SMG News - Spring 2012

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

news Spring 2012 Issue 169

Victoria Carpets launch Options 288, offering the ultimate carpet choice

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Spring 2012 Dear Members, Another year is now well under way and by the time you start to read SMG News it will already be April. At SMG, we have spent the last three months meeting with the majority of the groups Approved Suppliers to ensure that the Membership retains a competitive edge in what is obviously a challenging market. The results of some of our work can already be seen within the Monthly Update and Handbook in respect of promotions and new rebate initiatives, however there is a great deal more to come. The SMG benefits package goes from strength to strength and there is really no excuse for not benefitting from this.

In this issue we have asked Andrew Kidd, Interiors Monthly for his opinion on the state of the industry and to me the key component of his article relates to Carpetright. In his remarks Lord Harris is the antithesis of Harold Macmillan and it is evident from his own comments and a number of sources that his business is rapidly losing market share. Our evidence is that his core business is coming to the independent sector and that SMG members are benefitting from this.

On Wednesday May 16th the Buying Groups’ National Flooring Show will open its doors again in Solihull to members of all Buying Groups. Over sixty suppliers will be displaying their products and it is a fantastic opportunity for any retailer to open new accounts, see new products, buy roll stock or just generally discuss business. The event is gathering momentum year on year and I can see it becoming THE flooring industry event of the year. As I write we are in the process of constructing a compelling marketing package to make your attendance even more beneficial.

Hopefully I will see you in Solihull; to register please go to www.bgnfs.co.uk or give SMG a call on 0118 932 3832 and we will register for you.

Best regards

on the cover Victoria Carpets’ new collection of superb twist pile carpets is a mixture of both plains and heathers and in total offers 288 different combinations of carpet choices.

See pages 22 and 23 for more details about the collection.

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

Mike Symonds Head of Group Operations SMG The National Furnishing Group

This Issue Business costs

Keeping your costs under control is a key factor in maintaining profitability and cash flow but can be the last thing on some retailers’ minds. See page 33 for more details.

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 Furnishing Group.

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

33

Adam Carpets

34

Turn to page 34 to read about how Adam Carpets began and how they have developed into the company they are today.

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Newsupdate

Over £2m sales online for Cormar’s new trade website!

Cormar Carpets’ new B2B trade website, launched at the Harrogate Exhibition in September last year, has proved to be a huge success with over £2m of orders placed by retailers in its first six months.

Demonstrating Cormar’s commitment to investment in the future and service to its trade customers, the site offers a range of interactive services including stock check, delivery days, online ordering, price checks, online statements and proof of delivery, order tracking and order history - all through a secure personal log-in.

Since the company started rolling out the service last October, retailers have placed over 7,000 orders worth over £2 million in sales through the new channel, proving that fast, reliable service is what customers are looking for whatever channel is chosen to place the order.

Cormar will continue to roll out the service throughout 2012 with usage expected to rise significantly. Said David: “Thanks to the interactivity, flexibility and functionality that the internet offers along with 24/7 access, retailers are finding the service a

bring accurate, real time information to their finger-tips.”

Customers have been equally enthusiastic, one retailer has found the new service so easy-to-use and efficient that 90% of their orders are processed through the Cormar B2B secure website.

“The service has significantly made a difference to the way I now run my business. It’s so much more efficient and we receive a two hour delivery slot, and email confirmation the day before despatch, making it easier to plan.”

“The internet has become a major part of most people’s lives in the UK in many market sectors and we wanted to offer carpet retailers the opportunity to trade with us online and bring accurate, real time information to their finger-tips.”

Said Cormar Carpets’ marketing director, David Cormack: “The challenge was to go beyond what is currently available and provide our retail customers with a truly effective business tool, benchmarking the web portal against such e-commerce market leaders as Amazon for speed and ease of use.”

convenient way of ordering as well as providing greater information and visibility for their business.”

“The internet has become a major part of most people’s lives in the UK in many market sectors and we wanted to offer carpet retailers and contractors the opportunity to trade with us online and

The Cormar B2B web portal is open to customers of Cormar Carpets. To begin using the service please email help. portal@cormarcarpets.co.uk

The online service offers a number of services including stock checking, accurate delivery days, price checks, delivery tracking and of course online ordering.

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Ulster help bring Avebury Manor back to life Ulster Carpets have recently been involved with the National Trust on their journey to bring Avebury Manor, a 500 year old Grade I listed house in Wiltshire, UK back to life.

The house was part of a recent BBC series The Manor Reborn which saw teams of experts, historians and volunteers working together to restore the beautiful but empty manor house to its former glory.

Avebury Manor had been adapted, extended and repaired by a succession of different owners over the years and

as a result much of its history had been overlooked. This however all changed, as each of its rooms were restored to reflect four different styles from the past; Tudor, Georgian, Victorian and 20th Century.

Ulster worked in conjunction with the Russell Sage Studio, London to design and manufacture carpet for two of the rooms in a style which would have been true to the era which was recreated.

consultations and a visit to Ulster’s state of the art manufacturing facility in the UK, filming culminated with the installation of the carpet at Avebury Manor itself. Penelope Keith one of the presenters on the series was able to experience first hand the carpets coming down the finishing line for its final inspection.

“This was such an exciting project to be part of,” said Penelope Keith, “it The first took the story of the Governor provided the chance to reveal more of Jamaica, Adam Williamson, Lord of about this fascinating house whilst the Manor in the late 18th century while touching on interior design over the the second focused on years.” the art deco period of the 1930‘s when Alexander Keiller, the ‘marmalade millionaire’ procured a lease on the property.

The aim of the series was to engage with viewers and allow them to follow the story on screen so the BBC filmed varying stages of the carpets development. Beginning with initial design

Shirleen McCullough, who has worked on the finishing line at Ulster Carpets for over 26 years accompanied by Penelope Keith and her husband Rodney Timson on their recent visit.

SMG Member awarded Royal Warrant SMG are delighted to announce that longstanding member Allied Furnishing Suppliers were recently awarded the Royal Warrant. It is no surprise that all at AFS are thrilled to have been awarded the Royal Warrant, a mark of recognition for the supply of goods and services to Her Majesty The Queen.

It is great to see a small independent business recognised for its quality of service that all at AFS work tirelessly to achieve.

The Royal Warrant, effective for AFS from 1st January 2012, the Queen’s Jubilee year is an added bonus.

Over the last 10 years AFS has supplied both the Palace and Windsor Castle with Floorcoverings, Carpet Underlay and Accessories and this supply has increased in the last 3 years. To receive the Royal Warrant, a company must supply the Royal Household for at least 5 years and supply quality products with first class service.

looking forward to displaying the Royal Coat of Arms on their fleet of vehicles, stationery, marketing communications and of course pride of place at their premises in Enfield.

“Being awarded the Royal

Products supplied most recently include Warrant is not only a great Cormar and Regency, underlay from honour but is testament to our Interfloor and accessories from Stikatak overall commitment to offering and Gripperrods.

The Royal Warrant is a symbol of excellence and quality and AFS are

service levels of the highest order.” Gary Cousins - Director, AFS

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Newsupdate

Brockway update Akaroa SMG are pleased to announce another innovative product enhancement from Brockway Carpets. The popular Akaroa range, part of the Laneve concept, is now available in a 85oz version - Akaroa Empress and a new ‘Bespoke Colour’ option is available in both weights.

For the bespoke colour retailers simply provide Brockway with a sample of the colour the customer requires and Brockway will provide a colour pom for approval. Once confirmed Brockway will

deliver the bespoke colour carpet in 4-6 weeks - the minimum order quantity is only 25m2. Prices for the bespoke colour option for Akaroa will be communicated to all account holders in the coming weeks.

Steve Glover, Brockway Carpets’ National Accounts Manager comments, “Akaroa ticks all the boxes for the environmentally conscious consumer, having the option of bespoke colours further enhances the point of difference for this high quality authentic product.”

For more information please contact your local representative or Brockway Carpets on 01562 828 200.

New Thatcham approved alarm for Ford Transit Designed and developed specifically for the Ford Transit, the Cobra alarm is now available as a dealer fit option on any Transit model from 2007 onwards, including the new Euro Stage V models.

The alarm is operated via the Transit’s central locking key fob and boasts a range of features that will ensure that you can protect your vehicles and valuable contents against theft.

It is the only Ford approved Thatcham Category 1 alarm system which can be fitted to a Transit featuring the ECO pack, including the Transit ECOnetic.

Features include: •

“Ford is committed to helping • protect van customers’ vehicles and loads from theft and has worked with Cobra to develop a • top quality Thatcham alarm.”

Cab interior ultrasonic movement protection with push button exclusion facility.

Perimeter protection to the cab doors, bonnet, rear and side load doors.

Emergency override facility via a unique PIN code.

•

Tilt sensor to deter tow away and wheel theft.

•

High power siren with battery back- up.

•

A three year warranty from Cobra.

Ford is committed to helping protect van customers’ vehicles and loads

from theft and has worked with Cobra to develop a top quality Thatcham Category 1 accredited alarm system to provide van customers with both a theft deterrent and vehicle protection.

Ford dealers can supply the alarm priced at £208.33 plus VAT, with an all inclusive fitted price available on application through individual dealers.

The Cobra Alarm is a third party supplier branded accessory which does not come with a Ford warranty, but is instead covered by Cobra’s own three year warranty, the details of which can be obtained from your Ford Dealer.

