Furniture News #422

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Editor's comment

“The industry is arguably even further away from securing the workforce it needs for a healthy future

Please excuse my impropriety, but how old are your colleagues? Is your business multigenerational – or are you instead skewing towards a more ‘mature’ cohort?

It’s a common picture. The lack of new blood in our industry has long been noted, not least by The Furniture Makers’ Company and Furniture Industry Research Association (FIRA), which drew attention to the yawning skills gap some 10 years ago, when they warned of the lack of adequate training provision, and urged closer working relationships with schools, apprenticeships and specialist skills delivery.

A good deal of time (and game-changing history) has passed since, and the industry is arguably even further away from securing the workforce it needs for a healthy future (see January 2023’s issue for our considered take on the industry’s recruitment and retention challenges).

Yet various enterprises continue to fly the furniture industry flag in the nation’s schools, colleges, universities and workplaces, planting the notion that this is career path is not only valid, but exciting and rewarding. And the Furniture Makers continues to do more than most to educate and develop new entrants.

This month, we’re exploring two key initiatives designed to bring would-be furniture professionals closer to the industry. On p10, we look at the Young Professionals Industry Experience (YPIE), which takes promising individuals on a grand tour of the UK’s manufacturers, suppliers and marketeers, delivering a comprehensive, behind-the-scenes overview of the furniture supply chain.

My thanks to the participants who agreed to share their personal perspectives – the growth and potential they’ve emerged with is clear to see, and, like the rising stars celebrated in the Furniture Makers’ ‘60 for 60’ campaign, they offer some reassurance that the trade’s future is in safe hands.

Last month, I revisited the Young Furniture Makers showcase, a valuable promotional platform for aspiring designer-makers, and I’m pleased to report that the standard and ingenuity of the pieces on display just gets better and better. Find a summary of the event’s stand-out designs on p22, then turn to p106 to discover what our regular feedback panellists feel are the best routes for learning the trade.

Elsewhere in this month’s issue, we’ve a bevy of bed news for you, as we look back at another successful Bed Show (p37) and present this year’s official NBF Bed Industry Awards feature – turn to p59 to learn about the winners and finalists, with bonus insight from the judges and alumni.

Other highlights include an interview with Suns Lifestyle co-founder Reilly Gray (p16), Katie Marshall on supporting women in the workplace (p98), and selling tips from Gordon Hecht (p100), Adam Hankinson (p102) and Austen Hempstead (p101).

Until next month, here’s to opening doors for the next generation, and a well-earned pat on the back for those leading the way!

Paul Farley

EDITORIAL

EDITOR-IN-CHIEF

Paul Farley

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REPRO, PRINT AND DISTRIBUTION

Stephens & George

Tristine Hargreaves National Bed Federation

Dunelm has collaborated with Google Cloud to implement a generative AI-driven product discovery solution on its website

Hypnos continued its ongoing support of The Furniture Makers’ Company charity by presenting a £2000 donation at this year’s Bed Show

Silentnight has launched ‘Sleep great, Britain’, its biggest abovethe-line advertising campaign in a decade. The brand is investing over £1m in TV ads, out-of-home placements and influencers

The Design Guild Mark, an annual award which celebrates excellence in British industrial design, is now accepting applications for 2025

Barker and Stonehouse’s 50th Teesside Golf Day broke records by attracting the largest number of people in its history and raising £17,000 for The Furniture Makers’ Company

John Lewis Partnership CEO Nish Kankiwala will revert to a non-executive role by March, and his role will not be directly replaced

IMRG reports that ecommerce sales saw growth for the first time since 2021 in September (+3.2% YoY), with furniture revenue growth particularly high in the first two weeks of the month

Bensons opened 15 new stores in just three weeks this autumn, saving a further 20 jobs following Carpetright’s collapse this summer – including a move back to Northern Ireland (Belfast) after four years away

DFS optimistic despite financial hit

DFS has announced its preliminary results for the 53 weeks ended 30th June 2024, in which it reports that successful gross margin and operating cost improvements partially mitigated “exceptionally low” market demand, and that it is well placed to capitalise on the anticipated demand recovery, given its strong market leadership position.

Revenue was down -9.3% YoY due to lower order intake (-1.8% YoY), delivered sales in the comparative period benefitting from the unwinding of an elevated opening order bank, Red Sea shipping delays deferring Q4 sales recognition to future periods, and higher Bank of England rates increasing the cost of providing interest-free credit. DFS saw continued gross margin rate progression and operating efficiency cost savings partially offset the impact of the weaker market demand, leading to a reported loss before tax of £1.7m.

Group CEO Tim Stacey says: “We expect recent

improvements in housing transaction data and strengthening consumer balance sheets to lead to increased upholstery market demand across the FY25 financial year. In addition, thanks to the success we have had growing our gross margin and improving our operational efficiency, we expect to deliver profits in line with market consensus, weighted to the second half.”

Retail CEOs call for urgent business rates reform

Over 70 leading retail CEOs, including several furniture sector figureheads, have written to the Chancellor, Rachel Reeves MP, stating that “now is the time to level the playing field between industries”.

In an open letter co-ordinated by the British Retail Consortium (BRC), CEOs have called on Government to introduce a Retail Rates Corrector as part of their commitment to reforming the business rates system. The Retail Rates Corrector – a -20% downward adjustment in business rates paid on retail properties – aims to redress the imbalance

that sees the retail industry pay 7.4% of all business taxes (£33b), a share 1.5 x greater than its share of the overall economy (5% GDP).

The signatories include Sue Kemp (AIS), James Barker (Barker and Stonehouse), Nick Collard (Bensons for Beds), Jonathan Hirst (Dreams), Ed Duggan (Fishpools), Charlie Harrison (Furniture Village), Damian McGloughlin (Homebase), Peter Jelkeby (IKEA UK and Ireland), Stuart Machin (M&S), Simon Roberts (Sainsbury’s), John Pattison (Sterling Furniture Group), Tobin James (Tempur UK) and Matthew Barnes (Tesco).

imm cologne to “take a break” in 2025

imm cologne’s January 2025 edition will not place place, due to a difficult local market and lack of exhibitor demand, organiser Koelnmesse has confirmed.

The decision, made together with the Association of the German Furniture Industry (VDM) and the German Furniture and Kitchen Retailers Association (BVDM), was taken following “intense discussions and reflects the challenging conditions the furniture industry is currently facing, particularly in Germany”, says the exhibition organiser: “It gives everyone involved the chance to collaborate with Koelnmesse on the development of a new, more viable future trade fair format.

“It was taken primarily due to the fact that the German furniture manufacturers are generally in troubled waters, as there is a scarce domestic demand for furniture, and the industry is therefore, understandably, keeping a close eye on its spending.”

According to the latest VDM industry figures, the market recorded a significant fall in turnover in 2023, as well as in H1 2024. It dropped by -9.7%

for all furniture, and even by -11.2% for upholstered furniture. Employee and company numbers are also going down.

Gerald Böse, chair of Koelnmesse’s board, says: “It was an extremely difficult decision to make, but it was also unavoidable in order to show our international customers some consideration. Due to its January date, the imm cologne did not take place three years in a row during the pandemic. This lack of continuity, coupled with the current economic environment, makes it impossible for us as event organisers to guarantee an attractive range of exhibitors for the retailers in Cologne in January 2025.

“We still intend to offer the furniture industry an international stage in Germany in future. We are already jointly developing very promising concepts that meet the changed requirements of all stakeholders as best as can be. Koelnmesse is the world’s number one in interiors, as impressively proven by the Orgatec, the interzum and the spoga+gafa. We must now steer our flagship back on course, together with the furniture industry!”

Furniture Village doubles profit share payouts

Furniture Village has doubled its employee profit share payouts in the wake of strong sales in its last FY (ended June 2024). Furniture Village’s order intake last year was up some +3% on a LFL basis, which, together with improved margins and strong cost controls, enabled it to produce profits in the order of £12.35m – a record year outside of the immediate post-Covid period, says the retailer.

“Whilst the troubles in the Middle East and Suez in particular caused a degree of disruption to deliveries, our supply chain and fulfilment teams were able to work smartly to contain the disruption to a minimum,” says Furniture Village.

“These results far exceeded the prior year and the budget we set ourselves, and the additional profit generated has enabled us to double the amount paid out in our Family Partnership Profit Share scheme this year to around 1050 of our employees of c.£2.25m.”

With the share buyback in October 2022 resulting in the business becoming 100% family owned, Furniture Village was able to implement a companywide profit-sharing scheme known as the Family Partnership’. Given the results produced in 22/23, it shared approximately £1.25m with around 1000

eligible employees across the business in the inaugural payment in August last year.

Chairman Peter Harrison says: “Improving performance is not a God-given right, especially in the big-ticket sector, which is often more sensitive to economic and political fluctuations. However, our commitment to taking care of our customers and, most importantly, our own people has proven invaluable during these uncertain times.

“We firmly believe in bringing our people along with us, and these results are a testament to their extraordinary efforts, for which we are immensely grateful. The same goes for all of our highly valued suppliers whom themselves have battled against the same difficult trading conditions as a result of various economic and political challenges.”

Dreams reports strong FY as it ramps up activity

Dreams’ turnover increased by +2.2% to £395.4m for the 52 weeks ended December 2023, marking a “continued impressive performance” over the year, driven by investments in production and distribution, and improved customer satisfaction rates.

The retailer’s reported turnover increase was underpinned by +4.4% LFL order growth and continuous market share gain, which was partially offset by the significant delivered sales bounce-back experienced after the Covid-19 pandemic in FY22.

Underlying EBITDA before currency movement rose to £59m (from £58m in FY22) while gross margin as a percentage of sales increased by +1.1% to 53.7%. This growth was despite a tough market

backdrop impacted by inflationary headwinds and a decline in consumer spending.

CEO Jonathan Hirst says: “The last FY was a record year of investment for us and we made significant upgrades across our business which will set us up for success.

“Moving forward, we will continue to expand our store estate and invest in in-store experience, manufacturing operations and in our exceptional colleagues, who remain at the heart of our success.

I’m confident that Dreams will continue be the UK’s most-loved bed retailer, be first choice for customers across the UK and continue to go from strength to strength.”

Mark Hughes joins Deepsleep Beds

Mark Hughes (ex-Breasley, Millbrook), a respected salesman in the bedding industry with over 30 years of experience, has joined the Deepsleep Beds team.

“With a reputation built on dedication, expertise, and exceptional customer service, Mark has been a leading figure in the market, known for his knowledge of products and industry trends, and his keen ability to understand customer needs,” states the Ossett, West Yorkshire-based bedmaker.

As the sales director of several leading bed brands, Mark successfully managed numerous sales teams, and developed longlasting client relationships. He will be involved in managing and growing key account business at Deepsleep, focusing on customer engagement and driving growth in both the independent and online retail sectors.

“Mark joining Deepsleep, with our extensive manufacturing facility and showrooms, presents significant opportunities for future

products for everyone,” states the bedmaker. “The company is excited to have Mark on board, and looks forward to leveraging his skills and experience to achieve new heights of success.”

Dunelm has reported a “robust” sales performance in Q1 (ended 28th September 2024), with total sales increasing by +3.5% to £403m, against a strong prior year comparative, driven by increased volumes.

The Furniture Makers’ Company’s Northern Big Shots clay pigeon shoot, organised by the charity’s North West Region, raised £7300

Mammoth’s principals have confirmed that, following a restructure, Dura Beds has acquired the UK licence for its beds, mattresses and bedding, Celebrity Motion Furniture has retained the licence to manufacture its motion seating in the UK furniture trade, and Cambridge Sleep Sciences has acquired the global rights for the manufacture and distribution of its SmartPillow. The global rights to Mammoth Sit & Sleep have been acquired by Blue Dragon Assets

DFS CFO John Fallon plans to step down from the board at the group’s AGM this month

Kettle Home, which commenced trading in April 2023 following the administration of Kettle Interiors, went into voluntary liquidation and ceased to trade last month, with all 80 members of staff made redundant

Plumbs, which specialises in furniture reupholstery, was rescued from administration in a prepack deal last month. Administrator PwC completed a sale of the majority of the business and its assets to Sarah Plumb Ltd, including the transfer of 239 employees

Tour de force

This summer, eight young professionals – all earmarked as future industry leaders – completed a unique threeweek tour of UK furniture and furnishing businesses facilitated by The Furniture Makers’ Company, as the Young Professionals Industry Experience (YPIE) returned after a five-year hiatus. Furniture News refused to accept that “what happens on the road stays on the road”, and rounded up a selection of the participants for the lowdown …

Just one of The Furniture Makers’ Company’s educational initiatives, the YPIE aims to offer a small group of hand-picked professionals a comprehensive overview of the furniture supply chain – comprising 20 visits to companies specialising in raw materials and components, manufacturing, pricing, marketing, merchandising and IP.

The participants – six on whom went on to share their experiences with representatives of the host companies and other industry dignitaries at Furniture Makers’ Hall – agreed that the programme, while punishing, proved thoroughly rewarding, going some way to broaden horizons in an industry that can sometimes feel inaccessible and fragmented.

This year’s participants were: Ellie Amodio, senior marketing executive at Sleepeezee; Claire Anderson, assistant production manager at George Smith; Jess Blake, social media manager at Saxon Furniture; Lydia Burrows, head of brand experience at HSL Chairs; Gabriella Charlton-Little, account manager at Colebrook Bosson Saunders; Jordan Hargadon, new product development team leader at Silentnight; Tab van der Lande, furniture designer/maker at Sebastian Cox; and Thomas O’Neill, senior design and projects engineer at Race Furniture.

The companies they visited were Anti Copying

in Design (ACID), Axminster Tools, Blum UK, Colebrook Bosson Saunders, Designer Contracts, Ercol Furniture, Ergochair, Frogmore Conservation Workshop (part of the Royal Household), G Plan, Halstock Cabinet Makers, John Makepeace OBE, MillerKnoll, Ocee & Four, Panaz, SATRA, Silentnight, Simon Thomas Pirie Furniture, Shackletons, Sylva Foundation, Vita Prima Foam and William Hands.

As the programme concluded, Brian Ahern, master of The Furniture Makers’ Company, remarked: “It was wonderful to hear what each person got out of the experience, and equally very inspiring. The experience would not have happened without the commitment of our corporate members and supporters, so thank you to all of them.”

Furniture News asked four of the participants –Claire Anderson, Jess Blake, Tab van der Lande and Thomas O’Neill – to share their thoughts on the YPIE …

Can you tell us a little about your current role?

Claire: I’m the assistant production manager at George Smith. With over six years’ experience in the luxury furniture industry and a background as a traditional upholsterer, I now manage over 60 master craftspeople at the factory in Northumberland.

Jess: I’m the social media manager at Saxon Furniture – a Chesterfield furniture and sofa specialist that offers a wide range of traditional and modern seating designs to suit any space.

Thomas: I’m a furniture designer at Race Furniture, specialising in theatre work for various large projects.

Tab: I’ve been in the industry for over six years, based in Kent. Starting out as an apprentice, I’m now an experienced furniture designer/maker.

What prompted you to get involved in the YPIE?

Claire: I wanted to gain a wider and more varied insight into the furniture industry as a whole.

Jess: The YPIE programme would allow me to gain insights into sales processes and cross-functional business practices. It presents an opportunity to discover new marketing and customer service approaches from other companies, enabling me to refine my strategies and continually expand my industry knowledge. I also wanted to create a network of like-minded driven young professionals. By learning from their experiences and perspectives, I can further enhance industry prowess and embark on exciting collaborative projects.

Thomas: The YPIE was shown to me by a colleague and looked like a brilliant experience.

Tab: I wanted to gain experience of the wider furnishing industry by going inside different companies and experiencing what they do first-hand – and to meet other young people in the industry.

What were you hoping to achieve from the experience?

Claire: I wanted to meet leaders within top furniture industry organisations whilst taking away learnings to

help me in my continued professional development and the development of George Smith.

Jess: By immersing myself in the intricacies of design, the exceptional quality of materials, and understanding customer motivations, I can guide customers in making well-informed decisions. Becoming more well-rounded within all aspects of the industry and having a broader understanding of the market will allow me to see what is sustainable and will help to future-proof my work.

As I approach the 18-month mark in the industry, my aspirations extend further into digital marketing. However, I firmly believe that a solid foundation of industry knowledge is fundamental to excelling in my role, crafting and delivering impactful marketing messages, and nurturing that profound trust and confidence our customers seek through our compelling narrative.

My ultimate goal? To provide answers to customer queries they never even knew they had. Whilst I’m still no expert as there’s a long way to go, I feel like I couldn’t have had a better start to my professional journey, so I would like to say a massive thank you to our hosts.

I also wanted to create a network of like-minded driven young professionals. By learning from their experiences and perspectives, I can further enhance industry prowess and embark on exciting collaborative projects. I feel as though I have achieved this, as I couldn’t have asked for a better group of people to travel around and share this experience with.

Thomas: I was hoping to achieve growth in my network and obtain more interesting industry knowledge.

Tab: I saw YPIE as an opportunity to network with a range of different companies that could help me gather knowledge in marketing and business in order to help me start my own company.

“There’s a host of UK manufacturing going on which isn’t publicised enough

Claire Anderson Jess Blake

Tab van der Lande

Thomas O’Neill

“The transparency from all the hosts was really refreshing

What was the biggest challenge involved?

Claire: Navigating the length and breadth of the country.

Jess: Coming into the industry with no prior knowledge was always a challenge. I started my role straight out of university, where I studied broadcast journalism. I always knew throughout university that the field of content creation was where I am strongest, but rather than reporting on new stories daily, I wanted to put all of my efforts into telling a larger brand story over a longer period of time.

Thomas: Juggling work and the YPIE was very challenging – it would be ideal if employers were briefed more on this.

Tab: The pace of the experience. You are getting so much valuable information at each company/place you visit, trying to retain it all, along with the amount of travelling between each place, made the days quite long. But it was all worth it.

What was the highlight of the programme for you?

Claire: The Sylva Foundation visit.

Jess: Delving into various aspects of the industry, including materials, design, pricing and manufacturing, has equipped me with a comprehensive understanding of the opportunities for content creation and the potential for cross-pollination of best practices. Observing how other companies navigate marketing, sales, and customer service has offered valuable insights to assess and optimise my own approach.

Also, this was my first work trip away, so being able to visit different factories and meet lots of new people was definitely something I’ve thoroughly enjoyed. When visiting Ocee & Four, they phrased this

perfectly: “Everything we do is about the experience.” This is at the heart of designing furniture that enhances the way people live, work, and interact. By understanding the customer journey, buying behaviour, customer demographics and customer motivation, I can action and capitalise on their needs in the buying process, as it’s not only important to understand why customers buy, but also the reason they don’t.

Taking the customer on a physical journey in the showroom is something I’d really like to see if I can help with, and create supporting marketing material. Ocee helped me realise the collaboration opportunity with our showrooms, as they’re an extension of the marketing team, and Panaz inspired me with different informative marketing material that I could create for social media that could also be repurposed for use in our showrooms. Blum really highlighted the importance of creating an experience, as it was one of the most memorable and interactive sessions that we had on the course.

Thomas: Meeting and learning from the other participants was a large highlight. The amount we were able to learn from one another spending time together was incredible.

Tab: The range of joinery was a highlight – although design is very important, how the pieces go together is equally as important. I like that some people chose to emphasise the joinery and really show how strong traditional joinery techniques still are.

What

was the biggest surprise?

Claire: How open and honest all our host companies and organisations were – I felt I could ask any question and receive a truthful answer.

Jess: With Saxon’s demographic reaching an older audience, it was really interesting to see the considerations that go into furniture design regarding an ageing population. Ageing needs are changing, and this affects how people react with furniture.

Shackletons helped to highlight the considerations that go into the development of new products, such as anthropometry, ergonomics, foam speculations, and health and safety concerns.

Ergochair and Colebrook Bosson Saunders further highlighted the importance of ergonomics in the workplace and the importance of improving the quality of the work environment, boosting employee productivity and preventing any serious injuries or fatigue among workforces. This was really interesting for me as I had never really thought about the importance of ergonomics, and, having an office job, this should be paramount.

Also, the transparency from all the hosts was really refreshing. It presented an opportunity to discover new marketing and customer service approaches from other companies, enabling me to refine my strategies and continually expand my industry knowledge.

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Thomas: The vast amount of knowledge from all our hosts, and how open they were to speaking to us!

Tab: The amount of CEOs, directors and companies that took the time to host us, give us lunch and let us ask them so many questions. They all really made our morning, afternoon or day with them as informative and interactive as possible.

Please share one key lesson you’ve learned …

Claire: That the furniture industry is vast, with talented leaders and employees present throughout. There’s a host of UK manufacturing going on which is not publicised enough.

Jess: By creating content on multiple days throughout the course, I have learnt the value of not just behindthe-scenes content but supplier content, and how interesting and useful it could be to a customer, promoting the transparency of our business.

Thomas: There is a lot of knowledge in our industry, we need to find ways of promoting ourselves as leaders in all aspects of furniture.

Tab: Your showroom is your theatre, show them what you can do, be proud of what you do.

Has the YPIE changed the way you view the industry?

intertwine, creating pieces that speak to the soul of a home. Every curve, every joint and every stitch tells a story of dedication and artistry, crafting not just furniture, but a legacy.

Thomas: The industry is working hard to improve, but it needs shouting about!

Tab: Yes, it opened my eyes to how broad the furnishing industry is, from beds to carpets, foam to forestry. I automatically thought of furniture, but it surprised me how many companies are in the furnishing industry.

Do you think the YPIE has opened any doors for your career?

Claire: Yes, the opportunity to meet many industry leaders as well as the other participants has given me invaluable contacts for the future.

Jess: Yes, the networking opportunities throughout the course have been amazing, and it has been really interesting to learn not only about all of the companies, but how everyone got into the industry and their personal journeys.

Thomas: I think the YPIE has provided me with lots of exposure which will help me throughout my career in the furniture industry.

Tab: Yes, definitely, every company has offered support in the future and it helped me gain knowledge on business, marketing, sustainability and social media. It has helped me plan to start my own business.

Can you share any funny/interesting anecdotes from the experience?

Jess: At Blum, they highlighted the changing needs for the ageing population using their Age Explorer simulation suit as a key tool for research. The suit simulates diminishing sight and hearing, as well as decreasing muscle strength, stiff joints and arthritis –so watching Jordan have a go at completing activities in the suit was definitely a good laugh, as the instant the wearer puts the suit on, they get a sense of just how arduous day-to-day activities can be.

“The amount we were able to learn from one another was incredible

Claire: The future of the industry is bright.

Jess: After completing the course, I do feel that the industry is a lot more closely connected than I initially thought, with such passion and heart from every company. The furniture industry is a realm of endless possibility, where skilled artisans sculpt dreams into reality. It’s a world where tradition and innovation

Thomas: I echo that – Jordan in the ageing ergonomic suit at Blum! YPIE was a fantastic experience which we all learnt so much from, I would recommend it to anyone who wants to expand their industry knowledge.

Tab: You’ll get to experience things you will not be able to again. It was such a unique experience … for instance, we didn’t think our tour would include someone getting an electric shock (for educational purposes)! www.furnituremakers.org.uk/education

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Fifty shades of Gray

Offering an extensive collection of outdoor living, dining and lounging furniture and accessories, Suns Lifestyle strives to be a one-stop shop for outdoor living. Co-founded by Reilly Gray in 2019, the familyrun business transitioned from wholesaler to D2C brand, and now offers a full suite of services from its Brentwood HQ and showroom …

How did Suns Lifestyle came about?

