BedBuyer 2019

BEDBUYER

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“The UK industry has more than its fair share of businesses able to see the bigger picture”

Afew years ago, the emergence of the digital disruptors lit a fire beneath the established bed sector – and it’s been feeling the heat ever since. Rolled, boxed, and promising one size (model) to fit all, the bed-in-a-box championed clarity and convenience, made 100-night trials commonplace, and shouted the life-enhancing benefits of its mattresses from the rooftops (and everywhere else). Sleep became sexy, and a new breed of techminded middlemen began to expertly seize market share.

This could have signalled the beginning of the end for the industry as was – but rather than dismissing the upstarts, the traditional supply chain learned from their successes (and failures), while continuing to hone its own strengths – physical footprint, heritage, breadth of product and quality service among them.

Some refined their brand messaging, repositioning themselves as sellers of sleep, not beds. Some made their own successful boxed mattress lines. Most came to appreciate that the disruptors’ significant marketing spend had achieved something great – it had helped more people appreciate the importance of good quality sleep, which in turn would benefit the entire sector.

Today, the UK industry has more than its fair share of businesses (disruptors included) able to see the bigger picture. Rather than simply making, marketing and delivering a bed, they now work with their stockists to meet the consumer’s demand for a better life.

This year, I’ve seen for myself how new technology and systems are helping

Millbrook Beds achieve some of the best lead times in the business, and why consumer research is fuelling bold – and already successful – new directions in branding and marketing at Sleepeezee (read my interview on p36). Last month, hot on the heels of BBC Two’s Inside the Factory, I stepped inside Harrison Spinks’ factories, and learned about its game-changing (and I don’t use that term lightly) new spring technology.

These are just a few examples of the forward-thinkers you’ll find at this year’s Bed Show, taking place in Telford from 17-18th this month (as one of the judges for this year’s Bed Industry Awards, I’ll be ensuring some of the show’s best product gets credit where it’s due).

You’ll find a preview of the event on p14 of this issue of Bed Buyer, plus profiles of the industry’s key players and latest launches. Elsewhere, industry leaders share their view on Brexit (p18), we meet Daniel Spinks in Last Word (p64), look in detail at Vispring’s new Harrods showroom (p24), and, with help from sector spokespeople, explore the role of online-only bed sellers in today’s market (p8).

If that’s not enough, you’ll find plenty more bed industry success stories in September’s issue of Furniture News.

Here’s to overcoming adversity –welcome back to Bed Buyer.

Paul Farley Editor-in-chief

Time to wake up!

At Hypnos, being sustainable is more than just using completely natural and recyclable fillings in our beds. It’s about NOT hitting the ‘snooze’ button on innovative and responsible thinking. It’s about putting our customers’ needs and the wider environment first.

That’s the simple reason why we take responsibility throughout our bed-making process – from our factory, right down to the partner industries and communities in the UK our business supports. We are proud to offer the ultimate in quality with new levels of traceability and fairness, from farmer’s field to the beds we make! Join us at The Bed Show and discover two brand new Collections – both pairing very real innovation and integrity with the sumptuous comfort you have come to expect from us. Wake up on a Hypnos and feel good for all the right reasons!

Paul

Bed

We

Vispring’s

36 A

Sleepeezee

A

Bed

Joe Wykes, Sleepeezee (36)

Daniel Spinks, Harrison Spinks (64)

Bed Show (14)

Power to the pureplays?

With both traditional bricks-and-mortar retailers and digital brands increasingly opting to cover their multichannel bases with a bricks-and-clicks approach, what role will the online pureplay fulfil? Informed by a handful of the industry’s leaders, Paul Farley investigates the place of this unique business model in today’s market …

Unlimited reach, a host of unique audience targeting, tracking and promotional tools, and (relatively) low overheads – pureplay e-tailers have plenty going for them, and, for better or worse, the last decade has seen these online-only sellers redefine the UK bed sector.

Today – with the near extinction of retailers without any online presence –sellers fall into three camps: traditional bricks-and-mortar retailers which also sell online; the converse – e-tailers that have opted to establish a physical presence of some sort; and those digital pureplays which continue to exist solely online.

Once upon a time, the trade shook its collective head at the very notion that people would buy beds online – saying too many tactile factors were involved, and it’s far too crucial a purchase to carry out

‘blind’ – but buy online they have.

While the statistical evidence for the proportion of people doing so often fails to consider the mix of digital and physical ‘touchpoints’ made by consumers during their buying journey, the trend is marked.

Last year, an NBF survey found that 51% of bed/mattress purchases were made online (with little distinction between the age groups choosing to do so). This year, bedmaker Sleepeezee conducted research with PwC which concluded that this number might be closer to one in three. Either way, online penetration in this sector seems to be growing, buoyed by new technology and consumers’ faith in the quality of product and service they find online.

Following an explosion of bed webstores some 10-15 years ago, competition has

winnowed out many of the weaker and less reputable players, leaving the pureplays’ market share increasingly consolidated in the hands of a few exemplars of true scale and capability – and further removed from those addressing more specific niches.

The emergence of the bed-in-a-box has further disrupted the traditional landscape, as a raft of well-funded tech start-ups jostle for the attention of shoppers more focused on convenience and brand clarity. However, almost without exception, these engaging upstarts have gradually deviated from the digital-only path, establishing their own pop-up displays and distribution partnerships with national retailers.

Credibility matters – these brands have clearly realised that having a reputable physical presence is crucial to broadening their audiences.

Stand and deliver

Nevertheless, the online pureplay model continues to prosper, thanks to a handful of unique advantages – such as the ability to o�er unrivalled product choice and depth of information, and, free from the millstone of expensive prime location rents and rates, to operate on narrower margins while selling at volume.

Yet the model has its flaws. Beyond the sizeable costs of establishing and maintaining search engine visibility, and the strict returns policies they must adhere to, pureplays must also contend with a growing demand for rapid fulfilment (it’s no accident one of the most prominent is called MattressNextDay), and the challenges it presents.

“One of the barriers to ecommerce is the high cost of delivery due to the product being heavy and awkward to lift and carry to individual consumers’ homes all over the country within a very quick timescale,” says Mike Murray, director of retailer Land of Beds. “Therefore, pureplay companies (or any retailer who sells online) must invest correctly and build their infrastructure on a solid foundation if they want to be around for many years to come.”

There’s also the inability to deal with customers face-to-face – a call centre and messaging service can only go so far in persuading and reassuring potential buyers that a bed or mattress is right for them.

Match play

This lack of personal contact has forced online pureplays to compensate by refining and optimising the speed, clarity and reliability of their delivery, so many now o�er a truly enviable customer journey. Yet there remains the issue of price – pending a significant rebalancing of the UK’s tax laws, the model seems destined to attract suspicion (if not downright hostility) from its bricks-and-mortar counterpart.

Much of this stems towards the practice of showrooming – a shopper visits a physical store to see if they like a product, then simply searches for the most competitively-priced version online, and buys it there instead. It’s easy for retailers to feel like they’re footing the bills for their rivals, and often losing out at the point of sale. Reacting to this behaviour, suppliers have diversified their o�er over the years, often de-branding their retail products to ensure they can’t be price-matched online.

“Showrooming is now a tactic adopted across all generations and no longer

“Pureplay companies must invest correctly and build their infrastructure on a solid foundation if they want to be around for many years to come” Mike Murray, Land of Beds

limited to the tech-savvy, and this is having an impact on the independents,” says Archers Sleepcentre’s MD, Ross Beveridge. “Retailers are having to protect themselves from online price matching. The same product now has multiple names, or a slight change of fabric on a mattress, or even just means providing your own labels. Some importers are now opting for unbranded boxes.”

Leekes’ MD, Emma Leeke, comments: “The brands are coming to terms with the requirement to provide some level of protection to bricks-and-mortar retailers, which is helping to stop the race to the bottom on price which we experienced in the early days of online trading.”

Ross Beveridge believes greater intervention is necessary: “What is long overdue is a reduction in rents and business rates to reflect the shift to online shopping, which will allow bricks-and-mortar retailers to be more competitive,” he says. “Instead, the rates should be made up by a ‘sales tax’ imposed on pureplay online

retailers, levelling the playing field.”

Pricing pressures and rising costs make for a poisonous environment. Yet some find solace in the notion that the devaluation Emma Leeke describes may be isolated to just one end of the market.

“I don’t think technology is good enough yet to make pureplay work e�ectively at all levels of the market,” says Nick Garratt, MD of the British Furniture Manufacturers association (BFM). “Low-end can probably work because of the smaller investment involved. At the higher end, people will still need to see, touch and feel until technology (AI/VR) is better.”

Gavin Boden, owner of GB Agencies, is less sanguine. “For the bottom end of the market, [pureplay] will destroy bricksand-mortar stores – but in the middle- to top-market, it will only have an e�ect on branded business.”

Channel surfing

When online retailers take to the physical environment to establish greater credibility

and reach, they generally do so with a formidable arsenal at their disposal –impressive marketing assets and online visibility, an existing customer base, and an appreciation of how to deliver a streamlined customer journey (even if they now have to understand physical display, stocking and ordering points).

Many traditional retailers have succeeded in establishing a strong online presence, but it has taken most some time to adapt

to this new world of multichannel (or omnichannel) shopper demand. Regardless of the ground they have ceded to the digital brands, these businesses are fast discovering that a marriage of physical and online sales is working for them.

AKA PR’s Jan Turner says: “My personal feeling is that most consumers feel more reassured by companies which also have a bricks-and-mortar presence. Online and o�ine feed o� each other. O�ine provides

“It could be argued that pureplay online retailers have to be more transparent than their offline counterparts”

Steve Adams, MattressOnline

reassurance, online provides easy access.” When it comes to her business’ journey, Emma Leeke concurs: “Over the last 10 years we have moved to take a more omnichannel approach to our marketing and trading, with our transactional website seeing consecutive years of double-digit sales growth. In most cases, the customer journey inevitably involves online research, so it is essential to have a presence – even if the majority of customers choose to make their purchase in-store.”

Brands unboxed

The new breed of online disruptor brands have taken their own route towards an omnichannel future. Last November, the NBF published the results of research which found that rolled mattresses accounted for 24% of all mattress sales in 2018 (up 7% from the previous half).

Admittedly, just 7% of these sales were of the disruptor brands’ one-size-fits-all products (UK manufacturers were quick to develop their own o�er for retail) – yet their market share was growing fast.

These disruptors, which began their lives as online pureplays, have brought their own, fiercely-branded product to market, while championing the convenience of boxed delivery lengthy trial periods, and prices that reflect streamlined production costs.

These brands are generally peerless marketeers, and know how to capture people’s attention – but, years after launch, many remain unprofitable.

Substantial column inches have been devoted to the merits and flaws of these brands’ approaches (with the failures of plc eve Sleep, in particular, laid bare), and speculation that pouring investment into building brand loyalty among an audience which makes repeat purchases only every seven-to-10 years is risky (and perhaps unsustainable) business.

And it’s not just the rolled mattress upstarts that have taken a questionable approach towards growing market share, comments Ross Beveridge: “Many of the pureplay online retailers have embarked on huge loss-making brand-building campaigns as they chase market share with a complete disregard for bottom-line profit, and we have recently seen some of these companies’ values slashed to a fraction of that presented to investors –many of whom will never see a return on their investment. Few may stand the test of time, but I would bet the majority will not.”

