Furniture News 406

#406 July 2023 www.furniturenews.net

LEVELLING UP

Simba’s smarter, greener Hybrid

WOOD FOR GOOD The benefits and challenges of FSC certification SPRING FURNITURE & BED SHOW ECO CONSCIOUS | BEDROOM DINING | LIVING | TRADE SERVICES

Adaptable Hypnos looks to the future Circular approaches to upholstery manufacture

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Editor's Comment Paul Farley Editor-in-chief

01424 776101 paul@gearingmediagroup.com @FurnitureNewsED @Furniture News www.furniturenews.net

“Whatever your feelings about climate change, it’s getting harder to ignore the signs of Al Gore’s ‘inconvenient truth’ One of the dangers of publishing is how much the world around you can change between the time of writing something and it being read.

As I type this, it’s sweltering. The air barely seems to be moving, and the heat is rainforest sticky.

However, by the time you read it, there’s a good likelihood that our great British summer has come to an abrupt end, replaced with incessant grey days and downpours.

Sure, there’s always been an element of uncertainty to our weather – but is our climate undergoing a more significant shift?

The global warming warnings abound. Although it’s too early to tell if we’ll see another record-breaking (40.3°C) day, meteorologists say the chance of us experiencing a hot summer is now 45% (2.3 x the norm).

Indeed, new research has found that the hottest days across North-west Europe are warming at double the average rate. Meanwhile, global sea surface temperatures in April and May reached an all-time high for those months, and there’s a marine heatwave off our coasts.

Whatever the weather, and your feelings about climate change, it’s getting harder to ignore the signs of Al Gore’s ‘inconvenient truth’.

This month, we’re again talking sustainability, and offering a soapbox to the people, products and processes making our sector greener. On p10, read about my visit to Hypnos’ HQ, where group MD David Baldry talked me through the sustainable bedmaker’s latest successes. From p28, I look into the role of FSC certification in our sector, and how two furniture manufacturers have responded to the timber shortages brought about by Russia’s invasion of Ukraine.

Meanwhile, Hypnos’ own ‘captain planet’ Richard Naylor (p38) kicks off a new series of columns on the whys and wherefores of sustainability in the furniture industry (expect some hard truths); Angela Moran chronicles Silentnight’s journey to net zero (p42); cover star Simba shares its latest sustainable innovations (p32); and The Circular Design Institute’s Elaine Butler reports on circular manufacturing in the upholstery sector (p34).

Anyone seeking to develop a better understanding of the issues should consider attending the Climate Change Sprint Challenge, a round robin discussion event taking place at Furniture Makers’ Hall, London on 20th July. It follows on from February’s Routes to Greater Sustainability conference, and promises to help educate attendees on everything from certification to reducing carbon emissions.

Every little helps, as when it comes to going greener, the ball’s in our court. As Richard Naylor puts it, despite a backdrop of political upheaval, furniture businesses “are here for the long term, and we hold the power to make positive change, to be beacons to other industries. In the midst of a global climate and biodiversity crisis, sustainable development has never been more important”.

Also this month, we explore Leekes’ latest refurb (p12) and look back at May’s convivial Spring Furniture & Bed Show (p18), Reborn’s Adam Ashborn takes our Q&A hotseat (p14), and new BFM MD Phil Spademan outlines the association’s upcoming components show (p57).

Finally, late July saw the launch of the Women in Furniture Network (WIFN), organised by Clarion Retail (the group behind the January Furniture Show). Furniture News is pleased to be WIFN’s principal media partner, and we look forward to bringing you a snapshot of the inaugural networking event (also at Furniture Makers’ Hall) in next month’s issue – where we’ll also (drumroll please) be revealing the winners of this year’s Readers’ Choice Awards. Don’t miss it!

Paul Farley

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#406 July 2023 www.furniturenews.net

LEVELLING UP

Simba’s smarter, greener Hybrid

Contents 10

WOOD FOR GOOD The benefits and challenges of FSC certification SPRING FURNITURE & BED SHOW ECO CONSCIOUS | BEDROOM DINING | LIVING | TRADE SERVICES

6

NEWS

10

INSIGHT

10

Hypnos Beds

12

Leekes

14

Getting personal

16

EVENTS

16

VIFA ASEAN

18

Spring Furniture & Bed Show

24

PRODUCTS

28

Eco conscious

44

Bedroom

48

Living

50

Dining

52

Trade services

57

OPINION

57

Partner comment

58

Feedback

Adaptable Hypnos looks to the future Circular approaches to upholstery manufacture

FN406_Pages.indd 1

COVER FEATURE

26/06/2023 10:07

32 SIMBA SLEEP

EDITORIAL EDITOR-IN-CHIEF Paul Farley 01424 776101 paul@gearingmediagroup.com Twitter @FurnitureNewsED SALES SALES AND MARKETING DIRECTOR (FURNITURE NEWS PORTFOLIO) Sam Horscroft 07764 650655 sam@gearingmediagroup.com Twitter @FurnitureNewsAD OVERSEAS AGENT Casey Loo (Asia) +65 973 00123 (WhatsApp) casey@apsmediagroup.com PRODUCTION PRODUCTION MANAGER James Ash james@gearingmediagroup.com

David Baldry Hypnos Beds

42

Angela Moran Silentnight Group

34

DIGITAL MANAGER Nyall McCurrach nyall@gearingmediagroup.com COPY ADMINISTRATOR Steve Merrick 01424 776108 production@gearingmediagroup.com ACCOUNTS ACCOUNTS/GENERAL MANAGER Wendy Williams 01424 817433 wendy@gearingmediagroup.com

Elaine Butler The Circular Design Institute

57

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6 NEWS

M&S looks to the future M&S has reported strong results for the year ended April 1st 2023, with a profit before tax & adjusting items of £482m (down from £522.9m in 2021/22, which included £59.8m in UK business rates relief).

Clothing & Home sales were up +11.5% to £3.72b, resulting in an adjusted operating profit of £323.8m (£330.7m in 2021/22, including £35.2m rates relief).

Volume and value market shares increased. Store sales were up +14.9%, and online up +4.8%, which included strong growth in Click & Collect.

M&S says its structural cost reduction programme is delivering results, adding that there are over £150m of savings planned for FY24, alongside an acceleration of store rotation – eight full-line and 10 food stores are slated to open. Some 20 stores will be closed, 10 for relocation, including the opening of five new ‘flagship’ properties in Liverpool, Leeds, Manchester, Birmingham and Thurrock.

M&S says that Kidswear and Home offer “important potential for improvement in market share”, and that, having established a stronger value position, its aim is to build increased awareness and appeal of the range – for instance, partnerships such as Fired Earth are being expanded across more categories.

Chief executive Stuart Machin says: “One year in,

Vogue Beds Group has appointed Marc Cotton (ex-ScS, Lebus, Vida, Julian Bowen) as its national sales manager

our strategy to reshape M&S for growth has driven sustained trading momentum, with both businesses continuing to grow sales and market share. Our Food and Clothing & Home businesses invested in value to protect customers from the full force of inflation which, whilst impacting margin, was the right thing to do, as serving our customers well is the only route to delivering for our shareholders.”

During the year, the new leadership team – Stuart Machin, CEO, supported by his co-CEO Katie Bickerstaffe – set out their priorities to deliver sustainable growth, appointing Jeremy Townsend as CFO in January. M&S is targeting £400m of structural cost savings over five years, and its performance to date has prompted it to restore dividend payments in FY24.

imm Spring Edition kickstarts fresh formatestate A total of 718 exhibitors from 43 countries participated in this year’s imm Spring Edition, which took place from 4-7th June. The one-off spring edition covered a gross exhibition area of 120,000m2, reports organiser Koelnmesse. A total of 86 exhibitors attended from Germany, and 632 from elsewhere.

Taking estimates for the last day of the fair into account, around 30,000 trade visitors (some 128,000 visitors were recorded in January 2020) from 116 countries attended the imm Spring Edition, and international visitors accounted for 52% of the audience.

“With the imm Spring Edition, Cologne has finally been able to send an important signal to the national and global markets again. Together with our partners

from the industry, the Association of the German Furniture Industry (VDM) and the retail sector, we’re now setting the course for imm cologne 2024,” says Gerald Böse, CEO of show organiser Koelnmesse.

Koelnmesse says the edition marked “the start of the journey to a new and reimagined imm cologne” following a long pandemic break. The edition saw a focus on the circular economy through various presentations and events, while new features Pure Galleries and The Circle proved popular.

The exhibition was bolstered by Interior Design Week, which saw the city transformed into a summer design festival, with around 100,000 visitors in attendance at presentations across Cologne. imm cologne will return to its traditional timeline in 2024, from 14-18th January.

Administrators appointed to delivery business Rick Harrison and Howard Smith from Interpath Advisory were appointed joint administrators to Tuffnells Parcels Express Ltd last month.

Headquartered in Sheffield, and with 33 depots across the UK, Tuffnells is a leading distributor of mixed freight, and a specialist in handling items of irregular dimension and weight (IDW), including furniture. The privately owned business delivers both within the UK and internationally, handling logistics to over 160 destinations worldwide.

The company returned to private ownership in 2020, when it was acquired by Palm Bidco. Since then, states Interpath, it has had to navigate a number

of pressures which have impacted trading, including the impact of Covid-19, high cost inflation and an increasingly competitive market.

Rick Harrison, MD at Interpath Advisory, says: “Tuffnells is one of the UK’s most recognisable logistics companies, providing delivery services to over 4000 businesses across the UK under its The Big Green Parcel Machine brand. Unfortunately, the highly competitive nature of the UK parcel delivery market, coupled with significant inflation across the company’s fixed cost base in recent times, has resulted in the company experiencing intense pressure on cash flow.”

Bensons for Beds has appointed Paul Owen (ex-Magnet, Dreams, Fraser Hart, Carphone Warehouse, B&Q) as chief retail officer (CRO)

The Furniture Makers’ Company has named this year’s winners of the Jonathan Hindle Prize for outstanding design: DGM 284, The Brutalist Collection, designed by Claire Canning and Lindsey Hesketh for Granite & Smoke; and DGM 309 AD11 Lounge Chair, designed

by Huw Evans and Campbell Thompson for The Conran Shop

GNG Group has appointed Richard Gretton (ex-Hypnos, Castelan, Homeserve, Valspar UK) as commercial director

Riva Home has acquired Glasgow-based furnishings manufacturer, supplier and retailer Voyage Maison.

Voyage currently operates a trade department selling to independent and national retailers, alongside a D2C website

Dreams has appointed Petra Kasperova as CFO, and Dan West (ex-Lastminute.com, New Look, ASOS) as CIO. Long-time Dreams employee Petra was promoted from her role as director of finance and insight, as Kim Zaheer stepped down after 15 years in the role

The BFM has appointed Joanna Privett (ex-British Parking Association) as its membership engagement manager

READ MORE ONLINE AT WWW.FURNITURENEWS.NET

NEWS 7

Loom Loft Furniture and Interiors plans to open its third furniture store in early August, once an extensive refurbishment of the former Global Interiors premises in Astley Bridge, Bolton is completed

The National Bed Federation has revealed that Yorkshire-born comedian Maisie Adam will host its Bed Show gala dinner and awards

Recticel has signed a binding agreement to sell its Engineered Foams activities to US-based Carpenter Co, subject to customary closing conditions, including anti-trust clearance. It signed the divestment of the two UK Comfort Foams facilities to GIL Investments in April

Vogue Beds Group has appointed Marc Cotton (ex-ScS, Lebus, Vida and Julian Bowen) as its national sales manager

Ekornes, purveyor of the Stressless brand, has appointed Tine Hammernes Leopold as its new CEO. She boasts more than 20 years’ experience in Nordicbased branded consumer goods companies

IFHS, which returns to Dublin from 2nd-4th July, has announced the appointment of TV presenter Amanda Bone as the head judge of its Irish Furniture & Home Awards

READ MORE ONLINE AT WWW.FURNITURENEWS.NET

Sterling appoints new CEO Scotland’s Sterling Furniture Group has appointed John Pattison as its CEO, as it marks its 50th year in business. John will take charge of the Tillicoultryheadquartered home furnishing group next month.

Originally from Glasgow, John has operated as a board director for more than 20 years, having most recently spent almost four years as commercial director at ScS. John joins Sterling at a milestone moment in the company’s history, with the transition to the Sterling Home brand ongoing across the group’s 10 showrooms in Scotland, and a new generation of founder George Knowles’ family becoming company directors. The company has begun a large programme of investment in relaunching its flagship store at Tillicoultry under the Sterling Home brand, and is also investing significantly in digital, an area in which John is skilled.

