Big Furniture Group Magazine April 2023

Featuring on page 24

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 April’s Big Furniture Group Magazine ”

Taking centre stage this month is our Cover Star, DUXIANA, who talks about their recent partnership with Tottenham Hotspur FC and why The DUX Bed is more than just a mattress. Another BIG feature this month sees our attention turn to Andrena Furniture as they celebrate their 50th anniversary. We caught up with Ed Anderson, Operations Director and the third generation of the family business, who reflected on the occasion while sharing an insight into what end of the market is currently performing better.

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Print: Buxton Press

ISSN No: 2753-3387

Copyright © Big Furniture Group 2022

Issue No: 8

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.

In the BFG hotseat this month is Niki Wright, Co-founder of lights&lamps, who talks about future expansion plans and why pop-up shops should be utilised more. As for the other regular, independent furniture retailer Toons goes under the Retail Focus spotlight, where they talk recent investments, sustainability progress and a shift away from the higher-end of the market. 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.

You’ll also find a preview of this month’s INDX Beds & Bedroom Show, as well as an interview with Nick Booth, Managing Director at Harrison Spinks Beds, who talks about sustainable innovations in production and the implementation of a four-day week. Another exclusive interview on innovation is all about spa’s and how they are delivering great success at one independent furniture retailer. Flip to page 40 to find out more about the spa-rkling success story. Following this article is an anniversary special with John Doe. We spoke to Nathan Doe, Managing Director of independent retailer John Doe of Diss, who reflects on the history of the business as they celebrate their 40th year. Meanwhile, in our Green Retail sustainability-focused feature, we concentrate on MattressNextDay’s green credentials, and also dive into some real success stories in furniture retail software. We spoke to a number of RetailSystem clients to find out more about the platform and why it helps their respective businesses. To wrap things up, Furniture Sales Solutions provides an insight into targeting trust with customers.

That’s enough from me, so enjoy our latest magazine. Oh, and if you have any news you want to shout about or 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.

16. Big on Social

18. The Big Interview with Niki Wright, Co-founder of lights&lamps

20. Preview: INDX Beds & Bedroom

22 Interview with Harrison Spinks

24. DUXIANA teams up with Spurs

28. Andrena Furniture celebrates 50 years

32. Retail Focus with Toons

36. Sharing the software success

CONTENTS ON THE COVER

38. The Bed Expert

40. Spa-rkling Success

42. John Doe: 40 years in the family

44. Sustainability: Green Retail

46. The Big Question: top products?

47. A Letter from China

48. New Products

50. Last Word with Furniture Sales Solutions on targeting trust with customers

BIG INTERVIEW NIKI WRIGHT

Co-founder of lights&lamps, talks about future expansion plans and why pop-up shops should be utilised more.

24

DUXIANA TEAMS UP WITH SPURS

DUXIANA, talks about their recent partnership with Tottenham Hotspur FC and why The DUX Bed is more than just a mattress.

28

INTERVIEW SPECIAL Andrena Furniture reflects on the company’s 50th anniversary.

DUXIANA

RETAIL FOCUS

Toons Furnishers shares an insight into recent investments, sustainability progress and a shift away from the higher-end of the market.

NEWS

Upholstery manufacturer expands delivery fleet with truck investment

Fabb sponsors 11-year-old Spartan World Championships medallist

and now, to be able to say Fabb is my sponsor, fills me with pride. Thank you, Fabb – jumping over your furniture has been great fun!” said Harry.

MattressTek expands facility

Furniture manufacturer Buoyant Upholstery has expanded its delivery fleet with the acquisition of four new trucks. The new Renault Trucks T440 4×2 Evolution tractor units, which have been supplied by dealership JDS Truck and Van, add to its 20-truck fleet and follows a strong performance of other Renault trucks.

Hans Jansen, commercial director at Buoyant Upholstery, said: “Business has been particularly good over the last few years and we are very busy. We need delivery vehicles that perform well, are reliable and keep the drivers happy. The three T380s we’ve been running for the last four years have ticked all of these boxes and we’ve had very few problems with them. We have also been very satisfied with the service from JDS too so when we were looking for new replacement vehicles, Renault Trucks was the natural first choice.

“Our drivers love the new T440s, they are fantastic to drive and have an extremely well-equipped cab for life on the road. They are especially pleased with the more powerful 440hp engines, the automatic gearbox as well as the comfort and safety features on board. The monthly leasing repayments are competitive too, so it was an obvious choice to opt for Renault Trucks again.”

For months, 11-year-old World Champion Obstacle Course medallist, Harry Jeffery, has been using the Fabb Furniture store at Tollgate Way, Colchester, as a waypoint in his training routine. As soon as the Fabb team realised this, they invited him into store to check out his skills and were so impressed, they decided to present him with a £500 sponsorship cheque.

“Harry won silver medal for Team UK at the Spartan World Championships in Florida recently. When we heard that he used our store as part of his daily training plans, we were keen to find out more about this remarkable young man,” explains Kate Cadman, Brand & Communications Manager, Fabb Furniture.

“Harry has amazing skills and energy levels, and we wanted to harness these and use his unique skillset to test out the sturdiness of our sofas, beds and dining sets. We already offer a free lifetime guarantee on all our furniture, so what better way for us to reflect the confidence we have in our well-built furniture than letting Harry loose on it,” adds Kate.

“I couldn’t believe it when my dad told me Fabb was sponsoring me. I am very grateful they are supporting me. We run past the Fabb store all the time

Experts in production line automation for the mattress, bed and component processing sectors, machinery manufacturer MattressTek have agreed with Lancashire landlord BE Boys to expand into the neighbouring unit, taking their footprint from 16,000sqft to almost 22,000sqft – an increase of more than 6,000sqft.

This means that their factory, at Forest Mill in Water, Rossendale, will allow the new unit to house a showroom for stand-out machines in its range, as well as those in development, ready for testing in anticipation of customer visits from the UK, US and across the globe.

Technical Director Shaun Peel said: “Our growth and demand, to cater to our international customers, through our export pursuits, has meant that we have kept our eyes out for a suitable space to physically expand. The fact that the unit next door at our current site has now become available is a great opportunity to further grow at our current location, following the addition of an office, canteen, stock store and mezzanine for our electrical team. We look forward to welcoming customers to our site from across America, Australia, Asia, Europe and here in the UK.”

Duvalay acquires cot mattress specialist in pre-pack deal

“It was also important to us that we didn’t just purchase the trading name and IPs, but also secured the jobs of 35 individuals at a time of a cost-ofliving crisis. In order to do this, we will be keeping on the site in Northampton which is all set up and can keep trading as it currently stands.”

Beds retailer begins showroom build; strengthens marketing team

Mattress and bedding manufacturer Duvalay has purchased cot mattress business Nursery Connections in a prepack administration deal.

The deal includes Duvalay securing the brand rights and physical assets such as machinery and stock, as well as securing the jobs of thecurrent 35 employees. Nursery Connections supplies major retailers with a broad product offering of cot mattresses and changing mats.

Duvalay plans to keep Nursery Connections brand and name, while adding further expertise and innovation to its product portfolio. After adding Nursery Connections to its portfolio, Duvalay will employ over 120 people and become one the largest manufacturers in the sector.

Alan Colleran, Managing Director at Duvalay, said: “Duvalay has a reputation of being a disruptor in the sleep market and acquiring Nursery Connections allows us to widen our remit into the baby sector but with the added benefit of a company that is well established within the industry already.

“As a company in a strong financial position, we’re able to support Nursery Connections in its turnaround period, as well bringing in individuals experienced in several business disciplines to help with the restructure.

Beds and mattresses retailer MattressNextDay has commenced the construction of its new purpose-built showroom, which is set to open later this year.

Every aspect of the showroom, both inside and out, has been carefully considered to create a positive experience for its customers. In addition, the new building will also give the retailer extra storage capacity.

Martin Seeley, CEO of MattressNextDay, commented: “It’s exhilarating to finally see the construction of the building on-site. After years of careful planning and tireless work behind the scenes, this marks the realisation of our longheld vision. We’re confident that with this new showroom, we can elevate MattressNextDay to unprecedented heights and continue on our path of progress. We can’t wait to open our doors and invite you to experience the new showroom for yourself. Keep an eye out for updates and sneak peeks as we get closer to the grand opening.”

In other news, MattressNextDay has further expanded its Marketing Department with the appointment of Molly Beal as its new eCommerce Researcher and Copywriter. Molly will lead the content strategy, playing a vital part in optimising its eCommerce platform and improving the customers’ online experience.

Barry Rickhuss, recently appointed Marketing Manager, said: “As we continue to expand our online presence, we’re confident that Molly’s insights and talents in data-driven content creation will help us to stay

ahead of the curve in the ever-evolving digital landscape. We’re excited to have Molly on board as a key member of our team and can’t wait to see the impact she will bring to the continued success and growth of the company.

“Molly’s insights and expertise will help us to leverage multi-channel marketing and create an exceptional customer journey. Her writing talent and innovative approach will be invaluable to the team. Welcome aboard.”

Bensons for Beds moves into Erdington

Bed retailer Bensons for Beds is moving into a new store in Erdington at Ravenside Retail Park, Kingsbury Road, near junction five of the M6. The new store opened on 17 March and features more than 5,000sqft of trading space, employing six colleagues.

The new store has been designed to showcase the wide range of beds and mattresses on offer at Bensons as it invests significantly to build a portfolio of brands that cater to every sleep need and the majority produced inhouse at its own manufacturing centre in Cambridgeshire.

