SMG NEWS | SPRING 2017 | ISSUE 184 The Official Publication of SMG The National Furnishing Group
CONTENTS SMG NEWS | SPRING 2017 | ISSUE 184
NEWS 7
VINNIE JONES A HIT
9
BROCKWAY ADDITIONS
13 WOOLABILITY WINNER 15 FLAIR WIN AWARD
REGULARS 11 AT THE SHARP END Pete Fletcher from Furlong Flooring
36 QUESTION TIME James Caldwell from Crown Floors
70 MEMBER FOCUS The Silkroad in Surrey
FEATURES 22 LATEST FROM CORMAR 33 NEW FOOT TESTER 44 NEW BELL TWIST COLOURS 48 LATEST FROM KETTLE INTERIORS
ON THE COVER Adam Carpets Castlemead Twist
Crown Floors by Balta Venus - Crystal
SMG NEWS | SPRING 2017
Dear Members, It has certainly been a very positive, busy and upbeat start to 2017. There have been Trade Shows, product launches, special promotions and new suppliers joining the Group! As well as all of the external news, I will be joining the SMG team as Head of Group Operations from 1st March. I have worked with the SMG team as Membership Manager on many occasions over the past few years and gained a broad understanding of the independent retail sector. I am really excited to be joining the most progressive Buying Group in the UK flooring and furnishing sector and looking forward to develop the Group further to give even more benefits to being a Member. The year started with the January Furniture Show where SMG have been instrumental in developing a Flooring Showcase with top SMG Group Suppliers exhibiting their new products and unitary to a very busy trade show. SMG had a central stand within the Showcase and would like to say a big thank you to those Members who came along to say hello and to discuss the activities of the Group. If you missed the January Show we would like to encourage you to attend the Buying Groups’ National Flooring Show in Solihull on the 9th and 10th
of May. It’s a great opportunity to visit many of your best Approved Suppliers all under one roof in a great central location. SMG will again have an exclusive room on the first floor with some very special guests and offers to welcome SMG Members. Look out for special VIP offers as the date approaches. This first part of 2017 has seen some great new product launches from Cormar, Abingdon, Victoria and Crown Floors to name but a few. As well as new products, many ranges are receiving a colour refresh for the New Year – including ranges from Ulster and Victoria. SMG are proud to announce the introduction of two new Approved Furniture Suppliers to the Group. Balmoral Furniture and Kettle Interiors are exciting new additions to the furnishing portfolio giving SMG Members the perfect opportunity to consider diversifying their own product offer in store. The member focus in this issue features The Silkroad Flooring and Interiors in Haslemere who have been members of the Group since 1999 as Alan Baker Floorcoverings. SMG were lucky enough to visit this delightful store on the Grand Opening day of the newly revamped business. The combination
of interior design, flooring, accessories and fabrics makes this store a retail experience not to be missed. Read all about it on page 70. We also have a great interview with James Caldwell of Crown Floors in the ‘Question Time’ feature which starts on page 36 and an insightful article for the ‘At the Sharp End’ feature from Peter Fletcher of Furlong Flooring on page 11. I think this issue of SMG News reflects how busy and buzzing the start of 2017 has been. SMG are working hard to ensure that this buzz continues throughout the whole year for SMG members with new Suppliers, Business Support Services and Promotional Offers planned throughout the coming year. I hope that 2017 brings you continued success.
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 WATERCOLOURS FROM ULSTER Inspired by natural landscapes and the abstract masterpieces of JW Turner; Ulster’s latest axminster, ‘Watercolours’ mimics washes of watercolour pigment softly blending into the paper. Two designs ‘Amulet’ and ‘Mineral’ are available in five exciting colour ways which echo the natural elements. Deliberate yet whimsical brush strokes evoke feelings of sky and water as they run and blend into the surface of the canvas. These effortless textures are layered over classic designs to give an antiqued effect - that of a textile treasured over time so that only fragments of the pattern remain. Whilst the floor covering imitates a fashionable patina effect, the hard wearing combination of 80% wool and 20% nylon means customers need not worry about their carpet becoming threadbare. As with all Ulster axminsters, Watercolours is available in five colour matching multi-widths, perfect for both small and large family spaces. For more information please contact your local representative or Ulster Carpets on 028 3833 4433.
LAUNCH OF ROYAL GARDEN COLLECTION LECTERNS PROVE A HUGE SUCCESS The new SMG Own Brand collaboration with Brockway Carpets, The Royal Garden Collection, has proved a resounding success with SMG Members. The initial launch has seen 142 lecterns sold in to member stores with sales increasing by the day. This fantastic offer features plains and heathers in 40, 50 and 60oz along with a co-ordinating stripes option and a lighter 32oz Essentials offer. All in a top selling colour palette. This own brand offer gives Members protection from local competition and cost comparison shoppers as well as helping Members without a Brockway account gain access to these ranges. 6
For more information please contact your Brockway representative or SMG on 0118 932 3832.
VINNIE JONES PROVES A BIG HIT AT THE JANUARY FURNITURE SHOW Drawing crowds from far and wide, the debut appearance of Vinnie Jones at the January Furniture Show proved a fitting, high-impact spectacle, marking the official trade launch of the new Deacon Jones by Crown Floors collection. While widespread media coverage on the celebrity collaboration dominated headlines at the end of 2016, the main event was left to the Monday afternoon at the JFS, as the legendary football and movie hard man was on hand to meet visitors, sign autographs and reveal the reasons behind his decision to join forces with friend, Danny Deacon, and Crown Floors, for this exciting new carpet concept.
As Vinnie explained to guests, he has always had an interest in interiors thanks to his father’s business, and when lifelong friend Danny approached him about a potential collaboration with Crown Floors, he could not say no, especially when he understood that the final carpet collection could share the same characteristics that had marked out his successful career. Geert Vanden Bossche, Marketing Director, Crown Floors, recounts “When Danny approached us about the potential tie-up with Vinnie Jones we jumped at the chance. We are always looking at new and interesting ways to introduce fresh products, and such was the unique nature of this celebrity collaboration we knew it would be the perfect fit for Crown Floors.” “We spent many months working with Danny and Vinnie to come up with the final choice of eight collections, with each carefully chosen with Vinnie’s characteristics in mind. Therefore, by choosing four X-Tron extra-strong polypropylene fibre ranges to mirror his tough image, and four super-soft fibres spanning polypropylene and polyamide to reflect his softer side, we knew we had the perfect portfolio to support our route to market. Feedback before, during and
since the show has been overwhelming and high street consumers can look forward to seeing a lot more of Vinnie in the coming months!” Alongside the Deacon Jones by Crown Floors striking double-sided book stand, featuring a near life-size Vinnie Jones for added impact, Crown Floors also used the show to present new collection and point of sale updates, all of which are helping Crown Floors to evolve into one of the leading carpet brands in the UK. For further information please contact Crown Floors on 0800 898 282 or visit www.crownfloors.co.uk.
KINGSTOWN SCOOP HULL DAILY MAIL BUSINESS AWARDS WINNER Kingstown Furniture are delighted to announce that they have recently won the Innovation & Technology Award at the Hull Daily Mail Business Awards. The awards are held each year and
they are to celebrate the best that the region has to offer and Kingstown were up against other local innovative company’s. The title was awarded to the company that developed the most innovative new product, system or process over the past year, and can demonstrate the positive impact it has had on the business. Kingstown’s entry was for the relaunch of the KT Collection back in January and as a company demonstrated a clear vision of what the innovative project had to achieve, how the collection was developed and the gains in revenue. KT allowed Kingstown to get a foot-hold in a new marketplace with young, modern people and families who want to purchase on-trend, affordable furniture. This award is a big achievement for Kingstown and was a great team effort as all areas of the business pulled together to ensure the KT Collection was relaunched at the Furniture Show. SMG News | Spring 2017 | 7
NEWS UPDATE SEALY PARTNERS WITH IRISH OLYMPIAN, PAUL POLLOCK The World’s No1 bed brand, Sealy, has partnered with Irish international marathon runner, Paul Pollock, following his impressive performance in the Rio Olympics where he finished 32nd out of 155 competitors. Sealy has now gifted Paul a superb top-of-the-range bed, to ensure he gets the best rest possible so he is able to maximise his performance as he prepares for a busy year representing his country in a series of high profile marathons. Crowned Northern Ireland’s top distance runner, as well as representing Ireland at the Rio Olympics, Paul is at the top of his marathon game. However, being at the peak of his performance requires him to endure a rigorous training schedule, something that leaves him with many training related aches and pains. Since recently receiving his new Sealy mattress, Paul has noticed the quality of his sleep change dramatically with particular reference to its supportive nature which allows his body to recover on a nightly basis. He commented “I have an extremely tough training schedule and often
cover over 100 miles a week and due to the pressure I put on my body, it’s important to get a good night’s sleep to aid recovery. I honestly can’t imagine sleeping on any other mattress now that I have a Sealy. The firmness is just perfect and allows me to wake every day feeling refreshed and ready to tackle my training programme. A good night’s sleep is absolutely essential for any athlete serious about their training regime so finding a mattress that delivers this night after night is ideal.” Holly Venning, Sealy UKs Marketing Manager said, “We’re delighted to be working with Paul as he trains for a busy year of competitions such as the Springtime marathon, the European cross country championships and the World Athletics Championships. It’s also fantastic to see what a positive impact Paul’s new bed has had on his sleep quality already.” The partnership forms part of Sealy’s World of Sport campaign, that aims to make the connection between an outstanding night’s sleep and sporting excellence. To date, it has worked with a wide range of sporting legends from
David Haye to Linford Christie, the Wigan Warriors and Burnley FC. Holly continues “Here at Sealy, we understand the vital role sleep plays when it comes to sporting success – that’s what the World of Sport campaign is all about. We’re dedicated to working with some of the country’s leading athletes to ensure they enjoy the deep sleep they need to be at the top of their game.”
ADAM CARPETS AT THE FOREFRONT OF WOOL WEEK Adam Carpets were highly visible during the Campaign for Wool’s ‘Wool Week’ which was held in the Autumn. The centrepiece of the week was the Wool BnB which was set up in the Islington area of North London. The interior of the BnB was made entirely with wool products including some breakfast items!
Adam Carpets joined Roger Oates, Brintons and Alternative Flooring in supplying carpets. “We were delighted to be asked to be part of this project” comments Eamonn Prescott, Sales Director at Adam Carpets. “Wool Week is enormously important in getting the message about wool out to the public. The BnB was a big success and we were thrilled to supply our Pure Brit! range.” Pure Brit! was fitted to the Master Bedroom and the Lower Staircase, a perfect choice as it is available in 10 colours and two widths. “Pure Brit! is made using undyed wool, so it has a natural, green element to it. To put it
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onto the stairs showed that it is also extremely durable and excellent at keeping its appearance” adds Eamonn.
BROCKWAY ADDS NEW COLOUR WITH JOANNA RAMSDEN Brockway Carpets has announced the appointment of internationally renowned colourist and style forecaster Joanna Ramsden as Creative Director, underlining the company’s focus on inspirational product development. Joanna brings 30 years’ experience in the global wool industry to Brockway, having made a name as a creative mastermind of design and styling trends for the textile industry, specifically wool carpets and rugs. At Brockway, Joanna is tasked with creating new and inspiring products aligned to the company’s signature wool rich offering as ‘the home of wool carpets.’ Chairman Charles Annable said Joanna’s appointment is a cornerstone in Brockway’s on-going product development programme and gives the nod to a new generation of carpets. “We are thrilled to welcome Joanna at an exciting time for the Brockway brand. Her expertise will ensure we stay ahead of consumer preferences and that we engage with spinners, yarn suppliers and our retailers to perfect our products.” “Plus her passion for natural quality, colour and style will inspire our product development, as we aim to strengthen Brockway’s position as the UK’s premier manufacturer of beautiful, wool-rich carpets.” Joanna said “Brockway is a great British company, and its values for quality are synonymous with my thoughts and aspirations. That’s why I’m so excited to be part of the company’s plans.” “There are great opportunities to enhance existing ranges and, importantly, to put wool at the forefront as a fashionable, desirable product with practical benefits. I’m looking forward to adding more value as a creative contemporary to Brockway and pushing the boundaries a little.”
finished carpets in Kidderminster since 1964. The company combines British craftsmanship using the finest raw materials to ensure the sustainable manufacture of award-winning carpets, which offer great value for money for any budget and taste.
