Long Eaton
SCENE SET
Where Technology Meets Comfort
Welcome to the future of Motion Sofas
Smart technology combined with Stylish,Commercial Power Recliner Sofas
Bluetooth connectivity within a discreet Multi Function Media Unit
Hidden inbuilt Speakers with superb Surround Sound
Master Sofa - over 30 years of supplying UK & Irish retailers
All spare parts held in stock at Emmiera for speedy a ersales experience
Master Sofa are the undisputed market leaders in the fast growing market of smart Sofa technology
01424 776101
paul@gearingmediagroup.com
@FurnitureNewsED
@Furniture News
www.furniturenews.net
Editor's comment
What do you associate with Long Eaton? High-end sofas? The Long Point show? British brands?
Having visited many times, I’ve come to appreciate that, behind the upholstery for which the town is best known, there’s a deeper world of interconnecting industry – from frame, spring and fabric suppliers, to training and tech specialists, and a host of other furniture manufacturers going about their business.
And I’ve seen a growing number of furniture brands choosing to establish permanent showrooms there. Business is magnetic – where one is successful, there will be more – but ask any of the newcomers, and you’ll find that they’re also drawn by the bricks of the mills, and the very fabric of the town itself. Perhaps what best characterises Long Eaton is the way so many furniture brands, big and small, have created world-class showrooms in sympathy with their industrial surroundings, resulting in a unique setting for intimate, welcoming, on-trend furniture buying.
In this Furniture News supplement, you’ll find a glimpse of those showrooms, a brief history of the town’s industry, and a more comprehensive directory of its businesses. There are also viewpoints from local MP Adam Thompson, WEBS Training, and The Furniture Makers’ Company, plus perspectives from some of its newer inhabitants.
I’d like to thank the people working in and around the town who helped guide this supplement, including Siren’s Andrew Kerr, Chris Carson at Harrington Mills, Tim Robinson (Hartmann) and Orbital’s Rob Walker. I’d especially like to single out Artistic Upholstery’s Andrew Mitchell – also chairman of the Long Eaton Guild of Furniture Manufacturers – for his ongoing support. Having been pivotal in securing the town’s recognition as the UK Centre of Quality Upholstery Manufacture in 2015, Andrew has long chaired the guild, working closely with local institutions to fly the industry’s flag, and co-ordinating its biannual Long Point exhibitions. The time and effort he puts into doing so is commendable, and our trade needs more like him.
This supplement aims to help put the town’s furniture businesses well and truly on the trade’s map, and to encourage readers to pay Long Eaton a visit – be it during Long Point, or (by appointment in most cases) at any other time. There’s a wealth of people and product there all year round, and when you’re surrounded by so much quality furniture and warm hospitality, it’s good to be able to take your time!
Trust me – there’s a lot more to this town than you might think. Hopefully our publication helps give this ‘furniture hub’ the place in the sun it truly deserves.
Paul Farley
models and fabrics.
Easily customise furniture to show all
Create roomset imagery in minutes.
Cut product launch times from months to hours.
Flexible subscription plans - there’s an option for every budget.
online - no hassle.
Create marketing assets and imagery in a flash.
Track trends and see what products perform best with actionable analytics.
sites within hours not months.
EDITORIAL
EDITOR-IN-CHIEF
Paul Farley 01424 776101 paul@gearingmediagroup.com
X @FurnitureNewsED
SALES
SALES AND MARKETING DIRECTOR (FURNITURE NEWS PORTFOLIO)
Sam Horscroft 07764 650655 sam@gearingmediagroup.com
OVERSEAS AGENT
Casey Loo (Asia) +65 973 00123 (WhatsApp) casey@apsmediagroup.com
PRODUCTION
PRODUCTION MANAGER
James Ash james@gearingmediagroup.com
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
CHAIRMAN
Nigel Gearing
SUBSCRIPTIONS
(UK-£65,
REPRO,
4
ISSN
“Many companies helped each other with ideas and problem solving, and those close ties still exist today
Long Eaton lies between Nottingham and Derby, north of the River Trent. In the 19th Century, it was a thriving industrial town, manufacturing much of the ‘Nottingham Lace’, which was sold worldwide. However, during the 1920s the lace trade experienced a sharp decline due to a change in fashions. There remained an abundance of highly skilled craftsmen and woman, and upholstery was a natural progression using these skills.
My history goes back to working with my father some 65 years ago. Things were certainly different then – perhaps the only thing that has remained the same are beech frames, which are still glued, screwed and doweled!
Everything was ‘handmade’. Seat cushions were constructed using locally made coil springs, covered with rubberised hair and cotton felt. These were then put into a holder to compress and hold the cushion, to enable a sewn cushion case to fit over, which one person would hold – the other person (quite often me!) would then ‘push’ this into the cushion using a winding handle. And what about hammer and tacks? Yes, we still use them!
During those early days, many companies helped each other with ideas and problem solving, and those close ties still exist today – quite unique in any industry!
It wasn’t long before a few manufacturers got together to hold trade exhibitions in their individual showrooms under the name of Long Eaton Week. These exhibitions were so successful that other manufacturers and suppliers were invited to join, giving visitors a wider choice of furniture to attract more buyers – and it certainly did. The name was later changed to Long Point, taking inspiration from the High Point furniture centre in North Carolina.
There are more makers of high-quality upholstery in Long Eaton than in any other town or city in the UK. And, in 2014, working with the Long Eaton Chamber of Trade and Erewash Borough Council, Long Eaton established itself as the UK Centre of Quality Upholstery Manufacture.
