SMG News | Summer 2018 | Issue 188 The Official Publication of SMG The National Furnishing Group
NEW 2018 Look out for Aquilla, Dorado, Indus Associated Weavers Sales: 01422 431100 Email: salesuk@awe.be
CONTENTS SMG News | Summer 2018 | Issue 188
NEWS 6
ALTERNATIVE FLOORING INTRODUCE ‘RUG STARS’
12
THE CARPET FOUNDATION BECOME AN ‘ADR’
14
A NEW LOOK FOR THE CORMAR CARPET COMPANY
33
SMG’S NEW OWN BRAND: PURE CARPETS
REGULARS 8
BUSINESS INSIGHT
17
AT THE SHARP END
30
QUESTION TIME
58
MEMBER FOCUS
An insight from Richard Renouf Simon Stead from Brockway Carpets Shirley Jackson from Penthouse Carpets The Flooring and Bed Company in Ashby
FEATURES 24
UNDERSTANDING PERCEPTIONS OF WOOL CARPET IN THE MARKETPLACE
34
INSURANCE INSIGHT
38
A LETTER FROM MARTIN CURTIS OF THE WOOL CARPET FOCUS GROUP
56
REVIEW OF THE BGNFS
ON THE COVER: Penthouse Carpets
Penthouse Carpets - Aurora, Mars
Esprit Nouveau, Cressida
COME AND SEE US AT THE MANCHESTER FURNITURE SHOW Buoyant Upholstery build over a century’s worth of knowledge, experience and quality into every piece of furniture we make.
SStella tella
e Provence Provenc
Stand B61 and C46 at Manchester Central 15th - 17th July 2018
We will be launching a new & exciting collection of sofas & accent pieces to compliment our existing range. Also take a look at our ILIV range on neighbouring Stand A64
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SMG News | Summer 2018
Dear Members, In a landmark year for SMG we wanted to celebrate 50 years by offering Members something completely new to the Group. Pure Carpets and Pure Flooring were launched at the Buying Groups’ Show in May and caused quite a stir. An own brand concept which at its heart is a truly flexible approach allowing Members to debrand product within their store on smart contemporary unitary to any extent they would like – from one unit to a whole shop fit. Offering Members a ‘pick and mix’ approach to what units they would like and which of the available products they want to take, it fits with SMG’s core values of flexibility, service and a progressive approach. There has been a massive amount of interest in the trade so find out all about it for yourself on page 33.
As well as our own new developments, this summer brings so many new initiatives from approved Group Suppliers that it was hard to keep the page content of this magazine down to sixty. New branding from Cormar, new products and re-launches from Ulster, Westex and Brockway and a multitude of news and information. This summer edition of SMG News features Shirley Jackson, newly appointed Managing Director of Penthouse Carpets facing ‘Question Time’ on the centre pages. Her views on the industry and the ongoing development of Penthouse Carpets are very insightful. We have Simon Stead, Brockway Carpets’ Representative for Yorkshire and the North East of England, answering our question in the ‘At the Sharp End’ feature
on page 17 with some very interesting comments. Again, this SMG News is jam packed with news, insights and information to keep you informed and to make for a very interesting read. On behalf of SMG, I’d like to thank our Members and suppliers for their continued support and to wish you a very successful summer of trading. We’ll see you again in the autumn issue.
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 ALTERNATIVE INTRODUCES GLITTERING CAST OF RUG STARS Alternative Flooring knows the power of rugs in transforming spaces. It has now invited leading designers, stylists and influencers to create a bespoke rug and become a Rug Star, in a brand new online section. These stars of the interior world describe how they create their unique design using the Make Me A Rug online service and then show it off in Rug Stars. The rug appears in their interior and they share insider tips and design inspiration. Alternative Flooring’s innovative Make Me a Rug is an inspiring way to design rugs for individual spaces. There are thousands of award-winning flooring
and border combinations with designs that are rich in texture, colour and pattern. A new range that is now part of this service is Anywhere, Alternative’s first indoor-outdoor collection made from 100% polypropylene. The sisalstyle patterns, Herringbone, Rope, Boucle and Panama work in any indoor residential or commercial space and are durable enough to be placed outside.
as rugs and carpet for commercial applications in hotels and offices as well as outdoor terraces.”
To find out more, please contact Alternative Flooring on 01264 335111 alternativeflooring.com
Lorna Haigh, Creative and Marketing Director at Alternative Flooring: “We wouldn’t advise sisal to be fitted in kitchens or bathrooms or be used as a rug outside but Anywhere performs really well in these areas. It is also ideal
Anywhere Herringbone in colour Ice
Anywhere Panama rug
THE KENSINGTON CARPET PEDIGREE - BEAUTIFUL AND DURABLE How many times have you heard this from a customer: “I want a carpet which looks really great. But it needs to be hard-wearing and long-lasting?”
Available in 4 & 5 metre widths and 6 contemporary colours, Kensington can also be made as a bespoke rug up to 5 metres wide.
With Kensington from ITC Natural Luxury Flooring you have the perfect answer.
And with its long-established reputation for superb quality, ITC prides itself on being able to supply any of its carpets
A superb alternative to a wool carpet, Kensington is a PA solution dyed 100% 6.6 nylon, stylish velour that is soft to the touch, with the look and feel of luxury. Stainmaster treated, it is ideal for those locations which have the heaviest footfall, whether it is residential or commercial.
and rugs from stock, thanks to a highlydeveloped back-office system.
If you wish to see Kensington samples, please contact ITC on 01622 534041 or go to itcnaturalluxuryflooring.com
Kensington in colour Loam 6
BALTA BRINGS A LITTLE HEAVEN TO THE BGNFS The luxury of the Made in Heaven carpet collection proved a highlight at this year’s Buying Group’s National Flooring Show, with visiting retailers captivated by the range’s luxury styles and showstopping point-of-sale. Responding to a market moving towards the softness and stain-resistance of solution-dyed polyester, Made in Heaven is spun in a two-ply yarn for better resilience and recovery, a fact clearly appreciated by this year’s visiting retailers, with interest in the collection high. Geert Vanden Bossche, sales director, explains: “Not all polyester carpets are created equal and there’s certainly more involved in this new range than making it stand out in-store. Made in Heaven represents all of our technical expertise in a carpet of true luxury. The art of good polyester is to deliver a carpet
that’s wonderfully soft while also practical enough to endure use in busy family homes. We have achieved this with Made in Heaven and it did not go unnoticed at this year’s show.” Three qualities – Angelic, Aurora and Gracious – are presented on a striking purple lectern, highlighting the collection’s sophisticated palette while also contributing to its stand-out stance only made even more appealing by angelic imagery.
case for those retailers that registered for their displays at this year’s show.” The Made in Heaven collection comes in 12 natural tones and with up to a 15-year wear warranty for those homeowners demanding the very best peace of mind.
For further information, contact Balta on +32 56 62 22 11 or marketing@baltagroup.com
“Buying group members at the show really warmed to the Made in Heaven collection and its winning strapline, ‘carpet with a hidden strength’. We’re rightly proud of the collection and think it sets just the right tone, promising luxury with just the right amount of practicality and affordability. It’s already establishing itself as a key range for Balta and we are sure this will be the
Made in Heaven, Aurora in colour Gracious Grey SMG News | Summer 2018 | 7
BUSINESS INSIGHT IN A REGULAR FEATURE RICHARD RENOUF HIGHLIGHTS IMPORTANT BUSINESS ISSUES TO HELP MEMBERS STAY UP TO DATE!
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The phone rang. Sally hurried to the desk and picked it up. It was George, the fitter. ‘Mrs Johnson won’t pay me’ he said. ‘I’ve finished the job but she says she hasn’t got the cash. She says she’ll get some and bring it in to the shop next week, but I think she doesn’t want to pay! I’m gonna take the carpet back up!’
take the carpet up or to keep hold of the customer’s key. Why do extra work uplifting the carpet when that will mean the customer definitely will not pay – unless George puts it back down, three lots of work for one payment. Or steal the key, even for a while. As my mum used to say: ‘two wrongs don’t make a right!’
3. Is payment being withheld because the customer can’t pay or won’t pay? There may be a reason why the customer can’t pay right now, but with a little patience everything could be sorted. That’s very different to when a customer won’t pay even though they have no good reason to withhold payment.
‘Don’t do that, George, that won’t help. Is Mrs Johnson there, can I speak to her?’ ‘No, she left her key at the shop so I could get in, but she didn’t leave any fitting money and when I called her just now she gave me some excuse and I think she doesn’t intend to pay at all! If I can’t take the carpet up I’m going to keep her key until she pays!’ ‘Let me talk to (insert your name here), they’ll know what we should do’ Your phone rings and Sally tells you what is going on. What will you advise her, and George, to do? Getting payments can sometimes be problematic. There are surprisingly few customers who are dishonest or deceitful, but it’s easy to make this assumption as soon as a customer becomes difficult about money. Two things George shouldn’t do are to
2. Has the job been completed to a satisfactory standard? This does not mean ‘perfection’, but the standard that any reasonable person would find acceptable. If the customer says ‘no’, you need to find out if there are any issues which need to be resolved before taking further action.
If your fitters are having money withheld for a job that they’ve done on behalf of your business, the way they deal with it reflects on you and your business, as much as it reflects on them. It’s important, therefore, to ensure that the situation is resolved professionally. Here’s a checklist which may be helpful. 1. Has there been a misunderstanding about payment? Customers sometimes assume fitting is free or has been included in the price. If this is not the case, it needs to be made clear at the time of order and on the paperwork so there is no ambiguity.
4. Harassing for payment is an offence, and so is ‘sharing’ the information about the customer’s debt, such as asking their friends or relatives, or trying to shame them on Facebook. 5. The correct way to recover any debt is for the person who is owed the money to raise a claim in the County Court (Sheriff Court in Scotland). This is easy to do online and the majority of claims are settled quickly. However, the claim may go all the way to a hearing and this will take time and money, often amounting to more than the claim’s value. It’s another reason why good customer relationships are as important as good processes and procedures.
”
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.
