SMG News - Autumn 2012

The OfďŹ cial Publication of SMG The National Flooring & Furnishing Group

news Autumn 2012 Issue 171

Brockway Carpets introduce their new range of premium wool rich carpets... Solar

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SeE THE SMG Monthly Update for a superb offer available exclusively to SMg Members!

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Autumn 2012 Dear Members, This year has undoubtedly been a challenging one for the Industry and the Country as a whole, even leading the grandfathers of rock, The Rolling Stones, to pen the tune ‘Doom & Gloom’.

Like many of you, I am sure, I have become tired of listening to the repeated bombardment of journalistic negativity and therefore with an Olympic wind of optimism I have chosen to concentrate on the positivity this year has brought us.

SMG Approved Suppliers have risen to the challenge in many ways and have arguably been more creative and engaged with Independent retailers like never before.

SMG Members have enjoyed a record number of promotions throughout the year that have lead to increased margin and profitability, with one Member using the additional discount to offer his customers an Interest Free Credit payment option.

Consequently his sales are on the up.

Product development has been sustained and there have been some fantastic products launched that are reflective of the market and give retailers more choice.

Colour also seems to be on its way back, which will please many people.

You will be pleased to hear 2013 will bring some fantastic opportunities for SMG Members as a direct result of our increased information gathering and engagement over the last 10 months. Market information from Members is key to the success of the Group and I would like to thank you all for the information that will bring benefit to you all shortly.

My highlight of the year was the Buying Groups’ National Flooring Show at Cranmore Park. I have been to a number of shows this year and not one of them has had the same energy or the same level of quality of manufacturers and retailers in the same place at the same time. Feedback from everyone was fantastic and I am already looking forward to 15th May 2013.

I hope you enjoy the lead up to Christmas and use every opportunity offered to you to benefit your business. There is a great deal to be hopeful about, not least the news that we are officially out of recession. I look forward to working with you all to make 2013 a prosperous New Year.

Best regards

on the cover Brockway have unveiled a major new product launch featuring its largest collection of plain coloured carpets to date. Solar is available in sixty four vibrant plain colours and seven contemporary co-ordinating stripes.

Turn to page 33 for more details.

Contact Details SMG The National Flooring & Furnishing Group 9 The Markham Centre, Station Road, Theale, Reading, Berkshire RG7 4PE

Mike Symonds Head of Group Operations SMG The National Flooring & Furnishing Group

This Issue The choice is yours

Cormar Carpets has added a new dimension to its successful Primo Easy Clean collection with the launch of its brand new heather twist range, Primo Choice. Read more about Primo Choice on page 23.

T 0118 932 3832 F 0118 930 4515 E info@smg-group.co.uk W www.smg-group.co.uk Published by: SMG The National Flooring & Furnishing Group.

Printed by: Lamport Gilbert Limited 3 Darwin Close, Reading, Berkshire RG2 0TB.

23

Charles Annable in the hot seat!

30

This issue it is Charles Annable, the Brockway Managing Director’s turn to face the questions from SMG. Turn to page 30 to read the full article.

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Newsupdate

Winner picked for Cormar and SMG’s iPad promotion The winner of Cormar Carpets’ Apple iPad promotion for SMG Members was Danny Coules, of Masterfit Flooring, in Dorset.

Danny was picked ‘out of the hat’ at the end of the promotion

by Chris Moffat, the Executive Chairman of SMG and presented with the prize by Cormar’s Western Regional Manager Roger Clarke.

Cormar’s three-month promotion was simple; all SMG Members had to do was place six or more orders via the new Cormar web portal during those three months and they were entered into the draw for a brand new Apple iPad. David Cormack, Marketing Director of Cormar Carpets, commented “We had a great response to the promotion. Over 954 order lines were received from SMG via the portal in the 3 months between May and July compared to 503 from January to the end of March – a 90% increase in web transactions.

It is clear that customers are finding the range of options that are available online 24/7 a must for 21st century trading. Congratulations to Danny, the lucky winner of the iPad!”

“We had a great response to the promotion.

Over 954 order lines were received from SMG via the portal in the 3 months between May and July compared to 503 from January to the end of March – a 90% increase in web transactions.”

Adam Carpets launch new wall units Adam Carpets has continued their investment in their new branding with a selection of stunning wall units.

The new units have been made with the consumer in mind, as they combine aspirational imagery with a selection of features and benefits about each range.

The units include two display boards, which can be interchanged, so that the units have a truly bespoke feel and can be tailored to the retailers needs.

Sales Director, Eamonn Prescott says “These units are the result of a widespread consultation with our retailers and what they want to see.

They wanted room set photography,

features and benefits and the ability to alter the stands to other Adam Carpets’ ranges with little fuss and delay. We feel we have achieved all of that.”

The units were shown in prototype form at the Buying Groups’ National Flooring Show in May. “They have been tweaked in design since the show after some great feedback from our customers. We are pleased to say that the response has been terrific and the amount of early orders we have received from retailers willing to invest in our new units has been extremely encouraging”.

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Brockway rolls out ‘bespoke carpets’ for new museum of carpet Kidderminster’s Brockway Carpets has created a trio of bespoke carpets for the town’s prestigious Museum of Carpet, set to open later this month.

Worth around £15,000, the lime green, medium blue and turquoise colour carpets from Brockway’s bespoke Solar range have been donated and fitted in two of the museum’s principal exhibition rooms entitled; Kidderminster & Carpets and Process & Design, plus a general browsing area.

The company, which has been creating quality carpets in the town since 1964, manufactured the unique shades using its new bespoke colour matching service. All three colours have been made to match specific colour samples supplied by the museum to reflect its internal décor scheme.

Bespoke Solar carpets are made of 80 per cent pure new wool and 20 per cent nylon in a 2-ply yarn, which together gives this deluxe carpet its unique strength. It is designed for both heavy domestic and heavy commercial use.

“We are delighted to support the museum in celebrating the town’s contribution to the carpet industry,” said production director of Brockway Carpets, Nick Walley.

He commented: “As both a member of the Kidderminster carpet industry and campaigner of British craftsmanship, it

Nick Walley, production director of Brockway Carpets and (right) Charles Talbot, Founder-trustee of Museum of Carpet.

is fantastic to finally see the Museum of Carpet near completion. It is a massive achievement for members of the Carpet Museum Trust who have been campaigning tirelessly to make it possible since 1981.”

The Carpet Museum Trust was given £1.9m of lottery funding to set up the Museum of Carpet in 2010. It was formally opened at the former Stour Vale Mill, Kidderminster by Lord Cobham on Friday 19th October.

for in our main exhibition spaces.

Brockway has exceeded our original request and made our dream carpets come to life. We can’t wait for the museum to open to the public and see the carpets walked on.”

Brockway’s bespoke colour service can match virtually any colour reference, whether it is a favourite wallpaper, paint colour chart or even a prized shoe, for minimum orders of 25 square metres.

Bespoke colours are available in 4m and 5m widths.

Founder-trustee, Charles Talbot said: “We’re over the moon and very pleased For further information please visit with our bespoke carpets. The vibrant www.brockway.co.uk. alternatively visit colours are absolutely spectacular and achieve the ‘wow factor’ we were hoping www.carpetmuseum.co.uk.

Ulster Carpets appoints new residential sales development manager Ulster Carpets have announced the appointment of Joe King as Residential Sales Development Manager covering the UK and Ireland.

Joe joins Ulster Carpets with sixteen years experience in the carpet trade having worked previously with Abingdon and Brintons/Woodward Grosvenor.

His interests and hobbies include golf, travel and football.

This newly created role involves the creation of a new tufted brand for Ulster Carpets as well as the development of existing Key Accounts and Buying Groups. Joe has the foundation of industry knowledge required to cover this challenging and exciting new position.

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Feel good with Cormar Carpets’ Sensation A brand new range from leading UK tufted carpet manufacturer, Cormar Carpets.

Sensation is made from 100% Luxelle PP, a heavyweight polypropylene that has been engineered to feel softer and more luxurious but with all the practical living qualities of a standard polypropylene, including a 10 year stain warranty.

Made on 1/8th gauge using a two-fold specialised fine yarn to create a lustrous handle, Sensation is available in 10 contemporary plain neutrals including ‘Monterey Sand’ and ‘Siberian Mink’. It comes in four and five metre widths and will retail around £25 per square metre.

David Cormack, marketing director at Cormar Carpets said: “Since the price of wool has escalated, better quality polypropylenes like our Primo Ultra and Primo Delight have done exceptionally well.

Sensation was developed to be a much softer, more tactile carpet collection reflecting the current trend for lustre and handle. It is a heavy weight carpet to give it that deep pile, hard wearing quality. It is a range that sits within our Easy Clean range as a flag ship product.”

All Cormar’s wool twist, wool loop and easy clean polypropylene ranges are produced on site at its Lancashire mills and distributed in the UK and Eire via its own delivery fleet.

For further information please contact your local representative or telephone the Cormar Carpets sales office on 01204 881200.

“Sensation was developed to be a much softer, more tactile carpet collection reflecting the current trend for lustre and handle. It is a range that sits within our Easy Clean range as a flag ship product”

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Newsupdate

Ball & Young wins!

This has proved to be a busy year for the underlay company with the launch of Cloud 9 Connoisseur, The Designer Collection and, according to Ann Shaw sales have exceeded expectations.

The Jubilee, Olympic and Paralympic Games were celebrated with specially themed underlay bags that many consumers insisted on keeping.

Following on from this success, the bags for all Ball & Young Cloud 9 carpet underlays have been redesigned with more colour.

This has been crowned with winning an Interiors Monthly Award; “Ball & Young has been acknowledged as a true achiever and winner in the marketplace. It is a fantastic achievement to win this award, made even more special because it has been voted for by the readers of Interiors Monthly. We sincerely thank you from everyone at Ball & Young” said Ann Shaw, Ball & Young sales director.

New 5 metre cut length investment for Cormar Carpets Leading UK tufted carpet manufacturer Cormar Carpets has completed the final piece of the jigsaw with the installation of a second £350,000, 5m wide cutting machine within its cut lengths department.

It is the final phase in a three year programme of investment to upgrade the department to keep the company at the cutting edge of customer needs.

“The project has provided several benefits for the business and customers,” said Cormar Managing Director, David Judge.

“Specifically the second 5m cutting machine will be faster and more efficient which in turn increases our capacity.

Recently at The Flooring Show in September, Ball & Young revealed the updated Cloud 9 Silver Lining, which has been improved and engineered to give firm support for carpet in heavy wear areas. The 6mm contract product is suitable for stretch fit and double stick. Visitors also saw the company’s full range of accessories and the latest underlay backings, which include information such as the relevant British Standard.

Having two 5m cutting machines also provides us with ongoing back-up and as the second machine features the latest technology; it helps to ‘future-proof’ the cut lengths department.”

