Furniture News #382 by Gearing Media Group Ltd

#382 July 2021 www.furniturenews.net

DREAM TEAM Why MLILY might be your perfect match

Viral marketing Finding new business in a pandemic MANCHESTER FURNITURE SHOW DELIVERY FULFILMENT | CGI MARKETING BEDROOM | LIVING | TRADE SERVICES

Furniture News turns 35 This year’s Design Guild Mark recipients

CGI FURNITURE SPECIALISTS

SERIOUSLY, WHY WOULD YOU NOT USE CGI WHEN IT LOOKS THIS GOOD?

WWW.CHILLIPEPPERDESIGNS.CO.UK

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

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RECEIVING UNPROFESSIONAL SERVICE FOLLOWING DELAY AFTER DELAY SINCE THE ORDER WAS PLACED IS A THOROUGHLY ROTTEN CHERRY ATOP THE PURCHASING JOURNEY So near, yet so far? Having been assiduously designed, marketed, manufactured and shipped, it’s astonishing to think that so many hardfought furniture sales stumble at the last hurdle thanks to the couriers responsible for that ‘final mile’. I’ve personally experienced the joy of home delivery teams traipsing mud across freshly-laid carpets and clumsily scratching furniture against walls and floors on their way in – and in today’s marketplace, receiving such unprofessional service following likely delay after delay since the order was placed is a thoroughly rotten cherry atop the purchasing journey. Delivery fulfilment specialists have long preached the importance of consummate professionalism in conducting home deliveries, and, against a Covid-19 backdrop, their message really cuts through. With so many more orders being placed online, it’s likely those delivery folk were the only human interaction many shoppers had with the seller, and nothing kills brand loyalty quicker than poor communications, disrespect or damaged goods in that closing encounter – particularly on sacrosanct home turf. Reassuringly, not all delivery companies are like that. The UK furniture industry benefits from some of the most accomplished fulfilment operators around. They understand furniture, they appreciate the unique challenges of transporting it and negotiating door frames and

stairways, and they know to keep the end-customer in the loop at every stage of the product’s journey, so they’re not stuck waiting in all day for a lorry to turn up (any more than we’ve already been stuck at home, that is). This month, we’ve corralled a cadre of logistical leaders and asked them to explain how they’ve overcome the challenges posed by Covid-19 and Brexit, the role technology and sustainability play in their operations, and the biggest hurdles they now face (p43). It’s well worth a read – supplier or retailer, your choice of fulfilment partner is probably more important than ever, and it really pays not to stain your reputation (or the customer’s carpet) on the way out the door. On the subject of welcome deliveries, Furniture News turns 35 this year, so (totally blowing our own trumpet) we’ve put together a short overview of our history and included some thoughts from our regular contributors as to why we continue to maintain our lead in the marketplace (p16). We hope you like what we do – but we welcome constructive criticism, so please drop us an email either way. Before I leave to plan my visit to Harrogate’s big shindig this month (read more in our Manchester Furniture Show preview starting on p28), I’d like to thank everyone who voted in our inaugural Readers’ Choice Awards – the response was truly phenomenal, and I’m looking forward to unveiling your winners in next month’s issue.

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No part of this publication may be reproduced without the specific prior written agreement of the Publisher and may not be stored on any type of retrieval system. Furniture News/ Gearing Media Group Ltd accepts no responsibility for variations in colour reproduction. Special colours (Pantone etc) can be catered for with prior arrangement. Some elements of the editorial content in this publication are submitted by the trade, however, all efforts are made to ensure that the editorial remains true to fact and unbiased. Monies may have been accepted to offset the costs of colour reproduction. Gearing Media Group Ltd reserves the right to alter without prior notice any content other than customers’ advertisements. No correspondence will be entered into regarding altered or adjusted editorial content. The editor’s decision is final. All material submitted for inclusion in Furniture News is done so entirely at the owner’s risk and no responsibility is accepted for the safekeeping or return thereof. Advertiser information is reproduced in good faith and Gearing Media Group accepts no responsibility in respect of adverts appearing in the magazine, and the magazines expressed do not necessarily reflect the publisher’s views. The Publisher accepts no liability for any loss arising from an advertisement’s late or non-appearance.

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2021

5th Oct 9 – 5 6th Oct 9 – 4.30

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Over 80 exhibitors

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FREE parking

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FREE lunch

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Central location at Stoneleigh Park, Warwickshire

Registration is now open www.theautumnfurnitureshow.co.uk

#382 July 2021 www.furniturenews.net

CONTENTS

DREAM TEAM Why MLILY might be your perfect match

06 NEWS 10 INSIGHT

22 EVENTS

Viral marketing Finding new business in a pandemic MANCHESTER FURNITURE SHOW DELIVERY FULFILMENT | CGI MARKETING BEDROOM | LIVING | TRADE SERVICES

Furniture News turns 35 This year’s Design Guild Mark recipients

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28/06/2021 12:52

10 MLILY (COVER FEATURE)

CONTRIBUTORS

10 MLILY / 12 Forte / 16 Furniture News turns 35

22 INDX Furniture Show / 24 Bed Show 28 Manchester Furniture Show in Harrogate

PRODUCTS

43 Delivery fulfilment / 52 Living / 58 Bedroom 64 CGI marketing / 74 Trade services 80 Design Guild Mark

84 OPINION 84 Marketing in a pandemic / 86 Recruitment strategy 89 Partner comment / 90 Feedback Matt Sherwen, owner/ CEO, Sherwen Studios

Gordon Hecht, senior manager, strategic retail, Serta Simmons Bedding Co

Simon Williams, marketing & membership manager, National Bed Federation

WE’RE AN ELITE SLEEP COMPANY, JUST AS MANCHESTER UNITED ARE AN ELITE FOOTBALL CLUB

NEWS

TEMPUR SEALY TO ACQUIRE DREAMS FOR £340M Dreams is to be acquired by the world’s largest bedding provider Tempur Sealy International from Sun European Partners LLP, for an expected purchase price of approximately £340m. Dreams’ management team will stay in place, led by CEO Mike Logue, who was appointed in 2013. Dreams will continue its day-to-day operations. With 2000 employees across the UK, Dreams sells 11,500 mattresses, bases and headboards weekly through its network of over 200 stores and online. It makes all of its own-brand mattresses at its factory in Oldbury, delivering to customers across the UK through 11 delivery centres and fleet of 140 vehicles. The sale is a significant moment for the business, and a marker of the turnaround journey it has been on over the last eight years. Dreams has delivered six years of consecutive growth and generated sales of approximately £327m (excluding VAT) in 2020. Tempur Sealy says its support will enable Dreams to continue this journey. Mike Logue comments: “We are delighted to be joining the Tempur Sealy family. It is recognition of the transformation we have delivered, and is an endorsement of our customerfocused strategy, our culture and our values. With Tempur Sealy we expect to drive our growth strategy and build on our position as the most

recommended, specialist bed retailer.” Tempur Sealy chairman and CEO Scott Thompson says: “Dreams has created a strong brand and business model, known for its outstanding products and customer service. We have partnered with Dreams for many years and they are one of the most talented retailers we work with, consistently demonstrating best-in-class web marketing and sales capabilities. This acquisition makes both organisations stronger, better positioned to service customers and bring innovative products to market. We look forward to welcoming the entire Dreams organisation to the Tempur Sealy family.” The transaction is expected to close in Q3 2021, subject to FCA approval.

MATTRESS ONLINE REPORTS RECORD GROWTH AND PLOTS STORE ROLLOUT Mattress Online has announced record business growth for the last 12 months, driven by a surge in sales during the pandemic. The Rotherhambased retailer, one of the UK’s fastest-growing businesses, has seen turnover soar to £34.5m. Both turnover and profit have increased by more than +200%. Mattress Online is now the largest online independent mattress retailer in the UK, and its team has swelled from 38 to 61 over the past year. Key appointments include Michael Jervis (previously at Jet2) as head of digital, former Morphy Richards marketing manager Annaliese

Curtis as head of marketing, and Craig Roberts as head of finance (from Exemplar Health Care). CEO Steve Adams plans to open seven stores over the next three years, beyond Mattress Online’s existing Rotherham showroom. “Physical stores are not dead,” he says, “and I believe Mattress Online can offer the next-day delivery and competitive prices you get from our online offering in a more traditional setting. The UK bed and mattress market is worth £2.2b. It’s a market that’s still relatively traditional and ripe for disruption and sustainable innovation. These are exciting times for Mattress Online and our team.”

ACQUISITION STRENGTHENS DANISH FLAT-PACK FURNITURE GIANTS Danish flat-pack furniture manufacturer Tvilum has acquired Steens Group, another Danish business which operates in the same field and boasts a sizeable UK operation. Both businesses have long been strong players in the global RTA furniture market, and have shown significant growth. This acquisition is set to raise the group’s combined annual revenue to nearly €300m. Tvilum’s CEO Torben Porsholdt says: “This acquisition also moves Tvilum into yet-to-bediscovered market segments and opens up a world of opportunities for further growing our market share. Steens brings an interesting product portfolio to Tvilum – the children furniture especially excites

me, as this has been a potential and appealing focus area for Tvilum to grow into. By closing this gap in our product portfolio, we can offer our customers a more complete product assortment than before.” Tvilum says the move will combine both parties’ international strengths, creating a larger and stronger business unit, with a combined product offer covering different materials and products. Tvilum has more than doubled its turnover since it declared bankruptcy three years ago. Steens UK states that it is “business as usual”, as it continues to respond to strong demand, but that the acquisition promises “new and exciting opportunities for co-operation and collaboration”.

The BFM has partnered with Markel Law to develop the BFM Legal Hub, an online resource offering the association’s members legal advice across a range of topics Riva Home, the Leeds-based soft furnishings and bedlinen manufacturer which acquired Evans Lichfield last year, is developing a new 375,000ft2 head office distribution centre, following significant growth and expansion into new product categories FIRA International has confirmed that it is conducting a review of its inspection and repair business, FIRA Service Technicians, regarding a potential exit from the market Timothy Oulton has signed a lease for a 7170ft2 retail space in New York City’s Flatiron District, which will serve as the brand’s East Coast flagship Trend Interiors, part of the Mereway Group, has appointed Steve Healy as business development manager, with specific interest in Trend’s bedroom portfolio SATRA Technology Centre has announced a new technical forum for domestic furniture, to inform manufacturers, importers and retailers of proposed changes to the standards and legislation affecting furniture, taking place virtually on 7th July John Doe of Diss sales manager Stewart Walker has raised over £2600 for bereavement support charity Nature and Nurture by tackling an 874-mile virtual walk – the equivalent of walking from Land’s End to John O’Groats

READ MORE ONLINE AT FURNITURENEWS.NET

INSIGHT

A LEAGUE OF ITS OWN MLILY may be a star player in the global bedding industry, but what does it have in store for the UK marketplace as the impact of Covid-19 subsides? This month, global sales director Bob Badman talks to Furniture News about new products, business strategy, and the brand’s enduring partnership with Manchester United Football Club … www.mlily.uk

WE’RE AN ELITE SLEEP COMPANY, JUST AS MANCHESTER UNITED ARE AN ELITE FOOTBALL CLUB

Can you give us an idea of the range of projects you’re working on? As I am sure you can appreciate, with a company the size of MLILY there are always projects ongoing – many of which are covered by NDAs. However, I can say that as well as ongoing product development, we are continually working with various partners to strengthen their MLILY offerings, and it is this dedication to individual customers that has seen us strengthen our presence in the UK and Ireland every year since our first show in January 2014. How has the business fared during the past 15 months? The business has continued to go from strength to strength, despite the challenges of the pandemic. The launch of the new Premier collection just before the pandemic took hold proved such a success – even though many of our key customers have been closed for months on end, we achieved significant growth last year, and we are confident of doing the same again this year. We’ve also backed up the Premier

collection with a new range of pillows and a topper to further extend our offering, and we have also begun to look seriously at our approach to gaining more business online, with the launch of an ‘internet collection’ that has a different story to our core Premier product but still has that MLILY quality and story that enables consumers to make simple selections, and retailers/ etailers to make margin on a quality, trouble-free product. As well as further strengthening our relationships with our key customers, we’ve started to work with a number of key internet accounts, and are looking to build our internet business in the same way that we built our bricks-and-mortar partnerships – through support, and developing exclusive product for sale instore and online to make sure our brand isn’t devalued. In summary, we’ve tackled the issues by continuing to do everything we can to support our customers – including ramping up stockholding in order to ensure we maximise sales during the periods we have been able to trade.

COVER STORY 11 How has the business changed in that time, and what have you learned? The business has not significantly changed – rather, it has reinforced our philosophy about working closely with partners and developing more business with existing customers. Customers are now well aware of the quality of MLILY products, and have the confidence to dedicate ever-increasing space to them. Give us a short rundown of your product portfolio … In brief, there’s: the Basics collection of four, price-targeted memory foam mattresses (two foam-only and two hybrids); our Gel collection (as above, but with Gel memory foam); the Premier collection, an all-singing, all-dancing range of four softer models, four firmer models, and two top-end deluxe models, ranging in spring count from 2000-8000, all with our F-joint encapsulation and fashion-inspired covers; Dream +, which remains our Manchester United-inspired and co-designed mattress, and is used extensively by Manchester United players and management alike, and which has gained popularity amongst our core customer base; and the Bamboo memory collection, another key product for the MLILY group worldwide, which we decided to launch as our online collection, differentiating it from our in-store product – we combined it with different spring counts, a different look and, at the top end, incorporated ‘ice fabric’ to give online customers a great product, a great story and, as always for our customers, great margin opportunity. Where does your partnership with Manchester United stand, and how does it influence how you approach the market? We remain committed supporters of Manchester United Football Club, and we’re only just halfway through our current contract period with them. Whilst it doesn’t really change our approach to the market in terms of the fact that we

are – and always have been – dedicated to improving sleep quality around the world, the partnership has given us the chance to work with elite athletes and medical professionals at one of the world’s greatest football clubs (of course, I believe the greatest!) and in so doing we continue to work on R&D and clearly look forward to developing new products in the future. I think generally it simply made people realise that we are a serious global player – we’re an elite sleep company, just as Manchester United are an elite football club. We understand that you work closely with many retailers to maximise the brand’s reach – and in some cases also offer them white-label services? We have a highly experienced marketing/ development team which will work with retailers not only on in-store graphics, but with various online assets and social media support, etc. We also work with a large number of customers on an OEM/white label basis, and this includes retailers with just one store, up to and including multi-millionpound accounts. In order to get a whitelabel product, the customer only needs to commit to a container – which may sound a lot, but it’s only around 200-250 mattresses on average, and, of course, pillows and/or toppers could be mixed in, too – so I think its fair to say that many of our customers today would not have imagined themselves doing containers a few years ago, but now fully appreciate the huge benefits it brings them and couldn’t imagine themselves not doing so. What are the advantages of working with Mlily as opposed to sourcing from local manufacturers? There are many great UK suppliers, but there’s no getting away from the fact that MLILY are a worldwide player, and bring with them a fantastic product with almost zero complaints, a product that looks great, feels great and above all is protected to ensure that all our customers can make margin – which, as traditional

CUSTOMERS ARE NOW WELL AWARE OF THE QUALITY OF MLILY PRODUCTS, AND HAVE THE CONFIDENCE TO DEDICATE EVERINCREASING SPACE TO THEM

consumer numbers decline, becomes evermore important. In my opinion, MLILY offers unrivalled value for money, genuine aesthetic appeal and comfort, whilst enabling our customers to make a great margin. Is there likely to be any synergy with the Breasley (UK) business, which MLILY’s owner purchased last year? Breasley was purchased because of its history, its reputation and its workforce, and it was never an intention to do anything other than to continue the company as a separate brand, bringing different things to the market – as evidenced by the complete revamp of their range to incorporate new, exclusive products. Breasley was, and will remain, a separate brand, with a separate identity to MLILY’s.Any synergy merely comes from the doors that MLILY can open in terms of supply base, and some management crossover. Can you confirm any of MLILY’s investment or product directions? Obviously, MLILY’s plans are closely guarded, but it’s no secret that we are always looking for the right opportunities – whether that’s building factories, new manufacturing plants or retail partners, and that will continue to be the case. As regards products, with the volatility in supply of raw materials, the emphasis currently is on stabilising and controlling all product supply, rather than any imminent new products. However, I do get snippets from the R&D team that show me that as soon as normal supply returns, we will once more be developing new and exciting things – whatever they may be! Do you have anything special planned for Manchester Furniture Show at Harrogate this month? Harrogate will see the official launch of our new pillows and toppers, as well as the new internet collection. We’ve also just confirmed that England and Manchester United legend, Captain Marvel himself, Bryan Robson, will be appearing at the show – as will the Ireland and Manchester United hero, Denis Irwin. As always, our team are out and about, and our showroom is open for visitors, too.We’ll also be showing in Paris in November, and still hold some hope that Shanghai in September will be possible, too

INSIGHT

QUALITY ASSURED Following its foundation in 1992, Poland’s Forte has gone on to become one of Europe’s leading manufacturers and exporters of RTA furniture – and its new UK team is currently deploying a fresh crop of stylish ranges, designed with the nation’s tastes in mind … www.forte.com.pl

Havanna

MAINTAINING HIGH QUALITY STANDARDS IS OUR PRIORITY

Forte’s story is one of rapid growth and forward-thinking management. The business, founded by Maciej Formanowicz, began manufacturing in 1992, before making its Warsaw Stock Exchange debut in 1996. Today, Forte manufactures through five production plants (including its own chipboard factory), designing and making furniture for bedrooms, hallways, children’s bedrooms, offices, living and dining rooms – all with quality and the environment in mind. “Our responsibility towards our customers, co-workers and the natural environment sets the course for our daily work,” says a Forte spokesperson. “We treat the ecological aspects as equally important to the economic and social – our care for the natural environment is our priority in every area of our operations, and we continuously search for the most environmentally friendly solutions. We also expect the

same from our suppliers.” Working to a comprehensive environmental framework, Forte strives to develop environmental awareness in its employees and associates, systematically reducing the use of raw materials and other components across its production and packaging processes. “We also support responsible and sustainable forest management. As a manufacturer we source our wood-based materials from legal sources, certified and controlled in accordance with FSC (FSC® C118178) standards.” Yet, such endeavours are never made at the expense of quality. Forte keeps a close eye on quality standards at every stage of the production process – from product design and the selection of wood used in its chipboard, to the manufacture and packing of its furniture – and carries out careful inspections prior to shipping.

