Big Furniture Group Magazine March 2024

Editorial

Dan Squires

Managing Editor

dan@bigfurnituregroup.com

07531 854718 | 01223 298489

Advertising

Nick Mizin

Sales Manager

nick@bigfurnituregroup.com

0207 096 1010

Publisher

Stephen Smith

Production

Juan Morante

GraphiC Design

www.bigfurnituregroup.com

EDITOR´S NOTE

BigFurnitureGroupLtd

UK registered company number

05484239

2 Jordan Street, Knott Mill, Manchester, England, M15 4PY

Print: Buxton Press

ISSN No: 2753-3387

Copyright © Big Furniture Group 2022

Issue No: 19

No part of this publication may be reproduced without the specific prior written consent of the publisher. Big Furniture Group Ltd accepts no responsibility for variations in colour reproduction and cannot be liable for the safe custody or return of any solicited or unsolicited material. We are committed to producing a true, factual, fair and unbiased publication through the editorial content within and takes appropriate measures to do so. Big Furniture Group Ltd reserves the right to edit any content other than advertisements, with the editor’s decision being final. All material submitted for inclusion in Big Furniture Group is done so entirely at the owner’s risk. Advertiser information is accepted in good faith and Big Furniture Group accepts no responsibility in in adverts appearing in the magazine, and do not necessarily reflect the publisher’s views. Contributors are advised to keep copies of all material submitted.

Dan Squires Managing Editor

Welcome to March’s Big Furniture Group Magazine ”

In this month’s bumper edition, we recap on the recent January Furniture Show and INDX Furniture Show, but before we get into that, our cover star this month, Sleepeezee, is celebrating an historic milestone during 2024. To help celebrate its centenary, we sat down with the mattress maker to find out more about its rich history.

In keeping with celebrations, and following on from last year’s March edition, we spoke to six more influential women across the furnishings industry to help celebrate International Women’s Day. Furthermore, Harrison Spinks talks about its recent award win, while Mammoth shines a light on its Centres for Excellence launch around the country, aiming to enhance the retail experience, and Gruppo Mastrotto shares the success of its ‘Sustainability Passport’.

From one success to another, Sofas & Stuff and Vispring talk about their respective showroom launches, Purecare reflects on a successful entry into the UK market, while Novaluna is looking to bring some Italian flair to the country and Kettle Home reveals the power behind its portal. And talking of powerful tools, FurnitureTexts details the importance of text marketing and why your business needs to do it.

As for the regulars, our Green Retail highlights IKEA’s latest updates, Vic Smith Beds is the retailer in focus and Gallery Direct’s Michael Baxendale, Design Director, and Lizzie Sladen, Product Director, share their respective insights in a double Big Interview that highlights trends, future plans and what needs changing. Gallery also reflects on a stellar start to the year, while the Bed Expert and Letter’s from China and Vietnam return with more insights.

As mentioned, March sees the review of both JFS and INDX, with Alpha Designs, Wiemann and Mattsons sharing their thoughts. March also means Bed Month, an annual awareness campaign run by the NBF and Bed Advice UK. For GNG, the focus shifts to its Active Kids range, while Vogue Beds readies the HQ ahead of its ‘At Home Show’ later this year. On the topic of shows, the BFM’s Furniture Component Expo is set for its big debut next month, while independent marketing agency Boutique unveils its third Home & Garden Marketing Conference.

To wrap things up, Ahmed and Partners share the success of its Woodvale recliner range, Maze talks about how UK garden furniture continues to evolve and krow London unveils the consumers psyche in furniture shopping. Meanwhile, DispatchTrack delves into delivery along with its partnership with Furniture Village, we find out just who MFC are, and Furniture Sales Solutions talks about the magic of open questions. Finally, in the first of our new series of interviews with agents across the furnishings industry, we spoke with James Howard as he approaches his first anniversary of being an agent.

That’s enough from me, so enjoy our latest magazine. Oh, and if you have any news you want to shout about or if you’re keen to get involved in our Retail Focus and Big Interview features, drop me an email on dan@bigfurnituregroup.com. We’d love to share your story.

06 / 14

18. The Big Interview

66. Sustainability success at Harrison Spinks

68. The Bed Expert

70. Novaluna to bring Italian flair to UK

BIG

INTERVIEW MICHAEL BAXENDALE AND LIZZIE SLADEN CONTENTS

22. Gallery’s strong start continues

24. It started with a spring…

28. Maze’s Different Direction

32. Retail Focus: Vic Smith Beds

36. You need to send a text message

38. Enhancing the retail experience

40. Komfi kicks on with popular Kids range

42. A little bit of everything from Alpha

44. JFS in Review

50. JFS launch a Pure success

52. Vogue At Home

54. Wiemann celebrates JFS success

56. Power of the portal

58. Gruppo Mastrotto presents its ‘Sustainability Passport’

60. Green Retail

72. Vispring unveils new showroom

74. Remarkable Mattsons

76. INDX in Review

82. Home & Garden Marketing Conference

84. Courage is key at Sofas & Stuff

86. Helping retailers keep their delivery promise

88. Meet the Agent

90. Celebrating International Women’s Day

94. The psyche of consumer furniture shopping

96. MFS returns

98. Big Question: Shows?

100. So-fa so-good for wholesale business

102. Letter from Vietnam

104. Who are MFC?

106. New Products

109. Letter from China

110. Jobs

BFM’s

Word

IT STARTED WITH A SPRING… Sleepeezee looks to the year ahead as the company celebrates its centenary milestone.

38 24

Vic Smith, owner of Vic Smith Beds, talks about why the number of years a bed should last needs changing, current consumer shopping habits and how the internet is a constant challenge.

ENHANCING

It

GALLERY DIRECT’S, Michael Baxendale, Design Director, and Lizzie Sladen, Product Director, share their respective insights in a double interview that highlights trends, future plans and what needs changing.

NEWS

La-Z-Boy signs deal with new European partner

La-Z-Boy Incorporated, a global leader in the manufacture and retail of residential furniture, has appointed ADA as its new licensee for Germany, Austria, Switzerland, Croatia and Serbia.

The largest upholstered furniture producer in Austria, ADA was established in 1957 and has won design awards for its ranges of sofas, chairs, beds, mattresses, benches and chairs. The family business manufactures 100% in Europe – at five locations in Austria, Hungary and Romania – and carries out 98% of the production steps in-house.

The deal will initially see ADA produce six La-Z-Boy chair designs featuring push-back, power, lever and lift mechanisms. ADA is also a successful licensing partner for brands including Birkenstock, JOOP! and Tom Tailor.

Vice president of La-Z-Boy International, Mark Draper, said: “We are delighted to have cemented our licensee partnership with ADA, giving us fresh brand presence in key markets of mainland Europe.

“We look forward to working with the ADA team to unveil new marketspecific designs that will bring LaZ-Boy comfort to a wider consumer base. We’ll be announcing our market presence with exciting brand activations in the coming months.”

Chief marketing officer at ADA, Margot Wisiak, commented: “Our long-standing experience as a manufacturer for licensing partners is a significant asset for our collaboration with La-Z-Boy. We believe that this partnership will allow us to fully utilize our combined strengths to enter new markets and drive the brand’s growth.”

La-Z-Boy’s new brand platform, Long Live the Lazy, reminds consumers of the importance of taking their well-earned ‘lazy moments’, from the comfort of iconic La-Z-Boy furniture designed to restore body and soul. The new range of products will embody the brand’s comfort, quality and motion values.

Initial product designs will be available to view at the La-Z-Boy branded showroom in ADA’s premises in Anger, Austria. Please contact ADA for further details.

Independent celebrates Feefo customer service award

Independent flooring and bed retailer Carpet Barn and Bed Store has been recognised with a Feefo trusted service award.

The retailer, which has been trading for over 45 years and operates stores in Ferndown, Poole, Eastleigh, Salisbury and Christchurch, has secured a Feefo Platinum Trusted Service Award.

It’s a significant achievement for Carpet Barn and the Bed Store to be presented with the Feefo Platinum Trusted Service Award, which recognises businesses that consistently deliver an outstanding customer experience.

This recognition is limited to businesses that have achieved Gold standard for three consecutive years, requiring a minimum 50 reviews with a Feefo service rating of between 4.5 and 4.9 in each calendar year.

Commenting on the award, the retailer said: “We’re thrilled to announce that we have won the Feefo 2024 Platinum Trusted Service Award for excellence in customer service for three years running.

“We’d like to thank all our customers for sharing their feedback and ratings on Feefo and to everyone at Carpet Barn & The Bed Store for working hard to deliver excellent customer service, all year round.”

Family furnishings business to close one store

Family run interiors and furniture business Bennetts Interiors has announced plans to close one of its stores.

The business confirmed that its store on Market Street in Abergele is set to close on 30 March 2024, ending two years at the location.

Bennetts Interiors, which also trades from its store on Conway Road in Colwyn Bay and will remain open as normal, said it was a “difficult decision” and hasn’t been taken lightly after “careful consideration” over the past few months.

A statement said: “After some careful consideration over the last few months, we have made the difficult decision to close our Abergele store.

“This February, we have been here for two years. It has been a privilege to do business with you, and we have met some amazing people along the way.

“We understand that this may come as a disappointment to some of you who have become our regular customers, and we will be sad to be leaving here. I would like to thank you all for your continued support of us.”

HSL opens new showroom in Solihull

Yorkshire-based furniture maker and retailer HSL has announced the opening of its latest furniture showroom in Solihull, Birmingham.

The new showroom, which opened on 15 February, is located on Stratford Road, just down from Poppy Island, in what was previously an American Golf store.

The showroom, which has created five new jobs in the local area, is one of HSL’s most captivating yet, with a new and unique approach to styling which will showcase a stunning fabric and leather wall, a feature unique to the Solihull showroom.

HSL’s West Yorkshire factory has also recently featured in BBC 2’s ‘Inside the Factory’ on Sunday 18th February at 8pm.

HSL’s Managing Director, Venessa Hodgson, shares: “Everyone here at HSL is really excited to be opening our brand-new showroom in Solihull. We look forward to welcoming customers and introducing them to our collection of handmade feel good furniture, which includes luxury riser recliners, sofas, stylish accent fireside chairs, Stressless recliners, and adjustable beds.”

She adds: “Our recent research with the University of Leeds has proven that sitting in an HSL Chair that fits you can lower blood pressure, lower heart rate and increase tissue oxygenation in the lower limbs. We know that choosing the

right type of furniture for your health and your home is incredibly important, so we’re looking forward to showcasing our beautiful furniture and offering our expertise to the local community.”

Independent invests £50k into second store opening

Independent furniture retailer Furniture for the Home has invested £50,000 in a new showroom.

The business is progressing with a full refurbishment of the old Amblecote Furnishers building on Market Street in the Black Country.

The investment will see the retailer expand to two stores, adding to its existing location in Sedgley.

The retailer plans to open the new store during March and will create three new jobs for the local area. It will feature a range of home and garden furniture and accessories over two floors.

Commenting on the investment, Simon Foster, owner of Furniture for the Home, said: “The high street is back when it comes to purchasing furniture, with consumers keen to touch, feel and see how their purchases could look in a home environment.

“We’ve seen this in the massive rise in footfall we have enjoyed in our first store in Sedgley and this got us thinking about a second store that could service a different part of the Black Country.

“When the Amblecote Furnishers site came available, we knew it was perfect for what we were looking to achieve from a location, parking and size point of view.”

Future of Furniture winners

Winners of the BFM Future of Furniture

Awards – which recognise exemplary work by members of the trade body in moving towards a more sustainable future – were ercol, Vita Group and Harrison Spinks.

Launched in 2023, the Future of Furniture Awards expanded in its second year from two to four categories, with the Excellence in Education and Excellence in Sustainability titles joined by new accolades for Environmental, Social and Governance Reporting and Sustainability Champion.

Excellence in Education winner, ercol, was recognised for a successful reinstatement of its apprenticeship programme in 2017, alongside outreach work in schools and colleges as well as providing work experience and factory tours for students.

Vita Group was awarded the Excellence in ESG Reporting accolade after giving a detailed account of a threeyear journey working with partners to establish a workplace culture that aligns with its goals and advances its sustainability mission.

It was a double celebration for Harrison Spinks, which was presented with the Excellence in Sustainability award, while the company’s Group Sustainability Manager, Emma Linney-Taylor was named Sustainability Champion.

Garden furniture supplier secures larger operating space

Indoor, outdoor and garden furniture business Leisure Bench has secured a large new unit in Grantham.

Situated at Old Wharf Road, the business has let a 50,000sqft industrial and office space through property agent Savills. The move has seen the business consolidate several regional sites into a single extensive location.

NEWS

The Designer Rooms to open Kilmarnock superstore

Family run furniture business, The Designer Rooms, has revealed plans for its new superstore in Kilmarnock.

Set to open during the summer this year, The Designer Rooms, which is now in its 14th year of trading, will take over an existing Poundstretchers store at Fowlds Street in Kilmarnock.

Officially taking over the 36,000sqft premises at the end of March, the retailer will then begin a transformation refurb, with shop-fit plans already underway.

This will be one of the largest independent furniture stores in Scotland, specialising in exclusively designed furniture, with a private car park hosting 80 spaces.

The Designer Rooms team said it is “very excited” to begin this project, using all local contractors and tradesmen, with an idea of ‘Ayrshire supporting Ayrshire’. With over 100 local employees already, there will be many new jobs created through this new branch, both in-store and behind the scenes.

The retailer also thanked East Ayrshire Council for their support in helping to facilitate this new project.

Councillor Douglas Reid, Leader of East Ayrshire Council, welcomed news of this local expansion. He said: “This is great news for Kilmarnock. It’s very encouraging to see local businesses flourish and grow in this way and we’re

delighted that The Designer Rooms have opted to stay in East Ayrshire. This larger site, with dedicated parking, will help to strengthen the retail offer in this part of the town centre, and will really complement our vision to create a vibrant town centre.”

To facilitate this move, two existing Designer Rooms’ branches will close –Campbell Street in Kilmarnock and Ayr Road in Irvine. First to close will be the Irvine showroom, making way for local family-run babywear and pram retailer 123-ABC.

In preparation for this move, the Irvine showroom has launched their closing down sale.

Independent retailer launches dedicated discount department

Independent furniture and home décor retailer City Furnishers Store (CFS) has announced the launch of its dedicated bargain zone.

The retailer, which operates out of its 18,000sqft store on Colin Campbell Court – a former Habitat outlet, has opened a Clearance Zone department with up to 70% off beds, sofas and other furniture.

To celebrate the launch, CFS put on an event which saw other special deals offered to customers as well as free Champagne for the first 20 visiting the store on Saturday 10 February 2024.

The company said it wants to give people a “bargain and good value for money” through its new Clearance Zone, which is situated on the first floor of the property.

“We’re so excited for you to see what we’ve done upstairs, in what will now be known as the CFS Clearance Zone,” the retailer said.

“That 1st floor now has more stock on display than it has in the 12 years since we’ve been in this building. And even better, it has some of the BIGGEST bargains we have EVER offered – with up to 70% OFF.”

New outlet business opens Teesside store

Independent furniture business The Home Furniture Outlet has opened on Teesside.

Situated on Grange Road in Middlesbrough, the business sources surplus and clearance stock from some of the UK’s largest online and high street retailers.

Friends Aqeel Rashid and Shohaib Majid, are the duo behind the store, while Aqeel has been in the furniture industry for the past seven years with another shop, Boro Beds & Furniture on Park Lane.

The company says it is “first like it” in the area and has plans to open more branches in the North East in the future.

Feather & Black partners with NEXT

Feather & Black, the luxury British furniture brand owned by Dreams, has announced a new partnership with established retailer NEXT to bring an online curated collection to its audience.

This strategic long-term collaboration marks an exciting milestone for Feather & Black, which was founded 20 years ago. With eight retail stores nationwide and its own e-commerce site, this new development will bring an edited selection of beds and furniture to an even wider audience at NEXT.

The edit has been chosen to complement the existing collections available at NEXT online and includes popular best-sellers such as the Weathered Oak Sienna Rattan and Salcombe bed frames.

Steve Payne, Head of New Channels at Feather & Black, comments: “We are proud of our luxurious collections of furniture and beds at Feather & Black and delighted to bring the brand to a wider audience via our strategic partnership with NEXT. We look forward to an exciting future as we elevate our brand presence in the market.”

Wren celebrates two BiKBBi awards

Kitchen and fitted bedroom furniture manufacturer and retailer, Wren, has been recognised with two BiKBBi awards.

Founded in 2006, BiKBBi (British Institute of Kitchens, Bedrooms and Bathrooms Installations) is the government approved, not-for-profit organisation dedicated to ensuring premium quality installations across the kitchen, bedroom and bathroom sector.

This was its third annual Grand Final Awards Ceremony, with Wren being named National Retailer of the Year 2024 for a third straight year. Wren took the accolade ahead of Wickes, B&Q and Homebase. The celebrations didn’t stop there. Keir Butterwick, one of Wren Contracts Installation Managers, is testament to Wren’s national installer network and was awarded Installation Manager of the Year 2024.

Steven Hatfield, Head of Installer Recruitment and Performance for Wren, said: “Our reputation in the installation arena is second to none, and to receive formal recognition for our continuous efforts, standards, and exceptional customer experiences – especially for three consecutive years – validates our commitment and makes it incredibly rewarding.”

Sofas and sofabeds up at Dunelm as both store and online developments continue

Home furnishings and homewares retailer Dunelm has revealed it is “on track” with its store rollout operation

as well as indicating plans for online investments.

Detailed in its Interim Results for the 26 weeks ended 30 December 2023, where total half year sales rose 4.5% to £872.5m and pre-tax profit resulted at £123m, up 4.8%, Dunelm said that it remains committed to increasing the rate of new store openings.

“We are on track with those plans, having opened four stores in the first half, including both our traditional superstore and smaller formats, and across a range of location types,” Nick Wilkinson, Chief Executive Officer at Dunelm said. “We are pleased with their performance to date and continue to see our new stores pay back very quickly, typically in less than three years.”

Furthermore, Dunelm said that through its own research, consumer shopping habits are constantly changing. “In a fast-changing world, we are sharpening our focus on better serving customers as their attitudes and habits evolve,” Nick added.

“We know from our research that multichannel shopping is well established in homewares, where very few consumers consider themselves to be online-only or store-only shoppers. That said, consumer attitudes are evolving at pace, in terms of their attitudes to home, what they expect from products they buy and how they want to shop.

“Responding to this, we feel advantaged through our channels, but also as a specialist with breadth and depth. We have breadth of categories, price and quality tiers, services and styles. Our depth comes through our established supplier partner network, through our knowledge in product design, and through our robust supply chains. Our specialism allows us to adapt and innovate, making changes quickly and effectively to increase our relevance for consumers.”

As part of this, and within its furniture division, the retailer has developed its ranges of sofas, sofabeds and upholstered chairs, introducing new fabrics and sizes, as well as making most of its products available for five-day delivery.

These investments have paid off too. “We saw strong growth in furniture, where our sofas and sofabeds category performed well, reflecting the introduction of new shapes and colours to our best-selling ranges,” Nick said. “We now offer five-day lead times on most of our furniture, as well as interest free credit to qualifying customers shopping online.”

And with online, Nick revealed that from utilising its growing technology capabilities, Dunelm has broken down the highest traffic pages on its website into smaller autonomous modules (‘micro front-ends’) which can be developed independently.

“This gives us more flexibility in making changes and improves the speed and performance of our website to enhance the overall customer experience,” Nick said. “It also increases the efficiency of our performance marketing spend by improving our online search rankings.

“We have initially focused on our product detail pages – an area of high web traffic – and are now working on extending this approach to other areas of the website to deliver further benefits. We are also enhancing the user interface, making it easier to navigate the site and adding tools to improve accessibility.

“Going forward, we have plans to improve customer search functionality and the online checkout experience. These are just some of the small changes which, in aggregate, contribute to meaningful sales growth.”

Independent carpet retailer opens in Gloucestershire

Independent carpet and flooring retailer Flooring South West has announced the opening of its new showroom in Tetbury.

Situated on Long Street, the business has replaced a former antiques shop and sees store owner return to his roots with the opening.

James Padden decided the time was right to return to Tetbury after spells in Cheltenham, Bath and Gloucester over recent years.

BigBites

Anton Du Beke to Host Bed Show Gala Dinner

Anton Du Beke will swap the ballroom for the Bed Show this autumn as the National Bed Federation (NBF) announces the Strictly Come Dancing star as the host of its Gala Dinner and Awards Ceremony on 24 September. Anton will host the 14th Gala Dinner and present the 2024 Bed Industry Awards on the first evening of the Bed Show at the Telford International Centre.

Contract furniture firm moves into new HQ

Contract furniture firm NaughtOne has announced the opening of its new head office in Harrogate. Situated at Central House in Harrogate, North Yorkshire, the move culminates an 18-month journey to design an office and custom workplace that embodies the NaughtOne ethos of “absolute simplicity and infinite possibility”.

JYSK opens third Dublin store

Danish furniture and homewares retailer JYSK has announced the opening of its new store in Ireland. Situated Liffey Valley in Dublin, the new flagship store brings its portfolio to 23 locations across Ireland. The new store also marks the third site in Dublin with the other two situated in Santry and also in Beacon South Quarter.

Lune mattress rolled out to hotel industry

Sleep brand Silentnight has announced the launch of its new hotel-designed premium pocket sprung mattress. The Lune has been designed using 3Mesh™ structured comfort layer technology, which provides additional airflow, cushioning and durability by conforming to the sleeper’s unique contours, enhancing the overall sleep experience. Silentnight is the first manufacturer to use 3Mesh™ in its mattresses. The technology features a textile layer that revolutionises mattress breathability,

ensuring optimal airflow to regulate temperature throughout the night.

IKEA opens new Carlow store

Swedish furniture retailer IKEA has announced the opening of its new store in Carlow. Situated at Fairgreen Shopping Centre in Carlow Town, the new Plan and Order Point adds to other locations in Ireland, including in Naas, Cork, Drogheda and St. Stephen’s Green Shopping Centre in Dublin.