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Perpetual Textures New for 2018 Layered Herringbone
Maze
Bedford
Neoteric
Conjunction
Celestial Cord
Sophisticated and understated for simplistic modern living our new Perpetual Textures carpet series takes inspiration from natural fibres and textures to add a calming influence to any home. The discreet colour palette gives a contemporary twist to nostalgic prints and was influenced by the beauty of chenille, corded and tweed fabrics while inspired by rattan and handwoven techniques.
www.brintons.co.uk Š Brintons Carpets Limited 2018 Brintons is a trademark of Brintons Carpets Limited
Barleycorn
Isochrone
NEWS UPDATE THE PERILS OF PENNY PINCHING At the WoolSafe Organisation we offer free carpet care and spot removal advice to carpet manufacturers, retailers and owners. We seem to be receiving increased numbers of calls from consumers who have employed the services of ‘cut price cleaners’ and have been left, at best, with cleaning results they were disappointed with and at worst, with destroyed carpets. Invariably the consumer has been enticed by low cleaning rates. We’ve all seen the flyers; £10.00 per room £50.00 the whole house! It turns out that the ‘cheap cleaners’ are actually false economy, the old adage ‘buy cheap, pay twice’ comes to mind or as my old school teacher used to say “if you pay peanuts you get monkeys”. To be able to quote so low certain cleaning processes are invariably cut short or not carried out at all. A very important first step in carpet cleaning is vacuuming. Over 80% of the soil in carpet is dry particulate that has worked its way to the bottom of the pile. It is this coarse sand and grit that abrades the fibres and if not removed can cause premature wear and pile flattening. In synthetic fibre carpets it is this kind of soiling that ‘scratches’ the fibre
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causing it to lose its lustre and develop permanent grey/brown traffic lanes. After dry soil removal, many different methods of cleaning can be employed; however the majority have two distinct steps. The first step is to apply a cleaning product to the carpet, agitate and leave to dwell for a few minutes. Step two is to rinse, in the case of hot water extraction or vacuum away, in the case of low moisture encapsulation and ‘dry compound’ cleaning. With cut price cleaning, step one is often cut short (dwell time and agitation is insufficient) or omitted and the cleaner tries to combine it with step two. Another way to cut costs is to use cheaper, less effective cleaning products or to dilute the product to a higher ratio. This has an obvious effect on the end results. Cut price cleaning companies rarely have the resources to invest in professional training for their technicians, leading to potential problems being overlooked, and technicians working without the knowledge of cleaning chemistry necessary for safe and effective cleaning of all the different fibres in the market today.
The last stage in the cleaning of domestic or commercial carpet is drying. Drying times can vary depending on the cleaning process. Dry compound cleaning leaves carpet dry in as little as half an hour, other low moisture methods can be dry in a couple of hours. With hot water extraction air movers are used to speed up drying times so carpets are dry between six to twelve hours maximum. Cut price cleaners rarely invest in this equipment. A common complaint we hear from distraught carpet owners is how their carpet is still wet 24 or 48 hours later! This is very dangerous as mould can start to develop after as little as 12 hours. If the still damp carpets are walked on or have the furniture replaced on them, excessive soiling and permanent staining can be the result. So how do you find a good cleaner? Check that they are properly trained by a recognised organisation, association, franchise or quality product manufacturer. Make sure they are members of a reputable industry body such as the National Carpet Cleaners Association (NCCA) or The WoolSafe Organisation, then you can also rest assured that they have full insurance and follow a code of practice. If you have natural fibre carpet then using a WoolSafe Approved Service Provider is definitely the best option. It not only ensures that your comfortable floor covering is being looked after by a natural fibre care specialists but also that only products that have been tested and certified as safe and effective for your carpet are being used on them.
NEW WOODPECKER FLOORING OFFICES Featuring a slide, gym and real wood treehouse, Woodpecker Flooring’s new offices make a day at work feel like no work at all. Tucked away in Caerphilly’s Pant Glas Industrial Estate, the once empty shell of a warehouse has been transformed into a fantastic workplace, thanks to a 2 million pound investment from the company.
and feel the woods, receive training and develop an understanding of not only the floor but where it’s come from. It has taken us almost two years to achieve but we now have a workplace which reflects every aspect of our values and enables us to truly live the Woodpecker dream.’ Managing Director of Woodpecker Darwyn Ker adds: ‘This workspace is like
no other, providing a truly inspirational space to both showcase the Woodpecker collections and for our team to operate from. As our global headquarters, it sets the bar and displays the true Woodpecker heart!’ Discover Woodpecker Flooring’s Naturally Inspired Range at:
woodpeckerflooring.co.uk
The two-storey space is just 500 yards from Woodpecker’s distribution centre and previous offices. Designed by fitout company OEG, it’s decorated in the brand’s bright colours and imagery, along with many of Woodpecker’s natural woods on the floors and walls. Huge windows spill natural light into the building while an indoor tree reaches between floors, bringing a sense of the outdoors into this naturally inspired environment. The Woodpecker team can choose to sit or stand at their desks with just the press of a button. Or, they might prefer to relax in one of the many casual meeting spaces, including comfortable sofas, group pods and the wooden treehouse. There’s a gym and showers, along with a large breakout area for lunchtimes. Fridges are stocked with snacks to help with mid-morning hunger and afternoon dips. Customers can visit Woodpecker’s very first on-site showroom to get a feel for the natural colours and textures of the flooring range, and take away samples for their home or project. There’s even the option to skip the stairs and take the slide between floors. Proud of the new space, Chairman Nelson Ker says: ‘The new Woodpecker offices and showroom combine a truly wonderful experience for both our great team who live, breath and sleep the Woodpecker brand, and our customers who can come and experience the Woodpecker atmosphere. Staff and visitors can be surrounded by the product in use, in a naturally inspired environment where they’re able to touch SMG News | Summer 2018 | 11
NEWS UPDATE ANOTHER FIRST FOR THE CARPET FOUNDATION
Consumer law has changed and all retailers now legally need a dispute resolution process. If you do not have one, you must, legally, tell your consumers. SMG members who are not in the Carpet Foundation can still use anyone for disputes, but you are obliged to tell your consumers that your ADR supplier is not approved by the Government. Carpet Foundation retail members are now automatically covered. Commenting on this latest coup, Chief Executive Andrew Stanbridge said: “We do not make the law – but we, and our members, do comply with it. The law is now even more firmly on the consumer’s side. However, for our members, it is very much business as usual. Others, however, are not so fortunate. There will be no hiding place for them either. Sticking their heads in the sand will only lead to trouble for them. Our retailers can now use this as a major competitive advantage and we will be encouraging them to do so, and milk it as much as possible. They are ahead of the game.” Gaining Government approval was a painstaking process and took a year to achieve. It involved copious paperwork and an on-site inspection and audit of systems by the Trading Standards Institute. The Carpet Foundation is required to publish, every quarter, on its website, the number of conciliations and arbitrations it has undertaken in the period – and the results. They will also be audited annually to ensure compliance and integrity.
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Promoting our retailers
HOUSE BE AUTIFUL PROMOTION
SAFE UNDERFOOT N
We continue to promote our retailers. The May issue of Homes & Antiques focussed on the benefits of buying carpet from our independent retailers. Support your local independent was our message. In House Beautiful, a leading home interest magazine bought by over 103,000 consumers every month, we addressed the subject of carpet and asthma. Once again, we set the record straight that carpet does NOT increase incidents of asthma and allergies – indeed, air quality is improved. We will continue to bang this drum! SEBO join as Patron Member We are delighted to welcome leading vacuum supplier SEBO as a Patron Member. They become our 19th Patron Member. SEBO are at the cutting edge of modern vacuum cleaners and already work very closely with many UK manufacturers and our members. Known for their production values, their high-performance products are user friendly and packed with unique features. Very much a family business, 90% of all their components come from within a 10-mile radius of their factory in Germany. Their ethos and values are closely aligned to those at the Carpet Foundation and we very much look forward to working with them.
Carpet is a smart choice for a healthy home and a stylish interior
othing beats the look and feel of carpet – it’s a fabulous finishing touch to any decorating scheme. And it’s a healthy choice too. There’s a belief that having carpet can increase incidents of asthma and allergies because the pile can harbour dust mites, but according to the Carpet Foundation’s review of the latest research by leading scientists, there’s no evidence for this.* In fact, the research has shown that carpet doesn’t provide dust mites with the humidity or temperature they need to thrive. Instead, because of its threedimensional structure, it acts like a sponge and traps mites and allergens, which are then easily removed with normal vacuuming. As a result, unlike with hard floors, they don’t become airborne and therefore can’t be inhaled, so in fact air quality is improved and sensitisation is reduced. Versatile, functional and stylish – it’s no wonder carpet is the UK’s favourite floor covering.
MAIN: Sensation in Cape Diamond, from £34/sq metre, Cormar INSET: Boucle Naturals in Sloane Steel, from £25/sq metre, Cormar RIGHT: Sisool Twine in Light Stone, £120/sq metre, Crucial Trading
STYLISH CHOICE
*REVIEW OF EUROPEAN RESEARCH PAPERS
In a further boost for its retail membership, the Carpet Foundation has become the only Government approved Alternative Dispute Resolution (ADR) supplier in the UK carpet industry.
There’s a style of carpet for every home. Wonderfully versatile, it suits both contemporary and traditional looks. Whether you want something understated to suit a Scandi theme in elegant neutrals, are wanting to make a statement with vibrant colours and patterns, or love a rustic look and natural finishes, there’s the perfect option to suit every style and budget. Soft and tactile, it’s less slippery to walk on than hard floors, and with insulating
properties, it keeps rooms cosy and warm. For peace of mind, buy from a Carpet Foundation member, with a Code of Practice approved by the Chartered Trading Standards Institute. See carpetfoundation.com
The Carpet Foundation is supported by these leading suppliers to the UK carpet industry: Associated Weavers; Brockway; Brintons; British Wool; Cavalier; Cormar; Cloud 9; Crucial Trading; Telenzo; Hugh Mackay; Kersaint Cobb; Kingsmead; Penthouse; Regency Carefree; Thomas Witter; Ulster; Victoria; Whitestone Weavers.
