SMG News - Autumn 2017

SMG News | Autumn 2017 | Issue 186 The Official Publication of SMG The National Furnishing Group

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CONTENTS SMG News | Autumn 2017 | Issue 186

NEWS 6

MAJOR WOOL CARPET MARKETING INITIATIVE LAUNCHED

7

POWERING AHEAD AT ULSTER

12

WORLD PREMIERE FROM CROWN FLOORS

13

WOOLSAFE LAUNCH NEW PRODUCT CLEANING ACCREDITATION

REGULARS 11

AT THE SHARP END

15

BUSINESS INSIGHT

22

QUESTION TIME

Simon Cogdell from Westex Carpets

An insight from Richard Renouf

Jonathan Young from Axminster Carpets

FEATURES

Axminster Carpets - Hazy Days, Leapfrog

19

INSURANCE INSIGHT

29

BALL & YOUNG ASTRO CUSHION

41

DEACON JONES CORK RANGE

56

THE FLOORING SHOW REVIEW

58

MEMBER FOCUS: WINNENS

ON THE COVER: Axminster Carpets Hazy Days, Leapfrog

Luxury doesn’t have to be obvious...

... it’s what’s underneath that counts Our NEW Premium High Density Underlay Range: TITANIUM 8mm

CHROMIUM 9mm

PALLADIUM 10mm

Exceptional underfoot comfort Superior carpet protection Improved dimensional stability

interfloor.com 01706 238 810 SMG News | Autumn 2017 | 4

SMG News | Autumn 2017

Dear Members, With all the doom and gloom of the press reports this summer it was a great shot in the arm to attend The Flooring Show in Harrogate this month and witness such a buzz of positivity.

Suppliers and retailers alike were in buoyant mood with a wealth of new products, new initiatives and new promotions on display. I would like to thank those SMG members who came along to engage with our approved suppliers, and those who ventured into Hall C to visit Linda and myself on the SMG stand.

Through conversations with retailers and suppliers it is clear that when times are tough, it focuses the attention of the industry on making every sale count. It is clear that the multiples are raising their game, and so I feel the Independents should match their already good reputation for service with a store that will appeal to new customers. Big improvements can be achieved quickly and easily by maintaining an uncluttered shop front.

Some of your fellow members have taken to featuring something different in the window on a weekly basis which has proven to catch the eye of passing shoppers and increased footfall.

Making stores lighter and brighter with modern LED lighting which not only pulls customers into the store during the dark winter months, but will also show off the tones and colours

of your quality products to full effect and will help you to up sell with confidence.

Another thing which was striking at the Show was the new initiatives that the wool industry is devising and how all of the wool manufacturers are getting behind this. There is a place in the market for wool and synthetic products and each have their benefits but I think the positive attributes of wool have not been in the forefront of consumers minds due to the strong message on synthetics. It’s good to see that this is being addressed by the likes of the Wool Carpet Focus Group, British Wool and the Campaign for Wool.

The Show was full of new product launches and more and more hard flooring suppliers were in attendance which reflects the current market trend. With new initiatives to see from every supplier, there was something for everyone and the quality of the stands once again made this the industry event not to be missed!

This autumn edition of SMG News features Jonathan Young, Axminster Carpets’ sales director in ‘Question Time’ on the centre pages and, more insights on the industry can be found from Simon Cogdell who is ‘At the Sharp End’ in his role as sales

representative for Westex Carpets – read all about it on page 11.

On pages 58 & 59 we have our Member Focus feature which this issue showcases long standing SMG Member Winnens in Cirencester.

Aaron has some very interesting points to make in this article.

All in all, I am happy to say that this is another issue of SMG News jam packed with news, insights and product information which will make for extremely interesting reading.

On behalf of SMG, I’d like to wish our Members and Suppliers a very successful autumn trading period and look forward to approaching 2018 on a much more positive note.

All the best,

Mike Reed Head of Group Operations

SMG The National Furnishing Group 9 The Markham Centre, Station Road, Theale, Reading, Berkshire RG7 4PE Telephone 0118 932 3832 Fax 0118 930 4515 Email info@smg-group.co.uk Web www.smg-group.co.uk Published by SMG The National Furnishing Group. Printed by Lamport Gilbert Limited, 3 Darwin Close, Reading, Berkshire RG2 0TB

NEWS UPDATE MAJOR WOOL CARPET AND RUG MARKETING INITIATIVE LAUNCHED The Wool Carpet Focus Group (WCFG), whose membership includes wool carpet and rug manufacturers, buying groups, wool yarn spinners, wool marketing organisations, environmental consultants and more, has launched its first major marketing initiative.

The WCFG has been working with HRH The Prince of Wales’ Campaign for Wool organisation, British Wool and several other supporters in order to produce their first joint venture leaflet and window sticker programme for the wool carpet industry.

The leaflets explain quite simply why wool is the best fibre for carpets! It is an old message but one that many consumers have forgotten or simply had their heads turned by some slick marketing by the synthetic fibre lobby.

The WCFG plans to remind consumers at every opportunity what the benefits of wool are and why, even in this modern age, there is nothing safer, more environmentally friendly, or better looking than wool!

The Wool Carpet Focus Group will be sending out hundreds of thousands of leaflets; wool carpet manufacturers will send them when they send samples to their retail customers, buying groups will distribute them and manufacturers will also take them to retailers for them to hand out to their customers.

replace their current floor coverings for the safer and better option. Wouldn’t you rather stay in a hotel that is fitted with wool carpets, beds, furnishings and anything else that can be made from wool?! I am sure they will be including the unflammability message in their marketing packages.

The benefits of wool have been defined under the heading “Woolabilities”. In the current climate the “Unflammability” message has been very pertinent. Wool is naturally fire resistant. The funny thing is flammable and inflammable mean the same thing - it describes something that burns. So, with the hope that the Concise Oxford Dictionary will consider “Unflammability” for inclusion in a future edition the WCFG invented the word to make it clear that wool is very hard to set on fire! Additionally, wool doesn’t give off the poisonous acrid black smoke that burning most synthetic fibres do.

Woolabilities are defined in the new leaflet and also on the website www.woolcarpetsnaturally.org. There are some short videos that get the message across without needing a science degree to understand them - but there is scientific backing for everything they say!

Check the videos out also on YouTube and Vimeo.

As a result of wool’s natural unflammability several hotel groups are currently investigating all the benefits of wool carpets and are planning to

For more information, please visit www. woolcarpetsnaturally.org or contact Martin Curtis or your wool carpet supplier.

BRINTONS SUPPORT THE WOOL OWNER’S WARRANTY

For over 200 years Brintons have been bringing homes to life with their carpets.

In fact wool has been Brintons’ passion since 1783, when William Brinton opened his first mill in Kidderminster. Today Brintons are one of the biggest users 6

of British Wool, with wool from one in nine sheep ending up in a Brintons carpet. Brintons know that wool is the best choice for floor covering due to its versatility, durability and longevity and are therefore proud to be associated with The WoolSafe Organisation’s Wool Owners Warranty programme.

to 370 the number of ranges that are eligible for Wool Owners Warranty.

WOW moves ever closer to its aim of being the instantly recognisable aftercare service for all wool carpet and in doing so remove one of the retailer stated obstacles to selling a wool carpet, the perception that it is difficult to clean”.

On the association Brintons commented; “As advocates of wool-rich carpets we want to support the Wool Owners Warranty scheme as WoolSafe work to dispel the myth that wool carpets are difficult to clean. A Brintons carpet is an investment to be proud of, so being able to give an additional service to our customers to give them extra peace of mind is invaluable.” – Natalie Littlehales, Consumer Marketing Manager, Brintons.

For more information about Wool Owner’s warranty, visit www.wowwarranty.com or contact Steve@wowwarranty. com.

Steve Bakker, WoolSafe Global Marketing adds “We are thrilled to welcome such a prestigious manufacturer as Brintons to the WOW initiative. The quality wool carpet ranges Brintons are adding bring

POWERING AHEAD AT ULSTER Next year will mark 80 years of manufacturing for Ulster Carpets who are showing no signs of slowing down.

Dedicated to producing the finest Axminster and Wilton carpets, their focus on innovation and investment has resulted in them expanding their competitive advantage in recent years despite a decline in the carpet manufacturing industry. Whilst tough trading and financial periods have seen many of their competitors move their operations abroad, Ulster’s long term strategy and proactive business approach has enabled them to withstand the crisis and ensure manufacturing and all operations remain within the UK and Ireland. In the past few months alone Ulster have created twenty new jobs, providing a welcome boost to the local economy.

Ulster’s ethos is centred on growth and development, of which investment in infrastructure plays a huge role. As part of a £35million regeneration of all woven manufacturing facilities at their Northern Ireland headquarters, last year saw the completion of a brand new state-ofthe-art Dyehouse and Energy Centre, designed to improve energy efficiency and reduce the company’s carbon footprint. The remaining phases of the redevelopment are set to be rolled out in

the coming years.

piece of carpet prior to shipment.”

In terms of trading, Ulster’s residential market continues to flourish with this month seeing the launch of their latest loop collection HΛBITÜS. The Danish inspired collection which sits beside the company’s Øpen Spaces range, answers the consumer demand for durable yet tactile products and adds a new variety to their residential collections. The next few months will also see new additions to some of their most popular Axminster ranges; Beaumont, Braeburn and Tazmin, which emphasises Ulster’s commitment to developing their product offering and establishing themselves as market leader.

It is this “from sheep to floor” mentality, along with the determination to concentrate all operations within the UK and Ireland that sets Ulster Carpets apart from the competition. Their emphasis on progression and their dedication to delivering top quality products will ensure they continue to strengthen their position as a premium carpet brand in the years to come.

It is their commitment to growth and development that has allowed Ulster Carpets to maintain their edge after all these years. Nick Coburn, Group Managing Director and Deputy Chairman commented “Ulster Carpets’ continued focus on innovation and investment has allowed us to grow and maintain our competitive advantage in the marketplace. A family owned but professionally managed business, we are committed to operating as a vertically self-sufficient company, maximising our control over the entire manufacturing process, from the selection and purchase of the wool to the final checking of every

Ulster’s state of the art dyehouse

EASY LIVING LECTERN Manx Tomkinson launched their new Easy Living lectern at Harrogate in September. The lectern features 4 brand new ranges – Antigua, Bahamas, Cuba & St Lucia. All are polypropylene with Antigua available in 3 weights and 9 colours. Cuba has 15 colourways and Bahamas is a supersoft in 12 colour options. St Lucia completes the set with 14 contemporary shades. The lectern is available to SMG Members at a cost of £50 + VAT.

