Furniture News 367

INFORMING INDUSTRY, BUILDING BUSINESS

JYSK’S NEW DAWN David Ashton’s five-year plan WILLIS & GAMBIER RETURNS INSIDE MADE.COM, SOHO

At The Helm Join Hydeline’s voyage of discovery BEDROOM / DINING / LIVING IFHS / AUTUMN FAIR / TRADE SERVICES

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#367 October 2019 www.furniturenews.net

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EDITOR’S COMMENT

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

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AS PART OF OUR MISSION TO BE BOLDER, BRIGHTER AND MORE CONTENT-RICH THAN EVER, WE PRESENT THE MAGAZINE’S NEW LOOK As the nation prepares to turn a new leaf (or not – let’s not digress, but there’s more about that on p70), you may notice that Furniture News has undergone a facelift of its own this month.

As part of our mission to be bolder, brighter and more content-rich than ever, we present the magazine’s new look – which incorporates refreshed layouts, a simplified structure, and new features (such as our reader surveys on p22 and p74). Do let me know what you think when you get a chance.

We’re not the only business meeting a challenging climate with reinvention.

In the latest step of its clicks-tobricks journey, Made.com unveiled its renovated Soho store late last year, and gives Furniture News a personal tour in this month’s issue (p18). Meanwhile, Willis & Gambier has returned to the marketplace courtesy of Birlea Furniture (p24), and 3D visualisation technology is revolutionising the furniture selling process, according to Cylindo’s Janus Jagd (p64).

This month’s lead story explores a

renewed national push from global powerhouse, JYSK. Active in 54 countries through more than 2800 stores, the Danish retailer has big ambitions for the UK marketplace, starting with a five-year plan to reach 52 stores by August 2024.

JYSK entered the market in 2008 in the wake of the credit crunch, but hit a wall – so why has country manager David Ashton chosen to embark on a similarly ambitious journey at what is, arguably, an even more uncertain juncture in the nation’s history? Find out on p12.

Where there’s risk, there’s reward, and, given all the unknowns ahead of us, I applaud any business that’s striving to rethink its strategy, improve its product offer and engage new audiences.

My thanks to all the advertisers and contributors who continue to recognise Furniture News as essential to their voyage into uncharted waters (I had to get a reference to our stunning cover feature in there somewhere!), and I hope you enjoy reading this month’s issue as much as we’ve enjoyed overhauling it.

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Paul Farley Editor-in-chief 01424 776101

paul@gearingmediagroup.com

@FurnitureNewsED

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CONTENTS

INFORMING INDUSTRY, BUILDING BUSINESS

JYSK’S NEW DAWN David Ashton’s five-year plan WILLIS & GAMBIER RETURNS INSIDE MADE.COM, SOHO

7

NEWS

12

INSIGHT 12 JYSK / 18 Made.com 22 Retail Snapshot 24 Willis & Gambier

At The Helm Join Hydeline’s voyage of discovery

NEWS / OPINION / EVENTS / INTERVIEWS / PROFILE BEDS & BEDROOM / DINING ROOM / LIVING ROOM

#367 October 2019 www.furniturenews.net

44 AT THE HELM (COVER FEATURE)

CONTRIBUTORS

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28 IFHS / 36 Autumn Fair 38 Brussels / 40 Heimtextil 40 VIFF

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64

70

PRODUCTS 48 Living / 52 Dining 56 Bedroom 58 Trade Services

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Janus Jagd, CEO of software specialist Cylindo

EVENTS

OPINION 64 3D Visualisation 66 IP Myths 70 No-Deal Prep 73 BFM / 74 Feedback 12

Suzie Radcliffe-Hart, technical manager at FIRA International and secretary of the Furniture Industry Research Association

73

Nick Garratt, MD of trade association the British Furniture Manufacturers (BFM)

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WITH SO MUCH GREAT SPACE AND PEOPLE AVAILABLE, NOW REALLY IS THE TIME TO EXPAND

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NEWS

READ MORE AT WWW.FURNITURENEWS.NET

THE FURNITURE INDUSTRY RESEARCH ASSOCIATION held its 23rd annual reception at the House of Lords last month. Over 250 delegates attended the event, which was hosted by baroness Warsi for a third time INTERIORS BRAND ROSE & GREY is launching its inaugural shoppable look-book and a refreshed ecommerce site, and talks with manufacturers are under way to create an exclusive collection BEDMAKER HARRISON SPINKS welcomed the Queen’s representative in West Yorkshire to its Leeds headquarters last month to receive a Queen’s Awards for Enterprise (Sustainable Development) UK-BASED INTERIORS ETAILER AMARA launched its 10th localised site, in Belgium.

European sales currently contribute 21% of Amara’s revenue

JANUARY FURNITURE SHOW is sponsoring the ceremony for The Furniture Makers’ Company’s Young Furniture Makers’ Awards, to be held on 9th October at Furniture Makers’ Hall, London

SOFAMAKER WHITEMEADOW has been accredited as an Investors in People organisation

PROPOSTE, the Italian furnishings and textiles fair, will take place from 27-29th April 2020 at Villa Erba in Cernobbio, running Monday to Wednesday instead of Wednesday to Friday

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JOHN LEWIS CHAMPIONS OWN-BRAND

John Lewis Partnership has reported a pre-tax loss of -£25.9m (compared to £0.8m profit last year) for H1 (ended 27th July 2019), despite Waitrose & Partners enjoying profit. At John Lewis & Partners, operating losses before exceptionals and IFRS 16 [a new accounting standard for leases] increased by £42.5m to -£61.8m, reflecting lower sales in categories with

more considered purchasing, cost inflation and higher IT costs.

Given the relative success of its own-brand lines, John Lewis has announced a redesign of every part of its Home goods range, starting with the relaunch of upholstery. Having grown the size of its Home design team by +50% over the last 18 months, the retailer plans to launch 3000 own-brand products this autumn.

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“The re-drawing of the UK retail landscape continues apace,” states Sir Charlie Mayfield, the partnership’s chairman. “While trading conditions have continued to be difficult, we have accelerated our differentiation strategy and significantly strengthened our balance sheet.”

Total net debt was reduced by £469.2m YoY, due to strong cash generation and tight cash management, as well as the decision to close the business’ final salary defined benefit pension scheme.

The retailer says it continues to invest in non-management staff pay, “well ahead” of the level of sales growth, and is developing its first John Lewis Service Academy (in line with its Waitrose model).

“We have historically made the majority of our profits in the second half of the year,” Charlie continues. “However, should the UK leave the EU without a deal, we expect the effect to be significant and it will not be possible to mitigate that impact.

In readiness, we have ensured our financial resilience and taken steps to increase our foreign currency hedging, to build stock where that is sensible, and to improve customs readiness.”

PD GLOBAL ONLINE ACQUIRED

DURA BEDS SUSPENDED BY NBF

London-based online drop-shipper Artisan Furniture has acquired the online brand rights to 40-year-old furniture and accessories brand PD Global, which went into administration in July due to mounting losses. The buyer says it embodies the ethos PD Global online was built upon – economical, safe, sustainable furniture and accessories made by passionate artisans.

Sandie Johnston, the founder and erstwhile MD of PD Global, says: “I am pleased that Artisan Furniture will be looking after my online presence that we’ve spent the better part of a decade cultivating.” Amit Basu, founder and CEO of Artisan Furniture, adds: “I’m humbled and proud to carry on Sandie’s remarkable legacy.”

All of PD Global’s assets and liabilities – including legal formalities – are being managed by administrator FRP Advisory, and Artisan’s legal right is strictly confined to the ownership of its domain name.

Batley-based manufacturer Dura Beds has been suspended from the National Bed Federation (NBF) for failing its stringent Code of Practice audit process this summer.

“Dura Beds’ suspension is on the basis of having been allocated two major Non Conformances (NCs) by the independent auditor due to a lack of evidence available to demonstrate that the products audited on the day had satisfied the relevant requirements of the Code of Practice,” states the NBF. “It should also be stressed that the audit process is based on a random selection of products by the auditor on the day of the audit, with the emphasis on looking for the evidence of compliance via reports, certificates, etc. An audit failure does not automatically mean a company is placing illegal or unsafe products onto the marketplace.”

Dura is appealing the result of the audit and length of its suspension, states MD, Imran Akhtar.

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NEWS

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BED INDUSTRY AWARD WINNERS REVEALED Six bed businesses received awards at the National Bed Federation (NBF) Bed Show Gala Dinner last month. Hosted by broadcaster Gyles Brandreth and attended by more than 450 industry guests, the awards saw bed manufacturers, suppliers and retailers recognised for their achievements in design, inspiration, growth and innovation.

This year’s winners were: J. Marshall no.4 by Vispring for Bed of the Year; Vitafoam with FReefoam for Innovation of the Year; Cortec by Harrison Spinks for Component of the Year;

Dreams for National Bed Retailer of the Year; MattressOnline for Pure Online Bed Retailer of the Year; and Linthorpe Beds for Independent Bed Retailer of the Year.

The Bed, Accessory Product/ Component and Innovation of the Year categories were judged by: Paul Farley, Furniture News’ editor-in-chief; Steve Adams, MD of MattressOnline; Jerry Cheshire, MD of Surrey Beds; Paul Stott of Paul Stott Design; and Simon Williams, the NBF’s marketing manager.

The Independent Bed Retailer, National Bed Retailer and Pure

Online Retailer categories were judged by a panel consisting of trade magazine editors plus Greenwood Retail MD Bernard Eaton, and Lisa Artis, the NBF’s PR and communications manager.

“The annual awards are a valued opportunity to recognise stand out companies to the bed industry. We congratulate all those who put themselves forward to be judged and, celebrate those who were finalists and award winners,” says NBF president Tony Lisanti.

Read more about the winners in next month’s issue.

EVE ENDS SIMBA TALKS

APPOINTMENTS AT LA-Z-BOY

Bed-in-a-box brand eve Sleep has announced that its early-stage merger talks with competitor Simba Sleep, announced on 12th August, have ended. The former’s board decided that now is not the right time to pursue the potential merger, deciding instead to focus on its rebuild plan, as communicated to investors in March.

James Sturrock, CEO of eve Sleep, comments: “We have continued to make progress with our rebuild strategy and have taken action to reduce our cost base, including a significant reduction in administrative expenses compared to 2018 along with a refocused and reduced marketing investment strategy removing inefficient activity.

We anticipate a significant reduction in losses in 2019.

“The opportunity to create a leading sleep wellness brand remains undiminished and I am confident that eve’s rebuild strategy, centred around a differentiated brand positioning, expanded product range, lower friction customer experience, combined with increasing brand awareness sets out a clear path to building a profitable business, which delivers for shareholders.”

La-Z-Boy UK has announced a new commercial director, head of marketing and head of independent sales, to be based at its head office in Maidenhead, Berkshire.

Mark Draper has been promoted to commercial director, responsible for all sales and marketing for La-Z-Boy in the UK and Ireland, following two years as the director of marketing and national accounts with the company.

Newly appointed as head of sales for independents is Tristan Pyke, who will be working closely with the regional sales agents and high street stockists throughout the UK and Ireland.

Tristan builds on six years of sales in the furniture sector with brands such as Calligaris, ALF Italia, Bontempi, Theca and Kler.

Marketing manager Adam Morley takes on the role of head of marketing, bringing more than two decades of product and brand marketing experience from a variety of industries.

President international Keith Wilson comments: “La-Z-Boy continues to grow its sales and reputation throughout the UK and Ireland and these new appointments are set to strengthen our position further, in line with our future plans.”

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FULL-PRICE SALES AT NEXT were up +4.3% (with total brand sales, including markdowns, up +3.8%) YoY for the HY to July. In-store sales fell -5.5% while online sales, which now outweigh those made in-store, grew +12.6% LAURA ASHLEY has appointed IMG to exclusively license its brand in mainland China, Hong Kong and Taiwan. Home decor and furnishings will be the initial focus in China LOGISTICS SPECIALIST WS DENNISON celebrated 40 years of business with a fun day for 150 friends, family and other associates at its premises in Antrim DUNELM reported “a strong performance” for the year to 29th June, achieving total LFL sales growth of +10.7% (+7.7% in-store and +35.1% online). The retailer is planning to add 6000 products to its online-only ranges, many of which will be own-label products DEPARTMENT STORE RUTHERFORDS OF MORPETH has been sold due to retirement, after more than 170 years in the Rutherford family.

