38 minute read
Beds and bedroom
Towards 2022
What we can look forward to from the NBF next year
‘This time last year, I wrote that 2020 was best forgotten and that we looked forward to better times in 2021. However, Covid-19 has continued to rage, the UK has endured long periods of lockdown with stores being forced to shut their doors, and we’ve had to navigate rapidly rising raw material costs, delayed supplies and more recently a fuel shortage, lack of HGV drivers and energy costs going through the roof. One bright spot in an otherwise annus horribilis has been the undoubted success of the vaccination programme, allowing us to return to something approaching normality – hooray for that,’ says Simon Williams, National Bed Federation marketing and membership manager.
One particular highlight for the NBF was the success of the recent Bed Show, he says. ‘After missing out in 2020, it was fantastic to witness the smiles on everyone’s faces as the bed industry reunited at a major event for the first time since the pandemic began. The halls had an audible buzz about them on day one and overall attendance was within a whisker of 2019’s with the quality of the visitors being reported as “excellent” by the exhibitors. Thank you to all who exhibited and visited for making it such a great show.
‘Please make a note in your diaries of the dates for next year’s show: 20 and 21 September in Telford.
‘In March 2021, we produced our first BedBiz podcast and have subsequently aired a further six episodes, covering topics including sustainable packaging, agent law, handling complaints and how to retail through a pandemic. Video will continue to play an increasing role in all our communications in 2022 as we gradually move away from relying on the written word. Keep a look-out for more regular short videos appearing on our social media channels, websites and member communications.
‘Our new consumer-facing website bedadvice.co.uk (with Instagram and Facebook channels) is now attracting around 35,000-40,000 visits a month, educating the bed-buying public on all things beds, plus why they should buy NBF approved products. The website also has a searchable database of over 300 Retail Champions who stock NBF approved brands.
‘We will continue to be the main corporate donor to The Sleep Charity, to raise the profile of sleep as a major factor for health and wellbeing and to ensure that sleep becomes a key issue on the public health agenda – not forgetting the importance that a good bed plays in achieving this, of course.
‘With our sector facing a serious skills shortage, attracting new talent into the bed industry will be a major challenge
in 2022. As part of the Furniture and Interiors Education, Skills & Training Alliance (FIESTA), the NBF is helping to drive the development of, and access to, the most appropriate and highest quality education, skills and training for all. Our trailblazer group, made up of volunteers from NBF member companies, has developed a new Level 2 Apprenticeship Standard for Mattress Manufacturing Operative, currently awaiting final approval from the Institute for Apprenticeships. Once approved, we will be encouraging our members to take on apprentices via the FIESTA Skills Plus service. Of course, the apprentices don’t just have to be in mattress manufacturing, they could be in finance, marketing, IT, procurement or warehousing and logistics.
‘We will also be launching an updated Introduction to Beds online training course in the New Year, which will be free to anyone new to the UK bed industry – whether they are in retail, manufacturing or the supply chain. The course will be available to download on the NBF website and will provide a fantastic fasttrack induction to the world of beds.
‘The environment and climate change are becoming increasingly important for all businesses, of course, and we have continued our work in this area throughout the year. We will shortly be publishing the NBF Pledge for the Planet and inviting members to sign up and show their commitment to taking action on climate change. Meanwhile, we have been hard at work developing an ecodesign assessment tool using the ecodesign principles for mattresses we published last year. Again this will be ready for action early next year and we are looking to back up the initiative with expert support for our members.
‘With the government’s Waste Prevention Plan clearly stating its intention to consult on EPR for furniture, including mattresses, by the end of 2025, and our partnership with Zero Waste Scotland resulting in a recommended mandatory, industry-led EPR scheme for the whole of the UK, we are also making vigorous preparations to be in a strong position to engage positively in those discussions – work that will continue and expand during 2022.
‘The NBF will continue to represent the best interests of our members, raise awareness of the importance of buying NBF approved beds to the consumer, and be alert to and prepared for government policy and legislation regarding climate change, waste prevention and reduction, including planning for EPR.’ Visit: www.bedfed.org.uk
STANDARD BEARER
Tristine Hargreaves, NBF technical manager, represents the UK bed industry on various standards committees, including national (BSI), European (CEN) and international (ISO). There has been lots of activity this year, with work taking place on adult and children’s mattresses, adult beds, bunk beds, electrically operated beds and foldaway beds. Flammability has also been at the forefront of discussions, with work on the revision of the Furniture & Furnishings (Fire) (Safety) Regulations underway. This is likely to be out for public consultation in 2022.
