and feed back quickly.

Robert Moore (finalist) Rob (Sleepeezee) is highly respected by his retail

Justin Read

Pipping finalists Jason Hillier and Robert Moore to the post, Justin Read, area manager for Sealy UK, topped this coveted category.

“As Sealy’s entire product proposition was reimagined and repositioned, Justin’s belief in the brand never faltered customers in his patch in the east of England, who nominated him for this award. He is always professional and a pleasure to have visit a store – his ability to turn around a negative customer and capture large in-store displays demonstrates a strong and respected relationship, and he continues to work hard to support them and represent their interests and feed back to his employer.

His product knowledge and training is exceptional, and if something goes wrong somewhere, he can be depended upon to sort it. He visits his customers regularly, making sure PoS and marketing materials are up to date and in good condition, and that customers are aware of promotions. He gets to know all the staff – not just the management – is easy to talk to, and puts people at ease, so they all feel comfortable contacting him with any queries or issues. www.sealy.co.uk www.shirebeds.co.uk www.gnggroup.co.uk www.sleepeezee.com

Developed through consultation with the bio-mechanical engineers of the Orthopaedic Advisory Board, Exquisite introduces expert-perfected innovation.

The NEW patented coil system provides the next level in performance - providing more of the genuine support and true comfort you would expect from a Sealy Posturepedic.

Meticulously crafted with speciality comfort materials and signature tailoring, Exquisite embodies luxury.

To find out more contact your Area Sales Manager or customercare@sealy.co.uk

www.sealy.co.uk

72 BED INDUSTRY AWARDS

Ad of the Year WINNER: Prestige Beds

The dynamic videos take viewers on walkthroughs of the stores

“We are thrilled that the ad resonated so strongly with customers and drove great results for our stores

As a third-generation family-run company, Prestige takes great pride in its family-oriented approach to business, and it was felt that the best way to convey this was by featuring its own staff as the stars of the videos, thus striking the perfect balance between warmth and professionalism, synonymous with the brand’s core values.

The narrative aimed to encapsulate all the company’s key service offerings, and featured store-specific location details such as accessibility and parking. By tailoring messaging to the unique needs and preferences of customers, the aim was to captivate their attention and prompt them to take immediate action.

One of the defining features of the advertising strategy was the use of Google’s Performance

Prestige Beds’ Blackburn store

By harnessing internal resources, embracing innovation, and delivering a personalised message that resonates with its audience, the independent retailer achieved a successful campaign – a shining example of the power of effective and impactful advertising.

James Dunne, MD at Prestige Beds, says: “We at Prestige Beds are honoured to have been awarded Ad of the Year by the National Bed Federation. We are thrilled that the ad resonated so strongly with customers and drove great results for our stores. This award is a testament to the hard work and dedication of our entire organisation, and we thank the NBF for recognising our efforts to deliver the very best to our valued customers.”

The marketing team took the reins shooting and editing four captivating videos, each specifically tailored to showcase the retailer’s stores in Blackburn, Burnley and Preston.

Prestige Beds’ proud team

The team at Ad of the Year winner Prestige Beds poured their heart and soul into creating an engaging and captivating video-based advert, executed entirely in-house, that has resulted in a huge increase of in-store traffic.

Max campaign. This approach enabled Prestige to target every channel, including Search, Display, Discover, Maps, Gmail, and YouTube.

Individualised artwork, imagery and copy was created for each specific channel, allowing for a seamless integration of key messaging into the online experiences of the target audience.

Substantial monthly budgets for Google Ads and Facebook were allocated.

The initial results (up to the time of awards entry on 20th July) have been impressive, with over 25 million impressions, close to half a million clicks and nearly 2000 tracked shop visits.

And at £0.02 per click, the CPC was significantly below the market average, making the campaign incredibly effective.

The campaign continues to run indefinitely on Google and Facebook, consistently generating high levels of engagement and eliciting overwhelmingly positive feedback from the target audience, says James. www.prestigebeds.co.uk

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Ad of the Year FINALISTS Mattressman and Mattress Online were the finalists in this hard-fought category.

Mattressman Mattressman decided to use the coronation of King Charles 111 as a theme for its fun, imaginative King for a Double advertisement, used across social media, print and radio (the latter being the entry for this award) to deliver a cohesive, attentive, entertaining, compelling and cost-effective campaign.

The impactful and quirky radio campaign aimed to increase footfall and sales of larger mattresses. The royal theme was reflected in the music, voiceover style and script, with phrases such as “lap of luxury” and “perfect mattress for your palace”, and references to opulent mattress fillings such as silk and cashmere.

The campaign ran 1st-10th May, before

and after the Coronation. Compared to the 10 days before, there was a +39% increase in king-size mattress sales, and only a -13% decrease in double mattress sales. The flagship Norwich store also saw a +13% footfall increase compared to the previous week.

Mattress Online Mattress Online embraced a fresh advertising avenue using Digital Out of Home, which marries traditional and digital marketing, is cost-effective, and also aligns with the company’s sustainability goals.

Billboards, strategically positioned near Mattress Online’s stores on retail parks in Sheffield and Rotherham Parkgate, target motorists, pedestrians and commuters, attracting almost one million viewers weekly.

Visual consistency is maintained across all

platforms including social media, email and radio, ensuring a “seamless” brand experience, says Mattress Online.

The clean, uncluttered ad, with its “quick and punchy” design and visually appealing ‘comfy’ message, showcases the promise of a good night’s sleep, stands out, and is easily read while driving. It enhances brand recognition and reflects the company’s target demographic.

Messages can be tailored based on time, location, and even weather conditions, allowing effective promotion of specific products or store events.

The results of the campaign have contributed to a significant increase in footfall and an uplift in revenue of +38%, and orders of +42%. www.mattressman.co.uk www.mattressonline.co.uk

Mattress Online’s James Wilson and Sharon Robson, with the NBF’s Simon Williams (centre)

Digital billboards carry Mattress Online’s message

A Coronation radio campaign helped drive shoppers to Mattressman’s stores

74 BED INDUSTRY AWARDS

Small NBF Retail Champion of the Year WINNER: Peter Betteridge Peter Betteridge – Your Bed Expert is one of the exceptional UK independent bed retailers that stands the test of time and continues to thrive. Winning Small NBF Retail Champion of the Year in conjunction with its 50th anniversary is a testament to a family-owned business that has consistently gone above and beyond in bed retailing.

Peter Betteridge’s Emma Casson and Angela Betteridge (centre)

As a proud NBF Premier Retail Champion, Peter Betteridge has remained steadfast in its commitment to quality and excellence. Every bed has been manufactured by an Approved NBF member, ensuring customers receive products of the highest standards.

The team at Peter Betteridge knows the value of nurturing strong relationships with suppliers, and keeps ahead of the curve by staying up to date with the latest promotional activities, both online and in-store. Regular visits to UK bed factories not only reaffirm product knowledge, but also demonstrate the team’s dedication to staying informed about trends and innovations in the industry.

The South West-based retailer has embraced various marketing strategies to stay ahead of the game. Its newsletters have effectively reached brand buyers, offering exclusive discounts, sale previews, and targeted emails. The retailer’s diverse outreach includes traditional methods via post, and modern channels such as text messaging and social media. A robust database of over 12,000 subscribers ensures the business can cater to different customer groups and preferences.

Peter Betteridge has an upcoming Vispring Craftsmanship event, to which it will invite 1600 opted-in local Vispring customers. The customers will have the unique opportunity to witness the artistry behind the handmaking of Vispring’s luxury mattresses, interact with a trained sales team, and enjoy additional reductions.

Peter Betteridge’s investment in staff development is evident from its leadership and management training, as well as equipping staff with digital skills such as SEO, content writing, social media, and website design. Factory visits further enrich product knowledge, making the staff true experts in their field.

The core values that Peter Betteridge holds close include an unyielding focus on the customer, celebrating success, respect and consideration for all, an optimistic and can-do attitude, adaptability, open communication, dedication, and fostering positive working environments. The company’s outstanding customer service was substantiated when it came out top on the NBF’s mystery shopping report, confirming to the judges that this retailer was the worthy winner!

Peter Betteridge’s dedication to customer service and product knowledge is exemplified by another recent accolade, the Platinum Feefo Service Award. With a service rating of 5/5 and a product rating of 4.9/5, this award underscores the importance placed on customer satisfaction and expertise.

At Peter Betteridge, staff are at the heart of success – continuous training ensures customers not only receive the best buying experience, but are empowered to make informed decisions for future purchases.

Alongside this NBF award, the business has received numerous accolades over the years, including the prestigious titles of UK Furniture

“A beacon of excellence in the world of bed retail

Retailer of the Year, Western Morning News Customer Service Award, and Devon Chamber Customer Service Excellence Award. Consistent recognition in the NBF Bed Industry Awards – highly commended, finalist, and runner-up – along with being a finalist in the FSB and Exeter Living Awards in 2023, highlights an unwavering commitment to excellence.

However, Peter Betteridge’s contributions extend far beyond its business interests. The business is deeply committed to giving back to the community, partnering with brands like Mammoth to support local causes. Its involvement in events like Honiton’s Hot Pennies and sponsorship of Honiton Carnival demonstrate a dedication to the place the business calls home. Additionally, it has donated bedding to those in need in Ukraine.

At a time when sustainability is paramount, Peter Betteridge has not fallen behind. It has worked with The Furniture Recycling Group to recycle 100% of mattress components, leaving zero waste in landfill. Its partnership with Decarbonise Devon to audit its carbon footprint also showcases this commitment to environmental responsibility. Furthermore, the business has actively contributed to reforestation efforts, planting 650 trees, rehabilitating more than 18 species of trees and animals, and reforesting 1040m2 of land through TreeApp. The judges said the retailer’s commitment to innovation, expertise and sustainability sets it apart as a beacon of excellence in the world of bed retail, and a well-deserved winner of this year’s Small NBF Retail Champion of the Year award. Peter Betteridge is poised to continue its journey of success for generations to come. www.bedexpert.co.uk

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Small NBF Retail Champion of the Year FINALISTS The finalists in this popular category were Dreamland Bedding Centre, Now to Bed, and Linthorpe Beds.

recycling initiatives and charity fundraising, and adaptability, underlining a commitment to ethical and sustainable business conduct.

Dreamland Bedding Centre Over the past year, first-time awards entrant Dreamland Bedding Centre (Brierley Hill) prioritised staff development, extending training opportunities to its entire team. This included in-store training sessions with suppliers and an investment in national qualifications.

Dreamland sponsored its store manager through his senior leadership MBA with charted manager status, which saw him also earn himself a finalist spot for Apprentice of the Year at ESBA 2023. To bolster its operations, Dreamland supported an employee through an AAT course and hired a Level 2 apprentice for customer service. The retailer’s excellent customer service was also commended in the NBF’s mystery shopping report.

Using the 2022 Bed Show as a springboard to diversify its product portfolio, the retailer rewards employees with a percentage of total turnover rather than commission, emphasising their value.

