BedBuyer 2021

BEDBUYER A Furniture News supplement dedicated to the NBF and its annual Bed Show | 2021

JESS IS MORE Sleepeezee sets the pace

A NEW DAWN Bensons’ CEO talks turnaround GOING OFFLINE Mattress Online eyes multichannel ON WITH THE SHOW! Telford beckons …

Perfect bedrooms for all

Monaco

Bedrooms of distinctive style, quality and value Visit us on Stand D20, NBF Bed Show, Telford, September 21-22

made in germany enquiries@wiemannuk.co.uk | www.wiemannuk.co.uk

Furniture News BEDBUYER

EDITOR’S COMMENT

“THE NATION’S TOP BEDMAKERS AND COMPONENTS EXPERTS ARE ITCHING TO SHARE THEIR LATEST PRODUCTS, TECHNOLOGIES AND APPROACHES” After what feels like an eternity, the UK bed trade

summer, Bensons for Beds’ CEO Mark Jackson

is finally coming together again – and it’s clearly

finally goes on record to reveal the progress he’s

made good use of its time.

making on a firmer footing (p22). “There’s great

Over the following pages, you’ll find a wealth

opportunities to take a bigger market share of

of exciting and encouraging accounts from the

digital,” he says. “At the moment, our customers’

nation’s top bedmakers and components experts,

in-store journey is guided, but online it isn’t – we

all of which are itching to share their latest

want to make the journey consistent.”

products, technologies and approaches at the NBF

Interesting times, indeed – but heroes are made amidst such turmoil. While both of these retailers

Bed Show.

have been shortlisted for this year’s Bed Industry

Retail, too, has moved on a great deal since our last issue of Bed Buyer was published in

Awards, I’m looking forward to getting back to

September 2019. Lockdowns have spurred

the exhibition floor to evaluate the suppliers that

ecommerce to new heights, while an anxious

made the cut this year (after overseeing our own

nation is hungrier than ever for good-quality sleep.

Readers’ Choice Awards this summer – more

Every challenge reflects an opportunity, and this

on that on p50 – I’m looking forward to actually

progressive sector is well placed to adapt to new

judging again!). And, while it was refreshing to tune

norms.

into last year’s virtual wards presentation, there really is no match for the Gala Dinner …

For the industry’s biggest players, this often means taking new directions. Digital powerhouse

I hope you enjoy this year’s Bed Buyer

Mattress Online, for example, has signalled its

supplement – and, if you haven’t already, don’t

intent to expand through a network of physical

forget to check out September’s Furniture News, in

stores. “If an estimated £1b of the UK’s £2.2b bed

print or at www.furniturenews.net/magazine. Viva

and mattress market is still in bricks-and-mortar

multichannel!

retail, it seems silly to ignore that opportunity any longer,” says CEO Steve Adams in our exclusive interview on p36 (just don’t expect to see MO-

Paul Farley

branded fascias springing up across northern England).

At the same time, Bensons for Beds has acknowledged the need to revolutionise its underperforming digital operation. Having steered the business through Steinhoff’s ‘accounting irregularities’, two sales, and a pre-pack last

3

Editor-in-chief T 01424 776101 E paul@gearingmediagroup.com Twitter @FurnitureNewsED

Vegan mattress ticking is designed to keep us sleeping soundly and healthfully without harming people, planet, or animals.

Furniture News BEDBUYER

CONTENTS EDITOR-IN-CHIEF PAUL FARLEY 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED SALES AND MARKETING DIRECTOR (FURNITURE NEWS PORTFOLIO) SAM HORSCROFT 07764 650655 sam@gearingmediagroup.com Twitter @FurnitureNewsAD OVERSEAS AGENTS CASEY LOO (ASIA) +65 973 00123 (WhatsApp) casey@apsmediagroup.com

8 BED SHOW Details of the exhibitors and hospitality visitors can expect to encounter in Telford this month

12 HIGHGROVE BEDS 14 SLEEPEEZEE (COVER FEATURE)

BEDBUYER A Furniture News supplement dedicated to the NBF and its annual Bed Show | 2021

AILSA YIN (CHINA) +86 13113 115335 (WeChat) ailsa@apsmediagroup.com PRODUCTION MANAGER JAMES ASH james@gearingmediagroup.com DIGITAL PRODUCTION ASSISTANT NYALL MCCURRACH nyall@gearingmediagroup.com COPY ADMINISTRATOR STEVE MERRICK 01424 776108 production@gearingmediagroup.com ACCOUNTS GENERAL MANAGER WENDY WILLIAMS 01424 817433 wendy@gearingmediagroup.com CHAIRMAN NIGEL GEARING MAGAZINE-ONLY SUBSCRIPTIONS (UK-£65, Europe-£85, RoW-£95) 01424 774982 subscriptions@gearingmediagroup.com REPRO, PRINT AND DISTRIBUTION Stephens & George

Gearing Media Group Ltd 4 Red Barn Mews, High Street Battle, East Sussex TN33 0AG ISSN No: 1475 - 3731 © Gearing Media Group Ltd 2021 General information No part of this publication may be reproduced without the specific prior written agreement of the Publisher and may not be stored on any type of retrieval system. Furniture News/ Gearing Media Group Ltd accepts no responsibility for variations in colour reproduction. Special colours (Pantone etc) can be catered for with prior arrangement.

Some elements of the editorial content in this publication are submitted by the trade, however, all efforts are made to ensure that the editorial remains true to fact and unbiased.

Monies may have been accepted to offset the costs of colour reproduction. Gearing Media Group Ltd reserves the right to alter without prior notice any content other than customers’ advertisements. No correspondence will be entered into regarding altered or adjusted editorial content. The editor’s decision is final.

All material submitted for inclusion in Furniture News is done so entirely at the owner’s risk and no responsibility is accepted for the safekeeping or return thereof.

JESS IS MORE Sleepeezee sets the pace

A NEW DAWN Bensons’ CEO talks turnaround GOING OFFLINE Mattress Online eyes multichannel ON WITH THE SHOW! Telford beckons …

BedBuyer_pages 2021.1.indd 1

26/08/2021 19:45

16 MBCO (MILLBROOK) 18 HYPNOS 20 DELUXE BEDS, HARRISON SPINKS 22 BENSONS FOR BEDS CEO Mark Jackson reveals the progress the retailer has made in its transformation strategy so far – and what’s holding it back

26 JAY-BE 28 FURMANAC 30 MAMMOTH GROUP 32 SEALY UK 34 KOMFI, CARPENTER 36 MATTRESS ONLINE CEO Steve Adams discusses technology, product selection, education, and expansion into physical stores

40 PROTECT-A-BED 42 SWEET DREAMS 44 LEGGETT & PLATT 46 WIEMANN, JOHN COTTON NONWOVENS 48 NBF MEMBER DIRECTORY 50 READERS’ CHOICE AWARDS Discover which NBF members were voted best in class by Furniture News’ readers this summer

5

Everyone’s different.

That’s why we have a bed for everyone.

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

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

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

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

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

You’ll also love our

express delivery service,

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

There has never been greater customer choice.

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

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

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

Furniture News BEDBUYER

BACK IN THE (BED)ROOM Having lain dormant for a year, the NBF Bed Show finally returns to the Telford Intrernational Centre from 21st-22nd this month, and promises to showcase an industry that’s wide awake with the latest products and technologies, as well as offering a long-overdue opportunity for it to come together under one roof … www.bedshow.co.uk The 11th edition of the NBF Bed Show promises to be a fulfilling event for exhibitors and visitors alike, as the industry comes together again following a Covid-enforced break in 2020.

The show offers an unmatched number of UK and Irish bed manufacturers under one roof, all independently audited and NBF approved. This edition sees the return of major players including Airsprung,

Breasley, Harrison Spinks, Highgrove, Hypnos, Mammoth, Millbrook, Relyon, Sealy, Silentnight, Sleepeezee and Shakespeare Beds, plus many smaller federation members.

For purchasing managers for bed manufacturers, or people who run their own mattress production unit, the first port of call should be the new Supplier Innovation Zone, which will feature some of the best-known names in bed and mattress components including

8

Boyteks Tekstil, CPS Group, Enkev, John Cotton, Handy, Leggett & Platt, Maes Mattress Ticking, Mert Makina, Monks International, Pieters Textiel, Recticel, Spinks Springs, Wolf Components and The Vita Group. This new area will be home to the latest developments in component products that could soon become must-have technology in mattresses and other bed products.