A D V E R T I S E M E N T F E AT U R E
GO LOCAL If you support a Carpet Foundation independent retailer, you can be sure of great service and a quality carpet that meets all your needs
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ritain has always been a nation of shopkeepers, and a good mix of independent retailers makes for a much more vibrant high street. Indeed, it’s these independent retailers who are often the lifeblood of communities, so it’s little wonder many people are heading back to their local butchers, bakers and dedicated stores – and that includes carpet shops.
LOCAL HEROES
On average, we only buy carpet every seven years, and as it’s often a big purchase, it’s important to buy from people you can trust. The Carpet Foundation has 450 independent retailers nationwide, most of which are small or family-owned, and have been selling carpet in their local area for generations. These businesses are run with dedication by proud and passionate people who genuinely know everything there is to know about carpet. And with quality carpets to suit all budgets and requirements, you can also be assured of good old-fashioned personal customer service, so you’ll buy the carpet that is right for you.
CODE OF PRACTICE
All Carpet Foundation retailers operate under a Consumer Code of Practice approved by the Chartered Trading Standards Institute. It guarantees you a certain level of service so you won’t get any nasty surprises on the bill, and, in the highly unlikely event of a problem, there is an agreed dispute resolution process. Carpet Foundation members are the only carpet retailers in Britain allowed to follow this Code of Practice, and they’re all individually monitored to ensure compliance.
Sensation by Cormar Carpets, Atlantic Seal
The Carpet Foundation is supported by leading suppliers to the UK carpet industry, including: Associated Weavers; Brockway; Brintons; British Wool; Cavalier; Cormar; Cloud 9; Crucial Trading; Telenzo; Hugh Mackay; Kersaint Cobb; Kingsmead; Penthouse; Regency Carefree; SEBO; Thomas Witter; Ulster; Victoria and Whitestone Weavers.
SUPPORT YOUR INDEPENDENT CARPET RETAILER
Shopping is one thing we do brilliantly in this country, but carpet can be a complex and infrequent purchase, so make sure to buy from local carpet experts, who will give you great service, genuine expertise and access to a broad range of quality carpets.
Timorous Beasties by Brintons, Noir Ruskin Butterfly
COMFORT IS KEY WITH THE NEW CORMAR CARPET RANGE Cormar Carpets has introduced its best value, ultra-soft feel carpet range to its portfolio of fashionable floorcoverings. The latest addition to the Cormar easy clean family, Apollo Comfort, is made with a new, softer Excellon polypropylene fibre that brings a premium feel to an affordably priced range. With a palette of 12 strong shades, featuring tonal grey and beige hues, it is bleach cleanable and dirt resistant and includes a 10 year stain and wear guarantee. It is expected to retail around £20 per sq m. “We have seen huge growth in demand for soft, silky, deep pile carpets and they have fast become a firm favourite with homeowners,” said David Cormack, marketing director at Cormar Carpets.
“At the same time, we’ve had great results with carpets such as Apollo Plus and Apollo Elite, as they represent great value for money. “Responding to the market, we developed a new, softer Excellon polypropylene carpet collection “Apollo Comfort”, in a palette of luxurious new colours – and at an attractive, affordable price. It is now being rolled out to retailers across the UK.” All Cormar’s stain resistant polypropylene carpets, wool twists, wool loop 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 the Sensation collection or any other Cormar Carpet range log on to:
cormarcarpets.co.uk
Apollo Comfort in colour Earl Grey
Cavalier launch their new 3ply, 8th gauge twist collection, ‘icon’ Manufactured in the UK using the finest New Zealand Wool in a robust 50oz quality to an Extra Heavy Domestic specification. Available in 4m & 5m widths and a versatile and contemporary colour palette. SMG News | Summer 2018 | 13
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15 NEW MOORLAND CO LOU RS
axminster-carpets.co.uk
SMG News | Summer 2018 | 16
AT THE SHARP END EACH ISSUE SMG PUTS TEN QUESTIONS TO A SALES REPRESENTATIVE TO HEAR THEIR THOUGHTS FROM ‘THE SHARP END’. Simon Stead is the Brockway Carpets representative who covers North, East and West Yorkshire as well as the North East of England. Simon started in retail in 1984 with an independent retailer for 12 years before spending 12 months at Carpetright and 18 months at Courts. After moving from retail to supply, he went out on the road with Georgian Carpets for 2 years, then Goodacre for 6 years. After a short time with Mayfield Carpets, Simon joined Brockway 10 years ago and has been there ever since. We asked Simon the usual Sharp End questions... HOW DID YOU GET INTO THE TRADE? “My first choice career path didn’t work out, so plan B was to go and work alongside my dad in a small retail and contract company called Wellington Mills Carpets in Huddersfield, back in 1984.” WHAT HAVE YOU SEEN CHANGE THE MOST IN THE LAST FIVE YEARS? “The trend changing between wool carpets and man made fibres has had the biggest impact l feel. Retailers still like to sell good quality wool but consumers do like the soft feel style, and most retailers then just go along with the customers’ preference, which isn’t always correct.” WHAT’S YOUR FAVOURITE PRODUCT? WHICH SELLS MOST IN YOUR AREA? “There is definitely a resurgence of loop pile carpet, even in the North sales are increasing. At the moment Lakeland Herdwick is doing extremely well, and is becoming my best seller. There is a story to be told here and many consumers are sold on it, plus it’s a 3 ply yarn and extremely hard wearing in coordinating styles. Other loop pile ranges from Brockway are also doing very well such as Galloway and Beachcomber.”
AS A REPRESENTATIVE WHAT ARE YOUR BIGGEST CHALLENGES? “Just trying to keep all my customers happy, with so many things that can go wrong in this trade, it’s a full time job. Most of the time we always seem to do the above at Brockway.” OF ALL THE RETAILERS YOU VISIT WHAT COMMON DENOMINATOR CONTRIBUTES TO THEM BEING SUCCESSFUL? “All of my most successful retailers have one thing in common, great customer service. It’s the key component that brings people back time and time again and repeat custom is the most important thing. Investing in your showroom is also so important, trying to make the purchase of a floorcovering as pleasurable as possible. And finally a knowledge and passion of what you are selling helps greatly.” WHAT DO YOU SEE AS THE KEY MARKET CHALLENGE FOR RETAILERS AT THE MOMENT? “Consumers are very careful about spending money at the moment and getting people through the door can be difficult. Retailers must increase their advertising and online presence to bring people into stores.”
IF YOU COULD ASK RETAILERS TO CHANGE ONE THING WHAT WOULD IT BE? “Have a right good clearout of what you do not sell, you do not have to have 24 lecterns selling the same product. You don’t have to have every single supplier represented in your showroom.” OUTSIDE OF WORK, WHAT ARE YOUR INTERESTS? “As most of my customers will know l am a passionate Huddersfield Town fan, and of course really enjoying life in the Premier league. l have starting walking again in the wonderful area around where l live, and just enjoy time spent with family and friends.” IF YOU DIDN’T WORK IN THIS INDUSTRY WHAT WOULD YOU BE DOING NOW? “l should have worked harder at school and become an architect or pilot.” WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? “In the workplace, talk to everybody, and know when to leave. At home, the wife is always right...”
Brockway is a family run business that believes strongly in British craftsmanship. Because they manufacture in their own factory, they have much more control and influence over the choice of raw materials and designs that make up their carpets. Brockway are always working with industry leading designers and colourists to stay one step ahead of consumer preferences. SMG News | Summer 2018 | 17
Nissan NV400 Platform Cab with Luton NV19 Standard Roof
Interior length 4.15m Body width 2.092m Interior height 2.250m Loading height 550mm
Base Vehicle: New Nissan NV400 Platform Cab FWD 99 99 99 99 99 99
2.3dCi 130ps Euro 6 BlueInjection Fitted with factory order standard core features Full steel bulkhead Reinforced steel suspension Vehicle finished Glacier White Vehicle supplied with manufacturer’s standard 5 year warranty 99 Cruise control and speed limiter 99 AM/FM/CD/DAB audio system
General Construction: Exterior framework extruded aluminium, rear fitted with a slim line back frame to give a rear aperture width of 1870mm and a height of 2090mm. Side walls, folded aluminium panels with bonded joints giving a rivetless exterior finish. Roof panelled with a one-piece glass fibre sheet opal in colour (giving good day light to load space) Contact Adrian Wilson at Nissan Westway on 07710 091241 and quote that you are an SMG Member. www.westwayleasing.co.uk
Image courtesy of Moduleo
16-18 SEPTEMBER 2018
REGISTER NOW HARROGATE
NEW PRODUCT LAUNCHES | DESIGN TRENDS | DEMONSTRATION ZONES
theflooringshow.com TheFlooringShow
theflooringshow
FlooringShow
SMG News | Summer 2018 | 19
A Message from British Wool – supporting retailers with new display ideas At British Wool we understand how hard brands have to work to grab consumers’ attention in competitive retail environments. That’s why we’re supporting manufacturers and retailers with a striking new range of merchandising and displays designed to clearly communicate the benefits of buying British wool. Graham Clark, British Wool’s Head of Marketing, explains more. A new consumer-focused marketing strategy We’ve recently developed a new marketing strategy at British Wool, which is all about taking our message directly to consumers. We’re adopting a multichannel approach with specific focus on social media, consumer exhibitions and the actual retail environment the
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products are sold in. It’s vital that we target consumers directly as this will increase their awareness of the many benefits associated with a wool carpet over and above the alternative products that are available. It’s an exciting time for us at British Wool, and our new marketing strategy means a completely new approach to the way we promote British wool. We will use our social media channels – which have a rapidly growing consumer following - to drive consumer traffic into retailers, where our point of sale and display materials will help to stimulate interest, and ultimately, sales. Our new website, which was launched recently, provides comprehensive support and resources for our manufacturing and retail partners.
