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January 2019 ISSUE 17






Dan Squires, Editor

Are you eco-conscious?


nvironmental practices are being encouraged up and down the country across every industry to help businesses become more sustainable. With an eco-conscious consumer in mind, the beds sector has taken a proactive stance, especially over the reuse of components and materials from used mattresses. Back in November 2018, the National Bed Federation (NBF) announced the launch of its first policy document on the use and sale of used mattresses, components and materials. The policy aims to provide guidance on best practice, as 4% of spring units and 5% of foam are being sold on for re-use — in many cases back to the bed trade. Whilst the NBF’s policy is needed to support ‘best practice’, the organisation also published a report, commissioned from environmental experts Oakdene Hollins, which looked into the recycling rates of mattresses by component part. The findings indicated that 15-20% of mattresses are diverted from landfill to recyclers, with the overall ambition to increase this figure to 75% by 2028. The NBF policy attempts to address what the Federation believes should be a best practice approach with regard to fitness for purpose and compliance with health and safety requirements. The policy seeks, at the very least, for any re-usage of components to be clearly declared. This policy must be commended by the industry and with bed manufacturers doing their bit for the environment collectively, it will only strengthen the sector and, of course, the planet. From used mattresses and components to the very thing they get delivered in — a giant plastic bag — something needs to be done. This is another area that the beds industry is looking to green up on. Reverting back to the eco-conscious consumer, nine in 10 people in the UK now use ‘bags for life’ when shopping — and while this is a positive step in the right direction, it isn’t enough to tackle the estimated 12.7 million metric tonnes of plastic dumped into the ocean every year. Mike Murray, managing director at Land of Beds, is trying to change the way mattresses are packaged and is working tirelessly with partners to develop environmentally-friendly products; however, he says around 90% of mattresses are still delivered in huge plastic bags. “Even bed-in-a-box options come vacuum-packed in plastic sheeting. That waste is inevitably going to end up in landfill, where it can take up to 1,000 years to decompose, or among the one truckload of garbage that’s dumped into the ocean every single minute!” said Mike. “My question is, as an industry, can we come together to find a better way to protect beds and mattresses that are in transit? Is there an eco-conscious alternative to plastic that will keep them hygienically clean without impacting on the environment? If you can buy fresh meat and get it home safely for human consumption without plastic wrapping, then surely we can do the same for mattresses, beds and pillows!” The highlighted issues are clearly food for thought and some have already begun to adhere to this plea, albeit from the flooring industry. Austrian flooring supplier Danzer recently announced a new initiative to reduce plastic packaging. For two years, a project team at Danzer has been putting together its solution, which was launched at the end of 2018. The company has changed over to oxo-biodegradable packaging for a significant portion of its products. The oxo-biodegradable plastic is made of recycled plastics, with the main difference that it breaks down under exposure to ultraviolet light in around two years. Could this translate over to beds market? Mike concludes with a forecast on the year ahead that will certainly leave a last impression — “I predict plastic alternatives will be a growth industry that explodes in 2019. Already, a host of companies are getting set to unveil their sustainable, recyclable and compostable alternatives to plastic. Let’s all pledge to keep our eyes and ears open to the possibilities. A new business could even emerge out of it!”


January 2019 ISSUE 17







Dan Squires, Editor publisher - Stewart Rickersey Editor - Dan Squires pre-press production - Tim Morriss Sales Sharon Rickersey Operations & Sales Manager Kacem Ellabbar

Issue no 0017 published by Information Publications Ltd, Suite 15 Brunts Business Centre, Samuel Brunts Way, Mansfield, NG18 2AH VAT No: GB 945225521



© Information Publications Ltd. All rights reserved. No part of this publication may be reproduced, or transmitted in any form or by any means, electronic or mechanical including photocopying, recording, or any information storage or retrieval system without the express prior written consent of the publisher. We regret we cannot be liable for the safe custody or return of any solicited or unsolicited material. Contributors are advised to keep copies of all materials submitted. The opinions and views expressed in Beds Magazine are not necessarily those of Information Publications Ltd. Being subject to the Advertising Standards Authority guidelines in place at the time of going to press, all data submitted by advertisers and contained in their advertising copy is accepted by Information Publications Ltd in good faith. ISSN pending Registered as a Newspaper at the Post Office.


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Machinery supplier Apropa talks about its upcoming anniversary and future plans.



Protect-A-Bed gives an insight into its new Platinum Club.


Highgrove Beds reveals what the business has planned for the January Furniture Show.




Beds Magazine caught up with Vogue Beds managing director Ebrahim Patel.


Sweet Dreams reveals its expansion plans for its 31st year.





Millbrook Beds details what’s on display during the January Furniture Show.



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Sealy gives Beds an insight into its innovative range that will be on display at JFS.



A look at the latest developments within the Silentnight and Rest Assured brands.


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La-Z-Boy UK talks about its new collection of branded bed frames and mattresses.



Kaymed sat down with Beds to discuss the latest findings of its recent consumer survey.


Find out more on the different ways to protect a mattress from Staingard.





Gallery Direct talks to Beds Magazine on its latest developments.


NEWS Another year of record growth Independent fitted furniture business Greenheart has reported a record growth in turnover for a second successive year. According to its latest filed accounts for the year ended 31 July 2018, total sales rose 14.3% to £461,593 from £403,324 in 2017. This marked a second straight year of record sales, both over the £400,000 milestone, since its inception back in 2009. Material costs increased 13% at £241,810, whilst year-end profit rose 27.2% to £98,113 from £77,364 last year. Biggleswade-based Greenheart, which specialises in bespoke fitted kitchen and bedroom furniture, recorded its highest ever profit, which also marked two years of consecutive growth.


Debut store A US e-commerce mattress company, Nectar Sleep, which also sells in the UK, is opening its first physical store. It is one of six former digital-only brands to have a presence in a new retail concept, BrandBox, in Tysons, Virginia. Macerich, a retail properties developer, is behind the project. Nectar Sleep co-founder Ran Reske said: “After just over a year of exponential success with Nectar Sleep as an e-commerce only brand, we’re dipping our toes into offline retail as an essential component to future growth and success. “We felt strong synergy with Macerich as they developed BrandBox — they fully recognise that digitally native brands are a key part of the future retail landscape, and have provided a more flexible approach to traditional real estate.”


UK trademark rejected at Swiss furniture business Swiss furniture business Livingdreams has seen its attempt to register a UK trademark blocked. The trademark application for LIVINGDREAMS covered a large range of bedroom furniture and bedding and items, such as desks and mirrors. Bed retailer Dreams Limited, owner of a EU trade mark for DREAMS, opposed the application and succeeded on the basis that DREAMS enjoyed a medium level of distinctiveness for beds and bedroom furniture and there would be a likelihood of confusion between the two marks. Heather Harrison delivered the decision on behalf of the UK Intellectual Property Office (IPO). Commenting on the case, intellectual property law partner at Fox Williams, Simon Bennett, said: “This case shows that a mark which combines two words that would not normally be placed together is not necessarily enough to prevent confu-

sion when compared to a pre-existing mark which contains only one word. “More importantly, the effect of this decision is that Livingdreams may have difficulty entering the UK market because of Dreams’ pre-existing rights. Dreams’ trademarks are also EU wide and there is a risk that they could be used to prevent Livingdreams from trading in Europe on a wider scale. Such action on an EU scale would be a living nightmare rather than a Livingdream. “Livingdreams could appeal the result but as things currently stand it can only dream of trade mark protection in the UK. The only light at the end of the tunnel is a nodeal Brexit which could result in Dreams’ EU marks not covering the UK and Livingdreams may then be able to re-apply for the trade mark.”


Foam supplier grows UK sales Belgium-based international polyurethane foam manufacturer Recticel SA has reported a growth in UK sales although profits fell into the red. According to its latest filed accounts for the year ended 31 December 2017, total UK sales rose 10.3% to £133.8m from £121.2m in 2016. Pre-tax profit of £9.5m recorded last year experienced a significant decline to a loss of £2.3m. Stated within its report, the business had made one-off costs of £7.4m in relation to claims from customers, associated costs and costs arising from a supplier issue, as well as another one-off cost of £940,000 relating to claims against another supplier. Recticel added that turnover increased in both its Flexible Foam and Insulation businesses, whilst raw material costs led to an expected decline in gross profit margin. During the year the company was one of many suppliers across Europe that was impacted from chemical producer BASF’s announcement indicating that between 25 August 2017 and 29 September 2017, polluted toluene diisocyanate (TDI) — more particularly Lupranate T80 A — was supplied to its customers from its plant in Ludwigshafen. BASF withdrew unprocessed TDI and foam blocks during the period. It changed the production process to prevent the same thing occurring in the future.


investments in machinery The Shire Bed Company has invested nearly £750,000 in new machinery for its roll and rest production facility, taking its total investment over the past 12 months to £2.5m. The Dewbury-based company said roll and rest accounted for more than 10% of its turnover. It has bought a wrapping and rolling machine, as well as a glue line, to help make its systems as automated as possible. The manufacturer has also bought a new foam cutting machine. The Giotto Evo Horizontal CNC System features two cutting systems — a circulating and oscillating bandknife — made for chopping expanded plastic and for rigid, semi-rigid and flexible plastic foam.



Difficult summer led to bedding maker administration Boston-based bedding manufacturer Fogarty has blamed the hot weather and a lack of orders in the build-up to its demise. Fogarty, which dates back to 1826, was placed into administration on 29 October 2018 after the appointment of Eddie Williams, Jon Roden and Sarah O’Toole, of Grant Thornton UK LLP. The administrators are said to be concentrating on selling the business assets and confirmed that 185 staff have been made redundant from its 210 workforce. In a press statement from

administrators, they revealed that the business had suffered from a lack of orders and that the hot summer, retail difficulties and the loss of a key customer — understood to be Dunelm — had impacted the businesses cash flow and would be ‘heavily loss making over the coming months’. Grant Thornton added that the business was ‘no longer viable’ and these factors led to the administration, with the firm currently realising the value and sale of stock and assets.

SATRA, which also celebrates its 100th anniversary during 2019, said that it had an extremely positive year, with furniture testing numbers doubling in 2018. SATRA has seen growth in chair and cabinet testing work and flammability testing for both the domestic and contract markets. Geoff Bindley, SATRA’s furniture and floorcoverings business manager, said: “We are delighted to be exhibiting at the January Furniture Show for the first time and look forward to meeting our established clients and new manufacturers and suppliers

The National Bed Federation (NBF) has announced its latest member. Duflex Foam Ltd has now joined the trade association as an Approved Member after successfully passing the stringent NBF Code of Practice audit. Castle Donington-based Duflex Foam is part of the bedding division of the Belfield Furnishing Group along with USleep, which is based in Ashton-Under-Lyme. Duflex Foam is a specialised manufacturer of mattresses, supplying several large, well known retailers and independent outlets. Its operation currently produces over 17000 mattresses per week, using state of the art automated manufacturing lines. Jessica Alexander, executive director of the NBF, said: “It is great to see that they recognise the value in joining the trade association.”

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Testing body prepares for debut JFS appearance Testing house SATRA has confirmed it will be exhibiting at the January Furniture Show for the first time.

NBF unveil new member

over the four days. “My team and I will be on hand to explain how furniture testing and our Diamond Certification Programme can give you and the brands you supply to, confidence that your products are fit for purpose, safe and comply with the necessary European regulations.” To find out more, visit SATRA’s on the stand at the January Furniture Show in Hall 3, L64. For appointments email or telephone + 44 1536 410000.




Boxed mattress brand to expand product range Boxed mattress brand eve Sleep has outlined the next steps as part of its new strategy.

Bed maker launches new children’s range Bed manufacturer Silentnight has launched its Healthy Growth mattress range, designed to aid children’s development through a great night’s sleep. To support the launch, the company has commissioned research with the University of Sheffield and the University of Leeds to consider the effect of bedtime routines for children aged between six and 11 years-old. It is the first major UK study to characterise children’s sleep habits. Healthy Growth, by Silentnight, is foam free and chemical treatment free, and said to be the mattress you can trust to give your child the very best start in life. The new collection adds to the company’s range of ecofriendly mattresses. Silentnight’s Eco Comfort fibres™, which are made from recycled plastic bottles, are said to ensure a refreshing and healthy night’s sleep and are great for the environment too. Using technology an hour before bed can lead to a sleep debt of 121 hours a year for children as young as six, while 60 per cent of those in this age group who don’t use technology before bedtime are getting around 20 minutes extra sleep a night. Steve Freeman, managing director of Silentnight, said: “As part of our commitment to a better night’s sleep for all the family, we have launched the Healthy Growth range for children.”