The store was bought for an undisclosed sum by general manager Chris Mitchell, who took over its running two years ago FURNITURE VILLAGE celebrated its 30th birthday in August with competitions, deals and a birthday sale, plus a limited-edition collection featuring products from the likes of ercol, Nicoletti, Sleepeezee and ALF Italia

i T

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INSIGHT

vid Da As

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LANDLORDS HAVE WOKEN UP, SO IT WOULD BE SILLY NOT TO EXPAND NOW

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It’s not the world’s biggest four-letter Scandinavian furniture export, but with more than 2800 stores across 54 countries, JYSK is a contender – and it’s looking to make good on the UK foothold it first established in 2008.

With a five-year expansion plan culminating in 52 stores by August 2024, JYSK may well be coming to a retail park near you – Paul Farley speaks to the man leading the charge, country manager David Ashton. www.jysk.co.uk

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JYSK’S NEW DAWN

JYSK Wakefield

In hindsight, 2008 wasn’t the best time to bring a new retail brand to the UK. “It was a difficult time for everyone,” says David, who is waiting for a flight at Amsterdam’s Schiphol. “We were lucky, though. We had a huge central resource to call on in Denmark, so while other companies entering the country may have had to employ up to 100 admin and management people, we only had to find around 20, and were able to concentrate on the sharp end of retail – our people, stores, products and customers.”

Eleven years on, JYSK is launching a renewed assault.

Having planted its flag in Ireland, the dust is settling from store openings in St Helens, Bradford and Wakefield, which have taken its UK estate to 19. “Denmark [JYSK’s global home] believe in the UK market, and what my team wants to achieve,” David states. “We have to succeed here – it’s a huge market, even if retail is struggling. And, right now, we’re not big, but we’re a lot more confident than we used to be because we know we have a great offer for the UK customer.”

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When David left grocer Farmfoods to join JYSK in 2017, LFL sales were down -11%. That year, they recovered to +3%, then +21.5% the next. This year, David anticipates +8% LFL growth (+20% total growth, thanks to store expansion). In August alone, the business enjoyed +26.4% LFL growth (+48% in total).

“We were really struggling back then,” says David, “but we’re just doing things better now, with more control, and a lot of that is about finding the right people to be involved with our journey.”

Although rents and rates are still high, fluctuating demand and business exits mean almost unprecedented opportunity for brands to expand their physical estate, says David. “Landlords have woken up. With so much great space and people available in the market, now really is the time to expand.”

But rather than chasing the most immediately attractive audience catchments, JYSK plans to maximise brand awareness region by region – namely Yorkshire, the North-west and Midlands. That’s why David closed JYSK’s Bournemouth store last year, despite it delivering healthy growth (+26%).

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INSIGHT

WE NEED TO FOCUS ON CERTAIN AREAS OF THE UK WHERE THERE’S ENOUGH OF A POPULATION TO REALLY GET A STRONG FOOTHOLD

“We don’t have any plans for the south coast for some time, so continuing to run the Bournemouth store was just strategically wrong,” he says, pointing out the distance between the outlet and the rest of JYSK’s estate. “We need to focus on certain areas of the UK where there’s enough of a population to really get a strong foothold.”

JYSK is now targeting market saturation. At its most extreme, this means clusters of stores which, like those in Wakefield, Pontefract and Dewsbury, are just 10-15 minutes’ drive apart. “Our primary focus remains in central and northern England,” says David, “and adding to the 19 stores we’ll finish FY19 with.”

This approach has also led to more concentrated marketing efforts. Three years ago, JYSK pulled its TV advertising when it realised there was no chance of gaining any meaningful traction through its existing footprint – but the new strategy means it can target promotions where it matters. “For example, we were targeting 6,000,000 people, but had just three stores in the North-west – the cost of acquisition was insane! But, if we want to do it again in the future, we’ll have reached a level of saturation that might make it feasible.”

What’s in-store?

In general, JYSK’s stores cover some 10-12,000ft2 of retail space, and are

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attractive, yet functional – there are no meatball cafes or self-serve warehouses in sight. They are, however, currently undergoing significant refurbishment, transitioning from what David calls a “basic 2.0” format (“metal frames, carpet tiles, strip lighting”) into a new iteration with more roomset displays, stronger decor, much better lighting and wooden flooring.

“Maybe our previous decor devalued our offer a bit,” muses David, “but we’re now getting the right look and feel. By August 2020 there will be more newlook stores in the UK than old – and they’re completely changing people’s perspective on our brand. When we refurbished our Lincoln store in May, we had existing customers telling us how wonderful it was to see so many new products – but those products weren’t new, just better presented!”

Product selection is where JYSK truly shines, offering good, better, best (Basic, Plus and Gold) price points across the home and garden spectrum.

These span a vast range – customers can buy a dining table with two seats for as little as £20 or as much as £400, while a garden lounge set can set them back anything from £190 to £1350.

It’s a tempting proposition for valueoriented consumers. “People always need things for their homes,” says David, “we just had to see where we could position ourselves in the market.

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INFORMING INDUSTRY, BUILDING BUSINESS 15 “Customers shop intelligently these days. Back in the recession, the middle classes still wanted lobster for dinner, but because times were hard, they’d come to Lidl [where David worked as a district manager from 2010-14] instead of Waitrose. Rather than hide it, people started to take pride in the fact they were savvy shoppers – even to the extent of showing off their shopping bags!

“In our case, we hear customers brag that their budget JYSK pillows are the same quality as those they’d find in more upmarket stores, and we’re in tune with that behaviour.”

The business carries out price checks against its competitors four times a year, but given the breadth of JYSK’s offer, it’s no mean feat. “We sell pretty much everything for the home, so it’s nigh-impossible to pick out any one competitor that’s very similar to us,” says David. “For example, if we’re comparing towels we’ll look at Asda, Dunelm, Wilko, Tesco and IKEA, but if we’re comparing garden furniture (and I firmly believe we’re the best garden retailer in the UK!) we’d look at B&Q, B&M and The Range against our Basic lines. We know the garden centres have a similar quality position against some of our garden furniture – but we really are a third of the price.

“In beds, we might compare ourselves with Dreams and Bensons. We’re very selective in our product range in that sector – we have 14 [UK-made] mattresses at the moment, but as we get larger, we’ll be able to justify making more UK FR-certified models.”

David has a firm take on these topics, which has played an instrumental part in JYSK’s recent achievements.

“Rather than splashing out on expensive TV advertising, our marketing chiefly comprises online geo-targeting and social media,” he says. Instead of labouring a sales message, JYSK UK has teamed up with popular lifestyle bloggers to convey its brand messaging more naturally. “I really believe in the power of the influencer,” says David, “but you have to be careful to work with the right ones. We’ve worked with many influencers and bloggers that have reached out to us because they already own so many JYSK products – so I’m confident the message they help us convey is one they believe in.”

He’s pleased by how readily customers have embraced JYSK’s high-value, one-stop-shop lifestyle messaging. “Customers much prefer seeing people actually using our products, and photos of our products in real people’s homes,” he says. “The UK is becoming more house-proud, and actively showing off their own interior schemes – and, thanks to our price points and on-trend, stylish designs, they can do that quite affordably.”

The message is conveyed equally clearly in-store, where staff are trained to serve customers honestly and effectively – no commissions or hard sell, just a programme that teaches them to “only sell according to the

THE UK IS BECOMING MORE HOUSE-PROUD, AND ACTIVELY SHOWING OFF THEIR OWN INTERIOR SCHEMES. THANKS TO OUR PRICE POINTS, THEY CAN DO THAT QUITE AFFORDABLY

Global perspectives The scale of JYSK’s international operation already grants its UK arm access to some very well-priced goods – there are plenty of opportunities to be competitive when your group’s annual turnover is €3.58b. JYSK UK draws on a global assortment (primarily manufactured by suppliers in Denmark, the Far East, and increasingly Eastern Europe) and adapts some of it to suit.

“We’d be crazy not to use the buying power of the overall organisation, which enables us to pass on great offers to UK customers,” says David. “And there are other benefits to being part of a global operation. JYSK’s management comprises a wide array of cultures, so there’s a wealth of knowledge and different opinions on everything from marketing to staff management.”

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INSIGHT

customer’s needs”. “Like everyone else, we’re in the world to make money,” says David, “but if you sell the customer something wrong they might return it – or worse, not return at all.”

JYSK strives to appoint managers from within its own ranks (its internal recruitment target is 90%), and its localised expansion strategy lends itself to internal promotion. “It’s important that we can create opportunities for people locally, so we don’t lose great talent because of those jobs being far away from home,” says David.

Indeed, JYSK tries to build employee investment at every turn, from frank and open internal communications (David regularly posts on the group’s Instagram, Facebook and Linkedin accounts) to treating them to a company-wide two-day Christmas shutdown. David says: “In retail, you generally think about work every day – but you can’t do that if your store is closed! It’s important to spend time with your loved ones without worrying about work. The value of staff morale is much more than the potential sales lost from one day’s trade.”

Each September, JYSK also shuts its stores for a big staff party, with the aim of building motivation and morale – this year’s shindig saw the UK staff (roughly 160 people) enjoy their own music festival. “We want our stores to be a relaxed environment, and you need happy staff to achieve that,” explains David.

“JYSK’s culture is quite Scandinavian, and I hope that comes across to our customers. We are open and honest, and every employee has the confidence to approach me – I love it.”

Multichannel gains JYSK is chiming with shoppers online as well as off. Across the international business, the UK accounts for the highest share of online sales – currently 12-13% of its total – and it’s growing fast.

August saw +294% LFL growth – an astounding figure, yet reflective of some poor comparatives last year, when, in June, David took the “very difficult decision” to sacrifice JYSK’s Amazon sales. “These accounted for 15% of our online turnover, and, because they were often small items, 52% of our total online customer orders,” he reveals.

“But you can’t build a brand on Amazon – there’s no brand labelling, there are significant delays, and you have no ability to get customers’ details.

To deliver great customer service, you need to be able to contact the customer directly. Amazon may help many businesses, but if somebody asks you where you bought an item from, and you say Amazon, not JYSK, we develop no brand awareness as a channel.”

Impressive online growth, coupled with the rapid roll-out of new stores, mean JYSK has bold ambitions for its

UK business. “We’re forecasting LFL growth of +9% for September 2019 to August 2020, and plan to be at similar levels for the next two years until our 2024 financial year – that’s around 10% LFL growth each year,” explains David.

“Of course, we’ll be operating from many more stores by then, so our total growth will be massive – something like +44% each year, potentially.”

The early signs are encouraging.

When JYSK relocated its Lincoln store in May, it broke all its records for a grand opening weekend, taking a whole month’s sales in just two days. In June, St Helens returned JYSK’s best-ever first day’s trading from a new store.

“We know that retail in the UK is a challenging environment,” David concludes. “We would argue that UK retail is not dying – it is simply changing the ground rules. We must listen to the customer, we must be available for them on their terms, when and where they want us. Above all, we must ensure that every single person who gives up their time to visit JYSK, either in-store or online, knows that we are immensely grateful”

A FOND FAREWELL In August, JYSK’s founder Lars Larsen passed away peacefully in his home near Silkeborg, Denmark, after being diagnosed with liver cancer.

Lars was instrumental in building JYSK – which celebrates four decades of business this year – from nothing to the global giant it is today.

“The values and culture that he created more than 40 years ago is embedded within everything we do today,” says David Ashton. “If you ever had the privilege to meet him, you will know that he was warm, welcoming and incredibly down to earth – quite a special man, and somebody for us all to really look up to.”

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25/09/2019 12:44 13:11 05/09/2019

18

INSIGHT

MADE.COM SOHO Once an online pureplay, Made has pioneered its own multichannel path – and its physical estate (eight European showrooms, the newest of which opened in July, in Lyon), is underpinned by its London flagship.

Situated in the heart of the theatre district, opposite the historic Foyles bookshop, this recently-overhauled space is a fascinating example of clicksto-bricks retail. Furniture News speaks to Made’s head of showrooms, Jamie Bennett, about the thinking behind this evolution. www.made.com

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“This is not a shop,” reads the welcome sign. True, there’s no evidence of cash desks, pushy salespeople or loud price tags – instead, Made has tried to bring the best elements of its class-leading digital identity in-store, through giant touchscreens, evolving decor and curated designer showcases.

