SMG News - Summer 2019

SMG News | Summer 2019 | Issue 191 The Official Publication of SMG The National Furnishing Group

Designed with quality and comfort in mind, our new mattress collection features zoned pocket springs, luxurious British wool and high performance fresh fibres to deliver a brilliantly breathable and superbly comfortable mattress collection.

To find out more visit rest-assured.co.uk or call 01282 851 111

CONTENTS SMG News | Summer 2019 | Issue 191

NEWS 8 CARPET FOUNDATION ADDS MORE VALUE FOR MEMBERS 38 ULSTER CARPETS CHAIRMAN EDWARD WILSON CBE RETIRES 44 AXMINSTER CARPETS LAUNCH THE ALAYA COLLECTION

REGULARS 11 BUSINESS INSIGHT An insight from Richard Renouf 15 AT THE SHARP END Colin Brown from Abingdon Flooring 28 QUESTION TIME Mike Symonds from Furlong Flooring 54 MEMBER FOCUS Silverdale Flooring, East Grinstead

FEATURES 12 MUSEUM OF CARPET SUMMER EXHIBITION 16 A LETTER FROM MARTIN CURTIS, CHAIRMAN OF THE WOOL CARPET FOCUS GROUP

23 ALTERNATIVE FLOORING AWARDED DESIGN GUILD MARK 26 ASSOCIATED WEAVERS LAUNCH INVICTUS LVT 50 BGNFS REVIEW

ON THE COVER: Furlong Flooring Carefree Twist, Potassium

e id ! es ed at d St ad s ew e N ha d s

Understated elegance

‘Shown: Stateside - Atlanta.

We’ve re-imagined our ever popular Stateside carpet range with the addition of new on-trend colourways, designed to complement today’s interiors. This beautiful clean, crisp, plain dyed cut pile carpet is crafted at our mill in Lancashire, using only the finest raw materials, delivering the superb quality and finish for which we are renowned.

Offered in 18 shades, with 40oz and 50oz options, guaranteed full 4m and 5m widths, this durable easy to fit 80% wool 20% synthetic fibre carpet will stand the test of time.

For samples and further information call 01706 639 866 or email sales@penthousecarpets.co.uk

penthousecarpets.co.uk

SMG News | Summer 2019

Dear Members, I can’t believe we are halfway through 2019 already and still an air of uncertainty pervades the trade and retail in general.

Speaking to both Members and Suppliers, it’s a very mixed bag in the marketplace with geographical variations and changes in buying behaviours becoming more marked.

It seems that although footfall is down, the customers that do visit stores have money to spend and the unsettled times are not affecting their willingness to make their homes beautiful. In fact, in these uncertain times, many people are more inclined to spend money on their homes and gardens than on a ‘big’ holiday. Independents need to take every opportunity to upsell and establish exactly what the customer requires. A tailored, personal service that goes above and beyond, is the major strength of the independent and now more than ever it is the time to shine!

To help with this SMG are launching several new initiatives. Firstly, are two must-have courses that will ensure your staff have the knowledge and confidence to upsell and to guarantee they give every customer the best advice to meet their individual needs. See our publications and the flyer enclosed to find out more – you can’t afford to miss this.

Secondly, SMG have recently introduced a very simple option to offer your customer zero percent finance and this can be another tool in the independent’s arsenal to upsell. When you have a customer who

falls in love with a product slightly out of their budget range, you can offer a way for them to have their dream product by spreading their payments over 10 months.

It just gives you more options and helps you to compete with the multiples.

As well as increasing your product options, aesthetics are so important in a difficult market. An uncluttered, welllit store with interesting displays and updated offers will make the customer’s first impressions positive and be the first step in establishing a relationship which will see them coming back and telling all their friends what a fabulous experience they have had.

One such independent is SMG Member Silverdale Flooring, who have recently opened a brand new store in East Grinstead. Brothers Warren and Gareth have really designed a fabulous store with customer experience forefront in their minds. The cohesive Pure unitary display adds to the chic modern look and urban feel. Read all about Silverdale in our Member Focus feature this issue on page 54.

SMG’s Pure own brand offer is continuing to expand with additions of Pure Underlay, another range of Pure Flooring and Pure Natural Collection since the last issue. The whole offer was on display at the BGNFS in May and was very well received by Members and Suppliers alike.

Read all about the show on page 50. This really is a major industry event now – well worth a visit for independents. The

utilisation of own branding in store can protect you from price comparison and internet shoppers.

Our Question Time item features Mike Symonds from Furlong Flooring who gives us his take on the retail environment from a supplier perspective (see page 28). We have Colin Brown, National Sales Manager at Abingdon Flooring giving us his view from the Sharp End on page 15.

As always, this SMG News is jam packed with news, insights and information to keep you up to date and make for what we hope is a very interesting read. If you have any suggestions for features you might like to see in this publication, we always welcome reader feedback and ideas. SMG are on Facebook, so please do come and like our page to keep up to date on all things Group related and to share with us any interesting projects you have been involved with. We would love to see your pictures.

On behalf of SMG, I’d like to thank our Members and Suppliers for their continued support and to wish you a very successful summer trading.

Kind regards,

Mike Reed Head of Group Operations

SMG The National Furnishing Group 9 The Markham Centre, Station Road, Theale, Reading, Berkshire RG7 4PE Telephone 0118 932 3832 Fax 0118 930 4515 Email info@smg-group.co.uk Web www.smg-group.co.uk Published by SMG The National Furnishing Group. Printed by Blackmore Limited (Incorporating Lamport Gilbert Limited), Longmead, Shaftesbury, Dorset SP7 8PX

NEWS UPDATE THE WOOLSAFE ORGANISATION: WOOL CARPET CLEANABILITY TESTING WoolMark has been one of the most recognised logos in the world since the 1960s. The mark is employed on textile products as an assurance that the product is made of 100% pure new wool and conforms to a set of standards laid down by the organization. WoolMark’s great strength is that you find it not only on apparel but also on washing powders suitable for wool and on washing machine dials to signify which wash cycle is preferable for wool garments. It links wool apparel with cleaning products and suitable cleaning methods and techniques.

So that’s wool textiles taken care of, but what about wool carpets and rugs?

In response to requests from Associate members, in particular our American partners, WoolSafe are aiming to provide the same clarity to carpet and rug owners, and those responsible for carpet care, as WoolMark has done for owners of wool clothing.

WoolSafe is developing a programme to offer one certification mark linking wool flooring products, suitable WoolSafe Approved cleaning products, free wool carpet care advice and the WoolSafe Approved professionals with the know-how and experience to maintain them correctly.

WoolSafe’s laboratory will provide carpet ‘cleanability’ testing to WoolSafe Associate Member carpet manufacturers. In addition to submitting proof of having met industry standards of performance the carpet will also be tested for spillage repellence and appearance retention to wet cleaning. The tests will look at texture change and colour

years or more for rugs! A consistent ‘Easy Clean Wool’ message in store will help retailers to overcome one of the most often cited barriers to wool carpet sales, the misconception that it is difficult to maintain.

WoolSafe Approved carpet ranges will be entitled to carry the Easy Clean Carpet tags on in-store sample books, displays and point of sale promotional literature to help promote the message to customers. When it comes to consumers choosing a carpet for their homes and ensuring that they look great for longer they will simply look for the WoolSafe mark.

For further information about The WoolSafe Organisation, call 01943 850 817, or email info@woolsafe.org fastness to standard WoolSafe Approved cleaning products.

Ease of maintenance is a major natural attribute of quality wool carpets and rugs.

No other fibre performs so well and can, if correctly maintained, look like new even 15 or 20 years after installation… 100

NEW OFFER FROM THE CARPET FOUNDATION GUARANTEED TO SAVE YOU MONEY The Carpet Foundation is set to introduce a series of ‘added value offers’ for its members in the coming months. The tie ups, which have been negotiated with third parties, will bring demonstrable financial value to being a Carpet Foundation member, and, for the first time, are potentially of professional, and personal, benefit.

The first offer, which went live on 1st July 2019, is with ebuyer.com, the largest independent online retailer of computer and electrical goods. With over 40,000 products, from Smart TVs to laptops, kettles to digital cameras, washing machines to hi fi’s, and a wide range of products for the home and garden, ebuyer. has just about everything that retailers and Patron members could need for their home and business.

Carpet Foundation members will have immediate access to preferential pricing and a dedicated level of priority customer service. ebuyer have set up a dedicated email account for Carpet Foundation members to use – carpetfoundation@ebuyer.com 8

Members should email this account to open their own personal account and request a price on the item of their choice from ebuyer.com and within 48 hours, a formal quote, together with the discount, will be provided. If members can’t find the product they want on the ebuyer website, ebuyer offer a service whereby they will try and source the requested product at an improved price and, where appropriate, offer advice on potentially suitable alternatives. For members who prefer to use the phone, the day-to-day contact is Zac Penn on 01430 433667.

Andrew Stanbridge, Chief Executive of the Carpet Foundation, said: “This is a major step for us and heralds a new dawn in terms of what we offer, and how. ebuyer has a proven track record and a strong pedigree with 4 million registered customers, and, pleasingly for us, they are UK-based.

This offer provides a clear financial benefit to being a Carpet Foundation member and extends beyond the business world. This is just a start and we already have two other offers ready

to go which we will introduce before the end of the year.”

WELCOME We are delighted to welcome SMG members, John Hughes Carpets and Millers of Carnoustie as members of the Carpet Foundation. To date this calendar year, 16 independent retailers nationwide have joined.

For further information visit carpetfoundation.com

BRINTONS OFFERS SEMI-BESPOKE CARPETS DELIVERED IN 6 WEEKS WITH QUICKWEAVE Ideal for customers who are looking for a semi-bespoke offering, Brintons’ Quickweave offers axminster carpets that are made within 6 weeks and customers can choose from a range of over 300 designs, 3 colour pallets and 4 quality specifications.

Updated with new designs and colours for 2019, the new series has been designed to reflect today’s trends with contemporary patterns, complementing transitional styles such as plaids, stripes, geometric, abstract and layered design themes.