“Our dedication to being the best continues in all areas: quality, service and competitive pricing for our customers’ benefit, and I’d like to again thank the readers of Interiors Monthly for continuing to put their faith in us” said Ann.

Over the past year, Cormar has demonstrated a continuous policy of inward investment both in terms of plant, machinery, delivery fleet and people - including a brand new advanced logistics system and investment in five new vehicles for its truck fleet of 49 vehicles.

The latest phase follows on from the installation of a new conveyor system between the warehouse and cutting tables that increased cutting rate and capacity, along with the purchase of four new ‘compact boom trucks’ to service the updated system back in 2009. The sortation system was upgraded in 2008 which maximised Cormar’s ability to cut, load and ship to tight deadlines.

It is this commitment to ongoing investment that has seen Cormar Carpets become one of the UK’s most successful independent carpet producers with some one million people a year buying a Cormar carpet.

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Newsupdate

Mid week golf break for top performing accounts!

At Ulster they really value Members’ continued support and in recognition of this they treated a number of high performing independent accounts to a mid week golf break at the world-renowned 5 star luxury Lough Erne Resort in Co Fermanagh.

The visit tee’d off at Ulster Carpets’ headquarters in Portadown where the retailers got the opportunity to see the award winning PSYLOTM weaving technology and 5 metre wilton looms in action before being whisked away to the Lough Erne Resort.

reception in the prestigious members’ loft before making their way to the elegant surroundings of the Fermanagh Suite for a five-course dinner before prizes were handed out to the best in class!

Another relaxing evening was had by all before getting packed up the next morning and everyone heading off on their homeward journeys.

“Golf sensation Rory McIlroy is Lough Erne’s Set on its own 600 acre peninsula, between Castle Hume Lough and Lower touring professional and Lough Erne, just outside Enniskillen, the is a regular visitor at the resort Lough Erne Resort presents stunning describing it as his panoramic views from every vantage second home!” point and boasts the first Nick Faldo designed golf course in Ireland.

Golf sensation Rory McIlroy is Lough Erne’s Touring Professional and is a regular visitor at the resort describing it as his second home!

On arrival at Lough Erne retailers were treated to a delicious four-course dinner in the Loughside Suite before a relaxing evening was had by all. The next morning a pre-game breakfast was enjoyed before tee off.

Ulster holds this event annually and are keen to build on its success.

If you are a keen golfer and would like to earn a place on next year’s event please talk to your Ulster representative on the level of business required.

The Faldo course, whilst challenging is playable by golfers of all abilities and features 18 spectacular golf holes which take full advantage of the natural topography and provides golfers with breathtaking views of The Fermanagh Lakelands.

A pit stop was made at the halfway house located behind the 9th hole green for some light bites and to recharge the batteries before the afternoon of golf recommenced.

After all the excitement of the day of golf everyone gathered for a drinks

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my opinion Following a busy month of shows and exhibitions for independent retailers, SMG thought it would be interesting to hear the editor of Interiors Monthly, Andrew Kidd’s view on what he felt the highlights were and how this can help them in 2013.

“

September has a calendar packed with exhibitions, from The Flooring Show to the Branded Furniture Show via Long Point, London Design Festival and The Bed Show just to mention a few.

And while the shows are different from one another, there was one thing that united most of them: a sense of optimism that has previously been missing.

I’m not suggesting that retailers, designers and manufacturers had lost sight of the economy and were eagerly anticipating a return to 2007. No, it was a belief that having come this far they felt they understood what they needed to do – be it the design, pricing structure, specification or marketing – and were quietly confident that the latest launches will appeal to shoppers.

different to about 90% of the market but it showed it was responding to what the market is saying.

I’m not suggesting a sudden sales boom, just a feeling that the mood was beginning to turn and the era of talking ourselves deeper into economic woe is starting to wane (as we get bored by it and distracted by inquiries into DJs and new post-PC products we didn’t know we wanted).

manufacturers and as the venues aren’t large enough to combine shows it looks like we’re stuck with what we have. The problem of course is if the smaller shows

“It was a belief that having come this far they felt they understood what they needed to do – be it the design, pricing structure, specification or marketing – and were quietly confident that the latest launches will appeal to shoppers.”

By the end of the month though, I was wondering if we needed quite so many shows. The calendar is proliferated with smaller targeted events. The success of any show depends on many “I’m not suggesting a sudden sales boom, factors but retailer apathy is the just a feeling that the mood was beginning main enemy: there are only so many days you as a retailer can to turn and the era of talking ourselves spend away from the business. deeper into economic woe is starting to It’s not that retailers want to wane” spend less time at shows, just And there was evidence of this across the time it takes going to and from so the pricing spectrum. At Long Point for many of them. How many shows did you example, Duresta introduced what it go to in September? called a promotional model designed to For some events a low cost venue such retail at about £1,999. Duresta’s as Telford or Cranmore Park definition of promotional may be is essential to its appeal for

attract enough exhibitors from larger ones to damage the large shows but then don’t work. Once a manufacturer has taken the exhibition spend out of its budget it’s hard to get it back in.

Of course all shows have a cycle – only a few years ago Cologne was seemingly on its knees and it’s made a huge comeback – so perhaps we’re in mid-cycle and things will settle down so that we can spend more time looking at products and less time on the train or motorway.

”

Interiors monthly

first for furniture, flooring and accessories

Interiors Monthly is a design led magazine, incorporating high quality features, news, views, and worldwide exhibition previews and reviews.

Delivering quality information, latest products and company profiles to inspire, inform and improve UK interiors retailing. Please visit www.interiorsmonthly.co.uk for more information.

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Newsupdate

New colours for Auckland and Queenstown Following the overwhelming success of their Open Spaces (Laneve) Auckland and Open Spaces (Laneve) Queenstown ranges, Ulster are boosting its offering by adding new colourways to each of the ranges.

Queenstown ranges utilise a dense loop pile texture to create a natural contemporary floorcovering that is also soft and warm.

Open Spaces Auckland, a plain rib range, will be complemented with two new colourways – Coast and Mortar while Open Spaces Queenstown, a textured two-tone rib will also be enhanced with two additional colourways – Awning and Nova.

Available in colourmatching 5m, 4m, 3m, 2m and 1m widths Open Spaces Auckland and Queenstown are suitable for heavy residential wear.

Manufactured in Denmark by danfloor (an Ulster Group Company specialising in the manufacture of tufted products) the Open Spaces Auckland and Open Spaces

Queenstown - Quill

Auckland - Grayling

Introducing the ‘Power Pack’ As the dimensions of the population have increased over the last few decades and many of us are of bigger stature, we need beds which offer enhanced support so everyone can be a deeper sleeper no matter what your size. Sealy’s Ortho Collection now has new fabrics across the range and a

new, micro quilted model with a unique “Power Pack” centre section to ensure proper lumbar support so no backaches when you get up in the morning. This innovation was investigated and trialled at Sealy’s renowned research laboratories in the USA and was such a success when launched there that it has now been made available over here in the UK. Special extra strength divan bases are also on offer as part of this range. These new beds were launched at the Bed Show in Telford with a special demonstration

by Frank Bruno, who loves his Sealy bed and urged everyone to get one too – and no one was going to argue with Mr Bruno, if you know what we mean?!

For more information please contact Sealy Beds on 01697 320342 or visit their website at www.sealy.co.uk

www.facebook.com/SealyUK

www.twitter.com/sealyUK

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May you always be on Cloud 9... ...as Ball and Young reveal the results of recycling one million Red Noses!

where they were washed and prepared for recycling, before being processed.

Ball and Young are delighted to announce the results of an exclusive partnership with Comic Relief and Sainsbury’s. They joined together after Red Nose Day 2011 with the aim of recycling a massive one million Red Noses and are now proud to reveal the results of their mission. The noses have been reincarnated as part of Ball and Young’s award winning carpet underlays - Cloud 9.

Ann Shaw, Sales Director at Ball and Young, said: “The noses were processed in our state of the art factory where they were chipped, bonded and rejuvenated to attain the quality necessary for our carpet underlay.

The enthusiasm from customers and employees has been tremendous and we hope to work with Comic Relief and Sainsbury’s again for next year’s campaign.”

Ball and Young had no hesitation in agreeing to recycle the PU foam Red Noses, many of which had been collected from recycling points at Sainsbury’s stores nationwide as they offered a high level of quality of recyclable material. The Noses were transported to the Ball and Young factory in Corby, Northamptonshire

Ball and Young is committed to working together to recycle and make a difference.

“The noses were processed in our state of the art factory where they were chipped, bonded and rejuvenated to attain the quality necessary for our carpet underlay”

A piece of Adam Carpets’ history in an auction in Canada!

A piece of Adam Carpets’ history has turned up at an auction in Ontario, Canada.

Karen Farrell purchased one of three identical pieces of carpet that were up for sale. When she examined the back of the carpet she found the original label was still intact. The label contained the name of the manufacturer, Adam Carpets of Kidderminster.

her carpet was made in 1974, some 38 years ago. Judging by the photo’s it still looks in wonderful condition and Karen is very pleased with her purchase.”

Sales Director, Eamonn Prescott: “When Karen got in touch with us via our website, we were really intrigued as to what she had purchased. She sent us some photos and we saw that the range was called ‘Smada’. This was a woven Axminster range, the name being ‘Adams’ spelt backwards.

As the rotation number was also recorded, we were able to tell Karen that

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Introducing... Christie-Tyler As if Christie-Tyler needs an introduction! SMG are pleased to announce that Christie-Tyler became Approved Suppliers to the Group in November.

As many readers know, Christie-Tyler was formed in the 1940’s and went on to be the best known name in the furniture industry. It was re-launched in January at the Scottish Furniture Show, along with its stable brands Pendragon and Cambria.

The new Christie-Tyler is tailored towards independent retailers, in response to the lack of recognisable brands in the UK furniture industry.

Peter Hopper, CEO and founder of the new Christie-Tyler comments “It’s obvious from talking to our independent customers that they are getting a raw deal from the big boys, on margin and support. They didn’t feel loved or respected and that’s why they were prepared to get behind this new opportunity for them”.

Hopper understands the power of brands, having successfully launched national brands with Dixons, Comet and Sky, and feels the independent sector were lacking a brand they could embrace. He found that there is a tremendous respect and affection for the Christie-Tyler brand.

Peter Hopper - CEO and founder of the new Christie-Tyler.

It was important to stay true to the values of the established reputation, and original designers and personnel are involved in the selection and design of the range, and of course using quality materials.

”Hopper understands the power of brands, having successfully launched national brands with Dixons, Comet and Sky, and feels the independent sector were lacking a brand they could embrace. ” Since the launch in January, the Christie-Tyler show was taken across the country in a series of showvan events and exclusive hotel shows, making sure as many people as possible got to see the offer. This culminated with a fantastic stand at the Manchester Furniture Show in July.

