Furniture News #384

#384 September 2021 www.furniturenews.net

MATERIAL GAINS Take comfort in Mammoth’s Medical Grade foam

Green means go Inside Chandler’s Ford’s iconic independent MANCHESTER FURNITURE SHOW FURNITURE CARE & REPAIR | LIVING TRADE SERVICES | BEDROOM

Respect, repair and restore – an expert perspective Gordon Hecht on retail’s new tricks and dead ends

The pioneers of Medical Grade™ foam Every brand talks about being special. But Mammoth’s naturally cooling Medical Grade™ foam is genuinely superior to other comfort technologies on the market.

Developed in healthcare to reduce pain and accelerate recovery for patients, Mammoth has evolved this material and utilised it in products that everyone can benefit from.

These unrivalled health credentials are the reason why we are the only brand officially partnered with the Chartered Society of Physiotherapy and the go-to brand for professional athletes Want to be able to recommend a mattress that you are confident can help your customers enhance their sleep and improve their health and wellbeing? Then it has to be Mammoth.

Contact Mammoth today and help your customers do more to protect their health and wellbeing: sales@mammothuk.com

Official partners with the Chartered Society of Physiotherapy

NHS Award Winners

Loved by the elite

EDITOR’S COMMENT 3 EDITORIAL EDITOR-IN-CHIEF Paul Farley 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED

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WITH AN INDUSTRY STRIVING TO MAKE HAY WHILE THE SUN IS SHINING, THE CARE AND REPAIR SPECIALISTS ARE SEEING HUGE DEMAND FOR THEIR SERVICES We may never appreciate the full extent of the pandemic’s legacy, but one thread that’s emerged from the reflection and anxiety of repeated lockdowns is the ‘make do and mend’ mentality. Why buy new, when you can repair or restore an expensive piece of furniture?

While such a mindset does not immediately seem conducive to healthy sales, it’s very much in line with broader consumer demand for more sustainable, longer-lasting and ethically sound product – and, as such, it’s probably overdue.

In our industry, such demand is addressed in various ways – from manufacturer guarantees, to insurance plans and protection products delivered at the point of sale. Both offer the consumer valuable peace of mind that should their purchase be broken, scratched or stained, they can call on an expert for help.

Like the rest of an industry striving to make hay while the sun is shining, the care and repair specialists are seeing huge demand for their services, and – as you’ll discover in the feature starting on p40 – are pulling out all the stops to ensure their products and procedures can pass muster in a post-Covid world.

Standing the test of time is central to this month’s lead story, in which Wendy Martin Green outlines the approaches she’s taken since inheriting the family retail business 10 years ago. Despite pandemic upheaval, Peter Green Furnishers – a full-service independent

that’s very much part of its local community – continues to address changing customer demand. Read all about what’s selling, and why, from p10.

If reinvention is on the cards in your business, turn to p74, where industry consultant Gordon Hecht says retailers should loan models, reframe their promotions and broaden their recruitment nets to include candidates with long hair and tattoos (“it’s never been more important to have your sales and operations team look like the people they serve,” he says).

Meanwhile, on p78 RetailSystem’s Jesse Akre asks why retailers, having curated perfect front-of-house environments in-store, don’t pay the same attention to their online assortments.

On another topic, I have to note the welcome return of face-to-face trade shows. Having thoroughly enjoyed the chance to catch up with so many familiar faces in Harrogate (see our Manchester Furniture Show report from p26, and relive that glorious sunshine!), it’s great to see so many exhibitions returning to life this month.

I hope you enjoy this month’s issue – and, if you haven’t already, don’t forget to check out our annual Bed Buyer supplement, featuring a comprehensive preview of the NBF Bed Show, plus interviews with the CEOs of Bensons for Beds and Mattress Online, at www.furniturenews.net/magazine.

All the best!

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@FurnitureNewsED

21 - 22 Sept 2021 | Telford Bringing The Bed Industry Together Again

Mattresses | Divans | Bedsteads | Headboards | Pillows Futons | Sofabeds | Tickings | Fillings | Springs | Foam Machinery | Components

NEW for 2021 - Supplier Innovation Zone

www.bedshow.co.uk @TheBedFed

5

#384 September 2021 www.furniturenews.net

CONTENTS

MATERIAL GAINS

07 NEWS

Take comfort in Mammoth’s Medical Grade foam

10 INSIGHT 10 Peter Green Furnishers 20 Clarion Retail Green means go Inside Chandlers Ford’s iconic independent MANCHESTER FURNITURE SHOW FURNITURE CARE & REPAIR | LIVING TRADE SERVICES | BEDROOM

22 EVENTS

Respect, repair and restore – an expert perspective Gordon Hecht on retail’s new tricks and dead ends

FN384_Pages.indd 1

26/08/2021 13:45

34 MAMMOTH (COVER FEATURE)

22 Northpoint / 24 Long Point 26 Manchester Furniture Show

34

CONTRIBUTORS 74

PRODUCTS

40 Furniture care & repair / 50 Bedroom 60 Living / 64 Trade services

74 OPINION 74 Hit and myths 78 Merchandising your website 81 Partner comment / 82 Feedback

Gordon Hecht, business growth and development consultant

10

78

Jesse Akre, president and CEO, RetailSystem Global Brands

81

Simon Williams, marketing & membership manager, NBF

PEOPLE WANT MORE RELAXED STYLES AND ORGANIC PRODUCTS, AND THEY ARE WILLING TO PAY FOR THEM

23-26 Jan 2022

NEC, Birmingham

The home of interiors

Register today at januaryfurnitureshow.com

NEWS

READ MORE AT WWW.FURNITURENEWS.NET

Orbital Vision has launched a new website to showcase its CGI capabilities work, with a 3D gallery and a Real or Not Real? challenge, plus an AR & VR page, where browsers can download a 3D model and view it in their home Harrison Spinks has promoted Chris Townsley, who joined the business in 2002, to the position of operations director for beds The Furniture Industry Research Association has developed new matrices to help those involved in the upholstered furniture and mattress supply chains understand how to comply with the Registration, Evaluation, Authorisation and Restriction of Chemicals (REACH) Regulation

Barker and Stonehouse has raised more than £10,000 at its annual golf tournament, which will be donated in equal amount to NHS Charities Together and the welfare arm of The Furniture Makers’ Company

Wren Kitchens has opened a £20m, 150,000ft2 quartz manufacturing facility in Scunthorpe, creating some 300 jobs in the region

Andrew Porter UK, the Manchester-based furniture and homeware storage and fulfilment specialist, has rebranded itself AP+ after diversifying its service offer

Housing Units, a Manchester-based home department store, has launched Modern Living, a new department aimed at the urban living market READ MORE ONLINE AT FURNITURENEWS.NET

7

WHITEMEADOW BUYS STAKE IN UK FOAM SUPPLIER Upholstery manufacturer Whitemeadow has bought a significant stake in one of its key foam suppliers, Breasley Ltd. Whitemeadow has been a customer of Breasley, one of the largest independent foam fillings converters in the UK, for over 25 years.

Whitemeadow’s MD Ian Oscroft comments: “Given the supply chain challenges of the past 18 months, we have decided to invest in Breasley to protect Whitemeadow should a similar situation occur in the future. The added investment will secure consistent and high-quality foam supply for Whitemeadow and allow Breasley to invest in the latest technology in foam filling conversion.”

Breasley’s MD Mike Crowshaw adds: “The partnership started around 1996 and Whitemeadow grew to be our largest customer about five years ago. We are very proud to have been part of the

Whitemeadow success story over the years, and even more proud to be part of this joint venture.

We are mid-way through evolving our operations to allow us to support further growth over many years to come.”

LEBUS SOLD TO EMPLOYEES In July, the shareholders of Lebus Upholstery and Lebus Furniture sold 100% of their shareholding to the company’s employees. An Employee Ownership Trust (EOT) has taken control of both companies with immediate effect, yet much of the consideration will be deferred over the next few years, states the business.

Lebus says the current board members will all remain in situ, and are “fully committed to the business”.

The upholstery manufacturer says its directors explored various options to secure the future growth and prosperity of both companies, and felt that the EOT provided the best solution.

“Private equity was not something we wanted to consider, and a trade sale, while attractive to shareholders, would not have guaranteed the

security and continued employment of many of our colleagues, who have made such great contributions to the success of the business in recent years,” comments MD Karl Walker. “We also wanted to remain within the Scunthorpe area and continue to be a major employer within the town.

“The EOT gave us the perfect compromise. It ensures the continuity and integrity of the business, while fully engaging a committed workforce in the knowledge that they will all share in the future success of the company. It also reassures our customer base that the business has taken steps to protect both its employees and supply chain for the long term. The company is in the best shape ever, and the move to the EOT will allow the board to plan for future succession, maintaining the ethos and culture of the business.”

LEGGETT & PLATT OUTLINES KAYFOAM ACQUISITION Leggett & Platt Inc purchased Kayfoam Woolfson, the Ireland-based foam- and bedmaker behind the Kaymed brand, in June, and the US bedding conglomerate has revealed details of the acquisition in its Q2 results. Chairman and CEO Karl Glassman comments: “On June 4th, we acquired a leading provider of specialty foam and finished mattresses primarily serving customers in the UK and Ireland.

The company, Kayfoam, is located near Dublin and has two manufacturing facilities with combined annual sales of approximately $80m.

“Kayfoam expands the capabilities of our European bedding business and establishes a platform in foam technology and finished mattress production. Similar to our US bedding business, this acquisition allows us to support our European bedding customers anywhere in the value chain from innerspring and foam components to finished products including private-label mattresses,

toppers, pillows, and other bedding accessories.

Q2 sales set a quarterly record of $1.27b (up +50% YoY), while adjusted EBIT was $144m (up $94m YoY).

Volume was up +31%, reflecting strong recovery in most of the businesses and increased demand YoY, when the business was significantly impacted by the pandemic. Leggett & Platt states that raw materialrelated selling price increases of +16% and currency benefit of +3% added to sales growth.

“Our employees continued to drive strong results in the second quarter despite a challenging macroenvironment,” adds Karl. “Due to their tremendous efforts, we are pleased to deliver all-time quarterly record sales along with record second quarter adjusted EBIT and EBITDA. While we continue to navigate inflationary pressures along with supply chain disruptions, consumer demand remains strong and we are increasing our full-year guidance.”

8

NEWS

READ MORE AT WWW.FURNITURENEWS.NET

ARIGHI BIANCHI TARGETS NATIONAL EXPANSION Cheshire-based retailer Arighi Bianchi has appointed Sarah Bianchi as its new MD, as it embarks on an ambitious phase of growth to cement itself as a national brand, challenging online furniture store stalwarts such as John Lewis, Made. com and Next.

With a heritage that dates back to 1854, Arighi Bianchi – known for its iconic Grade II listed building in the heart of Macclesfield – is one of the longest running family-owned furniture businesses in the UK. Sarah’s appointment comes as the retailer looks to significantly increase its national ecommerce presence, following a complete website overhaul and renewed ecommerce strategy. It has also been working with social media influencers to expand its reputation among younger audiences.

While the business had already experienced YoY digital sales growth since launching online in 2015, the closure of its store brought its ecommerce site to the fore. With a fleet of 30 liveried vans and lorries, the business was prepared for increased internet orders and rising demand from customers nationwide during the pandemic. As a result, 2020/21 saw a record year for online orders, and this is now a firm focus area for growth as the business aims to take market share from leading interiors brands. Last year Arighi Bianchi turned over £18m.

Sarah says: “It’s an extremely exciting time to be starting my new role, as we look forward to bolstering all areas of the business – from continuing to invest in our physical retail experience to expanding our online site and digital presence.

“It’s undoubtedly been a challenging time for our Macclesfield store due to the lockdowns. In fact, it was the first time ever that we had to close our doors for this length of time – we didn’t even

CIFF Shanghai, which was previously scheduled to take place from 3rd-6th September, 2021, has been postponed to 2528th September, 2021.

Shanghai’s Furniture China has also been postponed, to 28th-31st December

close during the war! But having already firmly established our online presence prior to the pandemic, we have managed to continue to trade well and, in fact, we’ve had a record year online.

“One of my priorities as MD is to build our national brand. We’ve already made some great progress here attracting a younger audience and gaining coverage for our online products in national home interest media. As such an established business in the North West, we’re extremely well known among the older generations – but we want to communicate the breadth of our offer and showcase the contemporary furniture and accessories we stock that appeal to fashionconscious buyers.”

The business has also welcomed a fifthgeneration member of the Bianchi family to its team to help spearhead this growth, as Lucy Mather joins as head of communications.

GALLERY COMMITS TO NORTHERN DISTRIBUTION HUB The Gallery Direct Group has secured a long-term lease on the newly built OrionOne warehouse at Markham Vale near Chesterfield, an established distribution hub located at Junction 29A on the East Midlands, South Yorkshire border.

This new facility, with 14m eaves, 21 docking doors and spaces for 39 trailers, boasts over 224,000ft2 of space– enough to house 35,000 pallets. It will serve as Gallery’s northern packing, warehousing, and distribution hub, with enough room to accommodate the ongoing expansion of the business. The property also offers space for the development of 30,000ft2 of state-of-the-art showrooms, over three floors, for client reviews and meetings.

MD Peter Delaney comments: “We are absolutely delighted to have secured this prestigious facility in an amazing northern location. The fact is that this new property, combined with our southern

Sleepeezee is fitting 665 energy-saving solar panels across its 1130m2 manufacturing facility in Kent, which will help generate power for 25% of the plant’s energy

warehouse and head office, improves further our distribution and operational capacity. We will be able to serve 96% of our clients’ requirements with one-day delivery times, utilising our own home distribution fleet.”

Around 50 new jobs will be created locally, and the advantage of both northern and southern warehousing and distribution will further improve Gallery’s customer service.

Peter continues: “We are excited to be expanding Gallery’s established home interiors categories, including furniture, lighting, wall decor and textiles, as well as the newer developments in outdoor living, home accessories and Christmas. Our strategy to be the leading supplier of the complete home and outdoor solution continues at pace. OrionOne is another significant milestone for our business, and we look forward to welcoming clients to our grand opening early in 2022.”