Jessica Alexander, executive director of the NBF, says: “We are delighted

Furniture News BEDBUYER

“THE BED MANUFACTURERS EXHIBITING ARE ALL PART OF A REPUTABLE TRADE ASSOCIATION COMPLYING TO A STRINGENT CODE OF PRACTICE” that the Bed Show can return for 2021, with so many of our manufacturer and supplier members coming together to unveil new products, concepts and initiatives, despite the challenging market conditions following the pandemic and Brexit.

“With exhibitors being almost exclusively NBF members, visitors can come in the knowledge that the bed manufacturers exhibiting are all part of a reputable trade association complying

to a stringent code of practice. We look forward to opening the Bed Show doors to visitors on Tuesday 21st September.”

Visitors can expect free parking and entry, and once again there will be complimentary refreshment vouchers for use at the five new cafes around the exhibition centre. Visitors can stay connected with free WiFi, and enjoy fast-track entry by registering online to access their visitor badges.

On the night of the first day of the

9

show, the organiser promises to turn up the sparkle as the glittering Gala Dinner and Bed Industry Awards ceremony returns. Details on how to book a table can be found on the Bed show website, alongside a comprehensive exhibitor list, details on the Bed Industry Awards and the Covid-secure measures in place – all attendees must bring proof of doublevaccination, a recent negative lateral flow test or natural immunity via an antibody test.

Furniture News BEDBUYER EXHIBITORS Airsprung Group (Airsprung Beds, Hush-a-Bye)............................ F20 Boyteks Tekstil................................................................................... S11 Breasley (Uno, Salus).......................................................................H40 Burgess Beds..................................................................................... C5 Carpenter...........................................................................................A10 Deluxe Beds . .........................................................................................

(Modern Living, Pennine, Hamilton & James, Kaye & Stewart)..... E30 Dreamland Beds...............................................................................H60 Dura Beds (Dura, Brooklands, Sensanite)......................................H30 Enkev................................................................................................... S3 Foam Co (Mammoth, Sleepshaper, Sonlevo).................................. F30 Furmanac (Hestia, MiBed)................................................................F10 Handy (Simalfa).................................................................................. S5 Harrison Spinks (Adam Henson, Harrison Spinks, Somnus)......... D10 Healthbeds........................................................................................ A20 Highgrove Beds (Sanctum).............................................................. E20 Hypnos...............................................................................................G10 Jay-Be...............................................................................................D40 John Cotton Non Wovens..................................................................S19 Kayflex (UK)...................................................................................... G20 Kaymed............................................................................................. F50 Komfi................................................................................................. E40 Kyoto................................................................................................. C30 Leggett & Platt Springs................................................................... S23 MA Living.......................................................................................... E60 Maes Mattress Ticking.....................................................................S6A MBCo (Millbrook Beds, Chittenden & Eastman, Eclipse)...............G50 Monks International..........................................................................S16 Palatine Beds...................................................................................B30 Pieters Textiel....................................................................................S17 Protect-A-Bed.................................................................................. B22 Rawson Fillings...................................................S10 Recticel..................................................................S1 Relyon (Dunlopillo).............................................H45 RetailSystem....................................................... B25 Sealy.................................................................... D30 Seetall................................................................... D5 Shakespeare Beds/Kozee.................................. C20 Silentnight (Rest Assured, Silentnight, Studio)... H20 Shire Beds...........................................................B10 Sleepeezee.......................................................... E50 Spinks Components............................................S14 Sweet Dreams.................................................... C40 Vispring............................................................... F25 The Vita Group (Origin)......................................... S8 Vogue Beds......................................................... B20 Wiemann............................................................. D20 Wolf Components............................................... S22 Xsensor................................................................. B5 NBF LOUNGE Anti Copying in Design (ACID) National Bed Federation (NBF) Furniture and Home Improvement Ombudsman (FHIO)

10

Furniture News BEDBUYER

11

Furniture News BEDBUYER

HIGHGROVE REACHES NEW HEIGHTS Highgrove Beds will launch several new products at the Bed Show, including innovative and upgraded mattress specifications, backed up by exclusive show offers … www.highgrovebeds.co.uk

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

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

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

Shane is also confident that the business will continue to take market share, despite what is acknowledged as one of the toughest retail environments in many years. “We have now firmly bedded our three main brands into the marketplace: HG at the entry level;

Aston

our established flagship Highgrove brand taking up the centre ground; and Sanctum targeting the premium, handtailored sector.”

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

Although the internet plays an

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

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

Visitors to the Bed Show can expect exclusive offers

Highgrove’s high-performance website

VISIT HIGHGROVE ON STAND E20 AT THE BED SHOW 12

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

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

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

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

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

• New luxurious damask covers.

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

• Engineered pocket spring system to ensure total body support.

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

• A wide choice of exceptional headboard designs.

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

Furniture News BEDBUYER COVER STORY

DISCOVER THE BEST OF BRITISH, SAYS SLEEPEEZEE With the Bed Show in sight, the Sleepeezee team has been preparing for a “formidable” exhibition, where it will showcase products from its Pocket Gel and Jessica ranges, and share the latest news and developments from its stand. www.sleepeezee.com

PocketGel Plus Balance Americano

Leicester

As a Royal Warrant holder, marking it out as among the best of British, Sleepeezee is renowned for its superior-quality beds and mattresses, and for providing customer service that goes above and beyond.

Working with partners and suppliers in the UK and abroad for over 96 years, Sleepeezee is pleased to announce its latest enhancements to the business, with the opening of a sophisticated new showroom at its Rochester site in Kent, plus the development of a brand-new, greatly improved website.

The showroom has been created

to enhance the experience of Sleepeezee’s partners and to provide them with a professional space in which to see, touch and feel the many ranges of beds and mattresses on offer.

All of Sleepeezee’s retail collections are on display in the space, as well as its dedicated export and contract hospitality ranges.

Clive Parry, Sleepeezee’s retail sales director, says: “We are excited about the new showroom, which the team have worked very hard on in recent months. Featuring new graphics and branding, as well as a modern meeting

VISIT SLEEPEEZEE ON STAND E50 AT THE BED SHOW 14

area, it creates the perfect environment for us to meet with new and existing partners and to present our ranges to them.

“We have also invested heavily into developing a new company website, by evaluating how consumers interact with us and looking at how best to engage with our customers online.

It has involved a lot of research and careful consideration to make it the easy-to-navigate, informative site we are proud to now offer.”

Clive and the team look forward to welcoming visitors to the stand.

Poised and ready

Furniture News BEDBUYER

MILLBROOK LEADS THROUGH INNOVATION The Millbrook Bed Company (MBCo) turns 75 this years – and the Hampshire-based bedmaker is building on its history of hand-craftsmanship by introducing new tuft-free and sustainable technologies … www.millbrook-beds.co.uk

Millbrook, a family-owned-and-run business, spanning three generations, has long adhered to key tenets of traditional craftsmanship, comfort, quality and attention to detail. Today, the business – named Best UK Manufacturer in Furniture News’ Readers’ Choice Awards 2021 – continues to work towards a more sustainable and comfortable future through its latest innovations.

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

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

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

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

Ross Thurston, MBCo’s operations director, says: “Remember Hans Christian Andersen’s tale, The Princess and the Pea? Just like the story, we believe a truly sound sleep comes from eliminating even the smallest distraction

Smooth-Tech tuft-free technology in action

Crescent, launching at the Bed Show

and annoyances – no matter how tiny they might be. By developing a new tufting process, we have created a sleep surface free from the smallest lumps and bumps created by traditional methods, for an even more perfect sleep.”

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

MBCo created NemoFlex in response to growing concerns over plastic pollution and the challenges of mattress disposal.

A mattress with a NemoFlex-ecapsulated core spring system at its heart can be deconstructed in under five minutes, and achieve a 100% recycling capability. Easy to remove, it significantly reduces the time and cost of reprocessing, making recovery and repurposing of valuable materials more efficient, and helping reduce the number of waste mattresses going to landfill each year.

VISIT MILLBROOK ON STAND G50 AT THE BED SHOW 16

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

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

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

MBCo’s new ranges, comprising six models featuring Smooth-Tech, will be launched at the Bed Show.