Sam will be responsible for Leicestershire, Lincolnshire, Derbyshire, Nottinghamshire and South Yorkshire.
Brockway also Strengthen Sales Team
Sales Director Shaun Lewis comments ”This is an exciting time in Brockway’s development and Sam’s retail background complements our sales team perfectly.”
Brockway Carpets has also continued to strengthen its sales team with the appointment of Sam Round as Area Business Manager.
She joins from a retail background having spent nine years in flooring, latterly for a large independent retailer in Sheffield.
Sam adds “I have a huge passion for flooring and I’m very excited to join Brockway Carpets and be able to work with such fantastic products.” Sam’s appointment brings the number of area sales managers in Brockway’s sales team to twelve. If you’re interested in opening a Brockway account please contact Brockway directly on 01562 828200.
Brockway has been designing and producing premium quality, hand SMG News | Spring 2017 | 9
AT THE SHARP END EACH ISSUE SMG PUTS TEN QUESTIONS TO A SALES REPRESENTATIVE TO HEAR THEIR THOUGHTS FROM ‘THE SHARP END’.
Pete Fletcher joined the industry in 1989 working at Courts Furnishings before moving on to Allied Maples where he was fittings manager. He worked his way up to store manager, before leaving in 1999 for Carpetright. In 2009 he joined Furlong Flooring and covers Hampshire, Dorset, Surrey, the Isle of Wight and the Channel Islands.
HOW DID YOU GET INTO THE TRADE? “I got into the trade by accident. I’d just finished my apprenticeship as a painter and decorator, when my asthma got the better of me and I was advised by my doctor to give it up. On the way to the job centre, I wandered past Courts who had a vacancy, I applied for the position and the rest is history.” WHAT HAVE YOU SEEN CHANGE THE MOST IN THE LAST FIVE YEARS? “The biggest change in the last five years has to be the rise and rise of manmade products within the retail sector at the expense of wool sales. It means, as a polyprop supplier, that we have to be at the top of our game in order to be competitive. Our recent launch of our prestige products in my opinion, proves that we are.” WHAT’S YOUR FAVOURITE PRODUCT? “My favourite product has to be Regency Carefree Elegance. Now, you may say that I’m biased, however, technically and aesthetically it’s a great carpet, that emulates a wool twist like no other in the market place. It remains the industry leader and successfully uncopied within the trade. What sells best? Well, iSense and Invictus is having a pretty good run down south as we speak.” WHAT DO YOU SEE AS THE KEY MARKET CHALLENGE FOR RETAILERS AT THE MOMENT? “I see the biggest challenge for the marketplace now is two fold. Firstly the rise of the national retailer has now risen from two
brands up to four or more, meaning more and more meaningful competition. Secondly, the dreaded internet. Like most other retailers, we do suffer from end users using shops as a library and gaining the best advice from the store’s staff, then simply going on line to find the best price, then demanding a price match... which is fundamentally wrong! I can’t help think as an industry that we could do more to protect our retail customers from ecommerce stores by supplying the same carpets under a different name, as industry standard, therefore giving both parties protection.” OF ALL THE RETAILERS YOU VISIT WHAT COMMON DENOMINATOR CONTRIBUTES TO THEM BEING SUCCESSFUL? “The common denominator that makes a retailer successful as far as I can see is someone who not only reinvests in their business by keeping POS up to date, but also simply offering a good reliable fitted service and having pride in their finished work.” AS A REPRESENTATIVE WHAT ARE YOUR BIGGEST CHALLENGES? “The biggest challenge I have, is the continuing devaluation of our trades’ products and services and the rub off effect that it has on the independent trade. Whether its free fitting, estimating or sampling, it gives the end user the impression that flooring is a secondary purchase, when really we should be trying to maximise our margins by selling our service.”
IF YOU COULD ASK RETAILERS TO CHANGE ONE THING WHAT WOULD IT BE? “I can’t really think of one thing I’d like to ask any of my customers to change. As individuals every customer has different needs with a different understanding, which is what makes my job interesting. I guess the only thing I can think of, if pushed, is to perhaps be a little more organised!” OUTSIDE OF WORK, WHAT ARE YOUR INTERESTS? “Whilst not working I try to get through a book a month and some might say I have a slight obsession with the alternative/ independent music scene, in terms of collecting vinyl, CD’s and attending as many gigs as my ears and my wife can take. I love a trip to the cinema and I am a proud owner of a Portsmouth FC season ticket.” IF YOU DIDN’T WORK IN THIS INDUSTRY WHAT WOULD YOU BE DOING NOW? “If I wasn’t in this trade, ideally, in the summer I would be a life guard on some hot and sunny beach and in the winter a lookout in a lighthouse, if such a position still exists!” WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? “The best piece of advice I’ve ever been given is... it’s all about timing!”
Furlong Flooring offer market leading products, at competitive prices with excellent service levels, most orders are delivered next working day through their national distribution network! Quality runs deep whether it’s their high-impact display systems or extensive portfolio of polypropylene carpet, wool carpet, vinyl & wood flooring. SMG News | Spring 2017 | 11
NEWS UPDATE IS ‘BLEACH CLEANING’ YOUR CARPET A GOOD IDEA? If you walk into any carpet retailer up and down the land you will find posters, stickers and labels proclaiming that certain ‘stain proof’ carpets are bleach cleanable. There are even images on sample books and in magazine advertising showing pictures of children on carpets together with an image of a bottle of bleach.
If your pet comes into the home with wet feet and walks over, or sits, on the area that has been treated with bleach they could potentially suffer chemical burns. Babies crawl over, and children play on the carpet, why would you put them at risk?
So, is cleaning your carpet with bleach a good idea? Well, consider the following facts and make your own mind up. Bleach can damage the carpet backing and sub-floor... When carrying out spot removal not all the cleaning solution will remain on the carpet’s surface, some will soak down to the backing; this is especially true of polypropylene carpet. So, even if the carpet’s face fibre is tolerant to strong chemicals, as the bleach migrates down the pile it can damage the carpet backing and underlay. If tracked around it may also damage the fibre and strip colour from other, non-polypropylene carpet in Bleach is bad for your respiratory your home. system... All the while you are leaning over a spill Bleach is hazardous, especially to and cleaning it with a bleach solution children and pets... you are breathing it in. Bleach is bad for Bleach remains active unless it is your lungs and causes other side effects ‘neutralised’. Do you know how to neutralise bleach? The vast majority don’t. including skin burns, damage to the
nervous system, asthma flares, headaches, migraines and vomiting... remember it was used in world war one as a weapon. If you can smell it then it is doing you harm! Bleach is bad for the environment... Bleach pollutes the air and water supply, accumulating over time. It is consumed first by micro-organisms which serve as food for larger species, and then as you continue up the food chain each species accumulates an ever increasing level of toxins. Bleach is not even a good cleaner! Although a fairly good disinfectant, bleach has no detergency and is therefore no more effective at cleaning than water... it smells pretty bad too! If you want to remove a spill from any carpet, regardless of the fibre type, you should use a dedicated carpet spot remover. WoolSafe have a very long list on their website www.woolsafe.org of all the best ones on the market. You can also get correct advice from WoolSafe care leaflets and on the award-winning WoolSafe Carpet Stain Removal Guide App - Free to download on any mobile device.
SEARCH FOR THE NEXT ‘WOOLABILITY’! During the autumn of 2016 the Wool Carpet Focus Group and SMG offered members the opportunity to win a 100% Real Shetland Wool throw by suggesting ideas for the sixth ‘Woolability’. There was a great response and some very imaginative ideas were received.
existing Woolabilities and I have already made plans to produce a short animated video which will accompany Bouncebackability, Cleanability, Unflammability and Breathability.’ Gary was delighted with the luxury wool throw prize, pictured below.
It was very difficult to choose just one, but a decision had to be made. After much consideration, the lucky winner was deemed to be SMG Member, Gary Miller of the Floor Studio in Carnoustie for his ‘WearAbility’ suggestion. Martin Curtis of the WCFG said, ‘WearAbility will fit perfectly with the SMG News | Spring 2017 | 13
NEWS UPDATE CARPET RECYCLING UK: LANDFILL DIVERSION OF CARPET WASTE RISES TO 35% More carpet waste in the UK was diverted from landfill in 2016 with 142,000 tonnes that were reused, recycled or recovered for energy, according to latest Carpet Recycling UK figures. This 14% increase on 2015 (125,000 tonnes) represents a diversion rate of 35% - up from just 2% in 9 years. Around 400,000 tonnes of waste carpet arise each year in the UK. Energy recovery increased by 35% compared to 2015 as the use of carpets as a renewable fuel source in cement kilns continues to replace fossil fuels in this growing sector. A 50% increase in capacity for municipal energy-from-waste facilities over the past two years has also contributed to greater use of carpet waste in renewable electricity and energy generation. Commenting on their latest achievements, CRUK Director Laurance Bird acknowledged ‘outstanding support’ from core funders and members who want to ‘make their businesses more sustainable’. CRUK’s core funders are Cormar Carpets, Lifestyle Floors/Headlam, Desso, ege, Milliken, Balsan and Marlings. Laurance comments “These core funders lead the industry in demonstrating extended producer responsibility for carpet throughout its lifecycle. Thanks to their commitment and support, we are continuing to advance sustainability within this sector and drive growth in recycling capacity.” Interest in recycling carpets is strong, he revealed, with more than 500 enquiries handled by the CRUK team in 2016; reflecting greater awareness generally that carpet can avoid being landfilled. Carpets are made from natural and synthetic fibres, which still have a value once the carpet is no longer wanted; they can be used in a wide range of applications from sports surfaces to insulation. CRUK’s membership has also reached a record high with 97 members from across the carpet recycling supply chain, including manufacturers, raw material suppliers, recyclers, retailers and machine manufacturers.
and plastics. In 2016, CRUK member Anglo Recycling launched their Growfelt range of horticultural growing media and Emerald Trading, also a CRUK member, introduced their Fibre It equestrian surface products.
“Particularly, growth in membership has been stimulated by increased interest from retailers and flooring contractors to recycle their carpet waste and reduce their disposal costs compared to landfill. They have also used their achievements and CRUK membership to promote business sustainability activities to their customers” continued Laurance.
Laurance adds “Increasingly, businesses, householders and local authorities are looking for better alternatives for the recycling of unwanted carpet materials. We are proud of our achievements and appreciate the wide-ranging support that is helping to ensure the growing demand for carpet recycling services is met.”
Entrepreneurial investment and innovation in recycling carpets continues with several firms developing processes to recover valuable fibres, such as polypropylene and wool. These fibres can be recycled into various new products, including equestrian surfaces, textile felts 14
CRUK will be recognising its members’ innovations, successes and sharing information on latest developments and recycling technologies at its 2017 Annual Conference and Awards event to be held on Wednesday 21st June at Aston Villa Football Club in Birmingham. To register your interest as a speaker, exhibitor or delegate, please contact marie@carpetrecyclinguk.com, telephone 0161 440 8325 or visit www.carpetrecyclinguk.com.
