SMG News - Spring 2013

The Official Publication of SMG The National Flooring & Furnishing Group

news

Spring 2013 Issue 172

Cormar’s hugely successful Sensation is now available in a lighter weight as well!

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Spring 2013 Dear Members, It’s nearly April and another three months have passed by in a flash. I remember 2012 starting in the same way and feeling very confident about the year ahead and there is no reason to think that 2013 will be any different. However, SMG Members are in a much stronger position than they were last year.

We have improved upon our business support package with the introduction of a new Credit Card supplier, CCS. We have also added an internet trading option for those of you who expressed an interest in offering a multi-channel retail package to your consumers.

Quality Carpets Direct (page 16) are traditional retailers who have developed an internet business with a package that is sufficiently focussed on driving new ‘service led’ consumers in to your store for advice whilst also introducing ‘price led’ consumers to your business for the future.

Our Member driven ‘own brand’ strategy is well underway and The SMG Stain Control System is growing day by day. Not only does it provide margin protection in a very competitive sector, it provides guaranteed access to quality products, service and support.

If you haven’t considered it already maybe your store could do with a better ‘lifestyle’.

There is more to come from SMG on ‘own brand’; please look out for the Berkshire and Woodland Carpet Collections and a new Vinyl offering. Guaranteed access for all!

As we start the second quarter of the year, I am delighted to welcome Penthouse Carpets to the SMG Approved Supplier list. Having researched numerous years of Membership surveys and comments, Penthouse Carpets was requested most often on the ‘supplier wish list’, so I feel confident that they will be well supported. It is a package that Members of SMG will have exclusively, no other retailers will be enjoying your preferential terms. Page 13 gives you more information on this truly British company making excellent products.

This is a bumper issue of SMG News, in fact one of our biggest ever. We have a fantastic interview with David Judge of Cormar Carpets. Read about his motivations, ‘scrapes’ and what keeps a family business at the top of the industry in the centre pages. Spend some time with Border Carpets of Yateley as they embark upon a store extension with Christie Tyler and Millbrook providing a bed offering to make the difference.

I look forward to seeing you all at Solihull for the Buying Groups’ National Flooring Show on Wednesday 15th May. For those of you who haven’t registered yet visit www.bgnfs.co.uk or call SMG and we will register for you.

Best regards

on the cover Cormar have recently launched a lighter weight version of their hugely popular Sensation range. Sensation ‘New Feeling’ is made from 100% Luxelle polypropylene and has the same super soft handle and lustrous pile, see page 39 for full 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 Meet the family!

The new SMG Stain Control System provides guaranteed access to quality products, service and support as well as margin protection in a very competitive sector. Turn to pages 10 and 11 for more information.

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.

10

New Approved Supplier

12

SMG have maintained a strong relationship with Penthouse Carpets over the years and are delighted to be able to announce that they are now Approved Suppliers to the Group.

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Newsupdate

New year, new team for Cormar Cormar Carpets, one of the industries leading tufted carpet manufacturers, has expanded its national sales team.

“I am delighted that we have been successful in recruiting four salesmen who already enjoy an Cormar has increased its field sales personnel from 20 to 23, to excellent reputation within the carpet industry. cover the three new sales territories which have been created to cover the Scottish Borders, North Wales and Devon & Cornwall. We received an overwhelming response to fill these new areas and we believe that the new recruits will In total, four salesmen have been recruited, three for the new areas and one to replace Neil Burgess, (previously covering the be a good addition to the team” Midlands area), who has been promoted to western regional sales manager.

“I am delighted that we have been successful in recruiting four salesmen who already enjoy an excellent reputation within the carpet industry. We received an overwhelming response to fill these new areas and we believe that the new recruits will be a good addition to the team. This reorganisation means that we will be able to cover the country more effectively and service our customers on a more timely basis” said Cormar’s Roger Clarke, who is responsible for the recruitment.

The four new sales representatives are Mark Ponting who will be covering the Borders, Martin Hemmings who will cover North Wales, Darren Jackson covering Devon & Cornwall and David Grebby who will cover the Midlands M6 Corridor.

Left to right: Roger Clarke, Neil Burgess, Martin Hemmings, Darren Jackson, David Grebby and Mark Ponting.

Royal Warrant awarded to Victoria Carpets Victoria Carpets Limited has been granted a Royal Warrant to Her Majesty The Queen from 1st January 2013. This is great news and a fabulous way for the business to start the New Year.

Victoria Carpets, established in Scotland in 1895, has been carpeting the Royal Households for a number of years.

They even supplied the red carpet for the Royal Wedding of Prince William to Catherine Middleton in April 2011.

Shaun Lewis, Sales and Marketing Director at Victoria Carpets comments, “This accolade is fantastic news, it is a reflection of all the hard work by everyone within the business and Royal recognition of the quality of our products.”

their product portfolio in 2013. They have a number of exciting product launches planned over the coming months when all will be revealed.

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

Turn to page 20 for the latest range launch from Victoria Carpets.

Victoria Carpets, who produce both tufted and Wilton carpets at their Kidderminster site, will be extending

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Ulster Carpets’ sample service: A vital asset in generating sales We all know that seeing an image in a brochure or online is nothing like holding and feeling the actual product in your hand. Samples are of crucial importance and Ulster’s Sample Service is an invaluable tool in achieving that all-important sale.

Often the inspiration for interior decoration, as well as an essential tool in the matching of already-purchased furnishings and accessories, samples are core elements in the carpet decision-making process. It is therefore vital that sample material is readily available, attractively displayed and when required, available for the potential customer to take home.

An initial trial period of the service saw a 66% return rate on samples. Not only does this save the samples from going to landfill, but it reduces the number of samples required to be produced as the returned samples can be reused, therefore cutting down on energy and raw material usage required to produce new samples.

Ulster have created an extremely high-calibre sample request service, ensuring a prompt service for the consumer. Each sample is professionally presented in branded packaging and delivery is guaranteed within 5 days of placing the sample request, however in most cases samples should arrive within 2 days.

In the period January - December 2012 Ulster despatched more than 80,000 individual sample items from their Retail Distribution Centre, which included samples for the end consumer as well as replenishment sampling for shop floor merchandising.

A recent addition to Ulster’s Sample Service has been the introduction of a pre-paid and addressed sample return bag which the consumer can use to send their samples back to Ulster once they are finished with them.

A date for the diary!

The 57th Kidderminster Carpet Manufacturers’ National Golf Tournament in aid of the Furnishing Industry Trust and Macmillan Cancer Support, kindly sponsored yet again

by Georgian Carpets, will take place at Kidderminster Golf Club on the 21st and 22nd of May 2013.

this event is its second largest individual fund raising activity.

If you are interested in playing at the event please contact SMG head office on 0118 932 3832 or Shaun Lewis at Victoria Carpets on 01562 749 300.

The two day event costs £80 for both days, or £50 for the Tuesday and £35 for Wednesday only. Day One is a four ball team event and Day Two a two ball team event.

FIT is the industry charity and is solely reliant on donations from companies and individuals;

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Brockway launches ‘essentials Collection’ Brockway Carpets is aiming to boost its market share with the introduction of its new ‘essentials Collection’ with value focus.

Designed to combine everyday value with Brockway’s signature high quality, the Collection comprises two brand new contemporary ranges and is aimed at the budget conscious consumer.

“It is an equally exciting time for retailers and purchasers alike, who will now have access to value, everyday carpets from Brockway with the guarantee of our high quality and excellent values as standard.

The new Collection encompasses Brockway’s established reputation as a manufacturer of quality and includes new ranges inspired by natural shades of limestone and marble.

The ‘essentials Collection’ is designed to be naturally tough and comfortably practical, with understated elegance to make you feel at home in any room.

“We’re confident that the quality and creativity of these new carpets will create a real stir in the market.”

Commenting on the new launch, Brockway managing director Charles Annable comments “Brockway has long held an excellent reputation as a supplier of high quality, premium and design-led carpets thanks to our prestigious Classic and Designer Collections, but this proved to us we needed to carve a niche collection at the value-led end of the market too. “

Brockway is supporting the ‘essentials Collection’ with samples available to new and existing retailers.

For more information please contact your local representative or Brockway on 01562 828200.

“The ‘essentials Collection’ takes our established brand into a new market arena, enabling us to consolidate and integrate Brockway completely within the carpet sector and become leaders at the premium and value end of the market.“ “Importantly, this is a major development for Brockway and it only cements our aim to remain a leading carpet manufacturer within the UK with a majority market share.”

Joining Brockway’s celebrated Classic and Designer Collections, the ‘essentials Collection’ consists of Portland and Purbeck.

Made from 100 per cent pure new British Wool, Portland is a traditional loop pile carpet featuring seven contemporary natural shades including Alabaster, Mortar and Iron.

Continuing the natural theme, Purbeck is a practical twist pile carpet made from 80 per cent pure new British Wool with eight natural tones including Lulworth, Corfe and Wareham. As well as a fantastic range of shades to choose from, Purbeck offers three pile weights available from multi-purpose to luxury weight.

Available now, both ranges come in standard 4 and 5 metre widths.

Purbeck

Portland

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Newsupdate

Mayfield launches Galaxy

Mayfield Carpets has launched Galaxy, a polyester carpet that looks and feels like wool. Made from 100% recyclable material, the new range has some impressive space age qualities: it is stain-resistant and - a major plus - can be cleaned with bleach.

All twelve colour options are also totally fade-proof. Such superb cleanability makes Galaxy the perfect floor covering for any room in your home, ideal for the demands of a busy family. Galaxy is the first polyester carpet of this quality available in the UK, as Paul Speakman, sales director at Mayfield, explains: “This range will fill a real gap in the UK market. Until now, polyester offerings have been of relatively poor finish, often with a sort of spotty-dotty appearance, so they were usually patterned to camouflage the obvious imperfections”.

“We did some research amongst our customers before we launched Galaxy. Once they saw and felt the samples and found out the price, they were ready to order on the spot!”

“It is the first time that a clean and clear, plain coloured, polyester carpet has been available here in the UK at such an excellent price point. No wonder it is already flying out of the door!” adds Paul.

For more information about Galaxy or any Mayfield range please contact your local sales representative or telephone Mayfield on 01706 341231.

Anti-static properties and a reassuring seven-year warranty complete the Galaxy package, which is in stock now at Mayfield.

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@ the sharp end

In a new feature this issue we thought it would be interesting to have a chat with a representative from an Approved Supplier - someone ‘at the sharp end’ so to speak. Ian Collacott, Regency Carpets’ representative in the south east for the last six years stepped into the breach.

“

SMG “How did you get into the trade?”

IC “Around nine years ago I joined a family business to help drive and manage the sales of a flooring restoration business.”

SMG “What have you seen change the most in last five years?”

IC “Without doubt the increase in demand for bleach cleanable carpets.”

SMG “What’s your favourite product? “ IC “It has to be ‘Elegance’, Regency Carpets’ top selling range. Not only does it look and feel great, it performs like an equivalent weight wool twist. It is clearly what consumers want with the added benefit of a free 10 year warranty against all household stains, not just food and drink. However, if you think Elegance is impressive, ‘watch this space’; in the next few weeks Regency Carpets will be launching the latest range in the Carefree Prestige Collection!”

SMG “As a representative what is your biggest challenge?”

IC “Time!”

SMG “Of all the retailers you visit what contributes to them being successful?”

IC “Presentation. Of all the retailers I visit, the ones who appear to have most successful sales are the ones who present ranges in store in a clean tidy and professional way. All our indicators point to ranges displayed on a lectern producing the highest volume in sales!”

“However, if you think Elegance is impressive, ‘watch this space’; in the next few weeks Regency Carpets will be launching their latest range”

SMG “What do you see as the key market challenge for retailers at the moment?”

IC “I see three key challenges facing retailer’s, but they are all linked; 1) Internet, lots of eCommerce businesses are advertising most of the well known ranges much lower than retail price points. All this does is drive down the consumers’ price expectations; have you ever felt like your showroom is being used more like a library?

offering the chance to make greater profits.”

