Big Furniture Group Magazine July 2023

Editorial

Dan Squires

Managing Editor

dan@bigfurnituregroup.com

07531 854718 | 01223 298489

Advertising Gary Hall

Sales Director

gary@bigfurnituregroup.com

0207 096 1010

Publisher Stephen Smith

Production Juan Morante GraphiC Design

www.bigfurnituregroup.com

EDITOR´S NOTE

Dan Squires Managing Editor

Welcome to July’s Big Furniture Group Magazine ”

This month is our first ‘Awards Special’ where we uncover the winners of our Big Furniture Awards, as voted by the industry. We also caught up with some of the winners and their thoughts on being named the best of the best for 2023. Congratulations once again to all the winners and a BIG thank you to everyone who took the time to vote.

Once you’ve digested all the award winners, this month also features the second of our two-part interview with Trustpilot. The review platform shares some top tips when using the service as well as a guide into getting started. There’s also a special interview with Malini, who talks about their recovery from a devastating fire at the end of last year and how industry support has seen them rise from the ashes.

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ISSN No: 2753-3387

Copyright © Big Furniture Group 2022

Issue No: 11

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.

Another business on the rise is HUMZ – also our Cover Star this month. We spoke to Bilal Alimahomed, Co-Founder at retailer Choice Furniture Superstore (CFS), about the recent launch of their new furniture wholesale business. Meanwhile, Lynch Sales Company talks about their recent restructure, Hydeline reveals why their showroom is the perfect setting for a client visit and Julian Bowen reflects on significant growth in the contract sector.

In the BFG hotseat this month is Nicolle Hockin, Managing Director at Devonshire Living, who revisits taking over the family business and why her father has played such an inspirational role in her life, while also sharing a view on product copying in the industry and future plans. As for the other regular, independent furniture business Bedcare goes under the Retail Focus spotlight, where they share an insight into recent investments, sustainability progress and why storage capability has been a constant challenge.

Our Bed Expert, Vic Smith, is back for another insight into the beds industry, while our Letter from China returns with some more helpful tips when sourcing from the country. As for our Green Retail sustainability-focused feature, we concentrate on Mattress Online’s green credentials. In keeping with sustainability, Jaipur Furniture provides an update on just that within their business.

We also spoke with leading foam and fibre converter, Peak Converters, where they explored Foam vs Fibre, while Mattsons Beds reflects on a recent retail training visit at their HQ in Sweden, and Boutique shares an insight into their recent HOME Report event. To wrap things up, our Big Question this month is all about promotions, while the latest insight from Furniture Sales Solutions, reveals how to make the most of reduced footfall.

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.

CONTENTS

16. Big on Social

48. Sustainability: Green Retail

50. Making unforgettable moments with Mattsons

52. The Bed Expert

56. Invitation to inspiration

60. A Letter from China

61. The Big Question: What was your last promotion?

62. New Products

64. Julian Bowen drives significant growth in contract sector

66. Last Word with Furniture Sales Solutions on making the most of reduced footfall

Managing Director at Devonshire Living, reflects on taking over the family business and why her father has played such an inspirational role in her life, while also sharing a view on product copying in the industry and future plans.

BUILDING TRUST

Trustpilot returns for a second sit-down and shares some top tips when using the platform as well as a guide into getting started.

RETAIL FOCUS

Bedcare Ltd, which trades as The Reinforced Bed Company and Endurance Beds, shares an insight into recent investments, sustainability progress and why storage capability has been a challenge.

INTERVIEW SPECIAL Malini talks about their recovery from a devastating fire at the end of last year and how industry support has seen them rise from the ashes.

NEWS

Sterling Furniture Group appoints new CEO

supported by independent search specialists Carlyle Associates to assess a pool of highly qualified candidates for the new CEO role.

Mr Pattison joins Sterling Furniture Group at a milestone moment in the company’s 50-year history, with transition to the Sterling Home brand ongoing across the group’s ten showrooms across Scotland and a new generation of founder George Knowles’ family stepping up to become Company Directors.

The company continues to trade well in tough conditions and has begun a large programme of investment in relaunching its flagship store at Tillicoultry under the Sterling Home brand.

Sterling is also investing significantly in its digital function to drive consumer traffic and purchase – an area in which data-driven Mr Pattison is highly skilled, having led the rebranding of the ScS website in 2020.

an important year, recognising 50 years of long and successful service to Scottish households and families. Over the past few years, the business has shown great courage and ambition in transforming into Sterling Home. I know that the aspiration of the family, following in the footsteps of our founder George Knowles, is to continue to inspire Scotland’s homes as we enter the next 50 years. I can’t wait to join the team.”

In other developments at Sterling, members of the third generation of the family are now also working in the business, including Ms Graham’s two sons, Murray and Euan and her nephew, George, who have been appointed as Company Directors.

Family-owned home furnishing specialist Sterling Furniture Group has appointed a commercial retail and leadership expert to the role of CEO as it marks its 50th year in business.

In August, John Pattison will settle into the hot seat at the Tillicoultryheadquartered home furnishing group, which was first established in 1973.

Originally from Glasgow, Mr Pattison, 53, has operated as a Board Director for more than 20 years, having most recently spent almost four years as Commercial Director at Sunderlandbased sofa and furniture retailer ScS, where he launched the company’s aspirational Botanicals range, led the partnership with designer Laurence Llewelyn-Bowen and initiated their new concept stores now being rolled out across the UK

His appointment follows an intensive and competitive recruitment process in which Sterling Furniture Group were

Lesley Graham, Sterling Deputy Managing Director, said: “After a rigorous recruitment process where we interviewed a breadth of excellent candidates, we feel we’ve found absolutely the right person for our new CEO role in John Pattison. A highly experienced retail leader, he worked his way up from the shop floor to boardroom roles at major national firms, including ScS, Londis and Booker Retail Partners. We were very impressed by the way he dedicated a significant amount of time getting to know the business during the recruitment process, visiting each of our stores in person multiple times.

“Like us, John believes in the massive potential to make Sterling a recognised national brand once again and he’s brimming with exciting ideas to help us make that happen. We can’t wait for him to get started!”

John Pattison said: “I’m hugely privileged to be joining Sterling Furniture Group, particularly in such

Current Managing Director Gordon Mearns will work closely with Mr Pattison during his initial months in post, to ensure a smooth management transition. Mr Mearns is stepping down from Sterling after two decades at the helm, during which time he grew the company to include 600 staff working across ten showrooms.

Big Shots a big success for industry charity

The 28th edition of Big Shots, the popular clay pigeon shoot organised in aid of The Furniture Makers’ Company, has raised an enormous £35,000 for the charity.

The fundraiser, which is supported by Furniture Village, took place on Wednesday 7 June and was once again held at Holland & Holland in Northwood, Middlesex, one of the UK’s premier shooting destinations.

Around 150 big hitters from companies including Blum, Crofts & Assinder, Emma Sleep, Emmiera Group, Harrison Spinks, Haskins, Hypnos, Furniture Village, Ocee & Four Design, Panaz and Tempur made up 36 teams.

Comedian Maisie Adam to compere Bed Show Dinner and Awards

reception, sponsored by Hypnos, in the foyer from 7pm. An informal threecourse sit-down dinner and coffee will follow, plus the results of the annual Bed Industry Awards, sponsored by The Vita Group.

Tickets for the Gala Dinner and Awards are available to book via the Bed Show website.

Furniture business to expand with Bolton store

The National Bed Federation (NBF) has announced Yorkshire-born comedian Maisie Adam as the host of its Gala Dinner and Awards Ceremony on 26 September.

Maisie will host the 13th Gala Dinner, welcome and entertain the 500 guests, and present the 2023 Bed Industry Awards, sponsored by The Vita Group, on the first evening of the Bed Show at the Telford International Centre.

After previewing her first stand-up show ‘Living on The Edge’ at the Ilkley Fringe, she took the debut show on tour across the UK. With positive reviews from runs at Bath Comedy Festival, Hastings Fringe Comedy Festival, Southend Fringe and Guildford Fringe, the show was nominated for Best New Comedy at the 2017 Brighton Fringe. Later that year, Maisie won the nationwide competition, So You Think You’re Funny? at the Edinburgh Fringe Festival.

Maisie has appeared on numerous TV panel shows, including Mock the Week, Have I Got News for You, QI, Roast Battle, 8 Out of 10 Cats, Would I Lie to You and Richard Osman’s House of Games. She also hosts the podcast ‘That’s a First’ alongside fellow comedian Tom Lucy. Most recently, Maisie appeared at the Royal Variety Performance and has just finished her ‘Buzzed’ tour which took her all around the UK and finished at the Melbourne Comedy Festival in Australia.

Guests are invited to attend the drinks

Loom Loft Furniture and Interiors has announced the planned opening of their third furniture store in early August 2023 once an extensive refurbishment of the former Global Interiors premises is completed in Astley Bridge, Bolton.

The family owned business who opened their first flagship store and The Loft bistro in 2019 at Barrow Brook, Clitheroe, Lancashire followed by a second ‘Select’ store at The Mill Batley, West Yorkshire, in 2021 is to expand their brand into the Bolton and North Manchester area.

The business operates its main head office, warehousing and 40,000sqft logistics hub from Junction 7 business park in Clayton Le Moors. Now into its fourth year of operation the company employs 62 staff across its sites and is set to grow this further with the opening of its Astley Bridge store.

Founder & Managing Director, Boyd Hargreaves said: “We are excited to be bringing the Loom Loft experience to Bolton and its surrounding areas. Bolton has such a rich industrial textile heritage. As someone with a deep rooted family history in textile manufacturing I have always strived to support and work with upholstery manufacturers in the UK and in particular Lancashire and the North West.

“Our aim is to display a cohesive range of quality sofa collections with many bespoke layouts, fabric and colour options. To complement our stores we put a lot of focus on sourcing a wide range of unique and interesting furniture and interior collections.

All set within an industrial feel and aesthetically creative store environment which enhances the experience for our customers.”

Burnley Football Club partners with Emma Sleep

Sleep brand, Emma — The Sleep Company, has been announced as the latest signing, and Official Sleep Partner, of Burnley FC, in a bid to help the newly promoted Premier League club achieve success and give players the extra edge on matchdays.

The partnership will involve the roll out of the Emma Sleep Consultancy programme for Burnley FC players, delivered by Emma’s in-house team of sleep experts. Emma and Burnley FC will also host seven different instadium activities during the upcoming season, as well as interactive initiatives across the Burnley region that will help transform the sleep of the entire town.

Kicking off ahead of the 2023/24 season, Emma’s bespoke Sleep Consultancy for players will include team workshops, one-on-one sessions and ongoing support from Emma’s Sleep Experts, as well as a detailed analysis of each player’s sleep quality, chronobiology, performance, and wellbeing to create individual sleep profiles and action plans that will ensure the team is truly awakening its best.

Heading up Emma’s Sleep Consultancy programme is psychologist and sleep expert, Theresa Schnorbach, who said: “With Emma’s sleep consultancy programme, our goal is to use the power of sleep to maximise Burnley’s performance and ensure they’re at the top of their game throughout the season, as well as educating the wider community on the benefits of a great night’s sleep.”

Mark Thompson, Chief Commercial Officer at Burnley FC, added: “We look forward to working closely with the innovative and dynamic Emma team and developing the partnership over the course of the season.”

Cavendish Cancer Care partners with Mattress Online

Magnet, Paul’s wealth of experience will help us further develop our wider customer and colleague proposition as we continue to grow.”

Independent interiors business opens debut store

responsible for running the company’s technology department, leveraging technology investment to create business value and delivering world class digital customer experience to help facilitate Dreams’ growth strategy. Dan brings over 30 years of senior experience across a variety of businesses including Lastminute.com, New Look and ASOS.

Nationwide beds retailer Bensons for Beds has confirmed it has appointed Paul Owen to join its leadership team as Chief Retail Officer.

Paul will join Bensons after almost three years as board member and director of store operations for Magnet Limited. Paul also has significant experience of the bed and mattress market, serving for four years as retail director at Dreams. His extensive retail leadership background also includes roles at Fraser Hart, Carphone Warehouse and B&Q.