For a good night & a better tomorrow

FASTER TO DE-CONSTRUCT

BY HAND

EASIER TO RECLAIM MATERIALS

HELPS TO REDUCE LANDFILL

ADVANCED 100% RECYCLABLE MATERIALS

HELPS SOLVE PLASTIC POLLUTION

To find out how we can help with your end-of-life mattress policy contact us at nemoflex@millbrook-bed-company.co.uk or call 023 808 66111 LAUNCHING NBF SHOW 2021 - STAND G50

PROVIDES A QUALITY SLEEP EXPERIENCE

Furniture News BEDBUYER

HYPNOS OFFERS FIRM SUPPORT FOR SUSTAINABLE DESIGN Expert in sustainable luxury, British bedmaker Hypnos is unveiling the next chapters of its Origins story with new collections and partnerships at this year’s Bed Show … www.hypnosbeds.com

Hypnos’ popular Orthos Support collection has been renewed to reflect the company’s ethos of creating absolute comfort with integrity to create the very best night’s sleep.

Offering a comprehensive choice of sustainable fibres with unparalleled traceability credentials and a choice of firmer comfort levels, the range features five models, upholstered with cotton, flax and hemp fibres, high quality eOlus (recycled fibres), and layers of British wool, traceable to Red Tractor-assured farms. Proven ReActive pocket-spring technology, designed to be firmer across the expanse of the bed, distributes weight evenly and provides greater support for those who prefer a firmer feel.

“The Origins Story encompasses our decade-long approach to responsible sourcing and manufacturing, creating comfort with integrity,” explains James Keen, Hypnos’ chief executive. “We seek out ethical supply chain partnerships to ensure our materials are authentic, and have provenance, traceable to their origins – we believe no other manufacturer pursues this level of scrutiny.

“Consumers are demanding ecofriendly, chemical-free products and

circular designs, but they are sceptical of brands’ claims without certification, understanding there’s a lot of ‘greenwashing’,” James explains. “But a variety of solutions are needed to be truly sustainable in every sense of the word.”

By being part of The Woolkeepers initiative and only using wool from Red Tractor-assured farms, Hypnos says consumers can be confident that it is working with sheep farmers who

VISIT HYPNOS ON STAND G10 AT THE BED SHOW 18

are committed to animal welfare and regenerative farming practices, and paying them a fair price.

Hypnos supports farming communities around the world through CottonConnect and the Better Cotton Initiative, with education and training ultimately leading to reductions in pesticides and water usage – and its certified factories have met the Global Recycled Standard, to ensure materials have been collected and recycled responsibly so they don not pollute the seas and land.

“Natural fibres are better for people and better for the planet, having a raft of sleep and comfort benefits, including excellent moisture- and temperaturecontrol properties, naturally chemicalfree, antibacterial and hypoallergenic,” states James. “They are also renewable and biodegradable, and, as plants absorb CO2 from the atmosphere as they grow, they can help combat climate change.

“We can’t wait to be back at the Bed Show previewing another industry-first partnership, helping to build relationships between people and the natural world, and showcasing new collections to retailers. 2022 is going to be another very exciting year!”

Discover Orthos Support, the next chapter in our Origins story.

Wake up on a Hypnos bed and feel good for all the right reasons.

Expertly handcrafted, valuing the people, animals and places behind our sustainable and ethical beds. hypnosbeds.com Carbon Neutral

Inspired by Nature

100% recyclable

Furniture News BEDBUYER

DELUXE BEDS

www.deluxe-beds.co.uk

The Bed Show presents Deluxe Beds with the perfect opportunity to showcase all the developments that have been happening behind the scenes at the bedmaker for the past 18 months.

These include new additions to every mattress brand, and a fresh swatch featuring new fabric ranges. Deluxe’s Modern Living range offers “great value”, Kaye & Stewart is “perfect for contract use”, Pennine Beds are more contemporary in style, while Hamilton & James, its flagship range, features

naturally filled, hand side-stitched products.

With a one-week lead time for collection or delivery, these ranges are all suitable for shopfloors, online, branded or unbranded, says Deluxe – which can be found on stand E30 at the Bed Show.

HARRISON SPINKS www.harrisonspinks.co.uk

Chatsworth, Somnus Legacy

Harrison Spinks is a fifth-generation British family bedmaker, offering mattresses that are handmade, sustainable and ethically produced in Yorkshire by skilled craftspeople, using some of the best-quality materials.

Every mattress is 100% foam-, glue- and FR chemical treatment-free, which, says Harrison Spinks, is not only more conducive to healthy sleep, but is kinder to the planet, as each model can be entirely recycled at the end of its life.

Promoting ethical and sustainable, circular design, the Leedsbased business strives to change the way the world sleeps.To see the company’s new collections and hear about its innovative sustainability strategy, visit stand D10 at the Bed Show.

Marquis, Somnus Supremacy

20

DISCOVER the new 2021 COLLECTIONS at The Bed Show, STAND NO E30

Sleep. Relax. Chill.

Our beds are more than just sleep. Beautifully hand crafted from our state-of-the-art factory in Yorkshire. Proven brands appealing to everyday lifestyles. A new fabric swatch book featuring on trend colours and textures. Supported by industry leading quality and service.

JOIN THE TEAM AND BECOME A RESELLER TODAY.

www.deluxe-beds.co.uk

Furniture News BEDBUYER

BOUNCING BACK Having endured sale after sale, capped off by a global pandemic, Bensons for Beds may finally be turning a corner. Paul Farley speaks to CEO Mark Jackson about what went wrong – and, perhaps more importantly, what’s going right … www.bensonsforbeds.co.uk Mark Jackson

22

Furniture News BEDBUYER On June 30th 2020, Bensons briefly dipped into administration before being bought back by its former owner Alteri Investors, in a pre-pack deal designed to shed the business’ existing debts and salvage the majority of its stores, staff and manufacturing capabilities.

The deal – which also saw Alteri divest itself of the troubled furniture chain, Harveys – was the culmination of nearly four years of political and financial manoeuvring, sparked by “accounting irregularities” in Bensons’ South African parent company, Steinhoff International Holdings, coming to light in late 2017.

These irregularities – which would later be confirmed as systemic fraud at a management level, dating back years – prompted the group to secure independent financing for its UK interests, before selling them to Alteri in November 2019.

Seven months (and a pandemic) later, and Bensons would be given a new lease of life when Alteri sold these businesses and repurchased the bed brand, injecting £25m and pledging a thorough overhaul.

If all that sounds complex, just imagine being tasked to maintain,

evolve and, twice, sell that operation throughout this upheaval, while reassuring suppliers that the business still had a future. Covid-19 is the biggest curveball the industry has faced to date, but Bensons was already facing its third strike.

“Once fraud was exposed within the Steinhoff business, Bensons operated under the same conditions, as a distressed retailer,” recalls retail veteran Mark, in his first open discussion with the trade following the pre-pack.

“We endured 2-3 years of significant underinvestment in product innovation and range evolution, and our digital operation was not performing.”

Mark pauses as he thinks back to the implosion at Steinhoff. “I still remember Christmas 2017,” he says, the memory

clearly being one he’d rather forget.

“The last four years have been hard.”

An understatement, perhaps. Yet through those years, the bed business performed adequately – even if its furniture counterpart did not.

“Before the pandemic, Bensons was already a healthy business,” says Mark, “but it was inextricably linked to Harveys.”

Right-sizing the 140 stores it shared with Harveys (often relocating nearby, or partitioning the back of the stores’ ground floors while keeping the front of house and mezzanine operational) is just part of a three-year strategy to stabilise and grow Bensons as a standalone business. From manufacturing to distribution, every aspect is under scrutiny, says Mark.

“ONCE FRAUD WAS EXPOSED WITHIN THE STEINHOFF BUSINESS, BENSONS OPERATED UNDER THE SAME CONDITIONS, AS A DISTRESSED RETAILER”

23

Furniture News BEDBUYER “We’ve got very clear transitional plans and we’ve landed a number of those initiatives already, but there’s lots more work to do in some areas,” he explains.

Alongside 20-year Bensons veteran Alan Williams as the MD of retail, Mark’s leadership team now comprises CFO John Sidebotham, and chief commercial and digital officer Nick Collard. The business will soon appoint a new COO, following the departure of Joe Wykes.

Bensons’ circa-180-strong store estate will evolve, but is unlikely to change dramatically in terms of numbers, Mark reveals: “We’re definitely overspaced in a chunk of our stores, but the rate of change will depend on the economics of each individual deal with our landlords. We’re looking at an ideal store size of 6000-8000ft².

“There’s room for expansion, but it’ll be opportunistic. There are gaps in our estate – we’re looking at 7-8 at the moment – this is definitely a market

where your online channel performs better where stores are present.”