Dreamland’s journey showcases excellence in staff development, corporate citizenship with

Linthorpe Beds Linthorpe Beds received glowing praise in its mystery shopping report, commending its excellent customer service, friendly and helpful staff, and an impressive display of beds. As part of the Retail Champions Scheme since the programme’s inception, the retailer consistently supports NBF member brands, and recently launched a new website, mattresses365, for ‘core’ models on a national scale.

Customer service remains a top priority, with all Trustpilot reviews addressed and internally examined to explore how they can help drive improvement, while employees are encouraged to take greater responsibility for their development and contribute to the company’s direction.

The business has enjoyed record sales in the past year, intentionally adjusting its website product mix strategy to drive its marketing focus, emphasising local presence through the Linthorpe Beds website, and reaching a national audience through mattresses365.

Sustainability initiatives, including a non-profit mattress recycling programme, demonstrate a commitment to environmental responsibility.

Indeed, Linthorpe Beds is dedicated to making a positive impact on both its local and national community. Read more on p82.

Now to Bed Now to Bed focuses its bed sales primarily on NBF-approved brands, yielding impressive results and solidifying its position as one NBF Approved Member’s top-performing contracts. The retailer has expanded its team to accommodate growth and ventured into offering its own-label products to boost margins while maintaining an active core range.

Plans are in place for the recently revamped superstore to display digital windows for local advertising during non-operating hours. Targeted online advertising has boosted foot traffic to stores, while helping maintain a high Trustpilot score of 4.9/5.0.

With a strong emphasis on sustainability, Now to Beds has achieved 100% recycling of mattresses and introduced electric vans for local deliveries.

Regular factory visits and weekly meetings equip staff with in-depth product knowledge and improves collaboration across departments.

This was reflected in the mystery shopping report, which found the staff member “very knowledgeable and passionate” about the store and products, making Now to Bed a deserving finalist. www.dreamlandbedding.co.uk www.linthorpebeds.co.uk www.nowtobed.co.uk

76 BED INDUSTRY AWARDS

Large NBF Retail Champion of the Year WINNER: Sussex Beds

In a remarkable year, Sussex Beds achieved a significant milestone by officially joining the eight-figure revenue club, marking a monumental success in its history and a notable accomplishment for the judging panel. This achievement was accompanied by record net profits, reflecting the company’s commitment to growth and excellence, making it a “stand-out retailer that continues to impress”.

Among the notable accomplishments during this period, the company expanded its presence to 15 stores across the South East by opening two new outlets in Horley and Caterham, extending its reach to serve a broader customer base. Internally, the company initiated a comprehensive video product training programme, enhancing the knowledge and expertise of its team members. Furthermore, the company demonstrated its dedication to local communities by raising over £10,000 for various charitable causes, showcasing its commitment to making a positive impact beyond business.

A significant rebranding effort was undertaken, including the creation of a brand positioning statement, which served to reinforce the company’s identity and values. This branding initiative was complemented by a strategic partnership with sleep expert Giles Watkins, which involved educating and empowering the

“It’s a testament to our collective dedication and unwavering commitment

Sussex Beds’ John Rayment and Grace Pickering accepted the award

Previous winner in the NBF Bed Industry Awards’ retailer categories, Sussex Beds, scooped the Large NBF Retail Champion of the Year award.

staff to enhance their understanding of sleep, while providing better service to customers.

The partnership commenced with team evening events that focused on educating and assisting team members in enhancing the quality of their own sleep. Giles also contributed by providing monthly educational sleep blogs, which were shared on the company’s website, social media platforms, and through email communication to customers. Additionally, customer evening events with Giles were held across the company’s stores, at which attendees received valuable advice to improve their sleep.

In terms of staff development, the company introduced a product training video programme to ensure that its team members possessed up-to-date knowledge about products and services. These training videos were made accessible through the Thinkific online training platform, allowing easy access for all team members to learn and complete knowledge tests. This initiative was driven by the company’s commitment to maintaining the high level of quality advice that customers have come to expect, ensuring consistent information, features and benefits across all locations.

Financially, Sussex Beds achieved remarkable success by officially surpassing an eight-figure revenue milestone, with a year-to-entry revenue of £11.1m. This achievement was a testament

to the company’s focus on key revenue drivers, including AOV, conversions, footfall, and gross profit. The AOV increased from the previous year, while footfall also witnessed substantial growth, up +12% YoY. Gross profit demonstrated a healthy increase, rising to +66.57% from +65.53%, underscoring the company’s effective financial management.

In terms of marketing and sales strategy, the company underwent an extensive review of its branding and brand positioning. This involved a meticulous six-month process that re-evaluated the company’s mission, target audience, and unique value proposition.

The outcome of this review was the formulation of a detailed brand positioning statement, along with a refined purpose – to help people sleep well and experience quality sleep. The key phrase ‘Quality Sleep: Never Compromise’ encapsulated the company’s commitment to providing high-quality products, exceptional service, and a quality culture.

This powerful statement positioned the company uniquely above its major competitors, emphasising its dedication to excellence across all aspects of its business operations.

“Winning the Large NBF Retail Champion of the Year award is not just an accolade, it’s a testament to our collective dedication and unwavering commitment,” remarks CEO Steve Pickering. “It’s a reminder that together, as a team, we can achieve remarkable heights.

This recognition fuels our passion to continue delivering excellence, and we are truly humbled and honoured by this achievement.”

The year 2022-23 truly was a momentous period for Sussex Beds, marked by substantial achievements in revenue, customer service, staff development, and branding. The company’s commitment to quality and its strategic partnerships and initiatives demonstrates its dedication to continued growth and excellence in the years to come. www.sussexbeds.co.uk

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Large NBF Retail Champion of the Year FINALIST The Bed Post, a family-run bedroom furniture retailer since 1987, has grown steadily, an now operates five stores – in north Kent, South-east London and Surrey.

The Bed Post’s David Cheeseman (L) and Oliver Wright (R)

A proud NBF Retail Champion, over 80% of The Bed Post’s mattresses are from NBF-approved members. The retailer attributes its loyal customer base, built over 35 years, to an offering comprising quality products, value for money, and outstanding customer service.

The Bed Post is known for its incredible staff retention record – several sales staff have worked for the business for over 20 years.

The Bed Post provides mattress recycling, and supports local schools and charities by offering discounts, while donating a portion of sales to each.

In the past year, the business launched a new website, and opened a fifth store in Reigate,

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showing promise. Its marketing includes leaflet distributions, local magazine advertising, text message campaigns, and an active social media presence. An incredibly successful text message campaign for the Queen’s Jubilee resulted in a stand-out weekend across its stores. www.the-bedpost.co.uk

BEDROOM FURNITURE

Everyone at Peter Betteridge would like to thank the National Bed Federation for the prestigious Small NBF Retail Champion Award 2023.

As a family-run business, it’s a pleasure to work with all the great manufacturers of beds and mattresses in the UK.

WWW.BEDEXPERT.CO.UK ~ 115 HIGH STREET HONITON 01404 549992 • 20 FORE STREET KINGSBRIDGE ~ 01548 853503

78 BED INDUSTRY AWARDS

National Bed Retailer of the Year WINNER: Dreams Dreams has achieved an impressive hat-trick in the NBF awards by emerging victorious for the third consecutive year in the esteemed National Bed Retailer category.

Dreams’ Jonathan Hirst, between Maisie Adam and Jim Gerety

Dreams recently marked an impressive nine years of uninterrupted profit growth, solidifying its position as the UK’s most-loved bed retailer and a stalwart British business known for delivering quality at affordable prices. This achievement had not gone unnoticed by the judges, who commended Dreams for its unwavering commitment to customer service, impressive ratings, and strong support of NBF manufacturer and supplier members.

One of the cornerstones of Dreams’ success lies in its relentless focus on customer service – its Trustpilot score, an impressive 4.8 out of 5, is a testament to its dedication. One-star reviews are also addressed, as Dreams strives to resolve customer concerns within 24 hours, resulting in one in four customers revising their reviews upwards due to the resolution delivered.

Dreams’ customer feedback system, aptly named Pillow Talk, achieved a milestone, with one million reviews received by November 2022.

The retailer continues to harness this wealth of customer data to further enhance the overall customer experience. The distribution team has also excelled, achieving its highest-ever customer satisfaction score, an impressive 89%.

Financially, Dreams has seen remarkable growth, with sales increasing by +8% to £387m in 2022, marking almost a decade of solid profit growth. A significant milestone in this growth strategy was the opening of its largest DC, in Willenhall, following a £2m investment, allowing for faster home delivery and enhancing customer satisfaction.

Dreams is committed to supporting NBFapproved members, with new launches from Sealy UK, Carpenter, Airsprung and Sleepeezee contributing to an impressive +5% growth. The

company also successfully relaunched its Bed Factory mattress range, producing over 250,000 mattresses in the past year and supporting NBF component supplier members.

Investing in staff development has been another factor in Dreams’ ongoing triumph.

The introduction of Bedding In days for retail colleagues not only unites new team members but celebrates their graduation from the Customer Journey training programme, setting them up for success.

Several training programmes have been introduced, including the Stepping into Leadership initiative available to all business areas, and a new Equality, Diversity, and Inclusion (ED&I) curriculum for managers. To support staff during the cost of living crisis, Dreams introduced the People-First package, offering financial support to employees which many have benefited from, with services including emergency grants, debt advice, and virtual doctor appointments.

Dreams has also been actively involved in CSR and sustainability efforts. It became an official partner to Shelter, which aims to address homelessness across the UK. Through a product promotion campaign, Dreams donated £5 for every transaction to the charity, raising a substantial £59,000, which enabled Shelter to respond to 2124 emergency helpline calls.

Dreams’ commitment to this partnership has been evident across various platforms, including radio, social media, PoS, TV and email, with awareness of Dreams’ association with Shelter rising to an impressive 12% within four months.

This support continues, with 150 bed items and £76,000 donated in the year up to the submission.

Moreover, Dreams is dedicated to being a responsible and sustainable business. Its manufacturing division has signed up for the NBF Pledge for Our Planet, furthering its commitment to sustainability. A customer takeback programme, initiated in 2014, has recycled over 1.5 million mattresses and beds, with 26,000 items refurbished in the last year, diverted from landfill.

Dreams also made significant strides in waste reduction, with a -10% YoY decrease, and by June 2023, 60% of all waste, including mattresses, was recycled. To further minimise

“Dreams has carved an outstanding path in the world of retail

environmental impact, Dreams has transitioned from plastic bag packaging to a material composed of 54% renewable resources and 30% recycled content.

Exhibiting its commitment to humanitarian efforts, Dreams has also supported Ukraine by donating 1500 beds.

The worthy winner of this award has carved an outstanding path in the world of retail, combining a relentless focus on customer service, robust financial performance, support for NBFapproved brands, and a strong commitment to sustainability and CSR. The judges acknowledged Dream’s impressive uptick in sales in the last year, on top of eight consecutive years of profit growth. They noted the retailer’s huge investment in the opening of its largest DC, which enabled faster home deliveries. Increased support of NBF-approved brands, including manufacturers and component suppliers, and a significant sustainability programme, helped the retailer clinch the coveted title for the third year running.