Elara

state-of-the-art solutions and using the latest IT systems. “As part of our long-term development strategy, we opened our own chipboard production plant in 2018,” notes Forte. “When it comes to product quality and eco-friendly standards, it’s the biggest and most modern furniture industry investment made in Europe in recent years. “Elsewhere, our robotic and

Forte’s cutting-edge facilities incorporate robotic production lines

WE CONTINUOUSLY SEARCH FOR THE MOST ENVIRONMENTALLY FRIENDLY SOLUTIONS

Tobago

“Maintaining high quality standards is our priority,” says Forte’s spokesperson, explaining that the business even has its own R&D laboratory where it tests new solutions and technologies in order to evolve its offer. Indeed, Forte prides itself on being at the cutting edge of technological implementation, continuously modernising its machines, applying

automated production lines provide our customers with high-quality products, and provide our employees with safety and comfort at work.” At the heart of Forte’s product offer is a quality that is impossible to guarantee without a human touch – with furniture designed by Polish and international designers, the brand can adapt its ranges to changing market trends and the needs and expectations of its customers. Its portfolio includes around 3000 models, designed for both small living areas and spacious houses, in different styles, and a wide range of colours and sizes. With a set of underlying principles based on universal values such as responsibility, growth, co-operation and empathy, Forte continues to go from strength to strength, despite the inescapable pressures brought about by Covid-19. To find out more about Forte’s UK offering, contact national sales manager Victoria Ross on uksales@ forte.com.pl

WE ARE

FORTE

uksales@forte.com.pl www.FORTE.com.pl

INSIGHT

35 YEARS OF FURNITURE NEWS

Early issues of Pine News International from 1986/7

www.furniturenews.net

This year saw Furniture News reach a new milestone – 35 years of publication to the UK trade. Recognised by the vast majority of its readers and advertisers (and the prestigious International Alliance of Furnishing Publications) as the UK’s foremost title for the domestic furniture trade, the magazine has gone from strength to strength since its inception, evolving to meet the needs of its growing audience. Furniture News started life as Pine News International, a trade newspaper which quickly became the de facto title for the burgeoning pine cabinet sector. Thanks to the efforts of its founder – and no small amount of snobbery from its competitors – Pine News International established a fiercely loyal readership and advertiser base, delivering impressive returns and giving this segment of the trade a valuable mouthpiece.

Nigel Gearing

While the challenges of the past year proved too great for some businesses to overcome, others have come through stronger than ever. Furniture News turns 35 this year – an achievement which prompted the team to look back at how far the title has come since its first issue was published, back in 1986 …

THE INDUSTRY HAS PROVED A CONSTANT SOURCE OF DELIGHT AND RESPECT In 2001, faced with an increasingly diverse marketplace, Pine News became Furniture News, encompassing the wider upholstery, bed and furnishing markets alongside its established cabinet furniture offering. Today, the Furniture News portfolio comprises a monthly magazine, website, supplements, awards and digital products, and boasts unrivalled content and reach, plus the industry’s biggest advertiser base. Combining insightful, informative editorial and persuasive promotional content, the brand has come a long way since 1986, yet still retains the close bond with the trade that saw it succeed during those early years.

INFORMING INDUSTRY, BUILDING BUSINESS 17 Pine News International at The Furniture Show, NEC, 1996 Samantha Horscroft and Paul Farley

The International Alliance of Furnishing Publications (IAFP) 2020 AGM at Meble Polska, Poznan

“Where one starts in life very often bears no relation to where one ends up,” says publisher Nigel Gearing, whose business, Gearing Media Group, also owns the Hospitality Interiors brand and its associated events, “and this could not be more true than in the topsyturvy world of publishing – just ask Mr Murdoch! “As those early issues circulated, the pine trade slowly and surely formed a deep bond with the magazine – which also made its advertisers a good deal of money. The industry’s pioneers can look back at its success in the late 90s with a great degree of satisfaction – but time moves on, and so did the magazine.”

Since 2007, Furniture News has been led by editorial/advertising duo, Paul Farley and Samantha Horscroft. “Throughout my time at Furniture News, the industry has proved a constant source of delight and respect,” says Samantha. “We have seen our relationships with fledgling companies strengthen and grow – many companies are now firm friends, and support our new ideas to help both retailers and advertisers generate business across our print and online media.” Having reached issue 382 this month, Furniture News continues to lead the way in trade marketing, in print and online – working tirelessly to inform, inspire and support the vibrant industry it represents

INSIGHT

WHAT DO YOU LIKE MOST ABOUT FURNITURE NEWS? Peter Harding (Fairway Furniture): The variety of articles is always interesting, as well as the features that are more than just ‘news’ Mike & Karen Rowley (Core Products): That it is still a read – spending so much time using screens, it’s great to have a break and pick up an actual printed magazine Adam Ashborn (Reborn Marketing & Design): Great feature articles, and an instant resource for all furniture trade news. The printed magazine and the online social media posts have become a daily read, and a great way to catch up on trade activities … keep up with the great work! Emma Leeke (Leekes Retail): Variety in the topics chosen for review, and the use of experts – you always learn something Adam Hankinson (Furniture Sales Solutions): The insights across the industry (not just retail), and the honesty of the articles and interviews – people are very open about how they are tackling their business problems. It’s

also a quality product which has integrity in the industry – we’re very happy to be associated with the brand

from a broad cross-section of industry experts who have ‘been there and are doing it’

Dids Macdonald OBE (ACID): It is diverse and always represents good editorial and reportage. I am incredibly grateful for the support given to The Furniture Makers’ Company to get the word out about all our activities – especially our welfare assistance, which is much needed at the moment

Royce Clark (Grampian Furnishers): The fact that the content is relevant and up to date. Having people from within the industry give opinions and honest feedback all the time makes it feel much more real

Henrik Pontoppidan (S2U Design Containers): Open-mindedness, genuine interest in contemporary topics, constantly evolving and adapting – and the ability to see ‘the big picture’ (mostly!)

Steve Adams (Mattress Online): The interviews from industry leaders and experts are always insightful and super interesting

Mike Murray (Land of Beds): The email updates

Anne Davies (Room to Grow): Just having somewhere to catch up on all the up-to-date news articles is great, as well as seeing different opinions within the industry. Furniture News always feels a little more ear-to-the-ground than some of the other publications within the industry, which is an aspect I really like when reading the trade news

Andy Stockwell (Gardiner Haskins): You’d expect a trade magazine to be informative and topical, but it does so with an easy-to-read style, taking input

Gavin Boden (Rhenus Home Delivery UK): I love how diverse it is, and the level of successful/intelligent interview guests it presents

Lee Ness (Global Upholstery Solutions): I like to keep up to date

#381 June 2021 www.furniturenews.net

#380 May 2021 www.furniturenews.net

#379 April 2021 www.furniturenews.net

THE PERFECT FIT

NEW HORIZONS

Mammoth and Hearst target the health-conscious consumer

Embrace tomorrow, with CGI by Orbital

BRIGHT AND BREASLEY The bedmaker’s new chapter

National treasure The future of British-made furniture BEST OF BRITISH | DINING THE SUMMER FURNITURE SHOW

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Leading the way Wayfair’s Martin Reiter shares his ambitious outlook THE NEW NORMAL | LONG POINT INNOVATION IN BEDDING | LIVING VIRTUAL SHOWS | TRADE SERVICES

Price rises – the trade’s response Why Manchester is relocating to Harrogate

25/05/2021 16:19

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Call off the search How ufurnish.com plans to redeﬁne online selling

Switch suppliers or keep the faith?

SOCIAL MEDIA | CGI MARKETING BEDROOM | DINING | LIVING | TRADE SERVICES

The Furniture News Readers’ Choice Awards

27/04/2021 12:30

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Train to gain with Adam Hankinson How to deliver the perfect (video) pitch

26/03/2021 10:04

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

coachhouseuk

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Double Rolled Edge Tops, SOLID Oak Cornice Tops, SOLID OAK Plinth Bases, SOLID Oak Turned Legs, SOLID Oak Chairs DUNDEE 1.1M ROUND TABLE WITH PEDESTAL LEG £259.90

PROVENCE OAK SOLID Oak Vertical Slatted Sleigh Bed, stunning quality DUNDEE SOFA TABLE WITH 2 DRAWERS £169.90

PROVENCE SOLID OAK SLEIGH BED 4’6 £329.90, 5’0 £349.90, 6’0 £399.90

Westwood Designs Ltd

CORNWALL

Painted off-white Finish with Natural Oak Tops. SOLID Oak Cornice Tops and detailed edging to Sides, Drawers, doors and plinth Bases. Chrome Handles and Hinges CORNWALL 1 DRAWER LAMP TABLE £82.90

CORNWALL WARDROBE £349.90

CORNWALL 1M WIDE 2 DOOR GLAZED DRESSSER £364.90

CORNWALL 84CM WIDE BOOKCASE WITH 2 DRAWERS £164.90

CORNWALL 100CM WIDE TV UNIT £139.90

CORNWALL 114CM LENGTH KITCHEN ISLAND WITH WINE RACK. SOLID GRANITE TOP £384.90

CORNWALL 115CM WIDE SEAT BENCH WITH SOLID OAK LIFT UP LID & STORAGE £199.90

CORNWALL 120CM WIDE 6 BASKET DRAWER UNIT £214.90

CORNWALL 120CM WIDE TV UNIT £164.90

CORNWALL 130CM WIDE DESK £249.90

CORNWALL CHAIR SOLID OAK SEAT £56.90

CORNWALL TABLE 1.4M EXTENDS TO 1.8M £249.90

CORNWALL 15 BOTTLE WINE RACK UNIT £219.90

CORNWALL 1 DRAWER CONSOLE £99.90

MONTPELLIER 1.5M 3 DRAWER SIDEBOARD £274.90

MONTPELLIER TABLE 1.8M EXTENDS TO 2.3M £289.90, 2.2M EXTENDS TO 2.7M £339.90

MONTPELLIER 1M WIDE 2 DOOR GLAZED DRESSER £359.90

MONTPELLIER 2 DRAWER CONSOLE £102.90

MONTPELLIER 2 DRAWER LAMP OR BEDSIDE £89.90

MONTPELLIER 20 BOTTLE WINE RACK £137.90

MONTPELLIER 90CM CORNER TV £119.90

MONTPELLIER 110CM TV UNIT £159.90

MONTPELLIER 120CM 2 DRAWER CONSOLE £149.90

MONTPELLIER 130CM DESK £239.90

MONTPELLIER 182CM 1 DRAWER BOOKCASE £179.90

MONTPELLIER 190CM GLAZED DISPLAY £274.90

MONTPELLIER LAMP TABLE WITH SHELF £73.90

MONTPELLIER NEST OF X3 TABLES £119.90

MONTPELLIER OAK

MUNICH OAK

40mm Thick Tops. Tapered Legs. Classic Design

SOLID Oak 45mm Thick Planked Tables and matching Benches. Leather Seat Pads available for Benches MONTPELLIER SOLID OAK BED- 4’6 SIZE £279.90, 5’0 SIZE £299.90, 6’0 SIZE £339.90

MUNCH SOLID OAK BENCH 142CM £137.90, 182CM £159.90, 222CM £175.90

MUNICH SOLID OAK TABLE 1.8M £307.90, 2.6M £437.90

Email: westwooddesignsfurniture@gmail.com or call 07500 038649 for a Full Stock List Westwood Designs Ltd, Unit 1, Glebe Business Park, Hornton Lane, Horley, Banbury, Oxfordshire, OX156BN

EVENTS

ACCESS ALL AREAS The INDX Furniture show (formerly the AIS Furniture Show) will take place at Cranmore Park Exhibition Centre, Solihull at the beginning of September. Buyers can expect to see marketleading brands, curated specifically with the independent sector in mind, brought together by selectors with a wealth of experience in furniture retail. www.indxshows.co.uk

With a focus on delivering the latest innovations alongside key and bestselling collections, the show will provide a professional, business- and buyer-focused platform for retailers to network with industry service providers and catch up with existing suppliers, as well as offering an opportunity for discovering new and future brand partners.

Organiser AIS says the exhibitor list is gathering momentum – the upcoming line-up will feature a selection of product ranges from suppliers across categories including upholstery, cabinet (living, dining and bedroom), lighting, accessories and garden. Despite delivering a successful online version of the show in March, the INDX Furniture team is looking forward to resuming a live format. The feedback from buyers (and the brands eager to confirm their attendance) is indicative of a community that is keen to get back to in-person shows and business as usual – even if things might be a little different this year. Indeed, the safety and wellbeing of visitors and exhibitors remains a key priority, and the INDX team and event venue will be rigorously following the prevailing guidelines at the time of the show. For further information and the latest Covid updates, visit the INDX shows website. The show will be open to AIS members on 1st September, with full trade access on 2nd September. With its strong selection of exhibitors, and convenient, central location (plus free on-site parking and refreshments), INDX Furniture is set to be an important buying event for the coming season

UNFORGETTABLE . UNRIVALLED . UNMISSABLE

1-2 SEPTEMBER 2021* Experience the buzz of a live event. Discover leading brands and ranges specifically curated by AIS for independent retailers.

Cranmore Park Conference and Event Centre, Cranmore Avenue, Shirley, Solihull, B90 4LF

Visit the website for our current Covid measures.

*1 Sept open to AIS members only.