Suns Lifestyle was founded in 2019 as a joint venture between father and son team, Roy and myself, and our close friend Ryan Cranmer. As a trio, we sought to combine my father’s 40+ years of experience in the garden furniture business with Ryan and I’s eye for design, detail and digital to bring something new to the UK outdoor living market.

Starting with a curated collection of high-quality, weatherproof furniture, and our signature product –the louvred aluminium pergola – we had initially gone out to wholesalers to pitch our collections for the summer of 2020.

The pandemic very swiftly changed our business approach, and with outlets closed and people suddenly finding themselves at home in the spring, we pivoted and set up the D2C luxury outdoor living business you now see today. And what started out as a team of three, I am proud to say is now a strong team of more than 30!

How has being family-run shaped the business?

How do you balance business with family life?

“Garden furniture has typically been a seasonal, fairly bland category

Being a family business is incredibly important to us all. It not only guides the decisions we make for the better, but ensures we place emphasis on our people – because they truly are our people! There is a real sense of pride in how the business has grown and evolved over the last few years, and we wouldn’t be where we are without the graft behind the scenes. It makes us different, because we don’t sell anything we wouldn’t happily place in our own, or our families’ and friends’ gardens! We know our product inside out, and its quality we’ll put our name to.

We offer an excellent, robust professional service because we know that’s important to our customers and we want to see them season after season as they develop and enjoy their outdoor spaces.

During peak spring/summer it can feel intense, but that’s the nature of what we do. There are three generations working within the business – from our grandparents (who are vital to the lounge furniture ‘comfort’ test) will come and see new products, to my mum, who’s a trained florist and makes the showroom look spectacular! Milo the dog is a regular feature in the office, and if we need to mud-test a new weatherproof fabric, he’s a more than willing model too!

From operations to product development, the whole family is very involved, because they all care and want the business and our collections to be the best they can be – but we try to make sure there are opportunities to take stock and relax as a team.

Your products are designed to withstand the elements – how does this affect their development, testing and selection?

It can take years to bring a product to market. We’re sticklers for detail, so to make the cut, a product needs to be spot on and not a copy of anything that already exists in the market.

We’re lucky that we have over 5000 customers’ experiences to draw upon for feedback, so we hone our services and product each year. Garden furniture has typically been a seasonal, fairly bland category, and we’re delighted to see a shift towards people enjoying their outdoor spaces all year round. For us, the materials have to be fully weatherproof, and the construction has to be seamless to enable our customers to use their gardens to the full, whatever the weather!

Why have your pergola collections been such an important focus for the business?

We were the first to launch aluminium pergolas in the UK consumer market. There were gazebos and cheaper variations, but nothing like the manual and electric louvred or retractable options you see in

our collection now. Aluminium pergolas are brilliant and, if constructed properly from 100% high-grade aluminium, they won’t rust! Plus you can choose your shade and shelter with the twist of a handle (or touch of a button on our electric models).

There are so many options for use too. Placed over bifolds, they regulate heat and glare in the summer without impacting light, or have them freestanding over an outdoor kitchen zone for an all-season entertaining space.

You just introduced the All-Electric Luxe pergola collections and Blenheim modular outdoor kitchen, both of which are fully customisable. Why is there such a focus on customisation for outdoor living?

Every garden and landscape project is different, and a truly luxurious space means creating something exactly the way you want it. Our collections do not compromise on quality, so why should customers compromise on configuration? We see a lot of cheaper pergolas and outdoor kitchens on the market now, so for us, it’s important to keep innovating and referencing customer feedback to develop new, practical products that are seamless to use and that look great no matter the season.

Our new Luxe pergola collections can be configured as L- or U-shaped builds, giving customers greater flexibility. The Blenheim modular kitchen is the same – simply build up your units to the shape and size you want, and choose your cooking zones, from Kamado egg cookers or premium gas griddles to classic Italian Fontana pizza ovens. However you’d like to cook outdoors, we have the kitchen for you.

Customisation is so crucial for this, as it allows customers to create something that is truly unique to their needs and requirements, and we think that’s so important, as it brings luxury, versatility and functionality to the highest level.

What’s on offer at your Brentwood showroom?

We recently developed our showroom into a 7000ft2 outdoor inspiration space. Initially, we only had a small

offer on show, but we know seeing is believing, and to really get a feel for our collections and why customers love it so much, you have to see in person! At our showroom, you’ll find our pergolas and outdoor kitchens as well as our luxury dining, lounging and accessories collections. Everything you need to create the ultimate outdoor retreat at home is here. As well as that, our family, our team is all here, and one of our experts is always on hand to talk through your garden plans and help with recommendations and ideas.

What’s your favourite product in the collection, and why?

It has to be the new Luxe retractable pergola. Looking at how we started with our manual louvred Maranza pergola (which remains our bestseller), I’m so excited to have launched the Luxe collection.

It’s been years in the making, but it realises so much development and customer feedback in one. The customisable sizing is brilliant, and the construction makes it so simple to use, whilst the integrated lighting and side screen and panel options take it from a humble pergola to a complete, allseason haven that’s a joy to relax in.

What’s next for Suns Lifestyle?

We’re really enjoying inviting customers into our new showroom space and seeing how they react to the experience. Looking ahead, our focus will be on building on the collections we’ve developed so far to launch new, exciting and innovative products for 2025 and beyond. We’ve invested in our team, infrastructure and systems this year, which stands us in in great stead for future scale and growth – watch this space!”

“Our collections don’t compromise on quality, so why should customers compromise on configuration?

GETTING PERSONAL Daryl Drylie

Ex-PE teacher Daryl is a prominent figure in the Scottish furniture trade and an experienced sales agent, working on behalf of brands including SoftNord, Sleepeezee and Incanto Italia under the banner of his own business, ID Agencies.

Ex-PE teacher Daryl is a prominent figure in the Scottish furniture trade and an experienced sales agent, working on behalf of brands including SoftNord, Sleepeezee and Incanto Italia under the monicker of his own business, ID Agencies.

How might a child describe what you do?

He goes out for a drive, has coffee with friends, and sells stuff for people’s houses. He golfs a lot, too!

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

Remaining important to the retailer. From one year to the next, as an agent I desperately hope that, across my portfolio of agencies, my principals’ new products are on-trend, highly commercial and are attractively priced to stay ahead of the competition.

Being more ‘in with the bricks’ at SoftNord, we go through a continual yearly cycle of getting the UKspecific designs just right and then dressing those new models in the most commercially appealing fabrics we can get from a host of suppliers from Europe and beyond. This job starts just a few months after the NEC, and models are designed, tweaked, prototypes made, tweaked, dressed, undressed, and re-dressed, until we are all happy that the designs will be a success in the UK.

It’s never easy trying to guess what the market will like – or indeed, is ready for.

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

A form of transport which will get me to my customers quicker so I could see more customers in a day and spend less time travelling. I really enjoy the real-life, inperson meetings with customers, and I think they will always be invaluable in this business, but the travel takes up so much time.

What would be the title of your autobiography?

Trying To Do Life Right – The Analysis

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

I try to get out and see my customers on a cycle whereby I’m not pestering them too frequently (some will say that anyway) and when I have something interesting or new to show them, rather than just turning up to show face and tick a box.

At least one day per week is spent in the office doing admin, and at weekends I like to catch up with family and friends, go for a walk, and definitely make time for golf (preferably in the sun, although we haven’t much of that this year).

Who’s been your most influential professional mentor?

Definitely my dad, Ian. He went through Hoover’s pioneering residential sales training courses when he started in sales, and, coming from a PE teaching background, I knew nothing of sales and technique, so he taught me so much and really helped me get into this industry. I have his Hoover ring binder manuals which I still browse through occasionally, and so much still has great relevance fully 50+ years on.

What advice would you give your younger self?

Commit to what you are good at and enjoy, and try to be the very best you can be. Sport was everything to me when I was younger, and I played and competed in far too many different sports, rather than focusing on just one and giving it my all.

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

After four years of Covid-hit negotiations, we finally managed to get over the line with a major UK retailer with SoftNord Upholstery – such a feeling of achievement for myself and our team in Lithuania, and for the incredible work put in by everyone at the factory to make it happen.

Looking back, all those efforts, over what seemed such a long time, have been worth it, and that business, and the relationship, is now growing and strengthening.

“I really enjoy the real-life, in-person meetings with customers, and I think they will always be invaluable in this business

Mirrors, Hand crafted in London Since 1981

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Yearn

“Not everyone is cut out for sales

What’s the biggest myth about our industry?

That ‘sales’ is easy. It’s not, and not everyone is cut out for it. As an agent, there are highs and lows on a day-to-day – and a call-to-call – basis throughout the day, and we have to be prepared to deal with the unfortunate “no thanks”, “not right now” and “we’ve no space” comments as much as the buzz we feel when we hear “get your order pad out, then”.

Certainly, if an agent has good products, priced well and on-trend, then that’s half the battle in succeeding in this industry – but for the sales meeting there also has to be preparation and organisation, and the presentation has to be engaging and, crucially, pitched correctly to each individual retailer. I believe that if the hard work is put into this or any job then the rewards can be great, both personally and financially.

Thankfully, this is a very supportive industry, and certainly, within our Scottish Furniture Representatives Association (SFRA), fellow members regularly meet and share ideas and thoughts, and even though we’re all competitors (some directly), many of us are very good friends, and it’s great to catch up and talk through the tough times, whilst also sharing the many positives about our industry.

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

I think the internet will continue to thrive and the sales platforms will certainly add to their market share, but I fully believe that bricks-and-mortar business will still be in a very healthy position. I do think that

Van Spec

the bricks-and-mortar retailers will diversify to create additional income streams. We are seeing more and more retailers adding coffee shops and full cafes to their shops to bring more customers in-store and to keep them there for longer, and I see this continuing and possibly expanding into other ‘attractions’ and a greater commitment to other product offerings for the home, and concessionary areas, to bring more customers in-store and of course, to help pay the bills. Will it be full-circle back to almost department-type home stores, on a smaller scale?

What question do you wish we’d asked?

Q. Where do you see yourself in 10 years?

A. On a beach/golf course somewhere warm and sunny, cold beer in hand (I’m obviously on holiday, because I’ll be way too young to retire by then!).

Daryl can be reached at drylieagencies@ btinternet.com

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STRENGTH IN NUMBERS

Furniture News gives your business maximum impact across our print and digital channels – and with the approach of a new year (and the January shows), now is the time to make headlines!

This December, we’re running features on:

CGI marketing: the latest in product visualisation

January Furniture Show: our preliminary preview

Showtime: the industry’s upcoming exhibitions in focus. Get on our readers’ radar!

Plus the latest in Bedroom, Dining, Living and Trade Services

Go to market with Furniture News, and give your new launches the impact they deserve!

Booking

DOUBLE OR TREBLE YOUR NEXT BIG SALE…

“A QUEUE OF HUNDREDS OUTSIDE THE STORE. A quarter of a year’s sales in three weeks! And your Event Manager was brilliant… I will recommend Greenwood to everyone and we will be booking them again!”

Mark Lister, M.D. Listers (UK) Ltd. Chester. July 2024.

ALMOST 50% OF ANNUAL SALES IN THREE WEEKS. [The customer queue to pay went out of the door and down the road!] The whole sales event was conducted as the genuine retirement sale that it was. There is very little stock left, we hit the sales target and we are leaving on a high.”

Pauline Curry, Director, Bests of Honiton. July 2024.

“A GOOD FOUR MONTH’S SALES IN TWO WEEKS! Your Event Manager was a top bloke – we could not have done it without him. Very Happy!

Paul Mitchell M.D., The Bed Superstore Ltd, Bristol. September 2024.

SMASH ALL YOUR SALES RECORDS IN 2025…

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Greenwood Sales work. Find out more about Greenwood Sales. Call or e mail me Bernard Eaton now on 07771 700247, and I’ll explain the exciting options and possibilities for your Greenwood Sale without obligation.

Book now to secure your spot in our unmissable January issue, distributed at both JFS and INDX Furniture. Not exhibiting at either? Get in front of visiting buyers and our unrivalled readership!

Booking

NOW BOOKING FROM JANUARY 2025 CALL 07771 700247

UK & Ireland’s Leading Experts in Retail Sales Promotion sales@greenwoodretail.com www.greenwoodretail.com

Up and coming

The Young Furniture Makers exhibition returned to London last month, showcasing and celebrating some of the brightest emerging designer-makers from schools, colleges, universities and beyond, and bringing them together with the industry …

“Established nearly 15 years ago, this event is not driven by commercial interests,” explains Brian Ahern, master of The Furniture Makers’ Company, which organises the annual showcase. “Instead, it is dedicated to honouring the exceptional design and craftsmanship of schoolchildren, students, and university graduates, serving as a platform to present their work to potential employers and industry insiders.”

More than 50 aspiring creatives presented just short of 70 designs at the one-day event, which took place on 2nd October at Furniture Makers’ Hall and the Dutch Church in Austin Friars, London. The doors opened at 1pm, and visitors quickly filled the two venues to see the furniture and lighting designs on

show and engage in the event’s seminar programme. The day culminated with a drinks reception at which John Makepeace OBE announced the 2024 Young Furniture Makers Awards.

This year’s winners were: School Design Prize (sponsored by KI) – Nautical Bench by Madaleine Richardson; Apprentice Award (sponsored by Achieve and Partners) – Wrapped Grain Walnut Tambour Record Cabinet by Stanley Mackintosh from Bill Cleyndert + Company; Bespoke Award (sponsored by Axminster Tools) – Oomugi, a Japanese Whisky Shrine by Ed Ryland; Design Award (sponsored by NaughtOne) – Torsion Dresser Sideboard by Tom Wilkinson-Dix; Textiles Award (sponsored by House of Sonnaz) – Cove by Eva Ellis;

“To all the participants and winners – you are the future of the industry

Tomer

Arad with his Diamond + Pearls Chair

Kevin Tronel with his Verne Easy Chair

Eva Ellis with Cove: “I enjoyed discussing the future of sustainable upholstery and the potential of 3D knitting,” she says Little Cabinet with a View, presented by Jean Philippe-Clark

Best Chair in Show Prize (sponsored by Meon by Gaze Burvill) – Verne Easy Chair by Kevin Tronel; Best in Show Prize (sponsored by Blum) – Diamond + Pearls Chair by Tomer Arad; and the Fast Track Prize (sponsored by FIRST MW) – Cove by Eva Ellis.

Brian continues: “The Young Furniture Makers exhibition once again highlighted the outstanding and extraordinary design talent present in the UK. We are deeply thankful to our exhibition and award sponsors, whose continued commitment makes this inspiring event possible every year. I would especially like to express my gratitude to our principal sponsor, Tizo Ltd, for their generous support.”

John Makepeace adds: “It was exciting to see a variety of innovative ideas, but also an impressive level of craftsmanship, both in wood and fibre.”

Nick Groves, Tizo CEO, adds: “It was a fantastic privilege to be a small part of the day, sponsoring the event. We had a real opportunity to gain an insight into the level of talent on show.

“It’s inspiring to see such exceptional talent and creativity from the next generation of designers and makers. Supporting young talent is crucial to the future of the industry, and we are thrilled to be part of an event that celebrates innovation and craftsmanship. Congratulations to all the participants and winners – you are the future of the industry.”

Look out for analysis of some of Furniture News’ favourite designs in upcoming issues …

“This event is not driven by commercial interests

Vietnam showcase builds momentum

Vietnam’s VIFA ASEAN 2024, which took place at SECC, Ho Chi Minh City from 27-30th August, attracted 224 exhibitors (including 160 businesses from Vietnam and 64 from 13 other countries) and comprised 603 booths, presenting a product mix of 67% furniture, 8% furnishing, 5% handicrafts, and 20% machinery, equipment, raw materials, and supporting services – and there’s much more to come in March …

This August, the second VIFA ASEAN International Furniture and Home Accessories Fair proved a significant export event for Asian furniture products. It kicked off a series of furniture fairs in the region, leading into KOFURN (Korea), MFFM (Malaysia), Maison Shanghai, Furniture China (Shanghai), CIFF (Shanghai) and IFFINA (Indonesia).

The event welcomed 7128 visitors, including 1835 international visitors from 60 countries and territories – primarily China, Japan, Taiwan, the US, South Korea, India, Singapore, Malaysia, Hong Kong and the Philippines.

Looking ahead to March

The upcoming VIFA EXPO 2025 this spring is set to be held at two venues, setting a new Vietnamese record in exhibition space.

“The expanded format will offer numerous opportunities for international trade agreements

VIFA ASEAN offered a professional exhibition space for interior and exterior products encompassing furniture, home decor, furnishings, handicrafts and supporting services for the furniture manufacturing industry, along with numerous activities and support programmes for visitors and international buyers. These included a ‘Green-eco with Net Zero’ seminar covering FSC certification and carbon credits, a factory visit tour to Binh Duong province, international visitor support services at Tan Son Nhat International Airport, and a free shuttle bus service.

“VIFA ASEAN 2024 was not only a trade event, but also a crucial bridge for Vietnamese businesses to trade, co-operate, and promote their brands internationally,” states the fair’s organiser, Lien Minh Company, “and the success of VIFA ASEAN 2024 has affirmed the growing position of the Vietnamese furniture industry and contributed positively to the development of the South East Asian furniture industry.”

Despite space limitations, the 15th VIFA EXPO this spring hosted over 2000 booths with over 600 exhibitors from Vietnam and 17 other countries, over a total exhibition area of 36,000m². The event drew more than 13,000 visitors, including 5200 international buyers from 72 countries. According to a post-event survey, more than 75% of businesses successfully secured contracts or signed memorandums of understanding (MoUs) during the four-day event.

As global demand for furniture trading continues to rise, VIFA EXPO’s organiser decided to significantly expand the scale of the 2025 event, with the goal of attracting a larger number of global visitors and buyers from every continent. VIFA EXPO 2025 is thus poised to be Vietnam’s largest-ever furniture industry exhibition, offering exhibitors an unparalleled opportunity to showcase their production capabilities and technologies directly to international buyers.

For the first time, with the scheduled fair encompassing some 3000 booths – the highest number to date – VIFA EXPO will be held simultaneously at two of Ho Chi Minh City’s largest exhibition centres, SECC (District 7) and Sky Expo Vietnam (District 12), from 5-8th March.

“Building on the success of previous editions, the 16th VIFA EXPO in March 2025 will offer an expanded platform for exhibitors and buyers, becoming Vietnam’s largest-ever international furniture trade

show,” says the organiser. “The expanded format will offer numerous opportunities for international trade agreements.

“As the first-choice furniture trade show in Vietnam, VIFA EXPO 2025 has seen a significant surge in demand for exhibition space. Within just a few months, more than 2000 booths have been registered by over 400 exhibitors from 19 countries, including top brands such as Koda, Woodnet, Scancom, Fine Scandinavian, MFC, PMA, Savimex, Lyprodan, Eurofar, Master Pacific, Mega Home, Wood Concept and Global Home.”

To make travel to each venue convenient for buyers during the four show days, Lien Minh Company is offering a free shuttle bus service, with high frequency between between SECC and Sky Expo, and from the official show hotels to each venue. Buyer support packages will also be available from December.

And, to support exhibitors, Lien Minh Company is offering various support programmes for exhibitors

– especially those based in Vietnam and affected by typhoon Yagi – to help ease participation against the backdrop of challenging economic conditions.

The show circuit

“Known as Vietnam’s oldest and most significant furniture trading and export event for the furniture industry, VIFA EXPO is also a key part of the prestigious annual Asia Furniture Fair chain in March,” adds the organiser.

Indeed, VIFA EXPO 2025 will be a centerpiece of Asia’s spring furniture fair circuit, which in March 2025 will comprise MIFF (Malaysia, 1st-4th), EFE (Malaysia, 2nd-5th), VIFA EXPO (Vietnam, 5-8th), IFEX (Indonesia, 6-9th), 3F (China, 15-19th) and CIFF (China, 18th-21st and 28th-31st).

“This will make it easy and convenient for global buyers to source products from Vietnam and other countries,” concludes Lien Minh Company.

www.vifaexpo.com

“VIFA EXPO 2025 has seen a significant surge in demand for exhibition space

The essential event for furniture professionals

The January Furniture Show (JFS) returns to the NEC Birmingham from 19th-22nd January 2025, offering a dynamic platform “where business meets opportunity”, says organiser Clarion Events – and the upcoming edition of the most anticipated event in the furniture calendar promises to be something very special indeed …

As the first and only major global furniture event in January, JFS is once again set to cement its position as the industry’s meeting place, providing a premier destination at which to discover new products and trends, and, most importantly, make invaluable faceto-face connections.

With over 500 leading global brands set to exhibit, the event is designed to unite the entire furniture community under one roof for four days of networking, collaboration and business growth. Attracting a global audience of some 20,000 visitors from 35 countries, JFS sets a benchmark for industry events. Designed with the trade in mind, visitors will be able to easily navigate four halls – showcasing Premium Design, Home & Lifestyle, Living, Dining & Cabinet, and Upholstery & Beds – with ample networking opportunities and product showcases along the way.

“JFS 2025 promises a showcase of innovation and excellence,” states Clarion. “An impressive line-up of exhibitors, many of whom will be unveiling their latest collections for the first time, makes it the must-attend event for anyone in the business of furniture, home accessories, and lifestyle products.”

From well-established names including Qualita, Baker Furniture and Fama, to new and emerging brands making their mark, the show will feature more than 50,000 products across four curated halls – with international brands such as Wiemann and Seconique also be presenting their latest offerings, with a diverse range of products and styles from around the world, alongside the likes of La-Z-Boy, Ashley Manor and Westbridge.

“The mustattend event for anyone in the business

“As always, JFS is about more than just product sourcing,” adds Clarion, “and the show’s networking opportunities are second to none. Hall 1 boasts an enhanced selection of premium brands, handpicked by our advisory board for their craftsmanship and quality, while the popular Champagne Bar in Hall 2 and the Festival Food Court in Hall 4 return, offering stylish spaces to relax and network.

EFE to take “big step forward” in 2025

Malaysia’s Export Furniture Exhibition (EFE), one of South East Asia’s largest annual industry trade shows, returns from 2nd-5th March 2025 – and exhibitors and visitors alike will enjoy exclusive privileges for a “bigger, inspiring, and more exciting show”, promises the fair’s organiser …

Next year’s show, taking place at Kuala Lumpur Convention Centre (KLCC), will mark EFE’s 18th year in business, and the continued growth of one of the region’s most prominent furniture sourcing platforms for professionals from over 140 countries and regions.

“Next year’s edition is already creating a buzz among exhibitors

Exhibitors from Malaysia, China and the ASEAN countries are set to showcase modern and contemporary furniture for the bedroom, living area, kitchen, bathroom, children’s bedroom, office (in the dedicated Office Furniture Hall), dining and outdoor spaces, plus hotel solutions, woodworking machinery, fittings and accessories.