Spring Fair will be a four-day show in 2022, running at the Birmingham NEC from 6–9th February, including the introduction of late-night openings on the Sunday and Monday The BFM states that the shut-off for Christmas deliveries is becoming earlier than ever, due to continued high demand for furniture, combined with a perfect storm within the supply chain JYSK says it plans to carry out 10 store activities in the UK in the current financial year, with at least two new stores planned before the end of December, and several more due to be updated to the newest store concept Mattress Online has signed a three-year charity partnership with Zarach, a Leeds-based charity that helps families living in poverty to access beds, bedding and other household essentials Harrison Spinks is launching in North America, and has unveiled its first listing in H.Alora Luxury Beds, plus a new collection

READ MORE ONLINE AT FURNITURENEWS.NET

5th & 6th October

2021

●

Over 80 exhibitors

●

Complimentary parking

●

Complimentary lunch

●

Central location at Stoneleigh Park Warwickshire

For a full list of exhibitors and to register please visit

www.theautumnfurnitureshow.co.uk

10

INSIGHT

READ MORE AT WWW.FURNITURENEWS.NET

Wendy Martin Green

GOING GREEN Chandlers Ford, Southampton, is home to Peter Green Furnishers – a comprehensive independent furniture and flooring store that handles both domestic and commercial business, and has served customers in the south of England for over 60 years. Here, the retailer’s executive chairman, Wendy Martin Green, reveals how she took the reins of the family business, and the decisions which have shaped it since … www.petergreen.co.uk

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SELLING IS ABOUT STORYTELLING – TELL THE STORY, AND THE PRODUCT SELLS ITSELF Was it always a foregone conclusion that you would work in the family business?

No, it certainly was not. Although I grew up with the business on a day-to-day basis and worked there on Saturdays and during my school holidays and university breaks, it was never my intention to work in or run the business on a permanent basis.

Life, in fact, took me in another direction altogether – a degree in biology, followed by a job which I loved at the Natural History Museum in London, and then a move to New York where I earned a degree in fine art and a Masters in

creative writing, and raised my three children.

When my father died in 1980, my mother took the business over, and it was not until she passed away in 2010 that I was suddenly faced with the decision as to what to do with the business.

It was then that I decided to take it on. I had picked up a fair amount of knowledge of the business and the industry simply by osmosis from my years of living with my mum and dad and the business.

My background in art and design has been useful, as have my skills in writing.

I had a number of small business enterprises during my 30-something years in the US, and the lessons I learned from those have not gone to waste!

It was never my choice, but I have to say I find the responsibilities of running Peter Green demanding and challenging, and the work enjoyable and interesting. I care greatly about the business I inherited, the people who work for me, our new customers and our loyal customers. I also care for the manufacturers that we have had such long and continued relationships with over the 65 years that we’ve been in operation.

12

INSIGHT

Given that background, does it still feel like a family business?

Because both my parents have passed away and I am an only child, I’ve not had the pleasure (or maybe disappointments) that working closely with a family member can bring.

That said, all my three children have visited the business from the US at one time or another, and assisted us with buying trips, helping out in our coffee shop and with deliveries, so they know the mechanics.

At the moment they are all young and off doing their own thing, just as I did at their age. My daughter, however, who recently moved to Florida with her husband and baby, shows interest in the business, and helps out with the marketing and graphic design. She has a good head on her shoulders and good ideas – many of which we have employed. The benefits of working with her, for me, is that it keeps us close, moving towards a target together, and she can appreciate what a wonderful business her grandparents and mother have created, and how much care and effort goes into maintaining it on a dayto-day level.

Wendy’s father started the business in the small railway town of Eastleigh, in 1956

Has your attitude towards the trade, or the way you work with the people within it, changed much over the past decade?

Yes, of course – everything changes in 10 years in business, and the last 10 years threw us an obstacle course of recessions, Brexit nervousness and indecision, followed by finally leaving the EU, fierce competition from the big boys online, plus a pandemic to boot!

I think if your attitudes and the way you work remain the same through all of that then you are dead in the water.

You have to be flexible, you must be flexible, and flexibility is what being an independent business like Peter Green is all about.

How has the business changed since March last year?

Well, for me personally, the changes that the pandemic has made have been great. I have not been able to visit my store for over a year, but now, finally, everyone is in tune with video conferencing and virtual meetings, and that makes a big difference.

Years ago, with my business in the UK and me in the US, it was quite difficult to keep in touch with everyone, but now it is easy. I can now talk with HR, my bank manager and web developers as if I was in my own office at Peter Green.

FaceTime and WhatsApp enable me to talk to my MD and my managers on a daily basis. When we were all working from home I saw inside their homes and met their children and pets, as they did mine. I think because of this we got a lot closer during that time.

These technical leaps that Covid pressed upon us have changed things enormously from our customers’ point of view, too. Many of our older customers who were unfamiliar with the internet at the beginning of Covid are now pros, using their devices to go shopping, visit relatives and grandchildren and speak with their doctor – all as a result of lockdown.

In response, we expanded our online offering, and the hits on our website have almost tripled in the last 18 months. We also now offer private, inhouse, personal consultations, which are popular and can also be booked online. Most of our customers now go ‘window shopping’ on our website before they come to see us, and because of this we have noticed a shorter buying cycle. The usual four-to-five visits they were making a few years ago before they purchased has now been cut down to one or two.

The pandemic also allowed us to concentrate on our commercial offerings, as the building industry

largely remained open during lockdown – and other industries such as hospitality, general commerce, schools and places of worship, used the quiet time to revamp, and that kept us busy!

Of course, like many, we also had to make massive changes to the operations and operating costs of the business to enable us to survive months of closure, and we are only just being able to recover from that now, by taking on a few more staff to handle the increased demand and deliveries.

Perhaps our biggest obstacle right now is the huge lead times we are all suffering in the industry, and there is no way around that for any of us … is there?

Aside from the obvious winners (home office furniture, outdoor), have you seen any shift in demand for products/ categories since the start of the pandemic?

We have seen a shift in the way people spend. The pre-Brexit nervousness seems to have largely gone, and people are very much focusing on their homes, both inside and out. The vintage and retro looks are still very popular, with velvet and bentwood being all the rage.

Leather upholstery seems to be very much less in demand than it was pre-pandemic, perhaps due to the growing population of the more animal conscious among us. Three years ago we sold more than twice as many leather sofas and chairs compared to fabric ones – now I would say it is 50/50, with leather still on the decline.

In the same vein, we are seeing a trend towards eco-products, with both our retail and commercial customers wanting the look and the health benefits that these materials have to offer.

Sustainability is the buzzword with many customers, and they are happy to buy natural products that are harvested with the environment in mind, or recycled products. Thankfully, many of our manufacturers are responding to this need, with recycled or partially recycled fabrics and components. Seagrass and other more unusual fibres are popular for floors as well as wood, and in offices

MANY OF OUR OLDER CUSTOMERS WHO WERE UNFAMILIAR WITH THE INTERNET AT THE BEGINNING OF COVID ARE NOW PROS

INFORMING INDUSTRY, BUILDING BUSINESS 13

Similarly, what colour/material trends can you see gaining traction?

At the moment we are seeing imitation suedes now replacing the real thing. It is a warmer, more forgiving fabric, with a good performance record.

Plush velvet is everywhere – upholstery, dining and beds – and is loved for its touch of glamour and its

Living and dining brands are an important part of Peter Green Furnishers’ offer

marmoleum is making a comeback because it is all plant based.

Wool carpets, solid wood furniture, natural fabrics and organic fillings for beds are popular. People have become very aware of what might be inside a product in terms of fillings, glues and sealants, and they are very keen to know that they are not harmful in any way.

There is a slight drift towards bed frames rather than divans with our younger customers, who like the clean lines and airiness that a frame creates in a bedroom. Others are looking for a little glitz, with Hollywood mirrors, big, heavily upholstered headboards, and liquid wall art. Home bars are popular, too – the funkier the better – and so is mixing it up with dining furniture to give a colourful, eclectic look.

Of course, home office furniture, garden furniture and cleanable surfaces are all in demand as a result of the pandemic, and we have had a lot of fun in the past few months buying and writing about these products.

A result of people spending more time at home and outside during their breaks during lockdown is that many have rethought their office and hotel spaces.

Biophilic interiors are in demand for offices, because it is thought that nature is more calming and increases productivity. This is not to say that all the products have to be natural, but the shapes at least should be organic in nature. Some hotels are going for a more homely look, as they are challenged by the comforts that staycations and Airbnb have to offer. On the whole, I would say people want more relaxed styles and organic products across the board, and they are willing to pay for it.

The ‘buy local’ movement that took hold during the pandemic still holds true, and a number of bigger commercial organisations have turned to us to fulfil their furnishing needs because we are a local, independent company, and they want to support businesses such as ours.

FLEXIBILITY IS WHAT BEING AN INDEPENDENT BUSINESS IS ALL ABOUT easy-care approach to life. Both are ideal for pet lovers (a population that also grew during the pandemic), as well as families.

Headboards, too, are big, bold, and upholstered in bright fabrics.

We see green, green, green in every shade, mixed with dusty pinks everywhere now, but for us it is the strong primary colours that are still the winners – the royal blues and mustards, and of course, underpinning it all, grey is still king, with beige in second place!

We like to choose colour for our display models even if our customers eventually decide on beige. The colour draws them in and looks fantastic on the shop floor.

How important are brands to your offer?

Our longstanding partnerships with what we call our British heritage brands and a number of other wellknown overseas brands are extremely important to us, as they have excellent exposure on a national level. We have comprehensive collections of what we refer to as the ‘Big Five’, and people come to us because of that!

These brands are the mainstay of

our offering, but equally important to us is our ability to source from smaller companies, who have quality products at great value and are a little more tailored to the specific needs of our customer base. This more exclusive and non-branded merchandise is marketed under our Peter Green Hampshire label, and adds that point of difference to our offering.

Which suppliers do you work particularly closely with, and why?

Ercol, Parker Knoll, G Plan, Axminster, Brintons, Sealy and Dunlopillo were household names to me growing up, and Peter Green has sold products made by these well-established manufacturers right from this business’ infancy.

In fact, the award-winning and iconic Studio Couch from Ercol was first produced in 1956 – the same year that my father opened his first store in Eastleigh, Hampshire.

The most interesting thing is that all these mid-century styles have come around again, and we now have the updated versions of them on display.

We are proud to have had a 65-year relationship with these companies, and to have grown with them. Like us, they have survived because of their good ethos, engagement with the end user and dedication to quality, service and value.

We have enjoyed honest and honourable business partnerships with these companies for many years.

Other British brands that are important to us are: Sherborne, who make welldesigned suites and reliable lift-and-rise chairs; Ulster and Huge McKay carpets; and, more recently, Amtico LTV and Furlong, for fine wood flooring.

14

INSIGHT

What customer demographic and geographical reach do you have? Has online selling widened your scope at all?

Our demographic range has traditionally always been 45+ and our geographical range 50 miles or so, although a few come from much further away and most of our customers are much more local than that.

We get quite a few customers from the Isle of Wight too, because of our close proximity to the water, and a number from east of Portsmouth and west of Poole, Basingstoke and Reading.

Selling online has certainly attracted a younger crowd, particular with the less-expensive offerings. Our online offering is a little different to the kind of thing that we sell in our store, due to the lower AOV. We get a lot of enquiries from Ireland, Northern Ireland and Scotland, but, obviously, delivering larger products to these areas increases risk, and of course costs, for us. Online sales are a relatively new arena for us, and since we started we have shipped more goods across the nation than ever before – even as far as the Channel Islands!

How does the connection to the community around your store benefit you (and it)?

Peter Green has always had a strong connection to the community. My father

Amtico is a relatively new addition to Peter Green Furnishers’ flooring portfolio

Vispring, Mammoth and Hypnos are among the many brands which complete our comprehensive bed studios, and these are not new names to us. Their luxury, well-crafted and thoughtful products are a great fit for the Peter Green customer.

More of a newcomer for us is Clemence Richard, who produces an extensive range of quality dining furniture and cabinetry. The everpopular Stressless recliners, manufactured in Norway, are one of our several offerings from Scandinavia, which include the colourful Kebe chairs produced in Denmark and the wonderfully inventive designs from Skovby, who team simple lines with creative ideas for living and dining. Also from Europe is Status Italia – the height of modern Italian dining.

For Peter Green, it is all about our due diligence, ensuring our partners meet expectations – we expect our suppliers to have good ethics and stand by their brand, because our reputation depends on them doing just that.

was a keen charity worker, and was a member of Lyons and Rotary – he was made the first Freeman of the Borough of Eastleigh in 1979 for his services to the community.

These days, Peter Green still supports local charities and sponsors local sports groups, and we have kept our ties with Eastleigh Rotary. We support local artists with in-store galley events provided by us, and we run very popular networking events to encourage local businesses to meet and exchange ideas.

The community is important to us.

In more recent years people in the community have begun to refer to our business as an ‘icon’, which is flattering!

We have a long and interesting history in the neighbourhood. We have grown with this community that started life as a small market town with outlying rural areas, and has developed into an expansive conurbation that spans from Portsmouth to Southampton. We know our neighbours – we have carpeted and furnished their homes, their hospitals, their schools, their places of work and worship, local pubs, clubs, and eateries, and even their gyms! Being here so

PEOPLE WANT MORE RELAXED STYLES AND ORGANIC PRODUCTS, AND THEY ARE WILLING TO PAY FOR THEM

long, we have employed generations of local people, and we understand the needs of the community from the inside out. We are part of the furniture!

A few years ago I was asked to present a PowerPoint presentation on the history of Peter Green to the business community. After that, I was invited to do more for various interested groups. We still now offer these talks on request.

It’s important to be part of the community, because people like to do business with people.

Can you summarise your consumer marketing activities — what works particularly well for driving footfall/ website visitors?

Well, our marketing activities have definitely changed greatly in the past five years. Like others, we were beginning to lessen our exposure in print and concentrate more on other forms of advertising, and Covid accelerated that process for us.

Radio has always been an important part of our strategy, and it still is. We choose local stations that broadcast to our catchment area – namely the South and the Isle of Wight.

TV is still the strongest platform we use, but these days it’s very clever in selecting viewers who meet our demographic requirements, so advertisements are only served to those who are in the right area, age group and income bracket.

Social media and digital marketing have become more and more important over the past several years, and it has increased hits to our website threefold. We are active on a number of

W W W. F U R N I T U R E F A I R B R U S S E L S . B E

7 → 10 NOV 2021

www.modulo.be | 320511

Brussels Furniture Fair

BRUSSELS EXPO

16

INSIGHT

platforms, namely Facebook, Pinterest and Instagram. LinkedIn has been very successful for us in the B2B world.

E-shots are a very important part of our marketing activities, especially with our loyal customers, while blogging on a regular basis and on a wide range of topics allows us to tell people what we know, and gives us authority in the furniture and flooring landscape – but, most of all, it inspires.

Shopping these days is an enjoyable activity, not so much a necessity any more. People shop online to relax, they want to read, to think, to explore, to imagine and see beautiful images … then they buy! We aim to provide them with ideas which do not push our products, but give our readers inspiration. When they are ready they can come to us, and we will help them create their dream – be it a living room or a hotel, we aim to make it exciting!

Wendy’s children sometimes visit the business, helping out in the coffee shop or offering marketing assistance

How would you describe your approach to selling? Hard, soft, promotion-led, or other?

Peter Green are consultative sellers, meaning that we listen to our customers’ needs and then match products and services to those requests, sometimes finding solutions just for them that we had never researched before!

We never want to push anyone into a sale, as we all know that in most cases that does not have a happy ending. We are okay with customers leaving our store to “think about it”, because we are confident that our service and prices are competitive enough that they will come back.