EVENTS

BACK TO BED SHOW The UK bed sector’s principal event is set to return this September, and its organiser, the National Bed Federation (NBF) says it is “thrilled” to have the opportunity to throw the sector’s big reunion … www.bedshow.co.uk

The event, now in its 11th year, promises to be another strong sourcing and networking opportunity for visitors and exhibitors alike. Taking place from 21st-22nd September at Telford International Centre, the show offers an unmatched number of UK and Irish bed manufacturers under one roof, all independently audited and NBF approved. Big returning businesses including Airsprung, Breasley, Harrison Spinks, Highgrove, Hypnos, Millbrook, Relyon, Sealy, Sleepeezee, Sweet Dreams and Silentnight will be joined by many smaller, niche members, offering both finished products and components. The new Supplier Innovation Zone will

feature some of the best-known names in bed and mattress components, including Apropa, CPS Group, Edward Clay, John Cotton, Handy, Leggett & Platt, Maes Mattress Ticking, Monks International, Spinks Springs, the Vita Group, and new member Wolf Components. Jessica Alexander, executive director of the NBF, says: “We are delighted that the Bed Show can return for 2021, with so many of our manufacturer and supplier members coming together to unveil new products, concepts and initiatives, despite the challenging market conditions following the pandemic and Brexit. “With exhibitors being almost exclusively NBF members, visitors can come in the knowledge that the bed manufacturers exhibiting are all part of a reputable trade association complying to a stringent code of practice. We look forward to opening the Bed Show doors to visitors on Tuesday 21st September.” In the region of 1500 people are expected to attend the show, where additional Covid-secure measures will be in place as necessary. Parking and entry are free for visitors, and once again complimentary refreshment vouchers will be offered. Visitors are encouraged to save the date in their diary, and the NBF remains hopeful that the gala dinner celebrating the annual Bed Industry Awards will go ahead on 21st September. “We hope to make an announcement about the dinner by the end of July,” concludes Jessica

The Bed Industry Awards are BACK! Enter your company for a prestigious NBF Award today Manufacturer Awards

Retailer Awards

Bed Product of the year

NBF Retail Champion of the year

Component Product of the year

National Bed Retailer of the year

NBF Sustainability Award

Online Bed Retailer of the year

www.bedshow.co.uk/awards @TheBedFed

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I’m Robin Sutherland, RetailSystem are working with trade only group providing approved data from suppliers, the concept of retailers working together sharing information on product and services sourcing is really refreshing and simply wouldn’t have happened a couple of years ago as collaboration would have been seen as a threat. The way that the industry has come together over the last year through the TRADE ONLY FURNITURE GROUP is truly remarkable and probably wouldn’t have happened if it wasn’t for the pandemic

I’m Gavin Boden, I have to take my hat off to Ben Womack, what a great idea to get the furniture industry, retailers, manufacturers, suppliers and Agents together. The Facebook site he has set up has had an amazingly positive affect on the industry, giving it a platform it so badly needed and increasing the communication within it. He has brought so many trusted professionals 22/10/2020 10:01 together and I feel honored to be a part of it. With the Facebook page, LinkedIn group and website, it’s going to be the one stop shop for furniture information and sourcing, both from the UK and Europe. As a group the team have an amazing array of knowledge and experience. I’m very excited about this project and how it is going to bring the furniture industry closer together, professionally and personally, over the years I have made so many good friends within furniture, I believe that this is a monumental step forward.

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EVENTS MANCHESTER FURNITURE SHOW

SHOW BUSINESS Key summer trading fixture Manchester Furniture Show (running from 18-21st July) will look a little different this year, being co-located with Harrogate’s Home & Gift rather than occupying its usual spot at Manchester Central – but there’s still plenty to look forward to … www.manchesterfurnitureshow.com

Harrogate Convention Centre (HCC)

WE CAN’T WAIT FOR THE INDUSTRY TO GET BACK TOGETHER AGAIN

“The furniture industry is crying out for the opportunity to network and socialise at a large-scale, in-person event, and that is what Manchester Furniture Show is all about,” says Zoë Bonser, portfolio director for Clarion Events’ Retail division. Indeed, the popularity of the established summer event, coupled with an extended drought for major trade shows, means excitement remains high despite the temporary relocation. Manchester Furniture Show in Harrogate will have its own registration process, entrances, exits and halls within the Harrogate Convention Centre (HCC), with a crossover point connecting it with the Home & Gift Buyers’ Festival, which promises a plethora of crossover buying and selling opportunities. Confirmed exhibitors include 3C, ALF UNO, Venjakob, Alfrank Designs, Ancient Mariner, B4 Living, Bell & Stocchero, Breasley UK, Buoyant Upholstery, Carlton Furniture and Vintage Sofa Company, Cowthorpe

Oak Furniture, Gala Collezione, MLILY, Heartlands, IFD, Italia Living, Kettle Interiors Agencies, La-Z-Boy UK, Rauch, SITS, Gwinner, Creation Italia, RetailSystem, Snap Finance, Furnish 365, New Trend, MFS, AWS, Marinelli, Calligaris LPD and Arya Designs. Home & Gift’s interiors highlights include Bronte by Moon, David Fussenegger, DeluxeHomeArt, Designed In Colour, Forever England, Gallery Direct, GM Wholesale, Heyland and Whittle, London Ornaments, Originals, Portmeirion Group and Zinc Home. “This is set to be a stellar return to large-scale events for the furniture industry,” Zoë continues. “And, like the Manchester event, Harrogate has a fun, summer holiday vibe, which we know the furniture industry will enjoy. We can’t wait for the industry to get back together again across those four days in Harrogate, instead of the usual three.” However, says Zoë, given the wider pandemic situation, safety remains paramount, with measures such as facecoverings, wider aisles, increased ventilation, and an enhanced daily and deep cleaning regime being implemented. Numerous handsanitising stations will also be available. The dual show is running as one of the Government Events Research Programme’s pilot events, so there will be no restrictions on visitor numbers or social distancing requirements, but all attendees will be required to certify that they have had two vaccinations at least two weeks prior to attending, or show proof of a negative NHS lateral flow test at least 48 hours before attending. The consent required to opt in to the programme and NHS Test and Trace will be sent to all registered buyers and exhibitors. “With the backing of the Government, public health bodies and our key customers, we can see that the appetite and enthusiasm are there for an in-person buying and selling event,” Zoë adds. Read on to discover a few of the highlights …

18-21 July 2021

Harrogate, North Yorkshire

Essential summer buying

EVENTS MANCHESTER FURNITURE SHOW

CONFIDENTLY AFLOAT Maia

Lancashire-based Buoyant Upholstery has been manufacturing sofas for over 100 years – yet little prepared it for the disruption it would face during the pandemic, says MD Mike Aramayo … www.buoyant-upholstery.co.uk

Dexter

Weston

WE HOPE TO SEE AS MANY OF OUR CUSTOMERS AS POSSIBLE IN THIS NEW SETTING

“There’s no doubt that we’ve all witnessed the craziest year or so of our lives” says Mike. “From a full national lockdown, we returned to an order book we never saw coming. Luckily for Buoyant, we brought our full workforce back on day one, and quickly ramped up production within a couple of weeks. “The order intake hasn’t slowed down, but even with it being so full we have continued to offer some of the best lead times in the industry, due to efficient planning and increased capacity. “My directors – George Smith, Tony Darley, Glen Ainsworth and Hans Jansen

– and their teams have performed miracles over the past year, and in my opinion I have the best upholstery team in the whole industry. “At the beginning of this year we completed the construction of a studio directly above our existing showroom, and this has allowed us to display a lot more product. We released several new models in January (and held meetings with customers, both in-person and via Zoom calls, while adhering to the Government guidelines). The new designs have been very well received, and we’ll be continuing to show a number of them in the show trailer and at upcoming events. “Speaking of which, we are very excited to be out there, exhibiting again, at the Manchester Furniture Show, which this year will be taking place in Harrogate. We hope to see as many of our customers as possible in this new setting, and are sure you’ll find something that would be popular with your demographic. “Covid-19 has made us realise that close relationships within the UK are of paramount importance, and I would like to thank all our retailers for their loyalty and support. I hope we have been able to fulfil your expectations of us at Buoyant. With the vaccine rollout in full swing, the second half of 2021 is giving us all some hope we can come out of this and get back to some normality. In the meantime, stay safe, have a fantastic summer, and we hope to see you all at the show soon,” Mike concludes

AZURE

Exhibiting at the Manchester Furniture Show 18th - 21st July Harrogate Convention Centre King’s Road Harrogate North Yorkshire HG1 5LA

MADE IN THE UK

Not just a sofa Your customer is not just buying a La-Z-Boy sofa, they’re investing in… - A place to relax - The heart of the home - Time with family and friends - A place of comfort - Their wellbeing Visit us at the Manchester Furniture Show, 18th-21st July at the Harrogate Convention Centre, Hall Q C24 to experience our new ranges

Anderson

www.la-z-boy.co.uk

EVENTS MANCHESTER FURNITURE SHOW

ENJOY LA-Z-BOY’S LATEST La-Z-Boy UK will be showcasing its latest ranges, including new contemporary models and luxury swivel chairs, on stand Q-C24. www.la-z-boy.co.uk

Anderson

This will be the first opportunity since before the pandemic that retailers will be able to experience La-Z-Boy’s latest products and ranges in room settings and appreciate what they could look like in customers’ homes. The new ranges have something to appeal to all tastes – whether customers are looking for more contemporary models with a slimmer profile, models with an air of opulence

with accentuated curves, or even new ranges in more traditional styles. All reflect La-Z-Boy UK’s ‘Live Life Comfortably’ slogan, and feature its high-quality, luxurious fabrics. La-Z-Boy UK will also exhibit its new swivel chairs, which have been designed to be extremely versatile, offering a “luxurious but practical” seat within a home office set-up, or a stylish and comfortable statement piece in a flexible living space. An additional aspect of the brand’s new pedestal chairs is a rechargeable battery, which means the swivel chairs’ power-recline feature can be used anywhere in the home without needing to be near a plug socket. Tristan Pyke, head of sales at LaZ-Boy UK, says: “We’re really excited for retailers to get a proper look at and experience our new collections at the Manchester Furniture Show. The Covid-19 pandemic has meant that opportunities to showcase our furniture ranges in person have been very limited, and this is a great chance for suppliers and retailers to come together again.” Visit La-Z-Boy UK’s website for more information about its attendance at the show, or to book an appointment with the team

Launch of the

BRAND NEW

FREQUENCY RANGE! Newly arrived! New designs!

SEE THESE OUTSTANDING RANGES AT

MANCHESTER FURNITURE SHOW IN HARROGATE ON STAND Q22 T: 01937 589188 E: sales@smartoccasional.co.uk www.smartoccasional.co.uk E: sales@smart-trading.co.uk www.smart-trading.co.uk

HUDSON OAK RANGE

EVENTS MANCHESTER FURNITURE SHOW

WE ARE THE CHAMPIONS! August’s Furniture News celebrates the best and brightest Covid-19 has tested all of us – yet these challenging times have brought many suppliers’ best qualities to the fore.

GWINNER www.gwinner.de/en Located in the Black Forest region of Germany, Gwinner has been manufacturing quality cabinet and dining furniture for almost 90 years, and remains in the family of the founder – and the brand’s UK team is “delighted” to be exhibiting in Harrogate this year. Gwinner will introduce a new model, Calea – a comprehensive collection of modular and standalone furniture with matt lacquers and contrasting wood veneers, which can be combined to create an impressive living area.

From the winners of our inaugural Readers’ Choice Awards to a look at the ethics of trading through a pandemic, August’s issue celebrates the businesses which inspire and impress through their product, service and overall ethos. If you pride yourself on going the extra mile or standing out from the crowd, why not shout about it? You’ll be in good company! Together with the latest Bedroom, Dining, Living and Trade Services coverage, August’s issue will offer the following special features: READERS’ CHOICE AWARDS – celebrating the winners of this year’s readers’ poll ROLLED MATTRESSES – the latest in vacuum-packed beds for the trade AUTUMN FAIR – previewing September’s NEC homewares showcase ETHICAL BUSINESS – a look at the decisions (good and bad) made by businesses through the pandemic, and their possible long-term impact LIGHTING – illuminating examples of the best in new lighting product Packed with fresh insight, challenging perspectives and vital information, Furniture News is the magazine of choice for the UK furniture industry – giving you a direct line to the trade. DON’T MISS OUT ON GETTING IN! Call Sam Horscroft on 07764 650655 or email sam@gearingmediagroup.com

BOOKING DEADLINE: THURSDAY 15TH JULY

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Visit us at Harrogate for our exclusive show offers

PRODUCTS

SERHEI LVOV’S KOHTI Created for Levantin design by rising Ukranian star Serhei Lvov, Kohti is an elegant stool made from powder-coated steel pipes and recycled materials. www.levantindesign.com/tabouret-kohti

The stool has an elegant silhouette and a small backrest which smoothly merges into the armpads. The framework’s delicate lines and smooth joints are made of powdercoated steel pipes. It is adapted to various interior designs due to its attractive simplicity, universality and durability

Its name (Kohti, the Finnish word for ‘towards’) metaphorically plays with the dialogue of opposing sides – excess production and preserving the environment – and the idea of simultaneous movement towards each other. Making the world stop changing is impossible, the future is still going to come – so let’s make it gorgeous!

The recycled plastic seat was created by the Precious Plastic Ukraine Odessa workshop. The 20mm-thick canvas is made of HDPE recycled polyethylene, the raw materials for which were used black-and-white shampoo bottles. This material is also non-toxic, UV-resistant and resistant to low temperatures and the impact of water, acid and alkali

Training: Serhei is a graduate of the Kharkiv State Academy of Design and Fine Arts, at which he studied industrial design from 2008-14, working alongside local furniture factories from 2012. Utilising steel, brass and wood – and, more recently, textiles, ceramics and panels made from recycled plastic – Serhei’s designs have attracted attention from various quarters of Ukraine’s design industry, and have been shortlisted for national and international interior and

During manufacture, bottles are collected, washed, sorted and broken, then the required granules are mixed according to colour and exposed to heat and compression under pressure, forming smooth plates. After the plastic solidifies, the item is cut to shape using a CNC machine, and voila – the seat is complete!

architectural accolades including: the Industart International Award; ADD Awards; Design And Design International Award; Maniglia Nuova Ukraine; Interior of the Year; Eurasian Prize; and Ukrainian Wood Fashion. In 2013, Serhei won The Very Best of Ukrainian Design competition, and in 2018 his products were part of a collective country stand at Paris Désign Week. In 2019, Sehei won the HAOZ Object Design Contest, to develop a coffee table for the Ukrainian business.

OUR STUDIO’S DESIGNS CREATE A DIALOGUE ABOUT THE MODERN PACE OF LIFE, WHICH, ERADICATING LUXURY, LEAVES THE MOST SIGNIFICANT, PRACTICAL – BUT NOT BORING – ITEMS

WHO ELSE TO in Just 17WANTS Days… GUARANTEE SALES SUCCESS Will your January 2017 salesIN be the2021? best month’s total

given a fair chance to shine, then clear it and replace it with a better performing line. Test and measure the selling 41 potentia of all your products in a Greenwood Sale.

2021 • SELLING SKILLS -YOUR Get good at this selling. you’re going to see year? Most retailers

don’t bother with a proper salesSTRATEGY process or sales training. The SUCCESS “3 Months Sales in Three Weeks! Your Wouldones you like see sales of and two,money four, sixinorquality even eight successful do! toInvest time Sales Guy was Great! The Digital Sales sales times what is normally your best month? know-how. Call GreenwoodWAYS to arrange an effective sales 5 ESSENTIAL TO MAXIMISE Plan Worked Brillliantly!” training course. YOUR SALES AND PROFIT Morrison, Planetvery Furniture, 2020the AsDavid our clients know well Glenrothes, (and will October tell you),

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• PRODUCTS – Be ruthless with your precious floor space. If a your competition the most relevant beneficial USP’s [Covid-modified] marketing produced a product oron collection isn’t performing after being given a fair trial, then clear it and replace it with a faster selling line. Test and measincluding choice, quality, and service. Greenwood steady flow of value customers over a Call longer ure the selling potential of all your products in a Greenwood Sale. to mysteryperiod shop your competitors. so we had no overcrowding and

we beat target!” DISCOVER THE FORTUNE • PROMOTION – Promote your business effectively. Every THAT LIES HIDDEN IN good retailer from Tesco to Harrod’s does. Consider using a “We took 6 months turnoversales, in theturn 3 stock int ‘Greenwood’ sales promotion to increase YOUR BRAND…

Westwood Designs is a wholesaler based in Banbury, Oxfordshire, which holds stock of oak and painted dining, occasional and bedroom furniture. The business says it is currently holding large quantities of stock, for sale at low 2020 prices – with nationwide delivery available. MD Lee Harrison has imported furniture from Vietnam since 1997, and Westwood Designs now offers a direct container programme in which six oak, painted and reclaimed pine ranges can be mixed in one container, and 20 or 40ft containers can be ordered by US$ FOB prices (or a pounds sterling fully delivered price). Contact Lee on the email address above or call 07500 038649.