The NBF’s executive director, Jessica Alexander, agrees with the sentiment. She

“Many of the pureplay online retailers have embarked on huge loss-making brandbuilding campaigns as they chase market share with a complete disregard for bottomline profit”

Ross Beveridge, Archers Sleepcentre

says: “It’s a strange world where financial investors throw money at unprofitable businesses and ignore profitable ones, isn’t it?”

Supply and demand

Despite those online pureplays behaving questionably, or throwing good money after bad, there are several digital operators in the UK bed sector which have established themselves as credible, long-term businesses – and they have done so by meeting evolving consumer demand at every turn.

“Understanding what customers desire and how to fulfil their needs is the basis of any good business,” says Mike Murray. “If people want to buy online and pureplay retailers can meet that requirement, then that’s good customer service!

“Ultimately, the consumer will decide whether the pureplay online o�ering is

right for them – however, regardless of whether you are an online, o�ine or multichannel retailer, you should practise business ethically and be subject to the same standards.”

Steve Adams, MD of online pureplay MattressOnline, states: “A company’s route to market has no relevance to its business format. The leaders of the business, and the culture they nurture, is far more important. A pureplay online retailer can be just as good or bad as a high street store in terms of the o�er and their ethics – and it could be argued that pureplay online retailers have to be more transparent than their o�ine counterparts. They certainly have stricter distance selling regulations to comply with.”

Defiantly digital

With online brands increasingly finding their way onto our high streets and retail

parks, it seems many consumers still desire to touch and feel a bed and mattress before buying it.

At the same time, the limitations of the pureplay are likely to grow. With discussion around new digital taxes gaining momentum, and the online marketplace becoming increasingly crowded (the price per keyword required to top the search rankings makes Google look like the only real winner), the format’s future is debatable.

Is every enterprise destined to go physical? Is their market share likely to grow – and will they survive long enough to see it?

“Online is here to stay,” says Jessica Alexander, “but not exclusively, and at the expense of all physical shops. Obviously, there will be long-term, sustainable winners – while many will fall by the wayside.”

As Mike Murray suggested, everything is likely to come down to what the consumer wants, and how well the pureplays can react to their demands. “Longevity falls at the feet of a company’s leaders,” concludes Steve Adams. “Have they built a business that is profitable and sustainable? Whether a business is online or bricks-andmortar, it’s essential to control costs and react to trends and changes in consumer behaviour”

THE NAKED TRUTH

The naked truth is that the key to a great night’s sleep is maintaining the body’s temperature all night long. The body’s core temperature has a natural rhythm while sleeping which many people struggle to maintain by adding and removing layers in bed each night.

It’s time to strip off your old ways! Therma-Phase+ is an advanced mattress with a unique combination of built-in phase-change crystals and additional copper particles which react to the skin’s temperature, absorbing and releasing heat while you sleep - whilst at the same time ensuring the mattress is as supportive as it can be.

If you want to increase sales and realise the return on investment of innovation over imitation, contact us now via the ‘Become a Stockist’ link on www.kaymed.co.uk and discover the naked truth about Therma-Phase+

Sleep central

The Bed Show returns to Telford International Centre for a 10th year from 17-18th September. With another strong line-up of British and Irish bed manufacturers and suppliers, the event’s organiser expects more than 1400 visitors to attend the two-day show, which bookends the NBF Gala Dinner and Bed Industry Awards.

The UK’s biggest bed-specific exhibition, the Bed Show, which is organised by the National Bed Federation (NBF), gives bed retailers an opportunity to see the majority of the industry’s biggest names under one roof.

Only NBF members can exhibit - which means visitors placing orders are investing in and supporting British manufacturing and British-made products. Jessica Alexander, executive director of the NBF, says: “Buyers recognise the value of buying

from NBF members because the Code of Practice, to which they all must comply, provides reassurance that their suppliers are complying with legal requirements such as FR, trade descriptions and REACH and biocide regulations.”

British bed manufacturers and component suppliers – more than 60 brands – will present their latest innovations, o�ers, promotions and sales support for the UK market, covering mattresses, divans, bedsteads, futons,

headboards and bedding, plus tickings, springs, foam, fillings, machinery and components.

On the Tuesday evening, the NBF Gala Dinner will comprise a drinks reception (sponsored by Sleepeezee), three-course dinner and live entertainment from Queen tribute band, Flash.

The dinner will feature the presentation of the NBF Bed Industry Awards, hosted this year by Gyles Brandreth, returning for a fourth time. With a judging panel including Furniture News’ Paul Farley, the awards aim to recognise and celebrate the most successful bed manufacturers, suppliers and retailers across six categories: Bed of the Year; Accessory/ Component of the Year; Innovation of the Year; Independent Bed Retailer of the Year; Online Bed Retailer of the Year; and National Bed Retailer of the Year.

The Bed Show will open from 9am5.30pm on the 17th, and 9am-4pm on the Wednesday. On-site parking and entry are free – as are refreshments for visitors courtesy of John Cotton, and for exhibitors thanks to BekaertDeslee. There is a wide choice of hotels nearby, and discounted rates are available for Bed Show visitors –visit the event website to pre-register and to book accommodation.

www.bedshow.co.uk

Dunlopillo /

EXHIBITORS

Adam Henson ........................G20

Airsprung Beds J30

Airsprung Group J32

Apropa Machinery A7

Beautyrest ............................ J50

Boyteks Tekstil .....................G30

Breasley J60

British Wool E5

Brooke+Wilde J60

Burgess Beds Ltd ................. C50

Carpenter ............................. C30

Deluxe Beds H55

Dreamland Beds H70

Dunlopillo G40, G55

Duvalay ................................. F40

Enkev (UK) Ltd ......................D5

Furmanac A20, B10

Gainsborough J20

Gallery B50

Gateway Systems .................D30

Global Material Sourcing .... E30

H Living C5

Hamilton and James H60

Hampshire Bed Company B30

Harrison Beds .......................G20

Harrison Spinks G10, G20

Healthbeds C10

HealthiPosture H70

Healthopaedic F60

Hestia .................................... B10

HG B20, C20

Highgate Beds F60

Highgrove Beds B20, C20

Homeserve Furniture Repairs ................................................ A25

Hudson Living B50

Hush-a-Bye Beds J25

Hypnos C40

Kayflex (UK) K40

Kaymed ................................. B40

Keen & Able A22

Kyoto H50

Latexco G1

Leggett & Platt E15

Liftsafe Ltd ........................... A26

M A Living D50

Maes Mattress Ticking .......... F1

Mammoth ............................ J55

MaxiMover E65

Medicpaedic F60

MiBed B10

Millbrook Beds ...................... B30

Minerva Furniture Group ... A23

MiSofa A20

Monks International D10

MPT Group E1

Myers ............................ G40, G55

National Bed Federation .......... Inside main entrance

Ordorite Software G70

Palatine Beds D20

Pieters Textiel ......................D15

Rawson Fillings E50

Relyon

What do you think? From emerging trends to the latest business principles, Bed Buyer is setting out to gauge the trade’s feelings on a variety of industry topics. In this edition, we’re asking: “If you could change anything about the Brexit process, what would it be?”

Mike Murray (Land of Beds)

It’s fair to say that Brexit is proving to be a very complicated process and that the continuing uncertainty has implications throughout the whole supply chain – for both manufacturers and retailers. We have plans in place for any number of eventualities, but we cannot get on with implementing them until a decision is made one way or the other. That being said, we are entrepreneurial people – having been in business for more than 40 years, we are confident that we will work with whatever scenario we find ourselves in and make it a success

Nick Garratt (BFM)

I think that Brexit has proven that first-past-the-post, majoritybased Government is broken. Our system needs to be changed so that a formal democratic coalition Government can work. We need MPs representing the people with the ability to get the outcome the people want. I’m really fed up with party politics and MPs feathering their own nests

Jessica Alexander (NBF, AKA PR)

Reverse it! Seriously, although everyone is fed up with the politics, this is a once-in-alifetime, irreversible decision, and I think we should have another referendum, with all the facts on the pros and cons on the table properly this time

Keen to share your answer to the next big question? Follow @FurnitureNewsED on Twitter to have your say!

Dids Macdonald (ACID, The Furniture Makers’ Company)

Misleading, undermining and underestimating the intelligence of the British public with untrue facts and hype driven by personal rather than national ambition

If you could change anything about the Brexit process, what would it be?

That

Rob Scarlett (Scarlett Design)

Not voting in the first place. Surely this is what we pay politicians to do?

Ross Beveridge (Archers Sleepcentre)

Everyone seems to be united in the opinion that the Government have made a shambolic mess of the negotiations. I do feel that enlisting the help of some of Britain’s best business brains with a track record for negotiating could have provided a better, mutually acceptable deal than the one that has proved so unpopular with Brexiteers and Remainers alike. The pros and cons and potential pitfalls should have been investigated further prior to triggering Article 50, and even before carrying out a referendum. UK politics has been pushed further into the spotlight and has become somewhat embarrassing

Steve Adams (MattressOnline)

Jan Turner (AKA PR)

Clarity. Clarity. Clarity! The lack of progress is creating untold damage, delay and indecision to British industry. No-one can prepare for an eventuality which remains so unclear, and, beyond ensuring good stock levels, most companies are at a loss as to how to prepare for it

The implementation of a strategic plan. We need to see a unified cross-party approach that puts the UK first and leaves political agendas in the background. Consumer confidence will not return until we see a strategic plan towards Brexit, reassuring our customers the Government knows what they’re doing

* These comments were made in response to a survey conducted at the start of the summer – given the ever-evolving nature of the Brexit debate, opinions may have changed in the meantime!

Emma Leeke (Leekes)

we ever started down this road!

visit us on stand J25 to find out more out with the old, in with the new

All change at hushabye

The first thing those visiting hushabye’s stand at this year’s Bed Show will notice is a thorough brand refresh that’s a major departure from its previous look. The Wiltshire-based bed company has been in existence since 1856, and the brand has developed gradually ever since –but it was high time for a more dramatic change, explains MD Nick Gigg …

Nick explains: “hushabye has been changing over the last couple of years, with more emphasis on innovation and design. Of course, the quality and reliability is unchanged – but we had feedback from retailers that the brand may not reflect the forward thinking that hushabye demonstrates.”

It is never easy to let go of a wellestablished logo, but Nick worked closely

with his in-house marketing team to develop a suitable alternative. “We discussed many routes,” he says, “but when I saw what became the final design, it seemed right, immediately. The finished logo is contemporary and flexible, and better reflects the tone of voice that hushabye now represents.”

Of course, a new brand is all well and good, but it should not simply be a re-

badging exercise – there needs to be a product to match.

Enter edj, a sleek contemporary mattress with a supportive outer edge and a pocketspring core that o�ers edge-to-edge support.

Nick explains the concept: “We in the trade know the benefit of edge-to-edge support, but we are often told by retailers that it is not high on customers’ awareness.

edj Shape

Premium silicon badges help create a premium look

Once they understand that this gives them much more of a sleeping surface, it becomes a key selling point.

“I have been surprised how many of those brands that feature edge support don’t talk about it, so I wanted to make sure the idea was right there in the name –hence, edj.”

It is certainly di�erent from the traditional type of brand name, but Nick believes that this will give this model an advantage.

The edj range has a distinctive look, with contemporary silicone badging that will make it stand out on the shopfloor. Within the range there are three models: Pure, a 2000-spring count natural mattress featuring natural wool, silk and cotton fillings;

Shape, which has 3000 springs and features high-quality, next-generation memory foam to provide total support; and, finally, a gel latex version called Cool, which features a cool latex gel layer, has 4000 pocket springs and features a softknit stretch cover which assists with the cooling e�ect.