We’ve used our target consumer’s opinion to inform our new approach. We attended Grand Designs in Birmingham last October, where we conducted some market research. One of the areas we focused on were the main factors consumers take into consideration when purchasing a wool carpet. Durability and appearance retention are key considerations when choosing a carpet, with our research indicating that consumers replace their carpet every 10-11 years. Wool, with its natural resilience, is the ideal choice as it will keep its shape and retain its appearance for longer than a synthetic carpet. There are also a number of other main selling features for wool carpets, with two in
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consumers – fire resistant and hypoallergenic. Our research demonstrated that consumers considering purchasing a wool carpet were not aware of these benefits, highlighting an obvious gap in messaging. Our new approach will ensure the features and benefits of wool carpets are clearly communicated, targeting consumers directly to pull demand through the retailer, ultimately increasing their wool carpet sales. The importance of effective point of sale and display materials Effective point of sale and display material is a vitally important part of our new marketing strategy, grabbing the attention of consumers as they enter retail premises, and clearly communicating the benefits of purchasing a wool carpet. Seeing material like this at the point of purchase will reinforce other messages consumers may have received via social media or other marketing activities being conducted by both British Wool and carpet manufacturers. Our new materials are designed to encourage consumers to upgrade to a wool carpet, clearly explaining the numerous benefits of wool, and supporting retailers in promoting the positive messages they are already communicating about wool carpets. Another area of key messaging will focus on the provenance of products. Increasingly, consumers are appreciating tradition, heritage, and the skill and craft involved in making something beautiful from natural fibres, and our new material clearly explains that this is at the heart of the product. Currently, point of sale and displays within the retail arena are dominated by non-wool products, so our new materials will make sure consumers have all the information they need to make a better informed purchasing decision. Interested in British Wool support? British Wool is currently developing a full range of point of sale and display material, including display stands, printed literature, literature dispensers, strut cards and window stickers. All new material is supported with comprehensive retailer training.
If you’re interested in finding out more, email marketing@britishwool.org.uk SMG News | Summer 2018 | 21
NE W
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SMG News | Summer 2018 | 23
In The Loop: Understanding perceptions of wool carpet in the marketplace
What are the first things that spring to mind when thinking about wool carpet? For both consumers and carpet retailers, these would likely be quality, comfort and durability. But how about wool carpet being easy to clean, hypoallergenic, or fire retardant?
and 40% were unsure which material would be most resistant to the ‘flattening’ effect seen in high traffic areas over time - both factors being important features of wool carpet.
Wool carpet has long had a reputation for being a quality flooring choice, but in reality the natural benefits go far beyond this. To find out more about attitudes towards different carpet types and what drives consumers in determining their flooring purchases, Lawton Yarns commissioned a survey of 1,000 British homeowners from independent research firm OnePoll.
The results of the consumer survey also demonstrated the fundamental role independent retailers play in influencing consumers’ purchasing decisions. Our research revealed that homeowners much preferred ‘bricks’ over ‘clicks’ when it comes to flooring inspiration and advice, with 52% of consumers reporting that they would turn to independent retailers for advice on their flooring and 43% seeking out retailers for inspiration over social media, websites or e-zines.
CONSUMER CONFUSION OVER CARPET TYPES What surprised us about the consumer survey results was the similarities in answers between younger age groups and older generations. While most respondents had opted for carpet (67%) over hard flooring in their homes, there appeared to be significant confusion amongst consumers when choosing a carpet and deciding between a wool or wool-rich blend versus a synthetic make-up. Nearly a third (32%) of consumers reported that they did not know which carpet composition they prefer and there was a clear lack of knowledge on the full breadth of wool’s key performance benefits. For example, 60% of homeowners were unable to decipher which floor covering is the most fire retardant 24
THE ROLE OF THE INDEPENDENT RETAILER
Having gained insights into consumer perspectives on wool carpet, we needed to understand the retailer side of the story. So we surveyed SMG members about their experiences selling wool carpet to today’s modern homeowner, and we’re pleased to share the initial results with you. It was no surprise that the results reflected the sentiments from UK consumers. 85.7% of members identified with the statement that the majority of their customers had a rough idea of what carpet type they wanted to purchase but were still looking for advice. The remaining 14.3% reported that their customers approach them with no idea of what carpet type they wish to purchase.
This consistency in results was also clear when it came to gauging consumer knowledge of carpet attributes. 33% of SMG members cited low levels of consumer understanding around the benefits of wool as a key factor that makes wool harder to sell than synthetic carpet. PERCEPTIONS OF WOOL’S KEY ATTRIBUTES Similarly to consumers who voted comfort, durability and quality as wool’s key features, carpet retailers selected durability (85.7%), quality (80.9%) and longevity (71.4%) as the top three attributes of wool carpet. For both parties, the sustainability, ease of cleaning and hypoallergenic qualities of wool carpet ranked of lower importance, at 22%, 19% and 4% respectively for consumers and 28.5%, 19% and 0% for SMG members, despite these being key features of wool carpet that bring added value and benefits to a consumer’s home. Responses from SMG members indicate that pure wool carpet represented an average 13.6% of carpet sold, compared to 39.7% being wool/synthetic blend and synthetic taking the majority share at 46.7%. This is especially interesting when considered alongside the results of the consumer survey - despite the evident lack of understanding around the advantages of wool, 28% of consumers stated they would choose a pure wool carpet compared to
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the 7% favouring entirely synthetic products. WOOL – THE NATURAL WONDER MATERIAL As a fire-retardant, sustainable and hypo-allergenic fibre, wool and wool-rich carpets offer a series of stand-out features that few consumers are currently considering. Perhaps one of the lesser known advantages of wool carpet is that wool fibre filters the air and regulates humidity, creating more comfortable indoor environments. Many consumers also have maintenance concerns when it comes to wool carpet, which is a misconception. Wool is resistant to flattening and stains and is proven to look great for longer - providing excellent value for money and offering an ideal solution for busy areas where wool has tended to be less frequently featured because of these misgivings.
At Lawton Yarns, we’re committed to raising awareness of the significant benefits that wool carpet can bring into homes. It’s clear that consumers are woolly over the natural benefits of wool, and it’s up to manufacturers and retailers to work together to fill this knowledge gap. There is an exciting window of opportunity for getting across the ‘buy wool’ message, with all things raw, organic and inherently sustainable being very much in people’s consciousness. For the industry, it’s understanding how we can tap into these emotional triggers by creating greater knowledge of wool’s properties and convert a wider societal movement into growing sales for the wool carpet sector. To support independent retailers in helping their customers make informed flooring choices, we’re inviting SMG members to visit the
Lawton Yarns factory and showroom on Wednesday 24th October for an exclusive, behind the scenes look at the woollen yarn manufacturing process. Our experts will be on hand throughout the event to answer questions on what it takes to create high quality yarn for the high quality wool carpets and the added value this can create for retailers and consumers. It’s time for us to work together to take the lesser known and more hard-hitting benefits of nature’s wonder material to consumers. Together, the research shows, we can make a difference. If you haven’t already, there’s still time for you to have your say in our survey and be in with a chance of winning a £100 M&S voucher. Complete the survey here:
surveymonkey.com/r/R53XDNZ
SMG News | Summer 2018 | 25
Associated Weavers for big brands enhanced by bold displays You know the importance of quality display
styles and quality vary enormously. If they are
material in your store. That’s why Associated
then persuaded by the visual environment
Weavers have invested so much time and money
around them in store, it’s the material that has
into producing display schemes that you can
been designed the best that will appeal to them,
use with pride. We have established a reputation
their lifestyles, and their budget.
for market-leading displays, merchandising units and graphics with the kind of impact that
There’s an old adage that says “Advertising
will stop your customers in their tracks.
draws the horse to water, but it’s the in-store displays that make the horse actually drink the
Walk into any carpet store and the consumer
water”. At Associated Weavers we know that,
can be forgiven for thinking that all the carpets
for strong brands like iSense, Invictus,
they see are very similar at first glance. Our
StainAway and Vivendi, we can provide superb
display material has been designed to help your
ideas for breathtaking display solutions.
sales force convince the customer that carpet
Impressive wall displays New wall displays are our star attraction designed to create the biggest attraction your store has ever had. Modular wall panels feature high-impact graphics sitting above attractive feeler swatches, topped by stylish integral lighting. They create a comprehensive picture of all Associated Weavers’ ranges, which can also be shown with beautifully constructed free-standing lecterns and furniture display units. 26
New displays for 2018
iSense Ourania Lectern Stand
Vivendi Lectern Stand
The latest addition to the INVICTUS brand is the new Aquarius collection featuring the Modern Super Soft Polyester ranges Indus and Dorado
The latest addition to the iSense collection is Ourania. This luxurious Super Soft Nylon Velvet feels fantastic and performs equally as well.
The latest additions to Vivendi collection are Vigour, Verve and Ardour. Vigour is a brand new hard-wearing solution dyed Nylon Saxony and Associated Weavers will also be adding the exciting dual weighted heathers of Verve and Ardour to the collection in the coming months.
Look for the Buttery
If you would like to take advantage of these fantastic in store displays or find out more please contact your area manager or alternatively contact the Associated Weavers head office on 01422 431100.