• SELLING SKILLS - Get good at selling. Most retailers don’t employ a proper retail sales process for big ticket goods. The most successful ones do. Invest time and money in quality sales knowhow.Cy Call Greenwood arrange an effective training course Fogel, You’retoFurnished, Essex.sales August 2020 for your team.

• COMPETITION – Check your competition to find out what they are offering. Avoid all-out price wars. Out-perform your competition on the most relevant beneficial points including choice, quality, value and service. Call Greenwood to mystery shop your competitors.

[with no problems at all] and have cash and weeks win future market share, while protecting your prof our lockdown losses. This at the same recovered time. Call Greenwood! • PROMOTION – Promote effectively. Every Greenwood Saleyour hasbusiness surpassed all good my retailer from Aldi to Harrod’s does. Consider using a ‘Greento boost turn650101 stock into for cash a andfree, Whywood’ notsales callpromotion me expectations!” today on sales, 01565

FIND OUT MORE ABOUT GREENWOOD SALES... confidential, no-obligation business consultation? I can time.James Call Greenwood Today! Blackbridge Furnishings, Fraser, M.D., outline Inverness, sales projections andWilliam. costs over the phone. Elgin and Fort July 2020 win future market share, while protecting your profit at the same

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Limited bookings for 2017 and 2018 are now being taken During 2020 most of our their01625 previous 521010 SALES... Take aon look atGREENWOOD our website orcustomers call ussmashed now on a first come first served basis. The best launch dates Greenwood sales records despite the pandemic. always goorfirst. a lookenquiry, at our website call us now on 01565 or, send anTake e mail and we’ll gladly call you to Greenwood Sales now generate better-than-ever results for

650101, or, send an e mail enquiry, and we’ll gladly discuss the exciting weWith can offer you, quality retailers overpossibilities the and Ireland. Greenwood’s call you toall discuss theUK exciting possibilities we can To find out more without obligation, or to book a sale, new, Covid-modified, Digital Sales Plan, YOU CAN TOO. without obligation. offer you, without obligation.

callRealise now onoptimum 01565 650101, or send an e across mail and I’ll thenow potential of your Sales next big sales event.the Call We are booking Greenwood right gladly you. us now findIreland out more and Summer to call discover the exciting UKtoand from 2021 on a firstpossibilities come

We are now booking events right across theusUK and Ireland fo andserved optionsbasis. we can offermiss you,out without first Don’t – callobligation. today to the restarrange of 2013 a first come survey first served basis. your on FREE no-obligation and quote. Book your sales event early to guarantee exclusivity SMASH ALL SALES RECORDS! BOOKING NOWYOUR FOR 2021. CALL BERNARD for your business. ORBernard DONALD ON 01565 650101 Call Eaton TODAY or Donald Currie on 01565 650101

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PRODUCTS DELIVERY FULFILMENT

THE EXTRA MILE With demand for home furnishings booming and ecommerce taking the lead, the furniture industry’s fulfilment specialists have played a make-orbreak role during the past 15 months. In this special feature, Furniture News’ Paul Farley asks a handful of sector representatives to discuss what’s changed (and is still changing) in the world of furniture delivery, and how they’re meeting the challenges headon …

After several timely messages since purchase, a text alert arrives, and there’s a knock at the door five minutes later. That furniture order has finally arrived, and it’ll soon be unpacked in your room of choice (Covid-19 precautions permitting). The team might even take your old model away for recycling. Granted, thanks to the severe disruption of supply chains across the globe, there’s a good chance the delivery was significantly delayed – yet the clear and courteous actions of the delivery crew can go a long way to remedy any frustration. If the purchase was made online, it’s also possible this is the customer’s first (and only) interaction with another human being during the process, making it even more vital that it is handled correctly (in more ways than one). While suppliers’ fates have long been tied to their choice of fulfilment partner, the pandemic has seen role of the frontline workers tasked with executing

the ‘final mile’ of a delivery’s journey become even more critical. Yet behind those delivery teams, the logistical operations that ensure purchases reach people’s homes on time and in one piece have been sorely tested by high demand, ever-evolving regulations and the illness itself. This month, Furniture News investigates what’s taken place at some of the British Isles’ leading furniture delivery specialists – what it’s taken to tackle the both a pandemic and Brexit, how technology and sustainable thinking influence directions, and why good communication with every stakeholder is more important than ever. This month’s expert panel comprises: Samuel Scott, head of sales and marketing, Panther Group UK; William Dennison, MD, WS Dennison; Gavin Boden, sales director, Rhenus Home Delivery (UK); and Brian Adam, MD, Brian Adam’s Transport (Executive Home Delivery). Read on to discover their take on the marketplace …

SUPPLIERS’ FATES HAVE LONG BEEN TIED TO THEIR CHOICE OF FULFILMENT PARTNER

The panel: Samuel Scott, Panther Group UK; William Dennison, WS Dennison; Gavin Boden, Rhenus Home Delivery (UK); and Brian Adam, Executive Home Delivery

PRODUCTS DELIVERY FULFILMENT

Q&A

HOW HAVE THE EVENTS OF THE LAST 15 MONTHS CHANGED THE WAY YOU OPERATE? Samuel Scott: The essence of Panther’s offering is that we are a two-man delivery company which delivers to the room of choice. That in itself presented a significant challenge over the past 15 months, as in the main we continued to deliver into people’s homes so long as the customer was happy for us to do so. We took every effort to ensure we adhered to Government guidelines. Our drivers were fully equipped with PPE, sanitiser, etc, and ensured that they respected social distancing policies. Added to this, we were seeing volumes increase to peak levels daily, whilst still having to ensure that we maintained the levels of service to both our customers and (crucially) the end-customer for which we are renowned. Indeed, one customer’s requirements increased sevenfold virtually overnight, from 1000 orders a week to 7000. Brexit, too, has brought its own challenges – not for us specifically, but for our clients, in terms of the level of documentation which has to be provided in order for us to get the final-mile delivery executed. Lead times in some instances have been extended due to potential delays in customs, or in trying to secure cost-effective shipping. I think the furniture industry has been one of the most affected areas due to Brexit – which will have far-reaching effects. Nothwithstanding the challenges, we have been able to flex and adapt our resources to ensure that we maintained our market-leading 99.5% delivery success rate, in turn ensuring the endcustomer receives the best possible delivery experience. William Dennison: With the uncertainty surrounding Covid in March 2020 and the sudden closure of retail outlets, we were asked by our local NHS to facilitate both storage and delivery of high-value,

Covid-related products, such as PPE, Covid tests, beds and disinfectants, providing our local hospitals in NI with much-needed final-mile/same-day deliveries and access to urgent products to cope with the surge in cases. We were delighted to do our bit and help our NHS heroes. Due to the pandemic forcing retailers to close and people throughout Ireland (North and South) to work from home, online home delivery order grew exponentially, so we had to change our operating procedures throughout the business. In the warehouse, this meant giving maximum spacing to personnel by creating a one-way system. Our service levels adjusted to reflect the serious nature of the pandemic and ensure the safety of our staff. In addition, in the early days, the sourcing and supply of PPE equipment to ensure we kept our employees as safe as possible was difficult for us. Thankfully, that’s not the case now. Brexit brought its own issues. We had prepared for a no-deal scenario for the past four years, which stood the test of time, ensuring our customers were fully versed in their requirements for the border down the Irish sea. However, there were some aspects even the UK Government did not prepare for, leaving

ONE CUSTOMER’S REQUIREMENTS INCREASED SEVENFOLD VIRTUALLY OVERNIGHT

it to businesses to figure out at the 12th hour! We are delighted to say we had no delays or vehicle refused at the border due to our continuity preparations. Although some supply chains have altered due to Brexit, having our head office located in Antrim, Northern Ireland, Brexit has proven to be advantageous for us and our customers. Gavin Boden: The last 15 months have been a whirlwind – increased turnover, capacity and resources. We’ve improved customer communications, the services we offer and lead times – but Brexit has presented us with some challenges, especially when delivering to homes in Ireland and offshore. Brian Adam: Covid has had a significant impact on our business. The main challenges we faced were safety concerns for our crews with regard to social distancing and entering consumers’ homes. We now carry out surveys with customers prior to delivery to check for any suspected cases of Covid. We have provided crews with all relevant PPE to decrease the risk of infection, and we also ask all our crews to test at home with the help of rapid antigen tests, which can quickly pinpoint any cases so we can isolate members of staff before there’s a breakout. We have also introduced paperless non-contact deliveries, whereby we no longer require signatures on delivery – everything is photographed, and any comments are entered into the driver’s PDA.

INFORMING INDUSTRY, BUILDING BUSINESS 45

Q&A

HOW IMPORTANT IS GOOD COMMUNICATION WITH THE CLIENT AND END-CUSTOMER? Samuel Scott: Communication is at the core of the Panther operation. We work hard to communicate with both our customer and, importantly, the end-customer, to ensure they have the ultimate final-mile delivery experience. When you think that when ordering online the customer’s only point of physical contact is with the company delivering their goods, it is essential we keep the end-customer informed with a suite of communication messages, by both text and email, in advance of the day of delivery as well as on the day itself, providing a two-hour time window and regular updates until the driver arrives. Premium delivery options like weekend delivery, nominated-day delivery options and next-day delivery are available, offering total flexibility. We’ve also introduced Live Chat, Facebook Messenger and WhatsApp to enable the end-customer to self-serve

to make their experience as seamless as possible. Further, as people return to some level of normality, keeping customers informed of when they are going to receive their goods, to minimise disruption to their working day, is going to become even more important. William Dennison: As with any service business, communication is key. Effective communication helps us foster good working relationship between us and our staff, which in turn improves staff morale and efficiency. Happy staff equal happy customers. As our crews are typically the first face the end-customers see when receiving their goods, it is important to us that we represent our customers to the highest standard, and good communication is key – through presentation, conversation and resolution. For us in WS Dennison, it’s all about the customer’s journey.

Gavin Boden: We are always running new and refresher training sessions with our customer service and driver teams – it’s important that we’re sending out the same message. Customer experience is key to our business, so to have several points of communication is vital to happy customers. We offer the customer a choice of day of delivery, and they get several points of communication before the delivery takes place. Brian Adam: Obviously, as much communication with the consumer as possible the better. Even if it’s just a text/email to say ‘we have your goods’, it keeps them in the loop with what’s happening. We always guarantee that a consumer is happy with their delivery date and time before sending a delivery out. There’s no point in sending deliveries out for consumers not to be home.

WHAT ROLE DOES TECHNOLOGY PLAY IN EFFICIENT DELIVERY? Samuel Scott: We are the only two-man delivery company which provides a twoman, next-day delivery service, seven days a week. The role of technology is vital to the operation, from the order process to arranging the delivery, the suite of communications and end-toend live tracking provides real-time information and total transparency across the network, which is accessible by both our customers and their customers, who can keep track of their delivery from the point we receive goods into our hub through to delivery at the final destination, to ensure total visibility at all times. These state-of-the-art systems and processes have served as the cornerstone of the company’s continued success. They were designed with the customer in mind from the outset, and have continued to grow and evolve along with the business. William Dennison: Technology has played a major role within our business. In the

early years when I started the business, I remember purchasing my first fax machine! Since then, we have constantly invested in state-of-the-art technology, through our vehicles, warehousing, HR, security, and the safety of our staff and the goods in our care. Our IT is bespoke software written specifically for WS Dennison, which eases our processes. Our ability to adapt quickly to each of our customer’s needs makes us stand out from the rest. As industry leaders in furniture logistics, we have created these processes throughout the past 42 years (and, as they say, imitation is the sincerest form of flattery!). As we continue to grow, develop and change as the market demands, we’re always ensuring we set the standards that are followed by many today. Gavin Boden: Technology plays a big part. Our TMS (traffic management system) makes the first contact with the customer

once the order is scanned into our DC, then follows the orders into location, when it’s on the van and while it’s on the road, ensuring everything which needs to happen, happens. We have GPS tracking on all orders, and full visibility on track and trace for the customer and our client. We can offer a full API connection with our client so they don’t have to manually upload the orders to our system. Brian Adam: Technology plays a massive part in our company. Every piece of furniture we handle is scanned at every step to ensure we track everything. All planning, routing and WMS (warehouse management system) is carried out on our systems so we can see everything at the touch of a button. Our system updates in real-time, too, which means that photos taken on delivery are uploaded back to our office and to clients to view if needed. This means any claims for missing or damaged products can be investigated instantly.

PRODUCTS DELIVERY FULFILMENT

Q&A

WHAT’S THE BIGGEST CHALLENGE FURNITURE DELIVERY SPECIALISTS FACE, AND HOW WILL YOU TACKLE IT? Samuel Scott: Panther has been working with furniture retailers and manufacturers since it first introduced its next-day service 10 years ago, and our aim has always been to provide the ultimate final-mile delivery experience. The past 15 months has changed consumer buying habits – with a swing away from the high street to online, with volumes increasing to record levels. This unprecedented surge in online orders has put immense pressure on retailers to ensure their customer’s shopping experience is flawless, from the point of order through to the final-mile delivery. I see little evidence of this trend changing, and over this period we have demonstrated our ability to be flexible and agile to cope with the everincreasing demands and volumes, whilst still achieving a market-leading 99.5% delivery success rate. At Panther, we are well placed to continue to evolve with this ever-changing retail environment, and meet the requirements of our customers. William Dennison: Currently, the biggest challenge we are facing is capacity. Furniture is space-hungry, requiring high-cubic-capacity warehousing. Within the last six months alone, we have invested over £250,000 in mezzanine flooring and state-of-theart commercial goods lifts to maximise capacity within our warehouses. Due to the bulky nature of furniture, the demand for two-man home deliveries from Covid, and the increase in business since Brexit, we are rapidly running out of warehouse capacity – resulting in further expansion for WS Dennison, from the purchasing

WE ARE RAPIDLY RUNNING OUT OF WAREHOUSE CAPACITY

of adjoining lands and applying for planning permission to increase warehouse capacity by +100%. This additional land will also assist with the proposed expansion of our vehicle fleet. Since our inception we have always adapted to meet our customers’ ever-changing requirements, proving adaptability is our winning strength. This was most evident recently with Brexit, with the recruitment of dedicated customs personnel, creating customs processes for our customers and their complex supply chains, walking them through their detailed requirements and ultimately being able to provide a onestop shop from collection to final-mile delivery for the whole furniture sector. Gavin Boden: Our biggest challenge is bringing the right people into a growing company. We need them to have the

right experience, the right mindset, and, most importantly, fit into our unique team, as we definitely have a work hard, play hard ethic. We have a stringent recruitment process in which the entire senior management team meets the candidates before we make any decisions. Brian Adam: The biggest challenge we are facing at the minute is demanding consumers – lead times for items which are being imported on containers have been stretched to the max by the time they hit the UK. We are noticing more and more that consumers’ lead times have been well overshot, and we are the last link to get consumers their items as quickly as possible. With this, we have invested in more vehicles and staff, which has cut our lead time down drastically.

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Q&A

IS SUSTAINABILITY A SIGNIFICANT FACTOR IN YOUR OPERATION? Samuel Scott: Environmental considerations feature highly in the Panther offering. We ensure our fleet is fuel efficient, we take pride in ensuring as much waste as possible is recycled appropriately and efficiently – all aimed at reducing our CO2 footprint. All of the waste we process from our network is sent to a recycling plant via our recycling partner Footprint Recycling, further demonstrating our commitment to the environment. And, to provide added value to our customers, our premium two-man delivery offering includes recovery of non-operational and obsolete goods and disposal. William Dennison: Part of our purchasing policy is to ensure sustainability, and an environmentally friendly fleet is always high on our list. As a transport provider for the furniture industry it is important we have the highest emission standards on our trucks, with Euro 6 engines and tandem axle aerodynamic trailers, along with reducing our rolling road resistance, thus increasing fuel efficiency. In 2017, we installed 50kW of solar

panels on our warehouse so our office and warehouse is almost self sufficient, and we provide a complete recycling service, ensuring we have no waste to landfill – all of which plays a big part for us and our customers in reducing our carbon footprint. Gavin Boden: We are part of a huge, family-owned group who prioritise sustainability (Rethmann SE & Co) within the business. We are trialling fully electric delivery vans in Germany, and in the UK we work with The Furniture Recycling Group to ensure all of the old mattresses we collect are 100% recycled. Brian Adam: Sustainability plays a role in our operation – with around 100 home deliveries happening every day, and roughly 90% of those items being unwrapped, we need to recycle all this waste, which we do as much as possible, even by taking the used polystyrene and packaging to companies who reuse this for their shipments. Not only does this cut down on the waste we send to landfill, it saves the next

company producing even more waste. We also dispose of around 50 beds and mattresses each week, which are recycled through a third-party company who deconstruct the items, then each component is recycled, creating materials and fuel for reuse in other industries, therefore preventing any items going to landfill. Every vehicle is fitted with telematics, meaning not only can we track them, we can also run reports on driver behaviour, idling, etc. We also have a driver ranking every week, which encourages our staff to drive better, and means our vehicles are treated properly and that we aren’t wasting fuel and creating more carbon emissions then necessary.