All three models will be on show in Telford on hushabye’s new contemporary bedstead. The base features a drop in platform that gives it a bedstead look, and, as there are no additional fixings, it can be assembled much quicker than traditional slats. The platform is sturdy and gives a more consistent support, which in turn promises a better sleep experience.

The new hushabye brand and the

edj range are quite contemporary in appearance, but it was important to have a flexible brand and logo that would complement a more traditional product, says Nick.

This brand flexibility is evident on the new Natural Backcare collection. The four models feature natural fillings such as wool, cotton, silk and bamboo. The signature look is soft and natural, with a 100% cotton cover. The collection is available with 1000, 1200, 1500 and 2000 springs, each available in firm and extra-firm tensions. The silicon badges and embroidered handles are presented in muted tones, and the hand tufting completes the premium look.

hushabye is also launching six new

headboard styles, which will be available in any of its wide selection of fabrics – so retailers can now o�er every one of these styles as either a strutted or floorstanding headboard, as well as the new bedstead.

This flexibility was a key request from retailers, who wished to be able to o�er customers a wider choice and, in turn, close more sales.

Having spent such a long time developing this brand, Nick and the team cannot wait to get the range out to market. “If you have never considered hushabye, now is the right time to discover us,” says Nick, “and if you are already one of our valued customers we would love to talk you through this and future developments.”

www.hushabyebeds.co.uk

VISIT HUSHABYE ON STAND J25 AT THE BED SHOW

edj Pure

edj Cool

Forfordreamers,sleepers, FoR eVeRyoNe

The new natural backcare collection has arrived. Naturally comfortable and always supportive, it’s everything you could wish for from a pocket sprung mattress. Visit us on stand J25 to find out more.

ON LOCATION:

Vispring at Harrods

With a relationship going back more than 70 years, internationally renowned luxury brands Vispring and Harrods are firm partners – and their relationship is only set to grow stronger, as the pair unveil an engaging new showroom space fit for the big spenders …

Europe’s largest department store boasts 330 departments, covering some 102,193m2 of retail space – enough to earn Harrods its own postcode. Its motto – Omnia Omnibus Ubique, (latin for “all things for all people, everywhere”) – extends to the luxury bed market, and, in-store, the likes of Tempur, Savior and Hästens rub shoulders with Vispring in a bid to woo the capital’s more salubrious shoppers.

Vispring’s portfolio of made-to-order luxury beds ranges in price from just under £1000 to £40,000 – and a premium o�er requires a premium platform. With this in mind, Harrods recently redesigned Vispring’s in-store showroom to maximise shopper engagement.

There are 12 models on display –including what the supplier describes as “the world’s most luxurious bed”, The Diamond Majesty – plus a selection of

handmade divans and headboards. Around the floor models are features such as bedding rails and snapshots of the brand’s history, all designed to give shoppers a clearer picture of Vispring’s heritage and quality proposition.

Bed Buyer speaks to Vispring’s UK sales director, Jonny Mitchell, about the transformation …

At Vispring, I work closely with the other senior managers to manage all salesrelated activity in the UK, – including the management of five account managers, strategy, budgeting, devising promotional marketing and promotional plans, pricing, and the management of key customers.

Vispring has traded with Harrods for over five decades, and for the last few years

Vispring has, by turnover, been the largest

brand (not just the largest bed brand) across the whole furniture floor.

Both brands are focused on giving customers a great choice in luxury products, backed up with excellent customer service. Our tradition of using the finest materials and employing skilled craftsmen to make unique product aligns with Harrods’ ethos of exclusivity.

There’s a consistency to our branding across all our showrooms, worldwide. However, the unique shopping environment that Harrods provides means we’re able to use the space to display additional PoS such as mattress cut-throughs and more lifestyle imagery.

The Harrods sta� – of which three are directly funded by Vispring – o�er some of the best insight and knowledge about the product. It’s a loyal and long-serving team, some of whom have been associated with both Harrods and Vispring for over 40 years.

Our key objective for the redesign was to ensure we could demonstrate all the di�erent models and unique features of a Vispring bed within the new space (and this was particularly true with regards to our

Address: 87-135 Brompton Road, Knightsbridge, London SW1X 7XL

mattress tensions).

There are 12 beds in the new showroom, and we worked closely with Harrods’ buying team to ensure we had the best selection in terms of look, feel and pricing. Ultimately, we needed to ensure the Vispring area showed o� all of the brand’s USPs, as well as di�erentiating it from the nearby Savoir and Hästens displays.

The biggest challenge was visualising how the beds would look in a space that was very di�erent to the old showroom area. We knew that the new space was not as open, and had lower ceilings, as well as being interspersed with columns. Striking the right balance between display, PoS and flow was key, and we are very pleased with the result.

I think we’ve managed to capture the essence of a luxury British brand in a clean, modern environment.

Vispring continues to grow its presence in Asia, and recent advertising within Harrods has translated into both brand recognition and sales in this expanding market, whose consumers are key to both of us.

www.vispring.com

“Striking the right balance between display, PoS and flow was key”

Supportive, innovative Harrison Spinks

Sitting on a raft of industry insight, and with some of the most-sought after technical expertise housed within its head office, innovation centre and farm in Yorkshire, fifth-generation luxury bedmaker Harrison Spinks is preparing to unveil all at the Bed Show …

Following in the footsteps of its foam- and glue-free pledge, and o� the back of the launch of its 100% recyclable glue-free pocket spring system, Cortec, Harrison Spinks still has more up its sleeves.

Synergy, a new contemporary foamfree mattress collection, is the first new development. Using Harrison Spinks’ fully sustainable eco-spring system, Cortec, and micro springs, the result is an impressively comfortable mattress which promises a healthy night’s sleep (being foam and FR chemical-free) and fully recyclable at the end of its life – seeing the luxury manufacturer doing its bit to protect the environment.

A heritage brand partnership with rural TV presenter Adam Henson is also being unveiled. At the heart of every mattress from the Adam Henson by Harrison Spinks collection is carefully selected and rare breed wool from the fleeces of sheep reared on Adam’s and other local Cotswold farms.

Naturally soft, springy and absorbent, this wool works in harmony with Harrison Spinks’ ultra-responsive Cortec springs.

These springs form the supportive core of every mattress in the range. Cradling the body and reacting to individual movements, they work together with layers of HD and

Microlution springs to reduce pressure points and roll together, significantly improving sleep quality, states the bedmaker.

Investment in innovation is enabling Harrison Spinks to announce such industry-changing introductions to the market. By developing the finest hightensile wire ever to be used in a core unit, and sonic-welding each spring pocket rather than using glue, Harrison Spinks has created individually pocketed springs which are extremely durable, providing a high degree of support, and are distributed at a high density to create more points of contact, providing greater body-contouring accuracy.

Cortec will form part of the Harrison Spinks mattress o�ering in the UK and, as it is a foam replacement component, promises to have many other uses in the worldwide furniture and bedding industry. www.harrisonspinks.co.uk

VISIT HARRISON

Cortec promises to set new standards in sustainable comfort innovation and raise the bar on a global scale

Adam Henson has helped develop Harrison Spinks’ new premier mattress line

Innovation never sleeps at Millbrook

Millbrook Beds will unveil four new ranges at the Bed Show. Nine months of research, development and innovative thought has culminated in four new natural handmade mattresses – the Grandeur, Majestic, Ortho and Pillow-top collections.

New technology and investment in machinery, combined with the company’s handmade approach, has enabled Millbrook to develop a range with a more sumptuous feel, o�ering models with higher spring counts – up to 14000 pocket springs – and greater sustainability credentials.

Consultation with retail partners, as well as listening to comments and recommendations from the sales team, have been important contributors to the range’s innovations.

The mattress collection is now chemical-

free, o�ering a 100% natural sleeping surface – no chemicals have been used in the cotton covers or in any of the natural fillings, which include Hampshire wool, English spun cotton and cashgora.

Super-soft, breathable Tencel is used for the sleep surface of the new Pillow-top mattress.

This fabric is produced from sustainably sourced wood using environmentally responsible processes. In addition, Millbrook currently repurposes nine million plastic bottles a year for use in its mattress

borders and headboards.

Operations director Ross Thurston comments: “We have been burning the midnight oil for nine months, developing and refining our range, because innovation never sleeps!

“We now have a product with enhanced performance which will provide an amazing sleep experience. We expect this new range to change the perception of Millbrook Beds’ product completely.”

T 0845 293 7262

www.millbrook-beds.co.uk

Riveria in plum with Adelphi headboard

Slumberland’s new mini collections are under wraps right now – visit the manufacturer at one of three shows this autumn to find out more

Slumberland presents unique solutions for unique individuals

Award-winning bed manufacturer, Slumberland, will present a new range of mini collections at the AIS and NBF bed shows this September, and at Minerva’s Autumn Furniture Show in October.

In line with the company’s consistent commitment to innovation, this cleverly designed range will feature a spectrum of new sleep technology and benefits, engineered to suit all sleepers – no matter the sleeper’s body shape or budget, or whether they sleep on their side, front or back, Slumberland promises a bed for everyone.

The Natural Collection comprises three traditional pocket-sprung mattresses, boasting a mix of natural fillings. Wool, cashmere and silk have been chosen for their breathability and moisture-wicking properties, and, for those who seek good sleep hygiene, the Natural Collection also benefits from Bio-Protect, a natural treatment added to the mattresses’ fabric to help eliminate allergens and reduce bacteria for a healthier sleep environment.

The Comfort Collection is made up of four mattresses with varying spring counts to suit all budgets.

The entry-level open-coil sprung mattress has pillow soft quilting for added comfort at a competitive price point, while the three responsive pocket-sprung

mattresses o�er varying fillings from memory foam to latex, with the added benefit of natural Bio-Protect treatment for a refreshing sleep experience.

The three Ortho Collection pocketsprung mattresses are hand tufted, and have been designed for those who prefer a firmer feel. Impressive support layers will help to deliver optimal spinal support and comfort for the user, while natural Bio-Protect treatment is added to the mattresses’ fabric to maintain a hygienic sleep environment.

Next is the PremiAir Collection, which comprises three pocket-sprung mattresses with a cooling gel latex layer, and Slumberland’s groundbreaking EdgeMax Air ventilation technology, which helps keep the sleeper cool at night. The added benefit of Ice fabric technology – a cooltouch fabric combined with eCool quilting – promises to aid temperature control for a more comfortable night’s sleep.

The Comfort Plus Collection, meanwhile, boasts EdgeMax Air for added ventilation, and features Slumberland’s new unique eCool quilt, which increases evaporation

and wicks away moisture in such a way that the user feels cool and fresh all night. The top two mattresses in the Plus Collection also feature Respire technology – a memory foam layer with engineered perforations to increase air circulation and reduce the common issue of overheating throughout the night.

Finally, the Nordic Collection has been designed for those who wish to customise their mattress. These highly responsive, pocket-sprung mattresses can be tailored to the user’s needs through the choice of either a cooling gel latex or pressurerelieving memory foam enhancer.

Both mattresses also benefit from improved ventilation with EdgeMax Air technology and Ice fabric with Bio-Protect treatment for a cooling and refreshing sleep.

Visit Slumberland at the AIS Bed Show on 4th September, the NBF Bed Show on 17-18th September, or the Autumn Furniture Show on 1st-2nd October, or email Slumberland to find out more about the new mini collections.

E marketing@steinho�ukbeds.co.uk

VISIT SLUMBERLAND ON STANDS G40 AND G55 AT THE BED SHOW

For over 30 years, Dreams (0800 652 5090, www.dreams.co.uk/ brands/dreams-workshop) has been passionate about providing a better sleep for all.