Bensons chief executive officer Nick Collard is delighted to welcome Paul to the Bensons team. “Paul is a retailing expert who brings over 30 years’ experience in retail but specifically has a strong history within the highticket sector and retail organisations of scale where colleagues are vital to the customer journey.

“Like us, he understands the pivotal role the expertise of our colleagues plays in helping customers find the right sleep solution for them. I’m looking forward to that colleague-focus helping us further unlock the power of our own people.

“Having sat on the operating boards of both Dreams and most recently

Independent furnishing and homeware business Love All Things Quirky has announced the opening of its debut store. Located at 11 Market Place in Guisborough, the new store marks the first time the business, run by Nicola Ash, has ventured into a physical space after growing an impressive following through Instagram.

Dreams makes changes to its executive leadership team

Bed retailer Dreams has announced the appointment of Petra Kasperova as Chief Financial Officer (CFO) and Dan West as Chief Information Officer (CIO).

Petra has been promoted to CFO from her role as director of finance and insight. With 19 years’ experience at Dreams, Petra has been at the heart of the company’s finance team. As CFO, Petra will lead Finance and Insights, and will assume accountability for Dreams’ Risk, Health & Safety team.

Petra’s appointment comes as current CFO Kim Zaheer steps down after 15 years in the role. During that time, he has played an instrumental role in the turnaround of Dreams and the sale of the business to Tempur Sealy.

Dan, Dreams’ first CIO, will be

New Sleep Store department launches at The Range

Home, garden and leisure retailer The Range has announced the launch of its new Sleep Store within selected locations.

The Range has launched the concept in its Warrington, Dudley, and Kidderminster stores following a surge in bed-related sales – up by around 60%.

The Sleep Store, which is also available online, features beds, LED beds, tepee beds, sofa beds, and storage beds. The Range said searches for ‘cooling mattresses’ and ‘black-out blinds’ have also proved very popular in recent weeks.

Commenting on the new Sleep Store, The Range said: “There’s always a natural swing for shoppers to think outdoors-first as summer kicks in, ensuring their garden space is a place they can relax and entertain. However, shoppers are also keen to grab a bargain and with our new unbeatable prices for beds and mattresses, now could be the time to buy and make a saving.

“We have everything set out in our sleep stores to make things as easy as possible to budget. Customers will be able to view the bed along with the mattress, bedding and even accessories such as throws and laundry baskets.”

Wiemann aims to build on early Denver success

styling, it was clear that the quality of the furniture was what you would expect from a top brand which aligned with my own quality expectations and standards.”

Having started his career at the age of 16 as an upholstery apprentice, Mark quickly moved his way up the ladder over the years, eventually moving across to other companies such as DFS and Furniture Village.

German bedroom furniture manufacturer Wiemann has praised the success of its latest Denver range.

Displayed at the recent Spring Furniture & Beds Show, the range has proven to be popular with its versatility in different colour combinations.

“The eye-catching VIP collection with its unique decking-style panel attracted plenty of attention at recent shows,” Wiemann said. “A sliding and hinged wardrobe, it is available in a range of best-selling finishes and, with a decking overlay for outer or centre doors in matching or contrasting colours, the range gives a variety of bold or subtle finishes to suit every bedroom.”

Simon Hewitt, managing director of Wiemann’s sole agents for the UK and Ireland, Litmus Furniture, added: “Denver in champagne, as seen at the Spring Furniture Show, is a total contrast to previous show displays using the graphite/bianco oak combination. Every Denver finish combination gives a different look demonstrating the flexibility of this product. No wonder it was our stand-out range at recent exhibitions.

“Versatile slider range, Miami, and Tampa, a hinged wardrobe with plenty of colour choices, were also popular given their outstanding value for money. Customer feedback from the shows

suggest that Wiemann’s displays are well worth the visit with a pleasing mix of products but with a cohesive theme.”

Wiemann will continue to showcase the Denver range at the upcoming Irish Furniture and Homewares Show in Dublin, which takes place from 2-4 July, as well as at the Long Point show during September from 18-20 September, the NBF Bed Show, also in September from 26-27, and finally from the 3-4 October at the Autumn Furniture Show.

Sofa maker appoints new Head of Operations

Upholstery manufacturer Hydeline has announced the appointment of Mark Jeffery to the position of Head of Operations.

With the business forecasted to grow significantly in 2023, and with over 30 years experience in manufacturing and operations, Mark will be focussed on the delivery of the company’s ambitious plans for the coming year and beyond.

Mark said: “I am very excited to have joined the Hydeline team, due in the main because of their “At the Helm” brand and the more traditional furniture style which took me back to my days as an apprentice where I first fell in love with furniture. Along with this product

After nearly 10 years at Furniture Village within various roles, Mark made the decision to take on a new challenge as Head of Quality Control (HOQC) at Studio Moderna where he oversaw 6 production facilities and the implemented many production lines and quality processes. After 5 years as HOQC he was then promoted to Head of International Operations and was responsible for all operations from PO placement to the final delivery of goods from the 6 production facilities.

Mark continues: “The year ahead will be tough across the furniture industry. With the cost-of-living crisis showing no signs of abating, luxury purchases like furniture will not be on the top of everyone’s shopping list. So, to encourage the luxury spend you will need to be a standout brand coupled with class defining quality. Hydeline has both elements and I know we will have a successful albeit tough year.”

To further support the company’s growth, Hydeline has also enhanced its Regional Sales, Customer Hub and Finance departments with the respective additions of Glynn Wareham, Phoebe Jones and Kristina Simkova to the team.

Hydeline’s Managing Director, Jonathan Burrage, added: “We have several exciting plans in the pipeline for 2023/24. As well as growing the experience of our existing team through training and personal development, the addition of Mark, Glynn, Phoebe and Kristina will serve the business and our valued customers well for the future. We are excited to have them join the team and we look forward to sharing more news in the coming months.”

Vogue’s new National Sales Manager

Bed and mattress manufacturer Vogue Beds Group has confirmed the appointment of Marc Cotton as its new National Sales Manager. Marc joins Vogue with an extensive knowledge in the furniture industry with over 30 years of experience having worked for ScS, Lebus, VIDA and Julian Bowen.

Oak Furnitureland launches upholstered beds range

Furniture retailer Oak Furnitureland has announced the launch of its new exclusive upholstered beds, featuring a collection of seven beds to its product offering, which has been exclusively designed for the brand and includes a unique upholstered headboard. In a first for the brand, each of the seven bed styles is made from timber and available in a choice of three colourways and three luxury fabric finishes.

LOFT’s new partnership with Grado

Design and interior furnishings provider LOFT has announced a new partnership with Chinese furniture brand Grado. Founded in 2014, Grado produces unique Italian-inspired furniture from its Hangzhou base and supplies products to 20 countries. As part of the new partnership, LOFT is the sole supplier of Grado furniture to the UK.

New furniture upcycling business launches in the UK

ReFunk, a Dublin-headquartered marketplace for upcyled furniture, has announced its launch in the UK. ReFunk is a female-led start-up that connects consumers and businesses with furniture upcyclers to commission sustainable furniture for their homes and offices. The business has also partnered with transport company AnyVan to provide delivery services.

BigBites

Three furniture retailers join Leicester retail park

Leicester-based retail park Fosse Park has announced the expansion of its home furnishings offer, welcoming retailers Designer Sofas, Natuzzi and Dreams. These add to its existing line-up of Furniture Village, Sofology, DFS, Oak Furnitureland, Fabb Furniture and ScS. The stores will be located on Fosse Park South and will replace the former Argos store that is being split into three individual units.

Furniture agent joins SWFMARF as new member

Furniture agent, Colin Boyce –representing Mattsons Beds, Furmanac, Sleepsense International and Enchanted House Beds, has joined the South West Furniture Manufacturers, Agents and Reps Federation (SWFMARF) as its new member.

Furniture retailer snaps up new Telford warehouse

A global lifestyle home designs brand has taken a Telford warehouse just weeks after the building was acquired by investors. Furniture and home goods retailer Teamson UK Ltd will occupy Unit G Stafford Park 12 as it combines its office and warehouse functions, which have been separately located until now.

John Lewis sofas to use leather sourced from Waitrose farms

Department store retailer John Lewis has announced that 100% of the leather used in its own label sofas and chairs will be from higher welfare farms in the UK that supply Waitrose beef. Following on from the successful circular design launch of John Lewis mattresses in 2021 that use otherwise wasted wool sourced from Waitrose farms, this new initiative is yet another example of how the John Lewis Partnership is bringing its two businesses together.

Bedding manufacturer fined £80k

Bedding manufacturer John Cotton Group has been fined £80,000 after an employee suffered horrific injuries when his hand was drawn into a machine. John Cotton Group Limited faced legal action following the incident on 9 December 2020 –which resulted in the machine operator having three fingers on their left hand amputated.

BFM appoints new membership manager

British Furniture Manufacturers has appointed a new membership engagement manager with a wealth of experience in a trade body environment. Joanna Privett joins the BFM team on a number of new projects, as well as providing a first point of contact for members’ communications with the association.

Ekornes appoints new CEO

Ekornes of Norway and renowned for brands including Stressless® has appointed Tine Hammernes Leopold as its new chief executive officer (CEO). She will join as CEO Autumn 2023. Acting CEO Fredrik Ødegård Nilsen will at the same time assume the position as deputy CEO and CFO.

Vita Group sponsors BFM’s new Furniture Component Expo

The Vita Group has signed up as the headline sponsor of the British Furniture Manufacturers all new Furniture Component Expo event. The inaugural Furniture Component Expo takes place at the Telford International Centre on 24 and 25 April 2024. It will provide an opportunity for manufacturers of furniture to review, network and purchase everything in the supply chain from leading suppliers.

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

dan@bigfurnituregroup.com

BIG SOCIAL

Sussex Beds

ON

Yesterday evening some of our team participated in the Out of the Blue 5k race! It was lovely weather & a great evening to raise money for charities such as CALM, The Beachy Head Chaplaincy, Dragonflies & Winston’s Wish. Well done team.

Fabb Furniture

Well done to Fabb Furniture’s Jack Pointon for organising an amazing charity football match at the home of Stoke City Ladies Ground and raising an incredible £1,000 for the NHS Blood and Transplant charity fund. Spectators flocked to watch the Fabb Furniture-sponsored Craig Pointon Memorial Cup charity match held in honour of Jack’s father, Craig. Stoke’s local dance troupe Envy Dance Krew delighted and entertained the audience at half-time.

Snug

We’re on a roll. Excited to announce we just rolled out two more Snug concessions in ScS showrooms in Leicester and Bolton.

Sofology

We launched the first of our ‘quarterlies’ yesterday for our brilliant trade teams. Our quarterlies bring everyone together from all over the country, dialling in with their teams to our fantastic Auditorium space in our Head Office. Coming together to hear the key areas of focus, including what’s new and what’s exciting as well as a moment to celebrate some of our Sofologists who have gone above and beyond in our trade teams. Oh, and plenty of goodies to keep the sugar levels up too!.”

ScS

This week, we’re celebrating yet another colleague milestone here at ScS! Mark Whyte from our Knowsley Distribution Centre received his 10 year service award recently… Here he is being presented with his certificate by Jason Davies, Assistant DC Manager. Congratulations Mark, here’s to many more years to come! It’s fantastic to see our ScS family celebrating these great achievements.

Tapi Carpets & Floors

We are so pleased to share that we have partnered with Inspiro to launch our new apprenticeship programme for our future leaders. At Tapi, we encourage all our colleagues to ‘live with a curious mind’ and we have selected 11 of our Sales Managers to complete the Tapi Leadership Development apprenticeship programme. Yesterday, we got this lovely bunch together to kick start their learning journey! All of us at Tapi are so excited to see these colleagues grow, develop and continue to be a great asset to the Tapi Family!s.

BIG INTER VIEW

NICOLLE HOCKIN

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

I live in beautiful Devon with my husband and cat. I left University in 2013, travelled around for a bit trying different jobs and locations (with a stint in Australia), and then came back to join the family business, Devonshire Living (or ‘Devonshire Pine and Oak’ as it was then), in 2016. We import and wholesale wooden cabinet furniture to retailers across England, Wales and Southern Scotland, founded 31 years ago by my father Peter Hockin. As you can imagine I’ve always been involved in the business from a young age; starting off putting cardboard boxes together,

Nicolle Hockin, Managing Director at Devonshire Living, reflects on taking over the family business and why her father has played such an inspirational role in her life, while also sharing a view on product copying in the industry and future plans.

then moving on to manufacturing drawer boxes, and helping out in the showroom during summer holidays.