MattressNextDay’s new Customer Services Manager

Mattress and bed retailer

MattressNextDay has announced the appointment of Lisa Adams as its new Customer Services Manager. “We place huge value on the service we provide our customers, with this dedication helping us win multiple awards, including National Bed Federation’s ‘Online Bed Retailer of The Year’,” the retailer said. “We’re keen to develop this even more. Lisa will be leading this growth.”

Leekes recognised with fourth Feefo award

Family-owned retailer Leekes has once again been awarded the Feefo Platinum Trusted Service Award. 2024 marks fourth year that Leekes have been awarded the Platinum status. The award, which is an independent seal of excellence, recognises businesses who consistently deliver a world-class customer experience.

Kutchenhaus recruits new Head of Central Operations

German kitchen retailer Kutchenhaus has announced the appointment of James Slater as its new Head of Central Operations. Joining from Magnet Kitchens where he was UK Central Operations Manager, James will head up the Kutchenhaus support centre and streamlining processes as the brand continues its growth journey. James will offer further strategic focus

for the business, providing leadership and experience.

Long-serving Fareham furniture retailer closes

Independent furniture retailer Birks of Fareham has announced its closure after more than 100 years in business. Situated on West Street in Fareham, the retailer first opened its doors back in 1912 but has now called time after running a closing down sale. Birks of Fareham closed for the final time on 1 February 2024.

Loom Loft to open largest furniture store to date

Loom Loft Furniture & Interiors has announced the launch of its fourth furniture store and bistro, set to be the largest one yet, which officially opens in Spring 2024. This new establishment will be located at a new 23,000sqft premises at Preston Docklands and will create 40 full and part time jobs.

Loaf lodges West London store plans

Furniture retailer Loaf has earmarked a site in West London as a potential new store location after submitting a planning application. The retailer has proposed to modify to the shopfront at 147 Chiswick High Road, install new signage, and include the addition of illuminated displays.

The Flooring Show expands

Organisers of The Flooring Show has announced its expansion into Hall Q at the Harrogate Convention Centre. This expansion comes in response to the demand for stands being higher than it’s ever been before. The Flooring Show 2024, taking place from 15-17 September, will be 30% bigger than previous years, firmly cementing the event as the market leading flooring exhibition in the UK. With over 120 exhibitors already confirmed, this year’s event is tracking 21% ahead of 2023.

ON

BIG SOCIAL March 24!

Nimbus Beds

Really excited for our next phase in this Bed Manufacturing Journey. To think we just started Almost 1 year ago. This week we finally started to assemble our New CNC Router. This machine cutting edge technology will allow us to make a lot of new & different designs that were not previously possible. We could also start making other cool stuff not just beds. Watch this space.

HSL Chairs

Our wonderful Yorkshire-based factory is starring on BBC Two’s Inside the Factory. Our talented craftspeople are the stars of the show as we walk Gregg Wallace through the making of our Burrows Classic sofa, and introduce him to the people behind the craft. As a business, we are delighted to showcase the hard work and dedication that goes in to making each piece of our high quality furniture.

A look at what’s been going on over social media channels. Share your news with us and email dan@bigfurnituregroup.com

DUXIANA

Refresh your space with the chic Drum table, a classic round table in chrome with a glass top. Mixed metals are in for 2024, so embrace the trend by seamlessly mixing up finishes throughout your home. The Drum table adds a touch of sophistication and perfectly complements the contemporary aesthetic of mixed metals..

Carpetright

Meet one of our fabulous retail colleagues, Victoria. Victoria is a Store Manager with us in South Yorkshire and has recently celebrated 20 years service. She said: “I enjoy the variation of the role. I enjoy developing the team around me. The challenge of achieving KPI’s and targets as I am quite a competitive person. I would tell anyone who is looking to join us that the Company cares, we often get a sentiment survey to fill out.”

Land of Beds

It was really great to welcome David Trimble, David Johnston and Matthew E. from Sealy to our sleep headquarters this morning and then to take them to one of our stores. Strengthening relationships with suppliers is crucial for ongoing partnerships, and we look forward to what the coming months have in store for both parties.

Arighi Bianchi

Fantastic to welcome Champagne Laurent-Perrier’s ‘Rosie’ champagne van last weekend, delighting our shoppers with complimentary champagne, prizes and gorgeous gifting. Brand partnerships are key for our brand and Laurent Perrier are definitely best in class in their category. We are looking forward to doing many more collaborations with likeminded businesses.

BIG INTER VIEW

WITH MICHAEL BAXENDALE AND LIZZIE SLADEN

Gallery Direct’s Michael Baxendale, Design Director, and Lizzie Sladen, Product Director, share their respective insights in a double interview that highlights trends, future plans and what needs changing.

Let’s start with you. Can you share a bit about yourself and your background?

Michael Baxendale: “I’ve always been interested in art and design, from as early as I can remember up to where I am now. I’d studied all creative fields available at school, before going to university where I studied Graphic Design. It doesn’t feel like it, but I’ve been with Gallery for over 10 years now as part of the Design team, which was my first job out of uni, and have experienced more than I thought I would, through areas of the business other than just Design.”

Lizzie Sladen: “I have been in the retail industry for nearly 15 years which makes me feel very old. It has flown by, working at four different companies with the longest stretch

”I’m looking forward to pushing on in my new role and seeing where the teams can take us in the future.” Michael Baxendale

“I still see continuation of organic shapes and soft textures. I think the world still feels like a scary place and creating a warm cocoon and retreat-like home is still very important to people, to feel cosy and safe.”

Lizzie Sladen

at John Lewis for 10 years. I joined on their Buying Graduate scheme so have been lucky to experience a wide range of Buying offices and products - from the more glamourous Fragrance and Make up to Blinds, Tracks and Poles! As a Textiles Design graduate, my favourite departments have firmly remained as Textiles and Upholstery & Furniture and I have spent most of my career buying for these departments. My role now covers all these departments alongside Home Accessories too so it’s great to be able to review products that I love day in day out.”

What is your current job role and key responsibilities?

Michael Baxendale: “My new role is Design Director, which I started in

December. Before that I had been Head of Design for a number of years, where I’d helped shaped the look of the company to where it is now. As a Design team, in basic terms, we put together everything that makes us look the way we look. Initial Design Direction, product development and photography play massive parts in our overall projects each year, as well as support for all areas of the business throughout the year. I have more responsibilities now, but still love getting involved wherever I can.”

Lizzie Sladen: “My role is Product Director, so I work closely with our Product teams to drive the future range development - working both analytically and creatively to review the next big opportunities for our future ranges. I started this when returning from Maternity leave

in December last year. I am the middle cog in the Gallery machineworking with stakeholders from all round the business as most things come back to products somehow! Alongside sourcing, I work on improvement projects or help resolve any challenges - this can be from warehousing and delivery, to customer services or quality teams.”

What do you love about your job?

Michael Baxendale: “The variety. Every day is different and has been for the last 10+ years. The good thing about being in a creative field is the freedom to constantly push yourself and what you produce, and to try something different (although not everyone is a fan when it’s too different!). While some of the tasks may be the same, we’re never content with just churning out the same thing. It keeps everyone wanting to better themselves and doesn’t create any boring days.”

Lizzie Sladen: “The variety, no day is the same. I think in Buying you have to expect the unexpected, and quickly get used to being flexible - what you thought was your plan for the day is always changing at the last minute.”

What time is your alarm clock set for?

Michael Baxendale: “I set my alarm for 6.15, knowing I’ll snooze it, before getting ready and coming to work. I’m lucky to work so close to home, so I don’t have to prepare myself for travel or anything like that!”

Lizzie Sladen: “My alarm clock is a little noisy 9-month-old, who can go off anywhere between 6 and 7am! We are still getting used to our new routine to co-ordinate us both getting ready and nursey drop offs. It feels a very long time ago since my previous early morning hike before work with a leisurely coffee whilst getting ready!”

Holm Chair with Borden Round Dining Table

Soho Round Dining Table

Ardo Sofa & Armchair

Geo 4 Door Sideboard Vancouver

Why did you choose to work in the furnishing industry?

Michael Baxendale: “If I’m honest, I didn’t actively pursue it. I was out of university and wanting to continue in Graphic Design, when a Creative Designer role opened at Gallery. I actually featured work from school including some 3D and Product Design, rather than Uni work, to help me get the role, and I’ve never looked back. I can’t see myself in any other industry right now, but you never know. Gallery has provided a platform that has allowed me to reach out to so many different areas of Design, and my interest in Interiors has developed so much that it would be difficult to find another area that would interest me as much.”

Lizzie Sladen: “I have always had a love for Textile design and manufacture. My Mum and Grandpa were creative and since a young age I have always drawn, sewn and painted with them. I went on to study Art and Textiles at both A Level and at Loughborough University. I was lucky to be placed in the Home Category in some of my first roles at John Lewis, which grew my passion further and allowed me to put my expertise in fabric to best use. I still do lots of making when I can - our house is filled with my cushions and paintings.”

Who do you most admire in the industry and why?

Michael Baxendale: “Quite a difficult question when I’ve only worked for Gallery, but there have been so many people that have been supportive and helped me along the way. The team at Gallery are amazing, and difficult to see past to be honest. I know I’m biased, but there’s a reason I’ve been here for as long as I have and one of the main reasons is the people that are here and have been over my career.”

Lizzie Sladen: “There are too many people to mention in person but for me it’s been many (and current) bosses that have supported me and empowered me to grow and develop in

my roles. Those who have trusted me and given me opportunities to make decisions, (or make mistakes!!) Those who are totally themselves, no matter what the situation, and treat everyone the same no matter what level, value work life balance and create a positive culture. I have always tried to embody this and bring the same mentality in any leadership position I have been in - for me team always comes first.”

Have there been any special moments during your career?

Michael Baxendale: “I feel extremely lucky to have experienced what I have in my career so far, and the progression that I have been on makes it difficult to pinpoint any in particular. Seeing one of my designs in a shop for the first time was quite a personal achievement, but as were each of my promotions or even just getting the job!”

Lizzie Sladen: “Each promotion or new job has always been a highlight. Some have come easier than others but always required a great deal of hard work and investment of time and energy. I feel incredibly grateful for the opportunities I have had and have a lot of gratitude for all those who have supported me along the way. Particularly in the last year or so when I found myself in a difficult position following the closure of Made. com. It was overwhelming to receive the number of kind messages and offers of help from many contacts right across the Furniture industry.”

What is your favourite item of furniture you own and why?

Michael Baxendale: “Probably the first piece I bought when I moved into my own place, a chair that was part of one of our first furniture launches. Not only is it a favourite for sentimental reasons, but it’s also just a beautiful chair that sits perfectly wherever it’s put.”

Lizzie Sladen: “My solid oak dining table - it was the first real piece of furniture I brought after many years

of living in furnished rental flats in London or making do with hand me down pieces. It’s a very timeless shape, fully extends so we can host 12 people comfortably. Hopefully it will stay with us for many years to come, even if we change the décor around it, and have lots more fun dinner parties!”

What do you think is trending within the industry at present?

Michael Baxendale: “Organic shapes, bold, indulgent colours are really starting to have their presence shown. The curved shapes in upholstery and interesting finishes in wood are creating focal points in rooms, mixed with bold accessories and indulgent fabrics. There’s also warmth in those finishes, creating cosier spaces which show the diverse style of some of these pieces.”

Lizzie Sladen: “I still see continuation of organic shapes and soft textures. I think the world still feels like a scary place and creating a warm cocoon and retreat-like home is still very important to people, to feel cosy and safe. Our Gallery ranges have picked up this trend and we are looking to expand this further in 2025 new developments. I love some of the curved sofas and warm neutral tones coming through. I am not sure customers will be ready for the peach colour of the year but versions of it with lovely terracotta tones are looking really strong on Textiles and accessories in particular.”

What would you change in the industry?

Michael Baxendale: “As an industry I think it’s incredibly inclusive, fun, challenging and rewarding, so there isn’t much I would change to be honest. Creative industries like interiors encourage change, so from a design side, I think it’s pretty great!”

Lizzie Sladen: “For me the FR regulations around upholstery fabrics

3 FUN QS:

are something I find myself battling with. Whilst we would always adhere to rules (and I am sure they are there for a reason), it always makes me a little frustrated when you work hard to source sustainable materials only to have to coat them with FR finishes, which makes it hard to recycle and often loses the soft or delicate handles. I really admire those in the indust

Can you share an insight into your future plans?

Michael Baxendale: “To continue what we’re doing! The teams are always working on ways to develop year on year, and this year won’t be any different. I’m looking forward to pushing on in my new role and seeing where the teams can take us in the future.”

Lizzie Sladen: “This year will be the first far east travel for me in a little while so I am excited to get back out to some factories and be hands on with product development. We are working hard on our new design styles and putting new development in place for 2025.”

What do you enjoy most outside of work / free time?

Michael Baxendale: “Mainly spending time with loved ones. I’m lucky enough to have a good network of family and friends, so we’re constantly visiting or catching up over the weekends. I’m also getting married soon, so the planning for that has been keeping us busy!”

Lizzie Sladen: “I’m an outdoor and sports girl through and through. I crave being outside all day whilst sat at my desk! Most weekends are taken up with Gym classes and hiking in the countryside. We are very lucky to have green space on our doorstep so try to embrace it as often as possible.”

What might someone not know about you?

Michael Baxendale: “I was a bike mechanic for just over 5 years, both

servicing and repairing bikes, and was asked to join a tour just before I joined Gallery!”

Lizzie Sladen: “I started my Buying Career in ladies fashion, sourcing knitwear! The office space was always covered in samples and was extremely very hot and stuffy.”

If you had a different career, what would it be?

Michael Baxendale: “I had quite a keen interest in maths at school, so would have probably pursued that, maybe a career in banking or finance! I also love motor racing, so I would have loved to have tried to make a name for myself in that!”

Lizzie Sladen: “I would have loved to be a professional sports woman as a dream career, but when I was younger there were little opportunities to do this if you aren’t tall enough for tennis or rowing! I competed at international level but not in a sport that had professional opportunities. If I changed career now, I’d love to be a florist! I love plants and flowers - I did all our own flowers for our wedding which people think is crazy, but I absolutely loved it and it was one of my favourite parts of the wedding prep.”

Finally, if you were an item of furniture, what would it be and why?

Michael Baxendale: “Probably one of our occasional chairs - they’re happy to sit anywhere and support a room, and hopefully elevate it sometimes!”

Lizzie Sladen: “I have always said a sofa bed to this question when asked! I try to be flexible, and support others in whatever their need is. I’m happy to sit back and empower others or to come forward to take the lead, just like a sofa bed will fold away or be the main piece.”

www.gallerydirect.co.uk

If you could hack into any one computer, whose computer would you choose and why?

Michael Baxendale: “Elon Musk! The projects and companies he’s involved in are doing some pretty out there things, so that could be fun to see.”

Lizzie Sladen: “Tim Peak - I would love to see what he is up to and how you could possibly top going into space. Hopefully there would be some simulators on there too so I could have a go in a rocket and try my hand at some tasks in the space station!”

What’s the most spontaneous thing you’ve ever done?

Michael Baxendale: “Probably proposing a couple of years ago while skiing on our last run of the day, mainly because nobody ever thought I would actually ever do it!”

Lizzie Sladen: “Flew to Nepal and walked to Everest base camp. I had the flights booked and went within a couple of weeks, which now seems incredibly brave and slightly bonkers.”

What is the most important object you own and why?

Michael Baxendale: “I love my first car, a classic mini which is just a year younger than me, which I am proud to say I still own. It’s been on a journey, but I still own it and it is currently sat on our drive, halfway through a restoration project. No matter how many headaches it gives me, I can’t bear to part ways with it and probably never will. It’s one of those items that I can remember nearly every interaction with it, even after 15 years.”

Lizzie Sladen: “Furniture-wise it would have to be two vintage ercol dining chairs. We found them in my Grandparents loft when they sadly had passed away. It’s incredible how they still look on trend and co-ordinate so well with contemporary pieces, as well as giving us a lovely daily reminder of them.”

Gallery’s strong start continues with show success

Peter Delaney, Sales Director at Gallery Direct, reflects on a stellar start to the year with both recent events delivering big success.

It’s been an “amazing” start to the year for Gallery Direct. Following on from their successful @Home shows in January, they had their best show to date at Spring Fair.

Peter Delaney, Sales Director, told us “It was great to welcome customers to the @Home shows, where we could spend quality time with each one, showing them our vast range of new products and our impressive state-of-the-art distribution centre. This was followed by Spring Fair where we enjoyed seeing more returning customers, as well as meeting many new ones.”

“The positive feedback that we received from customers, and the industry, was fantastic,” continued Peter “with them loving the new lines and many feeling that we had got it ‘spot on’ and commenting that it is our best collection ever. This is testament to the hard work of the design and development teams, in developing the new collection and showcasing it so well at the shows. And having many of the new lines already in stock here in the UK ready for quick delivery, with others arriving soon, was also a big plus for customers.”

The positive feedback that we received from customers, and the industry, was fantastic.

As always, Gallery’s stand at Spring Fair was stunning. It featured their exciting SS24 Collection, including the beautiful Cannes range which offers a selection of living and dining furniture. Crafted from acacia wood, with the occasional tables having a woven rattan shelf, a key design feature of Cannes is the beautiful turned legs and uprights. As shown at Spring Fair, Cannes pairs beautifully with the Tindon Armchair and Footstool which again feature lovely turned legs.

Other eye-catching pieces included the Arch Bedstead which would be a stand-out piece in any bedroom with its fabulous headboard. Shown in a rich russet velvet, it is also available in a soft grey, a vibrant kingfisher blue and a lovely olive green. Gallery’s tactile Borden range, which is crafted from acacia wood with a warm finish to show off the beautiful grain of the timber, was extended with the addition of new pieces including an open display.

But don’t worry if you were unable to visit Gallery’s @Home shows and Spring Fair, you can still see Gallery’s SS24 Collection by visiting their Chesterfield showroom – contact your Key Account Manager to make an appointment. And all the new products are on their website.

www.gallerydirect.co.uk - 01795 439159 - sales@gallerydirect.co.uk

Tindon Armchair & Footstool with Cannes Console Table

Borden Open Display

Arch Bedstead

It started with a spring…

Amy Curtis, Head of Marketing at Sleepeezee, looks to the year ahead as the company celebrates its centenary milestone.

Despite some unprecedented economic challenges for the industry and wider economy over the last 18 months, from rising interest rates and inflation, to increased energy costs and material cost volatility, British bed and mattress brand Sleepeezee were still able to achieve its highest ever turnover in 2023 at £42.7m.

Last year the business was recognised with a number of industry, local and Which? Best Buy awards as well as delivering a record Bed Show in September, where it picked up another award, this one being for its new Centurial mattress, which won Product of the Year. Alongside accolades, Sleepeezee ramped up its export business with a new Korean distribution partner on board, as well as achieving a new partnership with a buying group within Germany, rolling out products to over 60 stores.

Exports have continued to be a key focus moving into 2024 too, with the Kent-based business recently announcing the appointment of Jason Lowdon, formerly of Silentnight Group and Harrison Spinks, as its new Export Director.

Sleepeezee intends to grow this division of the business and will play a key role as it works towards achieving its fiveyear plan of reaching £50m in sales by 2025. Backed with a strong UK presence, the company anticipates further growth in the year ahead, one that also marks a special occasion as Sleepeezee prepares to celebrate its 100th anniversary milestone.

Amy

“The year has started positively,” said Amy Curtis, Head of Marketing at Sleepeezee. “We believe it will still be a challenging year for big ticket items for the home, with consumer spending perhaps a little tighter, which is why we must continue to invest in marketing the Sleepeezee brand, ensure we develop quality products and keep our service levels and lead times consistent.

“Our focus continues to be on engaging and supporting our existing retail partners, growing their product offering and providing quality bespoke displays for their stores, but we have also taken on board a number of new customers over the last 12 months, which has helped contribute to a huge increase in our overall shop floor presence in stores.

Amy Curtis

“We design and develop high quality, value for money products, with quality POS support for stores, dedicated customer service and consistently short lead times, which in turn provides the retailer with the peace of mind that Sleepeezee is a brand they can trust.

“We are still on track for our five-year plan, which was devised back in 2020 to reach £50m in revenue by the end of 2025. Our strategy is clear, grow overall market share in the UK and continue to increase our retail market penetration, further develop contract hospitality business, and continue to increase our export presence, distributing the Sleepeezee brand internationally and capitalising on the continued marketing investment in the brand.”

Shifting the focus to the upcoming centenary milestone, Amy added that the official birthday month is December, and therefore allows the company to have a full year of anniversary celebrations. “For us reaching 100 years is a huge milestone, and first and foremost we’d like to thank our wonderful employees who have helped played a part in us achieving our centenary.

“Throughout the year we will be spotlighting different long serving employees from different areas of the business to tell their personal story of their time at Sleepeezee. We also have a few events planned during the year that include celebrations

for staff, and events that will involve our retail partners and suppliers, as a thank you for their continued support.

“We also want to give something back to our customers and audiences, so we’ll be dropping different giveaways and special promotions during the year too.

“We have already launched our anniversary range ‘Centurial’ at the September Bed Show last year, which received incredible feedback with one model even being recognised and achieving Product of the Year in the awards, so the Centurial Collection will be at the forefront of our messaging throughout the year.”

The new Centurial range features the Centurial 03 mattress, which is made with 100% natural fillings such as natural talalay latex, alpaca and British wool and comes with a 10year guarantee. It has glue free fillings, 100% recyclable at the end of life, and backed up with excellent point of sale for retailers too. The collection also endorses Sleepeezee’s eco and sustainability ethos, which continues to be a key consumer driver within the UK, as Amy explains: “There has been an overall shift amongst consumers driven by increased awareness of environmental issues, concerns about climate change and a desire for responsible and ethical sourcing and consumption.

“Consumers are increasingly seeking furniture that is made from sustainable and renewable materials, which can be

recycled at end of life. Durability plays a key part, which is why Sleepeezee ensures a conscious effort to designing and producing products that are durable and long lasting, as well as being able to be recycled come end of life.”