As the UK’s most recommended bed retailer (based on TrustPilot scores as of 15th July 2019, when compared against leading UK bed retailers), Dreams is committed to providing the highest standard of expert customer service and advice, alongside an extensive range of high-quality product including mattresses, bed frames, divans and bedding.

As well as o�ering a range of well-known brands, Dreams also makes and sells own-brand mattresses – The Dreams Workshop range – all of which are handcrafted in the UK at the company’s factory in Oldbury, West Midlands.

Established in 1979, family-run manufacturer Excellent Relax Bedding Co (01924 441654, www.exrelax.co.uk) specialises in handmaking mattresses to order, plus pocket and bespoke calico springs. Thanks to the company having full control over every element of production, these can be made to any specification, from domestic beds to sleeping solutions for boats, caravans and private jets.

Excellent’s skilled master craftsmen ensure the high quality of every mattress and divan, combining technical expertise with fine natural ingredients to produce some of the most technologically advanced and comfortable beds available.

CPS Group (sales@swatchdesignerltd.co.uk), based South Wales, recently launched a new product o�ering – swatch making, under the name Swatch Designers. This will allow CPS Group to o�er additional services to its existing customer base, including items such as fabric swatch pattern books and fabric cuttings.

Following a +40% growth on turnover last year, CPS has invested heavily in expanding its product range, o�ering its well-established customer list – which includes the likes of John Lewis, Next and Ikea – even more.

Through its new division, CPS can offer swatch books and more

Owned and run by the same family that established it in 1870, Edward Clay and Son (07484 052174, apayne@edwardclay.co.uk) is a manufacturer of felt and fibre pads and rolls based in Ossett, West Yorkshire.

The company produces to traditional quality standards using leading-edge technology, and is well placed to provide current and future market solutions with recyclable, sustainable and biodegradable options.

“In the 1960s, our production increased, and we started to produce mattress fillings,” says a spokesperson. “Today, the environment leads us in a direction that enables us to o�er a large portfolio of fillings and spring insulator pads, produced from a variety of materials – from virgin to environmentally friendly options.”

For more information on the company’s o�er, contact business development director Andrew Payne through the above channels.

Viceroy

Edward Clay and Son manufactures an extensive range of non-woven felt options

From board to bedstead, your way

The Swanglen name has been synonymous with quality headboards for decades – but this year, following a detailed R&D process, the company is branching out with the launch of a new range of bedsteads …

Earlier this year, Swanglen set out to develop a contemporary bedstead that would easily accommodate any headboard style, in any fabric in its extensive swatch. With 17 styles and 50 fabrics available –and four foot options – that means over 3500 permutations.

The choice is huge, but the base itself

is simple, explains sales director Peter Ridpath: “For Swanglen, R&D is driven by conversations with our customers. There has been, for some time, a desire to supply something that has the ease of a divan base alongside the contemporary feel of a bedstead. At the same time, customers are looking for a wide range of styles and

fabrics. And that is how we developed this new range of bedsteads.”

The base features an innovative drop-in platform, which eliminates the hassle associated with a slatted base. According to Swanglen, it is incredibly robust, and delivers a more consistent sleeping experience than slats.

Everything is delivered to the customer flat-packed, but the assembly time is minimal – yet the most important feature is choice, says Peter: “Swanglen are well known not only for quality of finish, but also its wide selection of headboard styles and fabrics. We needed to o�er a solution that can deliver the widest choice – 17 styles, over 50 fabrics and four foot options pretty much guarantees that there’s something for everyone in this range.”

As with all Swanglen products, the bedsteads are made to order, and, as they are handmade in the UK, lead times are kept to a minimum.

The bedstead range will be front and centre on Swanglen’s stand at Telford –but the team is also looking to build on the success of the next-day and signature ranges launched at last year’s show. www.swanglen.co.uk www.sleepeezee.com

VISIT SWANGLEN ON STAND J34 AT THE BED SHOW

Abbey bedstead in matt beige with light round legs

Chapman bedstead in matt grey with dark round legs

Chrystal bedstead in matt pink with light square legs

launches stylish, hassle-free bedsteads

The new range of contemporary bedsteads are more stylish than a divan, less hassle than slats, the revolutionary drop-in base can be assembled in minutes.

With 17 shapes, 50 fabric choices and 4 feet options, that’s over 3000 combinations to choose from.

Visit us on stand J34 for more information.

A bed brand for tomorrow

There’s been an awakening at Sleepeezee since its acquisition by France’s Adova Group last year. Informed by revelatory market research, the Kent-based bed manufacturer’s entire ethos has been refreshed – and it’s already paying off, CEO Joe Wykes tells Paul Farley …

How are people buying beds?

Understanding consumer behaviour, both in-store and online, is essential in today’s marketplace.

After years of disruption to the traditional retail norms, it’s not enough to simply carry on down the same path –but overreacting to new pressures can be equally dangerous.

Hence the need for good market intelligence. Joe Wykes recognised this upon his appointment as the head of Adova UK, and commissioned PwC to conduct market research into what UK consumers felt – and how they behaved – when buying beds.

Are they led by particular brands? What

drives their purchases? And – with the promise of a £5m investment over four years – what might Sleepeezee achieve in this context?

“We found that one in three people buy their beds and mattresses online,” says Joe, “and just one in 10 did so having not been to a store at all.” The number of consumers making solely digital purchases, with no store engagement at all, is considerable –“a £210m market, and it will get bigger”, says Joe. But of greater significance is the proportion of consumers (90%) that do visit a physical shop during their purchase journey.

“A bed is a considered purchase, and the store plays a vital role in that

consideration,” says Joe, before revealing further findings: the average in-store price of a bed/mattress is £499, while online it’s closer to £350; a consumer typically makes six touchpoints (a combination of in-store and online visits) while buying; the buying period typically runs from four to six weeks; and, alarmingly, a quarter of people going into that journey don’t conclude it by transacting, or defer their purchase.

Identifying why people don’t buy is as important as discovering why they do, says Joe, citing some of the factors putting them o�: “There’s too much technical jargon in bed sales, and retailers have a propensity to show clones of the same models – they all look the same, and they’re all called the

same thing. Both of these approaches just confuse the consumer.”

More worrying is the persistence of an insidious sales culture based on hidden commissions.

“When people ask to see a retailer’s best mattress, or seek advice on what model would suit them best, it’s astonishing how often they’re directed to the same one,” says Joe. “But consumers are typically quite savvy about this. They know when they’re being led on.”

Quite why anyone would risk eroding the consumer’s trust in their sta� – one of bricks-and-mortar retail’s biggest advantages over its online counterpart – is a debate for another time. For now, says Joe, it’s enough to know that shoppers want a combination of clarity, transparency, and the ability to shop both online and o�.

“Our research went on to rank the purchase drivers,” he continues. “We found that size is the principal driver, followed by price, then accessibility/delivery. The secondary criteria are brand and strapline, and the perception of quality and durability.”

Sleepeezee’s research then went on to explore the tipping points which can seal the deal: a guarantee or warranty; free trial (de rigueur for those disruptive bedin-a-box brands); customer reviews; the mattress’ design; and bundled ancillary products, such as bedding.

It unearthed some surprising results. Another weapon in Sleepeezee’s arsenal is its coveted Royal Warrant – an accolade held by just one other bed manufacturer. It’s an eminently powerful asset in the bedmaker’s overseas activities, yet PwC’s findings suggest that its domestic heft should be kept in perspective.

When investigating whether people were

Joe

Wykes with Mayfair, from Sleepeezee’s Perfectly British collection

“We’ve always developed great products and offered great margins, but we’ve never had the consumer at the heart of what we do”

more or less likely to buy products with a Royal Warrant attached, PwC found that 50% couldn’t say one way or another, and 25% didn’t even know what it was.

Of the remaining 25%, 17% said they’d be more likely to buy a product bearing the mark, while 8% were actually less likely (“we had one stockist request its removal from a particular range, as in their experience some customers felt it meant they didn’t get value for money,” says Joe).

In all, viewed dispassionately, this makes

the net value of a Royal Warrant in the UK just 9% – so not a USP upon which to base an entire marketing campaign.

Taken together, PwC’s findings led Joe to re-evaluate the company’s entire consumer-facing strategy, starting with adjusting the brand’s website to mirror those key purchase drivers.

“We’ve always developed great products and o�ered great margins,” he says, “but we’ve never had the consumer at the heart of what we do. We had to make our story

Perfectly British Strand

“The discourse is simple – give us some leeway and we’ll grow your sales”

much more attractive to them.

“But, at the same time, it’s all very much with the retailer in mind. We want to drive people in-store, we want them wanting Sleepeezee. At the moment you could argue there’s only one other bed brand taking that approach.”

Emerging competition from bed-in-abox brands is more problematic, says Joe, mindful of Adova’s abortive plan to bring US rolled mattress brand Beautyrest by Simmons to the UK.

“It’s a mug’s game,” he says. “They spend so much on marketing, and it’s not yet clear whether it’ll ever pay o�. For a search term like ‘best mattresses’, Google charges the advertiser around £5.50 per click – and the result is a conversation rate that’s lower than 2%. It just doesn’t add up.

“Credit where it’s due, their story is good – just four clicks to purchase, very slick, clean and clear. But to spend so much on

marketing a brand without any proof your audience will make repeat purchases?

“Take Eve Sleep. They went live in 2014, so in theory their first turnaround period [in the customer mattress replacement cycle] is coming up now. Will their initial customers buy Eve again? If they do, we’re looking at a di�erent ball game, but I’m doubtful.” Joe admits that Sleepeezee has learned a lot about marketing and purchasing from the disruptor brands, and has even gone so far as to implement its own 60-night sleep trial. “It’s not actually a money-back promise, but an exchange trial,” he says. “Our mattresses can be returned within 60 days and replaced with another from the brand.”

This strategy is not as risky as it sounds, says Joe, who looked closely at Adova’s previous experiences in the French market, and Sleepeezee’s low returns rate, before committing to this pledge. It would seem

that the more spontaneous the purchase (four clicks, perhaps?), the greater the likelihood of its spontaneous return. “Traditionally, our huge advantage is we don’t o�er a one-size-fits-all solution,” explains Joe. “A Sleepeezee bed is not just a big block of foam.”

The replacement policy is just one example of Sleepeezee’s commitment to better customer service and to developing closer working relationships with stockists.

“Most of our more traditional rivals are not coming up with these sorts of solutions for their stockists,” says Joe.

This might mean developing exclusive models, or support for consumer advertising campaigns (the brand has already helped fund and film a TV commercial on behalf of a local stockist), and even goes as far as holding stock for and sharing delivery costs with particularly open-minded partners.

“I’m looking at things more holistically,” says Joe, “and trying things out that might revitalise our range. Ultimately, the discourse is simple – give us some leeway and we’ll grow your sales.”

To bolster its consumer presence, Sleepeezee formed a partnership with Good Housekeeping magazine in February. That month, it also enlisted celebrity doctor Dr Ranj Singh (of TV’s CBeebies, This Morning and Strictly Come Dancing fame) as its brand ambassador.

The connection is far from tenuous –Ranj’s mother works for the business, and Ranj himself completed a summer placement there in his youth. As an NHS clinician, Ranj is well aware of the benefits a good night’s sleep can deliver the next day – and its these that take centre stage in

Sleepeezee’s own TV advertising campaign, ‘Everything is easy when you Sleepeezee’.