The newly renovated showroom is a contemporary yet playful space, full of fresh design and new technology.

Alongside brand bestsellers, the entrance houses the latest from Made’s TalentLAB initiative, while an archway leads to the main floor, which offers everything from roomsets to plinthmounted displays. Meanwhile, the rear of the building features a breakout space, touchscreen stations, and a corner in which to discuss interior design.

After working with the likes of Burberry and Aesop, Jamie Bennett joined Made early last year, and was a key agent in the Charing Cross Road renovation – and the project is still close to his heart …

I’ve always worked with retailers for whom physical stores are the primary outlet, so joining Made has been a really interesting change. Made is a digitalfirst brand, so understanding that the website and digital experience must be considered at every touchpoint, in addition to providing an amazing human interaction, is something I’ve really enjoyed exploring.

To get over 1000m2 in central London on one level is rare, and our Soho showroom has strong customer awareness. Soho is incredibly diverse, and this brings a huge range of people in to visit – everyone from office workers on their lunch breaks to people on their way to the theatre and families visiting London at the weekend. So much happens culturally nearby, and it’s also easily accessible for people working in the West End. So far this year we’ve had panel talks, events and workshops in the showroom.

We’re lucky to have such a great space, and we want to make sure it’s used to engage with customers and our wider community, so we’ll continue to develop our programme of events.

Throughout the design process, we engaged extensively with our internal

25/09/2019 13:11

WWW.FURNITURENEWS.NET 19 brand stakeholders to ensure we did what felt right for the brand – and, most importantly, what was right for our customers.

As part of this, we evaluated different customer journeys and mindsets to make sure our showroom space met the needs of digital-natives and technophobes alike. Visitors can test out bestsellers in real life, then shop via the app, their smartphones, the large touchscreens in the showroom, or with a team member to complete their purchase.

The space has been incredibly flexible, which is great. From the beginning, we wanted the Made brand experience in the Soho showroom to be a constantly evolving and adaptable design hub and event space, alongside a constantly updated product selection, and we are loving using the showroom in this way.

Made is always developing its product offering, so having such an open space allows us to easily and accessibly display our new Veloretti bikes, Rains raincoats and bags, luggage, or anything else we launch for our customers.

To drive footfall we use local out-ofhome advertising, our website, our app and our social media channels – all of which have strong customer engagement. We also have seven showrooms throughout Europe, and have used ‘clean graffiti’, Instagram stories and events across all of these to engage with our community.

We have over 500 pieces in the showroom, ranging from cutlery to kingsize beds. These represent a mixture of our bestsellers and new products for our customers to discover.

In the showroom we merchandise partly by category (dine, sleep, etc) to allow for easy browsing, and partly in room sets, to allow customers to see pieces in context and to offer styling advice.

We want to strike a balance so customers can see and try our products, whilst also experiencing inspirational styling and designs.

Made continually evolves its product range, and we wanted to reflect that in the showroom – so we add new products every week to keep things fresh. To provide consistency for our customers, we change the window displays in line with our campaigns, so people can easily browse and try the products they’ve seen.

The most significant physical change was removing the shop front and replacing it with full-length glass, along with moving the entrance to give us three large display windows looking out onto Charing Cross Road.

We worked with Dan Wilson of Line Interior Architecture. They worked alongside the Made team to design the shopfit elements and overall design.

They were involved from the beginning, so the brand’s identity was considered at every stage of the design, which we felt was very important.

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WE WANTED THE SHOWROOM EXPERIENCE TO BE CONSTANTLY EVOLVING AND ADAPTABLE

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INSIGHT

We wanted to allow the customer to browse in the way they’re comfortable with, so we’ve zoned the space with brand colours, as well as creating neutral areas where clients can have a consultation, look at fabric samples, or browse the website. QR codes allow visitors to get product information using their own devices, but there are always team members available to answer any questions.

We see a huge range of people in our showrooms, and have tried to take account of this in designing our visitor experience.

Some clients want a more attentive level of service, so we have our team on hand to help them make what can often be a complex purchase. Some are very happy browsing on their own, and they can use our in-store screens to browse product, print postcards of products they want to buy, find their style using our stylefinder, or shop through our curated Instagram feed. The most important thing is that people feel comfortable in our space.

We have a team of 18 working here, and are very flexible in our approach.

Our showroom manager has a lot of autonomy to make the space work – both for our customers and our team.

Made is is first and foremost a digital retailer – the customer journey will always begin and end online.

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However, we recognise that many of our customers come to the showroom for the human interaction, so any tech we introduced had to add value to this interaction, not replace it.

The new technology we’ve introduced includes large HD touch tables which allow clients to view our full catalogue easily, and print postcards to take away with them.

We also have smaller touchscreens where clients can place orders and browse the site, and tables where they can have more in-depth consultations with team members.

We wanted to make the tech fun and useful, so the screens offer enhanced browsing, allowing clients to shop by colour, size and style, rather than just by category. We have also equipped our team members with iPhones so they have live product information on the shopfloor to share with customers, rather than having to check on one of the screens.

For us, it’s important that tech adds to the human interaction, making it simpler and more fun.

Rather than just replicating their digital journey in a physical space, we feel it is important to treat the showroom experience as an enhancement and development of our customer journey, offering visitors an opportunity to talk to us directly and experience Made and our products before making a purchase

MADE IS FIRST AND FOREMOST A DIGITAL RETAILER – THE CUSTOMER JOURNEY WILL ALWAYS BEGIN AND END ONLINE

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22

INSIGHT

RETAIL

BAROMETER BREXIT HAS HAD A HUGE IMPACT

What’s selling, and where? The Furniture News marketing team has surveyed a sample of the magazine’s retailer readership to identify how product categories are performing from month to month. In the first instalment of this new feature, we look at how September stacked up against August.

September generally proved a stronger month for retailers – yet August typically offers fairly weak comparatives, and a combination of Brexit nerves and school holidays only helped maximise pressure on stores as autumn broke. However, reports from certain quarters – such as beds and upholstery – were generally positive, reflecting a market that continues to embrace big-ticket items, regardless of media-driven uncertainty

OVERALL BUSINESS STABLE DOWN 17% UP 58% 26%

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A FURNITURE NEWS EXCLUSIVE

BEDS

BEDROOM CABINET

UPHOLSTERY

53% 21% 26%

48% 13% 26% 39%

55% 14% 26% 32%

WE’RE SELLING MORE LIGHTING AND FUNCTIONAL ACCESSORIES STRONGEST: ACCESSORIES WEAKEST: LIVING ROOM CABINET

LIVING ROOM CABINET

ACCESSORIES

FURNISHINGS

DINING

19% 31% 26% 50%

58% 16% 26%

45% 27% 26% 27%

33% 29% 26% 37%

BUSINESS WAS BETTER FOR 78% OF RETAILERS IN SOUTHERN ENGLAND AND LONDON, COMPARED TO JUST 54% IN THE MIDLANDS/WALES 25/09/2019 14:22

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24

INSIGHT Lille

BRINGING BACK THE BRAND In January, Willis & Gambier’s owner Samson Holding announced its withdrawal from the UK market, leaving the fate of the brand uncertain – until Midlands-based supplier Birlea Furniture acquired it this summer.

Furniture News spoke to David Lane – formerly the brand’s commercial director under Samson, now trading director with Birlea – about continuity, product, and his ambitions. www.willisgambier.co.uk

What attracted Birlea to Willis & Gambier?

The timing was fortunate. The Birlea business, whose offer sits in the medium-to-premium marketplace, has gone from strength to strength in recent years, and we’ve always personally admired and respected the Willis & Gambier brand – so the acquisition fitted perfectly into the business’ strategy.

Castle Donington in Derbyshire. The IP rights have also been retained as part of the purchase, so the established Willis & Gambier ranges will play a key part in the business’ future.

We’re already trading with several existing customers, and look forward to re-establishing relationships with the customer base at this season’s trade shows.

What place does the brand have in today’s trade?

The Willis & Gambier brand stands for trust, heritage, quality design and innovation. In a trade supported by an ever-increasing online sales platform, these attributes are increasingly coveted and admired, day by day.

What are your short- and long-term aims for the brand?

In the short term, stabilise the brand following the change in ownership.

In the long term we want to get the brand back to where it should be in the marketplace.

How closely are you working with its established framework?

Willis & Gambier’s centre of operations has changed from Peterborough to

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How do you plan to ensure continuity?

As part of the purchase we have taken some of the UK and Asia stocks. The supply chain has been re-established, and we expect the core ranges to be

25/09/2019 13:11

INFORMING INDUSTRY, BUILDING BUSINESS 25

Revival Leytonstone bookcase

NEW PRODUCT DEVELOPMENT IS UNDER WAY, AND WILL BE UNVEILED IN THE NEW YEAR back in stock this autumn. We have been trading since the switch over, in order to minimise the time spent away from the marketplace.

Where can the trade find out more?

We exhibited at the AIS Bed Show last month, and in October we’ll be coming to the Autumn Furniture Show in

Stoneleigh, and the Independent Hotel Show at London’s Olympia, so it’s a busy few weeks!

We will also be more active across all the social media platforms, and will keep Furniture News’ readers up to date with our plans (and opportunities) going forward

Lille

Which collections will be maintained?

Initially, the core Willis & Gambier ranges will be maintained and will be in stock this autumn, with additional existing ranges brought back by the spring. New product development is under way, and will be unveiled in the new year.

from Willis & Gambier, and we intend to get back to being very good at delivering product in those areas.

Are there plans to offer any of them through third-parties?

Birlea Furniture has acquired all the IP rights for the Willis & Gambier and Originals collections, and therefore retains its right to market and sell the product as it sees fit.

Can you comment on rumours of poor product quality and difficulties in transferring stock towards the end of samson’s ownership period?

Inevitably, there were challenges as Samson Holdings shut down its Peterborough operations, but at Birlea we prefer to look forward and not back. In doing so, we will focus on product design, the quality of our offer, service, and our social responsibility to sustainability.

Can you reveal anything about new design directions?

Willis & Gambier’s place in the marketplace centres around innovative classic design and innovative design classics.

We know what our customers expect

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28

EVENTS IFHS

IFHS OPENS THE DOOR TO THE

IRISH MARKET The sixth Irish Furniture & Homewares Show (IFHS) proved another successful outing for Ireland’s buyers and sellers, with the majority of exhibitors already looking forward to the 2020 edition (taking place from 22nd-25th August). www.ifhs-tradeshow.ie

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“With our marketing focused on buyers, it’s not surprising the vast majority of exhibitors at the IFHS reported strong sales at the close of the show this year,” comments the show’s marketing manager, Enda Moran.

IFHS offered visitors a first glimpse of new product ranges and access to exclusive offers, with thousands of models on display. “The attendees had lots to see,” Enda continues, “and,

reflecting on the feedback we received, they were all very happy customers.

The IFHS is an excellent representation of the wide variety of furniture and homewares available in Ireland, and a great event for meeting others within the industry.”

According to a survey conducted by the organiser during the show, 90% of the visitors said that this show was the most beneficial to their business, in comparison to other shows in the UK and Ireland – and the event continues to improve. Caroline Horgan, director of Abbeylands Furniture, described the event as “the show in the calendar for the year” – and the fair’s organiser is committed to making IFHS even bigger and better next August.

The event also hosted this year’s Irish Furniture & Home Awards, which saw 12 winners claim best-in-show awards for their products, displays and approach to business. Discover this year’s winners – including the Retailer’s Choice awards for Best Supplier and Best Sales Rep – on p34.

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MADE IN THE UK MADE IN THE UK

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EVENTS IFHS

www.bluebone.co.uk After a busy year of exhibitions, the final two on Bluebone’s calendar were the IFHS in Dublin and Autumn Fair at the NEC. Bluebone’s Irish customers particularly appreciated the supplier’s Chair Gallery, and its recently extended range of small cafe tables. Bluebone launched its cafe table in a 120 x 70cm size, and as two smaller square tables, measuring

70 x 70cm and a petite 60 x 60cm.

Bluebone’s vegan leather dining chairs are now all available in chestnut, tan and grey, and the supplier is regularly complimented on how comfortable they are.

With Bluebone’s show calendar now over for the year, the supplier is turning its attention to January, and is working hard to bring new ranges to the market in 2020.