For more information, please contact the Ford Accessories Marketing team on 01277 252219.

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Newsupdate

Cormar achieves zero waste to landfill Leading UK manufacturer, Cormar Carpets, has achieved its goal to have ‘zero waste to landfill’ at its Brookhouse Mill and Holme Mill manufacturing sites.

Nationally 400,000 tonnes of carpet waste is buried in UK landfill every year and with the German and Dutch governments recently banning carpet waste from landfill altogether, it’s likely that the UK government will follow in their footsteps.

To counter the threat, Cormar Carpets has been working with Carpet Recycling UK (CRUK) to reduce post-consumer waste to landfill nationally, as well as eliminating manufacturing waste going to landfill locally, at its own two mills in Lancashire. Over the last three years Cormar has worked to ensure: • A 50% overall reduction in production waste at both sites, including edge trims and joins.

• A 90% reduction in carpet fault waste produced during manufacturing.

• New ways to recycle or re-use traditionally difficult waste materials.

• 100% re-use or recycling of cardboard, plastic and metal tubes.

The most recently completed project was a baling press installed at Cormar’s Brookhouse Mill site. It compacts the backing plant waste carpet ‘edge trim’ and ‘sewings’ ready for collection by a third party.

CRUK was formed by several floorcoverings manufacturers,

including Cormar, and its aim is to find new uses for recycled carpet, promote carpet recycling in the retail and manufacturing sectors and lobby for a favourable environmental policy for the carpet industry.

To date CRUK has reduced the amount of carpet going to landfill by 10% in just two years. It has also helped divert 137,020 tonnes of carpet waste from landfill to recycling or energy recovery (equivalent to 8472 football pitches). And it has expanded its affiliated carpet re-use, recycling and energy recovery outlets from six to 24. CRUK has also provided a lead role on carpets within the Flooring Resource Efficiency Plan funded by WRAP and BRE Trust.

Following implementation of Cormar’s 3Rs initiative (Reduce, Re-use and Recycle) two years ago, Cormar has now turned its aims into reality. But as finance director Robert Barker points out: “We don’t plan to stop here. We take environmental issues seriously and although this is a fantastic achievement, we have several ongoing projects with further capital investment in new technology planned.

The aim is to enable Cormar to stay well ahead of the fast changing landscape of environmental responsibilities for UK companies.”

Don’t get hung up on price…

Retailers are being advised to forget about price once they have attracted shoppers through the door.

Market Force, a retail consultancy, recently interviewed 5,000 consumers and found that most potential customers were more interested in service levels than whether they were paying over the odds for goods.

The study found that poor service was the biggest turn-off for shoppers, with nine in ten of the consumers surveyed saying they would abandon a store if expected standards were not met.

However, more than half of customers said they would be

attracted in-store initially by a promotion but once inside other factors were more likely to impact their decision to buy or alternatively, move on to another retailer.

Simple customer interaction, such as helpful staff who offer advice or take customers to a product rather than providing a vague directional steer, were considered examples of good service. Staff and store appearance was also cited as being important by 80% of those surveyed.

Furthermore, of the 5,000 UK consumers polled, four in five said they preferred in-store shopping to buying online, largely because of a perceived greater level of customer service.

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New products from...

Metal Beds are pleased to introduce this fantastic new range which is sure to be a huge success. The Devon Crystal range is available in black or white in all the popular sizes with or without the headboard.

The pricing of the Devon Crystal makes it difficult to find a reason not to display it! Members can earn a significant margin with this range.

Laurie Williams, Metal Beds Managing Director comments “Most beds with crystal adornments are up around the £200 cost area so with the extremely competitive pricing we have established for SMG members I am very hopeful for this range.”

Devon Crystal

Another new addition to the Metal Beds portfolio is the Romance range. This will be available in black or Ivory as a bed only and again is fantastically priced.

Laurie adds “On the back of other suppliers trading in a much higher price bracket this could be the next big volume trend. There was evidence at the furniture show of a trend for keener priced suppliers to be fitting crystal, usually acrylic finials.

Romance Crystal

Both of these beds designs have been very successful in their own right For more information please contact without crystal so this addition could be a welcome boost to sales.”

Metal Beds on 01785 250 888.

Ulster Carpets announces major investment The board of Ulster Carpets has approved a £6 million investment in the second phase of the company’s £30 million redevelopment of its manufacturing base in Portadown, Northern Ireland, setting an industry standard for sustainable 21st century manufacturing.

energy and is a major step forward in reaching Ulster Carpets’ goal of being carbon neutral by 2020.

Two years ago Ulster Carpets made a strategic decision to commit to a massive redevelopment of its manufacturing base in the UK rather than relocate to the low cost labour countries in Asia. The company This latest stage involves the continues to progress and succeed in construction of a state of the art a very unstable global environment Dyehouse and Energy Centre. due to its constant endeavour to push Planning permission is now being sought and building work is expected to the boundaries of design and embrace get underway next year. RMI (Robinson innovative technology, in addition to its continual drive to improve Productivity, McIlwaine) have been appointed as Quality and Customer Service. architects for the project and will work alongside planning consultants Turley Nick Coburn, managing director, Associates. commented, “Not only does this further underpin our long term commitment to The Energy Centre will build on the company’s pioneering work in Northern Northern Ireland, but it ensures retention of high value jobs within the Ireland in developing sustainable

UK in the current difficult economic climate. We also believe it is important to maintain all our production operations in the UK, ensuring that we continue to meet the high level of customer service and reliability to our markets for which we are renowned”.

Mr Coburn added: “Thanks to the efforts of our employees we have managed to stay profitable throughout the deep recession. It has always been our policy to re-invest all profits in new projects, which will deliver significant benefits, not just for the company and the future of the business, but to the benefit of the local community as well.

We are optimistic for the future and intend to remain focussed on strengthening our position as a premium brand in the carpet market”.

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Newsupdate

New Approved Supplier SMG are pleased to introduce Annex Solutions as Approved Suppliers to the Group from the 1st April 2012.

Annex solutions provide a free independent and comprehensive service to ensure that customers reduce their overheads such as business electricity and business gas.

If you decide to switch suppliers the dedicated customer service team will take care of the entire process for you, saving you time and ensuring that the transfer process is seamless.

Annex price analysts review the market constantly to ensure that they can offer the best price. Interestingly instead of switching suppliers many customers stay with the same supplier on a better price.

Annex Solutions also offer a free reminder service prior to your renewal date to ensure you do not get rolled over into a very expensive contract by your existing supplier.

Please contact Warren Duckett at Annex Solutions on 01274 551 550 to find out how much money you could save.

Saving businesses real time and money •

Totally free and independent service

•

Annex deal direct with all major suppliers in the UK

•

Free ongoing account management service

•

Save up to 70% on your renewal

! r e v o l l o r t ’ Don businesses do not deal withrolls f pplier Over 80% o s... So the su e c ti o n l a w sive rate. their rene very expen a t a t c a tr n over the co

% 0 8

Kidderminster Carpet Manufacturers Golf Tournament The ever popular Golf Tournament, sponsored again by Georgian Carpets, in aid of FIT and Macmillan Cancer Support, takes place this year at Kidderminster Golf Club on the 22nd and 23rd May. The event, which last year raised £17,000 for the two charities, is the second largest fundraising event for FIT.

Shaun Lewis, Victoria Carpets’ Sales & Marketing Director has taken over from Rupert Anton as Chairman and he commented: “We are tremendously grateful to Georgian Carpets for their continued sponsorship and also to Adam, Victoria, Brintons and Brockway Carpets who are the backbone of the event.

Industry Trust is the only charity exclusively dedicated to helping those who are, or who have been, involved with the furnishing, carpet and allied industries, and who through no fault of their own find themselves facing unexpected or financial hardship. It is our industry charity.

While we have our loyal supporters Day one is a four ball team event while I know that both FIT and Macmillan are I would encourage, indeed urge, day two is a two ball team event. There continually amazed at how much we newcomers to join us. It is fun – and it is also a dinner at the Granary Hotel in raise for them, year after year. While is for a good cause.”

Kidderminster on Tuesday 22nd May. the soft market conditions prevail, so For details on how to play in this year’s Cost is £80 for both days or £50 for does the generosity of our industry. tournament, please contact Shaun Tuesday and £35 for the Wednesday.

It is quite staggering – and I hope it Lewis on 01562 749 300.

The dinner is £30 per head. continues this year! The Furnishing

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Storm from Morris

New for 2012!

In a year for Best in British, The Morris Furniture Group will be raising its glass to a proud heritage, dating back to the 1890s, with beautifully crafted new collections and attractive products.

Relaxateeze continue with their ethos to cater for all needs and desires with yet more new models and collections launched for 2012. There will be the introduction of more products to the unique Buonissimo fabric collection including a new Mojito Green colour fabric, the Grigio swivel chair and the new Campari chair and sofa group.

This season also sees the launch of two new collections to the G Plan Cabinets portfolio and both emphasise the direction and investment placed in the brand.

The Davenport living and dining range embraces golden vintage design and presents subtle, mature and attractive pieces with extensive functionality.

The new vintage French chic painted bedroom collection Picasso places beautifully crafted design alongside rustic nostalgia, demonstrating a pushing of boundaries once more by G Plan Cabinets.