“NHS guidelines suggest we should have 8-9 hours’ sleep a night, but the average Briton only sleeps 6.25.” says Joe. “To date, everyone else in our sector has focused on the sports story, but physicality is just one of the benefits – a proper night’s sleep means you’ll make better decisions, be more patient and listen better. There are links between good sleep and a decline in dementia rates, and the BHF says it reduces heart murmurs.”

Through Ranj, Sleepeezee is broadening its horizons. Early analysis indicates that his presence has bolstered Sleepeezee’s profile among the UK’s Indian and Pakistani population, while, as a columnist for gay lifestyle magazine Attitude, Ranj has enabled Sleepeezee to reach out to that often-overlooked demographic.

“At the same time, we’re building our social media following,” explains Joe. “In the past few months alone, our Facebook followers have gone from 3000 to 10,000. If you take Ranj’s reach into account, our social media reach now totals around

DOG TIRED

Of course, people are not the only members of the household that appreciate a comfy sleeping surface.

Always quick to spot the potential of new markets, Sleepeezee went live with a range of pet beds on 1st August. Company branded – but without the Royal Warrant –the beds come in three sizes, and in flat (with faux leather piping) or basket (featuring cosy memory foam!) varieties.

Washable at 60ºC – “an industry first”, says Joe –the beds also feature odour-eliminating fillings.

“This is a purely digital play for the moment,” explains Joe, “through a transactional DTC (Direct to Canine!) website. Looking ahead, we have celebrity endorsers lined up, as well as sponsorship of pet trade shows.”

In line with its charitable humanfacing business, Sleepeeze has already partnered with Battersea dogs and cats home, to which it will donate £10 from every sale.

200,000 people.”

Carefully timed to coincide with this fillip, May saw the launch of Sleepeezee’s Perfectly British collection. O�ering three models – Strand, Regent and Mayfair, priced from £699-899 – and cleverly marketed along a Monopoly theme, the collection exclusively comprises British raw materials, enabling Sleepeezee to meet one of today’s most important consumer demands head-on.

“Sustainability is a big focus for us – as a company, and a Royal Warrant holder – so we asked ourselves what it might look like, product-wise,” explains Joe. “Our deliveries will always create a carbon footprint (and running an electric lorry fleet is unrealistic), but why not reduce the footprint created by our supply base? Why not skew our supply chain towards UKbased businesses?”

The story doesn’t stop there. For every mattress sold, £10 goes to homeless charity Crisis, adding to a rich CSR programme that has seen Sleepeezee raise more than £250,000 for good causes over the past three years.

“Let the other brands talk about technology and craft,” says Joe, “while we bring things to the fore consumers can actually relate to.”

Sleepeezee is upping its game behind the scenes too, with new hires, machinery and factory space. Merchandisers have been appointed in the North and South to handle the majors, 400m2 has been added to the factory to house finished goods and enable faster response times, and, drawing on Adova’s investment, plans are in place for

further expansion.

Sleepeezee’s status as an approved supplier to the Minerva Furniture Group is already opening new doors, while independent stockists are benefiting from fresh POS in line with their promotional campaigns. Meanwhile, Joe is encouraging greater sta� interaction, and has implemented new KPIs to identify which models are selling (and which aren’t), and where.

“There are big changes going on here,” says Joe, “and having a team that’s bought into our new philosophy so quickly has made all the di�erence.

“We’re thinking about how to make and sell mattresses better and faster, and our market research proved so useful that we’re doing another round of brand awareness assessment with PwC.”

The initial results speak for themselves. Sleepeezee’s Q1 sales were good, but as it entered the summer months (admittedly against some relatively soft comparatives), the emergence of its new direction, partnerships and products saw sales grow by +24% YoY in April, and an astounding +88% in May – a country mile ahead of the NBF’s sector benchmarks. Joe grins as he executes a quick calculation, before stating that he expects overall growth in H1 to be +12% YoY.

“The market’s against us, but we’re certainly outperforming our rivals now,” he concludes. “It’s been hard work, but we’ve got a stronger range, greater reach, and a better grasp of the brand’s values than ever. And there’s plenty more to come …”

www.sleepeezee.com

Perfectly British Mayfair

Highgrove invests in its customers

Highgrove Beds will use the Bed Show as a launchpad for several new products – from innovative and upgraded mattress specifications to a range of adjustable beds, aptly called Comfort Control …

This year, Highgrove has continued investment at its Liversedge site, spending more than £1m on new machinery – including the latest foam cutting technology, which is enabling the company to continue its expansion into the smart foam market.

Highgrove’s head of marketing, Shane Harding, is confident that the business will continue to gain market share, despite what is widely acknowledged as one of the toughest retail environments in years.

“We have now firmly bedded our three

main brands into the marketplace,” says Shane. “There’s HG at the entry level, our established flagship Highgrove brand taking up the centre ground, and Sanctum targeting the premium, hand-tailored sector.

“Our strategic approach has always focused on giving our customers what they want, when they want it, and for the best value possible. With 98% of customers now receiving our Fastersleep (within seven-days) delivery service on virtually our entire product range, our need for retail warehousing has been reduced, and we’re seeing improved customer cash flow. We are confident that customers now view Highgrove as a one-stop-shop for all their bed floor requirements.”

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

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

www.highgrovebeds.co.uk

In addition to its wider product o�er, Highgrove has invested more than £500,000 in high-impact in-store displays and additional PoS – which includes branded footmats and pillowcases to enhance store displays – to support high street retailers.

The Comfort Control beds can be adjusted via the handset

In-store displays are paying dividends for retailers, reports Highgrove

Albany, featuring Highgrove’s Equasleep temperature control specification

J DeWalleg Ltd is a British manufacturing company with a history of innovation and Patents for the products it designs and makes in the UK. Its roots as a family company go back over 66 years and our ethos continues to be quality, craftsmanship and pride in what we make and sell.

With continued investment and the inhouse CAD designing of its own production machinery and products, J DeWalleg Ltd strives to maintain its lead as a UK manufacturer supplying globally direct to the Bedding and Upholstery industry. Visit

for products, services and contact information

•

• For businesses of any size— from single location to multi-store operations

Vispring broadens scope with affordable line

Last month, Vispring launched a new sub-brand, J.Marshall by Vispring, which draws on the legacy of Canadian-born engineer James Marshall – a spring visionary who had a close association with Vispring and the invention of the pocket spring, and whose work has resonated throughout the bedmaker’s long history …

The J.Marshall collection targets the younger profile customer, or first timebuyer, looking for a modern look in an a�ordable bed – but one that comes with the assured comfort and quality for which a brand like Vispring has built a reputation over many generations.

All the J.Marshall mattresses and divans are made in Vispring’s Plymouth factory by the same craftsmen who make the main Vispring range, and come with a 10-year guarantee.

The four mattresses in the J.Marshall by Vispring collection boast strong visual appeal, with a unique plaid design in pastel colours on the ticking. They are simply named J.Marshall numbers 1, 2, 3 and 4, with spring counts rising from 1000 in the No.1 model to 1600 in the No.4.

Mattresses No.1 and No.2 are turnable, whereas No.3 and No.4 have the addition of pillow tops to enhance the comfort and sleep experience. This presents an easily

understandable selling ladder for sales sta�, combined with strong di�erentiation in terms of design and proposition.

J.Marshall mattresses feature natural fillings and strong visual appeal

Naturally, any brand connected with the Vispring name is made using only fine materials and fillings. The Belgian mattress ticking comes with M-Pure, a non-chemical fire retardant. The natural fillings – cotton, wool, silk and alpaca – are sourced through Vispring’s trusted suppliers, and all the divans and headboards are made using FSC-certified wood.

The mattresses look particularly impressive when displayed with the J.Marshall low-profile divan, which o�ers a choice of bed legs in brushed brass, brushed silver, or black chrome. There is also a modern headboard, available in a range of high-quality fabrics in contemporary designs.

The J.Marshall by Vispring collection promises to o�er consumers high-value, high-quality products from a brand in which they can trust. www.vispring.com

J.Marshall No.4

Designed for durability. Crafted for comfort. Made for the very best sleep.

Vispring makes supremely comfortable beds, and has done since 1901. Only the finest natural materials, inside and out.

vispring.com

Discover the luxurious world of Vispring beds at Stand H30.

New collections broaden Sweet Dreams’ appeal

Sweet Dreams is looking forward to launching three divan collections at this year’s Bed Show –Defined Edge Support, Handcrafted and Pocket Air Pure – plus fresh developments across its entire range …

The Anniversary collection will see four new base colourways, while the popular Royal Pillowtop range sees the introduction of three models: Emperor 4000, a memory foam bed featuring 3000 pocket air and 1000 mini springs; Crown 2000, with 1000 minisprings and latex sheet to the box top; and Dynasty 2000, a memory foam box top featuring 1000 minisprings.

Sweet Dreams has witnessed increased interest in and sales of foam-encapsulated beds, and, in response, is launching Defined Edge Support– a collection which will comprise pocket-spring models o�ering high counts, including 1500 and 2000 pocket-spring beds.

The Handcrafted collection is the second new range, and hand-stitching is its prominent feature. This collection comprises three models, containing pocket springs with counts of 2000, 1500 and 1000. All sport the side-stitched border, crafted by hand, and boast a luxurious top layer of a natural filling such as wool, cashmere and silk.

Then there is Pocket Air Pure. In an innovation designed to appeal to the green consumer, all four beds will feature FR chemical-free fabric to the mattress. This

marketing message is expected to generate a high degree of interest from retailers.

Pocket Air beds – with alternate rows of full and shortened springs leading to what Sweet Dreams describes as a “lighter than air” feeling – have been a big success for the business. The Pure beds, which star the Pocket Air spring system and the attractive base colours sported in the Anniversary collection, promise to win new fans

New Anniversary base

New Royal

Duvalay set to quench eco mattress thirst

BBC Dragons’ Den success story Duvalay will unveil an eco-friendly mattress range containing recycled Coca-Cola bottles at the Bed Show.

Fresh from its Manufacturing Innovation success at this year’s Made in Yorkshire Awards, Duvalay is set to launch WoolTech, a collection of pocket-sprung mattresses combining traditional natural fillings with a technical twist.

In addition to luxurious lambswool fibres – blended vertically for extra resilience and breathability – WoolTech mattresses include sumptuous pressure-relieving white fibre, made from recycled Coca-Cola bottles.

“This is an innovative way to reduce single-use plastic and promote a great night’s sleep,” says Duvalay’s sales and marketing director, Liz Colleran. “We first developed this technology for the leisure vehicle sector – making the world’s lightest caravan mattress.

“Now, eco-conscious consumers can sleep soundly on a WoolTech mattress for the home.

“Every mattress is quilted in soft and breathable organic cotton, which is better for the environment, the climate and the health of the people involved in harvesting. Nothing is sacrificed in terms of comfort, and our mattresses can be vacuum-rolled and delivered direct to customers’ homes in a cardboard box if required – reducing packaging by more than 50%.”

WoolTech consists of three models with a good range of comfort feels, available

in all standard sizes. The pocket springs are encapsulated, o�ering edge-to-edge support across the sleep surface.

WoolTech is the third mattress collection to be launched by Duvalay, which was crowned Bed Manufacturer of the Year (under £10m) at the 2017-18 Bed Industry Awards, and was highly commended in the Small Bed Manufacturer of the Year (under £10m) category in 2018-19.