The NBF supports its members to achieve compliance by providing training on the Code of Practice requirements, access to handbooks and guidance documents. Version 4 of the NBF Code of Practice launched in 2021. Covering 10 key areas of compliance, audits are currently underway and will continue throughout 2022. The 10 key areas covered are: flammability, cleanliness and re-use, trade descriptions, labelling and composition of textile products, timber legislation, chemical legislation, basic health and safety compliance, process controls and procedures, PAS 7100 – product safety incident plan (PSIP) and the Modern Slavery Act 2015.
The NBF Due Diligence Testing Programme further strengthens the NBF Code of Practice scheme with the purchasing of random products to check that compliance can be demonstrated at any time and not just at the time of an audit. Testing is currently underway, with a selection of products from both NBF members and non-members, and it will be publishing the results of the testing programme once available.
Together again
Furmanac’s Hestia Motion Power Divan
The Bed Show saw the industry reunited
The Burgess Bedding Company showcased the Lancastrian Collection, its ‘most luxurious collection ever’, comprising the Bowland, Ribble and Irwin mattresses. In addition to all-natural fillings, the trio feature chemical-free natural ticking and cotton-covered pocket springs.
Kyoto premiered two new bed frames: the Denver and the Avery. Denver is Scandi style in stone-coloured linen with walnut legs and Avery is a modern fluted design with metal legs, available in grey or ink velvet or faux wool.
Furmanac’s Hestia Motion Power Divan can bear 56 stones (356kg) and comes with storage drawers, USB ports and a four-week delivery time. Hestia believes the Power Divan will be a game-changer in the adjustable beds market, bringing them into the 21st century and introducing them to younger generations as a ‘desire’ rather than ‘require’ purchase.
Less than a fortnight after taking over sister company Spring Craft, Kayflex showcased the Kayflex Upholstery range, bringing Spring Craft products under the Kayflex banner. ‘Within 10 days new fabric swatches are coming out and new brochures being printed,’ says Greg Bachelor, Kayflex sales director. Two new mattress ranges also premiered under the Sopor high-street-only brand.
Kaymed’s stand displayed a Sleep Wellness supplement it collaborated on with Dr Hilary Jones, now available to retailers as in-store promotional material. The mattress producer also showed off the new K3 2200 with its zip-off removable topper.
Mamoona Akbar, MA Living designer had a creative time in lockdown, coming up with eight bed frame designs and fabric patterns as part of the Miamore Collection, all debuted at the show.
Mammoth, mattress provider to the Rugby Players Association and the British Athletes Commission, chose the show to display the latest update to its Comfort collection – the Excel mattress, featuring Mammoth’s unique Medical Grade foam, with more depth and available in a choice of 4,000, 6,000 or 8,000 pocket springs.
For couples with different preferences in mattress firmness, Carpenter launched Perfect Match under its Sleep Better banner – with the ergonomic, temperature-sensitive memory foam in each side of the bed tailored to the sleeper’s taste, be that medium or firm. ‘People at the show are really grasping the concept and getting on board with it,’ says Katherine Worsley, Carpenter product development co-ordinator, adding: ‘It’s so nice to be back at the show and see people enjoying our mattresses after the past 18 months.’
Healthbeds launched its Naples Collection with micro-quilted Chill fabric finish, reactive breathable foam with premium Talaly latex fillings, and available in 2,000, 4,000 or 6,000 pocket versions.
Deluxe Beds introduced three new mattresses to its hand-stitched, turnable Touch range including Platinum Touch, with layers of its new Platinum filling, manufactured from a blend of three polyester fibres including an elastomeric binder fibre – and 100% recyclable at
Healthbeds is to begin embroidering its logo on all mattresse
end of life. The other new additions are the Memory Touch, with layers of memory foam, and the Latex Touch, layered with latex.
Dura’s Toronto offers a 1,000-pocket entry-level mattress which is temperature-controlled, with traditional fillings and micro-tufting. Middle of the range is the 1,500 spring count mattress and top is the 2,500 spring count, both featuring memory foam on one side only, meaning that customers can turn the mattress to stay cool in summer.
Dreamland Beds launched a range of slatted bedsteads, available in 50 colours, produced in the UK with a seven-day delivery time. Visit: www.bedshow.co.uk
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TRADE ASSOCIATION MEMBER
Spoilt for choice
Geneva
Sweet Dreams has added new upholstered frames and hybrid storage beds into its portfolio that proved a great hit at the recent Bed Show.