Bensons’ Erdington manager Wayne Eyre, said: “I can’t wait to open the doors at our new Erdington store where we’ll be showing off the best of what Bensons for Beds has to offer to customers in and around the West Midlands. My whole team will be dedicated to one thing – giving our customers everything they need to get the best night’s sleep.”

Harrison Spinks launches debut US distribution centre

spring system made with ultra-fine wire pocket springs for superior comfort. Products start life on the company’s 300-acre farm in the English countryside, where sheep are reared on rich, untreated pastures and hemp and flax crops are grown on fertile fields without pesticides.

business on the platform, which has found evidence that the business has been making legal threats to consumers in a bid to “pressure and intimidate” them into deleting their negative reviews on Trustpilot.

Luxury British bedmaker Harrison Spinks has invested in a new distribution centre in Los Angeles – its first ever US facility – which will stock four of its most popular British-made mattresses for clients across North America.

The 180-year-old, fifth-generation family business, which manufactures all its handmade 100% natural mattresses and beds in Yorkshire, England, has made a significant six-figure investment in the LA facility to benefit customers in the United States.

Harrison Spinks, UK Bed Manufacturer of the Year at the 2022 National Bed Federation Awards, has made the investment following growth in the region, and the new facility will significantly reduce delivery lead times from three months to around two weeks.

It is a significant milestone for the brand which first launched into the North American market in 2021. This distribution centre will facilitate an upgraded US stocking programme which will hold its Euston, Northumberland, Leicester and Strand mattresses, luxury enhancers and divan beds.

The British family bedmaker offers handmade mattresses that are 100% recyclable and free from harmful chemicals while being naturally fire retardant, and include a glue-free

Scott Hollis, North America Sales Manager at Harrison Spinks, said: “When we launched into the market here in North America, our aim was to grow and expand across the country. Now we have achieved growth and brand awareness, we’re now doublingdown on distribution times so that our US customers can enjoy a better night’s sleep much faster than before.

“This facility is incredibly significant within our business plan, as it ensures our brand is much stronger within the country and more competitive, as customers can now have premium comfort with less wait times.

“It also greatly benefits our stockists along the West Coast of the United States, as we can now offer our beds to them with an extremely competitive lead time. We have plans to open more distribution centres as we continue to grow our independent retailer offering within the USA and Canada.”

The facility is leased in partnership with logistics specialists, Rhenus Group, which Harrison Spinks is working with to provide this brand-new distribution service to its US customers.

Maker&Son under Trustpilot investigation

Online review platform Trustpilot has launched an investigation against furniture brand Maker&Son over activity against its guidelines for use.

The investigation, which remains ongoing, is in relation to Maker&Son’s Trustpilot page and behaviour by the

A statement from Trustpilot said: “This is a clear violation of our Guidelines for Businesses – guidelines every business agrees to adhere to when signing up to use Trustpilot – and behaviour we take extremely seriously. As a result, and in line with our Action We Take policy, we have issued a formal Cease & Desist notice to Maker & Son, explaining that we do not tolerate this type of behaviour on our platform and demanding they cease with immediate effect. You may have seen that Maker&Son already had a Consumer Warning on their Trustpilot page, alerting consumers that we have identified and removed fake reviews on their page.

“In light of the legal threats they have sent to reviewers, and in line with our processes, we have now also updated the Consumer Warning to inform consumers of the business’s misbehaviour and attempts to manipulate the platform. It is worth stressing that our investigation into activity on Maker&Son’s Trustpilot page, and behaviour by the business on the platform, is ongoing and as a result, if we find further evidence, we may take further enforcement action where required.

“Additionally we are also seeing evidence of reviewers abusing the platform through creating multiple reviewer accounts and detecting multiple reviews being written from the same location – which contravenes our Guidelines for Reviewers. All businesses and consumers are treated equally on Trustpilot’s platform and through our reporting processes, and any views to suggest otherwise are simply not true.”

DFS sales down; first phase of beds growth making progress

market. We have been able to utilise our existing upholstery exclusive brand partnerships with the likes of French Connection, Grand Designs, Joules and Cath Kidston to expand these offerings to bed frames. We have targeted sales of our beds and mattress ranges through our online channel and through the use of digital tools such as our ‘swoosh’ large format screens and tablets in our showrooms. In a select number of showrooms we have also utlised some space to include a beds and mattresses section. We have expanded our partnership with Wincanton to develop a drop-ship solution for beds and mattresses which went live in January of this year. This has involved IT system development and integration to enable an end to end view of customer orders and stock management,” DFS said.

Tim Stacey, Group Chief Executive Officer, commented: “I’m pleased to report that the Group has extended its long track record of achieving market share gains in a challenging market to what are now record levels. We expect our profit for the year to be between £30m-£35m in line with external expectations.

“The share gains have gone some way to alleviating the impact of the weaker market we have observed in 2022 overall. Those gains built throughout the period with the group delivering strong order intake growth in the second quarter. The order intake momentum has continued through the important winter sale period.

Living room and upholstered furniture retailer DFS has reported a decline in half year sales and profit.

According to its latest trading update for the 26-week period ended 25 December 2022, total revenues slipped 2.2% to £544.5m from £556.5m against the same period last year. Pre-tax profit was also down 16% to £6.8m from £22.8m.

Sofology sales were up 2.5% to £148.4m, while DFS sales, including Dwell, declined 1.9% to £557.2m. Digital sales represented 24% of revenues, up by 1% last year. Gross sales, which are recognised on delivery of orders to customers, were down 1.1% to £705.6m.

DFS said that the first phase of its Home strategy is “progressing well” with the extension of its upholstery exclusive brand partnerships to bed frames and completion of IT development and logistics enabling activities contributing to beds and mattresses year-on-year online order growth of 70%.

“The first phase is to grow our share in the £3bn beds and mattresses

Within Home categories, sales of Beds & Mattresses ranges continued to grow strongly, up 57% in the period, in line with expectations, including online growth of c70% as highlighted above. Across its sofa ranges those with added features such as charging points, recliners with memory settings and hidden storage have performed well.

Two new Sofology showrooms opened during the period, with the brand now present in 57 locations as it continues its national roll-out plan, while it has completed the Sofa Delivery Company integration work with the same infrastructure being used to deliver DFS and Sofology orders, which are helping to drive cost savings.

DFS said that underlying profit before tax and brand amortisation of £7.1m and its PBT margin of 1.3% are below historical levels reflecting “very low market wide demand levels in the first quarter” and relatively low gross margin rates to optimise order intake and profits. “We have developed robust plans and are currently implementing them to improve our profitability.”

“Profit margins have reduced over the last year due to a combination of significant cost increases and our commercial strategy to ensure that we continued to offer great value for customers in an environment where consumer discretionary spend was under pressure.

“We have however improved our gross margins in the first half of this year from H2 of FY22 and further still in the second half to date through product innovation and selected retail price increases. Cost headwinds are reducing and, in some cases, reversing and we expect our upward gross margin trajectory to continue as we execute our margin build back plan.

“At our capital markets day in March 2022 we set out our ambitions to grow revenues to £1.4bn and operate at an 8%+ PBT margin generating post tax free cash flows of 75%+. We continue to target that level of financial performance and have solid plans in place to deliver this.

“Our disciplined approach to investment, data led innovation, entrepreneurial culture, scale advantages and strong operational execution will support a continuation of our long term trend of market share growth.”

NEXT expands Manchester store with new Home department

to 56,000sqft, after extending into neighbouring units on both the upper and lower malls of the centre.

The new store features Next’s fashion departments, as well as a large home space. The previous NEXT Home store, which was situated in Trafford Palazzo has moved and is now housed in the unit.

Fashion and homewares retailer NEXT has announced the opening of its new store in Manchester.

The new Next Home store is situated

in the Arndale, the Trafford Centre, and officially opened at the end of February.

Following a seven-month renovation, the store has expanded by 20,000sqft

NEXT Store Manager, Helen Crilley, said: “We are really excited to launch our new large format store within the Trafford centre. Alongside our recently refurbished floors, we are delighted to introduce customers to our new Home department, where we will have staff on hand to talk more about our exciting product ranges and services.”

Big Bites

John Lewis appointments

Department store retailer John Lewis has announced the appointment of Charlotta Elgh as its first Director of Design for Home. Nish Kankiwala has been appointed as its new Chief Executive.

Glasswells completes £250k refurbishment

Independent furniture retailer Glasswells has announced the completion of a major refurbishment at its home furnishings showroom in Ipswich. The store has undergone a £250k investment, providing a brighter and more contemporary atmosphere, including upgraded, energy-efficient LED lighting.

Birlea appoints new Sales Director

Castle Donington-based furniture wholesaler Birlea has announced the appointment of Chris Moore as its new Sales & Commercial Director, as well as introducing a new price list to support independent retailers. Chris will be responsible for driving the sales and commercial strategy building on the company reputation for exception products and service. The new pricing structure will see the company reduce its price, on average, 11% across its entire range.

Argos recalls more fire-risk sofas

Catalogue retailer Argos has issued another product recall on a number of sofa and chair products due to further fire risks. Argos has recalled Habitat products under the Eton, Jackson and Isla ranges, which include sofas, chairs and footstools.

The retailer said that it discovered “an important fire safety issue” after routine testing and adds to the previous recall of the Tammy sofas.

Sales up 20% at Lee Longlands

Furniture retailer Lee Longlands has reported a growth in turnover. According to its latest filed accounts for the year ended 31 May 2022, total sales rose 20% to £14.4m. Pre-tax profit resulted at £399,000.