Lesley Graham, Sterling’s deputy MD, says: “After a rigorous recruitment process where we interviewed a breadth of excellent candidates, we feel we’ve found absolutely the right person for our new CEO role in John Pattison. A highly experienced retail leader, he

Photo courtesy Julie Howden

Hydeline Furniture has appointed Mark Jeffery (exDFS, Furniture Village, Studio Moderna) as its head of operations

worked his way up from the shop floor to boardroom roles at major national firms, including ScS, Londis and Booker Retail Partners. We were very impressed by the way he dedicated a significant amount of time getting to know the business during the recruitment process, visiting each of our stores in person multiple times. Like us, John believes in the massive potential to make Sterling a recognised national brand once again and he’s brimming with exciting ideas to help us make that happen.”

Current MD Gordon Mearns will work closely with John during his initial months in the post, to ensure a smooth transition. Gordon is stepping down from Sterling after two decades at its helm.

Big Shots raises £35,000 for industry charity The 28th edition of Big Shots, the clay pigeon shoot organised in aid of The Furniture Makers’ Company, has raised £35,000 for the charity. The fundraiser, which is supported by Furniture Village, took place on 7th June and was again held at Holland & Holland in Northwood, Middlesex. Around 150 attendees made up the 36 teams.

Jonny Westbrooke, CEO of The Furniture Makers’ Company, says: “This generous contribution will have a great impact on the lives of those entering and already involved in the UK furnishing industry.

We extend our thanks to all the sponsors who played a vital role in the success of the event, with special recognition to Furniture Village, our principal sponsor and event supporter.”

Charlie Harrison, MD of Furniture Village, says:

“Thank you to everyone who joined us and helped raise a tremendous £35,000 for our industry charity – it provides vital help to people from our fabulous trade who may have fallen on tough times. Furniture Village is delighted to support the Big Shots event and we look forward to helping make the event bigger and better next year, so make sure to save the date in your diary.”

The full results were: Top Team – Clay Crackers (pictured); Runner-up team – Ocee & Four Design; Top Flurry – Clay Crackers; Top Novice Shots – The I Deal Boys; Top Male – Christopher Shaw; Top Female – Lizzie Shaw; Top Gun Novice – Darren Walpole; Lowest Male shot – Ian Hiscock; and Bottom Team – Tempurmentals. The 29th Big Shots will take place on 12th June next year.

New members elected to NBF council Following its AGM in May, the National Bed Federation (NBF) has appointed four new members to its council, with the resignation of four.

Stepping down were past presidents Tony Lisanti (CEO of Airsprung Group), David Moffitt, (CEO of Kaymed), and Ebrahim Patel (MD of Vogue Beds), along with Elite Beds’ Greg Winston.

Tony is the longest-serving member, having been appointed back in 2008 and serving as president from 2017-20. He has also chaired the Circular Economy Committee, and intends to remain on it for the moment. Ebrahim has been on the council since 2012 and was president in 2015–17. David joined in 2018 and led the NBF from 2020-22. Greg was elected in 2020 and has now stepped down following the closure of his family’s bed manufacturing business.

Current president Jim Gerety says: “We are immensely grateful to all our departing council and board members for their service to the NBF and the bed industry – long or short. Without their willingness to give up their time and their wise council, the NBF would not be the respected organisation it is.”

In their place, the NBF welcomed four new council members: Nick Harland-Smith, MD of Handy; Steve Warren, MD of Sleepeezee; Mike Holmes, MD of Leggett & Platt (Kayfoam Woolfson/Kaymed); and Angela Moran, ESG director at Silentnight.

“Our new council members will, I am sure, bring a fresh new perspective to our strategy going forwards,” says Jim. “With Tristine Hargreaves replacing Jessica at the helm as executive director, it really does feel like a new era has begun!”

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10 INSIGHT

Natural selection

The Other House is among Hypnos’ contract customers

“We’re always asking how we can do things better

It’s all change at Hypnos. The builders are in, departments are transitioning from one end of the facility to the other, and the decorators are putting the final touches to the reimagined layout, which is at once more inviting and more practical than I remember it.

The hustle and bustle should be no surprise, as this bedmaker has never been afraid of change. Hypnos embarked on its latest chapter just six years ago, establishing a raft of new principals and partnerships, and truly embracing its mission to be one of the world’s most sustainable manufacturers. Now, it is all set to mark its 120th year, starting in celebratory fashion at September’s Bed Show, where new products – and new thinking – promise to be in good supply.

Of course, there have been challenges along the way. In the past year, the group lost its long-time contract with Premier Inn, prompting it to reappraise its manufacturing facility in Castle Donington.

More recently, it chose to focus purely on its beds specialism and wind down the group’s delivery arm, Keen & Able.

Both developments attracted a good deal of speculation, which David is happy to address. “The Keen & Able business was a very good venture,” he explains, “but it was also reliant on partnerships with large customers that simply aren’t around anymore, or have contracted. It would’ve taken huge investment to develop, so we decided to focus on other areas of the business. We’re a bed manufacturer at heart, and that’s where our specialism lies.

“It’s true that Premier Inn represented a significant share of our contract turnover, so that loss felt like a real blow at the time – but I’m happy to report that we’ve refocused and covered the required ground, and the change has given our team a real chance to shine.

“It’s often overlooked that we continue working with big names like The Other House, the Royal Lancaster,

David Baldry

Hypnos may be fast approaching its 120th birthday, but its evolution continues apace, discovered Furniture News’ Paul Farley when he revisited the bedmaker’s Princes Risborough HQ to quiz group MD David Baldry on sustainability, setbacks and successes in a new, post-pandemic marketplace …

Soho House … we’re taking a more global approach, and the standard of hotel in which we’re helping to offer a great night’s sleep is a real point of pride. This is reflected in our great partnerships, as seen in our continuing Hotel Hypnos series.”

The exposure Hypnos’ hospitality business enjoys continues to support its retail endeavours, says David: “We’re opening in Bloomingdale’s on New York’s Fifth Avenue right now,” he adds, by way of example.

“The loss of all that high-volume work meant we had a unique opportunity to refocus on value over volume in the factory, and lean more towards handcrafting.

We don’t use a lot of automation, and I think that helps keep the brand true to itself. I like to think of us as part of the Savile Row of the bed industry.”

Comparisons aside, it is clear that Hypnos is more than able to forge its own path. In recent months, the bedmaker has worked hard to bring the Responsible Wool Standard (RWS, a global initiative from the Textile Exchange), to the UK, adding further credibility to its Red Tractor-endorsed raw materials, while championing the wider issue of biodiversity. It has stepped up its partnership with the Eden Project, in a bid to bring completely new and sustainable plantbased materials to the sector (a version of the 100% sustainable Project Zero concept bed unveiled at last year’s Bed Show could soon be a reality, teases David). Elsewhere, exports have gained momentum, and brand awareness is up.

Despite the apparent setbacks, Hypnos’ latest financials reflect a positive year. “In a year of change, we’re in a good place,” says David. “In retail, we’re looking to be up on revenue by working closely with our partners, and our contract division is flying.

The new business across both that’s already in the pipeline makes next year’s targets look eminently achievable.”

Since he joined the business last summer, David has overseen Hypnos’ reconnection with its customers, investing more time in understanding their wants and needs. “We’re doing this for them,

11

and for the consumer,” he says. “We’ve plans to invest in partners where our brand, wellness experience and sustainability values align, for a great consumer experience.”

He has also overhauled the company’s IT systems, and implemented myriad internal process improvements. “We haven’t put in a new platform, opting instead to focus on quicker improvements to our existing system, where there’s been 82 major process changes – which has proved more effective and faster in enhancing our customer experience.

Processes which previously took 29 minutes now take just 45 seconds, and we’ve moved almost all our systems to the cloud. We’ve also improved the flow of product and communication, by relocating teams in the office, making customer operations and order processing far more streamlined.”

David says the biggest win in the last year has been more cohesive working practices. As well as better communications between departments and sites, David holds regular ‘town hall’ meetings in the HQ’s refurbished canteen. “It’s an open forum that’s great for morale,” he says, “and there’s always chocolates and cake on standby!”

Being on the same page definitely results in stronger financials, he adds: “It’s all business fundamentals, supporting the team. We don’t want to be afraid to try something new, or to make mistakes – as long as we learn from them.”

Even he admits that, amid all these changes, it can be easy to lose track of how much the overall marketplace has shifted since the pandemic struck in 2020. Given its age, Hypnos has seen more ups and downs than most, but the current economic situation is relatively unique – and not without its opportunities.

“If we overlook the challenging years of Covid, and

compare our performance to 2018/19, sales patterns are almost identical, and seasonality is back – as are those usual variables, like when Easter falls, and how hot the bank holiday weekend is.

“But the market’s dynamics have shifted.

Mattresses that used to cost £800 are now £1000, everything’s gone up by +25%. There’s less disposable income, food and fuel have seen a huge increases (not forgetting those holiday flights), and people are spending more money on food if they aren’t going out.

“That said, the market is split. Those households earning below £35,000 – the UK average salary, as the media reminds us – are really feeling the squeeze, while those at the other end of the scale are in a different situation entirely, and the desire they have to turn their bedroom into a sanctuary is not going away.

“Another factor in our favour is that a generation of people that prioritise wellness and the planet is now coming of age. Time froze for three years, and when we looked up, we saw that there’d been a huge generational shift. For them, sustainability and wellness is a clear priority.”

It is rare to find a 120-year-old furniture company under original ownership through all its generations and evolutions, and it is fitting that a business with such a rich legacy would take the long view on issues as crucial as the environment. As David has said since ever his appointment, his job is to write the next chapter in the brand’s history – not the footnote.

“It’s all about the bigger picture – wellness for people and planet” he concludes. “At Hypnos, we’re always asking how we can do things better. We have to look at the new world, and create for it.” www.hypnosbeds.com

“A generation of people that prioritise wellness and the planet is now coming of age

12 INSIGHT

Leekes Llantrisant feels the love

“The relaunch signifies our commitment to delivering exceptional quality and style to our customers

The newly renovated space boasts the largest collection of sofas and chairs, beds, dining, bedroom and garden furniture and flooring in South Wales, and aims to provide customers with “an unparalleled shopping experience”.

Customers attending the relaunch event were impressed by the transformation, commenting on Leekes’ commitment to creating an inspiring and comfortable shopping environment. They also had the opportunity to meet Warren Gatland CBE, head coach of the Wales rugby union team, who opened the new floor.

Warren Gatland CBE and Emma Leeke opened the refurbished store, which is located just outside Cardiff

Last month, 125-year-old, familyowned home and garden retailer Leekes relaunched its Llantrisant store’s furniture floor and garden and landscaping centre – the result of over 12 months of activity and a £4m investment …

The updated and modernised store design places an emphasis on design and quality craftsmanship, offering everything from elegant sofa sets to stylish dining tables and bedroom furniture, as well as a Bed Zone. The space includes branded displays from the likes of Orla Kiely (The Branded Furniture Company), Alexander & James, and Sealy UK. Leekes’ team also took the opportunity to showcase the expanded garden and landscaping centre, where customers can find an assortment of plants, gardening tools and outdoor furniture.

Leekes offered visitors exclusive special offers to celebrate the relaunch. Customers were able to take advantage of store vouchers, competitions and tasty treats, thanks to demonstrations from Char-broil barbecues and the NEFF Home Economist.

Leekes Retail’s MD Emma Leeke says: “We are thrilled to unveil our newly refurbished furniture floor and garden centre to our valued customers.

The relaunch signifies our commitment to delivering exceptional quality and style to our customers. We are confident that our revamped store will inspire and delight shoppers as they explore our extensive range of furniture and garden products.” www.leekes.co.uk

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14 INSIGHT

GETTING PERSONAL

Adam Ashborn Adam is the founder and creative director of Reborn Marketing & Design, a furniture industryfacing agency which has delivered branding, marketing, event management and image creation for clients including Hydeline, Howen, and Leggett & Platt.

How might a child describe what you do?

We read people’s minds and visualise it, and then create it so it then becomes a reality. We also solve problems through the form of art.

What’s the biggest long-term challenge you face?

The global recession. Reassessing customers’ marketing budget and maximising their ROI will become more prominent than ever before during these cost-conscious times. It is a proven fact that no matter what the current global financial situation is, all leading brands continue to invest in their marketing to maintain a strong presence in the market place.

At Reborn, we work with our clients to define their marketing goals, and then create an action plan, along with a budget, to achieve the desired outcome.

If you had 10 x your working budget, what would you spend it on?

First and foremost, fulfilling our clients’ ultimate marketing dreams! We would analyse their existing marketing and design campaigns to understand their ROI, and from there, we’d have a great understanding of the areas that gained great traction versus the areas that failed – and a great foundation to create a customised marketing plan that would take this increased working budget and turn it into a marketing campaign with great value and substance.

What would be the title of your autobiography?

Feeling Reborn.

What does ‘work/life balance’ mean to you?

Understanding what your personal limits are before something becomes damaging to your health is essential. If you don’t have good health, it becomes more challenging to achieve high standards. Making time to relax is essential to ‘Feeling Reborn’!