Innovation Centre opens Paula Nickolds, managing director of John Lewis, was the guest of honour at the official opening of Harrison Spinks’ £2.5m Innovation Centre at its headquarters and manufacturing site in Leeds. The Innovation Centre houses the company’s development engineering team, Sleep lab, management, sales, IT, purchasing, customer services, finance and marketing teams, and also a state-of-the-art showroom for its Somnus range. The official opening was also in celebration of a successful year for the 178-year-old Bedmaker following a series of high-profile award wins, including two Queen’s Awards for Enterprise in Innovation and International Trade, a Furniture Makers Company award for export and being named Bed Manufacturer of the Year 2018/2019 (turnover over £10m).


Following a business review by new CEO James Sturrock, who joined back in September 2018, eve plans to build a ‘deeper relationship with customers’ through repeat orders on a broader product range. Eve also plans to appoint a new chief marking officer by the end of the year to continue its growth in chosen markets. Eve said the appointment would be targeted at building a ‘strategy that optimises marketing effectiveness’. This will be achieved with a lower investment level, concentrating on partnerships, PR and digital marketing, as well as building repeat orders, whilst continuing to build awareness and competitive differentiation. The brand revealed that broadening the product range has proved successful with sales of non-mattress product now accounting for 17% of total group revenues in the first six months of 2018.

Eve aims to grow this by market by doubling its product range in 2019 to create more ‘cross sell’ opportunities. Furthermore, analysing its latest trading update, eve said that its new partnership with Dreams will deliver revenues in line or above expectations, although a revaluation for its 2019 financial year has seen the group anticipate a reduction. Commenting, James Sturrock, CEO of eve Sleep, said: “The business review has reaffirmed my initial confidence in the size of the opportunity in the sleep market and eve’s ability to realise it. “It will, however, require further investment than originally expected. “eve has an exciting future ahead and we look forward to putting the business on a stronger footing and establishing eve as Europe’s leading sleep and well-being brand.”


Bedding supplier impacted by cost increases Manchester-based bedding products supplier Trendsetter Home Furnishings Ltd has reported a slight decline in turnover. According to its latest filed accounts for the year ended 31 January 2018, total sales fell 2.9% to £20m from £20.6m in 2017. Gross profit was also down 4.6% to £6.2m from £6.5m, whilst pre-tax profit went into the red at a loss of £1.5m compared to its profit of £474,791. Stated within its report, Trendsetter said that an increase in costs and experiencing price pressures during the year led to the fall in the group’s profitability. The group added that it has entered into new supply agreements to mitigate the impact of raw material cost increases, as well as expanding its UK market into the hospitality and European retail sectors. During the year, the business appointed Gavin Perkins as its new production director and Chris Rushby as its sales director. Looking ahead, the company, which supplies duvets, pillows and other bedding products under brands including The Fine Bedding Company and Nimbus, said that it will continue its development of products manufactured from sustainable materials, with the last year seeing the launch of its first duvet made from 100% recycled bottles.


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Bed manufacturer launches new website for consumers Fifth-generation family bed maker Harrison Spinks has unveiled a new consumer-facing website that combines its Harrison, Somnus, Spink & Edgar and Hybed brands for the first time.

Sustainability Award success

As part of a £1.5m brand overhaul, the new website has been developed to offer consumers a ‘best in class’ experience to help drive brand awareness and support growth.

Lancashire bed manufacturer Silentnight has won The Furniture Makers’ Company’s Sustainability Award for the second year running.

The website unifies Harrison Spinks’ four bed brands — Harrison, Somnus, Spink & Edgar and Hybed — on one site, which means that users can explore

Silentnight successfully demonstrated that its commitment to the environment was taken to the next level. Sponsored by waste management specialist HIPPO, the Sustainability Award recognises improvements in sustainability in relation to manufacturing of furniture and furnishings. It is based on principles provided by the Furniture Industry Sustainability Programme, administered by the Furniture Industry Research Association (FIRA). Since winning the award in 2017, Silentnight has continued to make improvements across the business in its pursuit to build a reputation as ‘home of the most trusted bed brands’, including achieving PAS 2060 carbon neutrality status on 30 July in recognition of its sustainability drive across its manufacturing sites at Barnoldswick and Aspatria and its logistics fleet. Other achievements include zero to landfill status at its sites, plans to eliminate single-use plastic at the business by January 2019, fully recyclable plastic packaging and the launch of the Eco Comfort Breathe mattress in August — a completely foam and chemical treatment free mattress with advanced breathable fibre technology. Silentnight has also continued to promote its sustainability and environmental initiatives through its Eco Comfort story and advertising and PR campaigns. Ben Burbidge, Manufacturing Guild Mark chairman, said: “Silentnight showed quite convincingly that sustainability and environmental initiatives now run through the veins of the business, from colleague driven initiatives to be a single use plastic free site by the end of 2018 to new eco product launches and high profile advertising campaigns.” Nick Booth, marketing director at Silentnight Group, said: “We are delighted to win the coveted Sustainability Award for the second year running.”


all brands and understand more about each brand’s differentiating factors in a concise way. Despite being hosted on the same website, each brand section remains distinctive with bespoke branding and content for each collection. The product pages have been updated to focus more on video and photographic content that showcases the company’s luxury beds and mattresses.


Three new showrooms British bedmaker Rest Assured has announced the launch of three brand new showrooms in the UK. The showrooms are now open in Alfred Smith and Son in Penzance, Calverts of Taunton, and Happy Home Furnishers’ in Llanelli. Rest Assured has over 115 years of bed making expertise and will add to the current ranges of quality bedroom, dining and living room furniture in these stores. Rest Assured aims to help customers achieve their ultimate sleep space, offering style inspiration and comfort advice from specialist in-store experts. Commenting on the new showrooms, Louise Boden, brand manager for Rest Assured said: “We’re delighted to be opening the first Rest Assured showrooms in Cornwall, Somerset and Carmarthenshire. “The new showrooms give us the chance to showcase our latest products in fantastic new stores where customers will receive outstanding service, to ensure they find the right mattress and bed for them.


Bed maker extends rugby partnership Bed brand, Sealy UK, has announced a new partnership deal with 2018 BETFRED Super League Champions, Wigan Warriors. Following two hugely successful years, Sealy UK is set to extend its partnership with the club, which will see the bed manufacturer remaining official kit sponsors and an Official Major Club Partner into the 2019 season. Sealy UK will also continue in its unique role as the team’s ‘Official Sleep Partner’, working closely with players and the club’s High Performance staff to ensure their rest and recovery needs are met. Continuing to strengthen its relationship with the club, its partners and its fans, Sealy UK will be again delivering a programme of activation events throughout the year. Neil Robinson, sales and marketing director at Sealy UK, said: “After another great year working with the Wigan Warriors we are delighted to be extending our partnership with the club for another year. “It is fantastic to be able to work with a partner that is so closely aligned to our values and we’re looking forward to seeing what the next year brings, as well as working in partnership with the Wigan Warriors to launch another series of exciting activation events that will engage players and fans alike.”


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NEWS NBF publishes policy on mattress reuse The National Bed Federation (NBF) has published its first policy document on the use and sale of used mattresses, components and materials. The policy aims to provide guidance on best practice, based on current processes. Simultaneously the NBF, the trade association for UK manufacturers of mattresses and beds and their component suppliers, is also publishing a report commissioned from environmental experts Oakdene Hollins, looking into recycling rates of mattresses by component part and announcing an ambitious goal of 75% diversion from landfill of old mattresses by 2028. “Oakdene Hollins has been working with the NBF on measuring mattress recycling rates since 2014, but we realised breaking it down into component parts would give us more insights,” explained NBF president Tony Lisanti. The report indicates that of the currently estimated 15-20% of mattresses that are diverted from landfill to recyclers, 96% of spring units, 85% of foams, 42% and 31% of polyesters and woven textiles respectively and zero non wovens are being recycled, but it also confirms that both 4% of spring units and 5% of foam are being sold on for re-use — in many cases back to the bed trade — supporting the NBF’s belief that a policy was needed. Mr Lisanti continued: “Finding markets for the component parts of used mattresses is one of the challenges we need to overcome if we are to succeed in our goal of seeing 75% diverted from landfill by 2028. But the solutions must be acceptable to all concerned and certainly not deceive buyers or jeopardise their health and safety. “We also felt clear guidance was needed to address the returns from today’s increasingly popular comfort trial guarantees. There is a challenge to distinguish between mattresses of unknown origin or age and those which are more easily identifiable as returns on the back of comfort trials.”


Industry event expands mattress production offering Furniture industry event interzum has expanded its offering with a new Innovation hub across three halls. In the Textile & Machinery section at interzum 2019, Hall 10.1 is reinventing itself in terms of structure, and the entire segment is setting standards for a successful future. The subject of the production of machinery and components for mattress manufacturing is expanding out of Hall 9 into Hall 10.1.

This further development of a traditional segment at interzum is complemented by the theme of upholstery materials and textiles for furniture and mattress production, which is mainly to be found in Hall 11, but also extends into Hall 10.1. This underlines the important thematic-linking function played by Hall 10.1. The concept is topped off by the cutting and sewing areas in Hall 10.1.


debut JFS appearance Bed manufacturer The Shire Bed Company will make its debut appearance at the 2019 January Furniture Show (JFS). Shire’s stand will feature a mix of its collections, including its boutique and regular highend products, bed-in-a-box ranges and Eco and Active mattresses. Its latest portfolio additions, Sleep8, which represents the next generation bed-in-a-box offer and Luminescent, an all-white Egyptian cotton collection, will also be on display. Fara Butt, marketing director, said: “We’re excited to exhibit at the JFS for the first time and are working hard to develop a new collection. The show presents us with an excellent opportunity to showcase our products to a wider audience and further network with existing and potential new customers.”


FIRA expands flammability lab FIRA International has announced the opening of a newly-expanded flammability laboratory within its UKAS-accredited facilities in Hertfordshire. The expansion now gives FIRA International experts four flammability cabinets in which to test domestic and contract furniture, including all types of upholstery, foams, fillings and mattresses. Alongside the completed flammability expansion, FIRA International is also currently expanding its structures department. This includes additional investment in further machines that test the safety, durability and stability of furniture products.


Independent secures funding Independent furniture and beds retailer Star Furnishings has acquired its property after securing funding. The Cardiff-based family business secured a £350,000 funding package from NatWest to purchase its property on City Road. Star Furnishings, which has been established since 2009, said that owning its store would help reduce overheads and allow the business to focus on its services rather than relocate to other rented locations. The businesses new property has expanded its floor space by 4,300sq ft, which is aimed to improve stock holding capabilities, whilst the company also has plans to expand further by launching a manufacturing division over the next two years.