THERE’S NOTHING WORSE THAN A SALESMAN WHO DOESN’T KNOW THEIR ONIONS – WE MAKE SURE THEY’RE FAMILIAR WITH THE WHOLE VEGETABLE PATCH Our biggest secret is training, and we do a lot of it. There is nothing worse than a salesman who does not know their onions – we make sure that they are familiar with the whole vegetable patch, through in-store training and many manufacturer visits. There is nothing better than seeing how and where a product is made. Selling is about storytelling, and many of our suppliers have beautiful and fascinating stories. Tell the story, and the product sells itself.

How do you juggle serving both domestic and contract customers? Is the line ever blurred?

We have two different departments in two different part of the business. The commercial contract department is a little more tucked away, and at the moment we are busy designing a new showroom in which to entertain our B2B clients.

Contract customers have their own account managers who look after their needs. Because commercial contracts customers rarely walk in off the street and are more likely to contact us by phone, email or through social media, the two worlds seldom collide (that’s

not to say that we don’t encourage our commercial contract customers to come into our store and experience our product first hand, because we very much like that).

The contracts world works by making friends in the business community, through networking and social media platforms. Account managers need go out and make these relationships, and business is very often done on-site. It is less passive than the retail side, where your client base is more dependent on walk-ins.

The needs of a domestic customer and a commercial contrast customer are often quite different, but we do, however, treat both customers with the same Peter Green respect and dedication to solve their problems.

There are similarities, in that many of our customers, both domestic and commercial, come back to us time and again, generation after generation.

In a nutshell, does it really matter if the lines get blurred? We don’t think so!

From your perspective, what’s the biggest challenge in furniture retail right now, and how are you tackling it?

Oh gosh! It has to be the recovery from lockdown, and making up for all that lost time and lost revenue. Dealing with the post-lockdown pent-up demand, and then the enormous wait for goods.

Component supply affecting lead times is a big challenge – it has to be the same for all of us in the industry – but with our heritage and stability we have the privilege of stocking several ranges in depth, so we can offer quick turnaround on key ranges.

It’s a big challenge for all of us to stay open and to keep our customers and staff healthy. Although masks are no longer required in stores, we want to respond in a sensitive manner, and if a customer is wearing a mask we have asked our team to respond likewise and wear theirs too. It’s all a matter of keeping everyone safe and feeling good

Never before have we been more equipped to say that we are the complete solution to home interiors, with a broad range of products there’s something to suit all interiors.

Visit us at Autumn Fair

Ideal as a stand-alone piece or paired

The Summerhouse

with other items from the collection,

Hall 20 Stand D20 - E21

the eye-catching Ripple Sideboard offers a sophisticated apartment living look. The solid mango wood doors and drawer fronts have a stunning black

5 - 8 September 2021, NEC

finish and are routed to create a ripple effect which catches the light, with the ripples running vertically on the doors and horizontally on the drawers to add even more interest.

View our full collection online at www.gallerydirect.co.uk

Everyone’s different.

That’s why we have a bed for everyone.

It’s great to be back with our widest choice of value and comfort options ever.

The thing about your customers is that they’re all different.

As such you need to stock a range of beds that appeals to them all.

Put together, Highgrove has something for everyone. Whether they want top of the range sophistication or a bed on a budget, we use the finest materials and components across our extensive range.

Whatever your customers want, you’ll find we’ve got it.

You’ll also love our

express delivery service,

where we aim to deliver any Highgrove bed you order within 7 days.

There has never been greater customer choice.

Each of our beds has clear benefits for better sleep and is backed up with high quality in-store point of sale support – supplied Free of Charge to our Appointed Stockists.

TOTAL TOTAL SUPPORT ALL SUPPORT ALL THE WAY. THE WAY.

Come and talk to us at the September Bed Show, Hall 5, Stand E20

20

INSIGHT

CLARION CALL Having successfully executed its first large-scale event since the pandemic struck, Clarion Retail, the organiser behind many of the industry’s key trade events, is gearing up to stage a January Furniture Show that delivers on all counts. This month, Furniture News meets two of the principals tasked with making sure the trade’s main event goes to plan … www.januaryfurnitureshow.com

Name: Russell Rule Job title: Show director Role and responsibilities: Show director across the Clarion Retail portfolio – responsible for January Furniture Show, Manchester Furniture Show, Top Drawer and Home & Gift. Also working on the newest product to launch from Clarion Retail, a new 365 digital marketplace, called Reveal.

Event CV: Prior to Clarion Retail I worked within Clarion’s Enthusiast portfolio, running the Baby Shows, House & Garden Festival and Spirit of Christmas Fair. I’ve been working in the exhibition industry for over eight years now, and I’m excited to continue to bring my drive, passion and love for live events to the furniture shows.

Strengths: Passionate about the industry – a great leader who is always there to support his team and all those involved in getting these amazing events put together.

Weakeness: I can’t switch off – I’m always on the clock. I’m just really passionate about events, and bring that into my everyday life.

The most important thing to achieving a successful trade exhibition is the quality of exhibitors and visitors – connecting exhibitors to buyers.

One thing I’ve learned about working with the furniture trade is that it’s a straight-talking industry, full of people who know their stuff!

My top takeaway from the Manchester Furniture Show in Harrogate was pride in delivering an opportunity for furniture exhibitors to connect and open accounts with a new audience (plus the 30° heat!).

My expectation of the January Furniture Show is that it will have all the leading UK and European brands, with all the major buyers in attendance. New content, a fresh look, and busy halls.

Save the date – we can’t wait to reunite the industry across five halls within the NEC on the 23rd-26th January 2022!

Russell Rule

IT WILL HAVE ALL THE LEADING UK AND EUROPEAN BRANDS, WITH ALL THE MAJOR BUYERS IN ATTENDANCE

21

Shona Carmichael

Name: Shona Carmichael Job title: Sales manager, the furniture shows Role and responsibilities: Working closely with (head of sales) James Howard and (show director) Russell Rule, I’m responsible for sponsorship, face-to-face meetings and telesales account management throughout the year – as well as generating new business, and visiting shows to discover new trends and potential clients.

Event CV: I’ve worked on a number of events through my career including Meatex (at this stage I’d become a vegetarian), Newstec, and horse and rider shows in Wembley and Scotland.

I’ve spent 20 years working on Manchester Furniture Show. and seven years on January Furniture Show.

KNOW YOUR CLIENTS, AND UNDERSTAND THEIR PRODUCTS SO THEY CAN SHOW SUCCESSFULLY The most important thing to achieving a successful trade exhibition is knowing your clients and understanding their products so they can show successfully – that way, they come back year after year.

Strengths: Passion and knowledge in the industry, and, obviously, the most amazing relationships built over the past 20 years.

One thing I’ve learned about working with the furniture trade is it is a very small industry, and it works through word of mouth.

My father worked in the furniture industry for many years, drawing the floorplans for the BFM show. I always remember his words: “Don’t work in the furniture industry – it’s addictive, and you will never leave!”

Twenty years later, and I’ve never looked back!

Weaknesses: I find it hard to say no to people, as I treat them all like family.

My top takeaway from the Manchester Furniture Show in Harrogate was

the most amazing positivity from both buyers and exhibitors after such a difficult year.

My expectation of the January Furniture Show is a hope that, after a two-year break, the buyers come out in force to see new and existing exhibitors.

We have run the most amazing pilot scheme in Harrogate, and will be enforcing the same guidelines at the NEC. Please join us for the most important date in the furniture industry. It’s going to be an amazing show with lots of new brands – please join us in celebrating the largest national furniture trade show in the UK! The January Furniture Show will return to the Birmingham NEC from 23rd-26th January 2022

22

EVENTS

NORTH STAR The show’s venue in Ingliston, Edinburgh

Following a string of Covid-induced false starts, Northpoint finally returns to Edinburgh’s Royal Highland Centre from 12-14th this month.

La-Z-Boy UK

Julian Bowen

Kettle Interiors

www.thenorthpointshow.co.uk

“Our last show was in 2019, and it’s good to be back and welcoming regular and new exhibitors to our 30th show at the Royal Highland Centre in Edinburgh,” says show organiser, Bob Dymond.

Visit the show’s website to explore the huge variety of brands lined up for this edition. Mike Marshall, sales agent for returning exhibitor Kettle Interiors, says: “With the 2021 show season now back on track, Kettle Interiors are excited to be exhibiting at the Northpoint show.

“After the success of the Manchester Furniture Show in Harrogate, and The Summer Furniture Show in Telford, we cannot wait for the opportunity to introduce our brand-new launches to our Scottish and northern UK customers – from the all-new Signature HO Blue and FO Collection, through to first reveals

of new colour options to established Originals and Essentials favourites, there really will be something for everyone on our stand.”

Julian Bowen’s commercial sales manager, Chris Atkinson, is also looking forward to attending: “We have been supplying furniture to the UK market for over 30 years now. We are taking the opportunity to attend the Northpoint show to emphasise to present and future customers that we deliver quality furniture at affordable prices, with an overriding ambition to always exceed our customers’ expectations with inspiring commercial designs, flexible delivery solutions and award-winning customer service.”

La-Z-Boy UK will be exhibiting at Northpoint for the first time. Tristan Pyke, head of sales for independents, comments: “We’re really excited to be attending the Northpoint furniture show. It will be a great platform for us to showcase our brand-new, UK-made ranges to our existing customers in Scotland, and provides an opportunity to welcome new retailers to the La-Z-Boy UK brand. It’s an extremely focused and relevant show for us and our customer base, and we can’t wait to be a part of it.”

Due to uncertainties around Covid-19 guidance, the show’s organiser has decided to postpone the popular President’s Dinner until next year – but the depth of brands and businesses present promise a fulfilling and rewarding experience for any trade attendees

NORTH

12th - 14th September 2021

Royal Highland Centre, Ingliston, Edinburgh

THE FURNITURE AND INTERIORS EXHIBITION FOR NORTHERN UK Sitting next to edinburgh Airport And with greAt roAd linkS to the reSt of the uk.

northpoint iS the deStinAtion for All retAilerS

looking to do buSineSS in A relAxed Setting And with An opportunity to enjoy the City of edinburgh during their StAy.

CONFIRMED EXHIBITORS 17TH AUGUST - Alpha Designs • Annaghmore • Asiatic Rugs • Bell & Stocchero • Brafab Outdoor • Buoyant Upholstery • Call Salotti srl • Carter & Lewis • Celebrity Motion Furniture • Claremont Furniture Agencies • Core Products • Deepsleep Beds • Deluxe Beds • Dura Beds • Espoir Beds • Furniture Repair Distribution • GCL Bedroom Furniture • Gilt Edge Beds • Global Furniture Alliance Ltd • Gold Confort srl • Gradi Living Upholstery • H G Beds • Harrison Spinks • Highgate Beds • Highgrove Beds • HoneyB • Inglewood Interiors • Julian Bowen • Kayflex • Kettle Interiors • Komfi • Kyoto • La-Z-Boy • Lano Carpets • Maysons Furniture • Millbrook Beds • Mini Divani • NHC Technology • One Call Furniture • Opulent Craft • Opulent Craft Beds • Platinum Upholstery • Protect-A-Bed • Relax Seating • Rest Assured • Sanctum Beds • Seabrook Interiors • Sealy Posturepedic Bed • Siesta Beds • Silentnight Beds • Silentnight Brands • Sofa Factory • Somnus • Spring Craft • SRS Distribution • Staingard, Mattressgard, Leather Master & Floorgard • Sweet Dreams • Tancredi Salotti srl • Taylors of Scotland • The Furniture Company • Vale Upholstery • Valuemark Furniture • Wheatcroft Beds • Wiemann

www.northpointshow.co.uk info@northpointshow.co.uk

24

EVENTS

ON POINT Having staged a successful spring event, the Long Eaton Guild of Furniture Manufacturers invites the trade to visit the autumn Long Point show, taking place across various venues in the Derbyshire town from 20th-22nd September.

Leopold Street, where the majority of the exhibitors can be found.

Courtesy transport to each showroom location is available to and from East Midlands Airport and Long Eaton station – call 0115 973 4481 for assistance. The show has also partnered with the local Novotel and Village Hotel to offer attendees discounted room rates – see the show website for details.

Visitors will also be eligible to enter a prize draw for a £1500 Belmont gift voucher at the various registration points – redeemable against a plethora of holiday experiences. The MP for Erewash, Maggie Throup, will draw the winning business card following the show

Baker Furniture

Nicoletti will launch new models in its People and Sofa collections at The Village Hotel

Iain James Furniture

www.longeatonguild.co.uk

Featuring 30 leading UK and international upholstery, cabinet, bedroom, fabric and lifestyle accessory brands – including event newcomers Alstons, Nicoletti Home and Richmond Interiors, plus and fabric producers Warwick and Wemyss – Long Point continues to go from strength to strength.

From high-end upholstery to advanced CGI visualisation services, Long Point offers trade buyers an immersive, intimate sourcing experience, in the heart of the UK centre of quality upholstery manufacture.Open from 9am-5pm daily, Long Point operates through various showroom spaces across the town, centred on Harrington Mill on

Richmond Interiors

Tetrad

26

EVENTS MANCHESTER FURNITURE SHOW

THE SHOW MUST GO ON Postponed and relocated, this year’s Manchester Furniture Show faced an uphill battle – yet, as the first largescale furniture show for over a year, there was high demand for Clarion’s summer sourcing opportunity. And thankfully, for the many exhibitors and visitors which made the trip to sunny Harrogate this July, it delivered … www.manchesterfurnitureshow.com

HARROGATE DID THE SECTOR PROUD, PROVING A FANTASTIC STAND-IN VENUE

In a marked departure from the norm and prompted by pandemic necessity, this year’s Manchester Furniture Show ran from 18th-21st July across the Harrogate Convention Centre (HCC) and grounds of the DoubleTree by Hilton Harrogate, and was co-located with the popular Home & Gift Buyers’ Festival.

“As one of the first shows back for the industry – and the first for Clarion Retail – it was such an important milestone in getting back to live events,” states the organiser.

“There were, of course, some challenges in the run-up to the event, with the ever-changing Government guidelines and communications, and the situation surrounding Covid – this was monitored closely by our team in the run-up to the show to ensure a safe

experience for everyone involved. Once the show had been selected to take place as a Government pilot, it allowed our team to work really closely with the relevant Government departments so we could provide a safe return to live events.

“The majority of visitors and exhibitors were keen to get back on-site, but some were a little apprehensive after the events of the last 18 months. However, any doubts that people may have had vanished as soon as the doors opened on the morning of 18th July. Having a clear Covid pass verification process in place allowed people to feel safe and secure entering the event, and it allowed for people to reconnect and do face-toface business again, which was really celebrated by all present.”