The new beautiful and delicately fashioned white painted Boutique

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Boutique from Morris

Davenpor t

range by Morris Furniture lights up your bedroom with distinctive symmetrical design and elegant fresh presence.

Defined lining and strong charismatic presence construct the new Storm Collection by Morris Furniture. Created in ash with a modern light oak finish, Storm gives strength to your living and dining space.

For an accomplished retro experience, the new Breeze collection by Zone adds a vintage yet decidedly contemporary touch to any home. The most striking feature is the handle-free drawers and doors with each panel displaying an attractive layered effect.

Breeze from Zone

For more information about these new ranges please contact your local representative or telephone Morris Furniture direct on 0141 300 7200. smgnews 11 26/03/2012 18:51:19

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Newsupdate

Axminster Carpets awarded Royal Warrant Axminster Carpets has joined an elite group of companies to be awarded the Royal Warrant, a mark of recognition for the supply of goods and services to Her Majesty The Queen for a period of at least five years and adherence to stringent environmental requirements.

Onwards and Upwards Ball & Young is moving onwards and upwards and, after listening to their customers, have decided that there is a real interest in higher specification products in the middle and upper market sectors.

The Brand Leader launches the second generation of CLOUD 9.

Think Luxury - Touch CLOUD 9 CONNOISSEUR For a high density, elegant looking, luxury, upmarket underlay choose Connoisseur. Customers’ first reviews at Domotex were touched by excitement at the new range which they can up-sell too.

Awarded to Axminster Carpets in the Queen’s Jubilee year and regarded as a symbol of excellence and quality, the Royal Warrant demonstrates the family-owned company’s manufacturing prowess that has seen it create a world-wide reputation for carpets of the highest quality.

“Being awarded the Royal Warrant is testament to our commitment to manufacturing carpets of the highest possible standard while also striving for exemplary service levels,” comments Josh Dutfield, Group Managing Director.

“The Axminster Carpets brand is synonymous with quality, and the Royal Warrant is further evidence of our ability to meet the highest expectations.”

The CLOUD 9 Connoisseur Range has a new designer backing, with its sophisticated appearance, enhancing the status of the Brand Leader. Point of Sale material will also be available for the launch of the CLOUD 9 Connoisseur Collection.

Perpetual innovator – Ball & Youngs product ranges move with the times, always catering for new trends and demands.

Promising future – Ball & Young are investing in their products so you can rely on them.

All Ball & Young Carpet Underlays are proudly made in the UK to British Standard 5808 (1991).

For more information please contact Ball & Young on 01536 200502 or bysales@ballandyoung.com

With its Devon manufacturing sites, Axminster Carpets is one of the few carpet companies still producing within the UK. The company also has the only fleece-to-floor operation, which sees the manufacturer source British wool and spin and dye its own yarn before the carpet manufacturing process begins. It is this attention-to-detail and complete control of the entire production process that sees the company regarded as one of the foremost carpet manufacturers operating today.

For more information please contact Axminster Carpets on 01297 630650, alternatively visit www.axminstercarpets.co.uk or e-mail sales@axminster-carpets.co.uk

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Newsupdate

Ulster’s new retailer reference guide Ulster’s new Retailer Reference Guide has recently rolled off press and if you haven’t already received a copy you will shortly. It has been compiled to offer an insight into Ulster, its core values, and their long-term commitment to its retailers and the industry.

Having made significant investments in new ranges and refreshed some of their existing ranges the new guide showcases the entire Ulster offering accompanied by stunning room set and close-up photography.

The sheer volume of products on the market can make the job of co-ordinating carpets seem an endless and often overwhelming task. Included in the new guide are just some of Ulster’s favourite product combinations, designed to provide inspiration and guidance on how to create an Ulster scheme which flows from room to room.

A full list of co-ordination options can be found on Ulster’s website which is currently being updated and improved to complement the new guide.

“We continually strive to push our photography to a higher level to help the consumer visualise our products in their home.”

Residential Sales Director, Jeremy Wilson says; “Photography has always remained a central focus for Ulster and we continually strive to push our photography to a higher level to help the consumer visualise our products in their home.”

The new Retailer Reference Guide is also available to view online with the aim of reducing the number of hard copy brochures Ulster prints, in keeping with the company’s commitment to minimising their impact on the environment wherever possible.

Bed Show 2012 dates released The National Bed Federation (NBF) has announced that its third Bed Show will take place on Tuesday 25th and Wednesday 26th September 2012, once again at the International Centre in Telford.

The second event last year proved another huge success, with feedback from exhibitors and visitors both equally positive. “86% of visitors surveyed as they left the show rated their experience as excellent or good; while our exhibitors seemed so delighted at the quality of visitors and the business done that nearly all of them have already told us they will be booking to come again next year,” said Jessica Alexander, executive director of the NBF. Over 1,300 visited the second Bed Show to see the 70 NBF members exhibiting, among them some of the biggest names in the bed industry, including suppliers as well as manufacturers.

Once again only members of the NBF will be invited to exhibit at 2012 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.Jessica Alexander said: “The feedback from the second Bed Show was as positive, if not even more so, than our first event. There is no reason currently to change the successful format we have established.”

A Gala Dinner and Awards night will once again be held on the Tuesday evening of the show at the International Centre. This year businesses are asked to nominate themselves for one of the five Best in Class Awards – Manufacturer, Supplier, Independent Retailer, Multiple Retailer and E-tailer of the Year. Entry packs are now available by calling Lisa on 01756 799950 or apply online at www.bedshow.co.uk/bed-show-awards.asp.

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Newsupdate

Let’s Shout About Wool These are not times for the faint hearted. It’s tough for us all, from the smallest shop to the largest manufacturer. Our market is not growing and so it becomes ever more important to win a larger market share.

Costs need to be kept down whilst service has to be kept up. Is that the solution? At Cavalier they think that is only part of the solution.

Therefore Cavalier Carpets would like to introduce you to ‘Sheila the Sheep’.

carpet’ I am confident the list would be much shorter”

Sheila was developed with a view to promoting wool to the end customer on point of sale. The starting point was to come up with a list of benefits. The initial list contained well over 100 words. That’s a lot for anyone to remember or work with. After considerable discussion Cavalier whittled the number down to 40 and dressed Sheila.

Sheila will be adorning all Cavalier P.O.S, advertising the benefits of wool to end users and hopefully assisting sales staff to gain higher margin wool sales over the next few months. Cavalier feel that they have chosen most of the best features to keep Sheila warm though please feel free to consider those they may have missed.

At Cavalier ‘Focus’ is the in word. Do what they do better than before and hopefully growth will follow. Cavalier are Hans Lowe also comments “Of course primarily a wool manufacturer. Wool there will always be a massive market carpet is what they do best. for synthetic carpets for the usual reasons, indeed, Cavalier supply various “Generally, within the flooring industry synthetic carpets, but if we were to ask I think it true to say marketing takes a what were the advantages of ‘Plastic back seat. One recent exception has been polyprop suppliers, who have most definitely stolen a march on their wool competitors. I feel as a nation of wool producers, converters and users, it is our responsibility to extol the advantages and virtues of wool to consumers” says Hans Lowe, Sales Director at Cavalier Carpets. Over the last 20 years consumer awareness and understanding of wool in general seems to have declined and as a manufacturer Cavalier are keen to take the lead from polyprop suppliers and shout about the inherent benefits of their product.

“You may be aware of the newer synthetic yarns hitting the market in an attempt to emulate wool both in look and feel. Why try to emulate wool?

Only wool is wool. Plastic carpets ‘try’ to do what wool does naturally. They are wanna-be-wools!“

New Ashworth from Manx Carpets New Ashworth offers the ultimate carpet for any home.

A beautiful and fashionable colour palette of 21 solid colour shades to compliment any interior decor. Made from 80% British wool and 20% anti static nylon, new Ashworth is available in two qualities - super (40oz per sq yard) and extra super (50oz per sq yard) in both four and five meter widths.

New Ashworth offers good value for money in today’s ever competitive market.

For more information please contact Manx Carpets on 01827 831 434 or sales@manxcarpets.co.uk

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Ulster mix it up!

Ulster are planning a shake up of their highly successful mix range with the addition of 3 exciting new designs; Bloom, Shimmer and Silhouette, all of which are due to be launched in the Spring. It typifies Ulster’s unrivalled design, quality and service excellence, for which the company is internationally renowned. Designed exclusively to meet varied demands, the mix is guaranteed to complement a variety of settings.

Each design in the collection is woven in 9 row axminster quality - 80% wool, 20% nylon in 4m wide. www.ulstercarpets.com

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Newsupdate

Carpet Recycling UK reports high-flying achievements Waste carpet is emerging as a serious raw material resource according to latest figures from Carpet Recycling UK that show 66,000 tonnes were diverted from landfill last year – representing an increase in the diversion rate from 10% in 2010 to 16.5% in 2011.

This figure is fairly evenly split between recycle and reuse (32,000 tonnes) and energy recovery, mainly in cement kilns (34,000 tonnes). The proportion of carpet sent for recycling has risen from 33% in 2010 to 48% in 2011 as new outlets have developed and established outlets have grown.

“It’s a fantastic achievement and testament to the on-going commitment and consistent efforts of all throughout the supply chain to make carpet recycling and diversion of this bulky waste from landfill a positive reality,” commented Laurance Bird, Director of CRUK, an association of companies with 12 core funders that actively support the development of carpet recycling.