Andrew Mitchell
Chairman, the Long Eaton Guild Chairman, the Long Eaton Guild of Furniture Manufacturers, and MD, Artistic Upholstery
VIEWPOINT: THE MP/APPG CHAIR
Labour of love
The UK furniture industry hasn’t always enjoyed close ties to Government. Despite being part of a £41b sector that employs over a quarter of a million people (according to the British Furniture Confederation), the concerns of furniture businesses are rarely discussed at the highest levels – but it seems the industry may have found a new ally in Erewash MP Adam Thompson, writes Paul Farley …
Adam was selected as Labour’s parliamentary candidate for Erewash in July 2022, and, with his party emerging victorious in July 2024, he won the seat from the incumbent Conservative MP, Maggie Throup.
Given the sheer concentration of furniture businesses within his constituency, and supported by his background in education and engineering, Adam, who lives in Long Eaton, was a natural choice to chair the relaunched
All Party Parliamentary Group (APPG) for the furniture and furnishings industry –representing, as Maggie once had, the sector’s specific interests in Government circles, as opposed to his constituency matters alone.
In 2013, Adam graduated from the University of Warwick with a masters in physics, followed by a PGCE teaching qualification at the University of Southampton. He attained a PhD in metrology from the University of Nottingham,
following which he worked at the university as a research scientist in manufacturing engineering.
There, he also served as a union representative for research scientists. Having trained as a teacher, Adam has cited his experience of working in schools during Michael Gove’s tenure as Education Secretary as a key influence on his decision to enter electoral politics – and his drive to make education and training more accessible comes at a crucial moment for Long Eaton’s furniture industry …
Would you say you have a personal connection with the furniture industry?
Definitely – from a hobbyist perspective, at least. I was into lots of practical subjects at school, and many of my friends went on to become cabinetmakers and joiners. I’ve studied product design, have a garage full of tools, and build my own furniture when I get the chance (I’m currently working on a TV stand).
It runs in the family. My grandfather was a cabinetmaker, and my uncle a carpenter, and they passed some of their skills down to me.
MPs are often moved into constituencies to contest new seats – but I understand you’ve been local for a while?
I’ve lived in Erewash for a decade – initially in Sandiacre, and now in Long Eaton. I got my PhD in advanced manufacturing from the University of Nottingham in 2014, and joined the Labour party around then. I had no intent to be a politician, but it turned out to be a good fit!
The whole of the Midlands is ingrained with manufacturing, and we have so much here in Erewash. My profession and training tied in well with where I ended up.
How much contact have you had with the local furniture industry?
I’ve worked quite hard to get closer to the local industry. When you’re a member of the opposition, businesses aren’t too interested in having you visit – but obviously all of that has changed!
I visited Long Point last September, and had a good wander round – and I’m hoping to see much more soon. I want to be on first-name terms with as many of the local business leaders as possible.
In November, at a press conference hosted by the British Furniture Association, you expressed your passion for education and training. How do you plan to translate this to the furniture sector?
I helped teach engineering apprenticeships before my appointment while I was employed at the university, and I want to improve the apprenticeship package as a real selling point for young people looking for a career.
“I would love to see kids in the area aspiring to work in the industry
Although WEBS in Beeston are doing great work – they’ve really helped get that local pipeline flowing (and I got to upholster my own footstool when I visited!) – among the local businesses, there’s clearly an aging workforce, typically men in their 50s.
Incentivising people to take on apprentices is hard, and the courses can be difficult to administer. I think the whole notion of apprenticeships needs discussing at a wider level. As chair of the APPG for universities as well as furniture, I think there’s a lot more scope for apprenticeships to be lifted to the same level as degrees.
Do you feel there simply isn’t enough glamour in the furniture industry to appeal to today’s youth?
I would love to see kids in the area aspiring to work in the industry, and I’m keen to inject a flavour of that into parliament speeches and promote it on a national level. There’s no reason that furniture shouldn’t be a ‘sexy’ trade – it’s working indoors, for starters!
My predecessor Maggie Throup was a previous APPG chair and did a great job, but with the Government talking a lot about our industrial strategy, and the creation of Skills
England promising to see us moving towards a more robust skills system, these are exciting times.
What about creating greater awareness of the sector around the town?
There is some awareness among the local people that we make furniture here in Long Eaton, but I wouldn’t say that it’s part of the fabric of the town, so there’s a lot of scope for outreach.
Together with my colleague Curtis Howard, the Long Eaton Chamber of Trade, the town board and the wider Erewash constituency –and supported by £10m in Government funding to upgrade the high street – we’re currently working on a furniture-focused installation in the town centre. There’ll be permanent seats/ art pieces with sofa elements, and companies’ names on the ground, which will give visitors a clear message that, although Long Eaton was not defined by any one trade, furniture is at its heart.
We need to entrench the idea – you come to Long Eaton, they make furniture here, it’s got artisan labour that we respect and cherish. Work is starting on the town centre development in September.
And I’m guessing the trade will play its part?
The community that exists around Long Point is better than a lot of industries have. It’s quite rare to see such co-operation – we should be really pleased to have it.
Artistic Upholstery’s Andrew Mitchell gives Adam a look behind the scenes
From lacemaking to Long Point
Long Eaton’s furniture industry is rooted in the lacemaking traditions that came before it – but its furniture industry dates back to the 1800s, laying the foundations for an enduring heritage of quality and craftsmanship …
In 2014, Long Eaton was recognised as the UK Centre of Quality Upholstery Manufacture, following a concerted pitch by the Long Eaton Chamber of Trade (principally among its members, chairman Michael Lucking and Artistic Upholstery’s Andrew Mitchell) to better establish the town’s credentials before the wider world.