‘This year has seen us up our game with upholstered bed frames. Three styles of TV bed with standard or adjustable slat systems offer the ultimate in luxury, and in addition there are several frames available in a variety of styles along with ottoman storage options. What”s more, all our frames come in a choice of 10 luxury upholstery fabrics,’ says Nick Williams, Sweet Dreams sales manager.
‘Five styles of exciting new hybrid beds offering frame styling with matching head and foot ends added to drawer and ottoman storage options, makes a fantastic solution for practicality and style. The Opulence range also comes in 10 luxurious upholstery fabrics for a superb finishing touch. If you want to relax and enjoy TV in the bedroom, the Vision range completes the offer with a TV foot-end in all 10 fabric choices.’
Sweet Dreams has also launched a range of accent pieces for the beds including accent chairs and ottoman storage boxes.
The company has always set great store by its delivery times and it remains an aspect of the business that it is proud of. Its own-manufactured frames are made to order and delivered within 10 working days to most parts of mainland Britain, with sofa beds delivered in 20 working days. A premium home delivery service is also available, which includes delivery to room of choice, assembly and mattress removal. Visit: www.sweetdreamsuk.com
Colne Bethany
The company was founded in 1999
Eye on the prize
A bed manufacturer was rewarded at Decorex
All products are made in Devon
Naturalmat scooped the Best Sustainable Product award at Decorex. Best known for its Devon-made organic mattresses, beds and bedding, it won the award at last month’s exhibition. Judges Henriette Von Stockhausen, VSP Interiors creative director and Birdie Fortescue, founder of the eponymous luxury homeware retailer presented the award to Mark Tremlett, Naturalmat founder.
‘We picked Naturalmat as its product is one of very few that are 100% natural from sustainable sources with a low carbon footprint. We also loved that it’s handcrafted in Britain. We were hugely impressed on all fronts,’ they say.
Naturalmat was an early eco pioneer using values-driven business principles in the design sector. Using sustainability as a benchmark for business decisions has shaped how the company has developed over the past two decades and informed a new approach to comfort, health and sleep. The Naturalmat stand at the show featured own-brand beds, mattresses, toppers and bedding made from sustainable resources that are harvested according to Fair Trade principles. The link between nature and better, healthier sleep is one of the fundamental beliefs at the core of the Naturalmat brand.
‘We are delighted to win a prestigious Decorex award. It’s a great accolade and we are grateful for the recognition from our industry colleagues,’ says Tremlett.
‘This is the fourth time we’ve exhibited at Decorex and the audience this year was noticeably more engaged with the sustainability message. It’s great to be part of this general shift in responsibility towards a healthier, happier planet.’
All beds, mattresses and bedding are made by hand at the company’s purpose-built factory in Topsham. The company prides itself on knowing the exact source of every ingredient, from the organic wool that is bought directly from local farms at a premium price to the coconut fibre from a certified organic plantation in Sri Lanka that is processed into springy pads.
This is the latest in a growing number of awards. Naturalmat’s pioneering work and research into eco-conscious methods for the production of the Naturalmat collection was recognised at the highest level in 2020 when the company was awarded for its outstanding achievement in sustainability in the Queen’s Award for Enterprise, Sustainable Development. Visit: www.naturalmat.co.uk
Mark Tremlett with judges Birdie Fortescue (left) and Henriette Von Stockhausen
Signature of success
Signature
Shire Beds scooped Bed Product of the Year
The Shire Beds stand was buzzing on the second day of the Bed Show after the team scooped the coveted Bed Product of the Year 2021-22 Award for its Signature Collection.
The range ‘answers the call of retailers looking to maximise margin while still offering customers outstanding value for money. It allows the retailer to sell, with confidence and assurance, an amazing luxury mattress to their customers as it comes with an extended guarantee on the high standard of craftsmanship, giving total peace of mind both to the retailer and their customer,’ says Fara Butt, Shire Beds sales and marketing director.
Signature mattresses contain natural wool, cotton, cashmere, silk and latex fillings and are available in 6,000, 8,000 and 10,000 spring count options – the highest spring counts Shire Beds has offered. They feature two, three or four rows of handstitched borders and an option of own label is available to the retailers as standard.
‘The Bed Product of the Year award really is the ultimate accolade and we are beyond thrilled to have won it. We remain a family-run company, so are still relatively small compared to some of the industry’s “big hitters”. To take one of the NBF’s top awards represents a huge moment for us and all of the team at Shire Beds,’ says Butt.
Awards judges gave Signature top spot as they felt the high-specification range had the right look and feel to compete with branded products. They were also impressed by its value for money, noting it offers exceptional margins for independent retailers, and by its twoweek lead time.