Other than its green credentials, Sleepeezee’s continued success over the past century derives from a number of core focusses that have remained part of its makeup all these years. These include relationships, connections and quality. “For us our success has come from creating dedicated and lasting relationships with our retail partners, recognising that each retailer is unique, and so product requirements and in store support will vary amongst them,” Amy revealed.

“We don’t adopt a ‘one size fits all’ approach to how we do things, whether that is our product offering or marketing and point of sale support, so I think retailers appreciate that. Not to mention we are able to offer extremely good quality handmade products at value for money price points.

“Maintaining meaningful connections with our consumers is a priority for us too. Since a bed is a relatively infrequent purchase, establishing lasting relationships and engaging in ongoing conversations with our customers ensures that our brand remains at the forefront of their minds when they embark on the purchasing journey again. This not only fosters positive word-of-mouth but also positions us as a reliable and knowledgeable resource for all things sleep and bedroomrelated in their everyday lives.

“Our commitment extends to regularly educating and informing consumers, providing valuable insights, and serving as a

Our success has come from creating dedicated and lasting relationships with our retail partners, recognising that each retailer is unique.

”trusted source of knowledge. By incorporating our 100-year messaging into our marketing communications, we aim to emphasise the trustworthiness of the Sleepeezee brand, highlighting our century-long commitment to knowledge and expertise in the field.”

Alongside the regular anniversary celebrations planned throughout the year, it’s business as usual at Sleepeezee HQ where the team is already preparing new product development launches for this September’s Bed Show. “We have several new launches already in early development stages, so we’re hoping we can reveal an early launch in the summer before the show to get retailer feedback,” Amy said. “We are also finalising a new AIS exclusive collection ready for the show in April, so AIS members should come pay the Sleepeezee stand a visit to see what we have to offer!

“It is looking like another busy year filled with product developments for a wide range of our customers, so we’re always keen to stay on top of new material innovations to keep us at the forefront of the market.”

From humble beginnings back in 1924, Sleepeezee has grown into one of the most well-known bed manufacturers in the world. And it all started with just a spring.

SLEEPEEZEE: THROUGH THE YEARS

1924 - Sleepeezee was founded by the Price family in Croydon, London.

1963 - Sleepeezee was the first pocketed spring manufacturer to be awarded a Royal Warrant from HM The Queen and subsequently HRH The Prince of Wales.

1970 - Production moved to a new factory site in Merton, West London.

1980 - Introduced Beautyrest™ pocketed springs which were a huge development in mattress spring technology.

1985 - Sleepeezee awarded Royal Warrant from HRH The Prince of Wales.

1993 - Sleepeezee entered into the Guinness Book of Records for the world’s largest bed measuring at an impressive 20ft x 15ft.

2006 - Closure of the Merton factory. Opens factory in Rochester where all Sleepeezee products are currently made.

2013 - Began supplying Travelodge Hotels with the Dreamer bed and donated over £100,000 to Macmillan Cancer Support from the sales of this bed.

2016 - The start of our ongoing relationship with QEST (Queen Elizabeth Scholarship Trust).

2017 - We have been carbon neutral since 2017 and we are very proud to say that no waste has gone to landfill since 2012.

2019 - We are the first bed manufacturer to receive the Planet Mark demonstrating a commitment to lower our carbon emissions.

2020 - Dame Jessica Ennis-Hill is announced as the Sleepeezee Brand Ambassador.

2021 - Newly installed for 2021, 591 energy saving solar panels have been fitted across our entire 1130m2 manufacturing facility in Kent.

2022 – Sleepeezee expands into South Korea.

2023 - Achieved NBF Product of the Year for Centurial

2024 – The story continues…

www.sleepeezee.com

Maze’s Different Direction

Andy Baxter, Managing Director at Maze, talks about new product updates as the UK garden furniture continues to evolve.

New hires, new styles, and a renewed focus on retail partners, Maze Garden Furniture continues to push forwards to the future. With recent new senior hires in their wholesale team, Maze has also seen a great uplift in new retail stockists thanks to the in-style looks.

Proving popular in the 2024 season includes Maze’s Ibiza, Martinique Rope and Eden Garden Pergolas. Starting with Maze Ibiza, the fabric is 100% waterproof, meaning it can be left outdoors all year round, and is tried and tested for nine years.

As for the Martinique Rope, another all-weather option is the rope weave, which features fully assembled seating and durable cushions – perfect for the in-style look. In keeping with being fully waterproof, the Eden Garden Pergolas features an electric roof, which is great for enjoying your garden in every season and weather condition.

“Our latest 2024 collections take a different direction from the past few years, introducing yet more subtle colours, natural hues and mixed materials,” said Andy Baxter MD at Maze. “The main focus of these collections takes inspiration from our retail partners insight, alongside our ever present desire for creating beautiful garden furniture for every home.

“To enhance every customer experience, we have launched enhanced warranties across most collections to truly make Maze the stand out brand for every retailer. Alongside this, we now offer a Platinum Assembly Service option which can be added to any drop ship delivery. Contact our team for further information.”

Andy added that the UK garden furniture market is “incredibly exciting” at the moment, with all retailers and brands looking to find the next big thing end consumers long for. “This is where Maze Outdoor excels as the pioneer in garden furniture since 2009, and our current collections do not disappoint,” he continued.

To enhance every customer experience, we have launched enhanced warranties across most collections to truly make Maze the stand out brand for every retailer.

“New product designs truly step the Maze brand up yet again, all with a focus on natural colours, materials, and function to enhance your outdoor space, all whilst keeping in mind the key point of value for customers.

“By focusing on how we can work better with our wholesale branded customers, we are able to curate collections to suit almost every demographic, with the mid to higher-end delivering very positive results across our growing retailer network. If you are looking to make a success of your garden furniture sales in 2024, our expansive showroom is open In Suffolk, please email enquiries@ maze.co.uk to arrange a booking.

“Whilst it may only be the beginning of the 2024 garden season, we are of course already looking for success in the 2025 season. We will be making a return to the UK’s best garden furniture trade show, SOLEX by Lofa in July at the NEC. If you are planning to visit, the team and I would love to welcome you to our stand.”

www.maze.co.uk

Retail Focus with Vic Smith Beds

Vic Smith, owner of Vic Smith Beds, talks about why the number of years a bed should last needs changing, current consumer shopping habits and how the internet is a constant challenge.

Meet Vic

I’m the owner of independent beds and mattresses retailer Vic Smith Beds. I’m also in charge of sales, ideas and marketing for company improvement and development, as well as all other projects within the business.

Can you share some recent investments the company has made?

We have recently invested in some large tv screens in store, with a mini

computer (raspberry pi) fixed to the back. This creates a constant loop showcasing some of the bespoke beds / headboards we have made for customers as we cannot show every colour or idea in store. This gives customers a better visual. We have also put screen shots of some of the magazine ads we have done to offer some subliminal reinforcement, often known as ring fencing where customers see in store, what they have seen elsewhere to bring them into store.

What future plans do you have in the pipeline?

We have a few plans in the pipeline – but being extremely superstitious (not wanting to give our competition any advantage), we are going to keep our cards close to our chest on this one for now, so all I can say at this moment in time is to watch this space!

What is your mission?

To keep being London’s biggest leading independent retailer, helping as many local people as possible sleep better on a nightly basis.

On sustainability, what is your business doing on this topic?

We recycle where possible –reducing our footprint by breaking down traditional divan bases, and selecting “clean” wood that can be used in log burners and putting them through the wood chipper. We then donate them as a source of fuel for others. We also send metal springs to metal recycling, while quilting/stuffing is donated to companies to make sound proofing for music studios or venues and whole mattresses can be used as buffers in shipping

containers for luxury cars. There’s plenty of scope to recycle and we’re always thinking of ways to reuse where we can. We also analyse our delivery schedule – combining local deliveries to be ‘grouped’ so we’re not going backwards and forwards in same area over a couple of days. In some of our buildings, in certain areas, have also been converted to solar lighting to be more energy efficient.

How has recent business been?

We are seeing that people are taking more than one visit to purchase a

bed and there are lots more indepth questions being asked too. This means that there is longer time spent with customers per sale. Dealing with customer’s expectations of cost to life span is another area of focus, as we continue to educate the consumer. Business has been good and we expect a positive March with the added promotion of National Bed Month.

What would you change in the industry?

I think the magic figure as to how long a bed should last needs changing. There are so many different grades of mattresses on the market now and hopefully it would help people decide sooner when it’s time to replace a bed. Plus, beds are used in much more ways these days, from watching TV, to working and/or gaming. Beds have become a versatile part of the home and not just used for sleeping.

What challenges do you currently face and how are you overcoming these?

The biggest challenge is the cheaper internet products doing the rounds. By explaining to customers, the differences between one model and another in depth far is much more beneficial when making big ticket purchase like buying a bed or mattress. We try to point out the inconvenience of buying a bed online and the fact that most online sites have the caveat, “may vary from photos”.

Do you have any staff you would like to pay special thanks or recognition to and why?

I have to say that I’m very lucky with all my staff, who are all very loyal and company focused. However, knowing them, they would probably prefer not to be named!

We are seeing that people are taking more than one visit to purchase a bed and there are lots more in-depth questions being asked too.

”Why do you think customers choose your business?

We are very much upheld in the local community as we often support local events, while recommendations are a huge part of our business too. And once a customer has bought from us, they want their friends and family to buy the same, because of our service, value, delivery and knowledgeable advice. Our aftercare and support throughout are often praised too.

Final thought…

On a daily basis, we have customers walk past who have bought beds previously and they wave! Customers are always dropping off chocolate biscuits and wine too. This may go some way to explain my size - who doesn’t love a tasty thank you! But it’s always good to see our customers are clearly pleased with their purchase from us and we thank each and every one for their continued support in our business.

www.vicsmithbeds.co.uk

You need to send a text message

Nick Mizin, Sales Manager at FurnitureTexts, talks about the effectiveness of text marketing and why your business needs to do it.

How often do you check your mobile phone? Research suggests that, on average, people check their phones 58 times per day. These include social browsing, shopping, answering emails, making calls and reading text messages. With regards to the latter, and on a global scale, around five billion send and receive text messages every day.

Furthermore, 95% of texts will be read in less than three minutes after being sent. This is all geared towards a marketing strategy that can be a powerful tool. Text marketing.

A mobile phone has become an integral accessory and it could be argued that they are the 207th bone in the body, albeit in a pocket rather than under the skin. The point is, utilising the handheld device as part of an effective marketing strategy should be incorporated into every business’ plan.

Why? A text message directly reaches out and interacts with your customer. It can work hand-in-hand alongside other strategies too, such as social media and email. The difference is, a text connects in real time. In fact, 91% of people are interested in signing up for text message marketing, which the strategy, on average, achieves an open rate of 98% and a click-through rate of 35%.

“These days, consumers are constantly bombarded with social alerts from friends, family and work,” explains Nick Mizin, Sales Manager at FurnitureTexts. “Because of these disruptions, many disable notifications for email and other social networks. So, if you want to market in real time, you need to send a text message.”

FurnitureTexts, a solution delivered by cloud-based software specialist for furniture and bed retailers, RetailSystem, provides the service through its ‘Text Campaigns’, which only takes a few minutes to set up.

“For many of your customers, text marketing is a preferred method of communication,” Nick said. “From our knowledge and experience, we know they will actually enjoy it more than

If you want to market in real time, you need to send a text message. ”

a cold call or email. You’ll be bypassing the email spam filter black hole too and are guaranteed a high open rate.

“To setup a Text Campaign only takes a few moments with the RetailSystem ‘step by step’ guide. You can filter targeted customers and schedule the campaign to send at a chosen time, to suit your customers time zones.

“FurnitureTexts are also fully GDPR compliant and customers are able to manage their marketing database, provide a customisable opt out link to keep their data up-to-date too.”

How to get started?

FurnitureTexts says the process is simple and easy to get started with in just four short steps, which is available on their EPOS dashboard. The guide walks you through creating a template as well as sending a test message to see what the final result would look like. Once the campaign is complete, there is a function to schedule the promotion, which is completely free. “You will only be charged once a promotion is sent out,” Nick said.

“The response rate to mobile marketing is, on average, an incredible seven times higher than traditional marketing methods. Using text messages is one of the most effective mediums to promote your business in today’s consumer driven market. We’re here to help guide you and turn your texts into a powerful marketing tool.”

www.retailsystem.com/uk/features/text-marketing

Enhancing the retail experience

Mammoth Centres for Excellence launch around the country.

Staying relevant and driving consistent footfall is something that all bricks and mortar retailers have been tussling with in recent years. With online shopping becoming the default purchasing model for many in the wake of the Covid-19 pandemic, the challenge for the high street lies in finding ways to bring customers back to physical stores.

In response to this, the team at Mammoth have identified the need to do more to support retailers as they look to provide a memorable in-store experience. And nowhere is that better evidenced than in the brand’s recent launch of UK Centres for Excellence.

At their core, the Centres for Excellence – which includes Peter Green Furnishers, The Sleep Haven Warrington, Cousins Tyseley, Pronto Beds, The Bed Factory and Scotts of Burnham –showcase the entire Mammoth retail collection. This consists of the allnew flagship Comfort collection, the Comfort bedding collection and the Mammoth Active health and fitness mattress.

Enhanced point of sale materials, store displays and media units further elevate the experience in these stores, giving sales staff the platform to actively promote the benefits of Mammoth’s market-leading technologies.

However, there’s more to the Centre for Excellence concept than shiny boards and a broader selection of floor models. As Mammoth Founder and CEO, John Tuton, says: “Anyone who’s enjoyed a positive customer experience in store will tell you that there’s no substitute for those personal interactions, healthy conversations and reassuring advice –particularly when it comes to making an important purchase like a mattress or bed.

“At Mammoth, the focus for us right now is on helping to give our trusted retail partners the tools to deliver a memorable in-store experience. That means delivering advanced training to sales staff, so they can continue their professional development and ultimately become experts in Mammoth and experts in sleep.”

The team at Mammoth believe that delivering training in the science of comfort, the fundamentals of physiology and best practice for testing a mattress is critical to turning window shoppers into educated and informed customers. Backed by the brand’s own scientific research, heritage in healthcare and official partnership with the Chartered Society of Physiotherapy, Mammoth has unrivalled access to insights that customers can trust.

As John says: “Outlining the importance of sleep in people’s daily lives –whether they are athletes, new parents, professionals or elderly – puts into context the value our products can offer. Over the lifespan of a Mammoth mattress, the cost is less than that of a daily cup of coffee – the price people are willing to pay to help them feel less sluggish or lethargic after a poor night’s sleep on their old mattress.

“After all, today’s consumers want to make healthy choices and they want to make smart choices.”

Launching with a bang

To mark the launch of each Centre for Excellence, the six stores around the country are holding open days featuring some of Mammoth’s ambassadors from the worlds of sport and healthcare.

At the recent launch event at Peter Green Furnishers, Team GB gymnast Kelly Simm cut the ribbon and took a tour of the collection in the company of Mammoth MD Mike Hobson. Up in the North West, Warrington Wolves rugby league legend Paul Wood was the guest of honour

Speaking at the Peter Green launch event, Kelly Simm, said: “I’ve spent more than a decade in elite sport, and in that time I’ve learned the importance of quality rest and recovery. Having had a chance to test out the full range of mattresses and pillows here at Peter Green and learn more about the science of comfort from the knowledgeable team I’m excited to see how my sleep quality improves over time.”

Peter Green Operations Manager, Brian Flynn, said: “We are delighted to become a Mammoth Centre for Excellence. As a store that prides itself on delivering exceptional service and choice to our customers, it feels like a natural fit for us to feature Mammoth’s award-winning range with its extensive scientific testing and recognised partnerships in sport and healthcare.”

At Scotts Home Furnishers in Burnham on Sea, Mammoth’s mattresses, beds and bedding will also be joined by the riser recliner seating products developed in conjunction with Celebrity Motion Furniture.

Speaking on the opening of the newly refurbished shop, owner Steve Scott said: “Burnham on Sea will have the only shop in the UK whose display will include every Mammoth retail mattress, chair, sofa, rise and recline chair and bedding product made using Mammoth’s Medical Grade™ foam. It will bring a new standard of comfort, sitting and sleeping to Burnham on Sea.”

At Mammoth, the focus for us right now is on helping to give our trusted retail partners the tools to deliver a memorable in-store experience.

Komfi kicks on with popular Kids range

GNG’s environmentally-friendly Komfi collection is continuing to gain fans, young and old, with its Komfi Kids Active range becoming increasingly popular as it provides the perfect mattresses for children.

As a relatively new addition to the well-established Komfi range, there are varying levels of comfort and fillings and also a choice of styles suitable for single beds, bunks beds and trundles to give a comfortable night’s sleep. The mattresses are fully upholstered in a soft to touch stretch knit coolmax cover which also features a zip below so that it can be easily removed for washing.

The Komfi Kids Active range features Ecofoam in every mattress. Developed inhouse by GNG, Ecofoam is an innovative material made from 100% recycled and re-engineered foam, resulting in a much ‘greener’ product with a reduced carbon footprint. In addition, when an Ecofoam mattress reaches the end of its natural life, it can be entirely recycled.

Delivered vacuum packed, the smaller packages are easier to transport and result in a lower carbon footprint as well as being more compact to store, so enabling retailers to hold more stock and provide quicker delivery to customers. Customers also have the convenience of easily being able to move the mattress to the room of their choice and unpack it at their leisure. Direct home delivery is available as an

option, resulting in easier online sales for retailers.

The Komfi Kids Active mattresses also benefit from Ecofoam’s resilience and durability as well as being naturally dust mite resistant and offering excellent body support. The material creates the perfect sleeping surface for allergy sufferers or asthmatics.

Finally, with the entire Komfi mattress collection featuring the ‘NBF Approved’ hallmark, the mattresses give customers the extra piece of mind of a 10-year warranty.

With all of GNG’s mattresses manufactured in West Yorkshire at its purpose-built 40,000sq ft manufacturing facilities, retailers are also assured of quick lead times from a reliable UK supplier.

The popularity of Komfi Kids Active builds on the success of the KomfiMed range which was launched last year and is still gaining momentum. An industry-first which combines medically-proven foam with TrueGel technology, plus the environmental benefits of Ecofoam, the product has been designed to deliver excellent pressure relief while minimising motion transfer and regulating temperature to provide a peaceful night’s sleep.

One of the UK’s leading manufacturers of rolled mattresses in the UK and accredited as a carbon neutral company, GNG is continuing to lead the way in mattress innovation. As well as investing in the latest machinery to enable it to stay ahead of the competition, GNG’s dedicated inhouse product development team is constantly working to identify gaps in the market and to provide solutions.

If you’d like to find out more about stocking the Komfi Kids Active range or any of GNG’s other collections, contact GNG on 01924 950 300 or email info@gng-group.co.uk

www.gng-group.co.uk

A little bit of everything from Alpha

Nichola Bell, Sales Director at Alpha Designs, reflects on a very successful January Furniture Show (JFS) as well as sharing which models were top performers.

I often wonder if people know the effort, hard work and passion that goes into exhibiting at the JFS, (never mind the expense). I imagine most of my fellow exhibitors do, but for Alpha Designs, with such a small team, it becomes our absolute world for many months!

With research starting in the middle of the year, it’s always a challenge to have a mixture of what our customers expect but also something new and exciting for them. Do you take a risk, or do you play it safe? Do you try something new, or do you stick with the old?

Well, Alpha tries to do just a little bit of everything, whilst retaining their core principles.

I’m a firm believer that we owe it to our customers to present our product in the best way possible, to try and replicate what our furniture could and should look like on the shop floors. So, we arrived at the JFS 2024 with a brand new stand, and no less than nine new ranges.

I never like to guess what the winning product of a show would be as I fear I would jinx it but early on we had a clear runner with JENSON, a fun and funky range, of smaller proportions with show wood detailing, shown in exciting on-trend colours. This remained the winner throughout the show.

We soon found that the next two winning products were CALEB and AVA. Both models share the same DNA as our current best sellers in terms of size and scale and we added a new “casual” seat interior, giving customers an obvious choice of comfort and aesthetics. CALEB features a soft and squishy feel, while AVA has a more sophisticated scroll arm shape. Both understandable, everyday models.

The show was topped off by a great champagne reception in the new central bar area where Alpha Designs were recognized by winning the ‘Best of British Award’. We are over the moon to have won this award, up against many well-known and established businesses and us, just a young and fairly new business coming out of Bilston.

”

I’m a firm believer that we owe it to our customers to present our product in the best way possible, to try and replicate what our furniture could and should look like on the shop floors.

With JFS over for another year, the hard works ramps up again, making sure we get these lovely products made and on the shop floors and working well for our customers.

Then, before we know it, we will be thinking about the next time we can present to our customers, which isn’t too far away. The Manchester Furniture Show 2024 is always a fun event, where the sun comes out and it’s always a great city vibe, not to mention a good night out too. It will be great to have this show back again this year and we look forward to seeing you there.

sales@alpha-designs.co.uk

JFS in Review

A look at the recent January Furniture Show (JFS) where we found out more about how the exhibition unfolded and some thoughts from both exhibitors and visitors.

THE NUMBERS

Over the show’s four days, which took place from 21-24th January 2024 at the NEC in Birmingham, JFS saw top buyers attend from a variety of retailers including Bensons for Beds, Daniels Stores, DFS, Dunelm, Fabb Furniture, Fairway Furniture, Furniture Village, Furniture World, FW Homestores, Glasswells, Hopewells, John Lewis, Leekes, ScS, Sofa.com, Sofology, Sterling Furniture, Stokers, Swoon, Taskers and Wayfair, plus many more.

Across all retailer groups there was a significant growth in attendance, while international visitor numbers were also up, coming from 53 countries including Belgium, Brazil, China, Germany, Hong Kong, India, Ireland, Italy, Malaysia, Netherlands, Poland, Romania, Spain, Turkey and more.

In total, JFS 2024 saw a 6% rise in visitors, with 25% of visitors attending for more than one day. JFS saw an increase in VIP visitors, up 18% since 2023, with an 83% conversion on VIP visitors, which meant exhibitors had access to some of the top buyers with buying power +£1 million.

Department store attendance rose by 18%, distributor attendance was up 25%, wholesaler attendance increased 16%, interior designers’ attendance grew 8%, and contract buyer attendance was up 40%.