Contact Brintons’ hotline on +44 (0) 1562 748000, quickweave@brintons.co.uk or visitbrintons.co.uk for further information

Pictured above: Bespoke carpet at The Hydro Hotel in Windermere

THE FUTURE IS MODULAR WITH BALTA CARPET TILES The LCT (Luxury Carpet Tiles) First collection is Balta Carpet Tiles’ response to quick transformations in residential and commercial interiors, bringing fast flooring that’s easy to install, replace and move.

With an emphasis on styles flexbile enough to suit all interiors, LCT First ensures that homes can really benefit from the advantages of carpet tiles without taking on the ‘commercial look’ commonly associated with these products.

“Carpet tiles offer homeowners, landlords and leaseholders definite advantages, but for many the office look is just too much of a compromise to make, and so we created the LCT First collection,” explains Geert Vanden Bossche, marketing director, Balta Group. “Bringing that all-important home-like feel, the collection makes complete sense for communal areas in flats and apartments, loft conversions and anywhere where ease of moving and fast fitting is required.”

Practically, the LCT First collection is also an ideal ‘take away today’ fix for landlords needing a fresh new look to impress prospective tenants, or in areas

where traffic ‘spots’ show the signs of wear before other areas. With LCT First, these traffic spots can be easily and quickly replaced for a good as new look.

By changing laying patterns and mixing up colours, the collection is also a brilliant choice for any homeowner wanting to express themselves through a unique look that still gives underfoot comfort and warmth.

Using Imprel® polyamide, StainSafe® polypropylene and PA/PP fibre blends with a strong and stable backing for easy fitting and long-term durability; the LCT First collection comprises around 25 ranges, ensuring that the perfect combination of style, quality and value can be found for almost any project. With a new plank format (25cm x 100cm) as well as standard 50cm x 50cm tiles, LCT First allows limitless layout combinations, ensuring that homes and businesses can benefit from the flexibility and ease of modular carpet from Balta.

For further information, contact Balta on +32 56 62 22 11 or info@baltagroup.com SMG News | Summer 2019 | 9

Watercolours Inspired by natural landscapes and the abstract masterpieces of JW Turner, this range mimics washes of watercolour pigment softly blending into the paper.

T: 028 3833 4433

www.ulstercarpets.com

BUSINESS INSIGHT IN A REGULAR FEATURE RICHARD RENOUF HIGHLIGHTS IMPORTANT BUSINESS ISSUES TO HELP MEMBERS STAY UP TO DATE!

“

Three in three days is a record.

I always advise consumers who contact me that if I come to inspect their flooring (or furniture) I will tell them if I think they don’t have a valid complaint. They usually say they understand and, of course, that this is what they want: someone who is fair and can tell them if they’re being unreasonable. But the reality is often different, and it can result in them arguing strenuously with me, especially when I still ask them for my inspection fee.

Customer A was in Somerset. I was already going to be in his area so was able to offer a lower mileage charge, sharing the journey out between the calls I made that trip.

He wanted an evening call but was busy eating his meal when I arrived at the agreed time. He spoke to me between mouthfuls then showed me to the room and went back to finish his meal while I inspected his flooring. After explaining my findings and answering his questions for about twenty minutes I had to then go through it all with his wife. Her reaction told me she’d been telling him to drop the matter for some time, anyway.

Customer B was in Essex. She’d moved into her retirement flat and wanted it ‘just so’ as she’d worked hard for what she had throughout her career. She was welcoming and had the kettle on ready before I got there, and chocolate biscuits on the side. I felt sorry when I had to let her

Do not enter box junction unless exit is clear down gently, not because there was no fault, but because the problems were caused by her builder and not the product, and she’d already told me he’d done a runner and there was no way she could claim from him the many problems he had left her with. I’m glad a friend was there to support her as she was holding back the tears.

Customer C seemed like an old friend. I’d been out to look at the

previous flooring which had been faulty and I’d advised the retailer who was paying my bill that the issue needed to be resolved. As a result, he’d been given a refund and had gone to a different retailer.

He and his husband were unsure about the new flooring and after calling me on the phone he asked me to visit him in Lincoln and tell him what I thought. This time it was an issue about the knots and splits in a timber floor and he accepted that these are natural and, when the flooring is manufactured correctly, a part of the flooring’s character rather than a risk.

The visits were still charged, but the customers accepted that they were saving the costs and stress of pursuing an unreasonable claim that was likely to fail. The retailers will probably never know I’ve been involved. It’s far more common that I visit customers on behalf of retailers or manufacturers and find that there is a product or fitting fault that needs to be addressed and companies tend to respond by resolving such issues very promptly.

Not all, but that’s a story or two for another day.

”

Richard has worked in floorcoverings and furniture retail for more than thirty years. His experience includes independent family businesses and a major national retail chain. In 1992 Richard established the Qualitas Conciliation Service (now the Furniture Ombudsman) to help resolve disputes about furniture and floorcoverings and is now working as an independent consultant and is a consultant member of the Contract Flooring Association.

SMG News | Summer 2019 | 11

NEWS UPDATE MUSEUM OF CARPET SUMMER EXHIBITION - WOVEN FORMS: BREAKING THE BOUNDARIES EVENT DATE: 29TH JUNE – 28TH SEPTEMBER 2019 The Museum of Carpet is based in Kidderminster, the Woven Carpet Capital of the World. A centre of heritage, art and industry, they celebrate the history of carpet weaving and Kidderminster’s global contribution.

Summer is coming and so is the Museum of Carpet annual summer exhibition. This year the focus is on Kidderminster’s heritage as a weaving town by exhibiting unique, contemporary and traditional woven forms.

This summer exhibition is set to break the boundaries as it showcases a mesmerising sculptural installation by weaving artist Jan Bowman. Jan is renowned for breaking the boundaries of weaving by creating woven spatial divides, panels and sculptural pieces that challenge the conventional limits of the discipline by transforming traditional woven forms into contemporary installations.

Examples of her work could be seen at the Collect Exhibition and the Saathchi Gallery this spring. The Museum of Carpet feel very fortunate that Jan has agreed to work with them to give this exhibition the ‘Wow!’ factor.

Jan’s work will be displayed alongside beautiful examples of woven Rya Rugs popular in the 1960s and 70s from the Museum collection. The abstract designs and bright colours were inspired by the Scandinavian landscape and the northern lights.

Carpet designers are still inspired by the landscape today and Ulster Carpets have kindly agreed to display their extraordinary carpet design woven for Sacramento Airport. It was an ambitious project and stunning design, which you can see at the Museum of Carpet, without having to travel to California.

See below for a programme of events connected with the ‘Woven Forms: Breaking the Boundaries’ exhibition. Please purchase tickets in advance from the Museum of Carpet.

Ply Split Braiding Workshop Julie Hedges is an expert braider and inspirational teacher. Using ply-split braiding methods, she will show you how to make small, 3-dimensional pieces inspired by natural forms - flowers, leaves, seed-heads.

For those who would like to develop their skills in braiding.

10th July, 10am – 4pm, cost: £40

12

Continued on the next page >>

Vintage Memory Roll Workshop Enjoy a day of hand stitching and reminiscing with Lorraine Brettle.

Incorporate well-loved memories into a fabric scroll to create a unique heirloom from re-cycled fabrics.

23rd July 10am – 4pm, cost: £40 Lecture Weaving artist Jan Bowman creates spatial divides, panels and sculptural pieces. Her work challenges the conventional limits of the discipline. Jan will talk about her work, inspiration and explain her techniques.

26th July 2-4pm, tea and cake served at 3pm, cost: £12.50 + free entry to the Museum and exhibition Weaving workshops Working on table top looms you will have the opportunity to create your

own individual piece of weaving, gaining from Jan Bowman’s expert advice and inspirational practice.

6th, 7th & 8th August 10am – 4pm, cost: £50 per day Paper Cut Workshop Vanessa Stone, paper cut artist, will introduce you to the different ways of working with paper. You will be drawing, designing and composing for paper cutting to create a beautiful landscape image.

22nd August 10am – 4pm, cost: £40

For more information, please contact the Museum of Carpet Stour Vale Mill Green Street Kidderminster DY10 1AZ Call 01562 69028, email enquiries@museumofcarpet.org. uk, visit museumofcarpet.org Charity No. 1163401

Design Archive Talk Discover the Museum collection of beautiful carpet designs ranging from the 1800s to contemporary designers. You will be able to view the original designs and find out about the history of carpet design.

19th September 10.30am – 12.30pm, cost: £10

MANX TOMKINSON ARE UPDATING FOR SUMMER Manx Tomkinson are ringing the changes this summer with some fresh new additions to their top selling ranges as well as some new products to add to their portfolio.

Look out for Classic Berber which has new colours added to the Romeo and Juliet designs within the range. This twin ply 100% wool affordable berber is a famous British classic.

Tomkinson Plains has been introduced – an 80/10/10, 45oz, tenth gauge twist which is proudly make in the UK. It comprises

20 contemporary colourways in a superb finish with 6 contrasting stripes.

The ‘worlds best selling’ 80/20 twist – Tomkinson Twist has 6 brand new colours and contrasting stripes. Available in 5 weights and 4 & 5m widths (stripe is 4m only and in the deluxe weight). Always a winner it now has even more to offer the modern consumer.

For more information on these fabulous products contact Manx Tomkinson on 01827 831434 or visit manxtomkinson.co.uk

Finally, Natural Choice is a 100% wool 3 ply loop available in 12 stunning colours.

Available in 4 & 5 metres it is a must for any collection.

Tomkinson Twist

Natural Choice

Classic Berber

Tomkinson Plains SMG News | Summer 2019 | 13

NEWS UPDATE RONALDO’S SUBLIME SKILLS BOOSTS OUTPUT FOR ABINGDON CARPET TILE DIVISION Ronaldo, as it’s affectionally known at Abingdon Carpet Tile Division (named after the footballer for its speed and efficiency), is a robotic arm that has reshaped its carpet tile production.

Transforming the sort and pack process of carpet tiles in preparation for despatch, the robotic arm is currently packing at a rate of 65 boxes per hour, resulting in an output of 2,600m² of carpet tiles per shift. Whilst that may seem quick, the robot is actually working at a relatively low-speed. With faster speeds available, this allows the robotic arm to help Abingdon Carpet Tile Division to dramatically improve production capacity, securing future growth for the South Wales production facility.