Presented by the Malaysian Furniture Council (MFC) and organised by EFE Expo, a company wholly owned by the national association, EFE has spearheaded the Malaysian furniture scene for many years, says its organiser: “An exhibition by the industry, for the industry, EFE has created good

business and networking opportunities for thousands of participants, and next year’s edition is already creating a buzz among exhibitors, as they will be among the first to showcase their latest products to global buyers when the trade show kicks off Asia’s 2025 International Furniture Exhibition Circuit.

“The show has taken a big step forward, with its expansion made available by KLCC’s expanded venue space. EFE 2025 is +28% bigger compared to the the last event, with over 600 exhibitors from Malaysia and the ASEAN region occupying 76,000m2 of trading space.”

This year, EFE attracted 8639 international buyers (+10% on 2018) and 5198 local visitors (+15% ) – an overall increase of +15% on the previous show.

“However, EFE 2025 is expected to attract more buyers and visitors,” says the organiser. “The stage is set for yet another successful trade event!”

The Design Innovation Program (DIP) aims to bring together Malaysia designers with local manufacturers, while the Best Booth and MFC Awards is se to to celebrate the show’s stand-out exhibitors. Complimentary hotel stays are available for new buyers.

www.efe.my

INDX FURNITURE

www.indxshows.co.uk/shows/furniture

“Get ready to connect, collaborate and thrive,” says buying group AIS, as its INDX Furniture trade show returns to Cranmore Park, Solihull from 17-20th January 2025.

Put together by buying and retail experts who are committed to meeting the diverse needs of today’s furniture stockists, the show brings together top brands, market insight and design innovation.

“Register at www.indxshows.co.uk and discover exciting product exclusives and inspiring new collections to help fuel your business growth,” the buying group concludes.

Note that the show’s opening day is open exclusively to AIS members.

FURNITURE COMPONENT EXPO

www.fcexpo.co.uk

The Furniture Component Expo 2025, taking place at Telford International Centre from 1920th March, is the perfect place for suppliers wishing to expand their client base, secure more deals and get ahead of their competitors, says organiser British Furniture Manufacturers (BFM).

“We offer a range of sponsorship packages tailored to meet your business objectives,” explains the trade association. “No matter what area of furniture manufacturing you are in, having a stand at the expo will connect you with numerous buyers in a short period of time. You can also arrange business meetings with your existing and potential clients to discuss repeated deals or other opportunities.

“Looking to stand out even more? Exhibitors can sponsor a session in our thoughtleadership seminar programme, where you can engage with the attendees with a fireside chat, panel discussion or workshop. This is a great way to position your company at the forefront of your industry and be seen as a leader.

“For greater brand exposure, you can explore

sponsorship options like headline, Wi-Fi, visitor car park, or exhibition drinks reception opportunities.”

BFM members can enjoy discounted rates when they exhibit, plus access to the expo’s exclusive Club BFM lounge. To sign up, or to find out more, contact the BFM at https://wkf.ms/3vsOeqI.

“It was great to have a number of our suppliers in one place, this enabled us to discuss ongoing business with numerous suppliers within a short period of time“

Long look back

Long Eaton’s at-home showcase proved fertile ground for new launches this September, with promising signs ahead of next year’s editions …

“The guild have held trade events here dating back over 60 years

“Located in the heart of the East Midlands, Long Point continues to be the UK’s premier furniture exhibition,” says Andrew Mitchell, chair of the Long Eaton Guild of Furniture Manufacturers.

“The guild have held trade events here dating back over 60 years,” he continues, “and have always invited ‘guest’ manufacturers and suppliers to make Long Point an attractive location for buyers from all over the UK, Ireland, and overseas, enabling them to view the latest collections from a wide range of exhibitors, including suppliers of cabinet and bedroom furniture.”

This year’s autumn edition featured 33 exhibitors, many of which now occupy permanent showrooms within the town. New guests included At The Helm, La-Z-Boy UK, Micheal Tyler Upholstery and Sofa Connections, with Tetrad and Westbridge taking the floor at the nearby Village Hotel – while the former Wade upholstery showrooms in Wellington Street, now refurbished to a high standard, featured Hartmann, La-Z-Boy and Ramaro Upholstery.

Long Eaton is known throughout the UK and overseas as the UK Centre of Quality Upholstery Manufacture, which was bestowed upon the Long Eaton Chamber of Trade and Erewash Borough Council in 2015. Many of the skilled upholsterers, cutters, machinists and framemakers working within the town were trained by exhibitor WEBS Furniture Training, which was founded over 50 years ago by four local upholstery companies – Wade, Everest, Beauvale and Gimson & Slater – to ensure the expanding trade was equipped with the right skills. Unsurprisingly, there is a high demand for showroom space in the town, says Andrew, and many exhibitors have already confirmed their attendance at next year’s shows – which will take place from 12-14th May (spring) and 15-17th September (autumn). For further information, contact Andrew at ajm@leguild. co.uk.

www.longeatonguild.co.uk/longpoint

Alexander & James

Andrew Paul

Ashley Manor

At The Helm

Couch & Co

Duresta

Gascoigne Designs

G Plan

Kesterport

Michael Tyler

Parker Knoll Siren

Tamarisk Designs

Tetrad

Wiemann

Siren’s latest designs, unveiled at Long Point, signify ongoing evolution in the creative direction and expansion of its trend-led collections launched this year. Reinforcing Siren’s expertise in the innovation of design and development, the latest models further emphasise elevated design aesthetic and an increased range of aspirational, well-defined styles.

Highlights at Long Point included the expansion of Siren’s show-wood ranges to encompass new accent chairs, with the Somerton range and Cradle accent chair proving popular – along with new models featuring contemporary curved silhouettes,

such as the Carpella, and designs with sleek, refined lines, like the Varese. Rich textures and leather finishes are also in demand, with Siren introducing new quality fabrics and a leather

range covering corrected through to aniline options.

Siren is a brand rich in heritage and expertise, and a trusted supplier for major retailers and independent boutiques. Its attention to detail, and commitment to handpicking manufacturers and some of the finest materials from tanneries and mills across Europe, ensures reliability in handmade quality standards.

Testament to this reputation is a recent accolade from John Lewis – in recognition of the exclusive collections crafted by Siren for John Lewis Home, Siren received the award for ‘Exceptional Newness’ in the retailer’s annual Supplier Awards.

www.thefurnitureshows.com/why-visit/furniture-awards

Varese

Carpella

Cradle

Bed Show delivers innovation and insight

Wednesday 25th September saw the conclusion of another successful National Bed Federation (NBF) Bed Show, having delivered its typical blend of buzz, innovation and industry insight to a busy Telford International Centre.

Each year, the Bed Show reasserts its position as the principal platform for the nation’s bed manufacturers and their suppliers, topping off a strong exhibitor lineup and new product mix with a glittering gala dinner and Bed Industry Awards ceremony.

“The go-to place for bed buyers and retailers

“The Bed Show continues to be the go-to place for bed buyers and retailers to see all the NBF brands under one roof,” says NBF executive director Tristine Hargreaves. “A heartfelt thank you from the NBF team to all the visitors, exhibitors, and NBF member sponsors who took the time (and braved the weather!) to attend, catch up with colleagues and do business – and thank you to the Telford International Centre for hosting us for our 14th year.”

The event is a cornerstone of the UK bed industry, bringing together British and Irish manufacturers and UK and European suppliers to showcase their latest designs and cutting-edge technologies. From pockets

to foam, high-end to budget, every bed/mattress on show is produced by approved members of the NBF, which must meet the conditions of the association’s Code of Practice – a process underpinned by rigorous independent auditing to ensure compliance with the UK’s regulations on fire safety, cleanliness, trade descriptions and other legal requirements such as textile composition labelling.

Meanwhile, the Supplier Zone offered a curated selection of component and service providers, addressing the needs of bed manufacturers and more.

Next year’s show will take place from 23rd24th September. Read on to discover some of the highlights of this year’s event – and discover the winners and finalists of the 2024-25 Bed Industry Awards in Furniture News’ official feature, starting on p59.

www.bedshow.co.uk

Shire Beds’ Fara Butt gets in a spin with gala dinner host, Strictly Come Dancing’s Anton du Beke

Simon

Dyer, MD, Sealy International, led the UK brand’s 50th anniversary celebrations

Why Hypnos is on a roll

This month’s cover star Hypnos marked 120 years of British bedmaking in 2024, and celebrated the anniversary in style at the Bed Show, sponsoring the drinks reception and gala dinner while rolling out a plethora of new partnerships and products.

Even before visitors stepped into the show, Hypnos demonstrated its commitment to people and planet by showcasing its first Volvo electric articulated lorry outside Telford International Centre – the result of a new partnership with logistics supplier DFDS.

The Volvo FH Electric will help Hypnos’ journey towards a low-emission delivery fleet – with a range of up to 300km, the truck enables Hypnos to deliver mattresses across the country with zero tailpipe emissions.

Inside the venue, visitors discovered new products including two new adjustable mattresses, a range of pillowtops (now in two tensions), and fabric collaborations with leading British design houses, plus a new approach to Hypnos’ Project Zero, which attempts to conceptualise the industry’s future.

This year, Hypnos’ team looked to pressing social issues, and aimed to take positive action in reducing sleep poverty among children. With 11% of children in the UK having to share a bed or sleep on the floor in the last year, sleep poverty affects an estimated 894,000 children in the UK, impacting their performance at school, as well as their mood and mental health.

The launch of the My First Hypnos bed saw the bedmaker start a new partnership with Barnardo’s with the aim of losing ‘zero’ sleep hours to child poverty – 5% of the wholesale proceeds of each My First Hypnos mattress and bed set will be donated to to the charity, to which Hypnos has also committed to supplying 200 beds.

mattresses are specifically designed to ergonomically contour to the sleeper, thanks to the use of ReActiveForm pocket springs. Both are available in medium and firm tensions, and combine these innovative springs with British RWS wool, natural latex, eOlus and Adaptiv comfort springs. They also feature a two-row, hand side-stitched border and chemical-free 100% viscose sleep surface.

“I’m incredibly proud of our progress this year

The new collection has been designed for ages five and above and is aimed at the entry-level market. Awaken and Arise are made with sustainable materials including British RWS (Responsible Wool Standard) wool and are free from FR chemicals. The open storage base and headboard is available in a choice of eight Easy Clean fabrics.

Hypnos also previewed its adjustable Reviva and Restora pillowtop mattresses, which are available with an easy-to-use adjustable divan base. These

Keeping Britishness at the heart of its stand, Hypnos also teased retailers with collaborations with some of Britian’s most admired fabric companies, including swatches from Sanderson, Timorous Beasties, Harlequin and Hainsworth, while taking an opportunity to preview and gather feedback on the patterns and trends before their release in February.

Rounding off the new introductions were changes to the Hypnos Pillow Top Collection, to which a new firmer tension was added.

Group MD David Baldry says: “I’m incredibly proud of our progress this year and all the hard work that the Hypnos team have made, preparing and strengthening the business for the next 120 years.

“Our new management structure, investment in new systems and our approach to sustainability throughout the business – not just in our products –are aimed at improving our customers’ experience of the brand and delivering Hypnos comfort with integrity. Our new partnerships with Barnardo’s and DFDS are proof that progress happens when people and organisations work together – indeed, this has resulted in £130,000 to date going to support the work of the Eden Project. Partnership is leadership.

“As a renowned bespoke luxury bedmaker, Hypnos is in a great position to be able to support British products, craft and design – we have introduced the Responsible Wool Standard to British farms, and are proud to partner with other British suppliers and brands.”

www.hypnosbeds.com

My First Hypnos aims to help tackle child sleep poverty

Simba’s successful Bed Show debut

Simba made its debut at this year’s Bed Show, where the British sleep technology brand received an enthusiastic response from both attendees and judges – confirmed by its recognition as a finalist for the NBF’s Online Retailer of the Year award.

Simba’s stand at the show highlighted the brand’s commitment to engineering advanced sleep solutions. Designed to capture attention, the exhibition space presented an extensive collection that reflected the company’s expertise in blending comfort and innovation.

Since producing its first mattress in 2016, based on the analysis of body data from over 10 million sleepers, Simba has created a range of awardwinning products aimed at providing accessible sleep solutions.

Stand-out offerings included the Simba Hybrid Deluxe range, featuring the Ultra, Luxe, and Pro models. These mattresses incorporate Simba’s patented Aerocoil spring system and breathable wool for enhanced comfort and support.

The Ultra model features the highest spring count, for personalised comfort and pressure relief, along with a FusionCool top layer made from kapok, wool, and bamboo. The Luxe contains a soft wool and bamboo top layer for superior moisture management, while the Pro combines a breathable wool top layer with a double layer of zoned Aerocoil springs to promote proper body alignment and relieve pressure.

Also on display was the Simba Hybrid Original mattress, known for its balance of quality and affordability.

technology – natural materials like soft, springy British wool provide pressure relief, heat dissipation and lasting comfort, while resilient Hampshire wool ensures shape retention.

“The Bed Show was a great milestone for us

Simba marked a significant milestone on its journey to achieving net zero by 2030 by earning B Corp status in 2023, becoming the first UK-based sleep brand to achieve this accreditation. At the Bed Show, the company also exhibited its Earth mattresses – the Source and Apex models – which were designed to meet growing consumer demand for environmentally conscious options. Crafted for premium comfort, the Earth range integrates a blend of nature and

Up to two layers of Aerocoil micro springs offer tailored, responsive support, minimising motion transfer. The CoreMax sprung base, with up to 1000 zoned barrel springs, delivers enhanced edge-toedge support, mirroring the sleeper’s body shape, while a silky, plant-derived viscose cover with invisible tufting creates a luxurious sleep surface.

Handcrafted in Hampshire, Simba Earth mattresses are designed for “exceptional comfort and durability from start to finish”, says Simba, which also presented two contract mattresses – the Contract Luxe and Contract Green Label – catering specifically to the hospitality industry. Each mattress in the collection is crafted to meet the stringent Crib 5 safety standards, featuring hand-tufted designs and ventilated sides for improved breathability and shape retention.

Having sold over half a million mattresses, and earning more than 325,000 five-star reviews, Simba’s acknowledgement in the Bed Industry Awards this year reflects its dedication to creating state -of- theart sleep solutions that connect with consumers while raising the bar for the industry – and, beyond products, Simba’s team created a laid-back bar area which encouraged people to connect and chat and find out more about the brand’s mission to bring better sleep to everyone, every night.

“The Bed Show was a great milestone for us,” says CEO Steve Reid. “Not only were we delighted to be nominated as a finalist, it was also fantastic to connect with so many people in the industry who share our enthusiasm for sleep innovation, and to meet so many current and prospective retailers. We’re excited for future events, where we can keep these conversations going.”

www.simbasleep.com

Celebrating all things Sealy Posturepedic

“At Sealy, the innovation never stops,” says the bedmaker.

“Whether that’s a new fabric aesthetic, coil design or manufacturing process, it’s a constant hive of activity.” This year sees the brand celebrate 50 years of Sealy UK, and in honour of this milestone the bedmaker unveiled a new mattress collection at the Bed Show …

Elevate UltraLux is a celebration of all things Sealy Posturepedic – a unique combination of the brand’s popular Elevate Ultra and Exquisite collections, comprising three models that blend patented technologies with advanced comfort layers.

“Everything has been designed with the love and care you’d expect from Sealy

Posturepedic

Made famous by the Elevate Ultra collection, the AlignSupport coil is at the heart of the collection, and operates in two stages. It starts by sensing the sleeper’s body shape as they relax into the mattress. The unique geometry of the coil then follows up with deep-down, consistent support that does not diminish over time, says Sealy.

“It works collaboratively with our patented UniCased XT edge support. Encompassing the entire edge, the tailored keys lock into the AlignSupport coil to provide greater stability and extend the sleep surface.”

Indeed, when it comes to comfort, the mattress showcases a host of new innovations. The new Sealy Infuse Copper foam is a dynamic, open-cell foam that enhances airflow, while remaining highly durable

and responsive over time. Combined with a unique ComfortBridge layer, the mattresses in this collection offer an advanced level of pressure relief.

Completing the comfort architecture, EternityFibre works to keep the sleep surface looking and feeling its best throughout the lifetime of the mattress –combined with brand-new Airstream fibre which performs over time and minimises settlement.

The collection is clothed in bespoke fabrics that have been inspired by Elevate Ultra and Exquisite. The aesthetic pays homage to each collection, featuring some of Sealy’s signature details, says the bedmaker:

“The unique LuxeTop enhances the silhouette of the mattress, featuring our breathable air mesh border and neutral fabrics. The blend of on-trend charcoal and neutral tones complement our bestselling divan and headboard fabrics, ensuring a stand-out look in-store.”

CCO Mark Tuley comments: “Everything from the craftsmanship to the aesthetic has been designed with the love and care you’d expect from Sealy Posturepedic, and we were delighted to be able to launch this collection at the NBF Bed Show. We have received an outstanding reaction from our retail partners, and we can’t wait to see the collection displayed in stores across the UK.”

www.sealy.co.uk

Deluxe Beds spreads the word

Building on a successful end to 2023 and huge strides forward in 2024, Deluxe Beds says it is delighted by the response to its Ultimate Bed, from both existing and new retail customers …

The Ultimate Bed concept comprises a high-quality, high-spec, handcrafted, encapsulated mattress, which sits on a pocket-sprung bed frame, with complementary pillows – and Deluxe has been backing the launch with a no-holds-barred marketing strategy which is now in full swing, with full-page adverts in major national newspapers and the first run of TV adverts having aired from 19th October.

“We’re answering the call of retailers seeking to increase footfall

“We believe that, with our innovative marketing strategy, we’re answering the call of retailers seeking to increase footfall into their stores,” says Deluxe, “as well as to maintain – or in some cases enhance –margin, while still offering their customers a topquality product, while never forgetting to offer value for money.

“We’ve been delighted with the phase one uptake for the Ultimate Bed from retailers – the first target, of 150 stockists, was reached within just three weeks! With strong repeats, and stockists seeing an increased footfall in the stores, we are delighted to now look at phase two, and moving to over 200 retail partners nationally.

“We’re greatly encouraged by the feedback and high volume of orders we have, and are continuing to receive interest following the launch of the Zen Sleep mattress collection, with numerous display orders and repeat orders leaving our factory at a pace – thank you too all!”

Deluxe Beds never forgets its sustainable responsibilities, and with that in mind the manufacturer has sourced locally available components where possible to reduce its carbon footprint, while selecting high-end suppliers. “We’ve been bold in looking for improvements in the quality of our components, and have put quality improvements at the very core of our hugely successful Hamilton & James range,” the bedmaker explains. “Our agents are currently travelling around the UK to follow up and show these new and improved products to both new and existing customers.”

Deluxe Beds concludes: “We would like to thank the NBF for organising another successful show, and we know that Deluxe Beds have taken full advantage of 2024, achieving a large increase in YoY growth, and we’re already looking at a variety of exciting products for 2025. At Deluxe Beds, the future is bright and exciting!”

www.deluxebedsltd.com

Windermere, Hamilton & James

This is not just another mattress, this is THE Ultimate Mattress by Ferreira It’s infused with Copper, Cooling Gel and Eucalyptus. It’s Posture Sprung with Individual Encapsulated Pocket Springs, Luxury Memory Foam, Natural Wool, Cotton, Silk and Cashmere. Exclusively Handcrafted in the UK and comes with a 10 Year Guarantee. It’s Ultimate Comfort Sleep Technology by Ferreira.

“I believe THE ULTIMATE MATTRESS gives you THE ULTIMATE COMFORT and provides you with THE ULTIMATE SLEEP” – Ferreira

Exclusively Handcrafted in the UK with a 10 Year Guarantee. It’s infused with Copper, Cooling Gel and Eucalyptus It’s Posture Sprung with Individual Encapsulated Pocket Springs, Luxury Memory Foam, Natural Wool, Cotton, Silk and Cashmere

It’s Ultimate Comfort Sleep Technology by Ferreira.

Exclusively Handcrafted in the UK with a 10 Year Guarantee. It’s infused with Copper, Cooling Gel and Eucalyptus. It’s Posture Sprung with individual Encapsulated Pocket Springs, Luxury Memory Foam, Natural Wool, Cotton, Silk and Cashmere.

Try it for yourself at over

It’s Ultimate Comfort Sleep Technology by Ferreira.

Try it for yourself at over

Already available through over 150 Official Stockists Nationwide

HANDCRAFTED USING THE FINEST MATERIALS

HANDCRAFTED USING THE FINEST MATERIALS

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• Cooling Gel Infused

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• Natural Silk Natural Cashmere Visit THEUM.CO.UK to find y rest Official Stockist

Get Komfi with customed comfort

GNG has expanded its Komfi range with the pioneering ‘Customise Your Sleep’ Infinity Collection, which has been met with widespread enthusiasm from retailers and consumers alike, thanks to its exceptional comfort and customisation capabilities, says the manufacturer …

At the heart of Infinity is the unique combination of TrueGel and TrueAir foam technologies, designed to adapt to body movements while delivering “outstanding” airflow and cooling. These advanced materials work together to cradle pressure points, providing targeted support and maintaining an “ideal” sleeping temperature, even for those who tend to overheat, says GNG: “The breathable cover further enhances airflow, ensuring a comfortable, refreshing night’s sleep.”

In addition to these innovative materials, the Infinity range introduces a zip-and-link system that allows a single mattress to feature two distinct firmness levels within the same bed. This customisation is especially appealing to couples with differing sleep preferences, as each side of the bed can be tailored to an individual’s preference for firmness. Whether one partner prefers a softer feel and the other a firmer one, Infinity seamlessly combines both options for a uniquely personal sleep experience.

Following an impressive debut at the Bed Show, GNG Group’s latest Komfi collections – and the Infinity range in particular – continue to capture attention for their commitment to luxury and personalised comfort. The Infinity collection represents a new level of premium sleep experience, says GNG, with advanced materials and flexible design answering the growing demand for tailored, high-quality mattresses.

GNG’s new Harmony collection has also garnered attention for its eco-conscious design. Harmony’s Ocean model, created with sustainable Seaqual covers made from recycled ocean plastics and GNG’s Ecofoam, underscores GNG’s commitment to creating responsible yet affordable products. This mattress not only aligns with the company’s carbonneutral status but is also offered at an “exceptional” price point, making sustainable comfort accessible to more consumers.

“The response to Infinity and our new ranges has been phenomenal

The KomfiMed range continues to stand out, with a new luxurious quilted cover. And the latest GelMed Hybrids integrate the same medically proven foam and True Gel technology, with the addition of pocket springs, creating a sleep solution that combines comfort, pressure relief, and temperature control in one. With a range of offerings designed to support different body types and sleep styles, KomfiMed and GelMed exemplifies GNG’s dedication to healthfocused, innovative sleep products.

Richard Gretton, GNG’s commercial director, comments: “The response to Infinity and our new ranges has been phenomenal. Our goal has always been to deliver tailored solutions that address individual sleep needs, and the customisability of Infinity does exactly that. By offering adaptable support options and luxurious materials, we’re redefining how customers think about sleep quality.”

Retailers can expect short lead times and high availability on Komfi products, as GNG’s manufacturing facilities are in Yorkshire – a significant advantage in today’s supply chain landscape. With an established hierarchy of offerings from entrylevel to premium, Komfi’s portfolio is designed to serve a broad range of preferences and price points, reinforcing GNG’s position as a leader in sleep innovation.