Mereway appoints new Finance Director

Kitchen manufacturing specialist Mereway Kitchens has announced the appointment of Victoria Robinson as its new Finance Director. Neil Gore, currently in the position, is returning to Imperial Bathrooms as part of a management buy-out. Neil remains in his position as Finance Director and Board Member at Mereway Kitchens for the next three months, ensuring a smooth transition.

Furnishings retailer to test four-day week

Home furnishings retailer Dunelm has announced it will be trialling a four-day week for staff. Dunelm is testing different four-day working models as part of its hybrid working initiative, which will be across select departments. If successful, the retailer plans to expand the initiative further across the business.

Yorkshire Curry Night raises over £2.5k

The annual Curry Night, organised by the Yorkshire region of The Furniture Makers’ Company, has raised over £2,500, with more than 100 guests enjoying an award-winning curry. The popular event, which is now in its seventh year and a key fixture in the charity’s calendar of regional activity, took place on Thursday 2 March at the award-winning Aagrah Midpoint restaurant in Bradford.

Sterling Furniture Group on new leadership

Family-owned home furnishing specialist Sterling Furniture Group is launching a recruitment drive for a new CEO in its 50th year in business. Gordon Mearns is retiring after 20 years in the hot seat. He steps down as managing director after overseeing the first steps of a major rebranding that will see the majority of its shops trading under the new “Sterling Home” brand, which is already being used on the company’s online store. He will remain in position until the new CEO is appointed.

Dormeo UK sold in pre-pack

The UK arm of mattress brand Dormeo experienced significant cash flow issues following the collapse of one of its major customers ahead of its own administration. Dormeo UK was sold in a pre-pack deal to United T and C Limited for a total sum of £800,000.

Silentnight appoints new CEO

Bed manufacturer Silentnight has announced the appointment of Tracey Bamber as its new Chief Executive Officer (CEO). Tracey succeeds Neil Anderson, who has been in the role since 2019 and will remain with the business until this month to oversee a smooth transition process. Tracey joins from Culligan International.

WoolOvers Group acquires Scotts of Stow

Direct-to-consumer retailer

WoolOvers Group has announced the purchase of the business and assets of Scotts Limited, a privatelyowned mail order and eCommerce business. The addition of Scotts into the WoolOvers Group will secure 150 jobs.

ON

BIG SOCIAL

dan@bigfurnituregroup.com

Arighi Bianchi

Harrison Spinks

Fabb Furniture

We’re thrilled to announce that we’ve already helped 18 households get access to low-cost mattresses - and that’s just in the first few weeks of our new business partnership with Reuse Network. Our returned and damaged mattresses are now being collected by Reuse member charities who distribute them through their networks. Already, Reuse estimates that Fabb has saved these households circa £2,200 - and made 1,425kg of CO2 savings too! Now that’s what we call a FABB result!.

We’re thrilled to tell you on the 21st of May we’ll be running the Great Manchester Run 10k in aid of East Cheshire Hospice. We’ve set ourselves the goal of raising £10,000 for a charity and cause close to our hearts and one we have proudly supported since 1988 when their doors first opened. Good luck to the 30 team members here at Arighi’s who will be running on the day.

Farm Update… Our Farm has been busy welcoming some new additions to the farm and we are enjoying watching our new lambs thrive in the outdoors. Watch out for more lamb content throughout this month!

Julian Charles Home

We are super excited to have opened our shiny new store inside Tingley Garden Centre in Tingley, Leeds. Come and explore our wonderful selection of products at amazing prices! We look forward to seeing you!

The Range UK

NEW GARDEN FURNITURE ALERT!

The Oxford Garden Furniture Collection - modern & sleek with gorgeous poly rattan detailing AND comes in various combos including this 4 Piece Sofa Set, a swing option and corner sofa design.

National Bed Federation

Our executive director Jessica Alexander is fundraising for The Furniture Makers’ Company by hiking the brutal 20-mile Harrogate Ringway on 29th April.

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

BIG INTER VIEW

NIKI WRIGHT

Niki Wright, Co-founder of lights&lamps, talks about future expansion plans and why pop-up shops should be utilised more.

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

I’m a self-taught product designer having learned my craft from firsthand experience in the production of domestic lighting. I got into lighting from a fairly young age, working with various UK retailers whilst designing and developing literally hundreds of new products every year. I carried this on within my own business which is when Scarlett and I met and since then we decided to create our own brand designing exactly what we wanted without any real restraint.

What is your current job role and key responsibilities?

I wear several hats within my working life. I manage a factory business, a supplier business and now our own online retailer.

What do you love about your job?

Having the freedom to design and develop product that we originate for ourselves, wrapping it all up within an aesthetic of our own making.

What time is your alarm clock set for?

I don’t have an alarm clock. As long as I get everything done that I need to, without keeping anyone waiting, I’m happy.

Why did you choose to work in the furnishing industry?

I fell into lighting really. More of a career progression than an exact choice, but similar to many other people I know and who I have worked with, once you get into lighting you find it to be a very enjoyable industry to be in. Its full of all sorts of design technicalities and progressions, constantly changing and developing and it means working with an extremely diverse and creative product.

Who do you most admire in the industry?

There are plenty of brands and designers I admire for all sorts of different reasons, but to be honest I tend not to focus on what anyone else is doing. It’s better to concentrate on our path and our goals and not be too influenced by anyone thing or person.

Have there been any special moments during your career?

Lots. Too many to list, but plenty of things I have thoroughly enjoyed, be that momentarily, or over the longer term and plenty of successes I am extremely proud of.

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

I have a dark green leather Karuselli lounge chair by Yrjö Kukkapuro. Despite its obvious connection to the

1960’s it is in many ways a timeless piece that fits almost any interior style. On top of that it is one of the most comfortable chairs you will find which is absolute credit to the intelligent ergonomic design.

What do you think is trending?

Like clothing fashion at the moment, it seems anything goes! I think there’s an argument for many different trends and colours and materials but ultimately, I think our customers like to see good quality, considered design that will last the test of time and trend - and if we can wrap that up in an affordable package then all the better.

What would you change in the industry?

I don’t think I’d change too much, but I’d love to see more of certain things like pop-up shops for example. Online shopping is an extremely rewarding platform for businesses like ours, especially in aiding growth and expansion outside of the UK, but I still hold dear the real-life experience of

seeing product first hand and making your own decisions then and there. Our product is often said to be “even better in real life”, so we are looking to open our first pop-up late 2023 to meet our customers and our audience face to face and for them to be able to touch and see the quality and design details within our products which we work so hard to get right.

Can you share an insight into your future plans?

We are expanding! We have been overwhelmed by the response from our customers not just in the UK but all over Europe and across the Atlantic; so, it’s our intention to supply these areas locally and directly as we do here in the UK. We have launched in the US and Canada in November 2022 and we are on target to do the same within Europe at some point within 2023. In the UK we will continue to grow our range, with collection launches throughout the year and as I say a pop-up in late 2023 will be a super way for us to meet our loyal customers.

What do you enjoy most outside of work?

Eating and drinking! I love a bit of fine dining or just a nice relaxing long lunch with a generous amount of wine.

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

An architect. Similar to lighting, I love how architecture creates atmosphere. It’s a wonderfully creative world to be in these days.

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

A dining room table. I think it can be one of the most loved pieces of furniture in any family’s home. Not something that is easily replaced or discarded and it’s so often surrounded by life and laughter, stories and drama, while also given plenty of food and drink!

www.lightsandlamps.com

FEATURES

Preview: INDX Beds & Bedroom

With the INDX Beds & Bedroom Show taking place this month, we explored what visitors can expect to see.

Fresh from the recent INDX Furniture Show in January, which saw an increase of 60% in visitor numbers, the INDX Beds & Bedroom Show takes centre stage this month. Organised by buying group, Associated Independent Stores (AIS), the show will feature over 30 exhibitors and will be located at Cranmore Park in Solihull.

Ahead of the two-day event, we explored what to expect from the show with many existing exhibitors set to introduce new ranges, which include Rauch, Harrison Spink’s, Millbrook, Willis & Gambier, Sleepeezee and Hypnos to name but a few. The event date itself has been specifically selected with buying cycles and product lead times in mind, and will also feature new AIS suppliers such as Staud, Bell & Stocchero, Mattsons Beds and Lifetime Kids, as well as a dedicated retail insights section for members and visitors.

general trade. Alongside the aforementioned exhibitors, other brands on show include Kaymed, Wiemann, Sealy, Silentnight, Airsprung, Mammoth, Sleepeezee and Sweet Dreams. Protect-A-Bed, Nectar, Highgrove Beds, Relyon and Furmanac are also in the line-up.

During the show, Mattsons Beds will be showcasing four models with joint agents Colin Boyce and James Leach looking forward to the event on the back of their successful INDX debut in January earlier this year, which also saw their debut introduction into the UK market. Mattsons Beds are committed to their UK expansion by attending the INDX Bed show, with both Colin and James excited to continue the brand exposure. ‘’It’s the perfect show to compare and contrast our products against the established bed brands in the industry. We look forward to welcoming all to the INDX show.”

Taking place from 25 – 26 April 2023, the show, curated by buyers, for buyers, covers all things beds-related from beds and mattresses, sofa beds and cabinetry. It provides an ideal platform for brands and suppliers to launch their latest ranges, as well as discover current market innovations. The opening day of the show is exclusive to AIS Members on 25 April, with day two, open to the

Wiemann’s eye-catching new-for-2023 sliding and hinged VIP wardrobe range, Denver, will be on display at the show. Denver features a unique decking-style panel and is available in a range of best-selling finishes. Simon Hewitt, managing director of Wiemann’s sole agents for the UK and Ireland, Litmus Furniture, said: “Denver has already established itself as a best seller. We are looking forward to showing it off alongside our other market leading collections, including Cambridge, which is now available in popular new colourway sage green.”