‘We are incredibly proud of what the company has achieved over the years. The Signature Collection will enable us to further increase our share of the mid- market with a quality product created with a careful eye on costs – an incredible challenge which the industry has recognised with this award,’ adds Butt.
‘We believe good design is a necessity, not a luxury, and that quality needn’t be expensive. To the retailer and customer that means a well-made, very comfortable, great value bed.’ Visit: www.shirebeds.co.uk
Shire Beds collects the award The team prepares for day two
Sofa beds are available on express delivery
Expansion
QUEST saw children’s mattresses added
Making an impact on its return to the Bed Show, Jay-Be expanded its award-winning eco-friendly mattress range, launching QUEST children’s mattresses alongside debuting express delivery across its upholstery collection.
‘We were thrilled to be back where we belong, showcasing our products and meeting with our valued customers. It was great to have such a strong platform to launch our new product development
and receive such positive feedback,’ says Mark Cort, Jay-Be md. Building upon the success of its existing mattress range, QUEST children’s mattresses are made with ethically sourced sustainable materials. Available in three comfort options, they provide the essential support needed for healthy physical and mental development, Mark Cort ensuring the best night’s sleep for a child. As with Jay-Be’s entire mattress range, they are available for next working day delivery and arrive vacuum packed, rolled and boxed. The Jay-Be upholstery range has been updated and improved, replacing the current fabric swatches with five new contemporary colours. Each of the sofa bed designs will be available in two nominated fabrics on an express 10 working days delivery, direct to the room of choice for the end consumer.
‘Recognising the consumer need for speed of delivery, we’re happy to be able to offer our upholstery collection on such a short lead time, especially during our busiest period, with demand for guest-bed solutions at its highest in the run-up to Christmas,’ says Cort.
The company is investing in a purposebuilt showroom at its Yorkshire site, offering customers the opportunity to view the full Jay-Be Sleep Smart range. In addition, several product launches are planned for the New Year. Visit: www.jaybe.com
QUEST has been expanded
The future of sleep
DreamSense (above) and NemoFlex (below) on Millbrook’s stand at the Bed Show
Millbrook Bed Company enjoyed its most successful Bed Show with the launch of a range of luxury mattresses incorporating three new sleep technologies: NemoFlex, Smooth-Tech and DreamSense. All three were very well received by buyers visiting the stand, as was the relaunch of its classic collection.
‘In launching our new mattress technologies at the Bed Show our aim was to showcase the future of perfect sleep. We are extremely proud to have launched NemoFlex core technology and the most sustainable range of mattresses at the show,’ says Ross Thurston, Millbrook Beds operations director.
‘When we set out to create the most sustainable mattresses possible it was important to us to consider all aspects of waste reduction and recycling, while taking a holistic approach to the “five Rs”: refuse, reduce, reuse, repurpose and recycle. A key factor was to fully include our key suppliers in the design process to ensure we achieved a fully circular economy approach to mattress design.
‘The DreamSense smart bed is surely the bed of future. Dual comfort control, massage, smart alarm, Nemoflex core technology and sleep tracking made the DreamSense the most unique and talked-about bed at the show.’ Visit: www.millbrook-beds.co.uk
Poised
PocketGel Poise Plus 3200
Sleepeezee showed its latest innovations
British bed manufacturer Sleepeezee invited visitors to the Bed Show to relax on its mattress ranges, enjoy a quick refreshment and take home a Sleepeezee goody bag complete with all the postevent necessities.
From interactive 3D mattress model screens to quality mattresses to try out, the Sleepeezee stand reflected the evolution of the company and how 97 years of manufacturing has taken its mattresses into the modern day, with forward-thinking products and designs.
Sleepeezee prefers traditional yet sustainable manufacturing methods as well as high-quality materials to create its mattresses, and was a runner-up in the Bed Product of the Year award with its PocketGel Poise Plus. One of three models in the range, it benefits from Sleepeezee’s Staycool Gel to regulate temperatures, while the ViroFresh anti-microbial technology kills 99.9% of bacteria and viruses on contact for a more hygienic night’s sleep.
The Poise Plus 3200 has also been approved by the Good Housekeeping Institute, which described it as ‘comfortable, cool and luxurious; our panel loved this mattress. It supported
Sleepeezee at the Bed Show and soothed them throughout the night and gave them an excellent quality of sleep’.