Its case was bulletproof. There were over 50 companies established there involved in furniture manufacturing and its allied industries. Much of the upholstery manufactured was sold through high-end furniture retailers in the UK (or exported to the same), and its biannual Long Point exhibition attracted buyers of a similar calibre.
On top of that, a growing number of furniture manufacturers from elsewhere in the UK were establishing permanent offices and showrooms in the town, while the main training centre for quality furniture manufacturing was based just three miles away.
In all, states the chamber’s report, the town’s furniture industry employed 2700 people, and its turnover amounted to more than £250m – a significant reminder of what lay behind it.
Following the tracks
Long Eaton’s industrial history was defined by the machining of lace products, which became known as Nottingham Lace. The town’s population boomed in the latter half of the 19th Century, with the town’s manufacturing infrastructure following suit, and that industry peaked prior to World War I.
“As the industry grew, new businesses were fathered by the older ones
Changing fashions during the 1920s saw the lace industry go into significant decline. By 1941, only 21 factories there were still producing lace.
Railways also played an important role in shaping the town’s industrial landscape. The 1800s saw Long Eaton linked to its neighbours to better facilitate the movement of lace and coal. Toton sidings, at the north of the town, was one of the largest locomotive depots in the country.
Springs eternal
From hosiery and soft drinks to pianos and agas, the town has hosted a variety of wellknown businesses, and its furniture enterprises date back to the 19th Century. In 1890, JE Marshall founded a firm in Sandiacre to manufacture bedding spring units – which he began applying to upholstered furniture in the newly formed Buoyant Upholstery Company before World War I.
The post-war period saw several names emerge which would go on to become well known in the industry – Wade, Everest, and Gimson & Slater among them.
In the early days of Long Eaton furniture industry, some skilled workers were recruited from the lace trade, but the majority were school leavers, trained by their respective employers. As the industry grew, new businesses – such as Duresta, Art Forma, Parker and Farr, FM Steed and Gascoigne Designs – were fathered by the older ones. Today, several of the town’s family businesses, including Artistic Upholstery, Steed and David Gundry, have traded there for more than four decades.
Still on point
The biannual Long Point exhibitions, during which furniture brands across the town open their showrooms to the trade each May and September, continue to attract many of the higher-end furniture retailers which long looked to the town’s manufacturers for premium furniture designs – and the sheer number of furniture businesses still operating there is a testament to Long Eaton’s resilience and appeal.
The Harrington Mills buildings are home to many of the town’s furniture showrooms
Better together –the Long Eaton Guild
Established in 2001, the Long Eaton Guild of Furniture Manufacturers is a collective of highend upholstery makers based in and around Long Eaton, and plays a key role in upholding the town’s status as the UK Centre of Quality Upholstery Manufacture, helping its members promote British-made craftsmanship through joint exhibitions, press activity and industry collaboration.
The guild is led by a board of directors, each of whom is also a director of a prominent furniture manufacturing business in the Long Eaton area. While these businesses may compete commercially, the guild exists to foster a spirit of co-operation – its purpose is to create harmony between member companies, for the benefit of their employees, suppliers, customers, and the wider Long Eaton community.
Through this united approach, the guild strives to champion the values of quality, heritage, and shared success that define the town’s enduring reputation.
www.longeatonguild.co.uk
Guild members
Iain James Furniture www.iainjamesfurniture.co.uk
Artistic Upholstery www.artisticupholstery.co.uk
Steed Upholstery www.steedupholstery.com
Gascoigne Designs www.gascoignedesigns.co.uk
Hunter Knight Upholstery www.hunterknight.co.uk
David Gundry Fine Furniture www.davidgundry.com
Duresta www.duresta.com
Associate members Siren Furniture www.sirenfurniture.com
Parker Knoll www.parkerknoll.co.uk
“The
Guild members Andrew Mitchell (Artistic Upholstery), Clive Kenyon-Brown (Duresta), Iain Mitchell (Iain James Furniture ) and Andrew Kerr (Siren Furniture) preparing for spring’s Long Point show. The autumn edition will take place from 15-17th September
Roderick Steed, Steed Upholstery
Paul Gundry, David Gundry Fine Furniture
Hartmann Möbelwerke
Hartmann Möbelwerke has made a considerable investment in its permanent UK showroom in the Wade Business Centre in Wellington Street, Long Eaton, which is open by appointment throughout the year.
Founded in 1911, Hartmann is one of Europe’s leading manufacturers of solid wood and lacquered cabinet and dining furniture. “As a woodworking company, we are conscious of our responsibility for the environment and future generations,” states the business. “That is why we plant a new tree for every one we use in production – this means around 7000 trees per year.
“We also generate our own electricity with more than 5000 photovoltaic modules, and thus save more than 700 tons of CO2 every year. We use waste wood to heat our production shops, and thus avoid about 950 tons of CO2 every year.”
The Audra collection of living and dining furniture is a combination of solid beech uyaa (old wood look) with solid birch, sand-lacquered to produce an impressive assortment of modern furniture.
Tamarisk Designs
Tamarisk Designs has announced the appointment of furniture creative Suzanne O’Flynn as its new design director.
Suzanne brings over 30 years of experience in the luxury interiors and textiles industry, most recently at John Sankey, where she led creative strategy and product development. Over her career, she has worked with names such as Heal’s, Liberty, and John Lewis.
Tamarisk Designs, a family-owned British furnituremaker established over 30 years ago, is known for its handcrafted sofas, chairs and footstools, made using a blend of traditional craftsmanship and modern technology.
Serving the retail, interior design and contract sectors, Tamarisk supplies furnishings to to interior designers and some of the UK’s
most prestigious retailers. Since 2022, it has been part of the Hill Cross Group, a leading name in contract and bespoke furniture. This partnership enhances Tamarisk’s craftsmanship with added scale, contract furniture expertise, and a shared commitment to sustainability.