For more information, please contact your local representative or Manx Tomkinson on 01827 831434.

Manx Tomkinson at The Flooring Show in September SMG News | Autumn 2017 | 7

NEWS UPDATE BRITISH WOOL APPOINTS NEW HEAD OF MARKETING British Wool, the organisation that sells and promotes British grown wool to the international textile industry has appointed Graham Clark as its new Head of Marketing.

Graham who has a Degree, Post Graduate Diploma and Masters Degree in Marketing has come from a background in joinery and kitchens. Until recently he was Marketing Manager at XL Joinery.

His role there included responsibility for shaping the marketing strategy in the organisation.

Originally from Cumbria, Graham has

significant experience in selling and marketing products into the retail arena having worked with independent and national retailers, e-tailers and Builders Merchants. Graham also brings expertise in digital marketing for both B2B and B2C.

“I am delighted to join the wool industry and feel that my retail and digital experience will be a good addition to the British Wool business. I am looking forward to learning more about wool and meeting the industry partners over the coming year.” Graham said.

Graham Clark, Head of Marketing

SEALY’S TERAMO 1400 RETAINS WHICH? BEST BUY STATUS FOR THIRD YEAR RUNNING Prestigious consumer champion Which? has named Sealy’s Posturepedic Pocket Teramo 1400 yet again as its Best Buy, claiming that: “More than a year on, we’re still yet to test anything that can match it”.

The continued accolade – first awarded to the Teramo in 2015 and retained by Sealy ever since – is set to make choosing a mattress a whole lot easier, providing consumers with an authoritative stamp of approval.

In achieving Which? Best Buy status, the Teramo 1400 received Best in Test status – the highest score in its category when tested against 28 other products –

including a whole host of other types of mattresses and pocket sprung models.

It has retained this title since 2015, when the mattress was first awarded the accolade, with Which? naming the Teramo “as the best and most durable model it has tested in years”.

The review by the iconic body goes on to state that the Teramo will “still be in great condition and able to support your body well even after years of use.

Unlike some mattresses, it doesn’t sag or become less firm over time.”

Furthermore, it claims: “More than a year on, we’re still yet to test anything that can match this Best Buy.”

Sealy’s Teramo Mattress 8

The mattress was also commended for its softness and the solid support it provides, with the tests also revealing that it is very easy to turn over on, while being stable enough to not disturb a partner. The report also highlighted the model’s breathable materials – Sealy’s Smart Fibres and Eco-friendly Tencel – make for a cool sleep environment.

Neil Robinson, sales and marketing director at Sealy said: “We’re absolutely delighted that the Teramo 1400 has retained its Which? Best Buy status.

It is also fantastic to hear that such a well-respected consumer body hasn’t come across another mattress that can match it – even after more than a year.

It’s certainly a hit with our customers, and its 1400 pocket springs and latex insert make it a comfortable and durable choice. One thing’s for sure, the report will certainly make the difficult task of choosing a mattress much easier. It’s fantastic to have this endorsed by the UK’s largest and most trusted consumer body.”

TWO NEW APPOINTMENTS FOR CORMAR Cormar Carpets, one of the UK’s leading tufted carpet manufacturers, has further strengthened its sales team with two new appointments.

Covering the North West region, Colin Adlam will be responsible for the Greater Manchester area and Ryan Johnson for Merseyside and Cheshire. Both have been in the carpet trade for a number of years and have previously worked for wholesale distributors.

As business continues to grow, Cormar has increased its sales force with the two new additions taking the total sales team employed by the company to more than 30, covering independent retailers throughout Great Britain and Ireland.

Said David Judge, managing director at Cormar Carpets: “We are pleased to welcome on board Colin and Ryan who

Colin Adlam and Ryan Johnson join the Cormar team will be valuable assets to the sales team, and the North West region. “Both have undertaken our comprehensive induction training programme – spending time understanding all aspects of the business, from production process across both plants to each key department – and

they have settled in well.” All Cormar’s wool twists, wool loop and stain resistant polypropylene carpets are produced on site at its Lancashire mills and distributed in the UK and Eire via its own delivery fleet.

JOHN WILSON MEMORIAL TRUST SUPPORTS EIGHT SMALL BUSINESSES The John Wilson Memorial Trust (JWMT) was set up by Ulster Carpets in memory of John Wilson, one of the sons of George Walter Wilson, the founder of Ulster Carpets. The trust is run by nominated trustees from Ulster Carpets and two of John’s sons are heavily involved.

John Wilson always had an enduring passion for business particularly the long held establishment of significant employment in Portadown in keeping with the company’s place in the community.

The trust actively seeks opportunities to support local business and over the last year they have been working with Brian Hunter from MPact to identify and mentor eight local businesses. The scheme has a variety of local start up companies from food producers, film production, a health and fitness centre, powder coating company and a social media enterprise supporting children in care.

Jeremy Wilson, Trustee Member of the JWMT said: “...at Ulster Carpets we are committed to giving back to the local area; we pride ourselves that after 75 years trading all of our manufacturing

is still based on our County Armagh site, we want to continue to encourage and inspire entrepreneurship within our hometown.”

The businesses involved of which the JWMT are proud to support are O’Chatten Smokery, Ballentines Coffee & Natural Juice Company, Club V02, Topcoat Powder Coating, L’Artisan Foods, MadLug, LJHSTV and Just Desserts. All are based around Craigavon, Portadown and Lurgan. Together they have generated fifteen new jobs within the last year. All were kindly given a significant sum to invest into their

business; the impact of this has been extremely positive and provided deep roots for future expansion. Additionally Brian Hunter and the JWMT have been able to provide business support and advisership.

Each business has made progressive future intentions for growth; be it through further recruitment, re-branding or export. The trust was able to provide a financial platform for investment into local SME’S, and as Brian Hunter from MPact quoted, “this has been a major contributor to the economic and social well being of the Craigavon community”.

NEWS UPDATE CARPET RECYCLING UK CELEBRATES ITS 2017 AWARD WINNERS Carpet Recycling UK held its fourth annual awards ceremony in June to mark the achievements of members who have demonstrated innovation, commitment and best practice in the sector.

recycling efforts.

Guest host Andrew Bird, Chair of LARAC (Local Authority Recycling Advisory Committee) presented the winning individuals and organisations with their trophies and certificates at Aston Villa Football Club in Birmingham.

Emerald Trading Waste Solutions Ltd took the Best Newcomer Award for proactively demonstrating their carpet recycling activities to others - having made a ‘significant dent in the postconsumer waste carpet mountain’ - and encouraging best practice in the industry.

The company recycles post-consumer carpets into their Carpet Gallop allweather equestrian surfaces.

It was a double celebration for Ellen Petts, Managing Director of Greenstream Flooring CIC whose ongoing success in the carpet tile reuse sector and ability to create new solutions saw her clinch two awards – Reuse Member of the Year and the 2017 Outstanding Achievement Award.

One of CRUK’s core funders, Lifestyle Floors/Headlam Group’s long-term commitment to sustainability in the carpet industry and support for CRUK’s activities was recognised with the Longstanding Support award. CRUK’s other core funders are Cormar Carpets, Desso, ege, Milliken, Balsan and Marlings.

Carpet Recycling UK was founded in 2008 as the industry-backed association for reusing and recycling waste carpet.

Landfill diversion of carpets has increased from 2% to 35% in nine years; the ultimate goal set by CRUK is 60% landfill diversion by 2020.

Enquiries are welcomed from all types of organisations interested in finding new outlets for their waste carpet with potential savings on disposal costs.

For more information, please contact Marie Rhodes on 01614 408325 or email Marie@ carpetrecyclinguk.com or visit www.carpetrecyclinguk.com.

Expressing her ‘delight and genuine surprise’ at the recognition, Ellen added: “We’re always pushing reuse as it is at the top of the waste hierarchy, providing the best environmental option for carpet tiles as well as important social benefits.”

Carpet Tile Recycling and M25 Made by U Ltd were Highly Commended in the Reuse Member of the Year category for their reuse successes.

Mark Purnell of Fantasy Flooring was named Recycling Champion for his hard work and efforts in setting up systems and processes to increase carpet recycling at their Bristol site. Graham Kempton of Designer Contracts Ltd and Ian Proctor of Winder Carpets were Highly Commended for their on-going promotion of recycling carpet to clients.

For the third year running, Designer Contracts Ltd was named Take Back Partner of the Year for its continued success in working with its supply chain to recycle carpet installation waste.

Cullingford Carpets and Fantasy Flooring were Highly Commended for their successful take back schemes.

Recycler of the Year went to James Robinson Fibres for their innovative work in driving carpets up the waste hierarchy and development of new systems to recycle carpet waste. Emerald Trading Waste Solutions Ltd and Milliken were Highly Commended for their sustained 10

Laurance Bird networking at the CRUK conference

AT THE SHARP END EACH ISSUE SMG PUTS TEN QUESTIONS TO A SALES REPRESENTATIVE TO HEAR THEIR THOUGHTS FROM ‘THE SHARP END’.

Simon Cogdell began working in the Flooring Industry 35 years ago as a fitter. He then moved to working in retail for Grosvenor Carpets, Crystal Carpets and John Lewis before becoming a representative for two large wholesale businesses, so he has experience of the Industry from both sides of the fence. He joined Westex 18 years ago as representative covering Buckinghamshire, Berkshire, Hampshire, West Sussex, Dorset, Hertfordshire, Surrey and part of Middlesex.

HOW DID YOU GET INTO THE TRADE? “I was due to become a carpenter but on the first day I arrived I was told the job was no longer available. My uncle worked in the trade and he managed to get me a job with his fitter. Two years and a knee operation later, I moved over to the retail side where I stayed for about 10 years. I naturally progressed into field sales and later joined Westex.”

WHAT HAVE YOU SEEN CHANGE MOST IN THE LAST 5 YEARS? “The introduction of man-made carpets, bleach cleanable polyprop and now the ‘soft’ man-made have really flooded the market.”