27

WE HAD A RECORD SHOW, WITH RESULTS DRIVEN BY THE RIGHT PRODUCTS IN STOCK AT THE RIGHT TIME, AGAINST A BACKDROP OF SUPPLY CHAIN DISRUPTION

Indeed, visitor numbers proved strong, and, according to Clarion, buyer quality was “outstanding”, tracking in line with previous editions.

Manchester Furniture Show continues to attract key UK buyers from independent, group and online retail stores, as well as contract and interior design buyers. In general, the mood of visitors was positive, and for many the event was the first opportunity they had had to engage with their suppliers in person.

Stephen Buchanan, buyer at Emmaus, notes: “The Manchester Furniture Show in Harrogate was very well organised, with great suppliers and a chance to buy new ranges to sell in stores.”

Exhibitors reported positive reactions and business, with buyers keen to gauge the availability of new lines, and stock up on new products and ranges.

Tom Bayliss, UK sales director at Kettle Interiors, comments: “As soon as the doors opened on the Sunday morning, any doubts on how a change of venue would impact the show were quickly lifted.

“Throughout the four days the footfall was consistently good, and the halls often full with store owners keen to refresh their displays with the latest looks for the busy AW21 season ahead.

“I know that some of the trade were apprehensive about the new location, but the beautiful Yorkshire spa town of

28

EVENTS MANCHESTER FURNITURE SHOW

Harrogate did the sector proud, proving a fantastic stand-in venue. We were overwhelmed by the level of interest our new furniture received, and look forward to seeing it on high streets across the country later this year.”

James Ellis, MD of Ancient Mariner, says: “Thank you Clarion, for being brave in challenging times and moving Manchester to Harrogate. We had a record show, with results driven by the right products in stock at the right time, against a backdrop of supply chain disruption faced by many wholesalers.

“The major benefit for us was being attached to Home & Gift, which drove a whole new set of customers to our stand which we would never see at Manchester. Manchester is always a good show for us, but having it attached to Harrogate gave us 10 x better results – great location, great buyers, great social atmosphere and a well-organised event led to an outstanding result.”

Health and safety remained paramount, and the organiser ensured that the safety of visitors, exhibitors, and staff on-site was a priority. “With

INFORMING INDUSTRY, BUILDING BUSINESS 29

GREAT LOCATION, GREAT BUYERS, GREAT SOCIAL ATMOSPHERE, AND A WELLORGANISED EVENT the backing of the Government and local authorities, we were confident that we would be able to run the show, and it was only with the support of our key stakeholders that we were able to do so safely and successfully,” states Clarion.

The focus now turns to the January Furniture Show, which returns to the

Birmingham NEC from 23rd-26th January 2022. The UK industry’s flagship event already promises the likes of Forte, Tetrad, Kettle Interiors, At the Helm, Hydeline, Carlton, Italia Living, SITS, Rauch, MLILY, La-Z-Boy, Alpha Design, Gallery Direct and Pacific Lifestyle, and more exhibitors are confirming their

attendance with each passing week.

“The highly anticipated return of January Furniture Show is set to be a great success,” states Clarion. Visit the January Furniture Show website – www.januaryfurnitureshow.com – to find out more and to register an interest in attendance

Manchester United’s Bryan Robson was back on MLILY’s stand

30

EVENTS MANCHESTER FURNITURE SHOW

OPENING DOORS rauch is a leading manufacturer of German bedroom furniture, offering hinged and sliding door wardrobes to suit all tastes and budgets. After an 18-month absence from face-to-face customer contact, UK national sales manager Darrell Cooper was thrilled to get back to face-to-face business in Harrogate this summer … www.rauchmoebel.co.uk

WE HAVE COME OUT OF THIS STRONGER AND BETTER PREPARED

How has rauch reacted to the challenges of the last 18 months?

All in all, rauch have dealt with the challenges admirably. Despite the restrictions that both the pandemic and Brexit have placed upon manufacturers and suppliers, we have continued to keep the factory running and maintained deliveries to our UK customers under very difficult circumstances.

Whilst at times, like everyone else, we have faced huge uphill struggles, we feel we have come out of this stronger and better prepared than ever. Demand for furniture is very strong, and we are more than ready to meet that demand.

How did it feel to be exhibiting again?

Quite simply, it was great to be back!

Whilst online presentations and virtual shows have been essential during the last 18 months, there really is no substitute for having a physical presence, being able to display and demonstrate the furniture, and most importantly talk face to face with customers.

The world has changed in so many ways over the last year and a half, and there is still a feeling that we are some way off returning to business as usual.

However, the appetite shown by buyers and stakeholders at the Manchester Furniture Show at Harrogate was extremely encouraging, and a cause for optimism.

What does the future hold for rauch?

We are excited about the next few years, especially in the UK market.

We are already looking forward to the next show in January at the NEC, and are also planning a range of improvements and initiatives to drive our business forward. In the short term, rauch have a huge 125-year anniversary to celebrate in April 2022, when we hope that travel will be possible in order for our customers to join us at our Freudenberg facility to celebrate this impressive milestone

IT‘S GREAT TO BE BACK! THANK YOU for visiting us at Harrogate

Close to your market… Close to you!

Rauch Furniture UK - 12 Vine Street - Evesham, Worcs. WR11 4RE Telephone 01386 422882

www.rauchmoebel.co.uk

32

EVENTS MANCHESTER FURNITURE SHOW

SUNNY AFTERNOON Sundowners, Summer Terrace, Harrogate Convention Centre / Monday 19th July www.manchesterfurnitureshow.com

Following a busy day of in-person business, the exhibitors taking part in Manchester Furniture Show and Home & Gift retired to enjoy a cold drink or two with their friends and colleagues on the venue’s Summer Terrace, embracing the opportunity to relax and re-engage against a backdrop of live music and wonderful weather.

33

34

PRODUCTS

COVER STORY

A MAMMOTH REFRESH This year’s NBF Bed Show, taking place in Telford from 21st-22nd September, will see health and wellbeing brand, Mammoth, showcase the latest update to its award-winning Comfort collection, adding the all-new Excel mattress to the Shine and Move. More of Mammoth’s unique Medical Grade foam, more depth and more pocket springs ensure that customers will be able to enjoy superior comfort, pressure relief and postural support, says the supplier …

Shine

www.mammothcomfort.com

Thanks to the brand’s unrivalled health credentials – which include NHS Innovations awards for work in pressure relief and temperature regulation, an official partnership with the Chartered Society of Physiotherapy and close relationships with sleep centres at both Oxford University and Northumbria University – Mammoth’s Medical Grade foam mattress range is a benchmark for rest and recovery.

The addition of the Excel mattress offers consumers more of the sleep technologies that have made Mammoth a go-to brand for elite sports stars, health professionals and more. Each of the three models – the Excel 4000, Excel 6000 and Excel 8000 – incorporates a generous 9cm of Medical Grade foam and seven PostureCell zones to ensure that bodyweight is evenly distributed.

As those familiar with the Mammoth range will know, each PostureCell moves independently to reduce partner disturbance during the night, while the cooling air channels between each disperse heat, moisture and allergens.

These benefits are further enhanced by a breathable and hypoallergenic cover that helps to ensure a dry, cool night’s sleep.

In testing at Northumbria University’s Centre for Sleep Research, Mammoth’s unique technologies resulted in participants falling asleep +29% faster, experiencing +7% greater sleep efficiency and enjoying sleep +21% more.

At a time when 78% of people have resolved to make health and general wellbeing a priority in their lives (according to a 2021 study), the refresh of Mammoth’s Comfort collection comes at the perfect time for retailers – and by incorporating more of the scientifically tested and awardwinning technologies consumers have grown to appreciate over the last decade, Mammoth has enhanced its reputation as a leading brand for those looking to protect their health and wellbeing.

The refresh will also include an update to Mammoth’s branding, denoting its vibrant and holistic approach to health and wellbeing, which sees it tackle health from all sides.

As Mammoth’s head of brand and design, Kris Wood, explains: “Mammoth’s heritage in UK healthcare has always set it apart from other brands on the market. And through this refresh we have brought this pedigree to the fore, with the use of our signature green and a clean finish to clearly denote our unrivalled health credentials.”

Speaking on the retailer proposition, sales manager Stuart Page says: “By now retailers are aware of what Mammoth’s unique Medical Grade foam mattress collection can offer – delivering +69% faster cooling and +46% greater pressure relief than standard memory foam mattresses.

Already, the Shine is bursting with the best sleep and comfort technologies for rest and recovery, while the Move mattress and bed combines motion technologies for a truly tailored sleep environment.

“The Excel presents retailers with an additional element of luxury for those customers who truly want the best that money can buy and acknowledge that health is wealth”

WE ARE FORTE

uksales@forte.com.pl uksales@forte.com.pl

www.FORTE.com.pl www.FORTE .com.pl

PRODUCTS

37

ETHICAL EXPANSION Sustainable values underpin the thoughts and actions at major European furniture producer Forte, explains the business’ UK sales manager, Victoria Ross …

Moy

Havanna

www.forte.com.pl

”At Forte, we base our operations on universal values of co-operation, responsibility, development and empathy,” says Victoria. “Our company constantly improves our activities in the area of responsible business.”

Forte’s environmental policy is a priority for the business, targeting sustainable growth with respect to the natural environment. “We undertake a number of activities aimed at optimising the consumption of materials, fuels, energy and water in order to protect non-renewable natural resources, and to reduce the pollution that can result from production, storage and transport.”

According to Victoria, the reuse of recyclable materials enables the business to save, on average, some 64,000 trees each year, as well as indirectly reducing water pollution (by -35%) and air pollution (by -74%).

“Thanks to the recycling of plastics, we save nearly one million tons of crude oil – the primary raw material used for our production – each year. And, by segregating scrap metal and sending it to recycling in metal smelters, we achieve energy savings equal to burning 900,000l of gasoline every year.”

Forte’s Tanne chipboard manufacturing plant, which has been operational since April 2018, was created not only to meet the needs of furniture production (tailored to

its designs, to reduce waste), but also to build a closed cycle of waste management within the group.

All of this would be not possible without the environmental awareness and responsibility of Forte’s employees, says Victoria, explaining that the business encourages employees to care for the environment through an ‘eco code’, information campaigns, classes and training across its manufacuring plants (Forte’s ethical code also features sustainable development, so the natural environment is a frequent lesson topic in its bilingual on-site nurseries).

“In 2021, we created flower meadows with a total area of ​​16,900m2 at our plants, and these areas were sown with plants to help bees and other insects flourish,” adds Victoria. “Actions such as the celebration of World Environment Day and participation in the international FSC Friday are just some of the activities that have become a permanent fixture in Forte’s calendar.

And we engage not only employees, but also our partners, suppliers and service providers in these events.”

Since wood is the fundamental raw material for the production of Forte’s furniture, the purchase of raw wood and wood-based materials is particularly important. Since 2013, Forte has participated in the FSC voluntary Product Chain of Custody in its full scope (in the field of furniture and chipboard production).

“FSC is an international forest management certification system that controls and confirms the fact that the management and use of forests is correct, and takes into account the needs of forest protection on a global scale,” explains Victoria. “It is the most reliable of the forest certification systems in existence, and the only one supported by major environmental organisations. Through FSC certification, we want to help our clients make ethical and responsible decisions that can minimise harmful effects on the natural environment.”

Anyone wishing to learn more should contact Victoria Ross or Janine Barrett by emailing uksales@forte.com.pl or calling 0151 559 0675

38

PRODUCTS

NATURAL FLOW Coach House aims to inspire and delight, as it prepares to launch hundreds of new products for spring/ summer 2022 – as well as a brand-new floral collection – at this year’s Autumn Fair, taking place at the Birmingham NEC from 5-8th September. www.coachhouse.com

From product for the great British outdoors to sanctuary-inspired and inner-wild-child interiors, Coach House has it all covered, and cannot wait to show its customers what it has been designing and creating over the past year.

This year has become synonymous with time spent at home, and consequently more time outdoors – and Coach House is not complaining! “What always seemed like a European culture has finally crossed the pond to the English garden aesthetic,” states the one-stop supplier.

“Here at Coach House, we are very much embracing this newfound love of the great outdoors. It’s now not so much about bringing the outside in, or inside out, but a seamless transition that works best – creating more of a natural flow between the two. This will not only increase space, but help give a mental boost. Nature is a medicine for the mind, and its calming balm has never been more craved.

“A few ways we find to create this more seamless transition are textiles, accessories, and of course plants.

“In terms of textiles, it’s cushions and throws galore! We now have a new range of outdoor cushions and even some outdoor recycled rugs, which really help to add a softness and comfort to your

outdoor spaces, especially in the early evening. Even bringing non ‘outdoor’ items out can really feel cathartic – items like vases and trays give a more homely feel to your garden.

“Then, naturally, there are indoor plants to create a sanctuary indoors – this has just been going from strength to strength for the last few years, and our faux plants sales have grown phenomenally over the past 18 months.”

At Autumn Fair, find Coach House on stand A20/C21 in hall 19

C OAC H HO US E www.coachhouse.com /

coachhouseuk

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PRODUCTS FURNITURE CARE & REPAIR

MEET THE FIXERS From home visits to over-the-counter sales, furniture care and repair specialists fulfil an important role in the industry, offering purchasers peace of mind alongside the potential of salvaging items that might otherwise end up in landfill. This month, Furniture News looks at some of the issues affecting the sector, and how its leaders are making a difference right across the supply chain …

According to the Furniture Industry Research Association (FIRA), consumer expenditure in the furnishings, household equipment and routine maintenance sector exceeded £60b for the first time in 2018 – and this figure is only likely to have grown since, despite consumers increasingly adopting less wasteful habits and embracing furniture repair and reuse.

Yet while demand for home goods soared during the pandemic, so too did the challenges facing the sector’s specialists on the ground, and the delivery of ancillary care products.

House calls became a social distancing minefield, and consumers soon became less tolerant of delays.

For now, challenges remain – notably a shortage of specialist repair skills – yet the sector has evolved and adapted to meet the demands of today’s ‘new normal’, providing the industry with support to help minimise returns

and keep consumers satisfied, while offering retailers valuable add-on sale opportunities.

This month’s panel comprises: Ben Staerck, MD of cleaning, repair and restoration product provider Furniture Clinic; Gill Finch, MD of Stroolmount UK, which offers flooring and furniture protection products; John Bowater, MD, and James Lane, owner, Homeserve Furniture Repairs – an on-site repair service for leather, soft furnishings, beds and cabinets, voted Best Furniture Care/Repair Provider in Furniture News’ 2021 Readers’ Choice Awards; and Martin Napper, CEO of Castelan, which offers services that help prepare products for sale and resolve pre- or post-delivery concerns.

Read on to discover how each has negotiated the pandemic, how their products and services have evolved, and what they make of changing consumer demands …

WHILE DEMAND FOR HOME GOODS SOARED, SO TOO DID THE CHALLENGES FACING THE SECTOR’S SPECIALISTS

This month’s panel: Ben Staerck; Gill Finch; Martin Napper; and John Bowater and James Lane

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PRODUCTS FURNITURE CARE & REPAIR

Q&A

HAVE THE EVENTS OF THE LAST 17 MONTHS CHANGED THE WAY YOU OPERATE?