Established in 1924, Sleepeezee has grown into one of the most recognisable bed manufacturers in the world, crafting and supplying bespoke mattresses across retail, hospitality and export ranges. As a Royal Warrant holder marking the best of British, the company is renowned for manufacturing superior quality beds and mattresses, tailored to optimise any available space and giving customers a sound night’s sleep for years to come. Visit: www.sleepeezee.com
Accessories were also on show
After a hard day’s work LEAVE THE REST TO US
The Vegan option
Vegan Helix Mattress
As more consumers become vegan, they now have a sleep choice
Vogue Beds launched its Vegan range at the Summer Furniture Show and now has 17 stockists around the UK. It is the only range of vegan mattresses built by an NBF member to have been certified by The Vegan Society.
Current UK trends show the number of vegans is growing year on year.
‘We could see veganism growing in the UK and we noticed other industries starting to respond, says Tom Dow, Vogue Beds commercial manager. ‘The motor industry now uses lots of veganfriendly materials in car interiors and the beauty industry is led with products that are certified vegan. We understood these customers wouldn’t want to spend eight hours a day sleeping on a mattress with animal products in it. We also wanted to build a product that was better for the environment.
‘The Vegan range of mattresses uses a combination of vegan materials in its fillings, including recycled plastic bottles. Crucially, when the mattress reaches the end of its useful life, it can be fully recycled.’
For every Vegan bed made, Vogue Beds is planting a tree.
‘We wanted to do this to help further with the mattresses’ environmental credentials. Cutting farming out of the supply chain helps to reduce the carbon impact of each mattress and planting a tree helps this further.
‘We are now looking to increase our stockist base across the UK through our Vegan stockist programme, which integrates online national sales and in-store sales with excellent social media marketing and support.’ Tel: 01455 841 257
Vogue Beds was a runner-up in the Bed Product of the Year award
Why Sell Vegan?
The Vegan movement across the UK is growing and the number of Vegans is increasing. In 2020 Brits following a Vegan diet grew by 40%. More customers are conscientious when it comes to their buying choices and how a product impacts on the environment. We support stockists with full marketing support, including social media advertising. We are leading the way in Vegan products and still have stockist opportunities, so talk to us today to find out more.
Vegan Certified
Our mattresses have been certified by the Vegan Society, this is important to us we didn’t just want to make a collection of mattress that are Vegan friendly we wanted someone else to check our working out, make sure our ingredients all meet their standard. The Vegan Society created the word Vegan back in 1944 so who better to certify our mattresses.
Quartet
Above left: Bourton deep headboard in Henson and Cornflower from the Adam Henson collection Above: Excelsior shallow base on legs with Victoria headboard in Toro Pearl
A leader in sustainable comfort innovation, British family bedmaker Harrison Spinks showcased four new luxury handmade and sustainable mattress collections at this year’s Bed Show: Harrison Spinks Bed Tailor Pillowtop, Somnus Supremacy, Adam Henson by Harrison Spinks, and Synergy – alongside presenting its sustainability strategy.
Leading the way in ethically produced mattresses, and designed with comfort, support and sustainability in mind, all Harrison Spinks products are handmade in Yorkshire, are 100% foam, glue and FR chemical treatment free, and are entirely recyclable at end of life. Better for a healthy sleep and kinder to the planet, the company is trying to change the way the world sleeps.
Its continuous innovation and development of sustainable products is central to its long-held circular sustainable strategy. In 2013 it was the first bed manufacturer to win a Queen’s Award for Enterprise in Sustainable Development, a feat it repeated in 2019. It is the only bed manufacturer to receive a Carbon Neutral+ classification and its Beyond Circular philosophy will help it achieve its fully net carbon zero target by 2023.
Harrison Spinks has also partnered with British Wool to ensure all the wool
Synergy it uses is from traceable British farms and is ethically sourced, including that from its own farm, where it also grows hemp and flax for its mattress fillings.
Each of the four collections received a fantastic response and excellent feedback at the show. The contemporary quilted Synergy combines style with cutting-edge technology, temperatureregulating eco fillings and sustainability in a modern aesthetic mattress that delivers comfort and support.
The Harrison Spinks Bed Tailor Pillowtop collection has a unique mattress topper for a sumptuous layer that you sleep in rather than on. The integrated topper of each of the four mattresses features layers of micro springs and sustainably sourced natural fillings, working in harmony with the Cortec pocket spring core.
Meticulously handcrafted using time-honoured techniques, the designled Somnus Supremacy collection features its pioneering Sensa Intelligent spring system and only the finest in natural and sustainable materials, for a sleep that is sheer, sumptuous luxury.