Thanks to historic underinvestment and changing consumer buying habits, there’s real growth potential in the digital arena, says Mark.

“There’s great opportunities to take a bigger market share of digital,” he explains. “Previously, ecommerce was run independently of the store estate, on a poor platform, and, consequently, it underperformed.

“We’re not truly omnichannel yet. At the moment, our customers’ in-store journey is guided, but online it isn’t – we

“THERE’S ROOM FOR STORE EXPANSION, BUT IT’LL BE OPPORTUNISTIC”

24

want to make the journey consistent.”

That disconnect was laid bare when Bensons’ supply chain faltered as a result of the pandemic. At its worst point, the business was receiving some 10,000 customer calls each week, often checking delivery schedules or complaining of delays.

“The last 15-18 months have shown that this is a sector, UK wide, that’s based on very strong sole supplier relationships,” says Mark. “But as soon as there’s a breakdown – be it springs, foam, or something else – it quickly becomes clear that relying on three or

Furniture News BEDBUYER more suppliers for one order is not so clever. All those supply chain models which worked perfectly adequately in a ‘normal’ world, were found to be wanting.

“For example, we import our highend bed frames from Malaysia. When they shut the ports this summer – with no end in sight – we had 19 containers there, ready to ship. And all we could tell our customers waiting for their orders was not to worry. When you’re receiving such a high volume of calls, these excuses just don’t cut it with 2-3% of your customers – and that’s a huge number of dissatisfied shoppers. Some of it gets quite personal.”

Mark says the experience has forced Bensons to greatly improve its communications process – “using the right tone of voice, admitting we’ve got it wrong” – but he still aspires to the bestin-class automated models employed by the likes of AO.com, which enable customers to change their delivery date and order, and customise many other facets of their service.

There’s also scope for technology to improve the business’ manufacturing arm. Still operating through its Huntingdon factory, Bensons continues to invest in staff and machinery, and Mark says the possibilities for growth and diversification are significant.

Bensons is still trying to find the right balance of own-manufactured product and branded goods, but Mark feels that co-operation – with the right partners – is the way forward.

“Although we’ve had significant opportunity to switch from third-party brands, there are some – Silentnight, iGel and Tempur, in particular – which really resonate with our customers, and we’ll continue to develop promotions together, as they’re real footfall drivers,” he says.

“Our supply partnerships and raw material relationships are robust, too.

Strategic partnerships are the way forward – gone are the days when retailers would drive suppliers down and screw them out of every last pound.

We’re in it together now, and stronger for it.”

This sense of camaraderie runs right through the business, which, despite the spectre of job losses and bad debt, has negotiated the transition out of lockdown

“STRATEGIC PARTNERSHIPS ARE THE WAY FORWARD – WE’RE IN IT TOGETHER NOW” with aplomb. For the three months since stores reopened in April, Bensons saw “very strong” sales, with double-digit LFL growth compared to an undisrupted 2019. “Trading is robust,” says Mark.

“Arguably, it is for everyone in this sector – but we are doing particularly well.”

Admittedly, the future is not without its challenges. “For me personally, one of the hardest parts of this whole experience was trying to keep people who were stuck at home furloughed ready to come back fired up and keen to get going,” says Mark. “But while I don’t really see a possibility of another lockdown, it’s clear that staffing is going to be a real problem for everybody.

“Poundland is currently offering lorry drivers a £2000 retention bonus – I think competition for labour’s going to get fierce. And we can mainly thank Brexit for that.”

Yet the release of all that pent-up shopper demand – which has put

25

customer services, manufacturing and delivery under such pressure – is also a huge opportunity. Bensons has launched a huge recruitment drive to help staff its factory and new warehouse, as well as running out a major TV advertising campaign. It has revamped its website, started to reshape its store estate, and invested in product innovation – including a vegan-friendly mattress collection, and a pocketsprung mattress with “cleaner, greener” memory foam.

“We’ve got a clear direction of travel, plus very supportive stakeholders,” Mark concludes. “And I’m pretty confident in the long-term outlook. We’re in the business of specialised, assisted product sales – which means it’s a sector that’s not exposed to being taken over by Amazon. If anyone can compete with them, we can.”

Given what the brand’s endured to get this far, how hard could it be?

Furniture News BEDBUYER

JAY-BE RAISES THE BAR Jay-Be returns to Telford this month with plenty to shout about – not only has the business just recorded a record sales year, but it has also taken great strides in other areas … www.jaybe.com Breaking into the adult mattress market just over a year ago with Benchmark, Jay-Be’s full mattress collection will represent a key part of its Bed Show stand. Jay-Be will showcase four of its mattress collections – including a brand-new children’s range – plus a comprehensive selection of its popular folding beds, and sustainably stylish sofabeds from its award-winning portfolio.

Jay-Be will be represented by a formidable team, which continues to make a big impact in the industry. Recent key recruits MD Mark Cort and operations director Rob Livingstone, who have both joined in the last 12 months from other big-name industry players, will be joined

by CEO Roger Durrans, head of retail sales Alison Featherston, and head of marketing Gina Heppenstall.

As an active member of the NBF, with key involvement in the Circular Economy and Green Forum, Jay-Be is looking forward to continuing its support for the federation, by exhibiting at the show and attending the Gala Dinner.

Following a successful Bed Industry Awards ceremony last year, with Benchmark shortlisted as a Bed of the Year finalist and the business being highly commended for its focus on sustainability, Jay-Be has entered the awards again, highlighting further achievements against its sustainability targets.

Modern sofabed with Micro e-Pocket mattress

“We’re really looking forward to being back at the Telford show, and, more importantly, seeing customers in person after so long,” says Roger Durrans.

“We can’t wait to share our latest products with everyone – especially our innovative new children’s range. It will

Roger Durrans

be great to see many familiar faces, and to personally thank our retailers and suppliers for their commitment and support over the last 18 months.”

Visit the Jay-Be team this September to find out more about the company’s full range of sleep smart products.

Benchmark S7

VISIT JAY-BE ON STAND D40 AT THE BED SHOW 26

Visit us at stand D40

Comfort

Health

Sustainability

Discover more at jaybe.com

Furniture News BEDBUYER

FURMANAC COMES THROUGH Furmanac welcomes all Bed Show attendees to explore its latest “revolutionary” products on its stand – the end result of the team’s significant efforts, “who worked tirelessly to enable the company to remain focused with continued development over the most challenging period in recent times”, states the business … www.furmanac.com

Twin Piped

Along with providing consistent support to its selected retailers network, “even through the darkest of months”, Furmanac’s hard-working team has enabled the business to not only continue to manufacture attractive, handmade bedframes, but also to develop products that promise to push boundaries, and inspire and engage new customers, well into the future.

This year, Furmanac will introduce several new designs to its Hestia range – all skilfully crafted in its West Midlandsbased factory, and each with its own character and charm.

The Marcella (pictured) is truly

Marcella

Marcella

one to look out for, states Furmanac: “Luxurious beyond words, this stunning design blends highly skilled upholstery with a modern mix of materials.”

One of the most tantalising developments in the range is the Power Divan. With its patent-pending design, huge weight capacity and whisperquiet motion, the model is set to take adjustable beds from the back of the

VISIT FURMANAC ON STAND F10 AT THE BED SHOW 28

store to the front, says Furmanac: “The innovative Power Divan is what you would expect from the UK’s leading manufacturer of intelligent adjustablemotion beds.”

Proud of what it has achieved since it last had the chance to exhibit, Furmanac’s team is looking forward to introducing the new arrivals in its Hestia, Hestia Motion and MiBed ranges.

Handcrafted Luxury Upholstered Beds Since 1968

With the expertise of over 50 years of skilled upholstery, the latest additions to the Hestia range bring together the finest in british manufacturing available in a world class range of fabrics.

Sleep like a Goddess, Sleep Hestia Discover the new arrivals and our complete range from Furmanac at Stand F10

www.furmanac.com

Furniture News BEDBUYER

ENTER M-TEX HEALTH TECHNOLOGY The recently launched Women’s Health Men’s Health retail collection will make its first appearance at the Bed Show …

As trusted voices in health and wellness, Women’s Health and Men’s Health have created a mattress range that not only offers impressive comfort but is also shown to improve sleep, thanks to the inclusion of M-Tex Health Technology.

The latest innovation from the Mammoth Group, M-Tex is a combination of carefully selected comfort materials and award-winning health technologies designed to enhance sleep quality and improve recovery – eminently suitable for those who want to lead active lives.