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NEWS founder reverts to advisory role Three years after the founding of mattress start-up Emma, the management board has reshuffled. Max Laarmann, the founder and managing director, changed roles to become a member of the Advisory Board of the holding company, Bettzeit GmbH. Commenting on the restructure, Max said: “The last three years have been fantastic with each year having been filled with more memorable achievements than the last. I’m delighted that our ideas and concepts are so well received and that we’ve clearly hit a nerve in the online mattress industry — we definitely had the right idea at the right time.” Looking towards 2019, Emma will have expanded to more than 20 countries and effectively transitioned from a startup to a grown-up. It said it was the right time to pass the baton to Dr. Dennis Schmoltzi, one of the founders and managing directors of the Bettzeit GmbH. Dennis said: “I am grateful for the invaluable work and impressive success that Max has brought us in the past three years. We managed to disrupt the mattress industry with our digital concept. Shortly after we met, it became clear that we would want to work together.” Max Laarmann will continue to remain involved as both shareholder as well as advisor.


plans to expand Family business Sussex Beds has earmarked plans to expand its store in Bexhill that would see its current site completely redeveloped. Detailed in a new planning application to Rother District Council, Sussex Beds wants to demolish its existing property on King Offa Way and build two new retail units on the site, which would expand its overall floor space. Steve Pickering, managing director at Sussex Beds, said: “The regeneration would include building a new 4,500sq ft modern unit within the current car parking area. The existing unit would then be demolished, another retail unit built and additional car parking created. “Terms between ourselves and the landlord have been agreed. If permission is granted, developments would start mid-2019. Total completion would be expected for late 2020.”


boss sentenced to prison following baby death The owner of a Sheffield bed manufacturer has been sentenced to prison after breaching health and safety regulations. Craig Williams, owner of Playtime Beds, appeared at Leeds Crown Court on 26 October and was sentenced to three years and four months in prison. He was given 21 months for the fraud charge and 19 months for the breach of Section 3 of the Heath and Safety Work Act. Williams has also been disqualified from being a company director for 10 years. Williams, who was on trial following the death of a seven-month-old baby boy, Oscar Abbey, pleaded guilty to breaching section 3 of the Health and Safety Work Act. He admitted that he failed to ensure that the bed he designed, manufactured and supplied to Oscar’s family was safe, and as a consequence it caused Oscar’s death. He also pleaded guilty to fraud by false representation. Appearing alongside him, Joseph Bruce pleaded guilty to fraud by false representation at an earlier hearing and was sentenced to six months’ imprisonment. He was also disqualified from being a director for 10 years. During a two week trial, a jury heard how Williams, owner of bespoke children’s bed manufacturer Playtime Beds Ltd, ignored safety guidelines and made and supplied dangerous beds that had been purchased by families for their children. Overnight on 2 November 2016, baby Oscar became entrapped in an opening of a cot gate fitted to the bed supplied by Williams, and as a consequence he died of positional asphyxiation, which occurs when a person’s position prevents them from breathing adequately. Oscar had wriggled through a gap backwards, which had been cut into the cot gate, but his head, which was too large for the aperture, became stuck. Despite the efforts of his parents and emergency services, Oscar was dead on arrival at hospital. The court heard that in the months prior to Oscar’s death, other customers had raised safety concerns with Williams following incidents involving their own

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children. Williams stated that his beds exceeded safety standards, and informed one customer that Trading Standards was happy with the products manufactured by him and if she continued to raise concerns he would take her to court. He then continued to manufacture and supply beds to unsuspecting families, ignoring the dangers they posed to children. Following Oscar’s death, police informed Williams of the incident and Sheffield Trading Standards issued Playtime Beds Ltd with a cease and desist warning, directing him to stop the manufacture and supply of his beds, due to serious safety concerns. However, through the extensive investigation conducted by North Yorkshire Police, officers found that Williams wilfully ignored the instruction and instead, masterminded the setting up of another business, called Magical Dream Beds Ltd, fronted by co-worker Joseph Bruce, with the specific intention to keep on supplying the beds to other families, hidden under another company’s name. The court heard that Bruce, directed by Williams, emailed Playtime Beds customers, stating the new company would fulfill all outstanding orders and that the beds complied with safety regulations. Thie court was told that was a lie aimed solely in pursuit of profit, at the expense of children’s safety. The investigation team identified that Williams and Bruce had gone on to sell a bed to an unsuspecting customer in London just two and a half weeks after Oscars death. This bed, like the one sold to the Abbey family, was examined by an expert, who concluded that neither bed complied with the relevant safety standards and posed a threat to children who slept in them. Speaking about the investigation, senior investigating officer Detective Superintendent Nigel Costello said: “This has been a very difficult case to investigate, but I am pleased that justice has been delivered to Oscar’s parents and wider family. The death of Oscar was preventable. We found that Williams and Bruce were solely motivated by money and were willing to sacrifice children’s safety in the pursuit of it.”











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NEWS Winter Ball Bed manufacturer Harrison Spinks is to hold a black tie Northern Winter Ball in aid of The Furniture Makers’ Company, the City of London livery company and charity for the furnishings industry. The event is taking place on 7 February at Hornington Manor, a Grade II listed manor house and luxurious hotel venue that sits in the grounds of Harrison Spinks’ farm, where the company rears and grows the naturallysourced fillings for its beds. The evening will start with a drinks reception in the converted barn, followed by a threecourse dinner. Jonny Westbrooke, CEO at The Furniture Makers’ Company, said: “The Winter Ball is open to anyone and everyone involved in the furnishing industry and a great excuse to get dressed up to the nines and raise some money for the industry’s only dedicated charity. “We’d like to say a big thank you to our corporate member Harrison Spinks for hosting the event in such a spectacular venue and we look forward to seeing you there!” An individual ticket for the ball costs £99 (including VAT) with a table for 10 costing £950. For more information and to book, contact Kate Walker: 07724 084972 or email kate@


uk expansion A German company that manufactures beds and furniture in the health care sector is expanding its presence in the UK. Völker has partnered with Innova Care Concepts, in Wetherby, which will exclusively deal with the Volker hospital bed range for the UK. Managing director of Innova, Tom Hulbert, said: “Volker has designed a range of cuttingedge beds where the design fits into any healthcare environment without it feeling too clinical. By becoming exclusive UK distributors of Volker hospital beds, it helps us to achieve our vision of becoming the most sought-after brand in the healthcare sector.”


Bed retailer forms partnership Beds and mattresses retailer Bensons for Beds has announced a new partnership with sleep physiologist, Stephanie Romiszewski. Stephanie has been appointed as Bensons’ official sleep expert and will be working with the retailer to offer expert advice on how to get the best night’s sleep possible. It forms part of the retailer’s science of sleep wellness brand strategy. The company said working with a sleep expert would allow Bensons for Beds to encapsulate its brand proposition of ‘Sleep WellnessTM’. Stephanie will be supporting Bensons on a number of creative campaigns, sharing her scientific knowledge base so customers can benefit from genuine tips and advice on sleep and wellness, helping them to understand their own sleep requirements. Stephanie has a wealth of knowledge in the field of sleep and has been working in sleep medicine for 13 years. She will be working with Bensons alongside running her own practice ‘Sleepyhead Clinic’. Lynda Stretton, Bensons for Beds head of brand, said: “We are proud

to announce our partnership with Stephanie, who will be working as an extension of the Bensons team. “Sleep is so critical for our health and wellbeing and at Bensons we are passionate about helping people live their best lives through sleep education. Stephanie’s simple, yet scientificallydriven advice, makes her the perfect partner to join us on our mission to help the nation get the best night’s sleep possible.” Stephanie Romiszewski added: “In a time when sleep wellness has become the hot topic, it can be easy to get lost in the wealth of information out there! It was clear when Bensons for Beds and I first met that we held the same ethos — sleep wellness needs to be simple, and it needs to work. “I am passionate about disseminating complex evidence-based information in a way that we can all benefit, and that is realistic. I’m excited about this collaboration, as together I think we can help the nation sleep better. I’m really looking forward to what the future will bring with Bensons!”


Roll up mattresses taking more of the market share Roll up mattresses have gained further market share, according to the National Bed Federation (NBF), which has revealed the results of its latest consumer research report. The research, which is undertaken twice a year, surveys 500 people who have purchased a mattress in the past six months, to gauge consumer bed buying habits and trends. It showed that roll up mattresses accounted for 24% of purchases, up from 17% in the previous report, as they continue to gain traction among consumers. However, the new ‘one mattress suits all’ brands only accounted for 7% of total purchases (up from 5%) which indicates that there are many manufacturers now producing and supplying rolled mattresses to the retail trade. Simon Williams, marketing manager of

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the NBF, said: “Roll up mattresses have grown significantly and are currently the second most popular choice of purchase after mattress only (flat) sales.” Other interesting findings saw that mattress-only sales were down from 40% to 32% but were still the most purchased sale, with the share of mattress-only sales accounting for 56% of all bed products purchased. Mattress and bedsteads sales were down from 25% to 21%, whilst sofa beds were popular with the under 35s at 18% compared to the mean of 9%. Online bed purchasing continues to be preferable than buying in-store (50% vs 45%), whilst pocket springs are still the most popular mattress core (42%) with memory foam the most popular comfort layer (44%).


NEWS Scottish independent refocuses store and product strategy Scottish independent retailer Archers Sleepcentre has reported another strong year as it prepares to grow its store estate. The business, which recorded sales of £9.9m for the year ended 31 August 2018, said that conditions have been challenging with cost pressures associated with the decline in Sterling a particular issue. However, despite these challenges Archers has once again recorded a pre-tax profit of more than £360,000 and cemented plans to further expand its store presence into more ‘prominent’ retail parks. Archers is currently in the process of refitting a unit on Almondave Retail Park in Livingston, which will see it relocate its town store to a larger site. The new store was due to open on Boxing Day. Furthermore, Archers plans to keep with the retail park strategy and will target out of town parks in Scotland and the UK, with Straiton in Edinburgh forecast for late 2019 and Aberdeen on the agenda to follow. The move behind its retail park push comes from Archers change of product proposition to a renewed focus on the master bedroom category. Ross Beveridge, managing director, told Beds: “Having built our business targeting the second and third bedroom, and specialising in “beds to take away today”, we now focus solely on the master bedroom, adopting a much deeper bespoke bed specialist approach. “In the last 24 months we have driven our average order value from £511 to £841. To support our increased AOV, we offer industry-leading four years’ interest free credit, in store and online, supporting our omnichannel approach, and all stores have undergone a major refurbishment programme to provide appropriate surroundings for our new product proposition. “The move to the master bedroom market has provided the platform to expand and move forward. Our latest store opened in Clydebank in July and has been an overwhelming success. This success has firmly refocused the Board on the opportunities now presented to us. “The most exciting part for me is that the change in product proposition provides Archers Sleepcentre with the opportunity to target the very best prime location retail parks in all the major cities.” Reflecting on the year’s performance, Ross added: “I am proud of the changes we have made at Archers Sleepcentre and it is clear that the successes we have experienced are a result of our proactive actions.”


Bed retailer looks to enhance omnichannel platform Bed retail specialist Dreams has announced a new partnership with digital solutions provider Envoy. Under the partnership Dreams will revolutionise its omnichannel capabilities and digitally transform its store estate using Envoy Digital, part of the KPS Group, platform. Dreams recognised the need to integrate its sales channels to better meet the needs of customers at each stage of their buying journey, whether it was online or in-store — something its disparate legacy systems were no longer able to sufficiently deliver. The solution from Envoy Digital, which will be implemented via the SAP Hybris Commerce platform, brings together the siloed offline and online customer journeys into a single unified journey, affording Dreams a 360-degree view of the customer. This will enable Dreams’ sales teams to drive enhanced interactions with its customers, while delivering shoppers more seamless omnichannel experiences, no matter which channel they engage with the brand in. Mike Logue, CEO of Dreams, commented: “At the moment our business is very separate — from customers operating with us online to a customer being looked after by our store teams. The solution will totally change the way our business operates. “A 360-degree view of the customer will enable us to follow that buying journey all the way through and allow for greater

interaction for all our store teams with the customer. This means all of our 200 stores will turn into ‘digital stores’ and, instead of talking about online sales and offline sales, all our sales will become ‘digital sales’. “This is a significant initiative for our business, and it’s important that we futureproof ourselves. We all know the world — and retail — is changing at such a rapid rate, even without all the digital changes that are taking place, and we need to keep up with that. “The solution for us is all about the future — that Dreams is futureproofed for a number of years ahead.” Branwell Moffat, director of commerce consulting at Envoy Digital, said: “The omnichannel solution we are building for Dreams means customers will be able to start their buying journeys online or in-store and complete their purchase in any of those sales channels, even through multiple touchpoints. “Very few retailers, especially in the furniture industry, have created such an omnichannel solution. “So, it’s exciting to see how Dreams is really embracing this, in order to drive the business forwards and solidify their position as the leader in this field.”


new sleep tech system Bed retail specialist Bensons for Beds has announced the launch of its exclusive, free-to-use sleep technology system, SleepPRO™, following its own research. The SleepPRO™ system allows people to lie on a dedicated mattress, where firmness is adjusted on a scale of 1-5 (1 being softest, 5 being extra firm orthopaedic grade), depending on their preference. As they then move through their favourite sleeping positions, unique comfort tracking technology, developed exclusively for Bensons, uses a pressure sensing surface to record how these positions affect the type of support they need. Following this process, a bespoke sleep profile is created for the customer to determine their recommended comfort rating, so staff can help them choose a mattress best suited to them.


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Source new products, discover fresh trends, and meet 100s of suppliers at the UK’s biggest furniture show. Make yourself at home at the industry event of the year.

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NEWS Bed firm wins case Beds and mattresses business Beds Are Uzzz has won a court ruling following a dispute with a customer. Claire Busby took Berkshire Bed Company, trading as Beds Are Uzzz, to court after she suffered a serious injury to her spine when falling from the bed she purchased from the business. The High Court heard claims that the bed was in a ‘defective state’ at the time of her accident. Ms Busby was injured while having sex with her partner, John Marshall. The business responded by stating that the couple had ‘simply lost balance and toppled backwards’ due to being too close to the edge of the mattress. Judge Barry Cotter found the bed was not defective and that Ms Busby’s fall was a ‘tragic accident’. Richard Manders, director, on behalf of Berkshire Bed Company Ltd, said in a statement: “We are delighted the court has ruled in our favour. We are sorry that Ms Busby was injured and we wish her and her family well for the future.