WIEMANN www.wiemann.co.uk Award-winning German bedroom manufacturer Wiemann is celebrating a successful few days at IFHS. Simon Hewitt, MD of Wiemann’s UK agent, Litmus Furniture, comments: “It was another solid year for us at the IFHS. We had a mix of our latest core collections on display, including Bern, Berlin, Brussels, Cambridge, Dakar 2 and the award-winning Monaco, which all saw a great response from attendees. Our stand-out range was Miami Plus, and the leading finish was champagne.”

THE RUG HOUSE www.therughouse.co.uk The Rug House was set up by brother and sister team Clare and Paul Vallely in 2007, and now ships thousands of rugs worldwide every week to around 30 countries.

This family-run business operates online and in-store, and specialises in the wholesale market, selling B2B. The company boasts an award-winning design apartment, and invests heavily in design research, its team members taking regular trips to New York and around Europe to see the latest interior trends, ensuring they stay ahead of the trend curve. This approach, combined with the use of high-quality materials, results in designer rugs at affordable prices.

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31

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09/09/2019 09:30

25/09/2019 13:11

32

EVENTS IFHS

IRISH FURNITURE & HOME AWARDS

DUBLIN NATIONAL SHOW CENTRE, 25TH AUGUST, 2019

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www.ifhs-tradeshow.ie IFHS, Ireland’s largest trade-only furniture and homewares show, created the awards three years ago to celebrate the event’s best products and suppliers.

This year’s edition attracted some 200 entries across 11 categories – including a new Retailers Choice Award for Best Sales Rep, which went to Sherborne Upholstery’s Gary Corcoran. The Best Supplier award was again won by Annaghmore Agencies. “We appreciate that we are up against stiff competition in a highly competitive market, which makes the receipt of this award all the more special,” said director Conor McKeown. IFHS’ organiser Mark Gannon presented the awards to this year’s winners (see overleaf).

25/09/2019 13:11

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34

EVENTS IFHS

AWARD WINNERS

2019

FN367_Pages.indd 34

BEST SALES REP Sherborne Upholstery’s Gary Corcoran

BEST SUPPLIER (AND BEST CABINET COLLECTION, FOR SEVILLE) Annaghmore Agencies

BEST NEW FURNITURE PRODUCT Contarini oval ceramic table, Red Tree Furniture

BEST OVERALL PRODUCT DISPLAY & EXHIBITION STAND WJ Sampson & Co

BEST BEDROOM COLLECTION New Clare Bedroom, Arch Furniture

BEST UPHOLSTERY PRODUCT Linea, Furniture Plus

BEST IRISH MANUFACTURED PRODUCT Retro curved four-seater, McQuaid Upholstery

BEST OVERALL PRODUCT OF THE SHOW Plazoni chair, Fifty Five South

BEST NEW HOMEWARE PRODUCT Nova sideboard, Derry’s

BEST MATTRESS INNOVATION Opulence, Comfizone Group

BEST NEW DECORATIVE PRODUCT Art Orion, Scatter Box

25/09/2019 13:51

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EVENTS

AUTUMN

DAZE

www.autumnfair.com

Julie Driscoll, UK regional director for Spring & Autumn Fair, says: “The show’s new look and feel has injected a new sense of vibrancy and excitement this year, and we’re delighted with how well our exhibitors have welcomed the show re-edit. Our aim has been to ensure visitors and show attendees leave Autumn Fair feeling informed, inspired and excited for the year ahead – and initial feedback suggests we’ve delivered one of our best shows ever.”

Headlining were speaker sessions from retail experts and personalities Mary Portas and Theo Paphitis, while the showfloor saw a re-edit following investment from organiser ITE Group to help improve visitor flow and facilitate

cross-buying opportunities. One of the major changes was the addition of a dedicated Sourcing hall, which introduced visitors to a global snapshot of products from international suppliers.

Continuing from initiatives launched at sister show Spring Fair this year, the show sought to deliver a visitor reflective of a more socially responsible and sustainability-conscious sector. Event director Jessica Dawnay says: “We think this is only going to continue to grow as a trend, so for 2020 we’re even going to have dedicated trend showcases featuring only the most sustainable products for buyers to look at.”

Spring Fair will take place at the NEC from 2nd-6th February.

Re-edited for 2019, home and giftware marketplace Autumn Fair occupied a new location within the Birmingham NEC (the Atrium), hosting revamped and refreshed show sectors and stages.

BLUEBONE www.bluebone.co.uk After a busy year of exhibitions, the final two on Bluebone’s calendar were the IFHS in Dublin and Autumn Fair.

The supplier says it met quite a few new customers at Autumn Fair, which was due in part to the new layout in halls 19 and 20. There, Bluebone presented two impressive deals on its reclaimed pine Crofter range, plus bundle offers of small takeaway pieces, both of which proved popular. These offers will run to the end of October.

Aside from the Crofter Pine deals, Bluebone’s faux cacti and tropical plants proved popular, as did its new Toraja wall art, which is created from reclaimed boat timbers.

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With Bluebone’s show calendar now over for the year, the supplier is turning its attention to January, and is working hard to bring new ranges to the market in 2020.

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EVENTS

www.furniturefairbrussels.be Established in 1936, Brussels Furniture Fair – taking place at Brussels Expo, Heysel from 3rd-6th November – is one of Europe’s oldest furniture events, and has become one of the most important meeting places for the European furniture sector.

BEST OF

BELGIAN

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www.modulo.be | 320309

Brussels Furniture Fair is becoming increasingly international, with compelling figures for both supply and demand. About 65% of the visitors are from abroad, attending from some 40 countries. Foreign manufacturers make up 60% of the exhibitors, and boast many leading names – catering well to the tastes of the British furniture market.

The fair features seven, clearly segmented halls, connected by inspiring trend passages, and housing exhibitors that spare no investment in presentation and strong new collections.

As well as offering opportunities to boost sales, Brussels Furniture Fair also offers networking events, awards and warm hospitality.

This year, visitors will find planning their sourcing simpler thanks to the show’s website, which via the ‘favourites’ tab, can be used to create a personal preference list, with all the necessary exhibitor information to hand

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BRUSSELS FURNITURE FAIR 3 - 6 NOV 2019

www.modulo.be | 320309

SUN - TUE 9AM - 7PM & WED 9AM - 6PM BRUSSELS EXPO - WWW.FURNITUREFAIRBRUSSELS.BE

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EVENTS

www.heimtextil.messefrankfurt.com While the German market is currently going through a challenging period, home and contract textile exhibition Heimtextil is managing to maintain its international appeal – and this trend is set to continue at the upcoming edition, taking place in Frankfurt am Main, from 7-10th January.

THE GLOBAL DESTINATION FOR TEXTILES Exhibitor numbers have increased YoY over the past decade, from 2469 in 2010 to 3012 in 2019. This growth has principally come from abroad – 2125 non-German businesses attended Heimtextil in 2010, and this number had risen to 2714 in January this year. There is also a positive upswing in the number of visitors from abroad, reports organiser Messe Frankfurt.

“As before, we are seeing growth from other countries in Europe and overseas,” says Olaf Schmidt, the organiser’s vice-

president of textiles and textile technologies. “International manufacturers rely on Heimtextil as an attractive platform for export business and as a trendsetting launch event where they can present their new season products at the start of the year.”

The 50th edition of Heimtextil promises to be the best yet, presenting some 3000 exhibitors and the world’s largest range of interior textiles, plus trend inspiration, business advice and numerous networking opportunities.

VIETNAM

www.viff.com.vn

IS OPEN FOR BUSINESS

The inaugural Vietnam International Furniture Fair (VIFF) will take place from 27-30th November at the Saigon Exhibition and Convention Center, Ho Chi Minh City.

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VIFF serves as both an export and import event, targeting global buyers as well as Vietnamese businesses.

The platform promises not only top Vietnamese manufacturers, but foreign-funded factories producing furniture and related products from Taiwan, Japan, South Korea, China, Malaysia and France, based in major manufacturing hubs such as Binh Duong, Binh Dinh, Dong Nai and Ho Chi Minh City.

Buyers can also expect to see high-quality products from leading manufacturers – predominantly from China and South-east Asia – across categories including bedroom, dining,

kitchen, flooring, office and outdoor, plus interior furnishings, decorative accessories and materials, hardware and fittings.

The inaugural edition has been organised

by Binh Duong Furniture Association (BIFA), in collaboration with the Taiwan Furniture Manufacturers Association (TFMA).

As co-organisers, both have committed to marketing campaigns targeting exhibitors and buyers domestic and overseas.

The organisers are confident of good turnout from markets including the US, Europe, Japan, China, South Korea, Australia, South-east Asia and more.

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Furniture testing and certification SATRA is an international centre of excellence for product testing, training, consultancy and innovation celebrating 100 years in business and 21 years of furniture testing.

Working to ISO 17025 and offering expert technical advice on UK and European standards, SATRA is the premier technical partner for suppliers, manufacturers and retailers of furniture.

SATRA Diamond Product Certification available for products that meet extra quality standards.

www.satra.com furniture@satra.com Tel: +44 (0)1536 410 000 FN367_Pages.indd Full page USE.indd 41 1

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Central Furniture Manufacturing Ltd For a Full Colour Brochure please call 0121 766 8110

Valencia Range Walnut

Mulliner Works, 154 Bordesley Green Road, Birmingham, B8 1BY Tel : 0121 766 8110 Fax : 0121 766 7450 Email : info@centralfurnituremfg.co.uk Web : www.centralfurnituremfg.co.uk

FN367_Pages.indd 42 CentralFurnitureDPS.indd 1

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Central Furniture Manufacturing Ltd For a Full Colour Brochure please call 0121 766 8110

Valencia Range

Light Oak

Mulliner Works, 154 Bordesley Green Road, Birmingham, B8 1BY Tel : 0121 766 8110 Fax : 0121 766 7450 Email : info@centralfurnituremfg.co.uk Web : www.centralfurnituremfg.co.uk

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PRODUCTS

CAMDEN

CHIC This month’s cover star At The Helm continues to stride boldly forward in a direction of comfort and style with the urban boho styling of the Camden Collection. www.atthehelm.com

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COVER FEATURE

Camden offers a vibrant modern slant on the classic chesterfield. With soft curves, compact proportions and a little attitude, At The Helm’s artisans have crafted an elegant range that would work well in any environment.

Carefully selected by the company’s designers to stand the test of time, Camden’s short-pile velvets are enduring yet incredibly soft. With a variety of on-trend hues available to choose from – including midnight, rose, amber and a selection of cool neutrals – At The Helm’s styling has never looked so good.

The Camden Collection is also available in the supplier’s hand-finished, signature leathers, all of which are liquid-resistant and carefully selected for modern-day living.

Customers can create a contemporary

blend of textures from across At The Helm’s leather and fabric range, blending top-grain vintage leathers with splashes of vibrancy to complement any home interior.

Prospective stockists can see the collection first-hand in the supplier’s gallery-style show van (complete with the At The Helm feature wall) which is touring the country for the next two months.

The supplier invites would-be buyers to relax on some of the most comfortable sofas on the market – from both Hydeline and At The Helm – and experience the rich texture, smooth refined finish and softness of its leathers.

Camden displays (in peacock velvet, pictured), will be available from stock from November

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All Celebrity ZipSPEED ranges have been reengineered to include Mammoth Medical Grade™ Foam Seating Technology as standard.

Zero VAT rated for those eligible. Terms and conditions apply. *Fabric models only. Includes fixed chairs and settees

Tel: +44(0) 1623 440626

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www.celebrity-furniture.co.uk

info@celebrity-furniture.co.uk

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PRODUCTS LIVING

BLOCKHOUSE info@blockhouse.co.za

Blockhouse strives to offer the latest furniture trends in keeping with its own casual style. A South African manufacturer with a family history of making and designing furniture, Blockhouse recently began applying its wide range of designs and manufacturing capabilities to us supplying major local and international

retailers, ensuring every piece is unique while providing a high standard of service and personal attention.

More recently, due to current property sales and rental trends Blockhouse has partnered with property developers to provide fully furnished one-, two- and three-bedroom apartment packages consisting of bedroom, dining and lounge furniture made to fit the layout of the various sizes and styles of the apartments.