As an investment of £360,000 for Abingdon Flooring, Ronaldo underlines the company’s commitment to British manufacturing and represents part of a wider investment programme across its residential and commercial production facilities. Previously, the tasks now undertaken by the robotic arm required a team of seven people to inspect the carpet tiles, make-up boxes and pack.

After installation of the arm, the same process now only requires a crew of two. This has allowed Abingdon Carpet

Tile Division to relocate the skills and experience of five employees to new areas of carpet tile production, further boosting efficiency.

“The installation of Ronaldo, our robotic arm, has significantly improved the efficiency of carpet tile production,” explains Shaun Evans, plant manager, Abingdon Carpet Tile Division. “It is not only helping to make our packaging far quicker, but it has also allowed us to use the skilled labour of five employees in other areas of production, improving the wider manufacturing process too. Ronaldo is testament that man and labour-saving robots can work in harmony to allow us capacity for growth.”

Abingdon Carpet Tile Division makes a range of hardwearing and durable carpet tiles engineered to withstand use across a broad range of environments.

Thanks to the efforts of Ronaldo, Abingdon carpet tiles are a great value solution, in-stock and ready for fast delivery.

For more information, call 01274 655 694, email info@abingdonflooring.co.uk, go to abingdonflooring.co.uk

EXCITING NEWS FROM THE COMPUTERS FOR FLOORING AND SMG PARTNERSHIP Did you know that as an SMG Member you can get the award-winning flooring retailer management software, Carman, at a better price than non-members?

This market leading software brings a whole host of features and benefits to retailers large and small and allows you to run your flooring business more efficiently, significantly reducing your operating costs.

SMG’s ongoing commitment to simplifying their members’ quotation process ensures updates are easily fed through Carman so that SMG product lines are available and prices are correct.

“Everyone wants the Amazon experience now,” says Kristian Bailey, Managing Director of Computers for Flooring, “and our mission is to help flooring people meet the growing expectations of their customers.”

The company’s software product, Carman, is written specifically for the flooring industry to manage every aspect of the business from specification 14

and quotation through to the final invoice and tax return.

But the focus recently has been in building features that help retailers and fitters be more responsive to their customers – for example, keeping consumers in touch with progress through text messages and developing an Android / IOS mobile fitter app that gives the fitter all the job and customer info on their mobiles as well as the ability to upload pictures of the job when completed and take a customer’s signature.

“It’s often the small things that keep the customer happy and we have built a lot of attention to detail into our system alongside the comprehensive business processes. All this allows flooring people to deliver a big-company customer experience from a very affordable package,” adds Kristian.

For more information, call 02921 679719 or visit computersforflooring.com

AT THE SHARP END EACH ISSUE SMG PUTS TEN QUESTIONS TO A SALES REPRESENTATIVE TO HEAR THEIR THOUGHTS FROM ‘THE SHARP END’.

Colin Brown is National Sales Manager for Abingdon Flooring with responsibility for sales nationwide. Colin has been in the flooring industry since 1994 when he worked for Carpets International and then for Abingdon Flooring. He brings a wealth of experience and we are extremely fortunate that he agreed to answer our usual At The Sharp End questions…

HOW DID YOU GET INTO THE TRADE?

a large period of time in congestion and that is so frustrating.”

“Having spent three years working for Kimberley Clark from university I fancied a bit of a change of direction and saw an advert for a Sales Rep for Carpets International and the rest, as they say, is history.”

OF ALL THE RETAILERS YOU VISIT, WHAT COMMON DENOMINATOR CONTRIBUTES TO THEM BEING SUCCESSFUL?

WHAT HAVE YOU SEEN CHANGE THE MOST IN THE LAST FIVE YEARS? “The growth of smooth floor covering is continuing to take market share.

In many houses now, most of the downstairs have some form of this type of product so the cake is getting a little smaller which means we have to work a little harder.”

WHAT’S YOUR FAVOURITE ABINGDON FLOORING PRODUCT? “My current favourite product is (and I am biased) our New Stainfree Ultra as it combines a fantastic colourbank with a great tenth gauge finish which will continue to perform in all areas of the house.”

AS A REPRESENTATIVE WHAT ARE YOUR BIGGEST CHALLENGES? “The M6 and the M62 as it doesn’t matter what time you leave in the morning invariably you are stuck for

career, not enough people (young people in particular) are aware of the opportunities out there.”

IF YOU COULD ASK RETAILERS TO CHANGE ONE THING WHAT WOULD IT BE?

“I feel over the last 2-3 years that a lot of retailers have raised the bar in terms of presentation and realised that they are offering a lifestyle choice and not just a flooring choice. As a result, more retailers are investing in their showrooms to differentiate from the competition and attract people from all walks of life. Also, those retailers who embrace social media in terms of spreading their message are now beginning to attract more younger customers.”

“As mentioned earlier the need to invest in the young professional floor fitters of the future, and to embrace technology (which I am coming to terms with) which improves the retail offer.”

WHAT DO YOU SEE AS THE KEY MARKET CHALLENGE FOR RETAILERS AT THE MOMENT?

IF YOU DIDN’T WORK IN THIS INDUSTRY WHAT WOULD YOU BE DOING NOW?

“Without stating the obvious, Brexit is a real fly in the ointment at the moment as the consumers are unsure what to do in terms of spending as there is a lack of confidence which results in flooring not being at the top of the priority list. The other major issue facing retailers and the trade in general is a distinct lack of new floor fitters coming through as, although it’s a great

“Coming from Liverpool, obviously I would be a footballer for Liverpool FC!”

OUTSIDE OF WORK, WHAT ARE YOUR INTERESTS? “I am a keen runner and like to keep myself fit, as in this job I spend far too much time sitting down in the car.”

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? “I actually have two; ‘You never get a second chance to make a first impression’ and ‘Fail to prepare, prepare to fail’.”

Abingdon Flooring are a British manufacturer of tufted carpets, producing more than nine million square metres of carpet per year. Abingdon Flooring are proud that their ongoing investments ensures that they remain at the cutting edge of technology, performance and customer care, guaranteeing they meet the needs of retailers and customers alike.

SMG News | Summer 2019 | 15

WOOL CARPET FOCUS GROUP WOOLHUGGER, NOT TREEHUGGER MARTIN CURTIS, CHAIRMAN OF THE WOOL CARPET FOCUS GROUP

“

When SMG kindly asked if I would like to write an article for their magazine I jumped at the chance like a spring lamb! It is only with food for thought post acceptance that I started to think about what I could write.

It can get boring saying the same thing all the time but one thing I have learned at my ripe old age of 46 (I never was good at numbers and 74.7% of the time people make up figures!) is that not everyone read the article I wrote a few years ago, or even last week and even fewer still will remember it!

Nevertheless, I am writing this fresh just in case someone has a better memory than I and would think I was being lazy.

Like in a meeting of AA I admit I am addicted to wool. I love it. I am not sure when I started to feel like this because when I was at school, in order to earn some pocket money, I had to sort wool and pack it into bales that had to be trodden down by foot. When my father said, “One day son, this could all be yours.” I made absolutely sure I would have nothing to do with the wool industry. I was a very mature (well, quite immature but you know what I mean, I was old!) student and studied economics until I was too old to get away with it anymore. I had to get a job. I had to earn some money. I did some part time lecturing at Bradford College and the University, but it hardly paid for a riotous lifestyle among the rich and famous.

My first job was as economist at the British Wool Marketing Board (now known as British Wool). I enjoyed the role and did quite well at it and was asked if I wanted to help run the marketing department. It was very new and we had to learn as we went. It was a wonderful experience. I got to deal with sheep farmers (to be fair not many of them knew what the heck I was doing but that made two of us), processors, manufacturers and indeed retailers and consumers. I started a shop at the Wool Board and it was actually quite successful. It was an invaluable learning experience I am so grateful for.

I think that is when I started to love wool.

16

I had to move on as I wasn’t entirely happy with the direction certain things were heading and I left to work for a Canadian carpet manufacturing company. To cut a long story short, post Canada, I spent the next few years working with my father and 2 brothers in the family wool merchanting business which, I tried so hard to avoid but I found my commercial feet.

Jumping a few years forward our company became the largest buyers of British Wool and owned the only wool Scouring and Combing company of its type in the world. We bought and sold wool around the world because not all wool is the same and certain types are better for some products than others.

I travelled the world, met some really intelligent people and several crooks.

We faced 2 outbreaks of foot and mouth disease and an anthrax scare.

We were hit by restrictions on exports and increasing competition from an ever more powerful body of companies peddling synthetics. We were under siege as an industry and during that time we had to support The Wool Board as best we could because they were facing huge problems.

As an organisation we became more than just wool merchants and processors and that is probably the time I really appreciated what a lousy job people were doing to promote wool. At this stage I must say that I am referring primarily to crossbred wools aimed largely at the interiors sector of the market - carpets, rugs, upholstery, beds and bedding, throws/picnic rugs and the like rather than the finer end of the business that dealt in the fashion sector.

Mind you, I could never fathom how featuring pink flamingos was ever the best way to market Merino wool!

So, those amongst us who thought something had to be done to safeguard the future of wool, especially in the carpet sector, formed the Wool Carpet Focus Group. Its prime reason for existence is to promote the fact (yes, fact!) that “Wool is the best fibre for your carpets and rugs”. It is the best fibre for most other suitable products too but we are primarily concentrating on carpets.

We have promoted “Woolabilities” the naturally inherent qualities of wool as opposed to its plastic counterparts.

We have asked the consumer “Why Wool.... Step Inside” with leaflets and window stickers. We have produced short animated films that featured the natural benefits of choosing wool over the alternatives. We have done a lot of work. Manufacturers, buying groups, retailers and the new wool marketing organisations have supported us and our aims and long may it continue. The Campaign for Wool, patron HRH The Prince of Wales, Prince Charles, has led the way with financial and marketing support and with the same from the new regime at British Wool and Viking Wool from Norway we have started to see results. Wools of New Zealand have also said they will support in the future with finance for special projects.

So, we are ready to launch our new but complementary campaign, “Wool is”.

It will feature new point of sale material, leaflets, display cards and window stickers/posters. We will launch these officially at the Flooring Show in Harrogate, the leading residential retail carpet / flooring show in the country. We are seeing new wool product launches and with new imagery we are looking to the future with a high degree of optimism.