Managed by Axion Consulting, CRUK was set up by industry leaders to

develop viable solutions to the 400,000 tonnes of carpet waste landfilled in the UK each year. CRUK targets include 25% landfill diversion by 2015.

Carpet Recycling UK continued to support the Flooring Sustainability Laurance explained recycling capacity Partnership in 2011, ensuring that has increased in response to the growth members’ interests and needs were in specialist facilities able to handle understood and supported with a carpets in reuse, recycling and energy higher profile. recovery processes. “It is encouraging Laurance said awareness of carpet recycling opportunities had increased due to greater press coverage, including new online media, adding: “CRUK’s marketing activities at Ecobuild, Spring Flooring Show and Harrogate Floor Show have also gained attention for this new waste stream.

As a result, enquiries from waste management companies and local authorities rose by 50% during 2011.”

to see the growth in the use of carpet fibres for equestrian surfaces and felts.

There are now 32 specialist outlets contributing to these total diversion routes.”

For more information please contact Carpet Recycling UK on 0161 440 8325 or visit www.carpetrecyclinguk.com

Save money with Bluesky Protect Saving money is on everyone’s agenda in these financial times, so when Keith Page from West Country Carpets spoke with Seth Thomas at Blueskyprotect he was hoping that he could save some money on his Private Medical Insurance. Little did he know that not only a significant saving would be made but also a vast improvement to his cover as well.

consideration company performance, benefits of the contract and most of all competitiveness of the premium.

Even though Keith had only renewed his current Private Medical Insurance a few months earlier, Blueskyprotect increased his cover by adding a Dental and Optical option, reduced his excess and increased the hospitals that he could go to along with protecting his After an initial conversation where Keith No Claims Bonus discount. His total answered some questions and made premium reduced from £86.79 to clear any specific issues he wanted £63.94 per month. On top of this he covered, Blueskyprotect conducted a also received a special SMG discount of full review and searched the market one free month’s cover. This was a total for the most suitable cover taking into saving of £338.14 for the year.

Keith said “I let the renewal date on my existing policy slip by a number of times, dreading the thought of the countless forms and time required, to get an alternative quotation. Seth at Blueskyprotect then offered to look at it for me and with minimal effort, I now have a new, more comprehensive, policy with a vastly reduced premium.”

If you would like to see if Blueskyprotect can make similar savings for you, get in touch on 0208 369 5888 or email Seth Thomas at seth@blueskyprotect.com

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my opinion SMG asked Andrew Kidd, editor of Interiors Monthly, what he thought the outlook for the rest of 2012 looked like.

Here’s what Andrew said...

“

won’t be until 2014. But if the Government carries on doing what it’s doing I think we’re on for a very As ever when any Chancellor makes his good run from 2015 to 2020,’ he says.

Budget speech, a plethora of ‘It’s very difficult to budget. The tops organisations – including some you and the bottoms can vary 30% from never hear of again until the next week to week, and I’ve never had that Budget – rush out their forecasts for the before.’ economy. The Government’s Office for Budget Responsibility (which is meant “With the Olympics and the Queen’s Diamond Jubilee much to give the official yet independent could be made from promoting British made products.” forecast) says growth will be 0.8% this Even if it doesn’t generate sales year, growing to 2% in 2013 and 3% in So I’m afraid its carry on as you were then and there promotions such as 2014. As Douglas McWilliams, Centre with trying to make your service, Great British Furniture Month should for Economics and Business Research product offer and marketing the best help retailers attract the interest of CEO points out the OBR had forecast it can be for the foreseeable future in shoppers. growth of 2.5% for 2012 at the last order to entice Mrs Smith through the Budget, so it doesn’t have the best of door.

And there are lots of great UK track records. But regardless of whose manufacturers out there, and for them But one positive coming up should be figures we do or do not believe, the the tide has been turning in recent the summer. With the Olympics and simple truth is it’s not going to get any months (it may have not turned fully the Queen’s Diamond Jubilee much better anytime soon. yet though). With retailers loathed to could be made from promoting British hold stock, both for reasons of cashflow As Lord Harris, Carpetright executive made products. This is why the BFM’s and that they’ve got warehouses full of chairman remarked recently he’s never Great British Furniture Month in June unsold stock, UK manufacturers have seen a downturn like it in 54 years of is such a good idea, and why hopefully been able to take advantage of quick retailing. ‘All my recessions have only with Wool Week not until September, delivery and offer something that those been two years. This recession’s going somebody will develop something for manufacturing in the Far East cannot. to be five or six years. In 2010, I said the flooring sector.

But they’ve had to change to be able we’d be out in 2012. Now I think it to do this with delivery times of several weeks no longer acceptable to many consumers and retailers. It shows what can be done when the choice is change or go the way of so many others.”

“It’s not going to get any better anytime soon. Sorry.

”

Interiors monthly

first for furniture, flooring and accessories

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

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

House Couturier’s Cool Britannia Royale wallpaper.

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Victoria Carpet offer’s 288 options with their new range!

Victoria Carpets is offering retailers and consumers alike the ultimate carpet choice with the launch of their new Options 288 range.

This new collection of superb twist pile carpets is a mixture of both plains and heathers and in total offers 288 different combinations of carpet choices.

When it comes to choosing a carpet Victoria knows that colour is key, so Options 288 comes in a palette of 36 contemporary colours. Not only does the collection offer a mixture of ever popular warm neutral shades such as Flapjack and Cane Heather but it also boasts bright, inspiring colours such as deep Cobalt blue and rich Carmine red.

Each of the 36 colours can also be ordered in 4 different weights, starting at 32oz and moving up to 40oz, 50oz and 60oz. This new venture for Victoria, of offering 4 weights within one range, gives the consumer more choice by allowing them to purchase a carpet in any colour at an affordable price.

Victoria has added even more choice to the collection by offering all colours and weights in both 4m and 5m widths.

Shaun Lewis, Sales and Marketing Director, comments “At Victoria Carpets we are always trying to bring fresh, new ideas and products into our portfolio and we are delighted to be able to offer our retailers a ‘one-stop-shop’ for their twist products. Retailers can pick from a variety of colours, weights and widths, resulting in them being able to satisfy any consumer needs.”

Made with a blend of wool and polypropylene, Options 288 combines the durability of modern fibres with all the resilience and softness of wool.

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

Heathers - Cane

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Colours - Cobalt

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!

“At Victoria Carpets we are always trying to bring fresh, new ideas and products into our portfolio and we are delighted to be able to offer our retailers a ‘one-stop-shop’ for their twist products.”

Colours - Light Titanium

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Tredaire and Duralay are still the most popular underlay brands with consumers New survey shows Tredaire and Duralay are at least four times more popular than competitor brands.

A new market survey has shown that Interfloor’s leading underlay brands, Tredaire and Duralay, are still the most popular with consumers. The survey was carried out by an independent marketing services company (dR) in November 2011. The internet survey asked 1,051 consumers whether they had bought a new underlay with their carpet and which brands, of all the leading players in the market, they recognised.

Steve Woodhead, marketing director at Interfloor, commented on the results.

“Periodically we like to check on the consumer’s perception of underlay brands, including ours. It’s important that the consumer recognises and trusts leading brands and that, in turn, helps the retailer sell branded products with confidence. We’re encouraged that Tredaire and Duralay are maintaining their popularity with consumers but we have work to do to raise interest in the category so that more people choose to buy a branded underlay with their new carpet.”

In terms of brand awareness Duralay came first with 31%, Tredaire was second with 27%, followed by Cloud 9 at 7%, Carpenter at 5% and Hyper at 3%. The survey also found that 49% of consumers had bought a new underlay

with their carpet. “The results are similar to the previous survey. I was quite surprised to find that 49% of consumers said that they had bought an underlay with their carpet. This is exactly the same as a survey we did before the recession and it suggests that retailers have been very effective at retaining underlay volumes despite very challenging market conditions,” says Woodhead.

“We need to ensure that interest in the leading underlay brands, like Tredaire and Duralay, is nurtured. They increase customer satisfaction and re-purchase through the retailer, and this improves retailer margins. We will improve and extend our range of branded point of sale to support the retailer in selling our brands. And, for SMG members, we will continue to offer promotions so that you can get the very best value for money. Our territory managers work with members to find the best product solutions and we have seen an encouraging increase in the sales of branded underlays such as Tredaire Softwalk and Dreamwalk, and Duralay Treadmore and Timbermate Excel.”

Interested in opening an account with Interfloor? Please contact 01706 238 810.

Steve Woodhead, Interfloor marketing director

Tredaire Softwalk

“We’re encouraged that Tredaire and Duralay are maintaining their popularity with consumers but we have work to do to raise interest in the category so that more people choose to buy a branded underlay with their new carpet.”

Duralay Treadmore

smgnews 25 SMG News - Spring 2012.indd 25

26/03/2012 18:53:29

The New Sealy “Exclusives” Range…

Ready to Roll Out on to the Floor in Your Store in 2012!

Yet more innovative beds from Sealy will be finding their way into the nation’s bedrooms in 2012 and the highlights of the new ranges were on show at the recent Silentnight Spring Show at Drayton Manor.