For Sweet Dreams – and for spring 2023, they are delighted to offer a new promotion on their Raven, Gwen

Hypnos

INDX Furniture success for Mattsons back in January

and Allegra Dreamworld beds to include two free drawers on double, king and super-king sizes. The beds feature a range of pocket sprung options 1000, 1500 and 3000 with an FSC certified base in a choice of three high quality fabrics offering two, four and ottoman storage. Further offers of an exclusive upholstered TV bed range and two exciting pocket promotions are to follow.

Royal warrant holders and award-winning bedmakers

Hypnos are looking forward to attending the INDX April show as they showcase their handcrafted mattresses and beds to retail partners, including the naturally firmer Orthocare Collection. With expert firm support, thanks to Hypnos’ engineered ReActive™ pocket springs, the collection combines an optimum combination of breathable and sustainable fillings. Featuring cotton and British wool certified by the Responsible Wool Standard and the NBF award-winning plant-based layer of Himalayan allo, kapok and cotton, each layer wicks away moisture to encourage a naturally comfortable night’s sleep.

Following on from its success at The January Furniture Show, Highgrove will be unveiling a wide range of new and exclusive specifications at INDX. Celebrating its 21 Anniversary in 2023, Highgrove is now established as a major supplier to AIS Members with record year on year growth reported in recent years. In addition to Highgrove’s new and exclusive Eco AdvantEdge Pocket Spring system, new innovative covers and upholstery layers, ranging from Cool fibres to Copper infused latex and ChiroGel, will all be on show. Buyers attending can also take advantage of promotional offers and an extensive in-store display package tailored to their needs.

Cambridge by Wiemann

Allegra by Sweet Dreams

Deep roots in sustainable innovation

Nick Booth, Managing Director at Harrison Spinks Beds, talks about sustainable innovations in production while implementing a four-day week.

When it comes to sustainability, luxury bed manufacturer Harrison Spinks has a deep-rooted strategy that has led them to be one of the championing brands on this movement. For a number of years, Harrison Spinks has delivered continuous innovations in both products and processes. And with consumers now consciously shopping with the environment in mind more than ever before, the company is reaping the rewards. “Under the circumstances, business has been relatively good,” Nick Booth, Managing Director at Harrison Spinks Beds said. “Like everyone else, we’ve experienced challenges across many parts of our business. However, our unique approach to vertical manufacturing, weaving our own fabrics, growing our own fillings, and creating our own springs and microsprings has helped protect us from some of these challenges.

“We are pleased with business and there continues to be strong demand for our products, with our home grown and handcrafted story resonating well with our customers. We were aware there was a gap in the market for consumers who want the Harrison Spinks product experience but with a firmer feel. Our latest Optimum Support Collection has been incredibly well received and has fit that space brilliantly.

“Also, we have invested in improvements to our divans and headboards, having removed all foams and replacing it with sustainable alternatives. We are now seeing a greater awareness from our customers and the end consumer in sustainability. With over 100,000 mattresses going to landfill every week, we continue to innovate in that area, which is at the heart of our offering, and our focus is very much on circularity as we plan for future generations.”

Investment in innovation is a key part of their sustainable journey, with Harrison Spinks recently creating a ground-breaking spring coiler machine that will be coming into production soon and will increase speed and output, while reducing energy consumption. Furthermore, the business has invested in two new weaving looms, providing additional capacity for their in-house weaving teams, as well as an additional mattress production line to increase production capacity in line with its plan to bring all manufacturing onto one longer day shift, rather than two shorter

ones. “Colleagues now work four longer days but enjoy a three-day weekend, with overtime capacity on a Friday,” Nick revealed. “We started this in January and the feedback has been fantastic, we are delivering the same production hours with quality, productivity and morale all increased.”

In addition, Harrison Spinks also ensures that all its fillings and components are as local, traceable, and ethically sourced as possible. They were the first to partner with British Wool on their traceable wool scheme and has other “exciting initiatives” in the pipeline, which will be revealed soon. Furthermore, the company is committed to SBTi (Science Based Targets initiative), a globally recognised framework for decarbonisation. Nick continued: “We believe by doing this we will make the largest difference to our emissions and ultimately to the environment. It also includes making a difference in our local area through meaningful investment in projects based within the UK – for example rewilding, biodiversity and reforestation projects. It also allows us to invest in community projects and fund the development of responsible innovations and internal practices.”

“Our focus right now is on responsible innovation, our investment in new ways of working and supporting our colleagues and community - and we are optimistic for the future,” Nick added. “We are seeing increasing demand for our offer, and not only do we have exciting developments in terms of innovations, we are seeing strong opportunities both overseas and in our core UK market.”

www.harrisonspinks.co.uk

DUXIANA teams up with Spurs

Kevin Slade, Head of Next Gen at Swedish luxury bed manufacturer DUXIANA, talks about their recent partnership with Tottenham Hotspur FC and why The DUX Bed is more than just a mattress.

Towards the end of last year, DUXIANA became the official bed supplier to Tottenham Hotspur Football Club after the Premier League outfit was impressed with The DUX Bed and all the benefits it could provide to their players.

The Club decided to put its trust in The DUX Bed as it is more than just a bed, but more a sleep system and a vehicle for wellbeing. Furthermore, the appointment is based on the Club’s desire for its players to achieve the maximum amount of deep sleep to enable both mind and body recovery for performance at the highest level.

As part of the partnership, DUXIANA has furnished the

Club’s state-of-the-art player accommodation facility, The Lodge, with their most premium and customisable bed, the 8008, which boasts three layers of their unique supportive continuous coil springs, along with the Pascal system and two layers of natural latex, which together provides unrelieved levels of comfort – but more on the product a bit later.

In addition to the players sleeping in The DUX Bed at The Lodge, and due to the importance of sleep continuity, DUXIANA has also provided an identical set up of bed and accessories within the players homes, as Kevin explains: “To ensure that the players gain the full effects of sleeping in The DUX Bed, a personalised fitting for each player has

been carried out to set their Pascal configuration, lumbar support and pillow needs, which is the level of attention to detail we provide to all our DUX users.

“We carried out a two-day event at the training ground where the players could come to meet with us around their schedule to learn about the brand, the products and the benefits The DUX Bed will deliver for them, something we do in all our stores for each and every customer. During this session we fitted each player with our unique customisable comfort zone system called Pascal, along with adjustable lumbar support and finally the perfect pillow in order to achieve the correct alignment of the body to achieve the deep sleep they require for mind and body recovery. This is our most customisable product due to having both the one-of-a-kind Pascal, a system comprising of interchangeable comfort zones to ensure full body support, along with an adjustable lumbar support.

“We see this appointment as more than just to supply our products but one that sees two iconic brands come together that are steeped in history, focussed on health and wellbeing and dedicated to sustainability. We look forward to doing great things together through a longlasted collaboration. However, our primary focus being to play our part in helping this great team achieve its goals.”

Fran Jones, Partnerships Director at Tottenham Hotspur, was full of praise with how the partnership is developing. “We’re pleased to bring DUXIANA into our growing family of suppliers. DUXIANA has a long history of designing and manufacturing the best sleep systems to help increase health and wellness, and we look forward to the benefits

of bringing their products to our player accommodation facility, The Lodge.”

And so far, so good, as Kevin added: “The partnership is working really well, the products have been really well received as has our concierge style of service. We are now planning for upcoming events, photo shoots and joint studies, whilst working on collaborations with other partners. We have also received a very positive amount of interest from other professional sporting establishments from the UK and around the world that are now aware of DUXIANA and The DUX Bed.”

With the partnership in full swing, Kevin explained just why Tottenham Hotspur were drawn to the product and the benefits it brings, which was also on show at the recent January Furniture Show earlier this year. “The DUX Bed is comprised of customisable components. Each component is replaceable and some even upgradable. Our top pad is not fastened to the bed for greater flexibility. The top of the mattress unzips to allow access to the Pascal customisable support system and the dual spring bases operate independently of each other. The result is a bed that cannot only be restored as it shows wear, but may be improved with the release of new accessories and technological innovations.”

Furthermore, DUXIANA says its bed is “essentially hollow” to allow air flow to be generated by the user’s movements. The streaming air can not only shuttle body heat out of the mattress, but can also produce the level of ventilation necessary to help combat odours, bacteria and fungus. “We take sleep seriously,” adds Kevin. “We study it.

We measure it. We investigate its every aspect. DUX High-Performance Sleep Systems are the result of over 90 years of research and development. Our products provide an unrivalled level of ergonomic support to help you experience significantly higher quality sleep.

“When your body sinks low enough into a mattress to suppress the movement, your brain sends a signal powerful enough to snatch you out of deep sleep. To prevent it, you need a deep sleep mattress that can dynamically contour to your body movements. The DUX sleep science mattress adjusts itself to the weight and shape of your body. It moves as you move. It conforms to your contours, providing active support.

“An independent sleep study, conducted by the Karolinska Institute of Sweden, into sleep patterns were measured. The researchers studied individuals sleeping on various innerspring mattresses, using an EEG to record the electrical activity in the brain’s cerebral cortex. The study demonstrated that DUX users not only reached the Deep Sleep stage faster but remained there longer.”