Shares fall at boxed mattress business Shares in boxed mattress brand eve Sleep declined by 20% to 11.75p each on 6 December after the retailer said it had secured subscribers for £9.9m worth of new shares, significantly lower than the previously announced £15m fund raising plan back last month. Woodford Investment Management Ltd has indicated that it intends to subscribe for up to £8m of new ordinary shares of 0.1p each in the capital of the company at a price of 10p per share, whilst Paul Pindar, chairman, has indicated that he intends to subscribe for approximately £1m of new shares. James Sturrock, CEO, has indicated that he intends to subscribe for approximately £20k of new shares, with Channel 4, which provides advertising services to the company, indicating that it will take £0.9m of new shares. On 15 November eve Sleep announced its intention to raise approximately £15m of new equity. Since then, the company has been in discussions with existing and potential new investors to secure new funding. Eve added that it has also received other indications of potential interest

from existing and new investors, and remains in discussion with a number of other potential investors. These conversations ‘will remain ongoing whilst the company undertakes the Whitewash process’. The business further added an update on trading, stating that it continues to perform strongly with a ‘very good Black Friday period’. Unaudited revenues for the 11 months to 30 November 2018 were approximately £33m and the company continues to anticipate that it will deliver revenues above market expectations for the year end 31 December 2018. Commenting, James Sturrock, CEO of eve Sleep, said: “Whilst the Fundraise is not yet completed and is subject to a short delay, the Board remains confident of delivering the investment from existing, new and potentially strategic investors which is required to deliver the business strategy. “We look forward to putting the business on a stronger footing with a view to establishing eve as a leading sleep and well-being brand.”


“We look forward to continuing to supply quality products to our many valued customers. Our beds and mattresses can be trusted to provide comfort and are perfectly safe. We would like to thank our insurers and legal team, who have provided their utmost support over the past three years.”

Upholstery specialist expands product range


La-Z-Boy UK will display its largest ever selection of new products at the January Furniture Show.

New appointment Adjustable bed manufacturer Furmanac has announced the appointment of Philip George as its new national sales manager. The appointment follows the resignation of sales director Stuart Page. A statement said: “Stuart’s decision is based on a personal level, enabling him to spend more time at home and start a new venture on his doorstep. “With this in mind, we are very pleased to announce that Philip George will be taking up the position of national sales manager with immediate effect. Philip, like Stuart, has a wealth of experience and we are looking forward to working with Philip who will be helping to grow the family of brands within the Furmanac business.”


The recliner specialist will unveil a host of new upholstery ranges, plus its full selection of premium beds and mattresses and never-before-seen occasional and dining furniture. Its stand will feature products “to suit a wide spectrum of consumer tastes”, marketing director Mark Draper revealed. “For the first time ever, our UK and Irish customers can rely on La-Z-Boy to furnish almost every room in their home,” he said. “We’re very excited to be expanding our product categories and introducing so many new upholstery ranges, offering a wealth of opportunities to our growing network of retailers.” In the upholstery category, new ranges in the traditional Comfort Studio and the contemporary Urban Attitudes collections will be unveiled. Additionally, three chairs with a push-back recline mechanism, which is highly popular in the USA, will be introduced to the UK. A new high end leather featuring an aged appearance, called Dune, will also be added to the swatch selection. Four upholstered bed frames and a collection of three pocket sprung mattresses, along with a luxury boxed mattress, will be on display. Roomsets will feature brand new occasional furniture and dining sets, which will be unveiled for the first time.


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Come and visit our stand in Hall 5 on stand C80

A Land of Opportunity

Mike Murray, MD at Land of Beds, outlines plans for the year ahead.

In the hard-fought battle for the prestigious title of ‘Large Online Bed Retailer of the Year’ at the Bed Industry Awards 2018-19, Land of Beds came second only to Argos. The independent multi-channel retailer, which has been trading for more than 40 years, was described as ‘a strong runner-up for the award’ and Highly Commended for having ‘embraced technology to futureproof the business’ and ‘thriving in this new digital era’. This awards success came during a year that saw Land of Beds’ turnover exceed seven figures for the first time. The company, which has been voted ‘Retail Family Business of the Year’ (a nationwide award presented by Family Business United), now attributes 60% of sales to online activity at It’s a trend that is set to continue, managing director Mike Murray told Beds Magazine: “Our third-generation business has come a long way since its humble beginnings on the High Street. We now have the requisite logistics, technology and promotion capabilities in place to ensure we continue to gain a bigger market share. As one of the earliest adopters of ecommerce, we will continue to lead from the front by growing a sustainable and profitable online business alongside a carefully considered portfolio of physical stores.” The plan for the next 12 months is to ensure that when and wherever the customer is online, Land of Beds is also with them. To that end, the company has partnered with YouTube to design an innovative new video content strategy centred around independent, expert-led product reviews. “We want to be at the forefront of creating videos to help inform the consumer when they most need help,” said Mike, who has invested in an in-house video production studio — built on-site at the company’s flagship Greater Manchester showroom. “This also feeds into our new blogging strategy for 2019, which will see Land of Beds partnering with our suppliers and sleep experts to create original content that advocates for wellness. We want to help consumers become more ‘sleep literate’ — increasing their knowledge, understanding and appreciation of the importance of sleep, Mike added.” With the content strategy in place, Mike and the family director team have also invested in boosting the infrastructure of the business to ensure that it can cope with the ever-increasing influx of orders. Recent appointees include a data scientist, as well as digital marketeers. “We are also recruiting more software and web developers to enhance our bespoke platform, which will ensure we remain a leading force when people are researching mattress and bed products

online,” added Mike. In addition to these specialist appointments, Land of Beds have also announced plans to recruit more administration and accounting staff to support the existing back office team. “There’s so much more to running a successful ecommerce business than simply creating a website,” explained Mike. “We have a customer call centre staffed by bed experts, who have completed NBF-approved sales training; a team of administrators who process all our orders; and a distribution hub, which is home to a network of delivery drivers who travel the length and breadth of the UK every day. Moving into 2019, this team of essential support staff has to grow, as our market share is only going to increase.” Workforce wellness is also a strategic objective for the company in 2019, with steps being taken to safeguard the team throughout a period of unprecedented growth. A series of charitable challenges that will involve teamwork are planned, with colleagues training for them together. Mike concluded: “Any time you are asking more of your workforce, I believe it’s important to do everything you can to encourage a happy workplace and to promote resilience. Exercising regularly plays a critical role in that — especially amongst our colleagues who may be seated in front of a computer for lengthy periods.” Having already been bracketed in the same category as multi-billion seller Argos in the industry’s biggest awards, the scope of Land of Beds’ ambition is greater than ever for 2019.


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Leading the way for 65 years 1954-2019 Suppliers of machinery for the foam, bedding, furniture, insulation and packaging industries Established in 1954, Apropa Machinery provide cutting edge technology for: â—?

Cutting, milling and routing all types of foam and similar materials Mattress roll packing to produce ‘bed in a box’. Pillow, duvet and quilt vacuum packing Packaging mattresses, divans, sofas, insulation boards and other large products Laminating foam and spring encapsulated mattresses Single and multi-needle quilting machines to produce mattress panels, covers, borders, duvets and quilts Mattress and cushion covering. Ticking measuring and cutting Pillow and cushion filling with foam, fibre and feather Drilling foam mattresses and pillows and other foam products Plastic bag cutting and welding


THE SCENE Beds ‘looks’ back at a selection of industry developments from the last quarter.

highly commended Family business Sussex Beds has been ‘highly commended’ in the retailer category at the Eastbourne Business Awards. Steve Pickering, MD of eight-store Sussex Beds, said: “We have won many awards over the years but this one is particularly special to us as it is aimed at regional businesses. Thank you to everyone who has supported us and to those who nominated us for this title. Our trophy will be proudly displayed in our Hailsham branch for all our customers to see.”

Rhino bed Shire Beds has launched a Leeds Rhinos-themed bed for supporters of the rugby league team. It features the club’s familiar blue and yellow Rhinos logo on the bed headboard, with more logos around the base. The bedstead was launched at the Chiltern Mills store in Leeds with the team’s players. Pictured are, from left, mascot Ronnie the Rhino; Jamie Jones-Buchanan, Leeds Rhinos player; Rob Oates, Leeds Rhinos commercial director; Merlin Treymaine, chairman of Chiltern Mills; Fara Butt, marketing director Shire Beds; Kallum Watkins, Leeds Rhinos captain, and Callum McLelland, Leeds Rhinos player.

founder wins business award CEO of online boxed mattress retailer OTTY Sleep, Michal Szlas, has been named Entrepreneur of the Year at the 2018 Yorkshire Post Excellence in Business Awards. Michal said: “I’m over the moon to have been announced as Entrepreneur of the Year at this year’s Yorkshire Post Excellence in Business Awards. It’s been a really exciting 2018 for OTTY, which has been highlighted by our turnover growth, increasing staff numbers and expansion into Europe. “It was a very competitive category and I feel honoured to have been recognised as one of Yorkshire’s leading entrepreneurs.”

another Award winner

Bed manufacturer Slumberland was presented with the Best Safety Product accolade at the 25th 2019 Mother & Baby Awards. Its Slumbertime Luxury Pocket Sprung Cot Mattress was highlighted by the judges for its chemicalfree cover, breathability and UK manufacturing.

new look ahead of JFS Furniture manufacturer Hyder Living has rebranded its company to H Living. As part of its decision to rebrand, the company said it would create clear space between its tradition as a bed supplier and its future as a bed, sofa and contract furniture specialist. The new brand gives improved scope for future product developments and will be officially unveiled at the January Furniture Show. Biny Hyder, director, explained: “We felt now was the right time to break with tradition and create a fresh brand that gave us the room to expand our horizons and introduce new and expanded ranges.”

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Perfection in Protection The Ultimate Partnership

Mattressgard and CleanRest join hands to bring world leading mattress protection products to the United Kingdom. The range will include Clean Rest’s MicronOne™ allergen barrier fabric, Zip-N-Click™ bed bug blocking zipper protector, and their revolutionary CleanRest PLATINUM Encasing Mattress Pad.

CleanRest PRO Mattress Encasement Blocks allergens, microtoxins, dust mites, and bed bugs.


See us at the January Furniture Show Stand 5B25

Need help choosing the right mattress protectors? Visit or call +44 (0)1244 888 658


Apropa Furniture and bedding machinery supplier Apropa talks to Beds Magazine about its upcoming anniversary and its plans for the milestone year.

made to last Lamit mattress laminating lines


he year 1954 marked a number of milestones achieved in British history, particularly from a sporting standpoint. You may remember it was the year England, France and Wales were all crowned as the rugby union Five Nations Champions, with England also winning the Triple Crown and Calcutta Cup. Or perhaps you’re a football fan who may recall Wolves winning their first ever First Division title, whilst West Bromwich Albion were crowned FA Cup winners for the fourth time in their history with a 3-2 result over Preston at Wembley. Then there’s the England cricket team, who reclaimed the Ashes by beating Australia on their own turf 3-1 over a five-test series. However, there was also one milestone, which may have gone under the radar — the birth of a machinery business that has continued to grow through the decades. The business in question is, of course, Aporpa Machinery, which is currently preparing to celebrate its 65th anniversary in the furniture machinery trade. Since 1954, Apropa Machinery has supplied cutting-edge machinery and automation technology to the foam, bedding, furniture and building industries. As agents for world-

leading machinery suppliers, its aim is to help its customers increase productivity, reduce costs and downtime as well as boost revenue through technology. The company, led by Jonathan Borchardt and Andrew Chadbourne, has continued to build on its foundation, experiencing rapid growth over the past five years with the mattress market proving to be a particular success story. “For mattress production, Apropa supplies equipment from start-to-finish, including foam cutting lines, automatic glue lines for foam and spring mattresses, covering machines and ‘bed-in-a-box’ mattress wrapping, pressing and rolling equipment to significantly reduce shipping costs,” Jonathan said. The Teddington-based business supplies machinery to the UK from a number of European brands, mainly out of Germany, Italy and the Netherlands. In fact, when the business started out it formed a partnership with Baumer, which cuts all types of foam and other insulation materials, and is still the agent representing the brand in the UK today. Jonathan continued: “Looking at foam and latex mattresses in particular — you can achieve significant cost-savings by cutting