OF ALL THE RETAILERS YOU VISIT, WHAT COMMON DENOMINATOR CONTRIBUTES TO THEM BEING SUCCESSFUL? “The successful retailer is now more than just a carpet shop but is a flooring showroom, offering all styles. Their knowledge makes the experience a pleasure; listening and not assuming to gain a closer bond with their client. It all

contributes to customers returning in the future.”

understand the features and benefits behind the Westex range.”

WHAT’S YOUR FAVOURITE PRODUCT?

IF YOU COULD ASK THE RETAILER TO CHANGE ONE THING WHAT WOULD IT BE?

“My favourite product is our Westend range. A high quality 2 ply yarn velvet with a finish second to none. I am often told we make the best velvet products.

With its colour pallette, 3 qualities, multi widths and added benefits - it’s a great product!”

WHAT DO YOU SEE AS THE KEY MARKET CHALLENGE TO RETAILERS AT THE MOMENT? “With the high street becoming a row of charity and coffee shops and the internet becoming a pricing tool, the independent retailer has to stand out as a quality outlet. They have to promote their service and knowledge to stay at the forefront.”

“To look at the bigger picture and maximise every sale. Not everybody has the same taste or budget. Ask the right questions and don’t assume everybody is led by price.”

OUTSIDE WORK WHAT ARE YOUR INTERESTS? “I am a keen golfer and Chelsea fan, although don’t get to as many games as I would like.”

IF YOU DIDN’T WORK IN THIS INDUSTRY WHAT WOULD YOU BE? “A pro golfer of course!”

AS A REPRESENTATIVE WHAT IS YOUR BIGGEST CHALLENGE?

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN?

“Gaining a good share of showroom space to promote our products effectively, and getting the retailers to

“Always do what you say you will do and ‘keep smiling’.”

Westex Carpets have been manufacturers of premium carpets for over 35 years, combining excellence in innovation, performance and design to create durable, luxury and resilient 80/20 wool/nylon and 100% wool carpets.

SMG News | Autumn 2017 | 11

NEWS UPDATE CROWN FLOORS REVEALS A WORLD PREMIERE AT THE FLOORING SHOW This year’s ‘The Flooring Show’ saw a world premiere, as Crown Floors revealed the first glimpse of an exciting new development in ultra-soft yarn, available exclusively to the brand’s growing retail network.

With a larger stand and new central position in Hall A, the Crown Floors stand was a focal point for retailers looking for carpet collections that deliver an exciting proposition for customers, bringing together style, quality and value. This new range of two styles fits seamlessly into this proposition, bringing another option to entice consumers.

The new ultra-soft stain-resistant collection featured alongside the awardwinning Deacon Jones collection; one of the industry’s first Hollywood celebrityendorsed collections, which has also been a big driver for the brand this year: “At Crown Floors we’re always looking

12

for ways to make sure our carpets appeal to as wide an audience as possible,” says Gavin Freebairn, field sales manager, Crown Floors. “Working alongside the recognisable face of Vinnie Jones has helped us to do this, appealing to a new audience and giving the Crown Floors name extra kudos. At The Flooring Show we had the entire Deacon Jones collection on its unique display units, as well as numerous POS options including the impressive wall unit and our versatile ‘family proof’ tombola.”

The brand’s new website was also demonstrated at Harrogate, so retailers not yet registered could see the benefits of signing-up to www.crownfloors.co.uk, including a dedicated store listing and a dealer area to keep up-to-date with news and access the latest downloads from Crown Floors. The site also allows consumers to order up to three samples free-of-charge and to find their nearest stockist, so supporting Crown Floors

retailers across the UK. “The Flooring Show really does give us a chance to present just how Crown Floors can be a great partner for independent retailers right across the country. From the budget-busting value of our carpets through to POS and retailer support, including some great incentives, Crown Floors really is a brand that delivers.”

For more information visit www.crownfloors.co.uk.

WOOLSAFE LAUNCH NON-FIBRE-SPECIFIC CLEANING PRODUCT ACCREDITATION In response to the current dominance of non-wool fibre carpet in the global flooring market, especially North America and Europe, and the gradual shift in UK consumer purchasing habits towards synthetic fibre carpet such as polypropylene and soft-touch nylon, WoolSafe decided, a couple of years ago, to launch a non-fibre-specific cleaning product accreditation.

The CleanSeal Approved certification programme has been steadily growing with a directory of approved products now covering the full gamut of cleaning and maintenance product groups from protectors and presprays, low moisture compounds and encapsulation products, to spot removers, sanitizers and deodorizers.

interest (carpet manufacturer, retailer and owner) that the carpet you sell performs well and looks great for longer. Happy customers are repeat customers.

The CleanSeal website mirrors the WoolSafe website. It offers to retailers and carpet owners free carpet care advice, spot removal videos, stain wizards and apps as well as linking directly to highly skilled and experienced professional carpet and rug cleaners.

If you would like to offer all of the above after care options to your customers without the cost and effort of designing and implementing your own care pages then you’ll be pleased to hear that WoolSafe recently launched their ground breaking WoolSafe and CleanSeal ‘Advice

iFrames’. These self contained packages of advice come as a short piece of code you can simply embed on your website.

The iFrames are user friendly and mobile device responsive. They are kept upto-date by WoolSafe without the need for further editing of retailer websites and the costs that involves. Care pages where the code is used will update automatically once any improvements by WoolSafe are made. Magic!

For more information about CleanSeal or the Woolsafe and Cleanseal Advice iFrames please contact Steve@woolsafe.org.

There are hundreds of CleanSeal Approved Products for both carpet owners and professional cleaners to choose from on the www.cleansealapproved.com website.

With the majority of carpet manufacturers now producing carpet ranges in both natural and synthetic fibres the introduction of CleanSeal means SMG carpet retailers can now recommend to their customers a onestop multi-fibre solution for all carpet and rug after-care. It is in everyone’s

SMG News | Autumn 2017 | 13

NEWS UPDATE FLAIR RUGS UNVEILS NEW WEBSITE Flair Rugs has launched a new website, flairrugs.com, giving consumers an insight into one of the UK’s leading rug suppliers.

Cataloguing the company’s Simplicity and Core collections, as well as detailing the company’s family heritage dating back to 1984. The website also features practical buying advice on how to measure for the perfect size rug, layout in the room and what fibre and type is best suited. Browsers can also find out how to care for their rug and keep up-to-date with the latest tips and tricks revealed in the blog.

Of course, visitors will also be able to search the entire Flair catalogue for their dream style, selecting from hundreds of different styles and get in touch to find details of their nearest stockist.

“As the Flair Rugs brand becomes recognised in homes across the country, it’s important that our website is gearedup to provide consumers with the information they need to make a good rug purchase,” explains Gareth Davies,” sales and marketing director. “We regularly appear in editorial features in the consumer press and it is well known that the internet is the first-place people

go to research their purchase, so it is vital that our website tells the story of Flair, provides genuinely useful advice and shows off our products by making it easy for visitors to find what they are looking for.”

The new website delivers exactly this, developed from the ground-up to underline Flair’s position as the country’s leading rug supplier. The website is also being launched alongside a stand-alone website for Luxmi by Flair, luxmirugs. com, the brand’s line of premium rugs, including the V&A Inspired collection.

Visit www.flairrugs.com

NEW PREMIUM HIGH DENSITY UNDERLAYS TOP INTERFLOOR’S PU RANGE Demand for more luxurious flooring products suitable for use in all areas of the home was instrumental in leading manufacturer Interfloor’s decision to introduce its highest density PU underlay range.

Interfloor’s John Moodie said: “The trend for increasingly luxurious and comfortable interiors means that many of our retail customers are keen to add firmer PU products to their offer. Now with our new Premium High Density range they can.”

The three products in the new Premium High Density (PHD) range are all 180kg/m³ and offer superior protection for carpets that is longer lasting and better performing as well having impressive “green” credentials.

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New PHD Chromium 9mm, the standout PU underlay in the range, has high performance Textron backing to give it more dimensional stability and cleaner cutting during installation as well as exceptional ‘shock absorber’ properties to help give it a longer life.

“Consumers will love the high performance features of our new PHD underlays, while fitters can’t fail to be impressed with how easy it is to install.

We are sure the range will be a top choice for all areas of the home,” added John.

PHD Titanium 8mm and PHD Palladium 10mm have a polyethylene with reinforcing scrim backing, which also helps increase dimensional stability, is resistant to tearing and is easy to cut and trim.

For more information on the PHD range, contact Interfloor on 01706 213131 or visit www. interfloor.co.uk.

The PHD underlays boast superior heat insulation properties and have high acoustic ratings to reduce noise.

They are also made from 100 per cent recycled foam.

BUSINESS INSIGHT IN A REGULAR FEATURE RICHARD RENOUF HIGHLIGHTS IMPORTANT BUSINESS ISSUES TO HELP MEMBERS STAY UP TO DATE!

It was 8.45am and I’d made it through the traffic for this critical appointment ‘You must be here by nine as I have to take time off work’ he had said. The M25 hadn’t been too bad and with a generous allowance for possible hold ups I had managed to be early.

But he didn’t answer the door, she did.

Not his wife, but his mother-in-law (as I learned later). She knew nothing about the arranged inspection, her son-in-law had gone to work and her daughter would not be back before lunch.

reached the house for the rescheduled appointment. I called ahead to confirm I would be there, as he’d asked me to in case he had forgotten again. Fifteen minutes early for the second time, I waited until he returned from taking his son to school. Then in the course of my visit he told me he had arranged to work from home all day, so I could have visited at any time.

‘Do you have his number?’

‘Yes’ ‘Then you’d better give him a call’ And with that the door closed, which was probably as well because the bleary eyes and dishevelled nightie of mother-in-law told its own story. The frustrating thing was that over her shoulder I had seen the problem and knew I could have gathered the information I needed in just a few minutes. There was no answer when I called him and no apology when he called me back an hour and a half later as I was well on the way to the next call.

There was also no apology when I

I gritted my teeth and took my measurements and readings. The whole ground floor was fitted with laminate flooring, an area that totalled over 13.5 metres in length and 9.5 metres in width, with no door bars or other breaks to allow for expansion and contraction. I sat the gentleman down and went through my findings.

‘But no-one told me!’ he said. He said it again when I took him through the instructions from the spare pack he still had. Each room should have had a door bar and any area longer or wider than 8 metres should be broken up with an expansion break, in addition to the expansion gap around the perimeter of each area.