UPHOLSTERED DINING CHAIRS FROM KETTLE INTERIORS Kettle Interiors has launched a range of upholstered fabric dining chairs to match its oak and painted furniture collections. Four brand new styles of chair are available, each in a choice of beige and grey fabric colours. With three button-back looks and a style with carved oak legs and stud detailing, modern and traditional tastes are covered adding a luxurious feel to homes.
possible for any upholstered chair to be mixed with oak or painted dining ranges as part of container orders. The result is an extremely attractive proposition for retailers looking to enjoy bulk discounts. The Upholstered Chair Collection is available now from UK stocks and with fast delivery to retailers across the UK. For further information contact Kettle Interiors on 01536 444960 or email sales@kettleinteriorsagencies.com
The chairs are available as part of any Wholesale, Stockist or Container order. This is the first time that Kettle Interiors has stocked this style of item at its Vietnam warehouse facility, making it
FLAIR RECOGNISED AT FAMILY BUSINESS AWARDS Flair Rugs was delighted to be recognised at the 2016 Midlands Family Business Awards, a prestige event bringing together a host of like-minded businesses and business leaders to celebrate their collective successes in the year just gone. Flair fought off stiff competition to be listed as ‘Highly Commended’ in the Family Business of the Year category, a shortlist holding a number of names prevalent on the region’s business scene. The result has certainly consolidated
Flair’s position as one such name, and the awards, held in the University of Birmingham’s Great Hall, further enhance the company’s growing reputation and profile within the UK rug sector.
service offering throughout the last twelve months, it is therefore perhaps of little surprise that the brand’s name was read out when the Family Business of the Year category came around.
These awards were first introduced to showcase the achievements of family businesses and their leaders, giving the Midlands’ best run and most innovative family organisations a chance to shine. Following the host of improvements made to Flair’s product portfolio and
Despite continued growth in size, sales and colleague numbers, Flair has always stayed true to its values as a business that was created from scratch some 32 years ago. Flair holds on to its family-driven roots with a tight grasp, refusing to let them slip despite operations expanding at a significant rate. Gareth Davies, Sales and Marketing Director, commented “It’s a privilege to be listed as ‘Highly Commended’ in the Family Business of the Year category and we’d like to thank the judges for recognising the good work carried out at Flair. We know how intensive the judging process is, with visits and face-to-face interviews taking place with all relevant parties, so it’s great to think the panel were impressed with what they saw. The whole Flair family deserves credit for an excellent year culminating in this award, and we now look forward to an exciting 2017.” For further information please contact Flair Rugs on 01457 850660 or email sales@flairrugs.com. SMG News | Spring 2017 | 15
BUSINESS INSIGHT IN A REGULAR FEATURE RICHARD RENOUF HIGHLIGHTS IMPORTANT BUSINESS ISSUES TO HELP MEMBERS STAY UP TO DATE!
It was more of a mansion than a house. Mr C greeted me warmly at the door as I slipped off my shoes and looked around at the amazing interior. He proudly explained how walls had been taken out, an extension (bigger than my own house) had been added at the back and underfloor heating had been installed everywhere. But now the laminate flooring had distinct lumps in many of the boards and these could be seen from the front door all the way down to the enormous floor-to-ceiling sliding doors to the garden. I took out my moisture meter. Sure enough, the lumps in the floor gave very high readings. I asked more questions and learned that the flooring had been laid well before the subfloor could have been dry (1 day per mm of thickness is the rule of thumb, increasing when the subfloor is greater than 50mm, and underfloor heating is usually a minimum of 60mm thick). A major problem for him and for the flooring contractor. The easiest way to find water seems to be to lay a vinyl, laminate or wood floor. Any flooring which is moisture sensitive, or which acts as a moisture barrier, will be affected if the
practice for Installation of resilient floorcoverings)
subfloor is not dry. Rippling vinyls, lifting laminates and cupping wood floors all indicate there’s a moisture problem. But by then it’s too late and the damage is irreparable. Who is responsible for the dryness of the subfloor? And who is responsible for moisture testing? Many flooring contractors rely heavily on the wording of the British Standard: It is essential that the responsibility is defined for ensuring that bases or screeds meet the specified standards for level, smoothness, dryness and soundness (impact crushing resistance) before any subsequent or finishing trades are called to commence work. In most circumstances this will be the responsibility of the main contractor (BS 8203: 2001 Code of
Blame the builder! But notice how this paragraph starts. A builder is unlikely to know the ‘specified standards’ for the floorcovering you’re laying unless they’re told. Unless you ask or outline the standards needed, the builder cannot be held responsible and where you’re engaged to lay the flooring directly by the customer you’re the main contractor anyway. I’ve inspected many floors affected by moisture, but not one of them had been tested by the flooring fitter before starting work. Cheap moisture meters can be purchased for less than a hundred pounds but don’t waste your money, be a professional. A good moisture meter, with the ability to give instant indicative moisture readings, can be purchased for a few hundred pounds, much less than the cost of one job going wrong. It takes seconds to use. Noting down the readings and keeping them with the customer’s file enables you to demonstrate due diligence and reasonable care. It’s worth investing both the money and the time to get it right.
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 | Spring 2017 | 17
NEWS UPDATE WICKER MERCHANT INTRODUCES NEW LINES AT THE JANUARY FURNITURE SHOW Exhibiting on the Kettle Interiors stand, The Wicker Merchant brand introduced 25 new lines at last month’s January Furniture Show, bringing retailers even more choice in natural wicker baskets, storage and furniture.
more information please contact your local representative or Kettle Interiors directly on 01536 444960 or email sales@ kettleinteriorsagencies.com.
The Wicker Merchant’s expanding product line is testament to the success of the brand since its launch this time last year, with retailers appreciating the added value the complementing accessories and storage lines can bring to furniture stores. With new items to broaden diversity within the collection, The Wicker Merchant is still offering its reliable and fast delivery service from UK stocks and with discounts for bulk orders. The Wicker Merchant is exclusively available through Kettle Interiors, for
BROADLOOM FAVOURITE REFRESHED FOR 2017 Long-term UK favourite, Gala and Stripes from The Balta Group has been given a colour update for the new year with its spectrum of plain and striped carpet combinations ready to enhance UK residencies in 2017. The loop pile Gala and Stripes, produced in 100% PP Stainsafe® fibre, has been available on the UK high street for 25 years now, demonstrating a lasting popularity that is sure to strengthen with the exciting new shades on show. Homeowners will love the design possibilities that come hand in hand with the revamped Gala and Stripes collection, trending greys and silvers teamed with vibrant blues and reds for a particularly ‘of the moment’ feel. Research into the UK interiors sector taught Balta that homeowners now seek a single source for their plain and
striped carpet designs and will often look to run striped carpet upstairs, with a coordinating plain in adjoining hallways and landings. Gala and Stripes caters to this very demand with 18 colourways (eight of which are brand new) that are ready to be presented to customers. Geert Vanden Bossche, Marketing Director, believes Gala and Stripes’ longevity is set to continue “We are delighted to reveal a new, versatile colour bank held in Gala and Stripes, bringing this established broadloom collection into 2017 in stylish fashion. We expect the bright and bold stripes, and also coordinating plains, to receive a positive reaction, with a fabulous mix of practical qualities extending the appeal.” These qualities owe much to the brand’s 100% PP Stainsafe® fibre, Gala and Stripes representing a safer, trouble-free choice with its 15 year stain and 10 year wear warranties. These, coupled with a general commercial wear rating and easy cleanability, enhance their reputation as a broadloom all-rounder now nestling nicely at the tip of the trend curve. Gala and Stripes designs are available on both Blue Felt and Actionbac backing, and arrive in a four-metre width. The portfolio’s plain designs can also be purchased in a five metre width, helping installers to avoid unnecessary wastage and unsightly seams. For further information please contact your local representative or Balta on +32 566 22211.
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NEWS UPDATE NEW PENTHOUSE CARPETS SALES REPRESENTATIVES TAKE THE FLOOR As 2017 gets into its stride, Penthouse Carpets are delighted to introduce two new members of their sales team. Penthouse know their success depends on the good relationship they have with customers and so put all their prospective sales team under a great deal of scrutiny before they take them on board. Happily, the new salespeople have made the grade with flying colours. John Pringle joins Penthouse with an incredible 40 years of experience in the carpet and flooring industry. What John doesn’t know about flooring or carpets just isn’t worth knowing. And after a full week in the Penthouse Rochdale factory getting to grips with the locally-based manufacturing process, he’s an expert in the finer details of Penthouse Carpets as well. In fact, he’s so passionate about the products and dedication of the Rochdale team that customers in Cumbria, Northumberland, Durham, Tyne & Wear, Cleveland and the Isle of Man may well find themselves invited to visit the factory to share in John’s enthusiasm.
Above Left to Right: John Pringle and Ian Henderson.
Carpets dedicates itself to delivering. With such passion for excellent customer service, Ian’s looking forward to working with his customers. To arrange a visit from John who will be covering Cumbria, Northumberland, Durham, Tyne & Wear, Cleveland and the Isle of Man call 07825 991405 or to speak The other new team member is the very knowledgeable Ian to Ian call 07974 141919 who will be covering Lancashire, Henderson. Ian has decades of experience under his belt, Merseyside, Cheshire, Greater Manchester, Clwyd and spanning the print industry, golf market and carpet trade. He’s well-placed to provide the service and expertise that Penthouse Gwynedd.
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INSURANCE INSIGHT IN THIS ISSUE MATT GOWING LOOKS AT HOW A CLAIM WAS HANDLED UNDER THE SMG INSURANCE SOLUTIONS POLICY.
I have previously written about some of the great additional covers the SMG Insurance solutions policy includes as standard at no additional cost and exclusive to members of SMG only. The policy has been designed specifically with the needs of SMG members in mind and provides cover that we believe fulfils the insurance requirements that are faced by carpet and flooring retailers and installers plus it can be tailored to members specific requirements. At SMG Insurance solutions we believe that not only can we save you money on your business insurance we can also enhance the cover you receive and I do genuinely believe this is a great Insurance product for members. However, the key to the true quality of any insurance policy is how it will respond when your business needs it most such as when a claim occurs. At SMG Insurance solutions we pride ourselves in the service we provide members and this doesn’t stop once you have purchased the policy. In addition to a highly skilled Insurance advisory team who understand the SMG Insurance solutions policy, we also have our own in-house claims team that ensure claims are dealt with promptly and fairly. Whilst working with a number of Insurers, one of the key requirements
from our perspective was how any Insurer would deal with claims for members. We believe that the claims service provided by the Insurer – Zenith Marque is second to none and it gives me great pleasure to use this issue to discuss how a claim for one member, Chelmsford Carpet Centre Ltd, was dealt with. On the morning of the 26th August 2016 Mrs Edwards of Chelmsford Carpet Centre Ltd arrived at their premises to discover there had been a break in overnight with damage caused to the front glazing, a laptop damaged and money stolen. This was notified to us that same morning along with photos of the damage caused; the matter was reported by our in house claims to insurers and logged the very same day. On the 31st of August our claims team requested supporting documents of the losses incurred which were received from the client on the 29th of September and immediately sent to the Insurers who advised on the 6th October that a loss adjuster had been appointed. The loss adjuster called, discussed and agreed settlement of the claim without any quibble and payment was made directly into their bank account and settled on the 19th of October 2016.
I spoke with Mrs Edwards of Chelmsford Carpet Centre Ltd recently as I wanted to find out what their experience was like and they quoted:
“This is the first claim we have ever had, we received an excellent service from the claims team and are really, really delighted with how promptly the matter was dealt with” It gives me great pleasure to receive this feedback from the client as service is something that is very important to us at SMG Insurance Solutions. In addition to a prompt and fair claims service the SMG Insurance solutions policy includes a number of enhanced covers included as standard exclusive to members of SMG such as; failure to secure your customers’ premises, professional indemnity, financial loss, loss of customer’s keys, misuse of customer’s phones and cleaning cover for items being worked upon which are not normally included on a standard retail/shop insurance policy. All of the cover extensions mentioned here are automatically included at no extra cost and in addition, if you have not had a claim within the last 5 years we will match any higher limits under your existing policy and provide a MINIMUM 10% SAVING from your current insurer.