Due to its ability to pack mixed containers and flat-pack products of various styles of solid timber, steel, upholstery and veneered furniture – with numerous fabric and colour options – Blockhouse is also proving increasingly popular among the online retail community.

Its purpose-built factory in the east of Pretoria, South Africa, is split into four distinct spaces – showroom, carpentry and steel factory, upholstery workshop, and shipping.

SEE US AT THE AUTUMN FURNITURE SHOW HALL 2

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

www.JDWLTD.com

for products, services and contact information

The most extensive range available from including: Touch Up Markers & Graining • Transparent & solid colour markers • Clear finishing markers • Graining markers & colouring sticks

Repair Aerosols • Dye & Pigment Colouring Aerosols • Finishing Aerosol in 6 sheens • Low Odour Finishing Aerosols • Speciality Aerosols for spot repairs, blushing etc

Repair Kits • Touch Up Furniture Repair Kit • Professional Furniture Repair Kit • Cabinet Installation Kit • Flooring Installation Kit • Solid Wood Repair Kit • Quick Repair Burn-In Kit

Fillers • Simple Fill-Sticks & Quick Fill hot sticks • Burn In Repair Systems - matt & gloss • Epoxy Repair Fillers + Wood Touch-up & Repair Training Courses

www.furniturerepairdistribution.co.uk

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PRODUCTS LIVING

BUOYANT UPHOLSTERY www.buoyant-upholstery.co.uk Buoyant Upholstery sits at the forefront of sofa manufacturing, providing quality craftsmanship with a modern twist – crisp designs and trend-led fabrics – resulting in timeless furniture with options to suit all tastes, from rustic country lifestyles to modern homes.

Buoyant enjoyed a successful Manchester Furniture Show in July, where it saw growing interest from stockists across the UK and Ireland.

Now, the company is looking ahead to the January Furniture Show, where Buoyant will continue to strengthen its portfolio, and demonstrate its deeprooted connection to British furniture heritage.

A combination of a centuries of knowledge and dynamic manufacturing processes allows Buoyant to expand

Carter

its broad variety of styles through editions such as the Carter range, which combines a contemporary slim arm with a comfy deep sit, and was developed to meet growing demand for modern, design-led furniture.

w slo lm Wi

Athena Grey Hexa

BRITANNIA MIRRORS Amalfi Champagne (8172)

www.britanniamirrorsltd.co.uk

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Britannia Mirrors has been established for 30 years, and in that time has developed a reputation for supplying quality products and providing a high level of customer service. From its factory in North London, the family-run company produces large and small runs of products to suit every requirement,

offering one of the industry’s most comprehensive ranges of quality framed and unframed mirrors.

Britannia attended the Manchester Furniture Show for the first time this summer, where its exclusively British-made products enjoyed a good reception.

The company’s portfolio comprises everything from traditional and decorative gilt- and silver-framed mirrors, over mantels, oval mirrors, shaped mirrors, minimalist, contemporary and modern designer mirrors and solid wood mirrors, to freestanding floor, tabletop and bathroom mirrors – and this diverse product range continues to grow to meet emerging trends, improving on established products, and meeting changing customer demand.

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Britanni

Manufacturers and Wholesalers of Quality Framed Mirrors

Britannia Mirrors Ltd Unit 5, 87 Lockfield Avenue, Enfield, Middlesex EN3 7PY Tel: 020 8804 0392 Email: sales@britanniamirrorsltd.co.uk

www.britanniamirrorsltd.co.uk

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KETTLE INTERIORS www.kettleinteriorsagencies.com Fusing classic style and current trends, The MN Collection from Kettle Interiors features oak tops paired with soft-grey painted cabinets to give an elegant look in living spaces and bedrooms.

A handsome addition to any home, this range is a true allrounder, ready to take on duties in traditional homes, or equally when furnishing modern interiors looking to select timeless pieces.

Featuring a full range of items across dining, occasional and bedroom, The MN Collection is defined by sophisticated details including carved legs and bun feet. Each piece features chrome knob handles for a touch of contemporary flair.

ti

Do l om i

From its hand-picked fabric to its shimmering twisted colours and patterns, the Splendore di Venezia rug collection from Louis de Poortere aims to capture the elegance of classic Venice. Splendore has six designs – Dolomiti, Nuovo, Quadrini, Rombo, Laccetti, Cubetti, and the abstract-patterned Gattopardo.

Not only has it proved popular, it has also won The Natural Carpets and Rugs Category in this year’s Flooring Innovation Awards.

Alan Russell, sales director UK, says: “The demand for natural fibres has continued to grow, and our ability to combine this with style is evident in Splendore. Our careful choice of colour combinations, textures and patterns create a range that meets the diversity of home styles www.louisdepoortere.com and trends we see today.”

LOUIS DE POORTERE

Mid-century or millennial?

Source your style in

The Furniture Trade Directory Online trade-specific search engine and printed directory bringing buyers and sellers together

The Furniture Trade Directory SECO ND EDITIO N

www.gmgconnect.com Cover_final2019.indd 1

ConnectOct19.indd 1

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SofaSo

sofa source direct ltd quality

•

design

•

choice

SHANGHAI $525 F.O.B. Please call David or Nigel for all UK and Ireland enquiries David: +44 (0) 7469 176366

•

Nigel: +44 (0) 7799 062747

www.sofasourcedirect.com

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PRODUCTS DINING The IB Collection

Kettle Interiors is stretching its style legs with the launch of two new industrial looks, the IA and IB collections. Underlining the supplier’s ambition to bring UK retailers diversity throughout its portfolio, the new collections are a departure from the oak and painted furniture collections it is usually associated with.

THE NEW

INDUSTRIAL Sales director Simon Ainge says: “We’re famed for oak and painted collections that deliver wide, massmarket appeal, and this has worked very well for us, helping to establish Kettle Interiors as a key supplier for many UK retailers. However, at any given price point, there are only so many oak or painted styles that we can introduce to the market before the boundaries are blurred.

“As we look to cement our position as one of the UK’s best furniture suppliers, a wider choice of styles is a natural direction for us to take, helping us to break new ground by putting us in the focal point of retailers that may have previously overlooked our styles, and giving our customers a wider choice of looks. The striking industrial aesthetic of both collections certainly stands apart from our more traditional ranges, and we’re thrilled with the finished article.”

With its metal hairpin legs, boxy lines and sleek bar-style handles, The IA Collection delivers a modern aesthetic that is in keeping with the warehouse styling and raw, industrial aesthetic

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appearing in today’s lifestyle press and social feeds. Softened through the characterful oak grain and light tone finish, the range also manages to maintain its wide-ranging appeal.

“It’s easy to overdo ranges such as these,” explains Simon. “Just a little too much design and you run the risk of narrowing the appeal’s collection.

Through maintaining the familiarity and popularity of light oak, rather than opting for a darker finish or more dramatic wood, we’ve ensured that The IA Collection delivers just the right balance of modern, trend-forward looks and wide consumer appeal. In short, it’s a stylish range that’s not just for ultrachic warehouse apartments, but for more conventional homes too.”

In 18 pieces for dining and occasional use, including a large sideboard, exceptionally useful large bookcase – serving well as a practical storage unit thanks to its three drawers and cupboard – three dining chair styles in a choice of grey, tan and brown, and three dining table sizes, The IA Collection is ready for any size of home.

www.kettleinteriorsagencies.com “For The IB Collection we’ve pushed things a little further, with a basket weave pattern inlay on table-tops and cabinet fronts in a really stunning aged grey oak finish. It’s a look that blends classical parquetry influences with modern styling, and the result is nothing short of impressive,” explains Simon.

While sampling from two ends of the spectrum – classic Chateaux style and modern industrial chic – The IB Collection manages to deliver a balanced approach that sees it deliver a unique aesthetic that will work in traditional, mid-century and modern homes alike. The retro feel of the mirrored and lit wine cabinet demonstrates just how Kettle is trying to innovate in furniture with wide market appeal.

Featuring quality details such as metal drawer runners and soft-close doors, both collections are available through Kettle’s Wholesale, Stockist and Container packages, with fast delivery from UK stock. The IA Collection is now in stock, with the IB Collection expected next month

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PRODUCTS DINING are proving tables po p oak ul

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YOTFC www.yotfc.co.uk Ye Olde Traditional Furniture Company offers a good choice of products at competitive prices – and this simple premise is helping the supplier’s independent customers secure sales despite increasingly fierce promotional activity across the market, says MD David Harrison.

He explains that YOTFC’s in-house polishing and upholstery services are a real asset when striving to ensure that the company’s retail stockists stay on-trend and ahead of demand, thanks to the wide range of modern textiles and paint, wax, stain and lacquer finishes on offer. These can be applied to a huge selection of chairs and tables, all of which arrive in the UK as ITW frames.

Buying from YOTFC has been further simplified by the launch of a new website. Easily accessible and navigable, the website is a more suitable reflection of YOTFC’s burgeoning product range, says David.

KETTLE INTERIORS www.kettleinterioragencies.com With a characterful grain and light oak finish, teamed with boxy lines and metal hairpin legs, The IA Collection is an industrial-style dining and occasional range with wide appeal. Featuring slender bar-style metal handles, softclose drawers and metal runners, IA is packed with details to match its looks and comes in 12 pieces, along with six chairs.

Simon Ainge, sales director, says: “With its on-trend styling that manages to bring that chic warehouse look without over-egging the pudding, the range is set to make a striking addition to any store – or any style of home, for that matter.”

M&P Chairs Limited WWW.MANDPCHAIRS.CO.UK

110 - Slat Side (& High Back) Chair

111 - Spindle Side (& High Back) Chair

112 - Fiddle Side (& High Back) Chair

114 - Slat Low Carver

115 - Spindle Low Carver

116 - Fiddle Low Carver

QUALITY EUROPEAN HARDWOOD (BEECH AND OAK) CHAIRS THIS IS JUST A SMALL SELECTION OF OUR RANGE - PLEASE CONTACT US FOR FURTHER DETAILS ON OUR FULL OFFERING ALL AVAILABLE FROM STOCK • FINISHING SERVICES AVAILABLE • LARGE OR SMALL QUANTITIES • DISCOUNT FOR COLLECTION EMAIL OR CALL US TO REQUEST A BROCHURE AND PRICE LIST Please visit our website to see our full ranges - WWW.MANDPCHAIRS.CO.UK All enquiries to: Mike Hodgson – mikehodgson@gmx.com • Call: 07802 648383 or Paul Hodgson – paul.holroyd.hodgson@gmail.com • Call: 07469 819520

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YeOlde

YOTFC

LTD

Ye Olde Traditional Furniture Company

www.yotfc.co.uk

Welcome to www.yotfc.co.uk - our new website now online

YOTFC produce Solid Oak, Beech & Pine Chairs,Tables, Stools, Cabinets and Components.

We offer on site, comprehensive bespoke polishing and upholstery services.

All products are also available ITW. Deliveries are made by our own dedicated vehicles, customer collection or by pallet/carriers where “Just in Time” is the order of the day.

tel: 01604 890 956 | email: md@yotfc.co.uk | brd@yotfc.co.uk 3 Roe Farm, Whiston Road, Cogenhoe, Northampton, NN7 1NL FN367_Pages.indd YeOldeOct19.indd 155

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PRODUCTS BEDROOM Sublime

SOFTHEADS GROUP 0121 773 9969 Softheads Group – which consists of Siesta Beds, Mayfair Beds and Mulliners Beds – has executed a full review of its materials to ascertain the sustainable credentials of its range.

For many years, a high priority has been placed on recycled materials, and Softheads has long been aware of the effect manufacturing has on the planet. Many of its materials come from recycled sources – apart from its natural fibres, foam and latex, it could be claimed that much of the steel the company employs is recycled, although it is harder to determine the proportion in this case.

Due to the use of these fibres, some of Siesta Beds’ range can lay claim to being made of recycled materials.

Indeed, one of the largest suppliers of fillings has produced polyester from plastic bottles for years, and is recognised as a leading supplier to the UK’s bed companies. But is the consumer ready to accept that their

head is resting on plastic bottles, or is this image wrong for the product?

Either way, Bilal Baig, Softheads’ product development and sales manager, has pledged to launch a model in 2020 that clearly defines the percentage of recycled materials employed.