Associated Weavers Sales: 01422 431100 Email: salesuk@awe.be
Invictus Aquarius Lectern Stand
SMG News | Autumn 2017 | 27
We specialise in exqu
Please contact us to find ou
NEW Express blind collections launching August 2018
for more details please contact: And t: 01744 851515 m: 07802 262108 SMG News | Summer 2018 | 28
quisite fabric design and curtain manufacture.
ut how easy it is to add a curtain department to your store.
drew Carstairs Sales Director e: andrew.carstairs@enashaw.co.uk 29
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QUESTION TIME SHIRLEY JACKSON MANAGING DIRECTOR AT PENTHOUSE CARPETS
In this issue of Question Time, SMG took the opportunity to meet the new Managing Director of Penthouse Carpets, Shirley Jackson. Shirley has worked in textiles for her whole career and joined Penthouse Carpets 15 years ago. Shirley was promoted to Managing Director at Penthouse Carpets this year and we were excited to ask her to feature in this issue. HOW WOULD YOU DESCRIBE THE VALUES THAT HAVE MADE PENTHOUSE CARPETS SUCCESSFUL? “At Penthouse we never compromise on quality; using the finest raw materials makes a huge difference to the finished product in appearance, durability and ease of fitting. We like to offer a more personal service to our customers, by truly understanding their business needs. Being employee owned ensures the commitment of our workforce in maintaining this traditional approach to quality and service, which has always worked for us.” WHAT ARE THE BIGGEST CHALLENGES YOU ARE CURRENTLY FACING? “From a personal point of view, I have recently accepted the challenge of leading Penthouse Carpets into an even brighter future; ensuring that we continue to work ever closer with our retailers to ensure that we remain competitive without compromising on quality, and keeping up with interior fashions. I think
the obvious challenge we are all facing is the uncertainty of what ‘Brexit’ may mean when it becomes a reality. Any loss of consumer confidence could have an adverse effect on sales.” INDEPENDENT RETAILERS ARE ALSO FACING CHALLENGES, WHAT ADVICE WOULD YOU OFFER THEM? “As part of my role I try to spend as much time as I can with our retailers, hoping to better understand how we can help grow their business. One issue that many of our customers have raised is getting the message across to consumers that floorcovering purchases need specialist advice and fitting, that obviously isn’t available when ordering online, but having an online presence is essential.” IF YOU COULD ASK RETAILERS TO CHANGE ONE THING WHAT WOULD IT BE? “That’s an easy one to answer; it would be to ask retailers not to be afraid to show customers the better quality carpets for fear of losing a potential sale. The emphasis should be placed on offering the best advice and value for money, which isn’t necessarily the cheapest option. Put simply, don’t be afraid to upsell!” HOW WOULD YOU LIKE TO SEE THE INDUSTRY CHANGE IN THE FUTURE? “I would like to see us all give more consideration to the environmental impact of the raw materials and packaging we
use. With all the plastic pollution horror stories recently in the news, it does make you stop and think how we could play our part in reducing it. We like to use sustainable materials where possible, keep our waste to a minimum and recycle the small amount we do produce into our ‘Ecofelt’ underlay.” WHAT IS YOUR FAVOURITE PENTHOUSE CARPETS PRODUCT? “Difficult question; since over the years I’ve worked on the development of all our ranges. While I’m delighted with how well our ‘Colorado’ range has been received since the launch last year, I’ll always have a soft spot for our ‘Pentwist Naturals & Colours’ range; which is our longest established collection. When I look back at the original it’s evolved so much over the years to keep up with furnishing trends, but it’s still the same beautiful stalwart 2ply range, which played a key part in establishing our reputation for quality.” ASIDE FROM PENTHOUSE WHICH OTHER MANUFACTURER DO YOU MOST ADMIRE AND WHY? “Definitely Cavalier Carpets as they take a similar approach to Penthouse, maintaining a great friendly working environment, which reflects in the way they do business. They also share our uncompromising approach to quality and service.”
Continued on the next page >>
SMG News | Summer 2018 | 31
PRIOR TO WORKING AT PENTHOUSE WHICH OTHER COMPANIES DID YOU WORK FOR? “I’ve worked in textiles in one form or another my entire career, beginning at Platt Saco Lowell, textile machinery manufacturers, where I worked in the research and development laboratory; from there I moved to James Dewhurst. My first experience of the carpet industry was at Dutton Carpets as Quality Assurance Manager, then on to Thomson Shepard Carpets as Commercial Manager, followed by Carpet World where I set up and ran their distribution centre. I spent a short time helping my dear friend Malcolm Hoyle run his business, before I came to Penthouse, where I’ve been ever since.” WHICH WAS THE MOST REWARDING ROLE AND WHY? “Definitely the 6 years spent as Production Director at Penthouse, during that time I oversaw some major investments in new machinery and made many organisational changes; but the aspect of the job I found most rewarding was product development; I absolutely loved working on new ranges in collaboration with our
customers and suppliers, then seeing them become a reality. I’m delighted that I’ve been able to retain this responsibility as MD.” HOW DOES THE FLOORING INDUSTRY DIFFER FROM OTHER INDUSTRIES YOU HAVE WORKED IN? “I must say that the flooring industry is the friendliest industry I’ve ever worked in. I’ve made some great friends over the years from all sectors of the trade.” WHAT ARE YOUR CAREER HIGHLIGHTS? “I was promoted to Quality Assurance Manager at James Dewhurst industrial fabric manufacturers when I was 23 years old, after having achieved laboratory accreditation and registration to BS5750 (the precursor to the ISO9001 Quality Management Standard), which resulted in the securing of a huge MoD supply contract. I also set up the Carpet World central distribution centre singlehandedly back in the ‘90s. During the 15 years I’ve spent at Penthouse I’ve been promoted three times, from Logistics Controller to Production Controller, then Production Director and finally Managing Director.”
OUTSIDE OF WORK, WHAT ARE YOUR PASSIONS? “I love to spend time in the countryside with my husband; we’re real ‘outdoors’ type of people. I enjoy hiking, gardening, reading and I’m a keen amateur baker. I also support several animal charities.” IN YOUR WHOLE LIFE, WHAT MAKES YOU MOST PROUD/WHAT IS YOUR PROUDEST ACHIEVEMENT? “Without question the proudest moment of my career was when our Board of Trustees appointed me as Managing Director of Penthouse Carpets in May this year; it’s a huge honour.” DO YOU HAVE ANY REGRETS? “None, who knows what the road not travelled may have brought?” WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? “It’s better to regret having taken a chance, than to regret not having taken it.”
A bespoke fitting of Penthouse Carpets’ Vermont Range
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Unveiled at the BGNFS in May, this new own brand collection is available on beautifully crafted unitary exclusive to members of SMG. Designed to be a ‘pick and mix’ offer, simply choose the unitary you want along with the products you would like to feature. Products are, in many cases, subject to extra discounts for standholders. Products are available from ITC, Abingdon Flooring, Brockway Carpets, Ulster Carpets, Victoria Carpets, Penthouse Carpets & Telenzo. See Orderlink price list for full details of available products and prices.
Contact SMG for more details on 0118 932 3832
INSURANCE INSIGHT IN THIS ISSUE MATT GOWING LOOKS AT THE DIFFERENCE BETWEEN LABOUR ONLY & BONA-FIDE SUBCONTRACTORS
“
One of the main questions I am regularly asked is whether your Insurance needs to cover your use of subcontracted carpet/flooring fitters and what the difference is between a Labour Only subcontractor and a Bona-fide subcontractor. So I thought it would be helpful if, for the purposes of insurance, I use this issue to explain the differences in order to ensure you have the correct cover in place. Labour Only Subcontractors Under UK law, a Labour Only subcontractor is defined as an employee. They would normally work under your direction, be paid by the hour, day or week and can be asked to carry out other tasks. They may have their own tools, but would not normally provide materials. Bona-Fide Subcontractors A Bona-fide subcontractor would normally work under their own direction and supply their own tools and materials. They would be assigned with carrying out a contract of works, for which they would be obliged to correct any problems without charging extra for the remedial work, and would also have their own insurances in place.
Why do these differences affect my insurance? A Labour Only subcontractor would be considered an employee for the purposes of insurance. As such, the Employer’s and Public Liability cover under your policy would extend to include them whilst they are working for you, but you need to ensure that you declare any payments made to the Labour Only subcontractor within the estimated wage roll advised to your broker/insurer. This extended cover would normally carry a higher premium rating than they if they were a Bona-fide subcontractor simply because, as an employee, you have a greater liability at law for both their welfare under the Employer’s Liability and their activities carried out on your behalf under the Public Liability. A Bona-fide subcontractor should have their own insurance and therefore your Employer’s Liability cover would not extend to cover them. However, payments to Bona-fide subcontractors still need to be declared to Insurers, as your Public Liability cover will provide contingent cover for their work, but the premium charged would be at a lower rate. The policy would normally carry a Bona-fide subcontractor clause that specifies you must check the
subcontractor has their own insurance in place, normally to the same limit of indemnity as you hold. Under our SMG Insurance Solutions policy we can include cover for both Labour Only and Bona-fide subcontractors and give you the right advice in order to make sure you have the correct cover in place. The policy can provide cover for stock, contents, computer equipment, buildings, tenant’s improvements, stock in transit, money, employers & public/products liability and includes commercial legal expenses as standard. 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 customers’ keys
•
misuse of customers’ phones
•
cleaning cover for items being worked upon
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.
”
SMG Insurance Solutions is a comprehensive insurance scheme arranged by Stackhouse Poland Ltd, a top 10 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.
Visit www.smginsurance.co.uk to register your interest. Alternatively, call the SMG Insurance Solutions team on 01202 647464. SMG Insurance Solutions is a trading style of Stackhouse Poland Ltd, which is authorised and regulated by the Financial Conduct Authority.