So, you might ask, why the title of the article? Well, as I see it I really like wool and products made from wool. I like most of the sheep farmers I have met and hopefully most of them like me or at least appreciate what I am trying to do for them and their wool. I believe wool is truly the best fibre for carpets and rugs and most other suitable products.

I believe the oceans will be healthier if we remove all the plastic from them as will the mountain tops where synthetic micro fibres are now being found. I believe plastic is an essential evil but I hope an alternative can be found. I believe choosing wool over plastic will make a small but significant difference to our world. I do not believe wool has all the answers but those it does have will do for me.

Continued on the next page >>

I believe a marinaded leg of roast lamb with mint sauce not mint jelly is one of my favourite meals. I fly across the Atlantic 3 or 4 times a year. I like cars.

I don’t believe new diesel engines are as bad for the environment as they are making out. I don’t believe wool will replace all synthetics but I do believe I will always choose wool when I can.

So, I can’t call myself a treehugger but I do think I have earned the right to be a woolhugger!

As we launch “Wool is” I would be grateful if you would tell us why you like wool carpets and rugs and the best answer will be given a fabulous Best of British wool throw from AdamCurtisOnline.co.uk .

I wish you the Best of British.

”

BE A WOOLHUGGER WITH A FABULOUS WOOL PICNIC RUG: As part of the Wool Carpet Focus Group’s new wool carpet marketing campaign, “Wool is”, we are asking for your help. We would like to know what your thoughts are as to why wool is the best fibre for carpets - and many more products?

In return we will send the best reply a Best of British Wool picnic rug from the collection by AdamCurtisOnline.co.uk.

Please send your entry to lthomas@smg-group.co.uk and even if your entry doesn’t win we may use your suggestion in other wool carpet marketing activities.

The picnic rugs are made from 100% British Wool, processed, spun, woven and finished entirely in the United Kingdom. Trade enquiries are most welcome. Hug some wool today!

Woolcarpetsnaturally.org

SMG News | Summer 2019 | 17

NEWS UPDATE SOFTNESS THAT LASTS AN ETERNITY FROM ITC ITC, Balta’s brand for high-quality, premium polyamide styles, has launched Eternity, a collection of exquisitely soft carpets with permanent stain and fade resistance.

Crafted from 100% Imprel® Finesse SD (Solution Dyed) fibre, where colour is a permanent part of the fibre’s molecular make-up, the Eternity collection offers peerless performance: exceptionally soft, lasting and easy to care for, Imprel® Finesse SD makes beautiful carpet great for use throughout the home.

With a silk-like look that radiates elegance, the new collection is available in a fine and precise 1/10th gauge construction in two qualities, the impressively luxurious Primrose in a 1,430g/m² pile weight, and the comfortable Lily with an all-purpose 935g/m² pile. With the blush pink of spring blossoms, sand-like hues and a suite of greys, Eternity is resplendent in a palette of 16 tones inspired by the natural world.

“For a really luxurious finish, polyamide offers exceptional softness and a silklook that’s hard to beat,” explains Geert Vanden Bossche, marketing director, Balta Group. “With Imprel® Finesse SD, we’re also giving polyamide the stain and fade resistant features that have helped other manmade fibres become such a success, so Eternity really does deliver a carpet that’s not only wonderful to see and feel, but that’s also easy to live with.”

The classic 1/10th Saxony of exquisitely soft Eternity comes in four and fivemetre widths and is suitable for heavy domestic use.

Pictured above: Eternity, Lily

For more information, contact Balta on +32 56 62 22 11 or broadloom@baltagroup.com

ACTIVE PAYMENTS SAVE SMG MEMBERS UP TO 50% SMG Members are reporting savings of up to 50% on their total credit card transaction costs when they change their provider to Active Payments. As well as cash savings, this SMG Approved Supplier offers Members: Flexibility – Active Payments offer flexible price plans – you can change to another plan every 6 months if your business requirements change.

Expertise – Active Payments customers process a payment every 2 seconds in the UK – that is over 40,000 payments per day!

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years – that is the best endorsement you can get.

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Value – Active Payments typically save their customers between 25% and 60% on their processing fees, whilst delivering improved service and support levels compared to other providers.

Speed – Active Payments use market leading integrated systems meaning a 24 hour turnaround on applications so

you get your service more quickly.

Transparency – there’s no PCI noncompliance fees, no authorisation fees, no set up charge and contract length is variable 24-48 months.

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British Wool.

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Join our licensee network • Use approved British Wool branding on your products and marketing material.

The British Wool licensee scheme helps consumers identify products made with a genuinely high content of British wool. So your customers know they are buying a product of quality, made with a natural fibre which is designed to last.

• Benefit from marketing support through British Wool’s new consumer marketing strategy, designed to promote high content British wool products to end users.

• Promote your brand and products at our consumer exhibitions and through our social media platforms.

• Guarantee great exposure on our new retail displays and point of sale materials.

• Take advantage of qualified consumer web traffic with a fully-managed, dedicated page on our website.

To find out more, contact the British Wool marketing team at marketing@britishwool.org.uk or call 01274 688666

Bespoke insurance scheme for Independent Flooring retailers SMG Insurance Solutions is a specialist insurance provider to the independent flooring and furnishing sector. Our business insurance policy is designed specifically for SMG members, to protect against a wide range of risks faced by companies working in the carpet, flooring and associated industries.

In addition to your insurance requirements for buildings, contents, stock, liability, goods in transit and business interruption, we will automatically include: Standard Nonscheme policy

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We pride ourselves on the award-winning levels of service that we provide to all our clients. If you need to make a claim, your dedicated claims adviser will manage the process for you, keeping you up to date and allowing you to focus on your business.

Get in touch For more information, please call Matt Gowing at SMG Insurance Solutions on 01202 647 444. www.stackhouse.co.uk/smg-insurance-solutions SMG Insurance Solutions is a trading style of Stackhouse Poland Ltd, authorised and regulated by the Financial Conduct Authority in respect of General Insurance business. SP98/19. *Members that are claim free for 5 years will be offered a discount of 10% from their existing provider subject to the member providing evidence of their expiring premium via the production of a copy of their current schedule. Offer valid until 31/12/2019.

SMG News | Summer 2019 | 21

NEWS UPDATE HECKMONDWIKE: SUPPORTING THE FUTURE OF FLOORING Heckmondwike FB, a market leading manufacturer of heavy contract commercial carpets, is supporting the future of the flooring industry by sponsoring an apprentice across its National Floorcoverings Ltd group of companies.

The company is working alongside Hillside Contracts, a flooring contractor in Leicester to provide assistance to Kai Linton, a trainee floor layer.

Having started his course in September 2018, Kai is currently completing the first year of his two year apprenticeship, making him an important part of the future of the flooring sector. He is learning his trade through onsite training assessments and tutoring at Floortrain Training Centre in Doncaster.

company’s flagship product, Supacord.

Bob Mortimer, UK Sales Manager for Heckmondwike FB said: “From speaking to our customers in the flooring industry, we are well aware of the skills shortage within the sector and are eager to play a role in addressing the balance.

as and when required - it really is a perfect fit.”

For more information, call 01924 410544 or go to heckmondwike-fb.co.uk

“As a company, education is one of our most important sectors, with millions of square meters of Supacord installed in schools, colleges and universities right across the country — so it’s important for us to give something back to the industry.

“Therefore, when the opportunity arose to support Kai in his development — we were more than happy to help.”

With little assistance from local trade bodies or colleges, Heckmondwike FB’s sponsorship supports 17-year-old Kai in covering transport costs from his home in Nottingham to Doncaster, alongside the essential tools and equipment needed to carry out his work.

Chris Goode, Director of Hillside Contracts added: “In the current market, it is becoming increasingly difficult to recruit experienced floor layers, particularly when looking at commercial projects. Therefore, employing an apprentice guarantees our workforce is as skilled as possible for years to come.

Heckmondwike FB and Hillside Contracts have worked together closely for over 20 years, with Heckmondwike FB providing the company with its full range of fibre-bonded carpets, including the

“Working with Heckmondwike FB to support Kai was an easy choice to make.

Alongside the financial benefits, the company provides us with sales support, alongside ensuring products are in stock

Kai Linton

NEW WOODPECKER CATALOGUE The 2019 Woodpecker Flooring catalogue is here, featuring a volley of new products, inspiring images and refreshed design.

As the trend for contemporary parquet flooring continues to thrive, two new chevron designs join the Goodrich collection. In white and natural shades, Cashmere and Manor Oak bolster the choice of unique patterned looks from the range.

Capturing the vogue for reclaimed-style design, Woodpecker’s new distressed

Goodrich Cashmere Oak 22

herringbone floors recreate the feel of antique timber. Barn and Charred Oak combine interesting shades with a worn surface and tumbled edges for a beautifully authentic look.

And there are fresh additions to the latest, next-generation laminate collection.

Moisture resistant throughout, with a builtin underlay and highly durable surface, the popular Brecon range is updated with two new natural shades. These versatile designs meet ongoing demand for the traditional oak effect in a practical flooring option.

Goodrich Barn Oak

See the new catalogue on the website now or get in touch if you’d like to receive a printed copy.

For more information, please call 02920 888223, email info@woodpeckerflooring.co.uk, go to woodpeckerflooring.co.uk

Goodrich Manor Oak

Goodrich Charred Oak

IT’S PURELY NATURAL WITH BROCKWAY CARPETS This compact Pure ‘The Natural Collection’ tombola from SMG in association with Brockway Carpets has been a huge hit with SMG Members. The tombola features 7 of Brockway’s undyed natural wool products and makes a one stop shop for the customer who wants an unprocessed product in their home.

The last few tombolas remain and SMG Members can still order one for £150. A very classy feature for any store.

Contact SMG on 0118 932 3832 for more information or to order your tombola now

ALTERNATIVE FLOORING AWARDED DESIGN GUILD MARK 2019 A prestigious Design Guild Mark 2019 has been awarded to Alternative Flooring in recognition of British design excellence and innovation. Quirky B, Alternative Flooring with Liberty Fabrics won in the 2D category. This is the first time that famous Liberty prints have been given a new visualisation as carpet, expertly woven by Alternative Flooring.