“We’re delighted to be returning to this flagship event for our industry with an exciting green story for 2020,” says Liz. “Our Hilary Devey Collection – which won a range of accolades including Best Medium-Priced Mattress from The Independent – will also be on our stand,

as well as the Rosalia Collection, which consists of handmade pocket-sprung mattresses topped with luxurious natural fillings.

“Far from resting on our laurels, we’ve continued to refine both collections –adding new models to these ranges.”

Having recently invested in a rolling machine, this dynamic family-run manufacturer is poised to make another announcement linked with expansion. “There’s never been a better time to join our network of retail partners,” adds Liz. “2019 is the year Duvalay comes of age – we’re ready to take things to the next level.”

www.duvalay.co.uk

The new Duvalay WoolTech collection

Hypnos to reveal its ethical vision

As part of its aim to get everyone sleeping well, sustainability pioneer Hypnos will launch two unique mattress collections dedicated to new levels of comfort and material traceability. Each collection has been designed with a plush new look and a high degree of edge-to-edge support, to o�er premium sleep comfort with solely natural fillings.

The ranges will also boast impressive tailoring and quality, providing mattresses with the real “sleep-good factor” that so many consumers are demanding. With the importance of good sleep and ethically made products high on the consumer and media agenda, this latest collection will help retailers meet demand by providing a mattress tailored to all these exacting needs.

These new collections are underpinned by Hypnos’ soon-to-be-revealed vision for ethical transparency and innovation – a first in the UK bed industry.

Working in collaboration with expert partners, Hypnos aims to create a new benchmark of standards by ensuring all the di�erent materials that go into a bed are responsibly designed, sourced and managed in a way which has not yet been accomplished in the industry. The initiative will focus on key factors such as integrity and safety, with a focus on

low carbon footprint, animal welfare, land management and supporting the communities of the farmers who help to produce these materials.

Richard Naylor, Hypnos’ sustainable development director, comments: “We’re incredibly excited to be able to showcase our new vision for comfort and sustainability at the Bed Show 2019. With the launch of two unique mattress ranges, we are once again pushing the boundaries of innovation to meet consumer demand for excellent sleep.

“Our vision and plans for the future are something that’s never been done before. It will ensure that bedmaking is so much more transparent – something we feel is lacking in the industry. This is

crucial to ensuring consumer satisfaction and continued innovation and viability for retailers and suppliers.

“No company has done more than Hypnos to champion these issues over the last few years – including reducing our carbon footprint and o�setting 6820 tonnes of CO 2 to date – that’s the equivalent of 869 million smartphones getting charged! This pledge is part of our ongoing commitment to the environment, and to lead the way in responsible comfort innovations, pushing the boundaries of design wherever we can.”

Visit this British, family-run business at the Bed Show to find out more.

T 01844 348200 www.hypnosbeds.com

Bed industry innovator Hypnos will unveil a series of new initiatives at the Bed Show, where it promises to take customer comfort and sustainability to the next level …

Hypnos promises sustainable solutions for luxury beds

Hypnos recently secured the ISO 14001 environmental standard

Gallery reveals its material secrets

There are many factors that affect quality of sleep, but one of the key ones is the mattress. A comfortable, suitable mattress is vital – so offering a range to suit different preferences makes sense. Gallery Direct already offers an impressive choice, but the company is introducing three made-to-order collections to appeal to different retail customers …

The new collections – The Luxury, The Everynight and Seagreen – were launched exclusively to Gallery’s clients at its athome event at its Wiltshire manufacturing unit earlier this year. All the models proved popular, reports Gallery, and are already selling well.

The three collections, which are all handmade in the UK, are now set to be launched to the general trade at the Bed Show. Developed using fine materials and technologies to optimise sleep comfort, the mattresses are available in various spring counts and sizes. The Luxury Collection is chemical-free and features natural materials, hand side-stitching and pocket springs. The Everynight, which o�ers improved air circulation, is 100% natural anti-allergen and features natural materials. Both wick away moisture to help give a good night’s sleep.

The Seagreen mattresses are made using Sequal-certified ticking, which is manufactured from upcycled marine plastics to help reduce the amount of plastics in the oceans, as well as fillings made from recycled

plastic. They are again designed to wick away moisture.

To complement the mattresses, Gallery is also introducing four ranges of upholstered bedsteads, headboards and ottomans. The four designs – Kempton, Milan, Ashford and Doddington – are all o�ered in three sizes for all three product options.

Last, but not least, there is an innovative new easy-open sofabed, the Eastwood, which o�ers comfort through a pocketsprung seat interior that folds out to become a pocket-sprung bed. It is available as a single armchair, a double and a king,

as well as an armless single. There is also a new fold-out footstool, Clinton.

For its made-to-order upholstered items, Gallery is launching seven fabric collections, each o�ered in a range of colourways – giving 58 new fabrics in total, so there is one to suit all tastes and styles.

Gallery’s AW19 Collection, which is being launched at the Autumn Fair, also includes a wide range of new bedding to complement the mattresses and beds. One of these is Brushed Bamboo, a soft and cosy bedlinen created from a blend of cotton and bamboo viscose to give extremely durable bedlinen which is soft on the skin. Another of the new bedding collections is Cotton Lyocell, which is made with a blend of cotton and lyocell, which work together to wick moisture away from the skin to help regulate body temperature.

To view Gallery’s new mattress collections, bedsteads, headboards, ottomans and sofabeds, visit the company at the Bed Show, Autumn Fair or Autumn Furniture Show. T 01795 439159 www.gallerydirect.co.uk

VISIT GALLERY ON STAND B50 AT THE BED SHOW

Ashford

Kempton

NEW

AUTUMN WINTER

Following last year’s successful launch of Rise and Shine, Mammoth (www. mammothcomfort.com) plans to complete its 2020 Retail (bricks-and-mortar) Collection with the new Adjustable Move range, to help people of all ages and fitness.

The sleep, health and wellbeing expert will showcase Rise, Shine and Move at the Bed Show, on stand J55, alongside sleep technologies, comfort fillings and fabrics.

Launching in Mammoth’s 10th anniversary year, Move features

Mammoth’s naturally cooling Medical Grade foam and PostureCell technologies, and comes in three models – Move Essential, Move Plus and Move Advanced. Added features available include infra-red remote controls and a massage system.

John Tuton, founder and CEO of Mammoth, says: “Our all-new Adjustable Move product completes our full Rise, Shine and Move 2020 Retail Collection. Move has been designed to help everyone achieve their optimum health by easing aches and

pains. It will help improve the quality of life of people with limited mobility, making everyday tasks like getting in and out of bed much easier, and helping them be the best they can be.”

Mammoth has partnered with the Chartered Society of Physiotherapy, and its NHS health award-winning technologies are recommended by health professionals.

Leggett & Platt Springs UK (01226 707500, www.beddingcomponents-intl.com)

o�ers bedding manufacturers world-class professionalism, delivered as a personal, flexible, local service.

The company’s aim is to be the obvious choice to satisfy any innerspring design and supply requirement. Providing innovation at every turn, Leggett & Platt sees itself as a go-to source for quality and reliability, and will again support the bed industry by exhibiting at the Bed Show (on stand E15). There, it will display a number of new bedding products with an emphasis on its advancements in innerspring comfort layers and dynamic, spring perimeter support.

Its NanoCoil low-profile innerspring comfort layer is proven to perform. Versatile and responsive, it is designed to resist sagging and settlement, increase coil counts, and deliver consistently enduring comfort.

Products need a big selling story – let the NanoCoil comfort layer technology tell it, suggests Leggett & Platt.

ActivEdge spring perimeters, meanwhile, provide durable and dynamic edge support that extends comfort life and creates a sleep surface that is consistent all the way to the edge. ActivEdge products are more durable than foam and will not bend or buckle as weight is applied, reducing or eliminating the feeling of roll-o�.

Shine

NanoCoil

ActivEdge

Gainsborough explores feedback-driven avenues

In a short space of time, Gainsborough’s Mayfair collection has been well received by retailers – perhaps, suggests the company’s MD, because their help was enlisted at various stages of the range’s development …

“We recognise that bricks-and-mortar retailers have a unique understanding of what their customers are looking for,” says MD Nick Gigg. “Being able to tap into that expertise and design a product based on the feedback has been extremely useful.”

The results are impressive, with many multi-store retailers citing Mayfair as their best-selling range. To quote one stockist: “Mayfair is now my pocket of choice.”

Some of the finest fillings available including cashmere, merino and alpaca wool are finished with up to three rows of hand-side stitching, hand tufting and eight embroidered flag-stitch handles.

What really sets this range apart, however, is the support layer. Many brands would boast 3000 springs in their top model – but for Mayfair, this is just the beginning. Moving up through 5000, 7000

and 9000, the range peaks at an impressive 13,000 individual pocket springs.

On show at Telford this year is the next phase of the Mayfair’s development, a pillow top – in which the combination of micro springs and fillings reduces settlement yet o�ers the same generous specification.

Crucially for the retailer, it can be o�ered at exactly the same price points as the regular version.

“Mayfair is designed to make the retailer’s job as easy as possible,” explains Nick. “The look and feel of the mattress sells itself, and we’re rolling out new options to satisfy as many customers as possible.”

Mayfair is made in the UK and carries a 10-year frame guarantee. This range was conceived to give retailers a collection they

could confidently o�er to any customer looking for a top-quality bed, and it has proved that it can deliver a compelling solution.

Yet there is more to come from Gainsborough, says Nick: “The methodology behind creating Mayfair was a bit of a departure for us, but the success of it reassures me that we got it right. My aim is to bring the thinking behind the range’s development to the rest of our portfolio. There are plans for the rest of the bed range, and some very exciting developments on our sofabed range.

“The Mayfair project started with us liaising closely with our retailers, so I would encourage customers to come onto our stand and talk to us about Gainsborough’s future plans.”

www.gainsborough-beds.co.uk

Mayfair 13000 on contemporary bedstead

Living a healthy lifestyle is no longer just about diet and exercise, says Sealy UK (www.sealy.co.uk/activsleep), whose new Activsleep has been its most successful range in over a decade.

The collection has helped Sealy reach a younger customer base, which is starting to take the idea of good-quality sleep more seriously.

The entire collection includes Sealy Smart Fibres – a package of unique and innovative fibres which hold the Allergy UK seal of approval, and are exclusive to Sealy. These include Purotex, which releases friendly bacteria into the fabric of the mattress to clean up allergens and reduce humidity, and Tencel, which prevents overheating, helping to create a cool and clean sleeping environment.

With nine models in the range, the collection o�ers a variety of spring systems and comfort ratings to ensure users get the correct support, whatever their preferences. From Geltex models which o�er the triple benefits of pressure relief, body support and breathability, to extra-firm mattresses which use a PostureTech Zero Deflection system to minimise motion disruption and partner disturbance, the range o�ers a diverse collection of models, all of which

Breasley (www.breasley.co.uk) is set to unveil an extensive upgrade and rebrand of its luxury Salus collection as the bed brand marks its 10th anniversary at the NBF Bed Show.

The new-look Salus, the most stylish and comfortable yet, will be displayed for the first time on stand J60.

Breasley, known for its innovative approach, introduced Salus in 2009. Now the premium bed collection is being improved to make full use of the bedmaker’s unique Viscoool technology – a pressure-relieving, breathable memory foam made from sustainable and natural soybean oil.

The upgraded collection’s eight models all feature Viscoool, and two new, topof-the-range mattresses include natural fibres, ensuring high levels of comfort.

Originally created for independents, Salus combines high-end comfort with a more accessible pricing structure – a strategy which ensures it remains a favourite with UK retailers.