Always going that extra mile to understand what their retailers want, Sealy have now produced a range which will only be available to “bricks and mortar” stores and will not be available online. The new Exclusives range features 5 models which offer

Heading the list of their innovations for 2012 is Sealy’s new Torsion Response divan base. This will offer a better sprung edge to the divan bases and a far more responsive and comfortable feel over the whole bed surface. The system works in unison with the mattress, which will extend its life, and offer a whole new, even more pressure relieving feel to the whole sleep area.

Top of the Sealy range in 2012 are their new Platinum beds – featuring thousands of motion responsive, zoned pocket springs in mattresses on top of the new Torsion Response divan bases. Some of the range have just pocket springs throughout and some have mini motion pocket springs on top of Sealy’s renowned PostureTech 660 spring system. When either of these are combined with extra layers of luxurious pillow or cushion tops, both types of mattresses Exclusive Posture Elegance make for the most wonderfully comfortable yet properly supportive beds ever. The new bed ranges come something for all types of customers with redesigned headboards and new from the top of the range Exclusive base colours (granite, cappuccino and Posture Elegance with mini motion pocket springs on top of the Posturetech bark) which ensure the bed styles are up to date with the latest furniture and 660 spring system, through to the furnishing trends. They also now have Exclusives Posture Ortho which has a distinctive Sealy Posturepedic grab Triple Offset Plus Spring Unit and offers handles around the mattress sides and a firmer mattress for those who seek colour coordinated mattress tape edges. this from their divan. So the range follows Sealy’s creed of always offering something for every budget and comfort And of course all these new ranges have Sealy’s unique “Smart Fibres” woven requirement and the stores will have into each and every bed. the reassurance of knowing that their margins will not be undercut by online retailers with lower overheads.

Sealy’s “Smart Fibres” revolutionised bed manufacture in 2011 by bringing probiotic bacteria into the mattress fibres to finally deal with the perennial problem of house dust mites and the allergens associated with their presence. These “Smart Fibres” also contain materials which keep the body cool and the bed sweet smelling and hygienic, and together with the renowned Posturepedic zonal support along the mattress length, are key USPs and major benefit for a customer offering by retailers looking to encourage new bed purchase by a very discerning public who now look for “that little bit extra” when making big purchases in these recessionary times.

Did you know nearly a quarter of the UK population are allergic to house dust mites? House dust mites are also a major irritant to asthma sufferers.

According to Asthma UK more than 5.2 million people in the UK are being treated for asthma and about 1.1 million of these are children – that’s approximately one in 12 adults and one in eight children. This means there is a person with asthma in one in five households in the UK. Surely a key selling point for retailers to point out to customers and why they should consider a Sealy bed with “Smart Fibres” to ensure anyone suffering from asthma or allergies gets a good night’s sleep.

Sealy, always innovative and always helping the nation get a better night’s sleep.

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

www.facebook.com/SealyUK

www.twitter.com/sealyUK

Platinum Augusta

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New 3’0 Adjustable Bed in Chocolate fabric with Windsor Mattress.

Fine Adjustable Bed Collection from...

The Hampton Bed Company evolved from a desire to produce an exclusive and distinctive range of beds with a difference and, although founded just five years ago, it’s already established as a dynamic force in the quality bed market. The success of this brand is based on the desire to sell to retail shops only.

Founder, Ebrahim Patel comments “The aim has always been to better ourselves in everything we do. We really wanted to change the way our Adjustable beds looked, wanted to give this collection a contemporary look and feel so we decided to do something about it and this is the result. We have completely over hauled our Fine Adjustable Bed Collection by transforming the way these models are perceived. The new specially made mattress; The Hilton, The Windsor or The Memory Relax’, sits inside the new base and by offering 12 different fabric combinations along with drawers or Massage unit, and the option of a Headboard or even the new footboard, then add bun feet or Chrome glides and we have created a unique adjustable bed that creates a sensational look.

For further information on the Hampton Bed Company please contact 01455 841 257 or visit www.hamptonbedcompany.co.uk.

Above: 6’0 Adjustable bed in Slate with Memory Relax mattresses.

Left: 3’0 Adjustable bed in Terracotta Red with Hilton Mattress.

smgnews 31 SMG News - Spring 2012.indd 31

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Take a fresh look at...

ORDERLINK Orderlink has evolved over the years since its inception and has developed according to member needs and supplier business strategies.

Isn’t it time you looked at the benefits of SMG Orderlink again?

ACCESS TO ALL APPROVED SUPPLIERS

Order Flooring, Furniture and Beds from the entire portfolio

WHOLESALE BEATING PRICES*

Drop your wholesaler and start increasing your profit

CASH REBATE SCHEME

Earn a cash rebate on all sales through SMG Orderlink

DEDICATED CUSTOMER SERVICE

Pricing available 24/7 and online ordering

FLEXIBLE PAYMENT OPTIONS

All methods to suit your individual business

SUPPLIER PROMOTIONS

Take advantage of supplier promotions without a direct account

MONTHLY PRICES

Posted each month and also available by email and online

Telephone 0118 932 3832 for more information *Please check direct account prices to ensure you are ordering by the most advantageous route.

SMG News - Spring 2012.indd 32

27/03/2012 14:50:30

Are your business costs under control?

If you haven’t done so already there has never been a better time to stop and take a look at the costs involved in running your business.

Keeping your costs under control is a key factor in maintaining profitability and cash flow but can be the last thing on some retailer’s minds. Even if you have decided to review costs the choice in the market place is bewildering.

At SMG we spend a great deal of time in the review of our Business Support Package to ensure that Group members are always benefitting from the most cost-effective services. In 2011 Interiors Monthly named SMG Group as having the ‘Best Business Support’ in the Flooring and Furnishing sector.

We have chosen to refresh you on a few of our many business service offerings that have helped t’ us achieve industry recognition siness Suppor Voted ‘Best Bu and will have a significant impact on your business.

Credit & Debit Cards Payment cards are a fact of running any retail business and have become an integral and indispensable part of the UK economy. They account for 6.8 billion transactions worth £244 billion of 2011 retail sales figures representing a 12% growth on 2010 figures. (Source: UK Cards Assoc.)

Interestingly retailers in the furnishing & flooring retail sector carry a greater risk than other industries because of the high average transaction value and the ‘deposit to delivery’ lead times. For retailers acting as individuals with relatively small turnover this can result in higher acquiring charges, typically between 1.4% and 2%.

In association with Barclaycard, SMG members can instantly benefit from the power of being part of a group of over 370 outlets across the UK. Firstly the risk is greatly reduced because of the steps we undertake to ensure the financial stability of each retailer prior to Membership acceptance.

Secondly the volume and value of the transactions that the

e savings I made on my “I was shocked at th en I moved over to credit card charges wh oup special rates.” Carpets Barclaycard on the Gr ning - Convenient Jon Dun

Group as a whole puts through Barclaycard is exponentially higher than any member acting individually.

We maintain an annual review of all Credit Card companies to ensure that we remain on the best rates and as a result of this review we are pleased to announce a reduction in debit cards rates for the coming year. We will be in contact with you shortly to inform you of the revised rates and how to have them applied to your account.

Line Rental, Calls & Broadband No one can run a modern retail business without communicating effectively with suppliers and customers.

Whether this is by telephone, fax, email, web or a combination of all of these routes it is an imperative but costly part of the business.

SMG continues its association with Gamma Telecom (formerly Uniworld) for another year. Gamma is a business telephone specialist company and has a long list of clients whom they partner with to provide highly complicated telephony systems. The Group has secured phenomenally low line rental and call charges for 2012.

These new rates are available now and will significantly lower the costs in the majority of the membership over traditional and non-traditional sources. The billing of call is charged per second and unlike BT and BT providers there is no connection fee which is charged regardless of whether there is any conversation.

Energy Supply Having an electricity and/or gas supply to your retail or warehouse premises is another inescapable fact of running a business. Most businesses will have entered into a fixed term contract with an energy supplier at some point but with over 80% of businesses not dealing with their renewal notices the result will be an uncompetitive rate and often another fixed term contract that is only terminable within the final 90 days of the contract.

Obviously there is a need to address this and in a new venture for SMG I am pleased to announce that we have chosen to partner with Annex Solutions to help resolve these issues and keep your energy rates from escalating.

Based in Yorkshire, Annex Solutions provide a FREE and independent service that can make even the complicated and sharp practises of the Energy supply industry simple and stress free. Within days of becoming approved suppliers, Annex successfully negotiated a lower electricity supply for SMG Member Rob Humphreys at Marshalwick Furnishing Company. Turn to page 10 to read more about Annex. smgnews 33

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How it all started...

Adam Carpets is one of the oldest carpet manufacturers in Kidderminster, here SMG takes a look back at how it all started for Adam Carpets and the future plans.

In the 1860s a number of carpet companies began to weave to meet the demand for carpet from fast-growing cities in the UK. Among them was Tomkinson and Adam, two families which joined together in Kidderminster and began weaving first Chenille and then Spool Axminster.

This partnership lasted until 1926, when the Adam family left and built a new factory a mile away, again making Spool Axminster patterned carpet.

By the end of the 1970s, the growth in tufted production and sales had impacted on carpet weavers, so Adam Carpets moved into tufting and eventually closed the weaving side of their business.

The tufting was successful, led by colour, design, style and quality, and the company grew serving both the retail and the commercial sectors. With its own dye house on the same site, special colours for Contract projects were immediately available, and this continues today.