Lorna Haigh, Creative and Marketing Director commented: “The prestige of winning this coveted design award is a reflection of the renaissance and recognition of the wonderful craft of wool carpet weaving. I am delighted how this story is interwoven with iconic Liberty Fabrics patterns.”

Design Guild Mark meet all three of Tombola those criteria.”

Client:

Brockway Carpets

Project: SMG Pure Visuals ABOUT DESIGN GUILD MARK

22 designs from the Furniture and 2D categories, representing the domestic and contract markets, have been awarded the Design Guild Mark in 2019.

The Design Guild Mark is awarded by The Furniture Makers’ Company, the City of London livery company and charity for the furnishing industry, in order to drive excellence and raise the profile of British design and innovation. Now in its eleventh year, the Mark recognises the highest standards in the design of furnishings in volume production by the finest designers working in Britain, or British designers working abroad.

“Design is at the very heart of Alternative Flooring. We wanted to bring original pattern to collections and decided to work with new designers, crafts people and heritage brands with fabulous archives. We now weave imaginative floor stories, which are British through and through. Liberty’s most desirable prints Strawberry Meadow, Capello Shell, Felix Raison and Flowers of Thorpe are reimagined from fabric to floor.

Receiving the Design Guild Mark is a true statement of the bold, creative vision which Alternative strives for.”

Judges of the 2D category included Daniel Hopwood, director of Daniel Hopwood: London Interior Design & Architecture, who commented: “We all know that lovely quote by William Morris ‘Have nothing in your house that you do not know to be useful, or believe to be beautiful.’ In the light of this modern age may I add to the quote ‘and definitely sustainable’ as all of the products that have been awarded the prestigious

Pictured left to right: Lorna Haigh, Creative and Marketing Director at Alternative Flooring with Jeremy Myerson and Design Guild Mark chairman Rodney McMahon; Quirky B - Liberty Fabrics Collection, Strawberry Meadow, Peacock SMG News | Summer 2019 | 23

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NEWS UPDATE ASSOCIATED WEAVERS LAUNCH INVICTUS LVT In June, SMG visited Associated Weavers headquarters in Halifax for the official launch of their new LVT product range.

The carpet brand Invictus was introduced in 2015 and was an instant success. It was marketed as beautiful and ‘invincible’.

Therefore, when AW decided to launch an LVT into the market they decided Invictus was the branding to use.

Invictus means invincible and that’s the way they plan to market the products – using a ‘Highlander’ as the perfect adversary to the Mauri for Invictus carpet.

Every facet of this launch was perfection from the bespoke new showrooms, to

26

the beautiful product choice, to the interactive display stand, to the ‘second to none’ AW marketing. This product range has been so well thought through – it offers something for everyone, every style of home and every budget.

The unique branding stands out from the crowd and draws customers to the products and unitary. The display stand is interactive allowing customers to choose the product they like and see how it would look in any type of room set. It also features sampling of the co-ordinating Invictus carpeting to allow retailers to link sell for all areas of the home. Associated Weavers are aiming to make this a ‘one stop shop’ for any customer.

The LVT ranges are: Optimus Dryback – 0.3mm, 12 SKUs Maximus Dryback – 0.55mm, 52 SKUs Maximus Click – 0.55mm, 20 SKUs with matching Scotia Maximus Designer Parquet – in three options 228 x 1524mm size

Contact Jonathan Davies, UK Sales Manager for further details at Jonathan.Davies@ invictus.co.uk or visit invictus.co.uk

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28

QUESTION TIME MIKE SYMONDS MANAGING DIRECTOR AT FURLONG FLOORING, DARTFORD

In this issue of Question Time, SMG took the opportunity to invite Mike Symonds, Managing Director of Furlong Flooring, Dartford to join us and answer our usual questions.

value to the membership. I joined Furlong Flooring in 2016 to succeed Peter Sharpe as the MD in Dartford.”

customer focussed; we consider the impact to our customers whenever we make decisions about any facet of the business.”

WHICH WAS THE MOST REWARDING ROLE AND WHY?

SO MIKE, CAN YOU GIVE US SOME BACKGROUND ON YOUR CAREER PATH SO FAR?

“I will always have a soft spot for the family business, it changed a great deal in the time I was there and enabled me to experience many different aspects of business.

This starts with the products we sell.

Obviously, the price has to be right but quality is paramount, products that fail have the potential to damage our customers’ reputations. The very minimum standard we set is to supply a product that is an equivalent quality to the best on the market. Best in class is our goal and the carpet products made by our Northern Ireland based Regency Carpets manufacturing plant will always exceed the competition and our data backs this up.

In our other product categories, we only choose suppliers who can match these standards.

“After graduating I spent five years chasing money as an IT recruitment consultant and although it was fun for a while, I didn’t really enjoy it or have any passion for it.

Having worked on and off for the family retail business during the holidays and a gap year, I re-joined the team and spent 9 amazing years of my life immersed in independent electronics retailing, running three Sony Centres and a multi-brand store. It was such a rewarding experience; my father and I had a great working relationship and I succeeded him as MD in 2007. We were blessed with an amazing team who had incredible loyalty and passion.

Progress of technology and the internet had a profound effect on retailing electronics, and it became increasingly impossible to make money, so after 80 years of trading we shut the business in 2011. About the same time, I became aware of a role at SMG The National Furnishing Group. I met with Chris Moffat and Mike Reed, my experience of retail was a key factor for them and I joined as the Head of Group Operations. I had a great 4+ years; we introduced some new successful initiatives in own brand, created some new relationships with manufacturers and continually added

I never thought I could create that same feeling but my current role at Furlong Flooring is so similar but on a much larger scale. The passion for the business and our customers is amazing, not just from myself and the UK commercial team but everyone throughout the business; Transport, Warehouse, Office and Reps. It’s a pleasure to go to work every day.”

HOW DOES THE FLOORING INDUSTRY DIFFER FROM OTHER INDUSTRIES YOU HAVE WORKED IN? “A few people in the industry would like you to think that you can’t be successful if you don’t come from within, the truth is that the only difference is the product.

People and relationships are the key to all industries, building partnerships with suppliers and customers that work for all parties. I have built a real passion for products since joining Furlong Flooring.

I’m surrounded by product ninjas, so I’ve become pretty dangerous on all carpet, vinyl, laminate, LVT and wood.”

HOW WOULD YOU DESCRIBE THE VALUES THAT HAVE MADE FURLONG FLOORING SUCCESSFUL? “Fundamentally Furlong Flooring is

But there is no point having a great product and not having the service to back it up. Three distribution centres with a stock capacity of 500,000 ft2, over 50 vehicles and a team of over 200 people around the UK ensure that we always have stock for when our customers need it.”

WHAT WERE THE REASONS BEHIND YOUR RECENT RE-BRANDING? “We have taken a great deal of time in the last 12 months to re-evaluate the business as part of our programme of continuous improvement, looking at our branding and marketing was a key part of this process. We invited a cross-section of our customers to participate in the review. Feedback from our customers was incredibly positive and focussed on our service elements, everything that is underpinned by Furlong Flooring. The

Continued on the next page >> SMG News | Summer 2019 | 29

Regency Carpets and Naturals Solutions brands were less important than the actual product and product type. Our customers buy Elegance, Solitaire, Fairway, Hardwood, Carpet, LVT and vinyl from Furlong Flooring because they know it has a great price, great quality and it will be delivered when they need it.

‘First choice flooring for every room’ encapsulates this in one sentence. We have flooring to suit all consumer preferences and we want our customers to sell those products as their first choice because of the lengths we have taken to support their businesses and their reputations.”

WHAT ARE THE BIGGEST CHALLENGES YOU ARE CURRENTLY FACING AS A MANUFACTURER? “The choice of quality flooring options available to homeowners has increased in recent years. Increasingly carpet is being used from the first step upwards, with smooth flooring being used in most rooms downstairs. This has an impact on carpet volumes as well as creating different trends, we saw the increase of sales in soft touch carpets.

As a carpet manufacturer we’ve been able to adapt our products to fit the trends quite easily. As a supplier of smooth flooring products we are able to add quality products to our portfolio that fit our customers’ new demands. Currently this is dominated by LVT but we are also seeing a huge resurgence in cushion vinyl flooring.”

INDEPENDENT RETAILERS ARE ALSO FACING MAJOR CHALLENGES, WHAT ADVICE WOULD YOU OFFER THEM? “Retail is incredibly tough. We’ve just discussed the changes in flooring trends,

at least 50% of the home is likely to have some form of smooth floor covering and independent retailers need to adapt to these changes. Customer service remains key and I include the in-store experience to this; Consumers spend money where they feel comfortable, welcome and get the advice they need. It’s more than just price, price, price!”

IF YOU COULD ASK RETAILERS TO CHANGE ONE THING WHAT WOULD IT BE? “I would like to see retailers shift more of their support to independent UK manufacturers and suppliers. The UK has a fantastic flooring pedigree, manufacturing great products. With Brexit looming there has never been a better time to do this.”

WHAT IS YOUR FAVOURITE FURLONG FLOORING PRODUCT? “That’s like asking me to name my favourite child! We are just launching Carefree Twist and it is going to be a game changer in the twist market. The colourbank, appearance and performance are all class leading and with our Combi-bac® backing we have a carpet that is perfect for the consumer, retailer and fitter.”

ASIDE FROM FURLONG WHICH OTHER MANUFACTURER DO YOU MOST ADMIRE AND WHY? “Best make sure I choose an actual manufacturer! I’ve always had a soft spot for Brockway. When I joined the flooring industry with SMG their products always stuck out and I still think they set the benchmark for wool twists; Lingdale, Dimensions and Solar lead the way. I like the way they have approached the market in recent years; new loop ranges, the branding is strong and its difficult not to

be drawn in by their wall displays.”

WHAT ARE YOUR CAREER HIGHLIGHTS? “There’s a few that I’m proud of but I think the best is yet to come. From my children’s point of view, it would be putting the roof on the Disneyland Hotel at the entrance to Disneyland Paris. (Not just me obviously!)”

OUTSIDE OF WORK, WHAT ARE YOUR PASSIONS? “Music; I subscribe to Spotify and it has totally changed my listening habits. I’m listening to current tracks influenced by my children, the bands I love and music from the past.