SMG Insurance Solutions is a comprehensive insurance scheme arranged by Coleman Insurance Brokers, a top 100 UK independent 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.
I N S U R A N C E S O L U T I O N S
Visit www.smginsurance.co.uk to register your interest alternatively call the SMG team on 01202 647464. SMG Insurance Solutions is a trading style of E Coleman & Co Ltd, which is authorised and regulated by the Financial Conduct Authority.
SMG News | Spring 2017 | 21
Primo Plus - Snowdrift 22
The latest developments from Cormar Carpets The last quarter has seen some superb products news at Cormar, here are the highlights... Prime Time For Cormar The popular Primo Plus easy-clean range from leading UK manufacturer, Cormar Carpets, now comes in eight brand new plain colours – making a total offer of 18 fashionable home furnishing shades. One of the most successful easy-clean twist carpets of recent years, Primo Plus is stain resistant and bleach cleanable and comes in four and five metre widths. Manufactured using fine 10th gauge machinery, it is made with Excellon fibre, polypropylene renowned for its stain resistance and hardwearing properties and comes with a 10 year stain warranty. David Cormack, marketing director of Cormar Carpets comments “We’ve had great success with our Primo ‘family’ of easy-clean carpets over the past few years and so it made sense to introduce new colours to our original plain twist, which has remained popular with independent retailers and contractors since its launch in 2003.” Make Way For Malabar One of Cormar Carpets’ longest running and bestselling ranges, Malabar Two Fold, has been relaunched with a host of new contemporary shades.
Crafted from 100% pure new wool and now in two ply yarn, the Malabar Two Fold range consists of two textures – a sophisticated ribbed style and popular weave design. The 18-strong palette of natural colours includes a stronger selection of fashionable greys and beiges such as Tungsten and Balm. David comments “Malabar has been a favourite with our customers for many years, but the improvements we have made, have lifted sales once more. The combination of the improved colour bank and using the strong two-ply yarn make Malabar the natural ‘go to’ range in natural loops.” Malabar Two Fold comes in both 4 and 5 metre widths and is excellent value for money retailing around £29 per square metre. New Look For Avebury The Avebury wool loop pile collection from Cormar Carpets has been updated with a new textured design, new colour choices and a selection of complementary stripes. The new look range, already renowned for its coordinating plains and stripes, now offers four tonal striped designs and eight stylish plains in either a neat level loop or the new textured loop pile. Made from 100% pure New Zealand Wool in a quality resilient three ply yarn, Avebury’s new colour palette reflects today’s trends with a mix of natural and grey shades such as Patney Pewter and Tisbury Tarn.
Malabar - Balm
Avebury - Tidworth Stripe
The New Zealand Fernmark branded range comes in four and five metre widths that can be teamed together to accommodate the trend for a streamlined look in the home. David concludes “Neutrals and greys are still very much the shades of choice when it comes to carpet as they offer an easy neutral canvas. Avebury offers three different looks that work together yet are still within the confines of an ‘easy to decorate with’ colour palette.” For more information please contact your local representative or Cormar directly on 01204 881200.
All Cormar Carpets are produced on site at its Lancashire mills and distributed in the UK and Eire via its own delivery fleet. For further information on Cormar ranges or any other Cormar Carpet range visit www.cormarcarpets.co.uk. SMG News | Spring 2017 | 23
MOTORING INSIGHT EACH ISSUE, IN PARTNERSHIP WITH LOMBARD VEHICLE SOLUTIONS, WE’LL OFFER ADVICE ON YOUR BUSINESS MOTORING.
is another key requirement for small businesses looking to make cost savings where possible. Due to legislative changes and also wider economic changes, you may find that your vehicle funding approach is no longer as effective as it was a few years ago and it could be beneficial to explore the benefits of other methods, such as contract hire.
For many small businesses, the start of the year can mark a good time to trim the fat and start finding ways to increase your bottom line, including when it comes to business cars and vans. There are a great number of ways that small business operators can save money on running vehicles but there is one simple change that you can make to cut costs effectively and that’s switching to a Total Cost of Ownership approach. Already used in many industries to quantify the cost of a purchase over a product’s life cycle, it’s gradually being adopted by businesses operating vehicles to show the expenses. Currently, many small and medium sized businesses tend to base their vehicle choices on the purchase price or lease rental. However, turning to TCO – which includes a wide variety of different cost centres including taxes and National Insurance, depreciation, fuel, insurance and repairs – can more precisely calculate a vehicle’s real cost over the time you’re operating it and is widely held to be the only accurate method for calculating the true cost of running a vehicle. TCO and how it could save your business money A look at the benefits of switching to Total Cost of Ownership. The benefits of adopting such a methodology are extensive. By looking
at the TCO of two different vehicles, you’ll be able to see clearly which one is projected to be the most cost-effective, even if they have very similar OTR prices or lease rental costs – potentially saving your business thousands of pounds! TCO can also prove a highly effective solution if you’re looking to running a different class of vehicle to the norm or even if you’re considering branching out into running alternatively fuelled vehicles such as hybrid or electric cars. Of course, the everyday practicalities of such vehicles for your business will also need to be carefully considered, but using a TCO approach will provide a clear guideline to their likely costs to your business. Plus TCO can be used for comparisons between different manufacturers when it comes to negotiating a deal. TCO can also be employed to weigh up the merits of different funding methods; which
Although many managers who run their own business tend to opt for using outright purchase managers as they like to own their assets, turning to contract hire can unlock a wide range of operational and financial advantages including tax efficiency and increased capital and also removes the risk involved with future residual values. Although switching to TCO and carrying out a funding review may seem daunting, there are a number of fleet providers out there who can provide expert advice, including Lombard Vehicle Solutions - and with the resultant benefits could help your new year get off to a resounding good start. If you would like to find out more about Lombard Vehicle Solutions and what they could do for you, or would like to learn about their vehicle special offers, please contact 0117 908 6490 and quote LVS 2404.
If you’re looking for a reliable and trusted partner to offer you competitive pricing across a wide range of cars and light commercial vehicles, Lombard Vehicle Solutions can help. They understand that as well as cost effective solutions, you also need vehicle advice and support services you can rely on – leaving you free to get on with achieving your business goals. Created to meet the needs of today’s businesses Lombard Vehicle Solutions is one of the UK’s leading fleet service providers. SMG News | Spring 2017 | 25
WOOL CARPET FOCUS GROUP IN A NEW REGULAR FEATURE MARTIN CURTIS, CHAIRMAN OF THE WOOL CARPET FOCUS GROUP WILL UPDATE YOU WITH THE GROUP’S ACTIVITIES.
We need your help! Yes indeed. The WCFG includes in its membership the most important and influential wool carpet manufacturers, buying groups and wool marketing bodies around today but it needs your help. In the past, huge amounts of money, time and effort have been spent on what can only be described as lamentably ineffectual wool carpet and interiors marketing projects! There, I have said it and put it in print. I am not here to make friends - this is a time for action not for acceptance and it is about time we all did something about it! With so many members and supporters willing the WCFG on it falls upon us to do something that will stem the tide that has been flowing relentlessly against natural wool carpets and rugs into a swamp of mediocrity. We must drain that swamp, give wool a chance to filter the air we breathe and sustain our way of life that is under threat from the invasion of unnatural products that really aren’t very good for you! We have revealed some of the unique ‘Woolabilities’ and we have produced a series of short, to the point videos that showcase these. You are free to use the video links on your websites, in Tweets or any social media and in your own shops and stores if you would like to do so.
have the world renowned scientist Dr Mike Madden with decades of work and experience behind him to give you the Woolly facts! How have the pink sunglasses been received? At trade shows, like in Harrogate at the Flooring Show and at the Domotex Show in Germany they have given the wool message an identification that makes wool products stand out from the crowd. The smiling sheep, in Pink Shades looks cool to us and we all know it’s cool to buy wool....but do you and your customers? Our only request in return is that you give some thought to and let us know your ideas as to how best we can help your sales of wool carpets and rugs! Yes, we are asking YOU what we should be trying to do to help YOU! We do not want to impose our ideas on you. We do have a few for sure but they are no good unless you think they will help you sell more wool carpets! So, what do you need? Leaflets? Posters? Display cards? More videos? Window stickers? Do the Woolabilities ring the right bell for you and your sales teams? Are they easy to understand?
I can promise you this - our members are working hard on coming up with ideas and projects that we hope will appeal to you at the coal face. However, it makes no sense to do things and to spend money on things that aren’t helpful to you. So, give us a hand and we will return the favour. We are, after all, on the same side and despite the fact that the opinion polls suggest that wool is losing the fight the polls can be wrong and there may just be a surprise around the corner - wool doesn’t quit! Everyone I speak to in the trade knows that wool is the best fibre for carpets and rugs. We just have to let everyone else know too!
Remember, if you ever need any backup for what they are about we
The aim of the Wool Carpet Focus Group is to help the sale of wool carpets and rugs - a simple aim but one which has brought to light many scientific facts and old wives tales which have turned out to be true! The Group is supported by some of the most high profile brands in the carpet industry including many SMG Approved Suppliers.
SMG News | Spring 2017 | 29
Interfloor foot tester helps retailers promote the benefits of underlay A new stand is now available for retailers of Interfloor’s market-leading underlay brands Tredaire® and Duralay®, designed to help them promote the benefits of underlay to their customers. The merchandising stand is the latest addition to Interfloor’s comprehensive sales and marketing support for retailers. It will help them create interactive in-store experiences to position underlay as a product in its own right and easily show its benefits when used with a customer’s chosen floor covering. Interfloor’s John Moodie comments “In a tight market for margins, underlay for carpet and hard flooring offers retailers one of the best opportunities to add value to every sale – with good profitability, trade-up potential once benefits are understood and high customer satisfaction levels.”
“Setting up in-store demonstrations so customers can walk on an underlay sample and feel the difference it makes has shown excellent results. Our new merchandising stand helps retailers to promote their underlay product and gives them an interactive and informative tool to use as part of the in-store sales process.” Interfloor offers a range of sales and marketing support for retailers, including its new product-packed Underlay and Accessories Collection 2017 catalogue offering some of the most comprehensive information in the sector. The catalogue is free to download from www.interfloor.com. Plus, there is an online underlay selector, fitting guides, staff training packs, as well as comprehensive underlay and accessory sampling. Interested Members should contact John Moodie on 01706 238810 for more information on the support available from Interfloor and to arrange a visit from their local representative.
Breaking News... Interfloor has added the new Regal range to Members’ price list giving you even more PU underlays to choose from! Regal and Regal HD sit below the leading Tredaire® branded, Textron backed PU underlays and have printed branding on the wrapping and on the non-woven polyester underlay backing.
Regal is an 85kg/m3 density product available in 8,10 & 12mm thickness and Regal HD (high density) is a 120kg/m3 density product in 9 & 11mm thickness. Both are competitively priced for SMG and add more opportunities for members to sell across all customers. For further information, please contact your local representative or visit www.interfloor.com.
SMG News | Spring 2017 | 33
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Question time JAMES CALDWELL CROWN FLOORS & BALTA BROADLOOM
This issue SMG met with James Caldwell, Sales Coordinator at Crown Floors and National Key Account Manager at Balta Broadloom. His introduction the the industry began at the local Co-op working in retail flooring for four years before moving on to Abingdon (part of Carpets International at the time). Several years later James joined ITC, part of the Balta Group and subsequently Balta Broadloom. Now he has a dual role, managing Crown Floors in the UK, as well as responsibilities at Balta Broadloom.
Though the UK has always been the largest part of business, accounting for over 50% of sales, Crown Floors represented a new and exciting route to market for us as Europe’s largest carpet manufacturer. The drive to make the brand a success was there from the start and we wanted to give independent flooring retailers a direct route to key ranges; serviced directly. Through this ambition and our values of service and product, we are enjoying continued success and month-on-month growth.”