At this year’s Bed Show, meanwhile, several new models were introduced: the Opulence 3000 Pocketed Copper

and Finesse Copper 2000 Encapsulated Pocket Superior edge-to-edge support joined the copper-infused latex range; the Infusion 3000 Pocketed mattress, upholstered with gel for thermal control, memory foam and luxury fibre, was well received; and the Kinetic 1000 Encapsulated Pocketed superior edgeto edge support, which features a hybrid foam with a cell formation that ensures lasting durability and comfort.

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INFORMING INDUSTRY BUILDING BUSINESS

INFORMING INDUSTRY, BUILDING BUSINESS

JYSK’S NEW DAWN David Ashton’s five-year plan WILLIS & GAMBIER RETURNS

ONLY

Each monthly issue of Furniture News provides market news, insight and new products.

£95

Subscribe today to receive your physical copy every month, plus a copy of Connect – The Furniture Trade Directory (and VIP online login status).

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INSIDE MADE.COM, SOHO

At The Helm Join Hydeline’s voyage of discovery

NEWS / OPINION / EVENTS / INTERVIEWS / PROFILE BEDS & BEDROOM / DINING ROOM / LIVING ROOM

#367 October 2019 www.furniturenews.net

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SIESTA BEDS COMFORT & QUALITY ASSURED

A Life Changing Choice

Est 1986

Softheads Group Mulliners Works 154 Bordesley Green Road, Bordesley Green, Birmingham .

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Tel: 0121 773 9969 Fax 0121 766 741

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PRODUCTS TRADE SERVICES

IMPROVE SALES

WITH PERFORMANCE COACHING

iStockphoto.com/viafilms

In the sporting world, all the top sportspeople have coaches to help them perform at their highest level – and it’s not just athletes who can benefit from this kind of training, says Retail Performance Specialists (RPS).

For the dates of RPS’ last workshop of 2019 and how to register, call Scott Reid, quoting ‘Furniture News PCW’ for a special discount.

T 01344 849397 www.rps-global.com

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According to the Institute of Coaching, 80% of people who receive coaching report increased self-confidence, and over 70% benefit from improved work performance, relationships, and more effective communication skills. An impressive 86% of companies report that they recouped their investment on coaching, and more.

Performance coaching enables the delivery of wide-ranging skills, such as: leading, managing and motivating a team; creating the right commercial mindset in a team; mentoring and developing employees to achieve more; holding people accountable; behavioural change and skills development; identifying opportunities; and inspiring greatness and high performance.

RPS offers full-day, hands-on retail performance coaching workshops, which seek to impart a proven model for motivating and empowering teams to achieve their targets. The workshops are designed for any managers wishing to get the most out of their team – including area, store and department managers.

RPS, has developed a proven fourstep retail coaching model to help managers empower their team and encourage them to take responsibility.

The company has identified four

essential elements of managerial success and the ability of stores to exceed targets – the ability to analyse the current situation, identify the opportunities through the numbers, create an effective action plan, and execute the plan through their team.

RPS’ proven model guarantees to improve top-line sales without eroding margins.

The objectives of RPS training are to: learn RPS’ four-step coaching model; empower individuals and encourage them to take responsibility; improve performance of individuals in a team; help identify and develop high-potential employees; increase employee and staff engagement; and help motivate and engage individuals to excel.

RPS’ general manager, Barry Martin, asks: “How much time do your team leaders spend telling people what to do, versus asking them how to help? How willing are your teams to tell you what they really think? How clear are your customer-facing teams about what is expected of them? How easy is it for you to identify why your great people are great? How big is the spread from your top- to your bottom-performing salespeople? And what would be the commercial benefit if all those below average could simply be average?”

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Comfort

Style

Sophistication

Lebus Upholstery Ltd, Queensway Ind Est, Dunlop Way, Scunthorpe, Lincolnshire, DN16 3RN, United Kingdom

For more information contact: 1/2 page landscape.indd 1

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t. 01724 407 751

e. sales@lebus.co.uk 12/09/2019 09:04

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PRODUCTS TRADE SERVICES

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installation in Birmingham

AD P

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ADP DISTRIBUTION E-A L

www.adp-distribution.co.uk As

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ADP has been working on a new furniture installation and project management venture for LE-AL Asia. The project involves managing and installing a large-scale flatpack and cabinet furniture programme, with furniture supplied by Julian Bowen – in Birmingham’s exclusive city-centre Exchange Square development.

The project, which covers over 600 luxury apartments, ranging from studios to threebedroom apartments, is being executed across two phases this year. The first was completed on time in early May, and, working within tight deadlines and alongside external companies, ADP successfully delivered a full project management and installation service.

ADP offers over 50 years’ combined specialist experience in an array of other services including distribution, merchandising, store roll-outs, fulfilment and overall project management, with clients ranging from major electrical and computer stores to national and European carpet and flooring companies. Operating through a helpful and courteous team, ADP can adapt to the requirements of any business, giving them the flexibility to concentrate on their goals.

TRADEAXIS www.tradeaxis.org UK award-winning EPoS for furniture retailers RetailSystem.com has launched TradeAxis, a collaborative platform for furniture product suppliers and retailers which marries independent furniture retailers with product manufacturers and suppliers.

Integrated with RetailSystem.com’s EPoS software platform, TradeAxis is a support service for retailers, who can browse, choose and buy products from all furniture categories from the comfort of their own EPOS dashboard.

RetailSystem.com founder Stephen Smith says: “It’s an exciting time for us right now.

We have started the roll-out of TradeAxis as part of the Retailsystem.com product ecosystem. It is the first of our new support service initiatives that our customers will see over the coming months.

“We listened to what our customers said and developed a trade-only product-buying portal. It is a way to integrate the buying function of their business through their EPOS dashboard.

“It is intuitive, and seamless. TradeAxis reflects our stated aim to deliver EPOS excellence to independent furniture retailers.”

The service is free to RetailSystem’s customers, and suppliers are invited to upload products to the platform. Retailers can then place orders for floor models, ranges or DHD orders.

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HILL INTERIORS

Hill Interiors’ Julian Potter aboard one of the newly liveried lorries

www.hill-interiors.com Two family-owned firms have cemented their close working relationship with a newly liveried fleet of 40ft curtainsiders. Bedale-based Hill Interiors, a wholesale furniture distributor, and Middlesbrough haulage firm Ward Bros (Malton), began a partnership 18 months ago, and now Ward Bros is now set to livery 10% of its entire fleet with Hill Interiors’ branding.

Hill Interiors’ MD Julian Potter says: “As a family-owned importer and distributor placing great emphasis on reliability, flexibility and great customer service, we rely on working with partners who share our values. With Ward Bros we’ve found exactly that, and at a highly competitive rate, too. It gives us great pleasure to be able to partner with another Northern company.”

Ward Bros is part of the Palletways network, and utilises its membership to help Hill Interiors reach its 4500 trade customers.

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LANCASHIRE TESTING SERVICES enquiries@ltslab.co.uk Lancashire Testing Services is a laboratory which goes the extra mile in customer service, offering help and advice on regulatory testing requirements for British, European and international standards.

Its team of technical personnel have many years of experience, and a comprehensive knowledge of manufacturing and flammability testing of raw materials and upholstered products including domestic and contract furniture, mattresses, bed bases and headboards.

The business’ workings are overseen by a bespoke quality management system which is assessed by an external accreditation body on a regular basis.

The laboratory’s all-round service is designed to expand its customers’ understanding of the finer details of product testing.

All questions are welcomed, and testing – including FR testing of fabrics and composite products, physical testing of fabrics – is available to be viewed at all times by appointment.

The company has the ability to test larger items, including full-size mattresses and composite products. A video resource for all FR tests is sent with reports, and all results are turned around quickly. Training courses are available on request.

NATIONAL BED FEDERATION

FIRA INTERNATIONAL

www.bedfed.org.uk

www.fira.co.uk/FSTOct

Rogue traders continue to steal business from legitimate bed manufacturers and retailers, duping people into buying products that are simply not what they claim to be – says the National Bed Federation’s marketing manager, Simon Williams, who explains that the federation is fighting back by investigating dubious products and businesses, and reporting its findings to Trading Standards.

Simon is calling for retailers to become NBF Retail Supporters – available to bed retailers sourcing at least 50% of their beds from NBF members. Supporters will receive a pack including window and in-store vinyls, pyramid display boards, a USB stick with new videos and downloadable artwork, all designed to help communicate the strengths of product from credible British manufacturers.

“Together, we can put rogue traders to bed,” says Simon.

FIRA International and the Furniture Ombudsman have announced plans for another free joint learning session, which will include the process of furniture inspection and repair when customers report a possible product defect, with the Furniture Ombudsman covering the latest consumer legal updates.

Following on from the first event in June, this event will be hosted by Westbridge Furniture Designs at its Flintshire facilities on 16th October from 9.30am-3pm, and will include a mix of classroom-style sessions and hands-on workshops, giving delegates the opportunity to learn how the experts inspect furniture and identify possible faults, alongside the opportunity to try a range of repair techniques first-hand. There will also be a chance to tour Westbridge’s factory.

The workshop sessions will specifically focus on upholstery, mattress and cabinet repairs, and will look at utilising phototriage as part of customer after-care programmes, and how the correct reporting analytics can help the early identification of issues. The consumer law section will explore consumer remedies in furniture and home improvement cases.

The session is open to all from across the industry – anyone wishing to confirm their place should email Emma Delea at edelea@fira.co.uk.

Sometimes, old mattresses are concealed within (supposedly) new ones – and such deceptions can be hard for consumers to spot

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OPINION

THE POTENTIAL OF

The digital reality is gaining momentum, as more and more retailers are experimenting with technology to stand out and make their shopping experiences more engaging. Leading the charge is 3D product visualisation …

YOU WON’T BE ABLE TO RECOGNISE THE DIFFERENCE BETWEEN A RENDERING AND AN ACTUAL PHOTOGRAPH

BY JANUS JAGD www.cylindo.com

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We are witnessing a shift in the decisionmaking process. Digital merchandising is becoming increasingly important – after all, today’s customers tend to start their shopping journeys online, and more often than not, their initial research is crucial in shaping their purchases.

In a world full of visuals and rich content, having a product visualisation strategy is a must. Both furniture brands and retailers should be aware that building a high-quality, future-proof asset library can mean the difference between success and failure.

Having an end goal in mind and understanding the difference between high- and low-poly assets (low-poly is a 3D polygon mesh that has a small number of polygons, so often appears blocky and lacks detail, yet still demonstrates the basic shape, while high-poly assets create superior finishes with a photorealistic look) can help furniture companies identify the best technology for them at this time.

THE NEW BUYER JOURNEY As the industry is in the throes of digitisation, each business must consider what they need to enable the next generation of technologies and improve the online shopping experience on offer. Today, the furniture purchase journey starts online for more than 70% of consumers – according to Statista, worldwide online furniture sales are expected to grow at an average rate of +11.9% a year between 201822, resulting in a market volume of US$294b in 2022.

It’s up to companies to set their own goals, then choose their technologies wisely – the companies who adopt tech for the sake of being cutting-edge will eventually do more harm than good.

THE FUTURE OF VISUALISATION We’ve seen huge advancement in

product visualisation in the last decade.

The industry once relied on product photography and 2D-based tools – now we’re truly moving into a 3D era. More companies are replacing traditional photography, as they become aware of the advantages of 3D visuals. While 2D assets are static, hard to modify and repurpose, 3D assets are smart, agile, and can be easily repurposed.

Today, due to the high quality of the renderings, it’s almost impossible to notice the difference between a photo and CGI. Also, 3D creates unmatched scalability, enabling companies to visualise a whole catalogue with all their product options, while shaving costs – and adding new fabrics to a product is easy once you have the core 3D asset.

Four interesting technologies are on retailers’ radar for 2019, and beyond …

3D/360° PRODUCT VISUALISATION Many companies have already replaced traditional product photography with 3D visuals. Nowadays, some of the furniture leaders use more than 75% CGI in their catalogues, and the level of quality is so high that you won’t be able to recognise the difference between a rendering and an actual photograph.

Thanks to advanced technology, renderings often show colours more correctly than photography. Moreover, 3D renderings can do things that photography can’t – 360° spin, product cut-outs, or interactive room scenes.

Today, we are not only talking about realistic 3D renderings, but renderings with features that empower engaging shopping experiences, and can increase conversions by up to +40%. With 3D visualisation, lighting, staging, shadows and reflections are problems of the past.