I love most sports but particularly international cricket, a great way to spend a day with my mates.”

IN YOUR WHOLE LIFE, WHAT MAKES YOU MOST PROUD/WHAT IS YOUR PROUDEST ACHIEVEMENT? “My partner Helen and our children Olivia and Faye.”

DO YOU HAVE ANY REGRETS? “My Mum was seriously ill. I missed calling her in the evening to see how she was and to tell her I loved her, she died the following day.”

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER BEEN GIVEN? “‘Where are we now, where do we want to be, how are we going to get there?’”

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NEWS UPDATE ALTERNATIVE FLOORING COLLABORATES WITH ELLA DORAN ON NEW BRITISH WOOL RUNNER LAUNCHED AT YORKSHIRE SCULPTURE PARK Alternative Flooring has joined awardwinning designer Ella Doran to tell the transformational tale of British wool at Yorkshire Sculpture Park (YSP). The Sheep to Seat, Fleece to Floor exhibition follows the journey of wool from the sheep which graze the historic landscape of the Park, from shearing to scouring, spinning to weaving and design to product development.

Doran has worked closely with YSP’s tenant farmers, British Wool and British manufacturers including Alternative Flooring, to transform this raw material into interior furnishings. Featuring her Waterlake design a distinctive pattern inspired by the movement of water and flora on the estate at YSP, Alternative Flooring have produced a unique Waterlake runner. Dyed to specific colours from Doran’s chosen palette, the yarn is expertly woven by Alternative Flooring on axminster narrow- width looms to create a luxurious runner, bringing together traditional techniques and contemporary design, and providing a plush exhibition centerpiece.

Ella Doran says: “I am very excited to be working on this project with YSP, featuring the journey of British wool, culminating in my exhibition in June.

It celebrates the Park’s resources, its beauty, and the joy of creativity and collaboration. I hope to shed light on the amazing range of processes that wool goes through in order to become a finished product and how nothing goes to waste.”

Lorna Haigh, Creative and Marketing Director of Alternative Flooring says “Wool floorcoverings have such a story to tell, a story of pure craft which also celebrates British manufacturing – we like the term ‘manucrafting’. This whole project is the story of this wonderful process using this wonder fibre. The new wave of patterned carpets are art inspired and Ella’s contemporary take with Waterlake is just perfect’.”

For more information, call Alternative Flooring on 01264 335111 or visit alternativeflooring.com 32

Ella Doran on Waterlake runner

Call us today on 01562 749 600 to mak First Impression with customers

DIAMONDS ARE FOREVER Diamonds are Forever just got better! With a new energized colour palette, this 10th gauge, 100% luxury Polypropylene product is sure to be ‘A Cut Above the Rest’. Nine on-trend colours have been added to the seven best sellers to create an elegant 63oz range, that will be sure to leave you wanting more. Last but by all means not least, we are that confident in our NEW Diamonds are Forever, that we offer a 15 Year Stain and Wear Warranty, to give you total reassurance that it will with-stand the heavy traffic areas of today’s modern homes.

100% EasiCare Luxury PP in a heavyweight 63 9 hot new colours join 7 best-selling sha Longer 15-year stain and wear warranty for pea

U2V VICTORIA CARPETS PORTAL 33

Tel: 01562 749600 Fax: 01562 749349 sales@victoriacarpets.com www.victoriacarpets.com

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creating better environments

SMG News | Summer 2019 | 35

TRULY NATURAL FIBRE, WITHOUT COMPROMISE Wools of New Zealand provides wool that is measured and innovated to provide a natural fibre with outstanding benefits for the end user.

PLANET FRIENDLY 100% Renewable | 100% Biodegradable | 100% Traceable | Low Carbon Footprint | Energy saving

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Stripes Pinstripe: PS04 Trinity

FW96 Warndon Water

Deckchair: DK03 Cromer

Panache: PN06 Chateau

FW114 Bayton Birch

Download the NEW Adam Carpets Stripes Brochure from our website.

Adam Carpets have a vast palette of plain twist colours which complement the latest stripes beautifully. In the index you will find a selection of these for each stripe. These options we hope will allow you to create a wonderful flowing theme throughout a home.

www.adamcarpets.co.uk

NEWS UPDATE ULSTER CARPETS CHAIRMAN RETIRES AFTER 58 YEARS Edward Wilson CBE, Chairman of Ulster Carpets, has retired after over half a century at the leading luxury carpet manufacturer.

Known for his diplomacy, patience and people skills, Edward – who is the son of company founder George Walter Wilson – steps down after 58 years, having played a pivotal role in making Ulster Carpets one of the province’s leading exporters and the largest single site producer of axminster and wilton carpet in the world.

While he grew up around the business, Edward followed in the footsteps of his older brothers, Walter and John, and officially joined Ulster Carpets in 1961.

In the intervening years, he held many positons, including in sales and planning, before becoming Managing Director and then, eventually, Chairman.

Recognised as an astute leader, he was well known for taking a daily tour of the business where he spoke to staff at every level and kept up-to-date on the latest orders and technological developments.

Many of the current management team were personally mentored by Edward, including Group Managing Director & Deputy Chairman, Nick Coburn CBE.

He said: “When I joined the company 41 years ago, it was Edward who mentored and guided me through every facet of our business. Since I became MD in 2004, this bond and incredible support from Edward has been vital to ensuring the company has continued to prosper and develop.

“As we look to the future, I would also like to highlight the outstanding work and dedication Edward has done to prepare the company - and the next generation of the Wilson family - for a secure and successful future.”

John Wilson, who takes over as Chairman, added: “Edward is held in the highest esteem by the company, the industry and, of course, the whole Wilson family. Edward’s commitment to seeing the company evolve and constantly adapt to the inevitable challenges that comes with 80 years of business is one of the reasons why Ulster Carpets is such a great company and has been so successful.

business but he leaves the company in a strong place.”

Although stepping down as Chairman, Edward is continuing as a member of the board of Ulster Carpet Mills (Holdings) Limited. He plans to keep up an active interest in the company whilst pursuing other current activities, including directorship of various charitable trusts in Ireland. He is also set to continue as Chairman of the Ulster Carpets Family Council, which represents the interests of all shareholders but with special focus upon those who are not directly employed in the business.

Following his last meetings with shareholders and board members, Edward’s final act was an official event at the company’s Castleisland factory where staff had an opportunity to say a final farewell.

ulstercarpets.com

“His decision to step down from his role as Chairman is another challenge for the

Edward commented: “One of my greatest pleasures in life has been going into the factory and talking to our staff. As I have been reminded so many times, one of the biggest selling points of Ulster Carpets is our wonderful workforce – people who are passionate about what they do.

“When my father started Ulster Carpets in 1938, I’m sure he never thought that the company would still be here over 80 years later, employing people not just in Northern Ireland but across the world. For that success, I must pay tribute to our wonderful staff and that is something I take great pride in.”

Despite this retirement, the Wilson family will remain at the helm of Ulster Carpets, with Edward’s nephews, Nick Coburn and John Wilson, as Group Managing Director and Chairman respectively.

Nick Coburn, who was recently presented with his CBE by the Duke of Cambridge at Buckingham Palace, paid tribute to Edward’s passion and devotion to Ulster Carpets.

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Clockwise from top right: The Ulster Carpets family with Edward and Primrose Wilson; Left to right: Nick Coburn, John Wilson and Edward Wilson; Ulster Carpets staff attending the event

CARPET RECYCLING UK SUPPORTS RETAILERS IN RECYCLING CARPET WASTE Numerous enquiries from retailers and flooring contractors interested in diverting carpet waste from landfill made 2019’s BGNFS a success for Carpet Recycling UK, the not-for-profit association for reusing and recycling waste carpet.

“Retailer buying groups support our efforts and how we can help members to further improve their environmental credentials by recycling their carpet waste,” comments Adnan Zeb-Khan, CRUK Scheme Manager.

“Retailers and flooring contractors continue to express interest in diverting carpet waste from landfill and recognise the opportunities that this can generate for their businesses.”

CRUK member Kenburn demonstrated how, through efficient compaction, their ‘Carpet Crusher’ can reduce costs associated with haulage of bulky carpet waste.

With over 60 flooring supplier category members – representing well over half of CRUK’s total membership – this sector is

successfully engaging with their customer base through social media, helping to spread the ‘carpet recycling’ message.

“By supporting our retailer members’ recycling endeavours with Point of Sale promotional packs, membership certificates and a listing on the CRUK website, we confirm their commitment to improving their environmental credentials – and contributing to the circular economy,” adds Adnan.

on July 18th at Birmingham’s Edgbaston Stadium.

To register for the conference or for more information, please call Marie Rhodes on 0161 440 8325 or email Marie@carpetrecyclinguk.com or visitcarpetrecyclinguk.com

Flooring manufacturers of carpet tile, carpets and underlay are engaging with CRUK in ongoing sustainability related to design and production of new products.

CRUK was founded in 2008 to tackle the 400,000 tonnes of waste carpet arising in the UK annually with its core funders Cormar Carpets, Lifestyle Floors/ Headlam, Brintons Carpets, DESSO, ege, Milliken, and Balsan. In 2018, 175,252 tonnes of carpet were reused, recycled or recovered for energy; representing a landfill diversion rate of 44%.

Carpet Recycling UK’s 2019 annual Conference and Awards Event takes place

Carpet Recycling UK at the 2019 BGNFS

SMG MEMBER WINS RETAILER GOLF EVENT SMG Member, Michael Rogers from AJ Rogers & Sons, won the top award at this year’s Retailer Golf Event hosted by Ulster Carpets.

The annual event returned to Druids Glen Hotel & Golf Resort in County Wicklow, giving retailers the opportunity to not just play golf at a wonderful course but also to meet other successful retailers in a relaxing environment.

Pictured above: Michael and Peter Rogers, AJ Rogers & Sons, relaxing during the Ulster Carpets retailer Golf Event.

Pictured above: Michael Rogers, AJ Rogers & Sons (centre), winner of the Retailer Golf Event, is congratulated by Edward Wilson, Past Chairman, Ulster Carpets (left) and Jeremy Wilson, Retail Sales Director, Ulster Carpets.