Commenting on the Manchester Show , Peter Hopper said “It was great to bring the brand back into the limelight. We received a lot of compliments on the product and the stand.

We had a mix of leather, fabric sofas and divan beds, tables and lighting on show. The leather range based on the best selling Pendragon models. It was a learning process and we are now working on a new fabric range in keeping with what people expect of Christie-Tyler.”

Memory Pocket 1400

Currently the best selling leather models are the Nevada, Tikki, Maumo, all true to the original look. The fabric range will be

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Top Seller, Christie-Tyler’s Nevada.

Hugo

Denver

launched in the next few months, whilst the Christie-Tyler divan and mattress range are well established.

“Christie-Tyler are excited at being part of the SMG family and we are already working on plans for an integrated range of sofas, beds, mattresses, occasional, lighting and carpets!

The complete Christie-Tyler collection.”

A member of the Christie-Tyler team will be contacting you soon, however if you can’t wait please use the details below to speak to your local agent.

introductory

OFFERS CONTACT YOUR AGENT

Windsor coffee table

Please contact your local agent who will be pleased to help.

North East & North West Nigel Danby - 07860 890123 nigeld@christie-tyler.co.uk

London & South East Steve Evans - 07935 786705 stevee@christie-tyler.co.uk

Scotland May Jenkinson - 07984 434877 mayj@christie-tyler.co.uk

Midlands & South Wales Sarah Chappell - 07540 620623 sarahc@christie-tyler.co.uk

Scotland John O’Hagan - 07836 213590 johno@christie-tyler.co.uk

South West Carrie Hitchcock - 07825 216234 carrieh@christie-tyler.co.uk

Ireland John Moffet - 02890 301411 johnm@christie-tyler.co.uk smgnews 15

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Newsupdate

Going from strength to strength The Flooring Guild Apprenticeship programme is going from strength to strength and now is a great time to employ a young person as an apprentice.

Free training is available for all prospective and existing staff between the ages of 16-18 and funding is available for those aged 19-24.

In addition, for small and medium sized business owners, there is currently a government incentive up to the value of £1500 for those employers who have never employed an apprentice or have not done so in the last 12 months.

There really is no catch – so what are you waiting for?

This is a fantastic opportunity to take on a young person who, incidentally does not have to be employed full time as a fitter – they can work in the store too. As long as they do some fitting they would qualify for the programme which means that they could also be employed to help in the shop serving customers. So, for a member of your family coming into the business this would be an ideal way to get qualified.

Anyone working full-time for you or

The rollover trap... BEWARE! Annex Solutions want to remind Members of the rollover trap!

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If you provide Annex Solutions with your contract renewal date they will include you in their free renewal reminder service to ensure you don’t get trapped.

Annex Solutions are totally independent and work for you and not the energy suppliers!

your sub-contract fitter would be eligible for the scheme or The Flooring Guild can help you find the right person by introducing you to enthusiastic and committed young people who want the opportunity to work for employers who show a desire to take on a flooring apprentice.

If you would like to register your interest or find out more about the apprenticeship programme, please contact Margaret King on 01480 471476.

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Harrogate Flooring show defies market conditions The Flooring Show has yet again thoroughly earned its title of ‘the UK’s national flooring exhibition’. Held at its traditional home at the Harrogate International Centre, the fiftieth edition of the annual show attracted 127 exhibiting companies from 12 countries occupying some 3,000m2 floor space across four halls.

this year attendance at all elements of The Flooring Show – the exhibition, seminar programmes, networking events and even car parking and wireless internet access were free of charge to all with a professional interest in the flooring industry.”

Total attendance at the show was just over 3,000, including almost 2,400 trade visitors from 25 countries, a very healthy level of participation given the pressures facing the flooring sector this year.

The show’s attendance was bolstered by a substantially increased marketing programme that saw 45 advertisements placed across 16 respected journals in the trade press, as well as direct mail, inserts, online advertising, email marketing and support provided by a number of exhibitors through their own marketing channels.

A full programme of seminars and demonstrations took place, with more than 30 individual sessions and presentations featured.

In addition, the Flooring Show hosted the first Commercial Flooring Conference, with participants including Altro, Flowcrete, Gerflor and Interface, plus the Health & Safety Laboratory (HSL) and the SATRA Technology Centre.

extremely good reaction. This year’s business seminars were well received – as was the free parking for the duration of the show. And we saw retailers from all over the UK and Ireland, with Sunday being one of the busiest days. So overall, at Cormar, we were very satisfied!“

The Flooring Show 2013 Now planning begins in earnest for The Flooring Show 2013, to be held at the Harrogate International Centre in September 2013. “We are delighted to have seen a high level of rebookings and many positive comments from exhibitors,” says Paul Stott, Marketing “We see the Harrogate show as being Director. “We introduced several new very much a fixture in the flooring elements to the event in 2012 and will year and in spite of indifferent trading conditions it was, once again, very much be continuing to adopt new initiatives to ensure that next year’s show is bigger a success” said David Cormack, and better and is organised to top Marketing Director of Cormar Carpets. international standards to reflect well on “We launched a new range, Primo the highly important industry it serves.”

Choice, at the exhibition and got an

“We are thankful for the loyalty shown by the core group of major exhibitors who have helped to ensure a highly successful event”

The opening day, Sunday 2nd September and much of the second day saw vibrant and busy halls and strong footfall throughout the exhibition.

“It was gratifying to see the support for the show from all sectors of the industry, and we are thankful for the loyalty shown by the core group of major exhibitors who have helped to ensure a highly successful event,” says Wendy Adams, the show’s Event Director.

“Visitors also appreciated the fact that

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Spotlight on...

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From where it all begins...

With ever increasing high profile ‘Royal’ support for the wool industry, Martin and Simon Curtis, Joint Managing Directors at Curtis Wool Direct, are passionate about engaging all sectors in the often forgotten and possibly unknown side of the supply chain.

SMG’s Executive Chairman, Chris Moffat, recently had the privilege of attending the opening of the new Wessex ‘Campaign for Wool’ showroom in Bradford. He witnessed at first hand, the Curtis’ immense passion in their quest to spread the word to the retail ‘sharp end’ and believes that the story should be shared with all SMG members and suppliers...

Royal Visits...

For the second time in the past two years, a major Yorkshire city extended its hospitality to royalty when Her Royal Highness the Countess of Wessex visited Bradford based Haworth Scouring and Combing Companies on 24th July.

The visit gave the Countess of Wessex an insight into the workings of the wool industry from the British Wool Marketing Board (BWMB) who collect and grade British fleece wools direct from farms, through early stage processing and then onto spinning yarns and tufting carpets.

Bradford may not be, as it once was, the epicentre of the world`s wool trade but what the Countess saw at first hand, from farm to finished product, was arguably the best manufacturing process of its kind in the world!

The visit by the Countess of Wessex follows on from the visit made in

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November 2010 by His Royal Highness the Prince of Wales.

The Prince convened the ‘Campaign for Wool’ and has since become its patron.

The Prince of Wales has taken great interest in the wool industry and has managed to bring together the major wool producing countries of the world under one body which has the aim of creating greater awareness of the benefits of wool and indeed the sheep which grow it.

“The Prince of Wales has taken great interest in the wool industry and has managed to bring together the major wool producing countries of the world under one body” The main wool growing countries who contribute to the ‘Campaign for Wool’ include Great Britain, Norway, Australia, New Zealand, South Africa, and the USA.

Never before have all these countries been united under the same banner and it gives much greater strength to the ...continued Campaign because of it. smgnews 19 30/10/2012 13:59:42

The companies behind the big story...

The Haworth companies sit in over 10 acres of land and the sheer scale of the business comes as quite a surprise to many visitors.

The total wool clip in the United Kingdom weighs in at 30,000,000kgs of greasy wool, produced by about 50,000 sheep farmers. Haworth Scouring can scour (wash) over 1,000,000kgs of greasy wool each week, more than sufficient to meet the needs of the entire UK industry.

In logistical terms, with a typical British fleece wool yielding between 65 and 70% of its original greasy weight after scouring, the weight of wool handled at full production, both inwards and outwards is around 1,650,000kgs each week.

“Haworth Scouring can scour (wash) over 1,000,000kgs of greasy wool each week, more than sufficient to meet the needs of the entire UK industry”

The Haworth companies are owned by global wool trader Curtis Wool Direct which in turn is owned by brothers Martin and Simon Curtis and their Norwegian partners Nortura, a farmers co-operative which has a turnover in excess of €2.5billion.

environmentally friendly plant of its type in the world. Life Cycle Analysis is first class and with the BWMB`s headquarters and brand new grading depot only 5 minutes away from the scouring and combing plants the efficiencies are obvious.

The business is closely associated with the carpet industry and the brothers have always supported UK manufacturing and at times at great personal cost!

Additional plant is arriving all the time at Haworth and David Gisbourne the Managing Director is continually looking for new improvements and efficiencies to be made. With a long term strategy in mind there is no doubt that no stone will be left unturned in the search for innovative ideas that ensure the future development of the business.

Increased investment in wool processing and the world renowned laboratory, ENco Global Testing Services, show tremendous faith in the long term prospects not only of wool processing but also yarn spinning and carpet manufacturing in the UK. Curtis also process wools for the bedding market, insulation, hand and machine knitting and weaving sectors and have recently invested in two new 3.5 metre worsted cards, combs and all associated equipment that goes with it.

The wool scouring plant, according to Dr Mike Madden of ENco, is the most

Global positioning within the wool industry...

Curtis are not only the biggest buyers of British wool; they also buy a wide range of different wool qualities from around the world. They have private farm buying businesses in New Zealand and Ireland and they are exclusive suppliers of Viking Wool from Norway.

They also own Jamieson and Smith Shetland Woolbrokers who buy clips from over 700 crofter sheep farmers in the Shetland Islands. The Real Shetland Company, a subsidiary of Curtis Wool Direct, then develops and sells a wide range of products made from the wool of the native Shetland sheep.

The grading and scouring process.

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Curtis are not only the biggest buyers of British wool; they also buy a wide range of different wool qualities from around the world.

A complete philosophy of engaging with all sectors...

Curtis Wool Direct realise that they have a responsibility to work with all sectors of the industry, from the farm through to retailers and the buying public.

They are ‘Campaign for Wool’ council members and organise informative tours of their plant in Bradford.

They engage with visitors who include members of The Royal Family, politicians, Ministry officials, the Lord Mayor of London, farmers, retailers, buying groups, sheep shearers, engineers, scientists, students, teachers artisan craft workers, massive manufacturers, fashion designers, interior designers, the media and more in order to explain exactly what is involved in the process of getting wool from the sheep to the finished product.