CAN YOU PROVIDE AN EXAMPLE OF A CLIENT YOU’VE WORKED PARTICULARLY WELL WITH? Samuel Scott: Following a period of growth in their first year of operating, Sofa Clearance Outlet appointed Panther Logistics as its sole delivery partner. As online sales have surged over the past year following a shift in consumer buying habits, Sofa Clearance Outlet experienced a spike in growth, despite the business only being operational since July. Already established with a strong reputation in delivering high-end furniture, Panther was well placed to accommodate the needs of Sofa Clearance Outlet and their much-valued customers. Panther collects Sofa Clearance Outlet sofas from the company’s bricks-andmortar store, Sofa Clearance Outlet in

Southport, as well as from four other depot locations across the country. Sofa Clearance Outlet customers also have access to Panther’s flexible Monday-toFriday all-day delivery slots, where they will be able to nominate a day based on the available options. The partnership has been so successful that Panther has now taken responsibility for a portfolio of Sofology stores, with the same range of delivery options available, designed to provide the ultimate delivery experience. Gavin Boden: Since the end of 2019 we have built a great relationship with one of the biggest roll-up, boxed mattress retailers in Europe. Along our journey we have taken their service from a one-man

doorstep delivery with a courier to a twoman service which takes the mattress and accessories into the customer’s bedroom, unwraps the product, takes away all the packaging and places the mattress on the customer’s bed base. We also collect and recycle the customer’s old mattress/ bed. Brian Adam: We work well with every client – it makes no difference to us what the value of the goods are. Every item of furniture we handle is treated with the care it deserves. This keeps everyone happy – our clients, and ultimately their customers, too. We have a saying that we live by here – it may be your 40th delivery of the week, but it could be the customer’s first in 10 years

PRODUCTS DELIVERY FULFILMENT

DEDICATED TO DISTRIBUTION From home and retail delivery to trunking and warehousing services, furniture fulfilment specialist Executive Home Delivery is a one-stop logistics shop … www.executivehomedelivery.co.uk

Executive Home Delivery, operated by Brian Adam’s Transport, is an established furniture distribution company that offers home and retail deliveries to Scotland and Northern England, as well as UK-wide furniture logistics. The company’s modern warehouse boasts the latest technology, ensuring the full traceability of orders throughout their journey. Thanks to years of industry experience, the business has developed a strong understanding of its clients’ needs and expectations – both in the UK and Europe. Consequently, Executive Home Delivery’s various divisions offer a vast array of services to ensure that any delivery can be handled within its own network, reducing the need for more than one logistics partner.

First up is the company’s white-glove home delivery service, which boasts a modern fleet of 12 and 3.5 tonne vehicles with highly trained, conscientious crew, and all deliveries are electronically tracked. Executive Home Delivery understands that when it is chosen as a business’ delivery partner, it is representing that business, and therefore puts great emphasis on ensuring each delivery is carried out to the highest standard. The company also understands that this must be a trusting partnership, and that each partner’s business matters. Executive Home Delivery also has a fleet of articulated vehicles and trailers dedicated to delivering goods direct from manufacturers to furniture retailers. Again, its Brian Adam’s Transport retail delivery team is highly trained – not only in customer care, but in the manual handling of furniture, ensuring deliveries are made with the same white-glove service offered on home delivery items. The company’s trunking services, meanwhile, are available nationwide, and it can collect and deliver goods from anywhere in the UK. Executive Home Delivery prides itself on only ever carrying furniture, which means there is no groupage with items other than furniture. Its large warehouse has the capacity to hold stock on behalf of manufacturers, importers and retailers, ready for subsequent distribution. The business can also carries out quality control checks of items upon arrival at the warehouse. To guarantee all-round efficiency and peace of mind, Executive Home Delivery feels that any business should have suitable systems that are accessible at any time, from anywhere. Therefore, it invests heavily in the most up-todate software and hardware available. Partners have access to their own dedicated website, through which they can track every booking detail, live – Executive Home Delivery’s software provides real-time data 24/7, 365 days of the year

Brian Adam’s

Transport

BRIAN ADAM’S TRANSPORT IS A FAMILY RUN FURNITURE DELIVERY SPECIALIST WORKING THROUGHOUT SCOTLAND & NORTHERN ENGLAND FOR CLIENTS ALL OVER THE UK & EUROPE OUR SERVICES INCLUDE: • 1 & 2 person deliveries • White glove delivery • Retail deliveries • Assembly services • Old item disposal • Stock control • Storage & trunking Full service can be tracked live 24/7 via customer speciﬁc portal Exceptional levels of customer communication Real time stock levels & data Solutions tailored to exact customer needs We can collect from any UK warehouse on our own trunk vehicles

0141 952 7222 info@executivehomedelivery.co.uk

www.executivehomedelivery.co.uk Brian Adam’s Transport Ltd, Unit 6, The Alpha Centre, 10 South Douglas Street, Clydebank G81 1PD

HOME & RETAIL FURNITURE DISTRIBUTION

PRODUCTS DELIVERY FULFILMENT

RHENUS HOME DELIVERY www.rhenus-home-delivery.co.uk/en/ To support the continued growth of the furniture industry, fueled by high ecommerce demand, Rhenus Home Delivery UK has not only expanded its network but also increased resources to maintain the high levels of service that its customers are used to. Part of the global Rhenus Group, with a turnover of €5.4b, Rhenus Home Delivery UK has implemented several changes to make room for this expansion: entering into an apprenticeship programme; introducing ‘employee of the month’ accolades to its depots; and implementing an employee benefits system. The business will also be taking part in Rhenus’ UK-wide graduate programme, during which graduates will spend two years moving around the UK and working in different Rhenus Logistics business units. Anyone with two-man home delivery requirements can contact Alan Whitley on 07745 540524 or alan.whitley@ uk.rhenus.com to find out more.

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WE DELIVER INTO YOUR HOME USING 5* 2-MAN DELIVERY TEAMS. OUR STANDARDS ARE AS HIGH AS YOURS. OUR SERVICE GOES WELL BEYOND DELIVERING INTO YOUR ROOM OF CHOICE, OUR PRECISE WORK ALLOWS US TO TAILOR THE SERVICE TO YOU. BE IT UNWRAPPING, SET UP, ASSEMBLY OR INSTALLATION, OUR FULLY TRAINED TEAMS WORK DILIGENTLY, NEATLY AND WITH THE HIGHEST ACCURACY. WE TRAIN ALL OUR TEAMS IN OUR ACADEMY OF EXCELLENCE TO MAKE SURE YOUR CUSTOMERS' EXPERIENCE IS A GREAT ONE.

CONTACT US Rhenus Home Delivery UK. Unit 7 New Cheshire Business Park, Wincham Lane, CW9 6GG, Northwich Phone +44 (0) 7745 540524. Email: alan.whitley@uk.rhenus.com www.rhenus-home-delivery.co.uk

PRODUCTS LIVING

BLUE LINE

Bluebone’s Manchester showroom is open to visitors throughout July

Bluebone coffee tables in the Westbridge showroom

www.bluebone.co.uk

“Far from challenging, we’ve found it refreshing to look at things differently, and by adopting a more streamlined, personal approach, we have created some really enjoyable (and successful) forums,” says Elaine. “We started the year with a successful collaboration with Westbridge Upholstery. After several summers of discussing the idea across the aisle at the Manchester Furniture Show, we finally set wheels in motion, and Westbridge chose a carefully curated selection of Bluebone occasional pieces – our signature ‘modern rustic’ style complements their latest collection perfectly, both in their showroom and on their exhibition stands. “Meanwhile, our ‘lockdown baby’, Bluebone Garden, is thriving. Our stylish and understated Monterray garden ranges sold out again this year in record time, and with two hugely successful seasons now under our belt, we have new ranges arriving for pre-order in September, and are busy developing new designs for next year.

Monterray conversation set, Bluebone Garden

Like every business, Bluebone has be forced to adapt and change over the last 12 months, says the supplier’s sales manager, Elaine Anderson …

“We forecast that the outdoor trend will continue for some time – so Bluebone Garden is here to stay. “With real-life trade shows finally allowed to proceed, we opted to exhibit at Long Point in May, and at Minerva’s show in June. We were able to present our ‘Five Themes for Summer 21‘ and shout about our buoyant summer stock levels. We decided, despite escalating freight costs, that we would continue to ship stock – and it’s a move that has paid off. Retailers remain busy and in need of replenishing, and Bluebone are in a position to service this demand. “Both shows were really successful, and it was great to be able to interact and socialise with retailers and fellow exhibitors again. We look forward to returning to Long Point in September, and although we won’t be at the Harrogate summer show this year, we’re welcoming visitors to our Manchester showroom throughout July, for our Bluebone open house event. “Finally (for now!), this year has seen the launch of our 360° virtual showroom tour. We’ve created a crisp, virtual tour of our showroom, with clickable products throughout. It’s well worth a look – click on the banner across the homepage of our website,” Elaine concludes

open house showroom throughout July River Mill 2, Park Road, Dukinfield, Cheshire SK16 5PD sales@bluebone.co.uk 0161 330 8959

www.bluebone.co.uk

PRODUCTS LIVING

BRINGING HERITAGE TO LIFE British furniture brand Tetrad and creative studio Gregor Ryan have collaborated for more than six years – and the sofamaker continues to break new ground with fresh concepts and ideas, fuelled by designer Ryan McNeish’s rich imagination …

Strand

www.gregorryan.com www.tetrad.co.uk

Tetrad’s history spans five decades, and has been defined by an ethos of authentic, hand-crafted sofamaking. The culture and craftsmanship in each piece add to the brand’s well-established quality – Tetrad’s DNA is a marriage of traditional British techniques with hand-finished details, quality materials and interesting cover and shape combinations, and its recent collection exemplifies these qualities, offering “unrivalled authenticity”, says Ryan. Tetrad launched its New Heritage collection earlier this year. Employing luxury finishes including natural mohair, Italian aniline leathers and interesting velvet prints, the range elicited a great response at Tetrad’s at-home show in January, and attracted further plaudits at the spring Long Point exhibition.

New products and a refreshed look are imminent, says Ryan, who played a key role in the collection’s development. Ryan works closely with Tetrad’s team, as well as investing time in the established Spink & Edgar brand, whose handwriting contains a distinct nod to the designer’s personal style. “Joining the team – which feels like family now – moved the brand forward,” says Ryan. “We’ve seen international recognition in new markets across the Tetrad sub-brands, and our relationships with lifestyle retailers new to the brand have also given us the opportunity to be a little more experimental and push Tetrad’s supply chain further, encompassing interesting creative projects through new products, exhibitions and branded imagery.”

55 Matisse

Portland

Beaton

Working alongside Tetrad’s prolific team to “thread” the creative process helps guide the brand’s future, says Ryan, with Tetrad’s Janus Cooper and Chris Fletcher simultaneously building new relationships in design and development. The signature Harris Tweed collection, for example, has been re-established, and continues to grow with each new opportunity.

Ryan relishes the creative projects Gregor Ryan is able to undertake at Tetrad, and says that Janus, Chris and he work as a team, with collaborative points of view. “It is a team effort, and the autonomy we grant each other allows us to work together with success,” Ryan explains.

Tetrad is continually reinvesting in its own heritage, and, for Ryan, the chance to embrace new approaches and create an even stronger brand identity is nothing short of compelling. For now, the designer is looking forward to new exhibitions and product launches in 2022 – and beyond

www.gregorryan.com

“It’s in our DNA” Gregor Ryan established itself in 2016 with a view to create an imaginative service consultancy alongside some of the UK’s most acclaimed lifestyle furniture brands. “It all began with Tetrad and a fresh point of view” states Ryan. Tetrad has fifty years in manufacturing quality sofas in the UK supplying many independent and national retailers including John Lewis, Barker and Stonehouse as well as supplying many international retailers.

PRODUCT LIFESTYLE PHOTOGRAPHY DESIGN | info@gregorryan.com

EXHIBITION DESIGN

marketing@gregorryan.com |

RETAIL DESIGN

projects@gregorryan.com |

Ryan’s intention was to update the look and feel of the Scottish Harris Tweed sofa collection to enhance a stronger visual Identity keeping the brands established assets in mind. He initially began consulting on photography and exhibition design inclusive of the brand partnerships with Ralph Lauren signature collection and Mulberry Home. During this phase Ryan was asked to create a “New Look” for the now holistic established brand Spink & Edger Upholstery alongside the launch of Tetrads FF and various “white label” products and continues to support the brands evolvement internationally. Spink & Edgar upholstery is a new and growing brand establishing itself in the UK and International markets. Along came Hydeline furniture in 2018 who met with Ryan in Ibiza, Balearics where he lives seasonally. The brief was to create a new leather based, lifestyle sofa brand. “To establish a brand from scratch excited me and working within a new team to create a modern, classic point of view was exciting”states Ryan. Working with various retailers to design and create visually stimulating commercial projects. Clients include quality independent retailers Housing Units, Gillies, Lee Longlands, Grampian Furnishers as well as And So to Bed and designs branded galleries across the UK for the Spink & Edgar and the Tetrad brand.