Breasley’s head of marketing, Clare Taylor, says: “Salus has been a trusted brand within the higher-end mattress market for several years now. The 10-

are handmade in Sealy’s Cumbria factory.

To celebrate the range, Sealy is teaming up with some of the country’s best-known wellness and health influencers to better understand the link between good sleep and a healthy, happy lifestyle. Telling their individual stories through Sealy’s new World of Wellness online portal are TV personality and wellbeing expert, AJ Odudu, fitness trainer and Instagram sensation Stefanie Williams, and yoga teacher and creator of Mind Body Bowl, Annie Clarke –with more to be announced this year.

year anniversary seemed an appropriate time to refresh its look and o�er further improvements to our customers in terms of comfort and specification. More will be revealed at the Bed Show!”

Breasley will also be exhibiting Uno, the UK’s first rolled-and-boxed mattress collection. Visitors will also be able to see the Brook + Wilde Elite beds, which are exclusively produced by Breasley.

Salus (with Viscoool) with a plush teal base and Stighton headboard

Activ Memory Pocket 1800

Activ Memory Pocket 1800

17 — 18 September 2019, Telford Stand No. J60

Come and see the new look Salus at this year’s Bed Show. We’ll be showcasing our new comfort options.

LIVE IN LUXURY. SLEEP IN STYLE.

Sleepeezee’s perfectly supported proposition

Sleepeezee will be launching a number of new products and collections at the NBF Bed Show, backed up with impressive marketing and in-store support for its retail partners.

In terms of new product, a nextgeneration Graphite memory foam collection will also be launched, providing a high degree of support and pressure relief, with the added benefit of graphite, which helps disperse heat away from the body.

Also to be launched are two models to sit in Sleepeezee’s Cooler Collection, which will be displayed alongside the supplier’s two Which? award-winning models and the popular PocketGel Poise, a Good Housekeeping Approved bestseller.

The recently launched Perfectly British Collection will also be on display. This range, which is dedicated to celebrating all things British, o�ers mattresses

designed and made using only British materials – from the pocket springs and natural fillings to the soft woven chemical-free damask cover – and all made in the UK. The collection is supported by an eyecatching PoS package, influenced by a Monopoly theme.

Sleepeezee’s brand ambassador Dr Ranj will be on the stand during the show, o�ering advice to retailers on the importance of sleep, as well as providing guidance through Sleepeezee’s collections.

Visit stand J50 to discover Sleepeezee’s new launches, meet Dr Ranj and enjoy a drink in its gin and wine bar.

www.sleepeezee.com

Hybrid 2000

Superb 2800

Welcome to a new phase of Kaymed

Therma~Phase+ Synergy 2500

With over a century’s expertise at the forefront of sleep science, and an ethos of innovation –never imitation – leading innovator of temperature-regulating materials for mattresses Kaymed will present its Therma~Phase+ range at the Bed Show …

Therma~Phase+ is a high-density, pressure-relieving material which contains unique phase-change crystals and copper particles. The phase-change crystals work by constantly absorbing and releasing body heat to maintain an ideal sleep surface temperature. The copper infusion, meanwhile, works as a super-fast conductor, quickly moving heat to and from the mattress surface as required.

The collection includes pocket-sprung and all-foam models, which are available in a range of 16 new divan colour options. Visitors to the Bed Show will also be able to see the new GelBreathe collection. This unique combination delivers the feel of latex, combined with gel technology. According to Kaymed, GelBreathe is the most advanced instant-feel material to enter the UK market, and o�ers unparalleled levels of pressure relief. Finally, the Kaymed Mighty Bed –

designed to be ultra-durable with longterm performance – will be on display. Kaymed says the range has proved fruitful for stockists, and is now the UK’s marketleading firmer-feel premium brand.

Mighty Bed has a reinforced spring system and extra-strong divan base, giving it a durability level that is reflected in its 15year guarantee.

www.kaymed.co.uk

Mighty Cascade

Bed suppliers report tough start to the year

The latest results from the National Bed Federation’s (NBF) State of Trade report are in for the first quarter of 2019 – and reveal a tough start to the year. The report shows that estimated LFL sales revenue fell by over -5% to just over £224m compared to the same period in 2018, and business optimism was 11 percentage points lower.

“The sales data from our members show that it is tough at the moment – and this doesn’t come as a surprise,” says Jessica Alexander, executive director of the NBF. “Optimism is low – in fact, optimism has fallen by a whopping 18 percentage points since Q3 of 2018, when it peaked at 33%.

“On the plus side, it has remained stable at 15% for the last two reports, covering the periods October-December 2018 and January-March 2019.”

Estimated unit sales in Q1 2019 also declined on a LFL basis, down by -3.5% to £1.86m. Other findings included a +3% increase in those reporting a more significant rise (more than 5%) in costs.

Jessica adds: “It was interesting to see from the data that one of the main factors likely to limit output over the next three months is going to be a shortage of skilled labour. One in five companies – 19% –listed it as a problem compared with just 6% in the last quarter of 2018.”

Harrison Spinks commits to foam- and glue-free production

Harrison Spinks has committed to a foamand glue-free future for all mattresses going into development.

MD Simon Spinks says: “For the last 10 years our core business objective has been trying to change the way the world sleeps. We’ve been relentless in looking for more sustainable ways of working so we can look after our planet for future generations. It is for this reason we have made the pledge to not develop any new mattresses containing foam or glue and to eliminate foam from any existing product by 2020.

“Because of the dangers of foam and the negative e�ect it has on the environment we use sustainable fillings and grow nearly 800 tonnes of natural fibre fillings for our mattresses each year. By farming our own materials and manufacturing our own components we have been able to save more than 1300 tonnes of CO2 every year.”

BBC goes Inside The Factory with Harrison Spinks

Last month, Harrison Spinks starred in an episode of BBC Two’s Inside The Factory. Presenters Gregg Wallace and Cherry Healy visited the bedmaker’s state-of-the-art factory, which makes 600 beds every day.

Following the production of pocketsprung mattresses from the arrival of hard steel through to soft bedding heading out of dispatch, Gregg learned how lengths of metal are stretched into thin wire and coiled into springs which are placed into individual pockets, and how the mattresses are designed to wick away moisture sleepers’ bodies with the help of natural fibres like hemp and wool.

Meanwhile, Cherry discovered the benefits of taking an afternoon nap, visiting Harrison Spinks’ own sheep farm to see how wool is shorn. Meanwhile, historian Ruth Goodman investigated the origins of the modern mattress, from straw-stu�ed sack to pocket-spring technology.

Harrison Spinks’ MD Simon Spinks comments: “To be chosen to be part of a programme as prestigious as Inside The Factory is a huge honour for Harrison Spinks. Our employees are all incredibly proud of their workplace and to shine a spotlight on the amazing time-honoured skills and traditional bedmaking methods that we nurture during such a brilliant slot on the BBC is definitely a once-in-alifetime opportunity.”

Mammoth partners with Airsprung

Mammoth has teamed up with Airsprung to meet the demand of the growing health and wellbeing e-tail market. The deal has enabled Mammoth to complete its 2019 collection by launching the Wake mattress to sit alongside its existing Rise and Shine models. Each Wake mattress contains Mammoth’s naturally cooling Medical Grade foam, scientifically tested and shown to improve sleep so it will not overheat.

John Tuton, founder and CEO of Mammoth, says: “More and more people are health conscious today, but health and wellbeing products are expensive. We believe that everyone deserves better health and understand the importance of how being well-rested and comfortable can make a di�erence to someone’s life.

“Some of our competitors o�er products at premium prices and we don’t think this is fair. That’s why we decided to develop

Wake, as we wanted to make our health technologies accessible to more people by selling an a�ordable, online product. Airsprung are the ideal partner as they have the capability to adapt our technologies in order to hit a more attainable price point, and we’re delighted to be able to help everyone sleep better, feel better and make the most of every day.

“Our partnership with Airsprung is enabling Mammoth to fulfil its potential, which complements our already successful bricks-and-mortar strategy with the Foam Company, and is making our brand and products more widely available, whilst helping Airsprung make the most of their capabilities.”

An Airsprung spokesperson adds: “We’re very pleased to be working with Mammoth to help them expand into the e-tail sector and make their health technologies more easily attainable to the wider consumer market.

“Airsprung is a trusted supplier to the key UK retailers, with unrivalled expertise in supplying to the digital space. Therefore, we are able to help Mammoth access the mass market as we have the ability to produce its products on a scalable level and meet the growing demand in both service and capacity in volume. We also have a shared enthusiasm to help drive Mammoth’s belief that health and wellbeing products should be available to all.”

John Tuton, founder and CEO of Mammoth Group, and Tony Lisanti, group chief executive, Airsprung

Cherry Healy and Gregg Wallace at Harrison Spinks’ factory

Mattress recycling rate up +55% in three years

The NBF’s third report on the rate of mattress recycling in the UK has revealed a +55% increase in the number of mattresses being handled by recyclers between 201517, and evidence that this growth will continue in the near term.

The recycling rate, calculated as a percentage of new mattress replacement sales, has increased from 15% in 2016 to 19% in 2017.

Based on detailed analysis of published data plus surveys and interviews carried out with local authorities, manufacturers, retailers and recyclers, The 2019 End of Life (EoL) Mattress Report, aims to paint a picture of the number and type of mattresses there are in circulation across the UK and their end of life fates. It is produced on behalf of the NBF (the trade association representing UK and Irish bed manufacturers and their component suppliers) by environmental consultant Oakdene Hollins.

The report estimates that 7.26 million/181,500t of mattresses were disposed of by households, businesses and service providers in 2017 at a cost of over £20m, excluding transport and handling –91% of all new mattress sales.

Of these, 19% – 1.363 million/32,3271 tonnes – were diverted from landfill to mattress recycling businesses. This is 55% higher than the 879,000 estimated for 2015. The rest went into landfill (40%) or energy from waste (41%). Figures were not fully available at the time, but the prediction is that the recycling rate for 2018 will have increased to 20-22%, with mattress recyclers reporting that their throughput in 2018 was +29% higher than in 2017.

Although changes in methodology do not allow for exact comparisons, it would appear that manufacturers, retailers and other businesses have increased their mattress recycling significantly since the previous survey. This wider provision of privately-run take back schemes has more than counteracted the -14% drop in the tonnage of mattresses being segregated and recycled by local authorities – they now account for only 46% by weight of the mattresses recycled in 2017 (55% of units). Wales, Northern Ireland and London record the best local authority recycling rates per head of population – Scotland and Eastern England the lowest.

According to the NBF, mattresses are generally recognised as a problematic and costly waste stream because of their weight,

bulkiness, low reuse potential and low value of the materials that can be recovered from them. Nevertheless, market forces are driving improved segregated collection and recycling rates.

There has been explosive growth in the mattress recycling sector in the last few years, with new companies being established and existing ones expanding. As it matures, the level of professionalism in the sector appears to have much improved, probably due to customer expectations and a recognition of the importance of trust and visibility to building long-term relationships with customers. The imminent launch of the Register of Approved Mattress Recyclers (RAMR) scheme, being developed by a stakeholder panel including the NBF and the Textile Recycling Association, will be another milestone in that journey.

However, there are still geographical gaps, with many areas of the UK not covered by a local recycler and transport/ logistic and economies of scale barriers to overcome. The report describes the recycling technologies used by these recyclers, ranging from manual and semiautomated deconstruction to shredding, and the end fates of the materials recovered. Most avoid landfill altogether, with around 20-25% of materials by weight going to RDF (Refuse Derived Fuel) production. An increase in mattress and component reuse was also noted – a move which the NBF cautiously supports, as long as there is clear labelling to indicate this at the point of sale.