Suzanne will be based at Tamarisk’s newly refurbished showroom in Long Eaton. The company’s production is located nearby, allowing for close collaboration between design and manufacturing teams.
Her role will focus on steering Tamarisk’s product development, “ensuring the brand continues to deliver design excellence while maintaining the hallmarks of quality, scalability, and craftsmanship”. She will also collaborate closely with Tamarisk’s supplier network “to bring new design concepts to life and uphold the company’s reputation for British-made excellence”.
Jen Barker, CEO of Hill Cross Group/ Tamarisk, comments: “We’re really proud to have attracted someone of Suzanne’s calibre and experience to join the Tamarisk team. She brings a wealth of experience in fabric and furniture and a strong track record of turning ideas into desirable and commercial
The Linea range, meanwhile, features solid natural heartwood oak, and the surface has been brushed and varnished. In addition, the ‘waterfall’ features in the delicate, satin-finished glass create a unique relationship with the oak timber, delivering an unusual and attractive result.
To find out more, contact UK agent Tim Robinson on tim@robinsonfurnitureagencies. com.
www.moebel-hartmann.com
products. Her skills, expertise and network will be instrumental in shaping the future of our product portfolio as we look to expand the business and develop our exclusive range of fabrics.”
Suzanne adds: “I’ve always believed that great design is about storytelling – creating timeless pieces that resonate with people’s lives and homes. Tamarisk has such a strong heritage of British craftsmanship, and I’m excited to help drive its design direction with authenticity, innovation and a renewed creative energy. I’m particularly looking forward to collaborating with the talented team and shaping a fabric and furniture collection that feels truly exclusive and inspiring.” www.tamariskdesigns.co.uk
Suzanne and Jen
Showroom debut sees upholstery duo shine
This spring’s Long Point Show was not just about a new chapter for our supplement’s cover star At The Helm, and Hydeline Furniture – it was about making a fresh start in the brands’ new showroom in Harrington Mills (ground floor, block 2) …
“The space quickly became a lively spot where we reconnected with familiar faces and welcomed new visitors,” states commercial director, Michael Sheedy. “Stepping into the iconic Harrington Mills, visitors were immediately captivated by the transformed space, which provided a striking backdrop for our collections.
“The response to our showroom was overwhelmingly positive, with customers and industry partners praising the thoughtfully designed space and the way our collections were displayed.
Many remarked on how the new setting truly
brought the At The Helm lifestyle experience to life.”
The At The Helm brand, with new models that combine classic craftsmanship with modern comfort, attracted a good deal of attention, Michael continues: “Visitors appreciated the range of products, from upholstery to cabinetry and lighting, seeing how it all came together to create complete look. Returning favourites got plenty of love, while our new pieces stood out for their fresh designs and new covers.”
Hydeline Furniture also made an impact, showcasing signature models in updated fabrics chosen for their style and durability. “Our lounge chair collection drew a lot of interest, with many enjoying the chance to test out the comfort and design firsthand,” says Michael.
“In all, the feedback from the show was fantastic. Visitors – both long-time partners and first-timers – commented on the energy of our new space and how well it represented our
“Visitors were immediately captivated by the transformed space
commitment to quality and design.
“The Long Point show at Harrington Mills was more than just a launch – it was a chance to strengthen connections, share our passion for furniture, and listen to invaluable feedback directly from our customers. Hearing their thoughts firsthand has given us fresh inspiration and ideas, which we are excited to explore as we continue developing our collections.
“Looking ahead, we’re also excited to announce that our cabinet and lighting collection will form part of our stock programme from this summer, featuring a curated selection of bestsellers. As we move forward, we’re excited to keep bringing customers the best in design and craftsmanship. If you couldn’t make it to the show, we invite you to visit us at in Long Eaton – whether you’re a returning partner or a new face, our doors are always open, and we can’t wait to welcome you in style.”
Find out more via the brands’ respective websites, or call 01908 968228.
www.atthehelm.com www.hydelinefurniture.co.uk
Heatherton
Snug
Embrace change with Orbital’s solutions
The way furniture is sold is changing, and that change is coming straight from the heart of Long Eaton. At the core of this change is technological innovation, says the West End Mills-based product visualisation specialist Orbital, which has developed a “revolutionary” SaaS solution and 3D product configurator to meet the industry’s specific demands. Enter OV25 …
“The furniture industry is undergoing a transformation,” says Orbital, “and at the heart of this shift is OV25, a revolutionary SaaS solution and 3D product configurator designed to empower manufacturers and retailers.”
And OV25 is not just another platform, the tech wizard continues: “It redefines how products are showcased, customised, and sold. With Orbital’s extensive 3D asset library, businesses can connect with customers like
never before, as OV25 offers unparalleled speed, flexibility, and affordability compared to traditional photography and CGI.”
Bridging the gap
In an increasingly competitive market, presenting products effectively and efficiently is essential. Orbital, whose state-of-the-art studio is located at The Exchange in West End Mills on Leopold Street, says OV25 bridges the gap between manufacturers, retailers and consumers by eliminating the limitations of static imagery and costly photoshoots, providing “a smarter and more dynamic way to showcase furniture.
“Traditional methods can take weeks or even months to produce visuals, delaying sales and marketing. With OV25, businesses can create, customise and share assets almost instantly, gaining a significant competitive advantage.
“A smarter and more dynamic way to showcase furniture
The platform delivers exceptional quality at an accessible price, making incredible visuals available to businesses of all sizes.
“Designed for ease of use, OV25 ensures that anyone, from sales teams to end-customers, can navigate and utilise its features effortlessly”.