In 1990, Adam Carpets launched Fine Worcester Twist. This product was made to the highest specification for a

domestic twist and it has since become almost as well known as Adam Carpets itself. Fine Worcester Twist is regarded by many in the trade as the finest Twist pile carpet available. This year it celebrates its 21st birthday.

The nineties continued to see Adam Carpets push the boundaries of carpet manufacturing. In 1992, they commissioned a new 5 metre wide backing plant, whilst at the same time extending the width on their tufting machines. The result was that Adam Carpets became the first UK manufacturer to produce 5 metre wide carpet.

In 1997, Kasbah Twist was introduced and immediately became an instant success. Its unique 5/32 gauge and heavy Berber effect yarn gave it a look and feel that no one else could match.

Kasbah Twist remains highly successful today, once again proving Adam Carpets knack for producing carpets with style and longevity.

During 1999, Adam Carpets bought an overtuft machine which increased their reputation as innovators within the industry. They were able to make a plain ground carpet and then send it through

the overtuft machine, where a pattern was tufted into the plain ground. Adam Carpets were now able to offer a wool patterned carpet at a fraction of the price of a woven one. That first range was Inspirations and it is still made today.

With the turn of the new Millenium, Adam Carpets stretched further in terms of carpet manufacture and after a great deal of research moved into loop pile carpets. In 2002, another new machine arrived. This time it was a new style loop machine that ran with Servo motors.

This enabled the carpet to have different pile heights across the width, over 100 in fact. This was the only machine of its type within the northern hemisphere.

Natural Perceptions was the first range produced and it remains unique to this day.

Adam Carpets is well known for its quality products and serves the mid to upper segments of the market. It’s strap line of “Colour, Quality and Style”

34 SMG News - Spring 2012.indd 34

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2010

2012

logo Adam C arpets launch new

2007

New hig hs for even peed tufting m better p achine roducti velvet p on of atterne d carpe t.

Servo S croll Lo op machin e arrive Pile carpet s, produ Natura cing l Percep tions.

2003

Chris A dam su cceeds father D his avid Ad am as Manag ing Dire ctor an become d s four th genera family to tion of run Ada m Carp ets.

2002

Launch of transpo own fleet of r t for de livering direct to UK cus tomers .

1999

Over tuft ed is produ , wool pattern carpet ced for the firs t time.

1992

New ba cking li ne is commis sio UK man ned, becomin g first ufacture r to pro metre w duce 5 ide bro adloom carpet.

1979

Adam c ease m ak Axmins ter and ing woven star t tu carpet. fting

1926

Adam C arpets is fo current site in K rmed on the idderm inster.

Mr Ada m and Mr join tog ether to Tomkinson manufa carpet. cture

1860

The manufacturing process at Adam Carpets.

certainly reflects the company ethos - its main lines offer up to 65 colours, it predominantly uses 80/20 wool/nylon yarn blends and its ranges have accumulated many awards and accolades over the years. The most recent award saw the Boulevard range shortlisted for Best Carpet at the 2011 House Beautiful Awards.

The factory where all Adam Carpets products are made has modern, high quality manufacturing equipment. They also deliver most of the carpets on their own vehicles direct to retail and commercial customers in England, Scotland and Wales.

The tradition of family ownership and management continues to this day, with the fourth generation Chris Adam, Managing Director. The continuity of traditional family values coupled with modern machinery and high quality raw materials provides customers with high quality and good value carpet – a standard which Adam Carpets are determined to maintain.

SMG News - Spring 2012.indd 35

Adam Carpets launch new logo In 2011, Adam Carpets showed their commitment to investing in the long term with the launch of over 60 new designs and colours into the market. In 2012 further investment is starting with the launch of a new company logo.

Managing Director, Chris Adam, explained the thinking behind the change.

“This new branding is evolution rather than revolution. We are showing by keeping it in Green, that we are proud of our history and what we have achieved in the past.”

He went on, “We are now evolving the brand. By making the Green softer we are appealing to the female consumers who are historically the decision makers in terms of fashion and trends within household furnishings.”

The new logo features the A in ‘Adam’ sweeping into the D, signifying the design and style for which Adam Carpets are renowned.

smgnews 35 26/03/2012 18:55:32

The latest from Kingstown Furniture This year at the Interiors Show at the NEC in Birmingham Kingstown Furniture, a British company manufacturing ready assembled bedroom and lounge furniture, launched several new ranges.

The new ranges feature a mix of contemporary and classic designs targeted at various price points, which ensured there was a range to suit everybody.

Toledo is a warm oak new bedroom range featuring a bevelled mirror, sculptured doors and drawers with a metal pewter knob handle. At entry level price points this embossed door design is already proving very popular.

Evoque

Evoque is a modern classic bedroom range available in three colours, a warm Odessa oak, a light Swiss elm and a bright white finish. This is an extensive range collection including a mirror, dressing table and stool with features which include bow chrome handles, thick chest tops and deep profile edges on the doors and drawer fronts.

Elementi is a contemporary bedroom range in light Swiss elm with a stunning new ivory multi-tonal design. Soft close doors add to the elegant feel of the range. Contemporary metal narrow bar handles and mirror doors in Elm with a bevel on the long edges complete this design. Internal chests are available in the new internal canvas to fit the extra height wardrobes.

The Azure bedroom range comes in high gloss white with a Swiss Elm contrast, which creates a luxurious design to suit any home. It has a stunning new canvas interior, soft moulded edged doors, bi-folds and hinged door options on all robes, sleek chrome handles, full length mirrors and tall robes with bi-fold door options which offer versatile storage solutions. It also comes with a bedframe available to complete your bedroom. Internal chests are also available.

Also featured at the show were some old favourites such as:

Topaz is a new lounge range in Odessa oak effect foil, with a variety of pieces that can create many different storage options, small matt chrome barrel handles, along with lighting to the glass display unit and glass shelves this range has a universal appeal. In particular the ‘laptop’ coffee table is a key feature piece.

Azure

Signature, in its tenth year, which is Kingstown’s most popular range, with its hand finished, washed cream external surfaces so pieces will be unique in appearance. Tall and standard height wardrobes are available with a large range of chests.

Serena, in warm oak with cross grain centre panels in framed doors, generous edging and ample cornices giving a fashionable chunky look.

Bella in vanilla mist, is a premium bedroom range with a luxurious painted finish and pencil line rout to all doors and drawers, soft close doors with recessed brushed nickel handles and extra wide wardrobes.

Michelle, a honey maple design with packages available to created that Topaz ‘fitted’ look with ease.

Also available as free-standing, independent pieces, it has softly sculptured contoured edges, simple and elegant with subtle rout detail to tops, with soft close drawers and doors.

Kingstown are hoping these ranges will provide something for everyone be it traditional, contemporary, entry level or mid upper market.

For more information please contact Kingstown Furniture on 01482 701173 alternatively visit www.kingstown.co.uk Elementi

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Newsupdate

Buoyant success at Interiors Mike Aramayo, Managing Director of Buoyant was overwhelmed of the success of the Interiors Show in January, commenting on this years show he said: “Inspired by fashion, colour and this season’s trends, Buoyant achieved record figures at the Interiors Show against all odds.

Bringing in a fresh new look with our fantastic range the Buoyant stand was packed with Buyers and we received more compliments than we dare admit.

Our designers have their own distinctive handwriting, which takes into account what the consumer expects in terms of both style and practicality.”

“We have continued to ‘re-invent the wheel’ each year, leaving the competition in our wake and struggling to catch up. Not only did we see exciting new corner groups, chaise units and swivel chairs alongside a brand new range of high quality leather but, just as interestingly, we re-launched an old favourite from over 20 years ago: the classic Buoyant Melody.”

“Made to the exact same specification as the original, we could not believe the fuss it caused and once again you can buy a Buoyant Melody. The following quote from our Development Direct, Glen Ainsworth sums the masterpiece up: “At Buoyant we are always looking for new ways to innovate and move the game on. However, the Melody has shown us that we can also learn a lot from our past. We have retained the upright ‘bucket seat’ sit that everyone loved about the Melody and fused it with up to date CNC production methods. The Melody really does sit like a dream!”

In today’s tough trading conditions, that have seen many people tightening their belts and spending less, Buoyant continues to offer great value upholstery incorporating the latest fabrics and innovative designs and in the Melody relaunch, acknowledging our heritage designs.”

For more information and possible account opportunities please contact Buoyant Upholstery on 01282 691631.

smgnews 39 SMG News - Spring 2012.indd 39

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Breathe easy with Allergy UK accredited Marmoleum With one in four persons in the UK affected by allergies at some point in their life*, homeowners can take one simple step to help reduce allergens in the home thanks to Forbo’s leading linoleum range Marmoleum.

Marmoleum’s unique blend of natural ingredients results in an anti-static and bacteriostatic surface that won’t harbour dust mites or germs. So effective is the surface, Marmoleum is the only resilient flooring to have been awarded accreditation from Allergy UK.

No shortcuts have been made when it comes to colour and design either, with 30 stylish shades available in the Dual tile range and a wide range of additional key pattern elements including borders, corner designs and feature panels.

Ideal for families and pet owners, Marmoleum is hygienic and safe for allergy sufferers .

Made from 97% natural raw materials** such as linseed oil, Marmoleum retains excellent green credentials and biodegradable qualities. The water based Topshield finish makes cleaning and maintenance easy, and the 15 year guarantee promises longevity in any home.