For more information on the Infinity, Harmony, KomfiMed and GelMed collections, or to discover the complete Komfi range, contact GNG on 01924 950300, or email info@gng-group.co.uk.

www.gnggroup.co.uk

High

Please contact your local agent for more information

Chris Lester All of Ireland.

Edward Bacon North West & East Midlands.

Tel: 00353 87 7779993 chrislester2000@gmail.com

Tel: 07976 061173 edward.bacon@icloud.com

Graham Dickinson North East & Yorkshire. Tel: 07734 853473 grehamd@aol.com

Alan White Scotland.

Jason Hillier South East & East Anglia.

Tel: 07733 883611 alan.arredi@btinternet.com

Tel: 07876 508913 rosethornagencies@outlook.com

Nigel Hillier South West, South Wales & West Midlands. Tel: 07971 484550 nigel@nhillier.co.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

Sleepeezee celebrates a century of success

Following a successful appearance at the Bed Show, Sleepeezee is proud to reflect on an event filled with “exciting highlights, industry-leading designs, and a celebration of the brand’s rich 100-year history” …

The show provided an “exceptional” platform for Sleepeezee to unveil its latest collections, says the bedmaker, whose stand, which garnered significant attention from visitors and industry experts alike, was a true reflection of the company’s commitment to craftsmanship, innovation and style.

The display showcased an array of products, including four cutting-edge new collections, all designed to enhance the comfort and wellbeing of customers. This included a refreshed Campaign for Wool, plus ActivFlex Response, Cool Refresh and Graphite Memory ranges which boasted various unique and innovative sleep solutions.

“The feedback we received on our new collections has been incredibly positive

Sleepeezee’s stand had a celebratory feel, reflecting on the company’s 100-year history, and drawing in guests from across the industry. Visitors had the opportunity to experience first-hand the quality and craftsmanship that has defined Sleepeezee over the past century – from luxurious materials to the latest in sleep technology, each product demonstrated why Sleepeezee remains at the forefront of the bed manufacturing industry, says the bedmaker.

The centenary celebrations were a key part of the event, and Sleepeezee was delighted to mark this milestone with their its partners, colleagues, and supporters in attendance. Reflecting on the company’s heritage and looking towards the future,

the show was a fitting tribute to Sleepeezee’s ongoing commitment to quality, sustainability and innovation. The show also offered a valuable opportunity to connect with retail partners, both new and existing, in that collaborative and celebratory environment. Sleepeezee’s team engaged in productive discussions, sharing insights on future trends, sustainable initiatives and product innovations, while receiving invaluable feedback from retail partners – interactions which further strengthened the partnerships that have been crucial to Sleepeezee’s continued success over the decades.

Head of marketing Amy Curtis comments: “The 2024 NBF Bed Show was the perfect platform to showcase not only our latest innovations, but also to celebrate our rich 100-year history with our valued partners and colleagues. The feedback we received on our new collections has been incredibly positive, and we’re excited to continue driving the future of sleep technology while staying true to the craftsmanship and quality that have defined Sleepeezee for a century.

“Sleepeezee’s successful presence at the NBF Bed Show 2024 is a testament to its enduring legacy and vision for the future. As the company embarks on its next century, it remains committed to delivering innovative, high-quality sleep solutions that meet the evolving needs of our customers.”

www.sleepeezee.com

Quality comfort, naturally

Purecare’s success reached new heights at the Bed Show, where the brand showcased its innovative products to industry leaders.

The event was “a significant triumph”, says Purecare, providing an ideal platform to introduce three advanced cooling pillows, each designed to elevate sleep quality.

“The new pillows feature cutting-edge cooling technology, raising the bar for sleep comfort. The Nano Memory Foam Pillow combines memory foam crumb and PureCool thermoregulating fabric for optimal comfort and temperature regulation.

“The Groove Contouring Memory Foam Pillow offers adaptive support for front sleepers, with a thinner core and airflow technology

for a restorative sleep. Lastly, the Wave Pillow integrates dual layers of gel memory foam and memory foam to support the head, neck and shoulders, providing pressure relief for side and back sleepers, while its cool-to-the-touch surface creates a luxurious sleep sensation.

“Celebrating these achievements, Purecare remains committed to delivering superior sleep products.”

The brand’s momentum continued with

Purecare receiving the Good Housekeeping Award for its OmniGuard Advance Mattress Protector, which recognises excellence in sleep innovation.

The next opportunity the trade will have to explore Purecare’s award-winning products will be at the January Furniture Show at the NEC Birmingham, from 19th-22nd January, 2025. For more information, contact sales@ purecarehome.co.uk.

Topics include sustainability, REACH, carbon footprinting, UKCA marking, flammability, lean manufacturing, FIRA standards, and more

The International Alliance of Furnishing Publications (IAFP) comprises 17 of the world’s leading industry trade publications.

As the IAFP’s UK representative, Furniture News can offer exporters and importers market information, contacts and reach through the most effective B2B channels. www.iafp.info

GALLERY DIRECT

www.gallerydirect.co.uk

Mirrors serve both decorative and practical purposes in rooms. They can help brighten dark corners and spaces by reflecting light, they create an illusion of more space, they add character and interest, and, of course, they are used for checking one’s appearance – and Gallery Direct’s collection features over 450 mirrors in a wide range of sizes, styles, shapes and finishes, so there’s something to suit all interiors, from elegant and simple to bold and eye-catching.

Gallery’s AW24 collection includes a strong new selection of mirrors, offering customers even more choice. Among these is the Hackney, which features an industrial-style metal edge combined with a whitewashed wooden frame effect to add a touch of rustic elegance. The whitewash effect enhances the grain detail, bringing warmth and texture to the piece.

The eye-catching Hasker mirror, available in two sizes, feature a distinctive wavy edge, adding a graceful, fluid touch to any decor.

COVERCRAFT UPHOLSTERY

Over nearly four decades, Covercraft has become known for creating furniture that exceeds customer expectation. “At the heart of our success is an unwavering commitment to craftsmanship,” states the Long Eatonbased sofamaker. “Every piece of furniture we produce is meticulously handcrafted by our skilled artisans, many of whom have been with us for decades, passing down techniques honed over generations.

“Our manufacturing process starts with selecting the finest materials – premium fabrics, solid hardwood frames, and high-quality foam and feathers. From hand-cutting fabrics to ensure precise pattern alignment to carefully stitching seams with an eye for perfection, we pay attention to every detail – each step, whether it’s tailoring the fabric to the frame or filling cushions to the perfect firmness, is done with exacting standards.”

Available in loose or fitted covers, Berwick showcases the manufacturer’s ability to marry tradition with contemporary design: “With its deep cushions, ergonomic structure, and a range of fabric options, it promises to be a centrepiece in any living space,” states the sofamaker.

The layered inset frame enhances the mirror’s depth and texture, creating a rich, dimensional look, while the warm brown wood frame offers natural elegance, making it a striking addition to any space.

Millbrook, meanwhile, brings a rustic contemporary elegance to a room. The classic arch design adds a touch of architectural sophistication, while the intricately crafted bobbles provide a pleasing textured detail. The soft warm wood finish complements a wide range of decor styles.

SOFA CONNECTIONS

www.sofaconnections.co.uk

Sofa Connections exhibited at Minerva’s Autumn Furniture Show last month, and again made some strong connections which resulted in new accounts.

“Our message of helping a retailer develop their own brand has been massively well received, with people understanding our vision of being a white-label sofa company that supports retailers as much as possible,” states the sofamaker. “Our aim is to help minimalise competition and reduce the consumer’s options to ‘price match’ – if you’re interested in finding out how we can help you be your own brand, you can contact us at info@sofaconnections.co.uk, or come and see us at our next show, JFS 2025!”

Hackney

Millbrook Hasker

Berwick

New HASKER MIRRORS

Our latest collection embraces the essence of autumn and winter with a series of warm, inviting colour palettes. Expect deep reds, burnt oranges complimented with earth-toned neutrals and rich browns, perfectly suited to the cosy atmosphere of the seasons.

Transform your room with our stunning Hasker mirrors (Shown), a perfect blend of timeless charm and modern design. Featuring a distinctive wavy edge, this mirror adds a graceful, fluid touch to your decor. The layered inset frame enhances the mirror’s depth and texture, creating a rich, dimensional look. The warm brown wood frame offers natural elegance, making it a striking addition to any space.

Scan the QR code for more 

How corporate members make a difference

The Furniture Makers’ Company is the City of London livery company and charity for the furnishing industry. The organisation’s members comprise individuals and businesses that make up the diverse, vibrant and creative furniture and furnishing industry – and corporate membership provides opportunities for leading businesses from the trade to support the charitable activities, get involved with civic events and network with other members …

Each corporate member is able to elect three representatives to be admitted as corporate liverymen and act as the main points of contact being the business and livery, states The Furniture Makers’ Company.

Blum UK, a leading company specialising in high-quality kitchen and furniture fittings, has been a corporate member since 2011. Here, Mark Richardson, who retired from his role as Blum’s UK MD in June 2024 and now is supporting the business as leadership transition manager, talks about his involvement with the livery company and charity …

What initially attracted you to The Furniture Makers’ Company?

Initially we were attracted by several factors. These included the opportunity to take customers along for the Installation and Royal Charter dinners, and the opportunity to divert some of our existing charities budget directly towards our own industry, but primarily the opportunity to give something back to an industry that has allowed our business to be successful for many decades.

How does corporate membership align with your company’s goals?

with several committees, I feel I have had the opportunity to start to make a difference. I’ve also greatly enjoyed the lunches, dinners and charity fundraising events.

What aspects of the company’s work or initiatives – charitable or livery – do you find most valuable?

For me, it has to be the support the company provides to young people – those still in education, and also the young professionals starting out in our industry. These people are our industry’s future, and the more we can do to encourage and support them, the better.

How does the company support your networking needs?

While this is not one of our priorities, the events, courses and meetings have all given me and our team many opportunities to meet others in our industry. The longer I have spent as a livery member, the more I’ve come to experience the close bonds that tie our community. Many of the other members have become friends as well as colleagues.

I have built several significant relationships within the company, and I look forward to building new ones in the future.

“The charitable work we do really makes a difference

Both organisations are founded on a culture of personal contact. We both want to see our industry thriving – both in the present and for the future.

What benefits or opportunities have you gained from being a corporate member?

Being a member has given me a chance to meet some great people. Having now become involved

What role do you think the company plays in the broader furnishing industry?

For me, the two biggest roles for the company are support and guidance for the ‘next generation’, and for the amazing work performed by our industry charity.

How important is the charitable aspect of the company to you?

Now that I have spent years really getting to know the company, I personally feel that the charitable work we do really makes a difference. Therefore, for me, it is a vital aspect of the company’s functions.

Can you share a memorable experience or achievement since joining the company?

Whilst it is not exactly a single experience and it’s certainly not an achievement, there is one overriding memory. When we first became members, I must confess that our reasons were primarily selfish. What could we get out of membership? But in those first 12-18 months, I realised that there was far more meaning and far greater value to seeing that it is much more about what we can put in or contribute.

To find out more about becoming a corporate member, visit www.furnituremakers.org.uk/ membership/corporate-member/ or contact George Cooper, head of communications and corporate membership, via george@furnituremakers.org.uk.

www.furnituremakers.org.uk

Keeping pace with claims and returns

Danish tech company

Claimlane offers an intuitive product claims and returns management platform tailored specifically for retailers and manufacturers. Following a successful Manchester Furniture Show this summer, Claimlane’s co-founder and VP of sales, Choukri Zerhouni, explains why the UK furniture industry should take note of the advantages his solution offers …

Since expanding to the UK in 2021, Claimlane has gained significant traction, with over 10,000 users globally benefiting from its solution. The platform aims to streamline communication with customers and across the supply chain, optimise back-office workflows to meet diverse B2B and B2C requirements, and simplify the returns process – a long-overdue remedy to an ever-present retailer headache, Choukri explains.

“Managing returns and claims in the furniture industry is a process historically defined as being overly complex and incredibly inefficient,” he says, “and Claimlane was established to completely overhaul this. Its overriding goal is to provide a streamlined, technology-driven solution that simplifies and accelerates the handling of product returns, repairs, and warranty claims. This approach ultimately reduces costs and improves customer satisfaction.”

Choukri explains that most retailers and manufacturers handle returns manually, often using cumbersome and manual tools such as email, basic paper and web forms, ticketing systems and spreadsheets – an approach which can lead to long resolution times, errors, and a lack of visibility into the status of customer issues. To remedy this, Claimlane promises to streamline communication, provide a clear overview of claims and returns across the business, and help analyse the data collected during the process.

“A customer reports an issue with their furniture product, such as a defect or damage, by submitting a claim using Claimlane’s self-service customer portal,” he suggests, by way of example. “This submission includes all necessary data, fault evidence, pictures, and other relevant information.

“Everyone is informed, and the entire process is tracked efficiently

“In the next step, the retailer reviews the claim details and fault pictures to determine the best way to assist the customer. In many cases, they might need to forward the claim to their manufacturer or brand for a decision. The manufacturer then reviews and approves the claim to arrange for a replacement or repair as needed. Finally, the customer is notified of the resolution, and the system updates the claim status. This ensures that everyone is informed and the entire process is tracked efficiently.”

Claimlane’s clients have reported significant improvements in their returns and claims processes, he adds, highlighting reduced processing times by up to 50%, reduced costs, enhanced customer satisfaction, better operational efficiency, and accurate data reporting as some of the key benefits.

“Some retailers might be hesitant to make a change due to internal change management concerns, fearing disruption or challenges in the implementation process,” he adds. “However, Claimlane is designed to be user-friendly and integrate smoothly with existing systems, so I would encourage them to explore the benefits of our solution through a demo or free trial to see how it can streamline their processes and improve efficiency.”

With increasing online sales and higher consumer expectations, there has been a significant shift towards more self-service, streamlined, and techdriven returns management – and Claimlane offers retailers and manufacturers an opportunity to keep pace with these changes, Choukri concludes.

www.claimlane.com

Choukri

Zerhouni

Enhance

FTG

“Was it worth ploughing on through squalls and driving rain to help pick this year’s winners?

“Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds.”

I may not be a member of the US postal service, but not even orange weather warnings were enough to keep me from fulfilling my duties at this year’s Bed Industry Awards!

I’ve been helping judge the awards since their inception, and despite the risks involved (including the ire of unsuccessful entrants!), I’ve always found it a thoroughly rewarding experience.

The Bed Industry Awards are taken very seriously by the sector, and resonate far beyond Telford. As well as marking out the industry’s finest as business leaders par excellence, a win gives every person behind the achievement – from C-suite to factory/shopfloor – credible recognition they can be proud of.

I’ve judged the Bed Product of the Year category for some time, enjoying early access to the Bed Show and an opportunity to conduct an exclusive tour of the shortlisted companies’ stands, together with some of the most proficient experts in bed retail and design.

It’s fascinating to see where a product’s commercial value, build credentials and marketing story come together to deliver a ‘champion’ model – and heartening to discover how the recognition has fueled the success of previous winners (no ‘kiss of death’ here, thank you very much!).

So, was it worth ploughing on up the motorway to Telford through squalls and driving rain to help pick this year’s winners? I’ll admit that evaluating the merits of a mattress fresh from a five-hour drive is quite the challenge (standing back up is probably the hardest bit!), but these awards never fail to bring the industry’s finest together, and this year’s were no exception – so, following some debate, we picked out another deserving winner.

You can read all about the bed we chose on p74 – and elsewhere in this exclusive supplement, you’ll find in-depth takes on the other winners and finalists, tips on writing a good entry, thoughts from previous champions, and a glimpse of the revelry behind the awards.

For now, however, please let me hand over the mic to the NBF’s executive director Tristine Hargreaves, who has been kind enough to share her own thoughts on the value of an awards programme that attracts so many inspiring entries, each and every year – regardless of snow, rain, heat or gloom of night.

Enjoy!

Paul Farley Editor-in-chief, Furniture News

“We think we’ve seen it all, and then the next round of awards come along and we’re blown away

I am delighted to introduce this year’s supplement on the National Bed Federation (NBF) Bed Industry Awards winners and finalists.

As executive director, it is an immense privilege to celebrate the innovation, dedication and passion that continue to drive our richly diverse industry forward.

Now in its 15th year, the awards have long been a hallmark of excellence, recognising NBF member manufacturers and suppliers who raise the bar in cutting-edge technology, quality, standards and sustainability.

Of course, for the retailers, we know how valued the awards are, which are a unique opportunity to shout about all the brilliant things they are doing, whether that’s on a national scale or as a small-town independent – from demonstrating excellent customer service and staff development, to showcasing their creative marketing strategies and of course, supporting our NBF-approved member brands.

Each winner this year has truly stood out among fierce competition, and their achievements are a testament to the thriving nature of the UK bed sector. I want to extend my heartfelt congratulations to all the 2024 award winners, those who were highly commended and all the worthy finalists, whose efforts inspire confidence in the future of our industry.

These awards not only celebrate success but also highlight the vital role our sector plays in enhancing the health and wellbeing of consumers.

Each year we think we’ve seen it all, and then the next round of awards come along and we’re blown away by the creativity and calibre of the entrants. The awards continue to showcase the industry’s progression in key areas such as new technology and innovations, sustainability and sales growth, in what have been very tough market conditions.

All the winners and finalists demonstrated fantastic business achievements and are to be celebrated. So, if you’re reading this and didn’t enter this year, or didn’t make the shortlist, please enter in 2025 to showcase your achievements over the next year.

Here’s to another year of outstanding achievements and the continued growth of our thriving, diverse industry! We hope you enjoy reading our supplement on this year’s winners and finalists.

Tristine

Hargreaves

Executive director, National Bed Federation (NBF)

Beds ahead

The NBF crowned its eight 2024 Bed Industry Awards winners on Tuesday 24th September at the Bed Show gala dinner in Telford, where Strictly Come Dancing star Anton Du Beke announced the winners across bed manufacture, component supply and retail – and Furniture News again presents the inside scoop on this year’s finalists …

Honouring some of the brightest and best enterprises in the bed market since 2010, the free-to-enter NBF Bed Industry Awards aim to showcase the best in inspiration, design and innovation among NBF member manufacturers, suppliers and supporting retailers.

This year’s categories includes four awards for NBF member manufacturers and suppliers, and four for retailers that predominantly stock NBF-approved member brands.

The accolades of Bed Manufacturer of the Year and Supplier of the Year recognise NBF member companies’ achievements and innovations at a company level, while NBF members exhibiting at the Bed Show are eligible to enter the Bed Product of the Year (which includes mattresses, headboards, frames and sofabeds) and Component Product of the Year (awarded to the supplier with the most innovative component product or machine used in manufacturing a finished product) categories.

On the retail side, Small NBF Retail Champion of the Year celebrates retailers with four stores or fewer,

This year's judging panel

To determine the winners, an independent panel of judges assessed a shortlist of finalists comprising NBF members and supporting bed retailers.

Bed Manufacturer of the Year/ Supplier of the Year

Brian Ahern (The Furniture Makers’ Company)

David Fitzsimons (Oakdene Hollins and the European Manufacturing Council)

Jonathan Hindle (chairman of the British Furniture Confederation, and MD and president of KI Europe)

Bed Product of the Year

Steve Adams (Mattress Online)

Sue Davies (Sue Davies Design Solutions)

James Dunne (Prestige Beds)

Paul Farley (Furniture News)

“Congratulations to all the worthy

winners and finalists

Joanna Fielding (AIS)

Component Product of the Year

Natalie Armstrong (Sealy UK)

Danny Blackmore (Silentnight)

David Morris (Sleepeezee)

Small NBF Retail Champion of the Year/

Large NBF Retail Champion of the Year/ National Bed Retailer of the Year/ Online Bed Retailer of the Year

Jarrod Bird (Interiors Monthly)

Bernard Eaton (Greenwood Retail)

Dan Squires (Big Furniture Group)

and Large NBF Retail Champion of the Year those with 5-20 stores. Both are open to all retailers signed up to the NBF’s Retail Champions Scheme, which supports businesses whose product offer comprises at least 50% NBF-approved member brands.

Businesses with more than 20 stores can enter the National Bed Retailer of the Year category, while those transacting at least 80% of their sales via the internet are eligible for Online Bed Retailer of the Year.

Tean Dallaway, NBF president, who presented the awards at the gala dinner alongside Anton, comments: “The industry-renowned 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 discover more about this year’s winners and why they made the cut …

www.bedshow.co.uk

Host Anton Du Beke once worked as a salesman at the Bed Post in Petts Wood

Bed Manufacturer of the Year: Winner Harrison Spinks

The industry’s most vertically integrated brand has enjoyed a year in which many efforts from the previous few years have all come together to produce results, taking its story to the next level, and making it a very worthy winner …

“We’re delighted to win, and it couldn’t have been done without a fantastic team effort from everyone at Harrison Spinks,” the bedmaker responds. “It’s incredible to achieve this acknowledgement of all our hard work, as industry recognition supports growth and helps us invest into our comfort innovation and sustainability goals, which are of high priority for us as a business.”

At the heart, Harrison Spinks’ strategy is about making better products, running the business in a more streamlined way, and getting things done quicker and better – showing that companies at the top of their game do not rest on their laurels, but are constantly striving and finding ways to do it better.

Tangible results

Achievements dusing the year include a complete brand refresh and repositioning across the group, new collections for own-brand customers, and a new strategy towards exports.

These initiatives have led to a decent growth in UK sales turnover, driven by increased volumes – prices only increased in line with inflation.

“Companies at the top of their game do not rest on their laurels

Harrison Spinks’ own-brand division has seen tremendous success with the British Natural Collection, with exclusive new ranges launched for John Lewis, leading to a +10% uptick in sales. These are developed with a forensic focus on sustainability and a new buying strategy, sourcing fibres and raw materials locally and responsibly – such as British Wool traceable fillings, along with fillings grown on the company’s farm.

These are coupled with in-house manufactured springs and a woven, naturally fire-retardant tick, featuring recycled cashmere sourced from a luxury clothing manufacturer: “The company was awarded with the Best Sustainability Initiative at the John Lewis supplier conference for the work completed on the range, their collaborative approach, and innovation.”

The company’s other brands have also undergone makeovers. There is a brandnew Bed Tailor collection of 15 mattresses, featuring a selection of turn-free, dual-sided and pillowtop models, containing a special model called The Pearl, created to celebrate the 30th anniversary of the brand.

From left: Harrison Spinks’ marketing director Sarah Womersley, Tean Dallaway, Harrison Spinks’ national sales director Graham Astle, and Anton du Beke

Aimed at independents, Somnus has also been given a new look – stores with the new PoS system have seen a +60% increase in order intake.

The Cut from a Different Cloth brand campaign has translated well online and into PoS, and there has been an average uplift of +30% in sales across the stores with the new branding – and work is in hand to support retailers’ online presence, to ensure it matches the in-store experience.

Further afield

The manufacturer’s export strategy has been rewritten, leading with the Harrison Spinks brand, rather than Somnus. Overseas customers benefit from the fantastic brand work and product accolades achieved to date, and increase brand awareness globally. Since implementing this new strategy, in North America alone, there has been +39% growth YoY.

In June, a launch event was held in Leeds, with six European retailers attending, and EBIA president Geert Geerkens joined as a strategic consultant to provide attention within Europe to grow the brand. The lucrative Asian market is next in line, and once again Harrisons has identified an expert insider partner to support its sales ambitions in that territory.