The retailer continues to be the go-to destination for quality beds in the UK, while making a meaningful difference in the lives of its customers and the wider community. www.dreams.co.uk

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National Bed Retailer of the Year FINALISTS The finalists in this category were Bensons for Beds, DFS and Furniture Village.

Bensons for Beds Over the past year, Bensons for Beds has achieved extraordinary success delivering for customers, colleagues, investors, communities and the planet. It has enhanced its marketing strategy, expanded its product range, and forged strong partnerships, including acquiring eveSleep and introducing exclusive mattress ranges.

Customer service has seen significant improvements, with innovations including the Bensons Live pilot for shoppers to speak to in-store staff via a one-way video service on its website, driving the average online order value up by +22% YoY since launch. Enhanced predelivery communications have also resulted in increased online order values.

Bensons’ dedication to staff support is evident through investments in training, apprenticeships, employee networks and cost of living support.

Financially, Bensons has maintained consistent sales growth, instilling investor confidence for expanding its store network in the coming year. The charity partnership with Crisis, and a comprehensive sustainability plan, underlines Bensons’ commitment to communities and environmental responsibility, with a goal to become net zero by 2024.

DFS Giltbrook

DFS DFS has seen remarkable progress in various aspects of its business in the past year. The retailer has focused on enhancing customer service through a streamlined supply route for bedroom products and expanded delivery partnerships, resulting in reduced complaints and returns. Staff development remains a priority, with ongoing training and factory visits to keep up to date with the latest products.

DFS has achieved significant revenue growth,

particularly in the bedroom category, with a +56% YoY increase, making it the retailer’s second-largest selling product category. Its marketing strategy has shifted to emphasise the diverse product range through various campaigns and improved online visibility, including promoting its recent NBF Retail Champion status.

The retailer annually provides its suppliers with feedback, audits and supplier-funded promotions, giving suppliers the opportunity to increase volume while maintaining healthy margin.

Overall, DFS has demonstrated a dedication to customer service, staff development, financial growth and sustainability, while actively supporting suppliers and promoting responsible business practices.

Furniture Village Now 100% family owned following a share buyback in November, Furniture Village has been able to refocus its investments on its business, customers, employees and future growth.

A Family Partnership Scheme has been introduced to share profits with staff, and employee commitment is evident, with 25%

having over 10 years of tenure. The retailer also earned a place in Best Companies’ ‘top 100 large companies to work for in the UK’ ranking.

Customer satisfaction has soared, with positive reviews increasing +200% YoY and customer service issues halving.

Furniture Village’s beds and bedroom bookings exceeded pre-pandemic levels by +55%, and the retailer has made strides in promoting British bed manufacturing, with 80% of sales from NBF-approved members, including a switch from imported bedframes to partnering with NBF member Highgrove.

The company has also shown a commitment to social and environmental responsibility, with initiatives such as a Sleep Ambassador programme, The Sleep Charity’s National Sleep Helpline sponsorship, and a focus on sustainability in its operations. www.bensonsforbeds.co.uk www.dfs.co.uk www.furniturevillage.co.uk

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Online Bed Retailer of the Year WINNER: MattressNextDay MattressNextDay clinched this category for the first time, with the cheer from the crowd following the announcement at the awards ceremony truly emphasising its well-deserved success. MattressNextDay has made significant strides and achieved numerous milestones in the past year, positioning itself as a leader in the bed retail space.

MattressNextDay’s Stuart Rogers and Martin Seeley, flanked by Jim Gerety and Maisie Adam

The judges commended MattressNextDay for its new website launch in October 2022, with significant investments in photography, videography, an AI tool and blog. On the back of this, they acknowledged that the retailer has seen a very impressive upturn in traffic, orders and ATV. In late 2022, the launch of a new website paid off, boasting a decrease in the average page load time by -32%. This improvement resulted in a surge in website traffic and a remarkable +20% increase in AOV. MattressNextDay has consistently invested in its digital platform, including a partnership with A/B Tasty to enhance user experience across all customer touchpoints.

The company has also invested heavily in product representation, allocating £30,000 for CGI photography and videography. This commitment to visual quality aligns with its dedication to providing customers with an exceptional online shopping experience.

MattressNextDay has gone beyond product representation by offering valuable resources to its customers. It introduced Snooze News, a dedicated blog providing sleep-related advice on its website, and has produced a Buying Guides page that serves as a comprehensive knowledge hub, helping customers make informed purchase decisions.

The implementation of an AI-driven MattressFinder tool has further improved the customer experience. Over 15% of its customers have utilised this tool, which offers personalised product recommendations based on simple questions, making it easier for customers to find their ideal mattress.

The company’s product portfolio has expanded through collaborations with NBFapproved brands such as Hypnos and Harrison Spinks, and Brand Associate Members Simba Sleep and Emma. A notable 85% of its mattress range is sourced from NBF-approved manufacturer members.

Sustainability is a key focus for MattressNextDay too, which launched a #SustainableSnooze initiative, emphasising transparency and accountability for its emissions. Through a partnership with Ecologi, MattressNextDay has planted over 68,000 trees and offset more than 260tCO2e, contributing to environmental projects in 24 countries.

Furthermore, the company plants five trees monthly for each employee, to offset its carbon emissions.

In an effort to reduce environmental impact, the company has eliminated plastic packaging throughout its operations, and invested £4.2m in a state-of-the-art facility in Whitstable. This facility includes a semi-automated distribution centre, significantly increasing warehouse capacity by +110%, and a showroom featuring 30 king-size beds from 11 different brands, with over 90% of the products sourced from NBFapproved members.

MattressNextDay’s financial performance has been remarkable – the retailer has enjoyed successive annual revenue increases over five years, and online revenue saw an impressive +53% YoY increase from July 2021 to July 2022, to July 2022 to July 2023.

The company’s commitment to customer satisfaction is evident in the 18,000+ TrustPilot reviews with a 96% positive rating. It is also enhancing customer service with a new portal for order management and tracking, as well as offering 100- and 365-night sleep trials on many mattresses, which it plans to extend site-wide.

To provide ongoing support to those in need during the cost of living crisis, MattressNextDay has partnered with local charity Necessary Furniture, donating over 30 mattresses each month through the initiative.

Martin Seeley, founder and CEO, says: “Every single member of the MattressNextDay team is over the moon at this recognition of our hard work and dedication. Winning Online Bed Retailer of the Year wouldn’t be possible without the drive and effort of our entire team, of whom I am immensely proud.

“With our 20th anniversary coming up next year, we’re so excited to continue this upward trajectory – this award has given us that extra boost to continue providing the public with the best possible shopping experience.” www.mattressnextday.co.uk

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Online Bed Retailer of the Year FINALIST Mattress Online’s proactive growth strategy, and commitment to customer experience, community involvement and employee wellbeing, demonstrates their resilience and social responsibility in a challenging economic environment, and helped make it a worthy finalist in this category.

James Wilson with CEO Steve Adams

The business plans to open 10 stores in the next two years, boosting its workforce by +28% and enhancing customer service by increasing its delivery fleet by +50%.

Mattress Online’s latest advertising campaign drew over 1,077,000 new weekly viewers and listeners, and collaborations with ‘The Sleep Geek’ James Wilson and Cavendish Cancer Care have been instrumental in promoting its sleep health message.

The company’s dedication to enhancing customer experience is evident in its website

leading to substantial sales and profit growth.

Despite challenging economic conditions, Mattress Online’s financial performance remains strong, with revenue reaching £23.5m, a +53%

improvements, resulting in higher conversion rates and reduced bounce rates. Mattress Online recently introduced 120 new products, including the Hypnos brand, and expanded its bed range,

increase from pre-Covid figures, with profits growing by +15%. www.mattressonline.co.uk

Every single member of the MattressNextDay team is over the moon at the recognition of our hard work and dedication by our industry peers.

With our 20th anniversary coming up next year, and the opening of our new showroom in Whitstable, Kent we’re so excited to continue this upward trajectory - this award has given us that extra boost to continue providing the public with the best possible shopping experience. www.mattressnextday.co.uk

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Championing independent values Linthorpe Beds, a name synonymous with quality mattresses, beds, furniture and bedding across the North East (and now nationally), earned a coveted spot as a finalist in this year’s awards, in the Small NBF Retail Champion of the Year category.

“This achievement is a testament to our unwavering commitment to excellence, our close-knit community, and our deep-rooted sustainability ethos,” states Linthorpe Beds.

“With over three decades of dedicated service, we’ve built a legacy as a trusted and dependable bed and mattress specialist. We’ve achieved this by prioritising customer satisfaction, cultivating a dedicated team, and fostering innovation within our business – such as being a go-to retailer for customised mattresses and beds.

“What sets us apart is our steadfast support for NBF brands, creating a strong bond with brands, and providing our customers access to the very best products on the market.”

This year has been pivotal for the retailer, which unveiled its revamped website in June, offering a more user-friendly experience, while celebrating the business’ rich heritage. Linthorpe Beds also revitalised its three showrooms (in Stockon-on-Tees, Darlington, and Bishop Auckland).

“But our journey extends far beyond our digital and bricks-and-mortar transformation,” the retailer continues. “In the past year, our commitment to our community shone. Our heartwarming food drive leading up to Christmas ensured that struggling families had food on their tables during the festive season.

“We’ve built a legacy as a trusted and dependable bed and mattress specialist “And it didn’t stop there. Our support extended to Young at Heart ULO, a local dementia charity, for which we raised vital funds through our participation in the Total Warrior event.”

Sustainability is a commitment also upheld by Linthorpe Beds. From utilising sustainable options for delivery, to championing the use of recycled/reusable packaging, eco-friendly practices are integrated across the retailer’s operations.

“Our journey to the NBF awards finals isn’t just a celebration of our achievements, but a testament to our unique approach and the values that have set us apart in the industry,” Linthorpe Beds concludes.

“Our commitment and determination, as well as our ever-growing foundations, will see us right into 2024, and beyond.” www.linthorpebeds.co.uk

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Heart of innovation The Vita Group – winner of this year’s Component Supplier of the Year category, and highly commended by judges in the Component Product of the Year category – stands tall as a pioneer in European flexible PU foam solutions.

With an unwavering commitment to pushing the boundaries of sustainability and progress, The Vita Group has introduced a notable and sustainable leap forward, in the form of its “revolutionary” Orbis collection.

Embarking on an unprecedented journey, The Vita Group’s Orbis is Europe’s first flexible polyurethane (PU) foam manufactured with recycled raw materials, sourced from post-consumer foam mattresses.

This breakthrough innovation does not just represent a step forward, says Vita: “It signals a paradigm shift towards circular economy practices.

By transforming post-consumer foam into Orbis, we effectively mitigate the need to send to landfill or incineration, realising a holistic and regenerative product lifecycle. This strategic pivot leads to significant reductions in carbon footprint, promoting a healthier environment while retaining the unmatched quality, durability, and comfort inherent to traditional flexible PU foam mattresses and furniture.”

