Big Furniture Group Magazine May 2023

Editorial

Dan Squires

Managing Editor

dan@bigfurnituregroup.com

07531 854718 | 01223 298489

Advertising Gary Hall

Sales Director

gary@bigfurnituregroup.com

0207 096 1010

Publisher Stephen Smith

Production Juan Morante

GraphiC Design

www.bigfurnituregroup.com

EDITOR´S NOTE

Dan Squires Managing Editor

Welcome to May’s Big Furniture Group Magazine ”

To kick things off this month comes with a BIG announcement of the Big Furniture Group Awards – ‘The BIGGIES’. It’s the perfect platform to vote for your people, suppliers and trade services from across the furnishing industry, where every one of your votes counts. Jump to page 18 to find out more and then get voting!

In keeping with award wins, we cover the recent double King’s Award achievement by Harrison Spinks, as well as MattressTek’s recognition across multiple categories and why they are masters in machinery. We also have special interviews with creative marketing agency Boutique, on why having a nailed-on strategy is a must, and Peak Converters, master of the foam and fibre conversion arts, who shares a background into their past as they build for the future.

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ISSN No: 2753-3387

Copyright © Big Furniture Group 2022

Issue No: 9

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 Jonathan Burrage, Managing Director at Hydeline Furniture, who talks about the biophilic design movement, what he would change and why it’s important to keep bringing fresh ideas to the industry. As for the other regular, independent furniture retailer Pieces for Places goes under the Retail Focus spotlight, where they share the initial reaction of their recent second store opening and why the internet is more of a problem than a solution for their business. 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, with this month talking about the importance of visits. As for our Green Retail sustainability-focused feature, we concentrate on IKEA’s green credentials.

You’ll also find a preview of the upcoming Long Point and Spring Furniture & Bed shows, as well as the latest updates from mattress manufacturer GNG Group, furniture wholesaler Julian Bowen and Mammoth, with the latter recently challenging professional rugby players from the country’s top clubs to take on the Mammoth Making a Bed Challenge. We also spoke with Diane Chadwick, new UK Sales Director at fabrics supplier Panaz, who discusses her recent appointment and the company’s plans for 2023.

To wrap things up, our Big Question this month is all about investments, spurred on by the recent £5m new Barker and Stonehouse store opening, which is also featured in this month’s magazine, as well as the latest insight from Furniture Sales Solutions, who reveals the most common mistake made in sales.

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.

CONTENTS

16. Big on Social

18. Big Furniture Group Awards: The Biggies

20. The Big Interview with Jonathan Burrage, Managing Director at Hydeline Furniture

24 How effective is your creative strategy?

28. Peak Converters innovate for the future by building on the past

30. Long Point Preview

34. Spring Furniture & Beds Show Preview

38. Julian Bowen: All set for future growth

40. Retail Focus with Pieces for Places

44. British bedmaker achieves double King’s Award

ON THE COVER

06 /

14 18

46. Masters in machinery

48. British manufacturing at its best

50. The Mammoth Challenge

52. The Bed Expert

54. Sustainability: Green Retail

56. Eco focus key for Panaz’s new UK Sales Director

58. The Big Question: Recent investments?

59. A Letter from China

60. New Products

64. Two years and £5m in the making

66. Last Word with Furniture Sales Solutions on the most common mistake in sales

BIG INTERVIEW JONATHAN BURRAGE

24

Contact: alan.whitley@uk.rhenus.com www.rhenus-home-delivery.co.uk

INTERVIEW SPECIAL

Boutique shares an insight into the importance of a creative strategy and why they are the go-to agency in the home furnishings space.

40 28

Foam and fibre converter, Peak Converters, have been producing innovative, high-quality products from their site in Wirksworth, Derbyshire for over 50-years. We found out more.

RETAIL FOCUS

The Big Interview page 20 - Jonathan Burrage, Managing Director at Hydeline Furniture, talks about the biophilic design movement, what he would change and why it’s important to keep bringing fresh ideas to the industry.

NEWS

New sofa retailer opens Norfolk showroom

owned The Furniture House in King’s Lynn. The company has also launched its new website, www.sofaeasy.co.uk.

Commenting on the new location, Jamie said: “The new Sofa Easy showroom is 4,000sqft and I plan to offer a selection of made to order products from UK manufacturers such as Lebus Upholstery and Bentinck Sofa Factory, as well as a selection of Italian Leather Sofas.

“I will also continue to sell end of line/clearance and ex display models from high street chain stores. Our focus is purely upholstery and we will continue to offer nationwide delivery in as little as three working days on our clearance/Ex display sofas and chairs, whilst local deliveries can be the same day.

“I’m so excited to have a beautiful retail space in a lovely location. Together with a great location and some brilliant accounts, Sofa Easy will be taking things to the next level.”

Devonshire appoints two Area Manager’s

very ambitious and talented company, who have a ‘can do’ attitude and strong work ethic. This is a great business opportunity for myself to redevelop my territory for Devonshire and we all share the same vision for future projects and design evolution.”

Nicolle Hockin, Managing Director of Devonshire, added: “We are delighted to welcome Mike Brown to the Devonshire team and we’re excited to incorporate his experience and knowledge into future product and business development. Mike has just completed his induction here at our Devon office and is keen to get stuck into the Northern territory.”

The appointment follows the recent return of Anthony Lewer as Devonshire’s new Area Manager for Wales and the South of England.

Anthony worked for Devonshire back in 2017 before expanding his knowledge and experience with the likes of Skovby and Actona. He returns to Devonshire to support the company’s growth strategy, giving another layer of customer contact to its already exceptional service offer.

Independent furniture retailer Sofa Easy has announced the opening of its new showroom.

Situated at Derbyfield Farm on Leziate Drove in Pott Row, King’s Lynn, the new 4,000sqft showroom displays UK furniture manufacturers as well as some Italian brands as featured products.

The business is mainly focused on upholstery and has been launched by Jamie Richardson, who previously

Furniture supplier Devonshire Living has announced the appointment of Mike Brown as its new Area Manager for Scotland and the North of England.

Based in Leeds, Mike has worked with reputable wholesalers such as Furniture Origins, Classic Furniture and most recently Fortune Woods.

Commenting on the new role, Mike said: “I’m delighted to join Devonshire Living as their new Scotland & Northern England Area Manager. Devonshire is a

Commenting on the new role, Anthony said: “After a few tricky years I’m happy to share that I’ve started a new position as Area Manager South at Devonshire Living. If you’re looking for a new forward thinking cabinet supplier with fresh ideas then get in touch.”

Nicolle added: “We are delighted to welcome back Anthony to the team as Area Manager for Wales and the South of England. With many new products in the works, and a brand-new range on the water, Anthony will be a key member of the development team moving forwards.”

Preview: imm Spring Edition

The imm Spring Edition, which takes place from 4 - 7 June 2023, is a platform for unique business opportunities and a source of inspiration. The complementary event programme includes a reception at the end of the first day of the trade fair as well as a Speakers’ Corner and a café situated at the centre of the action.

Over 500 exhibitors will be on display at the show, which includes COR Sitzmöbel, KFF, Asco, Bielefelder Werkstätten, Leolux, Kettnaker, Freifrau, Janua, Brühl & Sippold, Christine Kröncke, Werther, Artisan, Richard Lampert, Raumplus, Schönbuch, Signet, Sanktjohanser, Jan Kurtz, IP Design, Erpo, Sudbrock and Müller Möbelfabrikation, to name but a few.

At the end of the first day, exhibitors and trade visitors can look forward to a reception event in the Pure Galleries area in Hall 11. Live music will help to create a relaxed atmosphere for guests to engage in an active exchange of ideas. In the middle of the Pure Galleries area, the Speakers’ Corner and the open-plan café will act as a central information and communication hub for trade fair participants. On the Speakers’ Corner stage, the audience can look forward to lectures, presentations and panel discussions on industry-relevant topics, innovations and developments over the course of

the trade fair. The aim of the forum is to impart industry knowledge while facilitating networking.

“Breaking new ground is, in my view, a very central point for the imm cologne’s future credibility and relevance. Our goal is a newly interpreted leading trade fair for the interior sector in Germany. The imm Spring Edition is the first step towards this future,” says Bernd Sanden.

Organisers have also confirmed that imm cologne will revert back to its usual show time and will take place in January 2024 over five days from 14 - 18 January. “In close consultation with the industry and the associations involved in the event, we’re delighted to be able to announce that imm cologne will return to its usual January dates from 2024. The start of the year always has a unique dynamic, which makes it the perfect time for the industry and the retail and wholesale trade to gather and design tomorrow’s living spaces together,” says Gerald Böse, Chief Executive Officer of Koelnmesse.

Frank Olsen appoints new Operations Director and Head of Creative

Intelligent furniture manufacturer Frank Olsen Furniture has announced the appointment of Rob Freeman as its

newly appointed Operations Director. Rob, who has been promoted from Frank Olsen General Manager, now takes up the new role to support the business moving forward and help deliver on its growth plans.

Furthermore, Kirstie McIntosh has been appointed as Head of Creative and Key Accounts. Kirstie brings design flair and out of the box thinking, ensuring that Frank Olsen designs continue to stand out from the crowd.

Charlie Graybrook Managing Director at Frank Olsen Furniture, commented: “The last few years have been a roller coaster ride from the global effects of the pandemic, but it has made us focus on driving efficiencies, understand our key markets and what makes the brand stand out whilst building stronger relationships through our supply chain and retail partners.

“These two appointments strengthen the management team and will drive our focus on new product developments and operational efficiencies as we deliver excellent new Spring and Summer collections that stand apart in both design and value.

“Whilst there is still an element of uncertainty in the market, we are confident that with our focus on cost and stock control, excellent new designs in the pipeline and a strong retail partner base, Frank Olsen Furniture is well positioned to look forward to exciting times ahead.”

Nest opens new Sheffield showroom

Designer furniture, lighting and accessories retailer Next has announced the opening of its new showroom in Sheffield. The new 3,500sqft store is situated at city’s iconic Park Hill development, a grade II-listed building. The showroom will house Nest’s residential and commercial design support team, as well as its personal shopping service consultants.

Irish Furniture & Homewares Show visitor registration now live

Financial audit of Made.com under investigation by FRC

The Financial Reporting Council (FRC) has launched an investigation into the audit of online furniture retailer Made.com by Ernst & Young LLP. The investigation relates to the consolidated financial statements of Made.com Group plc for the year ended 31 December 2021.