THE PRODUCTS

Across the four halls there was plenty to see in terms of new products, designs and services for the trade. Each hall may not have been completely full, but the buzz around the stands was busy and many exhibitors praised the show and enjoyed a positive experience. More on than that later. Highlighting some products, Sherborne Upholstery said three ranges, Harrow, Beaumont and Salisbury all performed very well.

The contemporary Harrow Recliner/ Suite range features a welcoming back design with supportive springing and a distinctive headroll for additional comfort, while Beaumont combines two of their most popular ranges, with this stylish Riser Recliner combining soft pillow arms and full-width chaise seating with a contoured, fibre-filled back to give ultimate comfort and support. As for Salisbury, this traditional Fireside Chair features attractive scroll arms and a sprung back with distinctive headroll for added support.

In keeping with upholstery, Ekornes showcased their IMG brand as part of its effort to boost awareness within the UK market. IMG displayed its Paramount Relaxer, a Scandi-led design that has garnered positive reactions from retailers. As for Alpha Designs, their clear winning product of a show was JENSON, a fun and funky range, of smaller proportions with show wood detailing, which was shown in exciting

on-trend colours. Meanwhile, Vidato UK had a successful and progressive JFS show. With regards to its retail ranges, which received a “wonderful” first response, with strong feedback from some established retailers, their star model was ‘Silvano’, which signifies a real elegance with a scalloped frame and sophisticated leg choice in a range of finishes. Furthermore, ione360 also had a strong response at the show with manufacturers and retailers alike realising the benefits of a one-product Room Planner for use in store with consumers.

Carpe Diem Beds presented their eagerly anticipated unveiling of the brand’s new ICONIC collection, which “captivated audiences” with its unparalleled blend of craftsmanship, innovation, and luxury. The ICONIC collection features a curated selection of signature designs, meticulously crafted to elevate the sleep experience to new heights of luxury and sophistication. With a focus on innovative materials, ergonomic design, and customizable options, each piece in the collection is designed to cater to the unique preferences and needs of discerning customers. Moving to Shire Beds, the company launched two mattress ranges as well as a high-end collection of base and headboard fabrics, namely the Boutique collection with an option of 18 choices of colours and fabrics. Shire Beds’ natural mattress collection was the indulgent Natural Solitude Range consisting of four mattresses: 7000, 9000, 11000 and 13000. The Gel Sleep are a collection of modern looking mattresses combining traditional pocket springs with the latest in cool gel technology.

WOMEN IN FURNITURE NETWORK

During the show, the Women in Furniture Network hosted their Speed Networking event at the Crafting the Future Networking Hub which saw Donna Bellingham, CEO of Shackletons, Laura Newbold-Breen, COO of ACID, Farkhanda Hussain- Butt, Director at Shire Beds and Ingrid Lohse, CSO of Forte take to the stage for an inspiring panel discussion. Led by Clarion Retail Portfolio Director Zoe Bonser, the panel discussed their career highlights and how they have navigated challenges working in a male dominated industry.

The discussion proved there is power in career pivoting and the importance of networking to aid career progression was reiterated by all which perfectly led into the Speed Networking portion of the evening. Once the speeches were done it was splendid to observe the guests circulating and engaging with each other as they networked and socialised. The network continues to grow and will expand as the Mentorship Platform launches soon as well.

Portfolio Director, Zoe Bonser reflected on the success of the WIFN event saying: “It was fantastic to see such a great turnout of women from across the furniture industry all sharing their expertise and making new connections. We look forward to our next event which will take place alongside the Manchester Furniture Show on 11th July.”

THE COMMENTS – VISITORS

Kim Sprott, Quality Manager, DFS: “Show set-up is good and easy to follow. Great networking opportunities throughout the show. Seen lots of new brands that we haven’t seen before, perfect place to see the new trends for the year.”

Natasha North, Buyer, Dunelm: “The show was nicely laid out and visually we liked the display. In terms of meeting our objectives, it has ticked all our boxes and saw all the brands that we needed to see - mission accomplished.”

Nico Baxter, Director, Harbour Lifestyle: “My experience at the January Furniture Show has been a delight - the show always provides an impressive array of high-quality furniture designs, I truly enjoyed my visit and will be back next year.”

A Wayfair spokesperson said: “First time seeing the show and it was super grand, lovely nice halls and met objectives, overall great show.”

Slawomir Barteczka, Furniture Chair Manager at Davis Fabrics SP. Z.O.O: “You can really feel the international presence at the show. The connections between different markets are very noticeable and helpful.”

THE COMMENTS – EXHIBITORS

Eden Swings added: “For our first ever trade show we went into the furniture show

At The Helm

Buoyant Upholstery

Carpe Diem Beds stand

Birlea

not really knowing what to expect. We are new to the furniture scene but with what we think is a massively unique take to a social, fun experience. We met so many wonderful people and learnt a lot about what is available at our disposal on the market. So, for networking it was very advantageous for us in the early stages of business.

“The show directors were extremely helpful and very easy going, helping us with all our requirements. We have since made some sales and have lined up potential business opportunities to hopefully expand. We look forward to what this year holds and will carry on progressing and really do feel the show was a fantastic experience for Eden swings.”

Geoffrey Stafford, Sales Director UK & Ireland at Ekornes, said: “It was a great event, and we thoroughly enjoyed being a part of it. The show provided a fantastic platform for us to engage with numerous new potential clients and connect with many of our current retailers. The atmosphere was vibrant, and there was a palpable energy throughout the event. It was truly inspiring to see so many people coming through, demonstrating the industry’s dynamism and enthusiasm.

“Our team had the opportunity to showcase our latest products, and the positive response from visitors was truly encouraging. We had meaningful conversations, exchanged ideas, and built valuable connections that we believe will contribute to our continued growth and success.

“Overall, the January Furniture Show was a great success for us, and we are excited about the possibilities that have emerged from our participation. We look forward to nurturing these new relationships and continuing to provide quality products and services to our valued clients.

“Thank you to everyone who visited our stand and contributed to making this event such a rewarding experience for us. Here’s to a prosperous year ahead!”

Oliver Bowen, UK Agent for Carpe Diem Beds, said: “We were thrilled to receive such an enthusiastic response to our ICONIC collection at this year’s January Furniture Show,” said. “Being able to showcase our latest offerings to both new and existing partners was a fantastic opportunity, and we are grateful for the overwhelmingly positive feedback we’ve received.”

Vidato added: “With an average transaction value growth of 3x the value, an 80%+ conversion rate and -20% mistakes levelled, the platform really is an obvious choice. In summary, we are happy with the response we achieved to get our two brands launched into the UK - onwards and upwards for Vidato Interiors and ione360 in 2024.”

Rochelle Bedford, Head of Marketing, At The Helm, said: “The At The Helm team are immensely proud to have exhibited at this year’s January Furniture Show, where we not only showcased our finest creations but also had the honour of being recognised with the prestigious award for Best Stand in Hall 1. This accolade is a testament to our team’s dedication, creativity, and commitment to delivering excellence in the world of furniture design.

“A highlight of the show was the exciting launch of Hooker Furniture and Zenith cabinet and occasional collections. The resultant ‘Living At The Helm’ concept received rave reviews and compliments from across the retail spectrum, it certainly seemed to be a standout at JFS 2024.

“We extend our heartfelt gratitude to the organisers and the judges of the January

Eden Swings

Ekornes

Warwick Fabrics

Furniture Show for providing a platform that celebrates and recognises outstanding design, and we look forward to continuing our journey of crafting exceptional furniture for our valued customers.”

La-Z-Boy UK’ Andrew Nuttall Head of Sales Independents, comments: ‘’Attending the January Furniture Show has served as a launching pad to kick off 2024 with a bang showcasing a wide range of styles from classic to contemporary, giving us the opportunity to engage with our customers and a platform to showcase newness giving fellow industry professionals the unique opportunity to see, touch and experience whilst demonstrating we remain ahead of the curve, embracing the integration of smart technology to enhance the functionality and convenience of our products. Overall JFS is a must-attend event for anyone in the furniture industry, from the team and I see you all in 2025.’’

Birlea added: “JFS marked a significant triumph for Birlea, SleepSoul, and Willis & Gambier, showcasing their commitment to quality and innovation. Attendees were particularly impressed with the Willis & Gambier range, which stood out for its exceptional appeal among retailers. The event offered a splendid platform for unveiling new product lines, receiving overwhelmingly positive feedback. This success underscores our brands’ dedication to excellence and continuous improvement, reinforcing our leading position in the industry. The JFS has once again proven to be a pivotal event for highlighting our latest achievements and connecting with key stakeholders.”

Glen Ainsworth, Development Director at Buoyant Upholstery, said: “We really enjoyed exhibiting at the JFS, it was great to see all our customers and the feedback to our new ranges was amazing. The icing on the cake for us was winning Best Stand in Hall 5. Well done once again to the entire Buoyant Team.”

Nichola Bell, Sales Director, Alpha Designs said: “It was our best ever show, with high sales with buyers who have been very enthusiastic. The other brands in hall 1 have really brought their A game and we’ve seen a good mix of new and existing customers.”

Dexter Febland, of Febland, added: “JFS has historically served as a valuable platform for our company to show its wares over the decades.”

Bilal Alimahomed, Co-Founder at HUMZ, commented: “JFS was our first major furniture trade show and it was a big success for us. We had lots of interest in our products, which was great, and secured many new customers and leads too. We are now busy following these up and look forward to an exciting year ahead following a strong show. We would also like to thank all our existing and new customers for taking the time to visit our stand.”

Warwick Fabrics said: “The January Furniture Show provided a great opportunity for visitors to see new Spring ’24 collections and a first look at the upholstery staples set to become firm favourites for the year ahead. This year we added Nordic Plains to our existing library of go-to upholstery choices – a collection of 5 EasyClean textures with natural tones and pastel hues – a welcome addition for visiting makers, designers and retailers looking to extend their current offering. For new customers, the small-scale weaves of Times Square stood-out and bought a welcome element of design to the Warwick stand.”

Hervé Andrieu, Vetigraph UK, commented: “The show was really successful for Vetigraph, enabling us to create many new contacts in industry. We were showcasing our leather and pattern matching solution and were very pleased with the response.

Shire Beds

Vetigraph

HUMZ

Harrow by Sherborne

Digitisation is a key component to move the industry forward and that is feedback we get from our customers is really positive.

“A more worrying observation is that, in general, there is a lack of new talent entering the industry and every business that visited our stand commented they struggled to find the right skills to ensure the long-term prosperity of their businesses. It’s high time to do more to encourage young talents into the industry.”

Simon Hewitt, md of Wiemann’s sole agents for the UK and Ireland, Litmus Furniture, said: “We enjoyed a fantastic start to the year at the January Furniture Show as always. It’s a tough trading environment at the moment as customers contend with higher cost of living and an uncertain outlook but, it was great to see so many of our loyal customers and meet new buyers who had not viewed our product before.

“We also celebrated two decades of the Litmus-Wiemann partnership during which time we’ve seen Wiemann’s sales in the UK and Ireland grow 20-fold. We feel we’ve got the right products, quality and customer service to keep on growing our business, and that of our customers too.”

Furniture Link said: “The show was extremely busy, and way beyond our expectations - all of the stand team were very busy for most of the days, including Wednesday, you would look at your watch at 9.30am and next time it’s after 4pm (missed lunch and stone cold tea!) we’re definitely doing next year now! Plus, we’ve got lots of leads to follow up on and customers booked to see instore to range plan for the rest of the year, so lots of orders still to come in! Thumbs up NEC and roll on next year!”

Dan Oscroft, Sales and Marketing Director at Whitemeadow, said: “We’re thrilled with the outcome of the show. The customer response to our stand and more importantly the products has been so positive. We invested substantially in our design and innovation throughout 2023, and launching 8 new ranges, whilst also delivering a new look stand was always going to be a tall order, but it came together better than we could have hoped and I’d like to hope, has left a lasting impression.”

Sham Alaq, Commercial Director at Sofa Factory, part of the Bentinck group, said: “We launched multiple new design, fabrics and seldom do all have the such a positive reaction. From our new value products like the Kyle to our much larger corner group designs, it reinforces our commitment to being diverse within the market place and continuing our key focus on great quality and design at affordable prices. We are so pleased that all the hard work from our designers over the last months of 2023 has paid off.

“Once again, we would like to say a massive thank you to all our current and new customers that took the time to visit our stand this year and check out our latest offerings. We would also like to take a moment to thank our dedicated staff in helping us make the JFS as successful as it was this year.”

Caroline Horgan, CEO at ScatterBox, said: “January Furniture Show was a strong show for us again this year. We were delighted with the reaction from our valued customers to our newly launched Edition 1 2024 collection. In terms of leads and potential new business we felt there was a strong calibre of buyer in attendance at the show and we were happy to welcome so many of them onto our stand.”

Tristine Hargreaves exec director at the National Bed Federation (NBF), said: “We had a very worthwhile few days at the January Furniture Show this week as we engaged in many rewarding discussions with bed retailers, potential members and key contacts within the industry and the trade press. To the retailers, we promoted

Vidato

Victoria by Sofa Factory

RetailSystem´s FurnitureKiosk

the benefits of buying from NBF-approved members and for those looking to join us, we explained the many benefits of membership.

A big thank you to those who stopped by our stand; we enjoyed catching up with visiting and exhibiting members and hope those who attended had a successful show.”

David Hewitt from RetailSystem said: “Once again, the FurnitureKiosk proved to be the star of the show! FurnitureKiosk is a real crowd puller, in exactly the same way as it is in our client’s furniture and bed stores. We had a very good response and came away with plenty of exciting prospects, some of which have already translated into new clients. As always, it’s great to see our long-standing customers and friends in the flesh, many of which we were able to introduce to FurnitureTexts our very own Text Marketing module - they are already reporting and uptick in sales as a result! Needless to say, we have booked for 2025.”

NEXT YEAR

To conclude the review, a first look at JFS 2025, where registration is now open for interest and to book a stand, organisers confirmed that popular features will be returning such as the Champagne Bar and Crafting the Future Networking Hub, as well as the carpet.

SAVE THE DATE

The January Furniture Show will return on 19 - 22 January 2025 at NEC, Birmingham.

JFS 2024 saw a 6% rise in visitors, with 25% of visitors attending for more than one day.

Willis & Gambier

Whitemeadow

Furniture Link

JFS launch a Pure success

US bedding brand Purecare has entered into the UK and European markets using the recent January Furniture Show as its official launch platform.

Purecare has built international success by focusing on wellness products which are designed to enrich sleep wellbeing.

Johan Bosman, Senior Vice President of Global Business Development, explains: “Our company mission is to make home the heart of wellness. We’re the bedding company devoted to you and your family’s well-being.

“With every fibre of our being and stitch of our fabric, we care about the sleep quality and wellness of everybody and every body. This is why we design products with one simple mission: to wrap the world in whole-body care and comfort. Because when we sleep well, we rise to live well too.”

Purecare started in 2008 focusing on mattress protection that is both extremely high in quality and aimed to enhance every individual’s unique sleep experience. Johan continued: “Today, our ranges specialise in five-sided protection and six-sided encasements which are bed bug proof with our flagship OmniGuard ranges.

“Additional mattress protectors also incorporate the use of high-quality fibres such as CELLIANT Recovery, which uses the world’s most advanced infrared fibres to support restorative sleep and stimulate faster recovery.

”With growth in product development being our speciality, in addition to mattress protection we now have a wide range of state-ofthe-art pillows and premium bedding sheets.

“With growth in product development being our speciality, in addition to mattress protection we now have a wide range of state-of-the-art pillows and premium bedding sheets. One of our flag ship pillows uses new technology such as mineral based FRIO fibres, which are designed to tunnel your body heat away from you instead of allowing it to build up and disrupt your sleep.

“These are just a handful of examples of our innovation behind our wellness products. It’s also one of the main reasons why today we are recognised as one of the largest and leading experts in this category within the US market.”

At the recent January Furniture Show, Purecare launched an expansive range of mattress protectors and encasements.

Sarah Bergman, Chief Marketing Officer, comments: “We are extremely excited to launch here in the UK this year with our core range of wellness mattress protectors. As we’ve grown from strength to strength in the US, we’ve long recognised that the UK & European market’s consumer trends mirror the growth in demand for wellness products.

“We passionately feel our products are best suited to meet these growing demands, and as a result we cannot wait to share the products with the UK & Europe following our launch during the January Furniture Show.

“We had a fantastic show and generated some exciting leads, which we are now busy following up. The show provided the perfect platform to showcase our brand and values as well as allowing us an opportunity to further understand the UK market. On the back of this show, we feel our launch here in the UK is going to go from strength-to-strength.

“As a company, this international move also feels like perfect timing after our 2023 launch & partnership with Dr. Andrew Weil, world-renowned pioneer in integrative medicine, who helps to uncover universal connections between the mind and body that can bring gaps in our collective sleep wellness experience.

“This partnership further enhanced our understanding and development of our core wellness products which has already shown to be a great success.

“If you want to partner with a leading wellness specialist in mattress protection, pillows and premium bedding, that will help increase your sales and profit within this category, please do contact us and get involved. We’re excited to build on our momentum and grow in the UK.”

FEATURES

Vogue At Home

Bilkis Patel, Director at Vogue Beds, invites customers to its ‘At Home Show’ while sharing an insight into the company.

Beds and mattresses manufacturer Vogue Beds has delivered a strong start to 2024 following a positive January Furniture Show, maintaining momentum from last year’s growth. Now, the business is busy investing in its Barwell, just outside Leicester, factory and HQ in preparation for its ‘At Home Show’ later this year.

“After a successful 2023 full of growth for Vogue, we are spending and investing in projects around our factory, upgrading our offices and creating an open plan office for our team alongside major factory upgrades,” said Bilkis Patel, Director at Vogue Beds.

“We are having a ‘At Home Show’ here at the Vogue HQ for the entire month of May where you can visit our factory and showroom, meet the team and stay over and be taken care of by Vogue.”

Bilkis added that any orders taken during the ‘At Home Show’ will receive a FREE mattress with a RRP of £499 too. The month-long event at its 60,000sq ft centre of manufacturing excellence will see Vogue display recent product innovations, while allowing visitors to experience the full breadth of its offering. The factory now also features its own photography studio, research and development area and Factory Direct shop too.

A bit about Vogue

Ahead of visiting, Bilkis is keen to share some history of the company with the factory they operate from was previously one of George Wards shoe factories, one of the UK’s largest shoe and boot manufacturers. Some of G Ward’s Companies Ledgers books from the 1920’s can still be viewed in the factory today.

“The Vogue Beds Group started to repurpose the factory in 1993 and have continuously improved and worked on the site for it to become 60,000sqft centre of manufacturing excellence it is today,” Bilkis said.

“The founder of the Vogue Bed Group, Ebrahim Patel – also my father, has spent all his working life in the bed and mattress industry. He became president of the National Bed Federation 2015. We’re very much a family business and we also have many members of the manufacturing team that have been with us for over 20 years. We like to think we have done a lot in the last 30 years, but most importantly helped over a million people get a good night’s sleep.”

Vogue has been constantly innovating with different products and ideas ever since the inception of the business, from mattresses to all types of bed bases and headboards. “We wanted to create a one stop for our customers, creating the opportunity to have a variety of mattress ranges from your traditional mattress to an eco-friendly sustainable range,” Bilkis continued.

“Offering own label options for all customers has also been highly beneficial for our customers. Not only does it offer retailer protection and higher margins but also helps our customers tremendously in such a highly competitive market.”

Sustainability has been key for the business too. Last year Vogue reduced its Scope 1 and 2 emissions by 43% from 2022. The company invested in smart meters and LED lighting across the site, while also offsetting 16 tonnes of carbon emissions in 2023 – the equivalent to planting 84 trees.

Furthermore, Vogue has achieved the benchmark of zero to landfill and has plans to recycle 30% of customers end of life mattresses by next year, alongside other targets that include 70% of mattresses using the eco design framework and 100% of tier suppliers to have set a net zero target, as well as all flexible plastic packaging to contain 30% recycled plastic.

“Sustainability isn’t just a buzz word for Vogue Beds,” says Bilkis. “It is a challenge we must meet. Globally, we are faced with many challenges that we cannot ignore, from the devasting effects of the climate crisis that are already being and will continue to be felt to bed poverty, unethical labour standards in supply chains and inequality.”

Coronation Congregation Chairs www.voguebeds.co.uk

FEATURES

Wiemann celebrates JFS success

Award-winning German bedroom furniture manufacturer, Wiemann, celebrated the launch of new and updated products at the recent January Furniture Show.

Five new ranges, including three stunning VIP choices, made their UK debut at the show. As with all Wiemann products, the new introductions represent a combination of clever use of space with contemporary good looks offering a total bedroom solution to suit any home.

The star of the show was the new VIP range, Lagos, which brings an eye-catching new detail to the front of the wardrobe. The accented trim merges effortlessly with the elegant floor to ceiling handle, which can be further accentuated by a stylish downlighter. Lagos is a hinged range available in a wide choice of finish combinations.

At the opposite end of the price ladder, new promo range Genf, available in two

We feel we’ve got the right products, quality and customer service to keep on growing our business, and that of our customers too.

”

colourways and as a hinged or hingedcombi robe, joined Lagos as centre of attention due to its three height options (197cm, 216cm and 236cm). Its modular design also gives customers the flexibility to make it their own.

Combinations of doors in matt white or bianco oak, with or without mirrors, are set to be a winner for lower ceiling height loft conversions or space challenged spare rooms.

VIP collection Denver, launched at last year’s NEC show and a leading performer throughout 2023, proved popular again with its decking effect doors on hinged and slider options. The matt or glass door finish gives it a sharp modern look.

Simon Hewitt, managing director of Wiemann’s sole agents for the UK and Ireland, Litmus Furniture, said: “We enjoyed a fantastic start to the year at the January Furniture Show. It was great to see so many of our loyal customers and meet new buyers who had not viewed our product before.

“We also celebrated two decades of the Litmus-Wiemann partnership during which time we’ve seen Wiemann’s sales in the UK and Ireland grow 20-fold. We feel we’ve got the right products, quality and customer service to keep on growing our business, and that of our customers too.”