The report concludes that while the mattress recycling sector appears to be commercially viable at the scale it is now, at the current rate, it would take another 50 years to reach a 100% mattress recycling rate.

“It is gratifying to see this organic increase in the rate of mattresses being diverted from landfill but we still have a lot to do if we are going to meet the NBF’s ambitious target of 75% diversion from landfill by 2028 through a combination of mattress recycling with Energy from Waste (EfW),” says NBF president Tony Lisanti.

“The NBF is already working on many of the report’s recommendations for improving the rate and fate of mattresses at the end of their useful life as well as reducing the impact of our production on the resources of our planet. We must all accept shared responsibility, build mutual trust and work together proactively to achieve these goals.”

Sealy provides dream experience for rugby fan

This summer, Sealy UK surprised a lifelong Wigan Warriors fan to a match day experience and Sealy sleep prizes as part of the brand’s first-ever Dream Come True Awards.

Sealy teamed up with the Wigan Warriors to ask fans to nominate a friend or family who deserved a treat for going above and beyond in their life, or anyone needing a pick-me-up. Hundreds of people nominated their friends and family members as part of the awards, with Mick Treen from Clayton-Le-Moors picked as the winner. Nominated by his fiancee Rachel, Mick was chosen after working tirelessly to support his family since the birth of his son in September, and dreaming of meeting the Wigan Warriors rugby players for years.

Sealy surprised Mick with a phone call from one of his favourite players, Willie Isa, who revealed he had been picked as the winner and would be treated to a VIP hospitality experience, behind-the scenes stadium tour and player meet-and-greet at Wigan Warriors’ game against Hull KR on 5th July.

The couple were also treated to a Sealy duvet and pillow set along with a twonight stay at Lodore Falls Hotel in the Lake District.

Sealy is Wigan Warriors’ O�cial Sleep Partner – a sponsorship that has included the provision of Sealy mattresses to all players and the installation of a rest bed for recovery at the team’s High Performance centre.

Reflecting on his experience, Mick says: “I’m a huge Wigan Warriors fan, so getting the call from Willie Isa to say I had won was just unbelievable. Meeting the team, having a private stadium tour, and being on the actual pitch instead of just the stands was incredible. It was one of the best nights of our lives. Thank you to Sealy and the whole team, it really was a dream come true.”

Mick Treen and and his fiancee, Rachel

Daniel Spinks

BUYER, HARRISON SPINKS

Fifth-generation family bedmaker and double Queen’s Award winner, Harrison Spinks employs over 600 people in and around its manufacturing operation in Leeds, and is the purveyor of the Harrison, Somnus, Hybed and Spink & Edgar bed brands. Daniel is the son of MD Simon Spinks, and has worked in the family business for the last six years.

“The environment, and how we protect and look after it, is always a business priority”

How did you enter the trade?

I’ve worked in several aspects of the business. My interest in the industry really began in high school when I chose to do work experience for Harrison Spinks, in the finance department. When I joined college, I found myself working at Harrison Spinks on my days o� and during the holidays, for what was then the combined graphics and marketing department.

After college I had the choice of university or joining the business full-time. Having spent time within the business already, I was very keen to carry on, learn more and make my own money, so I joined full-time in process improvement. Since then, I’ve worked in quality, and I’m now in purchasing.

Who was your inspiration?

I don’t have one single inspiration. Three generations of my family have worked in the business – my father Simon, grandfather Peter, and great-grandfather Ronnie. I know how each of them contributed to the business during their time in charge, and to see how the business has grown into what you see today really fascinates me.

It excites me to think of the contribution I can also add to the business as my career develops.

What was your career high point?

Even though I have only been in the business for six years, I have had many highs already. Upon my induction I made my own mattress from start to finish, which I then actually took home. It was great to really understand the process and appreciate every detail of what our company works so hard to produce.

I created an induction process for new sta�, using what I had experienced to improve it for others and to help new employees gain a better understanding of the business as a whole.

However, I think since I’ve joined purchasing, I’ve really taken to the role,

and I feel it has been a real step-up. There is involvement in all sides of the business, and the role gives me the opportunity to travel, build new relationships with suppliers and introduce new products.

… and low point?

I’ve not yet had a real low point in my working life. I was shy to begin with, which I think held me back a little and meant that I didn’t hit the ground running as much as I’d have liked. However, after joining the business full-time, it didn’t take me long to settle in, and my experience has only been positive since.

… and the turning point?

I feel as though the turning point was when I was given the role of site tour guide. We have a huge headquarters in Leeds, and my confidence grew with each tour I gave.

Describe a typical working day

My working day is di�erent from one day to the next. In such a fast-paced environment, you can never be sure how your day will pan out. Most days involve placing orders – mainly technical textiles and wire rod – meeting and negotiating with suppliers, and working on new product development.

If you had to start over, which career might you pursue?

I honestly can’t picture my career any other way, but I’ve always had an interest in cars, and I think that interest could definitely have taken me somewhere.

What date on the business calendar do you most look forward to?

The NBF Bed Show is always a great time for the company, as well as a great insight into the industry.

I also really enjoy our internal strategy days where the whole company gets together and discusses how we can progress as a business.

Trips abroad for work are always fun – I particularly enjoy going to the interzum

show in Germany. And we always look forward to the Christmas party as well, obviously!

What is the most important issue a�ecting your business right now?

The main issue within the furniture industry as a whole at the moment is how products are a�ecting the environment – particularly mattresses that make their way to landfill. R&D in this area is really big for us, and the environment, and how we protect and look after it, is always a business priority.

Which company do you look up to?

I really like the way that Airbnb operates as a company. Its business model is 100% about the customer. It uses the host and travellers’ reviews to tell stories of the locations rather than promoting itself –subtle, but e�ective.

What would you most like to change about yourself?

I’d like to strengthen my willpower and how I prioritise. I have always found myself working with other people on their workload when my own plate is full.

What do you enjoy most about working in the trade?

From what I have experienced so far, I’d have to say the actual industry itself. I think it really helps that I have a genuine interest in guaranteeing a good night’s sleep – it motivates me to do the best job I can. Sleep is rising on the public agenda. You don’t go a week any more without seeing an article in the online newspapers detailing the benefits of a good night’s sleep. It interests me … and why wouldn’t it? You spend half your life sleeping.

Can you leave us with an industry anecdote?

A couple of months back, one of our transport drivers, Ian, was delivering mattresses to customers. One of those deliveries was addressed to a ‘Mr Michael Owuo Jr’, better known as UK rap and grime artist, Stormzy.

Needless to say, Ian got a welcome surprise!

Marvel or DC?

DC – Christian Bale’s Batman, in particular

Chinese or Italian? Italian!

Money or fame?

Fame – but I wouldn’t want to be treated like a celebrity

NATIONAL BED FEDERATION MEMBER DIRECTORY

A J Foamwww ajfoamltd.co.uk

Airsprung Group www.airsprung-furniture.co.uk

Alba Beds www.albabeds.co.uk

Apropa Machinery www.apropa.co.uk

Bedmaster www.bedmaster.co.uk

Beevers Beds www.beeversbeds.co.uk

BekaertDeslee www.bekaerttextiles.com

Boyteks Tekstil www.boyteks.com

Breasley Group www.breasley.co.uk

Burgess Beds www.burgessbeds.co.uk

C A Blyth & Co www.charlesblyth-co.co.uk

Carpenter www.carpenter.com

CPS Group www.bedlabels.co.uk

Deluxe Beds www.deluxe-beds.co.uk

Deslee-Clama www.desleeclama.com

Dream World Bedding www.dreamworldbedding.com

Dreamland Beds Midlands www.dreamlandbeds.co.uk

Dreams www.dreams.co.uk

Duflex Foam www.thebelfieldgroup.com

Dura Beds www.durabeds.co.uk

Duvalay www.duvalay.co.uk

Easy Rest Beds www.silentsleep.co.uk

Edward Clay & Son www.edwardclay.co.uk

Elite Bedding Co www.simplyelite.co.uk

Enkev (UK) www.enkev.co.uk

Excellent Relax Bedding Co www.excellent-relax.co.uk

Fibre Fillings www.john-holden.com

Furmanac www.furmanac.com

Gainsborough Beds www.gainsborough-beds.co.uk

Gallery Direct www.dreamworksbeds.com

Gateway Systems ww.gatewaysystems.co.uk

Glencraft (Aberdeen) www.glencraft.co.uk

Global Material Sourcing www.globalsourcing.com

Handy www.handyltd.co.uk

Harrison Spinks www.harrisonbeds.com

Healthbeds www.healthbeds.co.uk

Highgate Beds www.highgatebeds.com

Highgrove Beds www.highgrovebeds.co.uk

Homeserve Furniture Repairs www.furniturerepairs.co.uk

Hyder Beds www.hyderbedsltd.com

H Living www.hyderint.com

Hypnos www.hypnosbeds.com

Icon Designs www.conceptmemorysleep.com

Innofa BV www.innofa.com

J De Walleg www.jdwltd.com

Jaybe www.jaybe.co.uk

John Cotton Group www.johncotton.co.uk

Kayflex (UK)

www.kayflex.co.uk

Kayfoam Woolfson www.kaymedworld.ie

Kelletts (Oldcastle) www.respabeds.ie

Komfi www.komfi.com

Kozee Sleep (Midlands) www.kozeesleep-beds.co.uk

Kyoto www.kyoto-futons.com

Latexco www.latexco.com

Leggett & Platt Springs www.leggett.com

M A Living www.maliving.co.uk

Maes Mattress Ticking www.mmt.be

Mansion House Bedding Co www.oldenglishbeddingcompany.co.uk

Matza & Co www.matzaltd.com

Millbrook Beds www.millbrook-beds.co.uk

Mo�ett & Sons www.mo�ett.co.uk

Monks International NV www.monks.be

MPT Group www.mptgroup.com

NHC Technology www.nhc-technology.co.uk

Original Fabrics www.originalfabrics.co.uk

Palatine Beds www.palatinebeds.co.uk

Pieters Textiel NV www.pieterstextiel.be

R A Irwin & Co www.ra-irwin.co.uk

Rawson Fillings www.werawson.co.uk

Redwood TTM www.redwood-ttm.com

Relyon Steinho� www.relyon.co.uk

Sealy www.sealy.co.uk

Seetall Furniture www.seetall.com

Sherborne Upholstery www.sherborneupholstery.co.uk

Shire Beds www.shirebeds.co.uk

Signature Beds www.signaturebeds.co.uk

Silentnight Group www.silentnightgroup.co.uk

Sleepeezee Holdings www.simmonsbeds.co.uk

Softheads www.siestabeds.co.uk

Somac Threads www.somac.co.uk

Stellini Textile Group www.stellinigroup.com

Sunds Textiles AS www.sunds.com

Swanglen Furnishings www.swanglen.co.uk

Sweet Dreams (Nelson) www.sweetdreamsuk.com

Tender Sleep Beds www.tendersleepbeds.co.uk

The Foam Company www.sleepshaper.co.uk

Ulster Supported Employment www.usel.co.uk

Viscotherapy www.viscotherapy.co.uk

Vi-Spring www.vispring.co.uk

Vita Cellular Foam UK www.thevitagroup.com

Vogue Beds www.voguebeds.co.uk

Willowbrook www.willowbrook.co.uk

Wow! Lifestyle www.wowcontract.co.uk

Yanis Foams & Mattresses www.yanismattresses.co.uk