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your foam or latex in-house using our Baumer foam cutting machines rather than buying in pre-cut parts for which you pay a premium. “The fact that the technicians at Baumer produce the fastest foam cutting machines on the market mean you will be able to cater to your customers with minimal floor space required for machinery. When cutting foam, the natural by-product is, of course, waste and it is always a key job to minimise this as far as possible. Baumer, seeing this need, has developed advanced nesting software, BaumerNest and MattressNest, as an important solution.” Minimising waste is key in becoming a more sustainable business and using its supplier, Grauff, it can create high quality filling material from foam waste by granulating and blowing it into cushions, pillows and even futons. “With a way to create money from waste material, the combination of Baumer and Grauff machinery means you can reduce your waste to minimal levels and increase revenue streams and find new markets and importantly help save the planet,” said Jonathan. Another key partner in the Aporpa portfolio is Lamit, which is regarded as the global



technology leader for automatic mattress glue lines. Jonathan explains: “Through Lamit’s technology, you have complete control over the amount of glue applied to your mattresses, meaning far greater consistency in the quality of your product and a far greater output in the same production time. Additionally, you will be able to significantly reduce over-use of glue compared to manual hand-spray guns where overspray often occurs.” For traditional mattresses, Apropa is proud to confirm it represents the market leaders in quilting machinery, Mammut. With its unique patented sewing heads, quick looper and material change system, Mammut is unmatched with stitching speeds at up to 1,700 stitches per minute. Other bedfocussed brands that are part of the Apropa umbrella include mattress foam drilling business Boers Techniek, large product packaging specialist Desco and Sala, with the latter an industry specialist in terms of machinery for the boxed mattress market. Apropa offers a complete supply service, with one concept in particular experiencing a market boom. Andrew explains: “The biggest revolution in the mattress industry over the last five years is arguably the ‘rolled mattress’ and ‘bed-in-abox’. Apropa Machinery is heavily involved in this field, having supplied most of the major bedding companies that produce such mattresses with its machinery from Italian supplier Sala.” Dating back to the 1980s, Sala Macchine Speciali was the world’s first company to produce vacuum packing machinery and has constantly innovated for more than 30 years, becoming a key supplier of mattress wrapping, pressing, folding and rolling lines to companies all over the UK and worldwide. “A shift of perception in the market, aided no doubt by huge marketing campaigns from bed-in-a-box brands like Eve and Casper, now means what was previously regarded as something just for budget mattresses has become the norm for middle and upper range mattresses too,” Andrew said,

Baumer horizontal CNC for foam and latex continuing: “Both foam and spring mattresses can be roll packed and, in particular,

even larger cost savings are possible with foam mattresses, which can be folded before rolled, meaning a mattress that might normally be 1.8m rolled can now be just 1m!” Jonathan added: “The market is changing and one in two beds are now bought online by the consumer rather than in-store, so that is a big shift. There has been huge marketing campaigns from the bed-in-a-box market that has fuelled

Sala mattress line this growth and it is changing how people shop. We are proud that one in two rolled mattresses sold in the UK are made using our equipment and that the likes of The Belfield Group and Harrison Spinks chose our machinery to automate their mattress production facilities. Over the past few years our business has seen rapid growth and we are looking to maintain this momentum moving forward.” So what does the business have planned to keep this momentum rolling into its anniversary year? Jonathan continued: “We are investing heavily in our online presence with a new

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website, which is set to go live midway through 2019. The whole website is being redesigned with a fresh, modern new look, which we are incredibly excited about. “Our vision is to continue what we are doing and take the market as it comes by being ready to adapt to whatever may change in the near term. If Brexit negotiations go well and a good deal is secured then that will give a boost for business and the wider industry.” Apropa was quick to point out that its supply chain also stems outside the beds industry with brands Bornemann, Eagle, Croma, GEW, Kottmann and Tara offering milling, routing and rebond foam production plants and foam processing machinery. One of the key advantages Apropa has is its after-sales support with highlytrained UK based engineers covering installations, servicing and repairs so you can rest assure you are being looked after by the best in the industry. As Apropa gets ready to celebrate its milestone year, Jonathan concluded by saying that the team will raise a glass to the company and its customers. For a business to stand the test of time is an achievement in itself, but to continually build momentum recognises that its machinery is made to last.






Simon Zamet, CEO, and Paul Lake, sales and marketing manager at ProtectA-Bed, gave Beds Magazine an insight into its new Platinum Club. Protect-A-Bed showcases its Naturals Collection

“The Platinum Club has been designed to build, recognise and reward success.”


eing part of a club often gives a sense of belonging, unity and the advantage of exclusive benefits. Mattress protection specialist Protect-A-Bed has taken these values as a core ingredient in the formation of its new Platinum Club. Already an industry-leading global brand, Protect-A-Bed has ploughed its energy, passion and drive into its new Platinum Club that is set to offer members special incentives. Why now? Following the successful launch

of its new collections, the company aims to continue its momentum, build on its growth and, more importantly, reward those who are loyal to the brand. Paul Lake, sales and marketing manager, explained: “Building on the successful launch of new collections, including the Snow range that features cutting-edge cooling technology and our ground-breaking dynamic TV display bays, Protect-A-Bed has unveiled its new Platinum Club. “The Platinum Club has been designed to build, recognise and reward success with unique promotional and discount opportunities, sponsored incentives, tailored POS solutions as well as membership rewards.” Protect-A-Bed has developed a ‘world class programme’, which has been honed over years of experience and built with a singular focus in mind. Paul continued: “This includes a unique sales training and motivational programme, our best-in-class mattress protection collection and bundled guar-

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Join Protect-A-Bed’s new Platinum Club



Cloud, Cool and Cotton are all part of Protect-A-Bed’s offering

antees, new state-of-the-art display bays, award-winning customer services and claims resolution, and a next-day delivery service where required. “The Platinum Club is a way of bringing together the very best elements of what we have to offer and what we know works well to build sales, with the overall aim to increase customer profitability.” In a crowded market place, Protect-A-Bed prides itself on having built a core competence in consistently delivering excellence, product, service, support and innovation, which is all focused on building profitability for its partners. “Nobody else in the mattress protection category has the same passion, drive and focus to grow sales and that’s why we are the leading global brand in healthy sleep,” said Simon Zamet, Protect-A-Bed CEO, continuing: “During 2018, Protect-A-Bed continued to build from strength to strength with another year of strong sales growth. In a challenging market, with a highly unpredictable economic and political outlook, this is highly impressive.” With customers at the centre of everything the brand does, Protect-A-Bed has a clear vision and is gaining traction from across the globe as it continues its journey.

New TV display launched “Protect-A-Bed has a long-serving and highly respected team in the field who have been at the heart of developing the company vision. This is why it is so customer centric and why they are so evangelical about our vision, and, in the end, they know it works,” Paul said.

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Perhaps it’s time your business joined the Platinum Club. To find out more, visit the Protect-A-Bed stand at the January Furniture Show in Hall 5, Stand 5-J45.




Highgrove Albany - combining cooling ďŹ bres with Memory foam

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Beds Magazine sits down with Shane Harding, head of marketing at Highgrove Beds Group, who reveals what the business has planned for the January Furniture Show.




Highgrove will launch new models during the January Furniture Show

he Highgrove Beds Group is using the January Furniture Show as a launch platform for several new models and innovative covers throughout its Highgrove and Sanctum brand collections. The company has taken a strategic decision to further strengthen its support for traditional bricks and mortar stockists whilst at the same time recognising that consumer buying habits are changing as internet purchases take further market share. The flagship Highgrove brand has gone from strength to strength in recent years and the introduction of the Ambassador Stockist programme in 2017 has brought real benefits to both the company and its appointed independent retailers. In the past year, more than 50 new bespoke Highgrove in-store displays have been installed throughout the UK, with more than £150k invested. Highgrove’s head of marketing, Shane Harding, is confident that the investment has paid dividends, saying: “The modular nature of the displays means that we’ve been able to tailor each one to our customers’ needs and, despite a challenging market, we’ve seen a 34% incremental sales increase where displays have been installed.”

“We are attracting new independent and multiple-customers and we’re confident that our continued investment will help us reach our goal of doubling turnover in the next three to five years.”

The company aims to at least double this number in 2019. Highgrove will also be adding to its Equasleep temperature control and ErgoSense soft foam ranges — both of which have proved popular new additions in the past year. Sanctum is another brand that’s benefited from in-store investment and several new models will be unveiled at the January Furniture Show. Targeted at the premium market

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sector, Sanctum models will feature improved base and drawer options, along with Natural Pillow-Top specifications to enhance its reputation for luxury sleep comfort. Shane Harding believes that Highgrove’s latest innovations in both brand and product development will help maintain the company’s major growth plans, adding: “With our extensive product offer and unrivalled service, we are attracting new independent and multiple-customers, and we’re confident that our continued investment will help us reach our goal of doubling turnover in the next three to five years”. You can visit the Highgrove Beds Group at stand E20 in Hall 5 at the January Furniture Show.



Vogue Beds

don’t stand still BRN Bedstead in Metal featuring the New Royale Double Pillow Top Mattress

Beds Magazine caught up with Vogue Beds managing director Ebrahim Patel.


eep calm and carry on was the mantra for bed manufacturer Vogue Beds during a year that was surrounded by constant uncertainty within the economy. Keeping calm when many already hit the panic button was key in Vogue’s continued success during 2018, which came as a surprise to managing director, Ebrahim Patel. “We’ve had a really good year, surprisingly. I say surprisingly because at the start of the year I was pretty apprehensive due to the uncertainty in the economy, so I’m very happy with how we are going with the business,” Ebrahim said, continuing: “I think one of our main successes is that we don’t stand still and we create new products. We challenge ourselves all the time and we’re always asking ourselves could things be better? “You have to be clever, you have to be savvy

and you have to be different. The product has to be something a customer wants to invest their money into and put on the shop floor. As along as we keep asking questions and being effective to be better, we will continue to see growth.” The year was not without its challenges, with Ebrahim quick to point out that the main threat out there affecting every business is ‘uncertainty’, which doesn’t seem to be showing any signs of disappearing just yet. “I think there is still lots of uncertainty in the market out there at the moment and customers are asking themselves questions on whether to spend money, not just on furniture but on things like evenings out and luxury items,” Ebrahim revealed. “However, we have a great team behind us here at Vogue and that is another important thing for us. We are constantly looking at ways to improve and this has always put us in good stead for whatever is around the corner.” And with the New Year now upon us, the January Furniture Show is the next challenge that lays ahead of Vogue, albeit one that excites Ebrahim and his team. Planning,

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logistics and final touches can prove to be a headache for most businesses when preparing for a show, but with Vogue making its 19th consecutive appearance at what is arguably the most important event in the furniture industry calendar, the company sees the show as a key platform to continue to push its message. “We are reinforcing what we are trying to do as a business and make sure we are putting our products out there. We are going to be featuring our Helix model, which has been successful for us, so we want to keep pushing that message. As we are a small to medium-sized company, not everyone gets to see what we do all the time, so its important that at every show we display what we do,” said Ebrahim, revealing: “The products featuring are the Helix Spring model, as well as our bedsteads, which launched at the Bed Show, and are going to be pushed at JFS as they are still new in the market. “There are lots of different colours and fabrics, so the bedsteads are a key range to us. They are simple but effective designs, where they will compliment any mattress that goes on it. All our products are made here in the UK, which remains a very important thing


Vogue Beds

Helix Touch - Utopia

“You have to be clever, you have to be savvy and you have to be different.”

for us. We will also be featuring some of our successful models and ranges that have continued to perform well, including the Therapy Mattress Range. “The show is something that we’ve done for a long time and it’s always been in the calendar. It starts the agenda for us at the beginning of the year and it helps get customers to buy into our products where we try to be a little bit different and quirky in what we do. It’s just a good platform to continue to push our message out there. Over the next couple of years, we are all in for a rocky ride but we always try to offer something different, innovative and to tell a good story.” The January Furniture Show has seen a

recent transformation of Hall 5 that has been labelled the ‘Beds Zone’, something the Vogue MD sees as a positive move. “When we started doing JFS 19 years ago the beds hall was like how they are trying to bring it back too. There were a lot of bed companies and for whatever reason a lot pulled out over the years. It’s nice to be back to having Hall 5 dedicated to beds. I think it’s a good thing and it will hopefully bring in more customers.” Beyond the January Furniture Show, Vogue highlighted that it will continue to make improvements throughout the year, with new trucks and factory investments already scheduled. Furthermore, embracing new technology and introducing new machinery is also on the agenda, with the business always looking to improve processes to make it more efficient. Along with internal investments, Vogue aims to use 2019 as a platform to continue to build momentum and push its new products into the marketplace, whilst keeping a constant eye on the wider economy.