The next chance to see the latest Wiemann ranges at a trade show will be INDX, April 23-24 2024 and Long Point, May 13-15 2024. Current ranges are also always available to view by appointment at the company’s permanent showrooms at Long Eaton, Nottinghamshire, and Harlow, Essex.

www.wiemannuk.co.uk

enquiries@wiemannuk.co.uk

FEATURES

Tom Bayliss, UK & Ireland Sales Director at Kettle Home, reveals the launch of its brand-new Customer Portal.

Power of the portal ”

Over the past 18 months, Kettle Home has been working on developing its digital footprint, all with the ultimate goal of making working with the company that much easier for customers.

Designed to work alongside its website, Kettle Home has announced the launch of its Customer Portal that will give customers full account management access 24/7. Information at your fingertips

“Following extensive research with our customers, we have developed a portal containing many important aspects that make your job easier,” says Tom Bayliss, UK & Ireland Sales Director at Kettle Home. Benefits include:

Full details of all your outstanding orders and their status

See your invoices and credits with a click of a button

Easy to find the outstanding payments on your account

Download order confirmations and invoices

Direct access to the website to place future orders.

Access the portal anytime, anywhere on any device

“All information is updated every 24-hours, so orders you place on the website will show on your account the very next day,” Tom added.

“Accessing your new Customer Portal is extremely easy. We’ve already done most of the hard work for you!

“Existing customers have already been automatically enrolled using the main email we have on our system (additional email logins can be added on request). If you’re new, then as soon as you register for your trade account, a portal will be created.”

Italian leather specialist Gruppo Mastrotto talks about its sustainability journey so far, including the launch of its ‘Sustainability Passport’ concept.

Gruppo Mastrotto is globally renowned for its specialism in the production of high-quality bovine leather and hides for luxury brands in furniture and other industries. Founded in 1958, Santo and Bruno Mastrotto, together with their father Arciso, laid the foundations of the Group’s reputation as world-leading experts in fine craftsmanship in the process of tanning.

Continued commitment, creativity, innovation and professionalism ensures the Group continues to evolve; leveraging traditional tanning techniques with technological advances to proactively diversify in its use and processing of different raw materials and production to meet, anticipate and inspire market trends and expectations.

Over the years, the Group has made a commitment to place the environment and respect for people first, to build a better world for the new generations. For Gruppo

Mastrotto, the commitment to a more sustainable future is as a journey - The ‘Sustainability Journey’. This is focused on innovation and improvement in sustainability issues across three key areas - Environment, Economy and Social.

To inspire sustainable development through targeted investments, constant attention to people, to the production processes and to the impact on the environment; to minimise environmental impacts of tanning, and develop tangible initiatives with their partners and all their staff. Ultimately, the Group is dedicated in its ambition to achieve the highest standards of quality, safety and sustainability of its products.

In adherence to the United Nations 2030 Agenda for sustainable development, in 2019, Gruppo Mastrotto reacted and announced the Group’s strategy ‘Sustainability - Next Level’. The recent launch of its ‘Sustainability Passport’ – unveiled in the UK at the January Furniture Show - was purposefully created to inform and invite stakeholders on the journey, to join in a shared commitment across the entire supply chain to ensure sustainable development for future generations.

The passport is a dedicated document that defines Gruppo Mastrotto’s strategic direction as it travels towards the destination of greater sustainability, while marking the Group’s progression and milestones achieved.

The ‘Sustainability Journey’ - So far

Significant new developments include confirmation of Scope 1 and 2 Carbon Neutrality for Gruppo Mastrotto Express, its exclusive ready-to-deliver leather service of over 40 collections and 1,500 colours of leather.

RENOVA represents a great innovation in the tanning industry. Renova is a “zero waste” innovative material designed to re-use and recycle leather scraps that would otherwise be destroyed; completing the product’s circularity and giving value to the typical by-product of the tanning cycle. Renova is a highly customisable product destined for all brands that have made sustainability a central focus of their corporate path. Renova can easily be used in the interior and nautical sectors.

Products bearing the OEKO-TEX® label guarantee safe purchase for the health of people and the environment. LEATHER STANDARD by OEKO-TEX® is a new, independent and globally recognised environmental product certification for leather and leather goods. Adopting the standards ensures the Group is consciously purchasing products that are safe for people’s health and the environment. The certifying body aims to provide a transparent report of corporate compliance with safety standards throughout the entire supply chain, from the brand to the retailer, to the end user.

Gruppo Mastrotto’s achievement of Gold Rating certification by the Leather Working Group signifies the highest recognition awarded in the industry. Its raw material traceability score of 85/100 is one of the highest in the sector too.

The Group also continues to source 100% electricity supply from certified renewable sources, and also reported its 98% performance in waste recycling, approximately 20% above the industry average.

Gruppo Mastrotto, in 15 plants worldwide, also continues its program of networking, discussion and training events to educate on sustainability, and implement initiatives to support the local community.

Chiara Mastrotto, Corporate President, comments on the passport: “To travel means to pick a destination, explore new horizons, and embrace new challenges. Travelling also means sharing: when you travel as a group, you grow together in a path of mutual encouragement that lets you improve day after day. This is also true for Gruppo Mastrotto, to share with its partners, clients, suppliers, and collaborators.

“You cannot travel without a passport: a document whose stamps are a witness of the path travelled and the place where we started from, which we use to embark on new journeys. The Sustainability Passport is a document that describes the Sustainability Journey we began several years ago and that let us achieve significant goals in time.

The Sustainability Passport is an invitation to all the supply chain and our stakeholders to join us on this journey to sustainability.

“Significant goals such as scope 1 and 2 Carbon Neutrality by Gruppo Mastrotto Express – the greatest logistics hub in the world for offthe-shelf leather hides, with over 40 collections and 1,500 colours available – and environmental certifications granting a formal recognition of the company’s effort towards sustainability by a third party.

“Another step in this journey is the development of “RENOVA”, an innovative material designed to reuse scrap finished leather, thus completing the product’s circularity and giving value to the typical by-product of the tanning cycle.

“Social sustainability is also important and finds expression in corporate welfare organisation and socialprofessional inclusion initiatives. Finally, the Passport is an invitation to all the supply chain and our stakeholders to join us on this journey to sustainability, bearing in mind that only a serious and shared commitment by the entire supply chain can ensure sustainable development for future generations.”

G reen Retail

In the next part of our ongoing sustainable series, we take a look at the latest update from global furniture retailer IKEA.

Swedish furniture retailer IKEA has recently published its UK annual summary for the financial year 2023. Detailed within the document, outlined its recent sustainability wins and future targets. We took a closer look and picked out some key points.

IKEA

“In 2023 we remained resolute in achieving our goal of becoming climate positive by 2030 and continued to make progress on reducing our environmental impact and contributing to a sustainable future. From improving energy efficiency across our stores to reducing waste and increasing our recycling rates. We have also been transforming our delivery operations with a £4.5 million investment in nationwide electrical charging infrastructure which will help us to get to 100% zero emissions deliveries by 2025,” highlighted Peter Jelkeby, CEO and Chief Sustainability Officer at IKEA UK.

“These initiatives all contribute to the UK’s climate commitments and pledge to reduce greenhouse gas emissions by 2050. As we navigate this transformation, we require steadfast leadership and guidance. We urge government to uphold their commitments and retain the Net Zero targets in 2050 and carry through key sustainability policies. The transition to Net Zero isn’t just a wish, it’s what our customers and co-workers expect of us, for the sake of the future of our planet and economic prosperity.”

Some key stats include:

100% of our electricity comes from renewable sources

13,960,263 kWh produced by our Dummunies wind farmenough to power three IKEA stores for a year

515,419 plant balls sold

50% reduction in food waste compared to 2017

532,347 spare parts given out

52,380 items brought back throughout our buy back and resell scheme, an increase of 187% from 2022.

Reducing waste

“We are prioritising actions to prevent, reduce, reuse and recycle waste. Most of the waste we produce is mainly packaging material. The rest includes product waste from damaged products, food waste from our restaurants and cafés and a small amount of other waste,” adds Peter. “Each of our stores has a Working Group that brings together coworkers from across the business to help us reduce waste (including operational waste, product waste and food waste) and drive circular resource flows.

“We track monthly progress and calculate the greenhouse gas emissions associated with our waste to understand our climate footprint. We aim to reduce our operational waste and are striving for 100% recycling of waste generated in our operations by 2030.”

IKEA’s waste reduction initiatives have helped to reduce total waste by 5.6% in 2023 compared with 2022. In the UK, it now uses AI technology in stores to track food waste from store kitchens. This has enabled IKEA to reduce food waste by 50% compared to 2017.

Energy efficiency

In 2023, IKEA says it has made great strides towards the ambitious goals previously set across a number of areas of the business.

“The biggest impact we can have on our IKEA UK operational climate footprint is to transform IKEA UK to renewable heating and cooling by 2030,” says Peter. This has been completed in three stores by utilising air source and ground source heat pumps. This transition is currently underway in four more stores.

In 2023, IKEA achieved a 6.9% reduction in energy use, through

the roll out of a national energy efficiency initiative. EcoPilot, a part of its wider energy efficiency initiative, aims to reduce energy consumption, without compromising the customer experience of its stores. The solution improves the indoor climate by boosting energy storage capacity and optimising internal heat sources, resulting in energy savings of 20% to 40%. EcoPilot also takes the local weather forecast into account, including the outdoor temperature, wind direction, sunshine hours and precipitation. This optimises energy consumption across the entire heating and cooling system. “We started out with trials in just three of our stores, the project is now live in eight stores,” Peter added. “Looking ahead, our focus turns to investments in Renewal Heating and Cooling Equipment, which are expected to significantly decrease our climate footprint in the years to come.”

EV charging infrastructure

IKEA previously announced a £4.5 million investment in nationwide electrical charging infrastructure as part of its goal to reach 100% zero emissions deliveries by 2025. This will be one of the biggest EV charging infrastructure projects for last mile fleets in the UK. So far, IKEA has installed 102 out of 196 chargers which will be located at IKEA stores across the country. At the newly opened Dartford Distribution Centre, it has installed 28 rapid HGV chargers and an additional 60 chargers to deliver overnight charging.

Putting secondhand first

Every year, millions of pieces of second-hand furniture go to waste. To combat this, the company is buying back used IKEA furniture to give chairs, shelves or chests of drawers as many lives as possible. With Buyback & Resell, customers sell us used IKEA furniture they don’t need and get IKEA in-store credit to refresh their home. In 2023, 52,380 items were brought back through the Buyback & Resell scheme, an increase of 187% on last year. The secondhand furniture brought in by customers is re-sold in its Reshop & Re-use areas, located in all of its stores and online. In 2023, IKEA sold 38,723 products from Re-shop & Reuse, while to date, 12,432 items have been sold on its Reshop & Re-use online platform alone.

Furthermore, in November 2023, IKEA launched a new mattress removal and recycling scheme in collaboration with The Furniture Recycling (TFR) Group. TFR Group diverts 100% of the mattresses it collects or receives from landfill, by deconstructing them manually using specialist cutting tools – enabling the materials. IKEA also hosted its first ever car boot sale in Milton Keynes and Cardiff stores back in September. It is another way the business has tried to bring affordability and circularity together, providing customers with an opportunity to sell and buy second hand items.

We believe additional investments in the business and a continued dedication to caring for both people and the planet will be integral to shaping a more sustainable future for all.

Let’s Go Zero partnership

In 2023, IKEA continued to support Let’s Go Zero, a coalition campaign led by climate solution charity Ashden. “By giving school leaders the tools and resources to become more sustainable, the campaign is gathering momentum and has engaged over 100 local authorities, who have the potential to reach over 6 million young people,” Peter said.

“This year we ran a competition for member schools to help their teachers and pupils do more to tackle climate change. Following a raft of applications from schools across the UK, we are now working with the winning four schools to bring their visions to life through our products, solutions, coworker expertise and funds. Projects include school swap shops to reduce waste and preventing uniforms and other clothes ending up in landfill.”

Lagom

Lagom means “just enough” in Swedish.

This is IKEA’s digital and in-store behaviour change programme that encourages customers to enjoy this Swedish approach to life and supports the concept that living sustainably is easy, affordable and desirable. The programme provides workshops and online resources to offer customers and co-workers tips, advice, inspiration, and community support.

Alongside this initiative, IKEA’s People and Planet product range showcases simple solutions to help customers live a more healthy and sustainable life. In 2023, 214 households participated, with the commitment to maintain, repair or upcycle furniture increasing from 50% to 76%. Furthermore, 96% of people said that living a Lagom lifestyle would be good for their wellbeing.

Final thought…

“As we look ahead to 2024, our commitment to achieving ambitious sustainability goals is unwavering,” Peter added. “We believe additional investments in the business and a continued dedication to caring for both people and the planet will be integral to shaping a more sustainable future for all.”

March means Bed Month

March is National Bed Month, an annual awareness campaign run by the National Bed Federation (NBF) and its consumer facing platform, Bed Advice UK.

This year marks the campaign’s 35th anniversary, and its core message remains unchanged: to promote the importance of a comfortable and supportive bed for a good night’s sleep. The NBF encourages the bed trade to take advantage of its reach and influence and educate consumers that investing in a good bed is an investment for our overall well-being.

During its inception in the 1990s, the bed trade enthusiastically embraced National Bed Month, offering special promotions and products to commemorate the occasion. The NBF provided bespoke in-store point-of-sale material, including balloons, posters, window stickers and leaflets. Independent bed retailers merchandised their stores accordingly and invested in local advertising, whilst the bigger names could advertise nationally.

Thanks to the efforts of those working for the NBF at the time, the media got behind it, with coverage achieved in the national newspapers, radio and even national TV, as well as hundreds of regional and local newspapers.

As retail dynamics evolved, so did the campaign’s strategies. Gone are the days of exclusive television ads; National Bed Month has transitioned to rely heavily on digital platforms and collaborative efforts within the bed trade, embracing an omnichannel approach to spread its message far and wide.

Initially aimed at reducing the 16–17-year mattress replacement cycle, National Bed Month has had different themes over the year, each emphasising the importance of investing in a new bed and discouraging the use of second-hand ones. This year’s theme centres around the concept of the

bed as a “miracle product”, serving as a reminder of the transformative power a comfortable and supportive bed has, particularly when made by an NBF-approved member.

Simon Williams, head of marketing and membership, explained how the theme and video came into fruition: “I originally had the idea of producing a TV ad based on the premise of a bed as a ‘miracle product’ quite a few years ago when I was working in marketing for a national bed retailer with a large advertising budget.

“The video has a strong message that the humble bed has the potential to be transformative because when we sleep on a comfortable and supportive mattress, we can feel, look, concentrate, and perform better – to name a few benefits!

“As the video will air online only, we’re asking everyone to share it as extensively as possible from the 1st of March onwards.”

A free marketing toolkit supports the video, which is available to download from the NBF website www.bedfed. org.uk. The free toolkit provides social media infographics and printable posters with advice on buying the right bed, caring for it to prolong its lifespan in line with the NBF

The video has a strong message that the humble bed has the potential to be transformative because when we sleep on a comfortable and supportive mattress, we can feel, look, concentrate, and perform better – to name a few benefits!

Green agenda, and expert sleep tips from the NBF’s partner, The Sleep Charity.

Additionally, National Bed Month provides NBF members and retailers with an opportunity to demonstrate their commitment to safety and compliance to standards by adhering to the NBF’s strict Code of Practice. Consumers can sleep with peace of mind, knowing every NBF-approved manufacturer undergoes regular, rigorous auditing.

Despite changes in media consumption and retail dynamics, National Bed Month remains relevant, championing the positive effects of a good bed on our health and well-being.

www.bedfed.org.uk

Sustainability success at Harrison Spinks

Fifth generation Yorkshire mattress manufacturer Harrison Spinks has won two industry awards recognising its work in sustainability.

National trade body the British Furniture Manufacturers (BFM), announced Harrison Spinks as winner of the Sustainability category in the Future of Furniture Awards, held at the January Furniture Show.

Group Sustainability Manager at Harrison Spinks, Emma Linney-Taylor was also named as Sustainability Champion by the BFM.

Based in Leeds, the business mixes home-grown, state-of-the-art technology with a team of skilled artisans using traditional techniques to produce luxury handcrafted beds and mattresses.

The company’s drive to source raw materials more responsibly, reduce environmental impact and conserve resources, while improving product performance, has led to a number of innovations.

These have included the use of natural fillings grown at the company’s farms near Tadcaster, reducing chemical use by weaving mattress fabrics in-house, introducing digitalisation to reduce energy consumption and shifting from offshore carbon offsetting to environmental restoration.

Nick Booth, Managing Director at Harrison Spinks said: “We’re delighted to have won these awards. “Sustainability is an increasingly important subject, especially in

the mattress and bed industry, where thousands of mattresses are sent to landfill every day. Making mattresses in the most sustainable way has been a priority for us for a number of years now.

“With Emma’s tremendous support, sustainability is firmly embedded across everything we do. Her passion, commitment and knowledge have helped deliver, and in many areas exceed, our sustainability goals.

“We’re very proud of the fact that we’ve won these two awards. We work extremely hard to make the most responsible beds possible, and that’s why we weave our own mattress fabrics, we grow our own natural fibres at our own farm and make our own awardwinning springs.”

The BFM Future of Furniture Awards for Excellence in Sustainability and Sustainability Champion recognise exemplary work by BFM members in moving towards a more sustainable future.

A panel of judges considered a number of criteria for the award, including evidence of a commitment to continuous improvement in sustainability, an action plan for the next three to five years and a willingness to lead and empower others.

BFM Managing Director, Phil Spademan said: “Our Future of Furniture Awards celebrate the members that are investing not only in the future of their businesses, but in our industry and our communities.

“I’d like to congratulate the team at Harrison Spinks and Emma for the outstanding work that is recognised with these awards.”

We’re very proud of the fact that we’ve won these two awards. We work extremely hard to make the most responsible beds possible.

www.harrisonspinks.co.uk

TheBed Expert

Vic Smith, owner of independent beds retailer Vic Smith Beds, talks about how to manage customer expectations.

This topic could be slightly controversial – but hey, let’s go for it! Managing customer expectations. Customers – can’t live with them, and yet we can’t live without them. We should know how their mindset works, after all, at some point, we are customers ourselves. And let’s face it – their recommendations of you and your business are one of the best forms of advertising out there. But it’s hard out there, everything is increasing in cost and supplies can sometimes be hard to get hold of, but yet the end user wants it yesterday, and for even less.

Your job is to think of all the pitfalls and shut them down from the beginning. For example, if you know a lead time is not realistic, don’t pretend it is in order to get the sale - all that does is get the customer’s back up, and they won’t trust you. This puts the sale on the back foot and they will be looking for further issues.

Pricing – it’s always a sticking point. When it comes to beds, in my retail world, customers can’t always seem to see the value of a bed. It tends to be more of a considered purchase than a sofa or a car, yet people are more reluctant to spend on a bed. We have in store signage showing the maths of what your sleep will cost as people’s perceptions of what a mattress should cost is way off at times. But don’t shy away from direct response answers and statements.

As an example, if a customer wants to spend £200 but is looking at a £400 bed, say ‘we don’t do a chainsaw service, we can’t cut a bit off’. If you want to spend £200, then that’s fine – spend £200. But be realistic – you’re not getting a £400 bed. If you have a £1,000 – that’s a lot of money, but not for a car. £400 is not a lot of money for a bed, and in the industry, we prefer you to buy the £200 bed because we will see you in a years’ time for the £400 bed, which by then will have gone up. So how much do you really want to spend?

People’s expectations of a bed have increased – we all know the magic figure of how long a mattress should last – but again, controversially, this figure in my opinion is outdated. This was based on a mattress only being used to sleep for the average 7/8 hours a night. Now, the family lifestyle has changed – we all go to separate rooms to stream our favourite programme, with the addition of lockdowns, increased heating bills, our customer’s beds have become the office, cinema and more.

You need to manage your customer’s expectations of what that product will do. Yes, it’s hard work – but trust me, your life will be easier in the long run. Ask the important questions as part of your sales pitch. Remember, in order for you to be seen as the expert in your field – your customer has to feel confident that you are being honest and knowledgeable with them. It cuts down on the issues that can arrive afterwards - for example selling a bed for a teenager?

Beds have become the office, cinema and more.

”

Remind mum or dad about the fixed position of the gaming set up or the phone charging point – sounds basic, but our customers are lazy people – they expect you to be the expert, because if there is an issue – they will blame you – you should have known! Same as you are meant to know the customer’s house was converted making access difficult!

Again, back to our regular sales meetings – it’s an ideal time to discuss the types of customers you’ve had in and what you can do to improve or what can be done to turn things around? We can’t all have a crystal ball, but foresight goes a long way.

www.vicsmithbeds.co.uk

Novaluna to bring Italian flair to UK

Newly partnered with Bluebird Agents & Consultancy in the UK, Novaluna are greatly looking forward to demonstrating the elements which make their wonderful business truly shine to the market.

At Novaluna, they believe that the bed in your home is much more than a piece of furniture – “it is our resting place, our nest, our warm and cosy embrace at the end of a day – truly a companion through life”.

Made in the renowned upholstery district of MateraMontescaglioso, Italy, the company proudly states that the design process and creation of every product starts and ends in the same location, meaning full control, flair and consistency alongside high-end design during the whole process. A guarantee of reliability, skill and style are exhibited in all their beds that leave Matera.

A design team that spans three generations, are the minds behind the wide-ranging selection of timeless Italian design that embodies Novaluna, and the team are well versed in design, symbolic furniture and exhibitions. They pride themselves on timeless simplicity with attention to detail, shape and functionality and they have a broad spectrum of work within the international furniture industry giving them the depth of knowledge to know what works.

The scrupulous selection of materials for all components; from wood to metal structures to coverings and finishes, the lengthy search to adopt only the best solutions that can offer real added value. “Our attention to retailers and customers and our attendance in Salone Del Mobile, Milan, all culminate in our specialist company, here for you,” Novaluna told us.

“This is the essence of Novaluna, a brand present on all continents, which offers high quality products, with a wide catalogue capable of accommodating beds with avant-garde design and stylised, contemporary beds, because every home has its own taste and style.”