The assets are created in a completely controlled environment, on your own terms, thus reducing visualisation costs by up to -58%.

This technology helps companies

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INFORMING INDUSTRY, BUILDING BUSINESS 65 save time, money, and resources while showcasing an unlimited number of product configurations – different colours, textures, and fabrics. At this point, 3D is the only product visualisation technology that creates high-quality assets that can be leveraged across channels and touchpoints like product feeds, cart thumbs, augmented reality apps, marketplaces and endless aisles.

Heal’s, for example, creates a captivating customer experience geared up with 4K HD zoom, interactive 360° spin and unlimited configurations, loading in milliseconds. 3D visualisation technology gives Heal’s photorealistic visuals and tools to engage and convert their audience across channels.

AUGMENTED REALITY (AR) AR has big potential to disrupt the furniture industry and to ease the decisionmaking process. Some of the biggest players have already introduced AR apps, allowing customers to insert virtual objects, such as sofas, tables and chairs, into their homes, and immediately see how the piece of furniture would look. This way, customers can try out furniture virtually without worrying about bad decisions, removing a huge weight from their shoulders before the big purchase.

Unlike VR, AR doesn’t require any special hardware. Customers can access the app on smartphones that they already own, so it’s easier to implement, making cost less of a consideration (which is the main reason AR is more widely adopted than VR).

However, research shows that nearly 85% of mobile users tend to spend their time on five top apps – most of them social media platforms. Also, people tend to delete other apps due to rare usage or having limited storage space on their phone. Bear in mind that furniture is not a frequently bought item, and it becomes clear that there’s a big chance customers won’t bother downloading an AR app.

With the emergence of web-native AR on both iOS and Google devices, things drastically changed for this technology, emphasising its potential to disrupt the furniture industry. Webnative AR solutions allow customers to place 3D models of selected products in the real world straight from their mobile browser, without downloading a mobile app. In return, this has provided

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A HIGH-QUALITY, FUTURE-PROOF ASSET LIBRARY CAN MEAN THE DIFFERENCE BETWEEN SUCCESS AND FAILURE adoption rates 33 times higher than for traditional AR mobile apps.

VIRTUAL REALITY (VR) Today’s retailers are experimenting with immersive technology to conceptualise the store of the future. VR is an immersive experience, because it blocks out the real world, making the user unaware of the environment around them. For this kind of virtual experience, customers must have special headsets which are still quite expensive.

According to Perkins Coie’s research, the user experience is the top obstacle (41%) for the mass adoption of VR, reflecting ongoing concerns with technical limitations and performance issues, as well as bulky hardware.

Most of the companies that launched VR apps are still testing them. However, VR is far from mainstream. Currently, it is more brand-centric than customercentric. Even though there is a big potential for VR in retail, there is still a lot of work that needs to be done before it becomes widely adopted.

Wayfair has launched a few AR/VR apps. One of their first experiments with VR was Patio Playground, an app that lets customers get a virtual view of how furniture might look by using it to enhance an outdoor setting. Their other

VR app, IdeaSpace, enables customers to explore a variety of unique spaces and shop in an interactive setting.

SPACE PLANNING Space (or a room) planner is a helpful visualisation tool that lets businesses turn 2D blueprints into realistic 3D models. This technology allows users to insert 3D furniture replications into the user’s space, helping shoppers visualise how the new setting would look. Unlike 3D product visualisation and AR, a space planner is primarily an in-store tool. The combination of sales staff knowledge and the power of this technology can have a huge impact on AOV. Not knowing the size and look of the room can be a barrier to delivering exceptional sales service. With the help of a space planner, the salesperson is in a better position to offer advice.

For instance, a customer that comes to a store to buy a sofa might decide to buy an armchair as well, thanks to the context that the space planner helps create. Research shows that a space planner can help furniture companies increase average sales value threefold.

Deciding on the right 3D product visualisation technology for your business is a multifaceted process, but there’s never a dull moment!

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OPINION

TEN IP MYTHS BUSTED Over the last four articles in Abel & Imray’s series on intellectual property (IP) protection, we’ve covered the basics of IP in the UK and abroad, how IP can make and save you money, and why ownership of IP is important to get right. As a reminder of some of the issues we’ve already covered and to introduce a few new ones, this last article aims to put right some of the more common myths surrounding IP.

THE MOST SUCCESSFUL BUSINESSES ARE THOSE THAT HAVE HISTORICALLY INVESTED IN THEIR IP

BY JIM PEARSON www.cipa.org.uk/ find-a-patent-attorney/

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1. Copyright needs to be registered in the uk for it to be useful/enforceable Copyright arises automatically through the creation of a work. If ever you need to assert your copyright against a third party, you will need to prove that you, or your company, owns the relevant rights.

This will typically include evidence of creation of the original work.

Over the years, practitioners have advised sending material to yourself in a tamper-proof envelope, lodging materials with your bank, your accountant, your lawyer (even your patent attorney!) or registering the work with an appropriate independent body offering that service.

There are now online providers offering (informal/unofficial) copyright registration services in the UK. In the US, there is a requirement to register copyright material before taking legal action against a third party for copyright infringement. However, in the UK there is no legal requirement to register copyright in order for it to exist, nor is there an official register of copyright works in the UK. It is best practice to keep good records of the creation of important copyright works (and other IP rights for that matter), in case evidence is ever needed in future. Keeping original dated design documents, as a minimum, is strongly advised.

There may be benefits in taking further steps, such as those described above, but there is no legal requirement to do so. Take advice on the matter if you’re not sure, or at least weigh up the costs versus the benefits of registering copyright in the ways described above.

2. You can’t patent methods of manufacture If the method of manufacture is novel and involves an inventive step over what’s already in the public domain, then it will be patentable. The requirement for an inventive step is just that. An inventive leap is not required.

For something to be inventive, it must not be completely obvious.

A new method of manufacture will be different over the closest comparable previously known method in one or more

ways, providing one or more differences.

If those differences represent a useful or beneficial improvement, then there will normally be ways to argue that they represent an inventive step, and obtain useful patent protection.

3. If you’ve failed to keep something secret you won’t now be able to protect it It is true that if you’ve failed to keep something secret you won’t now be able to obtain a valid patent in the UK that covers what you’ve previously disclosed non-confidentially. However, protection in other countries may still be possible.

Certain countries, including the US, provide a grace period, typically of 12 months. Provided that a patent application is filed within the grace period in such countries, the prior disclosure by the patent applicant won’t count against the patent application (unlike the situation in the UK). It is also worth remembering that UK and EU registered designs can be validly filed within such a 12-month grace period.

4. Patents are always the best form of IP Patents protect new technology and can provide valuable monopoly rights over innovative concepts. However, patents can be expensive, and require full disclosure (and publication) of all the new things that make the technology clever. There are alternatives to patents that are often better for a company.

Know-how, when recognised as such and kept confidential in the form of trade secrets, can be a powerful way of retaining valuable information inside a company. Trade secrets require careful management, but can provide costeffective protection forever (patents typically last for no longer than 20 years from the filing date).

Registered designs protect the appearance of a product, and aside from the product itself, cover things such as packaging, get-up, graphics, and surface decoration. Registered designs last up to 25 years from registration, again potentially providing monopoly rights that last longer than a patent.

The process for registration is

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OPINION

generally quick and straightforward and therefore not as costly, or timeconsuming, as obtaining a patent, which will typically undergo rigorous examination before eventually being granted, typically several years after the original filing date.

5. Most of my sales are abroad so a UK patent won’t be of use to me A UK patent for an innovative product won’t stop someone making the patented product in France or selling it there. It will, however, facilitate blocking of importation of such goods into the UK. It will also enable you to stop manufacturing in the UK by the competition, even if the sales will be abroad.

If your sales abroad are generating profit that is taxed in the UK, then the corporation tax paid for such profits can be significantly reduced under the UK’s Patent Box tax regime. It doesn’t matter if the sales are abroad (although there are other requirements that a company needs to be aware of).

If you’re unable to access the market in the UK, perhaps other companies have a better prospect. Could such companies licence the UK patent from you in return for royalty payments?

6. Obtaining IP protection outside the uk is prohibitively expensive Figures of more than £100k are often cited for the costs of adequately protecting an innovation internationally.

Such figures are typically quoted for the lifetime cost (over 20 years) of obtaining and maintaining patent protection in several European and non-European countries.

Such extensive and long-term protection is often not appropriate for a UK SME looking to protect its interests in a few countries for the short-term. By way of example, it is possible – even with professional fees included – to obtain five years of registered design protection that will protect against copying of a product, across the whole of the EU, for less than £1k.

7. I’ve paid someone to do something for me, so i own the IP For anyone not being an employee of your company, if there’s no agreement in place, any rights (such as copyright, unregistered design right and patent rights) resulting from the work done by others will typically be owned by them or

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their employer, not you/your company.

This can be a pain if a designer has created a new logo, website content or the like and you don’t own the relevant rights, but can be very bad news if patent or registered design rights are of interest and one or more of the contributors own rights that your company needs in order to obtain valid protection.

8. Enforcement of IP is so expensive there’s no point in getting involved in the system If your company needs to take someone to court for infringing a patent or other IP right, there will be significant costs, typically running into hundreds of thousands of pounds if a high-value case has to be taken all the way to a final judgement.

However, the vast majority of IP disputes never get anywhere near a courtroom. Most IP disputes can be dealt with via negotiation or mediation and without the need for formal court proceedings. There are also IP insurance products available.

9. Brexit is going to make panEuropean IP issues a total nightmare Obtaining a European patent is administered by the European Patent Office under the European Patent Convention. Neither will be affected by the UK withdrawing from the EU, so it will be business as usual.

As for EU-governed IP rights such as EU trade marks and EU registered designs, there will be changes. It is now as clear as it can be, in advance of finally agreed legislation, that the owners of such EU trade marks and designs will continue to enjoy full protection in the UK following Brexit.

10. It’s more cost-effective to do IP without the help of a registered patent attorney We’ve previously discussed how IP can be financially beneficial in various ways, but getting that benefit out does require time, skill and effort to be put in. If you want a valuable asset from your IP, you will need to invest in it and use a professional – whether that’s a patent attorney or a trade mark attorney.

An IP right grants the owner exclusivity over certain subject matter for a period of time in certain territories.

For example, if a worktop manufacturer creates a number of distinctive images

for use as surface decoration on worktops and registers those as design registrations in the UK, no other party can then make or sell in the UK identical or similar designs without infringing the design registrations.

Competition in relation to the suite of distinctive designs can be limited, as competitors are deterred from producing something similar, creating greater demand and enabling the owner of the registered designs to charge a premium for the related products.

If, however, the IP right has been obtained without the assistance of a patent attorney/trade mark attorney, there is a significant chance that an informed competitor will be able to find a deficiency in the IP right that will provide a means to work around or invalidate the IP right.

Licensing IP to third parties in exchange for royalty payments will only succeed if the strength of the IP is respected by the third party. Without robust IP rights in place, obtained with the assistance of a qualified attorney, the prospects of obtaining healthy licensing revenue will be greatly diminished.

When a company is seeking new investment or looking to sell off a part or whole of the business, the protection afforded by the IP rights owned by the business can be seen as valuable assets.

If the company has created innovative technology or distinctive brands or exciting products, an investor will typically want to see that such innovative and creative work is properly captured and protected by strong IP rights – and will be more readily convinced of this from the outset if it is seen that IP attorneys have been used to obtain the IP rights.

Obtaining and registering IP is not always a cheap process, but can pay dividends in the long term. If an IP asset is not going to enhance the value of your company, you shouldn’t be maintaining it.

On the other hand, if you want IP in your business to be one of the valuable assets of the company, you should be looking to invest now to reap the rewards in the future. It is no surprise to learn that some of the most successful businesses in today’s economy are those that have historically invested in their IP and continue to do so

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STILL TIME FOR NO-DEAL PREPARATIONS With the nation on the cusp of a no-deal Brexit, it’s not too late to make a plan, writes FIRA’s Suzie Radcliffe-Hart, the author of a new guide for the furniture industry.

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Since the referendum in 2016, it could be said that the UK has effectively been working its way through the five stages of grief and loss – denial and isolation, anger, bargaining, depression and acceptance – albeit in a somewhat different order.