I had some sympathy with him. He’d visited the shop and discussed his plans in some detail and the salesperson had even calculated how much flooring he needed during a home visit. It didn’t seem right that he had been allowed to buy something that wouldn’t meet his needs. From his point of view it was a disaster and even from the shop’s point of view there was some lost income from the right accessories or from an upsell to a product that could be fitted seamlessly over such a large area.

I’ve often come across similar stories. As independent retailers we have plenty of opportunities to use our knowledge and skill to give much better service to each customer. And as for online competitors, this is where we can really show the true value and service that sets us apart.

Richard has worked in floorcoverings and furniture retail for more than thirty years. His experience includes independent family businesses and a major national retail chain. In 1992 Richard established the Qualitas Conciliation Service (now the Furniture Ombudsman) to help resolve disputes about furniture and floorcoverings and is now working as an independent consultant and is a consultant member of the Contract Flooring Association.

SMG News | Autumn 2017 | 15

Door to Floor delivery.

Now quicker than ever before.

At Associated Weavers we appreciate how crucial efficient carpet delivery logistics need to be for you as a top retailer to stay ahead of your competitors.

That’s why we’ve invested so much time and money to introduce a super-efficient delivery system to maximise the appeal of our entire carpet collection.

Since we increased our transport fleet by 35 vehicles last autumn, we have enjoyed significantly greater sales. And, in the UK, our local distribution partner has also added eight new vehicles to make sure we keep up with the anticipated demand from you and your customers this year. Across most of the UK, you are now able to receive deliveries of rolls or cuts within five working days from the point of order. We have also improved our service to Northern Ireland and the more remote areas of the UK. Just as our transport fleet now offers unbeatable delivery schedules, so our range continues to produce a superior performance as well.

Way ahead of the rest Carpets might not be the most obviously branded item in the consumer’s shopping basket, but brand awareness is a marketing tool that we take very seriously at Associated Weavers. That’s because we are usually the first to identify trends, the first to introduce new technologies, and the first to offer stunning merchandising and display support in your store. These ‘firsts’, combined with our strong marketing strategy, are all the ingredients we need to stay firmly in front. And we do everything we can to uphold this enviable reputation.

A trio of firsts Just as we lead the way with transport, we’ve led the way with new brand launches over the years.

When we introduced the revolutionary iSense, it was heralded as the softest carpet in the market.

This has been such a success story that we’ve regularly added new ranges. Currently, new Discretion with 14 colours and Obsession with 11 colours are the ones to look out for this autumn.

After iSense came the fabulous Invictus brand, an invincible stain-resistant, multi-width carpet that will be another beneficiary of new additions this year. And the latest exciting new product is the Vivendi brand, for ultimate comfort all around the home. As one of our most innovative luxury products, it features our unique iVivo yarn – a new tenth-gauge solution-dyed nylon fibre representing years of industry-leading work by our designers and technicians.

So keep on looking out for the Associated Weavers butterfly – for efficient deliveries of unique products, all with flying colours.

Look for the Butterfly

Associated Weavers Sales: 01422 431100 Email: salesuk@awe.be

Fine Worcester TwistÂŽ achieves the highest British Standard rating available for carpet, LC5 Luxury. It also has the highest rating by European Standards of 5 crowns.

www.adamcarpets.co.uk

Fine Worcester TwistÂŽ - 5-star luxury by any standard

INSURANCE INSIGHT IN THIS ISSUE MATT GOWING OUTLINES THE COVER PROVIDED UNDER THE BUSINESS INTERRUPTION SECTION OF A BUSINESS INSURANCE POLICY.

WHAT IS BUSINESS INTERRUPTION INSURANCE AND HOW DOES IT PROTECT MY BUSINESS?

position after the interruption, as it would have been in had the loss not occurred.

Did you know that 80% of businesses that do not have the correct Business Interruption cover cease trading following a major loss occurring.

WHEN CAN I CLAIM UNDER BUSINESS INTERRUPTION COVER?

Business Interruption is one of the most important areas of insurance cover you need when a major loss occurs, and I would like to take this opportunity to outline the cover provided under the Business Interruption section of the SMG Insurance Policy.

WHAT IS BUSINESS INTERRUPTION COVER AND WHY SHOULD I INSURE THIS? Business Interruption Insurance provides cover for loss of gross profit due to a reduction in turnover and/or increased cost to the business of working following an insured peril occurring at your premises.

It does not cover the actual physical damage to your premises, but the financial consequences to the gross profit of the business and increases in the cost of working following physical damage occurring.

This type of insurance cover is a contract of indemnity and is designed to put your business back in the same trading

In most circumstances, for the Business Interruption cover to operate, an event has to occur which is first covered by the Material Damage section of your policy, i.e. damage to buildings, contents or stock.

WHAT IS INCREASED COST OF WORKING COVER AND HOW DOES IT WORK? Increased Cost of Working (ICOW) cover is for the additional expenditure reasonably incurred by your business in trying to prevent a loss of gross profit.

HOW DO I CALCULATE THE CORRECT SUM INSURED? The following is a formula used in the insurance industry that will give an accurate figure for insuring against business interruption: • •

Turnover + Closing Stock Less Opening Stock + Uninsured Working Expenses

Uninsured working expenses include any expenses that would not be payable if the business were unable to trade.

Predominately these are purchases, packaging and transport, but you should include wages, as your workforce will play a key part in the recovery of the business and will need to carry on being paid if you are to retain them.

SELECTING THE CORRECT IDEMNITY PERIOD? The Idemnity Period is the duration for which the insurance company will pay for the fincancial consequences of the damage. One of the key parts of business interruption is that it doesn’t stop once the business is able to begin trading again, it continues until either the business is operating at the same level it achieved in the 12 months prior to the loss occuring, or until the end of the chosen Idemnity Period, whichever occurs first.

The Idemnity Period is available in amounts of 12, 24, 36 or 48 months.

Twelve months is probably not sufficient if your business owns the property, as you would need to factor in things like planning permission, removal of debris and also any additional works that may be compulsory, such as disabled access.

For more specific advice on this insurance and to obtain a free no obligation quotation, please do not hesitate to contact SMG insurance solutions - details below.

SMG Insurance Solutions is a comprehensive insurance scheme arranged

by Coleman Insurance Brokers, a top 100 UK insurance broker. It is available exclusively for SMG Members and designed to protect you from the risks faced by carpet, flooring and soft furnishing retailers and installers.

Visit www.smginsurance.co.uk to register your interest, alternatively call the SMG team on 01202 647464.

SMG News | Autumn 2017 | 19

EP

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AN

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t f o S E

SENSATION

Sensation from Cormar, a tried and tested range for retailers, is taken to the next level by adding 10 innovative new colours and the extra customer reassurance of a full ten year wear warranty, as well as the ten year stain warranty.

New Sensation is an on-trend collection of 20 different shades made with 100% Luxelle, engineered to feel even softer and more luxurious.

Sensation is made in Great Britain and distributed

by Cormar’s own delivery fleet.

NEW

the best choice in softness

original & feeling Sensation is available in two qualities: heavyweight - Original and lighter weight - Feeling and in two widths, giving retailers eighty opportunities to make sales from one pattern swatch.

www.cormarcarpets.co.uk

QUESTION TIME JONATHAN YOUNG SALES DIRECTOR AT AXMINSTER CARPETS

HOW WOULD YOU DESCRIBE THE VALUES THAT HAVE MADE AXMINSTER CARPETS SUCCESSFUL?

INDEPENDENT RETAILERS ARE ALSO FACING MAJOR CHALLENGES, WHAT ADVICE WOULD YOU OFFER THEM?

“I believe that the core values that have made Axminster Carpets successful centre around our heritage as a brand that is authentic and true to itself. We are proudly British and have set a clear strategy that all our manufacturing will remain UK based, using primarily British raw materials, particularly wool. We have a team of people who are passionate about the product and have a desire to supply products that contribute to a healthier and environmentally friendly lifestyle.”

“I have been so impressed with the loyalty the independent retailers gain from their consumers which shows the level of expertise and trust they offer. It amazes me how many generations of families come back to the same retailer because a family member had a good experience, and this is something we can all learn from. However, the internet undervalues all of those attributes as it allows the consumer to shop for the lowest price without benefiting from the experience the retailer can offer.”

WHAT ARE THE BIGGEST CHALLENGES YOU ARE CURRENTLY FACING AS A MANUFACTURER?

IF YOU COULD ASK RETAILERS TO CHANGE ONE THING WHAT WOULD IT BE?

“As a manufacturer of wool rich products we need to be much more pro-active about the benefits of wool to tackle the man-made fibres that have become common place in many retailers. I think these fibre producers have been bold in their messaging and the traction it has gained with consumers needs challenging with facts. Axminster Carpets have a secondary challenge of rebuilding trust with our retail customers. I have been overwhelmed by how supportive our retailers were during our difficult times and as our stock and service levels continue to improve we need to continue to gain confidence back in the marketplace.”

“Making the in-store experience more desirable by focusing on the lifestyle journey rather than a flooring product.

This involves creating an environment in the retail store that makes the consumer want to stay and understand all the benefits of a carpet product. It would be great if they could be perceived as design consultants.”

HOW WOULD YOU LIKE TO SEE THE INDUSTRY CHANGE IN THE FUTURE? “I think the carpet industry needs to be more focused on innovation. At a time when other floorcovering options are becoming more common we need to

start developing creative ways that carpet can be used in the home. Part of this innovation must be driven by a desire to create a healthy living environment, and one that is safe, comfortable and attractive for the homeowner.”

WHAT IS YOUR FAVOURITE AXMINSTER PRODUCT? “Hazy Days, the 100% Wool Axminster that was launched at the time I joined the company last August is my favourite.

It is a woven product produced in a trend orientated grey palette in a range of contemporary and traditional designs. In addition it is a made to order range available within 4 weeks giving the consumer the opportunity to custom tailor the offer to suit their own requirements. I am particularly proud that it also won the Residential Woven Product of the year at the Wool Awards earlier this year.”

ASIDE FROM AXMINSTER WHICH OTHER MANUFACTURER DO YOU MOST ADMIRE AND WHY? “All businesses today need to continually evolve to meet the challenging demands of the market, and differentiation is key to successful strategies. We at Axminster Carpets are building a strategy based around those principles and benchmarking the service levels that Cormar offer and the innovation that

Continued on the next page >>

SMG News | Autumn 2017 | 23

Ulster Carpets created through their Psylo technology are paramount to our future success.”