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For more information please contact Forbo on 0800 731 2369 or visit www.forbo-flooring.co.uk

NEW... Marmoleum display boards available! Contact Forbo on 0800 731 2369 to order yours.

* Statistic taken from Allergy UK website. **Marmoleum is made from 97% natural raw materials, 70% of which are rapidly renewable, and has a 40% recycled content.

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Marmoleum is the only resilient flooring to have been awarded accreditation from Allergy UK. smgnews 41 SMG News - Spring 2012.indd 41

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Spring is a great time to be Alternative Alternative Flooring sets trends and leads the way in natural floorcoverings. It is innovative, creative and passionate about floors. It likes to be natural but loves to be different.

This ‘difference’ is the driving force of this company.

Creatively it is not afraid to push the boat out with directional designs as seen with the launch of Quirky an on-trend collection of patterned carpets inspired by true British style and fashionable colours, prints and textures. And it’s a modern company when it comes to the provenance of flooring, making products that are ethical. The award-winning Eco Collection is luxuriously stylish yet sustainable.

Alternative Flooring likes to have fun too. The new Quirky Dotty Mixtures, takes this playful pattern and simply adds a colourful binding to make instant on-trend runners. Take your pick from candy colours to the classics - Pink, Lime, Blue, Duck Egg, Damson, Black, Grey and Natural.

Alternative Flooring is a breath of fresh air. This cool brand likes to be adventurous but knows that the best designs are always underpinned by the integrity of the materials and technical virtuosity. And expertise doesn’t grow on trees but comes with experience. It gives great advice, offers friendly support and has a fabulous service. Here is flooring that you can love and trust.

This desire to be different calls for dynamic ways to communicate its brand message. Alternative Flooring is part of the social network with its very own Facebook page, Twitter and Linked In sites. The sites create a real buzz about the brand and the alternative community is growing fast.

Alternative Flooring has stamped its authority on natural floors, a brand constantly evolving and pushing the boundaries. It mixes the quirky and off-beat with the elegance of the classics appealing to designer aware customers who all share a love of their homes and a passion for flooring.

Alternative Flooring’s head office in Andover has recently moved location to accommodate a new trade showroom and increased warehouse space. Here the management team is headed by Martin Stevens in Sales, Tim Cater in Operations and Lorna Haigh in Marketing.

This year is buzzing, so get in touch with flooring. Alternative Flooring are here to help. Be part of the Alternative community.

Follow Alternative Flooring on Facebook and Twitter to discover design trends and catch the latest news.

For more information about Alternative Flooring please contact 01264 335111 alternatively visit www.alternativeflooring.com

Rock ‘n’ Roll - London Calling

www.facebook.com/alternativeflooring

www.twitter.com/alternativeflr

smgnews 43 SMG News - Spring 2012.indd 43

26/03/2012 18:56:46

York Oak Antique Handscraped Lacquered Plank

Woodpecker Flooring from Kenton Floors Beat the downturn and increase your sales with Woodpecker Flooring from Kenton Floors Let’s face facts, economic conditions for 2012 look set to be challenging, to say the least. With a constant flow of news reports forecasting the worst, it seems hard to believe that the business community will survive, let alone thrive! While many wholesalers and manufacturers are feeling the pinch, Kenton Floors are finding that due to the increased popularity of their system, sales are steadily increasing. Specifically designed to support the independent retailer, the Woodpecker system offers retailers a unique package whereby Kenton provide a complete marketing solution, subsequently making it easy to clinch sales. In addition to their popular Retail Priced Catalogue, as a customer of Kenton you can also take advantage of:

The ultimate hard floor experience Despite an abundance of new materials and innovations in flooring, the popularity of traditional hardwood flooring remains unwavering. Its appeal within both residential and commercial sectors prevails thanks to its timeless appeal, decorative appearance and durability.

• A wide choice of display systems

Woodpecker York Flooring delivers a truly beautiful collection of solid hardwood floors at fantastically affordable prices.

Providing the ultimate mix of natural character and superb quality, York is a traditional tongue and groove plank manufactured from either European Oak or American Black Walnut. Supplied in variable lengths ranging from 300-1500mm and offered in a neat range of colours, grades and finishes, York will undoubtedly provide an impressive solution to suit almost any installation. Finished with 5 coats of highly wear resistant lacquer or oil, this attractive product truly represents excellent value for money.

• National advertising programme

Traditional parquet flooring

• Excellent profit margins • FREE 24 hour sampling service

• Experienced technical support • Reliable 48 hour delivery • Complete range of accessories and maintenance products held in stock ready for immediate delivery.

Parquetry is one of the oldest forms of wood flooring and reflects the very best in traditional techniques. In recent years there has been a renaissance in this sophisticated style which has seen it work equally well in both traditional and contemporary settings.

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k

York Walnut Rustic Lacquered Plan

York Oak Select Brushe d Ma

tt Lacquered Plank

Denbigh Solid Oak Unfinished Blocks

Denbigh Solid Oak Blocks are available in two lengths (230/280mm), allowing them to be laid in a variety of patterns to complement their surroundings. Popular laying patterns include herringbone, basket weave and chevron but the possibilities are endless.

Machined to exacting standards with a universal tongue and grove joint, each block is adhered to the subfloor and locked into the surrounding sections to provide maximum strength and stability to the floor. The blocks are supplied unfinished to allow the customer greater control over the final look. When sanded and finished this traditional and timeless flooring provides an elegant focal point to any room.

For your copy of the Woodpecker Guide to Flooring or for more information on any of the products featured, please contact Kenton Floors on 02920 888223.

York Oak Rustic Plank

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Each mattress is compressed into a ‘one size fits all’ branded box which looks great instore.

Introducing SleepShaper... A family business dedicated to supporting independent retailers!

The Foam Company Limited, owner of the SleepShaper brand, have recently become Approved Suppliers to the Group and SMG would like to tell you a little more about them.

The company was founded in 1986, and is currently in its 25th year of trading.

It is a family business, initially owned

by Chris and Daphne Nash, and most recently, by them and their son Michael.

The family ethics are considered paramount to company attitude, with a “big company product, small company service” ethic. The directors pride themselves on being available to all their customers, large or small.

Chris Nash’s background was in converting slabstock polyurethane foam into components for the UK furniture manufacturers as well as packaging components. The business was established to service this sector, and the company supplied all of the UK’s biggest furniture manufacturers, as well as packaging products for a host of well known businesses, including most of the F1 Grand Prix companies. The company also produced all the foam interiors for the House of Commons, House of Lords, and even produced foam padding for the door at Number 10 Downing Street!

Some years after the company’s inauguration, it expanded into the production of polyester hollowfibre, again for furniture interiors. The company was also successful in winning the tender to manufacture all of John Lewis’ scatter cushions, a contract which it still holds today, some 20 years later - the company produces 4000

SMG News - Spring 2012.indd 47

scatter cushions per week for the John Lewis Partnership. Sleepshaper also supplies pillows for Virgin Atlantic.

In 2004, the decision was made to add an alternative business stream, namely SleepShaper. This was, in its infancy, a visco elastic mattress, which competed directly with Tempur. The result was outstanding, and brought two ‘Which?

Best Buy Awards’, in 2006 and 2008.

The mattress, bed and pillow range was built around this product, including vacuum packed mattresses, block foam product, and a pocket sprung bed collection.

The ethos of the company is to always lead the market, not follow. This can be seen through its CoolBreathe pocket spring bed range - this introduced innovative new vertical ventilation technology into visco elastic foam, coupled with the use of Spacetec - a technology used in a patented cot mattress to regulate temperature in infants, and endorsed by the Ministry of Defence in regulating temperature in body armour. This range has been extremely successful within large independent retailers.

Sleepshaper feel they have a product offering which is perfectly suited to SMG Members, from full divan sets, to vacuum packed mattresses. Unlike most other manufacturers, SleepShaper do

not simply roll their product, but compress it into a “one size fits all” branded box – looks great instore, and is easy to distribute!

Sleepshaper are committed to offering SMG Members exclusive offers and are currently running a promotion on a fantastic vacuum packed mattress until the 31st May 2012. The product is a 5cm memory foam mattress, on 15cm reflex foam, which is vacuum packed and boxed. Wrapped in a luxurious cotton quilted cover this is a perfect ‘take-away’ for customers buying a bed frame or carpet – a fantastic ‘add-on’ sale.

For more information please contact the Sleepshaper sales office on 01235 811 866. smgnews 47 26/03/2012 18:57:34

Forever carpet from Mohawk As part of the EverStrand collection from Mohawk, Immortal is perfect for homeowners wanting fuss free performance and stunning style in a carpet that is better for the environment.

All EverStrand carpets use a fibre made entirely from recycled plastic bottles, with Mohawk recycling over 3 billion of them every year into EverStrand carpet fibre. Immortal uses one of the latest incarnations of the fibre in EverStrand XtraSoftTM that improves softness and colour clarity.

With Immortal’s built-in stain-resistance, even shades such as the almost white of tundra and meringue will stay looking good for longer and thanks to the carpet’s deep cut pile texture, homes will be blessed with a floor that evokes luxury and radiates warmth. Available

in 15 shades with natural creams and browns, as well as options in grey, green, blue and black, Immortal comes in a 3.66m width.