In a brief statement, the FRC said: “The decision was made at a meeting of the FRC’s Conduct Committee on 20 March 2023. The investigation will be conducted by the FRC’s Enforcement Division under the Audit Enforcement Procedure. The investigation relates to a breach of the fee cap requirements set out in the FRC’s Revised Ethical Standard 2019.”

months on, we caught up with Martin, also the MD at And So To Bed, to see how he has settled into the role.

“The transition was seamless, as I had been working closely with Jim for the past six months, and his handover and support has been impeccable. My aim is very simple— to continue building on the success of a truly historic luxury British brand, both within the UK and internationally,” Martin said.

“I aim to focus on the brand’s unique selling point—producing the finest quality mattresses—while collaborating with our partners to deliver an excellent customer experience around the world. In the long term, delivering growth in the UK and globally is fundamental, alongside offering solutions for sustainability and product innovation.”

Organisers of the Irish Furniture & Homewares Show has announced that registration for the event has officially opened for attendees.

The show takes place from 2-4 July 2023 at the National Indoor Arena in Blanchardstown, Dublin. To register, visit: www.ifhs-tradeshow. registrationdesk.ie

“Registration is quick, easy, free and open to all furniture trade customers. Each person must register with their own unique email address and will receive their ticket straight away,” organisers said.

“Ireland’s premier furniture and homewares trade show event gives Irish & UK businesses in the furniture trade the opportunity to do business in a relaxed environment and provides attendees opportunity to see new products, innovative ideas and avail of exclusive deals and discounts from Ireland’s top suppliers, all under one roof.”

Vispring’s new MD looks to build growth following seamless transition

Martin describes himself as a “very hands-on manager” who cares about their sales partners and consumers, while also giving his support to charities wherever possible, whether it’s taking part in activities such as driving to Athens and back in five days, or simply running a marathon. “I relish a challenge, especially for a good cause!”

“The business has been performing well so far this year, as we tend to be generally more resilient at the top end of our product range,” Martin added. Vispring recently reported a growth in sales by 11% to £53.2m for the year ended 31 December 2022, up from £47.7m in 2021, with a pre-tax profit of £18.8m, up from £15.1m.

“Having had the privilege to lead AND SO TO BED during the past five years, I am honoured and excited to be entrusted with taking on this prestigious role at Vispring,” Martin said.

Earlier this year, luxury British bedmaker Vispring announced the appointment of Martin Gill as its new Managing Director following the retirement of Jim Gerety. A few

United Carpets and Beds launches rebrand

IKEA UK invests £4.5m in EV charging infrastructure

This infrastructure is being implemented in addition to the existing customer charging points in IKEA stores. Our customer charging points are available for customers to use during their visit to IKEA, the points were introduced to provide access to more sustainable travel for customers. With the introduction of a home delivery infrastructure, IKEA is building a complete offer for customers to have IKEA products arrive sustainably to their homes, no matter how they choose to shop.

Franchised flooring and beds retailer United Carpet and Beds has announced the launch of its new-look logo and refreshed route to market. The rebrand, which sees the business move away from its historic red, white and yellow colour theme, focusses on the local connections that the many family and local owned stores have, as well as being paired with the expertise and reputation that comes with a bigger brand.

Paul Newton, Operations Director for United Carpets and Beds, said: “As the largest franchised carpet and beds retailer in the UK, we want to celebrate what that brand evolution means for our customers. The United brand is perhaps unique in our sector in that the majority of our stores are still local, family run businesses, and we think that the passion that a local business has to serve their local community is hard to beat.

“At United Carpets and Beds we’re one big family of flooring and bed experts, and our experts are passionate about bringing amazing products at great prices into the homes of our customers in our local communities.”

United Carpets and Beds has also opened a new superstore on Bumpers Lane, Chester. The store is being led by experienced manager Moira Mealing, who has almost 40 years of experience in the industry, and said: “I lived in Chester for more than 10 years and I’m delighted to be bringing United Carpets and Beds back to the city.”

IKEA UK has announced a £4.5million investment in a nationwide electric charging infrastructure, which will provide charging points for electric delivery vehicles across the country to enable more emissions-free deliveries. The new infrastructure will source energy entirely through renewable sources.

The EV infrastructure forms part of IKEA’s ongoing transformation to become even more affordable, accessible, and sustainable. The retailer aims to reach 100% zero emissions deliveries to customers by 2025. By summer 2023, IKEA plans to achieve 60% zero emission deliveries in the UK and Ireland, demonstrating the significant steps being taken to accelerate moving towards the 2025 goal.

This will be one of the biggest EV charging infrastructure projects for last mile fleets in the UK and will see IKEA install 196 chargers, of which 53 will be rapid, providing full charge on vehicles in under an hour. The chargers will be located at IKEA stores across the country, as well as the new Dartford customer distribution centre due to open in spring 2023, with the first ones fitted and operational in IKEA Cardiff.

This move is fundamental in allowing IKEA to continue expanding the electric vehicle fleets being used to deliver to customers’ homes, with the ambition to reach over 500 by 2025, with the charging points will be used by both IKEA and partner electric vehicles.

Jakob Bertilsson, Country Customer Fulfilment Manager at IKEA UK & Ireland, said: “Sustainability is at the heart of everything we do at IKEA, and we are always looking for ways to reduce our impact on the planet while supporting our customers to live more sustainable lives at home.

“Investing in this infrastructure of nationwide charging points is a fundamental step in our ambition to reach 100% zero emissions customer deliveries from all IKEA stores and distribution centres by 2025, as well as supporting our ambition to become a climate positive business by 2030.”

NBF appoints new executive director

The National Bed Federation (NBF) has announced the appointment of Tristine Hargreaves as its new executive director.

Tristine is well known to the NBF and its members, having been technical manager for four years before leaving to work for research and technology organisation SATRA. She has spent most of her working life in technical roles within the furniture industry –counting Silentnight, Next and FIRA among her previous employers.

Jessica Alexander announced her decision last October to step down from her role at the helm of the NBF, which she has held for the past 17 years. She will, however, be staying on in a part-time consultancy capacity to support the team and to ensure a smooth handover.

It’s all in house at Sofa Factory

Last month, Big Furniture Group took the opportunity for an exclusive tour of Sofa Factory’s 130,000sqft factory in Gateshead. We met up with Kevin Barfoot, National Sales Manager at Sofa Factory – part of the Bentinck group, who guided us around their premises, where every aspect of the family-owned business, from design and manufacturing to packaging and logistics, is all under one roof.

Focusing on the three core components of sofa making: frame, fabric and foam – Sofa Factory operates on a track production system, starting with raw frames at one end, working its way through each station, where springs, further detailing and more framework are added, ending up at their upholsterers, who put the finished article together and create the sofa.

“Everything starts on a Monday morning with our design team, headed by Phil Bowman,” Kevin said. “These meetings are really important for Sofa Factory. It’s where we look at the latest trends, latest fabrics and new innovative designs so we can keep moving forward.”

The next stop on the tour was the in house ‘Foam Hive’ where they convert huge blocks of foam that are individually cut up. “We even make our own back cushions that are made by the team to fit each individual sofa,” Kevin added. Moving onto frames, the business has invested heavily in their own wood mill, allowing them to make all frames now in house and no longer rely on thirdparty suppliers. Next up, the fabric department. “In our continued drive to bring down lead times we use computer cutting machines. This gives us a level of consistency across all of our models,” Kevin said.

Watching the products go through each stage sees them arrive at Quality Control. “At Sofa Factory the quality of our products is vitally important to us to ensure every piece that comes off our production line meets both ours and our customers satisfaction. We hand check every item via a member of our QC team,” Kevin said.

With checking complete, products are moved for packaging and then onto the final stage of delivery, as Kevin explains: “We go above and beyond the industry standard and we hand wrap each item in both bubble wrap and cardboard, and then bag every item to make sure it arrives at its destination in the condition it left the factory. We have our own dedicated fleet of trucks and drivers to ensure that every delivery gets to every customer on time nationwide.” www.sofafactory.uk

Big Bites

Independent raises funds for instore defibrillator

Independent furniture retailer Sopha has raised over £1,100 for a community defibrillator. On Easter Bank Holiday Monday, Sopha held its Easter Raffle live on Facebook and raised £1,273 towards its fundraising goal of £1,400 to install a defibrillator in its store and to train people on its proper use.

Sofa Club partners with Panther

Upholstery retailer Sofa Club has announced the appointment of twoperson delivery provider Panther Logistics as its logistics partner. Panther will be taking charge of Sofa Club’s warehousing, fulfilment and two-person distribution requirements.

Dreams opens new distribution warehouse

Bed retailer Dreams has opened its new Willenhall warehouse, marking a significant milestone in the company’s growth strategy. The new, 260,000sqft site is Dreams’ largest distribution centre, within its network of 18 sites across the UK and follows a £2m investment, creating around 25 new jobs. The new warehouse will help to improve product availability and provide shorter lead times for customers.

Flexlux show van hits the road

Danish sofas and chairs manufacturer

Flexlux has announced its UK launch for the brand with leading furniture agency, Westgarth. Following the acquisition of SITS into the Actona group, and the formation of an industry leading B2B upholstery unit, Westgarth Furniture agency is launching the Flexlux brand into the UK.

IKEA opens in Stockport

Swedish furniture retailer IKEA has announced the opening of its new Plan & Order Point store in Stockport. The Plan & Order Point is situated in the Merseyway Shopping Centre and spans over 764sqft, and is a smaller store dedicated to kitchen and bedroom planning. The opening comes as part of the retailer’s ongoing transformation to become more accessible and sustainable for customers shopping with IKEA in the North West of England.

Independent changes ownership

Independent furniture retailer Irvine Interiors has announced it has entered new ownership. Former owners Raewyn and Leslie Irvine have decided to retire after 20 years and handed over the business, which is located on Commercial Rd in Lerwick, Shetland, to Jordan and Gemma Thomason. In a statement, outgoing owners Raewyn and Leslie said: “We are very excited for them as we know that they are the perfect people to carry the business forward with their enthusiasm and brilliant new ideas.”

Sussex Beds opens Caterham store

Independent beds and mattresses retailer Sussex Beds has announced the opening of its new store in Caterham. The new store officially opened on 1 April 2023 and is located in Church Walk Shopping Centre, Station Avenue, Caterham, becoming the retailer’s 15th store and its second in Surrey.