Pioneering sustainability

Sustainability is fundamental to Harrison Spinks’ approach. Its 2024 Impact Report

details both its achievements to date and its ambitious future. It details progress such as: the company’s reduction in Scope 1 and 2 emissions (-22% and -11%, respectively); how the company supports its workforce with enhanced benefits, increased training and health and wellbeing initiatives; and how it supports the local community through charitable giving, as well as providing practical support such as CV workshops.

Down on the farm, plans are well in hand to take it fully organic, planting 2750m of hedgerows and growing 120 acres of flax, which will use a fraction of the water required to produce cotton and will become a cotton replacement. The new range of patterned

headboards, designed by BBC TV’s Great British Sewing Bee presenter Patrick Grant, uses 100% flax fibres.

The company has also invested in and produced a new line to repurpose postindustrial waste fillings and give them a new life as mattress fillings. In the future, its plan is to introduce consumer waste also – offering a solution for reducing waste within the industry.

Earlier in the year, the company was awarded its eighth King’s/Queen’s Award for Enterprise, this year for Sustainable Development. This sits proudly with the company’s other awards, for International Trade and Innovation.

www.harrisonspinks.co.uk

Cut from a different cloth

Leeds-based fifth-generation luxury bedmaker Harrison Spinks was awarded Bed Manufacturer of the Year at this year’s Bed Industry Awards, securing the accolade for its ongoing product-related initiatives and development, after previously toppping the category in 2022 …

The judges commended the business for its financial performance, its revised export strategy and the retelling of the Harrison Spinks story and brand ethos, as well as its commitment to sustainability, including the company’s focused environmental achievements, helping it earn a third King’s Award for Enterprise.

MD Nick Booth says: “We’re delighted to win this highly respected award once again, which couldn’t be done without a fantastic team effort and everything that goes on behind the scenes at Harrison Spinks.

“This win acknowledges our standing in the luxury sustainable sleep market

“It’s incredible to get this recognition for all our hard work, and winning this is a testament to what goes into making each and every bed that Harrison Spinks produces, from the expert craftsmanship that goes into hand-stitching our mattresses and sewing each piece of fabric, to the unwavering commitment to product innovation and development – and of course, manufacturing everything responsibly and sustainably. This is why we believe we are cut from a different cloth.

“Achieving this win for Bed Manufacturer of the Year is an acknowledgement of our standing

in the luxury sustainable sleep market, while still maintaining our ethos of using responsibly and ethically sourced natural materials, allowing each product to be recycled at EOL and ensuring exceptional quality for our customers.”

At the stand, the bedmaker showcased 15 completely new handcrafted Harrison Spinks models, including a special Limited Edition Pearl mattress to celebrate 30 years of its iconic Bed Tailor collection, all featuring the brand’s homegrown hemp and 100% recyclable Cortec spring systems. Alongside these, three new luxury Somnus mattresses were on display, as well as a brand-new collaboration of headboard styles in a range of exclusive fabrics designed by Patrick Grant, designer and judge on BBC’s The Great British Sewing Bee.

The bedmaker also served drinks from its Ha Ha Baah pop-up bar (relocated from the Harrison Spinks farm), and gave out its own tote bags, woven in-house from its homegrown hemp.

Harrison Spinks was also recently awarded a King’s Award for Sustainable Development, adding to its two current King’s Awards for Innovation and International Trade, and previously held Queen’s Awards, bringing the total number achieved by the company to eight.

www.harrisonspinks.co.uk

The Harrison Spinks team, including chairman Simon Spinks and MD Nick Booth

The Great British Sewing Bee’ Patrick Grant on Harrison Spinks’ stand

Cut from a different cloth

We are incredibly proud to be awarded ‘Bed Manufacturer of the Year’ at the 2024 National Bed Federation Awards. This prestigious recognition comes as a result of our ongoing product innovation and development, with the judges praising our compelling brand narrative, and strong commitment to sustainability.

We’re passionate about making luxury mattresses and beds in the most responsible way. It’s why we grow comfort fillings on our Yorkshire farm, weave naturally FR Chemical Treatment Free 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 . U K

Bed Manufacturer of the Year: Finalists

Dreams Manufacturing

Dreams has had its own bed factory in Oldbury, West Midlands for 20 years, and it supplies a significant proportion of the midpriced beds sold in Dreams stores nationwide.

At the factory over the past year, significant strides have been made in product, process, staff engagement and welfare – a culmination of a three-year investment and improvement plan which has seen the factory modernised, every product overhauled and the way they are made completely changed. Production volumes have increased by +9% YoY, a notable achievement in a challenging period.

In September 2023, the entire divan range was relaunched, shifting from north-to-south to east-to-west orientation on all sizes, resulting in reduced raw material costs and improved quality and delivering a +5% increase in productivity. The factory also introduced its first-ever orthopaedic range, featuring a mattress with the brand’s highestever spring count.

Dreams has sent zero materials

to landfill for eight consecutive years and has continued to reduce its waste by -10% YoY –73% of waste is recycled and the remaining non-recyclables turned into energy recovery, saving 677 tonnes of CO2 annually. Over the past year, it has also repurposed 42,500 plastic bottles for polyester production and used 20,000kg of locally sourced Black Country Wool. At the end of 2023, the factory’s Recovery Centre won the Recycling Excellence award at the National Recycling Awards.

The factory boasts some of the lowest labour turnover and absence figures in the industry and has also expanded its apprenticeships.

Sealy UK

Since its new Australian owner took over Sealy UK in 2020, there has been significant investment in upgrading the factory and relaunching its entire product range, and the past year has begun to see the fruits of that labour, with a +25% increase in sales and volumes up +10-12% – a good place to be as the manufacturer celebrates its 50th year in the UK.

Sealy’s focus is to produce highend product with higher margin and performance expectations. With its Posturepedic ranges now representing over 70% of total sales, and ATVs almost three times that of 2020, this ambition is on track.

To meet demand, Sealy has scaled its operation by introducing a number of new initiatives to increase manufacturing capacity, expand its workforce within the springs and bedding plants and offering a performance-based bonus scheme. There are currently four apprentices in different departments and in-depth training takes place in every department.

A staff-driven Energy Steering Group helps identify energy-saving measures, seeing Scope 1 and 2 emissions reduced by -21-23% in the past year, and initial progress made on Scope 3 emissions.

Over the year almost 500 stores have been kitted out with new PoS displays, and over 50 training events held at the factory. Trustpilot scores have soared from 2.6 to 4.5 in the past 18 months, while social media activity has significantly raised brand awareness and sales.

Hypnos

After 120 years of British bedmaking, Hypnos’ business ethos is focused on delivering wellbeing for both people and the planet. Partnerships – with suppliers, customers and staff, whether new product with the Eden Project, ensuring traceability with Woolkeepers or reducing carbon emissions

in conjunction with DFDS – are the core of the strategy, which aims to demonstrate that being environmentally and socially responsible does not hinder success, and commands a positive leadership position.

This year Hypnos has leveraged its consolidation into one site by investing significantly in people, equipment and processes to deliver significant increased capacity and productivity from its Princes Risborough HQ.

While the UK market remains challenging, Hypnos’ domestic retail sales have remained steady, and exports have climbed +37%.

A highlight of new product launches has been the Eden Project collection, introducing a plant-based mattress into the bedding industry – along with the Legacy collection to acknowledge the company’s 120th anniversary. Both are backed by comprehensive PoS and marketing materials, while a new studio retail partner concept has been developed, and a new website is driving traffic to partner retailers, increasing valuable leads by +70% and enhancing user engagement by +77%.

Meanwhile, a new company structure from board room to factory floor has been implemented, including the promotion of 15 employees to advise the board. A customer experience team has been created, monthly ‘townhalls’ with all employees are held to update and motivate, and multiple mentoring and apprenticeship programmes – both internal and external – are supported.

Group MD David Baldry with Hypnos’ new EV

Supplier of the Year: Winner Handy

Handy has been supplying the bed industry since 1991, with all the small items needed to make mattresses and bases – literally the nuts and bolts, buttons and tufts, feet and castors, glue, thread and tape, and much more …

Despite the economic headwinds of the past 24 months, the company has managed to deliver a strong financial performance in 2023, driven by the introduction of additional products and investment in warehousing, thus widening its bespoke customer stockholding service, plus investment in machinery enabling its operation to offer added value services to clients.

“We were delighted and humbled to accept the 2024/25 NBF Supplier of the Year award,” says Handy’s MD, Nick Harland -Smith “Although Karin and I received the award, we felt as if our 17 other colleagues were with us, as many of them had been texting the two of us throughout the gala dinner evening event wanting progress updates as the evening unfolded! Our people are priceless, and I am so happy for them that they have all been recognised in this way.”

“Our people are priceless, and I’m so happy they’ve all been recognised in this way

New and improved

New products matter, and sustainability is at the forefront of any new product developments. Top of the list this year is the company’s new allwool mattress tape edge. Believed to be the first all-wool narrow woven tape, a variety of hurdles had to be overcome to get the end result – wool in narrow formats likes to be knitted, not woven! Now the industry has a 100% natural, chemicalfree, FR mattress tape. Moreover, it is available in a range of organically dyed colours (GOTS certified) to special order.

Also new this year is a patent-pending novel bed bug detect and protect system. Primarily aimed at the contract bedding market where infestations can hugely problematic, it is described a “simple, but ingenious”, and all elements are fully recyclable.

To encourage clients away from the widely used chrome plastic glides towards a more sustainable and natural product, Handy has introduced its design-registered FSC beech wooden ‘mushroom’ glides, available in a variety of colours, which can be stained to customer’s requirements.

Making

improvements

During the year Handy has invested in a second automated bagging line, more than doubling production capacity for the bespoke packaging of customer-specific retro-fitted components, normally fitted at the point of bed delivery.

Handy’s sales manager Karin Jennings, Tean Dallaway, Handy MD Nick Harland-Smith, and Anton du Beke

Handy’s wool mattress tape edge in action

With a built-in printing facility, Handy can add barcodes, fitting instructions or even a QR code linking the final customer with a video demonstration of fitting requirements. The heat-sealed bags are made from 30% recycled plastic.

Further investments have also been made in new machinery to support an expanding button-covering operation. Also benefitting from significant investments are the company’s product handling capabilities, with the introduction of mobile barcode scanners and ride-on LLOPs for the warehouse pickers.

Added value

Handy has a 20-year partnership with Simalfa, a Switzerland-based manufacturer of eco-friendly water-borne adhesives, as sole agent for the UK and Eire. The range of water-based adhesives tick many boxes and now includes a debonding glue that favourably lends itself to foam mattress EOL recycling. In partnership, the two companies have developed an oversprayfree, water-borne adhesive delivery system, thus avoiding cross contamination within the production environment.

Crucially, to Handy, customer is king, says Nick: “Our customer’s factory should never stop due to a failure to have stock on our part.” Handy therefore monitors its dispatch performance on a rolling basis, and is only happy with a 98-99% same-day dispatch success rate.

Progress pledge

Focusing on sustainability, Handy is signed up to the NBF’s Pledge for Our Planet, and committed to continuous improvements. It is proud of the fact that 75% of its vehicle fleet is electric, and all lighting throughout the company now uses low-energy LED bulbs.

Handy is a Forestry Stewardship Council (FSC) certified Chain of Custody member, and 100% of its purchased cardboard packaging is recycled. It uses only paper adhesive tape and strapping when preparing orders for despatch,

and its polythene pallet wrapping is made up of 30% recycled product.

All company waste is sorted and collected by the appropriate collection services. Suppliers are also monitored closely, and are audited annually in relation to biocide regulations, POP declarations, REACH, modern slavery and the ethical trading initiative (ETI).

Team talk

Handy is proud of its high staff retention record – over 80% of staff (19 employees in total) having been with the company for seven years or more – and is a firm believer in the maxim that a happy workplace is a productive workplace. With work/life balance in mind, Handy is currently trialling a 2pm Friday finish for employees.

Handy is also a proud corporate member of The Furniture Makers’ Company, and regularly organises in-company fundraising events, such as a recent 24-hour table-tennis marathon which raised over £2500.

Supplier of the Year: Finalists

Wolf Components

“We were honoured to once again be nominated as a finalist and receive this recognition from our industry colleagues,” states Wolf Components. “As a young and dynamic start-up, it’s been exciting to share how we are developing innovative products that push the boundaries of the bedding industry, while continuously meeting the evolving needs of our customers and growing an independent sustainable business.”

In the past year, Wolf has taken bold strides to build upon its founding vision, merging extensive manufacturing experience with a focus on sustainability to meet the rising demand for a professional, independent pocket spring producer to be relied on.

A highlight has been the successful launch of Apex, a fully recyclable spring made from 80% recycled steel and polypropylene with a polymer-based glue. Extensively tested to ensure it exceeds industry standards, every unit is marked and fully traceable, and all scrap materials from production are recycled. Wolf supplies its recyclable units as standard products without any surcharges.

Commitment to investment in the business is ongoing, with Wolf’s main facility enhanced by new high-speed coiler and

assembler technology, and new warehouse capacity for raw materials. The completion of its solar array marked a considerable step towards a goal of producing 25% of energy on-site by 2025, with the array now meeting 100% of energy needs on sunny days.

Wolf also prides itself on its commitment to its people, making significant investments in training and recruiting experienced professionals including a health, safety and quality co-ordinator and an HR administrator. Wolf’s first employee from seven years ago has risen from office administrator to manufacturing manager, while several others now have specialised production roles. Two fifths (41%) of employees have been with the company for over three years, and a quarter for more than five – testament to its focus on employee satisfaction and career growth.

Indeed, employee welfare continues to be a top priority –an impressive 96% of eligible employees are making use of the company health scheme, and are now supported by two mental health first aiders, while becoming a corporate member of The Furniture Makers’ Company demonstrates Wolf’s ongoing commitment to supporting charitable endeavours within the industry.

The Vita Group “Being shortlisted by the NBF is always an honour, it shows we are doing the right things and moving in a positive direction,” states the Vita Group, for which improving environmental and social performance, sustainable solutions and pursuing a sustainability business strategy are core objectives in the UK.

In 2023, Vita was awarded, for the second consecutive year, a gold sustainability rating from EcoVadis – it scored in the 97th percentile, placing its sustainability management system in the top 3% of assessed organisations worldwide. It is the only flexible PU manufacturer to have its 1.5oC pathway to 2050 validated by the Science Based Targets initiative (SBTi).

During the year, Vita developed an industry-leading lifecycle analysis tool, enabling a scientific approach to measuring the impact of its products on the environment. This in turn supports the group’s drive to innovate and develop more circular products.

Product innovation remains the cornerstone of Vita’s approach, and it aims to embed a sustainable option into every new product

it develops. Within the last 12 months, it has delivered a welldiversified, customised product offering. One recent example is Orbis, Europe’s first foam created in part with polyols chemically recycled from EOL foam mattresses.

Customer service is critical, and the group is proud of its consistently high Net Promoter Scores (NPS), with a customer centric approach, lead times, high-quality products and reliability the main factors behind its high scores.

Vita’s teams work hard to make the communities in which they operate a better place, from mattress donations to donations of time through volunteering, from raising over £10,000 for Cash for Kids to planting trees in their local areas. It is also a corporate member of The Furniture Makers’ Company.

Alongside this, the team volunteer their time and expertise to support the industry as a whole, participating in committees, roundtables and conferences and talking to a wider audience on key topics such as sustainability and fire retardants and the impacts these have.

Earthkind

Earthkind contains 50% used ma ress materials and post manufacturing waste and is helping tackle the challenges of ma ress recyclability within the industry

Earthkind is the blend of choice when considering your environmental impacts. With a carbon footprint of 75% less than virgin materials, and 100% recyclable at the end of life.

Using a high pressure through air heat treatment, allowing penetration to all fibres, Earthkind adheres to the required cleanliness standards of BS 1425 and a general-purpose bioburden test looking at a range of bacteria.

Bed Product of the Year: Winner Eco Comfort Airmesh, Silentnight

One of the most keenly contested awards, and one of the most coveted to win … this year’s entries showed the diversity of products available, 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– Silentnight’s Eco Comfort AirMesh mattress.

Silentnight’s innovative Airmesh mattress features a highly breathable 3D honeycomb Airmesh layer which optimises airflow around the body. Combined with Coolmax technology and breathable Eco Comfort fibres, it takes the heat out of sleep, so the user wakes up feeling refreshed and ready to take on the day.

Silentnight carefully considered the mattress’ aesthetics to ensure the overall ‘look’ aligned with its features and benefits. Fresh white fabric emphasises the inherent cooling properties, complemented by contrasting olive-green tape and embroidery logo detail, demonstrating its inclusion in Silentnight’s Eco Comfort range.

A three-part mesh border was chosen for modernity and additional airflow, along with a new modern geometric quilt pattern, developed to differentiate the product and highlight the new Airmesh comfort layer. An extra layer of box-top padding was added to create a sumptuous finish. All the materials considered in this product’s design were specifically chosen to aid breathability, air flow and comfort for hot sleepers and eco-conscious consumers.

The Breathable Eco Comfort fibre pad comes as a standard component in the Eco Comfort range and is made using recycled plastic. Coolmax features on the lid, and is scientifically engineered to provide superior, breathable, cool-effect comfort, reducing humidity, and

“Among a number of entries prioritising temperature regulation, this truly had the science and messaging to back it up

wicking away perspiration, in harmony with the Airmesh comfort layer. Two thousand Mirapocket springs respond individually to body weight and provide zoned support, and are scientifically proven to provide superior spinal alignment – while 1000 Mini Springs have been used to enhance breathability and provide lasting enhanced comfort.

The Eco Comfort Airmesh was marked against the NBF’s Eco Design Toolkit, scoring 65/100. Airmesh not only offers “unrivalled” breathability but, unlike other premium fillings, has a high proportion of recycled content, reducing the mattress’ environmental impact.

The Airmesh Air Luxury embodies the eco-design principles of durability, monomaterials, and safe chemical management. Unlike traditional fibre filling, Airmesh is less prone to settlement, and is a polyester filling, used with Eco Comfort Fibres, enabling simple EOL separation. In using polyester fillings and ticking, it meets UK flammability standards without the use of chemical flame retardants.

Made with a honeycomb structure, the elasticity of the 3D mesh allows it to deliver greater recovery properties. In addition to adapting to the body more closely, the mesh offers superior cushioning comfort, higher shock absorption, greater stability and increased air flow. It is also 100% circular, and 100% recyclable, so sits neatly in Silentnight’s Eco Comfort range.

So, why did the judges choose the Silentnight

Airmesh as the winner? Here’s a few of their comments: “Based on extensive consumer research, this manufacturer knows what people want, and have set out to deliver it at a realistic price point. Among a number of entries prioritising temperature regulation, this truly had the science and messaging to back it up. Beautiful, flexible and tactile PoS promises to bring the range to life in-store, however the retailer wishes to present it.”

“The Silentnight entry really impressed me and ticked all the boxes. It’s a great looking and feeling mattress, with its innovative Airmesh technology at a very commercial price point, supported by excellent marketing resources and stunning in store PoS. A worthy winner.”

“The Silentnight Airmesh Mattress was a consistent strong performer in all the categories we reviewed. The benefits of the Airmesh comfort layer to the consumer are clear, and the support for retailers is market-leading. The perfect mix of new technology, commercial price points and marketing support with a superb look. Last but not least, it’s comfortable!”

“Silentnight’s Airmesh mattress offers supreme comfort and an excellent eco story at a competitive price point. The PoS is advantageous, offering a variety of ‘build your own’ options. I feel this product is the whole package, it will resonate with consumers and strengthen the offering in the mattress market.”

www.silentnight.co.uk

Silentnight CMO

Danny Blackmore, Tean

Dallaway and Anton

du Beke

Bed Product of the Year: Finalists

Sealy Elevate UltraLux Anniversary mattress

At Sealy, innovation never stops – whether that is a new fabric aesthetic, coil design or manufacturing process. This year marks 50 years of Sealy UK, and in honour of this milestone, the bedmaker unveiled a new mattress collection at the Bed Show.

Elevate UltraLux is a celebration of all things Sealy Posturepedic. It’s a unique combination of the much-loved Elevate Ultra and Exquisite collections, comprising three models that blend patented technologies with never-seenbefore innovations.

When it comes to comfort, the mattress showcases a host of new innovations. First, the ComfortBridge combines micro pocket springs and durable foam for an enhanced level of pressure relief. The halogen-free foam is made up of plant-based polyols with a low carbon footprint. Nestled in the centre third, the glue-free micro pockets are simple to deconstruct at the EOL.

It works in harmony with the new Sealy Infuse Copper, a dynamic, open-cell foam infused with copper for enhanced airflow, finished with natural graphite, removing the need for additional flame retardants. All of the foams used within the Anniversary Medium mattress are halogen-free and certified by Europur.

To support the floor model distribution, a wide range of PoS solutions is available and can be tailored to the individual retailer.

From bespoke hardware fits to graphical displays, Sealy has created a visual merchandising package to support the launch of this collection.

The judges commented: “As has become expected with Sealy, the tailoring and overall visual presentation of the product is superb, backed up with a comprehensive marketing programme for its retailers.”

Natalie Armstrong, Sealy’s product and brand manager, adds: “It further reinforces our dedication to innovation, worldleading product design and manufacturing excellence.”

The Opulent Luxury Pillow Top 7000 from Millbrook Beds is an innovative, first-to-market bed product that has “redefined comfort and luxury”. After three years of meticulous development, this range provides an ideal solution for customers who prefer a tuft-free surface without sacrificing the hallmark appearance of a British-made pocket spring mattress. These groundbreaking products were launched in April to great acclaim, quickly gaining traction with major retailers.

The mattress is expertly engineered for “supreme” comfort, featuring 1000 strategically placed pocket springs across seven

zones, enhanced by 6000 mini comfort pocket springs. The Ultra Edge border technology provides consistent edge-to-edge support, expanding the comfortable sleeping area to the full width of the mattress.

With carefully chosen fillings, including locally sourced Hampshire wool which excels in temperature regulation and moisture control, combined with eco-friendly recycled polyester fibres, the mattress offers “the perfect blend” of climate control and comfort.

From a sustainability perspective, every part of the mattress can be deconstructed and recycled at the EOL.

The Opulent Pillow Top range comprises three distinct mattresses, each tailored to meet key retail price points starting from £799, allowing independent retailers to achieve full margin.

By blending traditional craftsmanship with modern innovation, this range offers retailers a fresh, exciting product lineup supported by a comprehensive suite of marketing materials, including in-store PoS, social media graphics and videos.

The judges said: “Millbrook has created their unique look with Smooth-Tech and, with excellent eco credentials, the range is very commercially priced, which should help it secure good floor space distribution.”

Millbrook Opulent Pillow Top 7000 mattress

Sealy

Component Product of the Year: Winner ValueRest spring, Nestor Springs

This award recognises a component product that the judges consider adds real value, demonstrates original thinking, delivers a tangible solution and could become the new ‘must-have’ element in bed design. There were five finalists this year and the judges had their work cut out decided on a winner – but ultimately picked Nestor Springs’ ValueRest …

ValueRest is a breakthrough technology in the world of pocket springs, and is set to “revolutionise” the mattress market. With an increased spring diameter, it delivers unique comfort while combining cost-effectiveness with excellent functionality.