Ryan States: “Retail provides an interesting “theatre environment” for enticing projects. Working in different markets with different regional looks, customer types, is a great way to understand the commercial marketplace. After starting my career in international retail buying it provided valuable experience that I use every day across our creative projects. Knowing what the customer “wants” is vital. I don’t design for myself, I design for clients and customers who want a new product, design service or a new point of view” With 2022 in mind Ryan is working at this “In house” studio on various projects with existing and new clients to help develop the business. Gregor Ryan uses Design Alchemy techniques fusing the art of creativity in a unique equation that creates commercial success. We refer this as:

“Turning lead into Gold”

Contact

07557 226337

PRODUCTS BEDROOM

GET GUEST READY As the country slowly opens up and visiting family and friends is back on the agenda, folding guest beds are enjoying something of a renaissance, says Jay-Be, whose DHD fulfilment proposition is helping ensure consistent sales for the leading UK folding bed manufacturer and its stockists … www.jaybe.com

“Over the last eight weeks, we have seen demand for our folding beds increase by +25%, with the last eight weeks’ sales on this category being our strongest of the last 12 months,” says MD Mark Cort. “The UK population are finally beginning to move around safely, legally and ‘in comfort’ again. “With hospitality starting to reopen, and catering for many long-awaited family reunions, there is a definite need for a compact, practical and comfortable ‘sleep smart overnight solution’. It certainly feels like retailers and consumers alike are savvy to this, and that staycations across the UK are very much back.” Jay-Be’s folding beds are compact and easily moved, so have also seen a resurgence across glamping sites, which are becoming a popular choice for holidaymakers. “We’ve seen increasing demand for our product from camping and glamping sites across the country, as people expect that little extra comfort for their family trips away – we are absolutely delighted with the feedback we’ve had from many of our hospitality customers and their guests,” Mark continues. “I proudly noticed that, whilst holidaying in Scotland, my daughter

had the opportunity to sleep on one of our folding beds in the hotel. She slept better than she does at home – I was thrilled!” The Jay-Be folding bed range comes in a combination of frames and bases to provide a practical and convenient solution for all. The base support system ranges from traditional sprung slats to a J-Tex sprung base, offering long-term durability and support without comprising on the comfort customers have come to expect. These bases can be topped with a choice of mattresses that feature breathable e-Fibre comfort layers, which allow air to flow freely and help to reduce moisture build-up – essential on warm summer nights. Both 100% foam free, and free from harmful chemical emissions, Jay-Be’s sleep smart products are manufactured entirely in its Yorkshire factory, exceeding British and European safety standards. Indeed, Jay-Be is so confident in their quality, that a lifetime frame guarantee is available. The full sleep smart folding bed range also includes storage covers, washable mattress protectors and complete bedding sets, providing the whole sleep package for when guests arrive

A new adult mattress range offering exceptional comfort while helping to protect the future of our planet. Developed using the latest sustainable materials there are four distinct mattresses to choose from available in four sizes. Discover more – visit jaybe.com

PRODUCTS BEDROOM

MILLBROOK BED COMPANY www.millbrook-beds.co.uk

Millbrook Bed Company has launched the Eclipse International brand – the second delivered in partnership with Bedding Industries of America – and its first memory foam mattress collection, Laguna. The Laguna collection features Five Zone Air Flow memory foam, designed to avoid the overheating associated with memory foam. Three models are available – Laguna 20, Laguna 40 and Laguna 50, featuring three depths of Five Zone memory foam (20, 40 or 50mm) and a choice of 1000, 2000 or 3000 pocket springs. Many of the natural fabrics and fillings Millbrook Bed Co mattresses are known for feature, including Hampshire wool. Meanwhile, zonal quilting of a knitted Tencel cover gives a tighter quilt pattern at the shoulder and hip, giving the sleeper extra support where needed. The Eclipse International brand launch follows that of Chittenden & Eastman in March – both have been designed in the US and made in the UK, and benefit from the NemoFlex mattress core spring system. Ross Thurston, operations director at Millbrook Bed Company, comments: “The launch of the Eclipse International brand into the UK market represents a significant step for Millbrook Bed Company and moves us into the ever-popular memory foam market, with a competitive starting price point. “We have not previously ventured into this market, and our partnership with Bedding Industries of America has enabled us to introduce our first range of luxurious memory foam mattresses, providing the levels of comfort and support our traditional handmade mattresses are known for, while appealing to a completely different consumer with a fresh, new, USA-inspired style.”

Cairns

WIEMANN www.wiemannuk.co.uk As well as showcasing its spring launches Kos and Metz, award-winning German bedroom manufacturer Wiemann launched two new ranges at The Summer Furniture Show last month – Cairns and Interliving. Simon Hewitt, MD of Wiemann’s sole agent for the UK and Ireland, Litmus Furniture, says: “We firmly believe that as the post-lockdown makeover market takes off, our position as a brand which has a total bedroom solution for everyone is more important than ever.” Based on strong sales in Germany, the premium-level Interliving brings a bold, on-trend look to UK and Irish bedrooms. Customers can choose from a number of carcases and finishes, such as graphite, white, bianco oak and glass.

Cairns, meanwhile, is a value-focused wardrobe with matt-painted hinged doors, available in white, pebble grey and graphite for a contemporary look to suit any style of home. It is available with or without mirrors, and is well suited to online sales. For those who missed the exhibition, Wiemann’s ranges can be viewed by appointment at the brand’s showrooms in Harlow, Essex and Long Eaton, Derbyshire.

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

T H E

E X P E R T S

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S L E E P

DESIGNED IN THE USA

HANDMADE

PA R T N E R S H I P

HANDMADE IN THE UK

For further information call 023 80 866111 millbrook-beds.com

millbrook sleep technolgy for earth & ocean

PRODUCTS BEDROOM

TO PROTECT AND SERVE

Protecting mattresses from the rigours of everyday life can make them cleaner, healthier, longer-lasting sleep solutions

www.protectabed.co.uk

Protect-A-Bed’s Therapeutics range will feature mattress protectors with embedded copper, graphene and charcoal to increase and enhance the sleeper’s wellbeing. Paul Lake, Protect-A-Bed’s national sales manager, comments: “We are constantly evolving and innovating. Protect-A-Bed have a long history in creating revolutionary products, and this new range is particularly exciting. “The importance of healthy sleep has been gathering greater awareness nationally. The new range will feature Protect-A-Bed’s innovative technology, but will now combine materials that have been known to help many with joint relief and relaxation, mineral absorption, healthier immune systems and heart health, as well as anti-ageing properties. “Initial sales from our retail partners have been phenomenal, so we’re very excited with the new range. This is a must-have for all of our existing retail partners and bed retailers who want to offer their customers the best possible sleep experience.”

In-store displays help convey the importance of Protect-A-Bed’s mattress protectors

Award-winning mattress protection specialist Protect-A-Bed’s focus on increasing sales – and the impressive results – have been well documented. From an established line of mattresses protectors designed to protect endcustomers’ mattresses while creating cleaner sleeping environments, the business has now gone a step further towards creating the best possible sleep experience, with the launch of its new Therapeutics range …

Earlier this year, Protect-A-Bed merged with Hollander Sleep, one of North America’s leading manufacturers of high-quality synthetic and naturalfilled bedding products, and the move has seen Protect-A-Bed go from strength to strength, says Paul: “The merger is an extremely exciting time for Protect-A-Bed, and we can already see some excellent new product developments. “Hollander have a very impressive market dominance in North America, due to both the success of the licenced end and non-licenced bedding products. The first new development is a beautiful range of bedsheets, using the same graphene, copper and charcoal featured in our therapeutics mattress protector range. “When you combine this with ProtectA-Bed’s ability to provide state-of-theart displays, our training, our Platinum Club Rewards Programme, and our ability for driving in-store sales, it becomes very powerful. “Protect-A-Bed’s ability to upskill your bed department’s sales team and increase your sales revenue by maximising every sales opportunity has been well documented. We can manage every step of the process for you, and build a reward scheme through the Protect-A-Bed Platinum Club. There is nothing to be lost, and everything to be gained – why would you not act now?”

LAUNCHING THE NEW THERAPEUTICS RANGE

Including Cooling ling Copper, Soothing Graphene and Purifying Charcoal Mattress Protectors... ● ● ● ● ● ● ●

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Contact Protect-A-Bed ® to unlock your full sales potential. sales@protectabed.co.uk | 02087310020

PRODUCTS CGI MARKETING

SHOOT OUT From time and money savings to unparalleled flexibility, there are many reasons to embrace CGI marketing – yet some still cannot appreciate how doing so could benefit their business, says Chilli Pepper Designs’ Neil BuckleyJensen, offering his candid take on what the new approach means to him as a furniture manufacturer … www.chillipepperdesigns.co.uk

CGI by Chilli Pepper Designs

I KNEW WHAT I WANTED FROM CGI, AND IT SEEMED NO OTHER COMPANY COULD DELIVER IT

When did you first encounter CGI in the furniture industry, and how did you go on to use it in your own business? When we started out in the furniture world around 10 years ago with Little Tree Furniture, we used a PR company to help build our brand. Our problem was that we had no real imagery for our products for marketing purposes. Our PR company suggested we look into CGI, and that’s what we did. It was actually quite poor quality back then, and unbelievably expensive, so we abandoned that idea and started to do the traditional photoshoot, which was incredibly time-consuming and quite an expense. I personally never looked forward to the hassle of setting the shoots up and the time they took to co-ordinate – all that lifting and shifting furniture is hard work, and I’ve always had better things to be doing with my time (which could be far more productive for our business). Ten years on, Indesign Furniture (our parent company) had no chance

of getting any photography done at all during the first lockdown because of social distancing, etc, and I recalled the CGI conversation with our PR company and thought we should revisit the idea. The technology had clearly moved on since 10 years ago, but, depending which CGI companies you contact, the price can still be quite high, and quality not so good. We tried some companies in China, Ukraine, Eastern Europe, the US and UK, and each company we tried always had an issue – whether it would be cost, time spent making the models and roomset, us having to be overly involved, or the CGI artists just not understanding our brand. So, I set our own sister company up, called Chilli Pepper Designs, because I knew what I wanted from CGI, and it seemed no other company could deliver it. Since setting it up, we have never looked back, and we have better imagery than ever at a fraction of the cost and time it took to set up traditional photoshoots.

65 What did setting up that service entail? I knew I had a lot to learn in terms of the technical side of developing images. I had to understand the software requirements, what’s possible, and of course I needed to find CGI artists who could deliver what we required. There are many levels of expertise required to be able to generate amazing CGI visualisations. I started by taking a punt and buying the best PC and software we could get, then took on a CGI artist, and the two of us worked out what we were trying to do and how we had to do it – from designing a scene to actually making it. Working day and night, we cracked it, so I bought another PC and took on another CGI artist, then the same again, then interior designers, admin support and more and more modellers. In less than a year our Chilli Pepper Designs office has moved three times to larger spaces to accommodate more and more staff. I’m proud to say that from starting with a need to fulfil our own images, we’re now supplying CGI images to some of the largest furniture brands in the world. Who were your first clients, and what did those projects look like? Chilli Pepper Designs’ first client was in fact myself! At Indesign Furniture we had so many newly designed products coming through for our distributors in New Zealand, the US and Canada, and no way of getting photography. In essence, I was my own customer for the first four months – in which, as a new start-up company, we really learned what a furniture company needs in terms of CGI. We understood what we needed as a client, and how we wanted it presented. Wearing my other hat (Chilli Pepper Designs) we learned the processes we needed to undertake to achieve our image requirements – including scoping a project, planning a layout, relaying concepts, how to best build models, etc. It was like our own little apprenticeship, and a safe place to test and learn. We got really good very, very quickly. Our team grew from a couple of us to now having nine people in our CGI team. The images we made were supplied to our wholesalers, and with those they were able to sell product from containers before the goods had even landed in their country, by using the images as marketing materials.

Very quickly, I recognised CGI as a very powerful tool to promote and sell furniture. Is there anything you miss about traditional photography? No! The traditional photoshoots were always costly, took too much time planning, preparing, organising, location scouting, organising a small army of people to be involved, stylists, accessorising, logistics, photographers, etc, etc. I do not miss them at all. Chilli Pepper Designs may be a furniture-focused service, but are you at all inspired by how other sectors employ CGI? Yes, film, and Toy Story by way of example – it’s completely revolutionised the way we watch film. Also, architectural visualisations depicting grand scheme projects, which give you the ability to tour buildings that don’t even exist yet! What five reasons do you most commonly hear for why people won’t embrace CGI marketing – and how do you refute them? 1. “CGI is too costly” We used to do photoshoots, and what would end up costing around £60008000 now costs a fraction of the price owith CGI, and takes no time at all in comparison. 2. “CGI looks fake” Ask us to forward our CGI portfolio. Pictures can’t lie! 3. “Traditional photoshoots are more authentic” We make scenes based on whatever you want the CGI scene to be like. We even let you choose the camera angles! 4. “Traditional photoshoots are more tactile, and a nicer process to go through” Not true. They can be a time burden and add more stress to already-busy schedules when it comes to sourcing a location, organising a team to get to the location, the logistics involved in getting the product to the location, photographers’ occasional limit on shots, cropping and editing photos, getting cut-outs done, etc. With CGI, all that pain goes away. We can create imagery before the product is

even made, and you don’t even need to leave your office to get scenes that suit your taste, style, look and brand. Based on your requirements, we can create everything for you, and you can start promoting with hyper-realistic imagery before a container even ships. It’s a far easier, nicer, calmer, less stressful, less expensive and more efficient way to get your product and lifestyle shots done. 5. “CGI scenes can’t include accessories and furniture – it’s impossible to create full, real scenes” We can actually model and create any piece of furniture, and we create clients’ accessories, lighting, rugs … literally anything. We then place all of the brand’s items into the room that they commission us to create. Many CGI companies will not make 100% of the furniture and artifacts that go into a scene. We will, and do, because with our roots in the furniture world we understand the need for an image to sell all of a retailer’s/brand’s goods from one image. You are creating a lifestyle, and we know you want the customer to buy all of your items. How simple is the onboarding process at Chilli Pepper Designs? It’s really simple. Most clients are sceptical about CGI because they don’t understand it. I spend most of my time talking clients through the process, how it works, what to expect, and making sure they can supply what we need to get started. We will often trial a project for them to gain their confidence, and to show them how simple the CGI process can be. The client is usually blown away at what they receive. At the same time, the client then sees how little they need to do, can compare the associated time and money savings through using CGI. Seriously, the CGI furniture and interior scenes we create are so good, there really is no reason not to try it. If you’ve never tried CGI for furniture visualisations – be it product or lifestyle – then, seriously, do. Having a business in the furniture world and another in the CGI world, the two work in synergy for me. I really have no doubt you’ll end up asking yourself why you didn’t do it sooner. The CGI world has moved on, and for furniture needs, I think we are leading the pack. Get in touch with me – if you try it, I bet you’ll never go back!

SPOT THE DIFFERENCE! ONE OF THESE IMAGES IS CGI …

CGI FURNITURE SPECIALISTS

DO YOU STILL RELY ON TRADITIONAL PHOTOSHOOTS TO SELL YOUR FURNITURE? There’s a better way to get the shots you need for your furniture business and the benefits of Computer Generated Images (CGI) are plentiful… We specialise in creating all furniture models from sofas, to sideboards, beds to bookcases and accessories to create a full lifestyle scene to suit your brand. CGI gives you unparalleled flexibility, huge cost savings, and you can take your products to market right away in a fraction of the time you would usually associate with a traditional photoshoot. With CGI, we can prototype a visualisation of your product rather than sampling and the need to ship, you can test the images with your clients to gague interest and avoid wasting resources and producing excess inventory and associated emissions. Additionally, it cuts out the need to transport furniture to photoshoots and helps companies demonstrate that they are committed to making environmentally friendly decisions and reduce their carbon footprint.

WWW.CHILLIPEPPERDESIGNS.CO.UK

SERIOUSLY, WHY WOULD YOU NOT USE CGI?

PRODUCTS CGI MARKETING

PEAK PRACTICE CGI interiors agency Orbital Vision was the team behind Furniture News’ impressive cover image last month. Addressing that issue’s ‘Best of British’ theme, Orbital created a beautiful scenic shot inspired by the Peak District – and this example provides just a glimpse of the studio’s capabilities …

Furniture News’ June cover image, from plain model, to coloured version, with a close-up of the fabric texture detail

orbital.vision

Based in Long Eaton, Derbyshire, the CGI agency is surrounded by picturesque locations from it drew its inspiration. When considering what might best illustrate the issue’s ‘Best of British’ thems, the team discussed multiple topics, but found that it was most drawn to the Peak District and the stunning landscapes within it. Long Eaton is also known for being the UK Centre of Quality Upholstery Manufacture. With outstanding manufacturers on its doorstep, Orbital Vision wanted to capture the brilliance of local design and craftsmanship with a nod to what it naturally considered to be the ‘Best of British’. Orbital’s team of “unreal creatives” have spent the past three years not only learning the ins and outs of creating photorealistic fabrics in 3D, but also how to take CGI imagery to a new level of realism. It is becoming increasingly difficult to tell the difference between photography and Orbital’s CGI renders, and the agency is

truly making a name for itself, pushing the boundaries of what can be achieved through CGI. Yet Orbital Vision does not only create photorealistic CGI – the business also offers clients a full digital sales package, which will soon be rounded off with the addiiton of a purpose-built product customiser. This extra ecommerce tool will allow endcustomers to customise products and add them to a basket with a running total, while being able to view products at any angle via 360° spin. Through the use of AR, the customiser will also enable customers to download and see what a product would look like in their own home. Orbital can now deliver a complete sales service – not only delivering sector-leading imagery, but also offering clients a full solution to increase sales and overall website engagement, making sure they stand out from their competitors. “Don’t get left behind,” says MD Rob Walker. “Get in touch with Orbital’s team of unreal creatives today”

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THE FUTURE OF PHOTOGRAPHY IS CGI IMAGINE... If you could show every product on a location shoot. If you could have photorealistic imagery at a fraction of the cost. If you could see your products in a dream location without lifting a finger... ... You can with CGI

www.orbital.vision | info@orbital.vision | 01332 552 212

PRODUCTS CGI MARKETING

ARMS RACE Founded in 2011 by 3D designer Marius Kalytis, CGTrader set out to be the first designer-friendly online marketplace for buying, selling and creating professional 3D content. It has since become one of the world’s largest 3D stock marketplaces – prompting it to launch CGTrader ARsenal, an end-to-end 3D product visualisation and Augmented Reality (AR) solutions platform for ecommerce. Furniture News spoke to the Lithuanian company’s CEO and co-founder, Dalia Lasaite, to find out more … arsenal.cgtrader.com

WHAT OUR CUSTOMERS CARE ABOUT IS QUALITY, SPEED AND RELIABLE SERVICE

“CGTrader ARsenal has a unique 3D model production system for ecommerce that can scale to thousands of 3D models/CGI per month, due to combining an extensive 3D designer network and proprietary technology,” Dalia explains. “This allows us to produce product visuals at much larger volumes, affordable costs, higher quality and with much more flexibility.” Many businesses have already recognised the technology’s potential. CGTrader now boasts more than 150 Fortune 500 customers, including Made.com, Staples, and Nike, and manages a community of some four million professional 3D designers. Its extensive marketplace offers more than a million licensable 3D assets, which are employed within game development, computer graphics, AR/VR, architecture, 3D printing – and the furniture industry. “With a number of powerful builtin capabilities, such as digital asset management and quality assurance systems, ARsenal offers businesses a seamless, all-in-one platform for sourcing, managing, sharing and deploying 3D content,” Dalia continues. “We mainly work with furniture retailers, manufacturers and product brands. To streamline the visual creation process and ensure cost efficiency, we offer a pre-selected lifestyle scenes library, which allows customers to reduce CGI creation costs and speed up the go-to-market time even more.”