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Helix Natural Touch - Ortho Caress

Ebrahim concluded: “I’m very pleased with how we are progressing and I think the economy will hopefully improve. Despite the array of panic and confusion out there, I think all this doom and gloom will come through the other end. This is a great country and I think with everyone coming together, a brighter future lies ahead. For now we have to hold steady, keep calm and, of course, carry on.”



Sweet Dreams


L Ultra

ancashire manufacturer Sweet Dreams is continuing to celebrate its 30-year anniversary and looking forward to 2019 and beyond with an expanded upstairs offering encompassing divans, frames, bedroom furniture, children’s bunks and sofabeds. To show off all the collections, and the very best examples of each, Sweet Dreams is taking more space than usual at the exhibition. This year Sweet Dreams products can be found on stands J10, H1 and H10 — all in Hall 5. It promises to be quite a display.


Sweet Dreams has traditionally been known for its beds and mattresses, manufactured in Burnley. This remains its core range and will be featured strongly at the show. Encapsulated beds, with the defined edge that encapsulation gives to the mattress, are proving popular among consumers, and several new beds epitomise the style.

Bed manufacturer Sweet Dreams reveals its expansion plans for its 31st year following a successful anniversary period. For example, Ramsay Tencel® 1000, with encapsulated pocket springs, Tencel® softtouch fabric cover and unusual microquilting with tufted effect. Ramsay is from Sweet Dreams’ Enchanted collection, which consists exclusively of foam-encapsulated, pocket spring beds. Bases come in a choice of two colours and the beds are available in four sizes, with a wide range of storage options. Two of the four beds in the new Anniversary luxury collection, Celebration 3000 and Carnival 2000, also feature encapsulated springs — and a sprung cushion top. Both models contain natural wool, silk and


cashmere in their fillings and sport a luxury knit microquilted top. Consumers can choose from three colours in the texturedvelvet-upholstered Anniversary base and headboard. Beds come in three sizes with a full choice of storage options.


Latex is also gaining in popularity as a cooler alternative to memory foam. Latex Cooler, from the Well Being collection, containing latex and with Sweet Dreams’ special Cool Touch fabric to the cover, has been a hit since its launch at the NBF Bed Show last year, along with Monarch Latex 3000 from the top-end Royal Pillowtop collection. Sweet Dreams’ adjustable range, which goes from strength to strength, has been augmented with new beds, including Latexmatic with its latex and foam mattress and pro-biotic cover, naturally combating harmful bacteria and nasty dust mites. Those who love those new Sweet Dreams fabrics


Sweet Dreams

will also be in for a treat with the Ultra frame in the adjustable collection; available in the full range.


Retailers were also wowed in September with the latest bed frames in sensational fabrics and there might be one or two more on display in January, including showstopper Garland. Look out too for the gorgeous overseas collection. There’s Fonda for one, a classic upholstered bed in plush grey with high headboard and footend, available in two sizes, in both a standard frame and an ottoman. Then there’s Helena, Keira, Kendrick and more — all epitomising glamour and in delicate misty colourways to match all decors. If you prefer wood, Bacall is an unusual bedframe sure to turn heads, in oak or white finish.



Sweet Dreams’ wooden frames and furniture for the bedroom reveal a vastly extended collection this year. New Vincent and Spencer are stand-out ranges, composed of rich, dark acacia and solid oak respectively. Both ranges feature ready-assembled chests and cabinets, as well as wardrobes and a bedframe in three sizes. However, expansion of the company’s bedroom furniture collection doesn’t end there; there are also seven new fully-assembled ranges of furniture, encompassing finishes from walnut to white high gloss. The choice, like the quality, is remarkable. Leaving a lasting impression are Sweet Dreams’ versatile and exciting children’s beds! Treble, Cheshire and Whiz are the latest space-saving bunks, joining favourites Space and Jazzy in the range.


Daybeds also form part of the range, including new mink velvet Laurie. There have been daybeds in the Sweet Dreams range for some years now, and they continue to perform well, with white or black metal Eva and wooden superking-expander Enigma

Bacall presenting flexible options for upstairs or down. The daybed idea approaches the more traditional sofabed concept, and again Sweet Dreams has expanded this range. There is one brand new model, Twilight, with an altogether different kind of action, plus two-fold-action models with fully sprung, tufted damask mattresses, and clic-clacs too. Don’t miss Dawn, with its plump, inviting looks, and Alton, a three-fold action sofabed with microquilted fibre block mattress and contemporary loose cushion back. In addition to the far-reaching upstairs story, and a fabulous upholstery range, January Furniture Show 2019 will also see the official launch of Sweet Dreams’ brand new living collection. Included are dining tables, matching living room furniture, plus occasional tables, and decorative mirrors, clocks and lamps.


Sweet Dreams complements its product range with excellent service, speedy delivery

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Treble and, above all, the reputation of a family business bursting with integrity. Ambition is always paired with quality; consolidation with forward-thinking. It’s an outstanding modus operandi that should serve the company well as it embarks on its next 30 years.





Cambio Teal

Bed manufacturer Millbrook Beds details what’s on display during the January Furniture Show.


ollowing a very successful September Bed Show, Millbrook Beds is highlighting what to expect to see during the January Furniture Show.

With JFS being the ideal platform to begin the year, it is worth paying a final tribute to the brand’s recent success after it was crowned Small Bed Manufacturer of the Year at the National Bed Federation (NBF) Bed Show in September 2018. Adding to the accolade, Millbrook said that show itself was a successful event with an order book increasing by almost 350% compared to last year’s show. Now, the business looks to maintain this momentum into the January Furniture Show, with it being the latest company to sign up

to display its bed collections at the new bed zone in Hall 5. Taking a space at its stand (Hall 5, Stand 5-E90), Millbrook Beds will be displaying their most extensive range of mattresses to date, with 20 new divan colours to choose from including the best-selling ‘Cambio Teal’. The company will also feature six distinct bed collections, including its Perfect, Wool, Cotton and Quilted ranges. Not only does the business produce a wide selection of beds for the retail market, it also supplies beds to the England and GB Hockey teams, the England Commonwealth Team and various other sporting partnerships, as well as producing a variety of beds for the hospitality sector. Millbrook added that Team England rhyth-

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Mimi Cesar will put on a show mic gymnast Mimi Cesar will be putting on the greatest show of skills on their stand during the show.


A RICH HISTORY Handcrafting its beds since 1946, Southampton-based Millbrook has a rich history of producing beds of the finest quality, using only top grade materials, including British Hampshire wool, silk and cashgora in its mattresses.


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Activ Geltex Pocket Pillow Top 2200

Bed brand Sealy gives Beds Magazine an insight into its innovative range that will be on display at the January Furniture Show.


his month, bed manufacturer Sealy will be exhibiting at the January Furniture Show and bringing its innovative product range to the event. The leading bed brand upholds a reputation of quality and excellence, investing heavily in research and product development to deliver an extensive range that has one aim — to help people to sleep well in order to be well. Taking centre stage at this year’s show will be Sealy’s popular Activsleep range. Designed with active lifestyles in mind, this builds on one of Sealy’s key philosophies — that the quality of your sleep is just as important as the quantity. Designed to nour-

ish sleep quality and help you wake up with a spring in your step, the range incorporates the latest product innovations and state-ofthe-art sleep technologies to help regulate body temperature and provide the support you need for a restful night’s sleep. The new models in the range combine the high-quality fillings that Sealy is known for with new Nanobiotic technology — a hightech coating that transforms body heat into Far Infared Rays and reflects them back into the body. These invisible waves of energy help the body to feel energised and healthy, stimulating blood flow and optimising the thermoregulation of the body, helping to promote quality sleep and recovery. Delegates will also be able to view a selection of the brand’s much-loved Pocket models, which will be showcased with new Wool and Geltex variations. Designed to cater to the needs of a range of sleepers, the extended Pocket collection ensures that style and comfort remain at the forefront — continuing to offer the individually encased and weight responsive springs that make the range so popular with consumers. This

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includes the critically-acclaimed Teramo 1400 pocket sprung mattress, which has been named by consumer champion Which? as a Best Buy for over three years. Sealy will be introducing two brand new Teramo models at the event — the Teramo Geltex and the Teramo Wool Deluxe. These encompass all the features that make the Teramo so popular, such as 1400 pocket springs, a luxury pillow top and Adaptive technology, along with new materials to suit a range of different sleepers’ needs. This includes a new Geltex model, which uses an innovative combination of elastic gel and air permeable foam to provide the ultimate comfort, pressure relief, body support and active breathability. The new Wool model incorporates 100% British wool to help naturally regulate your body temperature. Sealy’s innovative product ranges also include Sealy Smart Fibres, a package of fibres endorsed by Allergy UK that work together to fight one of the biggest culprits of ‘sleep theft’ — allergens. This includes Purotex, which releases friendly bacteria into the fabric of the mattress to clean up allergens and



Teramo Wool reduce humidity, and Tencel, a natural fibre that has a cool touch to prevent your body overheating during the night. As well as being known for its innovative product range, Sealy also recently announced its commitment to leading the way in the bed industry when it comes to being environmentally friendly and more sustainable. The company has pledged to minimise any adverse environmental effects as a result of its production and distribution with a new ‘zero to landfill’ policy, as well as recently being awarded Carbon Neutral status. This follows the launch of a new ingredients list, a scheme that takes its inspiration from food labelling, which aims to cater to individuals who demand quality and ethically-produced products, and is the latest move in the company’s aim to become more transparent with its products. Neil Robinson, sales and marketing director, said: “More people than ever before are viewing sleep as a crucial factor when it comes to their health and wellbeing, so we’re committed to creating products that help to create healthy lifestyles, and to sleep healthy.

Napoli Geltex “This year is no different, and we’re excited to be bringing our latest products to the January Furniture Show and showing delegates just what we can offer, using the latest developments in sleep technology and product innovations. “We’ll be showcasing some of our latest ranges as well as our much-loved customer favourites, including extensions to our popular Pocket range of beds. We’re always investing heavily in research and product development and are excited to showcase

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just what our extensive range can offer as we move forward in 2019.” This month Sealy will be attending the January Furniture Show at Birmingham’s NEC, from 20-23 January. Visitors can meet the team in Hall 5 stand 5-G80.





good health

Beds Magazine takes a look at the latest developments within the Silentnight and Rest Assured brands.

SILENTNIGHT Silentnight remains one of the UK’s most trusted bed brands — according to a recent brand tracking survey, the Silentnight brand is in good health, with high levels of brand awareness and, most importantly, is seen as the most trusted bed brand in the sector. This time last year Silentnight set itself a goal to lead the way on sustainability and was delighted to have been awarded the coveted Sustainability Award 2017 by the Furniture Makers Company. As recognition for work in this area, it is extremely proud to have been re-awarded it for 2018 too. Since the award, its commitment to sustainability has gone to new levels and one of the main focuses at The January Furniture Show for Silentnight will be the Eco Comfort range. Silentnight reports seeing more and more demand for eco-friendly products and building on the success of the Eco Comfort Collection it has developed an eco-mattress for everyone in the family. All mattresses use its Eco Comfort Fibres™, a luxury comfort filling made from recyclable plastic bottles that is not only great for the environment but for your pocket too.

Geltex by Silentnight

For adults, the original Which? Best Buy Eco Comfort 1200 Pocket mattress from Silentnight remains one of the best sellers. Building on this product, in August this year it launched the stunning Eco Comfort Breathe collection. Not only does the mattress collection have a fresh and

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distinctive look and feel, it has a fantastic story to tell too! The exclusive patented Micro Climate System delivers the ultimate in breathability and moisture management — guaranteeing a totally refreshing night’s sleep. Parents can also choose an environmentally-friendly product for their children too, with Safe Nights nursery mattresses and


Rest Assured the new Healthy Growth range providing a foam and chemical treatment-free solution that is comfortable and supportive for little bodies — just what every parent could want for their precious little ones. All these mattresses will be at Silentnight’s stand at The Furniture Show. The advertising has also focused on the sustainable mattresses with the campaign ‘A great night’s sleep shouldn’t cost the Earth’. The attention-grabbing creative features a bed on a beach, linking recyclable plastic bottles, of which over the past year Silentnight has prevented over 105 million from entering landfill and oceans, as well as its partnership with The Marine Conservation Society — the UK’s leading marine charity, which works hard to ensure seas are healthy, pollution free and protected. The campaign ran across high impact outdoor, press and digital platforms from August until November, and was received very positively amongst consumers and the trade alike.