What is your current job role and key responsibilities?

I officially took over the company in 2019, so am now the owner and managing director - which means ultimately everything that happens within the business is my responsibility! Luckily, I have a fabulous team around me so I can usually focus on my favourite things. I like compiling data, which means you’ll usually find me deep in to some elaborate spreadsheet, and I also enjoy the creative side, pushing new product development and also

sticking my nose in to marketing (I’m sure much to Gemma’s annoyance). I spent my first few years in the business behind my desk, so recently I’ve been trying to delegate more so that I can get out and visit customers and trade shows more often, as I find a lot of value in simply talking to people about business.

What do you love about your job?

No two days are ever the same, and I learn something new every day. I love getting involved in every different area of the business; from transport, to maintenance, to sales, to product development, etc. I have a knack for seeing things from various perspectives, so mainly I

The industry is saturated enough, without multiple businesses trying to run practically the same designs with no USPs and just ending up in a price war to the bottom and then repeating the cycle.

enjoy problem-solving and having the overview that I do, I like to see how all the little pieces of the puzzle fit together in the ‘big picture’. Although this does mean I play devil’s advocate a lot!

What time is your alarm clock set for?

I don’t function well in the mornings, so I try and get up around six, cuddle my cat for as long as he’ll let me (usually somewhere between 0.3 seconds and two minutes), and then muddle about until it’s time to leave the house at 7.30. I don’t know where that hour and a half goes, but I do always make sure to have a good breakfast, get some morning sunlight, and stretch. I mainly sit at my computer all day, so stretching is important! Once I’m in the

office I’ll usually have a decaff coffee for the placebo effect, as too much caffeine makes me jittery.

Why did you choose to work in the furnishing industry?

The family link was of course the main reason, I went out on my own and tried different things but at the end of the day the opportunity to take over the family business and build on the legacy was too great of a challenge to turn down. To take something already well established and try to improve and build on it is both empowering and also terrifying. There’s a very steep learning curve, and authority and respect can’t just be handed over – they need to be earned, especially when a lot of long-serving staff have known me since

childhood. Furniture itself is such a wide industry, there’s so many opportunities in terms of materials, styles, functions and trends, and also externally in terms of logistics, operations, etc. I enjoy learning about these different areas and how we can utilise them effectively.

Who do you most admire in the industry and why?

He’s not in the industry anymore, but I’d probably be disowned if I didn’t say my dad! He built Devonshire from the ground up with no prior business or financial training, so he’s the epitome of ‘you can do anything if you work hard enough’ (and have a bit of good luck). He’s always been someone I looked up to in terms of work ethic –plus his knowledge of manufacturing

is second to none. He achieved some truly inspiring results during his time heading up the company. Outside of our business, I always enjoy talking to people in a similar role to myself who have perhaps been doing it for longer than I have, to glean their insights and experience.

Have there been any special moments during your career?

Taking over right before Covid means I haven’t seen what some people refer to as a ‘normal’ year yet, so nothing stands out in particular –but when shipping rates came back down to realistic levels earlier this year, that felt pretty special! Looking forward, hitting particular turnover and profitability goals will be those moments I strive for.

What is your favourite item of furniture you own?

Easy – my dining table. It is a sample we brought in as a potential addition to our best-selling Dorset Oak range, a small fixed-top table with gorgeous parquet-inspired criss-crossing of panels in the top. We didn’t run it because a lot of staff were concerned about the extensive grooves being ‘crumb catchers’, but every time I look at it, I wonder if we should have run it after all. You never know, we still might!

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

I feel Scandi styles are coming back around, and Industrial has hung around a lot longer than we expected. Other than that, I feel a lot of

companies are trying new things but nothing seems to have stuck recently. There is so much choice out there now and certain styles have become over-saturated; so especially now with the internet, trends can come and go much quicker than before which can be difficult to keep up with.

What would you change in the industry?

The amount of product copying. I find it a real shame when you go to a trade show, for example, and see practically the same range on multiple stands. Don’t get me wrong, it’s definitely hard to come up with new designs regularly - but I also don’t see the point in producing something identical to what someone else is already doing. The industry is saturated enough,

without multiple businesses trying to run practically the same designs with no USPs and just ending up in a price war to the bottom and then repeating the cycle.

Can you share an insight into your future plans?

Product development is our key focus at the moment – there are certain styles and concepts that we’re missing in our offering and we’re working on improving that. Many of our ranges are the typical oak and painted safe styles that we’re well known for, so something I’m looking to build on over the next few years is our use of colours and materials, whilst still keeping it commercial and massmarket (which can be a very fine line).

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

FUN QS:

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

Well firstly that is illegal, so of course I wouldn’t … But probably the US Secretary of Defence. The safe answer would have been some successful entrepreneur or world leader. But what we all really want to know is if there has really been alien contact or not?!

What fact amazes you every time you think of it?

human behaviours and the chemicals and hormones that affect motivation. It sounds nerdy, and it is! No shame in that.

What might someone not know about you?

See below!

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

I actually have a Batchelor’s degree in Marine Biology. 18-year-old me was going to move to some warm coastal country and do conservation and renewable energy science. What they fail to mention when you’re choosing university degrees is how competitive the field is – and to be frank, that it doesn’t pay very well!

Cleopatra lived closer to the release of the first iPhone than she did to the building of the pyramids of Giza.

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

Moved to Australia. It was supposed to be for a year and I only stayed for three months, but I met my husband on the boat home so everything happens for a reason!

What is the most important object you own and why?

If anyone doesn’t answer this with their smart phone then they’re lying. But that’s not a fun answer, so… my car. Because if anyone has been to Devon, you’ll know that everything is at least a 30-minute drive away, and the buses aren’t reliable.

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

I suppose maybe a bookcase? So, I could hold all that knowledge and fantasy ready to share with whoever needs it. It sounds cheesy but I love the escapism and inspiration that books can offer. Although would I then become obsolete due to the rise of the E-reader?!

What did you think was cool when you were young but isn’t cool now?

Fingerless armwarmers.

I feel my answer to this is pretty generic, but I enjoy sports like running, weightlifting and swimming, and I love reading although don’t feel like I ever have time to do it; so, I’ve started listening to audiobooks in the car to and from work. I have a real struggle with staying focused on projects or tasks, so I’ve been getting really in to productivity podcasts lately, especially ones which are science based and go deep in to www.devonshireliving.co.uk

The BIG Winners Revealed

A BIG congratulations to all of the Big Furniture Awards 2023 winners. In recognition of the awards, we spoke to some of the winners who shared their thoughts on being named the best of the best in the furnishings industry. A BIG thank you to everyone who voted, we were blown away by the response. Here are your 2023 Big Furniture Awards winners.

Best Agent/Rep in North West England

James Leach

I’m absolutely thrilled and honoured to have won this award! It’s an incredible feeling to be recognised for my hard work and dedication. I want to express my deepest gratitude to clients for selecting me as the recipient of this accolade. This award represents the culmination of years in the trade, from working in furniture retail, to getting out on the road selling, and having a passion for our industry, service and products. I also want to extend my appreciation to the brands I work with, colleagues, friends, and family who have supported me throughout this journey. Their encouragement, guidance, and belief in my abilities have been invaluable.

Best Agent/Rep in South West England

Colin Boyce

I am really pleased to have been selected for this but even more pleased that two of my work mates have also won the award, both Gary Birch and James Leach work with me at Furmanac, which is just fabulous. I think the cherry on the top is that James and I, who run Mattsons Beds together, are celebrating that Mattsons won the Best High Quality bed supplier AND the Soulful bed won the Best Product award too!

Best Agent/Rep in North East England

Philip Ganth

It has come as a lovely surprise. I take great pride in what I do and try to provide the best for my customers. Knowing this is appreciated is a wonderful feeling.

Best Agent/Rep in Scotland

Laura Manca

I’m so honoured and feel privileged to receive this award amongst so many worthy peers and would like to thank all of my Retailers that voted for me. I’m touched that my efforts, dedication, and hard work have been recognised in this way.

Best Agent/Rep in Northern Ireland

Louise Hardy

I am absolutely delighted. A place very close to my heart, where my customers and colleagues are also friends. It is my luck to proudly promote the Shire Beds brand in Northern Ireland. Thank you.

Best Agent/Rep in South East England

Gary Birch

I’m absolutely thrilled and honoured to have been chosen by the industry. I’m excited to receive the certificate and trophy, and can’t wait to celebrate with the goodies in the hamper.

Best Agent/Rep in the Midlands

Paul Furey

I’m absolutely delighted to have been chosen as the best agent in the Midlands. I’d like to give a big shout out to all my retailers who voted for me and also to the manufacturers who support me Meridian / La-Z-Boy / Kyoto.

Best Agent/Rep in Ireland

David Collins

I’m absolutely thrilled to have won this award particularly as it was decided by my customers. It’s a real honour. I would like to thank all the customers who voted and also the internal sales teams at Asiatic rugs (Angelique and Lou), at Turner Bianca bed linen (Lee, Neil and Suze) and at Biederlack throws (Sophia) who made this possible..

Best Agent/Rep in Wales

Anthony Lewer

A huge thank you to everyone who voted and being chosen as a regional winner, it really does mean a lot. Couldn’t have done it without great support from the back office and great products to sell at Devonshire Living.

Big Personality - Paul Glasswell

Managing Director at Glasswells

It’s the whole team at Glasswells that has a big personality and a big presence – from our friendly approach and expert knowledge, to a willingness to always go the extra mile and provide a five star service. I am proud that the name ‘Glasswells’ is so widely respected and recognised in the furniture industry.

Best UK Furniture Supplier

Gallery Direct

Best Overseas Furniture Supplier

Annaghmore

Outstanding Supplier Product

Soulful by Mattsons Beds

Best Supplier for Customer Service

Devonshire Living

Best Supplier for Delivery Service

Core Products

Best Supplier for Retail Staff Training

Sealy

Best Supplier for Packaging Products (wrapping)

Woods Packaging

Best Supplier for Sustainability Story (Green Credentials)

Green 2 Delivery

Best Supplier for Display Support (Point of Sale)

Furmanac

Best Bed Supplier (High Quality)

Mattsons Beds

Best Bed Supplier (Mid Range)

Kaymed

Best Bed Supplier (Value Range)

Shire Beds

Best Mattress Supplier

Sealy

Best Bedroom Cabinet Supplier

One Call Furniture

Best Upholstery Supplier (Bespoke/High Quality)

Buoyant Upholstery

Best Upholstery Supplier (Fabric)

Ideal Upholstery

Best Upholstery Supplier (Leather)

VIDA Living

Best Occasional Chair / Recliner Supplier

Sherborne Upholstery

Best Living Room Cabinet Supplier

Devonshire Living

Best Dining Cabinet Supplier

Devonshire Living

Best Carpet Supplier

Ulster Carpets

Best Rug Supplier

Think Rugs

Best Accessories Supplier (Lighting/Giftware/Pictures/Mirrors)

Gallery Direct

Best Children’s Furniture Supplier

Birlea

Best Flatpack Furniture Supplier

Core Products

Best Home Office Furniture Supplier

GFW

Best Garden/Outdoor Furniture Supplier

Daro

Best Staff Sales Training Company

Furniture Sales Solutions

Best Software Company

RetailSystem

Best Sales Promotion Company

Greenwood

Best Buying Group

AIS

Best Furniture Trade Show

NBF Bed Show

Sherborne Upholstery

We always strive to deliver consistent quality in our wide selection of popular recliner/chair ranges and we are delighted to be recognised for this in the inaugural Big Furniture Awards.

Buoyant Upholstery

When an award comes out of the blue it takes you be surprise. I will share the news with the 700 people who are involved in winning this. We are in tough times and it’s always nice to have some appreciation for all our hard work.

RetailSystem

We are thrilled to be recognised by the industry voters on receiving this award. It’s now 15 years of consecutive awards for ‘Best in the Furniture Industry’ in our field and we’re absolutely delighted. A big thanks to our customers and all the voters.