The UK market is really being focused on by the brand and we have some very strong styles which we believe can offer consumers many beautiful bedroom options.

This is Novaluna: emotions and design.

The partnership is looking forward to bringing the Novaluna style to the UK market for 2024 and putting some Italian flair into bedroom styling. Bluebird added: “The UK market is really being focused on by the brand and we have some very strong styles which we believe can offer consumers many beautiful bedroom options. Our fabric offerings are established, yet unique and the designs are bold and commercial for our market.

“Salone Del Mobile 2024 will also see us launch our new bed model - the ‘Daniel’ to the market in the UK and we are excited to see the response from the trade. We are thoroughly looking forward to establishing some strong relationships with retailers who wish to provide the end consumer with our beautiful designs and to letting those relationships mature over time into strong partnerships.”

Novaluna invites you to join them at Salone Del Mobile, Milan, from April 16th to 21st 2024 in Hall 7 Booth D22 where they can walk you through their ranges and introduce new models, including the Daniel.

www.novalunaitalia.com | sales@bluebirdagents.com

+44 (0) 113 3720027

Vispring unveils new showroom

British luxury bed maker Vispring has announced the opening of its newest showroom in the iconic London’s Design Centre, Chelsea Harbour.

The 844sqft showroom, on the third floor of the South Dome and set to officially open this month – in time for London Design Week, is Vispring’s second London space dedicated to helping customers achieve high-quality sleep through its exceptional mattresses and sleep solutions.

Inspired by the store concept of its Regent Street flagship, the new showroom offers inspiration, allowing visitors to experience Vispring’s luxury beds and wide range of customisation options to suit individual needs. Additionally, with sleep experts on

hand in-store, visitors can rest assured that they will find the perfect product to meet their requirements.

Paying homage to the interiors of the flagship store with the same wood panelling and oak finishes but with its own identity in the new setting, the showroom will more specifically focus on design and fabric choices.

On stepping into the showroom, visitors are invited to discover Vispring’s array of luxury beds and mattresses, including the Herald Mattress paired with the Helios Headboard on a High Divan, which features a subtle yet innovative storage solution thanks to built-in Conti standard draws. The stylish monochrome fabrics look, which was first introduced last year, can be found on the Kingsbridge Mattress and Ceto Headboard in Nordic Anthracite fabric.

Also on display is the Sublime Mattress, alongside the Lennox Headboard in the dramatic Aubrey fabric in Storm by Wemyss, as well as the Signatory mattress with High Divan in Ogee’s linen and classical Eccleston Headboard.

Martin Gill, Managing Director at Vispring, says: “We are delighted to expand to another London location and bring our luxury bed offering and unparalleled commitment to craftsmanship to a wider audience. Design Centre, Chelsea Harbour is an inspiration hub for design, and we look forward to helping visitors improve the quality of their sleep and experience our products in person.”

We are delighted to expand to another London location and bring our luxury bed offering and unparalleled commitment to craftsmanship to a wider audience.

Remarkable Mattsons

Oscar Mattson, the 6th generation bedmaker of Mattsons Beds, looks back on the launch of Mattsons Beds and reflects on a remarkable first year in the UK market.

It has been a journey filled with excitement, growth, and rewarding partnerships. A journey we couldn’t do without our sales agents Colin Boyce and James Leach, who has worked tirelessly to bring the best of Swedish craftsmanship to the forefront of the UK’s premier retailers.

Throughout the year, we’ve had the pleasure of hosting numerous visits from our retail partners across the UK. These visits have been instrumental in strengthening our relationships and sharing the story and philosophy of Mattsons Beds. The reaction and enthusiasm of our partners have been nothing short of incredible, turning Mattsons Beds into a success story within the UK. We’ve seen growth across all the markets we supply and we’re proud to be able to work with the UK retail network. A significant highlight towards the end of 2023 was establishing retail partnerships with Arighi Bianchi in Cheshire, Hunters in Derby and Hatfield in Colchester. The consistent expansion is a testament to the hard work and commitment of our team and partners.

To have our collection of Swedish handmade beds in 20 stores across the UK is amazing. Our goal has always been to offer products that enhance the quality of life, making you feel more alive during your awake time. With these amazing stockist’s, we are one step closer towards achieving that goal.

At the INDX Furniture show in January 2024, we not only forged relationships with new retail partners but also started a discussion with several potential new stockist’s, with the aim of working together by the summer this year. This milestone marks just the beginning of our journey in the UK. With our commitment to quality, comfort, and the well-being of our customers, we look forward to bringing the unique experience of Swedish luxury to more homes across the country.

Our plans for 2024 are to welcome more partners to our home in Falkenberg where we’ll take you on a journey of unbelievable comfort, quality and craftsmanship. Here’s too many more years of success and no more tiring days with Mattsons Beds.

www.mattsonsbeds.com

INDX Furniture in Review

A recap of the recent INDX Furniture show.

INDX Furniture, which took place from 19-22 January 2024 at Cranmore Park, featured a variety of new product collections as well as newcomers to the event itself. Devonshire Living showcased its most successful launches from the past year, as well as brand new products, including AIS exclusives.

Other new launches included professional furniture care specialist LCK International, Primavera introducing its new brand Primo, Baker Furniture’s collaboration on its new G Plan cabinet collection, and Digio presenting a range of promotional priced leather. Guest exhibitors also included Nicoletti, Akante, Contrast Upholstery, Connubia, Saxon Furniture, New Trend, and Tomasella.

Mattsons Beds returned to INDX, with this year’s show delivering “remarkable” results for the Swedish bed maker. They said: “This year’s INDX Furniture Show was a remarkable event for Mattsons Beds, marking a period of enthusiastic engagement and potential growth for the company. The show, known for showcasing the latest trends in furniture design and innovation, provided the perfect platform for Mattsons to reinforce its presence in the UK furniture industry.

“Our team from Mattsons Beds expressed immense satisfaction with the outcome of the event, highlighting the importance of building relationships during the INDX Furniture Show. The highlight was the response of our current and potential partners trying our beds and mattresses. Witnessing the smiles of people trying our beds for the first time underscored the company’s mission and dedication to a perfect night sleep.

“The positive reception at the INDX Furniture Show is a testament to Mattsons Beds commitment to excellence and customer satisfaction. Thank you to everyone who had the chance to visit us.”

Another stand that caused a buzz was Contrast Upholstery’s collaboration with furniture designer and TV personality, Laurence Llewelyn-Bowen. Janus Cooper from Contrast Upholstery Ltd said: “We had an amazing show and were so pleased that both our existing customer base and plenty of new retailers loved the Laurence LlewellynBowen fabrics that we used on four new upholstery groups.”

Meanwhile, Kristian Crocker from Jual Furnishings Ltd commented on the successful show too: “Jual had a fantastic INDX exhibition this year and

it’s fair to say the AIS team done a great job with ensuring the footfall was strong with key decision makers being present. We are a regular exhibitor at INDX however, last year we decided to focus more on utilising our show van with the help of our fantastic agents, but it was great to be back this year showcasing new collections with new and existing customers.

“We are pleased that our new additions and collections were well received, in particular, our new Fabric Office Chair which caught the eye of many customers. Following the exhibition, we are looking forward to rolling out our new collections across the UK and Ireland.”

As for Nicoletti, the Italian upholstery manufacturer took a large space upstairs at the event, enabling the business to showcase a plethora of products. Nicoletti said: “The large space allowed us to exhibit all three Nicoletti Brands, which included Pearl, People and Nicoletti Home alongside a large collection of Akante Dining and Occasional furniture.

“Akante showed its new dining table product, a 2 meter long extending with end leaves to 3 meters and 1.2 meters wide with matching leaves. It was the biggest success of the show. The INDX show was a great success where we were able to see our existing customer base and managed to add some excellent new accounts too. The relaxed atmosphere was also commented on by many customers.”

Parkner Knoll and Duresta added: “Attendance was excellent and the buyers were in good spirits. The atmosphere was friendly yet professional, with a high standard of presentation and a good mix of products,” while Kellie Oliver, the Managing Director at AMX, part of TCM Living, added: “I’m absolutely thrilled to have showcased our brand new AMX Design product collection for AIS. It’s a moment of immense pride for

me as I see the culmination of our hard work and dedication come to life. The purpose behind this display was to signify a significant shift in our brand’s look and feel, aligning with current trends and embracing innovation while remaining commercially viable in the market. I’m delighted by how this collection demonstrates our brand’s versatility and depth, illustrating our breadth of offerings to a wider audience. Overall, this showcase represents a dynamic evolution for our brand, and I couldn’t be happier with the outcome.”

Another business that had huge success during the show was Devonshire. As mentioned, this was its INDX Furniture debut and were delighted with the results. “Devonshire Living had a hugely successful INDX Show, our first time exhibiting at Cranmore Park,” Nicolle Hockin, MD, said. “We launched three new dining and bedroom ranges and two occasional collections across a mix of natural materials including oak, mango, paint, stone and marble.

We had a bumper show in January 2023 and this year we saw a 6% increase on that footfall so we’re very thankful to all the suppliers and visitors who supported us.

We’re extremely pleased with how the new products were received and look forward to building new relationships in 2024.

“We were overwhelmed with the positivity received at the show, especially from some retailers who weren’t so familiar with us and were expecting us to still be showing traditional pine products! The thing which seemed to stand out the most for us were our paint options, all hand finished here in Devon. We revamped our colour palette late last year, and the new fresh and fashionable colours have gone down a storm.”

INDX Furniture, curated by buyers from Associated Independent Stores (AIS), the UK’s leading buying and services group for fashion, home, and leisure, proved to be big hit for both exhibitors and visitors. In fact, the organisers revealed that 94% of exhibitors said they placed or anticipate orders at the show and that 97% would exhibit at an INDX show again. Furthermore, 80% agreed the quality of buyers suited their needs and 85% agreed that INDX provided a good environment for taking orders.

Emma Rackley, Director of Furniture and Home, AIS, said: “I’m delighted to say that this year’s show totally surpassed our expectation. We had a bumper show in January 2023 and this year we saw a 6% increase on that footfall so we’re very thankful to all the suppliers and visitors who supported us.

“We are trading in a challenging economic landscape and we were careful to put together a show led by insight and market-trends, bringing together a fantastic brand list and ensuring a focus on newness - and I’m pleased that this approach worked.”

Following a buoyant January show, INDX Furniture is back Wednesday 28 August (*AIS Members only) and Thursday 29 August 2024.

www.indxshows.co.uk/indx-home/ furniture/furniture

Home & Garden

Marketing Conference

Independent marketing agency Boutique has announced its third Home & Garden Marketing Conference - an event curated for brands and retailers in the Home & Garden space.

Taking place on 9th May 2024 in Leeds city centre, the conference will focus on two core themes - consumer behaviour and creating compelling content.

Jenn Ferrier, Head of Marketing at Boutique, details more about the event, its growth over the last three years and what attendees can expect on the day.

Why did Boutique first set up the conference?

“As specialists in the Home & Garden we know that spending on the home is an ever present. But post-Covid we’re seeing consumers spend less but expect more, whilst the sector continues to become more competitive - for example 708 new furniture companies were registered in Dec 2023 alone. Against that backdrop we know from talking to our own clients in the sector that there is often a want and curiosity to know how other brands are facing the challenging macro and micro environment.

“With that we wanted to create a space where a collective group of marketeers and business owners, could come together to share insights, learnings and make new connections with peers. That’s why in 2022 we had our first event and it has grown since then and become somewhat of a staple in the calendar.”

What is the core focus of this year’s conference?

“We recognise that there are always two big topics on marketeers and brands minds - the first around consumer behaviour - for example the barriers to purchase, the evolution of the journey to purchase with influences like AI and digital and the broader macro environment. By sharing our knowledge and that of our partners we can arm brands with the tools and knowledge to inform their marketing strategies.

By sharing our knowledge and that of our partners we can arm brands with the tools and knowledge to inform their marketing strategies.

“Secondly meaningful, engaging content is an on-going headache for most marketeers and because of our connections in the sector we can bring a rich agenda of media owners, such as Hearst and Future who count titles like Livingetc, Real Homes and House Beautiful in their portfolio to hone in on what good content looks like and how to gain coverage.”

What’s the highlight of this year’s conference?

“This year we have made the decision to run 2 streams simultaneously - the consumer stream and content stream, this means we can appeal to different people from within brands who can come together but join the talks most relevant to their roles increasing the breath and appeal of the conference.

“Alongside new digs for us, where we can boast of an outdoor roof terrace, delicious lunch included and over 8 speakers lined up this is our best yet!

Each year Boutique publishes the Home Report which is pulled from industry sources, alongside their own research and handpicked contributors to create a report that covers the shape of the sector, trends, insights and areas for consideration, while building marketing strategies in the Home & Garden space. This is launched at the face-to-face conference, which will happen this year in May 2024 in Leeds.

You can request copies of the previous Home Reports and can sign up via the Boutique stand https://bigfurnitureshow.com/weareboutique

Courage is key at Sofas & Stuff

Andrew Cussins, Founder and CEO at Sofas & Stuff, talks about the launch of their new Chelsea showroom, why the V&A partnership is one close to his heart and how heritage designs are still a firm favourite.

This month marks the official launch of Sofas & Stuff’s new Chelsea showroom, an opening that is a “natural progression” as the company continues to expand.

Situated on Kings Road in the heart of Chelsea, London, the new showroom plays host to their latest collection, Threads of India in partnership with V&A, a tribute to India’s timeless textiles and their enduring global influence. But more on this a bit later.

Reflecting on the latest launch, Andrew Cussins, Founder and CEO at Sofas & Stuff, said: “The choice of Chelsea’s King’s Road for our new showroom was a natural progression. The area is steeped in cultural and design heritage and aligns with our passion for expressive interior design. I have owned a retail space on the Kings Road before with Sofa Workshop. I very quickly realised however, that the footfall at that location was 25% less than the shops located in middle of the Kings Road.

“I have always wanted a showroom on the Kings Road located where we are now, right in the middle! I jumped at the opportunity when the new site became available. The launch has involved meticulous planning, of course, and we have poured a great deal of energy into creating a showroom that reflects our commitment to a pleasurable and immersive shopping experience.

“It will also be an exciting hub for interior designers and other trade customers, with a dedicated Trade Manager to assist with their specific needs.”

The new showroom marks a significant milestone for the family-owned business, with the Sofas & Stuff story beginning back in 2009 when Andrew and his father, Manny, noticed a gap in the market for bespoke, handmade British sofas and beds.

“Our involvement in the furniture industry spans three generations, starting with my

father, Manny Cussins, who took charge of a small shop in Hull before World War II,” Andrew reflected. “I joined my father working as his apprentice and then in 1985, I set up Sofa Workshop. The Sofas & Stuff story then followed in 2009.

“The furniture industry holds a profound place in our family, and I take real joy in two of our sons carrying forward this legacy as Directors of the company. Their fresh perspectives and long view of the business inject vitality into our company, enabling us to thrive.”

Alongside fresh visions mixed with a rich history of furnishing industry knowledge, Sofas & Stuff has continued to invest in both products and processes. The business, which is a retailer and manufacturer of bespoke furniture, opened its factory over a year ago and has remained a key focus moving forward.

“Our focus for the year ahead is our factory, which we opened in Preston

I regularly visit other furniture shops and see that their designs are playing safe. How can you inspire people without being brave?

18 months ago. Sofas & Stuff is more than a retailer of furniture; we are a retailer that manufactures, which is a very significant point of difference, and something that we are investing a great deal of time and resource into, making our services as seamless as possible for our customers,” Andrew explained.

Another point of investment as mentioned earlier, is in products and also partnerships. The launch of the Chelsea showroom complements their new collection in collaboration with the Victoria & Albert Museum.

“The V&A partnership is a relationship that is incredibly close to our heart,” Andrew continued. “They have an unrivalled archive of textiles from around the world. I couldn’t think of a more inspirational establishment to collaborate with than the V&A. They are a constant source of inspiration.

“Our collaborative relationship reflects our immense curiosity about design, past and present, and connects with a similar passion felt by many of our customers. Our Threads of India collection is the third fabric collection created in collaboration with the V&A. Six fabric designs have been created, drawing upon the magnificent array of South Asian objects housed in the museum. Each design reveals a different aspect of India’s artistic legacy, allowing people to infuse history into their contemporary living spaces.”

In keeping with designs, Andrew also revealed that heritage patterns are growing in demand, while more “courage” is needed within the furniture space to help inspire the consumer. “We are seeing a growing interest in heritage patterns and fabric designs that are rooted in history yet still are relevant in the modern home. People are fascinated by authentic detail and character. Our Threads of India collection,

with its blend of historical inspiration and contemporary designs, perfectly illustrates this trend.

“There also needs to be a lot more courage in the furniture industry. I regularly visit other furniture shops and see that their designs are playing safe. How can you inspire people without being brave? As furniture retailers, we need to carve out our own nook. We do this by doing something different, being brave and claiming our own identity so that we’re not all selling the same thing.”

Not resting there, Sofas & Stuff has already earmarked a number of potential sites for new stores in the UK, although Andrew couldn’t share where at this stage. “There are about 10 sites in the UK that we are interested in. We are always looking for the right opportunities for Sofas & Stuff.”

www.sofasandstuff.com

Helping retailers keep their delivery promise

Alex Buckley, General Manager for EMEA & APAC at DispatchTrack, talks about how they help retailers keep their delivery promises while highlighting a key partner with Furniture Village.

When it comes to delivery, mapping out the route is crucial, which is where DispatchTrack enter the journey. Their last mile delivery software offers furniture sellers AI-powered route optimisation, plus many more benefits to help maximise logistics and customer satisfaction.

In a nutshell, DispatchTrack aims to enhance the customer experience and streamline driver management through its delivery tracking tools that are designed to ensure highly accurate ETAs, maximise stops per day and minimise disruptions. In fact, DispatchTrack customers typically see an average of 10% efficiency gains through its optimised routing.

“DispatchTrack’s real-time visibility dashboard empowers furniture retailers to spot disruptions before they become a problem,” says Alex Buckley, General Manager for EMEA & APAC. “From a single screen, users can see the status of every truck, route, and order, drilling down on details as needed. The end-result is that you can spot late, failed, and incomplete deliveries easily, and act quickly to resolve the issues for your customers.

“At the same time, our comprehensive customer communication suite provides customised, branded notifications at all crucial touchpoints before, during, and after the delivery. By combining efficient deliveries with best-in-class customer experience, DispatchTrack has helped numerous furniture retailers reduce costs, increase efficiency, and position themselves for growth.”

One such retailer that has benefited greatly from the service is Furniture Village. The business has continued to grow to one of the largest independently owned furniture retailers in the UK, operating from 55 stores across the country. Delivery remains a key element of the company and since partnering up with DispatchTrack back in 2020, the routing solution has been utilised for over 150 vehicles.

With DispatchTrack’s help Furniture Village have transformed the delivery experience for customers with notification at every stage of the process, live customer tracking, proof of delivery via the driver mobile app.

Alex revealed: “Furniture Village came to DispatchTrack because their existing routing solution didn’t allow them to easily provide proactive communication and live delivery tracking to their customers. They needed to upgrade their capabilities to ensure that they could send updates and ETAs to customers while providing them with real-time tracking from the comfort of their own devices.

“With DispatchTrack’s help Furniture Village have transformed the delivery experience for customers with notification at every stage of the process, live customer tracking, proof of delivery via the driver mobile app.”

By offering a suite of customer communication and last mile visibility tools, DispatchTrack has given Furniture Village the capabilities they need to provide a delivery experience for customers that lives up to their rigorous standards—one that inspires trust and confidence by giving customers full transparency into how their orders are being fulfilled.

“Post-delivery care, driver support, and photographic proof

of delivery are particularly important for big and bulky deliveries such as furniture,” Alex added. “Furniture Village has found the data captured at the point of delivery invaluable for the post-delivery care team. Drivers report any issues through a care line, enabling the team to proactively contact customers and help resolve any questions before they have a chance to escalate. The photographic proof of the delivered item in situ has also helped provide clarity in customer queries by showing whether an issue was there on delivery or happened subsequently.”

Dave Ayers, Operations Director at Furniture Village,

commented on the success so far: “Furniture Village strives to make its name synonymous with “quality” all across the UK. DispatchTrack helps us extend that promise into the delivery experience - and beyond - by empowering us to optimise routes, communicate with customers, and boost visibility.”

Another example of success is through Focus Furnishing, as Alex continued: “By switching to DispatchTrack, Focus Furnishing were able to remove manual processes and paperwork, significantly boosting the flexibility and efficiency of their operations. Focus Furnishing revolutionised their operational workflows, increasing their delivery capacity by 50%, decreasing operational expenditure and improving overall profitability, all while maintaining their high service standards.”

For other furniture retailers looking to enhance their delivery offer, DispatchTrack says the process of getting involved starts with a simple consultation, as Alex explains: “We start with understanding what your objectives and challenges are in your existing set up or solution, and where you want to get to in terms of optimisation, efficiencies, customer and driver experience.

“For example, where finding efficiencies is a key objective, we look at how the DispatchTrack technology will enable retailers to do things in a more efficient way. This isn’t just routing optimisation, recently we met with a prospect who was using a routing solution that was good for them, but all the postdelivery invoicing has to be done in manually in a different system whereas in DispatchTrack we can do this automatically and therefore save time and cost.

“Additionally, all their customers were having to be called in order to arrange the delivery time, but with DispatchTrack this was able to be managed using the self-scheduling feature.”

Furthermore, DispatchTrack also offers features which help improve the customer experience as well as provide reassurances along the way. These include the ability for customers to self-schedule deliveries, concise communications about their delivery and the ability to send pre-delivery questionnaires or issue “what to expect” type videos, for more complex deliveries, as well as enabling proof of delivery to help minimise any disputes regarding potential damage.

What’s more, DispatchTrack is continually investing in its software and processes, with future plans to further enhance the two way customer SMS messaging and enable scenario based SMS messages for instances such as vehicle breakdowns, road delays or weather impacts. Integration with Whatsapp will also be another enhancement to the customer experience. During early 2024 DispatchTrack will also release version 5 (V5) of its routing engine that will enable such things shuttle runs and order prioritisation. “Delivering at the right time, every time, is what we do,” Alex said.

www.dispatchtrack.com

FEATURES

Meet James

James Howard, owner of Chapter Fifty Ltd, represents Buoyant Upholstery, Global Home/Corndell, Adjust-A-Bed and Vogue Beds (South East).