SMG “If you didn’t work in this industry what would you be doing now?”

IC “I would love to be involved in a job that allowed me to see more of the world than the motorways of the UK.”

“Of all the retailers I visit, the ones who appear to have most successful sales are the ones who present ranges in store in a clean tidy and professional way!”

2) Protection, many manufacturers have tried to create a brand thus losing control of the pricing of their products on the internet. Also, with more product being offered direct to ‘fitters’, shops are not competing on a level playing field.

3) Profit, the two points above lead to retailers reporting that it is becoming harder to make a reasonable profit margin.”

SMG “If you could ask retailers to change one thing what would it be?”

IC “Look very seriously at your choice of supplier, choose a manufacturer that can offer you a solution to the three challenges I have listed above; 1) Buy from a manufacturer that offers a comprehensive own branding package exclusive to SMG Members.

2) Buy from a manufacturer who will not sell to fitters direct.

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

IC “When the weather and wife permits I enjoy a round of golf. I also enjoy Formula 1 and try and go to a couple of races a year. My crazy springer spaniel ‘Alfie’ also keeps me on my toes.”

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

”

IC “My Dad used to always say “Don’t make me ask you twice” I’ve tried to implement this into my working life.”

Who Ian works for...

Regency Carpets have grown rapidly in recent years as the benefits of their sales and marketing programme continue to generate increased sales.

The introduction of Elegance into their Carefree portfolio in 2011 took affordable luxury to the next level and has been a significant hit with SMG Members. In their own words Elegance ‘beautifully combines lavish indulgence with engineered excellence’ and I’m sure you would all agree!

3) Buy from a manufacturer that offers best in class ranges, best POS and gives the retailer genuine protection thus

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f

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For more information please 32 contact SMG on 0118 932 38

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family ’

PROTECTING THE RETAILER STEM THE SMG STAIN CONTROL SY HING BRANDING REFLECTS EVERYT THAT’S BRITISH. ILERS • SUPPORTING BRITISH RETA UCTS • WITH BRITISH MADE PROD Y. • BACKING BRITISH INDUSTR A BRITISH BRANDING CREATES ICE BARRIER TO QUICK ONLINE PR ITION. CHECKS AND LOCAL COMPET

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e c n u o n n a o t d e s SMG are plea w o n e r a s t e p r a that Penthouse C p u o r G e h t o t s r e i l Approved Supp

“We are delighted with the strong offer we have agreed for Members. There certainly are plenty of reasons to support the Penthouse brand”

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The UK carpet company with 76 owners joins SMG! Penthouse Carpets is well-known in the trade. After all, it has been supplying quality wool floorcoverings to retailers for 40 years. Over this time SMG have maintained a strong relationship with Penthouse Carpets, supporting the sister brand Mayfield and are delighted to be able to announce that Penthouse Carpets are now Approved Suppliers to the Group.

Mike Symonds, Head of Operations at SMG comments “We are delighted with the strong offer we have agreed for Members. There certainly are plenty of reasons to support the Penthouse brand.”

Many of you will know Penthouse, however few people are aware that between them, the 76-strong workforce owns the company. The unusual ‘co-operative’ is thanks to Penthouse Carpets’ founder, John Hawker. In 1972, John made a rug, sold it and the company was born. The business prospered. In 1994 John wanted to release his investment from the £15 million turnover company. However, he did not want to threaten the livelihoods of the employees who had contributed so much to the Penthouse success story.

A deal was struck and a holding company created with a majority of shares held by Employee Benefit Trusts and used for the benefit of the employees. Now the workers own the company through share options.

Does it make a difference? Paul Speakman, Sales Director, is certain it does: “It is the reason for the singular culture which runs through the Penthouse organisation, from boardroom to factory floor - and back again. And, as far as we know, we’re the only company to operate like this in our market. People who visit us say that they can feel it - the friendliness, the openness - that it is almost palpable.”

“It’s not surprising really, because having people who actually own the company doing everything on a daily basis creates an enormous sense of collective responsibility. Everyone does their best because they care - it’s their business and their future that is at stake.”

The mutual ownership arrangement has an impact on workforce stability too. A glance at staff records reveals a very low staff turnover and 21 people with more than 20 years service, whilst ten of them have notched up over thirty years each.

“Everyone at Penthouse does their best because they care - it’s their business and their future that is at stake!”

Sales office manager Janice Lloyd boasts an impressive 38 years. It is not just the Penthouse staff that benefit either, according to Paul. “You have to remember that when you speak to anyone here, you’re speaking to someone who owns the company”.

“We like to think it’s the equivalent of always dealing directly with the managing director!”

For more information about the exclusive offer for SMG Members please contact your representative or Penthouse Carpets on 01706 341231. smgnews 13

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Newsupdate

Wonderful underlay

Back in 2010, Penthouse Carpets, one of the UK’s big five manufacturers, started recycling carpet waste and making it into an eco underlay. Now the company saves itself £25,000 each year in waste disposal costs — and, at the same time, diverts 200 tonnes of waste a year from landfill. Ecofelt is 100% recycled.

A founding member of Carpet Recycling UK (CRUK), Penthouse sends soft waste (woven wool fibres) to Anglo Felts, another CRUK member, which is just five miles away from Penthouse’s factory in Rochdale. In a classic example of closed loop recycling, the waste is backed with recycled rubber crumb and turned into Underlay.

This luxury product is suitable for any domestic or commercial installation. It gives excellent insulation and acoustic qualities whilst also protecting the carpet.

Ecofelt is 10.5mm thick, has a tog rating of 2.5 and weighs 75oz. Penthouse also recycles post industrial hard waste. These off-cuts and side strips are shredded and composted by specialist company 4Recycling, ready for use as organic layers in land reclamation projects.

For more information, visit www.penthousecarpets.co.uk or call 01706 341231.

Quality Carpets Direct provides online opportunity In recent years the UK has become a hotbed for e-commerce, with the internet economy worth £121bn in 2010, which is more than £2,000 per person according to Boston Consulting Group.

There is no denying that e-commerce will continue to boom over the coming years, however the online market is almost exclusively the realm of large carpet giants; those with the budget and marketing clout to exploit the growth in online business, taking a disproportionate market share when compared to the traditional retail market.

While many independent retailers would love to compete with the national carpet retailers online, the cost, development time, lack of marketing knowledge and resources make anything other than a token directory listing or simple ‘brochure-style’ website prohibitive.

Fighting Back Against the Big Boys The online disparity between the carpet giants and the independent retailer has been recognised by Quality Carpets Direct, who have developed an

innovative ‘Partner Scheme’; an online network of independent carpet stores with a shared, ready-made, internet presence.

At the heart of the scheme is the Quality Carpets Direct website, currently attracting approximately 15,000 unique visitors a month, enabling consumers to browse and shop from a huge range of carpets online, but subsequently directs them to their nearest independent partner store to manage the sale, measurement, delivery and fitting.

TAKE A LOOK ONLINE!

This market-changing scheme has enabled smaller, independent retailers to compete on a level playing field and fight back against the big boys and take a fairer, more proportionate share of the growing online market.

For more information please contact Quality Carpets Direct on 029 2088 9184 or visit the partner site at www.smg-group.co.uk/qcd

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t c e r i D s t e p r a C y t i l a u Q e c u d o r t n i o t p SMG are pleased u o r G e h t o t s r e i l as Approved Supp

Working together to get independent carpet retailers noticed online!

Whether researching a carpet brand, locating a local store, or looking up a company’s reputation, 72% of customers prefer to browse online before buying. Online has become big business for national carpet retailers, leaving many independent stores in their wake.

TAKE A LOOK ONLINE!

The Quality Carpets Direct Partner Store Scheme provides independent retailers with an opportunity to get noticed and compete online, far beyond the reach of going it alone. Quality Carpets Direct can provide customers with an online store where they can research carpets and look up local stores.

Facts & Figures  15,000 unique customer visits monthly and growing!  Quality Carpets Direct have already sold OVER £1.5 MILLION WORTH OF CARPETS!  Top 3 Google rank for many carpet related searches  UK wide customers, from Penzance to Aberdeen  Continuously working to increase online presence for Partner Stores

For more information please contact Quality Carpets Direct on 029 2088 9184 or visit www.smg-group.co.uk/qcd SMG News - Spring 2013.indd 16

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Newsupdate

Long service award

During his 30 years with Victoria Carpets Robert Burns has built long-term relationships with many of his customers/retailers along with the respect of his fellow colleagues in the industry.

Bob has always carried out his duties in a professional manner which in turn has helped give his customers confidence and trust in him.

Mark Rooney, National Sales Manager comments, “Our congratulations go to Bob on this achievement but also our sincere thanks for his hard work, loyalty and commitment to the company over the last 30 years.”

Brand new sleep leaflet The Sleep Council has launched an all-new expert guide to achieving a great night’s sleep.

The Good-Night Guide, which replaces the existing Sleep Good Feel Good Guide, has been completely rewritten by established author, nutritionist and health writer, Yinka Thomas.

More comprehensive and fully illustrated, it looks at the seven practical steps you can take to achieve a good night’s sleep including your bed and bedroom, diet, exercise and relaxation. It even explains in detail about sleep restriction and the advantages of Cognitive Behavioural Therapy.

Said Jessica Alexander of The Sleep Council: “While it has served us well, our Sleep Good Feel Good Guide was 10 years old and in that time we have come across new issues - in particular how the increased use of mobile phones and iPads to social network is affecting sleep.

The Good-Night Guide is available, free of charge, both on and offline to the public. Retailers and manufacturers can order in quantities from 40 copies upwards through the Sleep Biz website www.sleepbiz.co.uk or by emailing The Sleep Council at info@sleepcouncil.com.

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Going that extra mile... and giving others, less fortunate, a new start in life!

As we travel through this strange journey called ‘life’, we undoubtedly come across our fair share of negative and cynical individuals who never appear to be happy unless they are inflicting their ‘Doom and Gloom’ theories upon us all. How refreshing it is therefore, when a true realistic optimist comes along and brings some great news of a totally different and encouraging nature to the table.

Many of our readers will recall the feature on Curtis Wool Direct and the Haworth Scouring Company which was published in the last edition of SMG News. In particular, SMG’s Executive Chairman, Chris Moffat, reported on the immense passion being demonstrated by their Directors, Martin and Simon Curtis, David Gisbourne, Daniel Isbecque and Tim Holgate when promoting their unique business and the ‘Campaign for Wool’ initiative.

Following this feature, Chris caught up with Martin again and was informed of a ‘new’ and remarkable initiative that he feels deserves rightful coverage in SMG News just to prove that there is still some genuine compassion and caring left in our industry, especially at the beginning of the supply chain.

We would therefore, like to share this latest news with you so, in Martin’s own words, here is the story...

Are you sitting comfortably?

“It is a long story so we will try to condense it as much as possible and we can answer any questions that will undoubtedly arise at another time. This is a story that involves so many elements of everyday life; the tragedies and the triumphs of so many families from so many different backgrounds.

A while ago Curtis Wool Direct were asked if they could find work placements at their scouring plant for people who were about to be released from Armley Prison in Leeds. The simple facts are that the majority of offenders in Armley are there because they have committed crimes in order to pay for their drug habits. The likelihood is that an offender, upon release from prison, will not have a job to go to and will have virtually no prospects of getting one. The easy thing for them to do is to reoffend, break into people’s homes or cars or shoplift or do some other criminal act that will send them straight back to where they came from. Good riddance perhaps? Nevertheless, it is a repetitive cycle where no one wins. The Governor of Armley, Paul Baker, is determined to break that cycle and has welcomed this initiative.

The costs of court cases, running the prisons and other associated expenses are easy to quantify and run between £60,000 and £100,000 per year for each offender. The personal cost to their victims is not so easy to measure but can be life shattering. Once you are a victim of crime, life is never the same.