Best Flooring Trade Show

The Flooring Show

Best Finance Provider

V12 Retail Finance

Best Furniture Care/Repair Company

Homeserve / Emmiera Group

Best Warranty/Product Protection Provider

Staingard

GFW

We are delighted to have won the Best Home Office Furniture Supplier award in the Big Furniture Awards as voted by the industry.

The Flooring Show

Thank you to all the businesses who voted for The Flooring Show – we really appreciate it. Having celebrated our 60th anniversary in Harrogate last year, The Flooring Show is firmly cemented as the UK’s market leading event for the flooring industry. Receiving the award for The Best Flooring Trade Show only reaffirms this, and we’re very thankful for the recognition.

Think Rugs

A big thank you for voting us as the Best Rug Supplier! We’re absolutely thrilled and grateful for your support. Congratulations all of the other winners.

Annaghmore

We are absolutely delighted to receive the reward of Best Overseas Furniture Supplier. A big Thank You to BFG for hosting the awards and a bigger Thank You to our Customers for voting for us. The whole team at Annaghmore work really hard to ensure that we deliver a positive customer experience in every way possible and it is fantastic for us all to receive recognition of our efforts through this award.

Greenwood Retail

It’s a pleasant surprise. I shall inform the team straight away, after all, it is they who have earned this award which we will cherish.experience in every way possible and it is fantastic for us all to receive recognition of our efforts through this award.

Birlea

We would like to express our deepest gratitude to the organisers of the awards and the industry professionals who voted for us. This prestigious award is a testament to the hard work and dedication of our entire team. We are truly passionate about creating furniture that not only meets the needs of children but also prioritizes their safety and well-being. Throughout the past 12 months, we have been diligently working to bring the most exciting children’s beds to the market. Receiving this esteemed award serves as a great inspiration for us to continue pushing the boundaries of excellence in our industry. Once again, we extend our heartfelt thanks for this recognition.

Gallery Direct

We are delighted to have won these two awards, Best UK Furniture Supplier and Best Accessories Supplier (Lighting/ Giftware/Pictures/Mirrors), and we would like to thank everyone who voted for us. We continually work hard to offer customers a wide choice of quality products at value for money prices, regularly bringing new lines to market to keep our offering fresh for our customers. Receiving these awards is testament to the hard work put in by the whole team here at Gallery.

Core Products

Everyone at Core Products would like to thank our valued customers for voting us not only BEST FLATPACK FURNITURE SUPPLIER but also BEST SUPPLIER FOR DELIVERY SERVICE in the BIG FURNITURE AWARDS. Designing, developing and producing flatpack furniture which is easy to assemble & specifically designed to be quickly and safely delivered to your end customers has always been our aim and it’s great to be recognised for our achievement’s comments Core’s Director Stuart Wallace.

Furniture Sales Solutions

Thank you so much to all of our customers and friends in the industry who took the time to vote for us! In these tough times, we promise to continue helping you grow sales and providing you with support when you need it most. Your trust and support mean the world to us. Together, we’ll overcome any sales challenge!

Devonshire Living

We are absolutely thrilled to have won three major categories in the Big Furniture Awards, what an honour! The Devonshire Team have been working diligently to consistently offer the best service possible, and to see that hard work pay off in such an indisputably positive way is so encouraging. As a company the past year has been particularly transformative for us, with many more constructive changes to come over the next 12 months and beyond. This result reinforces those shifts and has given everyone in the company a huge morale boost to continue pushing forwards. We’d just like to sincerely thank everyone who voted for us, and we will continue working hard to live up to those high expectations.

Woods Packaging

All of the team at Wood’s Packaging are so pleased to have won this award, especially as it’s voted for by our customers. We’re extremely grateful to everyone that voted for us. We’re only a small team at Wood’s Packaging but our continued dedication to supplying quality furniture packaging materials for our customers is what makes us a force to be reckoned with. This year has started brilliantly for Wood’s Packaging after exhibiting at JFS for the first time, and now BFG Award Winners too. Wood’s Packaging celebrated 30 years of business last year and we continue to go from strength to strength. It’s brilliant to see so many familiar names on the winners’ board and Congratulations to everyone that won.

Ideal Upholstery

That’s brilliant news! We do try our best on Design, Quality, Delivery, Service and Price. Albeit it’s been hard over the last few years to keep to a high standard with all the things that have been going on in the world. We like to look after our customers, and it looks like they have shown their appreciation by voting for us. At Ideal we like to think of ourselves as old school. We are passionate about what we do and the way we do it, and we genuinely appreciate the business we receive from our customers. Without them we wouldn’t be here, so a big thank you to everyone who voted for us.

Staingard

This award is a great honour for us and a testament to the hard work and dedication of our team. We are proud to have been nominated by our customers and to have received this award, which recognizes our excellence in this category. We are committed to providing our customers with the highest quality products and exceptional customer service, and this award is a validation of our efforts. We would like to thank our customers and partners for their continued support and for recognizing our commitment to such excellence. We could not have achieved this without your trust and loyalty. We will continue to work hard to maintain our position as a leading provider of Furniture Warranties and Mattress Protection products and to exceed your expectations. Thank you again for your support and for being a part of our success.

Mattsons Bed

Amazing news! These awards would not have been possible without the trust and support of our valued customers and partners. We extend our heartfelt gratitude to each and every one of you for your continued faith in our brand.

Daro

We are delighted to have been awarded this accolade especially when it is from those in the industry and in our 50th Year! It is testament to our teams both in the UK and Indonesia and we continually strive to maintain high levels of quality in terms of product and Customer Service.

Green 2 Delivery

All the staff at Green 2 are very pleased and proud with winning the award for Best Supplier for Sustainability Story. It’s a testament to all the hard work of the team in helping us move forward to achieving our goal of being fully zero emission throughout the UK by the end of 2024. We would like to thank our valued customers and their clients who have voted for us and who have supported us through our journey so far. We help Our customers with weekly CO2 savings Reports and are now operating our zero emission two person crews out of three hubs throughout the UK Bermondsey in central London, Saffron Walden next to Stansted Airport and Daventry. We are in the process of opening more throughout the UK. We appreciate the award and work done by Big Furniture Group in constantly providing up to date industry news. Thank you once again from all of the Green 2 team.

Shire Beds

This award is an affirmation that we continue to make the best beds to ensure our retailers are able to make the margins. In difficult trading times it is essential to support our sales channel - the Value Award is recognition of that.

Sealy

To be awarded both the ‘Best Mattress Supplier’ and the ‘Best Supplier for Retail Staff Training’ is a real honour. This is testament to the hard work and expertise of the entire team, and we couldn’t be prouder to be recognised on both accounts. The Sealy Team would like to say a heartfelt thank you to our retailer partners for voting for us, and for your continued support.

Associated Independent Stores (AIS)

AIS is proud to receive the award. As the UK and Ireland’s leading buying group for Home, Fashion and Leisure it’s great to be acknowledged by the furniture industry for the work we undertake in support of independent retail.

National Bed Federation (NBF)

We are thrilled to have been voted as the Best Furniture Trade Show in the Big Furniture Awards 2023. Since our first show back in 2010, the Bed Show has strived to provide a high quality but cost-effective platform for our members to showcase their amazing products to a carefully targeted audience of bed retailers and specifiers. With a plethora of competing trade exhibitions, it is rewarding to be voted as the best. Our 2023 Bed Show, Gala Dinner & Bed Industry Awards is shaping up to be another hugely successful event and we can’t wait to welcome everyone!

Kaymed

We are delighted to have been recognised as the Best Bed Supplier (Mid Range) in the Big Furniture Awards. Big Furniture Group subscribers were free to vote for any company in all of the categories, rather than suppliers having to either send in entries (as per NBF awards) or be selected onto a shortlist. Consequently, these awards reflect the opinions of those who work on the frontline, and are best aware of what brands offer the most commercial products; in what are challenging times. We would like to thank everyone who voted for us, and look forward to showing them a brand new range of even more exciting products at the upcoming AIS Index and NBF bed shows.

Furmanac

This accolade is a testament to our commitment to innovation, craftsmanship, and customer satisfaction. The ‘Best Supplier for Display Support’ award highlights our dedication to creating effective point-of-sale materials that engage customers and contribute to retailers’ success. This recognition coincides with the launch of our new Simplicity mattress range from MiBed, showcasing our expertise in combining cutting-edge technology, expert craftsmanship, and elegant design.

www.bigfurnituregroup.com

How to build trust

Neil Bayton, Head of Partnerships in the UK at Trustpilot, returns for a second sit-down and shares some top tips when using the platform as well as a guide into getting started.

Last month Big Furniture Group found out how Trustpilot’s review platform plays a key role in building trust between a business and customer, as well as why the furnishings sector is such a popular category. This month is all about getting the most out of Trustpilot, from setting up to proper use. So, just how easy is it to sign up and get going?

“It’s very easy,” says Neil. “It’s a 5-step process. When visiting our website, go to Trustpilot Business, where you can click ‘Create free account’, found at the top right of the page. You can sign up using Google or enter your business’ details. It’s best to use an email address that matches your business website’s domain. For example, if you are claiming the domain www.example.com, choose name@example.com.

“As part of the form, there is also the option to tick a box to book a free demo. We recommend all businesses joining the platform click yes to this option, as you’ll receive an interactive personalised call via Zoom or Microsoft Teams, during which we will show how to use the platform and get the most out of reviews and can also answer any specific questions you may have.”

Upon clicking the ‘create free account’ button, this will trigger an activation email from Trustpilot, which you should see in your inbox within a few minutes. If not, check your spam folder, and then within the email, click ‘Activate account’. You’ll then be redirected back to Trustpilot to choose a password. Once this has been created and you’ve agreed to Trustpilot’s Ts&Cs, click ‘Complete setup’ and you’re done.

“From there, you’ll be able to set up invitations using our template, and once you receive your first reviews, you’ll be able to see insights on your dashboard on the homepage of your account,” Neil added.

As touched upon in last month’s magazine, Neil revealed that the furnishings sector is one of the highest performing categories on the platform, with Home & Garden - which includes furniture and furnishings businesses - ranking fifth in terms of volume of page views, with more than 36,700 businesses having been rated on Trustpilot. What’s more, within the furniture sector specifically, there have been 6.3 million service reviews submitted to the platform globally.

“Furniture businesses are incredibly important to Trustpilot and we work closely with many in the sector to help them gain valuable feedback from customers and manage their

reputation online,” Neil said. “As the cost-of-living crisis lingers and consumers find their purse strings increasingly stretched, they want to ensure they’re getting the best products for their money, especially for high value purchases such as furniture. More than ever, consumers need to know which businesses will deliver on their promises, and reviews play a huge role in the decision-making process.”

So, you’re all set up or even if you’ve been using Trustpilot for some time, what are the golden rules to follow when using

the platform? The answer is consistency and extending the invitation to all customers, not just ‘cherry-picking’. “Cherrypicking or selectively inviting customers to share feedback of their experience risks distorting public perceptions of your business - which, when consumers realise it’s not reflective of reality, can damage your reputation and trust in your business,” says Neil. “Asking for feedback from all customers - whether happy or not so happy - gives a much more holistic and trustworthy view of what’s really going on, and provides better, more accurate insights into how your business is really performing.

“What’s more, consumers these days are realistic and recognise no business is perfect: in fact, our research found

that over half of consumers in the UK believe that a less than perfect review score is actually more authentic. Even if inviting all customers to share reviews results in a few negative ratings, ultimately what will have the most positive impact is how you respond.”

AND RESPONDING IS CRUCIAL –EVEN TO THE NOT SO POSITIVE COMMENTS.

highlighted an issue in your business, update them to let you know how you’ve implemented changes to help avoid the same mistakes happening again in future. This could be anything from updating your policies to changing suppliers - it shows you genuinely listen and value your customers’ feedback.”

When responding to feedback, Neil indicated to ensure that each reply is personalised to the reviewer as consumers will be able to tell if they’re reading a copy and pasted message, and it risks you coming off as complacent. “Aim to respond to all reviews in a timely manner. Replying to a reviewer’s feedback weeks after they’ve posted risks making them feel like they were ignored or weren’t taken seriously; replying quickly demonstrates the opposite. Use simple, conversational and accessible language, and avoid using jargon. This reassures customers they’re talking with a real human who really values their opinion.”