Combining pocket springs and memory foam with HD Health Foam derived from UK healthcare, M-Tex is designed to support body weight, relieve pressure, aid circulation and keep the skin cool and comfortable – and the addition of soft CoolPlus heat- and moisture-wicking fabric ensures that the sleep environment remains dry and hygienic through the night.

Offering the consumer valuable peace of mind, the Women’s Health Men’s Health mattress has been rigorously tested and shown to improve sleep.

According to recent research by

publishing giant Hearst UK – the parent company of Women’s Health and Men’s Health – 83% of people are more aware of the importance of good health in 2021 as the nation emerges from the pandemic. Similarly, 78% of people made health and general wellbeing one of their resolutions for the future in 2021.

DISCOVER M-TEX HEALTH TECHNOLOGY ON STAND F20 AT THE BED SHOW 30

The supplier asks: “With unrivalled reach and reputation in the health and wellness space, who better than Women’s Health and Men’s Health to get the public investing in their sleep?”

For stockist information on the collection, contact sales@mammothuk. com.

INTRODUCING

The Retail Collection

COOLPLUS® SOFT KNIT COVER TO WICK AWAY MOISTURE COMFORT FIBRE LAYER MEMORY FOAM LAYER HD HEALTH FOAM INDIVIDUAL POCKET SPRINGS DURABLE TAILORED SIDE FABRICS

Next level comfort from the most trusted names in health and wellbeing The Women’s Health Men’s Health retail collection features M-Tex Health technology. Combining household favourites like pocket springs and memory foam with HD Health Foam derived from UK healthcare, M-Tex is designed to support bodyweight, relieve pressure, aid circulation and keep the skin cool and comfortable throughout the night.

For more info contact the Mammoth Group sales team on:

0845 838 7767 or sales@mammothuk.com At the NBF show? See us on the Airsprung Group stand – F20

Furniture News BEDBUYER

KNOWLEDGE DRIVES INNOVATION AT SEALY UK Leading UK bed and mattress brand Sealy UK will be attending this year’s Bed Show to discuss its new ranges, business developments, and its future focus under new leadership … www.sealy.co.uk

The event will provide a unique opportunity for retailers and industry members to learn about Sealy’s wide range of new mattresses, divans and headboards - while the manufacturer will also tease some of the new developments for the coming year.

Sealy UK, already well known for having created quality mattresses for over 100 years, is set to discuss its

premium 2022 developments – informed by world-class orthopaedic research.

At the show, Sealy’s experts will reveal insight into how these developments use proprietary technologies, exclusive to the brand.

Mark Tuley, sales director at Sealy UK, says: “We’re extremely happy that the show will be going ahead this year, and are equally as thrilled to be attending.

VISIT SEALY UK ON STAND D30 AT THE BED SHOW 32

“Here at Sealy, we understand the science behind sleep – it is this knowledge that drives the innovation behind our products.The show will provide a great opportunity to discuss our new ranges, which have been created with the understanding that each area of the body requires different levels of support to achieve the perfect night’s sleep.”

IT’S WHAT’S ON THE INSIDE THAT COUNTS

Providing unparalleled sleep quality for over 100 years.

Everything we do at Sealy is of quality, our premium products, our people and our relationships are paramount to who we are.

We’re thrilled to be attending The Bed Show 2021 Visit the team and see the new Sealy developments: Stand D30

Furniture News BEDBUYER

KOMFI

www.komfi.com Komfi will present its new Rhea vacuumpacked mattress collection at the Bed Show, alongside the Active and Sensory ranges, which were launched in 2020.

Visitors to stand E40 can also discover more about the brand’s eco-evolution in mattress design, which features a number of innovations for a more sustainable future.

Launched in May, the Rhea collection starts at the entry-level Eco Graduate, and runs up to the sumptuous Natural Pocket 5000. Key design components include Komfi’s Ecofoam and Ecoadvance technologies, plus a wool, silk and cashmere comfort layer, and supportive individual pocket springs.

Komfi’s Ecofoam is produced from 100%-recycled and re-engineered foam, and features throughout the Active and Rhea collections, while Ecoadvance is unique to the Rhea range. This state-ofthe-art material provides a superior level of comfort and support, says Komfi – the

Komfi Active Primo mattress with Seaqual cover

unique blend of fibres allows moisture and air to flow freely, offering “excellent” temperature regulation. Ecoadvance is a foam alternative and 100% fully recyclable at the end of its life, and, in turn, can be upcycled into other products.

The Rhea collection also features two exclusive models, the Carbon Neutral Deluxe and Superior, which have been developed after working closely with Carbon Footprint. The Rhea models also

feature chemical-free probiotic Purotex covers, and the carbon-neutral mattresses have been designed with fabric using Seaqual yarn, which is produced from upcycled plastic ocean waste.

“Together, the Komfi Active, Sensory and Rhea collections offer a choice of more than 20 models, so don’t miss out on this opportunity to see what’s new in more eco-friendly and sustainable mattress design,” states Komfi.

correct alignment, will complement the collections. Whether a firm, medium or soft feel, Carpenter says it can create a unique sensation for every customer.

Luxurious roll-packed mattresses are also part of the selection, offering

different feels within the mattresses, easily recyclable layers, fabrics and new profiles, all designed to deliver a more comfortable night’s sleep.

“Come and see innovation on stand A10,” says Carpenter. “It’s been too long!”

CARPENTER www.carpenter.com

sleep better from Carpenter will present its new mattress ranges, which offer the consumer different sleeping environments and support options, at the Bed Show.

The ranges will feature a combination of Aurora Foam for more supportive sleep and memory foam for added comfort. Toppers in zoned designs to aid support and airflow, and pillows to offer

34

100% RECYCLABLE 100% KOMFI Sustainability through innovation

British Made

Recyclable Mattress

10 Year Guarantee

The NBF Show - 22/23rd September

Stand E40

Featuring komfi collections:

ACTIVE - SENSORY - RHEA INCLUDES CARBON NEUTRAL MODELS

Reduced Carbon

Leading the way in rolled mattress design Innovative Ecofoam & Ecoadvance • Carbon neutral certified models Luxurious ViscoGel comfort • Seaqual fibre technology (upcycled ocean waste) Instore POS package • Own label option • DHD available on full range komfi.com A division of the GNG Group.

NHS Approved Supplier

www.gnggroup.co.uk

Email: orders@gng-group.co.uk Telephone: 01924 950 300

Furniture News BEDBUYER

LET’S GET PHYSICAL Like many of its ecommerce peers, Mattress Online experienced huge growth in the past year, thanks in part to new, pandemic-prompted consumer buying habits – yet, as founder and CEO Steve Adams tells Paul Farley, the future’s not just digital … www.mattressonline.co.uk Steve Adams

36

Furniture News BEDBUYER Mattress Online has long been a major player in the bed sector, yet the last year saw the Rotherham-based business smash its records, with turnover growing to £34.5m, and both turnover and profits up more than +200%.

Since taking sole ownership of the business upon co-founder Steve Kelly’s retirement in 2019, Steve Adams has taken Mattress Online to new heights, prioritising investment and recruitment, while cementing the brand’s reputation with customers and suppliers alike.

Now the largest online independent mattress retailer in the UK, Mattress Online boasts a serious share of the market, and is hungry for more. In June, riding high on those impressive figures, the business revealed plans to open seven stores over the next three years – complementing its existing showroom, The Bed Shop in Parkgate, which dates all the way back to 2005.

“There’s substantial scope for further growth – both online and off,” says Steve, explaining that he’s always appreciated the pull of bricks and mortar, but wished to pay off the capital raised for the 2019 MBO and realign the business before taking this route.

“We’ve since utilised additional investment for marketing, and we were clearly right to do so,” he adds. “Thanks to our concerted efforts, including TV advertising, consumer awareness of our brand is much higher, and that in turn has helped our Google rankings.

“However, if an estimated £1b of the UK’s £2.2b bed and mattress market is still in bricks-and-mortar retail, it seems silly to ignore that opportunity any longer.”

Mattress Online’s sole (for now) bricks-andmortar outlet, The Bed Shop, in Parkgate

“IT SEEMS SILLY TO IGNORE THAT BRICKSAND-MORTAR OPPORTUNITY ANY LONGER”

Mattress Online’s team has expanded significantly in the past year

37

Furniture News BEDBUYER Steve clarifies that the stores he’s looking to acquire are existing businesses (“not just the shell”) in the North, upwards of 6000ft2 in size and turning over roughly £0.5m.