So, we were presented with an opportunity to make a difference. We would offer work to offenders who volunteered

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for what amounts to hard labour. We do not offer a soft option. From sweeping the yard of the scouring plant in bitterly cold and wet weather, picking up loose sodden and dirty wool, lugging heavy bags of wool around, all for reprocessing, is hard work.

“Seeing some of the workshops inside Armley and the skills the staff have and their enthusiasm to teach the prisoners a skill that could be helpful to them in securing a job upon release made us think. How could we help further?”

We have had some real successes. Some of the volunteers are so desperate to break the cycle of reoffending they work hard and are trustworthy. At the end of the day, those who have shown aptitude and want to continue working at Haworth have been offered jobs. Jobs with prospects. Job experience that show other employees that this person is worth employing - worth giving a chance to. Worth it! Not everyone makes it.

Our visits to Armley Prison have opened our eyes. Conditions are not so bad. Three square meals a day. Prison officers are a special breed of people, with compassion and understanding and a huge desire to do what they can to stop their inmates from ever returning.

Seeing some of the workshops inside Armley and the skills the staff have and their enthusiasm to teach the prisoners a skill that could be helpful to them in securing a job upon release made us think. How could we help further?

We have been involved in product development for many years. It is amazing that in an industry that is centuries old

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that we can still invent new things and find better ways of doing them. That is probably our entrepreneurial spirit. To be honest, it is quite exciting and is what drives us on in business. Seeing the skills of the officers and seeing the enthusiasm of the inmates to learn skills and trades made us realise there is possibly a better way.

We have developed a marketing strategy for a unique product. By keeping its heritage authentic and by refusing to dilute its pedigree our Real Shetland Wool campaign is becoming recognised around the world.

We work with only the leading manufacturers and brands. The quantity of Real Shetland wool is limited and we could sell it 10 times over but we refuse to damage its reputation. Jamieson and Smith in Lerwick work with around 750 crofter/ sheep farmers and grade their wool and sort it for quality. The wool, some of it comes in glorious natural shades, is scoured at Haworth under the strictest of environmental controls and we process it into tops or other products. Jamieson and Smith’s Real Shetland yarns are sought after by knitters and designers from the USA to Japan, all over Europe, Australasia and beyond. Lerwick is where the Holy Grail of Real Shetland wool yarns can be found. Vi-Spring, the world famous bed manufacturers based in Plymouth have their Shetland Supreme ranges in the most famous department stores and specialist retailers in the world! The Real Shetland Company produces carpets that have been fitted to luxury apartments in New York, throws and picnic rugs that can be found in the homes and cars of the more discerning and duvets that are warm and cosy and very healthy to sleep under. The list goes on but the image is always maintained.

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With a great deal of careful thought we decided to design and manufacture a unique range of cushions made from Real Shetland wool, grown in the Shetland Islands, sorted into different natural shades, scoured at Haworth Scouring, spun into yarn and woven into cloth in Yorkshire. We worked with the Governor and officers at Armley in order to facilitate the sewing and filling inner pads with Real Shetland wool and then the final sewing-up of the finished cushion outer. No expense has been spared in the development of these cushions; they have to be the highest quality from start to finish and we believe that is exactly what our partnership has achieved.

If we put one offender on the path towards a meaningful career and he doesn’t end up back in prison it will be worth it, as you can see, in more ways than one.”

We at SMG, hope you enjoyed reading about this fantastic and worthwhile initiative and should any SMG Member feel that they would like to become involved in promoting and selling these cushions in their own stores, please contact Adam Curtis at The Real Shetland Company on 01423 734723 alternatively visit www.realshetland.com for further information. He will be delighted to hear from you.

We are convinced that your customers will find this unique story equally fascinating and hopefully, be compelled to make a purchase in an attempt to help someone less fortunate than themselves.

See page 41 for details of ‘Wool House’ and other 2013 Campaign for Wool events. smgnews 19 25/03/2013 15:53:14

Victoria Carpets introduce a NEW loop range into their Naturals Collection with value focus February saw Victoria Carpets introduce a new loop range into their product portfolio called Natural Style.

Containing 8 on trend tones, from natural creams to hints of taupe, grey and lilac, and across 2 designs (Trend and Fashion), Natural Style offers 16 options and is perfect for any style of home or interior.

Natural Style is made from 100% wool and in using a 3 ply yarn this tufted loop carpet offers luxury and durability. The

range is available in both 4 and 5 metre widths and boasts the Loc-weave backing, making the carpet easier to fit and crease resistant.

For further information please contact your representative, telephone Victoria Carpets on 01562 749300 or email enquiries@victoriacarpets.com

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Safe and Sound Responsible for over a third of all reported accidents that lead to injury, slips and trips are the most common cause of injury in the workplace. Slip resistance is a paramount consideration in the creation of safe working and living environments and safety vinyl can be used wherever people work, play or go about their daily business.

Why Compromise?

In areas where multiple applications are an issue, it can sometimes be difficult to find a product that meets all the necessary requirements. Forbo’s Surestep Wood Decibel range has been specially designed to provide R10 slip resistance underfoot while at the same time offering 17dB impact sound reduction.

Using aluminium oxide particles in the wear layer to provide sustainable slip resistance and maintain the clarity of design, Surestep Wood Decibel meets both the Health and Safety Executive (HSE)* and UK Slip Resistance Group (UKSRG) requirements, achieving a Pendulum Test Value (PTV) of 36 or higher, signalling a low slip risk.

The First Multiple Width Safety Floor Unlike traditional safety flooring ranges, Surestep Wood Decibel is uniquely available in 2, 3 and 4m widths, offering the first multiple width safety floor. As a result, not only is installation both quicker and easier, but in larger installation areas where hygiene is of crucial importance, the need for significant amounts of welding is substantially reduced, saving you both time and money. Areas of up to 20m2 can also be loose laid.

Why not try Forbo’s Quickfit system?

The Perfect Match Featuring the realistic design appearance that is the hallmark of Forbo’s vinyl collections, 7 colours in the Surestep Wood Decibel range are specifically designed to match the colours available in the standard Surestep Wood range, ensuring a perfect flow of design across projects where multiple application areas occur. As a result, Surestep Wood Decibel will help you achieve reassuringly safe, quiet and aesthetically attractive interiors in a wide range of commercial, education, healthcare and retail interiors.

wood decibel  Multiple Widths - 2m, 3m & 4m  R10 slip resistance  17dB impact sound reduction  7 colours designed to match the Surestep Wood range

Plus...

SMG Members have an exclusive low price on ‘Quickfit’ - Forbo’s loose lay subfloor system with self-sticking Forbo foam.

Forbo Quickfit is an instant, loose lay, subfloor system with a self-adhering Forbo foam underlay – it is ideal for linoleum and vinyl floorcoverings in both commercial and residential projects. Wood or cement subfloors can be levelled quickly and easily without any “grin through” from the subfloor panels. An ideal solution, as a smooth subfloor is essential for a perfectly installed floor.

Point of Sale Available for SMG Members...

Please contact your local representative or SMG on 0118 932 3832 for more information.

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Brockway unveils new quality with ‘Opus Choice’ Brockway Carpets has added a brand new quality to its exceptionally popular Opus range of wool rich carpets with its new ‘Opus Choice’.

Made from the same signature 80% pure new wool as Opus, ‘Opus Choice’ is designed to offer homeowners a new quality, lighter weight option.

Available in the same 12-strong colour palette, the range features a wide selection of plain solid colours from cool ‘Pigeon Grey’ to the warm, opulent, ‘Mulberry Crush’, and is available in standard 4 and 5 metre widths.

Annable, managing director of Brockway Carpets.

wearing, long lasting carpet with clearly defined good looks.

He said: “Our Opus range boasts timeless beauty and continues to be a popular choice for the home. By introducing ‘Opus Choice’ we are able to offer our retailers the same signature quality at a slightly lower price-point, enabling retailers to position Opus at the more budget conscious homeowner.”

Brockway is supporting the ‘Opus Choice’ launch with samples available to new and existing retailers.

Ideal for any home décor theme, ‘Opus Choice’ will be of particular interest to retailers looking for a quality range to introduce to budget conscious homeowners.

“This range offers a colour palette that works tremendously well with both contemporary and classic interior schemes alike”

“This range offers a colour palette that works tremendously well with both contemporary and classic interior schemes alike,” commented Charles

Part of the Classic Collection, Opus and Opus Choice are ranges of top quality wool rich carpets featuring 80% pure new wool, 10% nylon, and 10% polyester, which together help ensure a hard

Opus Choice - Harbour Cream

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‘Opus Choice’ will be featured at this year’s Buying Groups’ National Flooring Show at Cranmore Park in May, for more details about the show contact SMG on 0118 932 3832.

For more information please contact your local representative or Brockway on 01562 828200.

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Open Spaces, Queenstown - Nova

Queenstown is a textured two-tone rib available in six colourways. The range utilises a dense loop pile texture to create a natural contemporary floor covering that is also manufactured with 100% laneve wool.

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Newsupdate

Positive progress at Wools Of New Zealand This year has got off to an excellent start for Wools of New Zealand. Laneve™, the only fully traceable carpet wool, is going from strength to strength in the marketplace and has come ‘of age’.

and visually exciting while the full transparency of the supply chain makes Laneve™ a very attractive proposition.

Overall there are now 30 Laneve™ ranges in the market with more introductions planned for later this year – and the feedback from partners and retailers is very positive. Crucial Trading have joined as a partner and all their 100% wool ranges going forward will be made from Laneve™. Ulster have three ranges in the Open Spaces Collection, including Wellington Stripe (which is pictured) while Brockway’s Akaroa Twist is already proving popular. Leading the way in terms of Laneve™ ranges is Flock with 12 sumptuous designer-led ranges , comprising plain and patterned carpets, which are very much aimed at the ‘interiors conscious’. The breadth of product now on offer from partners vividly demonstrates the scope and potential of Laneve™ as a fibre.

David Hammond, Market Manager, Europe and North America for Wools of New Zealand said: “We are very grateful to SMG members for their support as Wools of New Zealand Premier Retail Partners. The multitude of ranges now available with Laneve™ wool means there is now a design solution for every home decorator. Consumers are more curious than ever about what goes into the products they buy and what the benefits will be to their family’s health and the environment.”

The purity of the wool allied to its natural benefits illustrates how creativity, texture and colour can combine with environmental issues to produce a stunning floorcovering.

Wools of New Zealand has worked with the partners to build an attractive range of products that are all technically sound

For further information about Wools of New Zealand and Laneve please visit www.wools-nz.co.uk email info@woolsnz.co.uk or telephone 01943 603 888.

Keep stains at bay with the brand new app from WoolSafe After months of development and fine-tuning, the WoolSafe Organisation has launched its unique Stain Guide App. Designed especially for carpet owners, housekeepers, facilities managers and building maintenance managers, the app is set to become an essential tool across the board and proves WoolSafe’s commitment to finding new and innovative ways of sharing its knowledge and staying at the leading edge of the carpet care industry.

Available to download from the App Store, the new WoolSafe app will advise on the correct methods of stain removal to make the cleaning process easier, more efficient and above all, effective.

The user simply chooses from a wide range of common stains, and then follows the step by step instructions.

If the stain is old and set-in or removal is unsuccessful, the app recommends contacting a WoolSafe Approved Service Provider. These are professional carpet cleaning companies from around the world employing Fibre Care Specialists who have undergone WoolSafe training. All WoolSafe Service Providers are handily displayed on a map within the App showing those that are nearest to the user. The app also lists WoolSafe approved consumer products to allow users to quickly identify, locate and purchase the right cleaning solutions for the job.

As Steve Bakker, marketing manager of the WoolSafe Organisation, explains, “With easy to follow instructions for the cleanup of some of the most widespread carpet stains I predict that the WoolSafe Stain Guide App will

become an invaluable tool for aiding carpet owners and those responsible for carpet care. The App provides a one-stop solution with access to independent advice, approved products suitable for all carpet fibres and WoolSafe approved carpet cleaners you can trust.”