The launch of OV25 introduces features designed to transform furniture sales. With 360° product views, customers can interact with models in an immersive experience, bringing products to life in a way that static images cannot.
Meanwhile, real-time customisation enables users to change materials instantly, offering creative freedom to visualise every possible SKU, while live pricing updates based on selected customisations promises transparency and reduced friction in the buying process.
Further, app-less augmented reality (AR) enables customers to place products directly into their homes without downloads or complex technology – eliminating barriers and enhancing decision-making with realistic visuals.
Just the beginning
“This is only the beginning,” Orbital continues. “OV25 is set to evolve in the coming weeks with the introduction of animated products, ideal for showing recliners or adjustable furniture. A global flash sale module will provide a dynamic tool to drive urgency and boost sales.
“Advanced analytics will give businesses valuable insights into customer preferences and trends, optimising product offerings. AI-generated lifestyle imagery will enable the creation of stunning, photorealistic room scenes in minutes, providing endless possibilities for marketing and branding.
“OV25 is more than just a tool – it’s a complete solution designed to elevate visuals,
“Designed to empower manufacturers and retailers
streamline processes, and increase sales.
Whether you’re a manufacturer looking to enhance your product catalogue or a retailer seeking to provide customers with an immersive shopping experience, OV25 is the answer.
“The future of furniture visualisation has arrived, and it’s changing the way the industry connects, sells, and innovates,” Orbital concludes.
www.orbital.vision
AI-generated lifestyle imagery promises to enable the generation of photorealistic room scenes in minutes
Three generations of Artistic craftsmanship
Artistic Upholstery is a family-run business that has handcrafted high-quality upholstery in Long Eaton for nearly 75 years …
Established in 1952 by Jim Mitchell, the company is now guided by the second and third generations of the Mitchell family (father Andrew, and sons lain and James).
Artistic strives to uphold its founding values of exceptional design and craftsmanship, Andrew explains: “In addition to our signature collections, we also create bespoke pieces
“Our creations have furnished luxury cruise liners, prestigious hotels, and embassies around the world
Iain, James and Andrew Mitchell
and private label, and undertake specialist commissions. Our creations have furnished luxury cruise liners, prestigious hotels, and embassies around the world.”
Nestled within Artistic is a hidden gem –Renaissance Studio, overseen by Liz Eley. Here, the business crafts a unique selection of handmade trimmings using traditional loom and ropewalk techniques.
“These heritage skills allow us to create trimmings that truly enhance and complement upholstery and curtain fabrics, offering something far more tailored than standard, offthe-shelf options,” Andrew concludes.
www.artisticupholstery.co.uk
Liz Eley
Steed at 60
Steed Upholstery, a Long Eaton-based manufacturer of bespoke, high-end upholstery, marks its 60th anniversary this month. Furniture News caught up with director Caroline Steed to discuss customer service, the skills gap, and the impact of HS2 …
Founded in 1965 by brothers Michael and Frank Steed, the long-standing company has remained dedicated to producing handcrafted upholstery of the highest standard, maintaining the values and expertise that have long defined Long Eaton’s furniture-making heritage and its status as the UK’s Centre of Manufacturing Excellence.
Siblings Caroline and Roderick Steed now run the company – together, the second
generation of the family continues to uphold the values on which Steed was founded.
“A decade ago, during our 50th anniversary, we pledged to uphold the standards of craftsmanship, quality and customer care that have always set Steed apart,” says Caroline. “Thanks to the dedication of our wonderful team, we have stayed true to that promise, and continue to create furniture that reflects our heritage. As the company celebrates 60 years, we remain committed to preserving the timehonoured skills and traditions that make our upholstery special, while looking ahead to an exciting future.”
The company’s longevity and reputation are a testament to its talented workforce, many of whom have been with Steed for decades.
“There’s a widespread lack of understanding at the Government level about the realities of running SMEs
Supervisor John Higgins, who joined Steed in 1988, shares his thoughts on the company’s journey: “I’ve been part of the Steed team for over 35 years. The care and attention that is poured into every piece of furniture we create reflect the passion we all share for our craft. It’s a privilege to be part of a company with such a strong legacy, and I’m proud to have contributed to its success over the years.”
As Steed Upholstery enters its seventh decade, Furniture News asks Caroline Steed for further details …
What are you doing to mark the business’ 60th anniversary?
We’re incredibly proud to be celebrating 60 years of craftsmanship at Steed Upholstery. To mark this milestone, we’re launching a selection of exciting new fabrics and four brand-new models within our much-loved Ashley House collection. These designs reflect our dedication to timeless elegance and evolving customer tastes.
We’re also hosting a thank-you celebration for our fantastic team – many of whom have been with Steed for over two decades. Their loyalty, skill and passion are at the heart of what we do.
During the recent Long Point show, we raised a glass of fizz with all our visitors in the showroom. It was a great opportunity to meet the talented individuals behind every Steed piece and to see firsthand the care and attention to detail that sets us apart.
Ho was Steed Upholstery changed in the past 10 years?
While our core values of exceptional customer service and outstanding quality haven’t changed, the business has evolved to become more bespoke and responsive. We’re a tighterknit team today, allowing us to offer greater flexibility and a more personalised experience for our customers.
… and what might the next 10 years look like?
Looking ahead, we plan to stay true to our founding principles – craftsmanship, service and integrity – while continuing to refine and adapt our offering. Whether it’s through new collections or innovative techniques, our focus will always be on delivering beautifully made, timeless furniture tailored to our clients’ needs.
What are the biggest challenges the business has faced in its long history?
The rise of internet retailing and fast furniture has changed the way people buy. While
Caroline Steed
“Our team’s loyalty, skill and passion are at the heart of what we do
there’s still strong demand for quality, it’s often compromised by the desire for convenience and immediacy.