In collaboration with TV presenter Adam Henson, the Adam Henson by Harrison Spinks collection celebrates British farming, traditional premium craftsmanship and sustainability. Each mattress is handcrafted with Cotswold rare breed and indigenous wool chosen by Henson. Visit: www.harrisonspinks.co.uk
Teamwork
Rugby League Cares is Mammoth’s latest sporting partnership
Mammoth has teamed up with Rugby League Cares
Mammoth has agreed a new partnership with Rugby League Cares, the charity dedicated to enhancing and enriching the lives of the rugby league community.
Due to the physical and mental demands of the sport, players require high-quality recovery time in order to optimise performance and prevent injury. Mammoth’s partnership role will involve providing support in the management of both environmental and behavioural aspects of sleep to meet these needs – from the top of the game right down to its grass roots.
In becoming the official Sleep Partner of Rugby League Cares, Mammoth continues to grow its extensive range of affiliations with healthcare and sporting bodies, which include the Chartered Society of Physiotherapy, the Rugby Players Association and the British Athletes Commission (the member body for Olympians and UK Sport funded athletes).
‘Our mission as a business is quite simply to offer people healthy choices. We’ve shown that our award-winning technologies and advanced comfort materials like Medical Grade foam can be of great benefit to both those at the top of their game, like professional rugby players, and those who simply want to lead a healthier, happy life,’ says John Tuton, Mammoth ceo.
‘I’m delighted that through this partnership with Rugby League Cares we can forge closer relationships with the rugby league community and help players and supporters give more attention to the benefits of quality sleep.’
‘We are delighted to welcome Mammoth as a partner and look forward to working to enhance the lives of players and people across our communities. The health benefits of quality sleep cannot be overstated and our partnership with Mammoth will help address an issue many players struggle with,’ says Chris Rostron, Rugby League Cares head.
‘Working with the clubs’ dedicated welfare managers, Mammoth and Rugby League Cares will promote good sleep hygiene to help players with their recovery, conditioning and general well-being. This partnership once again underlines the charity’s commitment to safeguarding the welfare of the sport’s most important stakeholders: the players.’
This latest partnership announcement comes as Mammoth begins the rollout of its new-look Comfort collection, launched at the Bed Show in Telford. Email: stuart.page@thefoamco.co.uk
New look
Sonlevo was relaunched
The brand was relaunched at the Bed Show
At this year’s Bed Show Sonlevo unveiled a new look for the brand, which proved an instant hit with show visitors. And weeks later it was featured at the Autumn Furniture Show too.
The brand’s new look goes way further than skin deep, and features a complete re-appraisal of the range, with several new products, including a first for the UK bed market.
The Sonlevo TrueGel products have attracted a lot of interest, with many new accounts opened and strong sales to new and existing customers. To support the show activity Sonlevo sales agents have been taking a show van around the country, showing and demonstrating TrueGel. As a result, product, displays and POS material are being delivered to stores this month in time for the busy winter sales period.
The Sonlevo TrueGel range is setting a new standard. The first gel mattress to be developed in the UK using revolutionary gel technology, its unique grid system is 80% air and 100% recyclable. TrueGel gives maximum support, minimises pressure and is never too hot and never too cold – for the best night’s sleep possible.
There’s also an innovative new TrueAir range featuring the latest foam technology, for a fresh and much cooler sleep, combined with supreme pressure relief and support.
Given the heightened focus on sleep and well-being, these two new premium ranges represent a real opportunity for retailers to expand sales into lucrative new areas.
For more than 30 years The Foam Company has been dedicated to helping people sleep better, with the latest in innovation, materials and design. From side-sleepers to star-fishers, nappers and night owls, to those who suffer in pain, it has something for everyone.
Everything it does is researched, designed and manufactured by the company in the UK. A family-owned and family-run business, it is totally uncompromising when it comes to design and manufacture, and its commitment to improve the lives of those who choose its beds.
The Foam Company’s full range is recommended to its members by the Professional Footballers’ Association and the Football Medicine and Performance Association. This is because all of the products offer correct posture support and ultimate comfort, which are paramount in achieving the best sleep and, as a consequence, the best performance.
The world has changed dramatically over the past couple of years, and so has people’s attitude to lifestyle, presenting a unique opportunity for the bed industry. The Foam Company recognises the need to change and to adapt to a new trading environment, and as part of this it has embarked on the relaunch of the Sonlevo range, to create new opportunities for it and its retailers. Email: stuart.page@thefoamco.co.uk
TrueGel
TrueGel sample box
Together
The protectors are guaranteed for up to 15 years
Protect-A-Bed wants to create partnerships for growth
After attending the Bed Show and the Autumn Furniture Show, Protect-A-Bed is on track for a brilliant year of growth, says the company.