For further information on The WoolSafe Organisation please telephone 01943 850 817 or email info@woolsafe.org.

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Brockway showcases bespoke colour match service Kidderminster’s Brockway Carpets put its Bespoke Colour Match Service in the spotlight at this year’s Domotex show with the international debut of its latest Bespoke Solar range.

Made from 80 per cent new wool and 20 per cent nylon, the Bespoke Solar range is the newest collection of premium wool rich carpets from Brockway. As well as offering sixty four vibrant plain colours and seven contemporary co-ordinating stripes as part of the Solar stock collection, customers can create their very own, totally unique colour carpet using Brockway’s Bespoke Colour Match Service.

who meet a comprehensive range of environmental, social responsibility and animal welfare standards.

Whether it’s a favourite wallpaper, paint colour chart or even a prized shoe, the Bespoke Colour Match Service 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 and 5 metre widths.

The show also saw exclusive trials of Brockway’s new bespoke product range of luxury carpets, being developed to support the company’s expansion into the high-end, domestic and contract flooring market sectors.

Part of the Classic Collection, Solar plain colours including Loganberry, Pomegranate, Tangerine and Forget-me-not, are available in traditional 4 and 5 metre widths. Plus seven complementary stripes - including Metal stripe, Battleship stripe, Seaweed stripe and Key lime stripe – available in 4 metre widths.

“Since the successful launch of our Vogue range and Designer Collection over the past few years, we’ve found a real gap and appetite in the market for luxury bespoke, custom made colour carpets,” commented Charles Annable, managing director of Brockway Carpets.

All ten Akaroa stock colours – pastel shades ranging from Takamatua Cloud to French Violet – are available not only in traditional 4 and 5 metre but also 1 metre width for use on stairs or as hallway runners.

Charles added: “Our newest bespoke portfolio is going to be a ground-breaking expansion for the Brockway brand. As part of our early development process, we will be showing the industry a small selection of trial carpet samples to gain market reactions.

“This is an exciting time for us and we look forward to unveiling the first range in 2013.”

For further information please contact your local representative or telephone Brockway Carpets on 01562 828200.

He said: “The new addition of our Bespoke Colour Match Service is already proving popular with retailers and consumers alike.

We have already seen this with our Bespoke Akaroa launch, and now our latest Bespoke Solar range.”

Continuing the custom made theme, Brockway’s Bespoke Akaroa range of environmentally-friendly, fully traceable 100 per cent wool carpets will also be on display.

The Akaroa range uses Laneve wool from Wools of New Zealand, which is fully traceable back to identifiable farmers

Solar - Key Lime

Solar - Key Lime Stripe

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Buoyant reports a great start to the year In spite of the weather that tried its best to keep visitors away from Interiors in January and with the Sunday reportedly being 75% down on last year, Buoyant lived up to its burgeoning reputation with a great start to the first day of the show.

Following on from a period of sustained success over recent years the reaction to the new Lullaby collection and Lift & Tilt range from customers was stunning.

customer base, who recognise the innovative designs coupled with great value that continue to come out of the Buoyant stable.

The orders continued to pour in also for the newly relaunched ‘Lift & Tilt’ range of power chairs, three designs each with a choice of ladies or gents size chair in a fabulous range of fabrics all offering a dual motor with Legget & Platt actions, at prices that took the breath away.

Buoyant would like to thank all customers who visited their stand at the show - which was also the largest stand ever built by the company at an interiors show!

To compliment these new launches, which would have been enough for any other company, Buoyant also introduced new designs into their already successful ‘Lullaby Collection’ of sofabeds and sofabed chairs.

Plus another five brand new upholstery designs including two brilliant shapes that answer the trend at the moment for retro influenced designs, ordered by the majority of Buoyant’s loyal independent

For further information about Buoyant Upholstery please contact 01282 691631.

Buoyant are delighted to announce that the 2nd Branded Furniture show will take place on the 1st and 2nd October 2013 at Cranmore Park!

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Have you got the right underlay range to meet all of your customers’ needs?

Customers have a wide range of underlay needs. Having the right range to meet these needs will maximise your profits.

Question...How many underlay products should a retailer stock?

Answer: As many as you need to meet the needs of your customers and maximise your opportunity for profit.

It’s an interesting question. What is the right number? Some retailers stock up to seven or eight underlays, while some stock only one. Which is correct and, more importantly, how would you know? The answer, according to Interfloor marketing director Steve Woodhead, is clear.

“It depends on your customers.

Most underlay customers don’t give underlay much thought but that doesn’t meet they don’t have any needs. It’s just that these needs are often unstated. But they still exist.

Some simple questioning will get the answers you need. Once you know what their needs are you can come up with an underlay solution that’s not only perfect for them but will also help you to maximise your profit. In this way everybody wins.”

So how does this work? Interfloor have defined up to seven different needs for underlay in an average British home, these are featured on the right.

“If customers understand that the underlay is specially engineered to meet their needs they will better understand its value and that means they are more likely to pay a premium for it. Some of these underlays do cost a bit more but many of our retailers will price them at up to £7-10 per square metre or more.

So spending a little time to understand the customer’s needs could pay real dividends for SMG Members,” says Steve Woodhead.

1. Best comfort Premium products where luxurious comfort is needed and foot traffic is high (e.g. living rooms). Recommended underlays include Tredaire Dreamwalk, Sensation, Softwalk and Colours Red.

2. Better comfort Premium products where luxurious comfort is needed and foot traffic is low (e.g. bedrooms). Recommended underlays include Tredaire Zest, Brio and Dynamics.

3. Good comfort Everyday comfort where foot traffic is low or infrequent (e.g. spare bedrooms).

Recommended underlays include Tredaire Brio, Omega, Alpha and Willow Green.

4. High traffic/High impact Where foot traffic is really high (such as the hall stairs and landing) or there is a high impact from heavy furniture (typically in the dining room). Underlays with high density and recovery rates are needed for this. Recommended underlays include Duralay System Ten and Treadmore (crumb underlays with 100% recovery) and Tredaire Sensation and Contract 7 (PU underlays with 95-97% recovery).

5. Noise reduction underlays for wood and laminate flooring Extremely high density sponge underlays can reduce in-room noise by up to 30%.

Recommended underlays include Duralay Timbermate Excel and Silentfloor Gold.

6. Low tog underlays for underfloor heating Specially designed low tog underlays are needed for underfloor heating applications. These will need to have tog ratings of less than 1, and so should be specially adapted sponge rubber.

Recommended underlays are Duralay Heatflow Carpet (tog 0.75) and Duralay Heatflow Wood and Laminate (tog 0.33).

7. Wheelchair use, walking aids, natural floorcoverings or borders Double stick crumb rubber underlays are ideal for this. Recommended underlays include Duralay System Ten and Durafit 500 or 650.

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Newsupdate

A Royal occasion

The Gardens at Buckingham Palace will be the venue for a one-off event this summer for holders of Royal Warrants to celebrate the 60th anniversary of The Queen’s Coronation. Brintons will be taking part in the four day celebration between the 11th and 14th July 2013.

an expected 60,000 visitors. To find out more, or for ticket information, please visit the Coronation Festival website at www.coronationfestival.com

Brintons was granted its Royal Warrant in 1958 and its prestigious Royal appointment now sees Brintons join over 200 Royal Warrant Holders at this unique event, which celebrates the very best of British tradition, innovation and excellence over the past 60 years, with

“Brintons was granted its Royal Warrant in 1958 and its prestigious Royal appointment now sees Brintons join over 200 Royal Warrant Holders at this unique event”

To find out more about Brintons or its products visit www.brintons.co.uk

Bitesize learning with the WoolSafe Academy Since its launch in October 2012, the WoolSafe Academy has welcomed numerous flooring and cleaning professionals through its virtual doors. Specialising in providing online training courses that are handily divided into bite-size modules, the WoolSafe Academy’s flexible nature means that it is fast becoming the leading platform for online training.

The WoolSafe Academy offers a range of specialist courses designed for both cleaning industry professionals and flooring retailers; amongst them the Fibre Care Specialist course, which is specifically suitable for carpet and rug cleaners that want to extend their knowledge. It is also the course that must be completed and passed with flying colours if a cleaner wants to be eligible to become a WoolSafe Approved Service Provider; which can open up exciting new business opportunities.

Consisting of 10 modules that span a range of topics, including both man-made and natural carpet fibres, colouration and wool cleaning science, the course is truly comprehensive. Each module is followed by a self-evaluation in the form of a questionnaire, with both multiple choice and written answers required.

Roger Garrett, of Roger Garrett Professional Carpet and Upholstery Care, is one of the first professional cleaners who have completed the Fibre Care Specialist online course.

“I have been involved in the carpet and upholstery cleaning business for over 25 years, and many of my clients are in the high-end, luxury sector. Many of their rugs and carpets are handmade, and I chose to enrol with WoolSafe as it is considered the pinnacle of training within the industry.

“It was not possible for me to attend the equivalent classroom-based courses. Instead, I completed a module a day, after work, and was able to finish the course in just under two weeks. I found it really convenient to be able to use my laptop, as it meant that I could log in and continue where I had left off the day before and from the comfort of my own home.

“This course has definitely been worthwhile. In fact, I received an enquiry from a potential major client who was only prepared to use a WoolSafe approved company within two weeks of having my business added to the WoolSafe register, so I would definitely urge others to enrol on the course and see what fortune it could bring.”

“The Fibre Care Specialist online course has been specifically created for professional carpet cleaners who do not have the time to attend our classroom-based courses, “ explains Steve Bakker, marketing manager, the WoolSafe Organisation.

“We recognise that it is difficult for cleaners, especially those that run their own businesses to take time off, which is why we designed our module-based courses so they can be completed on a section-by-section basis.”

The flexibility of module-based and remote training allows cleaners to undertake WoolSafe courses as and when it fits around their schedules. For ultimate ease, the training programmes are compatible with desktop, tablet or laptop computers, so trainees can complete the courses depending on the facilities they have available to them.

To find out more about the Academy and the courses that it offers, just visit www.woolsafeacademy.org.

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via le k! ab in ail erl av rd w O No SMG

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Question time with David Judge Cormar Carpets’ Managing Director This issue it’s the Cormar Managing Director David Judge who sits in the hot seat to answer SMG’s questions.

It’s interesting how he’d like to see the industry adapt in the future, however will we discover the secret to Cormar’s seemingly unstoppable success?

After studying Economics and Accountancy at Manchester University and qualifying as an accountant, David swiftly moved into a position at Pricewaterhouse Coopers in Manchester. Following an enjoyable and rewarding seven years he then joined Europe’s leading manufacturer of coloured polypropylene fibres and yarns, Drakes Fibres, as Managing Director in 1986.

Joining Drakes introduced David to the flooring industry and after 8 successful years he officially joined it when he became Managing Director at Cormar, one of the success stories of the British carpet industry.

David has continued to promote the emphasis on quality, service and reliability at Cormar, which had been instilled by founder Neville Cormack. The continuous improvement in machinery and systems as well as training and investment in its loyal staff prompted The Sunday Times to name Cormar as one of 10 companies to watch in their 2006 Top 100 independent companies in the UK feature - they weren’t wrong!

SMG were delighted that David agreed to take part in this issue’s ‘Question time’ and we hope you enjoy reading the article.

SMG “You’ve been with Cormar for over 18 years, how has the company changed over the years?”

DJ “Cormar has always had great people and great products.

Who could forget some of the sensational products in the past, such as Four Star, Warwick, Cumberland and Highlander, to name but a few? What has changed substantially are the processes and the service at Cormar. If you had said 18 years ago that Cormar would have a business website that gave retailers access to real time stock information, with an emailed delivery confirmation that is accurate to within two hours, you really would have had trouble believing it!”