One such retailer that relies on the trust it has built through Trustpilot is Furniture And Choice. Tom Obbard, Managing Director, shared his views: “As an online-only furniture retailer, we rely on Trustpilot to help customers feel confident about purchasing from us without seeing or feeling our products. By making it easy for real customers to share their experiences with our business, Trustpilot helps us build a strong, trusted reputation online. The platform is well known and recognised – that’s why we pride ourselves on our ‘Excellent’ rating and display our score for customers to see. “It’s not only about positive reviews, however – negative feedback also helps us identify areas for improvement. If a dissatisfied customer posts a negative review, Trustpilot allows us to respond publicly on how we’ve tried to make things right. This goes a long way to earning credibility among potential new customers. Trustpilot is a powerful growth tool for our business, acting as a major trust signal to attract new customers and letting us demonstrate our commitment to customer satisfaction.”

Independent research commissioned by Trustpilot found that 64% of UK consumers would prefer to buy from a company that seems to have made a small mistake and responded quickly.

“Sometimes receiving negative feedback can feel unpleasant, but don’t take it personally - that only risks damaging your reputation further - instead, try to use it as a tool to improve the business,” Neil said. “Be transparent: if there was a mistake on your part, acknowledge it, and even better, offer compensation. It could be a refund, gift card, discount, or something similar. But, make sure this is just a bonus – your first priority should be demonstrating you’ve solved the main issue.

“Evidence that you learn from your mistakes. If their experience

Finally, when inviting customers to leave reviews, make sure you capture comments from varuous stages of the customer journey, as Neil explains: “If you ask a customer review right after they click ‘purchase’, this will only tell you how your business performed right up to that point. What happens after that point; are your deliveries on time? Do consumers like the quality of the product? What about those you provided a customer service experience to, but who didn’t end up purchasing anything from you - why is that?

“It’s really important to ensure you’re inviting your consumers to share their experience with you at multiple points through the customer journey. Only by doing this will you be able to gain a full understanding of your business’s performance, and what consumers really think about you. You’ll get much richer insights, which will highlight areas which may require improvement and in turn help ensure you’re providing an unbeatable customer experience all the time, beating off the competition.”

Asking for feedback from all customers - whether happy or not so happy - gives a much more holistic and trustworthy view of what’s really going on.

Retail Focus with with Bedcare

Nicholas Forth, Managing Director of independent online business Bedcare Ltd, which trades as The Reinforced Bed Company and Endurance Beds, shares an insight into recent investments, sustainability progress and why storage capability has been a challenge.

The Bedcare story

I’m the Managing Director of Bedcare Ltd. I oversee general MD roles in running the company, while also getting stuck into trade sales and managing all aspects of our SEO –which is a full-time job in itself!

We are a family run UK online retailer based in West Norfolk. We originally established in 2007 trading under the name of Holbeach Beds. However, in 2011 we set up The Reinforced Bed Company, where we took it upon

ourselves to retail a bed that was not only appealing to the eye but also suitable for overweight and obese individuals. Although many of our customers are not overweight, we’ve found that many just require a bed or mattress that is built to last. As for our sister brand, Endurance Beds, we supply bespoke beds that are handcrafted with care, right here on site at our own workshop in Walpole Cross Keys.

Recent investments?

We seem to be always spending money nowadays! However, the biggest investment that is going through at the moment is actually buying our six-acre site. We also bought a net zero modular office a year or so ago to improve our sustainability goals. This helps in bringing the electric costs down for the company. The actual office is built on a passive house design, with triple glazing windows, thick insulation and air source heat pump.

Future plans?

We’re looking at increasing storage with more warehousing and container space. We have the land on our site to do so once the sale has gone through. We are looking into doubling from 5,400sqft to 11,000sqft of storage (this includes extra containers, not just the warehouse building). The expansion will enable us to keep more stock, which will speed up delivery times for customers as well as keeping enough stock for the growing demand in contract customers we have.

What is your mission?

Our mission is to provide the UK with heavy duty beds and furniture solutions. We also responded to the growing demand for specialist mental health beds. Back in 2013, we introduced reinforced beds, mattresses and furniture meeting the requirements of those with mental health demands and challenging behaviours such as autism and psychiatric disabilities. We also knew that these can be expensive for the average family or customer, so we decided that it would be a great service to offer VAT Relief for charities and customers with disabilities.

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

Sustainability is at the fore front of our plans. The products we supply are sustainable in their own right and being heavy duty means customers buy in the knowledge that their bed will last. Also, our investment in the net zero modular office has seen a boost in energy efficiency and a reduction in energy consumption. A net zero carbon building is highly energy efficient and is built using eco-friendly materials. We also run electric forklifts and plan to invest heavily in solar panels with battery storage to reduce our carbon footprint even further.

How has recent business been?

So far this year we have secured an increase in contract leads, which is an area of the business we are looking to expand even further in. Our retail side has been positive too. Domestically, I think people are buying less luxury goods due to the economy at present and are focussing on a price point that better suits their needs.

What would you change in the industry?

The introduction of more quality innovative products.

What challenges do you currently face?

A big challenge for us has been the lack of stock and storage capability as highlighted earlier. However, with the new site purchase, this will enable us to increase our stock figure substantially.

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

Good question! My colleague Shane immediately says himself – but I’m

unsure as to why! All jokes aside, we are a small team and all our staff are key to our continued success, from warehouse workers to office staff and delivery people – and yes, even Shane. The Covid pandemic made our processes difficult, so I’m very grateful for everyone.

Why do you think customers choose your business?

I think our success is down to the fact we specifically advertise stronger products with a unique heavy-duty guarantee. We have a range of diverse products catering

for all audiences and we also keep vast stock which is suitable for everyday one-off orders to large contract orders.

www.reinforcedbeds.co.uk

www.endurancebeds.co.uk

Lynch drives on with sales event evolution

The Covid-19 pandemic introduced many challenges to businesses across all sectors. Within the furniture industry, retailers were under strict instruction when and how they could trade. As a knock-on effect, sales promotion company Lynch had to rethink its strategy. Part of this saw the company’s American owners, Chris and Barbara Lynch, decide to take a step back and retire. This presented an opportunity for Gareth to secure the UK licence for the Lynch brand in the UK and continue its journey.

Following the enforced hiatus caused by lock downs, supply chain issues and post strikes, to name but a few challenges, Lynch has been successfully back running events in the UK, which remain “as potent as ever”, particularly for retailers wishing to drive sales and clear old stock.

“With Chris and Barbara Lynch taking the decision to retire, it consequently allowed my company, Lyleoak, to secure the licencing for the Lynch brand in the UK,” Gareth said. “This means we can run events in a more UK centric way. My colleague, Christopher

Dickason, now directs Lynch in the USA, while Stephanie Lynch still has a vital role in marketing the Lynch brand. This is a natural evolution and allows me to focus on what works best in the UK for our clients.”

With a refreshed strategy in place, Lynch aims to focus on larger, middle and better-end independent furniture retailers. Gareth revealed: “Our sales events have evolved into a much more bespoke service paying massive attention to targeting our client’s budget. This is working very well. We looked at ways we could focus our energy and our clients marketing budget even more effectively. We have redoubled our efforts to target our firepower where it matters, which has already achieved extraordinary and measurable results. We usually expect 20% to 30% of a client’s annual turnover in month. We seem to be exceeding that with even greater preparation and event planning.”

Gareth added that the year so far has already delivered double the sales volume growth compared to 2022,

with all clients serving as returning customers. Now, Lynch intends to build on what it has accomplished, refine its processes and reach out to suitable furniture retailers that could benefit from a Lynch sale event.

“In the last month, many retailers and friends in the industry have commentated that sales have slowed, but this has not been our experience. If you put something credible and exciting on, the customers will come,” Gareth said. “Be honest in your offers, plan and deliver your promotion carefully, earn your customers trust and they will buy. Retail is, after all, detail.”

On that note, some success stories of late include working with retailers such as Mattressman, Collingwood Batchelor, The Store Interiors and Barkers. More recently, Lynch has been back at Collingwood Batchellor with a sale at its Horley store. This started on 10th May and in two days they had over 2,400 customers in store, which, so far, has accomplished 13% of their annual turnover in five days.

“The pace of change is accelerating but trust remains a key issue, businesses need to constantly evolve and yet remain true to their principles. This is our mantra, just as Founder Joseph Lynch said over 100 years ago, “Respect the customer. Work with the customer. And earn that customer the highest possible results”, which is something we strive for,” Gareth said.

www.lynchsales.com

Gareth Price, UK Divisional Manager at Lynch Sales Company, talks about their recent restructure and how they can help furniture retailers with its trademark sale event.

Choosing the right upholstery filling –Foam vs Fibre

When it comes to upholstered furniture manufacture, selecting the right filling material is crucial to achieving both comfort and durability. Two popular options adopted by the industry are foam and fibre. We spoke to leading foam and fibre converter, Peak Converters, on why each option has its unique characteristics, benefits, and considerations.

Foam

Foam fillings have been widely used in upholstery for decades and have long been the go-to material, known for their exceptional comfort and support. They are also highly durable, designed to be long-lasting, and have an ability to retain shape, even with regular use.

Foam is resistant to sagging, deformation and loss of support over time, meaning that for upholstery manufacturers the product maintains its original look and feel for an extended period, giving enhanced durability.

It also comes in a variety of densities and firmness levels, allowing the furniture manufacturer to choose the right one for each product and specific need, or desired USP for your product.

High density foams, due to their structure, also have excellent anti-allergen properties.

Despite its many proven benefits, the main draw-back associated with foam usage is its environmental credentials. Foam is made by mixing chemicals and expanding agents and until very recently it has been difficult to recycle end of life foam products.

Many foam products can be repurposed at the end of their life into materials such as insulation, soundproofing, and even mulch. However, if sent to landfill, foam can take a long time to decompose.

The foam industry has been working very hard to find a solution to this issue. Earlier this year it was announced that foam manufacturers have successfully produced the first flexible foam sample from fully recycled polyol, along with the technology to chemically recycle these products and convert

polyurethane into a high-quality recycled material. This is great news for our industry and the circular economy.

Fibre

Fibre has been used as a filling material by the furniture industry for many years now, primarily for wrapping cushions made from foam cores to give a softer feel. However, during the pandemic its usage became more mainstream with fibre now being more widely used by upholstered furniture manufacturers for frame wrapping. This was partly driven by foam shortages within the supply chain, which meant that the industry had to seek alternatives during a time when the demand for upholstered furniture was increasing. As a result, fibre gained popularity.

Fibre fillings are generally made from polyester fibres and provide good levels of comfort. Fibre offers a soft feel and can be particularly suitable where a ‘sink-in’ sensation is required. It also has good hypoallergenic properties. Fibre adds a luxurious touch to furniture, making it comfortable and inviting.

Fibre fillings have gained popularity in recent years due to their affordability and eco-friendly nature. Some are now made from fully recycled materials, with fibre being a completely recyclable product at the end of its life.

So, where does the future lie?

At Peak Converters we see a future where both families continue to co-exist. We have several exciting, ongoing projects aimed at supplying more eco-friendly products using both foam and foam replacement fibres.

Mike Crowshaw, managing director of Peak Converters, commented: “Our team have been working hard on several new developments in partnership with some of our key upholstery clients. We pride ourselves on our innovative ability and are continually pushing the boundaries to stay at the forefront of new industry technology. We look forward to sharing the outcome of these projects later this year.”

For further information please contact:

sales@peakconverters.co.uk or visit www.peakconverters.co.uk

Mike Crowshaw

FEATURES

Introducing

Bilal Alimahomed,

Co-Founder at retailer

Choice Furniture Superstore (CFS), talks about the recent launch of its new furniture wholesale business HUMZ.

Independent furniture retailer Choice Furniture Superstore (CFS) recently celebrated a company achievement in customer service, surpassing the 10,000 customer reviews milestone on Trustpilot, where it is currently scored as a 4.9 out of 5 on the platform. Now, the Leicester-based business is celebrating another milestone, launching its new sister company HUMZ.

“HUMZ is a state-of-the-art B2B furniture importer,” Bilal said. “We specialise in dining and living room furniture, from dining tables to chairs, and we believe we have the products and services to cater for all retailers’ needs.

