Beds and bedroom

Nova by more

It’s time!

March is National Bed Month

National Bed Month is supported by a variety of marketing materials

With the relaunch of its Introduction to Beds course, new advertising opportunities for NBF Retail Champions, and the biggest awareness month in the bed trade’s calendar, the NBF has had a busy 2022 – and it is only March.

Following closures due to the coronavirus pandemic National Bed Month is the first time since 2019 that brick-and-mortar retailers can fully engage with the campaign and all the benefits it can bring to their business.

The campaign has a new theme for 2022: ‘Wake Up on the Right Side, with the Right Bed’ #RightSideOfTheBed, and will focus on bed-buying advice to ensure consumers get the right bed for their needs, plus tips on how to care for it to prolong its lifespan, and expert sleep advice from The Sleep Charity.

Promoting the health benefits of buying a new, comfortable and supportive bed, particularly one made by an NBF approved member, is a core message in the campaign.

According to the NBF’s latest consumer research the advice is needed: 41% are replacing their old mattresses within five years, with a third citing as a reason that their old bed is worn out and a further 21% that it is uncomfortable.

‘In line with our NBF Green initiative, we are keen to promote the importance of caring for your bed to prolong its lifespan, rather than the less straightforward message of replacing it every seven years. If the bed still provides the comfort and support you need, you should continue to care for it to get the most out of it. Look after your bed, and it will look after you,’ says Simon Williams, NBF head of marketing and membership.

An all-new multi-media marketing toolkit is available to ensure that

The Introduction to Beds course is now free NBF Retail Champions and NBF members are well-equipped to support their customers. The new video and infographics can be used on social media, the banners on websites and the logo in marketing materials. Print the posters and use the suggested social media copy too. NBF Retail Champions and NBF members have exclusive access to the free downloadable toolkit from the bedfed.org.uk website.

‘For those unfamiliar with our retailer initiative, the NBF Retail Champions Scheme helps consumers identify those retailers who stock predominantly NBF member brands, which have been independently audited to ensure their products are safe, clean and honest. To qualify as a Retail Champion, a store must stock at least 50% of its UK and Irish sourced beds from NBF members. Premier Retail Champion status is for shops that source 100% of their UK and Irish-made beds from NBF members. If you meet these requirements, please apply to our scheme via the NBF website.

‘Over the years, we’ve had hundreds of retailers and manufacturers support National Bed Month in their sales and marketing campaigns. Whether you are fundraising or providing fun 

photo opportunities, or offering special discounts or added value offers, it’s the ideal opportunity for all bed retailers to push new bed sales.

‘If bed retailers aren’t yet part of the NBF Retail Champions Scheme and meet the requirements, then we encourage them to apply to the scheme and get fully involved with this fantastic promotional campaign.’

To help staff provide expert advice to customers this National Bed Month, fast-track their bed knowledge with the updated Introduction to Beds course, which is now free. It is ideal for all individuals joining the bed sector – whether in retail or manufacturing – in sales, buying, customer services or production.

Alongside the essential information such as product guidance, major bed brands, relevant legislation and a glossary of industry terminology, there is also up-to-date information about the UK bed market and consumer bed-buying habits, as well as a helpful overview on the NBF Code of Practice. A noteworthy addition to the latest version is an outline of the NBF’s green agenda, covering existing and future NBF projects and advice for businesses making green claims.

The downloadable course gives participants more flexibility, allowing them to go at their own pace and to refer to it time and again as their go-to bed manual. At the end, participants can access a certificate of completion and offer their feedback.

‘We would encourage all businesses involved in the UK and Irish bed industry to include this free course as part of their employees’ induction process. It’s packed full of information that will particularly help any new starters and quickly enable them to get up to speed on the world of beds,’ says Williams. Visit: www.bedfed.org.uk

Comfort zone

Varimatic is expanding its offer

Manufacturing of beds and chairs has seen a lot of development through the ages. A defining axiom of modernity is that at Varimatic, part of the NHC Group, this development is taken even further. Its heritage and future are in equal balance, which leads to the continuation of its expert craftmanship, design and development, delivering the very best sleep and comfort systems possible.

The group has been refining its artistry since 1964, and creating the perfect sleep and comfort products has been a passion for almost three generations.

This month sees Varimatic launch two products available to retailers. The first is the Warwick adjustable bed, with a solid wood frame on adjustable raised legs, offering a mid-price-point product to link the full range of adjustable beds..