In April the UK and EU agreed to a flexible extension of Article 50 for six months to 31st October. This meant that there was no immediate risk of no-deal – however, the risk of a no-deal Brexit remained unless the Withdrawal Bill was approved by Parliament.

More recently, the European Union (Withdrawal) (No. 6) Bill (HL Bill 202) has been proposed in order to “Make further provision in connection with the period for negotiations for withdrawing from the EU”, effectively extending this period by a further three months to 31st January 2020. The sum of the bill is to force the PM to write to the EU 27 seeking another extension to the Article 50 withdrawal period – preferably to 31st January.

Interestingly, in the event that the EU agrees to a proposed extension, the bill requires the Prime Minister to agree to the exit date – whether this be to the proposed 31st January or any new exit date which may then be proposed by the EU. This last is, of course, subject to further approval in the House of Commons.

As we are still facing uncertainty, this article is written from the perspective of a no-deal scenario. To clarify, a no-deal scenario is one in which the UK leaves the EU and becomes a third country without a Withdrawal Agreement or framework for a future relationship with the EU. In a no-deal scenario there would therefore be no agreement to apply any of the elements of the tabled Withdrawal Agreement.

Whilst at the time there remained a cautious optimism, it has become increasingly clear from the change in

BY SUZIE RADCLIFFE-HART www.fira.co.uk/brexitguide

tone of communications across the Government’s information platforms (in particular by the recent high-profile launch of the UK Government’s largestever public information campaign to prepare both businesses and the general public for Brexit, at www.gov.uk/ brexit) that the UK is expected to leave the EU on the 31st October with the focus being on a no-deal scenario.

Despite the earlier, well-publicised EU Exit campaign, the launch of the Partnership Pack and the dissemination of information through the UK’s various trade associations, the Government’s own research shows that 42% of smallto medium-sized businesses remain unsure of how they are able to prepare for Brexit.

SOURCES OF INFORMATION For businesses who are yet to begin their preparations or are taking their initial steps, the sheer volume of information available via the campaign and .gov platforms may appear overwhelming. However, a useful Triage Tool is available, at www.gov.uk/getready-brexit-check. This was developed specifically to help UK businesses of all sizes and specialisms take the necessary steps to minimise the impact in the event that the UK leaves the EU without a deal. Based on the responses given to just seven questions, the search function aims to provide tailored information and results for your area of business.

For example, if we consider a business who manufactures and sells consumer goods such as furniture, who distributes their goods via road or rail, who imports from and exports to the EU/ EEA and who benefits from protected designs or trademarks, the service will provide approximately 45 specific articles to explain what is changing and the actions that can be taken to keep goods and services moving.

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If this still seems a little overwhelming, it may be worth starting with the range of specific sector primers that are available. Each primer collates the top 3-5 issues for a range of sectors, and includes information on importing and exporting, regulations and standards, employees and how to stay up-to-date with any further changes to information, providing links to relevant and more in-depth guidance and information.

Relevant sector primers include: www.gov.uk/guidance/the-retail-sectorand-preparing-for-eu-exit; www.gov. uk/guidance/the-consumer-goodssector-and-preparing-for-eu-exit; and www.gov.uk/guidance/the-electronicsmachinery-and-parts-sector-andpreparing-for-eu-exit.

MOVEMENT OF GOODS Figures from the latest annual FIRA Statistics Digest gave the value of imports from the European Community as £2.73b in 2017, an increase of +10.6% on the previous year (when it was £2.46b), whilst exports to the Irish Republic alone continued to grow YoY, reaching £0.24b in 2017 – up +16.2% from 2016.

For businesses based in the UK, a key element to maintaining movement of goods both to and from the EU post-Brexit is an Economic Operator Registration and Identification, or EORI, number. Whilst around 72,000 companies are reported to have registered for an EORI number, concern was raised that a significant number of companies had not yet registered for this unique ID number and as such would not, in the event that the UK leaves the EU without a deal, be able to continue trading with EU Member States from the date of exit.

In response to this, in late August, HMRC announced that it would take action to ensure in excess of 88,000 UK

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VAT-registered companies would be automatically allocated an EORI number to maintain trade links with customers and suppliers in the EU post-Brexit.

However, those businesses that are not VAT registered will still need to apply for an EORI number in order to trade with the EU after UK exit, and can do so at www.gov.uk/eori?step-bystep-nav=db1149f5-f60a-4d02-be0c9c9db2828665.

Further details on importing goods from the EU, including information on customs declarations, transitional simplified procedures and rates of duty can be found at www.gov.uk/prepareimport-to-uk-after-brexit, while further details on exporting goods to the EU, including export declarations and how to check rates of duty and VAT changes, can be found at www.gov.uk/prepareexport-from-uk-after-brexit.

If the UK leaves the EU without a deal on 31st October 2019, there will be changes for every business and individual operating at the UK border.

If you or your business trade any goods or services with the EU, import or export goods from or to the EU, transport goods by road into or through the EU, employ EU or EEA citizens, or travel regularly to the EU on business, you will need to ensure you are ready for Brexit

IF THE UK LEAVES THE EU WITHOUT A DEAL ON 31ST OCTOBER, THERE WILL BE CHANGES FOR EVERY BUSINESS OPERATING AT THE UK BORDER

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Brands of distinction SALES ACCOUNT EXECUTIVE

North West – West Midlands to Wales Harrison Spinks is an award-winning, innovative and rapidly expanding business located just south of Leeds city centre. Harrison Spinks is an exciting and growing business – we encourage innovation and are proud of our quality. The company is vertically integrated, from drawing its own wire, blending its own upholstery fillings and even owning a 300-acre farm to rear sheep and grow fibres for its natural filling blends.

The company was recently featured on BBC2’s Inside the Factory.

Working as a team with the regional manager and sales director, residing in the geographical area above, the successful applicant will be responsible for Harrison Spinks’ independent brand sales in an established account base with an emphasis of supporting its retail partners with training, range planning and optimising sales. There will also be an expectation to explore new business opportunities where appropriate.

Although not essential, the ideal candidate will have experience in being both a sales representative and the furniture/bed retail environment, with enthusiasm being highly important to the team.

If you believe you have the skill set we are looking for, we would be very pleased to hear from you.

Contact: Jon Varley, Regional Manager Email: jvarley@harrisonspinks.co.uk

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Our suite of brands has great floor appeal We began making beds over 25 years ago appealing to the mass market, offering an endless range of options.

We now offer 3 bed collections designed all with their own bespoke offering. Hamilton & James our premium brand endorses natural fillings, wool, cotton, silk and cashmere. Modern Living featuring memory foam, pocket sprung and open coil mattress, great for today’s families. And for contemporary living the Pennine Bed range of Ultra Edge mattresses, offering all round support.

Request a visit to our showroom in Huddersfield.

01484 427 373 | deluxe-beds.co.uk

Hand made in England

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ENTER A NEW ERA The British Furniture Manufacturers (BFM) has carried out a thorough review of its strategy and services, and MD Nick Garratt is calling for the industry to face its challenges together.

WE’VE DRAWN ON FEEDBACK AND INSIGHT FROM MEMBERS AS PART OF A ROOT-ANDBRANCH REVIEW

organisations. Together, that makes a great story to tell.

Our website is also being transformed, enabling members to access more information than ever. It will also provide a hub to highlight the value and significance of furniture made in Britain, and showcase the talent across the industry.

Enhanced communications will also enable us to further represent all our members at every level. Government and other authorities are consulting with the BFM regarding changes in regulation and policy, and we will continue to strongly represent the industry.

The annual events schedule will also be enhanced (and even extended). That process will start with the BFM Fabric Show London, which takes place on the 2526th February, 2020.

Many of you will note the slight change of name for the event. This has been adopted as part of our plan to add further shows in the future and to ensure the BFM name remains within all the titles. A new brand design for the BFM Fabric Show London is also set to be revealed shortly, which creates a fresh identity and dimension to the event.

Part of the new strategic approach also includes identifying more opportunities to connect with our members, network, and share ideas. This will start in 2020, when we will kick off a new seminar programme at the BFM Fabric Show London, and the latest developments from the BFM will be shared with delegates at the event. We hope to see you there.

As an association, we are stronger together. We hope as many of you as possible will take advantage of, and support, the new initiatives joining the successful, established core of our services. In the challenging times we face ahead, it has never been more important to come together as a community

INDUSTRY PARTNERS

BY NICK GARRATT www.bfm.org.uk

As we approach the final quarter of the year, the work we’ve been focusing on at the BFM recently is coming to fruition – and it’s now at a stage where we’re able to share news of the exciting developments and future plans.

It’s almost a year since I joined the BFM, and during that time, together with the board and the team, we’ve taken stock of the requirements of the association’s role in our industry and looked at how we can make it even more relevant for the future.

We’ve drawn on feedback and insight from members as part of a root-and-branch review. From there, we’ve started to formulate a bold new strategy, to take the BFM forward and ensure it remains at the heart of the British furniture industry for the long term.

This process has included setting out our mission for the future. BFM is the voice of our industry, providing effective representation and a range of appropriate services that embrace the needs of (and add value for) our members, and, within that framework, we are building up a range of activities to take our work further forward.

A key element of the new approach is enhanced communications. Evidence of that will become more apparent to you in the coming months as we start to work with a specialist PR company to develop and implement a comms strategy that connects and engages with the trade.

We are also going to talk more actively with consumers, so we can explain the great work of our members and, ultimately, encourage people to choose their products.

That includes sharing our technical expertise and highlighting the great steps our members are taking in terms of sustainability, quality, safety and design.

British manufacturing is seen as a badge of quality, and consumers respect and value membership of credible, long-term trade

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OPINION

74

Steve Adams (MattressOnline) Training is vital to any growing business, and I’m an advocate of pushing my team’s boundaries. We encourage as many of our staff as possible to complete the NBF courses and undertake job-specific training.

Currently, we have staff training around identifying mental health challenges and we are supporting an AAT qualification for one of our accountants. Training is money well spent

Emma Leeke (Leekes) Knowledgeable, helpful and experienced teams are essential in differentiating independent retailers from online players and the multiples, so this is high on our priorities

WHAT IS YOUR COMPANY’S APPROACH TO STAFF TRAINING?

Jan Turner (AKA PR) We’re definitely in favour of apprenticeships! One of our key members of staff joined us as an apprentice nearly five years ago and is now a highly respected and vital member of the team

Dids Macdonald (ACID, The Furniture Makers’ Company) Our approach is that investment in training is the best investment a company can ever make. To have a team who are eager to upskill and develop is one of the best conversations an employer can have with his or her staff.

Nurturing talent is such a positive work culture. Apprenticeships are not relevant to ACID, but are just one of the most important aspects of our sector. Unless we engage politicians/civil servants to make the levy system more accessible, in five, 10, or 20 years’ time, we will have a crisis on our hands. The time to act is now. Apprenticeships will deliver transferable skills for life – university degrees can leave a young person with a significant debt, and not necessarily the skills which can last for life and provide job certainty

Rob Scarlett (Scarlett Design) Everyone works directly with me face to face, so they learn a lot

Dr Julie Dix (Silentnight) Developing local young talent through our award-winning apprenticeship scheme on programmes up to degree level, which in turn supports internal development, progression and promotion, providing opportunities for our people to be the best that they can be

Mike Murray (Land of Beds) Land of Beds has created a bespoke in-house training and development package which we put all our staff through, in addition to creating protected time for team members to attend training days with our suppliers and complete courses through the NBF’s training academy. We often discuss internally whether we are a furniture retailer that uses tech or a tech company selling furniture! I would love to see us come together as an industry to encourage business, IT and web development graduates to enter our sector.

It would be amazing to help graduates recognise the enormous potential that exists to make groundbreaking technological advancements and move the furniture industry forward as a whole. A great starting point could be a standalone graduate scheme or individual work placements – either way, we need to act before top talent is lost to other sectors such as banking!

Joe Wykes (Sleepeezee) In terms of apprenticeships, two of our finance team are going through a Level 7 Professional Accountant Apprenticeship (equivalent to a master’s degree) that will give them the ACCA qualification. It’s funded by the Apprenticeship Levy, and the learning provider is based in Maidstone, where the classes will be held. The apprenticeship requires 20% of your hours to be spent learning, so along with classes there’s also shadowing, learning new skills and mentoring

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