It all started in Sweden back in 1926, in Malmö, where Efraim Ljung launched his first innerspring mattresses’ production. Four Ljung family generations later, DUX has become a global brand, operating across 88 stores in 34 countries worldwide and also produces world renowned furniture suchs as chairs and tables, as well as bedding, all with a sustainable ethos.

DUXIANA takes sustainability seriously and holds an Oeko-Tex 100 Certificate. The Oeko-Tex Standard 100 is an independent testing and certification system for textile raw materials, intermediate and end products at all production stages. This certificate confirms that its beds meet strict human-ecological requirements, being completely free of unhealthy or harmful chemicals. “The bed base is also constructed with wood harvested from Northern Sweden, where bitter cold winters produce a slow growth pine that is unmatched in strength,” Kevin revealed, while the latex used in The DUX Bed is a natural product harvested from the hevea or “rubber” tree.

So far this year, Kevin said that business has been “strong” but with a mixed performance across some markets. “Business is strong, better in some markets than others but as we operate in 34 countries around the world you have to expect some differences. However, overall, we are very happy with the start of 2023.

“We have a very exciting year ahead with the expansion of the DUX Partner Programme that will see us opening in new markets and growing our partner network within existing markets such as the UK. We can’t wait to welcome new partnerships and build on our existing relationships.”

The partnership is working really well and the products have been really well received as has our concierge style of service.

Andrena Furniture celebrates 50 years

Ed Anderson, Operations Director at Andrena Furniture, reflects on the company’s 50th anniversary while being the third generation of the family business.

Hertfordshire-based handcrafted furniture manufacturer Andrena Furniture has reached an historic milestone, celebrating 50 years. When speaking to Ed Anderson, the third generation of the family business, he said two words that have been key to their rich history: ‘Adaptability’ and ‘Resilience’, but we’ll come onto that shortly. Rewinding to 1973, Ed’s parents, Kenneth and Marina Anderson, put their goal of creating beautiful furniture, manufactured to last a lifetime and beyond into reality. Andrena was born.

In fact, it’s that founding ethos, Ed and the team still stand by to this day, and the business is a far cry from their initial inception of making reproduction style furniture from a small factory in a former chicken shed in Nazeing, to making contemporary style furniture in the state-of-the-art manufacturing facility they operate from today. “Our commitment to manufacturing furniture here in the UK, and

the quality and service this allows us to provide, is key for us,” says Ed.

“We are immensely proud to have been manufacturing furniture in the UK for the last 50 years. The business started manufacturing from a derelict battery chicken shed. The first key highlight was the move in 1978 to our first ‘proper’ factory in Hertford. This was a major step for the business allowing us to grow and develop the company in a professional and sustained way for the first time. We have subsequently moved premises three times, settling into our current factory in 2001.

“When most other suppliers have switched their production overseas, we have ‘stuck to our guns’ as furniture manufacturing in the UK has a strong and long heritage. British furniture has been the best the world has to offer and we are privileged to play our part in its history.”

To celebrate their own history, Andrena recently exhibited at the January Furniture Show earlier this year where they decorated their stand to suit the occasion. “Having not been for a few years, it was a great opportunity to see some familiar faces and demonstrate how the company has evolved over the years. At the show, we launched a new bedroom range to supplement our successful ‘Albury’ dining collection. This is available in seven standard finishes with choices of handles and was really well received at the show.”

Adding to the celebrations, Andrena is planning a summer event to celebrate with their loyal employees at its Hoddesdon factory, where the business will also use the platform to launch other new products in recognition of their 50-year achievement.

So, what has been the key to their ongoing success?

“Adaptability and resilience,” Ed said, continuing: “Also, not trying to make the business too big. The industry has changed hugely since my parents started the business in 1973. With the influx of imported furniture, it hasn’t always been easy to stick with our commitment to manufacturing in the UK.

“But with the launch of new, more commercial ranges, still in keeping with the flexibility and quality that the market has come to expect from British manufacturing in general, we continue to flourish. We have always grown the company organically. Yes, we all want growth but it is important that that growth is sustainable and manageable.”

Alongside managing growth comes with managing the challenges that present themselves too. Andrena has been no stranger to combatting challenges through the year’s and has always managed to prevail. One such recent challenge, impacting the wider industry, has been raw material price hikes. Ed explains: “Most recently, the massive rise in the cost of raw materials as well as their availability has been a big challenge. Thankfully, this has settled down now and we confident of more stable pricing and reliable supply.

“There is also a shortage of skilled labour in the market place. We are overcoming this by investing resources into developing younger talent to fill the labour gap and build for a sustainable future.”

Ed also revealed that recent business has been strong and that consumers are opting towards the higher-end of the market. He said: “Order intake has been strong for the last two years. Our business has grown by benefitting from the effects of both Brexit and the high cost associated with global shipping. There is a definite consumer loyalty to British made brands.

“It seems that the quality end of the market is performing better at the moment and we are seeing consumers appreciating higher specification furniture and the long-term

value that this represents. Light wood finishes and plain fabrics still seem to be the most popular choices.”

With an eye on the foreseeable future and beyond, Andrena is currently developing new products for launch “very shortly” and aims to continue manufacturing to high standards, with integrity, that has formed their strong reputation. “We believe it is important to be able to offer something different from just standard products,” Ed said. “Our current furniture collections offer you the choice of a wide range or pieces, available in a variety of finishes, handles and fabrics. However, if this doesn’t work with your space, decor or existing furnishings, our bespoke making service is another option we provide.

“For 50 years we have produced high quality furniture in the UK. We are now very much into the third generation of our family business and we celebrate the achievement of making furniture in Great Britain for half a century. We look forward to another chapter in our history.”

It seems that the quality end of the market is performing better at the moment and we are seeing consumers appreciating higher specification furniture and the long-term value that this represents.

Retail Focus with Toons

Huw Williams, Managing Director at Toons Furnishers, shares an insight into recent investments, sustainability progress and a shift away from the higher-end of the market.

Recent investments?

We have replaced our entire vehicle fleet with more fuel efficient environmentally friendly vehicles. The very popular Honey Pot coffee shop has been fully refurbished. We have converted some external unused space into a busy hair dressing salon concession giving us an additional income stream.

Future plans?

Plans for the next twelve months are the installation of solar panels which will make the store self-sufficient in electricity and will provide and additional income stream by selling the surplus. We will be adding a children’s play area to

the Honey pot (subject to planning consent) A new cookshop is being installed and should be up and running within three months along with extending our Bedding and bathroom departments. We are also working with G Plan on a major launch of the Jay Blades new range.

What is your mission?

To become the number one destination store for the Home in the Midlands with a reputation for good value and excellent service.

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

The introduction of solar panels and new vehicles along with our conversion to LED lighting a couple of years ago has significantly reduced our carbon foot print. We recycle all mattresses that we take back from customers and all cardboard reducing landfill. There is an increasing demand from customers for recycled products and we supply both carpets and furniture made from recycled plastic materials.

How has recent business been?

Trade has slowed down recently but that was only to be expected following the post lockdown boom. We are currently trading within our budgeted targets so I am not worried about that and I expect the next twelve months to be the same before sales begin to increase.

What would you change in the industry?

Most furniture suppliers are very late in supplying details of their promotional activity. Other retail sectors I have worked in are able to plan the activity up to a year ahead

What challenges do you currently face?

We are seeing a significant decrease in sales of high-end products as people opt for trend led looks, changing more frequently as fashions change and are no longer buying the more expensive items which would last for twenty or thirty years. We have addressed this by removing a lot of our high-end ranges and moving more mid-market.

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

Toons staff are really like a big family they all care very passionately about the business many having worked for us for 25 years plus. I think they all deserve a special thanks for making Toons such a success.

Why do you think customers choose your business?

We have been in business for 53 years in the East Midlands and have a good reputation for service and quality. We have a huge amount of repeat business and new customers from personal recommendations.

www.toonsfurnishers.co.uk

We are seeing a significant decrease in sales of high-end products as people opt for trend led looks, changing more frequently as fashions change.

The

very popular Honey Pot coffee shop has been fully refurbished.

Sharing the software success

Earlier this year, we caught up with cloud-based software specialist for furniture and bed retailers, RetailSystem, to talk about their recent expansion into new offices and how they are continuing to support their customers even further. As a follow up, we spoke to three of RetailSystem’s customers to get the low-down on the platform first-hand and why it’s the go-to software for every independent furnishing retailer in the trade.

Sharing their respective insights are Roddy McLean - owner of JB McLean Interiors and a customer since 2020, Matt Scott - owner of Sopha and a customer since 2018, and John Rayment - Operations Director at Sussex Beds and a customer since 2014.

So, let’s jump straight in. How does RetailSystem’s software help your business?

Roddy: “RetailSystem helps right across the board from cashing up, taking money in, proof of orders, to keeping your finger on the pulse and up-to-date with all these different elements. It has given me better control and covers every part of the furniture business. You can keep an eye on things too and see what has been ordered and sold by having all the information in front of you, all on one screen.”

Matt: “We use RetailSystem as our main CRM software as well as for keeping track of our inventory and orders. The system is designed to follow the customer journey, from initial product pricing through quotation, sale, Purchase Order, Delivery Scheduler and invoicing. When I started selling furniture, I was still using a system designed by my grandad. In his day it was perfectly acceptable to spend time filling multiple paper copies, faxing orders and spending time keeping track of inventory. These days, however, with so much more time spent finding new business through online channels, it’s just not accepted to spend as much time on paperwork.

John: “RetailSystem helps our business from initial contact with our customers, through to delivery and customer service if required. RetailSystem is important to Sussex Beds as it’s the way we currently process our customers’ orders, with many databases to download important data.”