Foreign imports have also impacted the industry, with many lacking the quality and durability of British-made furniture. There are fewer independent retailers, reducing exposure for niche manufacturers like us, and making it even more important to communicate our value and standards clearly.
What are the most crucial challenges facing the local furniture industry today, and how might they be addressed?
Foreign imports continue to challenge the market, often undercutting on price without matching the craftsmanship. There’s also a widespread lack of understanding at the Government level about the realities of running SMEs, particularly manufacturers.
Perhaps most pressing is the industry-wide skills shortage. It’s vital that we invest in training the next generation and protect the specialist knowledge that defines Long Eaton’s reputation for excellence.
It sounds like the progress (and subsequent cancellation) of HS2 has caused significant disruption to your business, thanks to it being in the line’s proposed path. Where do you stand on the matter today?
The impact of HS2 on our business has been significant and ongoing since 2013. The
uncertainty and lack of clear communication from both the Government and HS2 authorities have made it extremely challenging to plan for the future.
It’s been hugely disruptive – not just to our operations, but to our confidence as a business investing in its premises and people. There’s been a real sense of disregard for the businesses affected, and unfortunately, the situation is still unresolved.
How are you ensuring the development of new skills and staff in the business?
At Steed, we’re fortunate to have highly skilled craftspeople who are passionate about passing their knowledge on. We actively take on and train new talent, ensuring that our expertise continues to thrive.
We’re proud members of both the WEBS Training board and the Erewash Partnership, supporting local initiatives and working collaboratively to nurture skills and promote careers in furniture-making.
What sets you apart from your competitors?
Our total flexibility and customer-first approach are what make Steed truly unique. We can work from a drawing, adapt our designs to suit a customer’s vision, and tweak everything from dimensions to fabric choices.
Because we make our own frames, we’re not limited by off-the-shelf constraints – we can genuinely tailor our pieces to suit individual
needs. And of course, our customer service is second to none. We guide every client through the process, ensuring they feel supported from consultation to delivery.
Is there any synergy between Steed and other businesses in Long Eaton?
Absolutely. Being part of the Long Eaton community is a key part of our identity. We work closely with the Erewash Partnership and are active members of the WEBS Training board and the Long Eaton Guild of Furniture Manufacturers. These relationships play a hugely valuable role in strengthening the local industry and create valuable opportunities for collaboration and growth.
How/where can interested parties find out more about the business?
Interested parties can learn more about Steed Upholstery via our website, or by giving us a call on 0115 973 4166. Visits to our showroom are by appointment, and we’re a friendly team who would love to welcome you. It’s the perfect chance to explore our latest collections and discover what sets Steed apart from other businesses.
For anyone who was unable visit us during Spring Long Point, we will also be taking part in Autumn Long Point in September, and we would love to see you there!
Master of the Mills
This month, Malaysia’s Master Sofa Group, which operates from factories in Malaysia and Vietnam, and already boasts a strong UK retail presence with national retailers and blue-chip independents across the UK and Ireland, will open its first UK showroom – in Long Eaton’s Harrington Mills …
“After a successful NEC exhibition in January, having gained significant traction in the UK and Irish markets, the decision was made to open a permanent showroom in the UK,” explains sales director, Mike Conroy. “The business is expanding, and we need to have a permanent presence – which the showroom will provide.”
The business is now located in the former Parker Knoll showroom, a space covering 4000ft2 The company has invested investing £45,000 in the refurbishment, also recruiting two members
of staff to support company operations.
“It’s a very exciting time for Master Sofa Group’s growth, and investing in a UK showroom proves the company’s commitment to the UK and Irish retailers,” says Mike. “Natural light and good lighting are a good combination, and this showroom is perfect for our business – and what a location!”
Master Sofa Group is a leader in the motion sofa/technology market, with some models incorporating cinema-style experiences with massage and audio features, and the showroom will provide a convenient UK destination for retailers wishing to explore the advances the company provides in this fast-growing sector, says Mike.
Master Sofa specialises in ‘Comfort meets Connectivity’, and its models which incorporate a cinema-style experience (incorporating features
“What a location!
such as audio, vibration and massage) are achieving high levels of sales, says Mike.
“Master Sofa believe it is important that our tech designs are stylish and commercial,” he adds. “Others in the sector are simply replicating the boring cinema look.
“Master Sofa have always honoured our lead time commitment, and have always given excellent aftersales service to our retailers,” he continues. “Even to this day, all our spare parts are held at Emmiera in Dudley, guaranteeing a swift response should an aftersales issue arise. Retailers deserve this speedy aftersales service.”
Price is important, of course, but, Mike continues, “retailers need the confidence of knowing there is a consistent, steady supply chain, and that the product will endure the rigours of day-to-day family life, and they need to trust that a supplier will offer them superb and efficient customer service when a problem occurs. Master Sofa tick all these boxes, and more”.
It is therefore unsurprising that Master Sofa supplies some of the largest retailers in the UK and Ireland, including Furniture Village, ScS, EZ Living Interiors and NCF, alongside various independents.
Mike says Master Sofa is delighted to be opening in Harrington Mills, describing Long Eaton as “the most prestigious and best-known area for quality suppliers”.
“We can assure you of a very warm welcome,” he concludes.
Mike can be contacted on 07712 702044, or by email at mike.conroy@mastersofa.com.my.
www.mastersofa.com.my
VIEWPOINT: THE TRAINING PROVIDER
Training for tomorrow
WEBS Training, based in nearby Beeston, has supported Long Eaton’s furniture manufacturers with training and apprenticeship support since its inception in 1968 – and today, its services are arguably more important than ever, explains MD Lorraine Jameson …
How/why was WEBS Training conceived?