Glasswells raises £900 for East Anglian Air Ambulance

Independent furniture retailer Glasswells has raised £900 for charity, the East Anglian Air Ambulance. Eighteen teams, made up of members of staff at Glasswells, plus guest teams, met in the in- store Place to Eat restaurant to battle it out for the coveted title of Quiz Team Champions 2023. The Glasswells

annual quiz has raised tens of thousands of pounds for many different local and national charities in previous years.

HSL opens in North London

Yorkshire-based furniture maker and retailer, HSL, has announced the opening of its first ever flagship furniture showroom in Hendon, North London. The new 4,570sqft HSL showroom has created a total of seven new job roles in the area. Managed by Team Leader, Ben Spray, the new Hendon showroom also marks the launch of HSL’s contemporary rebrand.

Oak Furnitureland searches for creative agency

Furniture retailer Oak Furnitureland has announced a review of its UK creative agency requirements. A shortlist is currently being drawn up with the assistance of AAR, and a result is expected by the end of June 2023. Incumbent creative agency, Wordley, has been invited to take part in the process. The business also works with Carat and Merkle who are not affected by the review.

Dunelm delivers Q3 growth

Home furnishings retailer Dunelm has reported a growth in third quarter sales. According to its latest trading update for the 13-week period ended 1 April 2023, total Q3 sales were 6% to £423m from £399m against the same period last year. On a year-to-date basis, sales are up 5% to £1.2bn from £1.1bn. Digital sales represented 36% for the quarter, up 1%.

BFM appoints retail Board member

British Furniture Manufacturers (BFM) has announced the appointment of James Heese, Commercial Director at ScS, as a new Board member, with a remit to support its new retail membership category. James will provide valued insight to help the BFM develop its offer to members in this emerging area

ON

BIG SOCIAL

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

dan@bigfurnituregroup.com

Jay-Be®

We were recently honoured to welcome our esteemed Mayor Cllr Masood Ahmed to Jay-Be as he came to officially open our new Warehouse in Dewsbury. Along with sharing our vision for innovation and excellence in the sleep industry, it was a great opportunity for the mayor to meet our long service colleagues, recognising their commitment and hard work shown throughout their years at Jay-Be. Thank you, Mayor Cllr Ahmed, for your support and for taking the time to visit our team here at Jay-Be.

Barker and Stonehouse

Zac was the first customer through the door at our brand new Gateshead store! He attended the VIP preview event on Tuesday evening with his Mum, Anna, and was very excited to see the new flagship store.

Sofa Club®

Great to meet Stormzy at Sofa Club HQ this morning choosing his new sofa!

Duvalay

It’s a day of celebrations at Duvalay! Today marks 20 years since our wonderful sewing machinist, Christine, joined Duvalay - making her the longest standing Duvalay employee! ...and if that wasn’t already a reason to celebrate, it’s also Christine’s 60th birthday, so we had to make her day extra special. After meeting our Co-Founder, Liz, at the school gates 20 years ago, Christine joined Duvalay and has been on the journey with us ever since. We are beyond grateful for Christine’s continuous hard work, commitment, and all-round amazingness... she is a credit to our team!

Fishpools

Congratulations to Adrian Haywood, who is celebrating 25 years at Fishpools as a Furniture Salesperson. We wish him a very happy anniversary!

Carpetright

Our Store Development team have been busy over the past few months updating our estate. We’re proud to continue the rollout of the ‘Carbon’ store concept and would like to highlight our new Oxford store. Featuring our bespoke hard flooring areas, discovery bay, curtains & blinds and carpet ranges, our customers will be able to explore our full product ranges and make the most of our experiential ‘make it real’ and ‘wool wonderful wool’ walls..

BIG INTER VIEW WITH

JONATHAN BURRAGE

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

Married, five children and a threeyear-old golden retriever. We also have two cats, but I don’t talk about them! I started out with the John Lewis graduate training programme in the late 90s moving into various buying and global sourcing roles within Kingfisher. I jumped the fence to manufacturing in the mid noughties and have enjoyed several leadership roles in consumer goods since (Roberts and Magimix to name two.) I’m passionate about rugby and I enjoy swimming (typically 10-12km each week).

What is your current job role and key responsibilities?

I joined Hydeline in January 2022 as their managing director. We have spent the last year setting out a strategic vision for the business whilst focusing on the day-to-day disciplines of our operations.

What do you love about your job?

Primarily our people, though we do also make the most beautiful, upholstered furniture. I spent a great deal of time with the senior leadership team before joining the business. It was important that the culture of the business was either aligned with my own open and collegiate approach or, at the very least, was open to moving in that direction. I am extremely lucky to work with a team that are passionate about what they do. We may be a small fish in a big pond, but we definitely punch above our weight.

What time is your alarm clock set for?

6am every day of the week. I have always been an early riser. I am in the office at 7am and once I have checked on the sales figures from the previous day, I will walk the floor to ensure we are maintaining our standards of housekeeping in all areas of the building. I have always treated an office and warehouse space in the same way I did the shop floor back in the 90s. Some retail habits don’t go away. Beyond that, my days are extremely varied and are often dictated by the operational opportunities and challenges that the team are managing.

Why did you choose to work in the furnishing industry?

I have been in and out of the furniture industry for a good part of my working life, but the Hydeline team are the reason I have returned. I was

Jonathan Burrage, Managing Director at Hydeline Furniture, talks about the biophilic design movement, what he would change and why it’s important to keep bringing fresh ideas to the industry.

really impressed by their appetite to succeed, and their commitment to both the Hydeline and At The Helm stories. We have the most incredible products and a great deal more surprises in the pipeline for 2023.

Who do you most admire in the industry and why?

I couldn’t single out one individual. I admire those who have been in the industry for many years yet are still evolving their business, developing their people, and putting the customer first. Any industry needs fresh ideas to create opportunity and growth. One of my first bosses once told me “if you only do what you did, you will only get what you got!” Too many businesses fail because they stop doing the things that made them a success in the first place. Imagination, creativity, drive, ambition, and risk.

Have there been any special moments during your career?

I have been extremely fortunate to have travelled across much of the world in my career. Though you often miss the splendour of the places you visit, the opportunity to meet people of different cultures has always fascinated me. People do business with people and spending time face to face with colleagues from around the world has certainly enriched my life and most definitely benefitted the businesses I have been fortunate to represent.

What is your favourite item of furniture you own?

I have always worked hard and played hard, determined to maintain a true work/life balance. My super king size bed and memory foam mattress is sanctuary at the end of each fulfilling day, and it’s the only place where I’m offline.

The next generation of consumers are even more unforgiving, and they have clear ideas on what they require from manufacturers and retailers alike.

What do you think is trending?

We are talking a lot about biophilic design. The consumer need and desire to remain connected to the natural environment is evident across the fabric styles and designs we are seeing. This is moving hand in hand with the increasing need and demand for environmentally kind product and production methods. The next generation of consumers are even more unforgiving, and they have clear ideas on what they require from manufacturers and retailers alike. Our industry remains very traditional in its production methods but there are some great stories emerging of where new entrants are disrupting the market. At Hydeline, we are working hard to incorporate recycled materials into our products and manufacture our At the Helm frames from FSC

certified wood. Furthermore, with lifetime guarantees on all our frames, we are focussed on manufacturing incredible products that are built to last for generations.

What would you change in the industry?

I love this industry. We make the most beautiful products for people to enjoy for generations. If there was one thing I would change, it would be the amount of short-life furniture that ends up in landfill.

Can you share an insight into your future plans?

At Hydeline, we believe that everyone deserves to relax in comfort whilst remaining connected to loved ones

and the wider world. This is at the heart of everything we do. We have an exciting NPD program in place to leverage this ambition, putting the end-consumer front and centre in the look, feel and comfort of the products we design.

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

Spending time with my family. A birthday or seasonal gathering is typically 20+ adults so it can get quite rowdy.

What might someone not know about you?

I can hold my breath for four minutes!

FUN QS:

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

The Euromillions algorithm.

What fact amazes you every time you think of it?

I recently read about the link between the size of the booster rockets on the side of the NASA space shuttle and a horse’s backside! Google it! It will blow your mind.

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

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

An RAF pilot. My grandfather was a Spitfire engineer, and I was always fascinated with flying. I recently flew a Spitfire simulator which has further whetted my appetite to learn to fly. My next hobby.

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

Well, it would have to be one of our Chesterfield sofas. Reliable, supportive, room for everyone and built to last!

I was in Norway in 2010 when the Eyjafjallajökull volcano in Iceland erupted. Within a matter of hours, air traffic had been grounded and the hotels were full. Queuing to try to book a hotel room it became clear that it was not a 24-hour delay and I would likely be stuck in Norway for weeks. Sharing my frustrations with two strangers in the queue, I suggested we hire a car and drive back to England. I had a rugby club dinner to attend, and I was determined to be there. We shared the driving through Sweden, Denmark, Germany, Netherlands, and France before catching a ferry to Dover. One train ride later, I was reunited with my car at Heathrow airport and heading back home. I missed the rugby club dinner by two hours but made two friends for life.

What is the most important object you own and why?

Until recently it was probably my wine fridge. Sadly, it’s become my reading glasses!

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

Probably me! My children constantly remind me that I am no longer 18 years of age, my hairline has ‘changed’ and I really shouldn’t be on the dance floor in their presence.

www.hydeline.co.uk

How effective is your creative strategy?

Simon Bollon, Managing Director at independent marketing agency Boutique, shares an insight into the importance of a creative strategy and why they are the go-to agency in the home furnishings space.

“We’ve a plethora of clients in the furniture space, from large national retailers such as Hammonds Fitted Furniture, to smaller ecommerce brands such as The French Bedroom Company. Our experience has created expertise in the space. We understand consumers route to purchase, sector trends, audience profiles and the right marketing channels to drive ROI. At the crux of what we do is work at board level, strategically guiding businesses on how to use marketing to fulfil their business growth targets. Our bespoke D.I.S.C.O model puts data and insight at the heart of investment strategies and our data science team provide clarity on the return of investment of our clients spend.”

Implementing a marketing strategy is key to all businesses. Implementing an effective marketing strategy is even more paramount. The line between having a strategy in place and actually having the ‘right’ strategy is pretty much invisible – unless you know what you’re looking for. This is where Boutique comes in. The marketing agency specialises in media, digital and PR to help businesses plan, produce and implement an effective marketing strategy. What’s more, their core focus – and speciality – is the home furnishings industry.