SMG “How would you describe Cormar’s success?”

DJ “Today, we have very much the same number of employees as we did some 18 years ago. However, our turnover has gone from a little over £20m to just over £80m. We could not have achieved that without everyone working smarter and more collectively! Many SMG members who visit the mills in Lancashire are amazed at the apparent lack of stress, given the volumes and the fast turnaround, but that is because everyone knows their role and does it really well.

Equally one cannot underplay the fact that, fundamentally, we are a family business. Over the years both Neville and David Cormack have taken a keen role in producing products that have raised the industry standard and created enormous consumer appeal. This, combined with always producing good quality and a reliable service, has meant that retailers have put their trust in us. ”

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Cormar’s manufacturing plant in Lancashire.

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

DJ “Clearly the biggest issue for most businesses at the moment is the economy and its effect on the housing market.

This has affected the volume of carpet sold in the UK and the footfall throughout shops in UK, not only in flooring.

Nevertheless there is still business to be had, provided that your products have consumer appeal and offer value for money.

Equally, like most manufacturers, in the last couple of years, we have faced a rapid rise in raw material prices, whether that is wool, polypropylene, latex, energy or even simple exchange movements. When these things happen, some manufacturers might feel the need to undermine the quality of their product, by taking weight out, especially when there is so much fixation on price or price points, within the trade. At Cormar we have maintained our qualities, but adapted our offer to provide new wool and polypropylene ranges to suit the growing number of price sensitive consumers.”

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

DJ “I think all trades, and not just carpets, are concerned about the ‘High Street’ and consumer footfall. No-one has a magic wand, to implement a solution to the problems of the high street, but all retailers should look to drive footfall to their premises. I know the internet is seen by some as “the unacceptable face of those that do not invest in bricks and mortar” and by others as a distraction because “carpets will never be sold in volume on the internet”! But you cannot argue with the fact that the internet is fundamentally changing the way consumers buy products, throughout many markets in the UK. On that basis, every retailer should have a digital communications strategy as they would for any other marketing medium. ...continued smgnews 37 25/03/2013 15:55:46

Equally independent retailers have a lot to shout about, particularly in terms of service levels. So why not publicise the benefits on a good quality, locally optimised website?

In terms of content, some consumers might be prepared to provide testimonials that could be used on the site and at Cormar we offer retailers the opportunity to use our room set photography, provided that a credit is supplied. All Cormar customers also have the opportunity to be posted on our Cormar consumer website, in the directory, which can also drive traffic. In addition those retailers that are Carpet Foundation members can get a link from that site too. Many current reports in the press are saying that those retailers with a digital strategy are succeeding and I really don’t see why independent retailers shouldn’t benefit. And it doesn’t all have to be about price!”

SMG “How would you like to see the industry change in the future?”

DJ “As a 100% British manufacturer I would like to see retailers trying increasingly, where possible, to support UK manufacturing. The percentage of imports keeps on growing and growing, but the sad fact is that this is a result of the support that some retailers give to continental suppliers either directly or indirectly. In other industries, ‘provenance’ has become a big thing: where the product comes from, reliable sourcing etc. Hopefully this trend will be taken up by the flooring industry. Cormar has always been a totally British manufacturer since 1956, paying UK taxes and supporting UK jobs all that time. Five years ago, we started labelling all our ranges as British Made and this has been very successful. As a consequence of this there are now some UK based companies putting a flag on their product, when clearly not all their ranges are produced in the UK. Then there are those ‘quasi’ manufacturers who put ‘Made in the UK’ on products, but they are not manufactured by them! Hopefully we can learn from other industries and realise that the origin of the product is just as important, if not more important than price.”

SMG “What are your Cormar highlights?”

DJ “The highlights are too numerous to mention but one has to say that the real ‘game changers’ bring the biggest smile to my face. From being the company that made fluffy carpet for the bedroom, to being the one that defined wool twist in the shape of Warwick in the 1990’s, would be one. And more recently we’re the company that has redefined polypropylene carpet with the launch of Sensation. These have to feature prominently in any list of highlights.”

SMG “What has been your favourite Cormar product over the years?”

DJ “I have already named several products that could feature as my favourite, but I am always excited by the next one - a bit like a child opening presents at Christmas! We have a number of products that are due out this year and I am sure at least one will become my new favourite!”

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One of David’s recent Cormar highlights is the launch of the hugely popular Sensation range.

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

DJ “I have the pleasure of supporting my home team Liverpool and with one exception, (when I organised a Cormar sales conference), I have seen every semi final and final involving LFC since 1978. It is good training for life in the carpet trade - at times you can snatch defeat from the jaws of victory and on a few occasions victory from the jaws of defeat!”

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

DJ “I am genuinely proud that my mother, as a single parent, raised three sons who all achieved so much in their respective trades. So it’s not about what life throws at you but how you react to those events.”

SMG “Do you have any regrets?”

DJ “That my father died so young and didn’t get to see his sons’ successes!”

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

DJ “I would have to say that you can only admire companies and competitors that share the same values as Cormar. So for me I would doff my cap to Jeremy and the guys at Ulster Carpets. They might well be the last man standing in the woven end of the market!”

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

DJ “I take several skiing holidays per year, which I really enjoy. I am a fast skier though, so everyone has to keep up!”

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

DJ “My father drummed into us two maxims. Make work play and play work! His other will hopefully resonate with others: “It’s not the size of the dog in the fight, but the size of the fight in the dog!” And coming from Liverpool I have been in some scrapes!”

SMG would like to thank David for taking the time to speak with us and answer our questions. For more information about Cormar’s product portfolio please contact 01204 881200.

22/03/2013 15:46:48

New Feeling from Cormar Bring on that brand ‘New Feeling’ with Cormar Carpets’ lighter weight version of its hugely successful Sensation ‘Original’ range.

Sensation ‘New Feeling’, like ‘Original’, is made from 100% Luxelle polypropylene and has the same super soft handle and lustrous pile, but comes in a lighter weight which provides retailers with a lower retail price - ideal for increasing sales to households on a restricted budget.

Available in the same 10 contemporary plain colours, including Arctic Grey, Polar White and Siberian Mink, Sensation ‘New Feeling’, will come in both four and five metre widths. Cormar expect ‘New Feeling’ to retail at approximately £2 per square metre less than Sensation Original.

“Over the last couple of years, our easy clean ranges have been a real hit, with

SMG News - Spring 2013.indd 39

sales of Apollo, Sensation and the Primo family all selling well. Being able to sell the ranges knowing that all of them are British made is an added bonus for us and our customers,” says David Cormack, marketing director at Cormar Carpets.

“Sensation - New Feeling offers that fashionable edge with its lustre and texture but at a slightly lower price point making luxury carpets affordable for those on tighter budgets. We’re expecting it to be another British winner for us.”

Sensation ‘New Feeling’ is part of Cormar’s hassle-free Easy Clean collection with the same practical living qualities – stain resistant and bleach cleanable - plus a 10 year stain warranty.

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 Cormar on 01204 881200.

smgnews 39 25/03/2013 15:56:37

Investing for Tomorrow In 2012 Adam Carpets invested in...

EXCITING NEW RANGES • Launched two new ranges, Marquette Plaid and Artistry, consisting of 34 new items ensuring continual evolvement of their portfolio.

• 175 new stock keeping units launched in 18 months, meaning 20% of ranges have been updated offering unrivalled consumer choice for colour and design.

REBRANDED POINT OF SALE • Over 200 new lifestyle images of ranges offering inspirational room sets for customers.

• All-new wall units now arriving in retailers across the country bringing brand profile to a new level.

• A third Adam Carpets’ tombola has been introduced into retail outlets showing the latest innovative ranges and designs.

MEDIA ACTIVITY • Advertisements in Ideal Home, Living etc, Home & Gardens, Country Homes & Interiors and Homes and Interiors (Scotland) attracting a readership of over 1 million potential customers.

• Brand new website launched – attracting more than three times the number of visitors than their previous site.

THE COMPANY • Unique new company delivery vehicle made to bespoke requirements to improve delivery times and service.

• Continued investment in green issues including recycling energy and water from their dye house and turning waste materials into new products such as carpet underlay reducing carbon footprint.

• Adam Carpets are now a ‘zero to landfill’ company offering green customers real choice and alternatives.

2013 looks set to be an exciting year as Adam Carpets continue to invest in their future, including exciting new ranges and the latest technology in carpet manufacturing for the benefit of retail customers.

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25/03/2013 15:57:13

Newsupdate

The largest showcase of Wool!

The event invited leading interior designers to offer their vision and seven individual rooms showed how the design community uses the fibre extensively within their work. Exclusive Wool House presented a vision for wool room sets from Donna Wilson and as a modern, versatile, lifestyle fibre and Kit Kemp featured alongside a huge was hosted in the stunning West Wing wool art installation commissioned of Somerset House in central London. from the acclaimed Dutch tapestry It featured a showcase of interiors, artist, Claudy Jongstra. Other woollen fashion and the world of artisan and delights included a Roger Oates craft making, along with a hi-tech runner and a Pantone style rug from educational suite.

Brintons that represented international carpet manufacturers. Additionally, an The Campaign for Wool has appointed artisan in residence worked on location Arabella McNie as the curator. She throughout the period showing the has over twenty years’ experience of working as a stylist and designer in the heritage of industry skills to the public. world of interiors.

A series of wool-led designer talks, The UK saw the biggest ever celebration of wool as The Campaign for Wool launched Wool House in March.

Arabella McNie said, “I was determined to show wool as a modern fibre and visitors saw a broad spectrum from ultra-modern and hi-tech to highly luxurious and more traditional. There are some amazing fabrics and flooring and Wool House showcased some stunning room sets which really showed the difference that wool can make and inspired greater use of the fibre”.

events and a programme of activities with interactive workshops was also held during the course of the event.

There were three rooms dedicated to fashion, including a space showcasing fine woven fabrics and live tailoring while two others celebrated the importance of wool in the fashion industry.

The Campaign for Wool, whose Patron is HRH The Prince of Wales, is funded by the British Wool Marketing Board, the Woolmark Company, Wool Council of New Zealand and other wool organisations across the world including those in South Africa, South America, Norway and the USA.

“There are some amazing fabrics and flooring and Wool House showcased some stunning room sets which really showed the difference that wool can make and inspired greater use of the fibre” Bridgette Kelly, The Campaign for Wool’s project director said, “It is the most expansive venture the Campaign has seen to date as it looks at all the key uses of wool under one roof and shows the amazing versatility of the fibre and its potential to be both stunningly beautiful in use and yet incredibly practical too. We wanted to make the most of this wonderful opportunity within the fabulous location that Somerset House offers and we were able to truly shine the spotlight on wool. There really was plenty to see and do at many different levels,”

Feeling inspired about wool?

For more information of how to ‘put wool in the spotlight’ in your store please contact the Carpet Foundation on 01562 755568.

smgnews 41 SMG News - Spring 2013.indd 41

25/03/2013 15:57:55

NEW Wool Iconic Alternative Flooring’s new Wool Iconic draws inspiration from some of the greatest stars of the big screen and our favourite musical legends, to create a classic collection fit for any carpet Oscar.

Wool Iconic is a trio of stylish wool designs - a plain, a stripe and a herringbone, offered in a refined natural palette ranging from timeless taupes to muted, moody greys.

Stylish Plains Naturally beautiful boucles are Kelly, Hepburn, Loren, Garbo, Davis and Taylor. SSP £67/m Handsome Herringbone Dashing and daring lines catch Grant, Dean, Niven, Niro Brando, and Pacino. SSP£67/m Rhythmic Stripes Harmonious stripes are Harrison, Morrison, Marley, Joplin, Lennon and Hendrick. SSP £49.50/m The designs are captured on camera in Alternative movie moments. From the romantic Breakfast at Tiffany’s and musical High Society to the thrilling To Catch a Thief and truly iconic The Wild One.