His roles have been varied and he remembers the great experience of being sales training manager at Carpets International “I spent ten days with new territory managers showing them the ropes, teaching sales techniques and imparting product knowledge. It was enjoyable to see someone develop and enjoy their own success. I don’t know if the people I trained would say the same; I was tough on a few of them!”
WHAT ARE THE CHALLENGES YOU ARE CURRENTLY FACING AS A MANUFACTURER?
On the subject of Crown Floors James is very passionate and as he explains it’s not difficult to see why “To be at the very start of something that was conceived on a sheet of paper and help it grow to the position it is in today has been exceptionally rewarding. Crown Floors will always be something I’m very proud of.” HOW WOULD YOU DESCRIBE THE VALUES THAT HAVE MADE CROWN FLOORS SUCCESSFUL? “Simply put, service and product. These two elements have always been at the core of the business here at Crown Floors and at Balta Group; a great team of people from product development through to marketing, sales and office personnel, have a drive and passion to offer winning product and great service.
“I would say there isn’t a single big challenge as such, we are growing year-on-year and working with new retailers all the time, so it’s something of a learning curve. To be a nationwide business, you strive to give your retailers a service they can rely on and although this is a challenge, we’re succeeding. We do face a challenge in cheaper yarns imported from other countries. That said, the risk of poor consistency and service that comes with these lower-cost products has seen many retailers choose Crown Floors by Balta instead. It proves that in the carpet industry, service and quality stands for more than the lowest cost.” INDEPENDENT RETAILERS ARE ALSO FACING CHALLENGES, WHAT ADVICE WOULD YOU OFFER THEM?
a grey stain-resistant twist online at £4.99m and then a near-identical looking carpet for £14.99m in-store. The inevitable, “I’ve seen it cheaper” follows and retailers are faced with having to convince why their ‘more expensive’ option is the better choice. The best advice I can give to retailers is to work with key suppliers who will support you to win this argument by presenting product features and benefits; along with key ranges, strong colour banks in the latest yarns, warranties, good service and great value for money. We should also remember that the internet is changing the face of high-street retailing on more than simply price comparison; through the growth of ‘at home’ services. We all lead busy lives and many consumers want the convenience of fast and easy access to home visits and measurements. Independent retailers should consider gearing themselves up for this, as it can be a valuable additional service to their high-street store. I’ve always found selling enjoyable and come from a flooring retail background, albeit a long time ago. It’s great to educate the consumer, to see them understand that you are a strong local business and not just after a quick sale and cash in the till. You want your customers to leave satisfied and full of good advice and of course, with the right product for the location in question. This is the same thing we want our retailers to feel when they place an order for Crown Floors.” ...continued
“One of the biggest challenges retailers face is the consumer; the internet has been instrumental in giving consumers so-called ‘knowledge’ and as the saying goes, a little can be a dangerous thing. They have seen
SMG News | Spring 2017 | 37
deserve to get left behind. At Crown Floors, we feel that service levels and product development is key to industry progression and so we will remain firmly focused on moving forward on this basis.” WHAT ARE YOUR CAREER HIGHLIGHTS? “I’m very lucky to have a few that stick in the mind; I’ll always remember my first 10 roll order of a range called Kenilworth to a good retailer and friend to this day. Having come from the retail side to selling ‘on the road’, it seemed like a huge order at the time. IF YOU COULD ASK RETAILERS TO CHANGE ONE THING WHAT WOULD IT BE? “To give us time. Let our sales representatives show the ranges and their features and benefits and how our service and value can give them an advantage. We pride ourselves on being vertically integrated. This means we can offer loop pile, twists, Saxony, Easy Clean polypropylene, polyamide, woven wilton and wool ranges all made in-house (and in-stock!). Product for product, Crown Floors has a strong portfolio and with new ranges in 2017 as well as a new wall unit and tombola; we hope retailers can continue to give us their support as a key partner.” HOW WOULD YOU LIKE TO SEE THE INDUSTRY CHANGE IN THE FUTURE? “In terms of route to market, not too much. The UK has the largest number of independent retail stores in Europe and I’d like to see this remain the case. Independent retailers are the lifeblood of Crown Floors and the reason the brand was conceived. One area that certainly needs change is the retailer’s willingness to embrace the internet. The online purchasing process continues to get smarter and I think almost every carpet store needs an internet presence, even if it isn’t a full e-commerce site. For many local businesses, a website acts as a reference for the community and as the cost of advertising is often prohibitive, it can be a great way to attract footfall to store.
Another came as I joined ITC in December 2002 as part of a new team. We were young and had the challenge of selling nylon cut-pile print, cut and loop, Saxony and twist in the UK. Back then it was a serious challenge, though the team took UK sales to one of the highest levels ever and we had plenty of fun along the way! Joining Balta Broadloom some 10 years ago led me to one of my biggest career highlights, the launch of Crown Floors and its continued growth. To be given the opportunity and support from a company to embark on a new business and route to market makes me very proud. I know that all of us at Balta are delighted with the way things have turned out for the brand and the position it now holds in the market.” WHAT IS YOUR FAVOURITE CROWN PRODUCT? “What, just one! I may have to bend the rules a little here; our Satino Exquisite is a super-soft polyamide Saxony that is truly luxurious. It is perhaps a little more refined than other ranges in the marketplace and so is a real highlight. In our Easy Clean PP collection, Chatsworth stands out for its 78oz tight twist Saxony in 18 colours. This style is a fantastic product that since launching last year has become a top seller. Finally – is three allowed? – our new Glendevon wilton in plaid and geometric designs bring Easy Clean polypropylene that’s bang on-trend. However, my selection might soon be about to change as 2017 will see the launch of four
Recently, there has been a focus towards ‘better end’ products and certainly high-quality polypropylene has become a strong focus for many suppliers, with an emphasis on texture, feel, colour, density and wear-resistance. I hope this continues as it’s bringing added-value back into the sales stream. Consumers are often prepared to invest a little more if they can see the additional benefits it will bring to their home; something the industry should focus on. Those manufacturers who are not continually investing in service and developing products 38
super-soft polypropylene ranges in Leonis, with point-of-sale that is sure to roar in any store. And our Deacon Jones by Crown Floors collection is also set to shake things up a little. Endorsed by Vinnie Jones and with its own point-of-sale unit that features the Hollywood star in all his glory, Deacon Jones is one of the first true celebrity endorsed carpet collections for independent retailers, available only via Crown Floors.” ASIDE FROM CROWN FLOORS WHICH OTHER MANUFACTURER DO YOU MOST ADMIRE? “I would have to say IVC Group. Originally it was part of the Balta Group and was sold two years ago by the founder to Mohawk Industries. It’s a company that has continually invested in factories, production, people and product development. Within a relatively short time and once its latest LVT plant has been built, it will be crowned as the world’s largest LVT manufacturer. This success is testament to what a focus on investment and product development can bring.“ OUTSIDE OF WORK, WHAT ARE YOUR PASSIONS? “Home life really, I’m not a big sports guy, though I enjoy the Six Nations as I come from the heart of Scotland’s rugby country. I enjoy a spot of cooking and spending time in the garden, with a little glass of something perhaps. The only real hobby would be walking the dog. The great thing about him is that he doesn’t walk around with a smartphone full of emails!” IN YOUR LIFE, WHAT MAKES YOU MOST PROUD? “It has to be my family and the life we have. I’ve been married for 20 years this year and we still have great fun together; there’s a lot to be said for that. We have two wonderful children who make me immensely proud. They are great personalities, athletic, work hard at school and are good fun to be with. Two-years ago we moved to a small village and it is the happiest and proudest my family and I have ever been.” WHAT’S THE BEST PIECE OF ADVICE YOU’ VE EVER HAD? “Make sure you have a good work/life balance, and ‘keep it simple’. However, this is easier said the done and it takes a lot of hard work to keep things simple, particularly in the foundation of a new business, it’s surprising how quickly complicated things become. This is where the hard work comes in; you need to correct, adapt and remember that mantra!”
Satino - Exquisite
We would like to thank James for taking the time to answer our questions. If you are interested in Crown Floors products please contact 0800 898 282.
Even the toughest have a softer side Legendary football and movie hard man, Vinnie Jones, is proving he has a softer side with the launch of the Deacon Jones by Crown Floors carpet collection Partnering with long-time friend and flooring expert to the rich and famous, Danny Deacon, to create the Deacon Jones brand, the pair have hand-picked eight exclusive Crown Floors carpet styles. The Deacon Jones by Crown Floors collection is sure to create a knock-out punch in stores across the country. The range shows Vinnie’s notorious toughness in four X-Tron extra-strong polypropylene carpets, but also reveals his softer side too, with four super-soft polypropylene and polyamide styles. Presented on a striking double-sided book stand featuring the man himself, the Deacon Jones by Crown Floors is as high-impact as some of Vinnie’s notorious tackles. “Not many people know that I’ve been dabbling in property development
for over 20 years now and I’ve built a real respect for the carpet that’s tough enough for the task at hand,” says Vinnie. “But I also know that it’s good to show your softer side from time to time and so the Deacon Jones collection brings soft and strong carpets that are great for any home.”
surprisingly soft, much like the man himself,” reveals Geert Vanden Bossche, marketing director at Balta Group. “The POS is certainly ready to make itself felt, featuring a near life-size Vinnie Jones and the carpets really do speak volumes about the quality of styles from Crown Floors.”
With expert knowledge built through decades in the industry, Danny Deacon knew that Crown Floors would be the ideal exclusive carpet supplier. With six months of work behind the scenes, the Deacon Jones by Crown Floors collection is reaching the final development stages. “We’re extremely excited about Deacon Jones by Crown Floors as we are confident that Vinnie’s endorsement will bring extra confidence that this is a collection to provide homes with impressively tough carpet that’s also
For further information please contact Crown Floors on 0800 898 282 or visit www.crownfloors.co.uk.
SMG News | Spring 2017 | 39
The new pure wool collection from Axminster Carpets A sophisticated collection of stunning patterns and hushed pared-back tones, Hazy Days is the latest range from wool carpet specialists Axminster Carpets. Offering a sense of refined style through a carefully curated selection of designs, these thirty brand new pure wool carpets are set to inspire. From elegant geometrics to charming botanical patterns, Hazy Days is a versatile collection of grey and soft dove carpets with a twist. Blending an assortment of exquisite designs with a subtle neutral palette, this modern range delivers a stylish and timeless look as well as the luxury and durability of a pure wool carpet. From Picnics to Apple Picking and Flower Pressing, let your imagination run wild and choose from twenty five different designs and eight colourways to create an on trend interior scheme. Characterised by Axminster Carpets’ world-renowned quality and unrivalled British design and manufacture, Hazy Days exudes sophistication and charm and is ideal for those seeking a timeless yet contemporary look.
Providing a long-lasting look and superior performance for years to come, this fantastic natural material actively repels dirt, is easy to clean and has the added benefit of excellent acoustic qualities. Keeping your home warm in the winter, wool also naturally insulates whilst remaining breathable to control damp and moisture. With an unwavering commitment to quality, Axminster Carpets have been made in Devon since 1755. Offering only wool and wool-rich carpet, Axminster Carpets combines centuries of knowledge with a secret blend of wool to deliver supreme luxury, durability and premium performance with every carpet.
Hazy Days Leapfrog in Coconut Milk Limestone
For more information please contact your local representative or Axminster Carpets on 01297 32244.
Woven in Axminster, Devon using only the highest quality wool and the company’s unique 8-pitch loom, each carpet delivers beautiful crisp design and as well as a luxury feel under foot.