Gill Finch: Covid has put life into perspective for me. I now spend less time at the office and more time working from home. So, my work-life balance has changed as I’m not charging around so much, plus I’m saving money by using less fuel, which makes me feel good as I’m helping to do my bit for the environment.

Brexit has also dramatically affected us, but this time it’s our bottom line.

Importing is a problem, with longer delivery times and larger costs.

Plus, we no longer export our protection products now. We had some customers in Ireland, and exporting has

Furniture Clinic

Ben Staerck: I think the changes we’ve made as a result of Covid-19 are better for the business, and also better for our employees’ work-life balance. All staff who were previously office based are all now set up to work from home, so we’ve adopted a new working week where some time is spent in the office, and some at home.

All staff are much happier with this arrangement as it allows them more time to spend with family and friends. We’ve also noticed an increase in productivity and customer satisfaction as a result.

For technicians based on the road, or in one of our workshops, the changes aren’t so rewarding! We’ve changed shift patterns, even adding a nightshift at our main production centre, and put measures in place to reduce contact with customers, reduce overcrowding of break areas, and all the usual safety measures associated with Covid-19.

Brexit hasn’t had a direct impact that we’ve noticed yet – although almost every week we’re currently being notified of new price increases from suppliers, but whether that’s from Brexit or Covid-19, I’m not sure.

been a nightmare with more customs and excise regulations, forms, delayed delivery times and lost parcels, etc. At the moment, any profit is not worth the problems – but hopefully in time it will become smoother and we can begin again.

John Bowater and James Lane: We have all had to adapt over the last 15 months, and at Homeserve Furniture Repairs we can now switch our office support operating model from head office to working remotely overnight to provide continuous support for our clients.

Our 150-strong (and growing – we’re still recruiting!) team of furniture technicians have all the PPE and health and safety processes in place, to ensure they and our customers are safe.

Time is very important to all of us, and in some cases where we would inspect the furniture first, we have expanded our technical preview team so we can preview issues from the images provided by our clients – rather than carrying out an inspection, we can look at the images supplied, and in some cases address the problem more rapidly.

For example, if we can see that the fabric arm of a sofa has been damaged, we can pre-order the new part from the

WE HAVE EXPANDED OUR TECHNICAL PREVIEW TEAM SO WE CAN PREVIEW ISSUES FROM IMAGES PROVIDED BY OUR CLIENTS

supplier, and simply replace the arm on the first visit – so the customer only has to have one visit and the issue is resolved.

Martin Napper: As with many businesses, the abrupt nature of the instruction to ‘stay home’ and ‘work from home where you can’ meant that we had to take decisions at speed and make investments in remote infrastructure in order to continue offering the service that our clients, and their customers, expect of us.

The fact that we had already made huge strides in our online capabilities meant that we were able to fulfil our main commitment – to continue offering a full claims service to the end user.

We still operate a mix of people working from home for those who are usually office based, but our network of furniture technicians are, by nature of the job, required to visit customers’ homes. We quickly developed a full PPE kit for our technicians ,and put in place rigorous protocols to fully check that our customers were happy for us to visit their homes.

In line with the FCA guidelines, we placed particular attention on vulnerable customers, and made absolutely certain that all vulnerable customers were dealt with quickly and with all due care and attention. Because of these firm protocols, we were able to continue servicing our customers throughout the pandemic lockdowns, and we are committed to continuing to do this in a way that reduces risk and keeps both our technicians and the customers safe.

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PRODUCTS FURNITURE CARE & REPAIR

Q&A

HAS THE CONSUMER’S MINDSET SHIFTED WITH REGARDS TO REPAIRS AND PROTECTION? Ben Staerck: There is definitely an ongoing shift in consumers to become more mindful of how they shop, and this filters down to furniture repairs and restoration. Our online business selling restoration products has grown significantly over the last few years, and we currently fulfil about 1500 online orders every day.

We’ve noticed an increase in demand for our furniture restoration services, working directly with the consumer – people looking to mend what they have, rather than buy new. I don’t think this is price driven, either – people are choosing to live a more sustainable life. We’ve also seen a shift from customers being very sympathetic to the Covid-19 situation and the impact it had on businesses, to becoming very impatient, demanding and fed up of the knock-on effects it is having.

Gill Finch: Yes, I think that the consumer’s mindset has shifted, and the pandemic had accelerated that change.

We can feel the gradual progression from being a throwaway society to one where we protect and repair, recycle and upcycle. Throwaway and disposable are seen as dirty words. Certainly, with our protection products, we’ve seen that the trend now is towards buying quality and making it last.

I’ve been banging on about protection for 16 years, and while I no longer deal directly with the public, my trade customers are seeing that change in the consumer’s view, so the trade is finally coming around to that way of thinking too!

John Bowater and James Lane: Buying furniture is an investment, and customers expect a high level of service. As furniture is normally one of the largest purchases we make for our homes, we want it to be perfect. However, as we all know, furniture is not always the simplest product to deliver into a home, and has often been on a long journey before it arrives. At Homeserve Furniture Repairs,

we focus on the customer journey, and feel if the communication and efficiencies are within your organisation then the majority of customers are understanding.

Once a customer has gone through the ordering wait times and delivery process into their homes, if you can offer a swift, smooth solution to restore the item in the home rather than replacing it, we feel that customers will give you an opportunity to do this.

Martin Napper: I don’t think there’s been a significant change in the customer’s mindset. A repair and protection product is, inevitably, going to leave some customers happier than others (those who are covered and those who are not).

Our focus is to do our utmost to ensure that we handle each claim fairly and in line with the coverage provided. What is important is that the product is sold correctly, so the customer’s expectations are aligned. ‘Treating customers fairly’ has never had so much poignancy!.

WHAT PRODUCT ADVANCES HAVE YOU MADE? Ben Staerck: We’ve developed new chemicals to improve the restoration of aniline-style and two-tone-style leathers. These Shadow Colours, as we’ve named them, allow a technician to restore the colour to these leather types simply, and retain the depth of colour in the leather that regular paints and dyes cannot achieve.

Gill Finch: We’ve focused on improving the best-in-class protection products we already have, and putting them in a new catalogue. So, we’ve upgraded our Move-it Pad packaging with a reusable, eco-friendly cloth bag, so the pads can be stored for next time.

John Bowater and James Lane: We have 11 in our IT team, and we are always looking at ways to improve the customer and client journey. Keeping customers informed and making home visits

convenient and hassle free is key.

We already have live information on our bespoke-built online portal to give our clients complete visibility of what stage the service is in, with updates to customers via email/SMS along with tracking to pinpoint the time of the technician’s visit. With the use of mobile phones increasing, people expect the information instantly, and we are working on a large system upgrade that will further improve the client and customer journey, giving the customer instant access to view exactly where they are in the process on a timeline.

Martin Napper: During the past year we have carried out a complete revision of our warranty product, creating the most comprehensive cover available from any provider.

Over the last five years the FCA have gradually increased their interest in, and

supervision of, General Insurance (GI) products – of which furniture warranty is one key element. In response to this focus, and through listening to what customers are telling us, we have developed a product that can provide cover for any staining, any accidental damage and any manufacturing defects. This will drive greater value for the customer, greater satisfaction in the product on claim, and a more understandable product to sell for the retailer.

This new insurance product also perfectly fits in with the Value Measures Regime which the FCA commenced from 1st July 2021. All four key measures will be directly improved by the design of our new product. When the first reporting period finishes on 31st December 2021, all of our clients will be in very good shape from an FCA compliance perspective .

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PRODUCTS FURNITURE CARE & REPAIR

Q&A

HOW DO YOU WORK WITH RETAILERS TO PROMOTE YOUR SERVICES/PRODUCTS? Ben Staerck: We provide training courses to help retailers better understand how our products (care kits) work, and how to sell them. During lockdown, we also produced an instructional video to help a national retailer to which we provide own-brand cleaning kits. The video was custom-made to their brand guidelines, and helps their staff in-store learn more about our products, how they work, and how to sell them.

Gill Finch: I work directly with retailers so they get more add-on sales in three main ways: firstly, with display stands to catch customers’ eyes; secondly, we have product display cards that retailers can show to customers so they can see and touch the products and work out which size they need; and thirdly, we can create products with the retailer’s own branding, colours and logos on the packaging and PoS. John Bowater and James Lane: We carry out live furniture repair presentations to the customer service

teams so they can see live the results we can achieve – as we feel that if you’ve seen the types of restoration we can complete, this will give confidence to the teams who take the initial phone calls from the customers.

It’s vital that, in those first 20 seconds on the phone, the customer can feel the confidence that their issue can be resolved. We provide detailed KPI packs with the raw data so QA teams can see the types of faults that are occurring and look for any trends, so we can work together on solutions to minimise these issues from recurring by getting to the route cause.

Martin Napper: There are a variety of ways that we work with clients – simply because our clients are very diverse in the way they operate. We provide physical support in terms of PoS literature, promotional material and all the relevant insurance documentation required. For those who operate mainly online, we offer creative design to integrate and promote our products compliantly.

We also have colleagues in the field who visit our clients to support in training of the product, sales coaching and compliance monitoring.

The team at Castelan are able to support any client, of any size, because of the diverse and extensive knowledge bank that we have amassed in this industry over the past 25 years. We also help to protect our clients from any adverse FCA interventions. We are working closely with the FCA to ensure that our products and our clients are as compliant as required under the FCA rules and guidelines – a professional approach to regulation is a key foundation to long-lasting furniture warranty schemes.

By developing the right products at the right prices, our clients are able to promote better and achieve better conversion rates. This, in turn, means that there is significant commercial advantage to providing a furniture care product, but one that must be balanced with the ultimate ‘good value’ offered to the customer.

WHAT DIFFERENCE DO YOUR SERVICES MAKE? Ben Staerck: The services can make a huge difference to both the consumer and retailer. We can restore a loved piece of furniture that’s been in the family for years, saving it from being thrown out, and bringing years more use – or fix a small scuff or scratch that’s causing customer service issues for a retailer.

We can attend the customer’s house, match the colour on site and restore the damaged area, resolving the complaint.

John Bowater and James Lane: Our ‘Excellent’ 4.5 Trustpilot score shows the majority of our customers are happy, and we feel, with over 250,000 furniture repairs and restorations completed each year, our work also makes a contribution to the environment, as a proportion of this furniture would have ended up in landfill and has now been given many

more years of use (also, when furniture does need to be replaced, then there’s all the transport and repackaging of the products that needs to be repeated).

Martin Napper: We see ourselves as an extension of the client in terms of how we respond to service requests and how we handle warranty claims. What we do in the name of – and on behalf of – our clients has a direct impact on how the customer feels about them and whether they choose to return.

A well-run, professional warranty scheme truly is a brand enhancement, and has a direct impact on customers returning to purchase furniture products from the retailer. It should be seen as a customer retention tool – but only if it offers ‘good value’ and a professional and compliant approach to insurance.

We take this responsibility extremely seriously, and that is why we have been the trusted partner to the most significant retailers for many, many years

WHAT WE DO IN THE NAME OF OUR CLIENTS HAS A DIRECT IMPACT ON HOW THE CUSTOMER FEELS ABOUT THEM

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PRODUCTS FURNITURE CARE & REPAIR

STAINGARD www.staingard.co.uk

Staingard remains a leading UK supplier of value-added products, helping ensure consumers’ needs are met long after purchase.

Whether the customer is buying a new fabric or leather sofa, cabinet furniture or bed, Staingard’s products enable them to care and maintain their investment, “keeping it looking beautiful for years”.

Staingard’s portfolio includes: five-year insured care plans; fabric, leather, cabinet and carpet care kits; mattress protectors; leather repair products; furniture glides and pads; and Staingard fabric protector. For more information, call 01244 888658 or email sales@staingard.co.uk.

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PRODUCTS BEDROOM

HIGH ACHIEVER The trading environment may be challenging, but a combination of significant investment and support in the right places means Highgrove Beds is well placed to succeed – as visitors to the Bed Show will discover …

Aston

www.highgrovebeds.co.uk

Highgrove Beds is planning to launch several new products at the Bed Show, including innovative and upgraded mattress specifications, backed up by exclusive show offers.

“It’s great to be getting back to some form of normality after the challenges of the past 18 months or so,” says Highgrove’s head of marketing, Shane Harding. “Those of us that love this industry really enjoy meeting customers and having the opportunity to showcase our latest products and promotions.

“This year has been particularly challenging for many reasons, with material price increases and shortages affecting all UK manufacturers. The fact is that we’ve all got used to virtually zero inflation and prices that have been stable for years – and we’re now all faced with raw material and component prices being increased, often with little or no warning.”

Despite this, Highgrove remains confident in the future of its UK operation, and has invested a further £500,000 in the new 25,000ft2 storage facility at its Liversedge site (which was completed during lockdown), to ensure the business has sufficient spring stocks to meet future demand.

Shane is also confident that the business will continue to take market share, despite what is acknowledged as one of the toughest retail environments in many years. “We have now firmly bedded our three main brands into the marketplace: HG at the entry level; our established flagship Highgrove brand taking up the centre ground; and Sanctum targeting the premium, handtailored sector.”

In recent years, Highgrove has invested more than £600,000 in supporting high street retailers with high-impact in-store displays and additional PoS – including branded footmats and pillowcases – and these have proved extremely popular with stockists.

Although the internet plays an increasingly important role in the consumer’s decisionmaking process, Highgrove has made a tactical (and commercial) decision to support the high street, and its brochure collection is not available for internet trading.

“We feel that consumers still want to try before they buy, and although internet sales continue to outpace retail, highticket comfort items will still be primarily sold in-store for many years to come – and that should be encouraged,” Shane concludes.

Those attending the Bed Show in Telford this month will find Highgrove Beds on stand E20

View our exciting NEW range at The Bed Show on the Highgrove Beds stand - E20.

Open up new levels of customer comfort Sanctum is now firmly established on shop floors throughout the UK and represents excellent value for a premium luxury bed brand.

Crafted by expert hands right here in the UK, our exciting new collection will be unveiled for the first time at The Bed Show.

Featuring: • Hand-tailored mattresses, using the very finest natural materials, including lavish layers of British wool, silk, mohair and cashmere.

• New luxurious damask covers.

• Engineered pocket spring system to ensure total body support.

• A stunning in-store point-of-sale package provided free of charge.

• An extensive range of luxurious base options in stylish covers - including enhanced drawers.

All this, plus an unrivalled delivery service for hand-crafted luxury.

• A wide choice of exceptional headboard designs.