Wool Iconic Grant

For more information about Alternative Flooring please contact 01264 335111 or visit their website at www.alternativeflooring.com

Wool Iconic Joplin

Wool Iconic Brando

Wool Iconic Hepburn

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Wool Iconic Kelly

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22/03/2013 15:47:38

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22/03/2013 15:47:41

Deeper sleeping with Sealy “Helping the nation become deeper sleepers is a key objective for Sealy in 2013” says Neil Robinson, Sealy UK Marketing Director. “Sealy know that if you enjoy deeper sleep, your body is much healthier and, more importantly, you are happier.”

People are becoming more and more aware of the importance of getting a good night’s sleep and many now recognise a lot of this is about having a good bed to sleep on. They also know a lot is about the quality of sleep achieved.

Recent international medical research has cast light on two issues of particular interest about sleep.

Firstly, a study at the University of California, where they have a dedicated Sleep and Neuroimaging Laboratory, has been looking at how important deep sleep is for performance in both young and older people. Even if both groups rested for the same amount of time, the study found that older people enjoyed far less deep slumber, known as REM sleep. Professor Matthew Walker, principal investigator at the Lab, commented “How bad the quality of deep sleep enjoyed by those in the tests was directly predictive of how poor their memory would be the next day.” So the key to having a really good day at the office, without forgetting too many important facts and figures, or maybe for most of us just keeping those ‘senior moments’ to a minimum, is obviously improving the quality of sleep so that more of us become deeper sleepers.

However, if you have a problem getting to sleep, scientists at the London Sleep Centre have found that although alcohol may help you fall asleep quicker, the higher your consumption of alcohol, the less REM sleep takes place. In addition, your sleep will be restless, so although after a night out you may collapse on your bed in a stupor for the first few hours, the rest of the night will be disrupted. The following day therefore not only will you probably have a hangover, but because of the lack of quality sleep, your concentration, motor skills and, of course, memory will suffer from poor performance.

Neil comments, “It really is all about the quality of sleep, not the quantity, that the body needs to perform and recover and if Sealy can make their customers healthier and happier we will be happy too.”

Sealy are helping retailers get this message about the importance of deeper sleeping across to their customers by rolling out their very own in-store ‘Sleep Studios’ and these will be much in evidence by the time spring arrives and the clocks go forward. These “Sleep Studios” will carry all the main information about the benefits of buying a Sealy bed, for example their unique Posturepedic Zonal Support System and Smart Fibres technology.

Sealy’s Smart Fibres technology will be a particular focus for customers in April when there is a big consumer awareness push during Allergy Week. Smart Fibres help you sleep more deeply by guaranteeing a sleep environment that is cool, fresh, dry and hypoallergenic.

They eliminate house dust mites and the technology has been endorsed

by Allergy UK. To complement this retailer support, Sealy’s ongoing consumer PR and promotion during 2013 will continue to raise awareness of the benefits of deeper sleep and Smart Fibres technology to help drive customers in store and learn more for themselves as well as trying out the whole Sealy range of beds and mattresses. Everything from the top of the range Crown Jewel – if you want to feel like you are sleeping like a film star or Royalty - through to all the new models in the Ortho range with special “Power Packs” in the centre which are perfect for those people of a larger stature or who prefer a firmer bed.

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

www.facebook.com/SealyUK

www.twitter.com/sealyUK

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22/03/2013 15:47:51

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22/03/2013 15:47:54

Ford Transit endures 10 years of punishment in 180 days Ford’s Transit engineers are well-known for their passion for commercial vehicles. In the case of the all-new Transit Custom one-tonne van it was more like tough love.

More than 150 professional test drivers, plus customer fleet drivers and Ford engineers, put the Transit Custom through a punishing process, covering the equivalent of 3 million miles.

Tests included marathon non-stop driving tests that simulate an extremely demanding ten-year lifecycle in just six months, along with extreme climate testing and corrosive salt- and mud-baths.

“I don’t think many customers would believe what this vehicle has been through,” said Barry Gale, chief engineer, Commercial Vehicles, Ford of Europe.

“We inflict the worst possible treatment that a van could endure, and we’re only satisfied when our new vehicle comes through with flying colours – just as the Transit Custom has done.”

Ford analysed data from real-world Transit use gathered from more than 600 vehicles, over 6 million miles, in seven markets around the world; that helped inform worst-case usage durability targets based on a ten-year 150,000 miles lifecycle.

Accelerated durability testing took place at Ford’s Lommel proving ground in Belgium, scene of more than 30 separate vehicle tests. These included the trailer tow general durability test, one of the ordeals that simulate an extremely tough 10-year lifecycle in just six months.

During its development, Transit Custom prototypes also endured the toughest “real–world” conditions, surviving the extremes of 40 C heat in Dubai and -40 C biting cold in Finland, plus high-mileage road testing in the hands of professional fleet drivers.

Connect models due to come to market in late 2013.

“Pushing the van to the limit and beyond helps us to deliver a stronger, more robust product. This translates directly into every-day reliability for the

“We inflict the worst possible treatment that a van could endure, and we’re only satisfied when our new vehicle comes through with flying colours...

Just as the Transit Custom has done” In the test labs, Ford subjected the all-new Transit Custom’s 2.2-litre Duratorq diesel engine to 46 days continuous high-load urban driving on specialised rigs, as part of tens of thousands of hours of engine testing.

Component test rigs simulating real-world punishment can prove out a full 10-year vehicle lifecycle in as little as 30 days.

Ford has identified more than 100 significant improvements it has delivered to the Transit Custom as a direct result of knowledge gained from its testing regime. These include the redesign and strengthening of the engine mount brackets and body rocker panels. The same regime will deliver similar benefits to the all-new Ford Transit and Transit

customer, however tough their working environment,” added Gale.

The first vehicle in its segment to achieve a maximum five-star rating from independent vehicle safety organisation Euro NCAP, the all-new Ford Transit Custom is now on sale in major markets across Europe.

SMG’s exclusive fleet arrangement with Ford means you can obtain discounted prices by simply quoting the SMG Fleet Identification Number at your Ford main dealer. Turn to page 44 of your Membership handbook for the full discount structure including a great offer on the Ford Transit. smgnews 47

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22/03/2013 15:47:57

Tazmin - Shadow Motif

Tazmin is a stylish and contemporary range available in three co-ordinating designs - pindot, runner and motif.

This range offers the versatility and choice that consumers have come to expect from Ulster.

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22/03/2013 15:48:02

Newsupdate

Brockway rolls out a bespoke future under new manager Kidderminster’s Brockway Carpets has announced the appointment of Bruce Calverley as Bespoke Carpet Manager, as part of major development plans to extend its bespoke offering to domestic and commercial markets.

Bruce will be responsible for spearheading an exclusive bespoke product range of luxury carpets, being developed to support the company’s expansion into the high-end, domestic and contract flooring market sectors.

“Brockway’s new bespoke portfolio is a ground-breaking expansion for both the company and industry alike,” commented Bruce.

He said: “We expect to unveil the first range early 2013 and I’m delighted to be joining the team at what is such an exciting and important time in Brockway’s future.

“Brockway is a company that I have known and respected for many years. Having previously been a supplier of woollen spun yarns to Brockway over 20 years ago, and now being apart of the team, it’s like being welcomed back as an old friend.”

Bruce brings with him significant industry experience in both the UK carpet retail and commercial sectors after spending the last 12 years working for a bespoke carpet manufacturer.

“This is a tremendous opportunity for us to launch an unrivalled selection of luxury products. It gives us the opportunity to take the lead with the growing trend for bespoke carpets, and further consolidates our market position as a brand leader,” added Charles Annable, managing director of Brockway Carpets.

“We’re delighted to have Bruce on board and his expertise in this specialist area is going to give us an excellent head start in developing our customer portfolio.”

For more information please contact your local representative or Brockway on 01562 828200.

On the right track Jaymart’s Alligator Track combines micro-ribbed aluminium channel sections with fine fluted rubber inserts and is available in closed or open (heelsafe) constructions.

Alligator Track has proved popular with health centres, schools, shopping centres etc. and is an excellent primary matting system to scrape mud, dirt and other debris from shoe soles to most public and commercial buildings.

The elegant 5-Star St Martins Lane Hotel in London chose Jaymart’s Alligator Track for their main entrance in 2012.

Other installations amongst the Alligator range include: Superdrug in High Holborn, London, the Athletes’ Village at Stratford, St Luke’s Hospice in Harrow & Lotus cars.

For more information on Jaymart’s prestigious entrance mattings systems and its many other ranges please contact Jaymart on 01373 864926 email sales@jaymart.co.uk or visit www.jaymart.co.uk.

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Sleep and soothe with sports kit from Vogue Beds According to The Sleep Council – but we all know anyway – a comfortable, uninterrupted seven or eight hours sleep each night can relieve stress, slow down the ageing process, boost both your mood and your physical and mental performance and cure a wide range of aches and pains.

Focusing on recuperation after physical activity, bed expert, Vogue Beds, has launched a Sports Therapy range of mattresses which are designed for anyone with an active lifestyle be they a professional athlete or a rambler. There are three ranges in the portfolio so that individual preferences are catered for; Sports Therapy, Sport Therapy Memory and Sports Therapy Latex.

agrees with Ebrahim and has been slumbering on a new mattress from the Sports Therapy Collection from Vogue Beds.

“I have been using my new mattress for over three months now. As a professional sportsman, enjoying the right method of recovery is vital so that I perform at my peak every day. The mattress At the heart of each Sports Therapy has been a key ingredient in mattress is a cleverly constructed multihelping me recover through sound zone foam unit with individual castellated sleep and maximum comfort as comfort cells which create air channels. well as keeping me cool These enhance ventilation and airflow throughout the night.” while cooling the mattress. This special combination promotes therapeutic sleep The Sports Therapy mattresses by alleviating pressure points and easing are designed for anyone with an active lifestyle – be they a aches and pains. professional or a rambler!

Ebrahim Patel from Vogue explains “Quality sleep should be seen as a vital part of a healthy lifestyle like exercise and diet. Just as you would invest in the right gear to exercise and buy healthy “Quality sleep should be seen as a vital part of a healthy lifestyle like exercise food, so you should invest in purchasing and diet. Just as you would invest in the right gear to exercise and buy a comfortable bed.”

Jigar Naik one of Leicestershire County Cricket Club’s star players certainly

healthy food, so you should just invest in purchasing a comfortable bed”

For more information please contact your local representative or Vogue Beds on 01455 841 257.

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22/03/2013 15:48:23

An update from Morris Furniture Morris Furniture have recently launched the Eclipse Bedroom range and the Santos Dining collection to add to their already hugely popular portfolio.

The Eclipse Bedroom range has a strong, modern contemporary design in natural oak with signature walnut inlay. This attractive element of design is featured on every facet of furniture within the range, conveying a stunning level of detail and craftsmanship which is characteristic of all their great furniture ranges.

The range offers 11 different pieces of furniture to suit different styles and sizes of bedrooms including two door

wardrobe, tall narrow and wide chests, dressing table and 4’6” to 5” bed frames.

Santos

The Santos Dining Collection finished in natural solid walnut and walnut veneers has a sophisticated but chic look in a dining collection made for today’s living style.

Warm colours, natural tones with a subtle solid oak inlay which gives a unique accent to all pieces of the Santos Collection.

There are many pieces in this exciting collection with three different dining tables and chairs, slat or padded back, with display cabinets with lights to illuminate your prized possessions, audio entertainment and occasional furniture which complete this attractive collection.

With a choice of cabinets, tables and entertainment consoles, the NEW Santos Collection will bring sophistication to any setting with its stunning features.

For more information please contact your local representative or Morris Furniture on 0141 613 7200.

Santos Eclipse

52

Eclipse

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Newsupdate

New from Zone

New ranges ‘Ebony’ and ‘Contrast’ from Zone Furniture are sure to be a hit with retailers in the coming months. Contrast is a stylish collection with dramatic and unique pieces in a highly polished white gloss polyester and wooden detail while Ebony is a highly polished black gloss polyester finish.