How long have you been an agent in the industry?

I became an agent in April 2023.

What drew you into the life of an agent?

I was offered the opportunity by Mike Aramayo to become an agent with Buoyant - he thought I’d be a great agent (thanks for that Mike) and after some conversations with others like Paul Owen and Chris Bland, I decided to ‘go for it’! Most days I’m out on the road, typically I’ll work an area every day and see 6/8 customers depending on location and traffic. Most weeks I’ll cover 600/700 miles easily. I would try and see each customer at least every 6-8 weeks.

What is the best part of your role?

I love meeting people, meeting people and helping them with their showroom plans and furniture model displays. Although still really new to being an agent, I’ve learnt lots about what sells well in what areas and where my brands fit alongside other brands etc. and I’m very lucky to have had the support of some amazing colleagues.

What is the most difficult?

Dealing with service issues. I realise these issues are part and parcel of the role but no one wants to deal with shading problems or broken parts. Although service issues can arise, working with such great manufacturing teams means these issues are not common and thankfully I’ve got some patient, understanding retailers.

Do you have any particular highlights so far?

There are many highlights I’ve enjoyed in the last 10

months...too many to mention. I would however say that being back at the January Furniture Show as an agent was a brilliant experience. Some of you may know that I was Show Manager at JFS23 - returning to JFS24 as an agent was a highlight for me - poacher turned gamekeeper - with my own business, supporting my retailers was fantastic.

What challenges do you think currently face agents in the furnishing industry?

Every retailer I speak to has worries about the current financial situation. With households facing very difficult ‘cost of living’ challenges, I know that this affects peoples spending plans and first to go are luxury items like new sofas, dining tables and bedroom furniture. 2024 will be difficult but I’m seeing small green shoots of optimism. We’ve faced difficulties before as an industry and ‘brighter days are coming’!

What would you like to see change?

Traffic on the M25! No seriously, it would be great for retailers to keep an open mind! I understand completely if my brands aren’t right in certain retail outlets, however, all brands are improving and changing their models regularly and it would be amazing if retailers at least looked at the new models and said ‘no’ rather than saying ‘no’ just because they think they know what these hard-working design teams are creating. At least say no having looked at the range.

What would help agents more?

on everyday over the last 10 months. Yes, an interest in furniture design, fabric choices and retailer sales plans help but the ability to think on your feet is non-negotiable.

Can you share something that irritates you the most as an agent?

Negativity - I can’t stand it. My glass is always ‘half full’, nay overflowing!

Can you share an insight into your plans for the year ahead?

I’ve set myself quite optimistic targets form the coming year. Having only recently added Global Home and Corndell to my offering, I’d really like to build that agency into areas I’m already working in with Buoyant and vice versa. My AdjustA-Bed agency is a great little product. More and more I find customers looking at motion beds as a lifestyle spend, it always used to be a distressed purchase...not so these days, the designs are really modern and smart.

2024 will be difficult but I’m seeing small green shoots of optimism.

An agent network portal would be useful - somewhere that agents could share information about market conditions. I’ve had some great support from established agents around me but it’s been tough at times not knowing if I’m doing the right thing, or asking the right questions. Anyone thinking of coming into the agency world will need support and honesty - it’s not all ‘moonlight and roses’ out there!

What would you say to someone considering becoming an agent?

Determination, open mindedness, hard work and most importantly find an agency with a manufacturer you believe in - it’s much easier to promote a product you can get behind. Stick with it - it took me six months to start seeing good results from my efforts and I’m still not there.... but 100% back yourself!

What is the most important attribute to have as an agent and why?

Anyone who has worked in events will tell you that you become brilliant at problem solving. Having worked in that arena for many years it’s given me many useful things but certainly the ability to problem solve is a trait I’ve called

I’m focusing on lapsed customers as I’ve already enjoyed success with this section of retailers in recent months. For me the most important element of growth will come through the relationships I’ve built in the last 10 months. One big thing I’ve realised is that I support my retailers with these brands. As soon as an aspiring agent realises this, things start to happen. With the continued belief and trust of my retailers, I’m excited about what the next 12 months will look like for them.

What’s the next big thing you are seeing in the industry?

For me, moving away from ‘50 shades of grey’ in showrooms will be amazing. Being bold with your colour choices is demonstrating success - I don’t mean putting a yellow sofa in your window will inspire people to start buying yellow sofas.... but it will certainly get people’s attention!

I believe that big textures and bold fabrics are coming back - more jumbo corduroy, more heavy texture and some really rich colour pallets.

Final thought?

I’d like to wish the industry well - together we can work through the challenges we face and be better for it in the long term. Spread some positivity... I know I will be!

james@chapter50.co.uk

07943457785

linkedin.com/in/james-howard

Tara Corcoran: “In recent years, significant strides have been made in promoting women and gender equality in the furnishing industry. I feel companies are increasing diversity and inclusion with equal opportunities for women in leadership roles. There is a number of businesses which are now implementing policies that support work life balance.”

Nichola Bell: “When I joined the industry 17 years ago, I didn’t come across many female sales reps/agents, gladly this has certainly changed over the years. Many buyers for high street groups now tend to be female, however many of the traditional upholstery manufacturers are still light on the female leadership side but perhaps that will change too. I am optimistic that the inequality in gender pay is being addressed also.”

Mandy Brown: “There is evidence of the male bias in the industry shifting, women are more accepted now and their voices can be heard. When women make up 50% of the population and probably a stronger bias in the decision making of interior design/furnishings it makes sense to have a stronger gender equality.”

Carole Nolan: “Over the years there has been some progress, but the industry itself currently remains male dominated, though as new generations grow in these businesses, I see a more level attitude towards women in the workplace and more women in senior positions. The old ‘’Boy’s Club’’ culture is still there in some companies, in particular how they are towards female staff but thankfully it is becoming less prevalent.”

Stephanie Yule: “Certainly, in the years that I have been in the industry we see far more women in practical and managerial roles, from our newly formed Senior Management team where we are 50% female, to those that would previously been viewed as traditional male occupations. For example in the last two years at Hypnos we have increased our female mattress makers by approximately 15%, this is a role that was traditionally male dominated with women focussed mainly in our cut and sew areas. There are truly no roles within the business that women cannot do.”

Venessa Hodgson: “Whilst it remains a male dominated industry, women are making more headway particularly in senior, decision-making roles; as an example, I have been with HSL for 10 years and it has gone from one female board member to females now representing 50% of the board. I’ve also visited a few furniture factories of late where women have been much more prevalent on the manufacturing side which is great to see. Our Head of Manufacturing is female. Charlotte Ackroyd has grown with our business over the years from being on the shopfloor to now being one of the best and most inspirational female leaders I’ve ever come across. She leads a predominantly male led work-force and does so with respect, empathy, strength, skill and vision.”

Tara Corcoran: “The company I work for is a trailblazer in promoting women’s progression in the workplace. Their commitment to gender equality is evident in the balanced representation across all levels of management. From top directors to senior management and store managers, they have achieved an even split, ensuring that women are wellrepresented in leadership roles. This approach reflects a genuine commitment to fostering diversity and inclusion. We actively cultivate an environment that values and supports the professional growth of women, providing equal opportunities for leadership and success. This commitment is ingrained in our company culture, contributing to a more dynamic and inclusive workplace for everyone.”

Nichola Bell: “Alpha Designs may be one of the few manufacturers to have more female representation than most perhaps. With over 50% of the senior management team being female, including MD, Sales Director and Factory Manager.”

Mandy Brown: “Women should be given the same opportunities as men in the workplace and we have an equal opportunities policy that reflects this. We ensure that new roles are written in a way that appeals to all people, advertised to attract a broad diverse applicant base and our recruitment practices allow for all to attend and give their best on the day. I encourage everyone to have a voice in the business and this helps women to feel opportunities are available.”

Carole Nolan: “At Maze, there is an equal number of women and men at both senior and mid-level management, everyone is treated equally, and progression is always encouraged for everyone regardless of their gender.”

Stephanie Yule: “We believe in equal levels of opportunity for everyone. If you are qualified for a role and are the best person for it then you should be the one doing it. We make no special concessions for women in the workplace as we firmly believe that we should treat everybody equally, including women, but there is absolutely no blockage to promotion within Hypnos, whatever your sex.”

Venessa Hodgson: “We don’t have a gender-based career development approach – that would feel wrong and certainly not aligned to our cultures and values. Gender shouldn’t define you, nor should it define your future nor your opportunities; I am proud to say that HSL takes a very fair and balanced approach, encouraging all colleague’s male or female, regardless of their position in our business, to be the best versions of themselves and achieve without limits.”

Venessa Hodgson: “All sectors would benefit from a good gender balance, particularly at senior management and board level; it encourages diversity of thought and brings with it a wealth of experience, skill and perspective, thus enabling businesses to make better decisions and importantly, helping to shape a better culture and enhancing colleague engagement.”

Tara Corcoran: “Diverse perspectives and leadership styles create a dynamic blend, sparking innovation, collaboration, and success.”

Nichola Bell: “I have experienced many a “male dominated” board room situation, seen the imbalance and the effects of it. I think it is important to have a balanced mix of both genders in leadership positions. Both genders bring very different skills and points of view which make for a more holistic leadership technique and direction. It’s a shame we are even having to have these conversations in 2024 surely?”

Mandy Brown: “We need more diversity in leadership! Diversity and equality in leadership creates a sense of belonging for teams and listening to minorities. If the minority is women, then yes, we need more women in leadership roles.”

Carole Nolan: “To close the gender and equality gap. To bring diversity of perspective and values to the table. To teach our younger generations so we can finally have equal opportunities for everyone and make business fair.”

Stephanie Yule: “It’s more important to have a balance than any bias to one gender, group, background or type. It’s important that any leadership team is made up of a mix of personalities and outlooks to ensure that a variety of opinions and thought processes influence decisions made at the top level. Empathy is important in leadership and a leadership team made up of a balance of people with a variety of outlooks is more likely to be successful.”

Tara Corcoran: “One inspiring women’s empowerment moment for me was when I recently took part in a Women in Furniture workshop. Witnessing women from diverse aspects of the business world coming together was truly a proud and empowering moment. The exchange of ideas, collaboration, and shared enthusiasm showcased the strength that arises when women unite to uplift and empower one another. It’s not just a workshop; it’s a powerful testament to the impact women can make when they stand together and support each other’s success.”

Nichola Bell: “Less of a moment, but there is no greater feeling than, when in a male business environment, I am listened to, my opinion respected and my skill acknowledged. The respect flows both ways then.”

Mandy Brown: “I can confidently say my daughter, at 19 she created a business idea and started her own successful business, then moved to London. She put herself through university finishing with a First-class honours degree! She spent seven months travelling (should have been three but Covid changed that), on her return she started working for The Blue Cross and has studied as a veterinary nurse. She will qualify soon - she knew what she wanted and went for it!”

Carole Nolan: “Marie Curie, who was the first woman to win a Nobel Prize and the first scientist to ever win two. She discovered Radium and Polonium and changed the world with her technique for radiation therapy which is used to shrink tumours and destroy cancer cells. One famous quote of hers always resonated with me being a working mother of five: “I have frequently been questioned, especially by women, of how I can reconcile family life with a scientific career, Well, it has not been easy”.”

Stephanie Yule: “My mum remains the biggest inspiration to me in terms of women’s empowerment. I was brought up in a household where both of my parents worked, which was quite unusual when I was younger, and where responsibilities for the household and children were shared. It instilled in me a great belief that women could do whatever they wanted to in the world and continues to drive me today. I also hope that I am showing the same to my sons who see me working hard to be successful in the workplace balancing it with spending quality time with them, as a rugby coach, and enjoying a full life.”

Venessa Hodgson: “I attended a female leadership conference last year in London which was attended by a group of African tribal women. All of the women were incredible, ranging from scientists, doctors and political leaders – the equality issues they face in their personal and professional lives were utterly astonishing, yet they overcame adversity in the most spectacular way. Their strength, positivity and resolve was both humbling and inspiring to say the very least.”

Tara Corcoran: “International Women’s Day is a celebration of strength, resilience, and the remarkable achievements of women worldwide. On this special day, let’s applaud the progress we’ve made and pledge to continue championing equality. To all women, your dedication and success inspire us to break barriers, uplift each other, and create a future where every woman’s potential knows no bounds. Happy International Women’s Day!”

Nichola Bell: “I am very privileged to live in a first world country, and although gender equality in business in my opinion is just archaic and unnecessary, it is the young vulnerable girls of poorer nations that are denied a future through lack of education and opportunity (for a multitude of complex reasons) that is heartbreaking. This surely should be a world focus not only on International Women’s Day. Girls don’t need a voice, they have one, just give them the opportunity to use it.”

Mandy Brown: “I do like to celebrate International Women’s Day and admire the incredible women in my life! My International Women’s Day message would be, you can be whoever you want to be and achieve whatever you want to achieve. Hard work and perseverance will pay off, keep at it and never be afraid to ask for help!”

Carole Nolan: “It is an important day to recognise the achievements of women and to promote gender equality. My message is something I say to my daughters, “be proud of who you are, and try to make a difference. Kindness costs nothing”.”

Stephanie Yule: “It is an opportunity to celebrate the achievements of women across history who have contributed to the fight for equality and the chance to remind women and girls everywhere that they should never settle for less and should be exactly who and what they want to be.”

Venessa Hodgson: “In all honesty it saddens me deeply that in 2024 the world still needs to recognise women and their phenomenal value and contribution in society through IWD. Women inspire me every day of every year; the world can’t function properly without gender equality, and in the words of UN Women “invest in women and accelerate progress.”

The psyche of consumer furniture shopping

and products that offer very little to distinguish themselves from one another.

The furniture industry has always been fiercely competitive, but with the rise in e-commerce and dropshipping, it’s on the verge of becoming oversaturated. A quick search online or a browse on social platforms reveals myriad copies, dupes,

There’s a very real risk of retailers’ furniture becoming a commoditythat is, a product viewed as equivalent to and interchangeable with another

Phillip Bott-Hansson, planning director at krow London, unveils the consumers psyche by bridging the gap between desires and declarations in furniture shopping.

no matter who produced it. Consumers are overwhelmed and looking for a way to tell these products apart.

Furniture retailers often make the mistake of thinking that the deciding factor for consumers is price. It’s not. Price is important, and it might be what consumers say they care about, but that’s a rational consideration. And ultimately, consumer buying behaviour isn’t determined by the rational part of our brains.

In fact, according to Harvard Business School professor Gerald Zaltman, roughly 95% of human decision-making is unconscious so we have to take what consumers say they want with a pinch of salt and look at what they actually do instead.

For example, we’ve been able to use the psychological research tools of our sister agency, IB, to get under the skin of what consumers really want when buying furniture. These tools and techniques focus on their unconscious reactions rather than their surface-level conscious responses.

When consumers talk about furniture, they tend to say their priorities in a retailer are range and style. But that’s a comment on how they want to shop, not the value they want to get from their furniture and home. So, it’s not the reason they ultimately buy their new sofa.

Brands need to look at that value piece. Value doesn’t just mean price - it’s price and quality combined. And quality doesn’t just mean physical quality - it’s emotional quality, too.

When it comes to furniture, we found that a large part of what people unconsciously associate with the living room is safety, rejuvenation, and comfort. Consumers want a place to shut off from the outside world and be themselves.

When you understand the motivations and needs that are homogenous to the market, you can attract more people within the market by creating communications, products and services that appeal to that unconscious desire. You can craft a positioning, purpose and value for your brand that consumers genuinely see as worthwhile and prevent your brand from becoming a commodity.

Humans connect to stories and emotions, so building a story around that insight will help consumers remember the brand and persuade them to give up much-needed energy to change their opinions (which is exhausting - as humans, we hate to do this). This is a far better route to sale than relying on the 5% of the human brain that makes rational decisions. We worked with a leading furniture retailer to help open up new opportunities of growth. By understanding consumers’ unconscious buying behaviour within the category, we helped them rebrand.

By using a more emotional story and purpose, it gave people a reason, other than price, to buy from the brand. Mass awareness channels like TV are the best for driving stories and storytelling, so the brand launched its biggest brand campaign ever, to really shift perceptions in the market. In the end, it proved highly effective for them.

None of this is to suggest that appealing to the 5% of our brains that do make rational decisions isn’t important. The brand story is most valuable at the

Consumer buying behaviour isn’t determined by the rational part of our brains.

beginning of a consumer’s buying journey when you need to affect their perception of you, hit that unconscious motivation and attract them to your store or site.

As they move down the funnel, from narrowing down their options to deciding where and how to purchase, functional messages that back up the brand story have an essential role to play. In the final moments before purchase, consumers look for reasons to justify their decision, whether it’s a good price, free delivery, or a premium experience. That’s when brands should hit their rational side.

But even in the current economy, shouting about low prices from the off isn’t the way to connect with consumers in the furniture industry. Humans connect to stories, and they want that story to provide value. Knowing what your customers really want, not just what they say they want, is essential to give them that.

HOT ON THE HEELS OF THE JANUARY FURNITURE SHOW, THE MANCHESTER FURNITURE SHOW (MFS) IS BACK BY POPULAR DEMAND AS THE ESSENTIAL ONE-STOP SHOP FOR SUMMER SOURCING.

”

As the UK’s second biggest furniture show, visitors will be able to explore over 100 brands exhibiting from 10-11th July at the iconic Manchester Central.

The 2024 relaunch is set to deliver a seamless, social, mid-season buying event where the furniture industry can reconnect and network. MFS is expecting to see high quality buyers attend from the likes of Argos, Bensons for Beds, British Garden Centres, DFS, Dunelm, Furniture Village, Habitat, Homebase, Marks & Spencers, NEXT, Oliver Bonas, The Very Group, Wayfair and more.

Alongside the latest products, visitors and exhibitors will be able to network and celebrate at the ‘Summer Solstice’ Party and the Women in Furniture Network Brunch. Due to the Show’s relaxed atmosphere and mid-year timing MFS is the perfect setting to source and connect the furniture industry.

Over 100 exhibitors have been confirmed so far and include Lebus Upholstery, La-Z-Boy UK, Blue Bone Imports, Kettle Home, AWS Trading, Creation Italia/Incanto, Taylors (Scotland) Ltd, THE ULTIMATE HOME LIVING GROUP, Cowthorpe Oak Furniture and more.

Clarion Retail Portfolio Director, Zoe Bonser, is looking forward to bringing MFS, a show that has been running for over 27 years, back saying: “After the success of JFS, the Furniture Show’s team can’t wait to hit the road again and head to Manchester for the return of the industry’s favourite summer trade show.

“MFS is a much-loved show that buyers and exhibitors alike have been asking us to bring back as it is the perfect summer season reset. With top brands and buyers attending from across the country, we look forward to delivering another industry leading show.”

THE BIG QUESTION

This month we’re asking retailers:

Did you visit either the January Furniture Show and INDX Furniture Show during January and what were your thoughts?

I visited JFS as I always do as it is a crucial show for me. It’s good to see new ranges and trends. I was disappointed that the was show getting smaller yet again, lack of carpets in aisles detracted from the look of the premier furniture show in the UK. A number of manufacturers brought new ranges but overall, a bit quieter than previous years although there was a really good atmosphere, which I wasn’t sure there would be this year, so pleasantly surprised at that. Global Home Group stand stood out for me, the mix and quality of product was great. Loved the new sumptuous hybrid seating The Sofa Factory introduced at the show. Baumhaus stand had a lot of new interesting product, I particularly liked the Ooki modular cabinet range. Alstons always have an amazing stand and did not disappoint.

The January Furniture Show at the NEC. I got there Monday morning at 9am and I was back in my car driving back to London at 11:15am. It didn’t take too long to walk around. I walked the Halls three times to make sure I didn’t miss anything too! This was one of the worst shows I’ve ever been to mainly because of the poor organisation. Some halls had no carpet, some say supposedly the reason why they didn’t have carpet was they were being eco-friendly! Well, I noticed that they were still fitting carpet Monday at 10:30, so which is it, badly organised or ecological? And don’t get me started on the tannoy system. Everyone says how expensive it is to show at the NEC too. Here’s an idea, stop moaning and boycott it - have a year off maybe and this might make the prices come down. Maybe they’ll actually monitor and run a show worth going to see and one that’s worth showing up too.

We have attended the January Furniture Show since it moved to the NEC more than twenty years ago. This year twelve of the Hafren team attended JFS, which remains the largest and most relevant gathering in UK for our industry, showcasing new products and the latest trends / styles. Noticeably this year there was a shift away from the ‘sea of grey’ upholstery with various shades of green proving on-trend.

I attended the NEC show as I have done for over 30 years. To be honest these last few years I think I’m always expecting it to be how it used to be. Busy with plenty of halls full of suppliers. But it’s not. It’s probably 50% of what it used to be, if that. However, it is what it is and we are where we are, it’s still worth the trip out. I got a few things sorted out and bumped into people I’ve known a long time which is always nice. I’ll be going next year.

We visited both the January furniture show and the INDX show. The January furniture show did feel smaller than in previous years, however we did purchase significant new ranges in upholstery. We did however struggle with purchasing cabinet and dining ranges, the offer did feel very limited. The carpet gate controversy was a bit strange and gave the show a bit of a downmarket feel. The INDX show by contrast was back to the pre covid level but again was still lacking in choice for cabinet and dining. We again made some good selections in upholstery ranges and less so in cabinet and dining.

Really wanted JFS to be great but so many great names gone awol. No carpets on the walkway didn’t create a great impression either. I’ll keep going, this is year 27 for me, but it’s sadly lacking. A lot of cheap imported furniture, where have all the great makers gone? Cheap chrome and cheap veneers are not furniture that will stand the test of time!