Apsley by Rest Assured

And from the successful Signature collection, Silentnight’s exclusive Geltex technology will also be available to try out. The unique comfort layer, only available from Silentnight Group, actively responds to your body as you sleep — so you can sleep better and wake up brighter. The gel-infused foam layer creates a responsive ‘bounce-back’ feeling for easy movement and undisturbed sleep. And not forgetting its new Sleephealthy range, which provides a clean and fresh sleeping environment to ensure a ‘healthy sleep’ for those looking for a mattress that will help combat sleep allergens. Featuring Purotex and endorsed by Allergy UK, the new range of mattresses provides a solution for the millions of allergy sufferers in the UK. And with a host of other new products (from low-cost storage to sleep accessories) and digital initiatives, as well as a pop-up test lab to showcase the commitment to quality manufacturing and market-leading innovation, the Silentnight stand is a must to visit at the show. Head to Hall 5, stand G80 to meet the team from Silentnight.


It’s been another busy year for heritage British bed brand Rest Assured as it continues to develop its support for its retail partners and innovate with new product developments that ensure Rest Assured

Silentnight and Rest Assured are in Hall 5 stand G80 continues to be at the forefront when it comes to quality beds and mattresses at affordable prices. The brand has had a refresh over the last 12 months with a new identity bringing its ‘affordable luxury’ vision to life. This has been supported with a new website, advertising and PR campaigns to promote the brand and support its retail partners. 2018 has also seen the expansion of Rest Assured’s exciting showroom installations with its premier partner retailers. With showrooms now open in Manchester, Birmingham, Dudley, Swansea, Somerset and Cornwall — and more to come — the partnership with independent bed specialists is proving a mutually beneficial success for all involved. With an unwavering focus on product quality and innovation, the brand continues to innovate and is unveiling its new Indulgence Collection at the NEC Furniture Show. Designed with quality and comfort in mind,

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this brand new range of pocket spring mattresses features the luxury of natural wool and British wool combined with high performance fresh fibres to deliver a brilliantly breathable and superbly comfortable mattress collection. Using only naturally fire retardant and hypoallergenic materials means that all of the mattresses in this collection contain absolutely no foam or fire retardant chemicals. The Indulgence Collection offers a choice of spring counts, comfort options and price points so the customer can easily select the right mattress for them from this carefully curated collection. It is luxuriously indulgent and beautifully affordable. Meet the Rest Assured team in Hall 5, stand G80.

w w



thinking outside

the box Last year, La-Z-Boy UK launched its new collection of branded bed frames and mattresses. After its soft launch at the Manchester Furniture Show, the furniture giant has refined its product collection and will display the full selection at the NEC in January. Marketing director Mark Draper talked Beds Magazine through the product journey.


nown worldwide for its prowess in the recliner chair sector, La-Z-Boy has proved a force to be reckoned with in the UK and Ireland upholstery market over recent years. Following a major consumer advertising campaign, including television, national press and ongoing digital display ads, the brand believed the time was right to broaden its product categories to include the bedroom. La-Z-Boy UK marketing director Mark Draper explained the process behind developing the 2018 bed and mattress collection. “Since the UK and Ireland territory licence was reacquired by La-Z-Boy Inc in the US in January 2017, our primary focus was to refine and develop our upholstery product range,” he said. “Only once we were happy that our product met with all our high standards did we begin to look at extending our product categories. “Developing a sleep collection seemed like a natural step, because we could offer consumers the same quality, comfort and reliability

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they enjoyed from their La-Z-Boy chairs and sofas in an equally relaxing environment.” Four upholstered bed frames were launched in July, each of which can be customised with the full selection of La-Z-Boy fabric and leather colourways that is offered across its upholstery collections. Customers can also choose from three pocket sprung mattresses, featuring subtle La-Z-Boy branding in the fabric weave and branded tags. The range starts with a 3000 spring count (depth 270mm), moving up through a 3500 spring count (depth 270mm), both of which feature two layers of springs and foam layers. The top of the range 4500 spring count mattress (depth 295mm) offers three spring layers plus foam layers. Each is as available in single, double, king and superking sizes. A luxury boxed mattress completes the collection (depth 255mm), featuring breathable memory foam with a castellated surface, pressure-relieving memory foam and a zoned



Armstrong support foam layer. The idea behind the range is to offer retailers a variety of high quality choices for their customers. “We had some great feedback at Manchester, which has allowed us to refine the collection before we exhibit at the January Furniture Show,” Mark continued. “Visitors particularly loved the boxed mattress. It’s extremely high quality and offers supreme comfort and convenience. Customers can pick up the mattress in store without needing to arrange delivery, and take home a luxury branded product with ease. “This product really does stand out in the marketplace because of the attention to detail we’ve put into the design and creation of it. We believe this will become one of our flagship pieces, synonymous with the La-ZBoy brand.”

Retailers commented that they also appreciated the cover options for the La-Z-Boy bed frame range, which feature elegant branded plates. Consumers have an enviable choice of more than 50 leathers and 80 fabrics so they can co-ordinate their bed with their home décor scheme, or make a bold statement with their colour selection. Mark explained: “Most bed frames come with around three or four colour choices at most, in either fabric or leather, so this wide choice gives our bed frames a real USP and a point of differentiation in the marketplace. It’s a great incentive for consumers to choose a La-Z-Boy frame.” Visitors to La-Z-Boy’s stand E32 in Hall 5 at the January Furniture Show will be able to view the full bed and mattress collection and swatch books.

La-Z-Boy is making use of its long-standing global strapline, “live life comfortably”, to market its bed and mattress range. This has been expanded to, “live life comfortably, night and day”, emphasising the extent of the product comfort across the living and sleeping space. Mark continued: “Our retailers quickly understood the synergy between our product collection for the living room and our new products for the bedroom. “Thanks to our ongoing consumer advertising campaign, we believe this will translate easily to consumers as well. La-Z-Boy is all about comfort, no matter the situation or the time of day. Consumers can trust that they’re in safe hands and making a wise investment for an excellent night’s sleep with products from a globally recognised brand.” Products in the sleep collection also come with a limited warranty of up to 10 years, to give consumers additional peace of mind in their investment. Visit La-Z-Boy in Hall 5, Stand E32 at the January Furniture Show to find out more.

w Ellington

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gold dust Bed manufacturer Kaymed sat down with Beds Magazine to discuss the latest findings of its recent consumer satisfaction review survey.


eremy Navrady, UK marketing manager, and Terry Bridger, UK sales manager, at Kaymed revealed all behind its recent consumer satisfaction survey to Cabinet Maker over an afternoon pint that left plenty of food for thought when it comes to product display in stores. “The original satisfaction review took place in July 2016, targeting consumers who had purchased a Kaymed Mattress or divan set”, explained Jeremy Navrady, UK marketing manager. “At the time we were seeing a myriad of bed manufacturers using celebrities to endorse their product and we realised it might be a better idea to ask real consumers what they thought. After all, they had all paid good money to sleep on Kaymed, rather than being paid to say that they liked it.” “We realised that we could learn from the survey results, so we asked some spe-

cific questions; notably about other brands considered and why they ultimately chose our product”, added Terry Bridger (UK sales manager). “I have to be honest and say that for the first survey our focus was far more from a marketing perspective. After all, if the consumers rated our product highly we had produced some credible Marketing Gold Dust. It was only a few months later that I realised that I had underestimated the value of the work that Jeremy was doing on this project and failed to take full advantage of the opportunity.” “The first survey confirmed a customer satisfaction rating of 93%, so ‘Marketing Gold Dust’ was exactly what we got” explained Jeremy. “This allowed us to run a campaign with our retail partners instore and not only gain the confidence of the consumer, but also other potential retail partners. In fact, the consequent growth we saw post the survey was a big factor in Kaymed becoming the NBF Manufacturer of the Year 2016-17. However, we both felt that an opportunity might have been missed to delve a little deeper, in terms of understanding more about a consumer’s behaviour, likes and dislikes, through the buying process.” With two years passing since the first survey, it was decided to repeat the survey process. However, the Kaymed team felt that they had missed an opportunity to overlay the

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businesses performance with the results in 2016. So, they set about revising some of the questions for the 2018 survey, with the intention of using the data to identify the optimum store type and layout that seemed to work best. Once the survey results were collated in late August 2018, they set about challenging the answers received by analysing performance versus several criteria that would be easy to quantify. “We have always known that whilst our perceived wisdom and opinions can often be wrong, the maths never lie”, added Terry. “So we took the opportunity second time around to use what we knew about our size and proximity of display to other brands at similar price points and then compare our performance on a store by store basis. “Once this exercise was completed, it became clear that there are two distinctly different schools of thought being used when retailers set out a bed display. To be specific, whilst some independent retailers do what they can (within the confines of the space and shape of department available) to display product by similar price point, a significant number are looking to sub categorise by type of mattress filling. Furthermore, we can see a direct parity between performance with Kaymed and the strategy being used, in that our product (as well as similar product at different price points), performs far better in



Mighty Cascade

“We have always known that whilst our perceived wisdom and opinions can often be wrong, the maths never lie.” a price point orientated lay out. “What we can’t say for sure is that a price point layout equates to a better overall performance for a retailer”, commented Jeremy. “However, the likelihood is that we cannot be the only manufacturer doing well in the accounts where continued growth was seen over a very tough trading period.” The result of the second Kaymed satisfaction survey was a 93.5% rating. This survey involved consumers who purchased from August 2016-July 2018. Terry continued: “When we were able to

predict the type of layout by account, then confirm this with our sales team with a 99% accuracy rating, we realised that we might be onto something. The question is whether a specific layout suits us, or the retailer, or indeed both, best? “We concluded that since consumers say that comfort comes first and price second, that displaying by price point makes it more convenient for a consumer to shop a store’s range. It’s also quite obvious that this makes the sales persons job far easier in the process, as the alternative might well be attempting to march Mr and Mrs Consumer backwards and forwards across a store, to look at models from £1,299 - £1,599. In such a situation as a sales person, I might be tempted to ask a question such as ‘would you like a natural bed or a technology one’, in order to identify where to take them. “This process of elimination might become a necessary evil with such a layout, but results in the sales person homing in on one brand or type of product and having no course of redress if that product doesn’t fit the customers needs. This then leads to consumers going to another retailer, and we know that

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Therma Phase + the average buying journey involves two retailers and three possible models, before the final purchase decision is made. This might be part of the reason people shop around, rather than buying first time from the vast majority of stores.” Kaymed plan to share their findings with key customers over the next few months, in much greater detail. On a personal note I found the data enlightening, whilst as a consumer with a specific amount of money to spend the conclusions seemed very logical. After all, as birds of a feather flock together, a floor laid out by price point would be far more convenient for me to shop. It also makes little sense to ask questions, such as type of bed, that allow any sales person to offer less choice of product from the outset. Food for thought indeed.





right choice Staingard offers a number of mattress protection solutions

Beds Magazine finds out more on the different ways to protect a mattress from protection specialist Staingard. Which Mattress Protector do I choose? The search for the perfect mattress is a difficult enough task as there is a massive choice available to suit every budget, comfort and performance expectations. Stunning fabrics and innovative technology from bed manufacturers have invigorated the bed market no end over the recent past and continued innovation leaves the consumer with plenty of options. However, the search for mattress protection is becoming more and more confusing; you can choose from mini toppers, quilted pads, quilted covers, cotton or polyester terry sleep surfaces, fitted sheet style sleep surface protectors, zippered encasements

- some are waterproof, block bed bugs & allergens and some do not. Some are luxurious natural materials and some are technologically advanced thermoregulating materials such as Mattressgard™’s Sleep Cool Tencel product that combines the silky smoothness of Tencel with Thermic, the revolutionary phase change management technology. The one common thread here is that we have become increasingly more aware of the things that can disturb our sleep, spoil our mattresses and be detrimental to our health. We also know that unprotected mattresses have a shorter life span as they become soiled and infested with dust mites and bed bugs as well as a multitude of other microorganisms leading to increased costs as you replace your mattress sooner. The correct mattress protector can also provide moisture and temperature regulation, and safeguard the manufacturer’s warranty. The UK market is still dominated by products masquerading as mattress protectors which seem to offer all the benefits the consumer is looking for very little money, but in reality

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these low cost items do little to live up to consumer expectations. The lack of clarity in this sector and its unregulated nature still does not prevent the less scrupulous or uneducated from making claims that cannot be substantiated. Mattressgard™ have been working hard in this market for a number or years and have developed the UKs’ best range of mattress protection products available, something that has contributed to its growing influence and market penetration. Since it is extremely unlikely that you will be able to put your mattress in the washing machine and most mattresses do not have removable covers it is vital that the correct choice is made. Those suffering from allergies and respiratory conditions such as asthma recognize the importance of creating a healthy sleeping environment by blocking dust mites, pet dander, and other household allergens that naturally infest your mattress over time. And those that simply wish to maintain the appearance of a mattress can find the perfect solution in a Mattressgard™ product.