Headlands Road, Liversedge WF15 6QA, UK. T: +44(0) 1924 406 600 sanctumbeds.co.uk

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OMNICHANNEL EMMA Emma – The Sleep Company is intensifying its omnichannel strategy and strengthening its international retail business, and in the UK, this development is being driven by a new regional team focusing on retail, led by bed industry veteran, Neil Robinson …

Emma’s new showroom in Frankfurt (photo by Moritz Reich for Emma Sleep)

Neil Robinson (photo by Moritz Reich for Emma Sleep)

www.emma-sleep.co.uk

The newly launched Emma Select assortment, which facilitates sales in physical stores, features the Emma Smart Hybrid, which was recently awarded a Which? Best Buy seal of approval, while a new showroom near the company’s Frankfurt headquarters showcases the expanded product range in all its glory.

Following its success in online sales, the online start-up emerged as one of the world’s leading D2C sleep brands, with more than 1.5 million mattresses sold in 2020, global revenues of €405m and a growth rate of +170%.

In addition to digital touchpoints, Emma’s products are sold in numerous European furniture retail stores (including El Cortes Inglese, Beter Bed and Conforama) – and co-operation with retailers is intensifying as their role in the brand’s development continues to grow. Emma is currently partnering with over 200 retail partners, and its products are present in over 3000 physical touchpoints.

“Ecommerce is growing continuously, and the pandemic has further accelerated the shift to online shopping,” says Dr Dennis Schmoltzi, Emma’s co-founder and CEO. “Nevertheless, opening the brick-andmortar shops after lockdown has led to strong customer traffic.

Some customers will always appreciate the option of testing products in-store and getting personal advice.

The on-site experience of retail will

never be fully replaced in the mattress industry. Investing in omnichannel approaches is the next big move for us while growing internationally.”

In the UK, Emma is building a new division exclusively focused on retail in order to execute its omnichannel strategy, and launching the Emma Select mattress series is part of its new sales strategy. The range is specially designed for offline customers’ needs, and adds a new mattress series to Emma’s portfolio, designed for on-site consultations and boasting a unique PoS package.

“It is not about putting the same product you sell online in physical stores,” says Neil Robinson, Emma’s country sales director for the UK and Ireland. “In fact, you have to offer customers a new kind of shopping experience offline. For example, different marketing assets like lightboxes or technical videos simplify the explanation of mattress types, and the presentation with large emotional images gains attraction in the displays of brick-and-mortar stores.”

The new Emma Select series consists of three collections, each available in two levels of comfort. Its concise design concept ensures that the assortment is easy to understand and enables the clear and space-efficient presentation of the products. Based on clear USPs – lying comfort, breathability and deep sleep optimisation – the premium mattresses offer matching technology for different target groups.

The new line will be exhibited in Emma’s new Frankfurt showroom, giving retail partners the opportunity to receive on-site advice on the products and their sales opportunities. The 160m2 space will also house other Emma products, a Sleep Lab, and the innovative smart mattress, Emma Motion.

The showroom opened for trading partners in August, and appointments for individual discussions can be made at any time. Additionally, Emma is looking for further showroom locations in the UK, in which to present its products and meet in person with retail partners locally

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DREAM TEAM Bethany adjustable

Burnley-based manufacturer Sweet Dreams is looking forward to the NBF Bed Show, taking place in Telford on 21st-22nd this month, where it will present several new upholstered frames and hybrid storage beds, plus much more …

Vision Chic

Vesper

www.sweetdreamsuk.com

This year has seen Sweet Dreams up its game, bringing to market an impressive range of upholstered bed frames, three styles of TV bed (with standard or adjustable slat systems), plus several new frames in a variety of styles, along with ottoman storage options. All frames come in a choice of 10 luxury upholstery fabrics.

Five new hybrid beds offer frame styling with matching head and foot ends, plus drawer and ottoman storage options, making them both stylish and practical.

The Opulence range also comes in 10 upholstery fabrics, and, for those wishing to relax and enjoy TV in the bedroom, the Vision range completes the offer, with a TV foot end in all 10 fabric choices.

Following the successful rollout of its new upholstery ranges, Sweet Dreams has added eight new sofabeds. These include one- and two-seater options, plus corner configurations – all made with a variety of actions and mattress choices in the company’s factory in Burnley. Sweet Dreams’ sofabeds come in a choice of 13 upholstery fabrics.

In time for the Bed Show, Sweet Dreams will also launch a range of accent pieces for its beds, including accent chairs and ottoman storage boxes.

Sweet Dreams has always set great store by its delivery times, and these remain an aspect of the business that the manufacturer is proud of. The company’s own-manufactured frames are made to order and delivered to most parts of mainland Britain within 10 working days – the sofabeds take a little longer, but are generally delivered in 20 working days.

Sweet Dreams can also offer a premium home delivery service, which includes room of choice, assembly and mattress removal

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OLD MEETS NEW

Crescent, launching at the Bed Show

www.millbrook-beds.co.uk

In 1946, Walter Croll founded Millbrook Bedding above a disused bakery in Marchwood Road, Totton. Much has changed since, with the business moving several times in line with its growth – yet, to this day, Millbrook remains a family-owned-and-run business, spanning three generations.

The styling and design of its mattresses may have evolved over the years, but many key features – such as traditional craftsmanship and attention to detail – remain, while the business continues to work towards a more sustainable future, with no compromise on comfort or quality.

However, the business – named Best UK Manufacturer in Furniture News’ Readers’ Choice Awards 2021 – is certainly not lacking in imagination or innovation, as its newest developments demonstrate …

From alternative foam fillings to encapsulated springs, 100%-recyclable NemoFlex layers run through the Laguna 50 mattress

This year, the Millbrook Bed Company (MBCo) celebrates 75 years of “handmaking beds for perfect sleep” – and the Hampshire-based manufacturer is building on this history of craftsmanship by introducing new tuftfree and sustainable technologies to its newest models …

Introducing Smooth-Tech Smooth-Tech, a new Millbrook sleep technology, is a unique, tuft-free sleeping surface, where the tufts are actually inside the mattress.

Tufts remain extremely important in handmade mattresses for holding fillings and pocket springs in place, says MBCo, and without them a mattress would become quite uncomfortable over time. However, many sleepers prefer a bed without tufts, as they find them uncomfortable.

MBCo mattresses are handmade to last 10 years or more, which can be attributed in part to the tufting process.

With that in mind, the company turned the idea on its head, and created an inner-tufted mattress – which promises all the benefits of a traditional tuft, but without the little bumps.

Ross Thurston, MBCo’s operations director, comments: “We wanted to create a mattress with the same performance as our traditionally tufted mattresses, but with a smoother surface.

“Remember Hans Christian Andersen’s tale, The Princess and the Pea? Just like the story, we believe a truly sound sleep comes from eliminating even the smallest distraction and annoyances – no matter how tiny they might be. By developing a new tufting process, we have created a sleep surface free from the smallest lumps and bumps created by traditional methods, for an even more perfect sleep.”

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PRODUCTS BEDROOM

both our corporate responsibility and customer scrutiny. But, with 167,000 tonnes of mattresses in the UK going into landfill every year, we felt our responsibility must also lie in the issues surrounding mattress disposal.

“NemoFlex technology was conceived from the start with end of life in mind.

Consideration for how a mattress is recycled has become a key factor in our manufacturing, without any compromise to comfort or quality.

“We’ve taken 75 years of experience and knowledge in bedmaking to create

something new and exciting to take sleep into a more sustainable future.

It’s a very exciting time for MBCo, as NemoFlex takes us a step closer to carbon-neutral manufacturing.”

MBCo’s new ranges, comprising six models featuring Smooth-Tech, will launch from stand G50 at the NBF Bed Show, taking place in Telford this month.

For further information, visit Millbrook’s website, or call 0845 293 7262

Smooth-Tech tuft-free technology in action

The company’s founder Walter Croll outside his first factory – formerly a disused bakery in Marchwood Road, Totton

The Chittenden and Eastman (C&E) and Eclipse International brands feature NemoFlex technology

NemoFlex – the future of sustainable sleep?

Millbrook has also introduced NemoFlex Technology, a trademarked, unique encapsulated core spring system, designed with the end-of-life of a mattress in mind.

MBCo created NemoFlex in response to growing concerns over the alarming statistics around plastic pollution and the challenges of mattress disposal. A mattress with a NemoFlex-ecapsulated core spring system at its heart can be deconstructed in under five minutes, and achieve a 100% recycling capability.

Easy to remove, it significantly reduces the time and cost of reprocessing, making recovery and repurposing of valuable materials more efficient, and helping reduce the number of waste mattresses going to landfill each year.

Recycled polyester in the NemoFlex core is made using a minimum of 200 plastic bottles and gives the mattress borders extra strength without the need for traditional hand-side stitching, and Millbrook says these exclusive borders have been two years in development.

Introduced to the range via the new Chittenden & Eastman and the Eclipse Laguna collections, NemoFlex core technology will also be incorporated into the wider range of Millbrook mattresses over time.

Additionally, from September, for every mattress sold featuring NemoFlex technology, MBCo will donate to the Woodland Trust through its newly created Dream Trees initiative, which has been conceived to support the creation, protection and restoration of UK woodland.

Ross says: “As a bed manufacturer, our focus for many years has been on sourcing sustainable, natural fabrics and fillings, with sustainability driving

I N PA R T N E R S H I P W I T H

LAUNCHING NBF SHOW 2021 - STAND G50

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HOME RUN Named Best Home Office Furniture Supplier in Furniture News’ Readers Choice Awards 2021, Core Products has taken significant strides in the past year to develop interesting and innovative products aimed specifically to meet the growing demand for working at home.

Aspen

www.coreproducts.co.uk

“It is greatly appreciated by all at Core to be honoured with this award by your readers and our customers,” says CEO Mike Rowley. “As few of us are fortunate enough to have dedicated office space at home, most households are having to adapt space accordingly.

This has created a series of interesting challenges when designing our new ranges, as everyone has different needs and available space.

“When defining the new ranges, we work towards products that would either create a space to study from or a more defined space to work from, which at the end of the working day would not look out of place in the home. Using stylish finishes which incorporate wood, stone and composite effects was also a key ingredient, and made it easy to clean and maintain.

“With this in mind, Core have developed five distinctive collections of furniture, to make working from home easy and effortless.

“Foremost is the Loft collection of home office chairs, which encompasses a variety of designs, sizes and colours – from comfortable study chairs which are great for occasional use, through to home office chairs with structured backs and contoured seats which offer more day-to-day support while you work.

“Hard-wearing fabrics and breathable mesh in traditional or contemporary

colourways ensure these chairs look at home in any living space.

“Core Products’ range of workingfrom-home furniture goes way beyond this, with matching bookcases and wall shelving. Simple standalone desks from our Loft range are ideal for occasional use in a bedroom or hallway. Combination bookshelf desks from our Harvard range provide efficient use of space as feature pieces, and are independent in their design, in a striking combination of easy-to-clean washed oak and carbon-grey oak melamine finishes.

“Desks are also becoming a common feature in many downstairs areas, and with this in mind we have had added home office to four of our modern living collections, allowing a seamless transition between working and living space. The Dallas home office collection is a combination of crisp white and carbon-grey oak effect, which coordinates with a full range of occasional pieces – whilst an alternative look can be created with our Brooklyn range, which combines metal with a bleached pine effect.

“So, if you want to make your customers’ home-working space comfortable and functional – and of course attractive, for their next video conference – then look no further than Core’s award-winning home office collections” Dallas

Vegas

Harvard

FURNITURE NEWS 2021 FURNITURE NEWS 2021 READERS CHOICE AWARD FURNITURE NEWS 2021

READERS CHOICE AWARD FURNITURE NEWS 2021 202 FURNITURE NEWS READERS CHOICE AWARD

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Delivery to your store or Delivery to customer’s your store or direct to your home Delivery to your store or Delivery to your store or Delivery tocustomer’s your store home or direct to your See our to new 2021 catalogue online athome direct to your customer’s home direct to your customer’s direct your customer’s home See our new 2021 catalogue online at

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DES

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PRODUCTS LIVING

FOR ANY OCCASION The last 18 months have presented some of the greatest challenges Julian Bowen’s team has known, but the business has risen to the challenge and worked tirelessly throughout this period to develop new products across every home furniture category … www.julian-bowen.co.uk

Richmond tall bookcase

Classic dining has been a particular area of focus, and has seen the launch of several discrete new ranges alongside additions to established bestsellers. A great deal of attention has been paid to supply chain management to mitigate the ongoing industry-wide dislocations, and Julian Bowen is consequently “very well stocked” across these key ranges.

The Richmond dining and occasional collection is an established bestselling range that sits alongside its sister Richmond Bedroom collection – a timeless, elegant design, suitable for a wide range of interiors. Crafted from white oak and oak veneers, this bedroom range brings a modern twist to a traditional style, with a two-tone painted finish in a smooth, elephant-grey lacquer.

The Richmond occasional collection comprises an extensive range including a lamp table, nest of tables, TV unit, coffee table with two drawers, sideboard, tall bookcase, and a flip-top dining table which offers a clever extendable design, enabling a well-proportioned square dining table to double in size by flipping the tabletop over.

The Astoria dining and occasional collection is a “timeless classic design” that continues to sell very well for the business. Crafted from solid oak and oak veneers, Astoria highlights the natural beauty and depth of the wood through the grain. When allied with subtle styling and clean lines, including soft edges, the overall effect is one of classic design, traditional style, and contemporary charm.

The Astoria occasional collection comprises an extensive range including

Richmond table nest

a lamp table, nest of tables, TV unit, coffee table with two drawers, sideboard, tall bookcase, glazed display cabinet and flip-top dining table.

Julian Bowen also recently launched the Provence and Cotswold dining collections. Cotswold, launched last year, is crafted from American white oak, with a finely lacquered finish highlighting wood’s natural beauty – while the option of the new Loire buttonback dining chair, in a luxurious oatmeal linen, adds a real sense of traditional style and comfort to the ensemble.

Provence which has been created as a “timeless antique design”, featuring a dining table with a refined traditional turned leg, in a subtle, grey-painted twotone finish, with an attractive limed oakfinished top which brings an element of classic design that co-ordinates equally well in contemporary settings.

All of these new options are now in stock, with images, descriptions and further details available on Julian Bowen’s website

Astoria coffee table

J U L I A N BOWEN

Richmond Dining - In Stock Now

Astoria Dining - In Stock Now Bentinck House, Park Lane Business Park, Kirkby-in-Ashfield, Notts NG17 9LE tel: (01623) 727374 email: sales@julian-bowen.co.uk web: www.julian-bowen.co.uk

All Products are available for Direct Home Delivery

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PRODUCTS TRADE SERVICES

COMFORT ZONE How can science increase human comfort? It’s a question that drives Dow Polyurethanes’ ComfortScience division to ever-greater lengths in its search for innovative, intuitive and sustainable solutions for the furniture industry, explains strategic marketing manager, Ricco Borella …

Smart technologies and devices can help track, visualise and quantify how people sleep

Ricco Borella

www.comfortscience.com

Can you outline Dow’s work in the furniture sector?