With the ever-increasing demand for online, which comes with the battle to drive and secure consumers to your website, there’s never been a better time to understand and invest in the world of digital marketing. Simon Bollon, Managing Director at Boutique, said their industry knowledge and technical know-how puts them in the front line, ready to meet this growing demand head on. “We’re a strategic marketing agency, specialising in the home, where we guide clients on where to invest in marketing to achieve growth. We work across a range of specialisms from media buying and planning to PR and digital marketing, helping build iconic brands and driving ROI from marketing investment – unify brand and performance.

As Simon says, their model has proof of concept with a variety of success stories. For Hammonds, a new brand proposition was required to ensure a better, more cohesive and consumer focused approach. Following its implementation, the retailer saw 13% growth year-on-year, which was 6% above target with 18% less spend. “In addition, we support a variety of home brands in driving ecommerce growth. From doubling French Bedroom revenue in 12 months to taking Best Heating from £25m to £70m turnover in three years. Ultimately, it’s our knowledge of where and how to invest that has helped home brands grow,” Simon added.

So, what are the key factors behind an effective creative strategy?

“Customer knowledge is key,” said Simon. “Knowing who and where your customers are, and understanding their route to purchase is the first piece of insight and data work we do. This fuels rich strategies and helps identify gaps and opportunities for growth. We have a range of inhouse tools that develop rich insight that is unrivalled and all brands should start with this knowledge.

“Our recent home report is another key tool for us. It helps us identify key trends for the year ahead, and whilst that report has great depth, there are clear macro trends around changing consumer behaviours tied to the economy and global changes that will impact all home brands. But demographic changes (did you know there will be 3m 100-year-olds in 2050!), DIY, sustainability space and individualisation are key trends we’re guiding our clients on.”

https://weareboutique.co.uk/home-report/

Simon added that the process to begin a partnership with Boutique is simple. Their Head of Partnerships gets “under the skin of potential clients” to understand their needs and desires, as well as guiding clients through a working partnership with the agency. “Generally, the work we do is focused on helping clients do one of two things; drive better return on investment from marketing spend, or drive increased brand growth in terms of awareness, understanding and sentiment. Having said that, a lot of our work wraps around strategic guidance; of market opportunity, gap analysis, customer knowledge and segmenting and modelling investment return.”

Boutique has big ambitions for the future too. Already armed with a plethora of furnishing industry knowledge and projects, the agency aims to be the “goto for home brands”, as Simon explained: “With 30 clients and over 65% of our clients in this space, we’re pretty much there, but there’s still a lot of brands we don’t work with. We want a brand for every element of the home. It’s in the home, one of our clients sells it.

“Right now, we’ve a couple of gaps. We’ve doubled in the last two years and have plans to open offices in Manchester and London to better serve new and existing clients, as well as further developing our data unit to help clients better understand their business, their customers and their investments. If you’re looking to implement an effective marketing strategy, Boutique are here for you.”

www.weareboutique.co.uk

Knowing who and where your customers are, and understanding their route to purchase is the first piece of insight and data work we do.

Peak Converters innovate for the future by building on the past

Leading foam and fibre converter, Peak Converters, have been producing innovative, high-quality products from their site in Wirksworth, Derbyshire for over 50-years.

Working with clients across the domestic and contract upholstery sector, the company’s highly experienced, 80 strong workforce produces over a hundred thousand upholstery kits and cushions for some of the UK’s largest furniture manufacturers each year.

Having rebranded the company, formerly known as Breasley Ltd, at the start of 2022, and now under the leadership of managing director, Mike Crowshaw, the focus for 2023 is on transformation.

The company has recently introduced several initiatives which will benefit their customers as they strive to reduce lead times and increase capacity.

One such initiative involves using Industrial Internet of Things (IIOT) to integrate monitoring hardware with their sophisticated in-house software to track energy usage and machine efficiency in real-time. The project will be ongoing over the next 12 months with the goal of maximising the efficiency of their plant.

IIOT, otherwise known as industry 4.0 or the ‘industrial internet’ involves the connected use of machines, sensors and devices in industrial applications. There are hundreds of IIOT compatible sensors available to measure current, temperature, humidity, voltage, water

levels… you name it. Peak’s focus will be on improving their environmental impact by using sensors to monitor and identify areas of increased energy consumption in the factory. They will also be using several sensors to monitor CNC machines and pin-point inefficiencies in their production processes.

Managing Director Mike Crowshaw comments: “Offering competitive, short lead times and being able to respond quickly is a key selling point for us at Peak Converters and we are always striving to do more for our customers.

I’m really excited about this innovative project which will allow us to improve our environmental impact as well as increase capacity for our customers.”

The project comes on the back of a further energy-saving programme, which has seen the company make a £20,000 investment in upgrading the lighting across the factory which will help it to reduce its energy consumption by 15%.

www.peakconverters.co.uk

Long Point Spring preview

The Long Eaton Guild’s Long Point Exhibition takes place from 9 – 11 May and will showcase an array of designs covering a wide selection of upholstery, cabinets, bedroom furniture and accessories, as well as some new exhibitors joining the show.

Long Point is spread over six locations within the town, many located in old mills, where, in the early 1900’s more than 800 lace machines were housed, employing some 1,200 twist hands, card punches and lace mechanics before its decline in the 1920’s due to the change of fashion. Furniture making in the area commenced over 100 years ago, and, in 2014 Long Eaton was recognised as the UK Centre of Quality Upholstery Manufacturing with over 30 companies dedicated to the industry including frame, spring, cushion makers and component suppliers.

The exhibition continues to get stronger year-on-year and with 2023’s edition upon us, the organisers revealed that five new exhibitors have been confirmed for this year’s event. These include Contrast Upholstery, Couch & Co, Ercol, Kesterport and Violino. Alongside these include traditional exhibitors such as Artistic Upholstery, Iain James Furniture, Alexander & James, Ashley Manor, Carlton Furniture, Parker Knoll, Wiemann, David Gundry, Bree’s New World, Tamarisk, Warwick Fabrics, Duresta, G Plan, Richmond Interiors, Siren Furniture, Ashwood Designs, Gascoigne Designs, Steed Upholstery and Hunter Knight.

Commenting ahead of the show, Andrew J Mitchell, Chairman of the Long Eaton Guild and MD of guild member Artistic Upholstery, said: “Long Point continues to be the UK’s most enjoyable and relaxed furniture exhibition within the UK, and is the perfect event for retailers, manufacturers and suppliers to meet and discuss exciting and new collections.”

www.longeatonguild.co.uk/longpoint

Ivy by ARTISTIC UPHOLSTERY

Preview:

Spring Furniture & Bed Show

Jim Orr, Minerva’s new Group Chief Executive, talks about the upcoming Spring Furniture & Bed Show as well as sharing an insight into his new role at Minerva.

The Spring Furniture & Bed Show, housed in two dedicated exhibition halls, has sold all available stands, so attendees can look forward to viewing products from an extensive range of major British and overseas suppliers.

The show will take place on 16th and 17th May 2023 at the NAEC in Stoneleigh, Warwickshire CV8 2LZ, and is open to all furniture buyers. The benefits of this venue are free parking, and its superb location for road, rail, and airport links.

In addition to free WIFI and a free show catalogue, the hosts, Minerva, are inviting all show visitors to enjoy a free lunch in the Strollers restaurant. The in-show coffee shops with seating also contribute to the relaxed environment.

Group Chief Executive, Jim Orr, is delighted to confirm: “Over 70 exhibitors will showcase their latest new season’s ranges, which is a terrific opportunity to see a comprehensive mix of Upholstery, Cabinet, Bedroom Cabinet, Beds, and Accessories under one roof. Don’t miss your chance to view fantastic products from great suppliers, register now!”

To register for your complimentary entrance pass, visit: www.springfurnitureshow.co.uk

Meet Jim Orr, Minerva’s new Group Chief Executive

Ahead of the Spring Furniture & Bed Show, we spoke with new Group Chief Executive, Jim Orr, who talked about ongoing show development and why he jumped at the chance to lead Minerva.

Can you share a bit about yourself and your background in the furniture industry?

I have thoroughly enjoyed working within the furniture industry for a

number of years, with the highlights being successful terms with Dreams and Furniture Village in senior Buying positions. Its satisfying to see both businesses continuing to perform extremely well.

How have you settled into the new role?

I joined Minerva in January as Chief Executive, where I will be replacing Rot Beagent who has served with the business over 21 years. Through his tenure Minerva has become a significant Buying Group in the UK where Roy has supported the development of many major independent furniture retailers, as well as worked with several major UK and overseas suppliers. Roy is due to retire at the end of May and the transition has been seamless. I’m really enjoying it.

What attracted you to the role?

The main attraction of the role at Minerva is having the opportunity to take Minerva to the next stage of its development. There are lots of initiatives that I am planning to assist our Members, and Suppliers to support and improve our working relationships.

What can the industry expect to see moving forward through your aims and ambitions?

There are lots of exciting opportunities including stock projects, exclusive product ranges, product training, online development support, and sustainability support to highlight a few.

What is your view of the furnishing industry at present?

The furnishings industry requires a stable global Supply Chain following the disruption, and costs incurred as a result of Covid. As orderbooks return to previous levels this has allowed suppliers to offer lead times which customers demand. As Exhibitions also start to return to their regular calendar dates this is driving fantastic new product developments, and we are excited to see all our Suppliers and their new product ranges at our forthcoming Spring Show on 16th and 17th May

at Stoneleigh, CV8 2LZ, where we welcome everyone from the furniture industry to visit.

Do you have a message for the trade?

The message I would share is that Minerva will continue to support its Members, and Suppliers and I look forward to a good working relationship with everyone in order to develop the business, and benefits of working with ourselves.

Outside work, how do you spend your free time?

I enjoy road cycling in my free time, as well as spending time with my family and travelling.

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

I have an Eames Chair, which I bought a number of years ago. I love the design of the chair, and the moulded plywood and luxury leather materials. It’s a work of art!

Any final thoughts ahead of the Spring Show?

We are really excited to have sold all our Stands for the Spring Show, with a couple of Suppliers on the waiting list too! It will showcase some major UK and overseas suppliers with some fantastic new products. We are looking forward to offering a warm welcome to all furniture industry representatives.