At the core of The Vita Group’s mission is a resolute commitment to fostering sustainability on a global scale. Collaborations with prominent players in the industry further enhance the group’s endeavours to drive the world towards a future with net-zero impact – it says its dedication to

environmental welfare is not just a proclamation, but “a substantiated reality”.

“Visit our website to experience the revolution of sustainable furniture solutions with Orbis,” concludes The Vita Group, “and to explore a future where ingenuity and environmental consciousness converge, creating furniture that’s not just exquisite but also responsible.” www.thevitagroup.com

“By transforming post-consumer foam into Orbis, we effectively mitigate the need to send to landfill or incineration, realising a holistic and regenerative product lifecycle

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Wetting the whistle Bed Industry Awards gala dinner drinks reception / Telford International Centre Tuesday 26th September www.bedshow.co.uk Offering guests an opportunity to mingle before they take their seats for the evening’s proceedings, the drinks reception remains a popular part of the Bed Show’s social itinerary.

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86 BED INDUSTRY AWARDS

Lifetime Achievement Jessica Alexander Gala dinner host Maisie Adam with Jessica and NBF president Jim Gerety

This year’s awards programme concluded with a surprise addition, as the NBF presented Jessica Alexander, now director of special projects, with a Lifetime Achievement award.

Jessica executed (and starred in) various NBF-led marketing campaigns

Jessica at the federation’s 2003 conference

The recognition commemorates Jessica’s contributions to the organisation over 37 years, which includes 17 years of service as its executive director.

Jessica’s journey with the NBF began in 1987 when she worked in a PR role that saw her establish firstly National Bed Month and then The Sleep Council in 1995. Over the years, her commitment to the NBF’s mission, coupled with her dedication to the industry, propelled her to the role of executive director in 2006.

Under her leadership, the NBF flourished, launching the Bed Show, advancing industry standards by creating the Code of Practice, promoting sustainability by publishing the bed sector’s Ecodesign Principles and NBF Pledge for Our Planet, and fostering collaboration among stakeholders including the British Furniture Confederation (BFC), The Sleep Charity and West Yorkshire Trading Standards.

NBF members, retailers, trade press and colleagues who have had the privilege of working alongside Jessica during her career were in attendance.

Jessica started out as a journalist before transitioning to PR

Cutting the ribbon on the first Bed Show in 2010

“It’s very satisfying to know my efforts have made a difference

“Jessica’s tireless dedication to the NBF is truly inspirational,” says Tristine Hargreaves, executive director at the NBF. “Her vision, leadership, and unwavering commitment to the NBF and wider bed industry have helped shape the organisation and sector into what it is today. We are thrilled to present her with this Lifetime Achievement award, which is a small token of our appreciation for her exceptional service.”

Jessica, now NBF director of special projects, comments: “I am both proud and humbled by this special recognition from my peers. It’s very satisfying to know my efforts have made a difference, but I couldn’t have done any of it without the support and encouragement of many wonderful people equally committed to this great industry, so my thanks to all of them for making the last 37 years such a pleasurable journey.”

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88 PRODUCTS

Gallery promises further growth

Borden dining table and bench

Iowa coffee table

“Our SS24 Furniture Collection will give around +50% growth to our offering

Iowa coffee table

It has been a busy year for Gallery Direct, with new product launches, trade shows and at-home events, along with all the day-to-day business needs – but, never happy to stand still, Gallery’s team has also been working away behind the scenes developing new collections for 2024 …

“In recent years we have massively extended our furniture catalogue, and we are continuing to expand it still further for next season,” says Gallery’s furniture development director, James Hudson. “Our SS24 Furniture Collection will feature a host of exciting new lines, with extensions to some current ranges along with stylish new designs, giving around +50% growth to our offering.

“All the new products have been designed in-house by the Gallery team to create exclusive designs,” James continues, “and we have spent a lot of time in supplier factories, working with them to develop and refine our ideas, to create this exciting new collection, which offers a range of styles to cover all looks and tastes, including strong timeless classics, with the all-important Gallery twist to retro vibes.”

Gallery’s furniture catalogue already features a wide variety to suit different interiors, and the new

collection will add even more choice across a range of products including dining tables, chairs and benches, cabinets and sideboards, occasional pieces, sofas and chairs, bedsteads and bedroom furniture. The new products are crafted from an array of materials, including wood, in different finishes, coloured glass, marble and metal.

Range extensions include Iowa, which, with its chunky solid look, adds a contemporary rustic touch to a room. Cleverly designed to look like solid blocks of cross-sawn timber, Iowa is actually produced using architectural veneers for improved stability and practicality. There will be a choice of dry weathered or whitewash finishes, which enhance the design.

Borden is another of the current ranges that has been extended, with the addition of a round dining table along with occasional pieces. Crafted from solid acacia wood with a warm natural finish which shows off the grain of the timber, Borden offers a sturdy yet elegant feel, with its solid wood and curved edges to soften the look.

Gallery is renowned for its impressive product photography, and many of the new furniture pieces have already arrived at the supplier’s head office, with the rest on their way, ready for the in-house photography team to get to work. As with all Gallery’s products, there will be tasteful lifestyle images, as well as cut-outs and close-up detail shots, which will feature on Gallery’s website once the products launch in January.

The first chance to see the new collection in person will be at the January Furniture Show (21st24th January at the Birmingham NEC), where Gallery will be at the front of Hall 2. In the meantime, view the current range of Gallery’s products on its website. www.gallerydirect.co.uk

ECCLESTONE This stylish 3 seater sofa is covered in top grain mellow brown vintage leather with a decorative buttoned back and features solid ash legs. The Ecclestone is the perfect addition to elevate your living space with elegance and comfort.

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90 PRODUCTS

MY FURNITURE CAREER

OPERA BEDS

www.myfurniturecareer.org.uk

www.operabeds.com

“Elevating sales and customer comfort” with its adjustable beds collection, Opera continues to be a trusted partner for retailers across the UK. Established in 2004, the family-run business has long been long recognised for its British quality and conventional approach to the adjustable bed market.

Weightless zero-gravity, anti-snore mode and underbed lighting are just a selection of the impressive features that help provide the Opera sleep experience. These, combined with rapid delivery and generous stockholdings, mean retailers can expect to boost sales and give customers beds that promote health and enhance their quality of life, says Opera, which can be reached on 0333 222 8584 or sales@operabeds.com.

The Furniture Makers’ Company, the City of London livery company and charity for the furnishing industry, has launched its new early careers website – My Furniture Career – offering businesses a specialist solution to recruitment requirements.

My Furniture Career is aimed at young people (15-24 years old) who are still choosing a career path, while looking to signpost those looking for industry-specific training and connect those seeking a job in the industry with employers.

KETTLE HOME

www.kettlehome.co.uk

One of Kettle Home’s most eagerly anticipated launches is now in stock and ready for immediate delivery.

The EA bedroom and dining collection is a major new arrival for the family-owned business and carries all the hallmarks of what makes a successful two-tone bedroom and dining collection. With washed oak tops complementing its crisp white or on-trend grey paint finish and chrome detailing, EA blends rustic warmth with contemporary design, adding a classic but stylish feel to any home.

Tom Bayliss, UK and Ireland sales director, comments: “We’ve spent considerable time researching what makes a successful two-tone collection, and the results can be seen in our exciting new EA Collection. By combining a premium finish in two contemporary shades, EA is a focused choice of bestselling items brought to market at a commercial price point that’s hard to beat.”

This new arrival boasts 20 dining and eight bedroom pieces, and has been launched with a new library of styled photographs to support

retailer sales and marketing activities.

“EA joins our Essentials range,” continues Tom, “adding yet another dimension to the go-to for retailers looking for the very best in value for money. EA is a collection of dining and bedroom pieces that are priced to impress, built to last, and will provide a stunning new showpiece display to any store”.

Available through Kettle Home’s Wholesale, Stockist and DHD delivery services, EA is available to order online across the UK and Ireland.

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92 PRODUCTS BEDROOM

Making sustainable sleep a reality With over two million sleep products sold and more than 60 industry awards, Simba has been working hard to help people sleep better – but it is not just about the five-star reviews, as the sleep tech innovator has a dream to turn sustainable sleep into a reality …

Simba has taken great strides towards its net zero ambitions

“We’ve had a tremendous year at Simba

Last year, the award-winning sleep tech brand unveiled an ambitious sustainability strategy centred on three pillars of people, planet and health. With its annual impact report, Simba has now taken stock of a successful year, while outlining its green ambitions for 2024.

The UK’s first B Corp-certified mattress brand Simba achieved a major milestone on its mission to become net zero by 2030, when it gained B Corporation status earlier this year. It was a fast victory for the sleep company, which only publicly outlined the landmark goal in 2022.

As the first UK-based mattress brand to earn the gold-standard accreditation, Simba underscores a detailed picture of innovation, ambition and progress within the company. No easy feat, B Corp certification involves a rigorous process which scrutinises the business’ environmental impact on air, climate and toxin reduction, governance, worker wellness, community, diversity, equity, inclusion and charitable giving, customers and customer stewardship.

To keep brands on their toes, B Corp status is reviewed every three years, and Simba will continue to work with the organisation on its plans through next year and beyond.

So, what other climate wins did Simba achieve in 2023?

Less foam, smaller footprint – the all-new Hybrid At the same time as launching the GO, Simba also

reviewed and made improvements to its core Hybrid mattress range. Months of R&D resulted in new materials, and up to -68% reduction in the use of foam across the range, with a -25% reduction in CO2 emissions, without compromising on comfort.

Making the switch to cleaner, greener materials and delivery Simba ticked more boxes by ensuring that a high percentage of its sleep product range is OEKO-TEX certified and free from chemicals and toxins, and by increasing the use of environmentally preferential fibres, such as ReGen recycled foam.

It also reduced the use of virgin synthetic content from 8% in 2022 down to 5% in 2023, and upped recycled synthetic content from 1% to 6%. In total, 63% of Simba products contain recycled materials.

And, for the second year running, all Simba products were transported via carbon-neutral deliveries across the UK, Canada and France.

Solving the dilemma of responsible disposal Thanks to its new state-of-the-art recycling facility, Simba recycled 6550 mattresses and refurbished a further 18,000 for resale. The not-for-profit mattress removal and recycling service is open to all makes and models, not just Simba, and guarantees that every mattress is properly and thoroughly recycled in a high-tech, accredited facility. Meanwhile, the refurbishment programme has extended the life of 71% of the mattresses received.

93

A dreamy place to work Medical cover, mental health support and a flexible working policy that allows employees to work from anywhere (WFA), along with commitments to ethical working practices in the supply chain and staff wellness, have earned Simba the 13th spot in the national list of 25 Best Companies to Work For in 2023. The company also runs an annual Wellness Week, with health experts on hand to advise the team on sleep wellness, health and wellbeing.