For further information please contact your local representative or Zone on 0141 300 7200.

Sheriden - Acorn

Sheriden is a classical collection that offers 14 colourways in three co-ordinating cameo, pindot and runner designs.

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25/03/2013 15:59:45

Vusta Vitesse will transform your home in minutes Stepping outside of the box, Vusta Vitesse propels design flooring into a new era. Beautiful to look at, practical to maintain, quick to install and all without having to use any adhesive!

Vitesse is made up of two key components, the floor itself and a special magnetic underlay. Together they form a floating floor which eliminates the hassle of a complicated installation. As a result, the floor can be effortlessly lifted should it get damaged or need to be moved.

Vitesse reduces the painstaking subfloor preparation required when fully bonding to the substrate (although the floor must still be flat, clean and dry) and as a result can be installed much faster.

Concrete substrate...

Benefits • Each plank installed in seconds • Each plank held firmly in place by the magnetic underlay • The underlay acts as a damp proof membrane when the joints are joined with Vapour Tape eliminating substrate moisture issues • You can uplift a damaged plank at any point • Unlike other floating floors there is no mechanical locking system which can get damaged

Vitesse magnetic underla y...

• You can cut planks and join them at any length • You can use design strips

For your copy of the Vusta Flooring catalogue or for more information please contact Kenton Floors on 02920 888223.

Vitesse design flooring...

smgnews 57 SMG News - Spring 2013.indd 57

22/03/2013 15:49:34

Newsupdate

New crumbwool underlay from Wools Of New Zealand Wools of New Zealand has teamed up with Anglo Recycling to launch Crumbwool, a brand new environmentally friendly carpet underlay manufactured in the UK from 100% recycled carpet fibres and 100% recycled rubber. The introduction seeks to meet the growing need for truly authentic and sustainable interiors for the environmentally conscious.

Crumbwool is produced by taking the offcuts from British carpet manufacturers that would otherwise go into landfill, recycling them and then adding rubber tyres for the rubber crumb. The end result is an underlay that has superior noise reduction and insulation properties due to the high wool content. Such is its commitment to the product, that Anglo Recycling has created a dedicated production line at its UK plant in Lancashire.

“Crumbwool fits perfectly with our mission to create wool interiors that are beautiful, comfortable and practical and have real integrity”

have a truly environmentally friendly floor. Crumbwool fits perfectly with our mission to create wool interiors that are beautiful, comfortable and practical and have real integrity. It also sits nicely with our work with Laneve wool and together they tick all the boxes for the environmentally conscious carpet buyer while at the same time providing a very strong and salient sales message for retailers.

“This reaffirms our commitment to the green agenda.

We want to show the world that it is possible to possible have a truly environmentally friendly floor” What is more, it addresses a very serious long term industry problem of reducing carpet waste from landfills.

Our eco-commitment has struck a cord with consumers and Crumbwool will further enhance our reputation in the market In a further nice gesture, Wools of New Zealand has partnered place as demand for environmentally friendly products will only increase.” with the UK Woodland Trust and will be making a contribution to the trust for every metre sold.

Commenting on the introduction, Steven Parsons, Innovations Manager at Wools of New Zealand said: “This reaffirms our commitment to the green agenda.

We want to show the world that it is possible to

For further information about Wools of New Zealand please visit www.wools-nz.co.uk alternatively telephone 01943 603 888.

Yet more quality streets Jaymart’s ‘Street-Beater’ ribbed rubber/aluminium entrance matting systems have been recently installed at the prestigious Park Lane building in London’s upmarket Mayfair.

Also in Mayfair, Rolex’s top-notch Caulder Moore redesigned boutique at 28 Old Bond Street opted for the same type of entrance matting system.

‘Street-Beater’ can be used as either an indoor or an outdoor entrance matting and is available in either closed construction or in heelsafe open construction.

An advantage to this system is the availability of replacement fine ribbed rubber insert strips should they be required.

For more information on Jaymart’s prestigious entrance mattings systems and its many other ranges please contact Jaymart on 01373 864926, email sales@jaymart.co.uk or visit www.jaymart.co.uk.

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22/03/2013 15:49:42

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Newsupdate

The Sleep council launches its first ever great British bedtime report for national bed month The state of the nation’s sleep comes under scrutiny for National Bed Month and The Sleep Council launched the results of its biggest ever audit of Britain’s bedtime habits.

encourage people to understand the importance of good sleep and how to achieve it.” said Jessica Alexander of The Sleep Council.

The report revealed the average Briton goes to bed at 11.15pm and gets just six hours and 35 minutes sleep per night. Although current NHS guidelines • A third of the population (33%) now indicate that we don’t necessarily need get by on five to six hours sleep a night eight hours sleep, experts believe compared to 27% in 2010. And the that most adults require somewhere majority of people (70%) sleep for seven between six and nine hours in order to hours or less. feel refreshed and to function well both • Almost half of Britons say that stress or mentally and physically. worry keeps them awake at night.

The research also found that many of According to The Great British Bedtime Report published in March.

• As many as 7.9 million have used alcohol to help them get to sleep at night while 6.8 million self-medicate with over-the-counter tonics.

us are too anxious to sleep: almost half of us now say that stress or worry keeps them awake at night (47%) rising to 54% of women (compared to 40% of men) and 57% of singles.

• High earners (£65 - £75,000) get the best sleep of all.

High earners get the best sleep of all, while those on low incomes sleep the • The average people spend on a new worst. More than a third (34%) of those bed is £583.05 and the divan is the most earning £65,000 - £75,000 sleep very widely bought type with 63% of us well, while 10% of those earning less sleeping on one. than £15,000 sleep very poorly.

The findings come from The Sleep Council’s biggest ever research project.

Some 5000 people were surveyed in January 2013 to provide an overview of British sleeping habits. The results are published in an in-depth report – The Great British Bedtime Report - which is being sent to leading government health officials.

“Sleeping well is as crucial to our health and wellbeing as eating a healthy diet or exercising regularly. But while we’re frequently exposed to government campaigns that encourage us to eat ‘Five a Day’, ‘Live Well’ or ‘Change4Life’, the nation’s sleeping habits are largely ignored. We want to see sleep moved up the political agenda and a public information campaign launched to

The Sleep Council’s Great British Bedtime report is intended to provide a full audit into the nation’s sleeping habits and will be repeated on a regular basis in order to monitor any changes.

Over 38% of respondents believe that changing their bed time and wake up time would improve their sleep while 17% have taken medication and 14% have tried over the counter remedies in an attempt to relieve the problem.

Drinking alcohol (16%) is another worryingly common method people use to help them drop off.

While the importance of the bedroom environment (heat, light, noise) was underestimated, the value of a good bed is recognised, with more than one in five respondents saying they could improve their sleep simply by buying a new bed. And seven out of 10 (72%) follow Sleep Council advice and have had their bed for less than seven years.

The average people spend on a new bed is £583.05 and the divan is the most widely bought type with 63% of us sleeping on one. King size beds are popular with 31% choosing this size.

Said Jessica: “What’s clear is that one of the best ways to improve sleep is simply to take more exercise. For many of us, that plus a sensible, regular bedtime and a comfortable bed, are key to sleeping well.

“Improving ‘sleep hygiene’ by keeping electrical devices like TVs and laptops out of the bedroom, giving ourselves time to wind down before bed and keeping our bedroom dark and quiet can also help.

“Given that more than four in 10 Britons (41%) feel positive after a good night’s sleep, a third feel happy and almost a quarter (24%) feel productive, it’s well worth making the effort to improve our People who exercise five to six times per sleeping habits.” week are the least likely to take medication which suggests this could be the optimal amount of exercise needed to improve sleep.

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Newsupdate

Bed show is back for a fourth year The National Bed Federation (NBF) has confirmed its hugely popular and successful Bed Show will return for a fourth year on the 24th and 25th of September 2013 – and will be better than ever!

as well as manufacturers – many of which have already indicated to us they’ll be back this year!

The format will remain largely the same, two days at the Telford International Centre - but with extended opening hours on both the Tuesday (8.30am6pm) and Wednesday (8.30am-4pm) for visitors.

“Not only that but we must be one of the few shows in the furniture industry to have maintained – indeed slightly increased – our visitor numbers in 2012!

Visitors registered were 1322 compared with 1306 in 2011. This result is even more spectacular bearing in mind the weather and traffic problems going on all round the country during the show!”

“Our third Bed Show was another huge success,” said Jessica Alexander, executive director of the NBF. “We had over 70 NBF members exhibiting, among them some of the biggest names in the bed industry, including suppliers

Once again only members of the NBF will be invited to exhibit at 2013 Bed Show and the show will continue to present its unique mix of both bed manufacturers – all with British manufacturing bases – and component

suppliers.

Those able to exhibit will also be delighted that the Bed Show will be staying low-cost, thereby sticking to its original ethos.

A Gala Dinner and Awards night will once again be held on the Tuesday evening of the show at the International Centre. For the third year running there will be Best in Class Awards. More details will be announced soon.

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22/03/2013 15:51:20

Whitestone Group gets retailer ready for 2013 Whitestone Weavers has re-evaluated its existing offer with retailer needs in mind.

The carpet manufacturer has completed several initiatives helping to better support its independent customer base. These include the introduction of coordinate stripes in 4m, 5m and 1m widths in selected ranges; new product launches; refreshed, fashion-led colour banks in some long standing firm favourites; and investment in a swift online ordering service.

The long established wool house has also taken the unprecedented step of developing a polypropylene product with a strong ‘hassle free’ proposition for customers seeking a good quality carpet with minimal care requirements.

“We looked at what we could do differently to equip our retailers with not only a stunning product - that goes without saying - but a range that satisfies every corner of the mid-to-higher end of the market,” said Managing Director, Steve Byrne. “A high wool content is an affordable luxury but it’s not always a practical option for customers with small children or pets, for example. We’ve worked hard to champion wool - and will of course continue to do so - but acknowledge that it’s in the retailers’ interests for us to provide a man-made alternative that appeals to certain lifestyles. Our ‘Hassle Free’ polyprop line is intended to be just that and has been very well received - so much so that we’re looking to introduce additional colour lines and more new ranges in the ‘Hassle Free’ family, later this year.”

Drawing on inspiration from interior design specialists, the company has also used colour to inject new life into one of its most celebrated ranges: Weaverstone Twist Supreme. The 80/10/10 carpet now comes in 30 shades (extending the original 20 line-up), together with five coordinating stripes. All options are offered in 4m and 5m widths, with striped designs also available in 1m for stairways and other feature areas.

“Retailers are crying out for 1 metre widths - particularly in striped patterns.

It seems so obvious now but despite

customer demand it’s still quite difficult to obtain the narrower cuts,” said Byrne.

“We’re pleased to be one of the first to offer this service and are keen to incorporate this choice across the board where we can without incurring unreasonable levels of wastage.”

New Durham County Loop launched under the Whitestone-owned Hugh MacKay brand features a superb broad stripe, plus plain and berber finishes, in 4m, 5m and 1m widths. A pure wool 3-ply loop, its chunky texture gives a rustic natural look that lends itself to high footfall zones in domestic and contract settings.

Durham County Loop

Sister range Durham Velvet is a 100% New Zealand wool product offering an exceptionally plush palette. From beiges and greys at the muted end of the spectrum through to a dramatic black, the 20 colours have been carefully selected to appeal to all tastes and decors. Though sharing the same namesake as Durham County Loop, the two carpets are completely different and purposely designed for distinct market segments.

Whitestone’s online ordering system facilitates round-the-clock confirmation of stock and anticipated lead times. With ‘live’ access to back-end information stores can place orders out of hours at their convenience and confidently commit to customer delivery dates.

Invoicing and financial processes can also be automated and sent electronically, contributing to greater efficiencies and environmental policies.