As well as 3D product visualisation for the conversion of products from photos to 3D, CGTrader ARsenal offers virtual photography – generating product images (including silo product shots), whitespace renders, custom-angle shots and lifestyle scenes using 3D rendering technology – and a 3D and AR platform, which delivers an all-in-one experience incorporating 3D product viewer, 360° product spinner, app-less AR for ecommerce, and a digital asset management system for 3D content. CGTrader operates from Lithuania, which brings customers a host of benefits they would not enjoy if working with partners closer to home, says Dalia. “What we’ve learned from building the world’s largest 3D design community is that talented people live everywhere,” she says. “The world is shifting to a remote, distributed work model, and we think we’re at an advantage here, as we’ve been doing this for the past 10 years. “What our customers care about is quality, speed and reliable service. And with offices in Lithuania and the US, and deep expertise in 3D, we’re able to deliver on all fronts. A lot of our key customers know us for our work with the Khronos 3D Commerce Working Group, which brings together industry-leading ecommerce companies and 3D graphics experts to accelerate the adoption of 3D in retail – we focus on building the best product, and customers know that.”

CGI by CGTrader

MADE PERFECT Client feedback is important to CGTrader, says Dalia, “and we are glad to see that different clients value different aspects of working with us. We’re typically valued for being commercially priced, responsive, having more than 10 years of expertise in 3D modelling, and providing a robust QA system that eliminates manual work, and automated workflows that allow 3D content production at a large scale.” By way of example, Alex Hamilton, head of technology innovation at Made.com, testifies: “3D visualisations and AR-powered product experiences allow us to present our products and engage with customers in a completely new way. As we move away from traditional photography to 3D product visualisation, CGTrader’s highly photorealistic 3D models allow us to offer compelling brand experiences that drive sales, dramatically reduce buyer’s remorse, and, ultimately, redefine the concept of traditional retail.” CGI by CGTrader

In recent years, CGTrader has witnessed an explosion of interest in 3D/ AR solutions for ecommerce – and the pandemic has only served to catalyse demand. When global supply chains ground to a halt, photography studios were forced to close and millions of people entered self-isolation – and against this backdrop, computergenerated product content offered the perfect solution, says Dalia. “Instead of physically shipping, staging and photographing products, companies were able to generate amazing product visuals with 3D technology. For example, Crate and Barrel saved their seasonal campaign launch by shifting to CGI technology while all the photo studios were temporarily closed. “Another breakthrough we’ve observed was the growth in demand for AR solutions. As customers could no longer visit the stores physically, the standard buying journey was significantly disrupted. With app-less AR, furniture retailers could bridge the gap between the physical and online shopping experiences rather easily – in some cases even boosting retailers’ sales. “Since the majority of the furniture trade shows were cancelled or moved online, many retailers pivoted to immersive 3D virtual showrooms. It became a great alternative to replicating the physical expo experience, and we saw a significant jump in enquiries and general interest in the possibilities of 3D experiences. Virtual showrooms have been quickly gaining popularity among furniture retailers, with companies like Ashley Furniture, Furnitalia and Made. com incorporating them within their marketing mix.” Through AR- and VR-empowered virtual showrooms, visitors can explore 360° environments complete with furniture and decor, and engage with the products. “3D virtual showrooms also help build excitement for the brand, increase marketing ROI, and can be adjusted with ease,” adds Dalia.

This year has seen CGTrader build on its established offering with the launch of a free plan for CGTrader ARsenal, enabling retailers of all sizes to benefit from up to 20GB of free 3D model hosting and storage, up to 10,000 monthly 3D asset views, a digital asset management platform, 3D and AR model analytics, 3D and 360 web viewers, app-free AR, and AR QR codes for all products. “In February, we raised $9.5m in a Series B funding round, which allowed us to invest in the growth and automation of CGTrader ARsenal,” says Dalia, explaining that the business is currently focusing on improving its processes with AI, which she hopes will enable it to: optimise delivery times

WITH 3D AND AR CAPABILITIES, FURNITURE MARKETING WILL CONTINUE TO BECOME EVEN MORE INTERACTIVE AND ENGAGING

and the pricing of 3D models; avoid (or at least minimise) human errors in QA; provide the best 3D model texture suggestions; scale 3D modelling services even faster for the big brands; partially (or even completely) automate the 3D modelling process, thus considerably lowering the production cost; automate the quotation and estimation process; and automate QA procedures. If Covid-19 catalysed demand for such services, CGTrader is more than capable of staying ahead. “Technology is meant to make our lives easier and business processes even more efficient,” Dalia explains. “With 3D and AR capabilities, furniture marketing will continue to become even more interactive and engaging, giving shoppers the ability to have the best product experiences. “And, thanks to technological advancements, 3D modelling prices and delivery times are projected to decrease in the future, making all types of 3D and AR solutions available to businesses of all sizes”

PRODUCTS CGI MARKETING

ESSENTIAL YET AFFORDABLE Chester-based digital agency Sherwen Studios has years of experience in developing effective online solutions and ecommerce strategies for retailers such as ScS – and CGI marketing is playing an increasingly vital role in shoppers’ decisionmaking processes when purchasing personalised or big-ticket items, writes owner Matt Sherwen …

THE COST OF CGI MARKETING IS BECOMING FAR MORE AFFORDABLE, SO SMALLER RETAILERS CAN NOW MAKE USE OF THESE TECHNOLOGIES

By MATT SHERWEN www.sherwen.com

We’ve seen an increase in the number of retailers investing in new CGI technologies in a bid to improve their online shopping experience. Retailers want to match the experience of shopping online or in-store, and the use of automation can be a valuable tool in helping customers to visualise what an item may look like. So, for example, they can see how an item may look from 360° angles, they can zoom in to see specific details, and they can visualise how an item may look once it’s been personalised. We know that the cost of CGI marketing is becoming far more affordable, and as such, smaller retailers can now make use of these technologies. The initial barrier to implementing automation is the cost of hiring a specialist CGI artist to design the image. However, once you have the initial rendering, it’s relatively quick and easy to install low-cost, automated software into your online sales channels. From this, you can then choose how to integrate CGI into your wider strategy. CGI marketing can be particularly effective for retailers who create bespoke products based upon a customer’s individual preference. For example, furniture retailers can use CGI marketing to help an online shopper visualise what a sofa or chair may look like in their own home. Similarly, suppose your customer can choose between a variety of colours or fabrics, or product layouts, or trims. In that case, it stands to reason that CGI marketing is an affordable way of supplementing the initial imagery and visually demonstrating the different configurations. And the use of CGI marketing has given customers added confidence in making a final selection. They can either complete the entire transaction online, or use the automation to inform their decisionmaking before visiting a physical retail outlet. Similarly, we believe that any investment into CGI marketing as part of a long-term ecommerce strategy can provide a positive return on investment for a

retailer. We’ve seen firsthand how the strategic use of CGI marketing can increase conversions and play a big part in guiding a shopper along the sales funnel to complete their transaction. Due to the complexities of customer choice and the added complications of returns if the end product doesn’t meet the customer’s expectations, CGI marketing is ideal for furniture retailers. Often, customers can configure a piece of furniture based on their specifications. Using CGI can help them visualise how it looks in their home. They can see how their individual choices can change the look and style of the item, and have complete confidence in their final selection. CGI marketing can play a big part in ongoing customer satisfaction, and drive future growth. Although CGI has been around for many years, in terms of online retail, it’s still in its infancy. So, it’s too early to tell whether CGI is a trend or something that will remain, and we believe that the outcome could depend on the sector. For example, although online clothing brands can use CGI and automation, the reality is that technology will only ever play a small role in the decisionmaking criteria of online clothes shoppers. Customers will be happy to make multiple purchases online, knowing that their final buying decision will be influenced by the fit of the items and the feel of the fabric. Clothes shoppers also know that they can make multiple purchases online, knowing that returns are quick and easy to process. In contrast, furniture customers will view technology differently. Rather than purchasing items speculatively, shoppers will want to have full confidence that they are making the right decision before completing their transactions. Therefore, they’ll pay close attention to the images created through CGI technologies to have certainty that their item will fit into their desired space and will match their expectations. In addition, they will understand that returning a piece of furniture is a complex process. As such, they will heavily rely on the use of technology to inform their decisionmaking

YOTFC

Ye Olde Traditional Furniture Company

WE’RE FLYING THE FLAG! All our tables are made,painted and finished in the UK. All of our chairs are quality, European models and finished & upholstered in the UK We can fulfil your requirements with no stress or hassle and meet your customers bespoke requirements

ALWAYS GOING THE EXTRA MILE ! Call us on 01604 890956 email md@yotfc.co.uk or visit our website

www.yotfc.co.uk

PRODUCTS TRADE SERVICES The eco-friendly Fibrefill Blue cushion

FIBRELINE Fibreline now converts plastic bottles into cushions

www.fibreline-ltd.co.uk In the last 70 years, the world’s consumption of plastic has increased dramatically, creating huge waste. Bottled water has become a frequent source of this plastic waste, along with other plastic items. In the hope that it can help remedy this crisis in some small way, Fibreline has found a way to use this plastic waste, by converting the equivalent of 100 plastic bottles into each “very comfy cushion” – the result is Fibrefill Blue, which is itself 100% recyclable, and offers cushion manufacturers an environmentally friendly solution, putting waste plastic to good use. Call 01535 606846 or visit Fibreline’s website to find out more.

THE FURNITURE INDUSTRY RESEARCH ASSOCIATION www.fira.co.uk

FIRA membership brings access to essential industry knowledge, research and standards information. This includes knowledge across all aspects which impact the furniture industry, from standards to sustainability and from ergonomics to chemical restrictions.

Membership also brings access to experts ready to help solve a business’ problems. In addition, members receive preferential rates on testing and training through the association’s service provider, FIRA International – and full members benefit from voucher credits, which can

be redeemed against FIRA International testing, consultancy and training. “Join the hundreds of members who already benefit,” says an association spokesperson – for more information, call 01438 777700 or email membership@fira.co.uk.

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

PRODUCTS TRADE SERVICES

CUTTING-EDGE FABRIC FULFILMENT Covid-19 has made many companies rethink their business strategies and adapt the way they work to become more digital-centric. Sampling solutions specialist Pike Textiles recognised this shift in direction, and has invested in its rapidly growing cuttings and fulfilment sampling service to support the increasing online presence of the UK upholstered furniture industry … www.pike-textiles.com

Pike Textiles says it will continue to invest in enhancing its production and warehouse processes over the next two years to support the growth in ecommerce channels. This will include increasing production space, adding more equipment, and streamlining the service to ensure customer expectations are exceeded. As the UK’s only sampling solutions specialist to offer a fully integrated solution, Pike Textiles incorporates a comprehensive service encompassing cut lengths, swatch cutting, and fulfilment. This includes everything from storing rolls of fabric, through to dispatching fabric swatches via traceable mail service. This is all managed through the company’s bespoke warehouse and inventory management system, TripleP. Stock inventory is kept up to date through TripleP, which gives customers real-time access and live data reporting.

Clients can check stock levels and order volumes to ensure they are always in control, while everything is managed in the background. The system integrates seamlessly with many online shopping platforms, ensuring that the accurate and fast fulfilment of online sample requests is met – usually within 24 hours – helping their brand to win the race to the doormat. “Our approach is to make our customers’ lives easier by taking the fabric sample cutting and stock management off their hands whilst having a transparent relationship around order volumes, stock levels and re-ordering,” says Pike’s sales and marketing director, Caroline Adams. “First and foremost, as experienced craftspeople in the handing and cutting of fabrics, our clients can rest assured that their products are safe in our expert hands.” Pike Textiles’ knowledgeable and experienced team is well-trained in handling and cutting all types of fabrics, and has been doing so for 130 years. Pike offers a full-service solution for sampling requirements, from liaising with fabric manufacturers to advising on order quantities and managing deliveries, both incoming and outgoing, as full rolls, cut lengths, or finished samples. For further information, contact enquiries@pike-textiles.com

130 YEARS of Sampling Excellence Combining tradition with innovation for all your sampling and fulﬁlment needs.

www.pike-textiles.com

enquiries@pike-textiles.com

01945 461 361

PRODUCTS TRADE SERVICES

SATRA TECHNOLOGY www.satra.com

When it comes to mattresses, two factors are important to SATRA – performance and fire safety. To assess a mattress’ performance, SATRA uses the European Standard BS EN 1957. This sees a roller weighing 1400N, (over 25st) cycled across the mattress 30,000 times, to ensure there are no issues with durability. In terms of fire safety, filling materials have to legally comply with the UK’s Furniture & Furnishings (Fire) (Safety) Regulation. Beyond that, SATRA recommends using BS 7177 at low-hazard level for domestic mattresses, and medium-hazard level for most contract uses. Anyone wishing to know more about furniture testing at SATRA can email furniture@satra.com.

BOYTEKS www.boyteks.com Turkish textiles giant Boyteks has developed Vegan, a new line of mattress ticking designed to users sleeping soundly and healthily without its manufacture causing harm to people, animals or the planet. Developed with natural, plant-based fibres, Vegan champions both animal rights and sustainable production. “Veganism in its simplest definition means denying the use of animals and the consumption of animal products,” states the manufacturer. “The materials derived from animals, such as leather, fur, bones, gelatin, wool (sheep wool, cashmere, angora) and silk are not used in vegan textiles, and animal testing is not permitted. “Millions of animals suffer and die every year because of various textile products. It doesn’t matter what type of material it is or where it comes from – if the trial contains one, it is bound to contain cruelty. As long as we continue to use animals, we are causing animal death for food, clothing, cosmetics, and other excuses.”

NATURE HAS ALWAYS BEEN AT OUR CORE, BUT NOW WE’RE TAKING OUR TASK FURTHER THAN EVER BEFORE. VEGAN MATTRESS TICKING IS DESIGNED TO KEEP US SLEEPING SOUNDLY AND HEALTHFULLY WITHOUT HARMING PEOPLE, PLANET, OR ANIMALS.

DOES NOT CONTAIN PRODUCTS DERIVED FROM ANIMAL SOURCES.

NOT TESTED ON ANIMALS.

ENVIRONMENTALLY FRIENDLY AND ECOLOGICAL.

NATURAL INGREDIENTS ARE PREFERRED.