Although times have changed, the machinery is more efficient, the product is improved, the basic idea of washing out the dirt and the grease from the wonderful natural fibre is the same as it always has been. They believe that the more people understand the business the more they will appreciate it and will help it not only survive but to thrive.

The Curtis brothers also believe that spinners, tufters, weavers and retailers should all be proud of what they do and how they do it so the buying public can make an informed choice when spending their hard earned cash.

Wessex Room is certainly a major step in the right direction and they should be applauded for their immense contribution in helping to promote a highly sustainable product from all origins and through all end uses.

An environmentally friendly ethos...

Perhaps they are aiming high and perhaps they are stepping outside the normal arena for early stage wool merchants and processors, but they are making an effort and that, is an extremely refreshing approach.

It is also interesting to note that nothing leaves the Haworth site to go into land fill.

Everything is either recycled or reprocessed and will end up as fertilizer, a natural food source, or raw material for another industry. Wool is a natural, renewable, sustainable, biodegradable fibre.

Conclusion...

Wool’s natural springiness and resilience help carpets and rugs made from it maintain their beautiful appearance for longer. Carpet pile bounces back after being walked on, it feels good and in the long run it can actually be cheaper than some of the synthetic products that still try to copy it.

We at SMG certainly welcome and support this encouraging attitude and thank both Martin and Simon for their continued support to our particular sector of the overall supply chain.

For more information on how to support the Campaign for Wool please contact The Carpet Foundation on 01562 755568 or for Haworth Scouring Company please contact 01274 846500.

Without doubt, Martin and Simon Curtis are both immensely passionate in their quest to spread the word about the benefits of wool. The creation of the smgnews 21

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30/10/2012 14:01:22

More choice from Cormar Cormar Carpets has added a new dimension to its successful Primo Easy Clean collection with the launch of its brand new heather twist range, Primo Choice.

Made from 100% Excellon polypropylene fibre it has all the easy clean, stain resistant and bleach cleanable qualities of Cormar’s other Primo ranges. Like the popular Primo Plus plain range, Primo Choice is a fine 10th gauge carpet which gives improved pile density and performance.

Available in two qualities, Super and Elite, it comes in 12 bestselling heather shades including Filbert, Almond and Shingle. Positioned well, in this competitively priced area of the market for both cuts and rolls, Primo Choice is expected to retail at around £17 per square metre for the Super and £21 per

square metre, for the heavier weight Elite.

David Cormack, marketing director at Cormar Carpets said: “Our Easy Clean ranges have been a great success and so we wanted to add another dimension, which we felt was missing from the Cormar range – two very competitively priced heather options, both manufactured in the UK and that come with all the benefits of the Cormar service.”

The Cormar Easy Clean collection includes Apollo, Primo Plus, Primo Ultra, Primo Delight and the recently launched

heavyweight Sensation. All the ranges are available in 4 and 5m widths and are produced on site at its Lancashire mills and distributed in the UK and Eire via its own delivery fleet.

For further information please contact your local representative or telephone Cormar Carpets on 01204 881200. smgnews 23

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30/10/2012 14:01:48

DS LE AN AB ST AIL AV

COMFORT CLIC

SUPERB PRICES O N N E W LV T C L I C !

KEY BENEFITS

all • Easy to inst e home r all areas in th • Suitable fo t d scuff resistan • Scratch an n nd easy to clea • Hygienic a heating ith underfloor • Suitable w used nderlay can be • Optional u rt for extra comfo ded • No glue nee erfoot • Quiet und

For more information please contact your local representative or Hall’s Floorings on 020 8803 1400.

Stand dimensions: Height: 1.9m, Depth: 0.93m, Width: 0.56m

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There’s plenty to look forward to from Ulster Carpets Ulster Carpets continue to innovate and lead the market in terms of its product offering and two of Ulster’s longest standing ranges Glenavy and Glenmoy are to be enhanced with 4 new products come the springtime.

Each carpet in the Glenavy range is individually inspired and the diversity and elegance of each design offers limitless possibilities in their application.

Further developing this range and increasing the variety of choice for consumers, the ever-popular Hampton Court design will be available in two additional colourways, Antique and Red, plus a new design, Kimono.

The crème de la crème of Ulster classic designs, Glendun is an elegant collection with a timeless, distinguished look

and will be offered in a new design, Rosemoor come the spring.

20% nylon yarn blend and is suitable for extra heavy wear.

Composed of 80% wool and 20% nylon, all new designs and colourways will be available in 4.57m, 3.66m, 2.74m, 1.83m and 0.91m colourmatching widths.

Available in 5 colour matching widths: 5m, 4m, 3m, 2m and 1m, Ulster Velvet enables a reduction in waste and cost by using Ulster’s multi-width offering.

One of the finest woven wilton products on the market, Ulster Velvet is luxurious and wool-rich, with a texture akin to velvet. Available in 37 colourways with new colours in the pipeline for next year, Ulster Velvet is woven in an 80% wool,

For more information on any of these developments please contact your local representative or Ulster Carpets on 028 3833 3177.

Ulster Velvet - Imperial Red

Glenavy - Hampton Court, soon to be available in two additional colourways.

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30/10/2012 14:02:27

New from Victoria Carpets Victoria Carpets bring 20 new pastel shades to their product offer!

With a pile weight of 50oz, a tog rating of 1.00 and manufactured using a 2-ply yarn you can be guaranteed that Victoria Carpet’s NEW Radiance Collection will not only offer extra durability but also a luxurious feel.

Radiance has been engineered to reduce premature tracking and shading which helps the carpet to withstand the test of time, teamed with it being a mixture of wool and polypropylene (80/20) the tufted twist combines the softness of wool with modern fibres.

Radiance is available in two widths, 4m & 5m, and comes with a palette of 20 complementary shades, each

accordingly named after exquisite gemstones.

Shaun Lewis, Sales and Marketing Director, comments “Radiance is a new take on our existing Crown Twist collection. The colour palette has been refreshed in line with what we believe consumers want. There has been a move to more subtle and pastel shades this year and we feel that with our new Radiance Collection there is a shade to suit any interior.”

“There has been a move to more subtle and pastel shades this year and we feel that with our new Radiance Collection there is a shade to suit any interior”

For further information please contact Victoria Carpets on 01562 749300 alternatively email enquiries@victoriacarpets.com

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Question time with Charles Annable Brockway Carpets’ Managing Director This month, SMG puts Charles Annable in the hot seat as the Brockway Managing Director discusses his views on the challenges currently faced and the values that have helped Brockway maintain its position as a respected and trusted company within the industry.

Brockway Carpets began life over 45 years ago, when Roy Annable and Skene Walley took over AG Brockway in 1964, a small Axminster and Wilton carpet manufacturer in Kidderminster which had been going since the 1930s and whose owner was retiring.

Charles joined the company in 1994 and Skene’s son Nick became production director in 2002. Brockway still operates its production from its original site at Hoobrook and has since expanded with its head office moving to Spennells Valley Road however the values that Roy Annable instilled in the company 48 years ago still hold firm, according to Charles:

c) We keep moving forward and stay ahead of the industry. So much so, we were the first manufacturer to produce 5m width carpet in the UK and more recently, we played a massive role in leading the stripe carpet revolution with our stunning Vogue range. We’ve also introduced our revolutionary Envirobac system, an eco-friendly carpet backing that makes our carpets easier to transport and fit and our latest Bespoke Colour Match offering. d) Our products are fresh and interesting. Take our latest Solar range full of vibrant exciting colours. It’s not just beige with Brockway.”

“We’re still very much a family firm with more than half our staff having been with us for over five years,” says Charles. “We’re proud of our roots in Kidderminster and the role we have in the local economy. We concentrate on producing high quality products that are sought after in the UK and beyond, and take great pride in using sustainable raw materials which support traditional ways of life in communities like the Lake District and the Shetland Isles.”

SMG “What challenges are you currently facing as a Manufacturer?”

SMG were delighted that Charles agreed to take part in ‘Question time’, here are his answers from the interview.

Importantly, manufacturers need to adapt to meet the demands of retailers. We are focusing on supplying a wide variety of product for retailers so they are able to offer a greater choice. In particular, we’ve made sure we’re giving retailers what they want with the signature quality they expect from Brockway.

SMG “Brockway is a true ‘family’ business. How has your role in the business changed over the years?”

CA “It all started when I was 16 years old helping out during the school holidays. I remember being sat on a stool in the old latex backing plant with the carpet going over my head and having to use a brush to fill-in the areas missed with latex.

From here, I went on to helping out in the pattern department.

CA “Obviously, the market place is still challenging for all but we’re still very active in developing our product portfolio. The industry relies heavily on the housing market so if that isn’t moving then demand is lower. But being a family business, we can ring in the changes quite quickly.

The increasing price of materials, especially wool has been challenging in the market. Especially at a time when you’re trying to do everything you can to help the retailer.”

There was never any pressure for me to join the business from my father, who started the family business in 1964. After going to university, my first full time position was actually with Esso Petroleum in sales and marketing. I only joined Brockway officially in 1994.

Predominantly, I’ve always been driven by the sales side of the business after starting off in the sales department, then going on to be a sales rep before being appointed sales director.

Obviously, my passion for sales remains as one of my key priorities but now I can also guide the business into the future bringing innovative new products to the market.”

SMG “How would you describe the values that have made Brockway successful?”

CA “Well here goes... a) First and foremost, the quality we offer our customers. Retailers trust us implicitly because they know that we only use the finest raw materials to create innovative, beautiful and desirable products. b) Our honesty, we make what we say we’re going to make.

Brockway’s production facilities in Kidderminster.

SMG “Independent Retailers are also facing major challenges, what advice would you offer them?”

CA “I don’t like to tell people how to do their jobs or suck eggs as we’re all experts in our own field. What I would stress is, we always want to hear from retailers on how best we can offer support. ...continued smgnews 31

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One of the things we’re keen to help with is encouraging retailers to ‘sell up’ to help achieve better margins. It’s about giving retailers the knowledge and confidence.

We also want to help retailers educate consumers on the quality of wool carpet in the home.”

SMG “How would you like to see the industry change in the future or is it stuck in its ways?”

CA “The evolving market pressures mean the industry is far from stuck in its ways. I strongly believe retailers need to raise awareness of the virtues of carpet by educating customers and physically showing them what quality flooring can do for their homes.

It’s far too easy for customers to come in and ask for traditional beige carpets not really knowing the real impact statement carpets or stripes could potentially make in their home. Take our latest Solar range complete with 64 vibrant plain colours and seven contemporary co-ordinating stripes, it offers retailers a real opportunity to introduce customers to real colour in the home. Much more than this, I’d like to see customers given the freedom to create their own unique colour carpets in the home. Our Bespoke Colour Match service is just the start of this exciting move.”