OUTSIDE OF WORK, WHAT ARE YOUR PASSIONS? “I love sport and the outdoor life. I am an avid skier and mountain bike rider, and have only recently hung up my football boots, although still enjoy the odd game!”

WHAT ARE YOUR CAREER HIGHLIGHTS? “I have been fortunate enough during my career to have had some wonderful opportunities working in the UK and around the world for Milliken and Brintons but my most memorable moment was as CEO of Brintons USA leading them to their highest ever sales

in the North American market in 2007/08.

However, in my mind your highlights are always ahead of you and I am very excited about the challenge of growing the sales of Axminster Carpets over the next few years.”

IN YOUR WHOLE LIFE, WHAT MAKES YOU MOST PROUD/WHAT IS YOUR PROUDEST ACHIEVEMENT? “I have a lovely family. A wife who has supported my career as we have travelled around the world, and 3 beautiful daughters all forging their own lives based on their passions. My youngest daughter is now at university and my eldest daughter is an Animator, and my middle daughter a Musical Theatre performer. I am proud of their achievements but most of all for pursuing their dreams, and being

confident enough to never give up.”

DO YOU HAVE ANY REGRETS? “Not really but with all the travel I carried out as part of my job I never really got to fully explore some of the places I visited.

I would have loved to have seen the Taj Mahal when I visited India, and the Machu Picchu in South America. Now just got to figure out a way to sell some Hazy Days to the North Pole!”

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? “I love quotes to live by and two of my favourite are ‘you never get a second chance to make a first impression’ and ‘treat people with the respect you would want to be treated’.”

Custom made carpet for Thurlestone Hotel, Devon

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The dry levelling system The perfect subfloor for Linoleum, LVT tiles, carpet and carpet or vinyl tiles of at least 2 mm thick Floorfixx Regular is a subfloor consisting of a sandwich system that is quickly and easily installed by means of an interactive adhesive bonding to create a new, insulating, level subfloor that is immediately accessible.

Floorfixx Regular can be used in domestic and commercial situations.

The advantages of Floorfixx Regular: • Dry and dust free leveling • Easy to install • Levels out unevenness and provides maximal stability • Guarantees a 100% flat base for a smooth installation • Very high impact sound reducing properties ( Lw = 22 dB)

22+

33

www.estillon.com

FUNDAMENTAL FOR FLOORS SINCE 1965

INTRODUCING OUR NEW AWARD WINNING SEAT INTERIOR! Buoyant’s new, expertly engineered foam seat interior gives you the comfort of fibre with the retention of foam. The foamflex seat interior has been granted the FIRA GOLD Award, a mark of quality under-pinning all necessary testing of the product materials, design and production techniques.

TM

R 5GUYAREAA NTEE

Award Winning Seating Technology

EX ON FOAM FL R IO SEAT INTER

 FIRA GOLD PRODUCT CERTIFICATION

FIRA GOLD is the recognised quality mark for products within the furniture industry.

 OUTSTANDING COMFORT

foamflex gives you superb durability and comfort.

 LOW MAINTENANCE CUSHION TECHNOLOGY

This foam cushion is made from 100% high density foam which means it never needs plumping.

 5 YEAR SEATING GUARANTEE

Relax in the knowledge that foamflex seat interior comes with a 5 year guarantee.

 HIGH PERFORMANCE SEATING RETENTION

Only 3% loss of firmness after 80,000 poundings (Tested to BS EN 1957:2012Durability test).

Convoluted Foam Topper

Doaming Pad

High Density Base

26

The foamflex seat interior has been granted the FIRA GOLD Award, a mark of quality under-pinning all necessary testing of the product materials, design and production techniques.

For more information contact: UK Sales Office 01422 374417 or 01422 371226 sales@edeltelenzocarpets.co.uk

UK Sales Director Mark Rooney m.rooney@edeltelenzocarpets.co.uk

Astro Cushion The No1 base for artificial grass with moisture release and breathable properties

Astro Cushion from

The House of Cloud 9

from

The House of Cloud 9

Proudly made in the UK

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When tested to BS EN 1177:2008 25mm of Cloud 9 Astro Cushion with Artificial Landscaping Turf attains Critical Fall Height (hic) value of 1.2 metres

t: 01536 200502

Ball & Young - Best Underlay Manufacturer Cloud 9 - Underlay of the Year

AWARDS

Ball Young, Cloud 9 Astro Cushion Ball && Young, Cloud 9 Astro Cushion Innovation of the Year (Flooring)

BALL & YOUNG UNDERLAY ADDS A TOUCH OF LUXURY TO ARTIFICIAL LAWNS In a world full of me too products, where the market becomes flooded with identikit versions of a successful product, Ball & Young has created a premium market for something noone really knew they needed. With the increase of artificial grass sales, the company spotted an opportunity: Ball & Young underlay adds a touch of luxury to artificial lawns

114

Interiors Monthly August 2017

In a world full of me too products, where the market becomes flooded with identikit versions of a successful product, Ball & Young has created a premium underlay for artificial grass. market for something no-one really If an artificial lawn feels the same as the knew they needed. real thing, great.

But imagine With thethat’s increase of artificial grassif it could be made to feel more luxurious sales, the company spotted an underfoot. This is where Cloud 9 Astro opportunity: underlay grass.

Cushion comes in, andfor it isartificial available in If an and artificial lawn feels the same as 10mm 15mm versions. the real thing, that’s great. But imagine if The 10mm version of 210kg it could be made tohas feeldensity more luxurious per m³, a thermal rating of 2.4 TOG and underfoot. each roll covers 15sqm.

This is where Cloud 9 Astro Cushion

comes in, and it is available in 10mm and 15mm versions.

The 10mm version has density of 3, a thermal 210kg per m rating of The 15mm version has density of 210kg per m³, aand thermal of 3.3 TOG and 2.4 TOG each rating roll covers 15sqm. each covers 10sqm.

Theroll 15mm version has density of 210kg per m3, a thermal rating of 3.3 Both allow for the passage of water, TOG and each roll covers 10sqm. have a critical fall height of 1.2m (when Bothto allow for1177:2008 the passage of water, tested BS EN with 25mm have a critical fallCushion height ofwith 1.2m (when of Cloud 9 Astro artificial tested to BS EN 1177:2008 with 25mm of landscaping turf).

Cloud 9 Astro Cushion with artificial Visit www.underlay.com. landscaping turf ).

Visit: www.underlay.com

SMG News | Autumn 2017 | 29

TWO NEW NEW TWO INDUSTRY AIDS AIDS INDUSTRY TO HELP HELP YOU YOU TO SELL MORE MORE SELL WOOL CARPETS CARPETS WOOL

FREE eye-catching Window Stickers FREE eye-catching Window Stickers AND AND FREE Information Leaflets for handing out ‘In-store’ FREE Information Leaflets for handing out ‘In-store’ and for inclusion with the mailing of estimates, and for inclusion with the mailing of estimates, quotations and invoices etc. quotations and invoices etc.

For further further information and how to order your ‘FREE’ For P.O.S. pack, ‘FREE’ P.O.S. pack, please contact SMG on 0118 932 3832.

3832.

The UK’s number 1 underlay Tredaire underlays are designed to keep carpets looking as good as the day they were fitted and feel fabulous for longer.

Our outstanding range of underlays offer luxurious comfort whilst also insulating and reducing noise - that’s just a few reasons why we are the UK’s number 1 underlay brand.

For more information visit interfloor.comSMG News | Autumn 2017 | 31

Did you know 70% of customers buying new flooring will also buy new Curtains or Blinds, maybe it’s time you added a Curtain department!

32

for more details please contact: And t: 01744 851515 m: 07802 262108

rew Carstairs Sales Director e: andrew.carstairs@enashaw.co.uk

SMG News | Autumn 2017 | 33

g I NI N TR T IN R OTO DRD U OU CDC IU NI N C GG ING

Colorado Colorado Colorado

34

Available Available Available ininin 1818 18 gorgeous contemporary gorgeous gorgeous contemporary contemporary whisper-soft whisper-soft tones tones whisper-soft tones • Bespoke • Bespoke • Bespoke blend blend blend of the ofof the finest the finest fiwools nest wools wools • The • The •ultimate The ultimate ultimate in both in in both both comfort comfort comfort andand durability and durability durability • Natural • Natural • Natural jutejute backing jute backing backing – easier – easier – easier to fito t to fit fit andand kinder and kinder kinder to the toto the environment the environment environment • Available • Available • Available in 45oz in in 45oz 45oz andand 55oz and 55oz 55oz • 4m • 4m •or4m 5m oror 5m widths 5m widths widths To fi To nd To find out find out more, out more, more, speak speak speak to our toto our sales our sales sales team team team or contact oror contact contact your your local your local local representative: representative: representative:

Call Call Call 01706 01706 01706 341 341 341 231 231 231 or or visit orvisit visit penthousecarpets.co.uk penthousecarpets.co.uk penthousecarpets.co.uk

SMG News | Autumn 2017 | 35

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WALK THE LINE WITH DESIGNER STRIPES Alternative Flooring shows off new designer stripes with the launch of Margo Selby Stripe, a collection of wool carpet, rugs and runners.

Woven textile designer Margo Selby continues her creative carpet collaboration with Alternative Flooring with a ravishing range of British designed stripes. The collection comprises three designs, a bloc, pencil and ticking stripe, each in three colour combinations – sun (yellows), surf (blues) and frolic (multicolour).

“Great British designers love stripes. We have artists and their stripes with Bridget Riley, the fashionable Paul Smith barcode stripe and now we have introduced designer stripes for interiors, beautifully crafted by Margo Selby for Alternative Flooring. These are design-led stripes that take on the personality of the maker and the character of a place.” -Lorna Haigh, head of creative and marketing, Alternative Flooring Stripes never go out of style. Margo Selby Stripe gives a contemporary edge to a classic by playing with colour and scale, to create a balanced collection that coordinates harmoniously. These stripes are vibrant and versatile. The same design can make a striking statement as both a carpet or a runner. The range has also been created to effortlessly mix and match stripes through an interior, to define different zones whilst linking the spaces.