Over 70 exhibitors will showcase their latest new season’s ranges, which is a terrific opportunity to see a comprehensive mix of Upholstery, Cabinet, Bedroom Cabinet, Beds, and Accessories under one roof.

All set for future growth

Sustainability, stock management and new product launches sets up Julian Bowen for sustained growth in 2023.

The team at furniture wholesale business Julian Bowen continue to go from strength to strength with an extensive pipeline of new product developments across multiple categories. It is the company’s ethos to provide the highest quality at each price point. This is supported by a heavily invested supply chain, incorporating an experienced inhouse buying and design team, with domestic and international Quality Control teams, who work in close partnership with a select group of leading manufacturers.

Together they have forged a new product development capability which has created a platform for significant growth and an enhanced

customer proposition with a huge focus on FSC, reclaimed materials and a robust sustainability policy. “The recently launched FSC Mallory Oak bedroom and dining collections has been a great success offering both exceptional value for money and classic timeless styling,” said Emmett Lenaghan, Managing Director at Julian Bowen.

This is just one of many new ranges focused on sustainability the business has planned for launch in 2023. Product development is backed up by a continuous ongoing investment programme across the business in their marketing support, customer service, supply chain management and IT infrastructure

to maximise business efficiency through automation from stock feed management to ordering and distribution. This is further enhanced with tailored individual solutions with the new self-service customer portal, which enables customers to log on and have access to all their details including; live-stock, outstanding invoices, product details and the ability to order products at any time, which is a “huge flexible benefit to customers,” says Emmett.

The company is an acknowledged leader in children’s furniture and this also remains a key product area with innovative new designs. Emmett continued: “Dining and bedroom have been a particular area of focus

on FSC and reclaimed materials. We are implementing a development pipeline to launch several new ranges this year. Huge attention has been paid to the supply chain and stock management to mitigate overstocks and warehouse space constraints, which allows us of being in the position of having the optimum stock with sufficient capacity to meet our aggressive new product launch plans for 2023.”

Julian Bowen’s emphasis upon bespoke solutions and customer support has been a key factor in the development of its successful Direct Container business, which offers a well-managed one-stop solution from product development through quality

control, shipping and in-bound distribution, as well as ongoing stock management support. Across the whole business, the emphasis is upon making the buying process as easy, efficient and pain-free for its customers as possible.

Emmett explained: “Everything that we do is designed to get the best possible outcome for our customers. Everybody in our business knows that the customer comes first and we work together to continually enhance our proposition, be it a wider and better product offering, flexible distribution solutions, stock availability, bespoke development, and even project management. We are totally committed to offering the

best quality and value at all price points.”

For over 30 years, the business has grown dramatically, and now operates from a 130,000sqft facility in Kirkby, Ashfield, Nottinghamshire, which houses an extensive showroom, head office and distribution centre.

“As Julian Bowen has transformed, it has never lost sight of its core principles, namely to provide the furniture industry’s leading customer service proposition accompanied by outstanding quality, value for money and a commitment to innovation,” Emmett added.

www.julian-bowen.co.uk

Everything that we do is designed to get the best possible outcome for our customers.

Retail Focus with Pieces for Places

Recent investments?

We just opened our second premises, this time in Shrewsbury. We found another beautiful property and spent a couple of years getting the renovation just right. The new store is situated in Shrewsbury’s restored Wightman Hall, off Princess Street, and features a variety of products from sofas and chairs to dining furniture and home accessories. The building has had a colourful history, used by the army during the First World War, A theatre in the 1940’s and more recently an Antique Centre followed by an Arts space. However, over the last few years it had begun falling into a state of dereliction.

This beautiful building has been hidden away, waiting to be rediscovered and re-used, we hope she is a sleeping giant. Renovations have included sandblasting the walls to unearth the original decorative brickwork, replacing the rotten floor, creating a Shrewsbury inspired Tudor gallery, re-wiring, painting and tiling. The new store opened in February and adds to our existing location in

Jack Brooks, director at Pieces for Places, shares an insight into the recent opening of their second store and why the internet is more of a problem than a solution for their business.

Barmouth, Southern Snowdonia, where we occupy a restored chapel and have operated since 2014. We’ve been overwhelmed with the interest; it’s been so busy. The welcome we have had onto the Shrewsbury high street has been phenomenal.

Future plans?

A period of consolidation would be nice, we are probably operating over capacity at our warehouse already though, so something might have to happen there.

What is your mission?

Pieces for Places aims to be a desirable provider of quality and value furniture and home ware, to a design appreciative customer. Pieces for Places and its employees will always act with dignity, honesty and kindness. Pieces for Places should be a pleasure to deal with and a pleasure to work for.

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

We recycle the packaging of everything we sell, we have a cool machine that melts and compacts the polystyrene down. But I’m not a big one for “green washing” I often find if you scratch the surface of green products or policies it’s just marketing. We only want to sell quality furniture, which hopefully means we aren’t contributing to the “fast fashion” style consumerism that is environmentally unsustainable.

How has recent business been?

It was a good start to the year but it has cooled off recently. Our original shop is in Barmouth, a seaside resort, so we can always look forward to a good summer of trading. The British Economy has been a rollercoaster for the last few years, you can’t compare one year to the next because its apples and oranges every year. We consider ourselves a young company though so we expect to see growth, obviously opening a second premises should help achieve that.

The opening has gone really well. We have seen lots of our existing customers who know us from Barmouth and are excited to see us in Shrewsbury and lots of new customers who have never heard us of before, which is perfect. About 75% of our furniture sales in Barmouth are delivered to customers in the West Midlands, so a Shrewsbury Showroom feels like a natural progression. We always wondered how Pieces for Places

James Harris

Kirstye Geer

would be received in a bigger town, so when I saw a rental advert for a similar building (albeit derelict) bang in the middle of Shrewsbury I thought it was now or never.

What would you change in the industry?

I opened the shop in 2014 when I was 26, and I wish I was born 50 years earlier, the internet has changed the relationship between customer and retailer and the relationship between manufacturer and retailer. So, if I could change anything I would probably just get rid of the internet.

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

The business doesn’t translate to online very well, I haven’t got the answer yet how to tackle this. It would also be nice to have a few years where we don’t keep pushing for expansion, but it’s easier said than done.

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

James Harris - his work ethic and loyalty to the company is insane. Also, Kirstye

Geer, who has been with me since the beginning. Kirstye is going off to have her second baby and we will miss her terribly while she is away.

Why do you think customers choose your business?

It’s probably because of the team, they are all lovely. And I think our old-fashioned values maybe. As a small independent we try to present ourselves as unique as opposed to on trend, we try to avoid “best sellers”.

Final thought?

I would like to meet and make contacts with other people in the industry so feel free to say hi. It would be good to meet some other people who are in the same game.

We always wondered how Pieces for Places would be received in a bigger town, so when I saw a rental advert for a similar building (albeit derelict) bang in the middle of Shrewsbury I thought it was now or never.

British bedmaker achieves double King’s Award

Leeds-based fifth generation family-run bedmaker Harrison Spinks has achieved two prestigious King’s Awards for Innovation and International Trade, bringing the total number awarded to the company to seven.

The luxury bed brand, which is active in 13 European countries, plus the USA, Canada, Korea, and Australia, secured the King’s Award for Innovation thanks to significant work as an industry leader in innovation and design, including its design and manufacture of revolutionary glue-less fine-wire pocket springs used in its 100% recyclable mattresses.

Since its last successful Award win in 2019 – the Queen’s Award it holds for Sustainable Development – the business has made progressive leaps in innovation, developing and patenting new technology and design. To reach the goal of affordable, ecological luxury, it has focused on developing an innovative pocket-sprung mattress design, leading the way in which it transforms raw materials into world-leading innovation.

Harrison Spinks also secured the King’s Award for International Trade thanks to its continued focus on manufacturing premium, sustainable handmade beds in international markets.

Simon Spinks, Chairman of Harrison Spinks, said: “It is a huge honour to be recognised with two inaugural King’s Awards this year, which sit proudly alongside the Queen’s Award we hold for Sustainable Development. These awards are a reflection of the hard work the team has delivered, ensuring we are constantly championing innovation and high-quality, sustainable design.

“From an international trade perspective, we’re proud that our British values of sustainable innovation and quality have truly set us up for success in a global marketplace.

“These awards are especially important to us as a British business – we are a company that champions homemade and homegrown materials; supports businesses that manufacture in the UK; and one which works with organisations such as British Wool on campaigns like the Traceable Wool Scheme.

“Our team has put in a lot of hard work this year and we’re proud this has been recognised with an award for International Trade. We’re also thrilled to have been awarded the title for Innovation as we continue to be industry leaders while maintaining the highest standards of production.”

The two King’s Awards follow a standout year for the company which saw it awarded Bed Manufacturer of the Year at the 2022/23 National Bed Federation Awards as well as becoming C2C accredited, a process which verifies products are safe, sustainable and ethically sourced, and consists of a rigorous, 18-month third-party product certification program.

The King’s Awards for Enterprise was previously known as The Queen’s Awards for Enterprise, and the new name reflects His Majesty The King’s desire to continue the legacy of HM Queen Elizabeth II’s by recognising outstanding UK businesses. The Award programme, now in its 57th year, is the most prestigious business award in the country, with successful businesses able to use the esteemed King’s Awards Emblem for the next five years.

It is a huge honour to be recognised with two inaugural King’s Awards this year, which sit proudly alongside the Queen’s Award we hold for Sustainable Development.

FEATURES

Masters in machinery

MattressTek

Directors, Shaun Peel and Michael Birtwistle, talk about their recent expansion, award recognition and machinery developments.

Earlier this year, machinery manufacturer MattressTek, experts in factory automation, mainly for the mattress manufacturing and foam processing sectors, expanded the industrial unit at its single facility in Rossendale, Lancashire, from 15,000sqft to just under 22,000sqft to house a showroom for stand-out machines in its range, as well as those in development.