Plus we’ll stay ahead of consumer trends and keep supplying our retailers with new, innovative ranges.”

SMG “Outside of work, what are your passions?”

CA “Family life is my first passion outside work. I spend a lot of time with my family, especially taking my children to various sporting activities. I’ve always been into my music and sport but I have to say I’m more of a spectator now.”

SMG “What are your Brockway highlights?”

SMG “In your whole life, what makes you most proud?”

CA “The launch of our Designer Collection has to be one of our most impressive achievements to date and an important step forward for us in the industry. Likewise, our Bespoke Colour Match service is a new and exciting direction for Brockway.”

CA “Foremost, my family and children. Secondly, the business and our achievements to date in the market place. It makes me proud to be manufacturing. It’s a great feeling to know we are making and creating our products here in Kidderminster.

SMG “What would you like to happen with Brockway in the future?”

Also, the loyal group of people we have working at Brockway.

We have generations of families who have worked for us and that in itself makes you incredibly proud.”

CA “We plan to cement our position as the manufacturer of choice for quality wool rich carpets across the full spectrum of the market place.

SMG “Do you have any regrets?”

CA “No, I’m a big believer in trying things. You should always try an idea because you’ll never know until you’ve tried it whether it has been successful.”

SMG “Aside from Brockway Carpets which other manufacturer do you most admire and why?”

CA “Farrow & Ball for its quality. Similar to Brockway, it offers the finest product in its industry. Their values are also very much in line with our own values based on honesty and integrity.

I also admire its reputation and trust its products. I know if I’m looking for colour inspiration, I can rely on Farrow & Ball to inspire me.”

SMG “What’s the best piece of advice you’ve ever been given?”

CA “Never burn your bridges and always have an open mind.”

Brockway’s excellent new wool rich range Solar in Key Lime.

SMG would like to thank Charles for taking the time to speak with us and answer our questions. For more information about Brockway’s product portfolio please contact 01562 828200.

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Brockway’s new Solar range brings vibrant colours to life Kidderminster’s Brockway Carpets has unveiled a major new product launch featuring its largest collection of plain coloured carpets to date.

Solar is a range of premium wool rich carpets available in sixty four vibrant plain colours and seven contemporary co-ordinating stripes.

Expertly designed, the stylish colour range includes popular neutral tones, fashionable greys, bright whites and stunning exotic colours from deep purples, greens and oranges to gentle pinks, lilacs and blues.

All 64 Solar plain colours – including Loganberry, Pomegranate, Tangerine and Forget-me-not – are available in traditional 4m and 5m widths.

Plus there are seven complementary stripes to choose from including Metal stripe, Battleship stripe, Seaweed stripe and Key lime stripe - all available in 4m widths.

As well as an extensive choice of on-trend colours to choose from, purchasers can also create their own unique colour carpet using Brockway’s bespoke colour matching service.

Whether it’s a favourite wallpaper, paint colour chart or even a prized shoe, Brockway promises to match to virtually any colour reference provided by the customer for minimum orders of 25 square metres. Bespoke colours are available in 4 metre and 5 metre widths.

Part of the Classic Collection, the Solar range features 80 per cent pure new wool and 20 per cent nylon, which together gives this deluxe carpet its unique strength, making it the perfect choice for heavy domestic and heavy commercial use.

“This is an exciting time for Brockway,” says managing director of Brockway Carpets, Charles Annable.

Charles continues “The popularity of co-ordinating plains and stripes has continued to increase and we’re delighted to extend our offering to retailers and customers with even more colours on offer than ever before.

This is a major product launch for us and we’re supporting it heavily with new-look point of sale display units and photography, and we anticipate it will generate a lot of interest.

The welcome addition of a bespoke colour matching service is a new development for Brockway and one we’re confident will prove popular with retailers and consumers.

With more of us demanding the flexibility to create our own unique colours in the home, there has never been a better time for us to offer this service.”

Available now and ready for immediate delivery, Brockway’s Solar range is presented in new-look tombola point of sale display units.

For further information contact Brockway’s sales team on 01562 828200. smgnews 33

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30/10/2012 14:03:38

Newsupdate

New dedicated website for Laneve Wools of New Zealand (WONZ) have launched a new consumer website for Laneve. UK centric, it is contemporary in look and feel, easy to navigate and visually appealing. All UK retail partners get listed on the site and traffic driving activity will be undertaken to boost visitor numbers and to direct consumers into Laneve partner retailers.

The site tells the whole Laneve story and explains the integrity behind certified products. It also explains the features and benefits of living with wool, has a “get-inspired” gallery and shows what Wools of New Zealand is doing to protect the planet under the banner of “Wool for a better world”. Attractive room set photography from partner manufacturers serves to add to the appeal.

As environmental issues and concerns continue to dominate the consumer landscape, the launch is timely and reinforces WONZ’s commitment to 100% sustainably produced wool.

Steven Parsons comments “The site is designed to be visually exciting and to have ‘consumer’ appeal and resonance. Our aim is simple – to get consumers to buy sumptuous interior textiles made from the highest quality, sustainable, Laneve wools. It promotes excellence in colour, design, sustainability and customer service and actively seeks to increase footfall for our retail partners.”

Laneve certified carpets and textiles are made from 100% sustainably produced New Zealand wool with every product being traceable back to the very farms that grew the wool.

For further information please visit www.laneve.co.uk

Train to inspect with the WoolSafe Academy Retailers looking to extend their knowledge of carpet care are encouraged to enroll with the brand new WoolSafe Online Academy.

Launched in October, the online training centre offers a range of courses aimed at not only cleaning specialists, but also carpet professionals right across the industry.

suitable test methods, the course also contains a section on competent report writing.

As Steve Bakker, Marketing Manager for the WoolSafe Organisation explains, “Our brand new Online Academy offers a range of comprehensive courses that are broken down into manageable, bite-size modules, so it’s brilliant for those with limited time as it allows you to dip in and out as you please, whether on the move, in the office or at home.

Each module is tested by self-evaluative questions that are instantly graded for immediate feedback. If trainees pass the qualifying criteria, they have the option of joining the WoolSafe Approved Registered Inspector network.

This can provide an extra revenue stream, especially as it seems that carpet complaints are on the rise.”

Our Carpet Complaint Investigation Course is ideal for retailers looking to increase their understanding of common carpet complaints, and provides all the knowledge needed for them to become a WoolSafe Registered Inspector. Containing detailed descriptions of over 40 different types of problems along with

Other services available from the WoolSafe Academy include downloadable research papers and publications to aid professional development, an online store containing books, carpet inspector kits and technical equipment to purchase and information about upcoming classroom-based courses.

For further information on The WoolSafe Academy simply visit www.woolsafeacademy.org.

Please contact The WoolSafe Organisation for information on the services offered on the dedicated helpline 01943 850 817 or email info@woolsafe.org.

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30/10/2012 14:03:44

Alternative Flooring is buzzing!

Alternative Flooring is buzzing with new launches. They’ve spun a new web, launched Make Me a Rug and made choosing flooring easy with their new Colourscapes and Borderlines. Oh! And introduced lots more gorgeous new wools and natural fibre floors!

Firstly, Alternative Flooring’s new website is now live.

It has many new and exciting features and its design reflects the company’s personality – to be unique, creative, ethical, inspired and natural. It’s easy to explore and here are a few highlights: Make Me a Rug - Alternative Flooring loves rugs and now its inspirational ‘Make Me a Rug’ designer means that everyone can be creative. There are literally thousands of colour and texture combinations. Choose from the best sellers, be inspired by the rug stars, or be adventurous and design your own.

Inspiration - Open the Look Book of lifestyle images, follow the seasonal Trend Watch and catch up with all the news. This section is designed to inspire and encourage interaction with the growing alternative community.

Alternative Flooring sets trends and leads the way in natural floorcoverings. It is a beacon of creativity and interest. It likes to be natural but loves to be different. This desire to be different is captured in this original new website that creates a buzz around this happening brand.

Bringing Colour and texture together naturally

The Blog and Guest blog - The new blog brings a star-studded cast. The first guest blogger in this monthly series is Oliver Heath, TV presenter and eco hero who shares his insights into ethical and sustainable design. Read all about how eco interiors are growing up…

The Collections - Collections are arranged in new, natural, wool and by name and you can shop by range, colour, texture, pattern, suitability and price. With so much choice, choosing has never been so easy.

Alternative Flooring likes to think outside the box.

Colourscapes is a simple but brilliantly useful idea: to create a ‘paint chart’ for flooring in a clever little concertina format.

One side for wools and the other for natural fibre flooring, all arranged in colourbanks.

This invaluable flooring leaflet charts 229 classic and contemporary shades. Tones run from light through to dark naturals and finish with the colours. To accompany Colourscapes is Borderlines designed to make choosing borders easy. This little guide shows the full range of colours and styles. Use together to create the perfect alternative rug.

These ingenious and handy tools are for home decorators and interior designers alike, both work well with paint charts, slip into any bag and help you find the flooring that you are looking for.

So, lots going on with the Alternative brand and all this plus this season’s introduction of four new wool ranges in four and five metre, new plant fibre products in the popular five metre widths and an exciting new range of bindings for rugs and runners to compliment the new Make Me a Rug.

For more information about Alternative Flooring please contact 01264 335111 or visit their website at www.alternativeflooring.com smgnews 35 SMG News - Autumn 2012.indd 35

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New from Adam Carpets Adam Carpets is proud to announce the launch of their stunning new range called ‘Artistry’.

This exciting and unique range will be available from the start of November. It is a 100% pure new wool loop, made with the finest raw materials. It is unique, in that it is manufactured on a 1/10th gauge machine using wool. No other manufacturer has this capability.

• Full Palette of 16 colours reflecting todays patterns and trends • Available 4m and 5m widths for wider rooms • 1/10th gauge for ultimate durability and performance • 100% pure new wool for luxury feel and appearance • Unique design suitable for all areas of the home • Blend of 3 ply and 2 ply yarn for heavy domestic wear • Finest raw material to avoid pilling • Made by Adam Carpets in Kidderminster, UK For more information please contact your local representative alternatively contact Adam Carpets on 01562 829966.

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Castlemead Velvet Stripe and Castlemead Twist

NEW STANDS FROM...

Fine Worcester Twist

For more information please contact your local representative alternatively contact Adam Carpets on 01562 829966.

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Interfloor launch Tredaire flame retardant underlay Interfloor has recently announced the launch of the first Tredaire flame retardant underlay. Tredaire FR7 is a 7mm, 145kg density underlay, specially designed for both domestic and contract installations where flame retardancy is specified.

FR7’s unique construction includes a polyester reinforcing mesh which provides excellent dimensional stability. The underlay is classified for Heavy Contract Use (BS5808:1991) and has high thermal resistance (1.93 togs).