“We value the heritage and appeal of existing retail businesses, so we’re not looking to start from scratch,” he explains. “We won’t change their names – they won’t be branded ‘Mattress Online’ outlets. We’re keen to obtain and retain their reputation, skills, staff and customer knowledge. If you’re looking to retire or thinking of selling up, speak to us first!”

PEOPLE, PLATFORM, PRODUCT New physical outlets, and the increased buying power and customer reach they represent, may be a significant evolution of Mattress Online’s approach, but they’re just part of the wider plan, says Steve.

Heightened demand has strained every part of the business, but improvements have quickly followed.

“Covid accelerated demand by about three years, and that momentum shows no signs of abating,” Steve explains. “An

average of 350-400 units go in and out of our warehouse each day. Although we’re still a relatively lean business, given our size, that process is very labour intensive.”

Mattress Online’s team grew from 38 to 61 in the past year (not including a good number of contractors and temps).

Its marketing and development teams were bolstered significantly (the digital and marketing team now comprises 12 staff), while the need for more “boots on the ground” to handle deliveries meant more drivers and operational hires.

The business’ technological foundations were also due an overhaul.

Having moved the website over to a more robust server and updated much of its user interface and content – menus, tone of voice, blogs, etc – Mattress

“WE KNOW WHAT’S WORKING, WHERE, AND WHAT PEOPLE ARE LOOKING FOR”

38

Online is currently testing the remaining structural changes that will ensure its ‘flagship’ store is fit for the future.

“We essentially have a website from 2010, which has gone through various iterations to improve its speed, responsiveness, SEO suitability, etc,” Steve explains. “But, while we knew it needed to evolve, we didn’t want to replace it completely – its back-end integrates seamlessly with the business, and is far better than any off-the-shelf solution. So, our migration to the new site will be evolutionary, so we can gauge how it works as we go.”

Amidst these changes, Mattress Online’s product offer has arguably undergone an even bigger transition.

“When Martin Eastwood joined us from Silentnight in 2019, we took a much more commercial view on our portfolio,” says Steve. “We decided to sell less, and pulled out of the lower-tier segment – our entry price point went up £100 in the following two years, and we grew our profits, from less revenue. It removed a good deal of distraction.

“Then, during a product-trimming session in early 2020, we decided to

Furniture News BEDBUYER reduce our product line to just 180 (plus SKUs). We wanted to rationalise it by 25%, and conduct gap analyses from there.

“Then Covid hit, and our strategy went backwards. On 23rd March 2020, we were sitting on 15,000 mattresses, and all the major manufacturers shut down.

Even then, when they reopened in May, many were missing the components they needed.

“This meant our product-trimming exercise went out the window, and it became all about availability – whatever you’ve got, we’ll take!

“Yet, strangely, this development has actually improved our approach.

Although we were able to maintain and sell good volumes of rolled mattresses, the appetite for memory foam diminished (we sold off the last of Casper’s UK stocks in July this year), and, with the difficulties surrounding foams in general, we began leaning more towards natural fillings. At the same time, customer searches for naturals were increasing, and there was greater availability.

“We’re currently exploring sustainable foams. It’s a great example of marketled demand and force majeure working in tandem.”

Encouragingly, throughout the crisis, Mattress Online’s supplier relationships only became stronger, says Steve.

Millbrook Beds, for example, devoted a day’s factory work every week to Mattress Online – and we, in turn, helped many of our suppliers by paying them in advance when possible.

“We maintained our great relationships with the brands,” says Steve. “We sell a good deal of own-brand product, but we’ve always been brand heavy, and will remain so – I’m happy with where the mix is.”

In short, he notes, everyone has been working smarter, and have focused on stocking and selling whatever they can supply.

“The development of new product may have slowed, but being driven by availability and necessity has helped us refine our offer in a way we simply wouldn’t have been able to under normal circumstances, and I feel it’s set us up much better for the future.”

THINKING AHEAD While much uncertainty remains, Steve is confident that the supply chain will recover, and that container cost decreases will follow.

“We don’t import an awful lot,” he says, “but where we do, we can manage that price increase – our customers won’t notice it.

“Prices have gone up across the board, but it hasn’t affected our revenue.

Crucially, we’ve always focused on service – we’ve never been price led.

We can’t be – every square foot of our 115,000ft2 warehouse has a value to it, so every product has a minimum margin requirement.”

According to Steve, what’s more likely to make or break any retailer hoping to trade successfully out of the pandemic is their grasp of the consumer’s new mindset – how Covid-19 has changed how people shop for mattresses could prove more decisive than any price fluctuation.

“We have a wealth of data, derived from some 830,000 customers – 150,000 of whom started shopping with us since the Covid-19 outbreak,” Steve explains.

“We know what’s working, where, and

what people are looking for. But we still have some way to go before we can make the most of that resource.”

Customers want clearer, more transparent information regarding their orders, says Steve, and are increasingly aware of a seller’s sustainable credentials (“17 years of making mistakes with packaging have really helped us refine our approach in this regard!”).

Crucially, they’re more aware of how sleep quality can impact their lives, and Steve recognises that Mattress Online needs to be part of that conversation.

In July, Steve’s PA Tracy Browne was appointed the business’ first sleep ambassador – a major step towards educating the wider Mattress Online team about the importance of good sleep, and the start of a broader focus on the team’s health and wellbeing.

“There’s so many people who don’t sleep well, for a variety of reasons, in my close circle alone,” says Steve, “and I feel we can all help communicate the benefits of buying the right mattress all the way down the chain – to our friends, our staff, and, ultimately, our customers.”

“PRODUCT TRIMMING WENT OUT THE WINDOW, AND IT BECAME ALL ABOUT AVAILABILITY” 39

Furniture News BEDBUYER

PROTECT-A-BED PROMISES MARKED GAINS The focus on maximising the purchasing potential of each and every customer who walks through the shop door has never been more important, says Protect-A-Bed’s national sales manager, Paul Lake … www.protectabed.co.uk

Protect-A-Bed has continuously demonstrated its ability to help retail partners significantly grow sales, says Paul, who is looking forward to discussing the latest developments with visitors to this year’s Bed Show.

“We’re extremely excited to be showing at the Bed Show this year,” says Paul. “As a business, we are constantly looking to help drive sales for all of our retail partners, and the Bed Show allows a perfect opportunity to discuss how we can significantly grow sales in their bed departments.

“Product innovation is one small element of how we unlock greater sales for our partners. The Therapeutics range, featuring Copper, Graphene and Charcoal mattress protectors, has already been a great success.

“Supporting our innovative mattress protectors is our specialist sales training, which is vital to unlock the sales potential, and our team can adapt to support this in any retail environment.

We support this training through a bespoke reward system, the ProtectA-Bed Platinum Club. Since launching the Platinum Club, the results have been excellent. Both existing and new partners have joined, and are benefitting from the focused approach to growing sales.

Protect-A-Bed’s mattress protectors increase hygiene and durability

“The Platinum Club has been designed to build, recognise and reward success with unique promotional and discount opportunities, sponsored incentives and tailored PoS solutions, as well as membership rewards.”

“Protect-A-Bed’s ability to upskill your team and increase your sales revenue by maximising every sales opportunity has

VISIT PROTECT-A-BED ON STAND B22 AT THE BED SHOW 40

been well documented. We can manage every step of the process for you and build a reward scheme through The Protect-ABed Platinum Club. There is nothing to be lost, and everything to be gained.

“Visit our stand at the Bed Show this September for exclusive Platinum Club offers, and to see our advanced Therapeutics range.”

Market Leading Mattress Protector Brand, Featuring Cutting-Edge Materials Including Copper, Graphene, Charcoal and Bamboo!

• Professional Sales Training & Motivational Programme • Best in Class Product Innovation and Cooling Technology • Genuine 15 Year Guarantee Programme • State of the Art Dynamic Display Bays • Award Winning Customer Service & Claims Resolution

FIND US AT STAND B22

Contact Protect-A-Bed ® to start increasing your prof it: sales@protectabed.co.uk | 02087 310020

Furniture News BEDBUYER

SWEET DREAMS PROMISES QUALITY AND CHOICE With the launch of its 2021 brochures, Burnley-based manufacturer Sweet Dreams has added several new ranges to its portfolio, and is looking forward to showcasing these at the Bed Show … www.sweetdreamsuk.com

Sweet Dreams’ Handcrafted Collection offers a hand side-stitched border, with a choice of three pocket models featuring natural fillings such as cashmere, silk and wool, plus a traditional hand-tufted finish.