Each design was originally made by hand in the Margo Selby Studio by wrapping coloured yarns around large strips of card called ‘card windings’ which are used by weavers to experiment with colour combinations.

Sun Whitstable, Sun Seasalter and Sun Shellness

Frolic Minnis, Frolic Westbrook and Frolic Pegwell

“Yarn wrappings used as a starting point to designing a warp, became the designs for the carpets. I explored all sorts of stripes, from traditional ticking to multi stripes in order to get to the final selection of the three different designs. Stripes are intrinsically linked to the process of weaving, which is linear by nature. I drew inspiration from my handwoven artwork which is inspired by the Bauhaus and show my fascination with the interaction between colour, proportion, texture and weave.”

-Margo Selby

For more information, please contact Alternative Flooring on 01264 335111.

Surf Joss, Surf Botany and Surf Viking

SMG News | Autumn 2017 | 37

frOM IDEA TO INSTALLATION Herringbone installation CREATIV’ MIX OF 3 WIDTHS

0.40 ft 122 mm

0.56 ft 172 mm

0.70 ft 214 mm

Vicence : 143 mm / 0.47 ft width

Parquet at its best, with highly-contemporary plank sizes and patterns !

Jaïpur

Creativ’ Long Ladder

chevron installation

Kanpur : 122 mm / 0.40 ft width

Narrow planks, the charm of the parquets of yesteryear Narrow planks with bevelling along the 2 lengths, heightens the perspective of your room !

Jaïpur

Give a special character to your home with Creativ' chevron.

NEW COLOURS ADDED TO BRAEBURN, BEAUMONT & TAZMIN Following the success of Braeburn, Beaumont and Tazmin, Ulster is boosting the offering of these popular axminster ranges by adding three new colourways to each collection.

Inspired by British coastlines, wild hedgerows and vast moorland, the contemporary plaids of Ulster’s Braeburn collection have been hugely popular amongst consumers since the range was released. The new colours, ‘Biscay’, ‘Forge’ and ‘Glade’ are an extension of the existing designs which use a subtle combination of tones to create a contemporary yet timeless feel. ‘Biscay’ has the light and delicate feel of sky and water, while ‘Forge’ conjures images of rocky outcrops and gorse through the use of a stronger grey complemented by a contemporary mustard colour.

‘Glade’ on the other hand continues the soft heathered theme which has been updated using aqua and soft grey.

Another favourite among consumers, Country House Collection Beaumont has been expanded with the new additions ‘Granary’, ‘Cairn’ and ‘Inkstone’ bringing the total number of designs on offer to ten. ‘Granary’ is a light, neutral colourway reminiscent of Sunny Cotswold stone, while ‘Cairn’ uses dusky greys echoing castle walls and country walks. In contrast ‘Inkstone’ brings in contemporary blues and references Japanese calligraphy and prints.

Best described as a contemporary interpretation of a patterned carpet, Tazmin is easily distinguished by a diamond motif, with its practicality and luxurious feel making it a popular choice among consumers. Available in co-ordinating designs of pindot, runner and motif, the new colours ‘Buckram’, ‘Bluegrass’ and ‘Prussian’ have been designed with the current fusion feel of interiors in mind, which would pair well

with eclectic accessories and a mixture of raw materials.

‘Buckram’ is a natural stone beige design with mustard and charcoal accents echoing wood, stone and metallic, while ‘Bluegrass’ has a grey, heather ground with denim and inky-blue accents, ideal for providing a hint of colour to decorate to. ‘Prussian’ is a softer version of the 18th century paint pigment, giving an option to create a darker interior without being overwhelming. The pearl grey and aqua accents pick up current accessory colours and provide the perfect backdrop for creating a classic style interior with a modern twist.

All three ranges are suitable for heavy wear and are available in five colour matching, multi-widths in standard sizes 4.57m, 3.66m, 2.74m, 1.83m & 0.91m. Ulster’s unique multi-width offering allows customers to order the correct amount of carpet for their space, ensuring waste and cost are kept to a minimum.

Braeburn - Estuary

Tazmin - Motif Shadow

Beaumont - Turtle Dove SMG News | Autumn 2017 | 39

APOLLO ELITE LAUNCH Apollo Elite - Grey Partridge This autumn, Cormar Carpets is launching another new carpet collection that is simply out of this world!

Apollo Elite joins Cormar’s easy clean family using the same 100% Excellon fibre as its sister range, Apollo Plus. It is tufted on 1/10th gauge machinery and features a colour bank of 14 popular shades – four plains and 10 heathers – with a core of greys and neutrals including Campsie Cliff and Grey Partridge.

“Apollo Plus has been a successful entry level range for us, over the past four years,” said David Cormack, marketing director of Cormar Carpets. “Now we felt the time was right to introduce a great value, more premium-led collection.”

“We’ve taken the same concept and developed the yarn, as well as increasing the pile height and weight to engineer a premier product that is still fantastic value-for-money and which looks and feels fantastic. Given the uncertain economic climate, this well priced carpet range will appeal to new homeowners and those on a budget who want to bring affordable quality and style into their home.”

In line with other members of Cormar’s easy clean family of products, Apollo Elite is bleach cleanable and stain resistant, carrying a 10 year wear and stain warranty and comes in both 4m and 5m widths.

All Cormar’s stain resistant polypropylene carpets, as well as its wool twists and wool loops are produced on site as its Lancashire mills and distributed in the UK and Eire via its own delivery fleet.

For more information on any Cormar Carpets range visit www.cormarcarpets.co.uk.

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DEACON JONES NEW NATURAL CORK COLLECTION

Deacon Jones Fine Flooring are delighted to announce the introduction of their new Natural Cork Collection, this new Eco Friendly Range will feature on the Deacon Jones unique display stand which will be available soon. SMG Members who have or are about to order these stands will have the added bonus of a fourth option.

Deacon Jones have created an exclusive range of Natural Cork Flooring in very subtle, contemporary and traditional designs.

Cork is a Naturally sustainable raw material, it is recyclable and biodegradable. It is harvested from mature Cork Oak trees in Portugal where the bark regenerates, causing no need for cutting down trees sustains the

ing

forest for generations to come.

Cork is antimicrobial and does not pose any risk to allergy or asthma sufferers.

Deacon Jones Natural Cork Floors are resistant to mould and mildew and act as an excellent insulation and as a wonderful sound dampening barrier.

Carrying their long life wear guarantees, their Cork performs in both commercial or residential environments.

If you have not yet taken advantage of their SMG stand offer, there has never been a better time to call Robbie at Deacon Jones Fine Flooring.

For more information, please contact Robbie Thomson on 07749 239139 or email Robbie@deaconjones.co.uk.

These stunning designs coupled with an eco-friendly pedigree are available exclusively from Deacon Jones Fine Flooring. “Seriously Hard Floors have never been so Green�

Classe 31

CK 3343

CK 3378

CK 3384

Designer Flooring Collection | 334 3 ML 900 x 300 x 10 mm Biselado nos 4 lados

08 11

Designer Flooring Collection | 3378 VNN 900 x 300 x 10 mm Sem biselado

Designer Flooring Collection | CK 3209 N 900 x 300 x 10 mm Sem biselado

12

09

SMG News | Autumn 2017 | 41

HΛBITÜS - Rustik Rope

42

INTRODUCING HΛBITÜS

In recent years the demand for loop products has grown considerably given the durability and contemporary look it creates. Ulster Carpets have combined this demand with the current trend for the quiet, understated aesthetic found in Danish design to create their latest loop collection, HΛBITÜS. Drawing on the emotional connection we create with the surrounding elements, HΛBITÜS blends contemporary patterns and comforting textures with neutral colourways and contains four designs, Urban, Rustik, Croft and Strönd.

Best described as a classic, sophisticated chevron, Urban combines a sharp geometric look with the softness of the wool loops which would look just as good in a city loft apartment with exposed concrete and steel as it would in a country retreat with a log burner and wooden beams. By contrast, Rustik is a more striking, linear ‘cable’ design inspired by ‘Chunky Knit’ weave and Aran sweaters. This more defined pattern makes it ideal for areas such as hallways and stairs. Both Urban and Rustik contain six colourways; ‘Air’, ‘Rain’,

‘Smoke’, ‘Rope’, ‘River’, and ‘Wharf’ consisting of a neutral colour palette of relaxing earthy tones.

Croft features six berber shades; ‘Soya’, ‘Rye’, ‘Surf’, ‘Reef’, ‘Wren’ and ‘Etching’ which have been manufactured using a combination of plain and heathered yarn, creating a natural textured finish and an organic ‘artisan’ feel. The range exudes warmth and cosiness, with soft, blended colouring. ‘Surf’ and ‘Reef’ have subtle blue undertones; ‘Etching’ combines grey and charcoals, whilst ‘Soya’, ‘Rye’ and ‘Wren’ are blends of neutrals which bring to mind the warmth of natural fleece. Keeping in line with current interior trends, Croft reflects the ‘Hygge’ movement of cosiness and comfort and conjures images of log fires, chunky knit throws and hand crafted textiles.

Strönd also has a strong Danish emphasis with a cutting edge, clean design. Inspired by the Scandinavian coast, Strönd is best described as an understated yet striking ribbed design with a nautical theme, highlighted by the

six colourways; ‘Bay’, ‘Ebb’,’ Pier’,’ Sail’, ‘Shore’ and ‘Shoal’. The darker and more distinct shades on offer; ‘Bay’, ‘Ebb’ and ‘Pier’, feature a colour palette of blues and greys, while ‘Sail’, ‘Shore’ and ‘Shoal’ lean more towards the classic Danish palette of lighter, cool greys. These fresh, neutral colourways make the collection ideal for bringing a touch of the outdoors into your home, creating a clean, calm and contemporary aesthetic.

Available in colour matching 5m, 4m, 3m, 2m and 1m widths HΛBITÜS is perfect for heavy residential wear.

Manufactured in Denmark by danfloor (an Ulster Group Company specialising in the manufacture of loop products) the collection sits alongside Ulster’s popular ØPEN SPΛCES range, sharing the same naturalistic composition of 100% wool and the durable yet tactile look it creates.

For more information, please contact Ulster Carpets on 02838 334433.

HΛBITÜS - Urban Air

HΛBITÜS - Urban Air

SMG News | Autumn 2017 | 43

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Simply Stylish Flooring Big impact.