‘Our speciality is helping retailers sell a lot of mattress protectors, but with targeted year-on-year growth we sit together with our retail partners. By working in a dynamic relationship, it allows the Protect-A-Bed sales team to train and motivate sales personnel on the shop floor,’ says Paul Lake, Protect-A-Bed national sales manager.
‘This has a significant impact in topline sales and the reward programmes through the Platinum Club create a positive energy. This year we have seen uptake from an even greater number of retailers in Platinum Club membership with its rewards and incentives, which is excellent.
‘When combining this with our Therapeutics wellness ranges made from copper, graphene and charcoal, Protect-A-Bed offers the best solutions in mattress protection, while being the best at increasing sales within this category. We know consumers have a greater desire for better nutrition, more exercise and are significantly recognising the importance of sleep. The copper, graphene and charcoal range offers a wellness solution for the sleeper with additional sleeping benefits, while also being luxurious to sleep on.’
At the core of every Protect-A-Bed mattress protector is a product guarantee of 10-15 years (when bought with a mattress) and a 10-15-year anti-stain guarantee. Protect-A-Bed will professionally clean a mattress to the customer’s satisfaction or buy the customer a new mattress if the protector fails, where the mattress has been purchased at the same time as the protector. This powerful promise is one of the foundations of Protect-A-Bed’s global brand.
‘With state-of-the-art TV display bays, professional sales training, a 15-year guarantee programme and awardwinning customer service, Protect-A-Bed is proven to increase sales and profit. Our ability to upskill your bed department’s sales team and increase your revenue by maximising every sales opportunity has been well documented. We can manage every step of the process and build a reward scheme through the Protect-A-Bed Platinum Club,’ says Lake. Visit: www.protectabed.co.uk
Evolution
‘It’s just a mattress protector,’ was a comment once commonly bandied about, but I’m pleased to say it’s heard less now. Back then, it represented the general apathy to mattress health and care. Mattress protectors were in the main either rustling, waterproof, almost medical-type affairs or a layer of quilting which, to be truthful, doesn’t really protect the mattress and positively encourages the colonisation of undesirable small organisms,’ says Paul Aiston, Mattressgard md.
Today’s mattress protectors have evolved into a wondrous array of materials, designs and functions, and mattress health is a real point to consider when buying a new bed.
Staingard has supplied a range of products for 15 years, but it’s just over five years ago that the Mattressgard brand was added. Initially a selection of 12 products, it has expanded to over 20, including a range made from recycled materials, fabrics featuring antibacterial and antiviral properties plus a pillow range. The growth and its results have been outstanding for Mattressgard.
Every product in the range is guaranteed for 10 years, is anti-dust mite for a healthier lifestyle and has finishes to wick moisture away, while remaining 100% impermeable to spillages. Each product can be sold as a stand-alone, value-added sale or to add tangibility to a Staingard Mattress Care Plan. The range consists of polyester through cotton, bamboo and Tencel, any of which can be personalised at no extra cost if required.
‘Mattressgard continues to lead the way in the innovation and commercial proposition for bed retailers, a fact that has been recognised by the award of Interiors Monthly Best Mattress Protection Product for the past three years.
‘Retailers can be assured of the best products, support, training and commercial terms, plus eye catching display systems,’ says Aiston. Visit: www.mattressgard.co.uk
Mattress roller testing
Alternative
Polyester can now replace foam
The company took part in the Bed Show
John Cotton launched PlatinumEco earlier this year as ‘the only’ credible performance polyester component able to replace foam.
‘With future-proofing design at the heart of our mission, we have made an innovative leap in value for money. Through environmentally sustainable design we have satisfied a noticeable gap in the market and delivered what we believe to be our most innovative product to date: the only performance polyester foam alternative. This has taken significant investment, vigorous testing and extensive teamwork,’ says Mark Cotton, John Cotton md.
‘Through investment in our proprietary technology, it is now possible to create a product with the same level of comfort and support as foam from polyester fibres. Using our new state-of-the-art ovens and a technically advanced elastomeric binder fibre, we have engineered the only polyester foam product suitable for upholstery and bedding.’
According to the company, PlatinumEco provides the same recovery and durability as foam, and to ensure long-lasting performance, it has been tested under EN1957 – mattress roller testing; EN1725 – edge seat testing, and BS7397 – severe impact bespoke triangular roller test.
However, its performance is not the only key benefit compared with foam.
‘Using our Custom 8 technology, coupled with infrared, we’re able to demonstrate the favourable microclimate that PlatinumEco offers. The open nonwoven structure allows moisture vapour to migrate freely throughout layers and offers increased breathability and comfort. PlatinumEco does not require the addition of FR chemicals as foam does. We have tested it in our UKASaccredited laboratory to ensure it adheres to the required FR standards.