Gary Cowley, Interfloor sales director, said, “Our Tredaire PU range continues to go from strength to strength. FR7 is the first Tredaire flame retardant underlay. Demand for this product has been strong even before we manufactured it. We are confident that FR7 will become a market leading product.”

Interfloor are continuing to see sales growth from their premium Tredaire PU underlays. Sensation, Dreamwalk and Softwalk continue to gain share from competitors due to their market leading comfort, high density, bright colour coding and highly resilient Textron stitched backings. Sensation is the

flagship product, a generous 11mm thick and 145kg density; with Dreamwalk and Softwalk 11mm and 9mm thick respectively, and both 110kg density. Gary Cowley adds, “A growing number of retailers are turning to Tredaire, now the number one PU brand in the UK. Sensation, Dreamwalk and Softwalk outperform the competitors and SMG Members also benefit from our high quality, free, product samples which help to sell and up-sell the products.”

This year has also seen Interfloor win the accolade for Best Underlay Supplier from the Contract Flooring Journal. Steve Woodhead, Interfloor marketing director, says, “This underlines the growing popularity of both the Tredaire and Duralay brands.

We’re grateful to our customers who voted for us and we’re committed to keep improving the products and our marketing support package. Our investment in new product development will continue, with Tredaire FR7 being the latest new addition.”

For further information please contact your local representative or telephone Interfloor on 01706 238810.

“Our Tredaire PU range continues to go from strength to strength and we are confident that FR7 will become a market leading product”

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30/10/2012 14:04:55

Sealy’s Exclusives - Posture Elegance

New from Sealy this autumn…

Catch up on the latest developments from Sealy Beds Extending the Exclusives Range Sealy’s Exclusives collection has been a big hit with the bricks and mortar retail sector. It is not available online, showcased on the Sealy or any other website so it is truly ‘exclusive’ and unique for in store sale. Now the range is being extended with 2 new additions to the original 5. The new beds will be pocket spring models which will complement the existing Posturepedic models with Sealy’s 7 zone support system which eliminates tossing and turning and Sealy Smart Fibres throughout to keep the bed cool, fresh, dry and hypoallergenic. Everyone gets to be a deeper sleeper with this range.

A Jewel in the Crown for this Jubilee Year Sealy has always prided itself on having a bed to suit all comfort and size requirements and budgets and now for the first time its new Crown Jewel collection, which retails at over £2,000, takes it into the ‘premium plus’ bed sector. A Crown Jewel is a truly magnificent bed with all the supreme comfort and luxury you expect from a seriously extra deep, premium pocket sprung mattress with all the health benefits you expect from Sealy.

Not available online, only in selected bricks and mortar stores, this premium range offers thousands upon thousands of motion responsive Crown Jewel collection pocket springs, deep layers of latex in differing zonal sections to support every part of the body right up to the edge of the bed, and a world first with ‘airstream’ wool – memory fibres made from natural sheep’s wool that For more information please contact Sealy Beds delivers the supreme comfort and support of memory foam but in a far on 01697 320342 or visit www.sealy.co.uk more advanced design which layers the fibres in a unique way to give a wonderfully luxuriating feel. And of course, Sealy’s famous Smart Fibres throughout to keep the bed cool, fresh, dry and hypoallergenic. Truly a bed fit for royalty and guaranteed to make anyone a really deeper sleeper. www.facebook.com/SealyUK

www.twitter.com/sealyUK

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30/10/2012 14:05:07

t ac 3. nt 18 co 35 se 2 3 lea 193 np n0 tio e o ma tr or en nf s C e i es or sin rm u Fo ord B eF Th

The National Flooring & Furnishing Group

Is it time for a new vehicle for your business?

If the answer is YES then we have some great news for you!

As an SMG Member you have access to some significant discounts off the recommended retail price of Ford vehicles.

This exclusive fleet arrangement between SMG and Ford means you can obtain these discounted prices by simply quoting the SMG Fleet Identification Number at your Ford main dealer. Turn to page 46 of your Membership handbook for the full discount structure including a great offer on the award winning Ford Transit.

SMG News - Autumn 2012.indd 41

GREAT OFFER

FOR SMG MEMB

ERS

30/10/2012 14:12:50

In support of

B R IT I S H Manufacturers

SUPERB AUTUMN OFFER Available from 1st October to 30th November 2012.

Contact your local representative or Kingstown on 01482 701173 for full details.

Exclusions and Terms & Conditions apply. E&OE

SMG News - Autumn 2012.indd 42

30/10/2012 14:13:09

Metro... A fantastic new range from Flotex Forbo were pleased to announce the arrival of Metro recently, an exciting new design-led addition to their Flotex flocked floor covering collection which, uniquely, combines all the practicality of resilient flooring with the comfort, slip resistant and acoustic properties of textile.

Commercial Appeal What makes the new Metro really stand out from the crowd is its distinctive styling. Whereas many Flotex designs feature a clearly identifiable geometric or linear pattern, Metro has a more subtle appearance and cleverly delivers an alluring textured effect reminiscent of a premium broadloom carpet or carpet tile. Its understated good looks and tactile effect, together with a line-up of 24 stunning colourways, give Metro real commercial appeal and make it an attractive option for up-market leisure, hospitality and retail environments.

Supreme Performance Like every other Flotex range, Metro boasts the supreme performance and durability needed for heavy traffic areas and, with its textile-like appearance, offers a stylish solution for schools and colleges, airports and libraries. Its ‘washability’, coupled with its active

SMG News - Autumn 2012.indd 43

reservoir of sanitized antimicrobial treatment and ‘Seal of Approval’ endorsement from Allergy UK, make it a hygienic and practical flooring choice for the healthcare and education sector.

Installation Metro is available in sheet and tile format and, following Forbo’s green design principles, has no pattern repeat to worry about which means there’s less wastage during an installation. Metro tiles also have a high reused and recycled content plus opting for the tile option provides design freedom and all the benefits of modularity.

Metro’s double strength glass fibre reinforcement gives superb dimensional stability so it’s easy to fit and the installation will be backed by a ten year commercial guarantee.

For more information or to request your swatch booklet please contact your local representative or the Forbo sales office on 0800 731 2369. smgnews 43 30/10/2012 14:13:40

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30/10/2012 14:13:47

Latest news from Ryalux There have been some new developments at Ryalux, as well as some you might have missed!

As you are no doubt all aware, Ryalux Carpets has recently launched some exciting promotions on their flagship stocked twist range, V&A Twist.

but then reduce wastage considerably, for example, when ordering a matching piece, by ordering the exact size you need, at the any width price.

V&A Twist offers a stunning 70 colour palette inspired by the exquisite Jewellery Collection at the Victoria and Albert Museum. All colours are available from stock and are stain protected, offering additional added value and price benefit. V&A Twist is available in two quality weights and is constructed from the finest yarns of New Zealand.

Ryalux were the first, and remain the only carpet manufacturer in the world to offer any width up to 5 metres wide on stock ranges. Using either their low fixed width price, or combining it with the any width service, V&A Twist represents excellent value.

Members who order cut lengths of V&A Twist in either 4 metre or 5 metre widths, will receive a massive discount off the current list price (prices for any width cut lengths and rolls are unchanged).

This has made V&A Twist an even more competitively priced premium quality twist.

An additional benefit is now available when this offer is combined with their any width service, making it even better value. Orders placed combining cuts

“Ryalux were the first, and remain the only carpet manufacturer in the world to offer any width up to 5 metres wide on stock ranges” from the same fixed width, with any width cuts, will colour match. Therefore, you can take advantage of the fixed width price where ordering either 4 metre or 5 metre widths makes sense,

Mariana - Traceable Laneve product For any SMG Members who are Laneve Premier Partners with Wools of New Zealand, Ryalux would like to remind you of their Laneve product, Mariana, which is a 60oz Saxony, available in 12 standard colours as well as in any custom colour, any width up to 7 metre wide.

“Each carpet sold comes with a unique trace code enabling the consumer to trace its origins back to the farm where the wool was grown and follow its progress from farm to the factory floor” Made from 100% New Zealand wool, the Laneve brand means that the wool used to produce Mariana is fully traceable, right back to the farms the wool came from. These farms follow strict codes of practice covering animal welfare, land management, farming practices, social responsibility and environmental

standards, and all are independently audited. Each carpet sold comes with a unique trace code enabling the consumer to trace its origins back to the farm where the wool was grown and follow its progress from farm to the factory floor.

Ultimate Collection addition Finally, Ryalux are delighted to announce a new addition to its Ultimate Collection of hand crafted bespoke carpets. A new 48oz velvet, Ultimate 18, will be launched in November, to complement the existing twists, saxonies and shagpiles.

All Ultimate carpets are handmade in the UK using 2 ply New Zealand Wool, which is recognised as the finest wool available, achieving unrivalled clarity of colour.

Made specifically to order, customers can either choose from an inspiring palette of fashion-led colours, created by their experienced in-house design team, or specify their own shade with their bespoke colour matching service.

Available any width up to 7 metres you can achieve a beautifully smooth, seamless finish.

For more information please contact either your local Ryalux representative or the Ryalux sales office on 0161 762 3030.

smgnews 45 SMG News - Autumn 2012.indd 45

30/10/2012 14:14:01

NEW from SMG...

Carpet Collection

SMG, in association with Brintons, are delighted to announce the launch of an exclusive new own brand range for SMG Members. Diamond Twist is a classic woven wilton proudly made in the UK, from a blend of 80% wool and 20% nylon, which delivers an extra heavy domestic suitability. Available in 4.57m, 3.66m and 0.91m widths, in a palette of 20 popular colours.

CLASSIC WOVEN WILTON

ST

HARD WEARING

IC

EXTRA

AVY HE

E

IN LE

VA L U E

AVAILA B

DOM

MULTI

MULTI WIDTHS

Available in 4.57m, 3.66m and 0.91m widths

O

RE

WIDTHS

Hard wearing 80% wool and 20% nylon

FOR M

OO

QUALIT

80%

L

URE YP

W

WOOL

CO M P E T I T I AVAILABVLEE PRICES LEC TERN H FOR OLDERS

POPULAR COLOURS Palette of 20 popular colours

DE MA

UK MADE

SUPPORTING BRITISH MANUFACTURING UK

PROUDLY

NEW

Proudly made in the UK

E

H IN T

Lectern Dimensions: 520mm (W) 630mm (D) 890mm (H)

For more information please telephone 0118 932 3832 SMG News - Autumn 2012.indd 46

30/10/2012 14:14:04

Sealy’s ‘Smart Fibres’ New tests prove just how effective these mattress fibres really are!

Launched just last year, Sealy’s ‘Smart Fibres’ have already established themselves as the state of the art fabric which enhances the company’s reputation of leading from the front when it comes to new bed and sleep technology. Sealy mattresses containing ‘Smart Fibres’ are now a definite must have for anyone who suffers from asthma and allergies, especially house dust mite allergy, as it enables them to have a much more restful and undisturbed night’s sleep and to wake refreshed in the morning.