The expansion follows recent award wins, including the ‘Most Innovative Mattress Machinery Manufacturer 2023 - UK’ by SME News in their Business Elite Awards, as well as being recognised as ‘Export finalists’ in the Red Rose Awards and attending a reception at the House of Lords after being named a finalist in the ‘International Trade category’ of The Manufacturer’s MX Awards. MattressTek are now shortlisted Global Britain finalists in the MEN Business Awards, which will take place on 11th May, along with the BusinessDesk Company of the Year Awards and Insider North West Made in the North West Awards in the Export and Digital Engineering and Technology categories. MattressTek has also achieved the Defence Employment Recognition Scheme Bronze Award after signing, pledging and committing to the Armed Forces Covenant, which supports the employment and positive promotion of the work and sacrifices of serving and veteran members of the forces.

“All of these accolades and successes further justify our position as a leader in the manufacturing machinery

industries,” Shaun says. “We have redeveloped our mattress border cutting machine to include a stamp labelling element (BMCTek), which prints H and V symbols to represent handle and vent panel orientations respectively. We have also adapted our Stacker into a De-Stacker after a US customer re-envisioned its processes, and our Roll Slitter, for use when re-rolling and slitting all manner of materials, from flooring, fabric, foam and polymer.”

The additions, which help to ensure accuracy and specific cutting and slitting, includes a blade sharpener, measuring rule, roll counter and secure-release handle. This popular machine has been used in various sectors of manufacturing, not just as part of the preparation and converting of materials and components used in the mattress manufacturing field. They were also commissioned to conceptualise, design, build and test a new divan border cutting and notching machine (MMCTek).

The business has seen growth in its turnover and workforce, along with expansion into sub-sectors, such as foam processing and materials handling. “Our integration of programmable technology and sensors into full production line enables the automation and ease of processing for our customers, as well as wider markets,” Michael revealed. “This reinforces our differentiation in the market, where some manufacturers are still relying on manual processes by operators which risk monotony, high staff turnover, and health and safety incidents, and aligns us as an expert provider in the inevitable transitions in the face of Industry 4.0 and digital transformative technology.”

MattressTek have also been successful in being awarded a 50% funding claim from the Department for Business and Trade (DBT, formerly Department for International Trade) Internationalisation Fund, through their Northern Powerhouse division, supported by their local trade advisor, and are currently submitting a project for funding through Lancashire Manufacturing Growth Fund, guided by Boost and GC Business Growth Hub.

Whilst MattressTek are dedicated to their UK roots, 70% of business is export, covering the US, Mexico, Australia, Asia and Europe, as well as new business enquiries from as far as UAE. “Our international growth shows no signs of slowing down, as we have just signed a deal with a US distribution agent - AtoZ Automation, a division of AtoZ Packaging Enterprises, Inc,” Shaun said. “They are looking forward to showcasing their expanding range to expanding markets at Interzum at Koelnmesse in Cologne, Germany in May.”

With the mattress production markets growing, alongside the foam processing and innovation capabilities, the team at MattressTek are “optimistic and excited” about the coming months and look forward to welcoming more partners along the way.

www.mattresstek.co.uk

British manufacturing at its best

As the country celebrates the coronation of King Charles III, Yorkshire-based mattress manufacturer GNG Group is continuing to lead the way in British-made products with its innovative portfolio seeing growing demand from retailers.

With a 40-year manufacturing heritage, GNG is renowned for outstanding quality and service with all of its products developed and made in the UK. The company last year marked another important milestone with the opening of a 40,000sq ft factory and warehouse dedicated to its fast-growing mattress division. Its reputation as a leading UK manufacturer and international brand leader was also recognised with a number of award wins during 2022.

Association as the products offer correct posture support and ultimate comfort, ensuring the best sleep and, therefore, the best performance.

GNG also represents Nectar Sleep. With a focus on exceptional comfort, combined with a 365-night trial and lifetime warranty, Nectar Sleep mattresses are designed to meet the demands of modern living.

With more than two million satisfied sleepers, the brand can help boost your retail revenue by driving customers that want to try before they buy, directly to your store.

As an NHS approved supplier, GNG manufactures to the highest standards. All mattresses are made in the UK to National Bed Federation approved standards and come with a reassuring 10year guarantee. It also prides itself on being an environmentally responsible organisation.

Managing Director Darren Potterton said: “With a proud heritage in British manufacturing, we are committed to leading the way in product innovation with our expert in-house R&D team helping to keep us at the forefront of the industry. For example, we are continuing to focus on sustainability by developing ‘greener’ options in response to demand from consumers and retailers.

GNG’s extensive portfolio includes well-known British brands such as the Komfi range which has been developed in response to consumer concern for sustainability and recycling. It features the unique Ecofoam which is made from 100% recycled and re-engineered foam, resulting in a much ‘greener’ product and providing a range of environmentallyfriendly options for retailers. The long-term benefit of an Ecofoam mattress comes when it reaches the end of its natural life as it can be entirely recycled. Last year, GNG added the affordably priced Unity vacuum-packed mattress collection.

The company also offers luxury Sonlevo mattresses with a unique grid system TrueGel technology, giving maximum support while minimising pressure and regulating temperature. The entire range is recommended to its members by the Football Medicine and Performance

“Global supply chain issues in recent years demonstrate the importance of buying ‘local’ with British made products giving customers the peace of mind of knowing they are buying high-quality, ethically manufactured products, delivered on time, every time. British manufacturing is at the heart of the UK economy and we are proud to be continuing to invest in the facilities and jobs that will enable it to continue to flourish.”

The Mammoth Challenge

This Spring, health and wellbeing specialists, Mammoth, have been challenging professional rugby players from the country’s top clubs to take on the Mammoth Making a Bed Challenge.

Featuring Premiership players from the likes of Harlequins, Bath, Northampton and Newcastle, the Making a Bed Challenge, in partnership with the Rugby Players Association (RPA), has seen competitors taking a punt at an unofficial world record and a chance to get one over on their fiercest rivals. Taking time out from their tough training schedule, players such as Bath’s Will Muir and Northampton’s Ethan Waller traded passing drills and fitness tests for a quick wrestle with some bed linen at Mammoth stockists around the country.

When asked about tackling a king-size Mammoth and Honeycomb Hybrid Pillows, Will confirmed that he was satisfied with his performance at TR Hayes in Bath, clocking in at 1 minute 29 seconds: “I could’ve started a bit better, I think. But overall I’m happy with that time.”

Meanwhile, Northampton Prop and current RPA Chair, Ethan Waller, was less positive about his performance after clocking in at 3mins 32. “This is embarrassing. It might be one of the worst things I’ve ever done!” he said.

Mammoth and the Rugby Players Association have enjoyed a close partnership for nearly a decade. During that time, hundreds of professional players have become ambassadors

and advocates for the brand, benefitting from Mammoth’s naturally cooling Medical Grade™ foam and PostureCell technologies, which deliver postural support, pressure relief and faster recovery.

Mammoth has also supported the RPA in a variety of ways over the last 10 years –from leading workshops and seminars on the importance of sleep to sponsoring the England Player of the Year Award (won in 2021 by Tom Curry).

Speaking on the partnership, RPA Communications Manager, Stephen Thomas, said: “We’ve loved developing this latest campaign with Mammoth. They have been a valuable partner for several years and we knew that this challenge was something our members could really have fun with. It was also a great opportunity for players to get in store and do something a bit different during a long, hard season.”

Through player activations, Mammoth and the RPA have also been able to support stockists by providing valuable marketing opportunities with high-profile athletes around the country, designed to reach thousands of people across social media and shine a light on the importance of quality sleep.

www.mammothcomfort.com

FEATURES

The Bed Expert

Vic Smith, owner of independent beds retailer Vic Smith Beds, talks about the difference between being a salesperson and an expert.

You work in a bed shop, you sell beds, you’ve been selling beds for years. Are you a bed expert or are you a salesperson?

For the record, there’s nothing wrong with either, but being a bed expert makes it so much easier to sell beds in your bed shop and that’s a fact. To start, pick 10 beds, you don’t have to pick all of them just 10. Do you know what ones are available in what sizes from what manufacturers? Do you know the lead times? Do you know the storage options? If you do then that makes you a good salesperson.

Now let’s pick a model - just one out of the 10. Do you know what tension the springs are? Even if they’re pocket and don’t be fobbed off by a manufacturer telling you that’s not how it works. That’s how mushrooms grow kept in the dark and fed bulls. Find out from the manufacturers and do yourself a favour, get it in writing, not just a phone call to someone at the other end feeding you more BS, so that “is spring tension X and that pocket spring has a spring count off X with a spring tension off X”. Is it encapsulated? If it is encapsulated, is it blue resistance foam, memory foam or block upholstery? How’s the pocket spring edge? Has it got butterfly springs? What upholstery is on top of the springs? Is there a bridging unit? If you’re reading this and asking what is a bridging unit, what are butterfly springs and what is block upholstery, these are all questions you can answer yourself with a little bit of research.

It doesn’t take much but how silly are you going to look when a customer comes in asking you a question and you don’t know the answer.

Do you tell them “Sorry I don’t know what you’re talking about”, or do you blag it? Which camp do you fall in? Put the kettle on and have another biscuit or do your research and email the manufacturers your questions, get a break down of the upholstery in relation to the spring unit and construction. It really isn’t hard or at least it shouldn’t be. You’re not killing a manufacturer; you’re not making your relationship with him awkward. You’re showing interest in the product and making it easier for you to sell their goods to your customers. Surely, they are going to be happy to explain to you what goes into a bed that they are making profit from you selling.

Let’s put the shoe on the other foot. You’re the customer who has walked into a shop. Somebody told you that make and model ‘X’ has got a bridging

unit, while model ‘Y’ hasn’t and it’s a 12.5 gauge. They then walk into your store to see a similar bed with something they have seen elsewhere, and you have no idea what they are talking about. So, this potential customer now is under the illusion that they know more about beds than you do. Do you think they are going to buy from you or go back elsewhere. Now of course they may not have gone into a bricks & mortar store – they may have got their bed degree from Google. Or even worse, your own website making you look a complete fool.

I would always ask my customers when they are shopping around to compare like-for-like so when they walk into another store and the other stores don’t know the answers, they are far more likely to come back here to me, or one of my staff and purchase with confidence. We know as bed experts what we are talking about. Don’t try and get so technical and don’t try and fob this off as mumbo-jumbo. Our job is to educate the public. Tell them what’s inside the beds they are looking at and let them see what they’re paying for and why one bed costs more than the other. If you can do this, it justifies those 10 beds that you started with. Do you know what’s in them? You know how to construct it and you know what they’re made from. All you have to do now is answer the customers questions, and if you can answer questions about the bed that they haven’t even asked yet, then all that’s left is you potentially taking their money - now that’s a bed expert.