‘In addition, it is made from an ecofriendly blend and is 100% recyclable at its end of life, with the option to upcycle it into an alternative product such as loft insulation.
‘I am delighted that John Cotton Nonwovens won Component Product of the Year at the Bed Show for PlatinumEco,’ adds Cotton. ‘My congratulations to the whole team for their outstanding work in continuous development through listening to our customers. We really appreciated being recognised for our FR chemical-free and 100% recyclable product that satisfies a gap in the market for polyester that feels – and performs – like foam.’
‘John Cotton Nonwovens has developed what we feel to be one of the first real and credible foam alternatives for both rolled and flatpacked mattresses,’ says Ross Thurston, Millbrook Beds production director. ‘It has worked tirelessly with us to design our new range of Nemo mattresses for the launch at the Bed Show this year. For the first time PlatinumEco has made it possible for us to replace foam with a polyester alternative and achieve the same performance and functional characteristics.
‘We feel this is great step towards the future in mattress design,’ he adds, calling it ‘a true innovation’. Visit: www. johncotton.co.uk
Select story
Simplifying the purchase decision is key
Helix
Part of Emma – The Sleep Company’s omnichannel strategy is strengthening its retail business. Led by Neil Robinson, Emma sales Neil Robinson director, retail UK and Ireland, the UK team’s first big project was the launch of the Emma Select mattress series. The three different products are specially designed for offline customers’ needs and optimised for on-site consultations. By attracting immediate attention, the POS package leads the customer directly to the Emma Select series in stores.
The key is customer centricity. The
Diamond design concept of the three different collections ensures an easy understanding of all functionalities to simplify the customer’s purchase decision. For retailers the design means simple, clear and space-efficient presentation of the products.
Aimed at different age groups, the series is based on three different USPs: lying comfort, breathability and deepsleep optimisation.
‘Before buying, many UK shoppers want to experience the product. This is why we put a lot of thought into creating a unique shopping experience. For example, easy-to-understand light boxes or technical videos show the different mattress types. And large emotional images attract customers in the displays within bricks-and-mortar stores. The offline experience allows you to see and feel the product, while the online purchase is very convenient. This makes an omnichannel approach essential. Both channels will be needed to offer everyone a perfect sleeping experience,’ says Robinson.
Our bodies lie in a kind of envelope of warmth that we produce ourselves. The problem is this trapped heat needs to be siphoned off to allow the body to enter the deep-sleep stage. The Emma Diamond ensures optimal temperature regulation with Emma’s Diamond Degree technology. The graphite coating removes excess heat quickly and continuously and leads to up to 10% more deep sleep during the night, according to the company.
The Emma Helix is designed for anyone who experiences more restless sleep and prefers more unusual sleep positions. It combines pressure relief at every point of the mattress, excellent body support, and airflow channels for an ideal sleep environment.
Winner of a Which? Best Buy, Emma Smart Hybrid offers optimal body support thanks to Aquagel and HRX foam and unites this with a sandwich core for dynamic body adaptation and ergonomics. Visit: www.emma-sleep.co.uk
Visionary
Make a statement with the latest TV furniture
Above left: TV114G flatscreen TV unit in grey Above: TV113W widescreen TV unit in soft white gloss finish
TV115OK extendable TV wall panel in oak-effect finish
TV1110KG wall TV panel with shelf and storage As the nights lengthen, cosy evenings watching TV become an attractive prospect. And as TVs become the focal point of the home to relax, the need for furniture that also makes a statement is important.
The Vision collection from Core Products offers a choice of wallmounting and freestanding units in a choice of finishes including oak effect, soft gloss white and a light grey.
Where space is at a premium, fixing your TV directly to a wall is an ideal solution, and utilising Core’s Vision wall-mounting panels provides shelf space for gadgets or simply for display. The backboard surrounds the screen but also provides the installer with access space for wiring. There is also an extendable version, which is very easily adapted to different widths, ideal for homes where space is at a premium.
Freestanding units remain very popular, and the Vision collection offers more storage and features than ever. Each unit not only provides cupboard storage with sliding decor doors but also raised upper shelving, which elevates the TV to a cinema-style viewing position and offers undershelf space for audiovisual equipment. Each unit is fitted with easy-roll castors and wiring ports to make everyday use as simple as possible.
Like all of Core’s extensive portfolio of products, the Vision range is available from stock with quick delivery to store or direct to the customer’s home. Visit: www.coreproducts.co.uk