The second, Pembroke, a new tilt-inspace riser recliner chair, has been updated wi th a new frame design, allowing all the benefits of a standard riser recliner yet with a true high leg lift and in multiple frame sizes.

Alongside these it has also introduced a luxury fabric range alongside four new leathers and five new headboard designs in strutted or full-height variations.

All Varimatic products can be delivered direct to the retailer or it offers a full DHD

Pembroke

installation service where your customers can be assured of a perfect delivery and instructions in use, ensuring they get the most out of their investment.

Varimatic’s agents are available to help train and ensure the best of support before and after every sale. They can even bring a fully equipped show van. Visit: www.varimatic.co.uk

Helping you to look after

yourself

Selection of fine quality fabrics

Sometimes the simplest creations are the most beautiful. Never has that saying been truer than with our brand new Warwick adjustable bed.

A centrepiece to any bedroom, the Warwick adds effortless elegance and style. Sitting on adjustable raised stylish legs, this fully adjustable bed offers complete support through its solid wooden base. With a choice of five modern, generously padded, adjustable strutted or full height headboards and a selection of fine quality fabric coverings, this bed would be perfect for any home. Interested in becoming a stockist? All of our furniture is hand made by expert master craftsman that use only the very best tools in the world. Their hands. Simply reach out and contact us today. Wireless backlit controls

info@varimatic.co.uk • www.varimatic.co.uk • 0800 0669974

Conmo

Focus

Bespoke every time

‘At Envisage Trade, our focus is on producing extraordinary products, something different to what the market has to offer, and above all being the best in manufacturing luxury beds and sofas in Britain. We have spent many years re-inventing the way beds are produced: all our materials are environmentally friendly, ethically sourced and beautifully handcrafted to ensure a fantastic product,’ says Adam Hussain, Envisage Trade director.

‘Working with leading UK and international retailers, interior designers and property developers has enabled us to cater for current market trends, demands and bespoke projects, as well as getting to know the needs of the luxury furniture industry as a whole.

‘As the demand for British-made products increases, we at Envisage Trade

All products are produced in-house

are always focusing on introducing new lines to the market. We pride ourselves on being bespoke with every order. All work is undertaken from our factory in

Rosio

Birmingham, no work is outsourced, and every product is checked thoroughly ensuring 100% quality control.’ Visit: www.envisagetrade.co.uk

Nivana Abramo

Bold wins

Flair and comfort combine for Bretz’s latest bed

LEAVE THE REST TO US

Arrange the panels how you like

Bretz is renowned for its bold, pull no punches designs, and Creole, its latest bed, is no exception. Designed by Dagmar Marsetz Dagmar Marsetz, Creole re-stages the oval in a significant way. The repetition of the symmetric motif grows into an ornament, reminding you of Art Deco. The arches can be arranged according to your heart’s desire and re-arranged along the wall in whichever way pleases: horizontally or vertically, asymmetrical or progressively, tonal or full of contrasts.

The wall panels are available in seven lengths and come in a host of different covers and colours. This way, the arches can be used as headboards or as murals.

When it comes to creativity, there are no limits at Bretz. Designer Pauline Junglas describes the furniture style as ‘maximally, eclectic, fantastical.’ The experiment with measurements and cliches, and the expansion of boundaries, can be interpreted as a latent rebellious, but also playful, philosophy.

‘Bretz definitely polarises,’ she says. ‘But there is one thing that all our furniture has in common: they each tell their stories, give wings to the imagination and combine two fundamental themes which, at their core, are contrary: the longing for strange worlds juxtaposes the wish for comfort. But if there is a place where both can exist, then a sense of magic happens. The kind of magic that inspires us every day.’ Visit: www.bretz.com

Panels can also be used horizontally The longing for strange worlds juxtaposes the wish for comfort

Up to you

Liberty offers flexibility and options

Adaptability is at the core of Liberty

Tomasella’s Liberty walk-in wardrobe is a modular system that can easily adapt to various requirements and space constraints. It can be installed against a wall but it can also organise a whole room dedicated to it.

It features a metal structure available in anthracite or chalk white as well as textured or matt lacquered surfaces. The accessories can also be customised; in fact, the structure can accommodate hung drawer units and pull-out or fixed shelves, which are also available in rear-lit glass to set off one’s garments.

The configuration can be completed by shoe-racks – either pull-out or with fixed, slanting shelves – sliding trouser racks and hanging rails, pull-down rails and pull-out pegs on shelf fronts. LED lighting, which can be used to illuminate compartments or single shelves, is one of the company’s top focuses and can feature integrated sensors or be dimmable. Visit: www.tomasella.it