Simba’s new recycling facility is open to all mattress makes and models

Setting green goals for a brighter future While others might be hitting snooze on their environmental promises, Simba is making plans for a brighter tomorrow by applying the Science Based Targets initiative (SBTi) in 2024, within an overarching goal of achieving net zero by 2030. Using detailed measures of its carbon footprint, Simba aims to reduce carbon intensity by -7% per year to balance growth, in line with SBTi reporting, and map its full carbon footprint across the entire supply chain.

Looking ahead in 2024, Simba plans to launch a new, natural and reduced-carbon range of products, and reduce the carbon footprint of the current Hybrid range by a further -10%, while further reducing the use of foam in the mattresses by -50% and reducing packaging materials by -25%, and reaching an overall target of 75% recycled materials across the entire product range.

Inside Simba’s Hybrid Luxe

Paying it forward with community partnerships Simba works with a number of charities including EveryYouth by donating over 1000 mattresses and pillows to individuals moving from supported accommodation to independent living. It also partners with GenM, supporting women through the menopause with sleep products designed to reduce and relieve symptoms.

On top of that, Simba now works closely with The Sleep Charity, which campaigns to end the scarcity of sleep support, promotes wider understanding of the complexities around sleep, and offers a reliable source of high-quality information and advice around sleep health and concerns.

It is set to achieve all the advanced requirements in the National Bed Federation Pledge for Our Planet, and attain full transparency on suppliers in Tier 2 and Tier 3.

The development and launch of the Simba Sleep Foundation promises to address the urgent need to alleviate bed poverty in the UK – the initiative aims to reach some of the more-than one million children who currently have to share a bed or sleep on the floor.

Simba will also continue to support staff in volunteering for community projects, match staff fundraising for charitable donations and further improve its Employee Wellbeing survey score, while improving the representation of women and people with diverse backgrounds in its recruitment.

Emma Reid, Simba’s sustainability director, comments: “We’ve had a tremendous year at Simba, and our B Corporation certification is incredible recognition for all the work we have put in to reduce our impact so far. It also reinforces our commitment and gives essential structure to our ambitions for 2024.” www.simbasleep.com

“Our B Corp certification gives essential structure to our ambitions for 2024

94 PRODUCTS BEDROOM

Little Seeds to sprout at John Lewis

Haven 3 in 1 convertible crib

Poppy nightstand

“Little Seeds furniture is smartly designed to grow with a child

Little Seeds is a licensed brand of the Canadian powerhouse Dorel Industries, Inc, a leader in the global furniture industry, with annual sales in excess of $1.6b, specialising in a wide variety of RTA furniture for every space – from living and dining room to the bedroom, nursery, office, outdoor and beyond.

A quality-focused manufacturing organisation, Dorel is a design-led company. As such, just as a plant grows, Little Seeds furniture is smartly designed to grow with a child through the nursery years to toddler and tweens. The collection encompasses baby furniture and changing tables that turn into dressers, and cribs that become beds in chic style stories from vintage to modern.

The curated assortment that is expected to launch at John Lewis early next year includes comfortable velvet rocking chairs in a soothing palette of rose and grey for the nursery, along with changing tables and convertible cribs from the brand’s Haven, Rowen Valley, and Monarch Hill collections.

Raven rocker

Committed to growing minds and supporting children throughout all stages of life, Little Seeds, Dorel Home’s top-selling nursery and toddler furniture brand, is dedicated to high-quality products with great style and a safety-first orientation.

The metal Monarch Hill baby crib, for example, offers a hard-to-find vintage look, with an arched frame and decorative ball castings, combining the appearance of an antique with construction details that meet or exceed all applicable standards – with a non-toxic powder-coating finish which is free from phthalates, latex, lead and BPA for safety and durability. The crib offers three different mattress height positions to keep pace with growing babies, and easily adjusts to prevent young children from climbing out.

The Little Seeds Haven 3 in 1 convertible crib, meanwhile, offers a sleek and modern vibe and includes the brand’s universal toddler rail, to easily convert the crib into a toddler bed when the time comes. The convertible crib transforms one final time into a daybed, with the mattress height in the lowest position and the toddler rail removed.

“We are excited to introduce the Little Seeds brand into the UK market alongside John Lewis with a curated assortment,” says Mike Bradwell, account manager for Dorel Home Europe. “Little Seeds is a consumercentric brand, designed and developed with safety as our top priority, yet very much on-trend and practical.

With the massive success of this brand in the US, we look forward to seeing strong performance here in the UK, and expansion across all our retail partners.”

Also figuring prominently in the assortment for the European market is a variety of well-designed storage pieces, from nightstands to changing tables, wardrobes and dressers. All feature thoughtful details such as durable metal drawer slides with built-in stops for safety, as well as wall anchor kits to prevent tip-over.

Additionally, Dorel Home Europe’s infrastructure and dedicated team in the UK and EU – the company employs some 4000 people in 22 countries around the world –ensures its wide range of children’s furniture products with mix-and-match options are not only on trend, but quick to market.

For more information, contact Mike on mike.bradwell@dorel.com, and see more from the group’s various brands on its website. www.dorelhome.com

96 PRODUCTS LIVING

LOUIS DE POORTERE

www.louisdepoortere.com

Rugmaker Louis De Poortere says its Ecorugs collection makes a circular product possible – but only because its Take Care Program sets out a clear path to recyclability.

When it developed the mono-material 100% polyester construction of its new Ecorugs collection with the intent of achieving product circularity, Louis De Poortere had two significant challenges to meet: to ensure it maintained the

aesthetic qualities of its designs; and to make sure Ecorugs could be recycled back into new rugs.

With the Belgian manufacturer’s experience in working with polyester, the first challenge was relatively easy to solve. Yet to meet the second, Louis De Poortere has had to create its own path to reuse and recycling through the launch of its Take Care Program.

Louis Dryon, COO, says: “We believe that circularity is a way we can reduce the impact of our products on the environment, but in order to do that properly, we need to make sure we’re in control of the product cycle. Just producing a recyclable rug is not enough, we want to take responsibility for the whole process.”

The Take Care Program is based on two principles: a long life, through the rug’s machine-washable construction; and a returns process which is simple for the customer and ensures that Louis de Poortere is in control of reuse and recycling. Once the original purchaser has finished with their Ecorug, they simply scan the QR code which comes on every rug’s label to arrange free collection and return. The rugs are then returned to Louis De Poortere for re-sale or recycling into a new Ecorug.

Louis continues: “We knew that in order for our journey to circularity to reach its conclusion, we needed to ensure that as many rugs as possible were returned and that we shouldn’t expect the customer to pay to return the rug. Take Care needed to be simple and it needed to be free, so we created a service which is exactly that.”

tiered back cushioning, Signature provides snug support, combined with traditional craftsmanship. ​​​​​​ Finally, a range of legged sofas gives buyers the choice of either classic or contemporary

styling, with support for the high points of the neck, back and hips, in part due to the high seat and high backs.

Interested parties should call for 07890 566927 for further details.

HFS HFS manufactures an extensive range of sofas from its premises in Blackburn, Lancashire.

The sofamaker offers a wide range of styles and seatings in a wealth of fabrics, “giving the consumer what they want, at an affordable price point”.

The two-seater range offers space-saving solutions without compromising on style or comfort, including sofas with tiered back cushions, easy recline, luxurious fabric and leather options – while a recliner range in both one-, two- and three-seater models offers the “feelgood” features of a modern recliner, with easy-to-recline actions.

HFS Signature range ​​has been handcrafted to enhance good posture, all while ensuring the sit offered is “supremely comfortable”. With

LOUNGING JUST GOT A WHOLE LOT BETTER! Comfort is personal. Everything is engineered for your wellbeing.

Zero Gravity reclining offers head-to-heel support. And with memory functionality, you can pre-set how you like to lounge so this seat is always yours.

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98 PRODUCTS DINING

IFD

www.ifduk.com IFD reports that its latest Live Edge and Sunburst tables have been a massive hit: “The feedback has been overwhelmingly positive. Even before catching a glimpse of them, our stockists have been placing orders to get their hands on these statement pieces.

“Whether you’re looking to add some spice to your existing furniture or give your home decor a centre-stage focal point, these tables are bang on trend, with one of our stockists remarking that they are an absolute must-have!

“We are equally thrilled about the newest addition to our family – the smaller Goa table – initial stocks of which sold within two days of release. Fortunately, though, more are on their way soon!”

Aspen grey oak-effect dining table with moulded dining chairs

CORE PRODUCTS

www.coreproducts.co.uk

Augusta hairpin leg wooden table and chair set

Core Products recently introduced a variety of dining set combinations that all offer value for money – now with even lower prices.

With a variety of natural wood, painted or wood-effect finish tables to choose from, along with a selection of wood and fabric chairs, the range also encompasses a variety of kitchen and breakfast sets, ideal for compact living.

The Aspen dining sets would suit a demanding home environment, with their

wipe-clean, oak-effect tops and sturdy metal

or upholstered chairs in a choice of colours.

underframes. There is a choice of chairs in either easy-to-clean moulded plastic or upholstered in a choice of colours, which also come on real metal legs for strength and stability.

Core’s range of solid wood casual dining sets offer a transition between the dining and living spaces. These are available with a choice of seating including wooden chairs and benches,

All are stocked in the UK ready for dispatch to the store or direct to the end-customer’s home for orders placed up to 18th December – ideal for last-minute purchases.

“Whatever your preference, these great-value sets are sure to be a boost to your sales as consumers seek better value than ever before.” concludes Core.

100 PRODUCTS TRADE SERVICES

Let CGI magic take the throne

“With our CGI, we can create the perfect scene to entice any princess (or pea) into bed

All images – CGI by Chilli Pepper Designs

“Say goodbye to the limitations of traditional photography and hello to endless pixilated possibilities,” says Chilli Pepper Designs, which invites the trade to step into the world of computer-generated photography through its latest feat, a new version of classic fairy tale, The Princess and the Pea (see p48): “Shove off princess, make way for the pea!”

“Say goodbye to sleepless nights worrying about getting the perfect shot, and the constraints of traditional photography,” says CGI visualisation expert, Chilli Pepper Designs. “Wake up to a world where there are no boundaries, and getting your marketing imagery has never been so easy-peasy!”

Chilli Pepper Designs says it ensures every thread, stitch and tuft of its imagery is crafted to perfection: “The pea test takes on a whole new meaning, as our CGI beds defy reality, offering an experience so lifelike your customer will wonder if they’re lying on clouds or a 1000-thread-count masterpiece.

“And did you know that the most popular time to buy a mattress is November? With winter approaching rapidly, we know it’s important to stay warm and cosy at night. With our CGI, we can create the perfect scene to entice any princess (or pea)

into bed … and not under it. These can include white background cut-outs, luxurious lifestyle scenes and even mattresses cut open to show the technicalities which lie within.

“Why settle for the ordinary when you can have the extraordinary? Trust in Chilli Pepper Designs to transform your product imagery. We can not only produce visuals which please the eye, but highlight your products and create magical marketing opportunities for your company.

“With the market size, measured by revenue, of the bed and mattress industry being £686m last year, the demand will be more than ever this year – so get ahead of the competition and choose Chilli Pepper Designs to stand tall above the rest. Just like the pea!”