An FR chemical-free collection, meanwhile, offers a pure, yet safe, sleep, with FR chemical-free fabric on the sleep surface coupled with the manufacturer’s unique 3000 and 4000 Pocket Air spring system, which promises a “luxurious, lighter-than-air sleep experience”.

Sweet Dreams’ Royal Pillowtop Collection offers three new memory models – with 6000, 4000 and 2000 pocket options – and a 2000-pocket latex model.

The bestselling Wellbeing range has also been refreshed, and now features white borders, while five new models have been launched, each with memory foam and different wellbeing stories.

Sweet Dreams has also added to its traditional ranges, with a knit version of the top-selling Admiral bed. The Ensign features 2000 pockets and a hand-tufted knit sleep surface to both sides.

Luxury Wool, from the Handcrafted Collection

A first for Sweet Dreams is the new Revive Collection – four rolled pocket mattress options, available in stock for either direct home delivery or dispatch direct to store.

All of Sweet Dreams’ established

Glamis 6000, from the Royal Pillowtop Collection

VISIT SWEET DREAMS ON STAND C40 AT THE BED SHOW 42

models continue to prove popular, says the manufacturer, which points to the high-quality range of Clayton divan bases, matching headboards, adjustable beds, contract beds, and more.

Following the success of Sweet Dreams’ sofabeds and frames, further models have been added, with an upgrade in fabric choices featuring 10 “luxurious” upholstery fabrics.

The business has always set great store by its delivery times, and it remains an aspect to the business that it is proud of – its own-manufactured product is made to order and delivered within 10 working days to most areas of mainland britain.

Compliance is another critical factor in manufacturing goods for the British marketplace, and Sweet Dreams has always paid close attention to this – and boasts an impressive record to prove it. In 2019, the manufacturer took a significant step with the founding of its own product-testing facility, and it is proud to say that this is now SATRA accredited.

Furniture News BEDBUYER

LEGGETT & PLATT’S LATEST INNOVATIONS Innovative sleep systems will be on display on Leggett & Platt’s stand at the Bed Show, including systems featuring the group’s Anatom II zoning applications, ActivEdge perimeters such as Caliber Edge, and NanoCoil micro-coil comfort layers. www.beddingcomponents-intl.com

ANATOM II Anatom II is the latest iteration of Leggett & Platt’s “revolutionary” zoning application – offering the same precise levels of specified anatomic zoning for superior comfort, but also scientifically enhanced and heat treated for long-lasting strength and durability.

Developed with sustainability in mind, Anatom II optimises wire and raw material content by providing custom support exactly where it is needed.

ACTIVEDGE Leggett & Platt’s ActivEdge spring perimeter solutions extend comfort life, reduce or eliminate roll-off, and deliver a sleep surface that is consistent all the way to the edge. Its pocketed innersprings move independently to support the individual contours of the body, and are heat treated and tested for performance, quality and durability.

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

CALIBER EDGE Caliber Edge is part of Leggett & Platt’s ActivEdge line of innerspring products, which form a steel coil perimeter around select pocket systems to deliver consistent support across the entire sleep

Caliber Edge

surface. Caliber Edge offers longer and more resilient edge-to-edge comfort life, with improved perimeter firmness and reduced feeling of roll-off. It decreases mattress build time and eliminates the need for foam borders, cutting costs, saving time, and increasing recyclability.

NANOCOIL NanoCoil micro-coil comfort layers are versatile and responsive, enhancing the sleep surface by increasing coil counts and delivering consistency and comfort life that is built to last. These layers enhance air circulation by creating a channel for air to flow in and out of the mattress, enabling the body to reach

ActivEdge/Anatom-II

its desired temperature for achieving deep, restorative sleep. Available in a number of specifications, NanoCoil can be utilised for mattress toppers, comfort layers and filling-layer applications.

LEGGETT & PLATT SPRINGS UK L&P Springs UK’s facilities form a state-of-the-art, vertically integrated branch which serves as the primary locally based supplier of high-quality innerspring and micro-coil comfort layer solutions to the region. The group’s “global, yet local” strategy drives it to meet the demands and challenges of an ever-changing and evolving landscape, in order to help its customers succeed.

Inside NanoCoil

VISIT LEGGETT & PLATT ON STAND S23 AT THE BED SHOW 44

Su p

in B Cha

Capa ci t y

&

y

ply

t i l i b i x e Fl

en e f i t s

S

us

“

tai

na b

l e S o l u ti o n s

Leggett & Platt is a proud, capable, and responsible UK-based bedding industry manufacturer.

CAPACITY and FLEXIBILITY Leggett & Platt Springs UK's commitment to and installation of the latest manufacturing technology allows us to boost capacity, increase product range and specification, and improve already high levels of pre- and post-sales service.

Our ownership of Spühl, an industry-leading machinery manufacturer, strategically positions us to react to customer requirements and provide the flexibility required to adjust capacity in line with their needs.

© 2021 Leggett & Platt Incorporated

HN

ES

NE X

TE

C

ENERA T

N IO

G T-

OLOG

I

Learn more at BeddingComponents-intl.com

Furniture News BEDBUYER

WIEMANN

www.wiemannuk.co.uk

Loft in pebble grey

Award-winning German bedroom manufacturer Wiemann is bringing some of its bestselling and premium ranges to stand D20 at the Bed Show.

Wiemann, which was recently voted best Best Bedroom Cabinet Supplier in Furniture News’ Readers’ Choice Awards, will show its VIP Monaco 1000 and 2000 ranges, plus top online performer Miami Plus, and the versatile, stylish, premium Loft collection, along with other products designed to provide a total bedroom solution to suit all.

As well as well-designed, desirable furniture at competitive prices, Wiemann offers a full delivery and assembly service.

Miami Plus

JOHN COTTON NONWOVENS www.johncotton-nonwovens.co.uk

John Cotton Nonwovens is a leading supplier of mattress components to the bedding industry, winning multiple awards for its innovative and forward-thinking solutions.

On stand S19 at the Bed Show, John Cotton Nonwovens will exhibit its superior-performance polyester foam alternative, Platinum – an industry-first that delivers multiple benefits, with sustainability at its core.

Platinum, a filling for both mattresses and upholstery, is the culmination of years of hard work across the organisation, spent listening to customers, investing in the right technology and methodically, through trial and error, producing a state-of-theart performance product.

Platinum is made from a highly sophisticated blend of three polyester fibres, including a technically advanced elastomeric binder fibre and recycled plastic. The unique blend allows the feel of Platinum to replicate the comfort and support of PU foam, while causing less harm to the environment, as it can be recycled at the end of its life.

John Cotton Nonwovens’ HQ in Mirfield, West Yorkshire

46

Furniture News BEDBUYER

A S O M N U S S L E E P I S S H E E R , S U M P T U O U S LUXU R Y TO EX PLO RE A L L T H E N EW RA N GE S O F H ANDMADE SUSTAINABL E MAT T RE SSE S FRO M HA R R I S O N S P I N K S A N D H E A R T H E BRAND’S INNOVAT IVE SUSTAINABIL IT Y ST RAT EGY,

VISIT STAND D10 AT THE NBF BED SHOW. Somnus Furniture News Bed Supplement v2.indd 1

23/08/2021 10:15

The Furniture Makers’ Company the furnishing industry’s charity

IT’S TIME TO

STEP 2 IT

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

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

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

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

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

47

Furniture News BEDBUYER

NATIONAL BED FEDERATION MEMBER DIRECTORY MANUFACTURER MEMBERS

Sherborne Upholstery

Airsprung

www.airsprung-furniture.co.uk

Shire Beds

Airsprung, Gainsborough Beds

www.gainsborough-beds.co.uk

Signature Beds

Airsprung, Swanglen Furnishings Beevers Beds

www.shirebeds.co.uk www.signaturebeds.co.uk

www.swanglen.co.uk

Silentnight

www.silentnightgroup.co.uk

www.beeversbeds.co.uk

Sleepeezee

www.simmonsbeds.co.uk

Breasley

www.breasley.co.uk

Softheads/Siesta Beds

Carpenter

www.carpenter.com

Sweet Dreams

Deluxe Beds Dream Works/Gallery Direct Dreamland Beds

www.sherborneupholstery.co.uk

www.siestabeds.co.uk www.sweetdreamsuk.com

Tender Sleep Beds

www.deluxe-beds.co.uk

www.tendersleepbeds.co.uk

USEL

www.dreamworksbeds.com

www.usel.co.uk

www.gallerydirect.co.uk

U-Sleep

www.thebelfieldgroup.com/our-brands/usleep

www.dreamlandbeds.co.uk

Vispring

www.vispring.co.uk

Dreams

www.dreams.co.uk

Vogue Beds

www.voguebeds.co.uk

Dura Beds

www.durabeds.co.uk

Willowbrook

www.willowbrook.co.uk

Duvalay (Raskelf)