What key elements of the software are particularly beneficial to you?

Roddy: “We’ve been in business for over 30 years and now we deal with more companies than ever before, from furniture, giftware and lighting. I love going on the system at the end of the month to see what the best sellers are, who’s returned the most profit and what’s not working, when beforehand, this was kind of a guessing game and you go with your gut feeling. The software really helps put everything into black and white with what’s actually selling the best, which is great when you’ve got a lot of products in different categories.”

Matt: “RetailSystem is very clearly designed by people from within our industry which means every step of using the software follows the same steps that the paper-based system that my grandad would have found familiar 40 years ago. This means for the members of our team with furniture experience they were able

Sussex Beds

of time for a reply and they are very efficient in the way they support us.”

Matt: “When we first launched, they helped us through the on-boarding process by adding a lot of our products, leaving us to concentrate on getting the doors open. We then went back through at our leisure to adjust the inventory system to ensure every question and option was set up in the perfect way for the way we do business. They were fantastic in coming into the store when we first opened and helped us with the initial staff training and to install the rather complicated security used by the system and we are still progressing with the system today.”

John: “If you email RetailSystem, you get a response quickly, always willing to see if adjustments can be made.”

Why did you choose RetailSystem?

furniture retailer in the industry. It’s fantastic and helps our business no-end.”

Matt: “RetailSystem is perfect for independent furniture retailers who are currently running a paper system or a cobbled together set of systems that are attempting to do what their paper system used to do. The familiarity of the steps and even the layout will really help retailers transition to the system without the headache we all dread when we think of learning something completely new. For really advanced users who like using terms such as APIs and Webhooks this system may feel frustratingly restrictive but being a completely closed system does bring the advantage of being really difficult (if nigh-on impossible) for a user to break.”

to pick the system up flawlessly right from the day we opened. By using a digital system, we have not only significantly decreased the number of mistakes made on orders but we have also become really effective at spotting mistakes at the order acknowledgement level. By asking the correct questions while creating an order and then checking these details when we receive the order confirmation, we have almost paid for the software in the savings we make from the fewer mistakes and omissions.”

John: “High Five is a quick easy way to grab a screenshot of current best sellers. Multiple reports help each department in Sussex Beds look at their key KPI’s, alongside downloading data into our own Google sheets for even more in-depth analysis.”

How is the level of service you receive being a customer?

Roddy: “The service is very good – I’ve never had to wait any particular amount

Roddy: “We had an operating system before, which was fairly accurate but we weren’t happy with working out what best sellers were and the related sales etc. The reporting system with RetailSystem is second-to-none and appealed to us.”

Matt: “Making a decision as to which software to use for our business was a pretty tough decision for us. We spent a lot of time researching all of the options, from both within and outside the furniture industry and at the end of that research we concluded that RetailSystem was the most complete in terms of features whilst being the simplest in following familiar processes to those I’d grown up with.”

John: “After a failed connection in the early 2000’s with Cybertill, we were introduced to RetailSystem in early 2014. We needed to take our business into the 21st century and they offered just that.”

Would you recommend RetailSystem?

Roddy: “We would definitely recommend RetailSystem to every

John: “From one store to 15 stores, RetailSystem is a great system for processing customer orders in store and I would recommend to any retail store.”

Final thoughts?

Roddy: “When I first got the system, we’re quite big with labels and when we sell something we like to put a sold label on it. We wanted them to come up with a system to suit, which they did and implemented fairly quickly. They put what we required into action.”

Matt: “Realistically in an age of making-tax-digital and the decreasing acceptance of paper-based systems in all walks of life, it’s systems like RetailSystem that are helping industries like ours move straight over to a simple system without having to learn about integration. It’s made for furniture retailers and just works - straight out of the box.”

John: “I’m very pleased to have a new contact in David Mugan (new Sales & Marketing Manager), who seems very hands on with being a strong connection with us here at Sussex Beds.” www.retailsystem.com/uk

The Bed EXPERT

So, with that in mind, you may as well let it work for you. You are going to get those annoying customers that want to test you, be argumentative, push and provoke you. So, stand your ground - you’re the expert and the way I tend to control that situation is by explaining to them I’m not a politician, I’m telling you what’s what and it’s up to you to make your own choice. But, like a surgeon, they will give you options as ‘they are the experts’ but you don’t have to take their advice.

So, how do you become an expert?

First of all, you have to know your trade. My trade is bed retail. When you have downtime, don’t play Tetris, don’t surf the Internet like a busy fool and stop going out back for an extra smoke. Instead, do your homework - you’re never too old to learn. You can research nowadays pretty much everything from your desk. Or even your phone or tablet. Research and know the correct answers to any customer scenario – don’t give them

any BS! The correct answer is the one the customer is looking for, so test yourself. Explain it in a non-condescending way - experts don’t have to have a broom up the rear end but they do have to know the answers. And yes, there will be questions you don’t know, come back to the customer with that but never BS!

Experts won’t know every answer every time (but next time, you’ll know the answer to that question you missed before) as customers know if you are talking waffle or if you have weight behind your responses. If it’s BS they sense, they will walk. They will make any excuse, like they’ve got to check with the wife or husband or to check the size of the room – and at this stage you’ve lost it. How many times have you been in a situation where someone’s told you something that’s not right or the situation doesn’t feel right and you just make an excuse to leave? We’ve all done it and now you are on the other side of the fence. If you do your job properly and do your homework, your percentage at taking the sale dramatically increases.

So, it’s homework time. Do you know what’s in the beds you’re selling? Do you know what size pocket spring? Do you know the tension? Don’t be frightened to ask the manufacturer and don’t be fobbed off. If you need to get onto their supplier - if a manufacturer makes their springs they will know - no fail, no excuses. They will know where the fillings are sourced from and what makes a thousand spring better than the 1,200. What is encapsulated, hand side stitch and is there a need for it nowadays? How long does it take to make that model compared to its rival? On these occasions, knowing this can help you justify the difference in price and quality. Customers want information - they’re not stupid! But they don’t want to be bombarded. They want the information in a digestible way, so they feel educated. You get this formula right; the sales will follow.

www.vicsmithbeds.co.uk

Vic Smith, owner of independent beds retailer Vic Smith Beds, talks about how to become a bed expert.

Being a bed expert - it’s a blessing and a curse

Spa-rkling Success

Luke Sheppard, Director at George Street Furnishers, shares an insight as to why a spa concept at your furniture retail business could be hot ticket for increased sales.

What would you say if including a spa space in your furniture store was a potential sale generator? The idea may be tricky to comprehend initially, but this article explores how such a concept is proving so successful. The concept came to life just before Covid, with Celtic Spas partnering up with Newportbased independent furniture retailer George Street Furnishers.

The pilot was to test the concept and see if it would bubble beyond expectations. Present day, spas are now the fourth largest supplier in George Street’s store, as Luke Sheppard, Director at George Street Furnishers explains: “We started selling spas a year before Covid. We measured the performance over a sustained period and found four-times the turnover at twice the profit margin of a leading leather supplier. It’s been a great success so far.”

Luke partnered up with Dave Viggers, UK Sales Director at Celtic Spas, who is well versed in the sector, with a background in bathroom design, and has operated a bathrooms concession in George Street Furnishers since 2004. After contemplating expanding their outdoor offer, Luke decided the time was right for George Street Furnishers, in partnership with Celtic Spas, to display, sell and install spas together, and it’s been quite the natural progression. “We have sold garden furniture in store for a number of years and we understood that consumers were focusing on the outdoors as the new room and thought spas were a fun and exciting product to sell and add to outdoor range.

“We started with four spas located bang in the middle of the leather department of our store. There was no water in them to start with, and now we have 11 spas, one swim spa and three

saunas with a few with water in them. We have been on factory visits to the Czech Republic, some of the staff have been on training courses too, for example with Gecko - which makes components for spas. This is important as with it being a high-end item, knowing all the benefits and how the product works is paramount.”

While electricity costs can be seen as a potential block to sales, Luke said that there are ways to combat this, and with the product being a luxury item that is an investment to the home, consumers are still opting to enhance their outdoor space. “Spa sales did very well during Covid and while the electricity costs are not helping sales at the moment, they are still selling steadily. In fact, heat pump technology will help with many bolt-on systems to reduce energy consumption up to 75%, which is a great selling point. Also, the typical payback of a heat pump can be a few years, so consumers do have options when purchasing.

“Spas can help furniture stores improve footfall in spring and summer where garden centres tend do well. Spas level off the peaks and troughs where furniture stores lose footfall to garden centres. Plus, they create such an eye-catching statement in a store and have proved to be big head-turners when consumers are browsing. It’s been a fantastic journey so far.”

George Street Furnishers is planning to expand its outdoor offering even further too, again in partnership with Celtic Spas - which recently expanded into Pergolas with garden buildings and BBQs to come shortly in addition to their spas, garden furniture and saunas. For now, with proof of concept firmly established, the business’ look to build on their spa-rkling

partnership. “Our relationship with George Street Furnishers is brilliant. We both recommend that all furniture stores large enough to add outdoor products to their portfolio should do so,” Dave said.

Luke added that the outdoor market will continue to evolve and revealed they recently held a successful competition to drive awareness of spas in furniture stores. A lucky Abergavenny couple won a £13,000 Hanscraft hot tub as part of the competition, which was in collaboration with the South Wales Argus.