At Dow, we have a long history of applying science to create materials that deliver the most comfortable experience possible. Our solutions for the furniture sector help people to achieve their ideal levels of comfort, and we do that by combining our knowledge of material science with an understanding of how human beings think, feel, sense, and behave. We call this ComfortScience.

In the past three years we have been collaborating with multiple companies across value chains to understand and improve comfort products like chairs, sofas, and sleep products. To do just that, we have expanded our laboratories with mattress and pillow prototyping capabilities. Here, we can adopt an integrated approach, from developing new foams, designing mattresses and pillows, to producing them at scale, and evaluating their performance – all in one location, all integrated.

How do your customers utilise your solutions?

We believe in the value of partnerships, and with this approach we aim to bring to market solutions that have the potential to change the world of comfort as we know it. For example, through our RENUVA Mattress Recycling Program, we are recycling polyurethane foam from end-of-life mattresses and turning it into RENUVA polyols for use in new mattresses and other applications (see May 2021’s Furniture News for details).

One of our partners making this possible is The Vita Group, one of Europe’s leading flexible polyurethane foam solutions providers, who is now using RENUVA recycled polyols to produce new, high-quality foams.

What are your key products?

To answer the needs of the furniture market, we offer a broad range of raw materials that enable a diversity of foam types. From technologies that meet regulatory requirements in terms of emissions, odour, and durability – all while maximising operational efficiency – to sustainable and circular solutions.

We incorporate these properties into our products: ComfortScience TRUE Relieve, a pillow that accommodates the natural curves of the head and neck to lower pressure at pain points; ComfortScience COOL Breathable, a pillow made of a special material that increases the flow of air and lets heat and humidity escape; and our most recent, ComfortScience CLEAN Washable, a pillow that can be washed at 60° C, can withstand spinning and dries quickly, offering peace of mind to allergy sufferers, busy parents and, indeed, to all of us in pandemic times.

How do your latest developments address growing consumer interest in sleep and wellness?

We spend one third of our lives sleeping.

Like nutritious food and regular exercise, it’s a vital factor in creating a balanced lifestyle, and the key to achieving overall mental and physical wellbeing – but it’s often overlooked in discussions about wellness.

In the past, sleep was a black box

INFORMING INDUSTRY, BUILDING BUSINESS 65

How can science deliver better sleep?

As with all scientific work, we observe and test. This is how we’ve identified three dimensions of comfort, each of them created by several parameters working together (see diagram). By understanding what they are and how to quantify them, we’re better equipped to deliver comfort – and comfort leads to better sleep.

These three dimensions of comfort start with Ergonomics, the bestunderstood dimension, which is all about the fundamental body support a mattress and pillow needs to deliver hour after hour, night after night, for years. Next is Microclimate, which deals

Dow’s ‘three dimensions of comfort’

that could not be quantified or easily measured. The growth in sleep science has created smart technologies and devices that help us track, visualise and quantify when and how we are resting, so that we can do so more comfortably.

Increased insights into how we experience sleep and comfort have also enabled improvements in sleep aids and the materials we sleep on. At Dow, we’ve been on a journey to improve the way we experience comfort, by combining our material science expertise with a keen understanding of how humans think, feel and sense comfort. We use science to innovate solutions that respond to our individual notions of comfort, and put it front and centre in the discourse about our wellbeing.

with how temperature and humidity move within materials, and how we can ensure you are just right during the night – not too cold and not too warm – to reduce discomfort and, in the worst case, waking when you don’t want to.

The least-understood dimension – but also the most powerful – is Sensation.

Within Sensation, we look at parameters like touch, feel, haptics and initial micro-compression, to understand how materials and constructions are

The new ComfortScience CLEAN Washable pillow offers consumers valuable peace of mind

WE AIM TO BRING TO MARKET SOLUTIONS THAT HAVE THE POTENTIAL TO CHANGE THE WORLD OF COMFORT AS WE KNOW IT

perceived and experienced in use and in the showroom.

How are your solutions applicable to the UK marketplace in particular?

Our Dow comfort solutions are applicable to markets that value collaborative research and development, regulatory compliance, operational efficiency, and the sustainability and circularity of materials. Based on our partnerships with UK players, we can conclude there is a strong interest in the above.

Our UK-based partner, The Vita Group, already made a commitment to a faster industry realisation of a circular economy for flexible polyurethane foams, and we are beyond excited to make this a reality, together.

Why do Dow’s solutions matter to the wider industry at this point in time?

Thanks to the nature of the Dow products, and alongside our value chain partners, we are enablers of the bedding and furniture industry. This is a privilege and a responsibility, as we pledge to continuously push the boundaries of science to come up with solutions that are more comfortable, more efficient, and friendlier to our environment.

Where can the industry find out more?

One can find out more about Dow’s developments in the area of sleep and comfort at comfortscience.com

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STORAGE AND FULFILMENT, UPGRADED Andrew Porter UK, an independent Manchester-based company, has rebranded its furniture and homeware storage and fulfilment entity AP+, signalling the business’ specialisation in end-to-end third-party logistics (3PL) solutions for the furniture and homeware industries from its 300,000ft2 purpose-built facility. www.apfulfilment.com

Andrew Porter UK states that the rebrand is a result of the unprecedented growth of online and furniture purchasing over the last 18 months, with industry predictions indicating that there is no slowdown in sight.

Manufacturers and retailers, online and off, were quick to take advantage of this boom, and Andrew Porter UK was inundated by requests (from new and existing customers) for storage space for container loads of flatpack furniture, mattresses, sofas and other large homeware items, tech products, and more – and the company’s growth escalated.

As the industry flourished, Andrew Porter UK acted, and adapted to meet customers’ urgent need for efficient and reliable end-to-end 3PL solutions including storage, picking, packing, distributing and returns management/ reverse fulfilment to meet the fast turnaround times consumers expect.

Catherine Byrom, business development director, says: “We quickly recognised that this was an opportunity for growth and took action, investing in our facility’s infrastructure and software to ensure we could meet and exceed the industry’s needs for dependability, flexibility and efficiency. We also decided it was the perfect time for this area of

the business to rebrand under a new name – AP+.”

AP+ invested in the latest in cloudbased systems for order management (OMS), warehouse management (WMS) and carrier comparison which provide real-time visibility and traceability of inventory, offline stock control, and automated stock control integrating with 60 ecommerce shopping carts and marketplaces.

Its carrier management software automatically compares quotes from over 80 carriers to ensure the most suitable and cost-effective delivery method every time, whatever the product(s) or end destination.

Collectively, these investments have streamlined the entire operation, giving clients peace of mind that this function of their business is running seamlessly – even if they are managing the company from the other side of the world.

It has been a challenging time for the furniture industry, with Brexit and Covid-19 coming in close succession.

MD Tim Aspey says: “We are extremely excited to be in the best position as AP+ to support furniture and homeware businesses of all sizes based across the world, with our industry knowledge and our specialist 3PL, storage and fulfilment solutions.”

Since relaunching, AP+ has gone from strength to strength, and promises “exciting developments” to be revealed later this year. “If your furniture business needs flexible and efficient fulfilment that champions your business growth, contact the team,” says AP+

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ESSENTIAL COMPONENT

ActivEdge and Anatom II combine to create a durable, dynamic sleep system with added customisable precision

www.beddingcomponents-intl.com

“It is a tremendous honour to be acknowledged by the Furniture News readers and rewarded for the hard work and dedication put in by the entire Leggett & Platt team,” says David.

“Our commitment to providing quality products and service to customers around the world is unmatched, and we cannot express our gratitude enough for this recognition.

“It’s no easy feat receiving recognition for being the best fabric/component supplier. To achieve this status, it takes long-term commitment through significant investment, out-of-the-box thinking and unwavering commitment to our craft. By offering a full range of innovative products that are reliably delivered in a matter of days from our extensive stock, we can appeal to customers and give them what they need, exactly when they need it.

“As with all companies, 2020 was a tough year, filled with plenty of uncertainty. Despite the many ups and downs, Leggett & Platt persevered and finished the year on strong footing.

“This year has followed a similar trend, with a great start, followed by a slow Easter period. Business levels now seem to be following the usual seasonal trends, and the future outlook is trending in the right direction.

David Nuttall

Having been named Best Fabric/ Component Supplier in Furniture News’ Readers’ Choice Awards 2021, Leggett & Platt’s UK sales director David Nuttall explains how the business has overcome the challenges of the past year …

“Ultimately, Leggett & Platt considers itself well positioned for the future.

Ongoing investment in machinery has enabled us to introduce a number of exciting technology advancements and products recently, including our range of ActivEdge and Anatom II pocket units.

“The ActivEdge spring perimeter solutions extend comfort life, reduce or eliminate roll-off, and deliver a sleep surface that is consistent all the way to the edge. These active spring perimeter solutions create a durable and dynamic edge for superior support and comfort.

“The pocketed innersprings in ActivEdge move independently to support the individual contours of the body, and are heat treated and tested for performance, quality, and durability.

ActivEdge products can compress, fold, and roll-pack, making them ideal for use in shippable mattress programmes.

“Then there’s Anatom II, the latest iteration of Leggett & Platt’s revolutionary zoning application – offering the same precise levels of specified anatomic zoning for unprecedented comfort, but also scientifically enhanced and heat treated for superior, long-lasting strength and durability. Anatom coils provide an even surface that absorbs partner movement and prevents sleepers from rolling together. This system optimises wire and raw material content by providing custom support exactly where it’s needed”

SATRA supporting you Membership provides businesses with a range of benefits such as bespoke technical support and advice through our technical team, helping businesses to understand current legislation, influence new standards and develop product specifications.

F by ind vi ou sit t m in o g re fu a rn bo ish u in t m gs em .s b at e ra rsh .c ip om

SATRA Technology has launched a new furniture and floor coverings membership package, specifically tailored to meet the needs of these industries.

Also included are testing discounts, 20% of the annual subscription value returned in the form of vouchers and access to SATRA’s new online Furniture & Floor Covering Hub, a go-to repository for the latest industry news, technical information on standards and regulatory requirements, as well as industry focussed features such as polls.

www.satra.com furniture@satra.com Tel: +44 (0)1536 410 000

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PIKE TEXTILES www.pike-textiles.com The bedroom can be a sanctuary, so creating a unique style is essential – selecting the correct colour and fabric for a new upholstered bed can make or break a room.

Pike Textiles understands this, and works with some of the leading names in the bed-manufacturing industry to create beautifully designed fabric books to ensure customers can design the bed of their dreams.

With 130 years’ experience in the pattern book industry, Pike Textiles embraces creative fabric book layouts, and can advise on innovative sampling solutions. Whether it is a showroom hanging length to support the customer’s shopfloor sales journey, a ring set to present fabric collections, or a bespoke cuttings service, Pike Textiles has the capacity and skill to produce fabric books to meet any bed sampling requirements.

With a complete fulfilment service, Pike Textiles has the scale and flexibility to meet the demands of customers within the bed industry.

For further information, contact enquiries@pike-textiles.com

FIBRELINE

The world’s consumption of plastic has increased dramatically over the past 70 years, creating huge amounts of waste. Alongside other plastic items, bottled water has become a major source of this waste, and, in the hope that it can help remedy the crisis in some small way, Fibreline has found a way to utilise it, by converting the equivalent of 100 plastic bottles into each “very comfy” Fibrefill Blue cushion.

Completely recyclable, Fibrefill Blue offers cushion manufacturers an environmentally friendly solution that puts waste plastic to good use. Call 01535 606846 or visit Fibreline’s website to find out more

Fibreline converts plastic bottles into cushions

The eco-friendly Fibrefill Blue cushion

www.fibreline-ltd.co.uk

130 YEARS 130 YEARS of Sampling Excellence of Sampling Excellence

Combining tradition with innovation tradition innovation for Combining all your sampling andwith fulfilment needs. for all your sampling and fulfilment needs.

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01945 461 361 01945 461 361

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PRODUCTS TRADE SERVICES

FURNITURE INDUSTRY RESEARCH ASSOCIATION www.fira.co.uk

YOTFC

www.yotfc.co.uk When the going gets tough, YOTFC continues to help its customers achieve sales, says MD David Harrison, who says the business is experiencing a huge number of requests for bespoke products right now – yet remains highly competitive in its pricing, nonetheless.

“Our character oak tables offer the opportunity to create bespoke products to fit in with almost any specification,” he says.“We also offer farmhouse and Shaker leg styles in finishes that meet most tastes, in paints, oils and lacquers, and our fabulous range of waterproof fabrics and leathers are available for even the most discerning buyers.

“All of the above is backed up with the will to give our customers the service they deserve.”

Two new projects for members of the Furniture Industry Research Association have been launched. The first is a suite of business support documents and templates covering a broad range of topics including carbon footprinting, UKCA marking and biocides. The suite is designed to support members in being compliant with various regulations.

The second is two matrices for REACH, which aims to support those involved in the supply chains of upholstered furniture and mattresses to understand how to comply with the REACH regulations. These free resources for members are also available for non-members to purchase – full details are available via info@fira.co.uk.

The association has launched new resources to help industry professionals better understand their responsibilities (image courtesy iStock.com/Dilok_ Klaisataporn)

The Furniture Makers’ Company the furnishing industry’s charity

IT’S TIME TO

STEP 2 IT

Step 2 It is the exciting new fundraising campaign by industry charity The Furniture Makers’ Company.

The Furniture Makers’ Company is launching its largest ever fundraising campaign in May, asking the furnishing industry to ‘Step 2 It’ and help raise £250,000 to support people from the trade who have been impacted by COVID-19.

Step 2 It aims to inspire companies and individuals to organise sports-based fundraisers between May 2021 – April 2022 in aid of the charity, encouraging friends, family and co-workers to join in the fun. What’s more – thanks to a benefactor, every single penny you raise will be matched, effectively doubling your donation.

Last year our charity awarded a record number of financial grants to people from the sector whose lives and livelihoods were disrupted by the pandemic. Now we need your help to raise funds so we can keep supporting the industry.

Have fun, raise money, support lives, Step 2 It Claim your fundraising toolkit: www.furnituremakers.org.uk/step2it

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OPINION

HIT AND MYTHS It’s gone half-past 2021, and it’s business as unusual out there. You, who are the survivors, have been on top of creative solutions to save and sustain your business. Sure, a few of us have made the mistake of holding onto short-sighted or outdated methods, but the last 15 months have made us able to overcome any roadblocks that come our way.

Here are a few winning and losing practices from 2021 thus far, starting with the winners …

Perhaps it’s time to re-evaluate hiring policy and take a risk on the next recruit? (picture credit iStock.com/weareadventurers)

Those businesses which have survived the pandemic thus far have learned that you’re never too old to learn new tricks. In this month’s column, business growth and development consultant Gordon Hecht suggests a few approaches worth re-evaluating on the road to retail recovery …

Winning practices

IT’S NEVER BEEN MORE IMPORTANT TO HAVE YOUR SALES AND OPERATIONS TEAM LOOK LIKE THE PEOPLE THEY SERVE

By GORDON HECHT gordon.hecht@aol.com

Can you loan me a bed?