To join Chilli Pepper Designs in this new frontier of furniture photography, get in touch via the contact details listed on the specialist’s website. “Contact us today and let your products reign supreme in the digital realm,” concludes Chilli Pepper Designs “Your customers deserve nothing but the best. Choose Chilli Pepper Designs and witness the magic unfold.” www.chillipepperdesigns.co.uk

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Our expert Our expert Our warehouse expert warehouse warehouse management management management ensures ensures smooth ensures smooth and smooth fast and fast and fast processing processing processing of your of your goods, of goods, your inventory goods, inventory management inventory management management and live and live and live stockstock visibility. stock visibility. visibility.

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Our new Our new 260,000-square-foot Our 260,000-square-foot new 260,000-square-foot warehouse warehouse warehouse at Magna at Magna at Park, Magna Park,Park, Lutterworth Lutterworth Lutterworth features features over features over 32,000 32,000 overpallet 32,000 pallet spaces, pallet spaces, a spaces, 75,000 a 75,000 a 75,000 square-foot square-foot square-foot prep/cross prep/cross prep/cross dockdock area dock area and 126 and area126 bay anddoors. bay 126doors. bay doors.

CONTACT CONTACT US:CONTACT US: US: Head Offices Head Offices Head (Cheshire, Offices (Cheshire, United (Cheshire, United Kingdom) United Kingdom) Kingdom) Rhenus Rhenus HomeRhenus Home Delivery Delivery Home UK, Delivery Unit UK,7Unit New UK,7Cheshire Unit New 7Cheshire New Business Cheshire Business Park, Business Wincham Park, Wincham Park, Lane, Wincham Lane, Northwich, Northwich, Lane,CW9 Northwich, 6GG CW9 6GG CW9 6GG Tel: +44 Tel:(0) +44 Tel: 7745 (0)+44 540524 7745 (0)540524 7745 540524 Email:Email: gavin.boden@uk.rhenus.com Email: gavin.boden@uk.rhenus.com gavin.boden@uk.rhenus.com / alan.whitley@uk.rhenus.com / alan.whitley@uk.rhenus.com / alan.whitley@uk.rhenus.com Website: Website: www.rhenus-home-delivery.co.uk Website: www.rhenus-home-delivery.co.uk www.rhenus-home-delivery.co.uk

102 PRODUCTS TRADE SERVICES

Independents boost efficiency with OMNIS As 2023 draws to close, Iconography is on the cusp of launching a number of leading independent furniture retailers on its OMNIS unified commerce platform, says director Wayne Robbins …

“Everything happens in one system, utilising one comprehensive and accurate dataset

“We’ve seen significant interest from retailers who are looking to improve the way they run things by moving away from disjointed legacy software and a reliance on integrations with their ecommerce sites,” says Wayne, explaining that OMNIS offers retailers a route to the future, improved retail operations (both online and in-store), and efficiencies across order processing, purchasing, warehousing and delivery scheduling which in turn result in significant cost savings.

“The essence of OMNIS Retail is its cohesion,” he continues. “Everything happens in one system, utilising one comprehensive and accurate dataset.”

Indeed, OMNIS provides a complete suite of functionality, encompassing ecommerce, EPoS, CRM, order processing, order management, purchasing, warehousing, delivery and reporting – all of which runs off one company-wide database, in real-time.

Some practical day-to-day functions which OMNIS can therefore deliver include: product catalogue creation and maintenance – executed just once – for selling online and in-store; a store-based sales associate can use the mobile EPoS to look up product information, inventory levels and locations, and progress customer enquiries and orders with confidence; while general or very targeted promotions can be rolled out online and in-store as required.

Customer special orders from online and store sales are available in real-time for building up purchase orders with suppliers, says Wayne: “The information is available, and doesn’t need to be drawn down and collated from different sources in order to work out what needs to be ordered from suppliers to fulfil customer orders.”

Quotes can be created for customers’ store-based sales associates and made available to accept by the customer through the website at their convenience.

The sale can be attributed to the store or sales staff where it was created – enabling store and web to work together.

On top of all that, warehouse teams have clear visibility of when suppliers will be delivering so they can plan space and staffing levels accordingly, while the ability to print unique barcodes for made-to-order stock reduces inaccuracies when loading a lorry (grey versus anthracite versus granite), and speeding up stock taking.

OMNIS is cloud -based software, purpose built for the challenges of omnichannel retailing, concludes Wayne: “If you recognise that your business is struggling with old software and regularly having to deal with the fallout when problems arise, then we may well have something to talk about.”

For more information on the award-winning OMNIS Retail platform, visit Iconography’s website. www.iconography.co.uk/omnis

104 OPINION

Growing furniture sales with SEO

By Martin Calvert

For independent brands with comparatively small marketing teams, in particular, it can be challenging to know where to begin (or begin again, if you’ve been burned in the past). Even if you’re under way with an SEO strategy, how do you know you’re doing the right thing? And how can you be sure you’re prioritising enough on ‘the right thing’ to make a difference to sales?

More than this, for those with channel partners and retailer relationships, becoming ‘too successful’ in selling direct online can lead to competition with your own stockists – an uncomfortable position.

In this article, I’ll try to highlight some of the ways furniture retailers can: understand the fundamentals of SEO, and what it takes to earn rankings that increase sales; create the right content, and benchmark SEO performance against competitors; and remove the risk of wasteful allocation of limited marketing resources.

The first thing to say is that while there can be a lot of jargon (and no shortage of misinformation and outdated advice), SEO in 2023 is in many ways more straightforward than it has ever been.

The fundamentals of SEO Google and other search engines have become much better at identifying quality content that helps customers – and that’s the focus of most of the Google algorithm updates that you might see hitting the news.

What this means is if your site is fast, logical to navigate, has compelling content that answers the questions of potential customers and makes it comparatively easy for them to buy from you, you’re probably already ‘doing’ SEO in some capacity.

But why prioritise SEO? Establishing a robust online presence helps both small and large furniture sellers and manufacturers to build trust and shape buying decisions. As such, SEO can play a pivotal role in enhancing visibility and driving organic traffic without overspending on ever-more-expensive ads.

Ads are becoming more and more pricy, and paid acquisition can become an addiction – and of course, if you stop paying, you stop getting the traffic. With SEO, the idea is you’re building long-term, sustainable, direct traffic to your site that of course has to be maintained by the right strategy, but doesn’t mean you’re paying for each and every click.

SEO can play a pivotal role in enhancing visibility and driving organic traffic (image courtesy iStock/pagadesign)

Furniture brands have a variety of challenges when selling online, and the world of search engine optimisation (SEO) can seem suspiciously complicated – but it needn’t be, writes Martin Calvert, marketing director at digital agency ICS-digital …

However, for those new to SEO or with limited resources, the goal must be to focus on the fundamentals: content that’s timely, relevant and (where possible) showing evidence of Google’s favourite term, E-E-A-T (Experience, Expertise, Authority and Trust; content that helps customers make an informed decision to buy; a site that is objectively easy to use, fast, secure and with a seamless mobile experience; and a site that is linked to by other topically relevant sites on the internet due to its value.

For the remainder of this article, I’m going to focus on those first two points, and how to get started with a competitive content strategy based on keyword research and comparative analysis.

Creating content and benchmarking against competitors Lots of companies make the mistake of taking an ‘inside-out’ view of marketing and SEO, rather than ‘outside-in’. What this means is they’re talking about products and services in a way that reflects their views – not the views, queries or needs of their customers, or multiple types of customer (even very identifiable/exclusive brands have multiple audiences they can sell to, and SEO helps to capture their interest – but you must be responsive to how different users search, and anticipate the content that will bring them closer to becoming a customer).

For those who love their products and are proud of their quality and innovations, this can be a difficult shift – you might even be frustrated and think ‘why do customers care about X and not Y?’.

“It’s not just a case of ‘follow the leader’, but using the information available to make decisions about where you can and should compete

105

Get ahead of the crowd by employing a more confident content strategy (image courtesy iStock/ISerg)

Whether it’s everyday searches based on practical matters like cost, delivery time, returns, reviews and product types, or more specific queries, perhaps related to allergens, sustainability, materials and so on, there’s a lot of areas you could focus on. In SEO, it’s important to put ego to one side and respond to what customers are searching for – not what you would like them to be searching for.

So, how do you uncover these search terms, and prioritise accordingly? The good news is that it is easier than ever to uncover keywords, the volume of monthly searches and even estimations of their cost if you were to bid on them through PPC advertising.

Tools like Ahrefs, Semrush and many others are reputable, straightforward and not outrageously expensive.

While they are often used by SEO agencies and

consultants, there’s absolutely no barrier to internal teams getting to grips with them, and the learning curve is comparatively low, so don’t be discouraged or think these tools are just for the ‘experts’. Each will allow you to identify keywords that you may not already rank for, and compare and contrast the keyword rankings of competitors. This could allow you to uncover clusters of keywords that competitors are prioritising due to their commercial value, and if competitors can rank for these high-value terms, it could be a good indication that your brand can too.

In this case it’s not just a case of ‘follow the leader’, but using the keyword and competitor information available to make decisions about where you can and should compete – therefore adding more confidence to the SEO strategy, and allocating potentially slim resources effectively, with an eye on ROI (undertaking keyword analysis should guide the type of content you create, but don’t be tempted to ‘keyword stuff’ and derail ‘good’ content with a scattershot approach).

Illustrating experience, expertise, authority and trust (E-E-A-T) in your product, category and blog content is the best approach. The most effective furniture brands go further to be guided by the trends and gaps they spot in keyword and competitor research. In doing so, it is possible to remove guesswork and develop a more confident content strategy to drive furniture sales online.

“Lots of companies make the mistake of talking about products and services in a way that reflects their views – not their customers’

www.ics-digital.com

Gauging (and growing) staff satisfaction This month, Steve Pickering, the ‘unorthodox’ CEO of fast-growing South East independent bed retail chain Sussex Beds, shares his approach to gathering staff feedback – and the subsequent challenges it presents …

How happy are your team? If you don’t know, maybe it is time to ask?

Or are you too frightened?

It is no different to any other measurement or metric – ‘what gets measured, gets improved.’

We began measuring team satisfaction during the pandemic.

A very simple daily check-in was developed which allowed all team members to respond with either a happy, sad or OK face, with provision to add context if wished.

This system was really appreciated by the team, and allowed us to reach out to those who needed assistance or support.

The team satisfaction survey has since evolved into a quarterly check, together with an more

detailed annual review. Each survey provides overall team satisfaction, departmental and job role NPS (net promoter scores).

I am not going to sit here and say it is easy. You will have to read some uncomfortable comments, which you will take personally, will push your emotional buttons and irritate. You will need to learn to look through and filter the unfounded, unhelpful critiques, and focus your attention toward the issues or feedback which are constructive, raised recurringly or are of higher importance.

You will also have to take action.

There is no point going to all the effort of obtaining feedback if you do nothing with it.

Some are simple, easy wins.

Some are longer term or more complex.

The important thing is that you are making progress in creating a happier, more productive place in which to work.