It consists of larger-diameter pocket springs and maintains the same firmness as standard pocket springs, making it more economical without sacrificing key features such as point elasticity, quietness, and lack of settling.

Key advantages include unique comfort (thanks to increased spring and wire diameter

offering unique bounce-back and comfort), functionality (the barrel-shaped springs improve the unit’s flexibility and mattress performance, especially on adjustable bed bases) and ecofriendly design (minimal material usage and sustainable production processes contribute to environmental protection, making ValueRest a responsible choice).

This new spring configuration facilitates -30% less steel, which makes a significant impact on the overall product and delivers comfort while combining cost-effectiveness with excellent functionality.

Green and lean

The judges said: “Nestor have created a luxury component at an affordable price, meeting customer needs by using an innovative new spring design with increased spring diameter. Having taken on feedback from their customer base, they have worked tirelessly to make it the patented product it is today.”

Adrian Moskała, board advisor at Nestor Springs, adds: “We are incredibly honoured that ValueRest has been recognised as the Component Product of the Year at the Bed Show.

“This award is a testament to our company’s dedication to innovation, sustainability, and delivering high-quality solutions that meet market demands. The recognition reinforces our role as a trusted leader in the bedding industry, committed to providing value without sacrificing performance. ValueRest reflects our mission to offer smart, economical alternatives, and this accolade validates the hard work and vision of our entire team.”

www.nestorsprings.com

“Nestor have created a luxury component at an affordable price

Nestor board advisor

Adrian Moskala with Tean Dallaway and Anton du Beke

Component Product of the Year: Finalists

Earthkind, John Cotton Nonwovens (Highly Commended)

Over the last 12 months, John Cotton has been working with several high-profile recycling companies and mattress brands to develop an insulator pad made from 50% used mattress materials.

It has now developed a costeffective system using a technically refined ‘refibrisation’ process and high-pressure-through-air heat treatment. This enables John Cotton to produce materials fit for reuse within a mattress as an insulator pad. What is more, it adheres to the required cleanliness standards of BS 1425.

Earthkind contains 50% used mattress materials, and is helping tackle the challenges of mattress recyclability within the industry. From an environmental perspective it has a carbon footprint of -75% less than virgin materials, and is 100% recyclable at the EOL.John Cotton is currently the only component supplier of mattress fillings to offer this type of product to the market.

Sales director Mark Baron explains: “Previously it has proven difficult to provide a cost-effective solution for this type of used

material, due to limitations in the processing techniques that allow for refibrisation, and a material that adheres to the required cleanliness standards. However, the newly refined system developed at John Cotton will now allow us to provide products to our customers at great value which contribute to a circular economy and doesn’t cost the earth.”

The judges commented: “This entry showcased a significant amount of work and investment for processing of fibres to create a highly sustainable circular solution to help solve the EOL mattress issues, turning waste material into a resource for reuse and helping with diversion from landfill, which as the potential to revolutionalise the mattress industry.”

Narrow Woven Wool Tape Edge, Handy

This project was driven by the market to create a narrow-woven mattress tape edge that embraced natural, eco-friendly properties while also providing fire retardant (FR) performance without recourse to harmful FR chemical intervention.

Narrow weaving looms are designed primarily to work with

polyester, polypropylene and similar man-made yarns such as Kanecaron. These yarns either require FR chemical treatment and/or emit toxic chemicals should they be exposed to fire. Narrow weaving with wool (which is inherently FR) presented a series of challenges, as normally wool is knitted rather than woven.

A further advantage of the wool yarn is that it can be dyed in relatively small batch quantities, enabling Handy to offer its customers the option of tape edge in bespoke colours. Only organic dyes are used in the process, with Global Organic Textile Standard (GOTS) certification.

BioCool Mattress Ticking, Boyteks

BioCool mattress ticking, made from plants, maximises sleep quality by providing a cool sleeping environment.

Advantages include: the use of biopolyethylene yarns obtained from sugar cane; provides a feeling of coolness; reduces the use of petroleum-based raw materials; has less CO2 emissions; reduces greenhouse gas emissions; is a sustainable product; and is human and environment friendly.

Podz Foam Spring, Carpenter Carpenter’s Podz Foam Springs represent a breakthrough in bedding technology, offering a sustainable alternative to traditional metal springs without compromising on comfort or performance.

The fully recyclable design, combined with superior support and durability, positions the Podz Foam Springs as a leading choice in the market for eco-conscious consumers.

With robust customer support and a clear commitment to innovation, Carpenter is setting new standards in the bedding industry, making Podz Foam Springs a valuable addition to any product line focused on comfort, sustainability and quality.

“We are delighted to be have been selected as a finalist and to be recognised for our design and development of the Podz Foam Springs. It is a tribute to the team at Carpenter, who have shown passion and commitment to provide the customer with an innovative, supportive and quality product which is easy to recycle at the EOL,” says Richard Harris, Carpenter’s UK commercial director.

BioCool Mattress Ticking, Boyteks

Podz Foam Spring, Carpenter

Springing into action

Poland’s Nestor Springs secured the coveted Component Product of the Year accolade, for ValueRest, a “breakthrough” technology in the world of pocket springs. Here, advisor to Nestor’s board, Adrian Moskała, shares his personal take on the win and the supplier’s wider ambitions …

How does it feel to win Component Product of the Year?

Incredibly rewarding! It validates all the hard work, innovation and dedication poured into creating ValueRest. There’s a sense of pride in knowing that ValueRest has been recognised for its excellence, especially when it plays such an important role in improving the quality and performance of the final product – the mattress. It’s also a huge motivator to keep pushing boundaries and maintain the level of quality and innovation that led to this achievement.

What feedback did you receive from the judges during the process?

The judges applauded ValueRest for its innovative design, sustainability, effective approach in addressing the market gap, and marketing efforts. The barrel shape certainly stood out, but what truly captivated the judges was the eco-friendly design. They were impressed by the significant reduction in raw materials required for production, which adds to the spring’s sustainability.

What further surprised them was the use of 5075% recycled steel – a remarkably high figure for our industry. This combination of innovative design and environmental responsibility set the product apart and resonated deeply with the judges.

Do you think its price and/or ‘green’ credentials could make it a marketplace game-changer?

Absolutely! The barrel-shaped spring is designed to reduce steel usage, offering a more efficient and sustainable solution. Moreover, the steel used in its production consists of 50-75% recycled materials, making it an eco-friendly choice that helps lower the environmental impact without compromising on performance or quality. Additionally, using fewer raw materials leads to lower production costs, which ultimately means a more competitive price for our customers.

“It highlights the positive impact we have within the industry

How closely are you working with British bed companies?

Over the past four years, we’ve built strong partnerships with leading British mattress manufacturers. We understand that the quality and consistency of their components are essential in maintaining the excellence of their products. We also recognise that guaranteed short lead times are essential for their low-inventory strategies and production stability. This is how we consistently deliver value, despite being based in Poland.

What’s next for Nestor?

Our focus is on expanding into new markets while enhancing our existing product lines to better meet the evolving needs of our customers. By prioritising innovation, we are dedicated to delivering cuttingedge solutions that not only enhance performance but also align with our sustainability objectives. This growth strategy will solidify our position as a leader in the industry and enable us to consistently exceed customer expectations.

The award serves as a powerful reminder of our commitment to creating exceptional products that resonate with our customers. It highlights the positive impact we have within the industry and reinforces our dedication to quality and innovation. Knowing that our customers value and appreciate our offerings inspires us to continually strive for excellence in everything we do.

www.nestorsprings.com/en

Tean Dallaway with Adrian Moskala

Bounce with precision - just the right amount.

Long-lasting like a timeless classic - always in style and built to endure.

Whisper-quiet support - because no one likes a squeaky spring.

WHY JOHN COTTON IS ONE OF A KIND

John Cotton launched Earthkind at this year’s Bed Show, and was Highly Commended in the Component Product of the Year category for the mattress insulator pad it says is helping to give mattresses a new life, and tackle mattress circularity, at a cost-effective price.

During the last 12 months, John Cotton has been working with several high-profile recycling companies and mattress brands to develop an insulator pad made from 50% used mattress materials. “Until recently, it has proven difficult to provide a cost-effective solution for this type of used material, due to limitations in the processing techniques to remove any unwanted contaminants and metal components,” states the supplier.

“However, John Cotton have now developed a cost-effective system using a technically refined refibrisation process and high pressure through air heat treatment. This has enabled us to produce materials fit for reuse within a mattress as an insulator pad, that adhere to the required cleanliness standards of BS 1425 and, in addition, we have also tested it with a general-purpose bioburden test.

The Earthkind insulator pad offers several benefits: it contains 50% used mattress

materials and is helping tackle the challenges of mattress recyclability within the industry; it is the “blend of choice” when considering environmental impact, says John Cotton, boasting a carbon footprint of -75% less than virgin materials, and 100% recyclable at EOL; and, using a high pressure through air heat treatment, allowing penetration to all fibres, Earthkind adheres to the required cleanliness standards of BS 1425, in addition to the generalpurpose bioburden test looking at a broad range of bacteria.

CARPENTER KEEPS ITS COOL

Carpenter enjoyed a successful Bed Show, with its latest innovation, the Podz Foam Spring, named a finalist in the Component Product of the Year category, showcased alongside its graphite-infused foams, which promise to deliver a cooler sleeping environment.

Carpenter’s Podz foam springs are designed to mimic a metal spring, to offer the comfort and support needed to enjoy “a great night’s sleep”. Podz foam springs, when used as a layer in a mattress, are able to respond to body movement and minimise motion transfer, and

have a spring-like performance with “excellent durability to give an exceptional feel”, says the supplier: “Unlike metal springs, they are a recycler’s dream. as no separation of the mattress layers are required at the EOL – just remove the cover and the mattress can be recycled or the layers repurposed.

“Podz offer a unique proposition, being available in our full foam range – offering soft, medium and firm feels – and can be produced at varying heights.

“Our graphite-infused foams, meanwhile, have been developed for those buyers looking for a cooler story. These foams aid the transfer of heat away from the body using melaminefree technology, and are available in two grades: Celsius+ memory foam contours to the body for personalised comfort, provides cushioning to aid correct spine alignment and can help ease pressure on sensitive areas; while Aurora+ graphite foam has a soft feel and great resilience with enhanced bounce-back support, while the advanced graphite cell technology targets increased air flow.”

Both foams can be used as the top layer in a mattress or as a topper, for a cooler sleeping environment.

Tean Dallaway with John Cotton’s regional sales manager, Simon Chorlton

Small NBF Retail Champion of the Year: Winner Dreamland Bedding Centre

Clinching Small NBF Retail Champion of the Year for the first time, Dreamland Bedding Centre’s win reflects its holistic approach to business. It champions the NBF and its member brands, and its commitments to sustainability, community engagement and customer service truly shine …

In glowing praise for the retailer, one judge said: “If ever there was the epitome of an ‘NBF Retail Champion’, then this company is it. A credit to the industry, and an example that many other retailers could learn from.”

Known for its wide range of mattresses and divans, all sourced from NBF member brands, the independent, family-owned bed specialist has solidified its position as an NBF Premier Retail Champion. This award comes as a testament to its continued commitment to excellence and its dedication to making a positive impact.

Dreamland’s innovative marketing and sales strategies have been key to its success. Its brochure website has driven footfall by focusing on educating customers about the importance of quality sleep and NBFapproved member products, rather than price promotions. Dreamland’s in-store displays, featuring NBF branding and bespoke PoS materials, also highlight the benefits of buying NBF-approved, ensuring customers make informed choices.

Core to Dreamland’s operations is its commitment to sustainability. The company operates a zero-to-landfill policy, ensuring that all mattresses, beds, and materials such as

cardboard and plastic, are recycled responsibly. Dreamland has actively engaged in the net zero programme by Business Growth West Midlands to further elevate its environmental, social and governance standards. These efforts are not only about meeting targets but also about contributing positively to the local economy and environment.

Staff development is a core aspect of Dreamland’s business philosophy, too. Employees regularly participate in supplier training, factory visits and courses to enhance their knowledge. Additionally, employees have completed training in mental health awareness, dementia-friendly practices and age-friendly business training, ensuring they can cater to a wide range of customer needs.

Customer service has always been a cornerstone of Dreamland’s approach, and

“If ever there was the epitome of an ‘NBF Retail Champion’, this company is it

this is reflected in the five-star reviews it consistently receives across various platforms. By handling previously outsourced tasks in-house, Dreamland has maintained its high service standards, particularly in delivery, which has been praised for its professionalism and reliability.

Dreamland’s award-winning status is also attributed to its outstanding community engagement. The business has been actively involved in raising significant funds for local causes, earning it a nomination for the prestigious Community Champions Award 2023/2024.

Dreamland’s commitment to ethical employment practices and staff development played a key role in its award success. The company fosters a collaborative work environment by offering competitive salaries and a pooled commission structure, avoiding the pressure of individual sales targets. All employees benefit from bonuses based on the overall performance of the business, promoting teamwork and shared success.

GM Matthew Randle says: “Winning the award is profoundly meaningful, as these accolades as the most prestigious in our industry. It stands as a testament to my team’s collective dedication. Witnessing the immense joy and emotion on [owner] Mike’s face was immensely rewarding. I am elated and deeply moved by the overwhelming support from our supplier partners and fellow retailers.”

As the company continues to grow and innovate, this recognition marks a significant milestone in Dreamland’s journey, setting a benchmark for other retailers to follow. www.dreamlandbedding.co.uk

Dreamland owner

Mike Brown and GM Matthew Randle, with Tean Dallaway and Anton du Beke

Small NBF Retail Champion of the Year: Finalists

Linthorpe Beds (Highly Commended)

Linthorpe Beds has produced record results for the period, earning its first Highly Commended status. Despite the difficult economic climate, the North East-based retailer has delivered outstanding results, with impressive growth in both turnover and profit. Its commitment to customer service, staff development and sustainability has positioned it as a leader in the industry.

Linthorpe Beds’ success is underpinned by its strong focus on NBF-approved brands, with a wide range of products from leading manufacturers (Sleepeezee recognises it as a ‘Diamond’ retailer). The company proudly promotes its NBF Retail Champion status, with prominent PoS displays and engaging social media campaigns that highlight the standards of NBF-approved member products.

Customer service is a top priority for Linthorpe Beds, with the team going above and beyond to meet customer needs. A standout example this year involved assisting a customer moving from Australia to the UK, to whom it offered a personalised online consultation to help with fabric choices and ensured a seamless delivery for their new home.

The team regularly undertakes product training and factory visits. Training courses, including the NBF Intro to Beds, have further driven staff performance and customer satisfaction.

Linthorpe Beds’ commitment to sustainability is also

commendable. The company offers mattress recycling services, recycles packaging, and supports local schools and charities through various initiatives.

Prestige Beds

This year, Prestige Beds proudly celebrates its 65th anniversary, marking this significant milestone with new developments both instore and within the community.

Over the past year, Prestige Beds has continued its mission to improve the sleep health of its customers by offering expert advice and high-quality products. A standout achievement was the refurbishment of the Whitebirk store, which generated record sales following a major investment. The company has also seen strong growth in gross profit, driven by a focus on margin improvement, regular sales training and enhanced upselling techniques.

Prestige Beds has reinforced its support for NBF-approved brands, with clear promotion of its Retail Champion status across its website and stores.

The Lancashire-based company has catered to a wide range of customer needs by offering highquality products across various price points – such as introducing premium ranges like Sealy’s Exquisite collection and bespoke Harrison Spinks models – to ensure every shopper finds the right bed for their budget.

Customer service remains the cornerstone of its ethos, with a focus on ensuring every customer is guided towards a great night’s sleep. Prestige Beds’ exceptional service is reflected in a near-

The company’s commitment to staff development has been key to its success, with employees undergoing extensive product training and development courses. Meanwhile, its sustainability efforts, including a mattress recycling programme, have furthered Prestige Beds’ positive environmental impact.

The M6 Bed Warehouse

This year, The M6 Bed Warehouse experienced significant business expansion, marked by a second store opening, increased turnover, enhanced profit margins and a surge in orders and website traffic. The company doubled its sales team, expanded warehouse space and invested in new delivery infrastructure, ensuring improved product availability and shorter lead times. The introduction of 0% finance options has also streamlined the customer journey, boosting both sales and customer satisfaction.

A comprehensive two-week training programme incorporating the NBF Intro to Beds course was implemented to ensure that new staff fully understand the business’

ethos and commitment to customer service, while business performance-related bonuses have fostered a positive and collaborative workplace culture.

Showcasing over 100 NBFapproved member beds across its stores, The M6 Bed Warehouse continues to strengthen its relationships with top brands including DeepSleep, Sealy UK, and Sleepeezee. Investment in marketing has also paid dividends, with multimedia campaigns and an in-house production team driving engagement and brand recognition.

Sustainability remains a priority for M6 Bed Warehouse, which offers free bed disposal and operates a zero-to-landfill policy. Its new store boasts energy-efficient features, including EV charging points and LED lighting.

The retailer states: “We’re thrilled to have been recognised as a finalist for the Small NBF Retail Champion of the Year! It’s a wonderful affirmation of our hard work and dedication. This experience inspires us to keep improving and delivering the best for our customers. A big thank you to our incredible team and loyal customers too.”

perfect Trustpilot score, with over 2000 five-star reviews.

Prestige Beds

The M6 Bed Warehouse

LINTHORPE’S COMMENDABLE PERFORMANCE

www.linthorpebeds.co.uk

“We are incredibly proud to once again be named finalists in the Small NBF Retail Champion of the Year category, with the added honour of being Highly Commended this time around,” enthuses Linthorpe Beds. “This recognition reflects the hard work and dedication of every member of our team, whose efforts have not gone unnoticed. Together, we consistently strive to stay ahead of trends, using our initiatives to maximise the potential of the business.”

Sustainability remains a key focus across all departments at the independent retail business – from eco-friendly practices to reducing waste, it is committed to making responsible decisions that help both the environment and the business.

In addition, Linthorpe ensures that all staff are thoroughly trained and inducted on every product available. “Regular liaising with reps and manufacturers allows us to incorporate frequent store visits, ensuring our team stays fully updated with the latest product

knowledge,” the retailer explains. “This handson approach strengthens our customer service and ensures we provide the best guidance possible for our customers.

“As a business, we are proud to offer an extensive range of NBF products to our customers, and we remain committed to expanding our NBF collection.

“This recognition only motivates us to keep growing, innovating, and delivering excellence at every level of our operation,” concludes Linthorpe Beds.

PRESTIGE BEDS BUILDS ON LEGACY OF EXCELLENCE

www.prestigebeds.co.uk

This year, Prestige Beds was named a finalist for the Small NBF Retail Champion of the Year award, among some of the UK’s best independent retailers.

Prestige Beds is a third-generation, familyrun business that is celebrating 65 years of providing high-quality beds and mattresses across Lancashire. From humble beginnings, the company has grown into an established brand in the community, offering expert knowledge and a diverse range of products to suit every need.

The retailer describes its commitment to sustainability as “unwavering” – Prestige Beds stocks many NBF-approved brands such as Hypnos and Harrison Spinks, and is dedicated to enhancing eco-friendly practices. Its mattress recycling programme minimises landfill waste, and its innovative mattress rejuvenation project restores lightly used mattresses to their original

state for resale in its outlet.

Prestige Beds continues to focus on delivering an excellent night’s sleep and quality service to its valued customers. The company is grateful for the support received over the decades and looks forward to continuing its journey, bringing both quality and sustainability to homes across Lancashire.

Large NBF Retail Champion of the Year: Winner The Bed Post

The Bed Post, a third-generation, familyrun independent bed specialist, has seen continued success over its 37 years of trading experience. All five stores across the South East demonstrated its dedication to excellence, growth, and community engagement, setting it apart from the competition.

Over the qualifying period, The Bed Post has recorded impressive financial growth across all its branches. Notably, the company’s website and Sevenoaks store have delivered standout performances, contributing significantly to an overall increase in turnover.

Despite challenging market conditions, the business has not only maintained but improved its gross profit. A focus on shop presentation and premium product offerings has also helped boost the company’s AOV, ensuring continued success.

A key factor in The Bed Post’s triumph has been its ongoing support for the NBF and its suppliers. The company has enhanced in-store displays with NBF-approved member products, and promoted the organisation through PoS materials and online videos. Increased turnover with premium NBF brands has significantly contributed to The Bed Post’s growth, further reinforcing its reputation as a champion of industry standards.

“It’s amazing to see our years of hard work paying off

The Bed Post’s dedication to customer service is another standout feature of its success. The company has received glowing online reviews, with many customers praising the knowledgeable, patient and communicative staff. A particular incident exemplifies the company’s commitment to putting customers first. When a grieving customer urgently needed a replacement mattress, The Bed Post went above and beyond to deliver a new mattress and remove the old one within hours, providing comfort during a difficult time.

One of The Bed Post’s strengths lies in its loyal and experienced staff, many of whom have been with the company for over 20 years. The team regularly undergoes training, including visits to manufacturers and completing the NBF’s Intro to Beds course. A new initiative encourages sales staff to spend time with the delivery team, gaining insight into logistical challenges and improving customer interactions.

This commitment to continuous learning has resulted in its highest conversion rate for mattress protectors, reflecting the impact of years of dedicated staff development.

Faced with declining footfall, The Bed Post has implemented innovative marketing strategies to attract customers. The company increased its investment in leaflet campaigns, resulting in the best ROI to date. The introduction of larger leaflets, showcasing the

business and its previous NBF award finalist status, alongside Royal Mail distribution, has proven to be a successful tactic. Furthermore, the company has focused on increasing AOVs through premium products and successful add-on sales, ensuring steady growth despite challenges.

Sustainability is at the core of The Bed Post’s operations. The company has committed to offering an affordable mattress disposal service to ensure mattresses are recycled responsibly. Additionally, the business has strengthened its support for local schools and charities through donation leaflets and community initiatives.

Oliver Wright, partner at The Bed Post, says: “As you can imagine, we are immensely proud to have won this award. As a familyrun business that has now been trading for over 37 years, it feels fantastic to have been recognised by such an important organisation in our industry. It is amazing to see our years of hard work paying off – this is an award for the whole team at The Bed Post. I hope that we can continue to move forward this year, and we will enjoy having something to really shout about!”

The Bed Post’s remarkable achievements across the board have earned it the welldeserved award, cementing its status as a leading independent bed specialist in the region.

www.the-bedpost.co.uk

The Bed Post owner

Oliver Wright and GM David Cheeseman with Tean

Dallaway and Anton du Beke

Large NBF Retail Champion of the Year: Finalist

Sussex Beds

Despite its challenges, Sussex Beds’ significant upgrade in IT systems has laid the foundation for scalable growth over the next decade. The implementation of NetSuite replaced outdated IT systems, paving the way for sustainable expansion.

The integration involved meticulous planning, system configuration, staff training, and testing, with all 70 team members embracing the change. The new system has revolutionised the company’s customer service approach, with a fully automated feedback system tracking service quality at every stage of the customer journey. This has helped the business maintain its impressive 4.9-star ratings on Google Reviews and Trustpilot.

Staff development played a crucial role in the successful transition to NetSuite, with team members undergoing extensive

clear, step-by-step guidance and established a team of ‘super-users’ to assist colleagues during the process.