“The EverStrand collection is unique in the market and for retailers looking to set themselves apart with innovative collections it is an obvious choice,” says Howard Lindsay, Vice President, UK Europe and South Africa. “As part of a collection that offers a versatile programme to cater for a range of interior styles and colour palettes, Immortal makes sense even before you factor in a highly competitive pricing

strategy that proves being green doesn’t necessarily mean being expensive.”

Backed by lifetime stain protection and 10 year wear warrantees, Immortal joins other EverStrand ranges on a tombola style display that can be placed back-to-back with Mohawk’s other sustainable option, SmartStrand®, to create a striking focus point within store.

For further information contact Mohawk on 01480 479830 or visit www.themohawkgroup.com

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Ancient Mariner launch East Indies bedroom range Following the success of the East Indies occasional range Ancient Mariner have launched a bedroom range in the same rustic mixed fruit wood which is set to be a huge success.

Following on from an amazing NEC interiors show for Ancient Mariner, in which they had a much larger space and doubled their previous years business.

Therefore they are planning to further invest in their Indonesian production facilities to cope with the extra demand.

Ancient Mariner were also delighted to learn that their leather chairs were amongst the top selling lines in the Terence Conran January Sales.

To celebrate the launch of the East Indies bedroom collection SMG

Members can benefit from an exclusive offer on the range.

For more information please contact James Ellis at the Southern Office on 01273 813000 or Sarah Brown at the Northern Office on 01254 820600.

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27/03/2012 15:06:16

Foundationfocus

Carpet Foundation set to embrace digital age The Carpet Foundation is set to put a toe in the water with an online campaign on IPC’s housetohome portal.

Beginning in the Spring, the campaign will capitalise on the tremendous strength of housetohome which attracts over 1 million individual users per month. www.housetohome.co.uk is full of interiors content, including all the market leading magazines within the IPC stable.

The campaign is built around a theme of Britain’s pets and encourages visitors

to vote for their favourite pet on the site. While having a fun element, consumers will land at a page that stresses the benefits of Carpet Foundation members, both retailers and manufacturers and is designed to capitalise on ‘Brand Britain’ that will be so popular this year with the Diamond Jubilee and Olympic Games. The clear aim is to get visitors, all of whom are interested in their home, to support local businesses and buy British.

Awards for retailers

Campaign for Wool

To encourage greater exploitation of Carpet Foundation membership at both retailer and manufacturer level and, ideally, greater discrimination towards the Carpet Foundation supporting manufacturers, the Carpet Foundation Awards have been launched. The Awards are open to all retail and manufacturing members.

Carpet is set to play a prominent role in the 2012 Campaign for wool spearheaded by HRH Prince Charles. After a year in the wilderness, we are very much back at the ‘top table’ and the Campaign is keen to see carpet and interiors play a leading part. Approval has already been given for a carpet industry specific in-store branding campaign and designers are working on ideas now. Carpet will also feature prominently in the flagship event of Wool Week – details to follow.

The new retailer awards are: •

Best in-store display of the Carpet Foundation.

•

Best promotion of the Carpet Foundation - this could be in advertising, point of sale, online, in local media or somewhere else.

•

Best monitoring results.

Commenting on their introduction, Chief Executive Andrew Stanbridge said: “Greater exploitation results in increased consumer awareness which means increased value of membership to our members. The phenomenal success of the Red Carpet awards for journalists got me thinking if we could do something similar for our members.”

“While it may take time to embed them, if we can replicate part of the Red Carpet Awards interest, it will be worthwhile. Full details of the categories and how to enter are being sent out separately to each member.”

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Carpet in the Media Editorial exposure for carpet continues to grow and since October there have been 10 full features, comprising 44 pages on carpet in home interest magazines, all of which have featured our retail and manufacturer members.

In addition to the full length features, we have placed carpet in a further 11 titles. The current edition of the market leading Good Housekeeping includes a wonderful feature as shown. This is speciďŹ cally targeted at the Red Carpet Awards. Carpet is making waves in the media!

Technical Edge returns The Carpet Foundation are re-launching Technical Edge, the newsletter that comments upon technical matters, and the ďŹ rst issue will be dedicated to telling the truth about air-borne allergies!

There has been media interest and articles written recently on the whole area of allergy, asthma, dust mites and carpet. The Carpet Foundation thought it would be a good idea to re-state the case in Technical Edge.

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28/03/2012 08:55:26

member focus

Norman Marshall has been based in Worthing for over 20 years.

SMG Member Focus... Marshall’s Last month SMG met with Norman Marshall at his store in Worthing.

Marshall’s has been established in Worthing, Sussex for over 20 years and has built up a reputation for supplying quality carpets and furniture with a friendly, professional service.

Norman Marshall began his career in the flooring industry in a different role completely when family friend Des Powley, Managing Director of Harris Carpets, offered him a position within the company at the age of 18. Although Norman enjoyed his time working at Harris Carpets and learnt a lot from the people around him, working for someone else wasn’t enough.

Along with a colleague at Harris Carpets they left and established a successful business in Waterlooville. After five years Norman sold his share in this business to set up his own venture.

Initially Norman purchased one unit in Tarring Road in Worthing, when another one became available a year later Norman took a risk and purchased this and redeveloped it adding a warehouse on the back. With the business going from strength to strength when a unit either side came up for sale a few years later they were also purchased and redeveloped by the business.

Marshall’s has diversified its product portfolio over the years and now offer bedsteads, mattresses, cabinet furniture, artwork and mirrors to complement the main flooring business.

Last November Marshall’s celebrated their 20th Anniversary and Norman hopes they will celebrate another 20 year anniversary with sons Declan and Lewis, who are already active in the business. Norman commented “It’s wonderful that Marshall’s can create a future for young people, who can take the business forward and adapt to the challenges today’s market poses.” It’s obvious that the key to its success

is Norman’s focus on his team’s life and happiness, not just profit - no Sunday opening or late nights at Marshall’s! This has helped establish a great team at Marshall’s including manager Margaret Richard and sales estimators David Brown and Matt Foan - who has been with the company for over 15 years. In turn they care about doing a good job with great service, customers therefore return time after time!

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

“I think overall the independent’s strength is in its flexibility and the quality of service. We are not bogged down with restrictions like some of the multiples and can offer a personal service for each customer. We care about our customers and don’t just see them as ‘another sale’, someone told me a long time ago, always treat a complaint as importantly as you do a sale! It’s this attitude that helps build customer loyalty, something the multiples struggle to do.

For example a lot of people just come in to see Margaret as they trust the honest genuine service and value it greatly. Also most of our fitters have been with us 15 years and care about the service they are providing.

Our main ethos here is to treat everyone how you expect to be treated, when you visit a customer treat it like it your own home - I think this differentiates us from the multiples!”

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

“It’s a really difficult subject... I do try to sell and support British products, however it can be very difficult on some products as it seems many people only care about the price.

The big British brands of the past seem not to be important if the price is a lot higher than a non-british equivalent. I do support the sentiment of it but have to be commercial and listen to what my customers want.”

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Store manager Margaret Richard.

What are the most common questions you have from customers?

“More and more commonly I hear ‘Is that the best price you can do?’ this happens even on small orders. I think many customers see retailers as making a huge margin and we can afford to offer it a lot cheaper! Also there is an increasing number of people asking ‘How quick can I have it?’ Especially on flooring, with many customers waiting until a week before it’s needed even if it’s a whole house!”

What is the key market challenge today?

“The thing that causes me the most stress and what I tend to think about the most is the internet. Not only keeping on top of all my prices as other retailers/people are advertising cheaper prices, but the knock on effect with keeping all of my instore price labels updated and de-branding products, especially furniture - which ultimately eats into my margin.

Another key challenge is maintaining the balance of consumer marketing. This is a cost that can spiral out of control and has done for some local businesses, I’ve had to make some difficult decisions on where to spend my marketing budget to gain significant return.”

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

“That’s an interesting question. One thing that springs to mind is recently we’ve had a lot of damaged or faulty goods received, especially on the furniture side. On one order we had to return 50% of the products as they were all damaged and unacceptable to the customer. I appreciate that some damage or faulty products are inevitable however an improvement on quality inspections would be beneficial.”

All deliveries are made in Marshall’s liveried vehicles.

What has changed most during your time in the industry?

“Since the recession, recently it seems to me that we no longer have as many friendly customers - we don’t seem able to have as much fun with them. Everyone seems up tight, stressed and unhappy.

It feels like a battle nowadays. In the old days customers felt like your friend - you treated them well and helped them - now it seems like we’re the enemy. Now customers will look through draws and backs of samples jotting down product names to try and find it cheaper online. It no longer feels like they are looking for nice genuine service at the right price.

The other thing that has changed is that there is not so much camaraderie, which is sad. The interpersonal aspect within the industry has changed beyond belief, there are less social events organised by manufacturers who struggle to do that for obvious reasons. In the past you were able to build relationships with like minded retailers at these events. I have met some wonderful people over the years, lifelong friends, and it’s a big shame this aspect has changed.” smgnews 55

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27/03/2012 14:54:39

The National Flooring & Furnishing Group

To register visit: www.bgnfs.co.uk T - 0118 932 3832 E - info@smg-group.co.uk

BGNFS Advert.indd 2 SMG News - Spring 2012.indd 56

08/03/2012 18:59:24 09:33:03 26/03/2012