PRODUCTS DESIGN GUILD MARK

With 27 submissions across three categories awarded the Design Guild Mark in 2021, it’s clear that material innovation and creativity remain at the forefront of British design … www.designguildmark.org.uk

Fold, by Samuel Wilkinson for The Conran Shop Cruz Del Sur x Disegno, by Matteo Fogale Rakino Collection, by Tim Rundle for Morgan Contract Furniture Jethro, by Sarah Kay for SCP

The Design Guild Mark is awarded by The Furniture Makers’ Company, with the aim of driving excellence and raising the profile of British design and innovation, recognising the highest standards in the design of furnishings in volume production across three categories – Furniture, 2D Design and, new for the 2020/21 intake, Lighting Design. Each categories’ jury of design experts assesses the submissions against a series of criteria, including material suitability, sustainability, innovation and problem-solving. Due to pandemic disruption, the applicants for the last two years were judged virtually via video conferencing, while the winning designers were celebrated at an online awards ceremony last month. Rodney McMahon, chairman of the Design Guild Mark, comments: “This year we welcomed the Lighting Design category, with its new panel of judges, and we are delighted to have expanded the scope and reach of the guild marks by doing so. “The three days of virtual judging were absolutely riveting, and, despite the obvious challenges, we embraced the process and achieved a very balanced and effective result.” The Furniture category winners are pictured. The 2D Design category winners were: Identity and Strata Collection, by David Irwin and Rachel Evison for Bute Fabrics; Kit Miles Fabric Wallpaper Collection, by Kit Miles; Hit the North, by Drew Millward and Charlotte Raffo for The Monkey Puzzle Tree; and Oceanic, by Jodie Padgett for Camira. The Lighting Design winners were: Introvert Extrovert, by Nathanael Hunt for Haberdashery; and Simple Shade 05, by Naomi Rochowski for Naomi Paul. The winners of the Jonathan Hindle Prize, which is awarded to the most outstanding of the year’s Design Guild Mark-awarded pieces, were the TO1 Cross Chair, designed by Luke Pearson and Tom Lloyd for TAKT, and the Identity and Strata Collection, designed by David Irwin and Rachel Evison for Bute Fabrics. Judge Elliott Koehler, creative director at JPA Design, comments: “The judging day was a huge success. So many engaging pieces displaying both innovation and design excellence shows that the past year has not dampened the creative world’s ambition to solve problems and make our homes enjoyable places we love to curate. “The increase in durable exterior materials and pieces really aligned with the current trend of enjoying our domestic and commercial outdoor spaces to a greater degree. The virtual judging day was an event perhaps more linked to the purchasing experience for consumers – this placed a greater emphasis on a product’s problem-solving and distinction being communicated in a digital format. “Applicants should be encouraged to seek out and apply at every opportunity for the mark, as innovation, sustainability and intelligent solutions are always recognised by the judges. The more recognition and awareness these winning products have, the better our world and lives will be with these showcases of design excellence”

The Kenilworth Collection by Pierre Greenway

TOP MARKS

Deco Screens, by Mark Gabbertas for Gloster Furniture

Ore Tables, by Daniel Schofield for Ercol Furniture

Assembled Collection/Stack and Chamfer, by Paul Crofts for Isomi

Jethro, by Sarah Kay for SCP

Backer, by Daniel Schofield for Hayche

Smalto Table Collection, by Edward Barber and Jay Osgerby for Knoll International

Folk, by Luke Pearson and Tom Lloyd for Allermuir

Lino Chair, by Sam Hecht and Kim Colin for Herman Miller

Corso Table + Bench, by Dylan Freeth for Ercol Furniture

THE MORE RECOGNITION AND AWARENESS THESE WINNING PRODUCTS HAVE, THE BETTER OUR WORLD AND LIVES WILL BE

Kin, by Luke Pearson and Tom Lloyd for Allermuir

TO1 Cross Chair, by Luke Pearson and Tom Lloyd for TAKT

Civic Tables, by Sam Hecht and Kim Colin for Herman Miller

PRODUCTS DESIGN GUILD MARK 82

Chamfer “springleaf” Table, by Ben Fowler for Yonga Mobilya/Marque Furniture

Verso Cabinets, by Dylan Freeth for Ercol Furniture

Pi Stool, by Simon Cass for par-avion co./Skandium

Aspect Table, by Tom Rawlings for William Hands

Maya, by Mark Gabbertas for Gloster Furniture

DESPITE THE OBVIOUS CHALLENGES, WE EMBRACED THE PROCESS AND ACHIEVED A VERY BALANCED AND EFFECTIVE RESULT

OPINION

VIRAL MARKETING From our personal interactions to how we work, the pandemic has become a byword for change – yet how much of that change is likely to be permanent? Acknowledging that it is crucial for businesses to reach out – often from behind closed doors, of late – Furniture News asks various retailers and suppliers how their marketing strategies have been affected by Covid-19 …

iStock.com/iSerg

In last month’s issue, Bill McLoughlin, editor in chief of US trade paper Furniture Today, wrote about the tendency to hold back on marketing when times get tough – and pointed out how counter-intuitive this approach could be. Yet businesses could be forgiven for not knowing which way to turn. In the UK, we’ve seen a curious marriage of high demand, curtailed supply, greater online adoption and rising costs. The pandemic’s initial disruption halted many operations and saw swathes of staff furloughed – but as time went on, it became clear where the opportunities lay, and the flexibility and determination required to seize them. With trade shows halted, travel and personal contact limited, and much of the audience migrating online through repeated lockdowns, many recognised that a revised marketing strategy was imperative – but as ‘normality’ returns, would more traditional approaches be reasserted?

Mike Murray, Land of Beds: Our business marketing strategy has always been important to us, but now more than ever it is important to highlight our strong family heritage as a business. People across the country have chosen to show their support for local, family-run businesses throughout the pandemic. British consumers have come out with strong support for British manufacturers throughout the pandemic, which has helped in supporting the British economy. Adam Ashborn, Reborn Marketing & Design: From a marketing company perspective, I always advise my clients to tackle the marketing objective/plan in the same way as they would have before lockdown. The ultimate goal from marketing and design is to get reaction that then translates into either a sale or brand awareness/exposure. The ‘how to achieve’ should be handled by the agency team, who will then need to find the creative solutions on how to deliver the end results that don’t breach lockdown rules. If a business is going to consider developing an ecommerce website for example, we outline/advise our clients to consider the fulfilment and management of the site to maintain a good customer experience. It is easy to rush ahead and commission someone to build an ecommerce website, but if the infrastructure is not put in place properly then it could fail and leave a bad impression on the consumer. Primark is a good example of a business who have repeatably been asked why they haven’t invested in online sales during the pandemic – but they understand they don’t have the right infrastructure in place to make it work smoothly, so to avoid customer disappointment they have opted to lose sales in return for maintaining a good customer relationship. Marketing and design agents like us are accustomed to tackling problems – that is the nature of the industry we are in. Lockdown restrictions have, in fact, allowed customers the opportunity to consider new marketing opportunities that previously didn’t seem as viable,

INFORMING INDUSTRY, BUILDING BUSINESS 85 and stepping away from the industry norm is becoming more popular. Online retail experience, virtual spaces, CGI product imagery, social media and embedded marketing are becoming more familiar to the furniture industry than ever before. Gavin Boden, Rhenus Home Delivery (UK): I think that companies and the management within them will change, now that they know that meetings can be arranged and completed over video calls – but a lot of things will return to normal. Peter Harding, Fairway Furniture: The turmoil of the past year has meant that the need for good relationships with media suppliers has been greater than ever. Working with them, we have managed to defer committed spend, look at new options and react quickly as and when restrictions changed. We have accelerated planned digital investment to improve our online service offering, as well as launching a video shopping service which I believe will play an important role long after restrictions are lifted. Dids Macdonald OBE, ACID: I am hopeful that using the additional skills and know-how that we have experienced through this lamentable pandemic will be positive so, no, I don’t think this will be permanent – I think we will emerge stronger, more versatile and with greater resilience. At ACID, we have learned a lot, which can only benefit our operational efficiency. Lee Ness, Global Upholstery Solutions: I think some changes will be permanent. The time during the pandemic gave us time to review, but not the requirement – we just took an opportunity to do it. So, it was indirect change, really. Steve Adams, Mattress Online: We have used the pandemic to strengthen our consumer reach, pushing the boundaries with our TV advertising and continuing our growth of digital marketing spend. We do feel the changes, as a result of the pandemic, are largely permanent. We have witnessed a mindset shift in consumer purchasing – they have far more confidence in online shopping. If I had to put a number on it, I would say

STEPPING AWAY FROM THE INDUSTRY NORM IS BECOMING MORE POPULAR Adam Ashborn, Reborn Marketing & Design

WE HAVE WITNESSED A MINDSET SHIFT IN CONSUMER PURCHASING Steve Adams, Mattress Online

THE NEED FOR GOOD RELATIONSHIPS WITH MEDIA SUPPLIERS HAS BEEN GREATER THAN EVER Peter Harding, Fairway Furniture Covid-19 has accelerated the shift to online shopping by five years. Emma Leeke, Leekes Retail: It has accelerated the gradual move from traditional marketing (use of TV, radio and print) to digital marketing, and whilst there will be a rebalancing, digital spend will continue to increase and traditional media to decrease. Henrik Pontoppidan, S2U Design Containers: Whilst on the sourcing side, my business probably has a net advantage due to the nature of the business, on the selling and marketing side, it would have been hard to imagine before Covid-19 how to generate and maintain business with no ability to travel, since we are on the supply side. So, sales and marketing has become an exercise from the office. As it turns out, it’s perfectly doable, because it applies to the whole world – but I doubt it would be doable ongoing, when we get back to normality at some point.

The personal interaction and the learning and inspiration that comes from travelling and meeting customers (and suppliers) is very important in order to build relationships and to fully understand the needs and wants of customers – and to develop fresh ideas. So I don’t think the changes will be permanent. I believe those who wish to continue to operate from a bubble will develop myopia and will lose the ability to make the best decisions for their business. Royce Clark, Grampian Furnishers: In the first lockdown we did great business via our Facebook page, but it was not so significant during later closures. Mike & Karen Rowley, Core Products: We all look forward to personal interaction again, so there will always be a need for customer visits and shows. However, there is no question that the day-to-day way we deal with each other is changing

OPINION

HELLO, I MUST BE GOING With the gradual return of normality, the job market is moving again, and the industry is witnessing an uptick in hirings, firings, and everything in between – but why, asks US bedding retail expert Gordon Hecht, do so many businesses insist on treating recruitment as a one-time deal?

JOB SATISFACTION IS A DIFFICULT CONVERSATION TO HAVE, BUT THE BETTER TIME FOR A TEMPERATURE CHECK IS BEFORE YOUR EMPLOYEE RESIGNS

By GORDON HECHT ghecht@sertasimmons.com

The old ‘help wanted’ section of the newspaper has been inconsequential for many years. Social media – especially LinkedIn – is the home of the bulk of ‘now hiring’ posts, and I get a chuckle whenever I see a big-ticket retailer posting open positions under that heading. In our business, recruiting should be an everyday activity. We need to seek new talent as often as we seek new shoppers. Look at it this way – if you don’t have a $1m writer on your staff, it means that they’re working for someone else. Earlier this year I made a fairly safe prediction – your top salesperson will quit your company, or your bottom person will stay. It looked like I might miss the mark on the first part – for most of the last 14 months, due to that Covid thing, many people were scared to trade jobs. And who could blame them? There’s the adage of ‘last hired, first fired’ when it comes to layoffs, and the restrictions, supply chain issues and workload really were not changing from company to company, or industry to industry. April saw the first uptick in people changing companies. That means the best talent on your team may be considering cleaning out their desk and heading off. The time since March 2020 may seem like the longest decade in history, so the thought of a change of environment may seem quite appealing. How do I love thee? Whether your organisation has two members or 2000, it’s probably a great time to fearlessly meet this challenge head on. Job satisfaction is a difficult conversation to have, but the better time for a temperature check is before your employee resigns, compared to an exit interview. The goal is to keep the conversation on the positive side and calmly accept negative feedback. You could start with the “if you owned the company” questions, like “what would you change to improve customer service, work/life balance, or store appearance?” Add in “what’s your favorite part of the job,” and ask which

tasks seem meaningless, repetitious or tedious. Anonymous surveys can give you a nohold barred “you can’t handle the truth” job satisfaction overview. Google Survey is a simple, free way for your team to state their opinion without revealing their identity. Move on to the future Asking your people to describe their ideal job, ideal supervisor, and what they’d like their career to look like in 2022 and beyond can help them paint a picture – one with your company as the backdrop. As Dorothy Gale said in the Wizard of Oz, “there’s no place like home,” and if the grass looks greener in another pasture, it’s because they’re pouring more fertiliser on it. The Clash famously asked “should I stay or should I go?” For your employees, that decision is mostly based on their relationship with their immediate supervisor. They’ll stay working for someone who they like and share mutual respect. When you see multiple exits from one department, it’s probably a good time to consider a change in management. The Silver Linings Playbook But here’s the good news. It may not be your team that’s looking for new surroundings – it could be your competitor’s team. This is a great time to build your talent pool, as people are ready for a change! Understand this – you will never be fully staffed. There is always room on your team (and your payroll) for the next sales superstar, customer service angel, happy attitude delivery person, cashflow expert, and operations front runner. Adding these people are the key to survival and growing your empire. The best place to work Many companies claim this title. The true measure is when they have more shiny shoes walking in than scuffing out. Open the job satisfaction conversation and actions to stop the out-door from swinging, and promote your company to keep the in-door open

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OPINION

ON MESSAGE Since the pandemic struck, the National Bed Federation (NBF) has redoubled its efforts to communicate with the trade and consumers, embracing new channels in a bid to reach an everwider audience, explains marketing & membership manager, Simon Williams.

WE’VE BEEN FINDING ADDITIONAL WAYS TO ENGAGE WITH OUR MEMBERS

INDUSTRY PARTNERS

By SIMON WILLIAMS www.bedfed.org.uk

We’ve all learned many different things over the last 16 months, not least the importance of communication and staying connected – whether that’s with our friends and family, colleagues, business contacts or customers. At the NBF, our audiences include our members, the wider bed industry, bed retailers and the bed-buying public. Communicating with these segments entails different approaches with slightly differing messages. When the pandemic hit, the importance of communicating with our members and providing them with the latest Government advice became even more critical. Coupled with keeping our members informed on all the postBrexit issues, we were sending out information on an almost-daily basis. Over a 12-month period, we sent out more than four times the number of member communications than we did in the previous year. Of course, there’s always the danger of over-communicating, and we’ve all experienced email overload where it becomes overwhelming and it’s easier to just press delete. So, we’ve now settled into sending a regular Friday morning bulletin, and have seen open rates increase to well above the (email) industry average. As well as emails and social media channels (we use Linkedin and Twitter for the NBF), finding additional ways to engage with our members and keep them up to date with key topics and important business issues led us to launch our series of BedBiz Podcasts (Musings on Mattress Matters). Our first featured Hypnos’ sustainable mattress packaging, and we’ve since covered such topics as how to resolve consumer complaints on mattresses with The Furniture & Home Improvement Ombudsman, help with training and

apprenticeships via FIESTA’s Skills Plus service, and how our members can get involved with The Sleep Charity. Continuing the audio-visual route for improving member engagement, we are planning to start regular news vlogs. It’s more personal and effective, with content retention rates much higher than text. Turning to bed retailers, in an effort to forge closer ties, we launched our NBF Retail Champions scheme last year and already have over 225 independent retailer participants, with a total of over 280 branches between them. As well as receiving PoS items and digital assets to promote their NBF Retail Champion status, we engage with them via a Champions Chat e-newsletter, and from time to time ask their views via surveys on key topics affecting the bed industry, such as sustainability, rising costs and extended manufacturer lead times. We aim to develop this scheme to have more of a members’ club feel, and are looking at how we offer further benefits, including VIP visitor status at the Bed Show, lapel badges to wear instore and exclusive competitions. Finally, when it comes to advising consumers, we use our new consumerfacing website (www.bedadvice.co.uk) and social channels Instagram, Twitter and Facebook (@bedadviceUK) to engage with the bed-buying public, promote NBF member brands, answer questions and hopefully manage people’s sometimes-overreaching expectations! We also direct the consumer to their nearest NBF Retail Champion. Our ongoing social media and SEO programmes will build on the current 26,000 monthly visitors to the site, and we will be producing a number of short video clips to address key consumer questions around the bed-buying process and post-purchase issues

OPINION

Furniture News #382

Articles inside

Design Guild Mark

Partner comment / 90 Feedback

CGI marketing / 74 Trade services

INDX Furniture Show / 24 Bed Show

MLILY / 12 Forte / 16 Furniture News turns 35