A number of customers have already migrated onto the portal but the company is keen to encourage more users in the coming months.

“Establishing positive ways to tackle the challenges the entire industry’s facing in the continually difficult climate is key to not just surviving but thriving in harsh economic times,” concludes Managing Director Steve Byrne. “The seemingly insignificant can sometimes be the things that set you, and in turn your customers, apart. And let’s face it, that’s all we’re all trying to achieve right now: stand-out.”

For further information please contact your local representative or telephone Whitestone Weavers on 01429 892555.

“Since mid-2012 we’ve been scrutinising our product ranges in-line with retailer feedback to make sure we have the strongest portfolio possible going into 2013” said Steve. “The new ranges and subtle additions to our service offer will support independents in meeting customer tastes, needs and expectations moving forward.

We’ve also considered how back office improvements might help deliver this objective by offering a slicker service enabled by technology investment.”

Weaverstone Twist Supreme - Paris Stripe

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New from SMG...

Nature Collection a soft and stylish cushion floor with comfort and value assured

Superb vinyl ranges...

Own branded to help protect your margin!

Rivers

Mountains

Lakes

Islands

• Width 2-3-4m • 15 year wear warranty • 15 colour options

• Width 2-3-4m • 15 year wear warranty • 10 colour options

NEW SMG VINYL STA FOR MEMBERSND

• Width 2-3-4m • 10 year wear warranty • 14 colour options

• Width 2-3-4m • 8 year wear warranty • 9 colour options

If you would like more information on this new vinyl stand please contact SMG on 0118 932 3832 SMG News - Spring 2013.indd 67

22/03/2013 15:51:46

Foundation focus

Brockway and Cormar join The Carpet Foundation In a major boost for the Carpet Foundation as it enters its 14th year, Brockway Carpets and Cormar Carpets have announced that they have joined as manufacturer members.

The new manufacturer subscriptions policy played a key part in recruiting the two manufacturers, both of whom had long been courted by the Foundation. Their joint decision will assist the Foundation as it sets about reinvigorating itself promotionally, with digital activity planned for 2013, and financially with a new fee structure for both manufacturers and retailers. It is hoped that others will follow suit on the announcement.

“We firmly believe that the Carpet Foundation benefits Commenting on their decision, David Cormack, Marketing Director at Cormar said: “We firmly believe that the Carpet Foundation benefits the UK carpet industry in many ways.

It enables us to have an industry voice on key matters such as the environment, safety and quality testing, as well as trading standards. In addition, the Foundation does a great job in promoting carpet favourably in the media.

However, key to our involvement, is the fact that the Carpet Foundation has become a vehicle to promote Independent Flooring Retailers and Buying Groups in the UK. As we are a 100% British carpet manufacturer, with the majority of our business with Independents, it obviously makes sense for Cormar to endeavour to support them and joining the Foundation will only strengthen that bond.”

the UK carpet industry in many ways. It enables us to have an industry voice on key matters such as the environment, safety and quality testing, as well as trading standards. In addition, the Foundation does a great job in promoting carpet favourably in the media” has been a challenging period for us but we have remodelled ourselves and will emerge leaner, fitter and stronger and ideally positioned to build on the hard work of the previous 13 years. We have exciting and innovative plans in place for 2013 and this is the perfect way to start a new year.”

Brockway’s Solar

Charles Annable, Brockway Managing Director, echoed David Cormack’s comments and added: “As original founding members, it is good to be back! In addition to the promotional work the Foundation does and its support of the independent retailer, the technical expertise we can garner from them and the increasing importance of environmental matters influenced our decision. Regulatory compliance is going to be key going forward, particularly in the markets we are seeking to operate in, and the experience and help that the Carpet Foundation can provide in this area will be invaluable to us.”

John Duncan, Chairman of the Carpet Foundation, was understandably delighted: “I am thrilled that Brockway and Cormar are joining. It is a real bonus for us and sends out a strong message to the industry at large. It is no secret that it

Cormar Town & Country

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Promotional plans for 2013 Digital is set to play a key role in The Carpet Foundations promotional activity going forward. The first step in a planned sequence of actions is a new website which will be launched in May. Going ‘back to basics’, the primary objective of the site is to increase consumer visits to retail member stores.

The content dispenses with a lot of the generic material that can be found on manufacturer websites and instead focusses very much on independent retailers - the benefits and how to find them.

Carpet Foundation Members as the people to buy from.

The April issues of ‘Good Homes’ and ‘Period Homes & Interiors’ also contain carpet features.

This is the first part in a strategic move to develop the Carpet Foundations digital presence and social media. They will also be looking at helping Members maximise their online presence and giving tips on how to generate traffic to the members site.

Public relations continues to play a key role and editorial exposure for carpet remains high. The March issue of Homes & Gardens had an excellent feature on carpet which singled out

“Going ‘back to basics’, the primary objective of the site is to increase consumer visits to retail member stores. The content dispenses with a lot of the generic material that can be found on manufacturer websites and instead focusses very much on independent retailers”

Trading Standards Institute takes on Code of Practice As has been well documented, the Office of Fair Trading is set to be phased out. However, in a welcome move, the Trading Standards Institute is taking on the running of Codes of Practice.

The Carpet Foundation has worked closely with the TSI and is happy with what it has heard. It is very much ‘business as usual’ with the Code. It continues in exactly the same format and the only change is the substitution of OFT for TSI. Retail members are encouraged to continue to use and exploit it as a tangible and visible point of differentiation. The TSI come on board

as of 1st April 2013 and the Carpet Foundation will be producing and providing new Point of Sale material for all members to mark the switch over.

code and it will give a new lease of life.”

In the meantime, members are reminded not to print anything with the OFT logo on it!

Commenting on the switch, Andrew Stanbridge, CF Chief Executive said: “I am very pleased with what I have seen and heard from the TSI. They really see this as an opportunity for themselves and are keen to get more codes up and running. They have been very receptive to suggestions we have made and I would urge all SMG Members to put the new point of sale material in their windows, on their vans and on their stationery. It is like a relaunch for the

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member focus

pleted.

How the storefront will look when com

The store have tripled it’s size inside and houses the complete Christie-Tyler bed collection.

SMG Member Focus... Border Carpets (and now Beds!)

After a quarter of a century in the trade SMG were encouraged to hear, even in the challenging trading conditions, a Member was diversifying to capitalise on their well earned loyal customer base.

It was 25 years ago that Peter Spong opened Border Carpets, with his brother, in the busy town of Yateley in Hampshire.

The pair couldn’t have picked a better location as it is ideally situated in a shopping square on the Reading Road, which acts as the town’s main business link with numerous shops and other business located along this road.

Peter and his brother had been fitters together at several companies in the years previous and had decided that they could offer a better service than the multiples. This is a common story with many independent retailers and proves once again that with determination, the right attitude and the willingness to offer an exceptional service you will inevitably establish a loyal customer base that if nurtured correctly will reward with continued business. It wasn’t long before sales flourished and Peter’s wife Alison joined the business. Peter comments “We hoped to establish a reputation of offering customers a consistently superior service and 25 years on I think we can confidently say we’ve done that!”

Peter’s brother retired several years ago and store manager Kel who joined Peter and Alison in 2005, says the business is going from strength to strength. The reputation that Border Carpets has built over 25 years is incredible and Kel comments “We often have customers say that their parents have insisted they see us and guarantee they’ll get great service from us - this is nice to hear and reaffirms our belief that we are offering a service much better than our competitors. I very much doubt customers would recommend one of the shed’s to their children, in fact they would probably recommend they don’t buy from them!”

Always interested in new business opportunities, when Peter became aware of the adjacent property becoming available at the beginning of 2013 he began to ponder what diversification the company could embrace. The obvious synergies between flooring and furnishing led him to look through the furniture section of the SMG Membership Handbook, where he found Christie-Tyler, Millbrook Beds and Hush-a-Bye to name but a few. Peter, Alison and Kel all came to the conclusion... What better way to celebrate 25 years of trading than with the news of a new bed showroom? SMG caught up with Peter two weeks after he received the keys to the new property.

When does the new bed showroom open?

“As you can see we have a few things finish off, removing the wall between the two units has certainly made a great space for the showroom but has created a little bit of work. We’re hoping to hold a launch event next weekend - we’ve also arranged a targeted marketing campaign to attract our loyal customers into the store, however we are realistic that it may take some time to be recognised as a bed showroom.”

Why have you chosen Christie-Tyler as your main supplier?

“To be honest when we contacted Christie-Tyler we were so impressed with their products and manufacturing set up that no one else seemed to measure up! Myself, Alison and Kel visited their manufacturing base and were blown away; the support they showed us - a carpet shop who were venturing into beds - was terrific. I guess they saw our potential and we were grateful for that. We were also really encouraged by

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their policy with online trading and this really gave us the confidence to display in store. The fact that the brand is so well known to consumers was an added bonus.”

How many models do you have on display?

“We’ve carefully selected the suppliers we wanted to deal with and have products at entry level all the way up to luxury.

We’ve taken the whole Christie-Tyler range, another five beds on display from Hush-a-Bye including a guest bed pull out and three luxury models from Millbrook. ” Do you think furniture is a growing market?

“We certainly think we have a loyal customer base that we can offer a good service to and offering beds seemed like the right fit. After measuring for carpet and flooring selling a bed is simple - with direct home delivery as well offered from our suppliers we don’t even have to touch the product and it helps us to stay competitive within the market.”

I see you have also dedicated space in your new showroom for the recently launched SMG Stain Control System.

“When we received the launch pack about the Stain Control System we were amazed. Although we don’t believe in total store rebranding this collection just works so well we couldn’t resist. We have taken all 12 ranges, ten as wall units and two of our best sellers as lecterns. Having the whole collection really gives it an identity within the store and a focal point for customers - the best thing about it is that we can sell it with confidence as we know it’s exclusive to SMG and customers won’t be able to price check anywhere else!”

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

“We definitely try to support British manufacturers wherever possible, although I don’t think this is forefront of the customers minds. However, if given a choice between British and non-British at the same quality and price my customers always support the British product.”

What are the most common questions you have from customers?

“We usually have a conversation about colour, and basic advice; what product we would recommend. Surprisingly we don’t have any price orientated questions, we always try to sell the benefits of the product and not the price. ” What is the key market challenge today?

“Attracting more people through the door! In last 5 years footfall has dropped considerably although we do seem to have more telephone enquiries. Once we’ve booked customers in for a measure we convert 70% - 75% into a sale - we lose very few.”

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

“The pricing structures of wholesalers does make it difficult for bricks and mortar retailers - sometimes I find fitters from home getting access to manufacturers at a really competitive price. I would say that Penthouse Carpets are a very transparent company with a very good pricing structure so I am really pleased they are joining the Group as Approved Suppliers.”

Is own brand in general a valuable addition to your store?

“Certainly, we’ve also recently added the SMG Diamond Twist range to the store and are hoping this will sell well.”

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

Most of customers come to us for our experience and advice.

The personal service and ‘nothing is too much trouble’ attitude is invaluable. When you’re an independent retailer you can’t afford to say ‘no we don’t do that’ and if we have the will to make something work we can be entirely flexible to ensure it’s successful.”

Peter in the new bed showroom and the recently launched SMG Stain Control System.

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THE BEST OF THE FLOORING INDUSTRY...

IN ONE PLACE... ON ONE DAY!

WEDNESDAY 15 MAY 2013 th

Over 60 leading brands converge at one place this May for The Buying Groups’ National Flooring Show. All SMG Members should make sure to visit to see the very latest in carpets, rugs, laminates, woods, LVT’s, underlays and accessories.

OVER 60 LEADING BRANDS

OPEN 8:30 - 17:00 CRANMORE PARK, SOLIHULL, WEST MIDLANDS, B90 4LF

Voted ‘Best New Flooring Exhibition’

To register visit www.bgnfs.co.uk SMG News - Spring 2013.indd 72

22/03/2013 15:53:14