SMG News | Summer 2019 | 39

Any room. Any life.

Stressfree – bleach cleanable • Incredibly resilient Superbly wear-resistant • Pleasantly soft

Vivendi

®

Stressfree carpet for happy people Remember those stressful Sunday afternoons at

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With a Vivendi® carpet, nothing stops you from enjoying life’s best moments. Vivendi® is made with the exclusive iVivo® yarn, a solution dyed nylon of an exceptional quality. It makes

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Vivendi® carpet bleach cleanable, incredibly resilient, superbly wear-resistant and yet pleasantly soft. With five diverse ranges, there’s a carpet to make all people happy: from playful to dense, from discreet pastels to trendy greys and

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intense colours.

Watch the award winning Vivendi-movie and discover full details:

www.vivendi-carpet.co.uk

Ranges

Soul

Vibes

Vigour

Ardour

Verve

A UK brand since 1964

Associated Weavers Ltd - F Mill – 2nd Floor East Dean Clough Mills - Halifax - West Yorkshire - HX3 5AX - UK

Tel: + 44 1422 431100 sales@associatedweavers.co.uk - www.carpetyourlife.co.uk

www.buoyant-upholstery.co.uk Telephone - 01282 691631

COME AND SEE US AT THE MANCHESTER FURNITURE SHOW Buoyant Upholstery build over a century’s worth of knowledge, experience and quality into every piece of furniture we make.

Stand B70 at Manchester Central 14th - 16th July 2019 We will be launching a new & exciting collection of sofas & accent pieces to compliment our existing range.

MADE IN THE UK

Ready To Weave

by Axminster Carpets

Ready to Weave is a dynamic collection courtesy of Axminster Carpets, designed to inspire proud property owners and renowned interior designers whilst appeasing industry demands for low costs and short lead times.

The range features an unparalleled selection of designs, brought to life by 40 interchangeable colours.

Every stage of the design process is closely managed and guided by Axminster’s highly skilled and innovative design team. An utterly seamless flooring solution for hospitality projects.

Minimum order quantity of 100m2. Width of 3.66m. Pile height of 7.9mm.

COLLECTIONS

KENSINGTON

CHELSEA

M A I DA VA L E

An eclectic selection of transitional designs which capture the beauty of traditional artistry whilst being delicately coloured in the latest on trend colours.

A collection of unique inspiring designs that transform traditional interiors into contemporary classics.

The opulence of Chelsea is captured in this range.

Timeless designs inspired by the artisans of past European masters these corridor runners transform any interior where beautiful interiors sing out loud.

Making carpet fun. Inspired by the latest trends this collection has designs for every modern interior encompassing modern toiles, quirky geometrics to distressed Persians. Bring a smile back to your interior.

C O A S TA L

HOXTON

BIG HOXTON

Light delicate designs in fresh colours, an uplifting collection taking the inspiration from the Devon coast.

The delicate feminine designs can transform any room.

A collection of sophisticated designs with clean lines and subtle calming colours to create a backdrop for the interior to shine.

Scale meets style. Dominant designs, strong colour and rug inspired scales to make the carpet a statement to inspire the interior.

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Axminster Carpets launch The Aalya Collection

Ocean Spray

Star Dune

Satin Touch

Axminster Carpets are proud to introduce a revolutionary, luxurious new carpet concept: Aalya.

Crafted from a unique blend of sheep and a touch of alpaca wool, the sumptuous collection is a first-of-its-kind in the UK market, pushing the boundaries of carpeting innovation.

The luxurious deep pile brings a new, tonal dimension to any space. With unrivalled softness underfoot Axminster have captured the contemporary trend for tactile interiors whilst dialling into the Hygge lifestyle which connotes a feeling of wellbeing and restfulness.

Designed to soothe and harmonise, the pastel palette perfectly emulates the cosy quality of The Big Softy. Select from eight stylish shades, including Cashmere Shawl (peachy neutral), Star Dune (warm grey), Rose Petal (dusky pink) and Ocean Spray (pistachio green).

Proudly designed and weaved in Britain, the Aalya carpet is available in John Lewis & Partners now, sold in select independent shops in the coming weeks, retailing at RRP £98 per sq. metre.

A wool carpet cares for you and the planet - a sustainable design investment with a number of lifestyle benefits such as helping you sleep better, being hypoallergenic, fire resistant and a natural heat insulator.

Brushed Velvet

Silk Road

GA RY B R I D G E , D E S I G N D I R EC TO R AT A X M I N S T E R C O M M E N T S :

“We are immensely proud of this unique collection. The challenge was to make a natural, sustainable wool product that was beautiful and subtle in design, but with the luxe effect of soft brushed velvet.

Rose Petal

Cashmere Shawl

It’s time to treat your home & your feet!

Feathered Plume

44

Cormo 112 Ricotta

Style and quality assured. Naturally.

Our contemporary collections contain qualities that offer luxurious textures and innovative styles.

Telenzo’s wool products feature a range of benefits to deliver maximum wear and durability. Our wool yarns are treated with moth proofing and Scotchgard and we guarantee against pile reversal, shading and appearance retention.

New Cormo & Rya undyed wool Delivering on consumer demand, Telenzo Carpets are launching two new wool ranges with comfort and durability in mind. The use of New Zealand wool and a 4 ply construction are a perfect combination.

Cormo has a distinctive Rib design and Rya has a more sophisticated look, offering something a little different.

Made with 100% undyed wool, both ranges come in five shades and are available in both 4m and 5m widths.

Edel Telenzo Carpets Ltd | Unit 7 | Warhurst Road | Lowfields Business Park | Elland | West Yorkshire | HX5 9DF United Kingdom | www.edeltelenzocarpets.co.uk | sales@edeltelenzocarpets.co.uk | Phone 01422 37 44 17

Quality Accessories for Longer Lasting, Better Performing Flooring Interfloor’s quality range of Britishmanufactured accessories helps all different types of flooring to be longer lasting and better performing. Its portfolio includes market-leading brands Tredaire and Duralay for underlay, and Gripperrods and Stikatak for accessories.

Introduced in response to demand for firmer and more luxurious products suitable for use in domestic and contract installations, Interfloor’s Premium High Density PU underlays include the awardwinning Tredaire Palladium.

Tredaire Chromium has high performance Textron backing to give it more dimensional stability and cleaner cutting during installation as well as exceptional ‘shock absorber’ properties to help give it a longer life. This 9mm PU underlay has superior heat insulation properties and high acoustic ratings to reduce noise. It has a nominal density of 180kg/m3 and offers superior protection for carpets. Chromium is also made from 100 per cent recycled foam, giving it excellent “green” credentials.

The latest addition to Interfloor’s ‘for the professionals’ Duralay brand is a specialist collection of luxury vinyl flooring (LVT) underlays which are quick to fit, easy to work with, and help to reduce the risk of damage to flooring due to uneven sub-floors. There is an underlay to suit different types of LVT installations such as ‘click-fit’, ‘dry back’, tiles and double-stick installations in

46

high temperature locations such as conservatories.

For luxurious finishing touches you can see rather than feel, Interfloor’s Premier metals edgings are a top quality addition to the existing Gripperrods range. Interfloor has introduced a tool roll which is perfect for displaying the options in the Premier range. Edgings are available in brushed steel nickel or

bright chrome; modern finishes that complement the current interior design trends.

Both finishes are available in six specialist trims designed to provide the perfect solution for all types of materials.

For more information, visit interfloor.com

An Essential Choice in Oak: GAO Collection The GAO collection from ‘Essentials by Kettle Interiors’ delivers an oak living and dining range that’s exceptional value for money. Finished in a light oak with brushed metal handles, it has an elegant, modern look that holds wide appeal.

As part of ‘Essentials by Kettle Interiors’, GAO is free from pricing policies, allowing retailers to set their own benchmark pricing for in-store promotions and window displays. Featuring a range of pieces, including three sizes of dining table, four sideboard options and a range of TV Units, side tables and bookcases; the collection can accommodate a wide array of needs, whether starter apartment or family home.

Available through Container, Stockist and Wholesale packages, the latter with free delivery from just £250, the GAO Collection is held in UK stocks for fast nationwide access.

GAO Dining Collection

Kettle Interiors at Manchester Furniture Show Kettle Interiors is coming to this year’s Manchester Furniture Show with the launch of two brand-new dining collections.

Featuring striking industrial styling with a choice of natural oak or aged-effect grey oak in a basket weave pattern, these new collections continue to build on the supplier’s depth, bringing retailers well-made, on-trend furniture. Exhibiting alongside best-selling collections from the supplier including TT and NT, the new ranges will appear on Stand C10 Such is the choice now available from Kettle Interiors that it has had to occupy another stand at this year’s show for the ‘Essentials by Kettle Interiors’ brand of value-driven furniture. Ideal for in-store promotions and online offers, furniture within the ‘Essentials by Kettle Interiors’ collection is made to deliver the best combination of quality and value. With oak and painted ranges for dining and bedroom, it’s a formidable offer that can help retailers to grab the attention of consumers. The ‘Essentials by Kettle Interiors’ collection will be shown on Stand D14.

NT Bedroom Collection

For further information contact Kettle Interiors Agencies on 01536 444960 or email sales@kettleinteriorsagencies.com SMG News | Summer 2019 | 47

We are very excited to introduce 4 new parquet colours into the Universal range.

These match their dry back counterparts allowing for a seamless transition between products.

This collection has now been in the market place for a year and whether it is the outstanding quality of the 0.55mm product, the exceptionally realistic designs, the emboss in register or the small footprint of the point of sale, Universal is fast becoming a retailer’s favourite.

14 planks, 4 parquets and 4 tiles are available in dryback and SPC options.

28

Universal Design Flooring

SMG News | Summer 2019 | 49

A RUNAWAY SUCCESS IN SOLIHULL After another amazing two days, I think suppliers and retailers alike agree that the BGNFS is now the major flooring show for independent retailers in the UK. This year’s show was jam packed with new products, unitary, promotions, offers and new ideas. There was something for everyone and both days were buzzing and vibrant. With regards to SMG Approved Suppliers some of their highlights were:

•

Hugh Mackay were displaying three new products including a wool twist, a wool graphic and a polyester Saxony.