Yanis

www.duvalay.co.uk

www.yanismattresses.co.uk

Easy Rest Beds

www.silentsleep.co.uk

SUPPLIER MEMBERS

Elite Bedding Co

www.simplyelite.co.uk

Apropa

Excellent Relax

www.excellent-relax.co.uk

BekaertDeslee

www.bekaerttextiles.com

Foam Company

www.sleepshaper.co.uk

Boyteks Tekstil

www.boyteks.com

www.apropa.co.uk

Furmanac

www.furmanac.com

CA Blyth

H Living

www.hyderint.com

CPS

www.bedlabels.co.uk

Edward Clay & Son

www.edwardclay.co.uk

Harrison Spinks

www.harrisonspinks.co.uk

-

www.harrisonbeds.com

Enkev

Healthbeds

www.healthbeds.co.uk

Fibre Fillings (AMR Textiles)

Highgrove Beds

www.highgrovebeds.co.uk

www.charlesblythltd.com

www.enkev.co.uk www.john-holden.com

Handy

www.handyltd.co.uk

Hyder Beds

www.hyderbedsltd.com

Homeserve

www.furniturerepairs.co.uk

Hypnos

www.hypnosbeds.com

J De Walleg

www.jdwltd.com

JayBe

www.jaybe.co.uk

John Cotton

www.johncotton.co.uk

Kayflex

www.kayflex.co.uk

L&P Springs

www.leggett.com

Latexco

www.latexco.com

Kayfoam Kaymed

www.kaymedworld.ie

Kelletts/Respa

www.respabeds.ie

Komfi Kozee Sleep/Shakespeare Beds Kyoto MA Living

Leggett & Platt, Gateway Systems

www.komfi.com

Maes

www.kozeesleep-beds.co.uk

Monks International

www.kyoto-futons.com

Original Fabrics

www.maliving.co.uk

Pieters Textiel

Mansion House Bedding www.oldenglishbeddingcompany.co.uk

RA Irwin

Millbrook Beds (MBCo)

Rawson Fillings

Moffett & Sons Monks International

www.millbrook-beds.co.uk www.moffett.co.uk

Recticel

www.monks.be

Redwood TTM

www.gsgcompanies.com www.mmt.be www.monks.be www.orginalfabrics.co.uk www.pieterstextiel.be www.ra-irwin.co.uk www.redwood-ttm.com

www.recticelflexiblefoams.com www.redwood-ttm.com

NHC Technology

www.nhc-technology.co.uk

Harrison Spinks, Spinks

www.spinks.co.uk

Original Fabrics

www.orginalfabrics.co.uk

Somac Threads

www.somac.co.uk

Palatine Beds

www.palatinebeds.co.uk

Stellini

Platinum Enterprise/Bodyease

www.bodyease.co.uk

Sunds Textiles

Sealy UK

www.sealy.co.uk

Vitafoam

Seetall Furniture

www.seetall.com

Wolf Components

48

www.stellinigroup.com www.sunds.com www.thevitagroup.com www.wolfcomponents.com

nbf-1150-tbs-half-page-ad-aug-2021_AW.pdf

1

10/08/2021

11:36 Furniture News BEDBUYER

21 - 22 Sept 2021 | Telford

C

Bringing The Bed Industry Together Again

M

Y

CM

MY

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

CY

CMY

K

NEW for 2021 - Supplier Innovation Zone

www.bedshow.co.uk @thebedfed Untitled-2 1

18/08/2021 09:45

GOT SOMETHING TO SAY? Lead the conversation in October’s issue Every business has a story to tell.

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

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

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

Together with the latest in Bedroom, Dining, Living and Trade Services, October’s issue will carry the following special features:

Your business has its own angle, an edge that sets it apart, so why not make the trade sit up and listen?

D2C DIRECTIONS the businesses successfully crossing the line from D2C to B2B, and vice versa

Be part of Furniture News, and start the conversations that lead to success.

FLAT-PACKED the latest flatpack furniture models and ranges

DON’T MISS OUT ON GETTING IN! Call Sam Horscroft on 07764 650655 or email sam@gearingmediagroup.com

HOME OFFICE new solutions from this fast-evolving sector

BOOKING DEADLINE: MONDAY 14TH SEPTEMBER 49

Furniture News BEDBUYER

WINNING WORDS Furniture News revealed the winners of its inaugural Reader’s Choice Awards last month – several NBF members among them …

When Furniture News asked the trade to nominate its top suppliers this summer, it did not expect such a phenomenal response – yet the sheer number of votes helped shape an inspiring, revealing and credible roll-call of the businesses that truly excelled in the past year.

Few need reminding how difficult the past year and a half has been for the industry. But, despite the obstacles before them, many of the trade’s manufacturers, suppliers and service providers have performed admirably – and some have truly shone, distinguishing themselves as among the best in the business …

BEST BED/MATTRESS SUPPLIER: SLEEPEEZEE “We’ve been focusing on key areas such as new product development – including the expanded Jessica Range, in partnership with brand ambassador Jessica Ennis-Hill, whereby we support The Sheffield Children’s Hospital Charity with a donation for every bed sold,” says MD Steve Warren.

“Just recently we introduced solar panels to our factory site as part of our sustainability plan to reduce our carbon footprint, and we have launched a brand-new website to provide an even better online experience for our customers. We are very excited about the future of Sleepeezee.”

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

When the pandemic hit, Millbrook pivoted its operations to produce PPE for the NHS

BEST UK MANUFACTURER: MILLBROOK BEDS (MBCO) “Last year, we completely rearranged our factory and employed new skilled workers to help support the NHS with their demand for PPE – in total, we produced over 600,000 gowns,” says operations director, Ross Thurston.

“With the hard work and dedication of our fantastic team, we’ve been able not just to continue to manufacture sumptuous handmade mattresses, but also really push the innovation of new mattresses and brands. Right now, there are some very exciting things happening at Millbrook Bed Co.” BEST FOR SUSTAINABLE THINKING: HYPNOS “It is great to see sustainability in our industry as an important focus point,” says sustainable development director, Richard Naylor. “At Hypnos, we’re committed to constantly refining every aspect of our business to make sure it’s as ethical and as sustainable as it can possibly be, and the last year has been no exception. We have continued to pioneer industry firsts, through partnerships with like-minded organisations like Red Tractor Food and Farming Standards and the Better

READ MORE AT WWW.FURNITURENEWS.NET 50

Hypnos’ Richard Naylor

Cotton Initiative, through to our new eco-packaging. Going forward, we plan to pursue our sustainability journey by continuing to reflect on our business and developing new and innovative ways that can help the environment. Sustainability is at the core of everything we do.”

The Furniture News Readers’ Choice Awards will return in 2022.

STAND S19 - NBF BED SHOW

A superior polyester blend with the performance of foam P E R FO R M A N C E P O LY E S T E R

T H E FO A M A LT E R N AT I V E

A LO N G L A S T I N G O P T I O N

A sophisticated and refined blend of both

Rigorously tested to show outstanding

FAV O U R A B L E M I C R O C L I M AT E

A N E N V I R O N M E N TA L LY F R I E N D LY O P T I O N

The open nonwoven structure offers increased breathability, allowing moisture vapour to migrate freely.

Platinum is 100% recyclable at the end of life and can be upcycled into an alternative product such as loft insulation.

coarse and fine fibres coupled with a technically advanced elastomeric binder fibre, engineered to provide superior comfort and support.

performance and durability, retaining its comfort and support for many years.

FREE FROM FR CHEMICALS Polyester is inherently flame retardant, NO additional chemicals are needed.

W A N T TO K N O W M O R E ? C O M E A N D S E E U S A T S T A N D S 1 9 .

+ 44 (0)1924 496571

NWSales@johncotton.co.uk johncotton-nonwovens.co.uk

A WO R L D L E A D E R I N M AT T R E S S E S , P I L LOW S , TO P P E R S

OUR VISION FOR THE FUTURE

We look forward to seeing you on stand A10 . . . it’s been too long!

For more information about our innovative products contact us on 01457 861141 or Email : sales.uk@carpenter.com