Who’s been your most influential professional mentor?

Throughout my professional career, I’ve had great mentors and influences, but by far the best I had was my father. After he’d finished 22 years with the RAF, we both decided to embark on the same design and marketing dream, when we enrolled at the same arts university together. We continuously motivated each

other to think outside the box, treating our tutors as if they were our clients, and trying to achieve higher grades than each other. Throughout university, we collaborated, motivated and guided each other. After we both graduated, we went on to form our own successful design agency for a period.

What advice would you give your younger self?

My perspective is to not look back at past events and wish something was done differently. All these life events mould who you are now, so learning from them is crucial to avoiding history repeating itself. I’m also a strong believer in ‘things happen for a reason’.

What’s been your best day in business to date?

Project-managing multiple trade show booths to completion. It is a great feeling to see the client’s sales team arrive at the stand feeling energised and proud to present their products, and hearing customers’ positive reactions firsthand. At Reborn, we take great pride in seeing what we’ve conceived with our clients and watching it grow and mature within the marketplace.

What’s the biggest myth about our industry?

ROI! Not all marketing can immediately be analysed to gauge its success rate. On some occasions, marketing or brand awareness campaigns can take time to mature within their surroundings. At Reborn, we take the seed, analyse the ground and then strategically place the seed in the ground, allowing it to have the best opportunity to grow and mature over time. However, with all marketing campaigns you need to continuously add nourishment to support growth, if you want to reap the fruits of your labour.

What should everyone in our industry either stop or start doing?

Start creating product innovations that will define who you are now and where you want to be in the future.

Where do you see the industry going in the next 5-10 years?

I suspect a big shift towards sustainable materials and in the manufacturing of raw materials. www.feelingreborn.com

“Marketing or brand awareness campaigns can take time to mature within their surroundings

15

GREENWOOD IS HIRING NOW! Do you love the cut and thrust of a busy retail sales event?

Shining stars

RETAIL SALES EVENT MANAGER Excellent rewards working on six to eight one-month contracts per year.

Greenwood Retail Ltd create and implement recordbreaking retail sales events for quality independent furniture retailers, department stores and garden centres, on-site, within our client’s retail stores, all over the UK & Ireland.

Be part of August’s issue, where we’ll be checking in with the winners of this year’s Readers’ Choice Awards!

We’ll also be looking at Rolled Mattresses, giving boxed bed brands and manufacturers a chance to stand out – alongside our monthly update on what’s new in Living, Dining and Bedroom furniture, and Trade Services.

As a self-employed Sales Event Manager, you’ll be implementing and managing the most powerful and effective high-impact, retail sales, marketing and merchandising strategies available, on-site within our client’s stores.

Want to get involved in August's issue?

This exciting and rewarding opportunity would ideally suit an experienced, energetic, management level person with natural leadership qualities and retail sales ability.

Experience within either furniture, department store or garden product retail is essential.

Book by Friday 14th July to secure your chance to shine!

Furniture News Cover SEL_ART.pdf

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16 EVENTS

New event bolsters Asian show circuit With more than 16 years of experience in the furniture event industry – including 14 editions of VIFA EXPO – Lien Minh Company is pleased to introduce the Vietnam ASEAN International Furniture & Home Accessories Fair (VIFA ASEAN) 2023, which will be held from 29th August to 1st September at Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City, Vietnam …

Vietnam’s goal is to become the furniture trade hub not just of the ASEAN region, but of the world – and VIFA ASEAN promises to help the country realise this target, as well as introducing Vietnamese and ASEAN furniture brands to an internaitonal audience.

VIFA ASEAN 2023 has been co-organised by the Vietnam Chamber of Commerce and Industry branch in Ho Chi Minh City (VCCI-HCM) and the Vietnam Coconut Association (VCA), further increasing its influence and credibility with key international

organisations and buyers.

Alongside indoor furniture, VIFA ASEAN will feature a variety of product categories including: outdoor/ garden furniture; eco-friendly/recycled products; handicrafts and home decor; wooden resources; and machines, equipment and hand tools – providing opportunities for global buyers to experience and discover some of the region’s most unique furniture and home decor designs, many of which incorporate popular and innovative materials.

17

Enhancing its role within South-east Asia’s supply chain (with the strapline, ‘One show – One place to Global’), VIFA ASEAN will host pavilions from countries including Malaysia, Indonesia, Singapore, the Philippines and more, in order to introduce and create opportunities for buyers and importers to explore unique displays of regional product.

VIFA ASEAN is just part of a major Asian furniture show circuit taking place this autumn, which also comprises: KOFURN (Korea, 24-27th August); CIFF Shanghai (China, 5-8th September); Maison Shanghai/Shanghai Furniture Fair (China, 11-14th

September); Furniture China (11-15th September); and IFFINA (Indonesia, 14-17th September).

VIFA ASEAN is set to feature more than 1400 booths and in excess of 350 indoor and outdoor furniture exhibitors, across some 20,000m2.

“We expect VIFA ASEAN to connect international buyers with prestigious indoor and outdoor furniture manufacturers and the region’s suppliers, helping them find the right furniture sources in Vietnam,” concludes Lien Minh Company. www.vifaasean.com

“VIFA ASEAN will help international buyers find the right furniture sources in Vietnam

18 EVENTS SPRING FURNITURE & BED SHOW

The joys of spring

“The show was our biggest to date, and overall attendance was our highest ever

The sun seems to shine on the Stoneleigh showgrounds every May, and despite it taking place midway through a busier-than-usual show season, this year’s spring exhibition offered the trade yet another warm reception.

Over 70 upholstery, cabinet, bed and accessory suppliers – including overseas brands – presented their newest and most popular lines to a visitor base comprising the majority of the Minerva Furniture Group’s member retailers – independents, nationals and online players – plus trade visitors from every corner of the furniture and furnishings sector.

“The show was our biggest to date, with over 70 exhibitors occupying two halls of the exhibition venue,” says the buying group’s new CEO, Jim Orr. “Overall attendance was our highest ever, too.”

The event’s popular gala dinner, held at nearby Chesford Grange Hotel (see overleaf), saw the presentation of three exhibitor awards, plus a special Long Service accolade for Minerva’s Roy Beagent, who retired following 22 years with the buying group.

“Our next event, the Autumn Furniture Show, takes place from 3rd-4th October at the same venue,” concludes Jim, “and stand enquiries are now open – contact me at jim.orr@minervafurnituregroup.co.uk if you’d like to take part.” www.springfurnitureshow.co.uk

This year’s exhibitor awards went to (from top): Där Lighting (Best Stand); Alstons (Best British Exhibitor); and New Trend (Best Overseas Supplier)

From 16-17th May, Stoneleigh Park Exhibition Centre welcomed the return of the Spring Furniture & Bed Show, the first of two exhibitions arranged each year by the Minerva Furniture Group, and another confident presentation of the industry’s latest offers …

INVITING ALL FURNITURE, HOME ACCESSORY BUYERS & INDUSTRY COLLEAGUES

3rd — 4th October at NAEC Stoneleigh CV8 2LZ REGISTER NOW at www.theautumnfurnitureshow.co.uk

...and many other Major Furniture & Bed Brands! ● Free Entry ● Free Parking ● Complimentary Lunch for all visitors ● Great environment to view fantastic new products under one roof ● Over 70 leading Furniture suppliers from around the world

..... A few Stands still available Hosted by

20 EVENTS SPRING FURNITURE & BED SHOW

Minerva mixer

Spring Furniture & Bed Show dinner Chesford Grange Hotel, Kenilworth / Tuesday 16th May Minerva Furniture Group invited its members and suppliers (approved and guest) to attend a gourmet dinner on the first evening of its spring trade show. Entertainment was provided by magician and MC Neil Edwards, with music from The Beatles Experience, plus a photo booth gave guests an opportunity to show their fun side. The evening also saw the presentation of the show’s three awards: Best Stand went to Där Lighting; Best British Supplier to Alstons; and Best Overseas Supplier to New Trend.

An additional award for Long Service was presented to Roy Beagent, who retired at the end of May following 22 years of service at the buying group. www.springfurnitureshow.co.uk

21

ADVERTORIAL

22

Rebrand opens new doors for repair specialist Having started out in 2004 as a ‘man-in-a-van’ operation, James Lane’s Homeserve Furniture Repairs has come a long way. Today, the repair specialist employs over 250 members of staff, and visits over 300,000 customers each year. And, building on that success and seizing the potential for further growth, a new era beckons …

Homeserve Furniture Repairs Company Announcement

Dear Partners & Staff, Dear reader, I’m excited to share some significant news with you!

WeOur hope this letter finds you in good health and prosperity. company, formerly known as Homeserve Furniture Repairs Ltd, has rebranded to Emmiera Group.

The name ‘Emmiera’ carries deep significance, as it is a tribute to my three cherished daughters, Emmie, Rosie and Abbie. It

Wesignifies are excited to share some significant news with you. Our company, formerly known as the importance we place on family values and the relationships we’ve cultivated with our partners, clients, and our Homeserve Furniture remarkable team of staff. Repairs Limited, has rebranded to Emmiera Group.

Our original name, created over 20 years ago, will always be close to my heart – but it has at times been confused with

Over the named years,brands, we have a ensure strong reputation within repair for industry, andand we owe similarly and webuilt want to individual recognition.

Also, the we’vefurniture been FCA registered over 14 years, furniture insurance has been a huge area of growth that we want to highlight. much of our success to valued partners and staff like yourselves. We are writing to you today to We’re confident that this expansion presents a tremendous that opportunity.

Our commitment excellence, reliability andthe core of share this transformation while emphasising furniture repairs to will continue to be satisfaction remains unwavering, and we’re eager to extend these principles to new sectors. ourcustomer business.

By expanding our scope, we believe we can better serve our clients’ evolving needs and forge stronger, longer-lasting partnerships.

The name "Emmiera" carries deep significance as it is a tribute to my three cherished daughters, We invite you all to explore the possibilities that the the newly rebranded Emmiera Groupon presents.

Together, can forge Emmie, Rosie, and Abbie.

It signifies importance we place family valuesweand the a path of growth, success, and mutual benefit. relationships we have cultivated with our partners, clients, and our remarkable team of staff.

Our team of experts is available to discuss your specific requirements, and design tailored solutions that align with your business objectives.

At Emmiera Group, we believe that our partners and staff are thesystems, driving behind ourtosuccess.

There is no change to the ownership of the company or operational functionality of our andforce we’re looking forward Werevealing deeplyourappreciate theirwebsite dedication, hard work, and expertise, as they have played an invaluable new and improved soon. roleOninbehalf helping us reach this exciting of growth.

We gratitude recognise without theirand unwavering of the entire Emmiera Group team, I’dstage like to express our heartfelt for thethat continued partnership support of our staff partners. It is through and collaboration that we’ve been to reach this pivotal commitment andand exceptional skills, their we trust would not have achieved theable milestones that moment we have. in our company’s journey.

the years, we’ve built a strong reputation within the furniture repair industry – and, throughout this transformation, OurOver original name created over 20 years ago will always be close to my heart, but it has at times furniture repairs will continue to be at the core of our business. been confused with similar named brands and we want to ensure an individual recognition. Also, our registered new business name, and the it holds, and look forward to embarking this area of weWe’re havethrilled beenwith FCA for over 14endless yearspossibilities and furniture insurance has been a on huge exciting journey, and creating a future of shared success, with you. growth over the years that we want to highlight.

Warmest regards,

Emmiera nowCEO, offers a comprehensive suite of services designed to cater to all your needs.

JamesGroup Lane Emmiera Group Our01384 current range of offerings include: 473000 / info@emmieragroup.com / www.emmieragroup.com 1.

Emmiera Group Ltd, Unit 8, Waterfront Business Park, Brierley Hill, West Midlands DY5 1LX

Furniture Repair: Our core competency, where we specialise in restoring and repairing furniture to its original beauty and functionality.

23

ADVERTORIAL

Homeserve Furniture Repairs Company Announcement Dear Partners & Staff, We hope this letter finds you in good health and prosperity.

We are excited to share some significant news with you. Our company, formerly known as Homeserve Furniture Repairs Limited, has rebranded to Emmiera Group.

Over the years, we have built a strong reputation within the furniture repair industry, and we owe much of our success to valued partners and staff like yourselves. We are writing to you today to share this transformation while emphasising that furniture repairs will continue to be the core of our business.

The name "Emmiera" carries deep significance as it is a tribute to my three cherished daughters, SERVICE SUITE Emmie, Rosie, and Abbie. It signifies the importance we place on family values and the relationships we have cultivated with our partners, clients, and our remarkable team suite of staff.

Emmiera Group now offers a comprehensive of services designed to cater to all your needs. Our current of offerings At Emmiera Group, we believe that our partners andrange staff are theincludes: driving force behind our success.