Hugh Mackay were also worthy winners of the ‘Best Stand’ award which was presented by SMG’s Chairman, Mr Chris Moffat.

•

Brintons were proudly showing their new designs in the Timorous Beasties range as well as the new Bell Twist colours.

•

Victoria Carpets were showing retailers their recoloured First Impressions range as well as the re-launched Heartland.

•

Associated Weavers – retailers could see the new Sedna concept – a super soft nylon carpet range made from recycled fishing nets – saving the planet with style.

Penthouse Carpets had 8 new colours in their Stateside range as well as the opportunity to view their entire collection.

•

Alternative Flooring had a very stylish Faux Collection comprising ‘Boutique’, ‘Luxx’ and ‘Anywhere’.

•

Balta – five new ranges were on display at the Balta stand.

•

•

Cavalier Carpets – some super new products on display with Cavalier Carpets’ Couture Collection, Icon & Silken to name but a few.

Furlong Flooring unveiled their new branding and livery – a very sleek, contemporary look for the future.

•

Axminster Carpets were showcasing their new Alaya product which comprises sheep and alpaca wool.

•

Cormar Carpet Company showcased some new ranges for spring, including the fabulous Southwold – a 100% New Zealand Wool loop in two designs, each in 8 colourways.

•

Ulster were displaying their new range Vescent which looked stunning on their stand and was extremely well received.

•

Gaskell Wool Rich & Manx Tomkinson were busy showing retailers their latest developments as well as asking for feedback on their wool promotional POS materials.

•

•

•

50

Abingdon Flooring showcased their extremely well received ‘shop in shop’ concept. They also featured 3 new ranges; Satin Touch, Maximus and Sophisticat.

Interfloor highlighted their extensive range of LVT underlays as well as their classy Premier profiles.

With all of these amazing highlights, free lunch and refreshments and beautiful weather thrown in – it was not to be missed.

SMG welcomed Members to their suite on the first floor where all of the new additions to the Pure family were on display as well as the full range of Pure unitary. Very well received by Members, the whole offer is proving extremely popular. The new LVTs from Distinctive Flooring & Furlong were a hit as were the Pure underlay products introduced at the beginning of May. With special offers from Heckmondwike, Home Foundations and Interfloor as well as the chance to talk about the brand new retail finance offer open to Members this was a great opportunity to meet with the SMG team and find out more.

It was great to see so many SMG Members attending the show – a huge thank you to everyone who came along and came up to see us – your support is very much appreciated. If you missed the show this year, put a note in your diary for 2020 – it really is shaping up to be THE Show for flooring!

bgnfs.co.uk

Adam Carpets

Associated Weavers

Furlong Flooring

Victoria Carpets

Westex

Interfloor

Asiatic Carpets

Cormar Carpet Company

Telenzo Carpets

Distinctive Flooring

Abingdon Flooring

Hugh Mackay

Woodpecker

Brockway

Cavalier Carpets

Ulster

Alternative Flooring

Balta

LG Hausys

Pure Carpets

SMG’s Chairman Chris Moffat presenting the award for ‘Best Stand‘ SMG News | Summer 2019 | 51

ITC Natural Luxury Flooring

ADVERTORIAL

announces inspiring new products to their collections

A

leader in luxury flooring including broadloom carpet and bespoke rugs, ITC Natural Luxury Flooring has launched new products that are ideal for the hospitality and leisure sectors, to enable definition of floor areas or make an impactful statement.

Richmond (as illustrated) has been developed using premium nylon yarn to create a de-lustred, wool-like appearance and feel. The dense, tight construction gives a fine pin-point finish and a class 33 certification makes it perfect for use in corporate hospitality and communal locations.

Richmond is available in 4 & 5m widths and 11 contemporary shades, reflecting todays paint and fabric trend.

Gloss is a hand-woven cut pile in a modified 100% engineered polyester, which has the highly desirable appearance of viscose without the performance shortcomings, providing you with a carpet which gives an ultimate luxurious appearance without compromising any performance. Easy to clean and maintain, Gloss is suitable for commercial and residential use.

Gloss is available in 7 modern colours and comes in 5m widths.

Riverline is a fine example of craftsmanship, achieving its high definition, textured cable rib design, by using a combination of 6-&2-ply 100% New Zealand wool. With a Ceneva action backing, Riverline is an excellent choice for residential and general commercial locations.

The 6 clean colours will appeal to clients seeking a wool carpet that delivers on performance and good looks. Riverline is available in 5m widths

Follow us @CFJMagazine

Kensington is an established carpet and an industry-leading product for those seeking a carpet which has durability allied to restrained elegance for areas which have the heaviest footfall. Kensington is contract-rated, Stainmaster-treated PA solution-dyed 6.6 nylon, making it an ideal choice for all residential and heavy commercial settings. Available in 4 & 5 m widths and 6 contemporary colours.

Area Rug Collections: A range of beautiful rugs developed to offer stylish, hardwearing and practical solutions for residential and commercial locations, available in standard sizes from stock.

Broadloom Rug Collection: A bespoke rug-making service is offered on all broadloom ranges and a selection of striking tape finishes is available to give each rug a unique look.

Celestial Rug Collection: Using soft to the touch materials such as pure silk, ITC uses Lyocell and the finest wool to create handcrafted bespoke rugs. Designs can be tailor-made with an array of colours ranging from classic neutral tones to bold contemporary shades.

DaVinci Rug Collection: These are sophisticated high-end rugs with built-in non-slip underlay.

Printed using the latest technology, these rugs offer high definition printing on a soft nylon 6.6. Customers can choose from a selection of stunning designs or provide their own.

01622 534041 info@itcnaturalluxuryflooring.com www.itcnaturalluxuryflooring.com

CFJ April 2019

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E TH E K IN MA RTA CU ALL C

Create your own curtain department.

Curtain Express provide a full turnkey solution - from installation and staff training to ordering systems, delivery and customer service.

We can help you transform your unutilised shop space into a one-stop window coverings solution – and promise customers a brighter home in seven days. Using our curtain gallery customers can choose from hundreds of fabrics – most of which are exclusive – as well as poles, accessories and blinds.

Call 01744 851851 or email steven.ross@enashaw.co.uk for details on how you can turn unused space into additional revenue with Curtain Express www.curtainexpress.co.uk

SMG MEMBER FOCUS

EACH ISSUE SMG PUTS A MEMBER IN THE SPOTLIGHT TO LEARN MORE ABOUT THEIR BUSINESS AND THEIR VIEWS ABOUT THE INDUSTRY. Facing the M25 on a Monday morning is never a good prospect, but when you know that you are going to visit a quality, top class retailer it makes the journey more bearable. This summer SMG travelled over to East Grinstead to visit brothers Warren & Gareth who have just opened a brand new branch of Silverdale Flooring on the High Street there. With a successful business in Tunbridge Wells already, the brothers decided to spread their wings and open a new retail outlet with a great main road location and plenty of passing trade. The brothers completely gutted the shop and designed from scratch a store which has both a classic and modern urban feel. The lighting is something really special and draws you into the store.

It’s spacious, airy and extremely neat with clean lines and inviting displays.

Warren & Gareth started out as floor fitters and worked for Silverdale Flooring in Tunbridge Wells. The gentleman who ran the business had ceased using the premises as a shop and was working from home, using the shop as a storeroom. The brothers, both in their early twenties at the time, decided that when the owner was considering selling the shop, this was an opportunity for them to be masters of their own destiny and open their own business.

They transformed that store into a modern, thriving business and the rest, as they say, is history.

WE PUT OUR USUAL QUESTIONS TO GARETH AND HERE’S WHAT HE HAD TO SAY… WHAT DO YOU FEEL IS THE INDEPENDENT RETAILER’S STRENGTH? “I think Independent’s care a bit more.

As a small business you go above and beyond to meet the customer’s needs.

54

PICTURED ABOVE: GARETH OF SILVERDALE FLOORING You get to know your customer and are able to give them the personal touch.

We provide a specialist service and ensure that we, and our fitters, keep up to date on latest product developments and are fully trained.”

WHAT IS THE KEY MARKET CHALLENGE TODAY? “With the current uncertain political and financial climate, getting people to spend money is a key challenge.

Hopefully when Brexit is finally over, people will be more willing to spend money on their homes again.”

SMG HAS A POLICY OF SUPPORTING BRITISH MANUFACTURERS, IS THIS SOMETHING YOU SUPPORT? “We definitely support British manufacturers – that was a key consideration in our choosing to feature Amtico in store. We don’t tend to get customers asking for British, but when we are selling the benefits of a particular product that’s definitely one of the factors we highlight.”

WHAT ARE THE MOST COMMON QUESTIONS YOU HAVE FROM CUSTOMERS? “Mainly customers ask about price.

Many customers who come in store have no idea about the product that they want apart from the price they want to pay and the colour they want. It’s up to us, as the retailer to find out what their needs are and to ensure we recommend the best product for their home.”

IF YOU COULD ASK SUPPLIERS TO CHANGE ONE THING, WHAT WOULD IT BE? “To ensure their sampling is up to date in store. There is nothing more annoying than finding a product someone loves, only to discover it has been discontinued!”

WHAT IS YOUR TOP SELLING PRODUCT AT THE MOMENT? “Definitely the hard flooring we have in store. Most of our customers at the moment are after hard flooring.”

Continued on the next page >>

MEMBER: SILVERDALE FLOORING JOINED SMG: DECEMBER 2011 LOCATION: EAST GRINSTEAD, WEST SUSSEX

WHAT WAS THE MAIN REASON FOR JOINING SMG?

WHAT WOULD YOUR ADVICE BE TO NON-ALIGNED RETAILERS?

WHAT HAS CHANGED MOST IN YOUR TIME IN THE INDUSTRY?

“As well as the financial benefits such as rebates and discounted pricing, we invested in the subsidised Pure unitary and fitted the carpet area of this store with the Pure wall units and tombolas. It suits the look of our business very well.”

“There are many advantages to being in a group especially when you are starting out. The support with product, supplier accounts, access to product, unitary and pricing is invaluable.”

“I haven’t been in the industry that long a time, but from my days working for the original Silverdale Flooring, I would say that people were spending far more on flooring than they are now. Order values were definitely higher!”

SMG News | Summer 2019 | 55

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