Shoppers planning a major purchase should never wait until the last moment, but not a day goes by in our retail world where a shopper hasn’t an immediate need for our products. I was working a retail floor this past week and a shopper needed a full-size mattress, pronto!

They had visitors coming that evening (and apparently did not want them to stay too many nights). They weren’t looking to go on the cheap – they just needed something there and now. I was unable to fulfil their need, and they left without a purchase.

It wasn’t until the next day that a co-worker suggested that I should have offered a loaner. Just something to help them get by.

Whether you sell mattresses, appliances or lawn equipment, with the supply issues we’re all facing, it’d be a boon to your business to have a couple of loaners available. Mattress people have it easy – just require that a shopper purchase a mattress protector to qualify for a loaner. And since it’s only a shortterm thing, a small double (queen-size here in the US) will work in almost every situation.

Queen for a twin sale From our lofty retail perspective, the ‘king for a queen’ price offer looks super groovy. It’s a big sale with big savings.

But, looking from your shoppers’ eyes, it doesn’t make sense.

It’s a fact – queen-size mattresses still dominate the US market, with 50% of the sales. There’s better than even chance that your shopper has a queen-

size mattress at home, with a queen headboard, queen sheets, and is used to the extra roomspace they get with a queen. There’s little chance that they will upgrade in size.

Your bank account will also tell you that you sacrifice too many margin dollars in the K for Q deal. Convert it to a queen for a twin (a single in UK parlance – or, indeed, any size, Q, F, twin) for the same price, and you will attract more likely buyers, save more precious dollars and put a few more shekels in the sock drawer.

In stock and on sale Some retailers took the risky leap and ordered inventory during dark times.

Others saw the trend last December and figured that they better load up now. Not many stores have all their merchandise in stock, but almost all have some merchandise ready to go.

The big ‘A’ in retailing today is availability. Having products ready to deliver is the winning edge. More than price, features, warranty, promotions, financing, or salespeople wearing a nice suit and shiny shoes (I suggest you still offer the last one). People are trading up to get a product today. They are compromising on colour, size, style, and price.

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OPINION

THE BIG ‘A’ IN RETAILING TODAY IS AVAILABILITY Promote whatever you have as in stock and on sale, and you’ll appeal to the most important factors in your shopper’s path to purchase.

Note to the sales team – if you have merchandise in stock, there’s never a ‘fire sale’. There’s no need to break price. The merchandise will be purchased, and soon. Your shopper just has to decide whose house it will go to, theirs or the next shopper.

Losing practices Long-haired freaks should not apply Too many retailers tell me that they can’t hire, and their help wanted posts bring in ‘the wrong people’.

It’s a great time to look for a job! And, in a weird way, a great time to hire people, too.

In many parts of the nation, the best-paying job is staying home and binge-watching Jerry Springer. That means anyone who applies for your open position has the most valuable human resource – they want to work.

If you believe in ‘hire for attitude and train for aptitude’, then this is the perfect time to hire. And, as we move towards the middle of the 2020s, it’s never been more important to have your sales and operations team look like the people they serve.

Why not take a chance and title your next hiring ad ‘long haired freaks with no experience and lots of tattoos wanted’? You may just find a few gems.

I know my customers Loyal customers (people who shopped and purchased from you multiple times) are the lifeblood of building your

business. They are attracted by your location, marketing, merchandise selection, personto-person relationships, and the services that come with that. It’s estimated that it costs six times more to attract a new customer as retaining a loyal customer.

Many retailers make their purchasing, display and advertising decisions by catering to their loyal customer base. That sounds good, but is an essentially flawed strategy – especially in the durable goods business, with infrequent return purchases.

Every year there is a drop off in your number of loyal customers. They are saturated with the merchandise you sell, they switch loyalties to another retailer, or, with Baby Boomers, they’ve gone on to a better place (you know, like Florida for the sun, or Wisconsin for the fine cuisine). In essence, you are continuing to market to a shrinking pool of likely buyers.

Yes, you know your loyal customers. If you are the dominant retailer in your market, that comprises 20% of the potential buyers. Why not flip it around and market to the other 80% of the people who don’t know about you, what you sell, and what makes you remarkable? You may lose a few of your raving fans, but you are losing them through attrition anyway.

It wasn’t the Five Man Electrical Band that sang The Times They Are a-Changin’, but they did tell us ‘Sign, Sign, Everywhere a Sign’. And the sign says the times are changing.

Business as usual is a no-win strategy in unusual times. Sign up for changing a few practices, taking a few risks, and you’ll be alive and doing fine

GOT SOMETHING TO SAY? Lead the conversation in October’s issue

Every business has a story to tell.

It might be a revolutionary new product that will set the tills alight – or a service the industry can’t do without (it just doesn’t know it yet).

Perhaps it’s a tale of strength, innovation or endurance – and another reason to do business with you.

Whatever your story, it’s no use without an audience. This autumn, join the hundreds of voices that make themselves heard through across the pages of Furniture News and through our online channels.

Together with the latest in Bedroom, Dining, Living and Trade Services, October’s issue will carry the following special features: D2C DIRECTIONS the businesses successfully crossing the line from D2C to B2B, and vice versa FLAT-PACKED the latest flatpack furniture models and ranges HOME OFFICE new solutions from this fast-evolving sector Your business has its own angle, an edge that sets it apart, so why not make the trade sit up and listen?

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OPINION

MERCHANDISING YOUR WEBSITE Upon entering a store, customers are typically greeted by a curated, wellbalanced display – so why do so many retailers ignore how their product assortment comes across online? The president and COO of RetailSystem Global Brands, Jesse Akre, offers a few tips for turning clicks into conversions …

WHAT’S THE FIRST THING THE CUSTOMER SEES WHEN THEY VISIT YOUR WEBSITE? A COHESIVE MERCHANDISED EXPERIENCE?

By JESSE AKRE www.retailsystem.com

Retailers hear “you need to do this on your website,” and they immediately think of something else that’s more fun to do (OK, maybe not). But for many, websites fall into a separate category of importance – almost like the gym on 4th January (hot for about a week, then back to the same old routines).

Covid has pulled the need for web awesomeness five years forward (or more), but I still see many retailers struggling with the basic blocking and tackling of daily web activities. You want the cart to ring, but you’re not doing enough to make it happen (yes, I said cart, but don’t just think ecommerce – consumers still come to stores!).

One activity that warrants daily review and action is merchandising your website (and do not equate merchandising to ecommerce – whether in-store or online, it’s all about engagement, so get your best items in front of your prospects first).

Think of the retail floor – the main showroom. The first thing the customer sees when they cross the physical threshold of your store is a strategically curated mix of items. Bestsellers.

Top collections and items. High-profit items and loss leaders. Nothing’s there without some sort of purpose, and it’s carefully placed to grab attention.

Now, replace the words ‘main showroom’ with ‘your website’. What’s the first thing the customer sees when they visit your website? Are they presented with that cohesive merchandised experience? That purposefully curated selection, which engages and delights while aligning with your retail business goals? Really?

Don’t panic – just make it a priority.

Here’s a few tips to get you going …

Prioritise in stock and on display Consumer hat on – what gets you visiting a particular store (beyond daily consumables)? I’ll bet it has something to do with readiness for you to see/ evaluate/purchase/take. As a retailer, you have to do all you can to set the items you have ready for the consumer to come and snatch up flagged on the site as ‘in stock’.

If you have multiple locations in which they’re in stock, these items must be

front and centre – the first things people see. And hopefully your web platform has the ability to sort by those items that are ready for immediate purchase and pick-up – BOPIS anyone?

Focus on items with short lead times If you have eight coffee table items in stock, but 10 others that can be in the consumer’s hands within a few weeks, consider prioritising the latter. As a consumer, you want a solid selection of items that meet that sense of urgency, but sometimes a brief wait is OK. Fill in with supplier bestsellers Having an ample selection within a category has a huge impact. For instock, short-lead time items, consider bestsellers in that category from the suppliers you carry. They may already be in stock or on a short lead time, so you may already be there – but you should always be asking your suppliers what’s hot. There could be a few gems to add.

Keep it thematic Ever hear the term ‘hodgepodge’, as in a confused mixture? When you’re adding products to categories, make sure they belong with the rest of the items there.

Sticking with the coffee table example, you have 20 coffee tables listed – all very modern and classic. Yet you have one that is shag covered with LED lighting (I’ve seen it – it is a thing). Yes, it’s technically still a coffee table – but does it fit? Or does it feel hodgepodge?

Think about the fold Ever hear someone say “keep it above the fold”? When you visit a website, without scrolling, what you see is above the fold. Why is the fold important?

Consumer hat on – you look at ‘coffee tables’, and there are three. That’s it.

And then blank space. What does that do to your experience? Would you rush, credit card in hand, to do business with that retailer? Probably not. Make sure you have a healthy assortment.

Merchandising your site with the same level of detail as your main showroom will produce results.

Consumers have expectations – take these steps to meet them

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OPINION

81

LONG OVERDUE The wait is almost over – the National Bed Federation (NBF) Bed Show will (finally) return to Telford this month, promising to be a safe environment in which to discover all the latest developments from across the sector, explains the NBF’s marketing & membership manager, Simon Williams …

THIS YEAR’S BED SHOW WILL BE ONE TO REMEMBER – FOR ALL THE RIGHT REASONS

INDUSTRY PARTNERS

By SIMON WILLIAMS www.bedshow.co.uk

Little did we know at 4pm on 18th September 2019 when the announcement was made that the Bed Show 2019 was officially closed and that we looked forward to welcoming everyone back in a year’s time, that it would, in fact, be two long years.

Another date – the 23rd March 2020 – is now etched in our memories forever, and the intervening period has tested even the most optimistic amongst us.

However, things are slowly returning to normal – or the new normal, whatever that is – and we are really excited and looking forward to seeing some familiar faces (and hopefully plenty of new faces) when the 2021 Bed Show opens at 9am on 21st September in the Telford International Centre.

It has been such a challenging time for everyone in our industry – bed retailers were forced to close their doors for months on end, bed manufacturers had to change their way of working to minimise the risk of high infection rates causing them to shut down, and all this at the same time as issues surrounding the post-Brexit fallout, with huge supply chain problems and rocketing costs of foam, timber, steel and freight. Hopefully the worst of these are now behind us and we can look forward to better times ahead.

So, what can you expect to see at the Bed Show? Well, all three of Telford’s exhibition halls packed with NBF members, as well as a handful of carefully selected guest exhibitors offering complementary products or services – from bedroom furniture and mattress protection products through to retail EPoS software, body pressuremapping technology, consumer dispute resolution services and design and intellectual property services.

We are particularly pleased to feature a brand-new NBF Supplier Innovation

Zone, where a good number of our component supplier members will be displaying their latest developments – some of which will no doubt go on to become the new ‘must-have’ features within finished bed products in 2022 and beyond.

We can confidently say that all the big UK bed brands will be there, as well as plenty of smaller niche players, making it an event not to be missed for anyone involved in the bed industry.

After much deliberation, waiting for the latest Government advice and surveying our members, we are delighted to be proceeding with the NBF Gala Dinner and Bed Industry Awards on the evening of Tuesday 21st September, kindly sponsored by the Vita Group. To take account of health and safety concerns, we’ve reduced the room capacity, with tables of eight people adequately spaced – but it still promises to be a sparkling celebration of everything that is great about the UK bed sector.

Of course, we continue to closely follow the latest official Covid advice, and will put into place all the relevant procedures that will, as far as possible, ensure the safety of all our exhibitors and visitors alike. We will keep everyone informed on what specific measures they need to take to gain access to the show, whether that’s proof of double vaccination or a recent negative test result.

To help with social distancing, there will be five separate cafe areas spread across the halls, and all visitors and exhibitors will receive refreshment vouchers. The cafes and vouchers have been kindly sponsored by Airsprung, BekaertDeslee, John Cotton and Silentnight.

So, we are keeping everything crossed, but remain confident that this year’s Bed Show will be one to remember – for all the right reasons

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OPINION

READ MORE AT WWW.FURNITURENEWS.NET

THIS MONTH, WE’RE ASKING …

Emma Leeke (Leekes Retail) It’s accelerated our plans, for sure

Mike Murray (Land of Beds and AIS) Our ecommerce channel was already a priority. Covid has allowed us to focus on this in even greater detail Henrik Pontoppidan (S2U Design Containers) Not really – other than the use of video-call presentations instead of in-person meetings. But that’s only because my business is targeting one customer at a time – and a project typically takes 6-12 months’ intensive work with a customer before it materialises into business

HAS COVID-19 CATALYSED YOUR BUSINESS’ DIGITAL TRANSFORMATION?

Adam Hankinson (Furniture Sales Solutions) Yes, we’re now really investing in our website and supporting digital marketing, and everything we deliver has to be digitised, so that is ongoing.

Plus we are investing a lot of time and money in LinkedIn Dids Macdonald OBE (ACID) Yes, we have become much more agile and upskilled because we have had to be. Necessity is a fast track to finding solutions!

Lee Ness (Global Upholstery Solutions) Yes, but we have pulled back on social media efforts – not because of budget, but because of our marketing strategy Mike & Karen Rowley (Core Products) Yes. However, the transformation was already in progress – it’s just the pace that has been escalated

Anne Davies (Room to Grow) Room to Grow has always been an online store, which potentially used to hold us back slightly when competitors had showrooms to invite customers to view their products. Since Covid-19, most of these companies increased their online presence, which meant it was more crucial than ever to have a solid marketing strategy, eye-catching creative, an easy-to-navigate website, etc. Investing heavily in improving the user journey of the website was key, to ensure customers who were being forced to shop online had a good experience when visiting our site. We focused on keeping a balance between advertising costs and exposure to result in a healthy return, allowing us to retain staff and even expand the team during difficult times

#384 September 2021 www.furniturenews.net

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Respect, repair and restore – an expert perspective Gordon Hecht on retail’s new tricks and dead ends

26/08/2021 13:45

Adam Ashborn (Reborn Marketing & Design) Reborn has supported our customers with their online requirements, plus we are relaunching our own website Peter Harding (Fairway Furniture) We have had a fully transactional digital offer for over 20 years, but the pandemic has accelerated the changes we had already planned. In addition, we’ve launched a video shopping service, which will play an important role, both now and into the future Royce Clark (Grampian Furnishers) I think most of us realise that we need to do better with our clicks offering, and the lockdowns have certainly made us invest in our own website, with a new one being launched during the first lockdown – but this past 15 months has shown we need to spend more time and money on it on a regular basis, not just during lockdowns Andy Stockwell (Gardiner Haskins) No Steve Adams (Mattress Online) It’s no surprise to hear that we were digitally forward before Covid-19, and we continue to actively reinvest our learnings and market share gains to improve the digital experience for our customers

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