We deeply appreciate their dedication, hard work, and expertise, as they have played an invaluable 1. Furniture repair role in helping us reach this exciting stage of growth.OurWe recognise that without their unwavering core competency, where we specialise in restoring commitment and exceptional skills, we would not have achieved the tomilestones thatand we have. and repairing furniture its original beauty functionality.

Our original name created over 20 years ago will always be close to my heart, but it has at times 2. Insurance solutions been confused with similar named brands and we want to ensure an individual recognition. Also, We have partnered with industry-leading providers to we have been FCA registered for over 14 years and furniture insurance has been a huge area of offer tailored insurance solutions that protect and provide growth over the years that we want to highlight. you with peace of mind against unforeseen events.

Commercial re-upholstery and product Emmiera Group now offers a comprehensive suite of3. services designed to cater to allsupplies your needs.

Our team of experts and partners are equipped to Our current range of offerings include:

1.

2.

3.

4.

5.

handle a diverse range of commercial projects, ensuring exceptional quality and timely completion.

Furniture Repair: Our core competency, where we specialise in restoring and repairing 4. Care products furniture to its original beauty and functionality. have curated a selection of high-quality care products, Insurance Solutions: We have partnered withWeindustry-leading providers to offer tailored all of which have been designed to maintain and enhance insurance solutions that protect and provide you with peace of mind against unforeseen the longevity of your furniture. events.

Commercial Re-upholstery and product supplies: Ourrepairs team of experts and partners 5. Property Emmiera Group brings its expertise andexceptional craftsmanship are equipped to handle a diverse range of commercial projects, ensuring to a broader scope of property repairs, guaranteeing quality and timely completion. exceptional results and customer satisfaction.

Care Products: We have curated a selection of high-quality care products designed to maintain and enhance the longevity of your Our furniture. areas of expansion in the future will also include Property Repairs: Emmiera Group brings its expertise and craftsmanship facilities management and recycling!to a broader scope of property repairs, guaranteeing exceptional results and customer www.emmieragroup.com satisfaction.

Emmiera Group Ltd, Unit 8, Waterfront Business Park, Brierley Hill, West Midlands. DY5 1LX Tel: 01384 473 000

24 PRODUCTS

Showtime @Home for Gallery Direct Newington table and bench

When selecting new products for a store or interiors project, it is great to be able to ‘touch and feel’ them – which is why Gallery Direct offers customers the chance to visit its showrooms throughout the year, to suit their buying needs …

Messini pergola and Ancona dining set

Maddox console table

“The new Outdoor Living Collection features over 90 sets, with an allencompassing assortment Clients can book appointments with their key account manager to visit the Sittingbourne or Chesterfield showrooms for stock items, or the Wiltshire showroom for Gallery’s mattresses and Made to Order products.

Although visits can be arranged throughout the year, special events are held occasionally for specific categories or promotions. From Monday 10th to Friday 14th July, Gallery is holding an Outdoor Living @Home event at its Sittingbourne showroom, to give clients the chance to view its 2024 Collection.

The new Outdoor Living Collection features over 90 sets, with an all-encompassing assortment ranging from sun loungers and bistro sets to entire lounge

and dining sets, offering a range of styles to allow customers to stay ahead of the trends. In order to accommodate all budgets, Gallery has designed the collection to offer a range of price points, including some high-value collections.

The exclusive Outdoor Living @Home event is being hosted at Gallery’s head office in Sittingbourne, Kent. The town’s railway station is close by with direct links to London, including high-speed services.

For driving, there is easy access via the A2, A249, M2 and M20. The event is by appointment only, so anyone who would like to visit should contact their key account manager to book a slot.

At the moment, Gallery’s showroom near Chesterfield offers an impressive display of interior products, including a selection of lines from the supplier’s current Big Moving Sale. The sale is part of Gallery’s plan to consolidate to one central distribution centre – this final phase of the warehousing move will see all Gallery product under one roof, at its central DC near Chesterfield, by the end of the year, resulting in considerable operational efficiencies and a better, quicker service to customers.

Rather than paying to move stock from its other warehouses, Gallery prefers to sell it and pass the cost savings to its customers – hence the Big Moving Sale, which features over 2000 products at up to 70% off, and covers lines from all seven of Gallery’s core categories. The full range of products featured in the sale can be seen and easily ordered on Gallery’s website.

To find out more about the sale or book a visit to the Chesterfield showroom, contact the appropriate key account manager. www.gallerydirect.co.uk

TORRINGTON Offering a stunning contemporary look, this large open display unit combines matt black metal with oak. The shelves are tray-style with oak veneer tops and solid oak surrounds. Matching pieces are available.

It is part of our Packed-Flat Design Project, offering easy delivery to any room in any property, whilst reducing the packaging needed. Easy assembly is required, but all the tools needed are supplied.

With up to 70% off selected lines across all 7 of our categories, theres sure to be something for everyone!

Visit us online to shop our full collection of over 2000 products or scan the handy QR code below to view our new catalogue, which is a selection of our ‘top-picks’ in an easy-to-navigate edit!

Scan the QR code for more



Torrington Open Display 686689 Matching pieces are available

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

26 PRODUCTS

Go all out with Indonesia’s finest Established in 1998, Globalindo Furniture (then Tunas Jaya Rattan) has manufactured high-quality outdoor furniture for export to destinations across the world since 2004 …

Globalindo’s factory in Jawa Timur, East Java

“The main focus of our business is customer satisfaction, and that means delivering on our quality and lead time promises

Starting with woven resin-fibre furniture, and growing over time to include teak wood production, allweather rope and sock-woven materials, exposed aluminum frames, slings, cushion production and furniture covers, Globalindo Furniture now offers a one-stop source for outdoor furniture.

Its portfolio covers a diverse range of tasteful, functional ranges, many of which employ a mixture of weave, cushions and show-wood to create an enticing outdoor proposition. From sofas, tables, chairs and sun loungers to accessories such as baskets, rugs and wall cladding, Globalindo Furniture’s offer caters for a variety of tastes, while the manufacturer also offers a bespoke manufacturing service for customers looking for something different.

The manufacturer utilises FSC-certified teak exclusively, which it purchases from Perhutani’s sustainably farmed plantations – “which are of the highest quality Indonesia has to offer.,” says the manufacturer.

Everything in Globalindo Furniture’s factory is made in house, eliminating the need to rely on any

outside subcontractors and ensuring quality is not compromised. With some 700 full-time employees working across a total production space of 25,000m2, Globalindo Furniture boasts the capacity to deliver significant volumes – supported by in-house assets including wood-drying kilns, all-weather rope, sock and strapping production, resin fibre extrusion machines and a dedicated cushionmaking department.

“The main focus of our business is the customer’s satisfaction,” states the business, “and that means delivering on our quality and lead time promises.

We’ve exported our high-end products worldwide for over 20 years, and look forward to an even stronger future with new customers and partners. Get in touch to receive our full product catalogue, and to find out how we could work together on custom-made designs.”

Globalindo Furniture can be reached on +62 271 340 8899, or by emailing globalindofurniture@gmail.com www.globalindofurniture.com

GLOBALINDO

FURNITURE

Outdoor living, dining and occasional furniture and accessories

METAL DEPARTMENT CNC Machine In-house Powdercoating

• • • •

CUSHION & UPHOLSTERY DEPARTMENT 40+ Sewing Machines Foam Cutting Machine Upholstered Outdoor product

Sustainably sourced timber Precision machining

In-house production

Designed to deliver comfort and style

Creating high-end outdoor furniture for export since 2004 07424 595757 ayaz@globalindo-furniture.com

J l . K e d i r i - K e r t o s o n o K m . 1 3 D e s a M i n g g i r a n , K e c a m a t a n P a p a r , K e d i r i , J a w a T i m u r

PT. GLOBALINDO FURNITURE

28 PRODUCTS ECO CONSCIOUS

Wood for good?

Russia’s invasion of Ukraine may have put a dent in the availability of FSC-certified timber, but the NGO’s logo remains the best-recognised mark of sustainable forestry among consumers seeking more responsibly-made furniture. This month, Furniture News discovers how two manufacturers are working with the Forest Stewardship Council to meet that growing demand …

Since 1994, the Forest Stewardship Council (FSC) has promoted responsible forest management, and is now the world’s leading certification system for timber products.

By employing robust and responsible forest management processes, and monitoring materials throughout the supply chain, the international NGO has become the world’s principal guarantor of the origins and sustainability of wood, and a prominent benchmark for furniture products.

Durable and attractive, wood remains an extremely popular choice in furniture construction, and over 10,000 furniture companies worldwide have voluntarily signed up to the certification body (almost half of them based in Europe).

With consumers becoming increasingly savvy about their purchases’ green credentials, the FSC’s Chain of Custody certification – denoted by the organisation’s green, tick-tree symbol – has never been more important to furniture retailers and their supply partners.

Yet high demand can become prohibitive. In March 2022, in response to the invasion of Ukraine, the FSC suspended all trading certificates in Russia and Belarus, and blocked all controlled wood from the two countries – at the same time, modifying its framework

to continue operations in Ukraine (where safe to do so).

Restricting access to some of the world’s largest forests slowed the supply of FSC-certified timber to many European furnituremakers, many of which have been forced to look at the viability of alternative certification bodies and countries of origin.

Despite these challenges, the FSC remains the certification partner of choice for much of the industry, and a well-recognised seal of sustainable approval.

According to a recent survey conducted by the NGO with Ipsos, across 33 countries, nearly half (46%) of consumers surveyed recognised its logo, with recognition highest among those aged 18-24 (most notably in China, the UK, Germany, Brazil, Italy and Denmark).

For this month’s feature, Furniture News approached two FSC-certified furniture manufacturers – a sofamaker and a bedmaker – to find out more about their respective journeys, the drivers and challenges of working with the FSC, and their response to the shortages brought about by geopolitical fallout.

Thanks to: Alan Spencer, quality and technical director, Siren Furniture; and Paul Little, MD, Airsprung Beds, for sharing their stories. www.fsc.org/furniture

Timber is a popular material choice for furniture (photo courtesy 123RF/taina)

“With consumers becoming increasingly savvy about their purchases’ green credentials, FSC certification has never been more important

29

VIEWPOINT

SIREN FURNITURE

By quality and technical director, Alan Spencer our customers. We are therefore excited to be moving towards adding FSC product claims so that customers can be assured of, and our partners can signal, the ethical credentials of our timber sourcing.

On top of that, in our commitment to adhere to FSC certification, we consciously source from suppliers that undergo SMETA audits to ensure safe and responsible working conditions.

Please outline your FSC journey to date …

We gained FSC certification in 2017, though had been making conscious efforts to achieve certification since 2012. We supply and exclusively develop product for some of the UK’s largest retailers, including John Lewis, who were appointed as a furniture supplier for the London Olympic Games Athlete Village in 2012.

We were required to supply product that was crafted from FSC-certified timber, so in order to meet customer demands, we worked closely with the manufacturer to identify new sources of timber from verified sources.

This was the key driving force to shift focus towards FSC certification, and since then we have been working with suppliers towards achieving FSC accreditation. For every new range or product we develop, we stipulate that timber has to be FSC certified, and work with individual factories to go through certification.

Through increasing and developing our product collections, this enabled Siren to successfully undergo the audit, placing us in a position to ensure confidence in claims on products for our retail customers.

Ultimately we have invested time and resource to trace, risk assess, and mitigate risks in our timber supply chains. FSC helps support this, as it helps with tracing the timber we use, where it comes from, and how ethically it has been sourced. It gives us some assurance that if we can trace timber, via full chain of custody, back to the forests, we can be reasonably assured that forests are being managed appropriately, and issues, such as reducing deforestation, are being supported.

We’ve worked closely with our customers to re-source materials and identify traceable and certified timber sources. We review these sources continually to ensure FSC traceability is maintained. We have been doing this work from the perspective of ethical sourcing, but the next stage is making this work visible to

Where does your relationship with the FSC stand today? Have your supplies been affected by the Russia/Ukraine conflict?

We remain committed to FSC and maintain our certification with an annual audit. Timber supply chains have faced a number of difficulties over recent years. Fortunately, all of the solid wood in our products (such as beech, pine and oak) are sourced from local, FSCcertified, and well-managed forests.

We are closely watching our supply chains in Europe though, as some national forestry management services have been suspending FSC, in favour of PEFC [the Programme for the Endorsement of Forest Certification]. This is reportedly due to rising costs and bureaucracy.

There is push-back from local businesses, but we don’t yet know if or how this might affect us.

We will continue to monitor the situation, and work with our suppliers so that we are prepared and can re-source materials, should the need arise.

Manufactured board products (such as plywood and chipboard) are more complex.

Before the conflict in Ukraine, a large amount of board products on the EU market would come from or contain timber sourced from Russia and Belarus, but sanctions have stopped this.