“In terms of services, we offer great products with high stocks already in our UK depot. We offer flexible delivery options too, both into retailers stores and/or warehouses, as well as direct home deliveries. Our direct home delivery service includes a premium white glove delivery service, which means we will unpack and assemble the product as well as taking away all rubbish.”

The HUMZ concept, which has seen the business inject north of £400,000 investment into the launch, aims to help retailers with fast lead times and by being able to supply a variety of in market and fashionable products.

Bilal continued: “Our products are crafted from high-quality materials and are designed to provide exceptional comfort and durability. We also offer customisable options to meet the unique needs of our customers.

We have been in the furniture trade for over 25 years with extensive experience in retail. We understand the difficulties retailers may face with pricing, stocks and delivery. With that in mind we have come up with what we feel as a very slick company in terms of goods and services. We want to take all the hassle away from the retailer let the retailer focus on purely selling.

“We also want to give our retailers as much information at the touch of a button. That’s why we are heavily investing in our real time stock systems, which all retailers will have access to, as well as live delivery updates.”

Bilal added that the now was the perfect time to launch the wholesale division after a significant period of planning and research into the market. “As the market tightens, we are finding the demand is also evolving,” he said. “We felt now was a good time for us to start this project. It was something which was always on the agenda, but we just wanted to make sure the timing was right and the demand was there.”

With HUMZ up and running, the business is solely focused on its product line and quality. By the end of the year, HUMZ’s hopes to add a further 60% more product offering to its catalogue including marble extending tables and an extensive range of ceramic tables. “We’re hoping to become one of the UK’s largest importers for our particular field,” Bilal said. “We never aim for anything less. We believe retailers should choose our platform as we have made everything with retailers in mind. We have an easy online ordering system, with a live stock feed and stressfree delivery.

“At HUMZ, we understand the furniture industry and the challenges that retailers face. We work closely with our clients to provide them with the products they need to stay ahead of the competition. Our team of experts is passionate about furniture and is always up-to-date with the latest trends and styles.”

With trends in mind, and a final thought from Bilal, marble is one such movement that he feels will be here to stay.

“We feel like ceramic, stone and marble are trending at the moment and they are all here to stay for a long time. The product is affordable and durable, it’s the perfect solution for any home!

“Our marble furniture is a range that is designed to appeal to a wide range of retailers with its stylish and contemporary design. This furniture line is perfect for retailers looking to target customers who are looking for high-quality and luxurious furniture products. The use of marble in the design adds a touch of sophistication to the range, making it an attractive option for high-end retailers.”

www.humz.co.uk

We understand the difficulties retailers may face with pricing, stocks and delivery. With that in mind we have come up with what we feel as a very slick company in terms of goods and services.

The HOME Report Summer Issue

Hot off the heels of Boutique’s HOME Report Event on 15th June, they will be launching their HOME report this month.

The HOME Report Summer Session took place at The Playhouse Leeds on Thursday 15th June, with the agenda packed with talks from Hearst, Future, ITV, Channel 4 as well as Magnet and BestHeating.com and a panel session from Influencer featuring two creators from the Home & Garden sector. Boutique even threw in some laughs with a comedy set over lunchtime to end with everyone’s bellies full of pizza and laughter!

“We are specialists in the Home & Garden space, but also experts in PR, Digital and Media that gives us access to a raft of trends, insights and real-life client experiences,” Boutique said. “The report provides commentary on what has happened in the sector since Autumn 2022, what’s on the horizon all alongside opinion pieces from key contributors.”

What’s the key nugget that you would share with brands?

“Consumers DO have money to spend, but what we need is a continued increase in consumer sentiment which is holding back spending. Consumers actually have the same amount in their bank accounts as they did pre-pandemic.”

Does the report give any commentary on trends?

“Yes, in this issue we look back at the trends we predicted to see how they are evolving, such as Open House, DIY and Garden. We also explore additional trends such as Smart Homes & AI as well as deep dive into Sustainability, which is continuing to seep into everything, albeit more slowly due to budgetary pressures and more considered spending.”

What can readers expect from the report?

The Summer ‘23 edition reports back on the key trends Boutique highlighted, including: Adding Value, The Open House, Individualisation, The Considered Consumer, The Garden, Demographic Trends, DIY as well as bringing some additional trends to the table.

The report intends to spark ideas and strategic thinking about marketing for brands in the Home & Garden space. Expect to see competitor analysis, customer profiling and snippets from research conducted by the likes of Mintel alongside Boutique’s own data and insight.

Simon Bollon, Founder & MD Boutique

“We believe in bringing people together to share learnings, experiences and leave our events more informed than when they arrived. With a raft of clients in the home space we have access to data, insights, specialist knowledge and the client marketeers that are shaping the sector, therefore we are in prime position to collate and share those learnings.

“Our HOME event is a shining example of that unique position in the sector and is quickly becoming a recognised event. The event gives our partners, clients and brands an environment to come together learn from the finest and most informed in the sector and network without any fear of being sold to.

“The HOME report is the spine of that event, it collates the trends (with a B2B view on what these trends mean), macro factors and specialist contributions to bring to life a powerful view of what’s going on in our sector. We share the highlights from that report at the event and the full report is launched shortly afterwards.”

The HOME Report Summer ‘23 will be published in early July. To request a copy email:

thehomereport@weareboutique.co.uk

Investing in a sustainable future

Montu Soni, director at Jaipur Furniture, shares an update on product development, sustainable investments and the expansion of its drop-ship programme.

Alongside product development, Jaipur has been busy investing into its sustainable practices, including a significant investment in solar panels. Soni continued: “We’re thrilled to share some exciting developments at our company as we strive to marry innovation with sustainability and quality craftsmanship.

“One of our major steps towards reducing our carbon footprint has been our investment in rooftop solar panels. We’re proud to announce that this initiative is now responsible for generating an impressive 80% of the electricity consumed by our factory. This move not only reinforces our commitment to a greener future, but also underpins the very essence of our designs - a harmonious blend of modernity and nature.”

Following a successful start to the year at trade shows including the January Furniture Show in Birmingham, Frankfurt’s Ambiente event and the IHGF Delhi Fair, Jaipur Furniture, a leading exporter of solid wood furniture from India, has continued its product development with the introduction of its Zaine Range.

“In the latest edition of our offering, we’re proud to introduce our novel furniture collections - ZAINE, which are sure to make an enduring impression on the design savvy clientele,” Soni said. “Our ZAINE collection is an exquisite symbiosis of craftsmanship and technology, encapsulating the raw beauty of solid mango wood and celebrating the artistry of geometric patterns achieved through precise CNC machining.

“The collection’s minimal design is both soothing and captivating, making each piece a statement of refined elegance that can effortlessly fit into any setting. The metal work incorporated into each item creates a striking contrast against the warm hues of the mango wood, offering a remarkable balance of industrial and organic aesthetics. For those seeking a mix of bold and minimalist design, the ZAINE collection is sure to capture your imagination.”

Jaipur has also made significant investments in the expansion of its production capabilities with the inauguration of a new upholstery factory and a marble mine. The upholstery factory, equipped with cutting-edge technology, will aid in delivering a diverse range of furniture, while the marble mine will enables the business to deliver “best grade marble at the right prices”.

“Our team of experts is ceaselessly experimenting with a wide array of materials to bring our customers exclusive and innovative designs,” Soni said. “Our future plans are focused on scaling our overall sales through unique, mixed-material designs that break the mould, offer unprecedented aesthetics, and cater to a broad range of tastes.”

Finally, Jaipur Furniture, which has been the recipient of India’s Top Export Award in the Solid Wood category for the past 10 years, has announced the initiation of its drop-ship programmes in Germany, France, and Spain, which it believes will significantly boost market presence in Europe.

“All of these advancements serve to reinforce our commitment to delivering unparalleled design and craftsmanship while pioneering eco-conscious practices and expanding our reach,” Soni added. “We are grateful for the support of our loyal customers and look forward to bringing you even more exceptional designs in the years to come.”

www.jaipurfurniture.net

FEATURES

Rising from the ashes

Malini, talks about their recovery from a devastating fire at the end of last year and how industry support has seen them rise from the ashes.

February this year marked the 30th anniversary milestone for Malini. What should’ve been a celebratory occasion, the party was postponed as the company began to rebuild following a fire at its Wolverhampton facility back in December 2022.

What’s more, and a tougher pill to swallow at the time, the fire, being treated as arson, started at a factory at Lower Horseley Fields, which spread across the area, engulfing around 30 businesses. Malini was one of those impacted.

After three days of tackling the blaze, with 100 firefighters and crews from the West Midlands Fire Service, the fire was finally extinguished, leaving ash in its wake and dilemma for Malini; to go on or to close up shop?

“The fire was really upsetting for everyone involved,” Malini Atwal said. “Everything was ash. We lost our lastminute Christmas sales and the January period where retailers would typically buy sale stock, but we couldn’t supply so we lost all of that following the fire. Luckily, we had got most of Christmas wrapped up but it was another challenge for us to bounce back.

“In February, our business reached our 30-year anniversary milestone, so we had two options when the fire hit.

At that point, did we just call it a day or keep going? We knew that if we closed it would impact jobs and we had built the business up over the last 30 years, did we really want to let it all go overnight?”

Despite being a stressful period for the business, Malini decided to push on following an overwhelming arm of support from both suppliers and customers alike. In fact, this support played a key role in rejuvenating and remotivating Malini to push onwards. “Thankfully, we had great support from suppliers, as well as from all of our agents,” Malini Atwal said. “Our customers have been extremely supportive too, so it made sense to keep going.

“Our supply base gave us credit, helped us with smaller quantities to keep us going, which is how we managed to be honest. We were lined up to do the Furniture Show at the NEC in January but it was at a point where we had nothing, not even samples, so we decided to just focus on getting the business back up and running. It was a very stressful period to say the least.”

Malini added that finding a new premises wasn’t an easy task. “The process of finding a new space was painful too. We’ve enjoyed a reasonable rent over the years and finding somewhere similar was a challenge, especially as we needed a location quickly. We’ve moved out to Shropshire now, so we’ve adapted quickly to the change. It was incredible how people and the industry has helped, which really kept us going.”

Since the fire, Malini said business has been good, they are “really happy with trade so far this year”. As Malini mentioned, it could’ve been the end for the business, and perhaps letting it go might have been the easier decision to make than to build the business from the ground again. However, after absorbing the devastation, the business rebuild was followed with its new ‘Cushion Wall Concept’, which was unveiled at the recent Spring Furniture & Beds Show. “The recent Spring show was a new one for us, which went down very well. We saw a huge gap, with how furniture stores sell accessories. I think in the past they have always used them to accessorize sofas and beds on display but weren’t actually looking to sell them as standalone items in their own right.

“Perhaps it’s more difficult to motivate sales staff to sell accessories due to the commission opportunities with bigger-ticket items, but I think retailers have realised they need to do more of this product category. So, our approach was how can we

Malini Atwal, Director at soft furnishings supplier

make this easy for the retailer? One of the points of doing the recent show was to show retailers that we can make a unit for them, which is easy to install, where we can merchandise and create a point of sale, and to just provide a solution, which is where our cushion wall concept came to life. It created a lot of interest and we came away from the show with a number of leads, which is fantastic.”

Malini said that the idea is to help put a wall into a retailer’s store, while sharing the cost of the wall. Retailers will then receive free stock to populate the space, which can offset the cost of the unit. Malini Atwal explained: “So, the idea is to share the cost and help that way. The installation process is simple: it is a flatpack concept where a retailer can build it. We give them the stock and a picogram to help the retailer best display the merchandise.

“We are finding that we’re getting more experimental about colour too. I think colour is playing a big part within interiors as people are moving away from being very minimal and want to introduce colour again. I think cushions are a great fix to that and our concept can really help retailers capture this too.”

After months of adapting, Malini is as optimistic for the future as ever, and is looking to pencil a date in the diary for a well over-due anniversary celebration, an occasion they want to share with customers. “We will continue flying our flag and we really appreciate all the support from customers. It’s been great to see and feel how our customers and suppliers have stood by us. We’re hoping to finally celebrate our big anniversary, where the only flame will be on the cake.”