Small footprint.

To add to their comprehensive product range of luxury cushion flooring – Furlong Flooring now offers even more.

Our new prayer book display system now features even more fantastic slip resistant ranges – with a variety of 5, 10, 15 & 20 year warranties.

Featuring specially selected samples on top, this space saving POS also houses a collection of sample books within the main stand.

Available in 2, 3 & 4 metre widths, with plain, wood, tile or patterned designs in both foam or luxury felt backings – there’s a range to suit everyone.

To take advantage of this fantastic POS stand contact us today.

T h e F u r lo n g F lo o r I n g P o r T F o l I o

www.furlongflooring.co.uk

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Sales: Preston - 01772 696 787

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Dartford - 01322 628 707

SMG News | Autumn 2017 | 45 I Gloucester - 0845 520 0800

THE LW COLLECTION With chrome handles and a light lacquer finish, the new LW Collection from Kettle Interiors ticks all the right boxes for a modern oak collection. Based on one of the supplier’s most successful designs, the new range has been launched to cope with increased demand for a cleaner natural look.

Simon Ainge, sales director, explained; “The influence of Scandi style has really permeated into the consumer psyche and we are now seeing homeowners want a really clean look to their oak, particularly with modern styles. We first developed this finish for our Scandi style NT collection and it’s been a huge success, so it seemed natural to make it available on one of our most established oak designs.”

Available for dining, occasional and bedroom, the LW Collection is focused around great choice and exceptional value. From fixed top and extending dining tables right through to wardrobes, it is a collection that offers something for every home.

THE LO COLLECTION The LO Collection is one of four new oak ranges from Kettle Interiors, bringing contemporary style to one of its best-selling carcasses.

Based on the hugely successful Oakham range, The LO Collection delivers the same great blend of items across dining, occasional and bedroom use in a striking finish that reflects today’s modern homes. With an almost-raw lime finish and chrome cup handles, this new collection brings the best-selling lines of its predecessor to a new audience of homeowners.

What’s more, with clever reengineering of the carcass, Kettle Interiors has managed to introduce a price drop for the new range, with savings of between 10 and 20% on most items.

Building on a proven formula, this modern oak furniture collection is now available through Wholesale, Stockist and Container packages. Offering exceptional value with some of the most competitive pricing available, The LO Collection is set to take the market by storm.

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THE CW COLLECTION Based on one of the most enduring oak designs from Kettle Interiors, the new CW Collection has been developed for today’s latest trends and is the first range to feature an improved rustic-style lacquer finish.

Simon Ainge, sales director, explained: “Today, homeowners on the hunt for rustic oak furniture are after a much less saturated look and the finish developed for the CW Collection is our response to this. It has a rustic and relaxed feel, but with a less rich tone that works great against bold textiles and strong wall colours.”

Available for dining, occasional and bedroom, the CW Collection features antique brass effect handles to make the range ideal for country and period properties. It is available in a wide range of items for all size homes and is supplied direct from Kettle Interiors’ UK warehouse.

THE CO COLLECTION The CO Collection is one of four new launches from Kettle Interiors, as the supplier introduces improved finishes on some of its most successful oak carcasses.

Bringing a premium natural finish, The CO Collection replaces the best-selling Oakham, with a less-saturated look that brings the range in-line with current consumer tastes. Featuring a full range of items for dining, occasional and bedroom; the new collection features the same antique brass effect handles as its predecessor, making it as close to a straight replacement as possible. However, with some clever reengineering of the carcass, Kettle Interiors has managed to introduce a price drop, with savings of between 10 and 20% on most items within the collection.

Available through Wholesale, Stockist and Container packages, The CO Collection delivers exceptional value rustic-style oak furniture that builds on a highly-successful formula.

For more information, please contact Kettle Interiors Agencies on 01536 444960 or email sales@kettleinteriorsagencies.com.

SMG News | Autumn 2017 | 47

LUXURY ULTRA - SOFT

SMG News | Autumn 2017 | 48

DEEP PILE EASY CLEAN HEATHER CARPET FROM CORMAR

NEW Soft Focus Heathers, a new super soft, easy clean carpet from Cormar Carpets, Using the same fine, soft polypropylene Finesse fibre as the original Soft Focus range, the new addition is a 10th gauge, deep pile carpet that is ideal for all areas of the home and has a 10 year stain and wear warranty.

With a strong palette of contemporary greys and neutrals, there are 12 heather shades to choose from in both 4m and 5m widths.

www.cormarcarpets.co.uk

FORBO’S CORAL CLICK: THE FIRST STEPS IN PROTECTING YOUR BUILDING

In response to the growing demand for a hybrid entrance flooring system, Forbo Flooring Systems has launched Coral Click; a new versatile modular matting system comprising durable PVC tiles with contemporary Coral Brush textile inserts.

The new cost effective, ‘off the shelf’ modular entrance flooring system can withstand heavy traffic and effectively remove dirt and moisture from the soles of shoes and wheel treads, all the while delivering an attractive design.

interior floor coverings of a building.

Janet Lowe, Head of Marketing UK and Ireland, at Forbo Flooring Systems said: “Our new Coral Click range effectively bridges the gap between the two different types of entrance flooring systems available on the market; textile and rigid profiles – all the while providing excellent value for money.

Available in 12mm and 17mm depths, the 24 x 24cm Coral Click tiles are exceptionally easy to install and handle thanks to the innovative press and lock construction. And with a choice of five award-winning Coral Brush inserts, design doesn’t need to be compromised.

“The closed construction of the Coral Click tiles will not only help to prevent heel trap, but it will also easily retain soiling and moisture and release it effectively when cleaned. As a matter of fact, just two steps on Coral Click is enough for it to absorb up to half the water that would otherwise be carried inside, thanks to its Coral Brush inserts – Forbo’s great all rounder for moisture and dirt removal.”

In fact, the tiles can be fitted in a variety of methods for improved aesthetics, including monolithic, quarter-turn and brick patterns. It can also be used on its own or in conjunction with other Coral textile ranges, to provide an integrated entrance system to further protect the

Forbo’s Coral Click collection, which is stocked in the UK, comes with a five-year guarantee and is suitable for a variety of applications. Also, as the range does not contain any metal, it is particularly suited to the retail sector, as it will not interfere with electronic-tagging systems.

Coral Click with Coral Brush Shark Grey inserts

Coral Click with Coral Brush Stratos Blue inserts

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Forbo aims to develop products that can create better quality environments in which people can live, work and learn.

Its Coral collections help to ensure that buildings are safe and hygienic in all weather conditions. The WELL Building Standard also recommends the use of entrance matting as an important tool to reduce pollutants entering the building.

For more information about Coral Click visit www.forboflooring.co.uk/coralclick.

Coral Click with Coral Brush Hurricane Grey inserts

HEAVEN SENT CARPET

Crown Floors introduces Made in Heaven, a new collection of carpets that bring super-soft luxury with hidden strength.

softness, style and performance; it really is sent from the heavens.”

Using the latest eco-friendly polyester fibres, the Made in Heaven collection is bleach-cleanable and perfect for taking on everyday life; a carpet with performance sent from the heavens. The unique two-ply polyester twist provides lasting stain-resistance and excellent recovery properties, making Made in Heaven ideal for homeowners looking for enduring carpet that is wonderfully soft.

The collection is initially available in two styles, Angelic and Aurora, both available in four and five-metre widths and made from easy-clean 100% Made in Heaven PES yarn. The 2,000g/ m2 pile weight of Angelic offers a rich and luxurious feel with long 20-year stain and 15-year wear warranties. No less impressive, Aurora comes in an exquisitely soft 1,650g/m2 pile weight with 15-year stain and 10-year wear warranties. Both styles are available in a palette of modern natural tones, the perfect way to bring heavenly comfort to the home.

Gavin Freebairn, Crown Floors, commented: “We’ve launched the Made in Heaven collection to plug the gap in the market for carpet that is wonderfully soft, but that will also stay looking good thanks to its stain-resistance and bounce-back fibres. Using the latest in polyester fibres, Made in Heaven offers the homeowner an exquisite blend of

For more information, please contact Crown Floors on 0800 898282 or visit www.crownfloors.co.uk.

SMG News | Autumn 2017 | 51

0.40 ft 122 mm

0.56 ft 172 mm

0.70 ft 214 mm

HOME FOUNDATIONS LAUNCH ALSAPAN CREATIV AND ESTILLON Creativ’FOR Long Ladder chevron installation FLOORFIXX AUTUMN Vicence : 143 mm / 0.47 ft width

Parquet at its best, with highly-contemporary plank sizes and patterns !

Alsapan Creativ is a commercially rated (AC6, 12mm) laminate flooring range available in a multitude of formats. This gives great variation in design possibilities, many of which are usually associated with much more expensive or complicated flooring.

Each colour in Alsapan Creative is available in interchangeable plank sizes: • • • • • •

Standard Large Extra Large Kanpur : 122 mm / 0.40 ft width Chevron Narrow planks, the charm of the parquets of yesteryear Herringbone Narrow planks with bevelling along the 2 lengths, Ladder

heightens the perspective of your room !

Alsapan Creativ is 100% exclusive to Home Foundations in the UK.

Jaïpur

frOM IDEA TO INSTALLATION Alsapan Creativ - Jaïpur

Herringbone installation Jaïpur

Give a special character to your home with Creativ' chevron.

Alsapan Creativ - Vicence

Estillon Floorfixx is a loose laid floor levelling system. Home Foundations will be running the popular ‘Regular 9mm’ product. Advantages include: • • • • • •

Dry and dust free levelling Easy to install Levels out unevenness and provides maximal stability Guarantees a 100% flat base for a smooth installation Very high impact sound reducing properties (Lw = 22 dB) Superior density to (720kg/m³) Vicence : 143 mm / 0.47 ft width

Parquet at its best, with highly-contemporary plank sizes and patterns !

NATURALLY Creativ’ Long Ladder BEAUTIFUL CHUNKY LOOPS FROM VICTORIA CARPETS

Six new additional loop textures have been added Kanpur : 122 mm / 0.40 ft width to enhance Victoria’s newly relaunched products Narrow planks, the of theCoordinates. parquets of yesteryear Sisal Weave andcharm Natural These six new chunkier loops consist of five in 100% Wool, Narrow planks with bevelling along the 2 lengths, three of which are natural undyed yarns, and one; heightens the perspective your room !Tencel composition Habberley is a 70% of Wool/30% using 4 ply yarn which gives a soft feel with brighter appearance to enhance the beauty of this product.