The sale is done for you and it’s as easy as that. Because you didn’t have that extra coffee and you didn’t have that extra biscuit, you actually did your job properly. You did your research and you didn’t look silly and desperate. When a customer asks you a question and you have no idea what they’re talking about, do your homework and reap the rewards. Sorry, I should’ve said, once you’ve done all that, then go put the kettle on and have a biscuit waiting. You’ve earnt it.

Green Retail

In the next part of our ongoing sustainable series, we take a deeper look at global furniture retailer IKEA and what they are doing in terms of sustainability.

The topic of sustainability continues to be of great importance. From product innovations such as bottlefilled 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, we explore more of IKEA’s green credentials.

IKEA

Last year saw “important movements” towards IKEA’s sustainability commitments for 2030. Key achievements include a continued reduction of the total IKEA climate footprint and a significant increase in renewable energy in both retail and production. As one of the first businesses, IKEA also disclosed the outdoor air pollution generated across a value chain. Air pollutants and GHG emissions often come from the same source and there is a strong synergy between the actions needed to reduce emissions. What has been missing for companies is a scientifically robust method that provides the appropriate approaches to quantify air pollutant emissions across their value chain. To address this, Inter IKEA Group, together with Stockholm Environment Institute (SEI) and the Climate & Clean

Air Coalition (CCAC), developed the first-ever guide for businesses on measuring outdoor air pollution across value chains. The guide, “A Practical Guide for Business: Air Pollutant Emission Assessment” was launched for all companies at COP27 in Sharm El Sheikh, Egypt, after a year’s pilot trial. IKEA are publishing one of the firstever air pollutant emissions inventories of a business across a value chain. Having a baseline will enable it to manage the impact on air pollution and set goals for reductions in the future.

The total IKEA climate footprint in FY22 is estimated to be 25.8 million tonnes of CO2 eq – a decrease of 5% compared to FY21 and 12% compared to its FY16 baseline. The reduced climate footprint is mainly due to a strong development in renewable electricity and improved efficiency of products used at home, and partly due to slightly lower production volumes between FY21-22. One of the main contributors to the decreased climate footprint is IKEA’s more energy-efficient range, such as the new SOLHETTA LED range. In FY22, IKEA sold 61.8 million LED bulbs, with SOLHETTA making up the biggest share of sales, helping to improve the average efficiency of its lighting range by 19%.

IKEA also managed to increase the share of renewable electricity in both IKEA retail and production. Twenty-four IKEA retail markets are using 100% renewable electricity. In production, it increased from 52% in FY21 to 64%. “One of our key strengths is the IKEA integrated supply chain. We have long-term relationships with our suppliers – 11 years on average – and are supporting their journeys to transition to renewable energy,” Pär Stenmark, Chief Sustainability Officer at Inter IKEA Group, said.

“Our focus ahead remains on the longer-term agenda, such as product transport and materials – our largest climate footprint. For materials, we have concrete plans to reduce our impact. A challenge for materials is to secure the accuracy and completeness of the data.”

During the year, IKEA continued to use its circular product development roadmaps to secure all its products will have circular capabilities by 2030. IKEA have defined key development areas for the IKEA Core Circular Customer Offer. These include furniture spare parts, circular services and digital/ physical second-hand touchpoints. Furthermore, its commitment to enabling customers to acquire, care for and pass on products in circular ways will also support it in complying with new circular economy legislation. The testing of sofa repair and refurbishment in Poland continued in FY22 as one of its ongoing customer offer tests. In FY22, the in-store repair initiative showed the importance of making furniture spare parts more available to customers. It also proved that the circular offer can be both convenient for customers and profitable for the business at the same time.

IKEA’s initiative to produce mattresses from recycled foam is one of several innovative programmes in progress. In FY21, IKEA reported that 56% of the materials it sourced were renewable, and 17% were recycled. “We’re currently working to implement a data collection tool that will increase the efficiency and accuracy of our reporting and are therefore not able to update these figures for FY22. We plan to report figures for FY23,” Pär said.

“Foam mattresses normally end up in landfills. In FY22, we led an initiative that makes new mattresses from discarded ones by recycling polyols found in the foam. This initiative decreases waste to landfills while also contributing to driving the industry agenda to develop foam solutions centred around recycled materials. This initiative is ongoing and builds on previous work to develop and implement renewable foam in the IKEA range. Our aim is to have a minimum of 20% recycled and/or renewable content in the polyols used in foam production for IKEA mattresses by 2025.”

During the year, one of IKEA’s best-selling products, BILLY bookcase, was redesigned to improve its circular capabilities too. The design reduces the use of plastic and shifts from veneer to paper foil. Most materials used to produce the new BILLY bookcase will come from renewable sources. The new design also has snap fittings on the back panel instead of nails, which makes it easier to repair and possible to disassemble and reassemble.

Since the report, and to reduce the climate footprint of board production, IKEA is switching from fossil-based to bio-based glues. Today, 5% of the climate footprint of the total IKEA value chain is connected to the use of glue in board materials. With this change, the goal is to reduce fossil-based glue use by 40% and greenhouse gas emissions from glue by 30% by FY30. This movement aligns with the overall IKEA ambition to only use renewable and recyclable materials by FY30. To enable a transition to 100% bio-based glue use, IKEA has recently launched an accelerator programme to pilot new glue solutions with external partners.

“Establishing a systemic shift to a circular economy, not only within the IKEA business but throughout the world, is key to creating a sustainable future, since the high use of resources in the world is increasing the pressure on people and the planet. Our work toward becoming people and planet positive continues, and we stay optimistic. Our long-term commitment is to make sure sustainable living is affordable and accessible to the many, and together we will make it happen,” Pär added.

This is just a snapshot of IKEA’s green journey so far, with more information on progress and initiatives detailed within its Sustainability Report.

https://about.ikea.com/en/sustainability/sustainability-report-highlights

Eco focus key for Panaz’s new UK Sales Director

Diane Chadwick, new UK Sales Director at fabrics supplier Panaz, discusses her recent appointment and the company’s plans for 2023.

How are you settling into your new role?

Prior to joining Panaz, I was responsible for bathroom manufacturer, VADO’s, specification sales for 14 years, most recently as Director of Specification Sales. I joined Panaz as I was looking for a new challenge and given the company’s commitment to innovation and quality, I felt we would work really well together.

One of the reasons I was drawn to Panaz was because of its values, a lot of which align with my own beliefs. For example, the company is committed to reducing its impact on the environment by working in partnership with the industry to support and secure a prosperous future for all. From my first interview with the company, I was very impressed by its environmental commitments and its unwavering dedication to achieving the highest possible standards at all times.

Specification teams play an integral role in ensuring professionals achieve a successful installation, and my colleagues at Panaz are extremely hardworking and committed to working together as a team to ensure that as a collective we achieve strong results, not only for ourselves but for the customer.

What immediate plans do you have in the pipeline?

I think that it is beneficial to work in dynamic ways that enable you as a team to assess in real time the

success of your activities. This approach makes it easier to react to customer requirements and ensure you are maximising productivity across every aspect of the business to achieve strong results.

As part of this, we are currently implementing a new CRM system that will assist us in increasing efficiency and streamlining customer communication even further to ensure we consistently deliver the highest standards of customer service and support.

We have also implemented a small restructure that gives each business development manager greater authority over their geographical areas, serving both hospitality and healthcare, to help them forge stronger relationships with existing and new customers.

What other plans longer term can you share?

Panaz is truly committed to incorporating technology into design. The company has been at the forefront of technical innovation in contract fabric manufacture for over 35 years and is extremely aware of its responsibility to support furniture manufacturers and designers in meeting the most stringent project requirements, without compromising on aesthetics.

With contract fabrics, it is important to consider why each fabric may be suitable or unsuitable for a particular application, so we are also continuously developing our resources to assist our customers in achieving a successful installation.

What can customers expect to see with you in the role?

Panaz’s great strength is that it really knows its clients and what they

require.

As Panaz’s new UK Sales Director, they can be assured I will be out proactively meeting with them and listening to their needs to identify how we can support them in fulfilling their specific requirements. I work the same way with suppliers, and I hope both groups will come to know me as an individual that is reliable and always visible to ensure that their needs are met to the best of my ability.

Away from work, what do you like to do in your free time?

I have two amazing daughters, who are my inspiration. I think that it is important to set good examples in life, and I make sure to be a good role model for my girls. I think a work life balance is also important for everyone to maintain, so I enjoy my time away from work by enjoying nice food and wine, whilst also going for runs.

What would you say is trending in the industry at present?

Sustainability continues to be a key consideration for the industry as we collectively try to minimise the impact of both our operations and products

throughout the entire supply chain, without compromising on quality or longevity. To support customers in achieving this, Panaz has recently extended its range of recycled and recyclable basecloths with the introduction of the industry’s first 100% recycled crepe, EcoTwist.

The basecloth, which can be used for both solid colour and print textiles, consumes less water and energy during the manufacturing process when compared to virgin polycotton. The lightweight and durable fabric is suitable for use as an upholstery fabric and accessories, combining outstanding technical performance with soft and textural qualities.

How has business been for the company so far this year?

great strength is that it really knows its clients and what they require. As Panaz’s new UK Sales Director, they can be assured I will be out proactively meeting with them and listening to their needs to identify how we can support them in fulfilling their specific requirements.

A single sales target unites all members of the sales team. This encourages collaboration and support between every employee as they cohesively work together to benefit the company as a whole.

This has helped to create and draw together a united and energised team that is reactive, dynamic, and keen to help their customers and I’m delighted to be working with them.

We have experienced a very positive start. We have a very strong pipeline that is being fulfilled by an energised team who are serving their loyal customers with a consistently positive outlook. The market has shifted slightly in the current financial market, which can be seen with a minimal reduction in refurbishment projects due to the increasing cost of energy. However, new build developments remain very strong and we are continuing to support a great number of these types of projects across the hospitality, healthcare and workspace sectors. www.panaz.com

Panaz’s

THE BIG QUESTION

This month we’re asking retailers, what was the last big investment you made at your business?