Along with the industry as a whole, the increased costs for energy and wage pressures have resulted in significant price rises. We have been exploring other opportunities, including UK-produced board that we can export by sea container to help minimise the increase in carbon footprint. We remain dedicated to sourcing materials as close to the manufacturers as possible, provided it is from certified and well-managed forests. This benefits the local economies around where our factories are based, and keeps shipping and potential delays to a minimum.

For Siren, a concern when re-sourcing any materials, is the increased carbon footprint.

We have seen the number of offers for board materials from Asia increase in recent months.

However, when you look closely, quite often the log used has been shipped in from Europe or South America which, in turn, increases the complexity of the timber supply chain – particularly for product that is within the scope of EUTR [European Union Timber Regulation] and UKTR (UK Timber Regulation) – and is also likely to have a much higher carbon footprint.

As a result, we are currently exploring other sources closer to home, to help alleviate some of these pressures.

Which of your ranges are certified, and how are they performing?

A large number of our ranges are FSC certified, which is increasingly becoming a minimum requirement by most retailers and so has proven beneficial in maintaining and building new customer relationships.

How straightforward is working with the FSC and selling on the benefits?

We work with The Soil Association for our certification. FSC is, understandably, very protective of its brand and, where possible, we have helped support some of our suppliers to gain and/or retain FSC-certification (particularly smaller, independent suppliers, rather than simply moving to a bigger supplier).

Where do you see demand for FSC-certified furniture going in the future?

From our experience, FSC is a requirement of many of the larger retail groups, but we remain dedicated to increasing awareness not just of the FSC logo, but what it is trying to achieve, to all of our customers.

Customers are also now under a cost of living crisis, and the welfare of products isn’t always a top concern, but we maintain our dedication to FSC certification. There is increasing awareness around global warming and the environment, and as part of Siren’s mission, we are committed to sourcing responsibly, and that involves taking our quality, compliance and ethics seriously. We are taking conscious steps in all areas of the supply chain, and our ambition is to take a stronger lead in pushing forward a more ethically minded and sustainable furniture in the marketplace. www.sirenfurniture.com

30 PRODUCTS ECO CONSCIOUS

VIEWPOINT

AIRSPRUNG BEDS

By MD, Paul Little

Which of your ranges are certified, and how are they performing?

Many of our larger customers, as well as some of the smaller ones, have applied for FSC promotional licenses, therefore it is a growing requirement. That is why all of our divans and headboards carry an on-product label.

Please outline your FSC journey to date …

We initially achieved certification in 2017, and, following a five-year certification cycle with annual surveillance audits, achieved recertification in 2022.

Where does your relationship with the FSC stand today? Have your supplies been affected by the Russia/Ukraine conflict?

Our next surveillance audit is scheduled for October. Some material sourced by our supplier was coming from Russia, but this has been replaced by other sources which they were already dealing with. Some is from Ukraine, but this is from the west of the country, and has continued without interruption so far.

How straightforward is working with the FSC and selling on the benefits?

From an audit perspective it is quite straightforward. The audits are thorough but fair, and encourage continual improvement. That said, the process for approval of logo use and getting information about how to go about things which are ‘day to day’ can be onerous, and there is only a limited number of people who are able to advise on how to go about them.

Where do you see demand for FSC-certified furniture going in the future?

More retailers each year are requesting the necessary information to support their applications for promotional licences, which suggests they believe that there is a growing interest in sustainability of timber on the part of consumers.

There has been some confusion on the part of a few retailers, where they appeared to be unaware of the need for a promotional license in order to allow them to promote goods we supply to them as FSC certified – and this could result in action against them by FSC. We obviously work with our customers and advise them of these requirements. www.airsprung-group.co.uk/airsprung-beds/

“More retailers each year are requesting the necessary information to support their applications for promotional licences

Why Choose FSC? FSC? Why choose

Is your timber really green?

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buy and sell come from responsible sources.

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products and services they buy, but research shows that 40% of green claims

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made online could be misleading (CMA*).

• Corporate Social

FSC® certification offers credible assurance that the timber and forestbased products you buy support • responsible forestry.

Choose the world’s most trusted forest • management solution.

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Responsibility compliance

Enhanced public image Use of the FSC trademarks © Ecochoice

FSC UK Phone: + 44 (0)1686 413 916 / email: info@fsc-uk.org / web: www.fsc-uk.org / Twitter: @FSCUK * Contains public sector information licensed under the Open Government Licence v3.0. © FSC / Paintbrush (Renovo) FSC® F000231

The True Bedmakers We have been creating the ultimate in luxurious comfort since 1840, making mattresses that have been lovingly homegrown and handmade in the heart of Yorkshire.

From growing our own natural fillings, to designing glue free spring systems and weaving our own fabrics, we are passionate about leading the way in luxury sustainable sleep.

H A R R I S O N S P I N K S .C O.U K

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Simba’s Hybrid goes greener Simba says its purpose has always been clear – to use technology and human insight to engineer the perfect’s night sleep, for everyone.

But what started as a reinvention of the mattress has grown into a concise range of purposeful, ground-breaking products, an innovative recycling programme and a commitment to evolve using sustainable materials and manufacturing processes …

Simba has engineered 13 zones of resistance which correspond to different parts of the body

“The sleep tech firm says it is setting a new standard for both comfort and sustainability

This month, as part of its ongoing mission to address prevalent sleep and sustainability challenges, Simba has announced upgrades to its award-winning Hybrid mattress range, while simultaneously unveiling its new Simba Summer Hybrid duvet and affordable Simba Stratos pillow.

While preserving the renowned Simba feel that has earned the Hybrid mattress range 50 industry awards, Simba has made enhancements to some of its integral mattress layers, taking intuitive body support and luxurious comfort “to new heights”.

In addition, the sleep tech firm says it is setting a new standard for both comfort and sustainability, by incorporating eco-friendly features that align with its commitment to a greener future.

Simba’s new SupportCore base Innovative, breathable, edge-to-edge support springs are at the heart of 2023’s updated Simba Hybrid, Simba Hybrid Pro and Simba Hybrid Luxe mattresses.

The SupportCore base uses up to 1000 durable springs which work together to provide support right across the mattress, allowing the user to sleep up to the edges with no dipping or rolling, says Simba – effectively increasing the usable sleep surface of the bed.

Being spring-based, the SupportCore also allows fresh air to circulate through the mattress more freely than foam would, for increased breathability.

What is more, being made of high-carbon steel, the SupportCore base is easier to recyclable, while the overall foam content of the mattress has been reduced by up to -68%.

Titanium Aerocoil spring layer for full body support Simba’s patented titanium Aerocoils already provide impressive tailored pressure relief and support, but Simba has now engineered 13 zones of differing resistance which correspond to different parts of the body. This provides the extra cushioning required by the body’s heavier areas such as hips and shoulders, meaning the spine stays ideally aligned, says the sleep tech brand.

Aerocoils also provide localised support and weight distribution, so movements are absorbed more easily and not passed onto the other side of the bed.

Ingeniously eco-friendly Simba ReGen Simba’s new SupportCore base is designed to sit neatly on top of a layer of foam, to give the mattress stability and structure. To prevent reintroducing virgin foam content, Simba has engineered Simba ReGen – created from suitable surplus offcuts – meaning the business is able to help divert foam from landfill, while also providing a sturdy mattress base.

Optional GRS-certified cover Simba’s new optional GRS-certified cover is made from recycled yarns and knitted together to help improve airflow through the mattress.

The Global Recycled Standard (GRS) is a voluntary product standard for tracking and verifying the content of recycled materials in a final product.

The standard applies to the full supply chain and addresses traceability, environmental principles, social requirements, chemical content, and labelling.

COVER FEATURE 33

Simba’s Hybrid Luxe mattress has been re-engineered to deliver even better sleep quality

These optional breathable, anti-allergy covers are made from GRS-certified recycled materials. The super-soft, knitted sleep surface (which zips off for easy washing) keeps the mattress fresh and cool – and an inner cover protects the internal layers when the top cover is in the wash.

Summer Summer Hybrid 4.5-tog duvet takes the heat out of warmer nights The Simba Summer Hybrid duvet is a light, 4.5-tog duvet with down-like comfort to aid sleep, without the weight.

Featuring ingenious Stratos cool-touch technology on one side, the fabric is designed to feel instantly cool to the touch, as well as enabling it to react to body temperature, dissipating excess heat to help maintain an ideal temperature throughout the night.

Simba’s Stratos pillow offers “a premium sleep experience at a budget-friendly price”

Advanced Stratos pillow As part of its mission to make quality restorative sleep more accessible, the new Simba Stratos pillow offers “a premium sleep experience at a budget-friendly price”. This brand-new, next-generation pillow is soft, with cushioned support for the head and neck, while being cool to the touch.

Airy, lightweight Simba Renew Bio filling Simba Renew Bio is a new, super-soft, breathable and 100% recycled/biodegradable filler. Made from recycled PET bottle fibres (34 bottles per pillow), this advanced anti-allergenic material offers impressive down-like comfort and quality, and is a renewable resource in its own right. The fibres are gently combed into soft, airy clusters, providing “cloud-like cushioning and optimum breathability” to keep the sleeper’s head cool but comfortable.

What is more, Simba Renew Bio also biodegrades.

So, while normal polyester fibres take thousands of years to dissolve, it takes just two years for Simba Renew Bio to vanish in landfill conditions, without a trace.

Simba’s Summer Hybrid duvet pairs well with the brand’s mattresses

www.simbasleep.com

“Simba says its new Hybrid takes intuitive body support and luxurious comfort to new heights

34 PRODUCTS ECO CONSCIOUS

Circular approaches to upholstery How can the upholstery sector take a more circular approach to manufacturing? In this article, based on researched gathered for a project examining opportunities for circular upholstery textile use in Ireland for the Irish Wood and Interiors Network, The Circular Design Institute’s Elaine Butler looks at the developments taking place in a sector under increasing pressure to be more sustainable …

How can sofamaking become greener? (CGI image courtesy Chilli Pepper Designs)

By Elaine Butler

The Circular Economy (CE) is the buzz phrase these days, primarily because multiple governments are hoping it will reduce our annual greenhouse gas emissions by up to -45%, without shrinking the economy.

Circularity isn’t a new concept, and it’s something we did fantastically well until the cost of material became substantially cheaper than the cost of human labour. And because we don’t factor the cost of environmental damage into product costs there really has been no incentive for us to invest time and resources into recovering material for reuse or recycling. That is set to change.

Currently more than 49 countries globally are in the process of implementing CE plans, and the EU is ramping up its transition to a circular economy. This will not only impact those countries forming part of this economic block, it will also affect any country selling to or buying from companies needing to comply with EU policy.

Making the entire furniture sector more circular is an elephant-sized challenge, which can only be addressed one bite at a time. In this article, we’ll bite off upholstery textiles and upholstered furniture, and consider the hurdles to making both more circular and how some inventive companies are overcoming them.

to achieve one or more of these principles, with the most appropriate one depending on factors such as material content, product type, customer base, use profile during ownership and end-of-life options.

Here are some examples of circular strategies that are most typically used for technical materials (materials that are synthetic in nature, or a blend of natural and synthetic content).

What is the circular economy?

The circular economy (CE) is one approach to creating a sustainable way of operating. It is an economic model based on four key principles: minimise the use of resources; design out waste at the outset; reuse materials as much as possible; and regenerate natural systems.

There are lots of strategies that can be employed

• Recycle – where a material or product is broken down into constituent parts for processing into ‘good as new’ versions of the original constituent materials

• Reuse – when a material or product is reused exactly as intended by a second user • Repair – where a material or product receives modest repairs so that it can be continued to be used as intended • Refurbish – where a material or product has substantial amendments made to it so that it can be continued to be used as intended • Repurpose – where a material or product is used for another function which may require minor or substantial repairs or alteration • Remanufacture – where a material or product is returned to a standard that is as ‘good as new’ by an expert operator

• Downcycling – where a material or product is broken down into constituent parts for processing into a material that is of lower quality or value than the original constituent material

35

The road to circular upholstered furniture – challenges and solutions To make a product more circular we must review decisions made at the material, product and business model levels. This is quite an involved process and beyond the scope of this article and so in this article, we’re just going to focus on the upholstered elements of a piece of furniture.

Also, because it’s most likely that high-intervention strategies like recycling and remanufacturing will be required to deliver desirable upholstered furniture, we’re going to concentrate on these approaches, and in particular textile recycling, which is key to the circularity of upholstered furniture, and still a very underdeveloped area.

Recycling of blended textiles Most textiles are made from a blend of multiple fibre types, which aren’t easy to separate for recycling.

Cutting-edge research has successfully separated blended textiles using enzymes but we are still a long way off from this being commercially available. This has caused some clothing producers to switch to single-fibre textiles for their products, which could be a trend we see repeated in the upholstery textile sector too.