The report found that after just 2 weeks of treatment with Purotex, sample mattress ticking infested with common house dust mites (Dermatophagoides pteronyssinus) showed a reduction of an amazing 89.3% while the same, but untreated samples, had no allergen reduction at all.

At the same time as this laboratory testing, Professor Philippe Gevaert of Ghent University in Belgium, one of Europe’s leading allergy experts, has been researching the

multiplying by a factor of 100 in a period of 24 hours. In this way they prevent dust mites getting enough food and moisture to sustain themselves. Moulds too are denied a chance to develop. Also, the mass presence of the friendly bacteria prevents harmful or pathogenic bacteria from gaining a foothold in the ticking material. Finally, as a favourable side effect, these mattress fibres also neutralise unpleasant odours in the bed.

Thanks to the very large number of encapsulated probiotic bacteria contained in these Sealy ‘Smart Fibres’, “ Sealy mattresses containing ‘Smart Fibres’ are now a definite must have which constantly regenerate themselves for anyone who suffers from asthma and allergies, especially house dust and are completely harmless, even to mite allergy, as it enables them to have a much more restful and undisturbed babies and children, the favourable action in Sealy mattresses is assured for a night’s sleep and to wake refreshed in the morning” good ten years. incidence/prevalence of house dust mite House dust mite allergies cause runny In addition to Purotex, one of the other allergy in the general population and noses, sneezing, wheezing, coughing main constituents of Sealy’s ‘Smart has found that 29.5% of people suffer and headaches – a recipe for disturbed from at least 1 allergy and that 24% have Fibres’ is Tencel, beautifully soft fibres sleep. An average mattress can contain which help keep the body cool and dry house dust mite allergy. Since pollen tens of thousands of house dust mites as it sleeps. Tencel fibres have natural allergy affects 23% of people, this shows and their waste - and 10% of the breathability and 50% greater moisture that house dust mites are not a marginal weight of a two year old pillow can be absorption than cotton. Also, due to its problem but a real and growing reason composed of dead mites and their superior moisture management, Tencel droppings. They are a recognized serious for concern. Prof. Gevaert’s research is fibres are also anti-bacterial. due for publication in a leading medical irritant for asthma sufferers. journal this autumn.

Sealy beds and mattresses with ‘Smart One of the constituents of ‘Smart Fibres’ Fibres’ are available in a wide range and Purotex’s probiotic microflora are is Purotex. Purotex contains probiotic there is a model to suit every type of friendly bacteria which, in a totally incorporated into the fabric as customer – in size, comfort and budget natural, green and eco-friendly – whether they want a basic, but good fashion, keep house dust mites quality single bed or one of the brand at bay and therefore reduces the new, just launched top of the range allergens throughout the mattress.

Crown Jewel models – a bed truly fit for Now, this mode of action has a Queen. been independently tested at the highest level by one of the leading Neil Robinson, Marketing Director of European institutes in Germany to Sealy UK said “Sealy are delighted that verify its level of effectiveness in this new clinical study confirms the cleaning up allergens. benefit of a key constituent in our ‘Smart micro-encapsulated inactive spores and they are released by friction between the sleeper’s body and the mattress, whereupon the bacteria activate spontaneously. During this germination process they absorb moisture and eat up the food material present in the fabric, including flakes of skin, dead bacteria and dust mite excretions. The friendly bacteria grow very rapidly,

Fibres’ mattress technology and that it will no doubt help the thousands of asthma and allergy sufferers here in the UK, as well as all the rest of us, to become deeper sleepers – that is what Sealy is all about.”

For more information please contact Sealy Beds on 01697 320342 or visit www.sealy.co.uk smgnews 47

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30/10/2012 14:14:21

Newsupdate

News from Stainshield

protection treatments included issues such as possible shrinkage and colour change, extended drying times and lack of penetration into wool or wool mix carpets. These failings have all been successfully addressed through adaption of formulas which includes the addition of sizeable percentages of Backed by Stainshields ‘Help’ line now in industrial alcohol. This allows for its eleventh year, new products include excellent penetration of natural fibres, two water based protectors, one of avoids any possibility of colour change which is a concentrate and a long lasting and reduces drying times by up to 15%!

Mothproofer that is highly effective as a preventative as well as a cure. Up to date The shrinkage factor has been largely solved by carpet manufacturers marketing material is readily available themselves through the explosion in the together with spray equipment that new polypropylene (action) backings includes spares for new and old ‘Gloria’ which are of course impossible to shrink. models.

The combination of the acclaimed allergy and hygiene product ‘Actigard’ with Stainshields protection treatments has attracted many new customers and revived others who, for whatever reasons, had ceased to offer these profitable services.

Previously negative but often valid comments surrounding water based

Stainshield in no way wishes to detract from their solvent based products that

are successfully and profitably used in retail warehouses throughout the country but for those concerned about solvent applications or have restricted facilities, the new products take care of any health and safety issues whether applications are in the warehouse or the home.

With square metre costs to members varying from 27p-57p, the price is right too!

smgnews 49 SMG News - Autumn 2012.indd 49

30/10/2012 14:14:26

Newsupdate

Mohawk revels in ultimate Harrogate success Mohawk unveiled its brand new Ultimate SmartStrand display The new POS unit also showcases the beautifully textured Dramatic Flair and Cascade Forest collections to perfection, at the Flooring Show, Harrogate, to much appreciation from and also has dedicated space for the Floorcare Essentials visiting retailers. A central unit featuring 16 qualities of products available from Mohawk. With a high-performance and luxurious carpet unique video that tells the story behind styles crafted from SmartStrand fibre SmartStrand, the Ultimate SmartStrand collections; retailers were impressed by display stand is a one-stop display sure to the sheer choice of designs on offer. capture the attention of consumers.

Launched on the new display was “We had our most successful show to a range of carpets containing the date, and it was great to meet so many latest supremely soft incarnation of new faces,” says Howard Lindsay, RVP SmartStrand fibre, SmartStrand Silk.

International Sales (UK, Ireland, Iceland & Temptingly touchable, this range offers Africa). “The Ultimate SmartStrand unit is plush underfoot comfort and has been a fantastic tool for retailers to explain the designed to appeal to homeowners who benefits of SmartStrand carpet fibre to desire carpets that have both innate homeowners and to help them find a style resilience and a sense of complete luxury. and quality to suit their individual needs.

Also housed on this visually striking unit With such diversity in the SmartStrand is Mohawk’s comprehensive Ultimate range, the Ultimate Collection, comprising 6 qualities; SmartStrand stand is a Super Freedom, Freedom, Splendour, great way of displaying all Liberty, Independence and Carnival. Combining quality with styles together to help with an array of colours and carpet widths, this collection alone comparison.” provides the customer with an amazing choice of 174 different options to suit any room. With built-in stain and soil For further information contact Mohawk on 01480 protection that will never wear or wash off, there is sure to be 479830 or visit www.mohawkinternational.com an option to suit even the most demanding of customers.

Sleep Council ‘Generation Sleep Gap’ survey success The Sleep Council’s latest media campaign – aimed at drawing attention to sleep and beds - proved a timely success as the school summer holidays came to an end.

The ‘Generation Sleep Gap’ story comparing the sleep and bedtime habits of children today with those of kids 50-60 years ago produced some good media coverage at the end of last month – with pieces in the Daily Telegraph and the Daily Express as well as regional newspapers.

“Our main effort was targeting radio stations, which we did with the help of ITV’s This Morning’s agony aunt Denise Robertson,” said Sleep Council

‘Coronation Generation’ grandparents. They are also much more likely to snack on crisps and fizzy drinks before bedtime than their grandparents who had cups of tea or milky drinks. But, on the plus side, Jubilee children are more likely to sleep The survey, which polled 1,006 on a new bed in a room of their own grandparents, with grandchildren compared to their grandparents – 36% aged 7 to 14, to compare their early shared a room and 37% slept on lifestyle with that of their grandchildren, hand-me-down mattresses or beds. revealed that they go to bed later, eat Those who haven’t read all about it or later and prefer playing in to playing listened to one of the audio interviews out. with Denise (who was a big supporter It found that today’s 7 to 14-year-old of the message!) still can by visiting ‘Jubilee Generation’ children go to the Sleep Council website anytime at bed almost 40 minutes later than their www.sleepcouncil.org.uk spokesperson, Jessica Alexander.

“This resulted in over 170 interviews being broadcast – more than 20 hours’ worth – with an audience reach of over 33.5 million and an advertising value equivalent of over £300,000 – a great return on investment.”

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30/10/2012 14:14:40

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30/10/2012 14:14:49

One of a kind from Ford A 850-horsepower 2013 Ford Shelby GT500 Cobra created as a tribute to Carroll Shelby!

Monterey, California... August 17th 2012, Friends of Carroll Shelby, including The Ford Motor Company, Shelby American, Ford Racing and many others have built a unique 2013 Shelby GT500 Cobra as a tribute to the late Carroll Shelby.

Ford is also announcing a renamed road at its Product Development Center in Michigan, as a tribute to Shelby as well. Cobra has been the consistent performance label as Shelby worked with Ford for most of the last 60 years and was instrumental in the creation of Ford performance vehicles including Cobras, the GT40 and Mustangs since the mid-1960s.

2013 Shelby GT500 Cobra The unique tribute car was unveiled by Ford Motor Company board member Edsel Ford II, Ford’s group vice president for sales and marketing Jim Farley, and Shelby American president John Luft at the Rolex Monterey Motorsports Reunion where Cobra is the marque of show for 2012.

“Even at 89 years of age, Carroll was an inspiration to us all,” says Farley. “This year marks the 50th anniversary of the original Shelby Cobra. The one-off car we

SMG News - Autumn 2012.indd 53

have created represents the very idea he had about making the 2013 Shelby GT500 into a true Cobra.”

Using the 662-horsepower 2013 Shelby GT500 as a foundation, “Friends of Carroll” created the one of a kind 2013 Shelby GT500 Cobra wide-body Mustang that now generates more than 850 horsepower with the help of a Ford Racing 4.0-litre Whipple supercharger.

Putting that much power to the ground requires plenty of traction, so the 13-inch-wide rear wheels are wrapped in massive 345-section high-performance tyres for extra grip.

Ford Motor Company teamed up with Shelby American for several key components on the Carroll Shelby tribute car. Shelby American provided a specially designed bonnet, new rear wide-body kit, Shelby Wilwood brakes and new 20x13-inch rear and 20x10-inch front wheels. The bodywork is finished in the same Guardsman Blue with Wimbledon White stripes that graced so many of the Cobra roadsters built in the 1960s.