T. 02084 595865

www.malini.com

We knew that if we closed it would impact jobs and we had built the business up over the last 30 years, did we really want it go out in a puff of smoke!

Green Retail

In the next part of our sustainable series, we’re going to take a deeper look at e-commerce bed and mattress retailer Mattress Online and what it’s doing in terms of sustainability.

The topic of sustainability continues to be of great importance – for individuals, businesses, and the world. Mattress Online recognises this and we’ll explore its green credentials in this instalment of our sustainability series.

Mattress Online

Rotherham-based retailer Mattress Online has made sustainability a centre point for its business since 2015, introducing a mattress collection and recycling initiative and pledging to recycle 40% of all mattresses by 2025.

The company works in partnership with mattress recycling organisations across the UK, who process each mattress component at dedicated recycling plants. In the first instance, each mattress component is separated from the others - such as the steel from

the mattress springs, or the comfort fillings such as wool and cotton. These are then re-distributed across many different industries. Each component of the mattress can be used in a variety of ways. Some can be made into insulation for homes, and other materials will be used in cars and so much more.

By offering this non-profit optional service to orders, a third of customers now make the environmentally conscious choice to have their mattress recycled by Mattress Online when their new mattress is delivered - meaning that this collaboration has saved more than 150,000 mattresses going to landfill.

Over the past five years, Mattress Online has seen a 344% increase in recycling and between May 2022 and April 2023 alone, 14,500 mattresses were recycled with their recycling rate increasing from 23% to now accounting for almost 25% of all orders.

CEO Steve Adams consistently reaffirms the company’s dedication to being a positive influence within the mattress industry. He said: “One of our key corporate goals as part of a developing ESG strategy is to continually improve and promote our not-for-profit recycling service.” But, he emphasises, “the rest of the industry has to be equally committed.”

The UK currently throws away seven million mattresses each year and it is estimated that only 19% of all mattresses are recycled. Mattress Online recognises that it’s not enough to engage in a sustainability initiative in silo and last year Steve issued a call to the rest of the industry to make it easier for customers to recycle.

To help drive this environmental change in the industry, Steve joined the Sustainability panel of the National Bed Federation. The panel is working with The Department for Environment, Food & Rural Affairs (DEFRA) to make an extended producer responsibility (EPR) statutory across the industry. Whilst working with government, Steve’s also contributed to the framework of a future ‘Mattress Extended Producer Responsibility’ policy alongside Zero Waste Scotland. He was also involved in a meeting with DEFRA regarding waste policy in July 2022.

Steve believes sustainability is a central part of his work, both personally, and as CEO of Mattress Online. He said: “We’re not just recycling mattresses here at Mattress Online. We’re always looking for opportunities and finding other ways we can improve our eco-conscious behaviour.

“Last year we introduced a new ethically sourced uniform for all our staff across retail, operations, and logistics - with many of our other teams following suit and choosing to wear the polo shirts for work. We also compile lists of the best eco-friendly mattresses we stock to show our customers what is available to them, along with helpful ‘eco-friendly scores’.”

Additionally, in terms of products:

22% of mattresses are chemical-free

29% of mattresses are eco-friendly.

20% of mattresses include recycled materials.

18% of mattresses are vegan-friendly.

The company’s plastic polythene mattress bags are made from 100% recycled content and are 100% recyclable.

Mattress Online is also investigating the potential use of reusable hessian packaging (bags) as an alternative to plastic and constantly re-evaluating the balance between transport protection and sustainability.

One significant change that has taken place internally also saves packaging costs and waste considerably - the expansion of Mattress Online’s own fleet of vehicles as well as growth within their logistics team. Using the in-house team for more

local deliveries requires only one layer of packaging material for each unit - and so far this year, almost 8,000 mattresses have been delivered.

As part of their company values, Mattress Online push for improved sustainability at every level. This is something the business has been striving to perfect for years, and will continue to aspire towards in the future, along with improvements for staff, reducing paper use in stores with QR codes, and a continual championing of its cycle-to-work scheme.

The company’s efforts have been recognised more widely and in 2022, Mattress Online won the Good Retail Sustainability Award. Managing Director of Modern Retail, Rob Gamage, said: “Mattress Online thoroughly impressed us with its dedicated effort to run a more sustainable business. It’s set up a truly end-to-end process that will continue to reduce the impact on the environment in the future.”

www.mattressonline.co.uk

Sustainability is about so much more than what we do as individuals. Mattress Online aims to support the community and improve our ability to live on this planet. The issue is very close to our hearts and one that is deeply embedded in the culture of the business.” Steve Adams, CEO

Making unforgettable moments with Mattsons

Oscar Mattson, CEO & 6th generation bedmaker at Swedish luxury bed manufacturer Mattsons Beds, reflects on a recent retail training visit as well as another trade show success, this time in Germany.

In the picturesque town of Falkenberg, Sweden, where the name represents the falcon and mountains, a group of 12 retail partners embarked on a transformative two-day training workshop (or for a better word, experience) at Mattsons Beds. Immersed in the world of their exquisite craftsmanship and personalised comfort, they forged a profound connection with Mattsons Beds as well as gaining a deep understanding of the brand, business and the work that goes into each crafted bed.

“Guided by our experts, the retail partners delved into the science of sleep, unravelling the secrets behind our tailored beds,” Oscar revealed. “They witnessed firsthand the dedication of our artisans, who meticulously crafted each bed using the finest natural materials.

“Beyond work, evenings were filled with delightful dinners and shared moments of joy, making firm connections and, hopefully, some fun memories too. Against the backdrop of the captivating Swedish west coast, lasting friendships were formed, and a sense of camaraderie blossomed.”

As their time in Falkenberg drew to a close, the retail partners departed with renewed inspiration and memories. Equipped with knowledge and a shared passion, they returned to their stores, eager to introduce the Mattsons products to their customers.

“This story of our retail partners is a testament to our unwavering commitment to excellence and the power of forging enduring partnerships. We invite you experience the remarkable Mattsons Beds journey, where extraordinary rest and rejuvenation await,” Oscar said.

“We want you to discover the Mattsons Beds experience – where each night becomes an indelible memory and each morning awakens a world of possibilities. It was a fantastic time spent and we look forward to the next round of visits.”

From home visits to exploring European trade shows, Mattsons Beds has seen success at the recent

UK INDX shows on offer, as well as the IMM Furniture Fair in Cologne, Germany. Taking a moment to review the German exhibition, Oscar said: “We would like to extend our heartfelt gratitude to each and every one of you who took the time to visit us at the recent IMM Furniture Fair in Cologne. Your presence and enthusiasm made our exhibition a remarkable success.

“At Mattsons Beds, we strive to create exceptional sleep experiences by combining craftsmanship, luxury, and sustainability. Your keen interest and appreciation for our meticulously crafted beds and our commitment to eco-conscious practices truly warmed our hearts.

“We were thrilled to unveil our newest addition, the “Lycka” continental bed, symbolising happiness and offering unparalleled comfort. Your positive feedback and genuine excitement for this new addition further affirmed our belief in the importance of providing joyful and restful nights for our customers.

“The IMM Furniture Fair provided us with a platform to share our passion and showcase our dedication to delivering the utmost in quality and design. Your presence and engagement at our booth were invaluable, and we are grateful for the opportunity to connect with each of you.”

This story of our retail partners is a testament to our unwavering commitment to excellence and the power of forging enduring partnerships.

The Bed Expert

Customer complaints wasting your time? No, they don’t - they let you see where you are going wrong!

Most complaints will be your fault. Yes, that’s right, your fault. This is because you may not have handled the sale properly, and as part of your pitch you do have to explain to customers that the brand-new product that they are buying may not be as you see in images online or on bad TV adverts.

You are buying a mattress not a plank of wood or board and it will have their shape and indentations of their bodies when they get up in the morning. This is not a bad thing and, no, the mattress is not knackered. We know it’s not an old second-hand one - it’s doing its job; it’s taking your shape and you can find your own analogy. Mine is you wouldn’t take six eggs home from the supermarket in an ordinary box - you take them home in an eggbox. The eggbox takes the shape of the eggs and gets them home safe and so your new mattress shapes to you.

In this case your mattress cradles you and supports you for 7 to 8 hours per night, all week long, all month and all year, for several years. If it hasn’t got your shape then of course it’s going to not support you. After all, you do want the mattress to have plenty of upholstery and a good spring unit that fits you. Again, customers’ expectations can be very different from the truth, and your job is to manage them. For example, explain that very often if you have carpet, there’s a gripper bar on the edge of the room, so beds tend to lean in to the middle of the room away from the wall. This can sometimes cause problems with drawers being stiff and not opening - all they need to do is to let the bed settle down or put tiny shims underneath the feet that you can find in any good hardware store.

Yes, we deliver the bed and set it up and even take your old one away, but we can’t level your floor. We also can’t paint the outside of your house, clean your windows and renew your gutters - we deliver beds. It’s what we do but if your floor is slightly out, don’t worry. But if it annoys you, get the shims and with a spirit level you can straighten and level the floor out and make everything run smoothly. We always run through with each and every customer we have, about ‘bedding in’ and settling in their new mattress.

We also attach guidance and care notes to our invoice, which we are happy for anyone to use (just email us for permission to use first please). Customers need to be educated on the dos and don’ts and before you say, well, it’s just overuse, just stop and think what customers look at and see on the TV adverts, encouraging kids to jump on beds! Even adults sometimes!

Trust me, it makes your life easier in the long run and your customer walks away feeling like they have just dealt with a bed expert. After all, if you buy a Ferrari and drive it into a brick wall, it’s not Ferrari’s fault. But they will sell you a new one whilst rubbing their hands!

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

FEATURES

Invitation to inspiration

Michael Sheedy, Commercial Director at Hydeline and At The Helm, talks about recent success with new models and why their showroom is the perfect setting for a client visit.

Upholstery manufacturer Hydeline and At The Helm has revealed an “exceptional response” to their new ranges, as Michael explains: “With an exceptional response to the introduction of new models and materials, we are excited about the direction of both our brands; Hydeline and At The Helm. After a positive start to the year, and an excellent show in January, we continue to develop our identity and explore new directions with bold and beautiful designs.”

Both Hydeline and At The Helm are based at their headquarters in Milton Keynes where daily operations such as design & marketing, warehousing and customer support are in full flow, as well as being the base for their permanent showroom.

The showroom has been carefully constructed to represent the identity of the brand, a space to present their Signature Heritage and Modern Explorer collections to existing and prospective customers. The showroom draws on aesthetics from past times of old explorers and heritage, merged with modern features of travel and world-wide exploration, aiming to immerse all their visitors in the At The Helm experience.

Michael said: “It is an opportunity for our customers to see, touch and feel the brand, away from the hustle and bustle of exhibition settings. Relax in the luxurious comfort of an At The Helm sofa and explore how the product offering and brand environment can create an inspiring retail experience in your stores. We’re confident that we have a special offering and want our customers to feel the same.”

The showroom allows for a journey through room settings, featuring signature elements that have become synonymous with the brand such as the modern bookcase. There is also the signature tunnel feature, as well as a bar area for visitors to enjoy a coffee and reflect on the experience. Also within the showroom space are classic designs such as Buckingham and Livingstone that will “compliment elegant gentlemen’s clubs, picture-perfect country houses or Victorian living rooms, yet also fit into any modern living area”, Michael says, adding: “It really gives us the opportunity to let customers feel the levels of craftsmanship, quality and comfort that set us apart.”

The Modern Explorer range also draws on classic design elements whilst seeking further inspiration from travels around

The next phase of our development involves the creation of a retail toolkit to facilitate the design and installation of instore galleries.

the world. Drawing on iconic architecture, bold colours and textured materials; these new and individual designs feature a modern twist. Models such as the Grace and Leo are manufactured from FSC-certified timber and use Dacron, made from recycled plastics. Foam-encapsulated pocket springs reduce the usage of foam across both ranges. “We are in a relentless pursuit of luxurious comfort, while ensure we are building towards a sustainable future,” Michael said.

“The next phase of our development involves the creation of a retail toolkit to facilitate the design and installation of instore galleries. Work on this is well advanced and a menu of options will be available from summer 2023 to create effective instore solutions, ensuring the look, feel and appeal of our brand impresses both customers and consumers alike. Agreements are already in place with partner retailers to implement further instore galleries in the second half of this year.”