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KENSI NGTON A perfect choice for almost every location! Schering 45 8281 JW Genemuiden The Netherlands
T +31 (0)38 38 611 60 E info@itcnaturalluxuryflooring.com W www.itcnaturalluxuryflooring.com
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Hardwood Flooring The natural choice
The Natural Solutions Collection features some of the most beautiful species of hardwood flooring available. Using advanced technologies, these floors are processed and enhanced with surface coated oils, lacquers and varnishes to create subtleties in sheen and hue. Ranges can be used throughout the home, perfect for use with underfloor heating and will never go out of style – adding value to your home with each passing year. To take advantage of this great collection of natural wood flooring contact us today.
www.furlongflooring.co.uk
I
Sales: Preston - 01772 696 787
I
Dartford - 01322 628 707
SMG News | Autumn 2017 | 37 I Gloucester - 0845 520 0800
WOOL CARPET FOCUS GROUP A LETTER FROM MARTIN CURTIS, CHAIRMAN OF THE WOOL CARPET FOCUS GROUP, IN SUPPORT OF WOOL
“
Dear SMG Members, may I first of all thank you for reading at least the start of my message. I do appreciate that everyone gets inundated with articles, information, updates and all sorts of stuff that has only a passing relevance to your everyday work. I hope this will be a little more helpful than some because I will give you some hard facts to speak to your customers about. Woolabilities... they are described in our updated website woolcarpetsnaturally.org and should be increasingly familiar to you. Several wool organisations are taking the theme on board and you will see The Campaign for Wool emphasising the natural Biodegradability of wool. Research is showing that whereas plastic microfibres can exist in the oceans for decades, be eaten by fish and enter our food chain, wool actually biodegrades quickly and naturally. One thing I can promise you in the coming years is that the environment, sustainability, safety and our health are going to be prime factors when people make purchasing decisions. This is not only applicable to the carpet sector but across all parts of our daily lives. You heard about the whale that died recently and was found to have a stomach full of plastic bags. We are all going to become amateur Tree Huggers, you mark my words. I have
38
reduced my purchase of plastic bags at the supermarkets and elsewhere. The National effect has been tremendous and the number of bags used has been cut by millions! This is the start of a much more environmentally conscious public who want to know more about the products they buy, especially what they eat and put in their homes. British Wool are talking about keeping the countryside healthy and the NFU about how farming in the UK is even more essential to our futures as Brexit gets ever closer. Sheep live on the land, the original free range animal, not pumped full of antibiotics and growth hormones and provide us with so much. Wool for clothing, interior textiles, carpets, beds and bedding, lanolin and protein. We should thank our lucky stars that these magnificent animals give us so much and ask for so little in return! Safety is in the headlines with the horrendous stories coming from the Grenfell enquiry. I don’t need to go into details here but just let it be remembered that Wool needs more oxygen than exists in our atmosphere to sustain a flame and keep it burning. Wool is naturally fire resistant. In extreme terms think of an oil based product, like petrol or synthetic fibres and what happens when you throw a match on it (or a fire caused by a faulty electric connection or a dropped
cigarette on a synthetic fibre duvet) and stand back! If the flames don’t get you the poisonous fumes will! Did you know that some chemicals that are applied to synthetic fibres to make them less flammable are actually carcinogenic so if you don’t burn you stand a chance of getting cancer! Ok, enough you say. I am not just preaching hellfire and damnation if you don’t sell a wool carpet but I just think it would be fair to let the consumer know why wool is the best fibre for carpets and rugs. There is no doubt in my mind that if you want to give your customers the best service you should let them know a few facts. Not rocket science but common sense. Wool carpets look better for longer. They are safe. They clean better than synthetic carpets. They are made from a sustainable source. They naturally filter harmful toxins from the air we breathe in our homes. They don’t pollute the oceans or last for decades in landfill. They wear really well, meaning that you have invested your hard earned money wisely and won’t have to replace an ugly flat dirty synthetic carpet so soon. There is more but sometimes more is less and as you have been kind enough to read to this part of the article I will simply say thank you once again and wish you wool!
”
SMG News | Summer 2018 | 39
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Underthe theTelenzo TelenzoEdel Edelumbrella umbrellawe weare areproud proudto tointroduce introduce Under Under the Telenzo Edel umbrella we are proud to introduce thebrand brandnew newAtmosphere AtmosphereCollection, Collection,shown shownfor forthe thevery veryfififi rst the the brand new Atmosphere Collection, shown for the very rst rst timeat atthis thisyear’s year’sBuying BuyingGroup GroupNational NationalFlooring FlooringShow Showin May. time time at this year’s Buying Group National Flooring Show ininMay. May. Thissynthetic syntheticcollection collectionconsists consistsof of333brand brandnew newsaxony saxonystyle style This This synthetic collection consists of brand new saxony style productscalled calledBreeze, Breeze,Whisper Whisperand andCloud; Cloud;from fromstandard standardto to products products called Breeze, Whisper and Cloud; from standard to luxury. luxury. luxury. Weare areproud proudto toput putTelenzo TelenzoCarpets Carpetson onthe themap, map,not notonly onlyas as We We are proud to put Telenzo Carpets on the map, not only as qualifi edwool woolsupplier, supplier,but butalso alsoas asaaaquality qualitysupplier supplierof ofvery very aaaqualifi qualifi ed ed wool supplier, but also as quality supplier of very luxurioussoft softtouch touchcarpet carpetwith witheggshell eggshell(mat) (mat)fififi nish. luxurious luxurious soft touch carpet with eggshell (mat) nish. nish. TheAtmosphere Atmospherecollection collectionhas hasbeen beenmade madeout outof ofextremely extremelysoft soft The The Atmosphere collection has been made out of extremely soft Spheronyarn, yarn,that thatcreates createssuper supersoft softcarpet. carpet. Spheron Spheron yarn, that creates super soft carpet. treatfor foryour yoursenses sensesand andaaaproduct productthat thatisisisalso alsovery verystrong. strong.Spheron Spheron AAAtreat treat for your senses and product that also very strong. Spheron yarncreates createsthe theright rightAtmosphere Atmosphereand andits its2ply 2plyyarn yarnprovides providesaaa yarn yarn creates the right Atmosphere and its 2ply yarn provides betterappearance appearanceretention retentionfor forlonger longerlasting lastingperformance performanceand and better better appearance retention for longer lasting performance and wearability. ability. wear wear ability. Thisnew newcollection collectionwill willbe bepresented presentedon onan anattractive attractivedisplay displayin This This new collection will be presented on an attractive display inin strikingdark darkblue bluecolours coloursand andincludes includesseveral severalpromotion promotionmaterials. materials. striking striking dark blue colours and includes several promotion materials. Pleasecontact contactyour yourTelenzo Telenzoagent agentto tosee seeifififyou youcould couldbe beaaaregistered registered Please Please contact your Telenzo agent to see you could be registered ATMOSPHEREdealer dealerin yourarea. area. ATMOSPHERE ATMOSPHERE dealer ininyour your area.
SMG News | Summer 2018 | 41
NEW from Forbo Flooring Systems: FORBO’S NEW ETERNAL DE LUXE VINYL Forbo Flooring Systems has launched a new premium version of its General Purpose Vinyl (GPV) collection Eternal, delivering excellent performance characteristics and designed to inspire. Eternal de Luxe offers the highest design quality, opulent appearance and realism – often associated with Luxury Vinyl Tiles - thanks to its new in-register embossed structure. It also has the ease, convenience and cost effectiveness of a sheet product. Eternal de Luxe has been designed for applications such as leisure & hospitality environments, retail boutiques, luxury homes and residential care homes, presenting the highest diversity in design and embossing on the market; creating an inviting, comfortable atmosphere in any application area. It is available in 13 wood and nine stone designs, all of which can be specified in a compact format (provides less indentation and is ideal for heavy or wheeled traffic) or decibel (17dB sound impact reduction) option, in two and four metre widths. However, it is advances in brand new in-register embossing techniques that really set this range apart. Within the wood range, nine of the designs feature state-of-the-art, authentic embossed finishes, replicating the natural beauty of real wood, but with the practical benefits of a sheet vinyl. Designs include
Light Concrete Tile 42
both small (75x14.3cm) and wide plank options (150x20cm), which run the length of the sheet with minimal repeat thanks to the 1.5m printing cylinders, reflecting a variety of oak designs alongside more modern effects such as pine. The in-register embossed structure has also been used for the first time within the stone selection for the light concrete, dark concrete and charcoal designs, which features an up-to-date embossed grouting resulting in a 50x50cm tile effect on sheet. For a modern twist on a classic floor, metallic designs in rectangular ‘tile’ designs also feature. Janet Lowe, Head of Marketing UK and Ireland at Forbo Flooring Systems, commented: “We’ve launched Eternal de Luxe as a new range of premium sheet vinyl floor coverings with the design quality, realism and opulent appearance you would normally associate with luxury vinyl tiles. In this case, the range still benefits from our proven PUR Pearl and PUR Wood Pearl finishes making the floor covering easy to clean, whilst its lasting performance guarantees that it will stay in prime condition, even under heavy traffic conditions.
they are suitable for use within dementiafriendly environments. This is ideal for specifiers and contractors that want to create a modern, yet safe environment for those affected by dementia.” With our products, we strive to create better indoor environments that make a positive contribution to the health of those that use them. Forbo’s Eternal floor coverings are 100% phthalate free and produced using electricity from green, renewable resources. Eternal de Luxe compact also has up to 70% recycled content in the backing.
For more information please visit forbo-flooring.co.uk/ eternaldeluxe For more information on the DSDC accreditation scheme please visit forbo-flooring.co.uk/ designingfordementia
“What’s more, a selection of the designs have also been accredited by The University of Stirling’s Dementia Services Development Centre (DSDC), meaning
Grey Washed Oak
Anthracite Oak
Charcoal Tile
Light Honey Oak
Mild Neutral Grey
Whitewashed Oak
Dark Wild Oak
Grey Pine
SMG News | Summer 2018 | 43
Double Warranty Assurance
NEW 2018 Look out for Ardour, Verve, Vigour Associated Weavers Sales: 01422 431100 Email: salesuk@awe.beSMG News | Summer 2018 | 44
NEW from UltraFloor: GRIP & GRAB IT – The NEW multi-purpose adhesive from UltraFloor UltraFloor have enhanced their range of subfloor preparation materials by introducing Grip & Grab IT multi-purpose adhesive. Available in a 290ml tube, Grip & Grab IT is an MS-polymer based adhesive designed for a variety of applications including fixing gripper rods and trims and securing skirting boards and stair noses. Grip & Grab IT is quick to apply, adheres to porous and non-porous surfaces instantly and boasts high strength, giving you confidence that projects can be completed on time and once cured, the adhesive will not fail. In addition to its exceptional and instant grab, Grip & Grab IT also has excellent workability, giving you time to make any necessary changes to the adhesive or fixtures whilst relieving the pressure of only having a short window of time to do so. It’s this workability that really sets Grip & Grab IT apart from anything else available on the market. For more information on this unique feature, please visit: Instarmac.co.uk/support/videos. The benefits of using Grip & Grab IT don’t stop there! Developed using an MS-polymer formulation for a guaranteed bond to most common substrates, Grip & Grab IT is suitable for both internal and external applications, is smooth to apply, can be used on damp or wet surfaces and cures fast with increased strength. With a shelf of 12 months and a lid to stop the adhesive drying out in the tube, Grip & Grab IT is a truly multi-purpose product you really don’t want to be without. On this exciting product development, Jason Reid, UltraFloor’s National Sales Manager, commented: “After speaking to a number of our valued customers, it became apparent that a multi-purpose adhesive that would stick quickly whilst retaining an element of workability was missing from the market. After months of extensive product testing, we are delighted to introduce this innovative adhesive to the flooring market.”