How do you measure your team’s satisfaction? Or would you rather not know?

Discover more of Steve’s thoughts on his blog, at www. linkedin.com/in/steve-pickeringunorthodox-ceo/ or on Instagram @the_unorthodox_ceo

“You will have to read some uncomfortable comments, which you will take personally

106 OPINION

Striving for retail perfektion Whether you spend more time in or out of the retail world, it’s an imperfect environment, writes business growth and development consultant to the retail home furnishings industry, Gordon Hecht – but shoppers and employees expect leaders to execute each point of their business flawlessly, 100% of the time. It’s a lofty goal, and nearly impossible to accomplish – but here’s some tips that might help …

By Gordon Hecht

You probably heard of Murphy’s Law – anything that can go wrong, will go wrong. The follow up is O’Toole’s Law. Murphy was an optimist.

Given that stacked deck, you can still meet and exceed expectations …

“An ideal time to correct mistakes is before they happen

Review and inspect An ideal time to correct mistakes is before they

Stand and deliver

happen. In my retail store management tenure, I made

It seems like more things go wrong on delivery day

it a practice to review every written sale before it got

than any other time. Product damage, no-fits, not at

ordered. Even if I wrote the order.

home, wrong item, elevated customer expectations,

I saw orders for king mattresses with a single twin XL box spring. Or headboard/footboards with no

and more.

Pre-delivery merchandise inspection is necessary.

side rails. Incorrect dates for out-of-town deliveries.

But it’s more than looking over an item for damage.

Unreasonable expectations on times for special

Part of truck loading means verifying the right item

orders. It’s far easier to correct those at the time of

is selected. Savvy retailers require that their delivery

order than the day of delivery.

teams put a check mark next to every item they load

Reviewing inventory is just as important. You want to make sure that you have what you think you have.

in their vehicle. A delivery manager then reviews every ticket to make sure nothing was missed.

Shrinkage, damage, and mislabelling occurs in top-

On the day before delivery, the operations team

notch organisations, and may be happening in yours

is responsible for a pre-delivery phone call or text

too. Some businesses do a cycle or partial inventory

to each customer, to remind them about the truck

weekly, others do a complete inventory quarterly. The

arriving and any needed in-home preparations

inspection and fearless adjusting that ensues will

(clearing a path and securing pets).

prevent discovering out-of-stock merchandise on delivery day.

If you have customers living in older two-storey homes, you’ll want to verify if they need a split queen boxspring. Do this at the time of purchase. It easy to

Truth in advertising

do – just ask them to check if their current base is one

Legitimate retail businesses promote virtually no

or two pieces. Adjust the order immediately.

misleading advertising. Stores shouting out $199 hot-

Set your level of service with each customer.

buy merchandise know darned well that they better

Your operations include delivery people, not moving

be prepared to fulfil that promise. If you go to market

people. Let them know if you remove the old

with a gift with each purchase, make sure that gift is

merchandise, or if you will place it in another room,

available and delivered.

garage, or pavement.

A simple misspelling or wrong photo can spell

Retail delivery service doesn’t normally include

trouble for you. Just as you review sales orders and

moving products to a different house, even if it’s

inventory, take time to double- and triple-check your

just down the street – reasonable service levels can

advertising messages. Make sure that the mattress

help you avoid unreasonable in-home damage and

pictured is the mattress on sale. And if your hot buy is

lawsuits.

priced for mattress only, make sure it’s noted as not being a set including box springs.

Have a start and end date. Note when quantities

Check, double-check, inspect, and verify. You’ll never catch every imperfection! You can, however,

are limited, especially for inventory and floor sample

reduce issues by half or more. Imagine seeing service

clearance ads.

issues go down instead of up! Wouldn’t that make life

Failing to check spelling will make your business

a little more perfekt?!

look foolish. Be on the safe side, and get a second and third pair of eyes to look things over.

Gordon can be reached at gordon.hecht@aol.com

“You probably heard of Murphy’s Law – anything that can go wrong, will go wrong. But Murphy was an optimist

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108 OPINION

A quick guide to carbon literacy It’s not easy being green – but furniture businesses must face up to the challenge. In the fifth of an exclusive series of articles exploring the whys and hows of becoming a more eco-conscious furniture business, Richard Naylor, group sustainable development director at Hypnos, explains the facts behind the “carbon jargon” of the green movement …

By Richard Naylor

What is carbon? Why is it significant? Is it bad? Can someone please explain net zero? What is carbon neutral? Do you ever feel like you are drowning in an ocean of carbon vocabulary that is only understood by the few, who like to preach to the many? With this article, I will hopefully provide you, dear reader, with ‘all you really need to know about carbon, but were too afraid to ask’. So, what’s all the fuss about?

Carbon is an element whose atoms easily attach to other atoms to become the basis of all living organisms. It is often used as shorthand for carbon dioxide (CO2) and other greenhouse gases, as last month’s column described. It is the sixth element on the periodic table and has three physical forms – diamonds, graphite and fullerite.

Without carbon, Marilyn Monroe would not have sung ‘diamonds are a girl’s best friend’ in the 1953 box office smash, Gentlemen Prefer Blondes. But more importantly, there would be no living things – no trees to make furniture from, and no craftsmen to carve the furniture, because carbon occurs in all living things and is the basis of organic chemistry. We are all carbon-based lifeforms.

So, here are a few facts about carbon that may come in useful at your next pub quiz night: 18% of the human body weight is carbon; a one-carat diamond can be considered a single huge molecule consisting of 1022 carbon atoms; a 90 tonne whale contains nine tonnes of carbon; 100% of life on earth contains carbon compounds; there is 50 times more carbon in the ocean than in the air; most carbon on earth is stored in rocks – this equates to around 65 billion tonnes!; just under 60% of decomposed organic matter in soil is carbon; and it is the sixth most abundant element in the universe.

To appreciate the influence of carbon, a little basic science is helpful. The flexible qualities of carbon stem from its chemistry – put simply, a carbon atom readily attaches itself to up to four other atoms.

Unlike many other players in the table of elements, carbon is not selective about its attachments. It can be found transforming itself from liquid to gas to solid, depending on the conditions.

All life is based on carbon. Just as water is essential for life, carbon too, is fundamental. From oceantravelling whales to soil-residing earthworms, from ancient rocks deep underground to free-flowing gases high in the sky, carbon is everywhere. All living creatures eat carbon, exhale carbon and excrete carbon. Part of the carbon cycle, known as

photosynthesis, enables plants, algae and certain types of bacteria to convert CO2 into energy, which in turn delivers our life-sustaining oxygen supply.

Carbon, in all its different forms and functions, is breathtakingly important – but can we have too much of a good thing? If carbon is natural, and essentially a good and crucial element, where do things go wrong, and why has it become so contentious?

The answer is purely about balance. The movement of carbon through the air, earth, water, and living things is called the carbon cycle. Within the natural carbon cycle are assorted sources and sinks of CO2.

Living and decomposing animals and plants are the primary sources. Oceans, forests, other kinds of vegetation and soils act as natural sinks.

Problems only start to arise when carbon emissions increase dramatically and overwhelm the capacity of natural systems to absorb or counterbalance them.

CO2 levels are higher today than at any time in at last 800,000 years. Indeed, fossil evidence suggests the last time the world knew 400ppm was three million years ago!

When we burn fossil fuels we release carbon that was locked away millions of years ago, putting it back into the carbon cycle as CO2. Oceans and forests have soaked up lots of this extra carbon, but these ecosystems have their limits. The huge amounts of CO2 being absorbed by the world’s oceans is making them more acidic than they have been for tens of millions of years. The more acidic the oceans become, the lower their capacity to store excess CO2, meaning more will accumulate in the air. Some of these natural carbon sinks have been further undermined through deforestation, which has been widely reported as an issue for decades.

So, in a nutshell, the carbon cycle is out of balance, with too many sources of CO2 and too few sinks.

The facts are clear – unless we change tack, this burden will be shouldered by society, business and future generations, in the form of an increasingly unpredictable global climate.

Our roles as furniture businesses is to grow or sustain our organisations in a balanced way – a way that does not take more from the planet than we put back. This issue has given rise to a host of new not-for-profit organisations, consultants, certification schemes and businesses eager to assist us to operate in a more balanced ways. This phenomena has brought with it a language that is becoming more familiar to us all, but does require translating at times.

“Our roles as furniture businesses is to grow or sustain our organisations in a balanced way

109

Carbon footprint is a measure of the CO2 released into the atmosphere as a result of particular human activities or industries Carbon neutral means achieving a ‘neutral’ balance between the amount of greenhouse gas (GHG) emissions produced in the context of a given project, asset or organisation, and the ‘carbon’ offsets purchased to abate any remaining emissions Net zero, on the other hand, refers to a given project, asset or organisation which first reduces its emissions following science-based reduction pathways, then offsets any remaining GHG emissions

by LFL removals (in other words, permanent removals for fossil carbon emissions) Carbon offset schemes allow individuals and companies to invest in environmental projects around the world to balance out their own carbon footprints.

The projects are usually based in developing countries and are, most commonly, designed to reduce future emissions. This might involve rolling out clean energy technologies or purchasing and ripping up carbon credits from an emissions trading scheme.

Other schemes work by soaking up CO2 directly from the air through the planting of trees

Carbon accounting is the process of measuring how much carbon dioxide equivalents (CO2e) an organisation emits

Image courtesy iStock/coopder1

Here are my top 10 carbon literacy terms, and a brief explanation of their meaning …

Carbon negative: a business is carbon negative (or climate positive) if the net result of its activities is a decrease in the amount of carbon in the atmosphere.

This is going a step further than net zero Carbon removal is the process of taking carbon from the atmosphere and storing it where it won’t contribute to climate change Carbon sink: once carbon has been removed from the atmosphere (see carbon removal), it needs to be stored somewhere Decarbonisation (also known as carbon reduction) is the process of reducing the amount of GHG emissions your company produces – for example, by switching to more climate-friendly suppliers or to clean energy providers The Streamlined Energy and Carbon Reporting (SECR) is a piece of UK legislation. It requires large companies and all publicly traded companies to report on their energy consumption and associated GHG emissions www.hypnosbeds.com/uk

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110 OPINION

Boosting sales with PoS finance

By Brain Flesk

For the furniture industry, the hesitancy from shoppers faced with cost of living challenges to pursue purchases for big-ticket items is being exacerbated by the growing popularity of the secondhand market, with more people seeking preowned furniture items and upcycling items themselves.

Conversely, amidst these prevailing downward pressures, at the same time there are also growing expectations that furniture purchases should extend beyond functionality, with a propensity for consumers to spend more on high-quality products offering longevity. In turn, there is evidence that attitudes towards using finance and credit are changing, positively impacting consumer confidence in retailers who offer PoS financing options.

Indeed, in times of economic downturn, we ordinarily see an increase in finance penetration, as retailers try to attract more customers with PoS credit options. Evidence of this can be seen in recent data from Novuna Consumer Finance, which shows that over 50% of customers who have purchased furniture in the last 12 months wouldn’t have made the purchase had finance not been available.