WEBS Training has been delivering furniture training since 1968. We were originally set up as a training association, and were founded by four of Long Eaton’s major manufacturing companies, the title WEBS being derived from the company names Wade Upholstery Co, Everest Furniture, Beauvale Furnishing, and Gimson and Slater.
At this time there was no training provision locally aimed purely at furniture manufacturing, so how would the next generation of furnituremakers be taught? Boom – WEBS was formed.
Please briefly describe the scope of your work – what roles and schemes do you mainly deal with?
We are a specialist training provider for the furniture and interiors industries – offering apprenticeships and training in furniture manufacture, wood machining, interiors installation and floorlaying, along with supporting roles such as supply chain warehousing and customer service.
How much of your work focuses on Long Eaton specifically?
As we train upholsterers, and Long Eaton is the UK Centre of Quality Upholstery Manufacture,
naturally there is a lot of overlap between WEBS and Long Eaton. We are an associated member of the Long Eaton Guild, and support the guild activities.
We would do anything to support Long Eaton manufacturers, by not only being the training provider of choice for when Long Eaton furnituremaking businesses would like apprentices, but also supporting them with recruitment, open days, and attending school events to promote their business.
We also engage local authorities in Long Eaton and Erewash to promote its furniture industry and ensuring it is a top priority and doesn’t get forgotten – Long Eaton and WEBS were mentioned in parliament just a few weeks ago by Erewash MP Adam Thompson, which was very exciting!
Can you provide some examples of the businesses you’ve worked with/are working with there?
Over the years we will have provided apprenticeships for thousands of people in the Long Eaton area! We have worked with most of the known names – Duresta, Welbeck House, Steed, Gascoigne Designs, Covercraft … the list goes on!
We work with a full range of upholstery businesses, from one-man bands to the current largest furniture manufacturer in Long Eaton, Andrew Paul Furniture, who we have apprentices with at the minute, and sit on our board of directors, to ensure that we are training to industry requirements.
What’s the most rewarding part of your job?
Seeing success for our apprentices – we have
“We have provided apprenticeships for thousands of people in the Long Eaton area
so many learners come through thinking they won’t achieve anything, and have been beaten down by a school system that wasn’t suited to their style of learning. To then see them achieve great things and see them become proud of themselves is amazing! It is a wonderful thing and we are so so proud of each and every one of them!
Everyone at WEBS is passionate about lifelong learning. I genuinely believe in apprenticeship programmes – they work, opening doors for people at any point in their life, and it is great when we see our apprentices then take on apprentices of their own. Some go on to run their own businesses and are extremely talented and successful – it’s an honour to have been part of their journey. I could talk about the benefits of apprenticeships for hours – give me a pair of high heels and a microphone and I will shout it from the rooftops!
How would you describe the skills/ employment situation in the town right now? It has been a tough trading period over the last few years. Everyone has experienced this in one way or another, and we have seen companies closing or moving out of Long Eaton and not being replaced.
Lorraine Jameson
People’s buying habits have also changed –instead of travelling to shops, they are looking and purchasing online. All of this together has meant that Long Eaton’s reputation has been getting a little lost, which has impacted employment opportunities in the area.
However, there are lots of sole traders in furniture manufacturing in Long Eaton, and we need to raise their profile so they can be in a position to grow – there is so much potential!
How might local businesses benefit from your help?
We are here to support with all training requirements, whether this be with apprenticeships or other training requirements to upskill or cross-train their team.
We deliver quality training – all of our training officers have trade experience, and have also been apprentices themselves, so they understand the journey. This is shown in the recent published results, where we achieved higher than the national success rate.
If you’re looking for an apprentice, we offer recruitment support, saving businesses hours of recruitment time. And we’re friendly! If for whatever reason we can’t help you – we will find someone who can. We are genuine people who put people first.
WEBS cares about the furniture and interiors industry – a thriving local furniture industry secures opportunities for the next generation to start an exciting career.
What’s your take on the broader furniture industry skills gap as it stands?
The same obstacles that furniture businesses have faced in Long Eaton – increased running costs, overheads, materials – are also facing businesses nationally, and they have caused closures. This has meant vacancies can filled by skilled workers looking for a new role, so companies don’t necessarily need to train someone brand new.
“Training people now is futureproofing, and if we don’t secure these skills we will lose them forever
However, these skilled workers won’t be around forever, and you can see there are not many new people entering the industry. Training people now is future-proofing, and if we don’t secure these skills we will lose them forever.
The challenge is to find a way for employers to engage with apprenticeship schemes and see the benefits of a well-trained individual.
What legislative/funding changes would have the most significant impact on redressing the balance?
The thing that would make the most impact would be to see improved employer incentives to take on an apprentice. For example, during Covid we saw additional grants for employers of up to £4000 to take on an apprentice in their business. This would be a huge help,
supporting with wage costs until the apprentice is at a point where they have developed enough skills to start contributing to the business. It could also allow for better-supported workplace training, and for the apprentice to get used to the world of work.
It would also be helpful if levy funds could be spent outside apprenticeships – upskilling employees via relevant short courses, for example.
Parts of the onboarding process for apprenticeship programmes could also be simplified (pretty please, for all our sakes!). WEBS support all the businesses we work with to help get their funding secured for the course, but we get feedback from smaller businesses that this is a barrier and sometimes leads to them withdrawing from the training route.
How do you think Long Eaton’s potential as a UK furniture hub might be realised?
Raising the profile of Long Eaton as a UK furniture hub requires a collaborative approach from all furniture businesses, big and small. Using the Long Eaton Guild would be a great way to help put Long Eaton back on the map for retailers and consumers alike as the place for quality furniture.