Despite anticipated challenges, Sussex Beds recorded positive financial performance, with improvements in key metrics such

CEO Steve Pickering says:

“We’re incredibly proud to be named a finalist for this year’s Large NBF Retail Champion of the Year award.

“As a family business with 14 stores, this recognition highlights our team’s dedication to delivering

products. It’s an honour to be acknowledged for our commitment to helping customers find a quality night’s sleep.”

The company’s ability to adapt, grow, and innovate through this period has been a testament to the resilience and dedication of the

Sussex Beds

National Bed Retailer of the Year: Winner

DFS has been named National Bed Retailer of the Year for the first time, a significant achievement despite ongoing industry challenges.

The beds and mattress category has shown remarkable performance in the qualifying period, with increases in both revenue and cash margin, with the majority of revenue coming from NBF members. The quick delivery ranges have also been successful, with a notable rise in revenue thanks to the introduction of a sevenday delivery promise.

DFS proudly works with eight NBF members, including 23 new ranges. Collaborating closely with suppliers, DFS ensures that product descriptions are informative and regularly updated, both on product pages and brand showcase sections. Member products are clearly marked with dedicated icons, and the DFS website features a page dedicated to educating customers about the NBF’s role. With 387 bed and mattress bays across 33 stores, DFS has introduced dedicated mezzanine floors to enhance the in-store experience. The Bed50 promotion, which offered customers a discount when purchasing a bed and mattress together, successfully boosted sales by encouraging add-on purchases.

“Growth in beds and mattresses has been a real success story for us

To enhance customer service, DFS’ Home team now handles pre-delivery queries to ensure efficient communication. Delivery lead times for stocked products have been halved, with 25 ranges now available for delivery within seven days. The introduction of additional Silentnight mattress ranges has provided customers with high-quality, quick-delivery options, and more ranges are expected to be added soon.

DFS has made a substantial investment in staff training for its beds and mattresses category. A comprehensive DFS training pack was created for in-store staff, providing quick reference points for key product details. Beds and mattresses were showcased for the first time at the DFS Annual Conference, where mini-training workshops and product trials were held. DFS also collaborated with suppliers such as Sealy UK and Sweet Dreams to develop bespoke training materials, and introduced the DFS x Silentnight Sleep Academy modules. DFS has expanded its digital marketing efforts, with successful results across paid search, SEO, social media, PR and email campaigns, achieving impressive growth in traffic, organic revenue and keyword rankings, while joint campaigns with suppliers produced positive outcomes. A mattress-picker quiz on

the DFS website was also launched to help customers find their ideal product.

DFS remains committed to sustainability. The company has made significant progress in reducing emissions, increasing the use of FSC/ PEFC-certified timber, and engaging suppliers in carbon reduction efforts. By 2026, DFS aims for all suppliers to use plastic packaging with a high proportion of recycled content. The company has also enhanced its code of practice to ensure that subcontractors and component suppliers meet the same rigorous standards.

Rachel Nimz Taylor, senior buyer – Bedroom at DFS, says: “It’s great to see all our hard work and investment recognised in this way. For various external reasons, the last FY has been challenging for DFS, but growth in beds and mattresses has been a real success story for us. We’ve launched new ranges (many in partnership with NBF members), extended product presence throughout our retail estate, and enhanced our quick delivery proposition. All of this, supported by a passionate and dedicated team, has contributed to increased sales YoY. I’m excited to see what the year ahead has in store.”

www.dfs.co.uk

DFS’ senior buyer

Rachel Nimz Taylor and head of commercial, Home, John Rastall, with Tean

Dallaway and Anton du Beke

National Bed Retailer of the Year: Finalists

Bensons for Beds

In a challenging economic climate, Bensons for Beds’ sales continued to rise. Store sales rose due to improved conversion rates and ATVs, while online sales benefitted from increased traffic and strong two-year performance.

Bensons broadened its appeal through a strong new product development programme. Key launches include the awardwinning Slumberland Air and the breathable Slumberland Naturals range. The eveSleep wunderflip offers adjustable comfort levels to minimise returns, while the Staples & Co Artisan range offers premium mattresses at affordable prices.

To simplify customer interactions, Bensons streamlined its PoS materials and reviewed promotions to highlight expertise, craftsmanship, value and reassurance, with clear messaging for each sales period.

Bensons enhanced customer service with new assembly and recycling services, allowing customers to choose options like bed frame assembly and product recycling, with savings on premium packages. It also improved its Net Promoter Score and launched a Customer Experience Improvement Programme, introducing web and WhatsApp chat to reduce inbound calls and compensation claims.

The company invested in staff training and apprenticeships, focusing on the new Retail Experience Model and expanding bed manufacturing apprenticeships, and achieved strong results through earned media campaigns like the

groundbreaking new chief sleep officer role, garnering a reach of over 300 million. Over 6000 mattresses were recycled in 2023, and partnerships with Crisis raised significant funds for charitable causes.

“We will continue to strive to provide the best possible products and service for our customers to ensure they get a better night’s sleep each night,” says CCO Mark Slater.

Dreams

For Dreams, 2024 marked a record year of investment and impressive financial results, with £16.2m allocated to four new stores, store refits, technology systems and vehicle fleet replacement.

Its ecommerce operation performed well, with online sales growing and the introduction of the online Sleepmatch tool generating over 2100 unit sales and nearly £650,000 in revenue. The rollout of a stock finder and cross-sell tool also boosted bed frame and mattress sales.

The Dreams Bed Factory in Oldbury increased mattress production by +9%, and its Dreams-made mattresses now make up more than half of its total mattress volume. Collaborations with NBF brands, like Flaxby by Harrison Spinks and Silentnight, also drove volume growth.

Over the past year, customer satisfaction also improved, with Dreams achieving a Trustpilot score of 4.8 from 70,000 reviews, one of the highest in the sector.

Staff development initiatives included new leadership programmes and negotiation

training for commercial teams. Dreams’ multi-million-pound brand campaign launched in October 2023, featuring actress Gillian Anderson, reinforced its position as a market leader, and the retailer continued to focus on sustainability, recycling over 127,000 mattresses and using 20,000kg of locally sourced wool. Its recycling centre won the National Recycling Award, and its partnership with Shelter raised £91,367, helping support emergency calls and donations to the charity.

Furniture Village

This spring, Furniture Village unveiled a new vision for its bed offering, focusing on quality British beds. A new concept store creates a multi-sensory experience, with the NBF-approved logo displayed across streamlined PoS materials, including video screens and simplified pricing. The store features 11 styled room sets, providing a calm and intimate environment for customers to explore and purchase beds.

Customer feedback has been positive, with notable sales increases and an AOV rise. The concept has already been rolled

out to additional stores, with plans for more locations.

Responding to demand for faster delivery, stock levels of beds and mattresses have increased significantly, enabling quicker delivery times. Marketing for adjustable beds has also attracted younger consumers, with the e-motion range performing well.

TrustPilot reviews have reached record levels, with over 4700 fivestar ratings in the last year. Online, bed traffic and basket additions have grown, supported by product reviews for over 100 NBF-member ranges.

Furniture Village’s investment in staff has been substantial, with over 200 employees attending supplier visits and completing in-depth training. The company’s onboarding programme includes the NBF Intro to Beds course, and a ‘buddy system’ was introduced for new starters to learn best practice from bed experts, proving highly successful.

Furniture Village’s charity efforts raised over £23,000 in 2023, and its collaboration with The Sleep Charity has helped thousands of callers. The company also received prestigious workplace awards, capping off a successful year.

Online Bed Retailer of the Year: Winner MattressNextDay

MattressNextDay was crowned Online Bed Retailer of the Year for the second year running, having achieved a remarkable YoYincrease in turnover and profit, while prioritising exceptional customer experience.

From July 2023 to June 2024, the company achieved significant growth, doubling its turnover over three years and increasing it by +52% in the past year alone. Pre-tax profits rose significantly too, supported by a substantial increase in the workforce, now totalling over 50 employees. The company’s online presence also saw substantial growth, with organic traffic increasing by +172% YoY, contributing to higher turnover, AOVs and conversion rates.

MattressNextDay, which is based in the South East, also expanded its product range, stocking leading NBF brands such as Hypnos, Sealy UK and Harrison Spinks, while introducing new brands like Jay-Be and Panda London. It implemented 170 website changes and conducted over 50 A/B tests, improving the user experience, resulting in increased addto-basket rates and clickthroughs. Optimising page load times and updating product imagery further boosted performance.

Customer satisfaction reached new heights with a record customer happiness score of 74%, while Trustpilot and Google scores both stand at 4.6/5. New initiatives including

“The hard work and dedication from every member of the team has not gone unnoticed

customer and returns portals streamlined customer service, and a dedicated customer service manager was hired, reducing wait times and improving live chat interactions.

The winning retailer also increased its focus on educational content, growing its collection of buying guides from 16 to 60, improving engagement and conversions. Social media saw a surge, with over 11 million impressions across Facebook, Instagram and TikTok, thanks to user-generated content and collaborations with influencers, driving brand awareness.

Cohesive sales messaging across online platforms, including digital advertising, ensured a unified brand experience for customers.

Sustainability remains a core focus for the retailer, with over 150,000 trees planted and 50,000 mattresses recycled. The company ranks 71st on Ecologi’s Top 100 Company Global Leaderboard. Partnerships with ecofriendly bed manufacturers like NBF members GNG Group and Jay-Be further support its commitment to environmental responsibility.

CSR initiatives extended to staff and the community. Employees benefit from a wellbeing initiative, including an extra paid day of leave, fresh fruit and departmental training budgets. MattressNextDay also plants five trees each month to offset staff commutes. In the community, the retailer supported local food banks and donates mattresses to charities.

CEO Martin Seeley says: “To win Online Bed Retailer of the Year for the second year in a row is a huge honour. It’s evidence that the hard work and dedication from every member of the team has not gone unnoticed, whether that’s ensuring the highest quality customer service, strengthening industry relationships, or improving the wellbeing of our staff. We look forward to another year of providing the nation with the best night’s sleep, and are incredibly grateful for this recognition.”

The company’s innovative approach to online retail, commitment to sustainability, and dedication to customer satisfaction and education truly distinguishes it within the industry.

www.mattressnextday.co.uk

Dallaway,

Online Bed Retailer of the Year: Finalists

Land of Beds (Highly Commended)

The past year has been monumental for Land of Beds, with the launch of its new usercentric website after 18 months of development, resulting in significant growth across all areas and earning it a Highly Commended accolade.

Over the past year, online sales grew by over +30%, with website traffic nearly doubling, and conversion rates improving by almost +50%, reflecting the company’s strong digital presence and effective marketing strategies.

A proud NBF Retail Champion, over 80% of its product range is supplied by NBF-approved brands, and a dedicated section on the website clearly explains the NBF’s purpose and benefits to consumers. The company’s expanded product range now includes more eco-friendly products, resulting in a +70% increase in sales for these categories. In line with this, Land of Beds prioritises partnerships with manufacturers that adhere to sustainable production practices.

The newly designed website focuses on enhancing the customer journey with intuitive navigation, improved search functionality, and responsive design for both desktop and mobile users. These changes have led to a reduction in bounce rates and increased time spent on the site. High-quality product imagery and the introduction of video content have further improved engagement and conversion rates.

With over 7000 reviews on Trustpilot and an ‘Excellent’

rating, customer feedback plays a vital role in driving operational improvements. Land of Beds also remains committed to community engagement, supporting local charities and grassroots initiatives and collaborating with mattress recycling experts. It ensures fair wages for all employees, including comprehensive healthcare packages.

Mattress Online

Mattress Online has continued to improve and adapt, focusing on cost-saving measures and team collaboration. A new store was launched in Doncaster to complement the online offering, and the in-store PoS system was tailored to align with the online pricing strategy, offering a transparent hybrid experience.

Mattress Online has strengthened its consumer advice page and expanded its wellbeing panel with James Wilson, a leading voice in the sleep world, and experts from Cavendish Cancer Care. Social engagement and educational content were boosted through partnerships, including local business user-generated content for in-store digital screens.

Investment in technology has improved website visibility, showcasing its 20 years of experience and authority.

Enhanced website features including personalisation tools like wishlists and cross-sell popups have significantly increased bedding sales. Search suggestions and an accessibility-friendly design further enhance user experience.

During the award year, 112 new products were launched, many of

which are made by NBF-approved members that are clearly tagged online. Sustainability remains a priority, with nearly a quarter of customers opting for recycling services, and the recycling rate has continued to rise.

Despite a tough market, Mattress Online continues to thrive, increasing conversion rates and AOVs while maintaining a high customer satisfaction rating on Trustpilot.

Simba Sleep

Founded in 2015, the online retailer aims to deliver highquality sleep sustainably. In 2023, Simba became the UK’s first B Corp-certified sleep brand, demonstrating its commitment to ethical and sustainable practices.

With over 300,000 five-star reviews under its belt, Simba’s D2C sales dominate its revenue, though it maintains a presence on platforms such as Amazon. Offering free delivery, extended trials, and financing options, Simba prioritises excellent customer service. With an AOV that has steadily risen, Simba has also expanded its range of affordable

mattresses, such as the Hybrid Inter, and introduced premium delivery services.

Simba’s brand identity focuses on sleep expertise and technology, having embarked on more contentled activity in the past year. By sharing knowledge and expertise to help customers, it improved email subscriber engagement rates by +100% and enjoyed a +58% uplift in returning customers.

Simba’s digital marketing strategy also included a new TV ad, which boosted customer engagement and increased brand awareness, reaching over 400 million TV impressions.

Sustainability is at the core of Simba’s operations. The retailer is a founding member of the BRC Climate Action Roadmap, and aims to reach net zero by 2030. Simba actively recycles and refurbishes mattresses – in 2023, it recycled over 38,000 mattresses, and continues to offer ecofriendly sleep solutions, making responsible production a priority. The company also partners with organisations like The Sleep Charity and EveryYouth to make better sleep more accessible to all.

Land of Beds’ Mike Murray, Judith Ackers and Maria Jones, Tean Dallaway, and Land of Beds’ Victoria Lewis and Matthew Vaughan

Simba’s Timothy Morton and Ian Atkins, Tean

Dallaway, and Simba’s Sherry Konan, Keri Blunden and Michaela Pearson

What’s next for MattressNextDay?

At this year’s Bed Industry Awards, MattressNextDay secured the Online Retailer of the Year accolade for a second year running. Here, Kent-based ecommerce leader, which celebrated its 20th anniversary this summer, shares its thoughts on what lies ahead for the business – and for the wider sector

How is mattress ecommerce changing?

We are acutely aware that ecommerce, by its very nature, is always evolving. Because of this, we aim to evolve just as much, never standing still and always looking for the next area of development.

Recently, we’ve noticed a trend of consumers becoming more conscious of sustainability, with an expectation of full transparency surrounding products. We’ve begun implementing a range of features across our website to provide more detail and information to customers so they can make the most informed purchase decisions.

What is MattressNextDay doing to lead the charge?

“Our problem is prioritising the best ideas to move forward with – which is a great problem to have!

We are always updating, testing, and improving our website’s functionality to improve its user experience. We offer as much information and advice to customers as possible, to help them in their purchasing journey.

We have no shortage of ideas. Our problem is prioritising the best ideas to move forward with –which is a great problem to have!

Are there any significant search engine changes coming down the line that could impact the sector?

It’s notoriously difficult – or rather, impossible – to predict Google’s search engine changes. However, we know that Google will always prioritise helpful and accurate content for customers, so we will never change our focus on this front.

What are MattressNextDay’s priorities for the next 20 years?

While our overall goal is to continue to grow organically and ultimately increase our market share, we will always prioritise the customer experience. Staying on the pulse of what the next 20 years have in store, in terms of ecommerce and monitoring changing trends, is key.

How is the new partnership with Vispring shaping up?

This exciting partnership has started very well and has exceeded our expectations so far. Vispring raised some eyebrows in the industry by partnering with us, but it’s fantastic that their decision has been validated in such a short time. We look forward to seeing this successful partnership go from strength to strength.

Can you reveal any more brand tie-ups?

We can’t at the moment! But be assured, we are always in talks with new brands across mattresses, beds and accessories, and business support.

What are your plans for Black Friday?

We are testing a new way of running deals and sales functionality on the website, which will completely change how we promote products to our customers. If testing is successful, this will be rolled out on the website for Black Friday.

We’re also focusing on our showroom’s branding, to bridge the gap between online and offline for our local customers who prefer testing their mattresses in-store before securing a Black Friday deal.

And what’s in the pipeline for the coming year that might help you secure ‘the triple’ award win come September 2025?

As mentioned, we’re always looking ahead and researching and testing ways to improve the website’s functionality and user experience. On this front, we have a few big website changes scheduled in the calendar. Keep your eyes peeled! Additionally, something we’ve put focus on over the past couple of years is our sustainability initiatives – in 2025, we’re taking more steps to underline and improve our #SustainableSnooze campaign

“We’re testing a new way of running deals and sales functionality on the website, which will completely change how we promote products

What it means to win – one year on

Winning one of the NBF’s coveted Bed Industry Awards is a huge accomplishment, and good reason to celebrate – but what does a win mean to these businesses, a year down the line? Furniture News checked in with some of last year’s champions to find out …

Martin Seeley, MattressNextDay: Winning the NBF’s Online Bed Retailer of the Year award last year has impacted our business in multiple positive ways. We’ve leveraged this award in our online ad campaigns and Google Ad copy, which has contributed to a higher clickthrough rate, as customers are drawn to a trusted and acclaimed retailer. Displaying the award prominently on our website has also contributed to a higher conversion rate, as it reassures visitors of our credibility and commitment to excellence. All staff email signatures showcase this award, and it has made us appear more reputable in the eyes of consumers, helping us stand out in a competitive market!

Beyond measurable metrics, the award bolstered our team’s morale. It’s fantastic to see your daily hard work recognised and rewarded by industry peers. This positive culture also indirectly results in better customer service and a more cohesive team. Overall, winning the award has not only elevated our reputation but has also been a catalyst for growth and improvement across all facets of our business.

Steve Pickering, Sussex Beds: Winning the Large NBF Retail Champion of the Year award has been transformative for our 42-year-old family business. Internally, it has boosted employee morale and pride across our 14 stores, leading to increased engagement and productivity among our 64 team members. Externally, we’ve seen a notable uptick in customer trust and brand recognition, which has translated into higher foot traffic and sales across our physical locations.

We’ve capitalised on this win by prominently featuring the award in our marketing materials, both in-store and online, which has strengthened our position as a trusted leader in the bed retail industry. This recognition has also opened doors to new partnerships with suppliers and enhanced our ability to negotiate better terms, ultimately allowing us to offer even greater value to our customers.

their contribution, show our appreciation and stage a celebration, which has been a motivating and rewarding experience. We’ve been able to add this to our list of awards, which has helped further bolster our reputation and boost customer confidence.

Roger Durrans, Jay-Be: Winning last year’s NBF Bed Manufacturer of the Year award was an incredibly proud achievement for everyone at Jay-Be, as it recognised our years of dedication to setting some of the highest standards in quality, value, service, and corporate social responsibility within the industry. I would say that the award’s most significant benefit is that it has helped to strengthen our brand identity by bringing together all our achievements into one single, industry-recognised symbol. This has provided us with a valuable tool to effectively present our brand’s credibility and values to both existing and new customers in an increasingly competitive market.

Amy Curtis, Sleepeezee: The award win for Bed Product of the Year couldn’t have come at a better time for Sleepeezee as we celebrate our 100-year centenary, with our Centurial 03 winning the category. The award win helped reinforce to our retail partners that Sleepeezee can make high-quality natural products, at value for money. The range ended up being a hit at the show, and our floor model orders taken surpassed our expectations, with repeat orders coming through strongly, making Centurial one of our bestselling independent collections.

“Winning the award has been transformative

Emma Casson, Peter Betteridge – Your Bed Expert: We’re very proud to have won the Small NBF Retail Champion of the Year award, which has given us the opportunity to credit our team for

James Dunne, Prestige Beds: Prestige Beds proudly won Ad Of The Year at last year’s NBF awards for a video campaign we produced promoting our stores and services. I think the most significant results have been with our young marketing team who curated and edited the campaign, and the increased confidence and belief it’s instilled in them, which has reflected in their excellent work and how they contribute to what we do since. They are an integral cog in our business who joined us with next to zero knowledge of our industry, but who I would now class as bed experts who I give creative freedom to without hesitation. We displayed award winner signs in our stores alongside our Retailer Of The Year winner successes which became another talking point with customers, adding further credibility to our name.

Kelly Davis, Dreams: It was great to receive the National Bed Retailer of the Year award. The win created a sense of pride amongst our colleagues, recognising their dedication to providing customers with exceptional service and products. We’ve communicated the win on our website, using it as a proof point for customers on ‘why choose Dreams’, as well as in our shop windows. The win has also been a great talking point when engaging with partners and suppliers to showcase our quality and expertise.

What makes an award-winning entry?

The NBF Bed Industry Awards are highly regarded in the UK and Ireland’s bed industry, recognising innovation and excellence across products, operations, and customer service, with winners often setting new benchmarks in the sector. So, what sets an entry apart in this competitive landscape? Furniture News asked the federation for some insight …

“Several factors come into play that judges consider when selecting the winners,” the NBF explains.

“For NBF members, innovation is at the heart of many award-winning entries. Whether it is through developing cutting-edge technologies or introducing sustainable materials and processes, judges often reward companies that bring fresh, groundbreaking ideas to the market, backed up by clear evidence or statistics.

“Sustainability has become increasingly important in recent years, reflected in the judging criteria for every award category. Manufacturers and suppliers that use environmentally friendly practices and materials, such as recycled or recyclable fillings, and retailers that offer responsible mattress disposal, tend to gain an edge. Award-winning entries often show how they minimise their carbon footprint, reduce waste, and responsibly source materials.

are likely to grab the judges’ attention. Winning companies often present strong financial performance, an expanding customer base, and notable collaborations or partnerships within the industry.

“For each retailer category, it is crucial entrants include how they support the NBF and NBFapproved members. Not only should retailers supply predominantly NBF-approved brands, but they should display in-store PoS or produce online web content that promotes their NBF Retail Champion status and highlights the benefits of buying NBF-approved to ensure their customers make informed choices.

“A strong ethical foundation, paired with environmental stewardship, creates a compelling narrative for success

“In addition to the environmental impact, for NBF members and retailers, companies that practice corporate social responsibility (CSR) by supporting local communities, providing fair labour conditions, or giving back through charitable initiatives, are likely to stand out. A strong ethical foundation, paired with environmental stewardship, creates a compelling narrative for success.

“Staff development and investment in employment are integral criteria for all qualifying entrants. The NBF is always interested in how businesses support staff in their bed industry careers. For retailers, this can include regular supplier training, factory visits, and a comprehensive induction programme incorporating established courses such as the NBF Introduction to Beds.

“Another critical factor for the retailer and NBF company awards is providing financial information, even if it is in percentage terms. Entries that can demonstrate measurable growth and impact within the market, showcase robust business strategies, significant YoY growth, or expansion into new markets,

“Judges also reward outstanding service, where customers are guided through their purchase journey with expertise, ease and care. Exceptional after-sales service and warranty offerings are equally important. Award-winning retailers often go the extra mile with customer-centric policies like no-hassle returns, sleep trials, and personalised consultations to help customers find the perfect mattress.