Recycling of treated textiles An additional hurdle to recycling of textiles is concern over the adverse health impacts of some of the chemicals we used to treat them, like anti-stain or fireretardant treatments. These concerns could lead to separate collections and recycling of treated textiles, which would add an additional layer of complexity to an already-complex system.

Some companies have responded to these concerns by investing in biodegradable, toxin-free dyes and fire-retardant treatments, which, if verified by an independent third party, could offer a viable solution.

Fibre-to-fibre recycling To date, efforts to make upholstered furniture more

Can new methods unlock a more sustainable sofa sector? (image courtesy 123RF/jmimagefactory)

In the CE framework there is an emphasis on prioritising strategies that interfere the least with the original product or material, as this is likely to result in lower emissions overall and help retain the value of the item.

Based on my research on applying circular strategies to upholstered furniture, I would argue that the strategies that are optimal for upholstered furniture may differ from non-upholstered items.

This is primarily due to customer attitudes to reused textiles and foam, which are generally negative.

For this reason, I predict that strategies involving straight reuse, repair, refurbishment and repurposing are unlikely to gain traction outside of first-time owners or those in their immediate social circle.

Instead, it is more likely that scalable strategies for upholstered furniture will involve high-intervention strategies like remanufacturing and recycling.

circular have focused on the use of materials with recycled content, including textiles.

Most of the recycled textiles on the market are recycled wool, cotton, nylon or polyester. Of the four, only recycled wool and cotton have an extended legacy of textile-to-textile recycling. Nylon is currently recycled from either post-production waste or salvaged marine waste, and recycled polyester is made from post-consumer PET bottles.

Technologically, nylon and polyester textile can be recycled into new textiles, but access to this is not yet widely available for end-of-life treatment of this material.

The supply of recycled nylon, cotton or wool is not currently in jeopardy, but some companies are starting to report pressure on the availability of recycled polyester, which they are attributing to an increased demand for recycled PET bottles. I predict that we will start to see more fibre-to-fibre textiles being produced by PET and textile manufacturers, in an effort to bridge this gap.

“Textile recycling is key to the circularity of upholstered furniture, and still a very underdeveloped area

Recycling cycles Currently, recyclable textiles can’t be recycled in perpetuity without a loss of performance. For example, the fibre length of cotton, which is the one of the most frequently recycled fibres, gets shorter with every cycle, reducing the overall strength of the textile.

For this reason, the percentage of recycled content in a textile is often limited.

Some companies have started to develop infinitely recyclable textiles for the clothing market. At the moment, use of these new textiles is limited to a few progressive clothing brands, but it is hoped that in time as economies of scale are achieved that they will become more widely available. Whether this new form of fibre will achieve the characteristics to transfer to the upholstery industry remains to be seen. As of now I am not aware of any company researching infinitely recyclable upholstery fabric.

Composting of fabric Composting is something that we started to lean on heavily as a solution to our waste problem. It may seem like a logical option for natural textiles, but as ever, things are never that straightforward.

››

36 PRODUCTS ECO CONSCIOUS

“Circularity is quite a simple concept, but achieving it in a world that has spent the last 70 years fine-tuning a linear way of operating is challenging

One of the principles of the CE is the regeneration of ecosystems, therefore, we should only compost textiles if it nourishes the biosphere that it is introduced to. Currently, natural fibre textiles are unlikely to have been dyed or finished with compostable chemicals, therefore we cannot assume the finished material is safe to compost.

There are companies investing and researching into benign dyes and treatments, but their inventions haven’t become mainstream yet.

It is also worth noting that when we compost, we lose all the intrinsic value in a material, which doesn’t make sense from an economic point of view. For these reasons composting of textiles is not currently considered a preferred solution to improving the circularity of them.

Reverse logistics of take-back schemes One of the key goals for a recycling scheme is achieving an endless loop of collection, recycling and reintroduction back into the production cycle, therefore preventing the material from ever ending up in landfill or incineration.

There are quite a few textile recycling programmes in place, but most of these are focused on clothing or soft furnishings. There was a very interesting project in Norway that recycled post-consumer clothing into upholstery textile for the office furniture company Vepa, but otherwise I am unaware of any post-consumer textile recycling programme that feeds back into the production of new upholstery textile.

More and more companies are starting to collect unwanted upholstered furniture from customers as they deliver a new order. The materials in these pieces are rarely salvaged for reuse and often end up being incinerated, but there is hope that this service could evolve into a more resource-efficient take-back and reuse or remanufacturing model in time.

Designing out waste A lot of furniture upholstery is cut out of sections of fabric, which are then applied to the frame, either singularly or sown into sections. This process results in quite a lot of offcuts, which are generally disposed of through incineration or landfill.

It is feasible to recycle these offcuts into new products, but this is generally a niche industry that doesn’t have a huge impact on the mountain of waste produced by the upholstered furniture industry annually.

Some companies have sought to overcome this waste by using additive manufacturing processes such as 3D/digital/technical knitting, which only uses the amount of yarn required for that specific product, thereby producing zero waste.

Designing for disassembly Upholstery is generally applied to furniture using adhesive and/or mechanical fixtures, both of which can impede future disassembly if they are not reversible or removable.

With respect to adhesives, some research has been carried out on the development of reversible versions, but it is unclear whether these reversible adhesives impact on the recyclability of the textiles that they’re applied to. Mechanical fixtures are generally preferred in CE community, but it does depend on the performance or usability of the material after its first use cycle. Zippers, snaps and buttons can facilitate the removal of textiles for repair or washing or to allow for fillings to be replaced, but in the long term they can impede recycling of the textile at the end of its life.

One promising development that could work in some settings is the use of dissolvable thread, which loses its structure when exposed to either microwaves or heat.

The ubiquitous staple which is used by most upholstered furnituremakers is a quick and inexpensive fixing method that unfortunately makes disassembly for repair or refurbishment costly and time consuming.

They also result in contaminated waste streams, as staples remain embedded in timber frames and in removed upholstery, which downgrades the quality of the feedstock and can lead to health and safety concerns for waste processing staff. Additionally, the use of staples is likely to result in a low reparability or disassembly score for products when circular economy standards come into force.

In preparation for this, some companies are trialling alternatives to staples such as hooks, cords or strips that will allow for easier disassembly in the future.

Parting words As you can see, circularity is quite a simple concept, governed by only four principles – but achieving it in a world that has spent the last 70 years fine-tuning a linear way of operating is challenging.

This isn’t a reason not to act. With more than 49 countries globally in the process of implementing CE plans and the EU ramping up its transition to a circular economy, it’s clear that this approach is gaining momentum and will have a significant impact on the furniture industry - whether you’re ready or not.

One thing is clear – companies can’t achieve circularity in isolation. Industries have become so interconnected over the past few decades that it is impossible for one to move forward without involving those it relies upon. Achieving change collectively is far slower than going it alone, so start talking with your suppliers and customers now, to avoid being left behind. You can be sure your competitors are. www.circulardesigninstitute.ie

“Companies can’t achieve circularity in isolation

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38 PRODUCTS ECO CONSCIOUS

What is sustainability?

It’s not easy being green – but it’s imperative that furniture businesses face up to the challenge. In the first of an exclusive series of articles exploring the whys and hows of becoming a more eco-conscious business, Hypnos Beds’ group sustainable development director, Richard Naylor, outlines what sustainable development means – and why it’s important …

By Richard Naylor

Can you explain sustainability to our readers? This is the question Furniture News’ Paul Farley posed to me, which, as a nerd on this subject, I was delighted to do. Sustainability is a serious topic, which as an industry and as individuals we need to embrace, to help reverse climate change and transform the world we live in. Hopefully, I can help demystify ‘sustainable development’ and share some of the learnings from my MSc course in sustainability and my journey to becoming a chartered environmentalist.

As a father, citizen of planet earth and a person in business (please don’t yawn), I am particularly interested in creating long-term value enhancement, which means I want to see sustainable development (SD). But what is it?

SD can trace its origins all the way back to the 1972 (yes, 50+ years ago – what have we been doing?)

UN Stockholm Conference on Human Environment, when SD thinking was introduced as a concept.

Momentum for the term increased dramatically when it was defined in the 1987 World Commission on Environment and Development report, Our Common Future, which was formulated by the General Assembly of the UN (also widely known as the Brundtland report, after commission chair Gro Harlem Brundtland, who also happened to be the first female prime minister of Norway). The report defined SD as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs”.

In 1992, five years later, the UN held the first Conference on Environment and Development, which in turn was named the Earth Summit. The main outcomes of the summit were: The Rio Declaration, which recognised the right of states to economic and social development and contained 27 principles of SD, including the well-known precautionary and polluter pays principles; endorsement of the Forest Principles, which recognised the importance of forests for economic and social development, indigenous communities, biodiversity and maintaining ecological processes; the signing of the Convention on Biological Diversity and the Framework Convention on Climate Change; and Agenda 21, which was a voluntary SD plan of action, for implementation by national, regional and local governments.

There have been several other UN SD milestone summits since Rio, but perhaps the most significant was RIO+20, in 2012. The outcome was a document entitled The Future We Want, which not only reaffirmed all other previous SD agreements, plans and targets, but also committed to the development of

Sustainable Development Goals (SDGs).

Accordingly, in 2015, at the UN Sustainable Development Summit in New York, 193 member states adopted Transforming Our World: The 2030 Agenda for Sustainable Development, which included a new suite of 17 SDGs which cover five pillars of sustainability – people, planet, prosperity, peace and partnership. The goals were designed to be a “blueprint to achieve a better and more sustainable future for all”. The blueprint format helps individuals, nations and business to develop strategies that help create change – change that should deliver a world of peace and properity, eradicating major issues such as poverty and hunger, all while protecting the planet.

So, we now know the origins and the modern definitions of SD in the form of the UN SDGs – but how should we use them? The answer to this question is different for every business. We should question our activities through the 17 different lenses of the UN SDGs, and ask what could we do better.

What are our areas/gaps? How can I transform my business model to meet the 17 goals, whilst remaining commercial? 2030 is the deadline for the implementation of the UN SDGs, which is why this timeline has been nicknamed ‘the decade of action’.

The bad news is that human activity (or the Anthropocene, as natural history boffins like to call it) has routinely taken more resources from the planet than it can sustain or regenerate. Our atmosphere, our natural capital, our oceans and all living creatures have been systematically raided and not nurtured, and the news consistently reports loss of life, species extinction and extreme weather events.

But all is not lost. We are a creative species – we have the ability to change and transition to a better way of doing things, and this starts with a design, a ‘blueprint’ to do things differently. We live in a world where political rhetoric and spin has left politics in an utter mess. Policy over the next 5-15 years will change depending on which party is holding the reins. What I do know is that our furniture businesses are consistent – we are here for the long term, and we hold the power to make positive change, to be beacons to other industries.

The UN SDGs are a simple toolkit that helps us all evaluate our activities and to make considered choices for our business strategies and for future generations of customers that we hope to retain. In the midst of a global climate and biodiversity crisis, SD has never been more important. www.hypnosbeds.com

“We’re here for the long term, and we hold the power to make positive change

40 PRODUCTS ECO CONSCIOUS

Living for tomorrow Huddersfield-based H Living, and the myriad brands available from the manufacturer/importer, keeps a keen eye on its sustainable credentials, and is continually looking for new ways to ensure its operations and products are cleaner and greener, says MD Biny Hyder …

The H Living umbrella encompasses several brands: Hyder Living; Easy Sofa; The Natural Collection; contract and healthcare divisions; and a bespoke offer.

H Living’s offer is principally upholstered – bed bases, headboards and bed frames – and eco-friendly innovation can be seen across its lines. As well as employing biodegradable polyester stretch fabric on some models, the business ensures waste materials, such as cut-outs, are sent back to its suppliers for recycling.

Within its mattress offer, The Natural Collection, the manufacturer employs natural fillings such as cotton layers (for added comfort), horsehair, luxury viscose, and wool insulator pads, while-hand-stitched natural borders help hold everything together.

The business is ISO accredited and NBF audited, and has been a zero-to landfill operation for four years – with a pledge (and a firm plan) to hit net zero emissions by 2030, and to increasingly employ recycled materials. A strategy to introduce new mattresses with innovative natural and recycled fillings is well under way, says Biny, who adds that the business even launched the market’s first vegan mattress, long before that movement hit the mainstream.

Production processes are increasingly energy efficient, while H Living’s carbon footprint has significant reductions – accelerated by Biny’s decision to outsource the company’s logistical operations to external partners, meaning fewer wasted journeys.

Sustainable practices go hand in hand with an ethical approach to business, and H Living strives to give more to its staff and local community by donating products to those in need, while regularly helping top up the local food banks.