CleanRest Mattressgard products

So how do you make the choice? To some extent this will be driven by the type of mattress you are buying and your personal preference on the fabric type and whether you prefer a quilted protector or a flat fitted sheet style. Memory foam customers for example prefer the flat sheet style such as Mattressgard’s Sleep Cool or Superior, both made from silky smooth natural Tencel. For those with a more conventional mattress, especially where a firm mattress is preferred, then Mattressgard’s Grand Quilted fits the bill. Complementing this superb range Mattressgard has recently introduced the CleanRest range which features the unique MicronOne® Technology, taking protection and hygiene to another level. This new range also features world leading mattress encasement products, further strengthening Mattressgard™’s position as the UK’s leading supplier. Mattressgard have led the way for many years now in the development of innovative products that both protect your mattress and provide a healthy and hygienic sleep surface and provides the most comprehensive range of mattress protectors available in the UK providing consumers with the best

protection for their mattress and retailers a great opportunity to offer the very best products to their customers. All their products have been created based on the experience and knowledge gained over many years by the Staingard team. By harnessing the most natural products such as Tencel™, Cotton and Bamboo and combining them with polyester and the most technologically advanced impermeable yet breathable polyurethane membranes, a union between nature and science has been created to provide the best protection products available. Mattressgard products are perfect for all the family and the extensive range offers products in sizes that are designed to be used in the smallest cot to the largest bed. As well as this great range we have the facility to provide alternative products to the hospitality and care industries where large quantities may be required and there is budget sensitivity. All Mattressgard products meet very exacting production and quality standards, are guaranteed for 10 years and all feature the following benefits. •Hypoallergenic and Anti Dust Mite

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SleepCool and Essential by Mattressgard •100% Impermeable HPU Membrane •Breathable •Heat and Moisture Regulating •Machine Washable •Sizes from Cot to SuperKing •Extra Deep Elasticated Sides Retailers can be assured of the best products, support, training and commercial terms plus eye catching display systems. For more information please contact us on info@



Gallery Direct

have a

good night James Hudson, sales and business development director at Gallery Direct, talks to Beds Magazine on its latest developments.


allery Direct offers the complete interiors solution, including a range of mattresses, divans, upholstered headboards and bedsteads, and Hudson Living sofa beds, designed and developed to help give a good night’s sleep. All are manufactured to the highest standards at Gallery’s Wiltshire manufacturing unit, using the finest raw materials. James Hudson, sales and business development director at Gallery, commented: “Our design and production team have years of knowledge and experience, which is vital for understanding how to use and combine different materials to produce quality products. We pair modern production techniques with traditional craftsmanship, such as handproduced deep buttoning, which can only be produced by highly-skilled craftsmen.” “Our mattresses are all handmade in the traditional way, one by one,” James continued. “A comfortable mattress is key to a good

Richmond 140 Sofabed night’s sleep, but everyone is unique and so we believe offering a choice to suit different preferences is important — one mattress does not suit all! We select only high-quality raw materials, carefully combining different fillings to achieve the desired feel for each mattress.” Gallery’s current mattress offering features eight collections, from the luxurious Portobello to the extra-comfort Pillowtop, and from the Adjusta, specifically designed for its adjustable beds, to the Contract collection, manufactured to meet the required UK safety and performance standards for the hospitality market. The range offers a wide choice, including tufted and quilted options, and genuine hand-side stitching, a skill that takes craftsmen years to master, but which gives an exquisite tailored finish and added

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strength to the edge of the mattress. On the upholstery side, there is a range of divans, sofa beds, and upholstered bedsteads and headboards. All are available in four carefully-selected fabric collections to offer a range of textures and looks — Berwick, which gives a refined and timeless look; Langford, for a sumptuous texture; luxurious velvet Longbridge; and Shearwater, which offers a modern take on the herringbone. Each collection has a choice of colours, giving 36 fabrics in total. The stylish divans offer a choice of practical storage options. There is even the option of drawers on the Adjusta divan. Great care and attention to detail is given to the manufacturing: all the divans are hand-upholstered and are fully lined; drawers feature captive


Gallery Direct runners and protective corner surrounds; and the ottomans have hydraulic pistons for easy opening, and lift retention straps for safety when turning or removing the mattress. To add the finishing touch to the divans, Gallery offers a selection of upholstered headboards, with floor height and strutted options. Designed to enhance any bedroom, the choice of styles and fabrics available ensures there’s one to suit all styles of interior, from the traditional Haywood with its deep buttoning to the contemporary Jive. For those who prefer a bedstead, there is the Rapture, which adds a touch of sophisticated glamour to a room. Featuring hand-produced deep buttoning, it is available with a choice of high or low foot end. In contrast, Lancaster, with its ‘chequer board’ design, offers a more contemporary look. And there is Felicity, an elegant boudoir-style bedstead featuring hand-produced deep buttoning. Its clever design allows it to sit tightly against a wall, whilst looking opulent and stylish. If space is tight and an extra bed is sometimes needed, there is a stylish guest bed that easily turns from a single into a kingsize bed. Simply pull out and lift the spare bed hidden under the main one. Last but not least from Gallery’s Wiltshire production unit is a range of Hudson Living sofa beds. Featuring 12 on-trend and stylish designs, they have been developed to be as beautiful to look at as they are comfortable

to relax and sleep on. James told us: “Our luxury sofa beds are designed for living. We’ve incorporated sumptuous, soft-filled cushions and everyday mattresses to ensure comfort for both sitting and sleeping. Combine this with the stylish designs and we’ve shown that sofa beds can both look and feel good.” The range offered ensures there is something to suit all tastes and styles of interior, from traditional to contemporary design and from a cosy loveseat to large corner sofas. Make a statement and add a contemporary accent with the Mayfair, which offers a chic look with deep-pulled stitching detail. For a simple yet stylish look, the Charlford offers chaise sofa bed options. And for a striking unique style, combined with an incredibly quick and easy to open action, take a look at the Richmond. This innovative sofa bed transforms in under 10 seconds, with one fold-over action, for the ultimate in easy living.

Deep buttoning

“These new sofa beds have been incredibly well received,” James continued, “and so, following on from their success, we have developed coordinated sofas, chairs, corner units and footstools, along with a range of personality chairs, which will be launched in January. “In response to our customers’ needs, we have also designed an occasional sleeper sofa bed to add a quality British-made budget model to our catalogue. These new 2019 Hand side stitching products will all be made by our team of highly-skilled craftsmen at our manufacturing unit in Wiltshire.” To find out more about Gallery’s bed offering, as well as their exciting new SS19 Collection, visit them on stand F47 at Top Drawer, stand 3-L20 at the January Furniture Show or stand 8D12-E11 at Spring Fair.


Felicity with pillowtop mattress

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vogue beds

sweet dreams

‘Helix - The intelligent pocket system that brings couples closer together.’ The Intelligently designed spring is receptive to individual body weights and quickly adapts and adjusts accordingly, providing equal sleeping surface for two people. The Helix Optimum comes Foam encapsulated with Helix Intelligent springs two-tone premium cover with Bug Guard Airstream fibre fillings and Hypoallergenic fillings. Come see us at the January Furniture Show.

Latex Cooler 2000 from Sweet Dreams’ popular Well Being collection combines two qualities that consumers looking for cool and comfortable sleep will love: a layer of semi-natural latex to the full sleeping surface, and a Cooler cover that helps to reduce body temperature. The divan also boasts 2,000 pocket springs.



As partners with the Chartered Society of Physiotherapy, Mammoth’s focus is on the creation of products that genuinely make a difference to people’s health and wellbeing. In an exciting new partnership with Celebrity Furniture, Mammoth will showcase seating ranges featuring a fully integrated Medical Grade™ Foam cushion. The cushion also utilises Mammoth’s unique PostureCell® technology, designed to provide unrivalled pressure relief and postural support.

Of the three Sherborne Adjustable Bed ranges, the original Dorchester is still the most popular. Featuring two memory positions on the Head-and-Foot model, all models offer a large, sturdy drawer and a generous 28-stone weight limit. They are also the easiest beds to assemble (along with the Hampton and Regency designs) as they are supplied in two parts only with absolutely no tools required.

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0800 0469901


The Next Generation of Smart MotionTech Beds






C O M P L I M E N T S With customizable features you can create the perfect essence of modern living, with options for feet, grab rails, contols and even slatted massage systems.

HALL 5 Stands D48-D49 & E50




Name: Mike Murray rector Job Title: Managing di ds Company: Land of Be What time is your alarm set for? I don’t have an alarm, just two kids who jump on me at around 6am! Do you have a typical day at work? I start with a gym workout and then grab a Costa coffee on my way into the office. I have a 10-minute catch-up with my team, review the latest sales figures and then look over my agenda for the day ahead. I have at least one face-to-face or Skype meeting set up every morning, which can be anything from a marketing chat with Google to a supplier meeting with one of Britain’s leading bed brands. Before lunch, I catch up on paperwork and emails in my office, as well as reviewing notes for my next scheduled appointment. I have protected time set aside to speak to all my departmental leads at the end of each day about what’s going on in their part of the world, as well as to offer any support. Do you have a bed time routine? I try to leave work on time, so I can take my kids to their football, golf and music clubs; then we eat together as a family. My wife Caroline and I put the kids to bed and then I will do another hour’s work — answering emails and completing paperwork. Before bed, we like to wind down by watching a boxset, shopping online or catching up on the news. What made you choose to join the bed industry? I am following in my dad and grandad’s

footsteps, as Land of Beds is a family business that’s traded for more than 40 years. Caroline and my mum, Maria, both sit on our Family Director Team, as does my dad, Mike Snr. And what made you choose to stay in the industry? I want to protect and grow our family legacy for the next generation. I believe in our mission — to help as many people as possible to sleep better. What is your biggest achievement? Getting Caroline to marry me! And biggest regret? I don’t have regrets because, with the right mindset, even the toughest challenges can be a learning opportunity. What do you think is the greatest challenge faced by the sector? The ‘Amazon Effect’! Amazon monopolise every retail sector they venture into. With more than 300 million subscribers, they have changed consumer behaviour forever — increasing demand for next-day delivery and driving up competitive pricing. And how do you think this could be combatted? Consumers need to be educated that they have choice. If there is only one company left, they are going to lose a lot of that choice.

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What has your year been like so far? We’ve enjoyed significant growth and another record-breaking year – culminating in being highly commended by the National Bed Federation in the ‘Large Online Bed Retailer of the Year 2018-19’ category. I’m excited to see how hiring people with different skillsets designed to futureproof our business will benefit us in 2019 and beyond. What is new for next year? Our new video marketing strategy is designed to position us as the bed experts who are in the right place at the right time when the consumer is looking for help and advice online. What mattress do you sleep on? Caroline and I commissioned a specially-made mattress with latex fillings from one of our suppliers. I don’t play favourites, so I am not telling you which one! What keeps you awake at night? When you have so many exciting opportunities that you want to capitalise on, it can be hard to switch off. When I’ve been working late, the new ideas and possibilities tend to run wild! And what’s your top tip for a good night’s sleep? Exercise — and buy a good mattress from Land of Beds!

What’s jo’s secret to CONQUERING the DAILY GRIND?...

...A perfect night’s sleep in a handmade Millbrook Bed.

official sleep partner

Correct at time of printing

Good Health is in our DNA. Mammoth has been helping people ease aches and pains and get a great night’s sleep for years. With a background in the health sector, Mammoth understands the unrivalled healing potential of leading comfort technology which is scientifically tested, developed in partnership with, and endorsed by experts. Being well rested and comfortable optimises health and wellbeing and is scientifically proven to extend life, and we know first-hand how life changing it can be.

Whether you are sitting, sleeping or relaxing, when you are at rest Mammoth is working hard.

See our comfort technology at the January Furniture Show on the Celebrity stand (D40, Hall 5)

Profile for Chloe Bowers

Cabinet Maker Beds January 2019  

Cabinet Maker Beds January 2019