Mandy Brown - Harrison & Brown Furniture

Vic Smith – Vic Smith Beds

Tim Morgan - Hafren Furnishers

Grant Berry – Home World – Mattress & Bed Centres

Huw Williams - Toons Home Furnishers

Nigel Ledger-Lomas - Harvest Moon Interiors

So-fa so-good for wholesale business

Ahmed, Managing Director of Ahmed and Partners Ltd, details the success of its Woodvale recliner range.

Furniture wholesale business Ahmed and Partners has seen recent success with its Woodvale recliner sofa range. The company has experienced high demand, prompting an acceleration of distribution, both here in the UK and in Ireland.

“The Woodvale recliner sofa sets have been a really big success for us,” reveals Ahmed, Managing Director of Ahmed and Partners Ltd. “We sold our first three containers in record time and have now got eight containers arriving in March to meet the demand.”

The Woodvale range, aimed at enhancing a living space through “ultimate comfort and style”, is crafted from durable and luxurious heavy technology fabric. Ahmed added that the feel is “very close” to real leather and a particular highlight is the quality of the leather air.

“The range has been really successful due to a number of elements,” Ahmed said. “The technology fabric really gives the leather a real feel and has been popular with existing customers so far.”

As Ahmed mentioned, this month the business will take stock of eight more containers, which also includes the addition of an electric reclining function to some models. The company is now preparing for distribution across the UK and Ireland with the Irish market managed by its partners BK Sofa Wholesale Ireland.

“Irish distribution will be managed by our Irish partners and they’ll be stocking and delivering around the whole country, while we will focus on the UK,” Ahmed said.

“We work closely with our trusted partners to create deals that benefit everyone involved. By leveraging our strong relationships, we are able to lower prices without compromising on quality. We understand the day-to-day challenges businesses face,

such as packaging, order processes, and delivery times. That’s why we simplify these processes, ensuring quick delivery times, low minimum orders, and efficient payment methods.

“Our growth of ordering and distribution system is working great. We have collection points in UK and Ireland, while delivery almost anywhere in the UK can be done with minimum orders as low as 2 sets with nationwide 3 day delivery turnaround in most cases. There are options of collecting with our first warehouse collection point in the East Midlands. As for Ireland, collection can be from Northern or Southern Ireland. We use a simple text ordering process, with all pre delivery notifications.

“We also provide practical collect and return warranties, as well as onsite repair options, giving businesses peace of mind. Additionally, we offer a 12-month warranty on all stock and provide options for extended thirdparty cover on select products.

“To stay ahead of the market and meet the latest design trends and demands, we collaborate with our Far East and overseas suppliers to manufacture the latest designs and constantly refresh our inventory every 10 days. This allows us to offer a wide variety of options for businesses to furnish the entire house.”

Having launched just over a year ago, Ahmed has over 30 years of experience in the wholesale furniture industry across the UK and Ireland. “Our aim is to provide good quality furniture that has high street brands QC at the lowest possible rate, along with ease of ordering and delivery. With my experience in this industry, having managed logistics and order management myself, I understand the problems along the ordering process, right from the product details, stock inventories, placing orders, delivery and payments.”

For more information, contact Ahmed on 07379185310 or email ahmed@ahmedandpartners.co.uk.

Henrik Pontoppidan, Director of S2U Design, talks about another hidden gem in Vietnam, this time shining the spotlight on ALC Corporation

ALC Corporation, famous in Vietnam as the CASTA Kitchen Brand, is a beacon of innovation and craftsmanship. With a proud history spanning over two decades, ALC has cemented its reputation as a leading provider of high-quality massproduced kitchens, throughout Vietnam. Now, with a capacity of app. 200 containers per month, the Company is well underway to become a force to be reckoned with in the Global Furniture Market.

Just because I’m on the ground in Vietnam, I’ve had the fortune and privilege of working with the team at ALC and witnessing their remarkable journey firsthand, discovering scale. technology and capabilities, hard to come by in Vietnam – and where such capabilities do exist, global buyers are usually queuing up. But for most global buyers, ALC Corporation is still a hidden gem. And I can only recommend exploring it.

The year 2017 marked a significant milestone for ALC. Lead by Chairman and CEO Mr. Luu Quang Loc, ALC Corporation embarked on a bold endeavour to construct their current cutting-edge, more than 400,000 square foot factory. The key strategic driver for this significant investment was a desire to target the global Furniture market, diversifying their kitchen production. It was deemed necessary to demonstrate noticeable advantages in both technology and scale to attract discerning buyers worldwide, and therefore to build a super modern state-of-the art factory.

This new factory is now a testament to ALC Corporation’s unwavering commitment to innovation and growth. Despite the challenges posed by the COVID-19 pandemic, ALC’s new factory has been operating since 2020, with all capabilities fully realized. Now, the focus shifts towards strategic development in the global markets, fuelled by an unwavering

Showroom with samples of designs according to customer specifications

appetite to cater to the most discerning customers on the international scene.

Thus, ALC’s story is one of resilience and ambition, rooted in its foundational role as a major supplier of kitchens to large-scale domestic construction projects throughout Vietnam. For decades, In Vietnam, ALC’s CASTA brand has been synonymous with reliability and excellence, earning the trust of developers and homeowners alike with its top-notch kitchen solutions. While kitchens still remain the backbone of ALC’s production, the company’s endeavour to venture

technology, taking pictures for broadcasting is not ‘the done thing’ and of course this should be respected.

“The fact that we have never heard of this factory suggests that we should definitely come out of our office more,” remarked a visiting representative for a large Family Run US retailer, who is now a customer of ALC.

A representative of one of the leading Kitchen Manufacturers in Canada, whom I took out there, commented: “We can definitely learn a lot from these guys!”

into crafting general indoor furniture draws on its expertise in cabinets, honed through years of experience in the kitchen industry. General indoor furniture for the global market is now a rapidly growing portion of the output and this pattern will undoubtedly remain the key source of growth for the years to come. The company is so confident in this trajectory that plans to double the factory space to almost a million square feet are about to be realised.

An eye-opening visit to the new CASTA factory equipped with cutting-edge modern technology, is nothing short of jawdropping. I would have liked to share pictures in this article of their ‘machine streets’ – perhaps 50 meters long processing lines, which automatically take a panel through precise cutting, 3D drilling, molding, sanding and edge-banding, to come out in the other end, ready to assemble or pack. – In literally a minute or two! Or their impressive UV lines. But at this level of

If you are interested in exploring this opportunity, you are welcome to reach out.

henrik@s2udesign.com

www.s2udesign.com - www.alcvietnam.com

The Casta Factory, Bird View

Sideboard made to design and specification requirements

Who are MFC?

Not everyone has heard of MFC, even within the furniture trade. Why is that? We found out more.

MFC are not a brand as such, and prefer to develop beautiful bespoke products for their customers in a ‘while label’ format.

However, due to the amount of attention their stands received at the last two VIFA fairs, which were widely acknowledged as the busiest and most impressive stands at the fair, as well as featuring on the majority of VIFA’s promotional activity, perhaps it’s now time to share some insight into MFC.

Started some 20 years ago by Founder, CEO & current Creative Director Casper Olesen, MFC has continued to evolve from selling value lead pine products to the UK wholesale market, via Brazil (where they still have a significant operation), to sourcing product throughout Asia.

However rather than taking the traditional route of using China to copy commodity items, MFC took the decision (then brave) to begin developing bespoke products mainly from Vietnam, where they now have their Global Showroom just 30 minutes from Ho Chi Minh Centre.

To this extent MFC has grown alongside Vietnam’s ever developing manufacturing capabilities, which saw them initially focus on fully assembled indoor cabinetry (for the likes of Oak Furnitureland), until today where they Design & Develop Bespoke items across Cabinet, Upholstery & their largest current division, Outdoor Furniture, for a worldwide customer base.

Not only this, they offer a full service from product conception, through to imagery, testing, pre-shipment inspections and management reporting to become a ‘complete supply service’.

In this time, MFC has also seen their customer base change, from previously focusing on the UK market, to now trading worldwide. This also means they pick up on global trends,

When you become a customer of MFC, you know we will make every effort to look after your requirements and aim never to let you down.

as soon as they happen, and even claim to ‘Be the Curve’ as opposed to following it. In recent years, MFC have been guided with the strategic support of Philip Hand (Chairman) who has worked within the UK furniture business for 40 years. In addition, and almost seven years ago, they recruited Wayne Kelly as Commercial Director, who has a background in sourcing for major international retailers and really understands the requirements of modern-day retail.

Together with Phil’s strategic guidance, Casper and Wayne enjoy a hands-on approach to the business, and with their Senior Management team, which boasts an average of 10 years’ service, interact with their customers on a day-to-day basis, in order to build long lasting trading relationships, whilst remaining agile and proactive within the market place.

If you are interested in seeing MFC’s latest develops, you can visit their Ho Chi Minh Showroom, or their two stands (Upholstery & Outdoor Furniture) at HAWA Fair from 6-9th of March 2024, where Casper, Wayne and the team will be happy to discuss future opportunities.

Please email:

Enquiry@mobler-furniutre.com for further information. www.mobler-furniture.com

THE MFC REPUTATION

Our reputation is key to MFC and Casper (Our CEO) reminds us, that our reputation is hard won, but can easily be lost, if our standards slip. Our Service to, and relationships with our customers, are our most valuable assets.

This is why our customers always feel confident when developing ranges with MFC, as they know we will always deliver on our promises and commitments. When you become a customer of MFC, you know we will make every effort to look after your requirements and aim never to let you down.

New Products

Willis & Gambier

Willis & Gambier, renowned for its exquisite craftsmanship in furniture design, is proud to announce the launch of the Toulon range, a groundbreaking collection that promises to redefine the essence of luxury interiors. This prestigious line is expertly designed to surpass the high expectations of the most discerning furniture aficionados. Embracing the heritage of traditional French design, the Toulon range pays tribute to an era replete with romantic artistry and grandeur. This collection is not merely a series of furniture pieces but a narrative of affluence, with every detail meticulously crafted to enhance living spaces and forge a lasting legacy of opulence.

www.willisgambier.co.uk

Sherborne Upholstery

The Cartmel Electric Riser Recliner range has been a huge success since its recent introduction. Available in four sizes, and with a choice of scroll arms, or light oak or dark beech wood knuckles, it has been especially designed for optimum comfort and support, with lateral support cushions in the back in addition to a supportive headroll. Express delivery is offered on over 200 soft cover options, including dual or single motor control and optional lumbar adjustment.

www.sherborneupholstery.co.uk

DUXIANA

The brand has recently presented four classic armchairs in new sheepskin upholstery, which is tailor-made for selected armchair models, reflecting DUX’s commitment to offering exclusive craftsmanship and iconic design. “DUX continues to expand its range of upholstery and introduces sheepskin as an exclusive option for four selected armchair models, including Jetson, Anita, Domus and Spider,” the company said. “The models are meticulously crafted in collaboration with some of the most prominent names in architecture and design.”

www.duxiana.co.uk

Carpe Diem Beds

The Iconic Collection features a centred leg piece, creating an ethereal floating aesthetic. With its unique handcrafted details and high-quality materials, the new beds are designed to transform the bedroom unlike traditional beds. The Iconic Collection is destined to leave a lasting sensation of rejuvenation and an appreciation of its beauty. All the beds in the new collection feature the patented Contour Pocket system, where springs adjust instantly to your body’s shape, ensuring unparalleled support and delivering a weightless feel.

www.carpediembeds.co.uk

Celebrity

Celebrity’s Hollingwell range offers a stylish look, with a high back and softer arm detail for extra comfort. Along with our innovative powered headrest and lumbar support options for all 3 chair sizes and powered settees. Petite 2 and 3 seat fixed settees are also available to complete the range. All fabric models are fitted with Mammoth Medical Grade Foam seating technology and are available in any Celebrity fabric or leather, all with our 5 year peace of mind guarantee.

www.celebrity-furniture.co.uk

Devonshire

The Lydford Bedroom Collection evokes traditional craftsmanship, quality and timeless design elements with a contemporary twist. Designed in the UK, the range features elegant, gently curved mouldings and a light Grey Mist paint finish, as standard, with a further 9 premium colours to choose from. Complemented by solid oak, lightly finished tops featuring softly rounded corners. Practical storage options are plentiful with a range of free-standing chests, dressing table and robes to cater for all the storage solutions required. www.devonshireliving.co.uk

Paul Wray, Managing Director of Furntec Ltd and Modern Outlook Furniture, talks about China getting back to business following Chinese New Year celebrations.

BACK TO THE GRIND

Factories are now starting to open again here in China after a super celebrated Chinese New Year, and what better way is there than to get straight back into the grind by checking some of our newly developed products that were being produced just before the holiday.

Like all factories after Chinese New Year, it’s always a slow start up with staff returning randomly from their far-off hometowns traveling for hours and sometimes days to return to work. Production over the next couple of weeks can certainly be a bit hit and miss and should be explained to your customers.

There are many opportunities in China with not just furniture but many other types of products that can be add on accessories to go with furniture such as

decoration, rugs and faux plants, which I must say the latter becoming very popular for homes inside and out. This year our team intend to focus more in this area so we can offer more to our existing and new customers.

As the New Year begins its time to re-focus all those plans that were put into place with all our dedicated suppliers with new furniture design and development that have been implemented and time to launch what we have all worked hard to achieve. I am excited to say that we will be taking our new developed furniture products “indoor and outdoor” to the Guangzhou CIFF (China International Furniture Fair) this coming March 18 - 21. The stand details are 3.2 C03, so please come on the stand to see our new products and of course a cup of coffee.

We also have more exciting news for the next edition of Big Furniture Group, so please don’t miss what’s coming up all the way from China! Modern Outlook Furniture assists businesses of all sizes in procurement from China at any stage of your project. If you would like a no obligation conversation about how we can assist you and help you avoid any costly issues or nasty surprises, please do get in touch! paulw@modernoutlook.cn - www.linkedin.com/in/paul-wray-79403935/

JOBS BOARD

Here are some of the latest furnishing industry jobs.

(Correct as of 21 February 2024)

Shankar UK LLP – Business Development Manager

Do you have experience within the furniture industry working with independent retailers and managing sales agents? Are you a team player? Do you want to work for an industry leading brand? Shankar UK LLP is one of the leading designers, importers and distributors of quality furniture in the UK and they are seeking a dynamic and results-oriented Business Development Manager to join their team. To apply, contact David Main at davidmain@shankar.uk.com

HUMZ – Sales Agent

The Humz Marble Creation Furniture is a range of furniture that is designed to appeal to a wide range of retailers. The business is recruiting for sales agents for its marble range of products. Areas include: North West, North East and South West including Wales. To apply, email your CV to bilal@humz.co.uk

Vogue Beds – Sales Director

This is a full-time on-site or Hybrid role for a Sales Director located in Barwell, Leicestershire. The Sales Director will be responsible for managing sales operations, developing and implementing business development strategies, managing customer service, and leading and managing a sales team. The Sales Director will be expected to build and maintain strong relationships with clients, identify new market potential, and work collaboratively with key stakeholders. To apply, email with your CV to emp@voguebeds.co.uk or bilkis.patel@voguebeds.co.uk

The Furniture Bazaar – Sales Agents

A well-established family run business located in West Yorkshire supplying upholstered bed frames and Headboards throughout the UK. We are recruiting for sales agents in the following areas: Scotland, North West England, Midlands and London. For more information about the role or to apply, please send an email with your CV, to info@thefurniturebazaar.com

Vogue Beds – Agent for Home and East Counties

Vogue Beds Group is recruiting for a sales agent for Home and East Counties. To apply, email your CV to emp@voguebeds.co.uk or bilkis.patel@voguebeds.co.uk

Herringbone Kitchens – Apprenticeships

We are investing in a training and apprenticeship programme for 8 young adults 16-21 years old across our workshop and installation team. These will be NVQ level 2 courses. They will be 2 year courses with training on learning at our workshop or out on-site. These are exciting apprenticeships including Fitted Furniture Installer, CNC specialist, Furniture Finisher, General Furniture Manufacturer and Project Management. Apply with CV apprenticeship@herringbonekitchens.com

Woodland Heritage – Volunteers

Woodland Heritage is looking to recruit three Trustees including a Vice Chair and Treasurer. You would be joining a dedicated and passionate group of volunteers and a wider staff group who are developing exciting plans for the charity’s future. Experience of the charity / woodland / forestry / timber / making sectors is helpful but certainly not essential. We welcome applications from a diverse range of people and we want to listen to your ideas and benefit from your guidance. If you have any questions about this, please do ask. What is essential is compatibility with the charity’s mission and values and the desire to bring your life’s experiences and skills to the table. Please email office@woodlandheritage.org with CV, experiences and why you would make a fantastic trustee at Woodland Heritage.

BFM’s Furniture Component Expo set for big debut

The British Furniture Manufacturers (BFM) Furniture Component Expo provides an opportunity for furniture-makers to connect in a one-stop-shop format.

Debuting at the Telford International Centre on 24 & 25 April, the Expo, sponsored by Vita Group, BeA and Carpenter, provides an efficient platform for businesses of all sizes to connect with leading suppliers, source innovative materials and explore cutting-edge machinery and tools.

The Furniture Component Expo will feature a diverse exhibitor landscape showcasing everything from hardware and finishing materials to furniture components and advanced manufacturing equipment. There are much more than just components too. The aim is to see end-to-end of the supply chain, including logistics, home delivery, insurance, IT and software, and training providers, alongside transport, packaging solutions and fleet information.

Furthermore, there will be plenty of informative seminars led by industry experts who delve into topics like sustainable practices, emerging technologies, apprenticeships and skills, exporting and new trends. The Innovation Trail will also showcase new products and services too.

The show is designed to meet the needs of all furniture manufacturers, including makers of beds, mattresses, cabinet and upholstery.

Alan Payne, The Dorset Chairman said: “The opportunity for small businesses such as ours to attend the FCE and network with suppliers in the industry that we would not normally have access to is invaluable.

“I am also honoured to take part as a member of the Automation vs Skills seminar panel taking place during the Expo.”

Nichola Bell, Sales Director at Alpha Design said: “In a business world where time is short, it makes so much sense to be able to see multiple suppliers under one roof, where buyers and sellers can meet and do meaningful business.

“We would like to identify new innovation, potential new suppliers and products from across all aspects of our Industry.

“We have a thriving Furniture Industry in the UK which isn’t celebrated enough, this is a long overdue showcase for suppliers to get exposure to some of the best manufacturers in the country.”

Ian Peers, Operations Director at Ercol said: “The event should bring together a rich concentration of suppliers that are specifically targeted to our needs. We expect to find new suppliers for our business that we’ve not met before.

“Furniture manufacturing in the UK is sizeable and this event will help us all find and work with the best suppliers to our industry.”

Chris Everist, Commerce Director at Parker Knoll said: “There are very few events of this nature that give you the opportunity to browse the market and identify new or potential suppliers.

Whether you’re a seasoned manufacturer or a burgeoning entrepreneur, the Furniture Component Expo has something for everyone.

“It will be useful for the evelopment and production team to see alternative supply routes and products that they may not be aware of. The industry thrives off innovation and new ideas need to be exposed to the manufacturers.”

James Keen, Chief Executive of Hypnos said: “It will be an excellent opportunity to get new and existing suppliers to one event in the UK to showcase their latest products and innovations as well as the networking possibilities.

“We would hope to find some new products and/or suppliers. Also, the opportunity to expand our thinking and own innovations by looking at suppliers to the wider furniture trade.”

Registration is free and is expected to be well-attended with exhibitors already confirmed including Vita Group, BeA, Carpenter, Camco, CPS, Clockwork Components, Fibreline, Fibre Components, Fryett’s Fabrics, Peak Converters, Spinks, Leggett & Platt, RJ Binnie and Handy, to name but a few.

“Whether you’re a seasoned manufacturer or a burgeoning entrepreneur, the Furniture Component Expo has something for everyone,” the organisers said. “It’s an opportunity to save precious time and resources by consolidating your supply chain under one roof, stay at the forefront of industry advancements, and forge valuable connections that can propel your business forward.

“Mark your calendars, register your attendance and prepare to be inspired at the Furniture Component Expo –your gateway to a thriving and dynamic furniture-making landscape.”

Adam Hankinson

Last Word Open Sesame: The Magic of Open Questions

Adam

Hankinson,

Managing Director at Furniture Sales Solutions, talks about what questions you should be asking your customers.

As all great salespeople know, and as we tell all our delegates, we should treat every single person who enters our store as if they’re a buyer. Once we have this idea cemented in our minds, then the next hurdle is how do we begin to build genuine interest and rapport with each customer, as well as truly understanding their needs, wants, and desires?

The answer is open questions. It’s the same way that we build real relationships in everyday life. If you were to meet someone for the first time and start to reel-off lots of closed questions:

Where are you from?

Have you been here before?

The weather’s been bad, hasn’t it?

It wouldn’t get us very far; we wouldn’t find out much about this new person and it may quickly start to feel more like an interrogation than a conversation. However, if instead we try to ask some more open questions:

What brought you here today?

What do you like to do for fun?

Where do you work?

We’re likely to get more detailed and interesting answers, which tell us a lot more about this new person and help us start to build a picture in our minds of what this person is all about and what they’re interested in.

I imagine that at the start of every new interaction every customer is like a closed door, but every open question that we can ask them allows us to open this door by another inch. Some open questions are better than others and will open it even more until finally we’re able to see the full view of what’s inside.

For example, we might ask:

How would you describe your perfect sofa/bed/dining group?

What are your 3 must-haves for your new sofa/bed/dining group?

Why are you thinking of changing?

What kind of style are you going for in your living room/dining room/ bedroom?

What colours or materials did you have in mind for your new furniture?

Each of these questions will give us a little bit more information to work with so that we can add more and more clarity to the image of that perfect product for each unique customer.

Remember that these questions aren’t only for your benefit, but they will also help the customer to establish for themselves what they TRULY want. Most likely they won’t have considered many of these necessary details because they just have a general, broad idea in their mind (i.e. “I want a blue sofa”, “We don’t want leather”, “we want it to be stainresistant”, etc).

The more that we can avoid the terrible habit of a constant stream of closed questions and downloading hundreds of product facts and features, which ultimately leads to a completely overwhelmed customer, and instead try to instil the habit of using thoughtful open questions linked to relevant and helpful product benefits, the better our sales performance will become.

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