“Carroll Shelby changed the performance world forever,” says Luft. “And while he

was proud of Shelby American’s achievements, Carroll was far more interested in the next car we would build.

You will find the spirit and influence of Carroll Shelby in every future vehicle we build just as you’ll find it in the rear wide-body kit and bonnet integrated into the 2013 Shelby GT500 Cobra.”

“You might also know that Carroll was a philanthropist, noted for supporting causes that moved him,” adds Farley. “In that spirit, this car will be taken on tour around the country, and hopefully will be used in a special way at the end of its tour – a way Carroll would appreciate.”

After reading this I’m sure many Members will be trying to convince themselves that the standard Shelby GT500 is a practical ‘company vehicle’ and it’ll be easy to slide a 4 metre cut into the boot - where there’s a will there’s a way - well the truth is... it isn’t and it won’t! It will however, fit in the award winning new Ford Transit available to SMG Members with a significant discount on the recommended retail price. Turn to page 46 of your membership handbook for more details.

smgnews 53 30/10/2012 14:14:54

AUTUMN

OFFER OCTOBER - DECEMBER 2012

Contact your local representative for full promotional details!

SMG News - Autumn 2012.indd 54

30/10/2012 14:15:02

Jaymart’s Street-King installed at Battersea Studios.

Jaymart promoted to Cabinet Office Jaymart’s prestigious aluminium based ‘Street-King’ entrance matting system has long been established as a firm favourite and was the matting of choice for the Cabinet Offices at Whitehall.

Here its effective performance will be minimising the levels of dirt being transported through the corridors of power.

Listed below are a few other recent installations: •

Gloucester Quays Shopping Centre, Gloucester

Street-King meets all the criteria in the brief for a tough and versatile flooring solution delivering durability and safety for hardworking interiors.

•

Brunel University, Uxbridge

•

Hengrove Leisure Centre

•

JP Morgan Bank, Canary Wharf, London

Jaymart were delighted to showcase their prestigious aluminium based entrance matting systems at ‘The Big Five’ International Building and Construction Show at the Dubai World Trade Centre this year and this will no doubt help in Jaymart’s products being chosen even more.

•

Manchester Velodrome, Manchester

•

University of Sussex, Brighton

•

Becontree Leisure Centre, Becontree

•

Horley Leisure Centre, Horley

•

American School of London Sports Grounds, Stanmore

Another recent installation

For more information please contact Jaymart on 01373 864926 or email sales@jaymart.co.uk

smgnews 55 SMG News - Autumn 2012.indd 55

30/10/2012 14:15:14

Foundation focus

Red carpet for the media at The Carpet Foundation awards!

The media turned out in force again at the 2012 Carpet Foundation Red Carpet Awards. Around 70 journalists from all the leading home interest magazines joined judges Sophie Conran, Andrea Maflin, Vanessa Brady and John Smigielski, together with Board Members from the Carpet Foundation manufacturers and retailers at the awards ceremony at Claridge’s.

“I wish we could invite more retailers so they could see the coverage we get, the support from the media we get, the relationship with the media we have – and the power they have” Now in their 13th year, their popularity shows no signs of waning and it is a ‘want to’ attend event for the media. The last 12 months has seen 25 articles on carpet in magazines and that coupled with all the product placement activity and other media exposure amounts to £1.8 million of editorial coverage for carpet in the media.

Commenting on the Awards, Rupert Anton said: “The last 12 months has probably seen the most exposure for carpet – ever. When you get a magazine like Good Housekeeping devoting 9 pages solely to carpet, and deliberately trying to win an Award, you know you have a successful formula. What is more, it was so special, so original and would stop any reader in their tracks – it was a wonderful advertisement for carpet.

I wish we could invite more retailers so they could see the coverage we get, the support from the media we get, the relationship with the media we have – and the power they have. No one else in the UK carpet industry could deliver this. The return on investment is fantastic.”

“The last 12 months has probably seen the most exposure for carpet – ever.

When you get a magazine like Good Housekeeping devoting 9 pages solely to carpet, and deliberately trying to win an Award, you know you have a successful formula”

The 2012 Winners Best article or feature Good Housekeeping (Margaret Caselton) Best use of carpet in a decorating/interior scheme House Beautiful (Charlotte Boyd) Best work by a freelance Claudia Bryant (Living Etc) Best shopping item BBC Homes & Antiques (Katie Hallett) Best makeover Your Home Best online www.allaboutyou.com Best wool/wool rich carpet work The English Home (Erica Miller) Best exposure for carpet in a real life reader’s home BBC Homes & Antiques

Pictured left: Margaret Caselton, Interiors & Gardens Editor, Good Housekeeping, Rupert Anton and Lindsay Nicholson, Editor, Good Housekeeping.

Picture below: Rupert Anton with Angela Linforth, Editor, BBC Homes & Antiques.

Pictured above: Andrew Stanbridge, Chief Executive , Carpet Foundation, Mary Weaver, Houses Editor, Living Etc and John Duncan, Chairman, Carpet Foundation.

56 SMG News - Autumn 2012.indd 56

30/10/2012 14:15:44

WANTED A Nationwide Network of professional INDEPENDENT CARPET RETAILERS to service and supply...

THOUSANDS of potential new ‘local’ customers!

You now have the opportunity to gain YOUR share of the latest ‘Digital’ action...

Join the Carpet Foundation NOW, and get YOUR postcode registered before the campaign commences!

Thinking nationally but acting locally!

MASSIVE REWARDS

Contact The Carpet Foundation today on 01562 755568!

SMG News - Autumn 2012.indd 57

30/10/2012 14:15:46

member focus

Dean pictured on the left with Assisitant Manager John Murrell.

SMG Member Focus... Dean Austerfield Flooring Six months after joining the Group, SMG thought it would interesting to catch up with Dean and the team at Dean Austerfield Flooring in Ossett to see how things are going...

Now in its second year at the fantastic new two-storey showroom in Ossett, Dean Austerfield continues its ethos of offering complete customer satisfaction. The premises are located just off a busy pedestrianised shopping precinct which generates a lot of passing trade, Dean comments “In the first few months of being here we had a lot of people popping in to have a look around, now these customers are coming back and requesting measures. Moving here has been the best thing we’ve done!”

A loyal customer base is growing since moving from Wakefield, as recommendations and word of mouth are helping more people become aware of the store. This is certainly aided by Dean’s experience and reputation, having started as a sales assistant for a local independent retailer straight from school, he then moved on to work for Carpets International and another large independent before setting up his own company.

offcuts of carpet and underlay and all plastic and inner tubes recycled. Dean comments “The green issue is a big thing and I feel it’s important to show customers that we are trying to do our bit.”

What do you feel is the independent retailer’s strength?

“I think our main strength is being adaptable, the multiples do have their good points but their structure is too rigid. I’m happy to say our customer service goes above and beyond for example; I was measuring until 9 o’clock last night and I regularly measure before 8 in the morning. The flexibility that independents can offer is a huge advantage over the multiples and customers appreciate this. Another example is last Sunday, when I visited a new customer as he had a spot of grease on his recently installed carpet, he was over the moon that I was able to respond so quickly and clean it. A service I very much doubt he would have received from a multiple - free of charge!

After visiting the store it is clear to see he has a great team around him, with his wife Louise and assistant manager John Murrell they really seem to be taking a considered approach to retailing where customer service comes first - treating each customer as if they were a family member or friend.

The multiples have turned flooring retailing into a kind of ‘supermarket self service’ experience, whereas my customers need and appreciate the advice of an experienced independent retailer.

“It’s going to take time to establish the business in the area and we are not under the illusion that it will happen overnight, however we are really happy with the customer feedback we are getting and hope to build on this” said Dean.

Also, I am finding more and more people want to support their local business, a trend that I believe will continue because, as independents, we are able to be more flexible with price and can seriously compete with any multiples!

A recent partnership with Carpet Recycling UK, reinforces the company’s stance on a responsible recycling policy, with

Ultimately, we’re a small company that will always go above and beyond to offer great service at a competitive price.”

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30/10/2012 14:16:07

SMG has a strong policy of supporting British Manufacturers, is this something you support?

“As I just mentioned we have really noticed a move towards ‘shopping local’ but not so much British manufacturing. I thoroughly support British manufacturers, as you can see from my showroom, however I have to be honest and accept that only around 10% are interested in the origination of the product.”

What are the most common questions you have from customers?

“Mainly it’s general advice, especially on finding a particular colour in the quality the require, with the popular colour at the moment being the neutral ‘Greiges’. My customers want something to last that is value for money, they don’t want to pay over the odds but don’t mind paying more if the product benefits warrant it.”

What is the key market challenge today?

“As with all retailers, it has to be attracting customers. We have been pro-actively using all the marketing initiatives our budget allows, including editorials in local magazines which have been very successful and have definitely generated leads. We have also developed our website and are receiving good interest from this, with some enquiries coming from further afield.

However, I believe the best form of advertising by far is word of mouth. When a customer has work completed by you and they’re happy - they recommend you! We are trying to create a marketing mix that will encompass all of this and attract customers to our store.”

If you could ask suppliers to change one thing, what would it be?

“We tend to align ourselves with suppliers who have, in our opinion, ‘got it right’.

I can’t speak highly enough of Cormar who are brilliant all round, from range selection, displays and representation to delivery, invoicing and overall communication. The continuous

investment in the business for the independent retailers benefit is superb; for example the introduction last year of the enhanced delivery service which emails us a two hour delivery slot for the following day is incredible. If all manufacturers were as efficient as Cormar it would be fantastic and to receive this from a family owned British based manufacturer is even better.”

What has changed most during your time in the industry?

“One noticeable change is the number of retailers switching from being roll stockists to cut length businesses. The company I previously worked for used to stock around 120 rolls and they de-stocked overnight. The retailers no longer want to tie up their cash flow in stock and they can rely on the great delivery services now offered by many manufacturers on cut length business.”

What was the main reason for joining SMG? “To be honest, I have been aware of buying groups for a while and after seeing a recent feature in a magazine I was intrigued as to how it could help my business.

Obviously there are the expected benefits preferential pricing and rebate schemes, however the highlight for me is being able to access products through SMG Orderlink, not just flooring suppliers but furniture and beds - this is a huge advantage. Joining has also helped me develop relationships with SMG approved suppliers that otherwise might not have been possible.”

Finally, what would your advice be to non-aligned retailers?

“You’re better off being in one than not - even if you think you’re doing ok on your own! It’s also worth dismissing any preconceptions you may have, with SMG it’s not just about discounts but also the complete business service package like SMG Orderlink and credit card rates etc.

Every group is different so it’s worth looking at each one and seeing which is right for you. The main piece of advice I’d say is that there is a window of opportunity, either grab it or let it pass you by.”

Dean Austerfield Flooring now occupies a two-storey showroom in Ossett.

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