Hazy Days Labyrinth in Pebble 40
Hazy Days Ice Skating in Mouse
Coconut Milk Swansdown
Hazy Days Leapfrog in Coconut Milk SMG News | Spring 2017 | 41
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Brintons launches new Bell Twist colours for 2017 It’s time for customers to refresh their home for 2017 with Brintons’ New Neutrals, in stunning soft muted shades that complement the current trend for elegant and refined interiors. Adding to the already popular Bell Twist collection, Brintons, proud Royal Warrant holders, created the additional colours to be a soothing and calming influence in the home, providing the perfect backdrop for creative interiors. Emma Cassidy, Senior Creative Designer for Brintons comments “Our refreshed urban and contemporary Bell Twist range for 2017 is infused with soothing and harmonious neutral tones. A timeless and elegant approach to any decorative scheme, this new Bell Twist range offers a palette that is not overpowering or demands attention, but brings a sense of calm and functionality to any space. 44
A natural companion to both traditional and modern interiors; by adding splashes of accent colours, you will instantly brighten up any room”. Woven using Brintons’ famous 80% wool/20% nylon blend, Bell Twist carpets benefit from being luxurious to touch yet extremely durable – suitable for extra heavy domestic use. The stylish, textured surface makes a Bell Twist carpet look good for longer, hence its popularity over all these years. For more information about Brintons and their latest products and offers simply call the hotline on 01562 748000 or visit www.brintons.co.uk.
Woodpecker Module
Latest news from Woodpecker A (not so) grey update for Woodpecker’s point of sale displays. Woodpecker’s point of sale displays have received an on-trend refresh to fall in line with the new brand. Now available in an understated grey shade, they ensure the wood collections really stand out. Bright backboard images bring inspirational ideas to the displays while soft lighting lifts the colours across samples. Frames are finished in a durable, matt material and include strong metal supports that allow boards to slide in and out with ease. How the Displays Work Together Woodpecker’s range of modular stands have been designed to look just as great when alone or combined. Any number Woodpecker Flip Stand
of stands can be grouped together to create a display that appears as one and works with your space. All stands feature easy slide or lift-out sample boards and bright lighting.
selection of floor cleaning and care products. The display allows you to take stock into your store, providing great opportunities for upselling and repeat purchases.
New Woodpecker Module Making a decision about wood flooring is always easier with large samples that help to show the natural variations in colour and detail. And the new Woodpecker Module creates this experience with boards that can be pulled forward or lifted out for viewing close-up or flat on the floor. The stand works perfectly for showcasing the latest Salcombe collection of seaside-inspired floors with ashen shades in light, mid and dark tones. Learn more at the website: www.woodpeckerflooring.co.uk New Flip Stand Similar to the Module yet with a lower back that allows the stand to be placed in the centre of a store, is the new Woodpecker Flip Stand. This display supports twelve boards which can be pulled forward or lifted out and is a great option for stores without wall space. New Accessories Stand Woodpecker have also introduced a compact and convenient accessories stand, designed to display a handy
Woodpecker Accessories Stand
If you’d like to receive a copy of the Woodpecker POS brochure email hello@woodpeckerflooring.co.uk. SMG News | Spring 2017 | 45
Kettle Interiors bring the latest furniture trends to JFS Leading the way in furniture style for homes across the country, Kettle Interiors brought two brand new ranges to the January Furniture Show, reaffirming its position as one of the industry’s leading lights. “The importance of trends and the effect of influencers – stylists, bloggers and journalists - should never be underestimated. We make it one of our priorities to ensure that our ranges are on the trend curve, so that retailers can respond to mainstream consumers with furniture that reflects the latest ‘hot look’ without breaking the bank,” says Simon Ainge, Sales Director of Kettle Interiors. The supplier’s AB collection of industrial furniture with aged effect solid oak, introduced at last year’s JFS, is testament to this commitment and has enjoyed success in many retail stores. More recently, the TT collection has introduced classic country style in grey and white finishes, as homeowners look towards grey as a major colour trend for the home. Of course, these collections featured as part of the supplier’s line-up at the JFS, along with best-selling oak, pine and
The NT Collection 48
painted collections, but it’s the launch of NT and NR that were a major highlight. “The hygge trend has been a huge influence in interiors over the last year or so and it has refocused consumer eyes on Scandinavian interior style. With this in mind, we’re introducing the light oak NT range, which owes some of its design cues to Danish furniture,” reveals Simon Ainge. “Of course, it is still important to make the collection accessible to a broad spectrum of homeowners, so we haven’t overdone the reference, just introduced gently curved edges and tapering legs to give the effect but to still make the collection relevant for most homes.” In the NR collection, Kettle Interiors has embraced classic country style, this time with flag patterned grey lime-washed oak tops, a nod toward antique French provincial style. Aimed at traditionalists, this collection adds glamour, suiting the huge luxe trend that is filtering into
the mainstream conscious. Contrasted with a white paint finish and brass-effect handles, this collection’s luxury eclectic feel is sure to win fans the country over. A line of upholstered dining chairs were also unveiled at the show, adding to the luxury feel of this season’s launches. In a choice of plain or button back and with a dramatic wing back style, these chairs are available in two colours and can bring a fresh look to any of Kettle Interiors’ oak and painted collections. For further information contact Kettle Interiors on 01536 444960 or email sales@kettleinteriorsagencies.com.
The NR Collection SMG News | Spring 2017 | 49
DON’T FORGET THE UNDERLAY Ball & Young naturally always recommend that Cloud 9 underlays should be laid and replaced when fitting new carpet or flooring, if your customers are unsure... here are a few benefits to highlight! LONGEVITY
Underlay maintains carpet appearance and extends the life of the carpet.
BETTER FEEL
es your Underlay provides the cushioning that mak rfoot. unde carpet feel comfortable and luxurious
BETTER LOOK
looking new Underlay protects the carpet and keeps it will help to by extending its lifetime. Quality underlay les the carpet prevent the pile from flattening and enab to retain its appearance for longer.
REDUCES ENERGY COSTS your floor Underlay will reduce the heat loss through resulting in a reduction in your energy bill.
REDUCES NOISE
noise levels in Underlay will dramatically reduce Impact an your home. A carpeted floor is quiet but with transfer. underlay you can significantly reduce noise
EASIER CLEANING
ing it easier Underlay will protect the carpet pile, mak Vacuum to clean, keeping your home more hygienic. most as cleaning is more efficient with underlay circulation machines ‘lift’ the carpet pile to provide air and ensure maximum cleaning power.
For more information please contact your local representative, alternatively visit www.underlay.com
Exciting new range updates from Victoria Victoria Carpets have launched some exciting new ranges which are receiving rave reviews! The first range is the fantatsic new Lasting Luxury. This super soft nylon range is available in 65oz and 95oz in 12 stunning on trend colours is the very first, retail, soft touch solution dyed nylon in the market... yes, solution dyed, not piece dyed so has colour right through. Therefore this beautiful product is bleach cleanable and pile recovery is absolutely superb so it offers outstanding appearance retention. It also comes with a lifetime warranty against pile reversal and delamination and 15 years Stain and wear warranty. Secondly, what could be more Distinctly Victoria than the Company’s Flagship 80/20 Wool Rich Collection... Tudor Twist? Victoria proudly presented the new display and enjoyed the opportunity to once again reiterate the superior yarns now being used with a current stock profile to meet demand. It comes in 42 colours from subtle tones to bold statement colour with six coordinating loop stripes.
SUPERB OFFER ON LASTING LUXURY LECTERN FOR SMG MEMBERS! See Monthly Update
For more information please contact your local representative, or contact Victoria Carpets on 01562 749600.
Lasting Luxury
Tudor Twist SMG News | Spring 2017 | 51
NEW APPROVED SUPPLIER
“SMG are delighted to have secured Balmoral Furniture as Approved Suppliers to the Group and have agreed an incredibly strong offer for the Membership. With promotional offers scheduled there are plenty of reasons to diversify with Balmoral in 2017!� Mike Reed, SMG Head of Group Operations
PRICES Fantastic prices are available to all SMG members!
PROMOTIONS Benefit from exclusive promotions throughout the year!
ORDERLINK Order Balmoral products through SMG without a direct account!
For more information please contact your local representative, alternatively contact Balmoral Furniture Direct on 028 90 301411. 52
Balmoral Furniture join the Group SMG are delighted to announce that Balmoral Furniture have become Approved Suppliers to the Group. Based in Belfast and established in 1910 the fourth generation family business has four facets to the company. Balmoral are one of the largest manufacturers of contract furniture in the UK supplying universities, hospitals and hotel chains including Hilton, Crowne Plaza and Jury’s, they also manufacture over 1000 beds per week in their state of the art facility. Balmoral Textiles is the third arm which supplies cut length fabric to the upholstery trade and Balmoral furniture supplies furniture to the independent domestic market. Upholstered Bedframes The Chloe Bedframe is a superbly tailored bed frame with a stylish buttoned head and footboard finished in a quality beige linen. It is available in either double or king size sizes. The Vanessa Bedframe is a tailored bedframe with superior stitched headboard finished in either beige or charcoal quality linen. It is available in either double or king size sizes. The Deborah Bedframe is a stylish bedframe with a buttoned head and foot board and finished in a luxurious grey crushed velvet material and is available in either double or king size sizes. The Chloe, Vanessa and Deborah can be bought either as a bedframe only or with a choice of an exclusive SMG labelled mattresses. Contact SMG for prices.
Deborah
PLUS...
Balmoral have also developed a range of five exclusive SMG labelled mattresses.
DHD SERVICE IS ALSO AVAIL A B L E!
The Premiere Mattress • 2000 count twin pocket system • Box top construction • Foam encapsulated • Reflex & memory foam combi sheet for a cooler sleep • Side support • Super soft velour cover • Non turn mattress The Select Mattress • • • •
2000 count twin pocket system Reflex foam layer Pillow top design for extra comfort Luxurious knitted fabric with deep quilting • Mattress handles • Non turn mattress. The Edition Mattress • 2000 count twin pocket system • Micro quilted knitted fabric for comfort • Combination of reflex foam and polyester fillings • Mattress handles • Non turn mattress
The Coolflex Mattress • 1000 count pocket spring • Resilient polyester fillings • Precision tufted • CoolFlex knitted fabric • Mattress handles • Two-sided mattress The Georgia Mattress • • • • • •
12.5 gauge orthopaedic bonnell spring Round wire perimeter frame Precision tufted Resilient fillings Luxurious velour fabric Two-sided mattress
For more information and details of becoming a stockist of these exciting bedframes and mattresses please contact Paul Albutt, National Sales Manager on 07984 496392 today.
Chloe
SMG News | Spring 2017 | 53
Wigan Warriors score with Sealy sponsorship deal Sealy UK has announced a new sponsorship deal with the 2016 Super League Champions, Wigan Warriors, becoming the club’s Official Sleep Partner which will see the leading bed manufacturer working with one of the most famous and successful sports clubs in the world. The Partnership, an expansion from the bed giant’s logo appearing on the Warrior’s shirts at Old Trafford on Grand Final day last season, is an important move underlining Sealy’s commitment to its ongoing ‘World of Sport’ campaign, which recognises the link between great quality sleep, and sporting excellence.
relationship with the Club, its Partners and loyal Wigan Fans. Sealy will also be delivering an exciting engagement programme of match day activations in and around the 25,000 capacity DW Stadium as well as a range of unique activities driving brand awareness among the club’s extensive fan base.
With a sizeable fan base in Cumbria, the location of Sealy’s head office and a team of players that place huge emphasis on rest and recovery ahead of all matches, Wigan Warriors was an obvious choice for Sealy.
Sealy’s brand marketing manager, Holly Venning, said “We’re delighted to be partnering with such a successful and charismatic club. Our philosophy of helping people achieve a good night’s sleep is shared with the players and management who all understand, value and appreciate the major impact a restful night’s sleep can have on both the body and mind. We’re very much looking forward to rolling-out a series of planned activities which will support the players and engage with club’s vast fan-base.”