John Rayment – Sussex Beds

Sussex Beds has invested £400k in the last 6 months in two new stores in Horley and Caterham, taking our family run business into a 3rd county. After celebrating our 40th Anniversary last year, we then looked at our BHAG (Big Hairy Audacious Goal) with research and analysis and took the step into another county in the South East. Along with our rebrand last year, these two new stores have the new colouring fascias and POS throughout the store, marking a fresh new look to the stores in Surrey, and bringing our total shops to 15. Both new stores have started well, with Caterham smashing records for a new store opening day and week.

Huw Williams – Toons

The latest big investment we have made is £200k to install the solar panels on our roof. We have done this to remove the risk to the business from increased costs and to provide us with an income stream by selling back excess generated electricity to the grid.

Luke Sheppard - George Street Furnishers

We started selling spas a year before Covid. We measured the performance over a sustained period and found fourtimes the turnover at twice the profit margin of a leading leather supplier. It’s been a great success so far. 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.

James Barker - Barker and Stonehouse

Whilst Barker and Stonehouse is a national brand with stores across the country, the North East is very much still our home so we are thrilled to be investing in the region and to be bringing our latest ideas and products to its people. The new £5m flagship Gateshead store opens a new chapter in the company’s 77-year history and has some fantastic unique design features that I’m hoping our customers will really enjoy and make use of, such as our co-working lounge and our bistro.

Paul Newton - United Carpets and Beds

We have taken some time over the last 12 months to conduct some detailed research into how the consumer currently perceives the United Brand and from that have discerned how we as a brand need to evolve to keep pace with the expectations of the most important people in our business ‘Our Customers’. We have listened to the consumer and after a great deal of hard work from the entire management team, we have evolved our brand identity which will now be applied across all media platforms and ultimately across our entire store network. Moving away from our historic red, white and yellow colour palette to a whole new look is a huge undertaking, however, we firmly believe that staying focussed on what our customers told us was important to them will help us future proof our business and ensure that the United brand continues to be the consumers preferred choice for flooring and beds for years to come.

Carl Lewis – Glasswells

Due to popular customer demand, our Glasswells Storage and Distribution Centre in Bury St Edmunds has been extended by an extra 2,000 pallet spaces, almost double the existing area and will provide over 100,000sqft of storage accommodation. With pallet storage continuing to be in high-demand, this development will offer over 40% more capacity to meet client needs and enable us to welcome new customers to Glasswells.

Paul Wray, Managing Director of Furntec Ltd and Modern Outlook Furniture, shares an insight into why visiting your overseas partner is paramount when product checking.

Finally, after the outbreak of COVID, China has opened its doors again giving the freedom for buyers to look at visiting again after an almost a three-year close on the border.

I had the privilege of my first customer visits in March and April this year, and let me say it was great to see faces I had not seen in such a long time. Although many meetings online, it’s just not the same as having face to face discussions about existing product ranges and new developments.

As one of my customers explained on his visit, seeing pictures of new products is good, but actually being able to feel, sit, handle, and see the quality of a new piece of furniture is paramount to getting it right for your market.

Having sofas produced for us here in China are a big part of our business in both leather and fabrics, and the sit comfort is extremely important for the UK market as well as other countries. If you are buying directly from a manufacturer from overseas and you cannot go there to check what has been made, how will you know if what you have ordered will feel, and sit right?

I have heard many times that although the product looked great on a picture, when it arrived it sat like a concrete block and the materials used did not have the feel we needed. We now have a container/containers of product that will be very difficult to sell.

My advice from someone being on the ground here who knows the industry, buyers please visit your factories regularly to make sure you are getting products that are right for your market. If this is not possible, please get in touch so we can help you throughout any new development or purchases to achieve the best results.

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/

It’s always worth a visit

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

Two years and £5m in the making

Launch day was a huge success, with visitors coming from all over the North East to mark the occasion.

Customer feedback was overwhelming and of course, Dame Joanna Lumley’s presence on the day further added to the excitement and anticipation.

North East furniture company Barker and Stonehouse has opened its new £5m flagship store in Gateshead.

The family-owned business, which opened its first store in Stockton on Tees in 1946, officially opened the doors on its 12th main store on Good Friday (April 7th), with actress Joanna Lumley performing the opening ceremony.

The new 50,000sqft store has been two years in the making and has a number of innovative features. In line with the retailer’s eco-friendly approach, the new store has been designed with sustainability ingrained in its blueprint and a number of unique features.

As well as the latest furnishings in Barker and Stonehouse’s extensive range, the new Gateshead store features an events and co-working space called The Nook. With complimentary Wi-Fi, it’s a space that encourages visitors to stay a while, relax, meet friends or work from the specially designed oak and glass hot-desk bar and lounge area. Leading designers and makers, along with interior and design influencers, will be delivering an ongoing programme of special events and activities in The Nook, for customers and the public.

The top floor has an indoor/outdoor café bistro, run by North East restaurateur, Daryl Chadwick. The lunch menu focuses on Mediterranean specialities served in a family and sharingplate style. The café also serves breakfasts and brunch. The space seamlessly blends a large outdoor terrace with richly planted raised borders, with an interior of terrazzo flooring, marble tables and dark wood cladding.

As well as being easily accessible by public transport, the store – on the site of the former Snow + Rock outlet – has a dedicated car park with electric vehicle charging points.

James Barker, Managing Director at Barker and Stonehouse, said: “Whilst Barker and Stonehouse is a national brand with stores across the country, the North East is very much still our home so we are thrilled to be investing in the region and to be bringing our latest ideas and products to its people.

“The Gateshead store opens a new chapter in the company’s 77-year history and has some fantastic unique design

features that I’m hoping our customers will really enjoy and make use of, such as our co-working lounge and our bistro.

“The store has been designed to be a really restful, organic space, and showcases some truly exceptional furniture. It will be great seeing how customers respond to what we’ve done with the store and the mix of furniture, lighting and accessories we’ve sourced.

“We’re absolutely thrilled to have launched our flagship store in Gateshead. After two years in the making and significant investment in the region, it’s incredibly rewarding to see this come to fruition. Not only does this mark a chapter of steady growth, but a whole new era in retail shopping experiences.

“Launch day was a huge success, with visitors coming from all over the North East to mark the occasion.

Customer feedback was overwhelming and of course, Dame Joanna Lumley’s presence on the day further added to the excitement and anticipation.

“Since we opened our doors, footfall has remained high as customers enjoy a whole host of design features – from the curated interior and garden collections, to our communal workspace, The Nook, to the Mediterranean Bistro headed up by Daryl Chadwick.”

Barker and Stonehouse was founded in 1946 by James Barker’s grandfather Charles Barker and Alex Stonehouse. Since then, the company has grown to employ over 440 people with an annual turnover of nearly £100m. Alongside its 12 main stores, Barker and Stonehouse also operates two Concept Stores, one within Fenwick’s Newcastle upon Tyne flagship outlet and the other in Bentalls in Kingston upon Thames, two Outlet Stores and four Warehousing Distribution Centres.

www.barkerandstonehouse.co.uk

Last Word with Furniture Sales Solutions

Adam Hankinson, Managing Director at Furniture Sales Solutions, talks about the most common mistake in sales.

“The difference between getting the sale and not getting the sale is sometimes something so small that even the most experienced sales person might not spot it and even the customer themselves might not know that they WOULD have bought if this tiny detail had been addressed.” This type of opportunity, however, is hard to quantify and much, much rarer than the daily occurrence and huge elephant in the room, the most common mistake in sales…. NOT asking for the order at all!

In 42 years of leading sales teams, the most common mistake I see is not asking for the order. There are a number of reasons for this. The salesperson has not identified the customers requirements so a recommendation cannot be made. The salesperson doesn’t believe that the customer is seriously in the market so “reads” buying signals, in the form of questions, comments and physical actions, as innocent activities rather than an act of intent. THIS IS CALLED A LIMITING BELIEF.

They don’t follow a thorough sales process. They don’t know the words to use. They think it’s pushy. They’ve never been trained to ask. They reflect their own buying preferences on the customer, for example, they offer to give the customer all the information available on the product or service that they’re selling, to take away as they themselves wouldn’t buy on the first visit.

They think that a “considered” purchase must take more than one visit to buy, and that it would be extremely rare that someone spending thousands of pounds couldn’t possibly buy on impulse. They can and do all the time. Let me share with you how we train people to deal with all of these none truths without a hard close or upsetting the customer.

1. Create in your mind the absolute belief that everyone that enters your store is in the market and behave appropriately. Imagine how you would behave when your £3,000 comeback comes in - you’re delighted, beaming a genuine Duchenne smile, look it up, and your passion and enthusiasm are transferred directly onto the customer. Compare that intention with the opposing belief that you’re dealing with a “tyre-kicker” with no intention to buy and how that feeling might affect our poorly judged customer.

Reframe every buying signal in your mind - with the statement to yourself that whatever they do or say or askyou add “because I want to buy one”. This reframe changes your apathy or frustration into encouragement.

2. Ask questions of your now serious buyer as a serious “seller”. That is with genuine interest in discovering customer needs and wants, uncover the customer’s must have’s - the three things that matter most to the customer and make those things the three most important things to you- focusing your attention on finding solutions to these three primary buying motives.

3. Follow a process that literally ticks off the individual component parts of any considered purchase. It’s only by ticking off the customers check list that we remove doubts that if not removed will stop the customer going ahead with the order. Your job here is to remove doubts from the customer mind and replace it with certainty.

We do this by confirming, one at a time, that the customer is happy with each individual element as we go… “So, you’re happy with x, is that right? ….and you’re happy with….? And you said you wanted xxxx……is that correct?” We do this until the customer is happy with everything.

4. Finally ask yourself have I earned the right to ask for the sale? Check by counting on your fingers that you have ticked all the boxes and proven to the customer, and yourself, that your product and service meets their needs, that it is completely logical that the next step is for them to buy and for you to ask for the order. Then smile and say, “How would you like to pay cash, card or one of our easy payment options?” (Finance), or “When would you like us to deliver to you?”, or “Please follow me to the desk”, or “Are you happy to go ahead?”

The very worst the customer might say is “we need to think about it…” (We have an answer for that too). In summary if you believe that your customer is a buyer and you ask the right questions and PROVE that your solutions are right and remove any doubt from the customers mind and you make it an “affordable today” investment - then you will have cracked the biggest mistake made in all of sales - NOT asking for the order.

www.furnituresalessolutions.com

YOU MUST “IRON OUT THE CREASES” IN THE CUSTOMERS MIND BEFORE THEY WILL AGREE TO GO AHEAD.