For further product details, pricing information or to place an order, contact the UltraFloor sales team by emailing ultrafloor@instarmac.co.uk or calling 01827 254402 Keep up-to-date with the latest news, product innovations and videos by following UltraFloor on Twitter @Ultra_Floor
SMG News | Summer 2018 | 45
SMG News | Summer 2018 | 46
NEW from Westex: SILKEN VELVET COLLECTION – Luxury. Softness. Lustre. July 2018 will see Westex proudly introduce their brand new Silken Velvet Collection. The collection consists of 3 opulent qualities, Vogue, Chic and Debonair, with each quality available in 40 contemporary shades. This luxurious collection creates an elegant, sumptuous ambience whilst still being a high performing and durable floor covering for any room. From stylish greys & natural hues to delicate tints of green and blue, to strong impact shades of red offer a palette to match any dÊcor or colour theme.
Manufactured from an innovative development of 100% Polyamide 6.6, 2-Fold Yarn; the fibre technology has a tighter and smoother molecular structure which achieves the exceptional lustre and softness whilst still being resistant to pilling. Combined with the Westex Stain Resist, this collection is more resistant to staining and dirt, maintaining a newer look for longer.
& 5m with all widths being an exact colour match.
Designed in the UK, as with all Westex carpets, the collection is available is 5 widths; 1m, 3.66m (12ft), 4m, 4.57m (15ft)
westexcarpets.co.uk
For more information on the Silken Velvet Collection or on any other collections by Westex please contact +44 (0) 1274 873 266 or email info@westexcarpets.co.uk
Silken Velvet in colour Smoulder SMG News | Summer 2018 | 47
NEW from Kettle Interiors: FR COLLECTION Upholstered Bedstead
New for SS18, the FR Bedroom collection brings classic French chateau style to the modern home. A particular highlight of the collection, the Upholstered Bedstead features exquisite detailing and a luxurious padded fabric headboard that elevates the bed as something special. With a low foot-end to enhance the feeling of space, this is a quality piece with details including sculpted side-rails, Queen Anne style feet, a carved end-frame to the beautifully shaped headboard finished in a linen-look fabric and with a weathered oak-wash finish. Available in 4’6, 5’0 and 6’0 sizes, the bed is ready for any size room, adding a touch of class no matter what the setting. Along with the rest of The FR Bedroom Collection, the Upholstered Beadstead comes available as part of any Wholesale, Stockist and Container packages with free delivery from just £500.
NT COLLECTION Large Cupboard The stylish Scandinavian looks of The NT Collection has won many fans and the Large Cupboard is proving a highlight in the collection through its combination of compact proportions and incredible practicality. Crafted in a stylish light oak finish, the Large Cupboard is packed full of quality cues including wooden drawer runners and dovetail joints for all three drawers and boasts practical storage thanks to an integral shelf. With chrome or wooden knobs in every box for a touch of personalisation, the Large Cupboard shares the elegantlyshaped foot found throughout The NT Collection, along with beaded and panelled doors and matching sides, and makes a great addition to any dining room, living room, hallway or kitchen. Along with the rest of The NT Collection, the Large Cupboard comes available as part of any Wholesale, Stockist and Container packages with free delivery from just £500.
For further information contact Kettle Interiors Agencies on 01536 444960 or email sales@kettleinteriorsagencies.com 48
Carpet Recycling UK: Showcasing 10 years of resource recovery at Harrogate Flooring Show Carpet Recycling UK will be showcasing ten years of resource recovery from waste carpet at the 2018 Harrogate Flooring Show on September 16th to 18th where the focus will be on supporting the flooring sector to increase recycling and reuse of these materials, thereby helping to reduce disposal costs. In its 10th anniversary year, the industry-backed association for recycling and reusing waste carpet reports consistently higher numbers of enquiries from flooring companies that are keen to improve their efforts to divert carpet from landfill and to offer recycling services to their customers. Retailers and contractors can join as new members at the show with advice and details available from CRUK’s friendly team on stand number M35. CRUK Director Laurance Bird comments: “With strong on-going support from our core funders who are leading the way for sustainability within the carpet value chain, the reuse and recycling of waste carpet across the UK has continued to rise year on year since 2008 when CRUK was founded. “At this year’s show, we are looking forward to following up conversations with our many enquirers and with more outlets in the North East and South East, we should be able to help more retailers and contractors.” Laurance added: “It is definitely worth returning to our stand for a chat and to find out which recycling options will work for you based on your geographical location, types of carpet waste and volumes. It also offers an opportunity to find out if compacting waste using a ‘carpet crusher’ is financially feasible.” CRUK was founded in 2008 to tackle the 400,000 tonnes of waste carpet arising in the UK annually. Its core funders are Cormar Carpets, Lifestyle Floors/ Headlam, Brintons Carpets, DESSO, ege, Milliken, and Balsan. In 2017, 168,000 tonnes of carpet were reused, recycled or recovered for energy.
Left to right - CRUK members James Bagdadi of DESSO, Robert Barker of CRUK, David, Dawn and Tony from Clinton Carpets.
Carpet Recycling UK welcomes enquiries from all types of organisations interested in finding new outlets for their waste carpet with potential savings on disposal costs. For more information, please call Marie Rhodes on 0161 440 8325 or email: Marie@carpetrecyclinguk.com or visit www.carpetrecyclinguk.com. Twitter: @CarpetRecycleUK
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“For over 60 years, we been developing and manufacturing high performance flooring using the latest advanced technologies, creating four ranges of human-friendly and eco-conscious luxury vinyl tiles fit to grace your home. Whether you prefer a more traditional aesthetic or a contemporary look, with 60 colours across wood and stone effects, we’re certain we have the perfect selection for your home or project, engineered with precision.” Following the success of Decotile & Decoclick Home Foundations have launched two new ranges; Advance & Harmony. Harmony is a traditional glue-down LVT with a contract grade wear layer and registered emboss technology to look and feel like real wood. To complement the Harmony range, LG are launching a selection of feature strips for added personalisation.
Advance is the next generation of click LVT. Rigid core technology and an IXPE backing enable LG Advance to be installed over imperfect subfloors or existing floorcoverings, largely avoiding the need for costly and time consuming uplift and preparation.
Harmony and Advance are both available in a brand new selection of 20 contemporary wood and stone colours. For more information visit lghausys-floors.co.uk or email sales@homefoundations.co.uk
SMG News | Summer 2018 | 51
NEW from Ulster Carpets: INTRODUCING SEVEN NEW COLOURS TO YORK WILTON Released to celebrate 25 years, the addition of seven new colours to Ulster’s well loved and established York Wilton, will see the already extensive colour palette grow to fifty; allowing for great coordination with any interior scheme. Inspired by trends such as Natural Elements and Artisan Textures, both forecasted for 2018, these fresh additions embrace tones of soft blues and warm greys. “The seven new colours give a modern rustic feel, suggesting simple country living using contemporary greys that will be a perfect backdrop for current decorating trends.” - Ulster’s design team.
Chambray
We asked Clare Jenkinson and Calvin Pope, two experienced carpet designers at Ulster, to explain what motivated them throughout the colour picking process. Here’s what they had to say... “These new shades of grey are inspired by raw materials and the natural
Goose
Mockingbird 52
The essential make up of York Wilton exposes the textures by gently twisting an array of plain and heather yarns which add a softer feel to the range, blending similar colours into the twist. By mixing the gentle, warming properties of wool with durable, high performance nylon, this timeless range is suitable for extra heavy wear making it perfect for homes and commercial projects.
environment - wood, stone and metal, so they are versatile to use in the home and can be used to complement rooms and bring together colour schemes rather than dominate.” The subtle blend of beautiful blues adds a new dimension to the York Wilton range. “Chambray has a soft, casual denim feel that is very easy to live with and decorate to - it sits between a grey, aqua and blue so can be used with a wide choice of other colours. Indigo gives the option of a darker shade, reflecting the current interiors trend towards this look. Both names are linked to fabrics and dyes - chambray being a
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Indigo
Nougat
light denim with a mixture of yarns in the warp and weft, indigo being the classic natural dye used for denim.” On this project Ulster Carpets worked with popular interior and lifestyle blogger Emma Martin of Amble & Ash, to style their beautiful new shots and help demonstrate just how versatile this
timeless range can be whilst still keeping its identity and main features (High Quality, Extra Hard Wearing, Multi Widths, 80% Wool & 20% Nylon, Fire Safe) Ulster’s Multi Widths service allows York Wilton to come in a variety of sizes of 5m, 4m, 3m, 2m and 1m widths. This service not only reduces wastage and
Shetland
helps lower the carbon footprint but also proves more cost effective to customers and consumers.
For more information please contact Ulster Carpets on (0)28 3833 4433
Orkney
COMING SOON to Ulster Carpets... Due to overwhelming demand Ulster is excited to announce new colours coming soon to its highly popular Braeburn, Country House Collection’s Beaumont and Tazmin ranges. Each range will be increased by three colours, fondly fashioned by their designers who have carefully taken their inspiration from forecasted interior decorating trends. ‘Granary’, ‘Cairn’ and ‘Inkstone’ introduce a more modern palette of warm greys and cooler blues to the traditional country house feel of Beaumont’s stunning plaids.
Beaumont in colour Cairn
Ulster’s Braeburn collection of contemporary plaids is boosted by the addition of ‘Biscay’, ‘Forge’ and ‘Glade’. These new colours are an extension of the existing designs which use a subtle combination of tones to create a contemporary yet timeless feel. ‘Buckram’, ‘Bluegrass’ and ‘Prussian’ join the Tazmin range. Available in coordinating designs of pindot, runner and motif, the new colours have been designed with the current fusion feel of interiors in mind, which would pair well with eclectic accessories and a mixture of raw materials.