Signing the agreement this month, the exciting new partnership is set to bring a host of opportunities for both parties. Sealy has already provided superb top-of-the-range beds to all the players, helping them rest and recover ahead of the new season kicking off, as well as installing a relaxation bed in the team gym for players to use post-training. Over the coming year, Sealy will be working closely with the players to ensure all their sleep needs are attended to while establishing a close working 54
Dan Burton, Commercial Sales Manager at Wigan Warriors, said “This is an especially exciting partnership and is another significant step forward in the development of our commercial programme and alignment with global
brand leaders. Rather than a linear sponsorship deal, Sealy has chosen to work with us through a genuinely meaningful partnership; working with our high performance department to deliver marginal gains and helping our players to achieve better quality sleep, which in turn helps their performance on the pitch. Not only that but our planned schedule of brand activations throughout the year are also particularly engaging, and will bring both our own fans, and visiting fans, real value and entertainment. There was an instant fit, starting from our Grand Final relationship, with our respective philosophies and values and we look forward to establishing a long lasting partnership with the world’s number one bed brand.” Sealy’s World of Sport campaign aims to make the connection between an outstanding night’s sleep and sporting excellence. To date, it has worked with a wide range of sporting legends from David Haye to Linford Christie, Frank Bruno and Burnley FC.
New Castlemead Colours Adam Carpets have released the first room set images for their new colours in Castlemead Twist. These new colours have received Platinum certification from British Wool which ensures that the wool content of the carpet is 100% British Wool. Adam Carpets have also reiterated that all plain colours in all their ranges are moth proofed. “These new colours are not only stunning, but also carry a wider message” said Eamonn Prescott, Sales Director at Adam. “They are a vehicle to get our message across about the Platinum
status of the plain colours in Castlemead Twist, the fact that all of our plain colours on every range are moth proofed and also that these room sets have been coordinated in conjunction with The Little Greene Paint Company.”
said Eamonn, “we now believe we are at the stage where we are the go to company for customers wanting to be ahead of the trends.”
The new room sets are part of the largest photo shoot that Adam Carpets has taken on. “The style that we are using in our room sets has evolved over a number of years”
For more information please contact your local representative or Adam Carpets on 01562 822247.
Above: Castlemead Twist - Yellow Submarine Left: Castlemead Twist - Cool Grey
SMG News | Spring 2017 | 55
An exciting start to 2017 for Edel Telenzo On the back of a successful 2016 show season, Edel Telenzo has started the 2017 exhibition season, with the January Furniture Show being a springboard to an exciting new year of developments. Edel Telenzo had an impressive portfolio of design-led collections set for launch in 2017 and also showcased its Rugs and Runners Collection. Launched last Autumn and proving hugely popular, the new collection of semi-bespoke rugs and runners has taken the sector by storm. Allowing retailers to involve customers in creating flooring ‘schemes’; where carpet, rugs and runners can be used in harmony, the concept brings extra scope to Edel Telenzo’s portfolio of beautiful wool flooring. Visitors to the January Furniture Show were offered a personal introduction to this latest innovation from Edel Telenzo. Mark Rooney, Sales Director UK, elaborates: “During our participation at the January Furniture Show 2016, a number of visitors asked if our broadloom collections were available as rugs, stating that the beautiful designs would be the perfect fit for their customers. At the time we were only
Bakerloo - Felt 56
able to confirm that plans were afoot, showing a prototype of the concept we were aiming to launch later in the year. Now, 12 months on, we welcomed them back and introduced our new Rugs and Runners Collection.
bespoke size area rug or runner. With the option to select any of 88 different options covering leather, felt, cotton and linen across an impressive spectrum of colours, the potential is almost limitless, and the benefits do not end there.
“The reception to this new service has already exceeded expectations, and the reaction at the show was equally positive, even with its interiors focus. In fact, one of the main reasons we introduced the concept was to be able to give interiors retailers the opportunity to sell our quality wool products without needing the expert fitting knowledge that wall-to-wall carpets require. Customers can simply select the size appropriate for the room in question and use one of our many edging options to bring a custom look to the rug or runner of their choice. Packaged in a small yet fully-inclusive presentation box.”
All rugs and runners feature Edel Telenzo’s proprietary Ceneva® backing that provides improved fire resistance and emits no odour, along with a unique anti-slip finish that keeps the rug firmly footed on hard floors.
The service allows homeowners to choose any of the manufacturer’s wool wall-to-wall collections and create a
Mainline - Leather
SMG Members can benefit from a superb promotion on the Rugs and Runners collection, see your Monthly Update for details. For more information on Edel Telenzo or if you are interested in opening an account please contact 01422 374417.
The NEW Ford Edge! The New Ford Edge sits at the pinnacle of Ford’s SUV range and is worth a closer look! It epitomises modern refinement, built to deliver superior levels of technology and fuel efficiency, spacious comfort and safety, while making a bold statement on the road. Whether you are commuting or exploring, Intelligent All-Wheel Drive and Adaptive Steering combine to make the drive as capable as it is engaging. Add these to the wide range of driving, convenience and safety technologies
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from Handsfree Tailgate to Driver Alerts and Dynamic LED headlamps, you can relax and enjoy the road ahead. The smart, spacious interior offers you an oasis of calm. Active Noise Control and acoustic glass hush exterior noise and create a tranquil driving environment. SYNC 2 with Voice Control and 8� Touchscreen helps you stay connected, wherever the road takes you. And with plenty of head and legroom,
you and your passengers will make it to the office or the great outdoors in comfort and style.
Leonis proves roaring success across the UK Having enjoyed a high-profile introduction in late 2016, Balta’s Leonis broadloom collection is now proving a popular choice amongst retailers up and down the UK thanks to its combination of caressing comfort, easy care and lasting looks. Strong branding and eye-catching point of sale has helped Sarabi and Sarafina receive significant uptake, with retailers revelling in showing customers the latest from Europe’s largest carpet manufacturer. Sarabi, arriving with 20 year stain and 15 year wear warranties, provides homeowners with a plush pile for additional comfort, while Sarafina looks after the pride with simple care for family spaces, this time with a 15 year stain and 10 year wear warranty. The benefits of Leonis are certainly far-reaching, and it’s perhaps of little surprise that retailers are increasingly turning to Leonis as the headline act for their store. Geert Vanden Bossche, Marketing Director, explains “When Leonis was first launched, everybody at Balta was confident in its credentials but even so, the reaction to Leonis has exceeded all
expectations. From day one the feedback has been one of continual praise, so we expect the Leonis roll-out to continue well into 2017 as we look to add further collections to the portfolio.” Leonis carpets are not only luxurious and easy to clean, each quality also holds an array of appealing colourways in four and five-metre widths. Explore Sarabi and its series of on-trend greys, with Evergreen and Rose shades also on offer if a subtle injection of colour is required underfoot. Meanwhile, sister stable Sarafina is also well versed in the looks of the moment, with icy greys and shimmering silvers holding sway. For further information, visit www.leoniscarpet.com or view the Leonis showcase video on Balta’s YouTube channel. Alternatively, contact Balta on +32 56 62 22 11 or visit www.baltagroup.com. SMG News | Spring 2017 | 61
Flair Rugs caps successful show with top accolade Birmingham’s NEC played host to a very successful January Furniture Show for Flair, the Derbyshire-based rug specialists walking away with a win in the esteemed Furniture Awards. Taking first place in the ‘Décor’ category was the New Jersey Print collection, an award that proves Flair’s desire to produce trend-leading design is wholly worthwhile. This committed approach has taken the brand to an exciting new level, with New Jersey Print the epitome of Flair’s output across the last year. It was the collection’s vivid Birds design that took the headlines, with the judging panel deeming them “well priced, on-trend and promising mainstream appeal”. The judges comprised a host of respected names from the worlds of furniture retail and design, so this was no mean feat. They also described New Jersey Print as “offering fashion at an affordable price”, and appealing to many with its “highly sellable” nature.
New updates for Simplicity Collection Backed by a striking new 2017 brochure, a series of exciting new developments have been made to the Simplicity by Flair collection, cementing its position as the go-to portfolio for retailers looking for value-driven rug designs. “This year sees notable additions and updates made to existing favourites within the Simplicity portfolio,” explains Gareth. “Each and every enhancement follows the same core values that have made this family of products both a retailer and consumer favourite. Simplicity continues to offer excellent product diversity and good quality, all available at a price point that is designed to have far-reaching appeal, even to those where budget is a strong consideration.” Two brand new collections now adorn Simplicity; Sparkle, a silky soft polyester produced in shaggy pile featuring a shimmering sparkle thread, and Verona, an on-trend hardwearing polypropylene that caters to increased demand for
Pictured above is Gareth Davies, Sales and Marketing Director he comments “It’s been a fantastic January Furniture Show for Flair Rugs, and once again the exhibition has proved the perfect place to commence our 2017 activities. Our in-house design team deserve all the credit and this award demonstrates the part they play in keeping us at the tip of the trend curve.” Alongside New Jersey Print were a series of collection additions and updates, none more stark than the improvements made to Simplicity, a value-driven rug choice that brings quality design to a greater range of budgets. Also receiving a facelift was the impactful Brights collection, with five new looks introduced in stand-out primary colour. 62
flatweave rugs. Dovetailing the new introductions will be updates made to exisiting collections, with Splendour and Nordic among those selected for a colour injection this year. Handcarved, a best seller in 2016, will continue to hold sway with its new Stream, Cosmos and Shatter designs, while Brights sees no fewer than five looks added to its already vibrant stable. Florence has also experienced a revamp, adding three grey flatweaves - Anzio, Latina and Tivoli - for a trending touch, while the Element collection is sure to grab attentions once more thanks to the new Plaid, Essence and Retro. The 40-page brochure is available now through your Flair Rugs representative. All Simplicity products are supported by Flair Rugs’ first class service provision, with multiple sizes in all designs ready for immediate delivery. For further information please contact Flair Rugs on 01457 850660 or email sales@flairrugs.com.
Infinite Splinter welcomes trending greys Flair Rugs’ best-selling Infinite Splinter collection introduces new shading options for the Spring Summer design season, meeting increased demand for tonal greys in the home. Infinite Splinter, one of Flair Rugs’ most admired collections thanks to its statement geometric design, features an adventurous abstract look created in-house by the talented Flair Rugs design team. For 2017, the popular range has been extended, adding of the moment charcoal and putty tones to sit alongside the existing Ochre, Orange, Red, Teal and Teal/Green; no matter the homeowner’s colour preferences, there will be a relevant Infinite Splinter design to feature in their latest interior scheme. Gareth Davies, Sales and Marketing Director, explains “We carry out huge amounts of research into the looks and trends of the moment, and it’s safe to say greys and silvers are currently high on the priority list for members of respected interior circles. Flair Rugs has responded
to this in kind, introducing multi-tone greys to the best-selling Infinite Splinter collection, styles that we expect to perform well as we move through the spring/summer season.” Produced in high quality polyester for a hardwearing yet exquisitely soft finish, Infinite Splinter not only presents new shades in 2017, but also a deep rich pile for extra luxury underfoot. Whether you choose to add Infinite Splinter in a vibrant or more refined neutral form, your home is guaranteed to receive a rug that is as cosy and comforting as it is design led.
continue to be presented to retailers throughout the year. Emphasising the talents of Flair Rugs’ in-house design team, Infinite Splinter is available to purchase in four sizes ranging from 80cm x 150cm to a 200cm x 290cm area rug. For further information please contact Flair Rugs on 01457 850660 or email sales@flairrugs.com.