“Additionally, integrating technology to improve customer experience, such as virtual consultations or videos to preview products or learn more about the store, demonstrates an innovative approach to service, which can elevate a company’s entry into the competition.

“Above all, to craft an award-winning entry that captures the attention of the NBF Bed Industry Awards judges, companies should read the criteria and online top tips very carefully – they are there for a reason! From demonstrating innovation, ethical and sustainable practices and excellent customer service, to incorporating cutting-edge technologies and compliance with industry standards, the needs of modern consumers and businesses continue to evolve – those who meet these needs tend to rise to the top and drive the bed industry forward,” the NBF concludes.

www.bedshow.co.uk/awards

Have a drink on us!

Bed Industry Awards gala dinner drinks reception

Telford International Centre / Tuesday 24th September www.bedshow.co.uk

Upon returning to the show venue after the first day of trading, members of the trade had an opportunity to catch up in the foyer ahead of the main event. Both the drinks reception and gala dinner were made possible by this year’s headline sponsor, Hypnos, which also sponsored a live band to conclude the evening’s entertainment.

How businesses should back women

A trade show panel discussion gave Bluebird Agents & Consultancy’s Katie Marshall and opportunity to reflect on the power of women’s voices in the furniture industry – and to consider a few strategies for levelling the playing field, especially when it comes to younger members of staff …

By Katie Marshall

I was recently asked to take part in a panel discussion at Top Drawer, London, which was a lovely afternoon spent with some creative, driven and thoughtprovoking women as part of Clarion Events’ Women In Furniture Network (WIFN).

The topic of choice was ‘Amplify your Voice’. At first glance, you realise that speaking out and being heard are two very different things – we all have those moments when we’ve spoken up, yet our words didn’t seem to register with those they were directed towards. I shared insight into times I’ve presented hard-won work to a customer, to then be left out of the follow-up conversations for somebody more ‘senior’ (or, dare I say it, simply ‘male’) to have questions directed to. I’ve had to then step in, to break conversation, to refocus and reassert some authority.

In hindsight, it seems like an easy process – but can the same be said of a younger employee starting out in the industry? How do we impact those younger women in the trade, who are currently without the benefit of experience and age, and the confidence that comes with it? We need to support, nurture and lead these women, to show them how things should look. For a balanced workforce, their voices are just as important.

Now, this isn’t to diminish men in the workplace – of course we need a balanced force – but I think we can all accept that, due to past societal norms, maternal roles and rights in the workplace, we women often have to fight a little harder to be heard.

So, how can women, in an often male-orientated trade, be heard, be included, be decision-makers, and be dealt with as such? The discussion showed that the key to this is building a support network – to have your ‘team’ whom you can trust to be honest and supportive with you and your role. We need to empower the next generation of women in industry by being role models to those coming through, and as a business we need to show the female workforce that they can, and should, be heard.

With the added experience that time can bring, and to know that we shouldn’t be afraid to make mistakes, the rounded, driven and confident woman in industry develops, and with guidance can be the lead in change.

To start this process, we unfortunately have to have some discussions that might make some uncomfortable. We understand that we are different from men, and navigate many stages of life whilst holding our roles in the workforce, and we cannot

(and should not) sweep these under the carpet. A working woman’s life will often (but not always) sit alongside children coming into the world, long breaks from work, and the menopause, sometimes juggling the care of children and elderly relatives, and to be a good employer and nurturer of women in the workforce, an understanding of these life changes has to be there.

Once we’ve recognised these lifestyles and the changes that can occur, we can then put in place the elements that will help women feel heard and understood. To make our whole workforce feel comfortable in speaking up, we must make them feel happy, settled and confident – to feel able to put their words out there, without an underlying fear of judgement, fear or contempt.

The people that are the building blocks of the business must be a supportive team, and they must project this support to all employees. This is often where the phrase ‘leading from the front’ drops in –those in senior positions must show this support, to perpetuate the company ethos down the line.

How can your business then build and boost confidence among its women? After all, instilling confident character and an open mindset is key to a fully inclusive workforce, which brings success and contentedness. There are many ways – further training, team building, experience hand-downs, buddy approaches, communication sharing spaces and timelines, and much more.

One of the closing topics from our discussion was how to instil in younger workers the knowledge that only really comes from experience. Mentor programmes allow those in this position to relay their experience to those not quite there yet – and let us not underestimate the value of our older workforce in this role.

If we, as a business, can focus on making our workplace inclusive, open, honest, communicative and confident, we release the power of enabling our whole workforce to speak up and be heard. As a woman in business, I believe that this change will come from both sexes, and will lead to a more balanced industry as a whole. Through networking and mentorship, we can grow and strengthen our voices – and I, for one, would like to be part of that revolution!

Read more from Katie at www.bluebirdagents.com/our-blog

“We need to empower the next generation of women in industry by being role models to those coming through

Old school sales tips for Q4

We’re moving quickly through the final quarter of 2024, but there’s still time to tune up those selling skills to ensure these months get you back into the black, writes our US correspondent Gordon Hecht, business growth and development consultant to the retail home furnishings industry …

By Gordon Hecht

It’s been a quarter century since we partied like it’s 1999. I started selling a quarter century before that! Back then, we didn’t have formal selling skills training. We had old school reminders about how to turn shoppers into buyers. The goal was to make the old National Cash Register ring every time.

So, this month, I’ve dusted off a few of the oldie-butmouldy sayings we used. They’re still relevant today. And while you may not put pen to paper any more, or ring a bell, the results will put a smile on your face.

ABC is a reminder to Always Be Closing. Sure, there are steps to the sales process that precede asking for the sale. But the goal of every selling presentation is to convert a shopper into a customer. Otherwise, we are just merchandise tour guides.

People love to buy, and hate to be sold. The finest sales presentations end with the shopper wanting to buy. You have demonstrated the value of your wares and how they will improve your shopper’s life. The benefits you can deliver far outweigh the money in their pocket.

Give your shopper the power to buy. Hard closing, lowering price, or offering ‘one-time- only’ deals take that power away. And then chances are good that you’ll be the one buying the merch back from them.

You can’t sell from an empty cart. About 100 years ago, people bought a lot of goods from push carts, horse-drawn carts, and open suitcases on the street. Once the cart was empty, the hawker would go home. Nothing else to sell.

Q4 is the time that shoppers demand immediate gratification. If you don’t have their ideal merchandise in stock, they’ll seek it down the street. Or on that World Wide Interwebby thing. Now is the time to lay in some extra inventory. A few back-ups of your bestsellers. Add in some promo goods, and you’re set.

Show Show Show, until they say “No!” Pareto’s rule states that 80% of activity comes from 20% of the offers. You probably have floor samples in the showroom that nobody sells because nobody shows it.

Great selling comes from narrowing shoppers’ choices to the best products for them. If none of those work, go to the next best thing. And then the second next best thing. It might even be that discontinued floor sample that everyone has been walking past since last Valentine’s Day.

“No” means “tell me more.” The greatest reason that shoppers object to making a purchase is not having enough information. Or, at the least, the

information that is important to them. Each item in your store has dozens of features and benefits. Your shopper lets you know that you haven’t found or explained the F&Bs that they need to know.

It’s not what it is, it’s what it does. Product knowledge is important. But setting out a laundry list of features will not result in sales. Pair each feature with an advantage, benefit, and grabber to make it stick. Here’s an example: feature – cooling materials in a mattress; advantage – regulates sleeping temperature; benefit – you won’t have to toss off and pull on the covers during the night; grabber – and that’s important to you, isn’t it?

Don’t judge a book by its cover. Sure, it’s an old saw, but it happens in your shop every day. I served a lot of retail time in the desert paradise known as Las Vegas. We learned quickly that people drove up to our store in luxury cars only because they made the last payment. And the plainly dressed couple in the beaten pick ‘em up truck may have hit a jackpot on a one-armed bandit last night.

In 2024 your shoppers do more research online and have less free time to browse. That next guest who crosses your threshold is on a mission to buy, and it’s your sale to lose. No matter what they drive, how they are dressed, or their local or foreign accent, treat them like a million bucks and you’ll earn the sale.

Don’t use a six-bit word when a two-bit word will do as well. Way back, even before 1980, Spanish dollars were designed to be broken into eight sections. Thus, the expression ‘pieces of eight’. Each piece or bit was worth 12-and-a-half cents. Our US quarter was often called ‘two bits’, and you could get a shave and haircut for that amount.

You may have the urge to evangelise to your shopper the data they can ingest to address immediate needs. They then can evaluate and prioritise purchasing activity utilising key product metrics to maximise their CX.

Or you can use words to ‘express’ rather than ‘impress’ – you’ll never lose when you keep it simple and understandable. That means finding out what they need, why they need it, and how your offerings are the best options.

Our list of selling sayings and advice will likely never make it into some fancy-selling book. You can add it to your daily sales mantra to convert shoppers to buyers to raving fans.

Gordon can be reached at gordon.hecht@aol.com

“While you may not put pen to paper any more, or ring a bell, the results will put a smile on your face

Why recruit based on company culture?

When it comes to hiring the right person for the job, there are plenty of benefits of recruiting based on your company’s culture rather than qualifications and experience alone, writes Gillies’ customer experience (CX) manager, Jonathan Creese …

Recruitment based on culture, values and behaviours emphasises finding candidates who not only have the necessary skills and experience but also align with the company’s core principles and work environment. Here are some quick benefits:

Enhanced employee engagement: Employees who share the company’s values are more likely to be engaged and motivated, while cultural alignment leads to higher job satisfaction and a sense of belonging.

Improved team dynamics:

Employees who fit well with the company culture work better together, enhancing collaboration and productivity, while a shared

set of values fosters a positive and supportive work environment.

Reduced staff turnover:

Employees who resonate with the company’s culture and values are more likely to stay long-term – and reduced turnover leads to lower costs associated with hiring and training new employees.

Better performance:

Employees who share the company’s values are more likely to work towards common goals, improving overall performance. Cultural fit can drive motivation, leading to higher productivity and better results.

Stronger brand reputation: A reputation for having a strong, positive culture can attract top

talent, while customers often perceive companies with strong values positively, enhancing brand loyalty.

Innovation and adaptability: A supportive culture encourages creativity and innovation, and employees aligned with company values are more adaptable and resilient in the face of change.

Recruiting based on culture, values and behaviours not only helps in building a harmonious and productive workplace, but also ensures long-term success through aligned and motivated employees.

Read more at www.linkedin. com/in/jonathancreese

“Cultural fit can drive motivation, leading to higher productivity and better results

When to bin uncommunicative prospects

There comes a time in every salesperson’s schedule that they need to make a call on which prospects are really worth pursuing, writes experienced B2B sales trainer Austen Hempstead …

I think politely binning uncommunicative prospects is one of the tasks that many salespeople struggle to do. And yet (in my experience) it is one of the most profitable. If a prospect stops communicating with you it’s probably because:

1. They were never going to buy from you. You’ve been used (for one of several possible reasons).

2. Their priorities have changed and they haven’t bothered to tell you (yes, you’d think they’d have enough courtesy and professionalism to let you know, wouldn’t you?).

3. They’ve found someone else to buy from (again, you’d think they’d have enough courtesy and professionalism to let you know, wouldn’t you?).

There comes a time when you must stop ‘following up’ and asking questions such as, “Have you read my proposal?” or, “Have you managed to have a word with your MD yet?” or, “Are you ready to move forward with my proposal?”.

At that point, tell the prospect you’re pulling your proposal off the table if you don’t hear from them in the next 48 hours. If you don’t hear from them, they were never going to buy, were they?

Be honest – are you more comfortable chasing uncommunicative prospects than binning them and finding prospects who value your time in the same way you value theirs? If so, the only way to get comfortable binning prospects is to do it. Binning an uncommunicative prospect leaves you free to spend time talking to new prospects that want to talk with you. That’s where you can bring value, and (importantly) you’re valued. That’s where the sales are. That’s where your bonus waits. That’s how you hit target.

www.austenhempstead.com

Sales are as simple as opening and closing

“Open the customer up, then close them down” is a phrase used all the time during Adam Hankinson’s sales training. “It’s an idea that’s incredibly simple once you know how to do it, but there’s also a lot going on behind this simple phrase,” he explains …

By Adam Hankinson

So, what do we mean by ‘opening up’ the customer? Firstly, I think we can all agree that a lot of our customers enter our store feeling any one or a combination of the following ways: fearful about being pressured into making a purchase – they may have experienced pushy salespeople in the past and they are scared of being pounced on; overwhelmed or confused by the sheer number of options in styles, materials, and price ranges on show; or uncertain or doubtful about their ability to pick the right product –furniture is a big investment, and they don’t want to regret their choice later down the line.

These emotions make the customer behave more ‘closed’, and holding on to these feelings hinders their buying experience. They’re less likely to make a properly considered buying decision and more likely to avoid salespeople (even ones who are genuinely trying to help).

Not only is this bad for the customer, but it’s also bad for business. If we can’t help the customer overcome these negative feelings, then we’re likely to experience less customer engagement, lower conversion rates, and reduced customer loyalty.

If a ‘closed’ customer is created by these negative emotions, then to open a customer up, we need to address these emotions and create a set of more positive emotions.

How do we improve this ‘closed’ demeanour? Let’s think again about those negative emotions that the customer often has as they enter our showroom and, in each case, the opposite positive emotion that we want to create instead:

‘Fearful’ becomes ‘confident’

Rather than focusing on approaching the customer within a certain time, try vacuuming or tidying near the entrance.

Doing a non-threatening activity like this allows you proximity to the customer without looking like you’re waiting to pounce.

A friendly welcome, followed by, “Let me just give you a couple of pointers, then I’ll leave you to have a look around and catch up with you in a few minutes.”

As long as the information is genuinely helpful, you can decide on this yourself.

It could be as simple as letting them know that all sofas you’ve got on display come in different sizes and combinations.

‘Overwhelmed and confused’ becomes ‘composed and clear’

Offer select knowledge that helpfully informs their buying decision. Rather than dumping every tiny detail you know about a product onto the customer, play ‘ping-pong’ with them – for example, you notice a customer trying out a leather sofa, running their hand across the material. You approach with, “Just to let you know … this sofa comes in several other leather options, as well as fabric options. What material did you have in mind?”

‘Uncertain and doubtful’ becomes ‘certain and assured’

As you work through the sale, ‘nail down’ key decisions. For example, “You mentioned earlier that you were worried about the dogs damaging the sofa, but you’re happy with this darker-coloured leather, which will hold up to them jumping on the sofa. Is that right?” Confirming smaller decisions along the way makes the big decision to buy at the end a lot more manageable.

Creating confident, composed and assured customers gives them a much better chance of making the right buying decision, it gives salespeople a better chance of making bigger sales more consistently, and it builds a dedicated following of loyal customers for your business.

www.furnituresalessolutions.com

“Let’s think about those negative emotions that the customer often has as they enter our showroom, and the opposite positive emotion we want to create instead

Our most/least successful window campaign

Faced with a slow summer month, Steve Pickering, the ‘unorthodox’ CEO of South East independent bed retail chain Sussex Beds, decided to up the ante with a bold, brash clearance sale – which delivered a few surprising results …

The power of window marketing shone back in June as we launched our Stock Clearance Sale, with a key hook being the value of stock we aimed to sell down: “Half a Million ££’s of Stock to Clear!”

June is typically a quiet month in beds – yes, bed buying has seasonal peaks and troughs, and June is one of the bigger troughs. With fewer active consumers, advertising and marketing activity is generally toned down.

However, after identifying excess stock levels, we decided to implement a Stock Clearance Sale. No additional budget was allocated to advertising this campaign, meaning

communication would solely rely on window and in-store PoS materials. We created the campaign designs in-house, along with PoS material, utilising our inhouse printing facility. The result? Bold, red, and clear.

The outcomes were pretty conclusive. Footfall for the month surpassed our target by over +6% – bear in mind that the previous two quarters had missed footfall targets by double-digit margins. This was incredible! The window displays had done their job, enticing people in.

Footfall, however, only tells part of the story. The promotion centred around price and clearance, resulting in our AOV

target falling short by -17%. The communication had attracted those seeking lower-priced, entry-level product lines, but failed to appeal to premium product seekers.

The net result saw us just fall short of our revenue target. However, the learnings have inspired a whole new window promotional strategy, which mixes offer messages with premium product lines and service communications, aiming to appeal to a much broader range of consumers and push footfall upward without affecting AOVs.

www.linkedin.com/in/stevepickering-unorthodox-ceo/

“The learnings have inspired a whole new window promotional strategy

SALES AGENTS REQUIRED

Couch & Co. are looking for sales agents to take care of existing and future customers in the South East and South West of England.

If you are passionate about product, and go that extra mile for your customers, we want to hear from you.

Experience of managing one of these regions would be preferred but is not essential for the right person.

Take a wander through our exclusive Upholstery and Recliner collections by visiting www.couchandco.uk

Then tell us bit about yourself by contacting Dee via e-mail in the first instance at sales@couchandco.uk

Thursday 7 November 2024

Royal Charter Dinner

(Members and non-members welcome)

Furniture Makers’ Hall

Thursday 2 November 2024

Yorkshire Bowling Night 2024

(Members and non-members welcome)

Hollywood Bowl, Bradford

Tuesday 10 December 2024

Freemen’s Admissions and Festive Mixer

(Members and non-members welcome)

Furniture Makers’ Hall

Furniture Industry Research Association New standards in motion

New standards have been developed that relate specifically to electric motion furniture, explains Bruce Lovell, consultant at FIRA International, the service provider to the Furniture Industry Research Association …

By Bruce Lovell

The Machinery Directive has been in effect for some time and was incorporated into UK law in December 2009 through Statutory Instrument 2008/1597, known as The Supply of Machinery (Safety) Regulations 2008. This legislation implemented the European Machinery Directive 2006/42/EC and included detailed requirements for new machinery.

At that time, the furniture industry practice was that the Machinery Directive did not apply to electrically operated domestic furniture, probably due to the interpretation of the directive’s exclusion statement, ‘excludes household items for domestic use’, which was interpreted to include domestic furniture products as household appliances.

A revised version of the Machinery Directive was published in July 2017, along with the document ‘Guide to the Application of the Machinery Directive 2006/42/EC’. The revision and guidance document clarified the relationship between the Machinery Directive and furniture, making clear that electrically operated motorised domestic furniture (such as recliner chairs, electrically adjustable beds, and height-adjustable work surfaces) fell within the directive’s scope.

Taken from the guidance, the term ‘household appliances’ designates equipment intended for housekeeping functions such as washing, cleaning, heating, cooling and cooking. Household appliances include washing machines, dishwashers, vacuum cleaners, food preparation and cooking machinery, and items for domestic personal care, such as hair dryers and shavers. Electrically operated furniture is therefore subject to the Machinery Directive, as they are not household appliances of the types indicated above.

Following clarification of this relationship, standards working groups CEN/TC207 Furniture and IEC/CENLEC TC61 collaborated to develop new furniture standards aligned with the essential health and safety requirements of the Machinery Directive –and these new standards will provide a ‘presumption of conformity’ with the regulation under which it is designated (The Supply of Machinery (Safety) Regulations 2008).

The first of these new designated standards will be: BS EN 17684:202x Furniture. Electrically operated furniture. Stability, strength, durability, and mechanical safety requirements. In November 2020, project group CEN TC 207 began working on developing a standard to cover electrically operated furniture such as desks, chairs, beds, and kitchen units. The aim of this project group was to create a new standard that aligns with the essential health and safety requirements of the Supply of Machinery (Safety) Regulations 2008. In September 2024, FIRA’s Levent Caglar, the project leader and convenor of CEN TC 207, submitted the standard for final voting.

Most designers are familiar with the mechanical side of furniture testing that the above standard addresses, but with electromechanical products, they also need to be aware of the electrical testing associated with this type of furniture. The IEC (International Electrotechnical Committee) and CENLEC have developed another standard to cover the electrical testing of these products: EN 60335-2116:202x - Household and similar appliances - Safety - Part 2-116: Particular requirements for furniture with electrically motorised parts.

This Part 2 standard is used in conjunction with BS EN 60335-1 (Part 1) for furniture within its scope. This standard addresses the potential hazards posed by furniture that includes electrically motorised parts encountered by all individuals. It’s important to note that this standard does not cover mechanical tests on furniture components unless they encapsulate electrically motorised parts.

It is hoped that the two new standards will be published simultaneously (expected towards the end of 2024) as agreed by the standardisation bodies CEN and CENLEC. Their publication is crucial for driving positive change, promoting safety, and ensuring consumer trust. Following their release, the association will publish three product-specific guides to help members understand the requirements, alongside Product Risk Assessment examples and templates.

www.fira.co.uk

“Their publication is crucial for driving change, promoting safety, and ensuring consumer trust

What’s the best route for learning the trade?

Being willing to observe, learn and adapt

(Brian McCann, DFI Beds)

Start on the sales floor, listen to those that have experience, try everything, make mistakes. Once you’ve reached a level where you feel competent, go back to the floor, listen to those who have different experiences, keep trying everything and making mistakes. There’s a warning here – the ‘post-competent’ bit is much more difficult to achieve, as it becomes harder to try more things, and invariably your mistakes are often more costly!

Darryl Simpson (WJ Aldiss)

It’s horses for courses. I met a very talented selftaught young designer just the other day, but equally some of the university courses are excellent

Hamish Mansbridge (Heal’s)

Education is at the very heart of waht we do, and we’re keen to promote as many avenues as possible to both youngsters and people searching for a new career through our myfurniturecareer.org.uk website. I feel very strongly that apprenticeships are, for many, the best way to combine practical experience with theory. However, there’s no ‘one-size-fits-all’ solution to learning or recruitment

Jonny Westbrooke (The Furniture Makers’ Company)

Join a hungry retail business with a growth mindset and find a way to work across every department. Start with customers. Immerse yourself in their world, understand their pain points and what they’re looking for – then you can get into product, operations, marketing

Holly Yates (French Bedroom)

I really don’t think there’s a one-size-fits-all approach. I have huge respect and admiration for those who’ve worked in the industry their whole careers and developed a deep knowledge of their craft. However, it’s also crucial that we bring in expertise from other fields to keep us moving forwards

John Tuton (Mammoth)

Hands-on experience, coupled with mentorship from industry veterans, is crucial. Entry barriers are low on the retail side with numerous roles in stores, but the supply side is tougher due to sales pressures and reluctance to risk hiring newcomers

Nathan Edwards (The Furniture Consultant)

There are so many routes into the industry, but from an employment perspective our best team members were from outside the industry (Ashley Hainsworth, Flair Furniture)

Work in all aspects of the trade. If you’re retailing, deliver the furniture, help unload the goods, go out on the complaints and, above all, listen and learn from experience around you. If you’re starting in selling to retail, never forget to talk and gain the support of the shop floor

Paul Irwin (Wayside Living)

Get on a shop floor and work from the bottom up

Phil Gant (PG Agencies)

Shadowing. Traineeships and intern placements are a great way of learning different areas of an industry and learning on the job. You can glean a wealth of knowledge from those who have been doing it for years

Shaun Peel (MattressTek)

Learn by experience – as the saying goes, it’s the best teacher

Garry Preston (TR Hayes)

“We

“We’re

“We’ve

Peter Harding (MD at Fairway Furniture)