With a customer base comprising nationals, independents and carefully selected ecommerce sellers, H Living boasts a unique blend of import capacity and local manufacturing. Its part-owned factory in China ensures a ready, rapid supply of quality product, while its mattresses (and some bedsteads) are made to order in the UK. “It’s the best of both worlds,” Biny concludes. www.hyderliving.com

“Indulge in unparalleled comfort and sophistication with our luxury beds”

P E R F E C T I O N I S A J O U R N E Y. At H Living, we’re always finding new ways to make better beds – so your customers can indulge in the finest possible luxury.

01484 531000

www.hyderliving.com

enquiries@hyderint.com

42 PRODUCTS ECO CONSCIOUS

Silentnight’s road to net zero Sleep brands have a crucial role to play in the industry’s drive to net zero, writes Silentnight’s ESG director, Angela Moran, as she shares the bedmaker’s own progressive approaches …

By Angela Moran

The road to net zero will be one filled with bumps and potholes, for both sleep brands and the wider furniture industry. The global mattress market is expected to grow at an annual rate of +6.2% over the seven years, according to California-based market research and consulting firm Grand View Research.

And, with that growth, comes a greater responsibility for sleep brands to ensure they maintain their net-zero journeys.

While their products and marketing are often modern and innovative in their consumer-facing form, behind the scenes it’s often a case of using complex supply chains and sticking with tried-and-tested manufacturing methods to produce them. Those taking their sustainability responsibilities seriously will recognise the need to change that.

But ambition and action are two different things – you’d be hard-pressed to find a brand that says they don’t want to reach net zero, but those taking meaningful decisions today to affect tomorrow are more difficult to identify.

At Silentnight, we believe in boldness, and that’s why we were the first sleep brand to commit to being net zero by 2040 – 10 years ahead of the Paris Agreement.

But we’re not going to achieve that easily. For a starter, we thought a framework of principles to follow would be essential in focusing minds and ensuring we remain committed to our ambitions.

First, we believe transparency is key. That’s why we’ve committed to a timeframe for hitting net zero and are committed to developing an eco-design toolkit with the National Bed Federation (NBF), and product passports to track our ecological footprint.

We’ve already made strides on our net-zero journey by reducing our direct carbon emissions by -49% and transitioning our delivery fleets to the use of 100% renewable energy.

We’ll also be investing in training and educating our staff on all things sustainability focused, both internally and externally, though Innovate UK Knowledge Transfer Partnerships, which have allowed us to partner with universities to deliver innovative projects and initiatives inspired by graduates. In time, this will ensure we’re competent in delivering our products, developing new technologies and offering advice to our partners, suppliers, customers and peers within the industry.

We’re also building resilience into our operations by acting ahead of a fast-changing regulatory landscape

“We’re working to transform our business away from one focused on compliance, to bring efficiency front of mind and taking in feedback from all of our stakeholders on how we can improve.

Finally, we’re working to transform our business away from one focused on compliance to bring efficiency front of mind, ensuring we’re a true driver for innovation and growth.

Following these principles will keep us focused on our end goals – but we’re also committed to more immediate actions in the next few years too. These will be of benefit to the whole industry, not just us.

So, that’s why we’re moving away from simple certifications like carbon neutral, towards a ‘carbon handprint’ model, which will allow us to decrease other business’ carbon footprint by sharing our expertise and providing sustainable solutions for product development.

We’re also working to develop stronger industry coalitions to tackle the sustainability challenges of today, because supply chains will be difficult to decarbonise in silo.

Finally, we think people will be crucial to a more sustainable future. We’ll be investing in our colleagues to ensure we become a Carbon Literate Organisation, and using Materiality Assessment and B Corporation Impact Assessment (BIA) frameworks to develop our longer-term strategy.

All considered, we think taking these steps will make us a more sustainable business and will provide a blueprint for others to follow, which will be of benefit to those in the industry aiming to reduce their carbon output.

We’re not there yet – neither our brand, industry, nor country is – and the road to 2040 will be fraught with challenges. But collaboration, boldness in action and education will prove to be the key drivers on the net-zero journey. www.silentnight.co.uk

“We think taking these steps will make us a more sustainable business and will provide a blueprint for others to follow

44 PRODUCTS BEDROOM

Sweet Dreams’ best of British

Well-Being Krystal Silver 3000

Well-Being Copper

Well-Being Krystal Bamboo

“These beds are made to provide exceptional comfort and support

“We’ve earned a reputation for excellence, and continue to be highly sought after by those looking for the best sleep experience,” says Sweet Dreams.

“In our factory, skilled artisans meticulously design and construct beds, paying close attention to every detail to ensure superior quality and durability. Our British beds are often made using premium materials, known for their comfort and longevity. From luxurious upholstery fabrics to high-grade foams and natural fillings, these beds are made to provide exceptional comfort and support.”

Like many British bed manufacturers, Sweet Dreams combines traditional techniques with modern innovations: “Time-honoured craftsmanship is blended with cutting-edge technologies to create beds that offer both comfort and longevity.”

At the same time, the bedmaker prioritises sustainable practices and environmental responsibility: “We source materials responsibly, employ eco-friendly manufacturing processes, and focus on creating products that are built to last, reducing waste and promoting sustainability.

“At Sweet Dreams, we’re also known for our meticulous attention to detail. From hand-stitched borders and tufting to intricate designs and finishes, our beds showcase the dedication and expertise of the craftsmen behind them – and we offer a wide range of options to cater to diverse sleep needs.

Whether you prefer pocket-spring mattresses, memory foam, or natural fillings, there is a British bed available to suit your preferences and provide the support you need.”

Sweet Dreams’ wide range of models offer comfort, durability, and “luxurious” sleep experiences. A good example of this is the Well-Being Range, which focuses on healthy stories, comprising

Well-Being Krystal Aloe 2000

Drawing on a long tradition of craftsmanship and expertise, Burnley-based manufacturer Sweet Dreams is rightly proud of its Britishmade beds …

1000-3000-pocket options and offering numerous benefits that contribute to overall health and wellbeing, going beyond traditional sleeping solutions by incorporating advanced technologies and design elements such as silver, aloe, bamboo and copper to promote healthy, rejuvenating and restful sleep.

“Factor in our bestselling range of Artisan bases and ottomans, available with a wide range of luxury bases and headboard fabrics, and our customers can offer high-quality British beds with a wide range of fabric and storage options – with speedy delivery to either their store or the end-customer, and a customer-focused service team ensuring a happy relationship all round.”

For more information on Sweet Dreams’ Britishmade Beds and its Well-Being Range, email info@sweetdreamsuk.com or call 01282 830033. www.sweetdreamsuk.com

46 PRODUCTS BEDROOM Ottoman

SOFTHEADS GROUP

www.siestabeds.co.uk

ZoneX

The Birmingham-based Softheads Group (Siesta Beds, Mayfair Beds and Mulliners Beds) will present its latest offers at two events this September – the SWMARF South West Furniture & Bed Show, and the NBF Bed Show.

The Mulliners Handmade bed collection comprises a range of models that are hand-sidestitched and upholstered with cashmere, silk, mohair, wool and bamboo.

Models include the Arcadia 8000 Pocketed, Oriana 6000 Pocketed, Azura 5000 Pocketed and Aurora 3000 Pocketed, and all are available with sprung edge or firm edge, sprung centre, and firm top bases.

The Copper Latex collection features encapsulated pocket units – comprising 3000-, 2000- or 1000-spring models, their construction offers superior edge-to-edge support, plus copper-infused latex upholstery. Copper is an effective thermal conductor that rapidly transfers heat away from the body, and is thought to promote health and wellness, states the manufacturer.

Then there is the ZoneX range, with zoned

latex offering tighter zoning in the areas where more support is required. The springs are encapsulated, and offered across the 1400, 1800 and 2800 series.

Finally, the Hybrid Essential, a traditional pocket-spring model, features butterfly springs for additional edge support, plus a gel layer, memory foam and kinetic foam layers for rigidity. These are offered in 1000-, 2000- and 3000-pocket spring variants.

The manufacturer can be reached by calling 0121 773 9969

BEDMASTER

www.bedmaster.co.uk

An importer and wholesaler of furniture, and a manufacturer of divans and mattresses, Bedmaster is backed by a strong supply chain and heavy investment in product development, and its portfolio continues to go from strength to strength.

Working closely with international QC teams, Bedmaster offers competitive prices “without compromise”. A new IT infrastructure enables superior customer service and stock management, while Bedmaster’s extensive product database allows for easy product onboarding.

Bedmaster is set for further growth, with new product launches coming this year.

Kingham

Brandon

01924 420 700 info@bedmaster.co.uk

bedmaster.co.uk Grange Enterprise Park, Grange Road, Batley WF17 6PB

48 PRODUCTS LIVING

IFD

www.ifduk.com Supplier IFD prides itself on the service it offers retailers, building relationships that last – here is just a sample of the feedback the business recently received: “Our number-one supplier for service, and stock levels are always good”; “Consistently in our top 10 of suppliers for sales and service”; and, “Without doubt, one of the best suppliers I have dealt with during my 23 years in the furniture industry.”

IFD offers over 25 dining, living and bedroom ranges, covering styles from traditional oak to modern sheesham, “so if you’re looking for a reliable supplier, try IFD, and get the products and service you deserve”, states the supplier.

Grace in Highland Moss

AT THE HELM

www.atthehelm.com

Following the launch of Grace by At The Helm in 2021, the collection has become a top pick among buyers throughout the UK and Ireland, says its supplier.

Crafted using some of the finest materials, Grace is constructed using FSC-certified timber, Dacron made from recycled plastic, and foam-encapsulated pocket springs for improved sustainability.

A popular choice in department stores including John Lewis, the Grace collection in

Explorer Leathers – Dragonstone, Limestone and Yellowstone – has seen huge success, says the supplier, the luxury, full-grain aniline leathers accentuating the natural beauty and celebrating the characteristics of the original hide and making each sofa unique.

Adding to its existing leather and fabric offering, At The Helm has launched its new Highland collection, in Moss and Crème. With a rich, interwoven multi-yarn, the tonal hues introduce elements of contrast and add visual

appeal. “Paired with an Explorer leather, they are a match made in heaven,” says the supplier.

“The depths and layers of both leather and fabric create intricate texture but also possess a delicate and soft touch, perfect for any cosy living space.”

The Grace collection in Explorer and Highland covers is available for immediate delivery. For more information, contact the local regional area manager, or call head office on 01908 968228.

TOP SELLING OAK PACKAGE DEALS

www.ifduk.com TOP TOP TOP TOP TOP TOP TOP TOP SELLING SELLING SELLING SELLING SELLING SELLING SELLING SELLING OAK OAK OAK OAK OAK OAK OAK OAK PACKAGE PACKAGE PACKAGE PACKAGE PACKAGE PACKAGE PACKAGE PACKAGE DEALS DEALS DEALS DEALS DEALS DEALS DEALS DEALS In stock in our UK Warehouse Ready to dispatch to your Showroom Today In In InIn stock In stock In In stock In stock stock stock stock stock in ininin our in our in in our in our our our our UK our UK UK UK UK UK Warehouse UK Warehouse UK Warehouse Warehouse Warehouse Warehouse Warehouse Warehouse Request a Login for the IFD Online Portal at: Ready Ready Ready Ready Ready Ready Ready Ready to to to to dispatch to to dispatch to dispatch to dispatch dispatch dispatch dispatch dispatch to to to to your to to your to your to your your your your your Showroom Showroom Showroom Showroom Showroom Showroom Showroom Showroom Today Today Today Today Today Today Today Today

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Email us: Email Email Email Email Email Email Email Email us: us: us: us: us: us: us: us: sales@ifduk.com sales@ifduk.com sales@ifduk.com sales@ifduk.com sales@ifduk.com sales@ifduk.com sales@ifduk.com sales@ifduk.com sales@ifduk.com

finishes: Available in 5 different

Call us: 0121 544 2744 Call Call Call Call Call Call Call us: us: us: us: us: 0121 us: 0121 us: 0121 0121 0121 0121 0121 544 544 544 544 544 544 544 2744 2744 2744 2744 2744 2744 2744 Call us: 0121 544 2744

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50 PRODUCTS DINING Woodman is able to provide a host of frames and components

WOODMAN CHAIRS

www.woodmanchairs.co.uk

Woodman can meet the needs of specialist clients – these chairs were made for the MOD

As well as being a long-established wholesale manufacturer/supplier of its own styles of traditional and modern wooden chairs for the retail and contract sectors, Woodman Chairs is a leading producer of bespoke chair frames and components for UK-based manufacturers and providers.

Woodman can make customers’ own chair or stool frames in large or smaller quantities – though some minimum order quantities may apply. Chair and sofa frames can be provided for upholstery with show-wood legs and arms, alongside individual component parts for many

end applications (not necessarily just chairs).

These can be made in beech, oak, pine, ash, lime, cherry and walnut – and tabletops and legs and bespoke worktops are also offered.

Woodman Chairs offers unfinished and finished chairs, carver chairs and stools for pubs, bars and the hospitality sectors, and can also meet the often-special needs of institutions such as the NHS and MOD.