The refreshed Infinite Splinter collection has featured prominently at design exhibitions including this year’s January Furniture Show and Spring Fair, and will
SMG News | Spring 2017 | 63
New Cosmopolitan - Lipstick
Cavalier at the Wool Floor Show at Chelsea Cavalier are looking forward to another successful trip to Chelsea this year for the Wool Floor Show. Last year saw Cavalier scoop two wins and a couple of third places in the prestigious Wool Carpet and Rug Awards and will be hoping to repeat their success this time. They will be displaying their classic wool based ranges including the launch of ‘Cosmopolitan’ their brand new 1/8th gauge twist. A new modern palette of twenty four sophisticated plain tones will suit all styles of decor, available in three qualities and two widths. To back up their new plain twist collection they have extended the already successful ‘Pennine Heathers’ with the addition of new colours and two more weights (40oz and 60oz). Being long associated with the production of fine velvet qualities,
Cavalier will be displaying the re-styled look of their well established ‘Cartouche’ range, with seven tasteful new tones which give the range a whole new look. With a superior quadruple sheared surface and the assurance of the finest New Zealand Wool in two distinct qualities. Loops have always had a place in the product portfolio and this year saw the unveiling of the latest ‘Capital Loop’, with a sophisticated plain colour range in two subtle textured designs. Available in both 4m and 5m wide, and made using 100% Wool yarns with a heavy domestic rating.
New Cosmopolitan - Bistro
For more information please contact your local representative or the Cavalier sales office on 01254 268053. SMG News | Spring 2017 | 65
NEW Click ‘n’ Collect with Alternative Flooring The best ideas are simple and straightforward. That’s why at Alternative Flooring you can now not only create your own rug with Make Me A Rug online, but you can buy it there and then click. Then select your nearest Alternative retailer and collect. Rugs are a great way to decorate your home as you can change the rugs as the mood suits and, in doing, so completely change the personality of the room. Whether they speak softly or shout loudly, customised rugs give you a chance to add your character to floors. There are thousands of fabulous flooring and border combinations with designs that are packed with pattern, texture and colour. Make Me A Rug now includes the award-winning Quirky B patterned collection and have fun with the new borders – jot, stripes, rainbow, tweeds, herringbones as well as the classic cotton and linen in some striking shades. Visit www.alternativeflooring.com and watch the video starring the ‘Mad about the House’ interiors writer Kate Watson-Smyth who goes wild creating a Quirky Zebra print rug with a dazzlingly bright pink border. Follow the five steps to creating a customised rug. Choose a design from the natural fibre and wool flooring collections, select a border style, pick a border, add your dimensions and see your finished rug in a choice of different interior settings. Then just Click ‘n’ Collect from your local retailer. 66
Top: Alternative Flooring rugs, available with our Make Me A Rug service Above: Kate Watson-Smyth’s Quirky Skinny Zebra rug at home Right: Alternative Flooring’s natural runner
Forbo refresh Allura Collection In response to the growing trend for combining shapes, sizes and colours to create contemporary juxtapositions, Forbo Flooring Systems has refreshed its popular Luxury Vinyl Tile (LVT) collection, Allura. Playing with scale, direction and combinations across the range, the result is the introduction of new shapes and sizes to the market, alongside digital print options. As Form plays an ever growing part in influencing how interior designs take shape, Forbo’s Allura collection now includes new large scale 180 x 32cm giant oak planks, 1m x 1m tiles, as well as small 50 x 15cm planks. The new XXL plank sizes are designed to help create the illusion of larger and lighter areas in buildings where space is limited, creating more spacious and social interiors and emulating the Scandinavian design trend for a neutral feel and finish. While the smaller planks are often used in smaller areas creatively or used sporadically in the body of more traditional floor design to spark interest. Julie Dempster, Marketing Manager at Forbo comments “Our European Luxury Vinyl Tile factory and team has expanded in size over the last few years bringing to the design process not just new people, but their personal experiences, sources of inspiration and enthusiasm for bringing never before seen designs.” “One great example of this is the Hungarian Point plank, cut on a 45-degree angle to produce realistic herringbone and chevron designs. By using a single colour or a combination of shades, a range of sophisticated floor designs with a delicate vertical pattern can be produced – resulting in traditional patterns with a fresh, modern aesthetic.”
Allura in Galaxy
Part of Forbo’s largest wood offer to date, there are also exciting new contemporary solids which include strong feature colours and more planks than ever before, with in-register embossing to bring designs such as oak and pine to life. Additionally, for a fresh approach to stone, the new marble options bring a soft, natural angular flow to a timeless floor design. Julie Dempster continues “Our design team is continually travelling the world with new ideas and concepts, to see how they could fit with current and upcoming trends in segments such as Retail, where the floor is considered integral to the entire experience. This has been the catalyst for the new digitally printed patterns such as a starry ‘galaxy’ design and the Picasso inspired ‘fluid’ design, which we envisage conveying a brand’s story, defining breakout areas in offices or simply becoming a talking point in a leisure centre or hotel.” Allura is 100% phthalate free, REACH compliant and produced in Europe with low emission levels. The excellent dimensional stability ensures safe and hygienic floors, as dirt isn’t trapped in the seams; and the superior embossed lacquering system guarantees long lasting appearance retention and improves the resistance to stains and scratches. Available in natural stress reducing designs and high LRV’s, choosing Allura means you are choosing to create better indoor and outdoor environments.
Allura in Grey Autumn Oak and Charcoal Solid Oak
In addition to the new Allura collection, Forbo has also refreshed its Allura Flex loose lay collection and introduced an exciting new Allura Click range to the market. For more information please contact your local representative or visit www.forbo-flooring.co.uk/allura
Allura in Classic Autumn Oak
Allura in Charcoal Solid Oak, Royal Solid Oak and Mercury Solid Oak SMG News | Spring 2017 | 67
FOUNDATION FOCUS NEW MEMBER ONLY WEBSITE FOR CARPET FOUNDATION RETAILERS The Carpet Foundation has introduced a new Retail Member only section to their website. At the same time, it has refreshed its consumer site. The retailer site, which is only accessible to their members, includes marketing support materials, technical support papers, a discussion area and a blog. Everything is completely private and confidential. To mark its launch, all retail members were contacted and sent an ‘Idiots Guide’ on how to use the site. Explaining the rationale behind the development, Chief Executive Andrew Stanbridge said “While the concept of a dedicated member only area on a website is not new, it helps us and our members on two fronts.” “Communicating with our members en masse and personally has always been an issue. This is a route to market that enables us to do this. It also provides us with a platform to shout about some of the things we do that benefit our members and that they might not be aware of.” “Secondly, one of our USPs is that we do things that others can’t. Through this, we want to encourage our members to shout about themselves so that they can ‘stand out from the crowd’. So, for example, the press adverts we’ve developed are not your ‘run of the mill’ carpet ads. Rather they focus on the retailer and what makes them so different from their competition.” The area, which is easy to use and comes complete with instructions at all stages, is divided into five sections: 1. A Discussion Area, called ‘Have Your Say’ is designed to encourage retailers to talk about whatever they want. 2. Marketing Support includes point of sale artwork and price tickets that can be downloaded and printed. Four local press advertisements, all of which have the Carpet Foundation retailer as ‘the hero’ and focal point and explain why consumers should go to them. They can include company details and a logo.
There are also press releases, written by the Carpet Foundation, which retailers can use to send to their local newspapers and magazines. They are written to enable retailers to personalise them.
succinct, yet factually robust, papers on topics including carpet and asthma; indoor air quality; underfloor heating and the misconception that carpet is toxic.
The area will also showcase the press coverage that the Carpet Foundation generates for carpet and their retail members.
5. Finally, there is a blog and social media section.
3. A dedicated Code of Practice area comes complete with the Code in full and downloadable forms. 4. The jewel in the crown might be the Technical Support area. This contains
Looking ahead, Andrew Stanbridge comments “In reality, not all our members will take advantage of, or indeed use, this new facility. However, it is further development of the Carpet Foundation proposition and will, I hope, enhance our standing with our members. To ensure awareness of this, we will be writing to all our retail members and phoning everyone as well. We won’t be faulted for lack of communication!” The Carpet Foundation consumer website, which regularly gets over 3500 individual visitors every month, has been refreshed with a new look and feel. Its primary aim remains to drive consumers to their local Carpet Foundation retailer. Content has been tweaked and new imagery uploaded.
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MEMBER FOCUS EACH ISSUE SMG PUTS A MEMBER IN THE SPOTLIGHT TO LEARN MORE ABOUT THEIR BUSINESS AND THEIR VIEWS ABOUT THE INDUSTRY. Surrey based SMG members Alan Baker Flooring have just opened their new store combining Interior design, furnishings and flooring called The Silkroad Flooring & Interiors. In a prime location in Haslemere, the newly fitted store opened for business on 14th February and is the epitome of class and style. Clean lines and up to the moment design gives this store a feeling of luxury and sophistication. The customer is encouraged to browse the accessories and fabrics as well as the flooring to give a design led experience. Alan Baker and his wife Amanda have been members of the Group since 1999. Alan himself started working with his father from the age of eight and developed a passion for flooring retailing from that time. He is committed to giving his customers an all round top class experience from visiting the shop to the quality and excellence of his fitting. Training any fitters personally ensures his exacting standards are shared by the whole team from the ground up. Alan and Amanda retail at the higher end of the market and this they feel gives them a point of difference from any local competition with wool products and hard flooring selling very well. Their Champagne reception grand opening was attended by over one hundred
people including several local dignitaries and it seems that this is just the beginning of a whole new chapter. We put the usual questions to Alan and Amanda and here are the results... WHAT DO YOU FEEL IS THE INDEPENDENT’S STRENGTH?
Above: Sara-Jane Gray Below: Alan Baker
“Quality of service - most are too small to develop a bad reputation for quality and/or reliability and rely on word of mouth rather than big advertising spend. Most independents truly value their clients.” WHAT ARE YOUR TOP SELLING PRODUCTS AT THE MOMENT? “Wooden Flooring, in particular our bespoke ranges, plus top end wool products including Ulster Carpets and Alternative Flooring.”
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MEMBER: THE SILKROAD FLOORING & INTERIORS JOINED SMG: AUGUST 1999 LOCATION: HASLEMERE, SURREY
The new store is the epitome of class and style, with a feeling of luxury and sophistication.
SMG HAS A STRONG POLICY OF SUPPORTING BRITISH MANUFACTURERS, IS THIS SOMETHING YOU SUPPORT?
WHAT ARE THE MOST COMMON QUESTIONS YOU HAVE FROM CUSTOMERS?
“Absolutely, both on the flooring side where we actively seek to sell flooring produced in this Country, and on the interior design front where we support local artists and hold artisan markets - all British made. We are a very patriotic company where you will find the Union Flag flying off our two flag masts!”
“How long will it last (very difficult to answer as depends on lifestyle) and ‘Does your price include VAT?’ - Always a yes!”
WHAT IS THE KEY MARKET CHALLENGE? “Trying to encourage clients to understand and differentiate between faceless internet service and quality, and sometimes paying more from a high street shop. Very often it is a false economy especially where a service is involved. By the time costs have been added such as VAT and delivery, the bottom line figure might not be very different.” WHAT HAS CHANGED MOST DURING YOUR TIME IN THE INDUSTRY? “The advent of the internet has resulted in many people being impatient, demanding, and driven solely on price - it seems that quality is a word soon to be dropped from the dictionary.”
IF YOU COULD ASK SUPPLIERS TO CHANGE ONE THING, WHAT WOULD IT BE? “Please choose your delivery company more wisely - rude drivers, ‘jobs worth’s’, lack of man-power all result on a very very poor level of service.” WHAT WAS THE MAIN REASON FOR JOINING SMG? “Together we are Stronger! Buying power means better prices for the smaller retailer.” BEING A LONGSTANDING GROUP MEMBER WHAT ADVICE WOULD YOU OFFER TO RETAILERS WHO ARE NOT MEMBERS OF A GROUP ? “Join up and make the membership work for you - read the news, and take advantage of the offers. Your subscription could pay itself back in no time.”
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