Making ‘phygital’ retailing work for furniture brands Despite the emergence of augmented and virtual reality helping consumers in their pre-purchase decisionmaking, there are still important aspects of bricks-and-mortar retail in the furniture sector that cannot easily be replicated online. Furthermore, a legacy of the post-pandemic retail landscape has been an appetite for consumers seeking to reconnect with in-store shopping experiences.

Subsequently, customers are increasingly taking a more purposeful approach to their furniture shopping experience, typically spending longer browsing online prior to heading out to retail destinations to compare colour swatches, feel sofa fabrics and appreciate the size and profile of a new dining table.

With most customers now having a clear purchasing plan in mind, furniture retailers must work harder than ever to improve their capture rate, both online and in-store, to entice potential buyers by providing a seamless shopping experience that blends both aspects of digital and physical shopping.

Aligned to the growing importance of the phygital retail landscape to consumers within their purchase

PoS finance has moved on (photo courtesy iStock/DNY59)

Despite some fluctuations, consumer confidence has remained low in recent months, and as they navigate retail’s Golden Quarter, retailers must find ways to counteract this downward trajectory in discretionary spend, writes Brain Flesk, head of retail at Novuna Consumer Finance …

decisionmaking, it is vital that both the online and bricks-and-mortar store experience captures and retains a customer’s attention throughout the purchasing process, all the way to the checkout.

Fundamental to this strategy within the customer journey is offering shoppers the option to spread the cost of high-value purchases, ensuring the process is simple and easily accessible. PoS finance, with flexible repayment options tailored to suit an individual customer’s circumstances, can support conversion rates and increase average transaction values by giving consumers the confidence to make a purchase, with more affordable options to acquire big-ticket items.

Attract and convert customers by offering retail finance Integral to adopting an effective phygital retail strategy is working with a retail finance partner who understands the challenges faced by furniture brands both in-store and online, and can quickly and seamlessly provide an efficient and integrated solution. Building brand loyalty is key, especially during the ongoing cost of living crisis, so ensuring customers have a frictionless customer experience when interacting with a retailer is essential.

With furniture retailers vying for customers during what is potentially a bumper period for trading, the key to a successful Golden Quarter is to focus on ensuring a fast and seamless customer journey from the moment a customer first encounters the brand.

The Golden Quarter is a prime opportunity for furniture retailers to increase revenues as 2023 draws to a close. Now more than ever, convenient PoS finance solutions should be firmly on the agenda within the customer journey for both large chains and independent vendors, as it plays a huge role in converting browsers into buyers. www.novuna.co.uk/consumer-finance/

“Ensuring customers have a frictionless customer experience when interacting with a retailer is essential

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112

AGENTS REQUIRED Highgrove is one of the UK’s fastest growing bed manufacturers based in Liversedge, West Yorkshire. To help us continue our growth, we are looking to strengthen our sales team with the following appointment:

CLOSING DATE: Thursday, 15th December, 2023 SALARY: Commission Based

Area Sales Manager - OTE £70k

Easy Rest Beds Ltd based in Bradford, West Yorkshire, one of the UK’s finest bed manufacturer. Established in 1998 Easy Rest Beds name has been synonymous with quality and innovation. Due to recent reorganisation we are looking to strengthen our sales team by recruiting dynamic regional sales agents covering the following areas

East and West Midlands.

Excellent salary + commission, company or funded car + benefits + laptop + mobile phone In addition to providing excellent service to our existing customers, the successful applicant will be self-motivated and be responsible for identifying and developing new business opportunities.

Scotland, North East, North West, South East inc Sussex, South West, North Wales, South Wales, Staffordshire, East Midlands, West Midlands, East Anglia, Southern Ireland

Exceptional sales and customer relationship building skills are required, along with the drive and enthusiasm to help us meet our challenging sales targets.

As part of the national sales team you will have the responsibility for existing clientele and new independent accounts and major high street stores within your agreed territory. With a wide range of products, outstanding delivery service and growing advertising and marketing support, this is a great opportunity to maximize your earning potential

Ideally, you will already be calling on the major bed and furniture retailers in this area along with a knowledge of the contract market, however, applications from experienced retail bed or furniture sales people looking to develop their careers will also be considered.

With a wide range of products, unrivalled delivery service and increasing advertising and marketing support, this is an excellent opportunity to maximise your earnings potential.

We are looking for applicants who must have at least 5 – 10 years knowledge and proven track record for having exceptional sales and customer relationship-building skill, along with the drive presentation, enthusiasm and determination to succeed in a competitive market.

The successful applicant will ideally live in the Birmingham catchment area.

Applications in writing to; Chris Atkinson, National Sales Manager chris@highgrovebeds.co.uk Previous applicants need not apply.

However, applications from experienced bedding or furniture retailers looking to further their career will also be considered.

To apply, contact MD Talib Hussain on talib@easyrestbeds.co.uk or call 01274 733743 / 07812 848277

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27/10/2023 13:53

INDUSTRY COMMENT OPINION 113

EUROPEAN BEDDING INDUSTRIES’ ASSOCIATION (EBIA)

Marketing and eco-design in the spotlight In September, around 85 manufacturer and supplier members of the European Bedding Industries’ Association (EBIA) gathered in Prague for the group’s 24th general assembly. President Geert Geerkens shares the highlights …

By Geert Geerkens

I was delighted that so many took the effort to join our annual meeting in these challenging times. The past few years have been a fast-moving rollercoaster, which has necessitated the industry to adapt very quickly to changing conditions.

Whilst the Covid-induced crisis had barely been overcome, the Russian invasion of Ukraine inflicted an energy crisis, with a strong impact on consumer and industry alike. The skyrocketing inflation seems to have eased off a bit, but Europe continues to be confronted with energy and raw material costs that impact our overall competitiveness.

In 2023, no less than eight companies joined the association – Adova Group, Aquinos Group, Bovelli Bedding, Correct UT+C, Elite Strom, EuroComfort, Red Springs and Simalfa. All agree that the challenges ahead of the sector on matters such as sustainability will need to be addressed at a European scale – but this stronger membership base will ensure that EBIA’s voice is louder in Brussels!

With the presence of ABICOL, the Brazilian bedding association, and ISPA, the US bedding association, EBIA hopes to be a partner in the worldwide developments of sustainability, circularity and recycling.

Our MD Frederik Lauwaert started proceedings by presenting the EBIA’s activities, underlining the ecodesign journey our industry is taking. He reminded the audience that mattresses are on top of the ESPR (Ecodesign for Sustainable Products Regulation) prioritisations and pinned the JRC (joint committee research) recommendations. EBIA is, of course, actively taking part in the whole process at EU level, and is in close discussions with the companies.

The conference started with the international keynote speaker Wim Vermeulen, whose work focuses on our sustainable transition and what role communication plays in it. His latest book – Speak up now! Marketing in Times of Climate Crises – states that making the shift to a sustainable future requires major changes from all of us.

We know that the drive for greater sustainability affects every aspect of what a company or a brand does. We also know that many consumers doubt the sincerity of companies’ sustainability efforts.

Because many are not yet convinced, they judge how sustainable products are marketed differently – yet we market sustainable products as we market regular products. And this is causing a huge credibility deficit – less than one in 10 advertising campaigns for sustainable products turn out to be credible for the consumers.

The session was followed by presentations from: Simon Dyer, director of Dyer Holdings and associated with the Sealy brand for almost 55 years as its Australian licensee; and Ryan Trainer, president of ISPA, who respectively addressed the Chinese and US mattress markets.

The second day opened with Christophe Jauquet, author of Healthusiasm, who discussed the future of business in this health-conscious world. He identified four topics that lead the quest for good-quality sleep (mindfulness, nothingness, healing, energy) and addressed a potential way forward for the bedding business to meet consumer expectations.

In a closing session, David Fitzsimons (Oakdene Hollins) moderated a panel discussion on eco-design for the bedding industry, covering ongoing legislative initiative Ecodesign for Sustainable Products Regulation, and the EU joint research centre’s report on eco-design scoring for mattresses. Wouter Dijkman (Royal Auping), Lena Bischoff (IKEA), Chico Van Hemert (RetourMatras) and Stefaan Cognie (TripleR) each shared their perspectives. Various aspects including durability, longevity, disassembly, repairability and transparency were raised.

To close, I thanked all speakers and participants for their contributions, expressing my hope that these positive and optimistic messages would find their way into the daily business of the mattress sector. www.www.europeanbedding.eu

INDUSTRY PARTNERS

“I hope that these positive and optimistic messages find their way into the daily business of the mattress sector

Women in

FURNITURE

Young Furniture Makers exhibition.

114 OPINION FEEDBACK

THIS MONTH, WE’RE ASKING …

How closely do you watch your competitors?

It’s essential to maintain current insight and foresight on industry trends, continually reviewing what is happening in the retail market to see how the key trends are being interpreted into commercial collections to meet retailer requirements, and ultimately consumer demand

We have a clear understanding of our own direction.

Whilst it’s important to understand what our competitors are doing, it does not drive behaviours within our business Jonathan Burrage (Hydeline Furniture)

Andrew Kerr (Siren Furniture)

Relatively closely, in terms of what is working or what isn’t, in order to keep ahead Greg French (Westgarth Furniture)

It’s important to be up to speed with what’s happening out there, but I’m not obsessive about it – it’s always better to be looking ahead and innovating for yourself rather than playing copycat Paul Little (Airsprung Beds)

Not that closely. We have a wide catchment area but not much local competition. We focus on what we are doing, ensure we are competitive and provide great service Andy Stockwell (Gardiner Haskins)

I wouldn’t be doing my job properly if I wasn’t aware of my market, disruptors, innovators and trends – but when it comes to daily events, I tend to just get my head down and worry about my business, and let others do the same Nichola Hornby Bell (Alpha Designs Upholstery)

Very, including my fellow agents on the road

Constantly. It’s important to understand what the market is doing both nationally and globally to ensure we’re always in a healthy position to compete Sam Jackson (Bluebone Imports)

I certainly keep an eye on competitors closely enough to know what they are doing, both promotionally and in terms of their operational models. While the industry tends to follow pretty well-established promotional models, regional independents such as ourselves can be more nimble and responsive, so shouldn’t be frightened to innovate Peter Harding (Fairway Furniture)

Brian Levitt (Brian Levitt Sales Agencies)

I concentrate more on trends and influencers as we want to stay ahead of the market – we don’t want to just offer the same as our competitors

Closely, but purely out of interest and never as a distraction, as our focus is clearly on driving our own business Steve Warren (Sleepeezee)

Carole Nolan (Gallery Direct)

We keep an eye on what our competition is doing, but we mostly focus on ourselves and how we can improve James Dunne (Prestige Beds)

We are fortunate to work extremely closely with other trade associations in the furniture sector, and whilst our members may cross over sometimes, generally we’re all striving to raise the profile of British-made furniture Phil Spademan (BFM)

While we’re aware of our competition, that doesn’t lead our strategy or shape our daily decisions Martin Eastwood (Mattress Online)

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