“If you are having difficulty sourcing wooden frames or components, finding chairs difficult and not cost effective to make yourself, or simply want an alternative quote for supply, why not just make contact with Tom or Peter at Woodman Chairs today?”

The supplier can be reached by email at sales@woodmanchairs.co.uk or by calling 01884 841789.

2021 #385 October news.net

www.furniture

NEW FIRA BOOKSHOP

#388 January 2022 www.furniturenews.net

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Technical reports, guides and templates created by industry experts to support your business

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The D2C dilemma hybrid cons of going The pros and boxes clever Simba’s CEO need a holiday Why salespeople 30/09/2021

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The International Alliance of Furnishing Publications (IAFP) comprises 17 of the world’s leading industry trade publications.

Available to purchase or members benefit from free access to many of these resources www.fira.co.uk/bookshop

As the IAFP’s UK representative, Furniture News can offer exporters and importers market information, contacts and reach through the most effective B2B channels.

2021 #383 August news.net

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Introducing our new corner dining bench. Encased in luxuriously soft velvet, with superb square stitch detail in a fashionable light grey and natural oak legs.

Matching chairs and dining benches (in 2 sizes) are available in four striking earthy tones.

To request more information or a visit with the show van, please get in touch at enquiries@devonshireliving.co.uk

www.devonshireliving.co.uk

52 PRODUCTS TRADE SERVICES

FURDECO

www.furdeco.co.uk

“Is it time to review your two-person delivery and explore fresh solutions? Are you receiving too many one-star reviews due to poor customer experience? Are damages and associated returns harming your reputation?”

Furdeco says it understands the customer’s needs, and providing stellar customer experience is paramount to its business – from receipt of the product, the fulfilment specialist

communicates with the customer to provide precise delivery updates, and its operation and warehouse teams carefully handle products as they move through its network and are loaded into well-planned delivery routes.

Furdeco’s customer service team is available to answer customer queries – without chatbots and long wait times – while its dedicated account managers are on hand to support clients’ needs.

For the final metre, Furdeco’s own employed two-person delivery teams go “above and

beyond” to provide the customer with “an excellent delivery experience”, says Furdeco – their one-to-one training carried out in the company’s on-site driver academy ensures they have the skills and knowledge to fulfil customer and client expectations at the point of delivery.

“Combining these positive factors has resulted in customer and client satisfaction, a growing trading base with excellent retention, as well as an improved TrustScore, which we aim to continuously improve in the coming months,” Furdeco concludes.

deliveries and offer advanced storage solutions by operating a JIT distribution model – which has improved the quality of the services Rhenus delivers to the customer, facilitating a greater number of available delivery dates and pallet spaces as the fulfilment specialist starts to integrate its next-day delivery promise.

Rhenus Home Delivery UK can offer: comprehensive warehousing capabilities – with over 32,000 pallet spaces, a 75,000ft2 prep/

services; flexibility – inventory can be dynamically relocated from retail inventory to ecommerce upon request, to meet sales demand wherever it is highest; location – centrally located within the UK on Magna Park in Lutterworth, within the logistics ‘golden triangle’; a multichannel B2C solution, with the experience to manage high-volume, multichannel retail operations; and full visibility – all inventory is visible 24/7 to clients using Rhenus’ online WMS (Warehouse Management System) portal, and the safety of goods is ensured via 24/7 shift patterns, as well as a full interior and exterior CCTV system.

RHENUS HOME DELIVERY UK

www.rhenus.group/uk/en/supply-chainsolutions/home-delivery/ Rhenus Home Delivery provides a professional and reliable two-person final-mile delivery service, with over 17 years’ operational experience within the UK. The business’ expansion into its new 260,000ft2 warehouse at Magna Park, Lutterworth has enabled it to adapt to an influx of

cross dock area and 126 bay doors, Rhenus can efficiently handle and store goods including bulky, fragile, and difficult-to-handle products, including full pallet pick and multi-SKU pallet pick

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CONTACT CONTACT US: CONTACT US: US: Head Offices Head Offices (Cheshire, Head Offices (Cheshire, United (Cheshire, Kingdom) United United Kingdom) Kingdom) RhenusRhenus Home Rhenus Delivery Home Delivery Home UK, Unit Delivery UK, 7 New UnitUK, Cheshire 7 New Unit Cheshire 7 New Business Cheshire Business Park,Business Wincham Park, Wincham Park, Lane,Wincham Northwich, Lane, Northwich, Lane, CW9 Northwich, 6GG CW9 6GG CW9 6GG Tel: +44Tel: (0)+44 7745 Tel:(0)+44 540524 7745 (0)540524 7745 540524 Email: gavin.boden@uk.rhenus.com Email: Email: gavin.boden@uk.rhenus.com gavin.boden@uk.rhenus.com / alan.whitley@uk.rhenus.com / alan.whitley@uk.rhenus.com / alan.whitley@uk.rhenus.com Website:Website: www.rhenus-home-delivery.co.uk Website: www.rhenus-home-delivery.co.uk www.rhenus-home-delivery.co.uk

54 PRODUCTS TRADE SERVICES Streamline order processing and gain valuable insights with ERP>Retail (image courtesy iStock/Palto)

SCI-NET BUSINESS SOLUTIONS

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“Don’t let the complexities of delivery fulfilment hold your furniture business back,” says Sci-Net, whose award-winning ERP>Retail promises to be a game-changing solution for those looking to succeed in the current retail landscape.

“With ERP>Retail, you can experience seamless order processing, as the solution automates every task from order entry to final delivery,” states Sci-Net.

“One of the key benefits of ERP>Retail is its real-time tracking capability, which allows businesses to monitor the progress of their deliveries. Gone are the days of wondering where an order is or if it will arrive on time. With automatic alerts for low stock levels, inventory management also becomes a breeze. This enables businesses to proactively re-stock and avoid any stock-outs that could lead to missed

sales opportunities.

“By harnessing the power of data, ERP>Retail enables businesses to make informed decisions.

With accurate insights and analytics at their fingertips, retailers can optimise their delivery processes, reduce costs and streamline operations. The result is faster deliveries, improved customer satisfaction, and a significant competitive advantage.”

them improve on existing ones by adding extra sections they may not have considered.

Association members already enjoy free access to these materials through FIRA’s knowledge hub, with the new bookshop providing an alternative way to access the resources. In addition, companies who are not

currently members of the research association can now quickly and easily purchase the resources from the new bookshop.

Anyone interested in finding out more about becoming a member can get in touch with FIRA’s membership team at info@fira.co.uk, or via https://bit.ly/43Uft93.

FURNITURE INDUSTRY RESEARCH ASSOCIATION

www.fira.co.uk

The Furniture Industry Research Association (FIRA) has launched an online bookshop (www.fira.co.uk/bookshop), which enables greater ease of access to the association’s industry resources.

For many years, FIRA’s experts have been creating a library of technical reports, guides and templates designed to support businesses, and the new bookshop will allow interested parties to access these at a click of a button.

The latest support document to be added to the library is an Upholstered Furniture Design Brief Template, which will assist furniture buyers, retailers and upholstery manufacturers with developing detailed design briefs, or help

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PARTNER COMMENT OPINION 57

BRITISH FURNITURE MANUFACTURERS (BFM)

Getting into gear As its membership base grows, the British Furniture Manufacturers (BFM) has created an online hub to bring together furnituremakers and component manufacturers ahead of next year’s inaugural Furniture Component Expo, sponsored by The VITA Group, which will take place at Telford International Centre on 24-25th April, writes the trade association’s new MD, Phil Spademan …

By Phil Spademan

The Furniture Component Expo has already been well received across the industry, and we’re seeing support from manufacturing partners who are signposting suppliers to attend. We’ve had a great deal of interest and a firm commitment from exhibitors, who feel there is a real gap in the market for this type of B2B event. It will offer a platform for suppliers to the furniture industry to expand their business and give manufacturers a route to discover new and innovative ideas.

Our team is now in the process of curating the seminar programme, which will feature topics such as regulations, sustainability and regulatory frameworks.

An Innovation Trail, and a wider industry discussion including import and export and the global economy, are also being developed. The exhibitors are being invited to sponsor the event and/or seminar theatre, and can book space at the theatre as well. Visit www.fcexpo.co.uk to find out more.

The inaugural Furniture Component Expo comes at the same time as we’re seeing thriving membership numbers and a strong interest in our new retail category.

Launched at the January Furniture Show this year, the Approved Retailer membership category for furniture retailers recognises companies committed to selling and promoting British-made goods. Open to retailers across the UK, the category is supported with a new Code of Practice that will demonstrate a commitment to customer service, as well as a pathway towards Net Zero.

To be admitted to membership, retailers must sell products made by British furniture manufacturers in the UK (although not exclusively). As an Approved Retailer, they’ll then receive marketing material to help them inform customers of British-made products, and gain access to a range of BFM benefits to support their commercial activities and staff members. These include – but are not limited to – commercial legal and HR advice, organised networking events, access to industry reports and news, and an Approved

“It’s an exciting time for the BFM, and our team looks forward to developing even more initiatives to ensure we offer value and engagement for our members BFM Retail Member logo. They are also eligible to participate in our new Future of Furniture campaign.

Since the launch of the category, we’ve attracted new members including Furniture Village and ScS – contributing to the +5.9% membership growth across all categories, including associate and manufacturer, in recent months.

Membership numbers continue to grow, as we strengthen our offer and provide compelling benefits to join. This includes a number of upcoming events that members can get involved with, such as the regional meetings scheduled to take place in the Midlands in September and the south in November, as well as free webinars on health and safety topics and the environment. We also have the Future of Furniture campaign, which enables members to tell their stories about their pioneering work in sustainability and innovation.

It’s an exciting time for the BFM, and our team looks forward to developing even more initiatives to ensure we offer value and engagement for our members. www.bfm.org.uk

INDUSTRY PARTNERS

“The exhibitors feel there is a real gap in the market for this type of B2B event

Women in

FURNITURE

Young Furniture Makers exhibition.

58 OPINION FEEDBACK

THIS MONTH, WE’RE ASKING …

What marketing term most frustrates you?

‘Double discount’. There is only ever the original price and the selling price Rob King (Julian Bowen)

That one mattress suits all. You really need to be fitted to a mattress, not just order it from the TV and love it forever George Sinclair (Nimbus Beds)

‘No-one watches TV anymore’ – everyone watches video, we just watch it differently and call it something else (ie VOD)!

Deirdre Mc Gettrick (ufurnish.com)

‘Seamless Integration’. It’s nonsense. I have never yet found an integration that works perfectly every time, and that’s if the developers doing the integration actually know what they’re doing. You’re better off just having a system that doesn’t need them!

Mike Whitman (Iconography)

‘Awareness’ – generally an excuse for “it didn’t work, but …”

Neil Barker (Barkers Furniture)

‘Most comfortable ever’ Steve Reid (Simba Sleep)

‘Think outside the box’ will be up there – in my opinion, most of the answers to today’s challenges can be found inside the box, utilising the skills and expertise of those around you Shane Harding (Highgrove Beds)

It’s not so much a marketing term, but ‘surely you must be able to offer a bigger discount’ is a constant annoyance David Kohn (The Multichannel Expert)

The word ‘strategy’. It’s misconceived so much – people confuse goals with their strategies, without much substance Mark Gannon (Sofa Source)

Retail sale adverts on TV where they make outrageous claims and the public seem to always get taken in by it John Northwood (agent)

‘Most sustainable xx in the world’ – you can’t prove it and you can’t quantify it, and frankly the most sustainable product is one that you never build in the first place Keiran Hewkin (Swyft Home)

Millennials … lifestyle … aspirational … OMG, I’ve nearly fallen asleep visualising agencies talking nonsense Martin Seeley (MattressNextDay)

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26 – 27 September 2023 | Telford

The ONLY place to see so many UK and Irish bed manufacturers and component suppliers all under one roof - from the biggest brands to smaller niche players

WHY YOU SHOULD VISIT •

Over 70 manufacturer and supplier brands

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Prime networking opportunities

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Latest products, collections and innovations in bed making

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Supplier Innovation Zone

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FREE entry, parking and Wi-Fi

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Complimentary refreshment vouchers

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Gala Dinner & Awards Ceremony with celebrity host

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

www.bedshow.co.uk @thebedfed | #BedShow2023

LOW LOADER VAN

MANUFAKTUR VANS IN STOCK NOW FOR IMMEDIATE DELIVERY

RENAULT

FREIGHTLOADER Price starting from £36,995 + VAT

MAX PAYLOAD

VAUXHALL

FIAT Price starting from £38,990 + VAT

Price starting from £36,995 + VAT

MAX VOLUME

MAX EFFICIENCY

Competitive finance and lease deals available View extensive stock online maximover.co.uk | 01673 863300 Understandably the preferred choice to many of the UK’s leading transport, logistics & distribution companies