Beaumont in colour Granary
All of these new colourways are woven in an 80% wool and 20% nylon yarn blend suitable for heavy wear and are available in a variety of five colour matching sizes: 4.57m, 3.66m, 2.74m 1.83m and 0.91m MultiWidths. This service not only reduces wastage and helps Ulster Carpets lower their carbon footprint but also proves more cost effective to Ulster Carpets’ customers. Be sure to watch out for more beautiful additions coming soon to Ulster Carpets.
ulstercarpets.com
Beaumont in colour Inkstone SMG News | Summer 2018 | 53
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NEW from Brintons: PERPETUAL TEXTURES Previewed at the Buying Groups’ National Flooring Show, the Perpetual Textures range is an exciting new launch from Brintons Carpets. Sophisticated and understated for simplistic modern living this new woven axminster range has eight contemporary patterns in varying shades of grey. Taking inspiration from natural fibres and textures these carpets were designed to add a calming influence to any home while the subtle details offer an exciting alternative to a plain. The versatile collection in modern grey tones can work well with minimalist and metallic accessories or be layered against chunky knits and blankets for a cosy feel later in the year. The name Perpetual Textures signifies the eternal popularity of these key fabrics and patterns for both tailoring and interior fashions. Clever texturing techniques including mottles, striés and fades have been used to give a depth to the designs as well as keeping the practicality of a cut pile. Jodie Hatton, Creative Designer for Brintons says “The discreet colour palette gives a modern twist to nostalgic prints. Grey is a wonderful, sophisticated colour, constructed of various shades and undertones. It is not only a great companion to other neutral shades but it also has the power to balance out, bold accent colours. The designs for this range were influenced by the beauty of chenille, corded and tweed fabrics and inspired by rattan and handwoven techniques”.
Perpetual Textures, Celestial Cord
Woven using the famous 80% wool/20% nylon blend (pioneered by Brintons) these carpets are luxurious to touch and hard-wearing for longevity. This blend is still used today because it has all the beauty of wool, in a much longer-lasting form. Marrying the finest materials with the latest technology, the blends are transformed into carpets on specially made looms, finished by hand and inspected twice before leaving the factory so you can be confident in the quality of an investment in Brintons.
brintons.co.uk
Perpetual Textures, Isochrone SMG News | Summer 2018 | 55
THE BUYING GROUPS’ NATIONAL FLOORING SHOW 2018 REVIEW The Buying Groups’ National Flooring Show in Solihull once again was a fantastic and vibrant event. The main hall was buzzing both days with retailers spending time with their favourite suppliers and getting to know those that they would like to develop relationships with in the future. With over 50 top class suppliers present there was certainly plenty to see!
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There were new products, new unitary and new ideas. There was a regal tribute to Meghan & Harry’s wedding on the Ball & Young stand and as always, the AW stand was a showstopper. We had Love Stories with Abingdon, new products with Cormar, colour and texture with Brockway, Cavalier & Victoria, as well as subtle patterns with Brintons, Ulster, Telenzo, Whitestone Weavers and Axminster. There was a strong representation of wool
products as well as the super soft on trend synthetics. The winner of the best stand went to a stunning presentation from Interfloor. As well as carpet, Woodpecker had an amazing display of hard flooring and with rugs a plenty the products on display for retailers were diverse and plentiful. With all this and free refreshments, parking and lunch, what was not to enjoy?!
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It was great to see so many SMG Members there and thank you to those who came up to see us in the SMG Suite. I’m sure those that attended will agree that the new SMG brand Pure Carpets was a particular highlight. This new initiative was available to all members attending at an amazing 30% discount. We were
able to chat with members about our new Suppliers, new products and show only offers. It was great to meet so many members and put faces to the names. This year was the best so far for attendance with members making the journey from far and wide.
If you missed the Show this year – make sure you reserve a place in 2019 – you will be very glad you did. It really is becoming the number one show for the flooring industry.
SMG News | Summer 2018 | 57
SMG MEMBER FOCUS EACH ISSUE SMG PUTS A MEMBER IN THE SPOTLIGHT TO LEARN MORE ABOUT THEIR BUSINESS AND THEIR VIEWS ABOUT THE INDUSTRY.
TONY WORRAD This issue of SMG News, we meet Tony Worrad and Eddie Ong who have a stunning store in Ashby-de-la-Zouch, Leicestershire – The Flooring & Bed Company Limited. Members of SMG since March 2015, Tony and Eddie have worked extremely hard to create a shopping experience that has their customers coming back time and again. Quirky, fun, stylish, engaging, welcoming – all words I would use to describe this wonderful store with an attention to detail and panache that captivates. We put our usual questions to Tony and Eddie and here’s what they said: WHAT DO YOU FEEL IS THE INDEPENDENT RETAILER’S STRENGTH? “The desire and ability to offer a good quality service, that hopefully sets you apart from ’The Big Boys’ and gets customers talking about your business and the good experience they have had shopping with you. A supplier recently let us down (they will remain nameless) and didn’t deliver a cut length even though they assured us it would arrive the day before it’s installation date only for us to be told it would not arrive until the day after the scheduled date after we ‘chased’ it - this customer was expecting their carpet to be installed, so that their new furniture could be delivered the following morning… so I got up at 4:30am and drove our van the 258 mile round trip to collect the carpet from the distribution company in Blackburn, Lancashire - needless to say 58
EDDIE ONG
the customer had their carpet installed - ON TIME! You wouldn’t get that from a department store or a carpet chain... our customers feel as though we really do care about them - because we do! Without them we do not have a business, so our livelihood really does count on it!!” WHAT IS THE KEY MARKET CHALLENGE TODAY? “The biggest challenge to the high street we feel is the internet and internet shoppers who have no loyalty to their local stores. They will happily call into your fully stocked, heated showroom, talk to you for hours about what they should buy, and then just go home and ‘google it’ to find the cheapest price, and not bat an eyelid about your time or effort... or service. It’s very frustrating to say the least. Some customers (but not many) may give you the opportunity to ‘match the price’ they’ve seen online - but most you just never see again! Some brands are worse than others, particularly a few bed manufacturers again, they’ll remain nameless… but they know who they are!” SMG HAS A STRONG POLICY OF SUPPORTING BRITISH MANUFACTURERS, IS THIS SOMETHING YOU SUPPORT? “We have always been proud to promote British Suppliers wherever possible, Amtico for example, and we promote British Manufactured carpets over those from Europe. British wool features highly in our store, although most consumers want ‘easy-clean’ polypropylene for
their growing families - but we avoid the soft yarns which generally lose their appearance after a matter of months. We want our customers to be presented with the best products we can offer and their ultimate satisfaction is our aim. We get repeat customers because we steer them to the right products; the products we would buy ourselves - they trust our advice and our honest opinion.” WHAT ARE THE MOST COMMON QUESTIONS YOU HAVE FROM CUSTOMERS? “How long have you been established… and are you ‘part of a chain’ as it looks like you’re part of a chain store group! (meaning our investment and style we think?)” IF YOU COULD ASK SUPPLIERS TO CHANGE ONE THING, WHAT WOULD IT BE? “Support their ‘Bricks & Mortar’ stores customers more and only deal with ‘legitimate’ businesses. This will hopefully resurrect the British high street retail stores - there are so many doom and gloom stories in the news just lately about high street retailers failing and going into administration.” WHAT IS YOUR TOP SELLING PRODUCT AT THE MOMENT? “Our best selling carpet range is Victoria Carpets’ ‘First Impressions’. We’ve had it installed in our ground floor showroom area and customers are amazed it’s been down over three and a half years and it
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MEMBER: THE FLOORING AND BED COMPANY JOINED SMG: MARCH 2015 LOCATION: ASHBY-DE-LA-ZOUCH, LEICESTERSHIRE
still looks good - that’s why it sells! We recently installed it in the new mezzanine first floor carpet showroom area too! Our best selling mattress is the Serenity 1400 Hybrid from Sealy, but we really love the new Gainsborough handmade models - fabulous looking beds! We sell lots of Interiors type products and our business is evolving into a more interiors-lead ‘designer’ store - so we are adding value to our customers’ store visits - people often pop in ‘just to look’ but often go away with a cushion, a throw, a quirky ornament - or even an occasional chair! Our stocks and display are constantly changing and this makes our customers keep coming back - the store never looks the same twice, and they say how much they like this, it offers variety and it’s always interesting for them. I think if you keep the same old stocks, people pop in a few times, get bored and stop
calling in to see you... We offer every customer a tea or coffee and let them wander around at their leisure - we are a strictly ’no-pressure’ store - people buy from us because they want to, not because it’s an ‘amazing offer, which must end today, as it’s 70% off - but it’s today only!’ Customers are treated as intelligent people - if it’s too good to be true, it usually is!” WHAT WAS THE MAIN REASON FOR JOINING SMG? “As a new business, we initially wanted access to all the ‘big name’ manufacturers. We wanted the support to get established and after doing a bit of research, we thought SMG was the ‘best fit’ for our business style. Even though we had many years in the industry it was comforting to have the backing to help you stand on your own two feet!”
WHAT WOULD YOUR ADVICE BE TO NON-ALIGNED RETAILERS? “It’s good having a support network if you need it, and the comfort of people being on hand and offering advice can be invaluable. There’s freedom to run your business as you wish, but help is available if it’s needed.” WHAT HAS CHANGED MOST DURING YOUR TIME IN THE INDUSTRY? “I would have to say it’s technology. It’s made business a bit easier, but it’s a double-edged sword as we discussed earlier with the ‘internet shopper’. So you have to be clever with it, and the way forward for the independent we feel, is definitely own-branding/labelling. We own-label quite a few products and ranges, but being a small team there’s never really enough hours in the seven days a week we work, so the job’s not quite finished yet!” SMG News | Summer 2018 | 59
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