As with a lot of businesses in the furniture industry, Long Eaton’s furnituremakers are SMEs, and a lot of smaller businesses may not have large marketing budgets – but through the support of the guild they can be promoted, along with the Long Eaton furniture industry as a whole. It would be great to see more Long Eaton Guild networking and trade association events, see new members, and active participation from everyone involved.
How can interested parties find out more about working with you?
We always have the kettle on here at WEBS, and welcome visitors! Alternatively, we would be happy to chat on the telephone (0115 967 7771) or please drop us an email at info@webstraining.com – we really do look forward to hearing from you!
www.webstraining.com
Harrington Mills (Leopold Street)
1 Alexander & James, block 1, first floor
2 Ashley Manor Upholstery, block 2, first floor
3 At The Helm, block 2, ground floor
4 Baker Furniture, block 3, ground floor
5 Carlton Furniture, block 3, first floor
6 Collins & Hayes (no longer exhibiting, see Sofa Brands International)
7 David Gundry Upholstery, block 4, ground floor
8 Duresta Upholstery, block 2, second floor
9 G Plan Upholstery, block 2, second floor
10 Head2Bed, block 3, attic
11
12 Hunter Knight Upholstery, unit 11
13 Hydeline Furniture, block 2, ground floor
14 Kesterport, block 12, second floor
15 Master Sofa, block 2, third floor
16 Michael Tyler Furniture, block 3, third floor
17 Parker Knoll, block 2, second floor
18 Siren Furniture, block 3, second floor
19 Sofa Brands International, block 2, second floor
20 Vintage Sofa Co, block 3, first floor
21 Violino, block 12, second floor
22 Wiemann, block 3, first floor
VIEWPOINT: THE LIVERY COMPANY/CHARITY LEAD
Pulling together and creating opportunity
As well as being the commercial director and co-owner of manufacturer George Stewart Design, Gina Thomson leads The Furniture Makers’ Company’s Midlands regional committee, which strives to convey the industry livery company/charity’s message across the local and broader area …
Please tell us a little about yourself, and why you volunteered for this role … Having started my career in furniture in the 80s with Duresta, and working for Siren from its incorporation in 2000, I’ve always found the industry to be fun and friendly, as well as challenging and rewarding.
The advent of cheap European and Chinese imports in the early 00s led to closures, a lack of investment in training, and ultimately a skills shortage throughout the industry – we seem to have lost a whole generation of skilled workers.
I’m passionate about training and bringing the next generation on. I was approached by David Woodward – past master of the Furniture Makers and the owner of Celtheath – who told me about the livery. Up until then, I didn’t really know much about them, only the golf and shooting days they were involved with.
The (then) master Brian Ahern reinforced the message, and I decided to join the livery to get involved and give something back to the industry. I was made a freeman in December 2023, and asked to head up the Midlands Region in spring 2024.
When and why was the East Midlands arm of the Furniture Makers created?
I’m not entirely sure when the regions were created, but the Midlands was inactive – which is crazy, considering the wealth of furniture companies we have in Long Eaton alone. My mission is to get more people involved and re-establish a sense of community within the local and wider area. I feel that The Furniture Makers’ Company is the industry’s best-kept secret, and I want to bust the myth that it’s all robes and funny handshakes!
Can you share some examples of fundraising and networking activities you’ve overseen in and around Long Eaton?
Nothing yet, as we’re still in our infancy.
However, we are arranging a meet-and-greet/ mixer event on 3rd June at The Bunker in Sneinton, where you can come and find out about the Furniture Makers, enjoy a drink and play the games for two hours – all for £15 a head. Please contact me for further information about booking.
Our main event will be the Tug of War Tournament, being held at Long Eaton Rugby Club from noon on 28th June. This is being organised as an old-fashioned family day out, with games for the kids such as giant Jenga,
“The Midlands regional committee was inactive – which is crazy, considering the wealth of furniture companies we have in Long Eaton alone
a coconut shy, giant Connect 4, as well as a bouncy castle – so, lots to keep the kids entertained.
In addition, there will be local food stalls, a dedicated ice cream van and a pay-for bar to keep the bigger kids entertained whilst cheering on their favourite teams on the rope. This is a fundraising event for the Furniture Makers charity, which supports anyone associated with the industry who needs help.
Have you worked directly with any Long Eaton furniture businesses in this respect?
I have approached the companies I know to get a team together for the event, & hope they’ll join us for the meet-and-greet/mixer and all future events.
What are the biggest problems/issues facing the town at the moment?
Like many places in the UK, we’re suffering from a skills gap and a lack of funding.
… and what do you see as the greatest opportunities?
As a business, we’re committed to training, and are in the process of taking on two more apprentices, making three in total currently on the books.
How might local businesses benefit from your help?
I’m always happy to have a chat over a coffee or glass of something. It’s good to talk.
What’s in the pipeline?
The committee are hoping to put on a number of events in the coming year, including revisiting The Bunker, clay pigeon shooting, a local vineyard tour and wine-tasting – so exciting times ahead. We’ll also be opening the Long Eaton Design Centre later in the year, so watch this space …
How can interested parties find out more?
Visit the Furniture Makers website, or email me at gina@georgestewartdesign.co.uk – drop me a line with your phone number and I’ll call you back.
www.furnituremakers.org.uk
Food trucks, bar, bouncy castle, raffle, tombola & games. Tug of War competitors and spectators welcome!
SATURDAY 28 JUNE 2025
LONG EATON RUGBY CLUB, DERBYSHIRE
The Furniture Makers’ Company the furnishing industry’s charit y
For more information, please contact jessica@furnituremakers.org.uk