So if the discerning customer is looking for texture in their next carpet purchase - look no further than the wide selection on offer from Victoria Carpets.

Habberly from Victoria Carpets 52

FEEL THE POWER OF PATTERN IN CHATEAU

Featuring three striking contemporary designs, including two on-trend hexagons, The Chateau Collection is now bringing added power to the bite of Leonis; a range of super-soft and superpractical carpets from Balta Carpets.

Crafted from 100% Leonis® polypropylene yarn, this new range is ready to take on life with each of its three designs offering stain-resistance and excellent wear resistance. Thanks to the resilient two-ply yarn, The Chateau Collection is as tough as it is beautiful, the ideal pattern carpet for busy family homes.

“With the modern layered hexagons of

Petrus and Latour, along with the classic stripe of Margaux, this new collection brings pattern carpet to the Leonis stable, making this impressive brand an even more attractive proposition for homeowners,” says Geert Vanden Bossche, marketing director, Balta Group. “The contemporary looks are sure to win fans looking for something a little unusual, while retaining the performance and softness craved in today’s carpets.”

Each style is available in four colour combinations, featuring natural tonal contrasts and grey colourways, designed to work with selected Leonis plain styles to give a coordinated look through the

home. Unusually for pattern carpet, all three designs are available in four and five-metre widths, helping large rooms to make the most of the visual impact.

Featuring on a dedicated lectern that works well alongside existing POS units from Leonis, the new Chateau collection is available to order now and comes backed by 15-year stain and 10-year wear warranties.

For more information, please contact Balta on +3256 622211 or marketing@baltagroup.com.

The Chateau Collection - Latour

SMG News | Autumn 2017 | 53

GASKELL WOOL RICH ADD ANOTHER WINNER TO THEIR LOOP PILE RANGES Gaskell have introduced Wembley to their 100% wool loop portfolio. Made using 2ply yarn it is available in 2 designs and 10 colourways. Extremely competitively priced, it is available in 4 & 5m widths.

For more information on Gaskell Wool Rich products, please contact your local representative or the Gaskell sales office on 01827 831525.

Wembley from Gaskell Wool Rich

FLAIR RUGS GETS SET FOR THE FALL Flair Rugs is gearing up for the key Autumn sales period with the release of an updated Simplicity line-up, as well as a major overhaul of rugs that form the basis of its core offering.

With over 120 styles, most available in size options, the core collection comprises contemporary, shaggy, plain, flat-weave, rugs and runners, traditional, kids and circle; Flair has introduced new designs across the board. Highlights include two brand new additions to the popular Abstract series, a stunning fivestrong Vergoe, the two geometrics of Infinite Scope and three on-trend shades to the shaggy Grand Vista.

“Our core offering is the heartbeat of our entire collection and so we need to make sure it delivers,” explains Gareth Davies, sales and marketing director for the brand. “We’ve responded to the latest shifts in buying habits and interior styles to make sure that the collection continues to appeal across a wide demographic, so that retailers can rely on it day in and day out.”

The budget-focus of Simplicity has won 54

Pearl Hero VII many fans and this collection too sees new introductions for the fall, with ontrend pastels of pink and duck egg blue added to the shaggy Dazzle collection.

Comprising over 90 modern designs in multiple sizes, Simplicity really does deliver in giving budget conscious buyers a huge amount of choice.

this autumn, it looks set to continue its dominance as the go-to range for retailers needing to deliver great style and incredible value within their rug line-up.”

“The Simplicity collection is geared-up to make sure that even budget buyers can enjoy our legendary choice and quality,” continues Gareth. “Backed with our fast service, it really is a tempting proposition and with new introductions

For more information contact Flair Rugs on 01457 850660, email sales@flairrugs.com or go to www.flairrugs.com.

These additions can be found in the brand’s new brochures and website.

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Official fuel consumption figures in mpg (l/100km) for the Ford Mondeo Vignale range: urban 27.2-100.9 (10.4-2.8), extra urban 47.9-72.4 (5.9-3.9), combined 37.2-67.3 (7.6-4.2). Official CO2 emissions 176-92g/km.

The mpg figures quoted are sourced from official EU-regulated test results (EU Directive and Regulation 692/2008), are provided for comparability purposes and may not reflect your actual driving experience.

THE FLOORING SHOW REVIEW

It was that time of year again when everyone in the flooring trade heads to Harrogate. The not to be missed occasion of the year if you are involved in selling flooring products. Once again, visitors were not disappointed – with 5 halls packed with all of the top suppliers to the flooring trade. There was a constant buzz and an extremely up beat atmosphere at the show this year with retailers finding lots of new products, new unitary and new ideas to whet their appetite.

All of the major SMG Approved Suppliers were there and it was great to see so many members in attendance too. There were great offers on unitary to be had as well as show only offers and discounts.

When members had enough of walking around there were excellent seminars, the Fitter of the Year competition and wool spinning demonstrations, as well as coffee shops and bars. As you can

Mike Reed at the SMG stand see from the pictures, the quality of the stand displays was superb with everyone pulling out all the stops.

There were new product launches from Adam, Cormar, Furlong, Victoria and Ulster as well as new unitary from Brockway, Manx Tomkinson, Gaskell and Deacon Jones. Really something for everyone.

SMG were in Hall C and we really enjoyed welcoming members and potential members onto our stand. It is always a great opportunity to find out how our retailers are finding business at the moment and also to gain feedback from them on what the Group should be looking to do next.

With excellent Suppliers, top quality retailers, superb hospitality and even a little sunshine – it was the place to be! If you didn’t go this year, make sure you put a date in your diary for next September.

Visit www.theflooringshow.com.

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SMG News | Autumn 2017 | 57

SMG MEMBER FOCUS EACH ISSUE SMG PUTS A MEMBER IN THE SPOTLIGHT TO LEARN MORE ABOUT THEIR BUSINESS AND THEIR VIEWS ABOUT THE INDUSTRY. For the autumn issue of SMG News it was timely to visit the beautiful Gloucestershire countryside to call on a long standing member of the Group; Aaron Newell of Winnens in Cirencester.

Aaron is a third generation retailer with this family run business. He and his sister Talitha now run the two shops they have.

Winnens have been a member of SMG since 1998 when Aaron’s father John joined the Group with his store in Cheltenham. Selling flooring and furnishing the store soon became too successful for its initial location and moved to larger premises. Expansion continued as Aaron rejoined the family business four years ago with Winnens opening a second store in Cirencester in July 2016. This stunning store is located in a beautiful area of the town which has a huge parking area opposite encouraging plenty of passing trade.

The store is modern, sleek, light and

welcoming. A great complement to their Cheltenham store.

We put the usual questions to Aaron and here are the results….

WHAT DO YOU FEEL IS THE INDEPENDENT RETAILER’S STRENGTH? “The main strength is the breadth of product knowledge that smaller family businesses have to offer their customers compared to the multiples. For example in a department store the staff may change regularly and have some basic training on product but not to any great depth, whereas with a family business you are brought up with product and know the business inside out. Attention to detail tends to be greater than multiples and going that extra mile for the customer is a definite strength. If the customer wants something you don’t have in store, you can usually source it

for them, whereas multiples will only sell what they have in store.”

WHAT IS THE KEY MARKET CHALLENGE TODAY? “The main challenge as I see it is keeping up with the rapidly changing market place. How you market your business is changing fast – you have to keep a pace with that and not get left behind. You need to modernise and move with the times in order to attract new customers.

Social media, website sales, targeted marketing are all important factors and, as an independent business you don’t have the luxury of a dedicated marketeer who can run social media and web design for you – it’s a big challenge.”

SMG HAS A STRONG POLICY OF SUPPORTING BRITISH MANUFACTURERS, IS THIS SOMETHING YOU SUPPORT? “Yes very much – it’s very important to my customers – especially at the mid to top end. I get asked where product is made all the time – there is a perception that British made is better quality.”

WHAT ARE THE MOST COMMON QUESTIONS YOU HAVE FROM CUSTOMERS? “‘How soon can I get it?’, ‘where is it made?’, ‘how long is the lead time?’, I would say those are the most common questions with ‘how much does it cost?’ coming close behind. I am finding customers are becoming far more accepting of waiting for the product to arrive, especially at the top end – they don’t expect delivery the next day. I find many of my customers are coming in well ahead of when they need the

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product to ensure they almost ‘project manage’ their room preparation.”

IF YOU COULD ASK SUPPLIERS TO CHANGE ON THING, WHAT WOULD IT BE? “Slightly contentious but I would ask suppliers to tighten up their quality control and their customer service when there is a problem. I only make a profit when I sell something once! If I have to refit, or rearrange fitting then I’m costing myself money and time. I have to pay fitters, the customer has to move their furniture again and often they expect some kind of compensation from the retailer without any recompense from the manufacturer. It makes it very hard to make any profit.”

WHAT IS YOUR TOP SELLING PRODUCT AT THE MOMENT? “Hard flooring – mainly Karndean. I am finding customers are going for hard flooring all over their houses apart from the stairs now. This is due to many factors; an obsession with cleanliness, better quality hard flooring, houses are better insulated so don’t need carpet for warmth and builders are putting in underfloor heating.”

WHAT WAS THE MAIN REASON FOR JOINING SMG? “My father joined the Group in 1998 for the many benefits it gave him. There are business support benefits like the credit card rates and cheaper insurance and then there are the product advantages – discounts and rebates. I don’t want to have accounts all over the place – it’s just more admin – I want to deal with one contact and be able to access all of the products I need.”

WHAT WOULD YOUR ADVICE BE TO NONALIGNED RETAILERS? “What are you gaining by not being in a Group?

You lose nothing by joining a Group and gain many benefits. There are a lot of pluses!”

WHAT HAS CHANGED MOST DURING YOUR TIME IN THE INDUSTRY? “I was involved in the business right from a young boy and then left for a while to work in other industries. On returning after a 20 year gap I can say that hard flooring has improved enormously.

You can fit LVT with minimal sub floor preparation, the product looks so authentic and it wears really well. There really was nothing of that standard 20 years ago. Carpets have not changed all that much – apart from colour trends.”

SMG News | Autumn 2017 | 59

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