“The garden is the new room, with consumers investing in their own private outdoor leisure facilities, including their own bars, saunas and spas,” Luke said. “We know this market will continue to grow exponentially in the UK and spas are a fun and exciting product to sell, easy to install with great ROI for furniture stores. In fact spas provide twice the pound per square foot value compared to any of our leading furniture brands in store.”

www.georgestreet.co.uk - www.celticspas.co.uk

John Doe: 40 years in the family

Norfolk-based independent furniture and flooring retailer John Doe of Diss is celebrating a milestone year during 2023, after the business recently reached their 40th anniversary. Starting life back in February 1983, John Doe opened his carpet business after 19 years as a carpet representative. John’s wife Angela, who used to run a successful high street fashion shop in Diss, soon joined him and turned her clothing shop premises into the first John Doe retail outlet, situated on St Nicholas Street in Diss.

Some 40 years on, the business remains in the family with Nathan Doe, the grandson of John and Angela, now at the helm and in the position of Managing Director. A few months on from their official anniversary celebrations during February of this year, we caught up with Nathan to find out what the company has in the pipeline for the year ahead, as well as reflecting on some key milestones throughout the four decades of trading.

“I feel so proud to reach 40 years. It’s rare nowadays that you hear a story like ours! Being a family run company ever since we were founded in 1983, now on to our third generation, and when considering the challenges, the whole country have faced over recent years, to not only still be here, but to be thriving and constantly growing, I feel this is a tremendous achievement, that not only by the family, but by every member of the John Doe team can be immensely proud of.

“To celebrate, we plan to host some exclusive events with old friends, employees and long-standing customers of the business. We also have some exciting new plans to advertise in ways we never have before including TV adverts, which you may have seen already.”

John Doe’s new TV ad is featuring across a huge list of channels including the likes of Sky Sports, Channel 5 and National Geographic amongst others, with the company eager to focus the advert on their huge 45,000sqft superstore rather than individual sale items as they firmly believe that the vast choice available in-store, along with their staff and premium service, is what really sets them apart from other furniture retailers.

Nathan Doe, Managing Director of independent retailer John Doe of Diss, reflects on the history of the business as they celebrate their 40th anniversary year.

John Doe Family (from left to right): Nathan Doe, Charles Doe, Edward Doe, Charlie Doe, Lisa Doe, Megan Doe

“I strongly believe that what sets us apart here at John Doe is our tight-knit team and the service that we give our customers. I reiterate, we are a family company, not just family owned but a family right at our heart. Our company ethos and values reflect that of a family and this comes across in our working environment and ultimately the attentive, premium service that we offer every customer old and new,” Nathan said.

This ethos started from day one and while taking a trip down memory lane, Nathan shared some key moments for the business, including his own personal highlight of becoming MD a few years ago. “In 1993, my father and mother (Charles and Lisa) joined the family business, alongside my uncle Edward. In 2015, my grandparents and founders decided to retire, while I had joined a year earlier. My younger sister Megan and brother Charlie both joined during 2020, so we really are a family business to this day. I then became the third generation to lead the company, being appointed Managing Director in 2021.”

Throughout the years in-between family appointments, the business has continued to evolve and expand, and by 2008 the company was achieving significant year-on-year growth

and the decision was made to design their own purpose-built showroom, measuring a huge 40,000sqft at Sawmills Road, Diss, which was opened in April 2011. Fast forward to 2018, work began on constructing a brand new 18,000sqft Delivery and Distribution Hub on the same premises as their current showroom. Then, during last year, John Doe decided to invest in major renovations including a brand-new mezzanine floor and the addition of Angela’s Coffee Lounge, named after Angela Doe.

“Today, we currently employ over 65 staff and we’ve built up an excellent reputation over the years, with all of the staff taking tremendous pride in the company’s standing,” Nathan said. “Considering the current economic news and events around the world, recent business has been very positive with no signal of slowing down any time soon. Business has boomed since January and we are looking forward to yet another big, exciting year ahead. There are a few trends we noticed pick up at the end of 2022 which have strongly persevered into the new year. These include strong, statement colours, especially green, curved furniture designs and Herringbone Luxury Vinyl Tile flooring (LVT). The opening of Angela’s Coffee Lounge has helped to significantly increase footfall in store too.”

As with any business, success is coupled with overcoming challenges. In recent times, Covid proved to be a series of hurdles, but a challenge that John Doe met head on. Reflecting on how they dealt with it, especially when becoming MD through such a trying period, Nathan revealed: “No one could predict what was going to happen, as a result it was important that we stayed calm and vigilant whilst paying attention and following the advice of experts. It’s important to acknowledge that the Covid-19 pandemic was of course a very difficult time for lots of people and businesses. However, because we have lots of different facets to the business, we were lucky to have been able to stay busy during this period. We were still able to carry out fittings and deliveries as well as continue to work with our commercial clients throughout the majority of the pandemic.

“During the periods that we were forced to close our doors due to national lockdowns, we took the opportunity to make some big improvements in-store in order to further improve our already fantastic offering. This included a brand-new state-of-the-art flooring display which we firmly believe has put us on the map as one of the best carpet and flooring retail destinations in the whole of the UK.”

Back to the current year, and to their 40th anniversary celebrations, Nathan added that they will continue to party on throughout the year, while also maintaining their investment into the business. “We plan to host some exclusive events and we will continue to invest in developing our in-store displays to enhance the customer experience, as well as the launch of our new e-commerce website in spring this year. We’re excited for the next 40 years!”

Our current 45,000 square foot superstore

Angela and John Doe at original store

Green Retail

In the next part of our ongoing sustainable series, we take a deeper look at online beds and mattresses retailer MattressNextDay and what they are doing in terms of sustainability.

The topic of sustainability continues to be of great importance. From product innovations such as bottle-filled mattresses to greener practices and initiatives, businesses are also adapting new ways of working to make their operations more sustainable. In the next instalment of our series, and off the back of their recent announcement to upgrade its packaging, moving from plastic to plant-based, we explore more of MattressNextDay’s green credentials.

MattressNextDay

As consumers become more environmentally conscious, many industries are looking for ways to reduce their carbon footprint and minimise their impact on the planet. At MattressNextDay, they say they’re proud to be leading the way in sustainable practices, and have committed to taking action wherever possible to make a positive impact.

“At MattressNextDay, sustainability is a core value, and we believe that all businesses have a responsibility to protect the environment,” Martin Seeley, CEO of MattressNextDay, said. “We are dedicated to becoming a net-zero company and are taking bold steps to combat climate change. That’s why we have launched the Sustainable

Snooze campaign. It is dedicated to achieving three key goals to protect the planet and to promote a sustainable future.”

These goals are:

Reducing Landfill Waste: With over 8 million mattresses ending up in landfill each year, MattressNextDay aims to reduce this number by recycling old mattresses and giving them a new life.

Protecting The World’s Rainforests: MattressNextDay recognises the devastating effects of deforestation and are committed to planting more trees to provide shelter, food, and habitat for the rainforest’s diverse wildlife.

Reducing Our Carbon Footprint: By reducing carbon emissions, MattressNextDay aims to improve air and water quality, slow sea level rise, slow global temperature increase, and reduce ocean acidification.

“We’ve set ourselves some ambitious targets to help push us in the right direction,” Martin said. “One such ambitious target is planting one million trees by 2030. We’re already making significant progress towards this target, with over 50,000 trees planted to date. To help us achieve this, we partnered with Ecologi and, so far, have been able to support 19 international environmental projects in countries including Madagascar, Uganda, Kenya, Bolivia, Argentina, and Nicaragua, offsetting over 216 tons of carbon in the process. We’re also planting a tree with every single order

placed by our customers, as well as five trees every month for each of our employees, which is equivalent to offsetting 150 tonnes of CO2 per year.”

On recycling, MattressNextDay has recycled over 31,000 mattresses so far, breaking down each mattress and recycling all of its components, so no part goes to landfill. The business has also recently partnered with a local charity called Necessary Furniture, who provide recycled furniture to those on a low income, receiving benefits, single parents or those who just need a helping hand.

“In addition to planting trees and recycling old mattresses, we’re taking other steps to reduce our carbon footprint,” Martin said, continuing: “We’ve swapped all lighting in our buildings to LED, installed four electric vehicle charging stations outside our main building, and only use ecofriendly ‘Marpak Green’ packaging in our warehouse. This innovative packaging is made from sugarcane, a fully renewable resource, is 100% recyclable, and its production process actually removes CO2 from the atmosphere.”

The move to upgrade its packaging from plastic to plant-based is in partnership with Marpak Extrusions Ltd, who are one of the first film producers in the UK to use Braskem’s revolutionary sustainable polymer, Green PE. “We hope this inspires other businesses to make the switch to greener alternatives too,” Martin adds.

Meanwhile, MattressNextDay’s Sustainable Snooze campaign is just one of the ways the business is taking its role in protecting the environment seriously, as Martin explains: “As part of exciting plans later this summer, we are opening a brand-new warehouse and showroom in Whitstable, Kent. Sustainability has been at the forefront of our minds throughout the design and planning stage. We’re planning to install solar panels on the roof of the new building, and we’ll have our first electric delivery vehicle in what will eventually be an all-electric delivery fleet. We’re also committed to offering electric vehicle charging stations for our customers and providing sustainable, reusable water bottles for all of our staff and visitors at our showroom.”

Alongside MattressNextDay’s operational achievements and initiatives, the business takes consideration on its product offering to customers and currently has around 37% of mattresses being labelled in the ‘natural’ category, made from materials such as cotton, wool, and latex that are renewable and sustainable. Martin concludes: “Looking forward we are being more discerning with prospective manufacturers we will work with. Our long-term goal is to be a net-zero company, and we’re committed to encouraging other manufacturers to take the same level of action. We believe that by working together, we can make a positive impact on the planet and create a better future for all.”