To book a visit to their showroom, please contact the Customer Hub on 01908 968228 or speak directly with a Regional Area Manager.

www.hydeline.co.uk / www.atthehelm.com

Being a specialist in China

Paul Wray, Managing Director of Furntec Ltd and Modern Outlook Furniture, shares an insight into vetting, experience and his knowledge of the Chinese furniture landscape.

Choosing a specialism in business may seem limiting but in many cases having a niche offers many benefits. Sometimes I receive inquiries which are outside of my area of expertise, and here’s why I don’t deviate from it:

1 Vetting

In China there are 50,000+ furniture manufacturers each with varying ethics and standards.

I work incredibly hard to discover and vet new manufacturers.

In addition to this, I spend a considerable amount of time maintaining relationships with existing manufacturers to ensure our clients receive quality product, on time and in full.

2 Experience

Working in product development and manufacturing in the furniture industry for decades means I have seen almost every mistake that can be made.

I understand which areas need special attention, I understand realistic lead times, I understand what can go wrong in transit.

Understanding what can go wrong, means knowledge of prevention, which is where I add value to my clients.

3 Knowledge

Having a good general knowledge of the industry is vital to securing the best pricing and service for customers.

I’m able to advise my clients on cost savings without compromise and where money can be spent effectively to meet their business goals.

I personally choose to stick to my area of expertise because it means we can GUARANTEE a certain level of service and quality.

It means we can tap into knowledge and experience which is industry specific.

While sticking to a niche can seem limiting, it means you can utilise your time best to add the most value to your clients.

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/

THE BIG QUESTION

This month we’re asking retailers, what was your last promotion you ran and how successful was it?

One of our biggest and most successful promotions we have had this year was our ‘Peter Green Health and Wellbeing Event,’ which we held in the Spring. It was the first of what will most probably be an annual event now. To begin with we invited a number of health and wellness professionals from the local community to ‘set up shop’ in our Chandlers ford Store for one Saturday in March. Next, we invited our neighbours and customers to come along and explore the benefits of sleep, relaxation, proper posture and a healthy diet and lifestyle from the experts with an emphasis on improving both mental and physical health. The response was overwhelming. We had over 20 experts sign up to demonstrate their services ranging from chiropractors to people who were able to map inflammation using special technology. When we opened the doors 300 guests joined us and enjoyed free massages, healthy smoothies and lots of free advice on how to improve their lifestyles.

We always try and tie in our promotions with current events and as we have our own in-store printing machine, we can react very quickly. Some examples of our recent sale promotions in the last few weeks include ‘It MAY be time for a New Bed during May Madness’, which was for the whole of May and ‘The King of All Bed Sales’, which we ran for a week either side of the Coronation. This offer was when you buy a bed get a headboard (the beds Crown) half price. We find our customers read the instore literature and our sales team back it up and reinforce the message, so yes, this was good for us! When you’re telling a customer a point it’s nice to point to a poster to back up the sales pitch. After all, a poster and picture say a thousand words.

We have been running some strong bed and mattress promotions, from leading brands, which have resulted in good sales in a challenging marketplace.

The last promotion we ran was an invitation only event to launch our new cookshop over the bank holiday weekend which was extremely successful. We offered discounts not only off the cookshop products but right across the store. We also opened late on the Friday evening with a huge prize draw and free buffet for those attending. Both the staff and customers said what a great night it was.

Our latest campaign was our ‘IN STOCK clearance sale’ where we cleared a lot of our stock that has been in storage for some time. This allowed us to scoop some dead money back up and create space. It was also one of our best months of trading too.

Jan Morgan – Hafren Furnishers

George Sinclair - Nimbus Beds

Huw Williams - Toons

Wendy Martin Green - Owner of Peter Green Furnishers

Vic Smith – Vic Smith Beds

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

Devonshire

Devonshire’s brand-new painted bedroom range ‘Lydford’ is now available for purchase, having arrived into UK stock at the end of May. An upgrade to their previous ‘Pebble’ range, Lydford features soft curves, a commercial light grey paint finish (with nine premium colours also available), solid oak tops and – most importantly – a more attractive price point. To request more information or a visit from Mike (North) or Anthony (South) with the show van, please get in touch at enquiries@devonshireliving.co.uk. www.devonshireliving.co.uk

Sweet Dreams

Sweet Dreams’ new exclusive Eden Online Mattress range is proving to be a popular choice. The range features 18 mattresses, which are made to order, and offers a wide range of price points and features, from starter mattresses to high quality hand side stitched FR Chemical free mattresses. The Eden range is complimented by a fully FSC certified divan range featuring non-storage, drawer, side and front ottoman bases with matching headboards in 16 luxury fabrics. www.sweetdreamsuk.com

Timber Art Design

A modest and contemporary style is perfect for practical and simple living. A straight-edged frame - with structured arms, mild to firm cushioned seats and beautiful wooden legs. A charming three-seater sofa which combines a classic 1930s style, with modern comfort. Modern Style Sofa Flared Arms H77cm x W185cm x D86cm. Available in Green or Grey Seats up to three Fire Regulated Professional clean only. Assembly of legs required; each product arrives in one box. www.timberartdesignuk.com

Gallery Direct

Gallery Direct’s outdoor living collection includes the Champillet Dining Table, which features an unusual, attractive oval shape and an eye-catching radial design for the top. The built-in Lazy Susan is inset so it is the same height as the tabletop for added practicality. Designed to work perfectly with the table are two benches. Both echo the curve of the top; one features an elegant high back, whilst the other is backless. All are crafted from teak, which is an ideal material for outdoor furniture because of its incredible durability and water resistance. www.gallerydirect.co.uk

Julian Bowen drives significant growth in contract sector

Emmett Lenaghan, Managing Director at Julian Bowen, talks about their contract sector success, sustainability importance and why making the buying process for customers should be pain-free.

Furniture wholesale business Julian Bowen continues to go from strength to strength and they are now seen as one of the key suppliers to the contract sector, partnering with key providers to offer a flexible product fulfilment service.

The well-established business has developed a reputation as a reliable source for delivering a complete package to meet the customer requirements. They pride themselves on offering bespoke furniture and installation solutions collaborating with clients to meet their specific demands. “This has come about through ensuring that every project is tailored to suit the client’s requirements with the upmost attention to detail, from receiving the client brief, critical path planning and fulfilment, setting the benchmark for the finest quality and service in the contract industry,” said Emmett Lenaghan, Managing Director at Julian Bowen.

The company has a huge choice of products from their standard range but they can also work with bespoke briefs across all categories of the home, managing more complex solutions to ensure customer satisfaction. Emmett continued: “Every project and client no matter how big or small, including Build to Rent, HMO, Student Housing, Private Rentals is handled by an expert team and managed to ensure complete satisfaction. Working closely with clients ensures that each project receives the individualised attention it deserves.

“This is supported by a heavily invested supply chain incorporating an experienced in-house buying and design team, with domestic and international Quality Control teams who work in close partnership with a select group of leading manufacturers.”

Emmett says that Julian Bowen has a profound passion for all things design and has a continually growing product pipeline based on recent technological developments and cutting-edge furniture design, giving customers the best available choice on the market. They are also an FSC-certified company, committed to only working with suppliers using sustainable raw materials.

“We have forged an impressive new product development capability, which has created a platform for significant growth and an enhanced customer proposition with a huge focus on FSC, reclaimed materials and a robust sustainability policy,” Emmett said. “The recently launched FSC Mallory Oak bedroom and dining collections has been a great success offering both exceptional value for money and classic timeless styling.

“Also, the stunning reclaimed and FSC Chatsworth extending dining table bench set, with the Woburn fixed table, bench and occasional pieces are doing really well. The country rustic style of these ranges reflects the growing trend in the marketplace for products sympathetic to the environment with unique characteristics.

“Our sustainability ambitions and commitments are in line with the UN Sustainable Development Goals, while our membership with FIRA and SEDEX reflects our commitment to remain at the forefront of industry developments and we firmly adhere to ethical and environmental standards across our operations and supply chain.”

Furthermore, product development is backed up by a continuous ongoing investment programme across the business, which includes their marketing support, customer service, supply chain management and IT infrastructure. This is all to maximise business efficiency through automation from stock feed management to ordering and distribution. “This is further enhanced with tailored individual solutions with the new self-service customer portal, which enables our customers to log on and have access to all their details including; live-stock, outstanding invoices, product details and ability to order products at any time,” Emmett added. “It’s a huge flexible benefit to our customers.

“Another area of our business that has seen huge attention is the supply chain and stock management to mitigate overstocks and warehouse space constraints, which gives us the position of having optimum stock with sufficient capacity to meet our aggressive new product launch plans for 2023.”

Julian Bowen’s emphasis upon bespoke solutions and customer support has been a key factor in the development of its successful Direct Container business. Emmett explained: “This offers a wellmanaged one-stop solution from product development through to quality control, shipping and inbound distribution and ongoing stock management support, while leveraging our significant buying power for our customer’s advantage. Across the whole business, the emphasis is upon making the buying process as easy, efficient and painfree for our customers as possible.”

www.julian-bowen.co.uk

Across the whole business, the emphasis is upon making the buying process as easy, efficient and pain-free for our customers as possible.

Last Word with Furniture Sales Solutions

Adam Hankinson, Managing Director at Furniture Sales Solutions, shares some tips on making the most of reduced footfall, especially when the weather can be too hot to handle.

As a furniture store owner in the UK, this summer, you’re now probably delighted that you made that slightly nervous decision to buy a container full of garden furniture in January!

At 25 degrees celsius for the last four weeks, greatly reduced footfall in stores, and a sweaty and demoralised sales team, anyone who says they’re breaking records selling beds, sofas and flooring is clearly telling porkies. So, how can we make the most of the customers that are coming in without appearing desperate?

As ever we need to start with our attitude which is about how we view the current weather, how it affects the buying market and how we judge and perceive the customers that are coming in to our stores. A helpful way to look at things is to remind ourselves that if we were off on a very warm day of the week would we be in a furniture store if we didn’t have at least some level of interest or a least see ourselves somewhere on the buying journeyone that often starts online and then hopefully moves to looking in store for ideas and inspiration. So, rule one is to remind ourselves and our sales teams that anyone coming into your store at the moment IS somewhere in the market.

We should also stop bleating about how hot it is, how quiet it is and how annoying the customers that are coming in are for “tyre kicking” their way around the store.

So, every day we need to give ourselves a really strong pep-talk and gee up to be positive, interested and open minded with every potential customer, treat everyone fairly and ask good questions. Get from behind the desk. What’s the first thing a sales colleague does when starting their days work?

Very often it’s to switch on their computers and sit down checking or send emails-before they know it its 11 am and they’ve not looked up! On a store follow up visit just yesterday I coached a sales representative to avoid this trap and within 30 minutes they had made a sale- not rocket science you say but every day there are buying signals missed because sales people are preoccupied with emails and anything other than talking with customers.

Be busy doing something none threatening. Hoovering, cleaning, dusting, moving products around the showroom are all daily tasks but they want to be done deliberately with the purpose of not looking like you’re ready to pounce. If you’re busy cleaning you can still say hello and the customer will engage with you in a much more natural way often saying something like “will you come and do mine at home?” This breaks the ice beautifully.

so embrace it. “Thanks for bringing the sun out with you- big smile from you- the customer will say something back and guess what …you’re into a conversation. Slow everything down and remove any desperation from your tone and demeanour.

With fewer customers coming in you have all the time in the world to sit and chat with your browsers. They will appreciate your relaxed no pressure approach and genuine interest in them. Ask great open questions. Once you’ve broken the ice use the who, what, where, when, why and how questions that you should have in your arsenal to understand the customer’s needs and wants and discover what’s important to them and make it important to you.

Finally start to confirm various elements as you go, style, comfort, delivery timescale-whatever boxes need ticking for the customer to help them and you get nearer their final decision-to go ahead. In summary then your job on these hot and sweaty days is to remain as cool and calm as a cucumber and give your relaxed but full attention to anyone that does come in because if they come into a furniture store when it’s 29 degrees outside, they’re definitely in the market.

Talk about the weather- it’s the number one subject of British conversation www.furnituresalessolutions.com

THERE’S NO SUCH THING AS A TYRE KICKER!