Martin Seeley - CEO, Jamie Latham - Director & CTO & Stuart Rogers - Director & CFO

THE BIG QUESTION

Susie Harding - Arighi Bianchi

The move to sustainable furniture is a big (and hugely important) focus. The industry isn’t there yet but lots of effort is being put into working through fundamentally sustainable furniture rather than greenwashing.

Steve Adams – MattressOnline

We’re currently seeing customer demand for hybrid mattresses; that combination of supportive springs and breathable memory foam. This type of product sells consistently, and receives high review ratings to bolster that demand. Rolled mattresses remain a popular option for ease of delivery which appeals to consumers. Our best seller in this category, and ticking all those boxes, is a Luna Memory 1000 Pocket Mattress.

Gary Minns – Barretts of Woodbridge

Scandinavian design has been a popular trend in the furniture industry for quite some time now, and Conform, a furniture brand from Sweden, has been at the forefront of this movement with their innovative and stylish designs. Their latest offering, the Globe chair, is set to take the furnishings world (and Barretts!) by storm. These chairs are the epitome of Scandinavian design, characterized by minimalism, functionality, and simplicity. One of the unique features of Conform’s Scandi design chairs is their ability to adapt to the user’s body, providing ergonomic support and comfort. The chairs have adjustable height, tilt, and recline options, making them customizable to the user’s preference. Additionally, Conform places great importance on sustainability, ensuring that their chairs are made with eco-friendly materials and processes. Overall, the Scandi design chairs from Conform are a must-have for anyone looking for a stylish, comfortable, and sustainable seating option. They are ever so popular here at Barretts.

Dean Morley – Linthorpe Beds

The mattresses of the moment must be the Sleepeezee Latex range. Latex mattresses have become increasingly popular in recent years due to their numerous benefits. One of the main advantages of a latex mattress is its exceptional durability and longevity. Unlike traditional mattresses, which tend to wear out quickly and lose their shape over time, latex mattresses are made from a highly durable material that can last for many years. They provide excellent support and comfort, conforming to the shape of your body, while also being hypoallergenic, making them an excellent choice for people with allergies or sensitivities to dust, mould, or other common allergens. Finally, they are environmentally friendly, as they are made from natural materials and are also biodegradable, which means they won’t contribute to landfill waste when it’s time to replace them. From all the benefits above it’s not hard to see why the Sleepeezee Latex range is doing so well for us and something we predict will gain even more popularity as we move through 2023.

Huw Williams - Toons

We have seen an increasing demand for energy saving related products with people switching to LED lamps and lights. We have also seen an increase in thermally efficient blinds and curtains. The reason is that people are trying to reduce their energy costs in view of the massive cost increases people are experiencing.

This month we’re asking retailers, what product would you say is in high demand at present?

Gaining Experience

Paul Wray, Managing Director of Furntec Ltd and Modern Outlook Furniture, shares an insight into his experience of dealing with furniture suppliers in China.

Having been working with many furniture suppliers over the last 25 years in China, it has been the biggest challenge for me, having to deal with all the different hurdles you have to face day in and day out.

I am asked frequently, how easy is it to buy furniture from China? My answer to that question is, “yes its fairly straight forward as there are thousands of furniture manufacturers here who are more than willing to supply you”, but there are many things to consider before you even attempt to place an order.

Over the last few years, China had closed its borders to the outside world due to the Covid virus. This meant many overseas buyers having to do their business online and not being able to visit to see the supplier and their furniture being made. In my experience with many furniture suppliers here in China, a potential time bomb waiting to happen.

With all the factories here in China that manufacture for me, it is imperative that you or your team are able to be at the factories when producing your product. Even the best factories still need to be kept an eye on when it comes to Quality Control. All it takes is one part to go wrong in the process, and you could end up with a container or containers of product that you cannot sell. A very expensive problem to have.

Another issue is, are you dealing directly with the factory or are you dealing with a trader who may have no experience in furniture? It is easy to set up a website to say you have a factory here in China and you can manufacture furniture, but in reality, they are waiting for you to place an order and they will then themselves find a factory that can produce for you which you will not know the quality of the goods being made. Even worse, they will not know the quality standard you require.

There are also many laws governed around the world when supplying furniture to certain countries. For example, when supplying the UK with products that will require UKFR regulations to be adhered to. Does the factory you are working with know these standards required? Many suppliers will say they do but they don’t. How do you know your product will be safe?

Unfortunately, the list can go on and on with potential issues you can face in China by having your furniture produced here. Please don’t get me wrong, China is amazing for the furniture products it can produce, you just have to be mindful and my advice is to make sure you always have someone professional on the ground here at factories you are buying from, to make sure the quality and safety of your product is always applied.

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/

Sherborne Upholstery

One of our most popular recliner/suite ranges, the Comfi-sit, has been totally remodelled & was reintroduced at the January Furniture Show in its new, improved form with great success. It is a wonderfully comfortable & generously sized design, which is offered in both soft covers and leather in both small & standard sizes. Matching riser recliners are also included. Suiting both traditional & contemporary homes, it features soft, fibre-filled backs & soft ‘pillow’ arms. www.sherborneupholstery.co.uk

Sonlevo

The Sonlevo TrueGel range is setting a new standard. It’s the first gel mattress to be developed in the UK using revolutionary Gel technology – its unique grid system is 80% air. TrueGel gives maximum support, minimises pressure and is never too hot and never too cold, for the best night’s sleep possible. For over 40 years GNG has been dedicated to helping people sleep better, with the latest in innovation, materials and design. From sidesleepers to star-fishers, nappers and night owls, to those who suffer in pain - we have something for everyone. Everything we do is researched, designed and manufactured by us in the UK. Given the heightened focus on sleep and wellbeing, this new premium range represent a real opportunity for retailers to expand sales into lucrative new areas. www.sonlevo.com

Wiemann

New product Denver has proved an eye-catching instant hit for award-winning German bedroom manufacturer, Wiemann. This range was the star of the January Furniture Show for Wiemann with its unique decking-style panel adding interest to this sliding and hinged wardrobe in the company’s VIP catalogue. Denver 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. Wiemann also scooped first place in the Furniture Awards ‘Global Player’ category, announced at JFS. This success was down to the quality of products combined with five-star customer service, which includes a delivery and installation service. www.wiemannuk.co.uk

Devonshire

Devonshire has recently launched a new kitchen selection designed to add style and practicality to consumers cooking spaces. Consisting of a butcher’s block, kitchen island and two larder cupboards (single and double), these beautiful pieces have been created to complement their popular Dorset Painted collection, but work equally as well as standalone pieces. Offered in a choice of 9 fanciful paint colours, the kitchen items are in stock now in the UK and available for fast and efficient delivery. www.devonshireliving.co.uk

Last Word with Furniture Sales Solutions

Adam Hankinson, Managing Director at Furniture Sales Solutions, talks about building trust and loyalty with customers, with one of the best ways being to sell it like a nurse!

Sell from the heart – not the wallet

Empathy is the leading characteristic in nursing, that innate ability to understand how it might feel to be in the patient’s situation. Likewise, the best salespeople have a way of getting inside the mind of their customer to see things from their point of view AND their own which enables matching the problem with the solution within the expert knowledge of the salesperson.

Be patient

How often has a customer asked you the same question as many other customers have asked you the same question? And how have you responded? For each individual customer they are genuinely asking that questions because they have some type of query or concern that needs answering to their satisfaction before they can proceed in the buying process.

Your bedside manner

In a recent Gallup poll (6th January 2021). Nurses topped the “most trusted profession” for the 19th year in a row! Respondents were asked to rate the honesty and ethics of 15 different professions as very high, high, average, low, or very low.

Nurses remained the undisputed leader, earning a record score of 89%, 4 points up on last year. Doctors and Pharmacists both scored highly and were up on the previous year too. Conversely, at the low end of the poll, Politicians and car Salespeople tied at 8%.

A perception problem?

This depressing insight mirrors a Hubspot survey where a group of people were asked to imagine that they were shipwrecked on a desert island with 20 strangers from different professions. Where their first task was to vote for a leader – the Doctor won comfortably but the Politician, Salesperson, and Lobbyist all drew for last place, with only 1% of the votes each!

Steps to building trust - Seek at first to understand

The old adage is that this is a “show’ room, not a tell room, so before launching into a big pitch about the product that earns you the most money, ask great questions of your customer that enlighten you to their situation, needs, wants, desires, and problems so that you can “prescribe” the right solution. A good doctor would take the time to understand the full nature of your ailments and symptoms before prescribing the right treatment or cure.

A programme began at Michigan University in 2000 to help Doctors improve their communication with their patients. By 2010 claims against the doctors had dropped 36% and lawsuits by 65%. Special focus was made on “educating” patients using tonality, especially lowering their tone and by the use of humour in their conversations. Talk with your customers and educate them on why you’re recommending your products or services.

Listen with rapt attention

The feeling of really being listened to – not just humoured –creates in the other person an inner warmth, the sense that you genuinely care about them. Picture a conversation with the most important person in your life when they were at their most vulnerable and you “being there”.

Quality of contact

Doing all of this is likely to create a deep and meaningful conversation, not just a transaction. A unique interaction between two equally vested parties, the type of interaction that creates trust AND loyalty - trust in you and loyalty in your brand. Trust, then, is the secret to recommendations and referrals and loyalty is the secret to creating customers for life. www.furnituresalessolutions.com